CHAPTER I INTRODUCTION

CUSTOMER SATISFACTION
Marketing is the art of creating, satisfying customers by meeting the needs of customers and by creating value satisfaction for them. As Peter Drucker says the essence of marketing is that the entire business has to be seen from the point given of the customer. However, customers face a vast array of product and brand choices prices, supplies and to understand the needs and preferences of the customers it becomes imperative for us to carry out research together information. We believe that customers estimate which offer will deliver the most value to them and which will deliver and maximize value, within the bounds of research costs and limited knowledge, mobility, and income they form an expectation of value and act on it. Whether or not the offer lives up to the value expectation affects both purchase and repurchase probability. The purpose of any Marketing research is to provide information at a specific time on customer, trade, competition and the future brands, so as to enable marketers to formulate successful strategies in their quest for customers mind share and market share. The research helps the marketers to find out the attributes and variable that influence the customers behavior towards a given product offering and it shapes the attitudes of the customers favorably towards a specific product, thus by analyzing these undertones the researcher can find out the levels of customer satisfaction, and the results of the marketing research can help the marketers to analyze the weak spots in their marketing strategies and can reformulate their strategies so that they can satisfy their customers and maximize their brand loyalty and profitability.

NEED AND IMPORTANCE OF THE STUDY From the days of industrial revolution when goods & services were produced to the present day, the emphasis has shifted from the producers to the customer and his needs, and with the customer becoming more involved, in the marketing process there is greater need for information regarding the customer needs. Preferences and making them satisfied of the products & services, has led to a constant but increasing need to conduct marketing research. This research is an insight into the mind of the customer, with the help of which the organizations will become aware of their pitfalls and in turn can also make improvements in the product regarding the level of satisfaction of the customers towards their offerings in the market place. The Telecom industry is highly competitive in nature and due to rapid advancements in the field of technology. Land line phones have become redundant and the shift is clearly towards cellular services. As such there has been a greater need to conduct market research studies. Since no risks can be entertained with regard to the satisfaction of the people. Hence the need to constantly monitor the changing preferences, attitudes of the customers becomes that much more necessary. The basic need of this project is to know the Satisfaction amongst the respondents, with regard to Nokia services and its products.

OBJECTIVES OF THE STUDY

The study of customer attitudes would provide the company with necessary insights to develop the product, its pricing strategy, and to design persuasive promotional strategy. It would also support the organization to analyze its drawbacks in its various strategies and to take corrective action to remain as market leaders.

The ultimate goal of every manufacturer is to get his sales enhanced and sees it that the retailer and customer are fully satisfied. The success of every manufacturer depends on his ability to spread his product for the widened market to make products accessible to retailers to spread the product in the market.

To study the attitude and satisfaction among the customers for Nokia mobile To study and analyze various factors influence the customers to purchase the Nokia mobile. To study the respondents opinion regarding Nokia mobile.

To identify the customer satisfaction towards Nokia product. To identify how customer know about Nokia products. To know the persons feeling towards the product. To prepare strategies for the business development of Nokia product over the competitors.

To analyze the complaints and suggestions given by the customers.

SCOPE OF THE STUDY: The study attempts to identify the reach of Nokia mobile. Which would help the company in formulating the suitable strategies. The study also identifies the attitudes and preferences of the consumers. The study also focused on media through which the product reaches the consumers. The scope of project work is to get the opinions from respondents on the issues mentioned earlier. The scope of the study is limited. The study is a very minor contribution to the company as it is only restricted to the twin cities (Warangal & Hanmakonda). The study would only be a drop in the ocean, Can help the distribution in twin cities.

RESEARCH OBJECTIVES 1) To study the Customer Satisfaction amongst the users of Nokia products. 2) To study the satisfaction levels of Nokia mobile customers & Nokia fixed wireless customers. 3) To study the Satisfaction level of Nokia customers with regard to other products and services offered by Nokia. 4) To make suggestions for improvement of their products & their services from the customers point of view based on this research to fulfill customers needs. 5) To know the customers feed back towards the redressal of grievances by Nokia. 6) To ascertain the role of media in promoting and creating awareness towards the diversified portfolio of Nokia products. 7) To find out the quality of service in terms of transmission coverage, clarity in the reception and connectivity of the various services that are being offered by Nokia. 5

RESEARCH METHODOLOGY
Research in common pursuance refers to a search for knowledge in a scientific and systematic way for pursuant information on a specified topic. Once the objective is identified that next step is to collect the data which is relevance to the problem identified and analyze the collected data in order to find out the hidden reasons for the problem. There are two types of data namely. 1. Primary Data 2. Secondary Data 1. PRIMARY DATA Primary data is to be collected by the concerned project researcher with relevance to his problem. So the primary data is original in nature and is collected first hand. Collection of primary data There are several methods of collecting primary data particularly in surveys and descriptive researches. Important ones are as follows: 1. Observation Method 2. Interview Method 3. Questionnaire 4. Schedule 1) OBSERVATION METHOD: It is the most commonly used methods especially in studies relating to behavioral sciences. This method implies the collection of information by way of investigators own observation, without interviewing the respondents. The information obtained relates to what is currently happening and is not complicated by either the past behavior or future intentions or attitudes of respondents. 6

2)

INTERVIEW METHOD The interview method of collecting data involves presentation of oral, verbal

stimuli and reply in terms of oral-verbal responses. This method can be used through personal interview and, if possible, through telephone interview. Personal Interview The method of collecting information through personal interview is usually carried out in a structured way. As such we call these interviews as structured interviews. Such interviews involve the use of a set of predetermined questions and of highly standardized techniques of recording. Thus, the interviewer in a structured interview follows a rigid procedure laid down, asking questions in a given format and the order prescribed. As against it, the unstructured interviews are characterized by flexibility of approach to questioning. Unstructured interviews do not follow a system of pre-determined questions and standardized techniques of recording information. 3) QUESTIONNAIRE The researcher and the respondents do come in contact with each other if this method of survey is adopted. Questionnaires are mailed to the respondents with a request to return after completing the same. It is the most extensively used method in various economic and business surveys & research. Questionnaire to be used must be prepared very carefully so that it may prove to be effective in collecting the relevant information. Structured Questionnaire Using structured questionnaire method, which contains close-ended questions, collected the primary data with respect the problem chosen. The questions have some options, from which the respondents have to choose a choice. As the answers lie within a specified range they are called close-ended questions. Open-ended questions are those questions where no choices are given to respondents and respondents are free to express their choice or answer.

