DECLARATION

I hereby declare that this Project Report entitled ―Customer Satisfaction of

NOKIA Mobile in East Delhi” Submitted by me to the GGSIPU Delhi, is a
bonafide work undertaken by me and it is not submitted to any other University
or Institution for the award of any degree diploma / certificate or published any
time before.

Name: Chandan Parsad

Signature of the Student

Enrollment No: 0061189908

Semester :

Date :

1
 Certificate

This is to certify that this Report entitled ―Customer Satisfaction of NOKIA

Mobile in East Delhi‖ which is submitted by Chandan Parsad in partial

fulfilment of the requirement for the award of degree MBA – (Software

Enterprise Management), to GGSIP University, Kashmere Gate, Delhi 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 Supervisor

Mr. Amit Gupta

(ERP consultant)

2
 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 user‘s.

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.

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 I‘ll 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

3
 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) C-
DAC 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

4
 Table of Contents
Chapter 1 P. No.
Introduction
a. Background 9
b. Purpose of this Study 11
c. Scope and focus 11

Chapter 2
Literature Survey 13

Chapter 3
Analysis
a. Introduction 18
b. Research Designs 20
c. Assumptions, Constraints and Limitations 21
d. Statistical Analysis (Percentage analysis) 22
e. Statistical Analysis (Chi-square) 24

Chapter 4.
Conclusions and Discussion
a) Summary of Findings 34
b) Suggestions & Recommendations 35
c) Conclusions 35

Chapter 5
a) Appendix 37
b) References: 39

5
 LIST OF TABLE
TABLE Name P. No.
1. Comparing Shaded Boxes to Total Boxes 18

2. Chi-Square Test Table

a) Sex and satisfaction with feature of Nokia phone. 22

b) Sex and satisfaction with appearances of Nokia phone 22
c) Age and their satisfaction with appearances of Nokia phone 23
d) Age and their satisfaction with battery backup of Nokia phone 23

3.Classification based on satisfactory level table 33

6
 List of Figure
P.No.
1. Brand Value Model 15

2. preference for buying 24

3. satisfied with price 24

4. satisfied with Advertisements 25

5. satisfied with Features of Nokia 25

6. satisfied with Audio output 26

7. satisfied with Software compatibility 26

8. satisfied with Built in memory 27

9. satisfied with Camera/video quality 27

10. satisfied with Accessories 28

11. satisfied with Appearances 28

12. satisfied with services 29

13. satisfied with Battery backup 29

14. satisfied with Brand image 30

15. satisfied with its life 30

16. fully aware all the Features 31

7
Chapter 1 Introduction

8
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.

9
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 Nokia‘s 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 India‘s 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

10
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

11
Chapter 2.Literature Survey

12
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 trans-
action 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 customer‘s 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 Jerry‘s ice cream and Feldman 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 form—is not allowed• Rewards are based on carrot-and-
stick

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

.For 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

13
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 Buyers who are considering a purchase scan their service options and
Model 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 importance‘s 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

14
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.

15
 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.

16
Chapter 3.Analysis

17
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 Ratio Fraction Percent
1 96 to 100 96%
2 9 to 100 9%
3 77 to 100 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.

18
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.
Chi-Square 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 Chi-
square 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

19
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 ôreal researchö. 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.

20
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 time-
consuming 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

21
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 Expected N Residual

high satisfied 31 33.3 -2.3

satisfied 53 33.3 19.7

Not satisfied 16 33.3 -17.3

Total 100

Chi test Cal Value Table value DF

Value 20.78 5.99 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 Expected N Residual

high satisfied 31 33.3 -2.3

satisfied 54 33.3 20.7

no satisfied 15 33.3 -18.3

Total 100

Chi test Cal Value Table value DF

Value 23.06 5.99 2

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

22
Ho: There is no significant difference between age of the respondents and their satisfaction
with appearances of Nokia phone
age

Observed N Expected N Residual

less 20 13 20.0 -7.0

21-30 66 20.0 46.0

31-40 8 20.0 -12.0

41-50 8 20.0 -12.0

50+ 5 20.0 -15.0

Total 100

Chi test Cal Value Table value DF

Value 133.9 9.48 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 Expected N Residual

high satisfied 42 33.3 8.7

satisfied 43 33.3 9.7

not satisfied 15 33.3 -18.3

Total 100

Chi test Cal Value Table value DF

Value 15.14 5.99 2

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

23
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 Series1
20
15
10
5
0
satisfield Satisfield satisfield or Dissatisfield dissatisfield
disssatisfield
High Neither Highly

24
Q Are you satisfied with Advertisements of Nokia mobile Phone?

50
45
40
35
30
25 Series1
20
15
10
5
0
Satisfield
satisfield

Dissatisfield

dissatisfield
disssatisfield
satisfield or
High

Highly
Neither

Q Are you satisfied with Features of Nokia mobile Phone?

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

25
Q Are you satisfied with Audio output of Nokia mobile Phone ?

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

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

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

26
Q Are you satisfied with Built in memory of Nokia mobile Phone?

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

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

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

27
Q Are you satisfied with Accessories of Nokia mobile Phone?

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

Q Are you satisfied with Appearances of Nokia mobile Phone?

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

28
Q Are you satisfied with Battery backup of Nokia mobile Phone?

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

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

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

29
Q Are you satisfied with Brand image of Nokia mobile Phone?

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

Q Are you satisfied with its life?

60

50

40

30 Series1

20

10

0
High Satisfield Not
satisfield satisfield

30
Q Are you fully aware all the Features of Nokia mobile Phone?

Q Sex?

31
Chapter 4.Conclusions and Discussion

32
 Classification based on satisfactory level

Attributes Features Battery Software Audio Accessories Appearance Built

Backup compatibility output In
memory

High 23% 40% 37% 26% 24% 28% 21%

satisfied

Satisfied 58% 40% 48% 54% 56% 52% 55%

Not 19% 20% 15% 20% 20% 20% 24%

satisfied

33
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.

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 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 customer‘s .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?

1. High satisfied ( ) 2. 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 ( ) 3.Not satisfied ( )

Q5. Are you satisfied with Audio output?

1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q6. Are you satisfied with Software compatibility?

1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q7. Are you satisfied with Built in memory?

1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q8. Are you satisfied with Camera/video quality?

1. .High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q9. Are you satisfied with Accessories?

1.. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q10. Are you satisfied with Appearances?

1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q11. Are you satisfied with Battery backup?

1. High satisfied ( ) 2. 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 ( ) 3.Not satisfied ( )
Q14. Are you satisfied with its life?
1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

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 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 ( ) 3.Friends ( )

4. Neighbors ( ) 5. Dealer ( ) 6.Advertisment ( )

Q17. Age?
1. Below 20 ( ) 2. 21-30 ( ) 3.31-40 ( )
4. 41-50 ( ) 5. More than 50 ( )

Q18. Sex?
1. Male ( ) 2. Female ( )

Q19. Your education qualification?

1. Primary ( ) 2. Secondary ( )

3... Graduate ( ) 4. Post graduate ( )

Q20. Your monthly income?

1. Below 10000 ( ) 2. 10000-20000 ( ) 3. 20000-30000 ( )

4.. 30000-40000 ( ) 5. More than 40000 ( )

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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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