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Name: Roll No.

Semester Project Topic: Distribution mapping and Dealer Satisfaction survey for Nokia Phones Project is to be submitted Nokia Industries Ltd.

DECLARATION I hereby declare that this Project Report entitled Dealer Satisfaction of NOKIA Mobile in Kolkata Submitted by me to the Sikkim Manipal University, is a bonafide work undertaken by me and it is not submitted to any other University. Name: Signature of the Student Roll No: Semester: Date Certificate

This is to certify that this Report entitled Customer Satisfaction of NOKIA Mobile in Kolkata which is submitted by Amit Kumar Pal in partial fulfillment of the requirement for the award of degree MBA (Marketing), to SMU University, Sikkim is a record of the candidate own work carried out by him under my supervision. The matter embodied in this thesis is original and has not been submitted for the award of any other degree. Date: Signature of the Manager

Abstract
The main objective of the project is to study the satisfaction levels of customers, Product awareness and Consumer Behavior with reference to NOKIA mobile handset users. Nokia has played a pioneering role in the growth of cellular technology in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokiadeployed network. Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, Kolkata, Jaipur ,Lucknow ,Chennai, Bangalore, Hyderabad, Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&D facilities in Bangalore, Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore. Over the years, the company has grown manifold with its manpower strength increasing from 450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia Siemens Networks). Today, India holds the distinction of being the second largest market for the company globally. The most common way of research design is the Descriptive research design is use and methodology primary source of data were utilized for study. Sampling Design For the purpose of the study, the data has been collected in different places of market especially in Retail shops, metro station & Shopping mall. 100 customers were randomly selected for study By this project Ill be able: Find out the satisfaction levels of customers, towards the Product attributes like Features, Appearances, Battery backup, Audio output and Software compatibility of Mobile. This study help the NOKIA to recognize the factor which have more satisfaction level and which factor have more dissatisfaction level

ACKNOWLEDGEMENTS
First, I thank my Supervisor Mr. Amit Gupta (ERP consultant) C-DAC for his continuous support to making this project Mr. Amit Gupta (ERP consultant) CDAC was always there to listen and to give advice. He is responsible for involving me in this project in the first place. He taught me how to ask questions & which technique used for analysis. He showed me different ways to approach for the analysis. Thanks also to Mr. H.K. Dangi (Lecture) CDAC Noida for teaching me Business Research and how to do a usability study, a skill that confirmed my intuition that need a drawing environment to access knowledge-based systems . Special thanks goes to my friend Miss Seema, who is most responsible for helping me complete the writing of this Project

Table of Contents
Chapter 1 Introduction
a. Background b. Purpose of this Study c. Scope and focus

P. No.
9 11 11

Chapter 2 Literature Survey Chapter 3 Analysis


a. Introduction b. Research Designs c. Assumptions, Constraints and Limitations d. Statistical Analysis (Percentage analysis) e. Statistical Analysis (Chi-square) 18 20 21 22 24 13

Chapter 4. Conclusions and Discussion


a) Summary of Findings b) Suggestions & Recommendations c) Conclusions 34 35 35

Chapter 5 a) Appendix b) References:


37 39

LIST OF TABLE
TABLE Name 1. Comparing Shaded Boxes to Total Boxes 2. Chi-Square Test Table a) b) c) d) Sex and satisfaction with feature of Nokia phone. Sex and satisfaction with appearances of Nokia phone Age and their satisfaction with appearances of Nokia phone Age and their satisfaction with battery backup of Nokia phone 22 22 23 23 33

P. No.
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3.Classification based on satisfactory level table

List of Figure P.No.


1. Brand Value Model 2. preference for buying 3. satisfied with price 4. satisfied with Advertisements 5. satisfied with Features of Nokia 6. satisfied with Audio output 7. satisfied with Software compatibility 8. satisfied with Built in memory 9. satisfied with Camera/video quality 10. satisfied with Accessories 11. satisfied with Appearances 12. satisfied with services 13. satisfied with Battery backup 14. satisfied with Brand image 15. satisfied with its life 16. fully aware all the Features 15 24 24 25 25 26 26 27 27 28 28 29 29 30 30 31

