RESEARCH ON MOBILE HAND SET

Project work SUBMITTED to Dr. Ashvini Ravi, Faculty in charge In partial fulfillment of the Requirements for the award of degree of

MASTER OF BUSINESS ADMINISTRATION By GEETHA MADHURI JANGALA LUIE FEMILA .B (Reg.No 1910) (Reg.No 1920)

SCHOOL OF MANAGEMENT

D.G. VAISHNAV COLLEGE Chennai 600106. APRIL - 2010

BONAFIDE CERTIFICATE This is to certify that the project report titled Research on Mobile hand set is a bonafide record of work carried out by the group from December set 2009 to April 2010, in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION by UNIVERSITY OF MADRAS during the academic year 2009 2010.

Dr.Ashvini Ravi Faculty in charge

College seal

DECLARATION We, the undersigned hereby declare that the project work titled Research on Mobile hand set submitted by us for the award of degree of Master of set Business Administration has not formed the basis for the award of any other Degree, Diploma, Associate ship, Fellowship or other similar titles and this dissertation has been done by us under the guidance of Dr.Ashvini Ravi, Professor, School of Management, D.G. Vaishnav College, Chennai.

GEETHA MADHURI JANGALA LUIE FEMILA .B

(Reg.No 1910) (Reg.No 1920)

Place: Chennai Date:

ACKNOWLEDGEMENT

We take this opportunity to convey our sincere thanks and gratitude to all those who have directly or indirectly helped and contributed towards the completion of this project. First and foremost, we would like to thank Dr. Ashvini Ravi for her constant guidance and support throughout this project. During the project, we realized that the degree of relevance of the learning being imparted in the class is very high. The learning enabled us to get a better understanding of the nitty-gritty of the subject which we studied. Next we would like to thank all those who were kind enough to spare their time to fill our questionnaires and give us an opportunity to conduct a research on this topic. We would also like to thank our batch mates for the discussions that we had with them. All these have resulted in the enrichment of our knowledge and their inputs have helped us to incorporate relevant issues into our project.

Abstract:

Mobile phone markets are one of the most unstable market atmospheres nowadays due to increased competition and change. Thus, the growing concern requires the marketers to strictly look at consumer buying decision process and more focus on the factors such as Prices, Perceived quality, Perceived sacrifice, Perceived value, and Purchase intention that subsequently determine willingness to purchase between different mobile phones. On this basis, this research deals with consumers sacrifice and willingness to purchase criteria in mobile phone markets by studying factors that influence customer perceived value and purchase intention to acquire new mobile phones on one hand and factors that influence on mobile phone change on the other hand. It was found that although the willingness to buy of a mobile phone is a subjective choice situation, there are some general factors that seem to guide the willingness to buy. The study shows that while technical problems are the basic reason to change mobile phone among consumers, prices, brands, interface, and properties are the influential factors affecting the actual choice among brands. Overall profiling of customer is also done to find out the requirement of customers. In addition, the results show customers sensitively emphasize on prices but sacrifice and also less willing to purchase mobile phone. Accordingly, it is useful to consider the age, gender, income, and education of consumers to predict consumer decision more precisely.

TABLE OF CONTENT CHAPTER ABSTRACT LIST OF TABLES 1 INTRODUCTION 1.1 1.2 1.3 1.4 2 About the topic Survey of literature Need for the survey Scope of study TITLE PAGE.NO V VIII 1 4 5 6 7 8 8 8 9 9 9 9 10 10 10 10 10 10 11 11 12

RESEARCH OBJECTIVES 2.1 2.2 Primary objective Secondary objective

RESEARCH METHODOLOGY 3.1 3.2 3.3 3.4 Type of research Research approach Sources of data Sampling plan 3.4.1 Population and sampling 3.4.2 Sample frame 3.4.3 Sample size 3.4.4 Sample procedure Mode of data collection Data collection instrument Design and pretesting of questioners Tools and techniques used for analyzing

3.5 3.6 3.7 3.8

4 5 6 7 8 9

LIMITATIONS OF THE SURVEY DATA ANALYSIS AND INTERPRETATION FINDINGS RECOMMENDATIONS CONCLUSION BIBLIOGRAPHY ANEXURES / APPENDIX Pre testing Questioners Fair Questioners

13 14 41 42 43 44

45 50

LIST OF TABLES TABLE NO 1.1 TITLE Market share of major players Frequency table 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12 5.13 5.14 5.15 5.16 5.17 5.18 Age category Gender Occupation Monthly income Possession of mobile Punch line Existing brand set How long using the same brand How often you change your mobile Price of the mobile Accessories existing in your mobile Same brand earlier Satisfaction of existing brand Most using feature of the mobile Reaction when you miss calls accidently Purpose of buying specific brand Who influence you to buy this brand Most needed additional feature Non parametric Chi-Square Test 5.19 5.20 5.21 Punch line and existing brand Long usage, often usage, price and accessories Accidently missed calls and usage feature Binomial Test 5.22 Earlier brand and satisfaction of this brand 31 26 27 39 15 15 16 16 17 17 18 18 19 20 20 21 22 22 23 24 24 25 PAGE NO 2

Kruskal-Wallis Test
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5.23 5.24

Age category with Brand advertisement Occupation with mobile usage Mann-Whitney Test

32 33

5.25

Gender with brand image Friedmann Test

34

5.26 5.27 5.28 5.29

Factor choosing the brand Brand preference Additional feature Importance for purpose of additional feature Spearman Rank Correlation

35 36 37 38

5.30 5.32 5.33

Mobile price and mobile quality Easy availability and easy repair Music and camera

39 39 40

CHAPTER 1
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INTRODUCTION The phenomenal rise of the mobile phone has seen its image change from a yuppie status symbol to a daily essential. Along the way, it has created thousands of jobs, changed the way we do business, and made an awful lot of money for investors. Today Key Handset technologies include GSM, CDMA, and 1xEV-DO, WiFi VoIP, TDMA, 3G, 4G and Blue Tooth. Worldwide mobile phone sales cruise to 990.8 million units in 2006, up a hefty 21.3% from 2005s 816.6 million units. The estimated growth figures are6.4% in 2007, 4.8% in 2008 and 2.6% in 2009. Notwithstanding the gradual decline in the growth figures, the annual handset sales are predicted to reach more than US $ 3 Billion by 2009. Around 80% of world's populations have mobile phone coverage as of 2006. This figure is expected to increase to 90% by the year 2010. With the periodic introduction of new features and multimedia tools in the mobile handsets due to technological advances, more and more people in the Asian continent fancy buys them. There are many diversities and complexities in the Asian mobile handset market due to types of customers, government regulations, regional/geographical wireless infrastructure, and the purchasing power. Basically, the Asian market looks at the mobile handsets as status symbols. The market is seen best for the low-end phones, but there is a huge rise in the demand for flashier and costlier phones. India, China, Korea, and Malaysia are fast evolving as the biggest markets for mobile handsets and in coming years they will mainly carry on the global handsetsales.

