NEW DELHI INSTITUTE OF MANAGEMENT

Project Report On
Consumers behavior and Perception on CELL PHONE

SUBMITTED TO: PROF. VIJAY NAGRANI

SUBMITTED BY: Nikunj Sharma (143) Ankit Semwal (125) Suman kumar (164)

Table of Contents:
1. Introduction 2. Objective of Research 3. Executive Summary 4. Research Methodology 5. Detailed Analysis & Observation 6. Conclusion 7. Recommendation 8. Limitations 9. Bibliography 10.Questionnaire & Excel sheet 4 10 11 13 15 27 28 29 30 31

ACKNOWLEDGEMENT
I would like to add a heartfelt word for the people who have helped me in bringing out the creativeness of this project. I also express my sincere thanks to my faculty, Prof. Vijay Nagrani, for guiding me right form the inception till the successful completion of the project. I sincerely acknowledge him for extending his valuable guidance, support for literature, critical reviews of project and the report and above all the moral support he had provided to me with all stages of this project. I also thankful to all my friends who helped me in this project.

Ankit Semwal(125) Nikunj Sharma(143) Suman Kumar(164)

INTRODUCTION
A mobile phone (also known as a cellular phone, cell phone and a hand phone) is a device that can make and receive telephone calls over a radio link while moving around a wide geographic area. It does so by connecting to a cellular network provided by a mobile phone operator, allowing access to the public telephone network. By contrast, a cordless telephone is used only within the short range of a single, private base station. In addition to telephony, modern mobile phones also support a wide variety of other services such as text messaging, MMS, email, Internet access, short-range wireless communications (infrared, Bluetooth), business applications, gaming and photography. Mobile phones that offer these and more general computing capabilities are referred to as smart phones. In 2012, for the first time since 2009 mobile phone sales to end users is declining by 1.7 percent to 1.75 billion units which is dominated by Samsung for 385 million units (53.5 percent is smart phones) and Apple for 130 million units of all smart phones. In this project survey, we have surveyed the various brands of Mobile phones. It is done with an objective of finding out the strongest and the weakest brand in the category of Mobile phones. The brands which we considered in this survey were: Nokia Samsung LG Apple I-phone Blackberry
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NOKIA:
Nokia Corporation is a Finnish multinational communications and information technology corporation that is headquartered in Keilaniemi, Espoo, Finland. Its principal products are mobile telephones and portable IT devices. It also offers Internet services including applications, games, music, media and messaging, and free-ofcharge digital map information and navigation services through its wholly owned subsidiary Navteq. Nokia has a joint venture with Siemens, Nokia Siemens Networks, which provides telecommunications network equipment and services. Nokia has around 97,798 employees across 120 countries, sales in more than 150 countries and annual revenues of around 30 billion. It is the world's second-largest mobile phone maker by 2012 unit sales (after Samsung), with a global market share of 22.5% in the first quarter of that year. Nokia is a public limited-liability company listed on the Helsinki Stock Exchange and New York Stock Exchange. It is the world's 143rd-largest company measured by 2011 revenues according to the Fortune Global 500. Nokia was the world's largest vendor of mobile phones from 1998 to 2012.

SAMSUNG:
Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand, and are the largest South Korean chaebol. Samsung was founded by Lee Byung-chull in 1938 as a trading company. Over the next three decades the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated into four business groups - Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since the 1990s Samsung has increasingly globalised its activities, and electronics, particularly mobile phones and semiconductors, has become its most important source of income. Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest information technology company measured by 2012 revenues), Samsung Heavy Industries (the world's second-largest shipbuilder measured by 2010 revenues), and Samsung Engineering and Samsung C&T (respectively the world's 35th- and 72nd-largest construction companies). Other notable subsidiaries include Samsung Life Insurance(the world's 14thlargest life insurance company), Samsung Everland (operator of Everland Resort, the oldest theme park in South Korea),]Samsung Techwin (a surveillance, aeronautics, optoelectronics, automations and weapons technology company) and Cheil Worldwide (the world's 19thlargest advertising agency measured by 2010 revenues). Samsung has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving
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force behind the "Miracle on the Han River". Its affiliate companies produce around a fifth of South Korea's total exports.

