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A

Project Study Report

On

Titled

“Comparative Analysis of Mobile Brands on the basis of 7P’S”


Submitted in partial fulfillment for the

Award of degree of

Master of Business Administration

Submitted By: Submitted To:

CHURAMAN SINGH Mr. Vikas Mahalawat

MBA 2nd year Faculty of M.B.A.

ulty of M.B.A.

2009-2011

MODERN INSTITUTE OF TECHNOLOGY & RESEARCH CENTRE

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6th mile stone, Sirmoli Road, Vill- Jharkhera (Alwar)

DECLARATION

I, “CHURAMAN SINGH” a Student of M.B.A – IV Semester 2011


“MODERN INSTITUTE OF TECHNOLOGY & RESEARCH CENTER, Alwar” Here
by declare that Project Report under the title “Comparative Analysis of Mobile
Brands on the basis of 7P’S” is the record of my original work under the
guidance of Mr. Vikas Mahalawat, (Faculty of M.B.A), M.I.T.R.C, Alwar. This
report has never been submitted to any else for award of any degree or diploma.

Place: Alwar CHURAMAN SINGH

Date: -………………….. MBA IV SEMESTER

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PREFACE

The practical study through, conducting the survey and doing project work has a
very significant value. The theoretical knowledge gained in classroom is not fruitful
and complete unless and until it is implemented on the practical work either done
in the field or inside the organization. It always boosts up our knowledge in
pursuing the theoretical studies. It is the internal part of our curriculum to conduct
survey and project work, which not only accelerates the managerial skills in us but
also broadens our practical prospective.
In view of above the survey on “Comparative Analysis of Mobile Brands on the
basis of 7P’S” has been conducted and the project report is before the readers. If
any part of this report is taken up positively by the industry, I will feel that my effort
was worthwhile.

***************

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ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of my


project would be incomplete without the mention of the people who made it
possible and whose constant guidance & encouragement crowned my efforts with
success.
I extend my sincere thanks to Prof. Vikas Mahalawat (Internal Guide) for
providing me all the information required and the guidance throughout the project
without which this project “Comparative Analysis of Mobile Brands on the
basis of 7P’S” would not have been possible.
I have gained a lot of knowledge, both theoretical and practical, throughout the
course of carrying out this project; I also learnt a lot about the intricacies of the
actual business world.
With special regards I would also like to sincerely thank all my lecturers and
friends for their help in completing my project successfully.

CHURAMAN SINGH

MBA IV SEMESTER

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EXECUTIVE SUMMARY

The title of the project is “A Study on comparative analysis of mobile brands


on the basis of 7P’s”. The service marketing mix comprises off the 7P’s. This
includes:
Product
Price
Place
Promotion
People
Process
Physical evidence

This study was conducted under Prof. Vikas Mahalawat (Faculty of MBA) on
behalf of different mobile brand handsets. The study was carried out in and
around Alwar city and duration was of two month.
During the study I visited to the respondents who have used and are currently
using the various mobile handsets of some branded companies.
Each respondent has given his feedback and suggestion which can be help to
identify the consumer behavior for purchasing different mobile handsets. Some of
the respondent needs more information about different mobile brand handsets
which has given me to show them at the time of interview and show satisfactory
responses regarding purchased of different mobile handsets

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TABLE OF CONTENTS
Cover Page
Preface
Acknowledgement
Executive Summary
Contents

S. No. Topic Page no.

1. INTRODUCTION OF THE INDUSTRY 7

2. INTRODUCTION OF THE ORGANIZATION 13


3. RESEARCH METHODOLOGY 41
 TYPE OF RESEARCH AND SAMPLE SIZE
 SCOPE OF STUDY
 LIMITATIONS OF PROJECT
4. FACTS & FINDINGS 51
5. ANALYSIS & INTERPRETATION 67
6. SWOT ANALYSIS 74
7. CONCLUSION 78
8. RECOMMENDATION & SUGGESTION 79

9. APPENDIX 81
10. BIBLIOGRAPHY 86

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1. INTRODUCTION OF INDUSTRY

1.1 Definition of Cellular/Mobile phone

A mobile phone or mobile (also called cell phone and handphone as well as
cell phone, wireless phone, cellular phone, cellular device, cell, cellular telephone,
mobile telephone or cell telephone) is a long-range, electronic device used for
mobile telecommunications (mobile telephony, text messaging or data
transmission) over a cellular network of specialized base stations known as cell
sites.

Most current mobile phones connect to a cellular network consisting of


switching points and base stations (cell sites) owned by a mobile network operator
(the exception is satellite phones, which are mobile but not cellular). In addition to
the standard voice function, current mobile phones may support many additional
services, and accessories, such as SMS for text messaging, email, packet
switching for access to the Internet, gaming, Bluetooth, infrared, camera with
video recorder and MMS for sending and receiving photos and video, MP3 player,
radio and GPS.

As opposed to a radio telephone, a mobile phone offers full duplex


communication, automates calling to and paging from a public switched telephone
network (PSTN), and handoff (American English)/handover (British/European
English) during a phone call when the user moves from one cell (base station
coverage area) to another. A mobile phone offers wide area service, and should
not be confused with a cordless telephone which also is a wireless phone, but
only offer telephony service within a limited range, e.g. within a home or an office,
through a fixed line and a base station owned by the subscriber.

The International Telecommunication Union estimated that mobile cellular


subscriptions worldwide would reach approximately 4.1 billion by the end of 2008.
[2]
Mobile phones have gained increased importance in the sector of Information
and communication technologies for development in the 2000s and have
effectively started to reach the bottom of the economic pyramid.

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1.2 History of mobile phones

In Europe, radio telephony was first used on the first-class passenger trains between
Berlin and Hamburg in 1926. At the same time, radio telephony was introduced on
passenger airplanes for air traffic security. Later radio telephony was introduced on a
large scale in German tanks during the Second World War.

First generation

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to Dr. Joel
S. Engel, head of research at AT&T's Bell Labs, while walking the streets of
New York City talking on the first Motorola Dynastic prototype in front of
reporters. Motorola has a long history of making automotive radios,
especially two-way radios for taxicabs and police cruisers.

Second generation

In the 1990s, 'second generation' (2G) mobile phone systems such as GSM, IS-
136 ("TDMA"), iDEN and IS-95 ("CDMA") began to be introduced. In 1991
the first GSM network (Radiolinja) opened in Finland. 2G phone systems
were characterized by digital circuit switched transmission and the
introduction of advanced and fast phone-to-network signaling.