Major Global Players

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Table 1.1: Market share of major players Company Nokia Samsung Motorola Sony Ericson LG Others Total 2008 Market Share (%) 39 15.6 12.7 9.1 7.7 15.9 100.0

Nokia Corporation is currently the world's largest manufacturer of mobile telephones. It produces mobile phones for every major market and protocol, including GSM, CDMA, and W-CDMA (UMTS).The corporation also produces telecommunications network equipment for applications such as mobile and fixed-line voice telephony, ISDN, broadband access, voice over IP, and wireless LAN. Nokia's Mobile Phones division provides the general public with mobile voice and data products across a wide range of mobile devices. The division aims to target primarily high-volume category sales of mobile phones and devices, with consumers being the most important customer segment. Nokia believes that design, brand, ease of use and price are mainstream mobile phones' most important considerations to customers. Nokia's product portfolio includes camera phones with features such as megapixel cameras which appeal to the mass market. Motorola is an American multinational communications company based in Schaumburg, Illinois, a Chicago suburb. Most of Motorola's products have been radio-related, starting with a battery eliminator for radios, through the first walkie-talkie in the world, defense electronics, cellular infrastructure equipment, and mobile phone manufacturing. Motorola has recently been regaining market share in the cellular-phone business from Nokia, Samsung, and others due to stylish new cellular phone designs.
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Samsung Electronics is one of the world's largest IT companies by revenue. The company also claims to be have the highest brand value among consumer electronics companies. Headquartered in Seoul, South Korea, it is part of the Korean Samsung Group, operating in approximately over 100 countries. It is the number 1 mobile phone manufacturer in Asia. Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. Both companies have stopped making their own mobile phones. The reason for this merger is to combine Sony's consumer electronics expertise with Ericsson's technological leadership in the communications sector. The company's global management is based in Hammersmith, London. It also has research & development teams in Sweden, Japan, China, Canada, the Netherlands, the States, India and the United Kingdom. LG Electronics is one of the world's leading electronics companies. It is part of the Korean LG Group, operating in approximately 80 countries. Its mobil phones division provides CDMA, GSM, 3G Handsets. Major players in India The major players in the handsets segment in India include Nokia, Motorola, Sony Ericsson, Samsung, LG. Nokia has retained the top slot in Indian market with 70 % share, while US giant Motorola has 15 % share and Sony Ericsson has gained around 8% share this year. Samsung has 5% share and LG has 1.8% share.

Fig. 1.2 market share in percentage of the mobile phone players in India
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m rk t s a % a e h re
0 2 .0

8 1 5

1 .8

7 0

n kia o

m to la o ro

so y e n ricsso n

sa su g m n

L G

o e th rs

1.1

About the Project

Mobile users today want their handsets to be converged devices handling multiple functions, entertainment being the most important among them. They want their mobile to be fully loaded with top-end features, but they want all that at affordable costs. Integrated digital camera, music player and stereo FM radio are the three main features which would drive users towards upgrading their handsets. These features are available in mid range and high-end handsets so far, and the common user now demands these features in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch the fancy of the masses due to its high costs of transmission over the networks and relatively cheaper alternate modes of downloading videos available through Internet. Other features like Games, Calculator, Reminders / Scheduler / Organizer, Polyphonic ringtones etc have become hygiene features and are a must for any handset. None of these features is a differentiator anymore. Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is another feature that emerges as the driver for replacing the current handset. This feature can be a most cost effective differentiating feature for the low end phones.

1.2

LITERATURE REVIEW
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Study of Consumer Behavior regarding the brands of Mobile Handsets in Ludhiana city : May 2009 The Mobile phone represents the convergence instrument of the future. The ability to keep in touch with family, business associates, and storing data are only a few of the reasons for the increasing importance of mobile phones. Cell phone manufacturers have produced a wide range of cell phones, which sell for prices that range from very inexpensive to thousands of rupees. The study would help the companies in understanding the factors that influence the purchase decision of the consumers and their expectations from the mobile handsets. The results of the study indicate that mobile phones are no longer the status symbol for the people of Ludhiana. Brand and features in a handset are preferred over their prices. People here are techno savvy and require new innovative features in mobile phones every new day. Factors Affecting The Pre And Post Decision Of Buying Mobile And Services By Different Users Submitted by Piyush Asthana in ICFAI Business School March 25, 2009 The most important determinant for consumers are price and sacrifice perception (monetary and non-monetary sacrifice), which in this case there are three parts for price perception. These are periodical fixed cost, minute or traffic charge and opening cost when purchasing mobile phone. The results indicate that the minute charge is the most influential factor when a customer assesses to purchase. The second most important factor is the periodical fixed cost and another factor is the opening cost. These indicate, not surprisingly, that communication firms need to deeply consider. Also, this indicates that a lot of effort must be put in the pricing strategy. Research Report On TELECOMM SECTOR Submitted by Jagriti Singh PGDM, IISM April 2009. Nokia, Sony Ericson, Samsung, Motorola, LG, Spice, Virgin, Fly, BlackBerry, Haier. I divided the entire sample into two groups, one consisted of people below 25 years of age i.e. between 18- 25 while the other consisted of people above 25 years of age. A great variation was seen
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in case of newer mobile brands like Spice, Virgin, BlackBerry and Haier between the opinions of two groups. The group with people below 25 yrs of age showed some positive response with respect to these newer brands as compared to the views of other group. The highest brand potency was of Nokia in all the three cases i.e. the group of below 25, above 25 and combination of the two with 42%, 37% and 40% respectively.