Chapter 1 Introduction

Background

Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger prototype model in 1973. 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 DynaTAC prototype in front of reporters. Motorola has a long history of making automotive radios, especially two-way radios for taxicabs and police cruisers. Nokia has played a pioneering role in the growth of cellular technology in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia deployed network. Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, Kolkata,Jaipur,Lucknow,Chennai, Bangalore, Hyderabad, Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&D facilities in Bangalore, Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in Bangalore. Over the years, the company has grown manifold with its manpower strength increasing from 450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia Siemens Networks). Today, India holds the distinction of being the second largest market for the company globally. Devices business: Nokia has established itself as the market and brand leader in the mobile devices market in India. The company has built a diverse product portfolio to meet the needs of different consumer segments and therefore offers devices across five categories ie. Entry, Live, Connect, Explore and Achieve. These include products that cater to first time subscribers to advanced business devices and high performance multimedia devices for imaging, music and gaming. Nokia has been working closely with operators in India to increase the geographical coverage and lower the total cost of ownership for consumers. Today, Nokia has one of the largest distribution network with presence across 1,30,000 outlets. In addition, the company also has Nokia Priority Dealers across the country and Nokia Concept stores in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide customers a complete mobile experience.

Services business With the global launch of Ovi, the company's Internet services brand name, Nokia is renewing itself to be at the forefront of the convergence of internet and mobility. From being a product centric company, Nokia is now focusing to become solutions centric. The strategic shift is built on Nokias bid to retain consumers and empower Nokia device owners to realise the full potential of the Internet. Nokia will build a suite of Internet based services like Nokia Maps, the Nokia Music Store and Nokia N-Gage around its Ovi brand. Infrastructure business Nokia Siemens Networks is a leading global enabler of communications services. The company provides a complete, well-balanced product portfolio of mobile and fixed network infrastructure solutions and addresses the growing demand for services with 20,000 service professionals worldwide. Its operations in India include Sales & Marketing, Research & Development, Manufacturing and Global Networks Solutions Centre. Headquartered in Gurgaon, Nokia Siemens Networks has 47 offices and presence in over 170 locations across the country. R & D centers Nokia has three Research & Development centers in India, based in Hyderabad, Bangalore and Mumbai. These R&D hubs are staffed by engineers who are working on next-generation packet-switched mobile technologies and communications solutions to enhance corporate productivity. The Center in Bangalore, the biggest R&D site in the country comprises S60 Software Organization, Common Technologies, Next Generation now called Maemo Software, Productization and Software & Services. Design Studio Nokia has set up its first Design Studio in Bangalore in partnership with Srishti School of Art, Design and Technology. The first of its kind, the design studio will give Nokia designers and Indias talented youth the opportunity to work together on new design ideas for India and the global markets. Manufacturing in India Nokia has set up its mobile device manufacturing facility in Chennai, India to meet the burgeoning demand for mobile devices in the country. The manufacturing facility is operational with an investment of USD 210 million and currently employs 8000 people. Nokia has recently announced fresh investments to the tune of US $ 75 million towards its manufacturing plant in Sriperumbudur, Chennai for the year 2008

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Purpose of this Study


To study the satisfaction level of consumers towards the NOKIA Mobile in East Delhi.

Scope and focus


1. This study focus on Features, Appearances, Battery backup and Software compatibility of Nokia. 2. This study help NOKIA to recognize the factor which is most satisfied and which factor have more dissatisfaction influencing the consumers to buy the NOKIA Mobile

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Chapter 2.Literature Survey

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Customers satisfaction
When we talk about customer satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday business. We talk about how, or rather what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers want. We want to know if our customers are satisfied. Satisfaction, of course, means that what we delivered to a customer met the customers approval. We want to know if customers are delighted and willing to comeback, and so on. Fleiss and Feldman present examples of that delightful-ness in their writings. Fleiss has written about Ben and Jerrys ice cream and Feldm an has discussed excellence in a cab ride. As important as delightfulness is, some of us minimize it, or even totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in sales, satisfaction, and loyalty are: Employees must adhere to a rigid chain of command Employees are closely supervised Conflict in whatever formis not allowed Rewards are based on carrot-andstick Level 1. Expectations are very simple and take the form of assumptions, must have, or take it for granted For example, I expect the airline to be able to take off, fly to my destination, and land safely. I expect to get the correct blood for my blood transfusion. And I expect the bank to deposit my money to my account and to keep a correct tally for me. Level2. Expectations are a step higher than that of level 1 and they require some form of satisfaction through meeting the requirements and/or specifications .F or example, I expect to be treated courteously by all airline personnel. I went to the hospital expecting to have my hernia repaired, to be in some pain after it was done, to be out on the same day, and to receive a correct bill. And I went to the bank expecting the bank teller to be friendly, informative, and helpful with my transactions Level 3. Expectations are much higher than for levels 1 and 2.Level 3 requires some kind of delightfulness or a service that is so good that it attracts me to it For example, an airline gives passengers traveling coach class the same superior food service that other airlines provide only for first-class passengers. In fact, I once took a flight where the flight attendants actually baked cookies for us right there on the plane. When I