Third generation

The first pre-commercial trial network with 3G was launched by NTT DoCoMo in
Japan in the Tokyo region in May 2001. NTT DoCoMo launched the first
commercial 3G network on October 1, 2001, using the WCDMA technology
By the end of 2007 there were 295 Million subscribers on 3G networks
worldwide, which reflected 9% of the total worldwide subscriber base.

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1.3 Seven elements of service marketing mix

These seven elements are often referred to as the marketing mix, which a
marketer can use to craft a marketing plan. The seven P’s model is most
useful when marketing low value consumer products. Industrial products,
services, high value consumer products require adjustments to this model.
Services marketing must account for the unique nature of services. Industrial
or B2B marketing must account for the long term contractual agreements
that are typical in supply chain transactions

The service marketing mix comprises off the 7’p’s. These include:

Product

Price

Place

Promotion

People

Process

Physical evidence.

Product:

The product aspects of marketing deal with the specifications of the actual goods
or services, and how it relates to the end-user's needs and wants. The scope
of a product generally includes supporting elements such as warranties,
guarantees, and support.

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Pricing:

This refers to the process of setting a price for a product, including discounts. The
price need not be monetary - it can simply be what is exchanged for the
product or services, e.g. time, energy, psychology or attention.

Promotion:

This includes advertising, sales promotion, publicity, and personal selling,


branding and refers to the various methods of promoting the product, brand,
or company.

Place

Refers to how the product gets to the customer; for example, point of sale
placement or retailing. This fourth P has also sometimes been called Place,
referring to the channel by which a product or services is sold (e.g. online vs.
retail), which geographic region or industry, to which segment (young adults,
families, business people), etc.

People

An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the
delivery of their service is essential if the organization wants to obtain a form
of competitive advantage. Consumers make judgments and deliver
perceptions of the service based on the employees they interact with. Staff
should have the appropriate interpersonal skills, aptititude, and service
knowledge to provide the service that consumers are paying for. Many
British organizations aim to apply for the Investors In People accreditation,
which tells consumers that staff are taken care of by the company and they
are trained to certain standards.

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Process

Refers to the systems used to assist the organization in delivering the service.
Imagine you walk into Burger King and you order a Whopper Meal and you
get it delivered within 2 minutes. What was the process that allowed you to
obtain an efficient service delivery? Banks that send out Credit Cards
automatically when their customer’s old one has expired again require an
efficient process to identify expiry dates and renewal. An efficient service
that replaces old credit cards will foster consumer loyalty and confidence in
the company.

Physical Evidence

Where is the service being delivered? Physical Evidence is the element of the
service mix which allows the consumer again to make judgments on the
organization. If you walk into a restaurant your expectations are of a clean,
friendly environment. On an aircraft if you travel first class you expect
enough room to be able to lay down. Physical evidence is an essential
ingredient of the service mix, consumers will make perceptions based on
their sight of the service provision which will have an impact on the
organizations perceptual plan of the service.

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2. INTRODUCTION OF ORGANISATION (IN TERM OF 7
P’S OF MARKETING)

Nokia: Product

Historically, the thinking was: a good product will sell itself. However there are no
bad products anymore in today's highly competitive markets. Plus there are many
laws giving customers the right to send back products that he perceives as bad.
Therefore the question on product has become: does the organization create what
its intended customers want? Define the characteristics of your product or service
that meets the needs of your customers.

Functionality:

• Quality
• Appearance
• Packaging
• Brand
• Service
• Support
• Warranty

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Some of the Products that Nokia offers to Customers are:

Nokia N90 Nokia 9300 Nokia 7710

Nokia 8800

Nokia 7280 Nokia 7270 Nokia 6822 Nokia 6681

Nokia 6680 Nokia 6670 Nokia 6630 Nokia 6260

Nokia 6255 Nokia 6235 Nokia 3230

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Motorola : Product
The first element in the marketing mix is the product itself. If you create products
that customers want, the other parts of the mix can be designed to meet customer
needs.
Motorola is a global leader in wireless and broadband communications
technologies and related electronic products. It has significant operations in the
UK employing approximately 2,400 people.

Motorola have below types of Products:


· Embedded systems
· Two-Way radios
· Networking Systems
· Mobile phones

They are also classified in other way:


· Cell phones
· Laptops
· Radio communication devices
· Cell phones devices
· Camera

Functionality:

· Attractive design
· Excellent call-quality
· Ease of use
·Value-added features including music player, games, camera, and video features
· High quality, reliable products.

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SAMSUNG: Product

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Nokia: - Price

How much are the intended customers willing to pay? Here we decide on a pricing
strategy - do not let it just happen! Even if you decide not to ask (enough) money for a
product or service, you must realize that this is a conscious decision and forms part of the
pricing strategy. Although competing on price is as old as mankind, the consumer is often
still sensitive for price discounts and special offers. Price has also an irrational side:
something that is expensive must be good. Permanently competing on price is for many
companies not a very sensible approach.

List Price:

• Discounts
• Financing
• Leasing Options
• Allowances.

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Motorola: - Price

It is important to set prices at the correct level if customers are to be persuaded to


buy. Prices will be linked to the product life cycle - in the earliest 'launch' phase,
prices will be high to account for development costs. Later, as sales are
increasing, costs are reduced so prices can come down. Products that are
technologically advanced may be sold at premium, high, prices to reflect the initial
research and development that has gone into them.

Price is the one element of the marketing mix which creates sales revenue - all
the others are costs. For companies like Motorola, price is a key element in the
marketing mix. It is a critical selling point. 'Getting the price right' is a vital part of
building relationships with customers. As with other companies, prices charged by
Motorola are linked to the product life cycle. When a new product is launched
prices will typically be quite high. This is because a lot of product and marketer
search has gone into producing the product. It usually takes time for large
numbers of consumers to purchase new products. For example, 3G phones are
only just beginning to sell in large quantities. As a product matures and sales
increase, it is possible to reduce costs. Economies of scale are important. These
come in when a firm is able to produce on a large scale.

With high outputs of production, costs of research and development, software


engineering and investment in plant (manufacturing machinery and tooling) can be
spread. State-of-the art products are sold at premium prices reflecting the high
quality of the items and their innovative nature. The costs to the users of Motorola
mobile phones are kept down because they are subsidized by the network
providers such as Vodafone. Network providers want as many people as possible
to subscribe to their network. They therefore like to link with the producers of the
best designed phones which feature the most exciting and effective technologies.
Phone retailers will often supply free accessories with a mobile phone to make it
more useful to phone users and to encourage them to buy.