1.3

NEED OF THE STUDY

The importance of cell phones goes way beyond the ability to make or receive phone calls. Today's technically advanced cell phones can perform as many or even more tasks than a home computer. They are capable of internet access, sending and receiving photos and files, storing data, to name just a few of the available options. So a question arises as to why different people choose different brands and what are the features they look for while purchasing a mobile handset. Hence a study was undertaken in Chennai city among the mobile phones owners. Known as the "Manchester of India", Chennai is a major industrial and educational center of Southern India, and is the crossroads of many different cultures.It provides a scope to understand the consumers buying behavior towards the mobile hand sets. The increasing importance of cell phones has made them almost a necessity for most people. Mobile penetration is on rise. It has even exceeded landline connections. Since various brands of mobile phones are in the market for quite a long time, their performance provides sufficient data for study. The results of the study would give the mobile manufacturing companies an insight about the preferences of the consumers and also their expectations from the mobile phones. This would help the companies to understand the potential of the market and target the right consumers.

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1.4

SCOPE OF THE STUDY

Every body in the world is the consumer. Each of us buys and sells or consumes goods and services in the life. Consumer behavior is very complex and is determined to a large extent by social and psychological factors. Consumer behavior can be defined as those acts of individuals directly involved in obtaining, using and disposing of economic goods and services. The relevance and importance of understanding consumer behavior is rooted in the modern marketing. The needs of not even two consumers are the same. Therefore, they buy only those products and services, which satisfy their wants and desires. To survive in the market, a firm has to be constantly innovating and understand the latest consumer needs and tastes it will be extremely useful in exploiting marketing opportunities and in meeting the challenges that the Indian market offers. A study of consumer behavior is significant for regulating consumption of goods and thereby maintaining economic stability. Within the broad framework of marketing, the area that entices the most researchers is the study why a consumer behaves in a particular way. The complexity of the behavior, however, varies with the nature of the product and the need, which it is required to satisfy. The study of consumer behavior is the study of how individuals make decisions to spend their available resources on consumption of related items. Consumer behavior provides a sound basis for identifying and understanding consumer needs. It is the act of the individuals directly involved in obtaining and using economic goods and services.

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CHAPTER 2

RESEARCH OBJECTIVE In any research the objective or purpose for which the research has been conducted lies on the focal point around which whole project revolves. It is the foundation on which the project is build

2.1

PRIMARY OBJECTIVE

The objective of this project was To find Brand Potencies of different brands

2.2

SECONDARY OBJECTIVE

To examine the factors those influence the customer choice while purchasing a mobile hand set. To know which features in a particular brand are preferred by the users? To find out what additional features are demanded by consumers. To study the satisfaction level of mobile phone users.

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CHAPTER 3 RESEARCH METHODOLOGY The study conducted will be a conclusive descriptive statistical study; I will come to the decision which is precise and rational. The study is conclusive because after doing the study the researcher ill comes to a conclusion regarding the position of the brand and factors responsible for purchase of handset as well as service in the minds of respondents of different groups. The study is statistical because throughout the study all the similar samples are selected and group together. All the similar responses are taken together as one and their percentages are calculated by using various statistical tools to reach a final conclusion. 3.1 TYPE OF RESEARCH

The research paper is based on descriptive research. Descriptive research: The main purpose is to descriptive of the state of affairs as it exists at present.

Instruments used are Questionnaire, Personal Interview and secondary data.

3.2

RESEARCH APPROACH

Survey research is conducted. Surveys are usually concerned with describing, recording, analyzing and interpreting conditions. 3.3 SOURCE OF DATA

The data, which is collected for the purpose of study, is divided into 2 bases:

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Primary Source: Primary data is that data which is collected for the first time. It is original in nature in the shape of raw material. The primary data comprises information survey of Research on mobile hand set. set

Secondary Source: The secondary data was collected from internet and references from Library. 3.3 SAMPLING PLAN 3.4.2 Population and sampling unit Population- General public who uses mobile phones Sample Unit: Individual who possesses a mobile phone Six groups: below 15 to above 60 3.4.2 Sample frame No sample frame work is used. 3.4.3 Sample size Sample size is 100 3.4.4 Sample procedure Non probability sampling- convenience sampling method was used Is that, sampling procedure which does not afford any basis for estimating the probability that each item in the population has being included in the sample. 3.5 MODE OF DATA COLLECTION

Personal Interview
19

For the purpose of collection of primary data, a well structured questionnaire was framed which was filled by the respondents. Different Survey methods were used for collection of data. The principle method used was Personal Interviewing of the respondents. In-Home interviews were conducted by us at various locations in Chennai. 3.6 DATA COLLECTION INSTRUMENTS

Questionnaire Design: This phase involved the design of the questionnaire on the basis of the potential factors identified as influencing the customer behavior. Research problems were listed and then the information needed was identified. The questions were then prepared in order to fulfill the information requirements as identified earlier. The researcher collects data through questionnaires. The questionnaire is send to the person concerned with a request to answer the questions and return the questionnaire. A questionnaire consists of a number of questions printed or typed in a definite order on a form or set of form. 3.7 DESIGN AND PRE TESTING OF QUESTIONERS

Pre testing is often suggested before a questionnaire is finalized, that is, after the questionnaire is drafted, to decide whether it is comprehensive or not, it is used with a few respondents. The responses are studied to determine th need for restructuring the questionnaire, re-sequencing the questions, addition or deletion of questions, giving more instruction for filling up etc., can also be decided. The questionnaire comprises of close ended as well as
20

open ended questions. In close ended questions dichotomous, ranking, linkers scale, checklist questions and multiple choice questions are used. 3.8 TOOLS AND TECHNIQUES USED FOR ANALYZING

Analyze the behavior and preferences of various brands of mobile hand set based on various factors which influence their buying decision. Non parametric Chi-Square Test: Chi-Square is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. As a non parametric test it can be used to determine if categorical data shows dependency or the 2 classifications are independent. Kruskals-Wallis test; This test is used to test the null hypothesis that k independence random samples come from identical universes against the alternative hypothesis that the means of these universe are not equal. This test is analogous to the one-way analysis of variance. Wilcoxon-Mann-Whitney test: This is a very popular test among the rank sum tests. This test is used to determine whether 2 independent samples have been drawn from the same population. Spearmans Rank Correlation

21

The rank correlation coefficient is the measure of correlation exists between the two set of ranks.