LIFES GOOD (LG):

The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global company. LG Electronics plays an active role in world markets with its assertive global business policy. As a result, LG Electronics controls 114 local subsidiaries worldwide, with roughly 82,000 executives and employees. LG Electronics is making technology advances and identifying business opportunities through various partnerships relationships with some of the world's leading companies. LG Electronics is striving to become number one in the world by collaborating in various business and technology fields and by strategic alliances with world famous companies. "Strategic alliance between corporations," in which companies with different infrastructures cooperate in the fast-developing 21st century business field, is of key significance in terms of strengthening the existing and creating a new industry. LG Electronics will do its best to create new products and services with an open mind, while developing new technologies and business fields through various partnerships with some of the world's most successful companies.

APPLE:
Apple Inc., formerly Apple Computer, Inc., is a multinational corporation that creates consumer electronics, personal computers, computer software, and commercial servers, and is a digital distributor of media content. Apple's core product lines are the iPhone smart phone, iPad tablet computer, iPod portable media players, and Macintosh computer line. Founders Steve Jobs and Steve Wozniak effectively created Apple Computer on April 1, 1976, with the release of the Apple I, and incorporated the company on January 3, 1977, in Cupertino, California. For more than two decades, Apple Computer was predominantly a manufacturer of personal computers, including the Apple II, Macintosh, and Power Mac lines, but it faced rocky sales and low market share during the 1990s. Jobs, who had been ousted from the company in 1985, returned to Apple in 1996 after his company NeXT was bought by Apple. The following year he became the company's interim CEO, which later became permanent. Jobs subsequently instilled a new corporate philosophy of recognizable products and simple design, starting with the original iMac in 1998. With the introduction of the successful iPod music player in 2001 and iTunes Music Store in 2003, Apple established itself as a leader in the consumer electronics and media sales industries, leading it to drop "Computer" from the company's name in 2007. The company is now also known for its iOS range of smart phone, media player, and tablet computer products that began with the iPhone, followed by the iPod Touch and then iPad. As of 2012, Apple is the largest publicly traded corporation in the world by market capitalization, with an estimated value of US$626 billion as of September 2012. Apple Inc's market cap is larger than that of Google and Microsoft combined. Apple's worldwide annual revenue in 2010 totaled US$65 billion, growing to US$127.8 billion in 2011 and $156 billion in 2012.

BLACKBERRY:
The BlackBerry is a line of wireless handheld devices and services designed and marketed by Research In Motion Limited (RIM) operating as BlackBerry. The first BlackBerry device, an email pager, was released in 1999; the most recent BlackBerry devices, the Z10 and Q10, were announced on January 30, 2013. The user interface varies by model; most feature a physical QWERTY keyboard, while newer generations have relied on a multi-touch screen and virtual keyboard. A BlackBerry can shoot video, take photos, play music, and perform online functions such as web-browsing and emailing. They can also send and receive push email and instant messages while maintaining a high level of security through on-device message encryption, and are designed to function as personal digital assistants. BlackBerry devices support a large variety of instant messaging features, with the most popular being the proprietary BlackBerry Messenger service. The BlackBerry PlayBook is a tablet computer offered by the company. The 100 millionth BlackBerry smart phone was shipped in June quarter of 2010 and the 200 millionth smart phone was shipped in September quarter of 2012. BlackBerry accounts for 3% of mobile device sales worldwide in 2011, making its manufacturer the sixth most popular device maker (25% of mobile device sales are smart phones). The consumer BlackBerry Internet Service is available in 91 countries worldwide on over 500 mobile service operators using various mobile technologies. As of September 2012, there were eighty million subscribers worldwide to BlackBerry. In 2011 the Caribbean and Latin America had the highest penetrations of BlackBerry smart phones worldwide, with up to about 45 per cent in the region having a RIM device.