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SAMSUNG: - PRICE

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Nokia: - Place

Available at the right place, at the right time, in the right quantities? Some of the
recent major changes in business have come about by changing Place. Think of the
Internet and mobile telephones

Locations:

• Logistics
• Channel members
• Channel Motivation
• Market Coverage
• Service Levels
• Internet
• Accessibility

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Motorola:-Place

This means how the product actually gets to the customer and refers both to the
place where it is sold, and how it gets to that place. Distribution is the process of
moving goods from manufacturer to retailer or customer. Motorola distributes
through independent retailers such as Phones 4 U, network providers such as O2
and Three and online, via the web site. Sometimes 'place' is closely linked to
product. 3G phones, for example, are mainly sold through 3G network providers.

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Samsung:-Place

Place or the distribution network in case of telecommunication is another very


important factor as the mobile service market is very large and especially in India,
it varies to small towns and even villages, so the availability of recharge coupons,
connections, infrastructure etc are very important at each and every place.

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Nokia:-Promotion

How are the chosen target groups informed or educated about the organization and
its products? This includes all the weapons in the marketing armory - advertising,
selling, sales promotions, Public Relations, etc. While the other three P's have lost
much of their meanings in today's markets, Promotion has become the most
important P to focus on.

Advertising:

• Front Line Service

• Public Relations

• Message

• Direct Sales

• Sales

• Media

• Budget

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Motorola:-Promotion

Promotion refers to the ways that a business communicates the existence and
nature of its products to its market. It includes paid for 'above-the-line' promotion
such as media advertising and 'below-the-line' promotion such as special offers
and discounts. The type of promotion is linked to product life cycle. For a new
product, for example, it is important to inform customers of its features.

Other types of promotion such as special offers and discounts are referred to as
being 'below the line'. The type of promotion that is used depends on the stage in
the product life cycle. For example, when a new product is launched, such as the
RAZR, it makes
sense to make people aware. Advertising will communicate the desirability,
emotional benefits and exclusive features of the product. Motorola works in close
partnership to promote its phones with retailers. Promotion costs are shared with
retailers. The more retailers sell - the more Motorola is able to help them.
Motorola Case Study page 5

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Samsung:-Promotion

Nokia:-People

All people directly or indirectly involved in the consumption of a service are an important part of
the extended marketing mix. Knowledge Workers, Employees, Management and other
Consumers often add significant value to the total product or service offering.

Motorola: -People

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An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the delivery of
their service is essential if the organization wants to obtain a form of competitive
advantage. Consumers make judgments and deliver perceptions of the service
based on the employees they interact with. Staff should have the appropriate
interpersonal skills, attitude, and service knowledge to provide the service that
consumers are paying for. Many British organizations aim to apply for the
Investors in People accreditation, which tells consumers that staff is taken care of
by the company and they are trained to certain standards.

Samsung: - People

Samsung campaign, entitled ‘Samsung People’, gained international recognition


when it was awarded the FWA ‘Site of the Day’. In six weeks the site clocked up
44,798 visits, with an average time of more than five minutes spent navigating
through the site.

To get the word out, the company set up banner ads on Cleo, Cosmo, FHM and
Zoo’s websites, while ‘Samsung People’ sponsored niche publications Four
Thousand, Three Thousand and Two Thousand, Two Threads, Fuzzy and Oyster
magazine newsletters. At close of phase one the site competition had received
over 4,000 entries.

Nokia: - Physical evidence

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Motorola: - Physical evidence

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Samsung: - Physical evidence

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Nokia:-Process

Procedure, mechanisms and flow of activities by which services are consumed (customer
management processes) are an essential element of the marketing strategy Nokia has
rapidly moved from functionally oriented organization to a business process
oriented mode, and our information systems have not followed the change as fast
as they should. To fill the gap, IM organization must learn and implement working
methods which enable the creation of business process oriented information
systems. To satisfy these business needs, Nokia has introduced a new
development approach for information systems development. These processes
have been created and tested during the SPI.

Motorola: - process

The process itself only takes a few minutes. Then, within 24 hours, we'll send you
an email with instructions on how to program your Motorola Mobile phone number
into your new phone.

Check the following:

• Is your phone programmed correctly?


• Did you get the welcome text message?
• Have you allowed 4 hours for your new phone to get set up on our
network?
• Do you have money in your account?

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Statement of Problem: -

As there are a large number of customer preference different brand of mobile


handset, the study was conducted in Alwar city to know consumer behavior towards
different mobile handsets. So that it would help to different mobile companies to identify
the consumer behavior.

Need of the study:-

In today’s scenario mobile are vast used in exchange of information becomes the
necessity of life to a common man. In modern would as individual tends to communicate
anything to everything tight from the place where he or she stands. Even while riding a
vehicle he or she wants to communicate within a fraction of second with clear voice,
without any disturbance. Customer wants more facility in mobile like SMS, design,
durability, sound, quality, display, camera, , music, multimedia, internet, discount price,
availability etc. Today the mobile handset company growth has been excellent. Day by
day many new attractive schemes provide additional, add few new features to existing
ones, reduce the price of mobile, introduce varieties of handset models a healthy
competition that benefits subscribers hence in this context. It is important to study which
shape the consumers mind during taking or switching over the new mobile handsets.

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Objectives

Primary Objective

1) To study consumer behavior and increase market share and create


distance from Competition.

Secondary objective

2) To find the attributes which influenced the customers in selecting particular


mobile handsets?

3) To study the consumer’s behavior towards different mobile handsets.

4) To know specific aspects related to the buying behavior of the mobile


users.

5) To know the consumer preferences and choices.

6) To know the potential of the market and expand into new markets and
business.

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REVIEW OF LITERATURE

While the Finnish phone maker has updated its handset portfolio at the high end
to compete better with Motorola's super-successful Razor phone, the refresh has
been less than inspired. ...

"[Nokia's] high-end phones are small, but they're boxy. Motorola's high-end
[models] are thin and slick.”...

Nokia's pushing hard into emerging markets with low-cost phones, which while
hitting margins, are building presence for the long term. 34% increase in handset
volumes versus a 25% sales increase. ... To find growth, Nokia is venturing into
emerging markets, such as China and Russia. ...