The following sampling method was used. Sampling: Making a census of the entire universe will be out of the question in many marketing research project on account of limitation of time and money. Hence, sampling becomes inevitable. Sample size: The sample was taken from the universe on random sampling basis in Hanamkonda. The sample size designed for this project is 50 keeping in mind the paucity of time and also the customer base of the organization in the research area. Research Methodology A structured questionnaire was prepared and presented to the respondents and related questions were asked. Questionnaires mainly contained close-ended questions and a few open ended questions, to identify the reasons for customers satisfaction & their dissatisfaction. Secondary data It is the data already existing, which has gone through some standard analysis. Under the secondary data, the companys annual reports, broachers, pamphlets, newspapers, journals and internet were taken into consideration. LIMITATIONS OF THE STUDY:

The study is limited to Warangal & Hanmakonda city limits only. Therefore the same cannot be applicable to other places. The sample size taken is only 50 and as such is very small as compared to the universe, this is due to the constraints of time and effort, and as such may not be enough to generalize to the entire population, however it is presumed that the sample represents the universe.

Some respondents were unable to crystallize their answers to some Questions in the questionnaire. Respondents might have responded with the actual feelings of facts while giving responses to the questionnaire.

The customers attitude may change in future due to change in their standard of living.

No secondary data was used for the analysis and interpretation of the data Time being a limiting factor was not sufficient to gather opinions from majority of the respondents, who form part of the universal sample.

Since this study concentrated on customer satisfaction towards Nokia no attempt was made to study other activities of the organization. Such as finance, human resource management etc.,

CHAPTER-II INDUSTRY & COMPANY PROFILE

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INDUSTRY PROFILE
In the present day, the information technologies have been successful in building a super highway for communications. Communication technologies are found contributing substantially to the developmental process. In the communication services, we find that telecommunications are playing a significant role, in various processes and in the overall development of the economy. We cant negate the fact that after the attainment of independence and to be more specific during 1980s and 1990s. The telecommunication services have made rapid strides both in quality and quantity. However, the users at large are found dissatisfied with the quality of services made available to them.

The major problem area for telecommunication service providers is to meet the expectation of the customers with regard to quality of service and value added services along with competitive pricing. So to satisfy the customer and to retain customer loyalty in the fast growing telecom sector it becomes pestiuent to study the various factors that have a bearing on the customer satisfaction towards the organization & to find ways to improve the level of customer satisfaction amongst the users of these services.

As customers, each one of us has a vast number of attitudes towards products, towards services, towards advertisements, towards retailers. Whenever we are asked whether we like or dislike a product, service, we are being asked to express our attitudes and when we like a product or service we express our attitudes and when we like a product or service we express it in items of our satisfaction, and satisfied customers leads to more customers by way of publicity. The first experimental electric telegraph line was started between Calcutta and Diamond Harbour in November, 1850.

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The visionary behind this landmark was Dr. William O Shaughnessay credited to pioneer telegraph and telephone in India. The successful working of this experimental lime led to the construction of 4000 miles of telegraph line connecting Calcutta and Peshawar in the north via Agra and Mumbai through Sindhwa Ghats, Mumbai and Chennai in the south as well as Ooctacamund and Bangalore. A regular Telegraph Department was set up in 1854 when the Telegraph Act was enacted and telegraph facilities were thrown open to public traffic. Dr. O Shaughnessys continual innovative perusals propelled him to the coveted post of the first Director General. The significant leap, which really set the telecom ball rolling, was the establishment of Indo-Ceylon link. The Indo-Ceylon cable was laid in 1858, in 1865 the first Indo-European telegraph communication was effected in 1873 Duplex telegraphy was introduced between Bombay and Calcutta. In 1875, ITD supplied the first private telephone line and two ears later it erected telegraph line between Srinagar and Gilgit on behalf of Maharaja of Kashmir.

In the historical archives, the year 1888 has vital importance. It was in this year that the Indo-European Telegraph Department was merged with Indian Telegraph Department. In 1895, phonograms were introduced for the first time at Bombay and Calcutta and in 1902 the first wireless Telegraph Stations was established between Saugor Islands and Sand heads and a year, the Department Wireless Telegraph was introduced.

The tradition of milestone years was now gaining momentum. 1905 can be termed as the cornerstone of todays telecom profile. It was in this year that the control of the Telegraph Department was transferred from PWD to Commerce & Industry Department.

In 1907, women signalers were employed for the first time. In 1914 the Postal and Telegraph Departments were amalgamated under a single Director General. At the same the control of the P & T Department was reverted top PWD. The year also witnessed the opening of the first automatic exchange at Simla with a capacity of 700 lines and 400 actual connections. 12

A major reorganization of the department took place when the accounts of the Indian Posts and Telegraphs were reconstituted to examine the true fiscal profile of the Department the attempt was to find out the extent to which the department was imposing a burden on the taxpayers and bringing in revenue to the Exchequer and how far each of the four constituent branches, namely postal, telephone and wireless, were contributing.

Radio Telephone Communications between England and India were opened in 1933: Indo-Burma Radio Telephone Service started functioning between Madras and Rangoon in 1936.Deluxe Telegrams with foreign countries were introduced in 1937; Bombay New York wireless telegraph service was commissioned in 1914; Hindi telegram in Devnagari script was introduced and won your telephone scheme was inaugurated in 1949.

The year 1950 saw the Indian telegraph and Radio/Wireless telephone service span its wings across frontiers. Own your telephone exchange scheme began to operate in 1950. The first coaxial route between Delhi and Agra and the first Subscriber Trunk Dialing (STD) route between Kanpur and Lucknow were commissioned. In the 1950 and 60s while the Beatles wave was sweeping the world. The Indian telecom think tank was busy in introducing the microwave culture long before the Indian housewife ever heard about it. In the 1960s the first microwave route between Calcutta and Asansol was opened.The 1970s witnessed the installation of SPC Gateway Telex Exchange and introduction of International Subscriber Dialed Telex Service and commissioning of the first Optic Fiber System for local junction in Pune. The 1980s completely established Indian Telecom as the frontrunner. In one giant leap, the universe shrinked the first satellite earth station for domestic communications was set up at Secunderabad.The 1990s saw the revolution in the Indian telecom sector with the launch of cellular services, the government gave various incentives to the service providers to improve the connectivity on one hand and also lower the prices in the NCD & ICD sector. This period saw the emergence of 13

contrasting technology plat forms namely GSM and CDMA technologies. It also saw the advent of the internet and broad band services in our country. As the time of the century India. Stood at the gateways of telecom revolution. The start of the 21st century saw the explosion of telecom services and Indian market started to show remarkable growth rates with respect to addition of new subscribers. This period also saw the consolidation of the various services providers at regional level and by 2006 there appeared 4 major cellular providers in the GSM space namely. 1) AIRTEL 2) BSNL- CELLONE 3) Vodafone 4) IDEA along with a few fringe players.

On the CDMA front the consolidation saw the emergence of two rivals namely Tata-Indicom and Reliance Infocomm.

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COMPANY PROFILE
History of NOKIA:
The roots of Nokia go back to the year 1865 with the establishment of a forest industry enterprise in South-Western Finland by mining engineer Fredrik Idestam, Elsewhere, the year 1898 witnessed the foundation of Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began operations. Gradually, the ownership of these two companies and Nokia began to shift into hands of just a few owners. Finally in 1967 the three companies were merged to form Nokia Corporation.