OBJECTIVES

1. To perform a market survey of the various leading brands of Mobile phones. 2. To find out the brands having highest and lowest market share. 3. To analyze the reasons for the success of the strong brand. 4. To analyze the people are more concerned about the price of the mobile phones. 5. To analyze whether the respondents want more added new features in their phones. 6. To formulate strategies for the weak brands.

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EXECUTIVE SUMMARY
TITLE: Analysis of the various brands of Mobile phones and formulate strategies for the weak brands. This survey is held to determine the strongest and weakest brands in the mobile phones. The brands we chose for our survey are: Nokia, Samsung, LG, Apple I-phone and Blackberry. We chose 20 respondents each from 3 age groups, viz, 17-34, 35-45 and 46-60. And they were questioned about their preference of the brand, the reasons for choosing that brand, their satisfaction level, etc. After the analysis, result comes out that the most preferred brand in all the age groups is Samsung, and Blackberry is the least preferred one. Maximum number of respondents wants to add new features like voice recognition, battery backup, internal memory and the operating system would be more powerful. So, that the respondents can work easily and fast. Maximum number of respondents buys mobile phones from branded mobile stores and company owned outlets. Maximum number of respondents preferred their brand because of the features they like and used the product from long-time. Price of the product comes after that.
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Some of the recommendations which the weak brand, i.e., Blackberry can implement are 1) Focusing on the entire three age segment group as mostly number of respondents wants to add more features on their mobile phones. 2) Should focus on digital selling because now the internet users are increasing. 3) Give attractive discounts on price of the mobile phones.

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RESEARCH METHODOLOGY
According to Clifford Woody, research comprises defining and redefining the problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulated hypothesis. To analyze the market of instant noodles, we have used primary as well as secondary data as it is the part and parcel of any research.

SAMPLING: The data is collected from the consumers of various age-groups, from the region of Delhi. The sampling method used is stratified sampling. We take a sample size of 60 respondents, and primary data, i.e., questionnaire is used to know their preferences.

SAMPLE SIZE: We have targeted the consumers in the age group of: 17-34 35-45 46-60

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SAMPLE UNIT: Individuals in each age group were taken into account, as each of them is a potential customer.

PRIMARY DATA: Primary data is collected by filling of the questionnaire form. SECONDARY DATA: Taken from various websites and search engines.

OVERVIEW: Research type: Objective Data collection: Primary data (from questionnaire) Secondary data (from internet and brands website) Research approach: survey method Research instrument: Questionnaire (undisguised & structured) Sample size: 60 Tools used: Pie- chart, Bar graphs.

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RESEARCH FINDINGS:
The survey is conducted according to the Age group. Behaviour of answers depends on the Age Group. During the survey of 60 respondents we asked 12 questions based on that we come to certain findings. Age Group 17-34 35-45 36-60 17-34 35-45 36-60 20 20 20

AGE Group

46-60

17-34

35-45

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 During the survey we got 47 Male and 13 female respondents.

MALE 38 FEMALE 22

GENDER
MALE FEMALE

37% 63%

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 Occupation of Respondents.
IT/BPO SECTOR FAMILY GOVERNMENT BUSINESS EMPLOYEE

STUDENT

BANKING

SELF

24

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OCCUPATION
25 20 15 10 5 0

OCCUPATION

Comment:
During the survey, numbers of students are more and government employees are more. 24 students belong to Age group of 17-34 and Government employee belongs to 46-60 Age group.

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 What Brand of Mobile do you owned presently?

NOKIA 21 SAMSUNG 27 LG 6 APPPLE 4 BLACKBERRY 2

BRAND
30 25 20 15 10 5 0 BRAND

Comment: From the survey 27 respondents buy Samsung mobile phones. 21

respondents buy Nokia mobile phones. Respondents from the all the selected segment of Age group buy Samsung mobile phones. This shows that Samsung is most common brand and Blackberry is least preferred.