Nokia is looking out for the long term by penetrating emerging markets. But it will
take some time for the margins to improve as these consumers upgrade to
premium handsets. Nokia appears to have positioned itself well because gaining
recognition in these markets while they're still developing will give it an important
market presence moving forward

It would also be interesting to see Motorola's share of sales inside and outside the
US, versus Nokia. Motorola could be overly US-dependent... perhaps for another
post. For reference, each company's one year chart below.

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Nokia

About the Company

Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications


equipment manufacturers. With headquarters in Keilaniemi of Espoo, Finland, this
Finnish telecommunications company is best known today for its leading range of
mobile phones. Nokia also produces mobile phone infrastructure and other
telecommunications equipment for applications such as traditional voice
telephony, ISDN, broadband access, professional mobile radio, voice over IP,
wireless LAN and a line of satellite receivers.

Nokia provides mobile communication equipment for every major market and protocol,
including GSM, CDMA, and WCDMA.

Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of
Nokia rapids. Finnish Rubber Works established its factories in the beginning of 20th
century nearby and began using Nokia as its brand. Shortly after World War I Finnish
Rubber Works acquired Nokia wood mills as well as Finnish Cable Works, a producer
of telephone and telegraph cables. All three companies were merged as Nokia
Corporation in 1967. The name Nokia originated from the river which flowed through
the town of the same name (Nokia).

MOTOROLA
About the company
Motorola, Inc. (NYSE: MOT) is an American, multinational, Fortune 100,
telecommunications company based in Schaumburg, Illinois. It is a manufacturer
of wireless telephone handsets, and also designs and sells wireless network
infrastructure equipment such as cellular transmission base stations and signal
amplifiers. Motorola's home and broadcast network products include set-top
boxes, digital video recorders, and network equipment used to enable video

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broadcasting, computer telephony, and high-definition television. Its business and
government customers consist mainly of wireless voice and broadband systems
used to build private networks and public safety communications systems like
Astro and Dimetra. Motorola is now working on Google open sourced based
platform mobile operating system phone featuring Google Android 2.0 known as
"Eclair".

Motorola began life as The Galvin Manufacturing Corporation in Chicago in 1928.


Its first product was a battery eliminator enabling radios to operate from mains
electricity rather than expensive batteries. In the 1930s it produced car radios
using the brand name 'Motorola'. The company later adopted Motorola as its
name.

The company is now known around the world for innovation and leadership in
wireless and broad band communications. Motorola's vision is of Seamless
Mobility, which the company defines as helping users get and stay connected
easily to the people, information, and entertainment that they want and need. The
company does this by designing and delivering "must have" products ,"must do"
experiences and powerful networks. Applying this vision to mobile phones,
Motorola has gone beyond just enabling users to make voice calls or send text
messages. Depending on the models chosen, users can:

* share music files between the user's PC and their phone


* play that music easily on stereo Bluetooth TM headphones
* In the car - as well as being able to use the phone with a hands-free car kit, play
music through the car stereo
* At home, play the music through your stereo system.

o In 1986, Motorola came in India. In India, Motorola has 2nd rank in


mobile market. The market share of Motorola is near about 18%. The target
audience of Motorola is youth of India. In India, Motorola offers world class
mobile phones to satisfy the needs of all segments of the market. In India
they are offering the smallest and the lightest GSM handset in market.

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SAMSUNG

About the company

Samsung Telecommunications is one of five business units within Samsung


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

In 2007 Samsung Telecommunication Business reported over 40% growth and


became the second largest mobile device manufacturer in the world. Its market
share was 14% in Q4 2007, growing up from 11.3% in Q4 2006.In Q1 2008
Samsung strengthened its second position on the market and achieved 15.6%
world handset market share.

Stages of Telecommunication Business

Initial stage (1977-1993)

In 1977 Samsung Electronics launched the Telecommunication Network business,


and in 1983 it initiated its mobile telecommunications business with the hope that
this would become the company's future growth engine. In 1986, Samsung was
able to release its first built-in car phone, the SC-100, but it was a failure due to
the poor quality. In spite of unsuccessful result Ki Tae Lee, the then-head of the
Wireless Development Team, decided to stay in the mobile business. He asked
the company to buy ten Motorola mobile phones for benchmarking. After 2 years
of R&D Samsung developed its first mobile phone (or "hand phone" in Korea), the

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SH-100 in 1988. It was the first mobile phone to be designed and manufactured in
Korea. But the perception of mobile devices was very low and although Samsung
introduced new models every year, each model sold only one or two thousand
units.

Time of changes (1993-1996)

In 1993 it was decided that the development team should focus on improving
connectivity due to specific mountain topography of Korea. They found the optimal
length of a mobile phone antenna and developed a method of using gold to
connect the point between the antenna and the communication circuits, thus
significantly reducing resistance and enabling steadier wave conductivity. They
also developed the wave-searching software that was specially designed for
Korea's topography.

CDMA Era (1996-1998)

Samsung developed its first CDMA mobile phone in March 1996, to coincide with
the launch of CDMA service. The first digital handset, the SCH-100, was
extra light and slim, and enabled clear voice communication. Before long,
Samsung became the leader in the Personal Communications Service
(PCS) market. It partnered with KTFreetel and Hansel PCS to provide PCS
phones. Its first PCS phone, the SCH-1100, entered the market with
innovative features, including a lightweight body, enhanced battery life, and
the ability to capture delicate sounds. For the PCS market, the company
coined a new slogan, "Strong in small sounds," to emphasize the mobile
phone's capability to capture delicate sounds.

By the end of 1997, one year after the CDMA service was first launched;
Samsung had achieved a 57% market share in the CDMA cellular market and
58% in the PCS market. Also, in April 1997, it achieved sales of one million CDMA
phone units.

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Global market and GSM Era (1998-now)

To achieve further growth, Samsung had to penetrate the GSM market. The first
GSM model was the SGH-200, which was made for European customers. But it
was not as good as the company's CDMA phone. It was difficult to hurdle the high
entry barrier, which the then "Big 3" Nokia, Motorola, and Ericsson had built for
years. The company's next few models didn't attract Europeans, either. The
development team realized that a simple change in the circuit system wouldn't
work in the European market. Thus, it decided to look more closely at the
customer's point of view. They found that Europeans preferred geometric,
balanced, and simple designs. Using this information, Samsung adopted 'simple'
as the design concept, then developed

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RESEARCH DESIGN

Research design is a plan, structure, strategy of investigation conceived so as to


obtain answers to research question and control variance. A research design is a
specification of method and procedures or acquiring the information needed. It is
the overall pattern or framework of the project that stipulates what is to be
collected, from which sources, by what procedure.