CHAPTER 4 LIMITATIONS OF THE STUDY

Feedback is just the representative of the entire population; it only states the opinion of a few respondents. Time constrain was a major limitation. Being student of PGDM I could not spare much time for it and hence I could not go for very big sample size. People were not very responsive. Unavailability of secondary data. The Sample size used for the research is less. The Target Area was limited to College and the nearby markets. Consultation with Experts would have largely improved quality of the Research. The sample of the respondents chosen for the study might not be representative. Analysis of the proposed aspects might differ depending on the tools and techniques used.

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CHAPTER 5 DATA ANALYSE AND INTERPETATION For the purpose of analyzing, raw data was summarized in a master table and from this table the results have been carried out. The questions having multiple/ alternative choices were analyzed by taking percentages. In the case of questions on linker scale, the mean scores were calculated. In case of ranking questions the total score has been added and final ranking is given by calculating mean. In case of checklist questions the average of total no. of responses was calculated. In case of explanatory questions, the general suggestions were summarized.

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Result of the study FREQUENCY Table 5.1 Age category Frequency Valid below15 15-20 21-30 31-40 41-60 above60 Total 4 24 32 22 13 5 100 age category Percent Valid Percent Cumulative Percent 4.0 4.0 4.0 24.0 24.0 28.0 32.0 32.0 60.0 22.0 22.0 82.0 13.0 13.0 95.0 5.0 5.0 100.0 100.0 100.0

Inference The table shows the research has been conducted more on people with age category 21-30. Table5.2 Gender gender Frequency Percent Valid Percent Cumulative Percent Valid male 45 45.0 45.0 45.0 female 55 55.0 55.0 100.0 Total 100 100.0 100.0 InferInference The above table shows that research have been done to equal amount of male and female.
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Table 5.3 Occupations Frequency Valid student 48 business 42 ITrelate 10 d Total 100 occupation Percent Valid Percent 48.0 48.0 42.0 42.0 10.0 10.0 100.0 100.0 Cumulative Percent 48.0 90.0 100.0

Inference Table shows that most of the research are been made on student and business people. Table 5.4 Monthly Income monthly income Frequency Percent Valid Percent Cumulative Percent Valid below5000 36 36.0 36.0 36.0 5000-15000 20 20.0 20.0 56.0 1500125000 above2500 0 Total 28 14 100 28.0 14.0 100.0 28.0 14.0 100.0 84.0 100.0

Inference Inference: Table shows that people below 5000 as monthly income prefer mobile more than other.
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Table 5.5 Possession of Mobile possession of mobile Frequency Percent Valid Percent Cumulative Percent Valid yes regularly 48 48.0 48.0 48.0 yes, 42 42.0 42.0 90.0 sometimes no 10 10.0 10.0 100.0 Total 100 100.0 100.0

50 40 30 20 10 0 yesregularly yes,som etim es no

In ference The above table shows that 48% of the people using mobile regularly and 42% people uses mobile sometimes and least people not using mobile frequently. Table 5.6 Punch line

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punch line Frequency LG 14 MOTOROLA 31 Sony Ericson 38 Nokia 17 Total 100.0 100 Percent Valid Percent 14.0 20.6 31.0 27.0 38.0 30.0 17.0 23.4 100.0 100.0 100.0
LG MOTOROLA Sony E ricson Nokia

Valid

Cumulative Percent 18.6 33.6 52.2 100.0

Total
40 30 20 10 0

Inference The above table shows that 38% most people familiar with Sony Ericson and Motorola compare to other brands Table 5.7 Existing brand set existing brandset Frequency Percent Valid Percent Cumulative Percent Valid Nokia 34 34.0 33.0 34.0 SonyErics 9 9.0 9.0 43.0 on Motorola 17 17.0 17.0 60.0 Samsung 33 33.0 33.0 93.0 Others 7 7.0 7.0 100.0 Total 100 100.0 100.0

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35 30 25 20 15 10 5 0 Nok ia S onyE on rics Motorola S m ung a s

Inference Frequency shows most of them using Samsung and Nokia and some of them using Motorola few of the using Sony Ericson. Table 5.8 how long using the same mobile longterm usage Frequenc Valid Cumulative y Percent Percent Percent Valid lessthan 38 38.0 38.0 38.0 1year 1-2 years 27 27.0 27.0 65.0 3-4 years 20 20.0 20.0 85.0 above 15 15.0 15.0 100.0 4years Total 100 100.0 100.0
40 30 20 10 0 les tha 1yea s n r 1-2y rs ea 3-4y rs ea a e 4yea bov rs

Inference Frequency shows many use current mobile less than 1 year and some uses 1 to 2 year and 3 to 4 year and less people uses above 4 years.
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Table 5.9 How often you change your mobile often change Frequency Percent Valid Percent Cumulative Percent Valid less than 1 12 12.0 12.0 12.0 year 1-2 years 29 29.0 29.0 41.0 3-4 years 31 31.0 31.0 72.0 above 4years 28 28.0 28.0 100.0 Total 100 100.0 100.0
40 30 20 10 0 les tha 1 yea s n r 1-2 yea rs 3-4 yea rs a bove 4yea rs

Inference Frequency shows 1-2 years, 3-4 years and above 4 years are similar than changing mobile less than 1 year.