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went to the hospital, I expected staff to treat me with respect and they careful-ly explained things to me. But I was surprised when they called me at home the next day to find out how I was doing. And at my house closing, the bank officer, representing the bank holding my mortgage, not only treated me with respect and answered all my questions about my new mortgage, but just before we shook hands to close the deal, he gave me a housewarming gift.

Brand image
Hide links within definitions Show links within definitions. Impression in the consumers' mind of a brand's total personality (real and imaginary qualities and shortcomings). Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. See also corporate image Brand Value Model Buyers who are considering a purchase scan their service options and develop a consideration set. Within the consideration set, they develop a hierarchy of brands based on their assessment of Price, Product or Service Features, and Brand Name. Typically, they choose the brand at the top of their hierarchy, if available. If a brand is consistently at the top of their hierarchy, the buyer will be loyal to that brand. We believe consumers try to optimize value within a product or service category. Consumers therefore assign utilities (worth) to price, each relevant performance attribute, and brand equity. Consumers then trade off performance attributes and brand equity against price in order to optimize value. The relationships between the individual values of price, performance attributes and brand equity is summative and equal to total brand value. The values each respondent places on price, performance attributes, and brand equity define their value equation for a product or service category. We can derive these values at the respondent level using modified trade-off exercises. A key advantage of the Brand Value Model is that it allows the calculation of utilities and importances at the individual consumer level. This acknowledges the highly individual nature of the evaluation of products and services in many categories. Furthermore, it permits an exploration of value structures across existing consumer segments or the development of new segments based on the components of the value equation. We believe the total value of a brand in a particular product/service category is composed of three parts. One part is due to the physical and readily identifiable (and replicable) features of the brand that delivers specific, tangible benefits to the purchaser, thus impacting purchase choice. We call these the tangible product features. The second part is due to some perceived intrinsic value associated with the brand name due to such things as the image transferred to the purchaser, trust, longevity in the marketplace, social

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responsibility, consistent performance, and so forth (i.e. the intangibles), and impacting purchase choice. We refer to this as the brand's equity. The third component is the price/cost of the product. Thus, the total value (or utility) of a product or service is a function of 1.) its physical, tangible, deliverable features, 2.) its brand equity, and 3.) its price. In addition, we believe that a brand's value is directly related to customer loyalty. That is, if a particular brand maintains a significantly higher perception of value to a consumer than any other brand in the category, that consumer will consistently purchase that brand and consistently recommend that brand to others. Conversely, as brands in a category become less differentiated in terms of both tangible and intrinsic features, price becomes the major differentiator of value, and thus, there is little loyalty.

We observe that people tend to trade off price against the combined bundle of tangible product features and brand equity in order to optimize total utility or total value. We also note that the intrinsic part of a brand's value, brand equity, may be positive or negative, meaning that a brand name can be used to increase overall utility of a choice, or may detract from the overall utility of a choice. Said differently, a positive brand equity allows a marketer to charge a premium in the market place over the value of the bundle of tangible features alone, or over the value of an unbranded product/service. And, some branded names in a particular category could have such a negative value among some purchasers such that the brand's equity could be below that of an unbranded, or base line, product/service. The estimate of brand equity is relative to the other brands in the measured competitive set. Therefore, to obtain an estimate of absolute brand equity we often recommend that the study include either an unbranded product, a store brand, or a dummy brand name, whichever is most appropriate for the category. This provides the base price point for estimating brand equity in terms of its absolute dollar value.