At the beginning of the 1980s, Nokia strengthened its position in the telecommunications and customer electronics markets through the acquisitions of Mobira, Salora, Televa and Luxor of Sweden. In 1987, Nokia acquired the customer electronics operations and part of the component business of the German Standard Elektrik Lorenz, as well as the French customer electronic company Oceanic. In 1987, Nokia also purchased the Swiss cable machinery company Maillefer.

In the late 1980s, Nokia became the largest Scandinavian information technology company through the acquisition of Ericssons data systems division. In 1989, Nokia conducted a significant expansion of its cable industry into Continental Europe by acquiring the Dutch cable company NKF. Since the beginning of the 1990s, Nokia has concentrated on its core business, telecommunications, by divesting its information technology and basic industry operations. From its inception, Nokia was in the communications business as a manufacturer of paper - the original communications medium. Then came technology with the founding of the Finnish Rubber Works at the turn of the 20th Century. Rubbers, and associated chemicals, were leading edge technologies at the time. Another major technological change was the expansion of electricity into homes and factories which led to the establishment of the Finnish Cable Works in 1912 and, quite naturally, to the manufacture of cables for the telegraph industry and to support that new-fangled device - the telephone! After operating for 50 years, an Electronics 15

Department was set up at the Cable Works in 1960 and this paved the way for a new era in telecommunications. Nokia Corporation was formed in 1967 by the merger of Nokia Company - the original paper-making business - with the Finnish Rubber Works and Finish Cable Works. Design has always been important at Nokia and todays mobile phones are regarded as a benchmark for others to follow. Take, for example, multi-colored, clipon fascias which turned mobiles into a fashion item overnight. But Nokia has always thought like that and back in the fashion-conscious 1960's when one branch of the corporation was a major rubber manufacturer, it hit on the idea of making brightlycolored rubber boots at a time when boots followed the Henry Ford principle - you could have any color, so long as it was black! The '60s, however, were more important as the start of Nokia's entry into the Telecommunications market. A radio telephone was developed in 1963 followed, in 1965, by data modems - long before such items were even heard of by the general public. In the 1980's, everyone looked to micro computers as the next 'big thing' and Nokia was no exception as a major producer of computers monitors and TV sets. In those days, the prospect of High Definition TV, satellite connections and teletext services fuelled the imagination of the fashion conscious homeowner. In the background, however, changes were afoot. The world's first international cellular mobile telephone network, NMT, was introduced in Scandinavia in 1981 and Nokia made the first car phones for it. True enough, there were 'transportable' mobile phones at the start of the '80's but they were heavy and huge. Nokia produced the original hand portable in 87 and phones have continued to shrink in inverse proportion to the growth of the market ever since. It took a technological breakthrough and changes in the political climate to create the wire-free world people are increasingly demanding today. The technology was the digital standard, GSM, which could carry data in addition to high quality voice. In 1987, the political goal was set to adopt GSM throughout Europe on July 1st 1991. Finland met the deadline, thanks to Nokia and the operators. Politics and technology have continued to shape the industry. The '80s and '90s saw widespread deregulation, which stimulated competition and customer expectations. Nokia 16

changed too and in 1992 Jorma Ollila, then President of Nokia Mobile Phones, was appointed to head the entire Nokia Group. The corporation divested the non-core operations and focused on telecommunications in the Digital Age. Few people in the early '90s would have thought that 'going digital' would change things so much. Nokia is harnessing its experience in mobility and networks to generate a startling vision of the future. Meeting rooms, offices and homes will be 'smart' enough to recognize their human visitors and give them whatever they want by listening to their requests. Nokia welcomes change and improvement and can embrace new ideas at great speed. Such characteristics will never change but, as to the rest, the story has only just begun! Nokia-Connecting People: this slogan is known all over the world. Nokia employs 50, 000 people in 120 countries. Currently every third mobile phone sold in the world is a Nokia. The Nokia Company is today one of the worlds leading high tech companies. Its rapidly growth in the 1990s coincided with a basal structural change of the Finnish economy and industry. In this restructuring process Nokia played an important role. Despite the fact that Nokia is a leading multinational company, a major part of its business is located in Finland. Nokia plays a significantly role in the economic growth of Finland, which has been one of the fastest in whole Europe. But the roots of the Nokia Company go back to the 19th century when in 1865 a forest industry enterprise in the small town Nokia in South Western Finland was established by mining engineer Fredrik Idestam. At the turn of the 20th century technology came with the founding of the Finnish Rubber Works in 1898 and the expansion of electricity into the homes and factories which led to the establishment of the Finnish Cable Works in 1912. With this development the manufacture of cables for the telegraph industry followed and supported so the new-fangled device, the telephone. The three companies (Paper, Rubber and Cables) were merged to the Nokia Corporation in 1967. Since the 1990s the Nokia Company focuses especially the telecommunication industry. The following essay deals with a detailed overview of the history of the Finnish Nokia company. But besides this, it is also mentioned the importance of this 17

company for the Finnish economy. At the end of the essay I will give an overview of the future challenges for the Nokia Company and its surroundings. At first I start with the development of the Nokia Company; from its roots as a forest industry to a worlds leading telecommunication enterprise.

Mission and Vision

Vision "Our customers continue to our First Priority" Nokia's future success depends on delivering great experiences to our customers by creating products and solutions that work seamlessly and are appealing. Mission "In a world where everyone can be connected, we take very human approach to technology" Connecting is about helping people to feel close to what matters. Wherever, whenever, Nokia believes in communicating, sharing, and in the awesome potential in connecting the 2 billion who do with the 4 billion who don't. If we focus on people, and use technology to help people feel close to what matters, then growth will follow. In a world where everyone can be connected, Nokia takes a very human approach to technology. Board of Directors The Board decides on matters that, in relation to the Group's activities, are significant in nature. Such matters include confirmation of the strategic guidelines, approval of the periodic plans and decisions on major investments and divestments. The Board appoints the CEO, who also acts as President, the Chairman and the members of Nokia's Group Executive Board. The Board also confirms the remuneration of the CEO. The roles and responsibilities of the Board and its committees
are defined in the Corporate Governance Guidelines and the committee charters. The Board's committees consist of the Audit Committee, the Personnel Committee and the Corporate

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Governance and Nomination Committee. The Board regularly reviews these guidelines and charters in order to ensure that they appropriately comply with what the Board believes to be best practices of corporate governance. The Board and each of its committees conduct annual performance self-evaluations. Compensation plans be approved by a company's shareholders.

Chairman
Jorma Ollila

Vice Chairman
Dame Marjorie Scardino
Georg Ehrnrooth Lalita Dr. Dr.