According to F. Erlanger “Research Design” is defined as the plan,


Structure and Strategy of investigation conceived as to obtain answers to
research questions.
Research design is the framework of the research, which focuses on the
sources of data, sampling technique, sample size, and research instrument other
framed elements of the research. For this project work diagnosis research design
has been used.
The Research Design is prepared to achieve the defined objectives. For
any survey it should be of a proper research method. It is basic framework witch
provides the guideline for rest of the Research Process. It mainly specifies the
objectives of project, method of collecting the data, Research Approach, Sampling
Plan, and Time Period etc.

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3. RESEARCH METHODOLOGY

3.1 What is research?

RESEARCH METHODOLOGY is a way of systematically solves the research


problem.

It may be understood as a science of studying how research is done scientifically.

In it we study the various steps that are generally adopted by a researcher in


studying his research problem along with the logic behind them. It is necessary for
the researcher to know not only research methods /techniques how to calculate
the mean , mode, median or standard deviation or chi-square how to apply
particular research techniques , but they also need to know which of these are
methods or techniques , are relevant and which are not , and what would they
mean and indicate and why researchers also need to understand the assumptions
underlying various techniques and they need to know the criteria by certain
problems and others will not .all this means that it is necessary for the researcher
to design his methodology for his problem as the same may differ from problem to
problem.

Research always starts with a question or a problem. Its purpose is to question


through the application of the scientific method. It is a systematic and intensive
study directed towards a more complete knowledge of the subject studied.

Marketing research (MR) is the function which links the consumer, customer and
public to the marketer through information- information used to identify and define
marketing opportunities and problems generate, refine, and evaluate marketing
actions, monitor marketing actions, monitor marketing performance and improve
understanding of market as a process. Marketing research specifies the
information required to address these issues, designs, and the method for

42
collecting information, manage and implemented the data collection process,
analyses the results and communicate the findings and their implication

Marketing Research is, thus, defined as, the systematic, objective and exhaustive
search for and study of the facts relating to any problem in the field of marketing.

Thus, three key ideas regarding marketing research are:-

i. Marketing research is concerned with studying any of the


manifold problems in marketing.
ii. Its purpose is to aid decision-making in the marketing field.
iii. Systematic gathering and analysis of information is its route in
achieving its purpose.
3.2 Types of research:-

3.2.1 Qualitative MR:


• It is used in exploratory research work.
• Expresses and summarizes data non-numerically/qualitatively.
• Tackles a limited number of respondents.
• It involves in-depth probe.
• It involves non-structured questioning/observation
• Is the soft version of MR.
• Provides insights on marketing problems.
• Final course of action cannot depend on its findings.
3.2.2 Quantitative MR:
My project work is concerned with this type of research. It has the following
features:-

• It is used more in conclusive research projects.


• Expresses and summarizes data numerically/qualitatively.
• Tackles a large number of respondents; often amounts to large-
scale surveys.
• It involves limited probe with limited questions.
• It involves structured questioning/observation

43
• Is the hard version of MR.
• Provides hard facts on marketing problems.
• Final course of action can depend on its findings

3.2.3 The Marketing Research Process


As marketing research is a systemic and formalized process, it follows a certain
sequence of research action. The marketing process has the following steps:

Defining the marketing problem

Identifying the MR problem involved

Specifying the information requirement

Developing the research design

Developing the research procedure / instrument for gathering the information

Gathering the information (Data collection)

Analyzing and interpreting the information

44
Summarizing the findings / Preparing the research report

3.2.4 Data Collection Method:

Primary data:
It is original data, first hand and for the specific purpose of the research project.
For this project, I have used the following common research instrument:-
Questionnaire:
Questionnaire development is the critical part of primary data collection job. For
this I have prepared a questionnaire in such away that it is able to collect all
relevant information regarding the project.

In this questionnaire, I have used mostly close-ended questions that are easier to
be answered by respondents (consumers) and also easier for interpretation and
tabulation & one open-ended question to take the opinion of the respondents in
their own words. The questions were asked to the consumers covering perception
towards their purchase, price of the product, purpose for using the product,
characteristic of the product, brand image, effectiveness of the advertisements,
sales promotional activities, overall opinion about the product, etc.
For collecting the answers from the above questionnaire, I have used the following
common method:-
Interview:
It is the most common method for contacting consumers & collecting primary data.
For this project I have used following type of interview:-
Personal interview:
It is the most extensively used method. It enables better control of the sample and
ensures answers from the respondents. It also provides for a tactful approach to
the respondent since it is based on a person-to-person talk. But this method is
generally more expensive and time consuming.
For this project each interview was taking 15 to 20 minutes to complete. Interview
was also delayed due to un-availability of respondent in house.

45
Secondary data
It was collected to add the value to the primary data. Data regarding IMRB,
International (Indian Marketing Research Bureau) history, its profile and other
necessary records and information was collected by referring to website,
magazines, annual reports, reference books, daily newspapers, etc.

Sample Unit:-
For studying consumer behavior of samples were selected from Alwar city.

Sample size:-
Sr. no. Respondent Number of respondents

1. Mobile Users 200

Sample procedure:-
Only those respondents are included in samples, who are traders of Nokia. These
respondents are questioned thoroughly.

Sample media:-
The respondents in the samples are reached through personal interviews.

Sampling methods:
Sampling methods fall under two broad categories:
A. Non-probability sampling methods:-
a) Convenience sampling.
b) Judgment sampling.
c) Quota sampling.
d) Panel sampling.

B. Probability/random sampling methods:-


a) Simple random sampling.
b) Stratified sampling.

46
c) Systematic random sampling.
d) Area sampling.
For this project I followed random sampling method. In this method sample units
are selected at random. From random sampling method I selected area sampling
method. Area sampling is a form of stratified sampling. In this case, the
stratification is based on the criterion of locations. This method selects the sample
units in several stages. At each stage a series of intermediary geographical blocks
are randomly selected. It is from within these blocks, that the sample units are
then selected at random.
Before North, South, East, West. Out of four zones any one zone was selected.
From that zone any one street was selected. After selecting the street, right-hand
rule is followed i.e. the outlet coming to right side are selected. Then interview is
started.

Sample Design:
I have prepared this project as descriptive type, as the objective of the study.

Methods of data analysis and statistical Techniques:

Different types of data analysis techniques used in the research project should be
specifically mentioned. Such as:

 Basic analytical tools, which include Tabular Analysis, Graphical


Analysis, Percentage Analysis.