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The advantages of this modeling approach are: 1. The model is not dependent on internal financial data. 2. It is relatively fast and easy to execute using proven research methods. 3. It can be executed at any time in the business cycle. That is, it is not dependent on internal cyclical accounting changes. 4. It takes into account all major relevant brands in a defined product/service category. 5. It measures brand equity relative to other current and potential brands in the category, including unbranded items when they exist in the category. 6. It recognizes that value of any one brand's equity can be defeated in the marketplace by competitor pricing strategies, at least in the short run. 7. It allows the firm to assess price elasticity and cross elasticities of their own brands and competitor brands in a category. 8. Results can be projected to estimate the total value of a brand name under alternative sales projections. Thus, this modeling approach can be used to evaluate the total dollar value of a brand name for purposes of evaluation and acquisition. .

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Chapter 3.Analysis

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PRIMARY DATA ANALYSIS


Primary data is the data which the researcher collects through various methods like interviews, surveys, questionnaires etc. Some advantages and disadvantages of primary data are as follows: The first advantage of primary data is that it can be collected from a number of ways like interviews, telephone surveys, focus groups etc. Secondly, it can be also collected across the national borders through emails and posts. Thirdly, it can include a large population and wide geographical coverage. Fourthly, it is relatively cheap and no prior arrangements are required. Moreover, primary data is current and it can better give a realistic view to the researcher about the topic under consideration. On the other hand, the major disadvantage of primary data is that it has design problems like how to design the surveys. The questions must be simple to design a general lingo (understandable). Some respondents do not give timely responses. Sometimes, the respondents may give fake, socially acceptable and sweet answers and try to cover up the realities. In some primary data collection methods there is no control over the data collection. Incomplete questionnaire always give a negative impact on research

Percent: A percent is a ratio whose second term is 100. Percent means parts per hundred.
The word comes from the Latin phrase per centum, which means per hundred. In mathematics, we use the symbol % for percent .
Let's look at our comparison table again. This time the table includes percents.

Comparing Shaded Boxes to Total Boxes


Grid 1 2 3 Ratio 96 to 100 9 to 100 77 to 100 Fraction Percent 96% 9% 77%

Chi-Square Test? - Chi-square Test for Association is a (non-parametric, therefore can be used for nominal data) test of statistical significance widely used bivariate tabular association analysis. - Typically, the hypothesis is whether or not two different populations are different enough in some characteristic or aspect of their behavior based on two random samples. - Chi-square Goodness-of-fit Test is used to test if an observed distribution conforms to any particular distribution. Calculation of this goodness of fit test is by comparison of observed data with data expected based on the particular distribution. When to apply a Chi-Squared Test: - Chi-Squared test is used to determine if there is a statistically significant difference in the proportions for different groups. To accomplish this, it breaks all outcomes into groups.

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What the Chi-Squared Test does: - It starts by determining how many defects, for example, would be expected in each group involved. - It does this by assuming that all groups have the same defect rate (which Minitab approximates from the data provided). - If the numbers are different by a large enough amount, Chi-Square determines that the groups do not have the same proportion. ChiSquare Requirements: - Data is typically attribute (discrete). At the very least, all data must be able to be categorized as being in some category or another). - Expected cell counts should not be low (definitely not less than 1 and preferable not less than 5) as this could lead to a false positive indication that there is a difference when, in fact, none exists. Chi-Square Hypotheses: - Ho: The null hypotheses (P-Value > 0.05) means the populations have the same proportions. - Ha: The alternate hypotheses (P-Value <= 0.05) means the populations do NOT have the same proportions.

Chi-Square Test of Independence


The Chi-Square test is known as the test of goodness of fit and Chi-Square test of Independence. In the Chi-Square test of Independence, goodness of fit frequency of one nominal variable is compared with the theoretical expected frequency. In the Chi-Square test of Independence, the frequency of one nominal variable is compared with different values of the second nominal variable. The Chi-square test of Independence is used when we have two nominal variables. The Chisquare test of Independence data may be in the R*C form. In the Chi-Square test of Independence, R is the row and C is the column. In the Chi-Square test of Independence, the test variable may be more than two.