D. Gupte

Bengt Holmstrm Henning Kagermann

Olli-Pekka Kallasvuo Per

Karlsson Siilasmaa Suila

Risto Keijo

The Responsibilities of the Board of Directors

The Board represents and is accountable to the shareholders of the company. The Board's responsibilities are active, not passive, and include the responsibility regularly to evaluate The strategic direction of the company, management policies and the effectiveness with

which management implements them. The Board's responsibilities also include overseeing the structure and composition of the company's top management and monitoring legal compliance and the management of risks related to the company's operations. In doing so, the Board may set annual ranges and/or individual limits for capital expenditures, investments and divestitures and financial commitments not to be exceeded without Board approval. 19

Group Executive Board

Nokia's articles of association provide for a Group Executive Board, which is responsible for managing the operations of Nokia. The Chairman and the members of the Group Executive Board are appointed by the Board of Directors. Only the Chairman of the Group Executive Board can be a member of both the Board of Directors and the Group Executive Board. Group Executive Board Compensation Insiders' Ownership Company Codes

Annual General Meeting

The shareholders of Nokia use their decision-making power in Nokia's general meetings. The Annual General Meeting is usually held in each March, April or May. Annual General Meeting

Auditor
The independent auditor is elected annually by Nokias shareholders at the Annual General Meeting. PricewaterhouseCoopers Oy was re-elected as Nokias independent auditor for the fiscal year 2007 at the Annual General Meeting on May 3, 2007.

Corporate Governance Practices

Nokia follows rules and recommendations of the Helsinki, New York, Stockholm and Frankfurt stock exchanges, where applicable. Nokia's corporate governance practices comply with the Corporate Governance Recommendation for Listed Companies approved by the Helsinki Stock Exchange in December 2003, effective as of July 1, 2004. Nokia has an internal audit function that acts as an independent appraisal function by examining and evaluating the adequacy and effectiveness of the companys system of internal control. Internal audit resides administratively within the CFOs organization and reports to the Audit Committee of the Board of Directors. 20

The head of internal audit function has at all times direct access to the Audit Committee, without involvement of the managementUnder the New York Stock Exchange's corporate governance listing standards, listed foreign private issuers, like Nokia, must disclose any significant ways in which their corporate governance practices differ from those followed by US domestic companies under the NYSE listing standards. There are no significant differences in the corporate governance practices followed by Nokia as compared to those followed by US domestic companies under the NYSE listing standards, except that Nokia follows the requirements of Finnish law with respect to the approval of equity compensation plans. Under Finnish law, stock option plans require shareholder approval at the time of their launch. All other plans that include the delivery of company stock in the form of newly issued shares or treasury shares require shareholder approval at the time of the delivery of the shares or, if shareholder approval is granted through an authorization to the Board of Directors, no more than a maximum of five years earlier. The NYSE listing standards require that equity

Nokia Product Design:

Nokia is a great brand because it knows that the essence of the brand needs to be reflected in everything the company does, especially those that impact the customer. Product design is clearly critical to the success of the brand, but how does Nokia manage to inject personality into product design? The answer is that it gives a great deal of thought to how the user of its phones will experience the brand, and how it can make that experience reflect its brand character. The large display screen, for example, is the Face of the phone. Nokia designers describe it as the eye into the soul of the product. The shape of phones is curvy and easy to hold. The faceplates and their different colors can be changed to fit the personality, lifestyle, and mood of the user. The soft key touch pads also add to the feeling of friendliness, expressing the brand personality. Product design focuses on the customer and his needs, and is summed up in the slogan, human technology.

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Segmentation Strategy
Nokia Market Demographic The profile for Nokia customer consists of the following geographic and demographic: Geographic Our immediate geographic target is rural India. The total targeted population is estimated at 100 million. Demographic Male and female. Ages 25-50, this is the segment that makes up 80% of the Nokia mobile phone market according to the NOKIA India Ltd. Professionals and College students Marketing Objective: Capture rural Indian Market Target students & working professionals Attract Customers to New technology Enhance Distribution Maximize our revenues

Maintain Customers Loyalty Easy access to Customer Support

Offering customer care is an essential part of an ease-of-use service experience. The working customer care concept creates stickiness between the enduser and the service provider. Customer support can be offered via a call center, by providing automated self-service or through in-store support. The challenge is to choose the customer support combination that best matches the specific service proposition. For call centers, ease-of-use Manifests in quick response, least number of 22

call transfers, transparent tariffs and knowledgeable personnel. The better the alighment in business processes, supporting infrastructure and related call center processes, the better the capabilities for delivering superior call center service. Another contact point for users is often provided via a branded Internet portal. An internet portal is an attractive option because it supports end-users 24/7 and is cost-effective for the service provider. Users can access the portal to manage and modify their own account. Connection stability and logical navigation with a minimal number of clicks determines the ease-of-users is in-store support. This support is difficult to organize and manage for quality as it is often outside of service providers own business realm. End users often perceive in-store support as inadequate and not fulfilling their needs. Many end-users complain about the service they have been given while visiting an outlet.

Strategy
"Wherever, whenever, we believe in communicating, sharing and in the awesome potential of connecting the 2 billion who do, with the 4 billon who don't" At Nokia, customers remain our top priority. Customer focus and customer understanding must always drive our day-to-day business behavior. Nokia's priority is to be the most preferred partner to operators, retailers and enterprises. Nokia will continue to be a growth company, and we will expand to new markets and businesses. World leading productivity is critical for our future success. Our brand goal is for Nokia to become the brand most loved by our customers. In line with these priorities, Nokia's business portfolio strategy focuses on five areas, with each having long-term objectives: Create winning devices Embrace customer Internet service Deliver enterprise solutions Build scale in networks Expand professional services

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Mobile Phone Market in India

Nokia market share in India fell from 56.2% share in 2008 to 54.1% in 2009. Local players have grabbed 17.5% market share [from 0.9%, a year back] Only 5 local manufacturers in 2008 and the number stand at 28 now! Samsungs share rose marginally to 9.7% from 9.5%

Nothing much has changed in 2010 and here are the latest figures (comparison between 08-09 and 09-10, from Voice&Data)

Nokia market share dipped from 64% in 08-09 to 52.2% in 09-10. Samsung gained the market share 10% to 17.4% in 09-10. LGs market share increased marginally from 4.5% to 5.9%. Losers include Sony Ericsson (market share fell from 6% to 3%), Motorola (3.5% to 1%), ZTE (5.6% to 1.9%).

Micromax has been one of the major winners, from nothing to 4.1% [drive by huge advertising during IPL]. Karbonns market share too increased to 3%

As per Industry estimates, 108 million mobile phones were sold in the country in 2009-10, resulting in sales of Rs 27,000 crore as against Rs 25,910 crore during the previous year. Nokias revenue too fell from Rs16,567 crore to Rs14,100 crore and the company is now betting big on services like messaging, life tools and digital music.

Nokia of course leads the pack, but the surprise comes from Samsung. Samsung has overtaken Motorola in Indias handset market (for the third place), as per the latest ORG figures.

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Handset Market Share:

Nokia: 59.5% Sony: 8.1% Samsung: 7% Motorola: 5.9%

Nokias success is mainly attributed to distribution deals they inked of the estimated 79,000 retail outlets in India selling mobile phones, Nokia had a presence in 72,000 of themAt the same time, Nokias market share has gone down in the past few months, as the other handset vendors are building up a strong retail presence across the country.