3.3 CONSUMER BUYING BEHVIOUR


The main aim of marketing is meet and satisfy target customers need and wants
buyer behavior refers to the peoples or organization conduct activities and

47
together with the impact of various influence on them towards making decision on
purchase of product and service in a market. The field of consumer behavior
studies how individuals, groups and organization select, buy, use and dispose of
goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behavior and knowing customer are never simple. The
wealth of products and service produced in a country make our economy strong.
The behavior of human being during the purchase is being termed as “Buyer
Behavior”. Customer says one thing but do another. They may not be in touch
with their deeper motivations. They are responding to influences that change their
mind at the last minute. A buyer makes take a decision whether save or spend the
money.

Definition of Buyer Behavior:-


Buyer behavior is “all psychological, Social and physical behaviors of potential
customers as they become aware of evaluate, purchase, consume and tell others
about product & service.

Consumer Buying Decision Process


There are following five stages in consumer buying decision process.
Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The
need can be triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a particular need. By
gathering information from a number of consumers, Marketers can identify the
most frequent stimuli that spark an interest in a product category. They can then
develop marketing strategies that trigger consumer interest.

Information Search:-
The consumer tries to collect information regarding various products/service.
Through gathering information, the consumer learns about completing brands and

48
their features. Information may be collected form magazines, catalogues, retailers,
friends, family members, business association, commercial, chamber of
commerce, telephone directory, trade fair etc. Marketers should find out the
source of information and their relative degree of importance the consumers.

Personal Sources: Family, friends, neighbor, as quittances.


Commercial Source: Advertising, sales persons, dealers, packaging, displays.
Public sources: mass media, consumer, rating organizations.
Experimental sources: Handling. Examine, using the product.

Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts
are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the purchase
decision.

Choice of purchasing decision:-


From among the purchase of alternatives the consumer makes the solution. It
may be to buy or not to buy. If the decision is to buy
The other additional decisions are:
Which types of bike he must buy? From whom to buy a bike
How the payment to be made? And so on.
The marketer up to this stage has tried every means to influence the purchase
behavior, but the choice is properly consumers. In the evaluation stage the
consumer forms preferences among the brands in the choice set. The consumer
may also form an intention to but the most preferred brand.

Post Purchase Behavior:-

49
After purchase the product, the consumer will experience the same level of
product. The Marketer’s job not end when the product is buying must monitor
post-purchase satisfaction, post-purchase action, post-purchase use and disposal

Post Purchase Satisfaction:-


The buyer, S satisfaction is a function of closeness between the buyer, S
expectation and the products Perceiver performance.
The larger the gap between expectation and performance the greater the
consumer dissatisfaction.

Post purchase Action:-


The Consumer, S satisfaction or dissatisfaction with the product influence
subsequent behavior. If the consumer satisfied, he or she will exhibit a higher
probability of purchasing the product again.
Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal:-


The marketer should also monitor new buyers use and dispose of the product. If
the consumer store the product in a close, the product is probably not very
satisfying. If the consumer throws the product away, the marketer needs to know
how they dispose of it; especially it can be hurt the environment.

Characteristic of Buyer Behaviors


The chief characteristics of the buyers behaviors are as follow:-
(1) It consists of mental and physical activities which consumers undertake to get
goods and services and obtain satisfaction from them.
(2) It includes both observable activities such as walking through the market to
examine merchandise and making a purchase and mental activities-such as
forming attitudes, perceiving advertising material, and learning to prefer particular
brands.
(3) Consumer behaviors are very complex and dynamic to constantly changing.
And therefore, management needs to adjust with the change otherwise market
may be lot.

50
(4) The individuals specific behaviors in the market place is affected by internal
factor, such as need , motives, perception, and attitudes, as well as by external of
environmental influences such as the family social groups, culture, economics
and business influences.

4. FACT & FINDINGS

51
Table showing preference of mobile phone

Brand No of respondent Percentage


Nokia 112 56%
Sony Ericson 48 24%
Motorola 16 08%
Samsung 12 06%
Vodafone 6 03%
Micromax 2 01%
Spice 4 02%
Total 200 100%

Interpretation: -

Above chart shows that most preferred brand in the mobile is Nokia. Sony
Ericson is second largest brand in the market. Others are different brand that are
less preferred.

Table showing choice of purchase of mobile phone

Statement No of respondent Percentage


Style 42 21%
Infotainment 20 10%
Multimedia 26 13%
Business 14 07%

52
Connected 98 49%
total 200 100%

Table showing mobile option which consumer uses

Option No of respondent Percentage


Calls 82 41%
SMS 24 12%
Browse the Internet 16 08%
Take Photos 20 10%
Check emails 10 05%

53
Record video 18 09%
Music 22 11%
Mobile TV 08 04%
Total 200 100%

Table showing reasons for choosing of mobile brand

Reason No of respondent Percentage


Convenience Handsets 94 47%
Cost Control 48 24%
Value Added Service 16 08%
Discounts 42 21%
Total 200 100%

54
Table showing influencing factors of purchasing

Influencing factor No of respondent Percentage


Price/Offers 54 27%
Brand name 86 43%
Availability in store 28 14%
Different size 18 09%
Mobile battery 14 07%
Total 200 100%

55
Table showing impact of shopper’s purchase decision for mobile phone

Option No of respondent Percentage


In store TV 34 17%
Broachers 18 09%
Danglers 38 19%
Floor standee 08 04%
Poster 102 51%
Total 200 100%

56
Table showing consider owing a mobile handset as a

Option No of respondent Percentage


Necessity 122 61
Status 56 28
Luxury 22 11
Total 200 100

Percentage
70

60

50

40

30 Percentage

20

10

0 57
Necessity Status Luxury
Option No of respondent Percentage

Employed full time 42 21

Employed part time 18 9

Self employed 44 22

Full time home maker 58 29

Full time students 38 19

Total 200 100

Table showing the highest level of education

58
Option No of respondent Percentage

Elementary school 22 11
graduate
Middle school graduate 28 14

High school graduate 36 18

University degree 62 31

PG qualification 52 26

Total 200 100

Table
showing respondent’s monthly income

Option Respondent %
10,000-11,999 42 21
12,000-19,999 58 29
20,000-24,999 34 17
25,000-29,999 30 15
30,000-34,999 22 11
35,000&above 14 7
Total 200 100

59
Attributes No. Of consumer %
Design 26 13
Brand 70 35
Durability 32 16
Sound quality 20 10
Battery life 24 12
Display 16 8
Camera &music 8 4
Multimedia 4 2
Total 200 100