Procedure in Chi-Square test of Independence:


To perform the Chi-Square test of Independence, first we have to calculate the expected value of the two nominal variables. We can calculate the expected value of the two nominal variables by using this formula:

Where = expected value for Chi-Square test of Independence = Sum of the ith column in the Chi-Square test of Independence = Sum of the kth column in the Chi-Square test of Independence N = total number in the Chi-Square test of Independence

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After calculating the expected value, we will apply the following formula to calculate the value of the Chi-Square test of Independence:

= Chi-Square test of Independence = Observed value of two nominal variables for the Chi-Square test of Independence = Expected value of two nominal variables for the Chi-Square test of Independence Degree of freedom in Chi-Square test of Independence: In the Chi-Square test of Independence, the degree of freedom is calculated by using the following formula: DF=(r-1) (c-1) Where DF = Degree of freedom for the Chi-Square test of Independence r = number of rows in the Chi-Square test of Independence c = number of columns in the Chi-Square test of Independence or degree of freedom can be calculated as: DF= N-1 ,Where, N is the number of cells in the table.

Hypothesis:
Null hypothesis, Ho: In Chi-Square test of Independence, null hypothesis assumes that there is no association between the two variables.

Alternative hypothesis, Ha: In Chi-Square test of Independence, alternative hypothesis


assumes that there is an association between the two variables

Research Designs
Research is the systematic application of investigative tools to an issue, problem, or phenomenon the purpose of which is to develop valid and reliable information that will lead toot a better understanding of the research target. Questions concerning the definition of research persist because interactions among the varied objectives of research studies, on the one hand, and on the other hand, bias, ignorance, or both on the part of the users of research findings as to what constitutes real research. Some users of the findings of experimental research (as well as some experimental researchers, as an example) denigrate the value of descriptive research. Descriptive research, however, can be of great value to political campaigns and marketers even though its value may be low in relation to medical trial studies. Conversely, double-blind experimental research that is essential in most medical trial studies (a) are not feasible for many political and marketing purposes and (b) would be of limited value in such cases even if they were feasible.

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Research Design Descriptive research design


Descriptive research is used to obtain information concerning the current status of the phenomena to describe "what exists" with respect to variables or conditions in a situation. The methods involved range from the survey which describes the status quo, the correlation study which investigates the relationship between variables, to developmental studies which seek to determine changes over time. Statement of the problem Identification of information needed to solve the problem Selection or development of instruments for gathering the information Identification of target population and determination of sampling procedure Design of procedure for information collection Collection of information Analysis of information Generalizations and/or predictions

ADVANTAGES
The subject is being observed in a completely natural and unchanged natural environment. A good example of this would be an anthropologist who wanted to study a tribe without affecting their normal behavior in any way. True experiments, whilst giving analyzable data, often adversely influence the normal behavior of the subject. Descriptive research is often used as a pre-cursor to more quantitatively research designs, the general overview giving some valuable pointers as to what variables are worth testing quantitatively. Quantitative experiments are often expensive and timeconsuming so it is often good sense to get an idea of what hypotheses are worth testing.

Limitations
The profile has been limited by demographic and socio-economic characteristics. A psychographics analysis of respondents, attention, interests and opinion was not attempted, as it did not figure in the various brand needs

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Analysis
.

Chi-Square Test

In this project, the null Hypothesis is: Ho: There is no significant difference between sex of the respondents and their satisfaction with feature of Nokia phone.
sex Observed N high satisfied satisfied Not satisfied Total 31 53 16 100 Expected N 33.3 33.3 33.3 Residual -2.3 19.7 -17.3

Chi test Value

Cal Value 20.78

Table value 5.99

DF 2

Result : Reject this null hypothesis because cal value is grater than table value Ho: There is no significant difference between sex of the respondents and their satisfaction with appearances of Nokia phone
Appreance Observed N high satisfied satisfied no satisfied Total 31 54 15 100 Expected N 33.3 33.3 33.3 Residual -2.3 20.7 -18.3

Chi test Value

Cal Value 23.06

Table value 5.99

DF 2

Result : Reject this null hypothesis because cal value is grater than table value

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Ho: There is no significant difference between age of the respondents and their satisfaction with appearances of Nokia phone
age Observed N less 20 21-30 31-40 41-50 50+ Total 13 66 8 8 5 100 Expected N 20.0 20.0 20.0 20.0 20.0 Residual -7.0 46.0 -12.0 -12.0 -15.0

Chi test Value

Cal Value 133.9

Table value 9.48

DF 4

Result : Reject this null hypothesis because cal value is grater than table value Ho: There is no significant difference between age of the respondents and their satisfaction with battery backup of Nokia phone
battery Observed N high satisfied satisfied not satisfied Total 42 43 15 100 Expected N 33.3 33.3 33.3 Residual 8.7 9.7 -18.3

Chi test Value

Cal Value 15.14

Table value 5.99

DF 2

Result : Reject this null hypothesis because cal value is grater than table value

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Percentage test
Q. Place for preference for buying Mobile phone?