Nokia underperforms market growth in Q2

Nokia reported second-quarter results in line with its reduced targets, with revenues up 1 percent from a year ago to EUR 10.0 billion and EPS falling 40 percent to EUR 0.06. The Devices & Services division posted sales up 3 percent to EUR 6.8 billion, in line with the outlook issued in June for a result at the low end of the earlier guided range of EUR 6.7-7.2 billion. The handset division's adjusted operating margin fell to 9.5 percent from 12.2 percent a year ago, and operating profit including exceptional items tumbled 16 percent to EUR 643 million. Nokia said the adjusted operating margin for the full year is now estimated at 10-11 percent, after the profit warning in June called for a margin at the low end or below the earlier range of 11-13 percent. Nokia said the upside is the market continues to show healthy growth, especially in less-mature markets where the company is strong. The Finnish group shipped 111.1 million phones in the quarter, up 8 percent from a year ago and up 3 percent from Q1. That was below the estimated market growth of 14 percent year-on-year and 5 percent sequentially. With the market shipping an estimated 338 million phones in the quarter, Nokia's market share was at 33 percent, in line with Q1. Smartphone market share was also stable, at 41 percent, with Nokia shipments up 42 percent year-on-year and 12 percent from Q1 at 24.0 25

million. Despite the gowth in high-end devices, Nokia's average selling price fell to EUR 61 from EUR 64 a year ago and EUR 62 in Q1, due to price pressure and a higher proportion of lower-priced smartphones. The smartphone ASP fell 21 percent from a year ago to EUR 143. Nokia maintained its outlook for market volumes to grow around 10 percent this year, while its own market share should be unchanged in volume terms and slightly lower in value terms. The company forecast Q3 sales at the Devices & Services division of EUR 6.7-7.2 billion., and an adjusted operating margin of 7-10 percent. The group confirmed that the N8 will start shipping at the end of Q3, to be followed shortly by additional Symbian^3 devices. The company downgraded its outlook for Nokia Siemens Networks, saying it now expects the network equipment company to maintain its market share in 2010 rather than outpace the market. The market outlook was maintained at flat in euro terms. NSN recorded Q2 sales of EUR 3.0 billion, down 5 percent from a year ago, while the operating loss showed little improvement at EUR 179 million versus EUR 188 million last year. The company blamed the results on delays in orders in India due to the new security regulations there as well as component shortages; both of these situations are expected to improve in Q3. NSN's adjusted operating margin is still forecast at 2 percent for 2010, versus 1.7 in Q2. Sales for Q3 were forecast at EUR 2.7-3.1 billion, with the margin ranging from a negative 2 percent to a positive 2 percent.At Navteq, sales were up 71 percent from a year earlier to EUR 252 million, benefiting from improved conditions in the automotive industry and growth in mobile device sales. The operating loss decreased to EUR 81 million, compared with EUR 100 million in the second quarter 2009. Nokia just published their Q2 2010 financial results, and as always its a lot to take in since they provide an amazing amount of statistics. Lets go through the most important figures: Nokia had $10 billion worth of sales this quarter. Thats up 1% compared to the same quarter last year, and up 5% from the previous quarter. Of those $10 billion, Devices and Services net sales were $6.8 billion, up 3% year on year, and up 2% from the previous quarter. Reported profits come in at 295 million EUR, down 31% from a year ago, and down 40% from last quarter. 26

Nokia shipped 111.1 million devices, up 8% year on year, and up 3% from last quarter. Of those 111.1 million devices, 24 million were smartphones. Thats up 42% year on year, and up 12% from last quarter. The average price of all the mobile phones Nokia sold was 61 EUR, down from 62 EUR in Q1 2010, and down from 64

EUR in the same quarter last year. The average price of a feature phone sold was 39 EUR, and thats 5% down compared to this time last year, and the same price it was in Q1 2010. The average price of a smartphone sold is 143 EUR, down 21% from the same quarter last year, and down 8% from last quarter. Nokia estimates that 338 million mobile phones were shipped in Q2 2010, up 14% year on year and 5% compared to last quarter. That brings Nokias market share down to 33%, unchanged from the previous quarter, but down compared to the 35% share year on year. Nokia also estimates that 59 million smartphones shipped this

quarter, up from 41 million a year ago, and from 52.6 million last quarter. Using those figures, Nokias share in the smartphone space is now 41%, same as it was last quarter, and same as it was a year ago. Sales in Europe (by volume) are up 9% compared to last quarter, and up 12% compared to the same quarter a year ago. Sales in the Middle East and Africa, traditionally Nokias most awesome territory, are down 5% compared to last quarter, but up 11% year on year. Margins continue to slip for the Devices and Services group, down to 9.5%, compared to 12.5% in the previous quarter and 11.6% a year ago. Nokias expectations for 2010 are flat device sales by volume, and lower value share compared to 2009. An investor call is due to take place in less than 2 hours. Any new information from that call or from analyst reports published somewhere else, will be added to the bottom of this blog post if something juicy turns up. This blogger is waiting to hear news about the CEO (pictured above) and when hell finally step down.

27

Some Achievements for Nokia

Ranked No 1 Most Trusted Brand Survey by Brand Equity, 2008 Ranked the No 1. MNC in India by Businessworld, Indias leading business weekly, 2006

Ranked as the No. 1 telecommunications equipment vendor in the country by Voice & Data for five consecutive years 2008, 2007, 2006,2005 and 2004

Ranked as the 9th most powerful brand by Millward Browns BrandZ 2008 Ranked worlds 4th most valuable brand by Interbrand, 2007 Ranked Asias most trusted brand by the Media-Synovate, 2006

Some of the Products that Nokia offers to Customers are:

Nokia E75

Nokia E72

5230 Rs.7500

E63 Rs.8500

7020

Rs.4700

2730 classic Rs.4300

5130 XpressMusic 5030 XpressRadio Rs.4700 Rs.1700

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2323 classic Rs.2211

Nokia X2-01 Rs.4500

NokiaX3 touch and type Rs.10000

Nokia X6 8GB Rs.14499

Nokia C2 Rs.2700

Nokia C3 Rs.5749

Nokia 2690

29

CHAPTER-III CONCEPTUAL FRAMEWORK

30

Customer Satisfaction
Introduction:
Customer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. Many organizations have not got a clue about how the customers perceive the goods and services they supply. Customers attitude to be that so long as people buy their products then the products must be accepted. Firstly, customer may buy a given product or services simply because there is no other option and they would prefer to purchase what you are offering them to go out altogether. Secondly, fact that a product or services may be accepted does not mean that it will continue to sell. Competitors may see opportunities, customer expectations may change customer tastes may move on. If standards dont rise and services evolve and then download sales will appear. A worse situation arises when the organization havent got a clue of the customers perceptions but think they have. Another situation is when the organization dont have clue of their customers perception and dont care either the organization may believe that it is a monopoly situation and its customers cant go else where. Sometimes organizations believe that it know that best what customer should want and therefore supply them with a centrally designed product.