Table 5.10 Price of the mobile Frequency Valid below 5000 12 5000-15000 31 1500131 25000 above2500 26 0 Total 100 mobile price Percent Valid Percent Cumulative Percent 12.0 12.0 12.0 31.0 31.0 43.0 31.0 31.0 74.0 26.0 100.0 26.0 100.0 100.0

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35 30 25 20 15 10 5 0 below5000 5000-15000 15001-25000 a e25000 bov

Inference Frequency shows that most people want mobile range from 5000 t0 25000 some people prefer above 25000 and few people prefer below 5000. Table 5.11 Accessories existing in your mobile. accessories in mobile Frequenc Valid Cumulative y Percent Percent Percent Valid Handsfree 12 12.0 12.0 12.0 Bluetoothhand 36 36.0 36.0 48.0 set USB datacable 33 33.0 33.0 81.0 Memorycard 19 19.0 19.0 100.0 Total 100 100.0 100.0
4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0 handsfree bluetoothhandset US datacable B m orycard em

Inference
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Frequency shows that most of them prefer blue tooth and Use data cable and least preference for memory card and handsfree. Table 5.12Same band earlier earlier brand Frequenc Valid Cumulative y Percent Percent Percent Valid yes 52 52.0 52.0 52.0 no 48 48.0 48.0 100.0 Total 100 100.0 100.0
52 50 48 46

yes no

Inference From the frequency table we get some people uses same brand some switched to other brand both shows similar frequency.

Table 5.13 Satisfaction of existing mobile satisfaction of existing mobile Frequenc Valid Cumulative y Percent Percent Percent Valid yes 56 56.0 56.0 56.0 no 44 44.0 44.0 100.0 Total 100 100.0 100.0

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60 50 40 30 20 10 0 yes no

Inference Frequency shows satisfaction is more than unsatisfied. Table 5.14 most usage features of the mobile usage of features Frequen Valid Cumulative cy Percent Percent Percent Valid Textmessage 18 18.0 18.0 18.0 talking in person 50 50.0 50.0 68.0 Calling 17 17.0 17.0 85.0 them(missed call) sending mail 15 15.0 15.0 100.0 Total 100 100.0 100.0
50 40 30 20 10 0 textm s g es a e ta inginpers lk on ca llingthem is edca (m s ll) s endingm il a

Inference Frequency table shows most of them using for talking and some use for calling and messaging and very few use for mailing. Table 5.15 Reaction when you miss calls accidentally from your personal

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miss calls accidentally Frequenc Valid Cumulative y Percent Percent Percent Valid annoying 36 36.0 36.0 36.0 uncomfortab 34 34.0 34.0 70.0 le not 30 30.0 30.0 100.0 concerned Total 100 100.0 100.0
36 34 32 30 28 26 a nnoying unc omforta ble not conc erned

Inference Frequency shows most of them annoying uncomfortable and not concerned when accidentally missed call.

Table 5.16 Purpose of buying specific brand

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purpose of buying Frequency Percent 54 54.0 46 100 46.0 100.0 Valid Cumulative Percent Percent 54.0 54.0 46.0 100.0 100.0

Valid Business transactions, status, dont have landline. status, dont have landline, business transaction Total
54 52 50 48 46 44 42

Bu ess tran sin sactio s, statu n s, d t h on ave lan lin d e. statu d t h s, on ave lan lin d e, b sin tran u ess sactio n

Inference Frequency shows that most people use for business transaction and statue rather than dont having landline Table 5.17 what influence you to buy this brand influence of brand Frequency Percent 58 58.0 24 18 100 24.0 18.0 100.0 Valid Cumulative Percent Percent 58.0 58.0 24.0 18.0 100.0 82.0 100.0

Valid friend, family member, advertisement, dealers dealer, ,friend, family member, advertisement Advertisement, dealer, friend, family member Total

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60 50 40 30 20 10 0 friend, family member, advertisement, dealers dealer, ,friend, family member, advertisement advertisement, dealer, friend, family member

Inference Frequency shows most of them got influenced from friends and family and some got influenced by the dealer and friends and least by advertisement. Table 5.18 Most need additional feature requirement of additional features Frequenc Valid Cumulative y Percent Percent Percent Valid WiFi, tv, video 62 62.0 62.0 62.0 conference, windows tv, video conference, 38 38.0 38.0 100.0 windows, WiFi Total 100 100.0 100.0

80 60 40 20 0 WiF tv, video conference, i, windows tv, video conference, windows , WiF i

Inference Frequency shows that most prefer Wifi, TV and video conference feature compare to windows.
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NON PARAMETRIC CHI-SQUARE TEST Table 5.19 Punch line and Existing brand set puntch line Observed N Expected N 14 20.7 31 20.7 17 62 20.7 Residual -6.7 10.3 -3.7

LG MOTORO LA Nokia Total

LG MOTORO LA Nokia Total

puntch line Observed N Expected N 14 20.7 31 20.7 17 62 20.7

Residual -6.7 10.3 -3.7

Test Statistics puntch line existing brandset a Chi-Square 7.968 33.200b Df 2 4 Asymp. Sig. .019 .000 a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 20.7. b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 20.0.

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Objective

To identify relation between punch line and existing brand set.

Null hypothesis: Level of significance Test used: Reason: Outcome: Inference:

There is no difference between observed and expected frequencies. 5% Non Parametric Chi-Square. Nominal and Independent data Significance value (.000) is less than 0.05. Null hypothesis rejected There is difference between observed and expected frequency.

Table 5.20 Long term usage, Often change, Mobile price, Accessories in mobile

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longterm usage Observed N Expected N Residual lessthan 1year 1-2 years 3-4 years above 4years 5.00 Total 38 27 20 13 2 100 often change Observed N Expected N Residual less than 1 year 1-2 years 3-4 years above 4years Total 12 29 31 28 100 25.0 25.0 25.0 25.0 -13.0 4.0 6.0 3.0 20.0 20.0 20.0 20.0 20.0 18.0 7.0 .0 -7.0 -18.0

mobile price Observed N Expected N Residual below 5000 5000-15000 15001-25000 above25000 Total 12 31 31 26 100 25.0 25.0 25.0 25.0 -13.0 6.0 6.0 1.0

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accessories in mobile Observed N Expected N Residual handsfree bluetoothhandset USB datacable memorycard Total 12 36 33 19 100 25.0 25.0 25.0 25.0 -13.0 11.0 8.0 -6.0

Test Statistics longterm accessories in usage often change mobile price mobile Chi-Square 37.300a 9.200b 9.680b 15.600b Df 4 3 3 3 Asymp. Sig. .000 .027 .021 .001 a. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 20.0. b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0.