6% 6%

41%

Priority outlet Dealers Gray market Others

47%

Q Are you satisfied with price of Nokia mobile Phone ?

50 45 40 35 30 25 20 15 10 5 0

Series1

satisfield Satisfield if s ato is elid ssatisfield dissatisfield satd is is es ld rfiD High Highly Neither

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Q Are you satisfied with Advertisements of Nokia mobile Phone?

50 45 40 35 30 25 20 15 10 5 0 Neither satisfield or disssatisfield High satisfield Satisfield Dissatisfield Highly dissatisfield

Series1

Q Are you satisfied with Features of Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

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Q Are you satisfied with Audio output of Nokia mobile Phone ?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

Q Are you satisfied with Software compatibility of Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

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Q Are you satisfied with Built in memory of Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

Q Are you satisfied with Camera/video quality Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

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Q Are you satisfied with Accessories of Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

Q Are you satisfied with Appearances of Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

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Q Are you satisfied with Battery backup of Nokia mobile Phone?

45 40 35 30 25 20 15 10 5 0 High satisfield Satisfield Not satisfield Series1

Q Are you satisfied with services provided by Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

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Q Are you satisfied with Brand image of Nokia mobile Phone?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

Q Are you satisfied with its life?

60 50 40 30 20 10 0 High satisfield Satisfield Not satisfield Series1

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Q Are you fully aware all the Features of Nokia mobile Phone?

Q Sex?

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Chapter 4.Conclusions and Discussion

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Classification based on satisfactory level

Attributes Features Battery Software Backup compatibility

Audio Accessories Appearance Built output In memory

High satisfied

23%

40%

37%

26%

24%

28%

21%

Satisfied

58%

40%

48%

54%

56%

52%

55%

Not satisfied

19%

20%

15%

20%

20%

20%

24%

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FINDING THE STUDY 1. Among the total 100 respondents, 65 percent of the respondents were male while remaining 35 percent of the respondents were female. 2. From the study undertaken, out of the total number of respondents are falling under the age group of 17-50+ years. 3. From the study undertaken, majority of the respondents, (40 Percent) are graduates and (40 Percent) are post graduate. 4. From the survey undertaken, 24 percent of the respondents are falling under the income level Rs. below 10000 and 26% more than 40000. 5. From the survey undertaken, between the educational qualification and the purchase decision of the respondent, it has been found that 40 respondents are graduates, of these, 38% respondents are depending upon the advertisements for their purchase decision. 6. From the study undertaken, between the age and purchase decision of the respondents, out of 100 respondents, 20 of them are depending upon advertisement for their purchase decision, and 36% respondents are falling under the age group of 21-30 years. 7. From the survey undertaken, between the mode of the purchase and income level of the respondents, it has been found that 26 respondents are falling under the income level more 40000, of these 18 respondents are making their purchase by cash. 8. From the survey undertaken 36% are highly satisfied with its brand image

Features:1. Audio Output:- In the above analysis, 26% of respondents are highly satisfied with the audio output, 54% of the respondent are satisfied, and 20% of respondents are not satisfied with this attribute. 2. Camera/video:- In the above analysis, 28% of the respondent gave their opinion as highly satisfied with the features of the software compatiblity,52% of the respondents gave their opinion as satisfied,20% of the respondents were not satisfied. 3. Software Capability:- In the above analysis, 37% of the respondent gave their opinion as highly satisfied with the features of the software compatiblity,48% of the respondents gave their opinion as satisfied,15% of the respondents were not satisfied. 4. Built in memory:- In the above analysis, 21% of the respondent gave their opinion as highly satisfied with the features of the built in memory,55% of the respondents gave their opinion as satisfied,24% of the respondents were not satisfied. 5. Accessories:-In the above analysis, 24% of the respondent gave their opinion as highly satisfied with the features of the accesories,56% of the respondents gave their opinion as satisfied,20% of the respondents were not satisfied. 34

6. Appearance:- In the above analysis, 28% of the respondent gave their opinion as highly satisfied with the appearance,52% of the respondents gave their opinion as satisfied,20% of the respondents were not satisfied. 7. Battery backup:- In the above analysis, 40% of the respondent gave their opinion as highly satisfied with the battery,40% of the respondents gave their opinion as satisfied,20% of the respondents were not satisfied.