31

If resultant product or service has defects, then it is perceived to be a problem for the customer. Some organizations solicit customer feedback or it any way whether they like it or not and then do nothing about it. Finally we come to the point where we realize how important customer feedback is in the case of organizations, which helps the organizations to determine how efficiently it is solving the customer and determine customer satisfaction. This feedback answers the following questions to find out. Who are your customers? Why are they likely to be your customer? What do your customers want? How does your customer feel? What do your customers think? How can you make your customers feel valued? What sort of initiatives would your customers appreciate? What can you do to keep your customers?

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers;. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization's products.

32

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 delivered SERVQUAL which provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of Performance and their perceived experience of performance. This provides the researcher with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation theory by combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation) into a single measurement of performance relative to expectation. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement in terms of their perception and expectation of performance of the service being measured.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme. TICSS focuses an organizations attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises, Product/Services, as well as performance measurement. The

implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty Measuring customer satisfaction is a relatively new concept to many companies that have been focused exclusively on income statements and balance sheets. Companies now recognize that the new global economy has changed things forever. Increased competition, crowded markets with little product differentiation 33

and years of continual sales growth followed by two decades of flattened sales curves have indicated to today's sharp competitors that their focus must change. It takes continuous effort to maintain high customer satisfaction levels. As markets shrink, companies are scrambling to boost customer satisfaction and keep their current customers rather than devoting additional resources to chase potential new customers. The claim that it costs five to eight times as much to get new customers than to hold on to old ones is key to understanding the drive toward
benchmarking and tracking customer satisfaction.

Competitors that are prospering in the new global economy recognize that measuring customer satisfaction is key. Only by doing so can they hold on to the customers they have and understand how to better attract new customers. The competitors who will be successful recognize that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits. The problem companies face, however, is exactly how to do all of this and do it well. They need to understand how to quantify, measure, and track customer satisfaction. Without a clear and accurate sense of what needs to be measured and how to collect, analyze, and use the data as a strategic weapon to drive the business, no firm can be effective in this new business climate. Plans constructed using customer satisfaction research results can be designed to target customers and processes that are most able to extend profits. Too many companies rely on outdated and unreliable measures of customer satisfaction. They watch sales volume. They listen to sales reps describing their customers' states of mind. They track and count the frequency of complaints. And they watch aging accounts receivable reports, recognizing that unhappy customers pay as late as possible -- if at all. While these approaches are not completely without Value, they are no substitute for a valid, well-designed customer satisfaction survey program.

34

Customers: people or groups of people who purchase or use or consume your

products and/or services

Satisfaction: cognitive or affective reaction to overall experience encountered Customer Satisfaction: customers positive or negative feeling about the
perceived value that was received as a result of using your products and/or services in specific use situation

Business Definition for: Customer Satisfaction

The degree to which customer expectations of a product or service are met or exceeded. Corporate and individual customers may have widely differing reasons for purchasing a product or service and therefore any measurement of satisfaction will need to be able to take into account such differences. The quality of aftersales service can also be a crucial factor in influencing any purchasing decision. More and more companies are striving, not just for customer satisfaction, but for customer delight, that extra bit of added value that may lead to increased customer loyalty. Any extra added value, however, will need to be carefully costed. Because the concept of customer satisfaction is new to many companies, it's

important to be clear on exactly what's meant by the term. Customer satisfaction is the state of mind that customers have about a company when their expectations have been met or exceeded over the lifetime of the product or service. The achievement of customer satisfaction leads to company loyalty and product repurchase. There are some important implications of this definition:

Theoretical over view on customer satisfaction

Satisfaction in persons feelings of pleasure of disappointment resulting from comparing a products perceived performance (out come) in relation to his or her expectations. 35

Customer perceived value

Our premise is that customers will buy from the firm that they see as offering the highest perceived value. Customer perceived value (CPV) is the difference between the prospective customers evaluation of all the benefits and all the costs of an offering and the perceived alternatives. Total customer Value is the perceived monetary value of the bundle of economic, functional and psychological benefits customers expect from a given market offering. Total Customer Cost is the bundle of costs customers expect to incur in evaluating, obtaining, using and disposing of the given market offering.

Total Customer Satisfaction

Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. In general, satisfaction is a persons feelings of pleasure of disappointment resulting from comparing a product perceived performance (or outcome) in relation to his or her expectations. If the performance falls short of expectorations, the customer is dissatisfied. It is the performance matches the expectations, the customer is satisfied. If the performance exceeds the expectations, the customer is highly satisfied or delighted.

Measuring Satisfaction
Although the customer centered firm seeks to create high customer satisfaction, that is no its main goal. If the company increases customer satisfaction by lowering its price or increasing its services, the result may be lower profits. Even badmouth it. At levels two or four, customers are fairly satisfied but still find it easy to switch when a better offer comes along. At level five, the customer is very likely to repurchase and even spread good work of mouth about the company. High satisfaction or delight creates an emotional bond with brand or company. High satisfaction or delight creates an emotional bond with the brand or company, not just a rational preference.

36

Customer expectations
From past buying experience, friends and associates advice, and marketers and competitors information and promises. If marketers raise expectations too high, the buyer is likely to be disappointed. However, if the company sets expectations too low, it wont attract enough buyers (although it will satisfy those who do buy).

Delivering high customer value

The key to generating high customer loyalty is to deliver high customer value. According to Micheal planning, in his delivering profitable value, a company must design a competitively superior value proposition aimed at a specific market segment, backed by a superior value-delivery system. The value proposition consists of the whole cluster of benefits the company promises to deliver, it is more than the core positioning of the offering.

37

CHAPTER-IV DATA ANALYSIS & INTERPRETATION

38

Analysis and findings

The total number of respondents of the survey is 50 from Warangal Dist. The main aim of the survey is to know the satisfaction level of the Nokia Services. The data collected is through primary source, through interviewing the concerned respondents by giving them a structured questionnaire, which includes few open-ended questions.

39

Q.No: 1)

Do you have Own Mobile Table No. 1 Option Yes No Total No. of respondents 40 10 50 Percentage 80% 20% 100%

70% 80% 60% 50% 40% 30% 20% 20% 10% 0% Nokia Motorola

Figure No. 1

Interpretation:
From the above table it is seen that 80% of the respondents are using Mobile products and remaining 20% of the people says no.

40

Q.No: 2) If you have own Mobile, which mobile you are using? Table No. 2

Brand Name Nokia Motorola Samsung LG Total

No. of respondents 25 05 15 05 50

Percentage 50% 10% 30% 10% 100%

60% 50% 50% 40% 30% 30% 20% 10% 10% 0% No. of respondents 10% samsung LG nokia motorolo

Figure No. 2

Interpretation:
From the above table it is seen that 50% of the respondents have been using Nokia products. While 30% are been using Samsung, 10% of the people using Motorola &10% of the people using LG Products.