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 In what Price brand does your phone fall (at the time of buying)?
BELOW 5,000 13 10,00120,000 12 20,00130,000 3 Above 30,001 4

5,001-10,000 28

PRICE BAND
30 25 20 15 10 5 0 PRICE BAND

Comment:
Customers willing to spend mostly near about in the range of 5,001-10,000 as for smart phones. After that customers want to spend 10,001-20,000. This shows that customers purchasing power to buy smart phones are good. Now, the companies should focus on these type of customers who are willing to spend more and provide them better features in the phone. And this will also make companies to earn more.
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 Where did you buy your phone from?

MOBILE RETAIL STORE 12 OFFICIAL BRAND STORE 22

ELECTRONIC SHOP 11

SMALL SHOPS 15

PURCHASE LOCATION
MOBILE RETAIL STORE ELECTRONIC SHOP OFFICIAL BRAND STORE SMALL SHOPS

25% 18%

20%

37%

Comment:
Maximum number of respondents going to buy mobile phones from official brand store like Nokia showroom i.e. companies owned outlets and after thar branded mobile store like Hotspot. Study shows that customers want to buy only from the branded stores and they dont want to be cheated.So, companies must open their own outlts to make customers to buy rapidly.

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 Why did you choose this brand over others?

USING LONG TERM 15

FEATURES 22

PRICE 9

FAMILY/PEERS 8

MEDIA 7

PREFRENCE OVER CERTAIN CHARACTERISTICS

FEATURES PRICE USING LONG TERM FAMILY/PEERS MEDIA

11% 13% 36%

25% 15%

Comment:
Respondents choose their preferred brand because of mobile phone features and are using the brand from long time.They have full trust on their used brand.

Respondents are less focused on price and family prefrences.They mainly focus on features of the mobile phones.

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 What brand of phone did you previously own?

NOKIA 16

LG 9

SAMSUNG 20

APPLE 1

BLACKBERRY 14

PREVIOUS USED BRANDS

20 18 16 14 12 10 8 6 4 2 0

PREVIOUS USED BRANDS

Comment:
Respondents previously used more Samsung mobile phones and now also buy Samsung mobile phones.This shows that customers now preferred Samsung mobile phones.

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 How often do you change or plan to change your mobile phone?

0-6 MONTHS 12 6MONTHS1 YEAR 11 1YEAR2YEAR 7 2YEAR PLUS 30

PLAN TO CHANGE MOBILE PHONES

0-6 MONTHS 6MONTHS-1 YEAR 1YEAR-2YEAR 2YEAR PLUS

20% 50%

18% 12%

Comment:
Respondents mostly used their mobile phones more than 2 years as they want value for money. 20% respondents going to change their mobile within 6months. These respondents belong to young age group and they want new features and look of the mobile phones.

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 Would you prefer to stick to your current brand in the future or would you be willing to purchase different brand?
STICK TO CURRENT 17 TRY DIFFERENT BRAND 22

DON'T KNOW 21

PREFRENCE TO STICK CURRENT BRAND OR WANT TO CHANGE BRAND

STICK TO CURRENT TRY DIFFERENT BRAND DON'T KNOW

35%

28%

37%

Comment:
Maximum number of respondents wants to try different brand as the new features added in the mobile phone.

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 Any other new features that you would like to see in your phone?
YES 44 NO 16

NEW FEATURES WANT TO ADD

NO
NEW FEATURES WANT TO ADD

YES

20

40

60

Comment:
44 respondents say yes they want to add new feature in the mobile phone they are using.Now the cutomers are gadget freak they want new products features like a software that would make my phone smart enough that it would detect my voice and type the message on its own rather than i type it manually , voice , picture quality, battery backup and many more things they want to add.

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 What would you attract you to a brand in spite of its being new to a market?
FEATURES NOT PRESENT IN ANOTHER MOBILE 28

ESTABLISHED BRAND

ADVERTISEMENT

EASY TO USE 19

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Attract you to a brand in spite of its being new to a market

EASY TO USE FEATURES NOT PRESENT IN ANOTHER MOBILE ADVERTISEMENT ESTABLISHED BRAND
0 10 20 30

Attract you to a brand in spite of its being new to a market

Comment:
Maximum number of respodents attracted by the feautres which are not present in another mobile phones. And those features are easy to use.