SUGGESTIONS
1. Most of the respondents were satisfied with the price, company image and Battery backup of Nokia. So it is suggested that the same standard is to the maintained. 2. Factors like after service, audio output, software compatibility and special features are admired the respondents, hence this features has to be continued. 3. Regarding built in memory and brand image, a few of the respondents expressed their dissatisfaction. so this factor has to be improved with a view to attract more customers and to retain the existing customers. 4. To attract customers situated in all areas, advertisement can be given through all media to attract customers in rural areas. 5. The sales promotion offers are not impressive. Hence, the company should work towards providing more sales promotion offers to attract the customers .The customers are not satisfied with the price level, so they can better consider the price level.

CONCLUSIONS The important product attributes of any Mobile like price and company image have received favorable appreciation from the respondents. Product attributes like battery backup, appearances, software compatibility and audio output have also been appreciated. It is certified that the consumer behavior concept is an unpredictable one in any kind of market .But this study has attempted its best to reveal the same.

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Appendix

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Mobile phone user survey in East Delhi


Q1. Place for preference for buying Mobile Phone? 1. Priority outlet ( ) 3. Dealers ( ) 2. Gray market ( ) 4. Others ( ) Q2.Are you satisfied with price of Nokia phone? 1. High satisfied ( ) 2. Satisfied ( ) 3. Neither satisfied nor dissatisfied ( ) 4. Dissatisfied ( ) 5. Highly dissatisfied ( ) Q3. Are you satisfied with Advertisements of Nokia phone? 2. Satisfied ( ) 1. High satisfied ( ) 3. Neither satisfied nor dissatisfied ( ) 4. Dissatisfied ( ) 5. Highly dissatisfied ( ) Q4. Are you satisfied with Features of Nokia phone? 1. High satisfied ( ) 2. Satisfied ( ) Q5. Are you satisfied with Audio output? 1. High satisfied ( ) 2. Satisfied ( ) Q6. Are you satisfied with Software compatibility? 1. High satisfied ( ) 2. Satisfied ( ) Q7. Are you satisfied with Built in memory? 1. High satisfied ( ) 2. Satisfied ( ) Q8. Are you satisfied with Camera/video quality? 1. .High satisfied ( ) 2. Satisfied ( ) Q9. Are you satisfied with Accessories? 1.. High satisfied ( ) 2. Satisfied ( ) Q10. Are you satisfied with Appearances? 1. High satisfied ( ) 2. Satisfied ( ) Q11. Are you satisfied with Battery backup? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) 3.Not satisfied ( ) 3.Not satisfied ( ) 3.Not satisfied ( ) 3.Not satisfied ( )

3.Not satisfied ( )

3.Not satisfied ( )

3.Not satisfied ( )

Q12. Are you satisfied with its services provided by Nokia service center? 1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( ) Q13. Are you satisfied with its Brand image? 1. High satisfied ( ) 2. Satisfied ( ) Q14. Are you satisfied with its life? 2. Satisfied ( ) 1. High satisfied ( ) 37

3.Not satisfied ( ) 3.Not satisfied ( )

Q15. Are you fully aware all the Features of Nokia phone? 1. Yes ( ) 2. No ( ) Q16. Who suggested you buy Nokia phone? 1. Family ( ) 2. Relative ( ) 4. Neighbors ( ) Q17. Age? 1. Below 20 ( 4. 41-50 ( ) Q18. Sex? 1. Male ( ) Q19. Your education qualification? 1. Primary ( ) 3... Graduate ( ) Q20. Your monthly income? 1. Below 10000 ( ) 4.. 30000-40000 ( ) 5. Dealer ( ) 3.Friends ( ) 6.Advertisment ( )

2. 21-30 ( ) 5. More than 50 ( ) 2. Female ( )

3.31-40 (

2. Secondary ( ) 4. Post graduate ( )

2. 10000-20000 ( ) 5. More than 40000 ( )

3. 20000-30000 ( )

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References Marketing research book by Naresh K. Malhotra (fifth edition ) Indian Journal of Marketing july 2009 Indian Journal of Marketing june 2007 Business Today june 2008 nokia.co.in motorola.com Original Structure.htm

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