60
Table showing preference of purchasing of mobile handsets

Attributes No of respondent Percentage


Design 26 13
Brand 70 35
Durability 32 16
Sound Quality 20 10
Battery life 24 12
Display 16 08
Camera & Music 08 04
Multimedia 04 02
Total 200 100

Table showing used brands on consumer

Brand Currently Percentage Owned in the Percentage

61
Owned past
Nokia 98 49 86 43
Sony Ericson 46 23 42 21
Motorola 18 09 32 16
Samsung 20 10 18 09
Vodafone 06 03 06 03
Spice 04 02 04 02
LG 08 04 12 06
Total 200 100 200 100

Table showing considering attributes like various facilities

62
Brand No of respondent Percentage
Nokia 104 52
Sony Ericson 44 22
Motorola 16 08
Samsung 12 06
Vodafone 10 05
Spice 04 02
LG 10 05
Total 200 100

63
Scope of the Study

As learning is a human activity and is as natural, as breathing. Despite of the fact


that learning is all pervasive in our lives, psychologists do not agree on how
learning takes place. How individuals learn is a matter of interest to
marketers. They want to teach consumers in their roles as their roles as
consumers. They want consumers to learn about their products, product
attributes, potential consumers benefit, how to use, maintain or even dispose
of the product and new ways of behaving that will satisfy not only the
consumer’s needs, but the marketer’s objectives.

The scope of my study restricts itself to the analysis of buying behavior of the
mobile brands.

Time period of the Study

The present study was undertaken during the month of March 2011 - May 2011.

Research Design
The study is a cross sectional study because the data were collected at a single
point of time. For the purpose of present study a related sample of population was
selected on the basis of convenience.

Data Collection

The data, which is collected for the purpose of study, is divided into 2 bases:
 Primary Source: The primary data comprises information survey of
“Comparative study of consumer behavior towards Nokia and Motorola”.
The data has been collected directly from respondent with the help of
structured questionnaires.
 Secondary Source: The secondary data was collected from internet
and references from Library.

64
Sample Size & Design
A sample of 200 people was taken on the basis of convenience. The actual
consumers were contacted on the basis of random sampling.

Tools and Techniques of Analysis

Percentage methods have been used for analysis the data.

Limitations of the Study

The findings of the study will be based on opinion of the respondents, which may
be based.
Lack of time and finance may prevent from carrying out in depth study

65
5. DATA ANALYSIS AND INTERPRETATION
5.1 Do you have any mobile phone?

PARTICULARS NUMBER %AGE


Yes 50 100%
No 0 0%

50 50

45
40
35
30
25
Yes
20
No
15
10 0
0% No
5
0 100%
Yes
NUMBER
%AGE

INTERPRETATION:

All the respondents had mobile phone

5.2 How many mobile phones do you have?

66
particulars No. of respondents

1 37

2 13

3 0

3+ 0

No. of respondents
40 37
35
30
25
20
15
13
10
5 No. of respondents
0
0
1 0 No. of respondents
2
3
3+

INTERPRETATION

Out of 50 respondents 37 says that they had 1 connection while 13 were having 2
connections.

5.3 Which mobile are you using?

Particulars No. of respondents

67
Nokia 27

Motorola 16

Samsung 7

No. of respondents
30
27
25
20
15 16
10
5 7
No. of respondents
0
Nokia
No. of respondents
Motorola
Samsung

INTERPRETATION:

Out of 50 respondents 27 were using NOKIA while 16 respondents were using


MOTOROLA and 7 were using other.

5.4 Are you satisfied with the services?

PARTICULARS NUMBER

68
Yes 41
No 9

NUMBER
50
41
40

30

20

10 9 NUMBER

0
Yes NUMBER
No

INTERPRETATION:

Out of 50 respondents 41 respondents were satisfied with the services of there particular
mobile while only 9 were not satisfied.

5.5 Which advertisement media puts more impact on your buying


decision?

PARTICULARS NO. OF RESPONDENTS

69
T.V. 28

MAGAZINES 04

NEWSPAPERS 10

INTERNET 05

OTHERS 03

NO. OF RESPONDENTS

30 28

25
20
15
10
10
4 5
5
3
0 NO. OF RESPONDENTS
. NO. OF RESPONDENTS
V
. S S
T E R T
N
I E E S
Z P N R
A A R E
G P E H
A T T
S O
M W IN
E
N

INTERPRETATION:

Out of 50 respondents 28 gets aware of mobiles T.V, 5 by internet,10 by news papers, 03


by others while 04 by magazines.

5.6 From how long you are using this particular service mobile?

PARTICULARS NO. OF RESPONDENTS

70
1 year 10

2 years 25

3 years 11

More than 3 years 4

NO. OF RESPONDENTS
25 25
20
15
10 10 11
5
NO. OF RESPONDENTS
0 4
NO. OF
1 year
2 years RESPONDENTS
3 years
More than
3 years

INTERPRETATION: Out of 50 respondents 10 were using there particular mobile


since 1 years, 25 since 2 year, 11 since 3 years while only 4 were using there mobile
from more than 3 years.

5.7 Would you like to change your current mobile in future?

PARTICULARS No. OF RESPONDENTS


Yes 18
No 32

71
No. OF RESPONDENTS

35
32
30
25
20 18
15
10
5 No. OF RESPONDENTS
0
No. OF
Yes
No RESPONDENTS

INTERPRETATION:

Out of 50 respondents 32 did not want to change there current while only 18 respondents
want to change there mobile.

6. COMPARATIVE SWOT ANALYSIS

Nokia Motorola Samsung

72
 Experience – 142 year  Globall  New product concept
y number 2 to roll out five month
history
 World
 Wide product range wide  Catching the pulse of
operation the consumer ,
 Distribution channels in offering good design
and understanding
developing markets emotions
 Wide
 Economies of scale portfolio of
products
 Lower logistics costs than  Heavy investment in
technology , product
competitors.
6.1 Strength design and human
 Having resource
 High margins. second
highest
 Do it yourself manufacturing market share  Focus on innovative
product for the high
– manufactures 75% of its

phones  Distribution channels

 Market share in developing

 Nokia accounts for half of markets


the global smart phone

market.

 38% of the global volume.

73
6.2 Weakness

 Global standards & global  Less  Not proactive coming


Penetration out with newer model
phones.