Null Hypothesis Level of significance Test used Reason Outcome Inference

There is no difference between observed and expected frequencies. 5% Non Parametric Chi-Square. Nominal and Independent data Significance value (.000) is less than 0.05. Null hypothesis rejected There is difference between observed and expected frequency.
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Table 5.21 Accidentally missed call and Usage of features

miss calls accidentally Observed N Expected N Residual annoying uncomfortable not concerned Total 36 34 30 100 33.3 33.3 33.3 2.7 .7 -3.3

usage of features Observed N Expected N Residual textmessage talking in person calling them sending mail Total 18 50 17 15 100 25.0 25.0 25.0 25.0 -7.0 25.0 -8.0 -10.0

Chi-Square Df Asymp. Sig.

Test Statistics miss calls accidentally .560c 2 .756

usage of features 33.520b 3 .000

b. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 25.0. c. 0 cells (.0%) have expected frequencies less than 5. The minimum expected cell frequency is 33.3.
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Null Hypothesis: Level of significance Test used Reason Outcome Inference

There is no difference between observed and expected frequencies. 5% Non Parametric Chi-Square. Nominal and Independent data Significance value (.000) is less than0.05. Null hypothesis rejected There is difference between observed and expected frequency.

BINOMIAL TEST Table 5.22 Earlier band and Satisfaction of existing brand

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earlier brand

Group 1 Group 2 Total satisfaction of Group 1 existing mobile Group 2 Total a. Based on Z Approximation. Objective

Binomial Test Observed Category N Prop. Yes 52 .52 No 48 .48 100 1.00 Yes 56 .56 No 44 .44 100 1.00

Test Asymp. Sig. (2Prop. tailed) .50 .764

.50

.271

To identify the difference between observed and expected population frequency of earlier brand and satisfaction of existing mobile

Null hypothesis Level of Significance Test Reason Outcome Inference Observation

There is no significant difference between observed and expected frequencies 5% Binomial Data is nominal, dichotomous and independent. The level of significance is more than 0.05. Hence H0 is accepted There is no difference between observed and expected population Table shows that most of people satisfied by their existing brand and they prefer brand loyalty then switching to other brand.

KRUSKAL-WALLIS TEST Table 5.23 Age category with Brand advertisement

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Ranks brand advertising Agecategory N below15 4 15-20 24 21-30 32 31-40 22 41-60 13 above60 5 Total 100 Test Statisticsa,b brand advertising Mean Rank 37.00 56.67 45.53 54.68 47.73 52.30

Chi-Square 3.795 Df 5 Asymp. Sig. .579 a. Kruskal Wallis Test b. Grouping Variable: agecategory

Null hypothesis Level of significance Test used Reason Outcome Inference Observation

There is no difference between mean ranks. 5% Kruskal-Wallis Test ordinal, independent data Significance value is more than 0.05. Null hypothesis accepted. There is no difference between the mean ranks. Shows that people age 15 - 20 and 31-40 prefer more on advertisement.

Table 5.24 Occupation with Usage of mobile function

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mobile functions

Ranks occupatio n student business ITrelated Total

N 48 42 10 100

Mean Rank 48.08 52.79 52.50

Test Statisticsa,b mobile functions ChiSquare df Asymp. Sig. a. Kruskal Wallis Test b. Grouping Variable: occupation .682 2 .711

Null hypothesis Level of significance Test used Reason Outcome Inference Observation

There is no difference between mean ranks. 5% Kruskal-Wallis Test Ordinal, independent data and dichotomous Significance value is more than 0.05 . Null hypothesis accepted There is no difference between mean ranks. Shows that people with occupation business and IT related uses more mobile functions.

MANN-WHITNEY TEST Table 5.25 Gender with Brand Image

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Ranks gender male female Total N Mean Rank Sum of Ranks 45 44.88 2019.50 55 55.10 3030.50 100

brand image

Test Statisticsa Mann-Whitney U Wilcoxon W Z Asymp. Sig. (2-tailed) a. Grouping Variable: gender Null hypothesis Level of significance Test used Reason Outcome Inference Observation There is no difference between mean ranks. 5% Mann-Whitney test Ordinal and independent data dichotomous Significance value (.069) is more than 0.05. Null hypothesis is accepted. There is no significant difference in mean ranks. The table, shows both male and female prefer brand image. brand image 984.500 2019.500 -1.816 .069

FRIEDMAN TEST 5.26 Factors of choosing the brand

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Ranks Mean Rank 2.56 2.13 1.90 3.43

esay to repair easy availability proximity to service activities for promotion Test Statisticsa N Chi-Square df Asymp. Sig. Friedman Test

100 95.476 3 .000

Null hypothesis Level of significance Test used Reason Outcome Inference

There is no difference between the mean ranks. 5% Friedman Test ordinal, related and has two variables. significance value (.000) is less than 0.05. Null hypothesis rejected There is difference between the mean ranks Observing the data table, we find that people give more importance to the proximity to service.

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5.27 Brand Preference Ranks Mean Rank 4.79 3.87 5.56 4.70 3.29 4.18 4.61 5.01

brand advertising brand appearance mobile functions mobile price mobile quality brand image recommended service suggestion by friends Test Statisticsa N Chi-Square df Asymp. Sig. a. Friedman Test Null hypothesis Level of significance Test used Reason Outcome Inference Observing

100 69.530 7 .000 There is no difference between the mean ranks. 5% Friedman Test Ordinal related and has two variables. Significance value (.000) is less than 0.05 . Null hypothesis rejected There is difference between in mean ranks. The data table, we find that people give more importance to the mobile quality.

5.28 Addition feature

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Ranks Mean Rank 2.48 1.81 1.72

influence of brand purpose of buying requirement of additional features

Test Statisticsa N Chi-Square df Asymp. Sig. a. Friedman Test Null hypothesis Level of significance Test used Reason Outcome Inference Observing

100 52.777 2 .000

There is no difference between the mean ranks. 5% Friedman Test Ordinal related and has two variables. Significance value (.000) is less than 0.05 Null hypothesis rejected There is difference between in mean ranks. The data table, we find that people give more importance for the requirement of additional features.