41

Q.No: 3) How do you know about Nokia Mobile? Table No. 3 Source Mass Media Publicity Clients Others Total No. of respondents 20 10 15 5 50 Percentage 40% 20% 30% 10% 100%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

40% mass media 30% publicity 20% 10% clients others

No. of respondents

Figure No. 3

Interpretation:
From the above table it can be seen that 40% of them came to know through Mass media, 30% of Respondents through clients, 20% of them through publicity, and 10% of says that through others.

42

Q.No: 4) From how long you are customer to the Nokia Mobile. Table No. 4 Duration Less than one year One year to two years Two years to three years Above five years Total No. of respondents 20 12 13 05 50 Percentage 40% 24% 26% 10% 100%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

40%

less than one year one year to two years two years to three years 10% above five years

24%

26%

No. of respondents

Figure No. 4

Interpretation:
From the above table it is shown that 40% of the respondents are using mobile for less than one year, 24% of them says that they are using from one year to two years and 26% of them says that they are using from two years to three years and remaining says that they are using since five years.

43

Q.No: 5) Which type of Mobile handset you are using?

Table No. 5 Type of mobile Color handset Black & White Total No. of respondents 25 25 50 Percentage 50% 50% 100%

60% 50% 50% 40% 30% 20% 10% 0% Colour Black & White 50%

Figure No. 5

Interpretation:
In todays busy world convenience seems to be the most overriding factor while preferring a cellular service. It is clear that 50% of the respondents have preferred the color handsets and remaining 50% says that they prefer Black & white handsets.

44

Q.No: 6) Which type of Model you are using in Nokia Mobiles? Table No. 6 Model General Models N Series Flip Models Slide Models Total No. of respondents 20 05 13 12 50 Percentage 40% 10% 25% 25% 100%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

40%

25%

25%

10%

General Models

N Series

Flip Models

Slide Models

Figure No. 6

Interpretation:
From the above table it is clear that 40% of the respondents are satisfied with the General Models, 25% of the respondents say that they are satisfied with Flip Models and Slide models and remaining 10% of respondents say that they are satisfied with N series.

45

Q.No: 7) Do you think Nokia mobiles available to all types of People? Table No. 7 Available Yes No Total No. of respondents 35 15 50 percentage 70% 30% 100%

80% 70% 70% 60% 50% 40% 30% 30% 20% 10% 0% Yes No

Figure No. 7

Interpretation:
The above table indicates that 70% of the respondents say that those Nokia mobiles are available to all types of people and remaining 30% says no.

46

Q.No: 8) Which service you like provided by Nokia Mobile? Table No. 8 Option Games FM Radio Music Player Bluetooth Any other Total No. of respondents 10 05 15 15 05 50 Percentage 20% 10% 30% 30% 10% 100%

35% 30% 25% 20% 15% 10% 5% 0% 20%

30%

30%

games fm radio music player

10%

10%

blue tooth any other

No. of respondents

Figure No. 8

Interpretation:
From the above table it is shows that 20% of the respondents like the services like Games & 10% of then FM Radio, 30% them know about Music player and 30% of the people know about Bluetooth and remaining 10% says other.

47

Q.No: 9) How do you feel about the customer care service of Noika mobile? Table No. 9 Opinion Yes No Total No. Of respondents 40 10 50 Percentage 80% 20% 100%

90% 80% 80% 70% 60% 50% 40% 30% 20% 20% 10% 0% No. of respondents

Figure No. 9 Interpretation:

The above table is indicating that, from the total respondents of the survey 80% respondents are satisfied by the customer care service and 20% says unsatisfied.

48

Q.No: 10) How do you feel the services offered by the Nokia mobile? Table No. 10 Response Excellent Good Average Poor Total No. of respondents 30 10 08 02 50 Percentage 60% 20% 16% 4% 100%

70% 60% 60% 50% 40% 30% 20% 20% 10% 0% No. of respondents 16% 4%

excellent good average poor

Figure No. 10

Interpretation:
It is clear from the above analysis that the 60% of respondents feel Excellent, 20% of them feel good, 16% of them are graded average and remaining 4% of them said poor.

49

Q.No: 11) Do you recommend the Nokia Mobile to others? Table No. 11 Recommendation Yes No Total No. of respondents 47 03 50 Percentage 94% 6% 100%

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

94%

Yes No

6% No. of respondents

Figure No. 11

Interpretation:
Out Of the 50 respondents surveyed 94% of them are recommend the Nokia services to others and only 6% of the respondents says no.

50

Q.No: 12) Are you fully aware all the Features of Nokia phone? Table No. 12 Type of service Yes No Total No. of respondents 28 22 50 Percentage 56% 44% 100%

60% 50% 40% 30% 20% 10% 0%

56% 44%

Yes No

No. of respondents

Figure No. 12

Interpretation:
Out Of the 50 respondents surveyed 56% of them are fully aware of the Nokia Features and remaining 44% members are not on the features.

51

Q.No: 13) Who suggested you buy Nokia phone? Table No. 13 Reference Family Relatives Friends Advertisements Total No. of respondents 12 03 20 15 50 percentage 24% 06% 40% 30% 100%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 6% 24%

40% 30%

family relatives friends advertisemen t

No. of respondents

Figure No. 13

Interpretation:
It is clear from the above analysis that the 40% of respondents are purchasing mobiles by asking friends, 24% of them family, 30% of them are advertisement and remaining 6% of them using relations.

52

Q.No: 14) Where you usually buy Mobile Phone? Table No. 14 Place Priority outlet Gray market Dealers Others Total No. of respondents 25 2 11 12 50 Percentage 50% 4% 22% 24% 100%

60% 50% 50% 40% 30% 20% 10% 0% No. of respondents 4% 22% 24% priority outlet gray market dealers others

Figure No. 14

Interpretation:
It is clear from the above analysis that the 50% of respondents purchasing Nokia mobiles at Nokia priority, 4% of them grey market, 22% of them choose dealers and remaining 24% of them choose others.

53

Q.No: 15) Are you satisfied with Advertisements of Nokia phone? Table No. 15

Response High satisfied Satisfied Dissatisfied Total

No. of respondents 12 33 05 50

Percentage 24% 66% 10% 100%

70% 60% 50% 40% 30% 20% 10% 0% 24%

66%

High satisfied Satisfied Dissatisfied 10%

No. of respondents

Figure No. 15

Interpretation:
From the above table it is clear that 66% of the respondents are satisfied with advertising, 24 % of the respondents say that they are high satisfied and remaining 10% of respondents says that they are dissatisfied with the advertisement of Nokia phone.