 Tried to apply these phones  Lack of product


 Less differentiation
to all regions. Resale Value

 Didn’t customize phones

based on customers in each  Different model at


different price point
region.
 Battery
backup  Focus on mass
 Responsiveness/adaptability
market instead of
niche market
to customers’ needs.

 Decrease in sales in the  Less of


market share
United States.  Not very user friendly
design
 Loss of market share –

dropped from 33% in 2002 to

10% in 2007.

 Low level of Nokia phones

6.3 Opportunity

Nokia Motorola Samsung

74
 Leverage low  Wid  Distinguish its
logistics costs to e and service from
further decrease growing competitor
prices in volume market
market & increase  Offer product
profit margin variation
overall.
 Ben
 Provide internet
efit of wide
services to  Demand for cell
range of
capture this phone driven by
brands
growing market. the service
 Improve sales in provider or carrier
the United States.
 Tie up with service
provider
 Enh
ance its
CDMA
category

75
6.4 Threats

Nokia Motorola Samsung

 Growth in handset  No  Not an accessory and


models to slow from kia and fashion statement
21% experienced over other
the past few years to competito
10% in 2008.1 r
 The Google phone will  Not keeping track of the
encourage new entrants new trend in the market
and Nokia may have to
 Ne
compete with dozens of
w
small firms instead of
technolog
four large firms as it  Aggressive competition
y
currently does.
 Dilute brand by
expanding into internet
services.
 Overpaying for web
 Bu
services.
ying
behavior
of
consumer
s

 CD
MA
technolog
y a new
design to

76
suit the
tastes of
Europeans
.

7. CONCLUSION

In today’s scenario mobile are vast used in exchange of information becomes the
necessity of life to a common man. In modern would as individual tends to
communicate anything to everything tight from the place where he or she stands.
Even while riding a vehicle he or she wants to communicate within a fraction of
second with clear voice, without any disturbance. Customer wants more facility in
mobile like SMS, design, durability, sound, quality, display, camera, , music,
multimedia, internet, discount price, availability etc. Today the mobile handset
company growth has been excellent. Day by day many new attractive schemes
provide additional, add few new features to existing ones, reduce the price of
mobile, introduce varieties of handset models a healthy competition that benefits
subscribers hence in this context. It is important to study which shape the
consumers mind during taking or switching over the new mobile handsets. By this

77
comparative analysis of mobile brands on the basis of 7 P’s of marketing analysis
help up to achieve below objective as :

• To study consumer behavior and increase market share and create


distance from Competition.

• To find the attributes which influenced the customers in selecting particular


mobile handsets?

• To study the consumer’s behavior towards different mobile handsets.

• To know specific aspects related to the buying behavior of the mobile


users.

• To know the consumer preferences and choices.

• To know the potential of the market and expand into new markets and
business.

8. RECOMMENDATION & SUGGESTION

Nokia

 Expand mobile voice

 Drive consumer multimedia

 Bring extend mobility to enterprises

 Right time of decision

78
 Determination and risk taking

 Foreseeing and using rising market opportunity

 Creating the future

Samsung

 Aggressively hawking fill tops and clamshell with polyphonic ring tones and
colour screen

 Nationwide distributor and retail presence in the domestic consumer


durable market

 Set up handset manufacturing facility in India

Motorola

 The Communication Objective of Motorola is to improve brand image and


awareness. Also creating brand recall in customers mind through Color,
Logo, and its promotional program. So the person enhances to buy the
product. For achieving this objective Motorola using some tools of
marketing

 The target market of Motorola is Urban and Rural area. The target
audience of Motorola is Youth.

79
9. APPENDIX

80
9.1 Questionnaire:

Respondent Details

Name :

Age :

Gender :

Address :

Mobile :

Q1 which mobile do you prefer?

A) Nokia
B) Sony Ericson
C) Motorola
D) Samsung
E) Vodafone
F) Micromax
G) Spice

Q2 How long ago did you purchase it?

A) Less than three month ago


B) 3-6 month ago
C) 7-12 month ago
D) Within past 2 years
E) More than 2 years ago

Q3 Which of the following statement is best choice you when purchasing a


mobile phone?

81
A) Style
B) Infotainment
C) Multimedia
D) Business
E) Connected

Q4 Which one of the following option you choose when purchasing a mobile
phone?

A) Calls
B) SMS
C) Browse the internet
D) Take Photos
E) Check emails
F) Record video
G) Music
H) Mobile TV

Q5 For what reason you choose the mobile brand?

A) Convenience Handset
B) Cost control
C) Value added Service
D) Discounts

Q6 Which factors influenced you in purchasing the mobile brand you are
currently using?

A) Price/Offers
B) Brand name

82
C) Availability in store
D) Different size

Q7 Select following option is in store marketing materials that may impact


shopper’s purchase decision for mobile phone?

A) In store TV
B) Broachers
C) Dangler
D) Floor standee
E) Poster
F) Leaflet

Q8 You consider owing a mobile handset as a

A) Necessity
B) Status
C) Luxury

Q9 Which one of the following best describes your current employment status?

A) Employed full time


B) Employed part time
C) Self employed
D) Full time home maker
E) Full time student

Q10 which is the following best describe the highest level of education you have
completed?

A) Elementary school graduate


B) Middle school graduate
C) High school graduate

83
D) University degree
E) Post graduate

Q11 What is your monthly income?

A) 10,000-11,999
B) 12,000-10,999
C) 20,000-24,999
D) 25,000-29,999
E) 30,000-34,999
F) 35,000 and above

Q12 What other brands of mobile phone regardless of type have owned in the
past?

Currently Own Owned in the past

A) Nokia __________ _______________


B) Sony Ericson __________ _______________
C) Motorola __________ _______________
D) Samsung __________ _______________
E) Vodafone __________ _______________
F) Spice __________ _______________
G) LG __________ _______________

Q13 Which one of the following features you choose when purchasing mobile
phone?

Attribute

A) Design
B) Brand
C) Durability
D) Sound quality

84
E) Battery life
F) Display

Q 14 Which mobile do you prefer considering attributes like design, brand,


durability ,sound quality, battery life, display, camera & music, multimedia ?

a) NOKIA

B) Sony Ericsson

C) Motorola

D) Samsung

E) Vodafone

F) Spice

10. BIBLIOGRAPHY

85
10.1 Websites:

1. www.google.com
2. www.scribd.com
3. www.managementparadise.com
4. www.mbaclub .com
5. www.slideshare.com

10.2 Books:

6. Marketing Research – G. C. Beri


7. Research Methodology – C.R. Kothari
8. Principles of Marketing – Philip Kotler

86