5.29 Importance for purpose of additional feature

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Ranks Mean Rank 2.74 3.10 4.05 4.11 3.40 3.62

incoming and outgoing messaging games net usage music camera

Test Statisticsa N Chi-Square df Asymp. Sig. a. Friedman Test Null hypothesis Level of significance Test used Reason Outcome Inference Observing

100 46.881 5 .000

There is no difference between the mean ranks. 5% Friedman Test Ordinal related and has two variables. Significance value (.000) is less than 0.05 Null hypothesis rejected There is difference between in mean ranks. The data table, we find that people give more importance for the purpose of Messaging.

SPEARMANS RHO 5.30 Mobile price and mobile quality

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Correlations mobile price Spearman's rho mobile price Correlation Coefficient 1.000 Sig. (2-tailed) . N 100 mobile quality Correlation Coefficient .276** Sig. (2-tailed) .006 N 100 **. Correlation is significant at the 0.01 level (2-tailed). Null hypothesis Level of significance Tool used Reason used Outcome Inference mobile quality .276** .006 100 1.000 . 100

There is no significance correlation between mobile price and mobile quality 5% Spearmans rho Data is bivariate and ordinal The null hypothesis is rejected since 0.006<0.05 There is a weak positive correlation between mobile price and mobile quality.

5.31 Easy availability and easy to repair Correlations esay to easy availability repair Correlation Coefficient 1.000 .046 Sig. (2-tailed) . N 100 Correlation Coefficient .046 Sig. (2-tailed) N Null hypothesis Level of significance .650 100 .650 100 1.000 . 100

Spearman's rho easy availability esay to repair

There is no significance correlation between easy availability and easy to repair 5%

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Tool used Reason used Outcome Inference 5.32 Music and camera Correlations Spearman's rho

Spearmans rho Data is bivariant and ordinal The null hypothesis is accepted since .650>0.05 There is a strong positive correlation between easy availability and easy to repair

music

camera

Correlation Coefficient Sig. (2-tailed) N Correlation Coefficient Sig. (2-tailed) N

music 1.000 . 100 -.053 .603 100

camera -.053 .603 100 1.000 . 100

Null hypothesis Level of significance Tool used Reason used Outcome Inference

There is no significance correlation between 5% Spearmans rho Data is bivariant and ordinal The null hypothesis is accepted since .603>0.05 There is a strong negative correlation between music and camera. CHAPTER 6

FINDINGS OF THE STUDY

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Nokia is the most popular and widely used brand by the people of Chennai city. Brands like Motorola and Sony Ericsson are also gaining ground with regard to popularity but they are mostly liked by the young generation. 52% of the respondents used same brand earlier. It shows that most of the population of Chennai is brand loyal. 48% of the people are regular usage of mobile and its features. Most people aware of the Sony Ericson and Motorola punch line People often change their mobile in 3 to 4 years. Mobile price should be between rupees 5000 to 2000. Customer mostly prefers Bluetooth facility. 52% of people uses same brand earlier. 56% of them where satisfied with their existing brand Most usage feature of the Mobile hand set is talking to person. Customers where annoyed when they missed a call accidently. Mobile have is purchased mostly for the business transaction and for the status. Friends and family members where influence more to buy specific brand. Most needed additional features are WiFI and tv.

CHAPTER 7 RECOMMENDATION

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Nokia is the most popular and widely used brand by the most of the people in Chennai city in order to compete with Nokia, other brands like Motorola; Sony Ericson etc should introduce more of additional features to capture the market. People often change their mobile in 3 to 4 years. So companies have to introduce more promotional activities in order to reduce the people from shifting to the other brand.

Factor Analysis Factor Analysis yields 3 factors Purchase Feasibility (Promotion, Easy spare and Repairable) Utility ( Games, FM and Camera) Purchase Influence Factors Two most important factors for families Advertisement Family Income Brand Loyalty Customers more often stick to one brand.

CHAPTER 8

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CONCLUSION This research was conducted to find the brand potencies of 5 different mobile brands which are- Nokia, Sony Ericson, Samsung, Motorola, LG. I divided the entire sample into 6 groups; one consisted of people from below 15 years to of age above 60. A great variation was seen in this case of mobile brands like Nokia, Sony Ericson, Samsung, Motorola, and LG between the opinions of 6 groups. Nokia is the most popular and widely used brand by the people of Chennai city. Brands like Motorola and Sony Ericsson are also gaining ground with regard to popularity but they are mostly liked by the young generation. 52% of the respondents used same brand earlier. It shows that most of the population of Chennai is brand loyal. 48% of the people are regular usage of mobile and its features.

CHAPTER 9 BIBLIOGRAPHY
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References
Books: Philip Kotler, marketing management prentice Hall of India Pvt. Ltd. New Delhi, 1999 10th Editon Kothari.C.R Research methodology, vishwa publication, New Delhi, 2004 2nd Edition. Saxena Rajan marketing management Tata Mcgraw-hill publicating Co. Ltd. New Delhi. Business today magazine of February issue,2008. Web Resources:
http://www.india-cellular.com/FAQ.html accessed on 14/01/2010 http://en.wikipedia.org/wiki/Mobile_phones accessed on 14/01/2010

www.motorolaindia.com accessed on 24/01/2010 www.samsung.com accessed on 24/01/2010 www.nokia.co.in accessed on 24/01/2010 www.nokiaindia.com accessed on 24/01/2010

APPENDIX

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Pre testing Questioners

1) Gender: Male 2) Age group: <15 21-30 41-60 Female 15-20 31-40 >60 No Homemaker Lecturer

3) Do you use a mobile phone? Yes, regularly Yes, sometimes 4) Occupation Student Business IT Related

5) Monthly Income Below 5000

5000-15000

15001-25000

>25000

6) Out of following tick the picture/ punch line you recognize:

___________

___________

__________

_________ Questions Phone usage: 7) Which brand of mobile hand set do you have? (Please Tick) Nokia _______ Sony Ericsson _______ Motorola _______ Samsung _______ Any other (please specify) _______ Which model ____________ 8) How long you are using the mobile phone? o Less than 1 year o 1-2 years