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CONCLUSION
Form the survey held, we can clearly conclude that the first preference of majority of customers in case of Mobile phones is the features and price of the brand Samsung. This has mainly been because of the customers loyalty towards the brand, its yearlong establishment and the faith that the customers have in this brand. Customers want new added features to their mobile phones and want it at reasonable price that will be in the range of Rs 10000-20000. Customers want battery backup for their mobile phones and new android version that is recently in the mobile phones and operating system would be fast as they are globally connected. Customers also want light weight mobile phones. Customers are purely wanted to buy from branded stores; they mostly preferred company owned outlets as they dont want to be cheated. The survey also reveals that Blackberry is the weakest brand in the mobile phone category. Inspite of its presence in the area from a long time, it has not been able to attract its customers well.
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RECOMMENDATION

Looking at the various trends from the customers and the outcome from this survey, some of the promotional strategies which Blackberry can implement, so as to attract more and more customers and increase its market share are: 1. In their advertisements, they should to focus buyers who want new features, operating system would be fast and features would be easy to use. 2. They should strengthen their distribution channel, so that it is available in all the areas. 3. Now, India have a young population, they know want new features and style and light weight models of mobile phones. So, blackberry should focuses on unique features that will be not in competitors phones. 4. Provide differentiation in terms of product & brand.

5. They should conduct regular market surveys, so as to know the taste and desires of the consumers. And accordingly make strategies for their promotion.

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LIMITATIONS OF RESEARCH

Every research is conducted under some boundations and this research is not an exception. Limitations of this project are:

The sample sizes of 60 consumers are too small to project the opinion of consumer regarding a particular brand and also degree of success of a particular brand.

There might have been tendencies among the respondents to amplify or filter their responses under the testing conditions.

Since the results have been drawn on the basis of the information provided by the respondents, chances of error might have crept in.

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BIBLIOGRAPHY

1. www.google.com 2. www.wikipedia.com 3. www.nokia.com/in-en/ 4. www.samsung.com/in/ 5. in.blackberry.com/

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QUESTIONNAIRE
The objective of Survey is Garnering an initial, basic insight into Consumer Behaviors & Perception about Mobile Phones. Kindly Provide your few minutes to fill the below questionnaire.
1. Age

17-34 years 35-45 Years 46-60 Years 60 & above 2. Gender Male Female 3. Current Occupation Student IT/BPO Sector Consulting Banking Self Employed Professional Family Business Government Employed 4. What Brand of Mobile do you owned presently? Nokia Samsung LG Apple I Phone Blackberry
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5. In what Price brand does your phone fall (at the time of buying)? Below 5,000 5,001 10,000 10,001 20,000 20,001 30,000 Above 30,001 6. Where did you buy your phone from? Branded mobile retail store (like Mobile Shop, Subhiksha Mobile) Official Exclusive brand outlets (like Nokia showroom) Branded electronic retail store A small electronic shop selling mobile phones 7. Why did you choose this brand over others? Better features Price competitively Have been using this brand for long Peers/Family members using & satisfied with this brand Online/ Print/ Visual media reviews 8. What brand of phone did you previously own? Nokia Samsung LG Blackberry Apple I phone

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9. How often do you change or plan to change your mobile phone? 0 - 6 months 6 months - 1 year 1 - 2 years 2 years Plus 10. Would you prefer to stick to your current brand in the future or would you be willing to purchase different brand? Prefer to stick to current brand Would be open to try different brand Dont know 11. Any other new features that you would like to see in your phone?

12. What would you attract you to a brand in spite of its being new to a market? An Established brand name in another Industry Heavy Promotional & advertisement New features not present in another available phones Easier to use

Name: Location:
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Contact No.:

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