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Q.No: 16) Are you satisfied with services provided by Nokia mobile? Table No. 16

Response High satisfied Satisfied Not satisfied Total

No. of respondents 04 30 16 50

Percentage 08% 60% 32% 100%

70% 60% 60% 50% 40% 30% 20% 10% 0% No. of respondents 8% not satisified 32% satisified high satisified

Figure No. 16

Interpretation:
From the above table it is clear that 60% of the respondents are satisfied with services provided by Nokia, 8% of the respondents say that they are high satisfied and remaining 32% of respondents says that they are dissatisfied with the services provided by of Nokia mobiles.

55

Q.No: 17) How do feel about Price of the Nokia Mobile is compare to other mobiles? Table No. 17

Response High Average less Total

No. of respondents 37 13 0 50

Percentage 74% 26% 0% 100%

80% 70% 60% 50% 40% 30% 20% 10% 0%

74% high

average 26%

less

0% No. of respondents

Figure No. 17

Interpretation:
From the above table it is clear that 74% of the respondents are said that the price of the Nokia mobile is high, 26 % of the respondents says that average.

56

Q.No: 18) Do you face any problems while operating Nokia Mobile? Table No. 18

Response Yes No Total

No. of respondents 17 33 50

Percentage 34% 66% 100%

70% 60% 50% 40% 30% 20% 10% 0% No. of respondents 34%

66%

yes

no

Figure No. 18

Interpretation:
The above table is indicating that, from the total respondents of the survey 34% respondents are having no problem and remaining 66% of respondents have a problem while using Nokia mobiles.

57

Q.No: 19) Why do you choose the Nokia Mobile? Table No. 19

Options Quality Features free service Others Total

No. of respondents 20 8 5 17 50

Percentage 40% 16% 10% 34% 100%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

40% 34% quality features free services 16% 10% others

No. of respondents

Figure No. 19

Interpretation:
It is clear from the above analysis that the 40% of respondents are purchasing mobiles by quality, 16% of them features, 10% of them are free service and 34% of them using other advantages.

58

CHAPTER-V FINDINGS & SUGGESTIONS

59

FINDINGS
From the above analysis I found that 80% of respondents using Nokia mobile. Many customers known about by Mass Media & Through Clients of Nokia Mobile I found that 10% of Respondents are using Nokia since 5 years, 90% of respondents are using from less than one year I found that equal percentage of people using the color, black & white mobiles In these color mobiles customers like to buy General Mobile models. Many respondents are like to have games, FM Radio, Music Player in their handsets From this analysis I found that 80% of customers are satisfied with the Nokia Customer care services. I found that 60% of respondents feel that Services offered by the Nokia Mobile are Excellent 94% of respondents are like to recommend to others Many respondents are fully aware about the features of Nokia Mobile Many of the respondents are buy the Nokia because of their Advertisement campaigns Many respondents feel that The Prices of Nokia Mobiles are High Many respondents are like to buy at Nokia Priority Show Room only Many respondents are buy the Nokia Because of the Quality offered by the Nokia 66% of the Respondents are said that they do not face any problem while using Nokia Mobile. 60

SUGGESTIONS

The quality of the cellular service needs to be improved in terms of sound clarity and connectivity. Nokia should create awareness amongst its customers regarding various services that are being offered by it by increasing its sales promotion reach. Nokia should aggressively promote its offerings in various media and should concentrate on hoardings and road shows and electronic media. Attractive schemes for owning the mobile instruments should be launched to attract more customers. Special promotional schemes to be launched especially to target youth segment who take up the new product by having special packages. Nokia should try to focus on the after sales customer support as this is perceived to be a weak spot, by the consumers and should have responsive call centers to address the needs of its customers.

61

CONCLUSIONS
The respondents are subscribers of Nokia, and they came know about the service from hoardings, print media, primarily and through electronic media and road shows secondarily. The respondents are using Nokia since 1 year and below 1 year in most of the cases. The mobile service provided by Nokia is used by majority of the respondents and the reason for choosing it is the quality of the service, followed by brand image. Customer satisfaction of the respondents towards Nokia is high; however a significant number of the respondents are dissatisfied with its services.

In purchasing Nokia products family appear to be the prime motivators of the

respondents in making their purchase decisions, due to the special offers being targeted by the company at this segment. Most of the people fully aware about the Nokia mobile features except some illiterate. In purchasing the Nokia mobiles advertising, friends, family are playing major roles. So the company needs to pay more attention on these. Most of the people feel that the prices of the Nokia mobiles are high compare to other mobiles. The customers are like the quality and features of the mobile. So they need to maintain the quality of their products. The company needs to add the features to their mobiles. Like dual sim, 3g and other modern features. The service offered by the Nokia mobile is in satisfactory state. But they need to make the faster services to make high satisfied people.

62

ANNEXURE

63

BIBLIOGRAPHY
References:
Books: 1. MARKETING MANAGEMENT 2. PRINCIPLE OF MARKETING Philip Kotler & Gray Armstrong 3. MARKETING MANAGEMENT 4. Stanton Philip Kotler

BUSINESS RESEARCH METHODOLOGY C.R. Kothari

Websites: 5. 6. 7. www.Nokia.com www.Nokia.org www.google.com

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QUESTIONNAIRE
Name of the respondent Age Gender Address : : : : Signature

1. Do you own a Mobile? a) Yes b) No

2. If own Mobile, which Mobile you are using? a) Nokia c) Samsung b) Motorola d) LG

3. How do you know about the Nokia Mobile? a) Mass Media c) Clients b) Publicity d) Others

4. From how long you are customer of the Nokia Mobile? a) Less than one Year c) Two years to three years b) One year to two years d) above five years.

5. Which type of Mobile handset you are using? a) Color handset b) Black & White handset

6. Which type of Model you are using in Nokia Mobiles? a) General Models c) Flip Models 65 b) N Series d) Slide Models

7. Do you think Nokia Mobiles available to all types of people? a) Yes b) No

8. Which service you like to provide by Nokia Mobile? a) Games c) Music Player e) GPRS b) FM Radio d) Bluetooth f) Any Other

9. How do you feel the services offered by the Nokia Mobile? a) Yes b) No

10. How do you feel the services offered by the Nokia Mobile? a) Excellent c) Average b) Good d) poor

11. Do you recommend the services of Nokia Mobile to Others? a)Yes b) No

12. Are you fully aware all the Features of Nokia phone? a)Yes b) No

13. Who suggested you buy Nokia phone? a) Family c) Friends b) Relatives d) Advertisements

14. Where you usually buy Mobile Phone? a) Priority outlet c) Dealers b) Gray market d) Others

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15. Are you satisfied with Advertisements of Nokia phone? a) High satisfied c) Dissatisfied 16. Are you satisfied with services provided by Nokia mobile? a) High satisfied c) Dissatisfied 17. How do feel about Price of the Nokia Mobile is compare to other mobiles? a) High c) less 18. Do you face any problems while operating Nokia Mobile? a) Yes b) No b) Average b) satisfied b) satisfied

19. Why do you choose the Nokia Mobile? a) Quality c) free service b) Features d) Others

20. Any Suggestions you recommended of Nokia Mobiles. _______________________________________________________________ __________________________________________________

67