___________

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o o

3-4 years above 4 years

9) How often do you change your mobile phone? o Less than 1 year o 1-2 years o 3-4 years o above 4 years 10) Tick the range of price you would like to spend on a mobile handset? Below 5000 ________ 5000- 15000 ________ 15001- 25000 ________ Above 25000 ________ 11) What phone accessories do you have? o Hands free o Bluetooth head set o USB data cable o Memory Card (SD card) o Others ( ) 12) What is your favorite brand? (Please choose your three favorite brands in order of preference from the brands in the table below. 1-most favorite, 2-favorite, 3-least favorite, 4-not favorite) 1 2 3 4 Nokia Samsung Sony Ericsson LG Motorola iphone BlackBerry NEC Sharp Others 13) Why you like the brands you chose above? (Please indicate the important of below factors when you choose the brands. 1-very important, 2-somewhat important, 3-neither important nor unimportant, 4-less important, 5-unimportant.) Advertisement Appearance 57

Price Functions Quality Brand Image Service Recommended by friends Others 14) Do you prefer phones to be? Slim medium slim thick Light medium weight heavy Small medium size large 15) Did you have the same brand earlier? YES NO

b) If NO then which brand you had earlier (please specify) ______________ c) Why have you switched from earlier brand to latest one? (Rank ) Advanced technology New features Inefficiency in earlier mobile Any other( please specify) _______ _______ _______ _______

16) Why have you bought the mobile? (Rank option 1-4) Business transactions ________ Status ________ Dont have landline phone ________ Any other (please specify) ________ 17) Which of the following factors you considered while choosing the mobile hand set Very Important Price Appearance Brand Features Easy to carry 18) Who influenced you to buy this brand? (Rank 1-5) Friend _______ 58 Important Somewhat Important Somewhat not Important Not Important

Family member Advertisement Dealer Any other (please specify)

_______ _______ _______ _______ Never

19) For which different purposes do you use your mobile? Always Very often Often Regular Receiving / making calls SMS/ MMS Games E-Mail/ Internet Music Camera 20) Rate the following features of your hand set according to your preference Very Important Important Bluetooth MP3 Player/ Video Player Camera Data Storage Capacity GPRS Personal information management Somewhat Important Somewhat not Important

Not Important

21) Do you agree that following factors must be considered while choosing a brand of mobile hand set? Strongly Disagree Repairable Availability of spare parts Proximity to service provider Promotional activities Disagree Neutral Agree Strongly Agree

22) a) Are you satisfied with your existing mobile hand set? YES NO b) If no, then what are the problems faced by you? _______________________________________________________________ 59

_______________________________________________________________ 23) What additional features do you want in your mobile handset? (can Rank more than one option) WiFi ________ TV ________ Video Conferencing ________ Windows ________ 24) When you want to say something very personal to a friend, family member, and lover do you do most often do it by: Using text messaging talking in person calling them Sending email others (specify ..) 25) What do you use your mobile phone for? Always Voice calls Data (as modem) Answering machine SMS WAP Address book Calendar: 26) In what of the following to call other people? Rank situations do you use your phone in the office/at work at home in a car on the bus/train in the street in place of worship in a restaurant at the cinema in meetings during dinner /breaks when you go to outdoors when you go to 60 situations have you received calls do you switch your phone off/silent annoying/dangerous when a phone rings Very often Often Regular Never

bed 27) When you accidentally miss calls from your friends? Feel: (1) annoying (2) Uncomfortable (3) Not concerned (4) Upset

Fair Questioners
1) Gender: Male 2) Age group: <15 21-30 41-60 Female 15-20 31-40 >60 No Homemaker Lecturer

3) Do you use a mobile phone? Yes, regularly Yes, sometimes 4) Occupation Student Business IT Related

5) Monthly Income Below 5000

5000-15000

15001-25000

>25000

6) Out of following tick the picture/ punch line you recognize:

___________

___________

__________

_________

___________

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Questions Phone usage: 7) Which brand of mobile hand set do you have? (Please Tick) Nokia _______ Sony Ericsson _______ Motorola _______ Samsung _______ Any other (please specify) _______ Which model ____________ 8) How long you are using the mobile phone? o Less than 1 year o 1-2 years o 3-4 years o above 4 years 9) How often do you change your mobile phone? o Less than 1 year o 1-2 years o 3-4 years o above 4 years 10) Tick the range of price you would like to spend on a mobile handset? Below 5000 ________ 5000- 15000 ________ 15001- 25000 ________ Above 25000 ________ 11) What phone accessories do you have? o Hands free o Bluetooth head set o USB data cable o Memory Card (SD card) o Others ( ) 12) Did you have the same brand earlier? YES NO

b) If NO then which brand you had earlier (please specify) ______________ 13) Why have you bought the mobile? (Rank option 1-4) Business transactions ________ Status ________ Dont have landline phone ________ 62

Any other (please specify)

________

14) Who influenced you to buy this brand? (Rank 1-5) Friend _______ Family member _______ Advertisement _______ Dealer _______ Any other (please specify) _______ 15) a) Are you satisfied with your existing mobile hand set? YES NO

16) What additional features do you want in your mobile handset? (can Rank more than one option) WiFi ________ TV ________ Video Conferencing ________ Windows ________ 17) When you want to say something very personal to a friend, family member, and lover do you do most often do it by: Using text messaging talking in person calling them Sending email others (specify ..) 18) When you accidentally miss calls from your friends? Feel: (1) annoying (2) Uncomfortable (3) Not concerned (4) Upset 19)Why you like the brands you chose above? (Please indicate the important of below factors when you choose the brands. 1-very important, 2-somewhat important, 3-neither important nor unimportant, 4-less important, 5-unimportant.) Advertisement Appearance Price Functions Quality Brand Image Service Recommended by friends Others 63

20) For which different purposes do you use your mobile? Always Very often Often Regular Never Receiving / making calls SMS/ MMS Games E-Mail/ Internet Music Camera 21) Do you agree that following factors must be considered while choosing a brand of mobile hand set? Strongly Disagree Repairable Availability of spare parts Proximity to service provider Promotional activities Disagree Neutral Agree Strongly Agree

Personal Details:
Name: Address: Contact No. _________________ __________________________________ __________________________________ ____________________

Comments

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Thank You Femila & Geetha

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