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Minor Project Report
On
CUSTOMER SATISFACTION
Completed In NOKIA
Submitted In Partial Fulfillment
Of the Requirement
Of Bachelor of Business Administration
Training Supervisor: Submitted By:
Name : Dr. Deepali Saluja Name of the student : Sidharth Gera
Designation : Assistant Professor ENRNo./Batch : 04661201710
Submitted To :
Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi
(Affiliated to Guru Gobind Singh Indraprastha University)
1
DECLARATION
I hereby declare that this Minor Project Report titled “Customer Satisfaction On Nokia”
submitted by me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a
bonafide work undertaken during the period from to by me and has not been
submitted to any other University or Institution for the award of any degree diploma /
certificate or published any time before.
(Signature of the Student) Date: / / 2011
Name: SIDHARTH GERA
Enroll. No.: 04661201710
2
BONAFIDE CERTIFICATE
This is to certify that as per best of my belief the project entitled “Customer Satisfaction On
Nokia” is the bonafide research work carried out by Sidharth Gera student of BBA, BCIPS,
Dwarka, New Delhi, in partial fulfillment of the requirements for the Minor Project Report
of the Degree of Bachelor of Business Administration.
He has worked under my guidance.
Dr. Deepali Saluja
Project Guide (Internal)
Date:
Counter signed by
Dr. SATISH TANEJA
Director
Date:
3
Acknowledgement
Success is the expression of diligence, insistence, motivation inspiration and novelty. While
making this project, I had a wonderful experience. But this journey I have not travelled all
alone. There are some special people who made my journey easier with the words of support
and more intellectually satisfying by offering help in improving the quality of this work and
bringing it to a finish.
I would like to thanks Dr. Satish Taneja (Director) who has been a constant source of
inspiration and my special thanks to Dr. Deepali Saluja (project guide from the institute) for
her extensive guidance, cooperation and support.
My warm thanks to my parents for their continuous encouragement, interest and advice given
throughout the study. My thanks are also to all those who have shown keen interest in this
work and provided the much needed encouragement.
Last but not the least, God helps those who help themselves and thus I kept on helping
myself and God helped me through infinite ways I cannot define and God is too grateful and
big for my unallied efforts to thank him.
SIDHARTH GERA
(04661201710)
4
CONTENTS
S.No Particulars Page No.
1.
2.
3.
4.
5.
6.
7.
8.
9.
Chapter 1: Introduction
Chapter 2: Company Profile
Chapter 3: Research Methodology
Chapter 4: SWOT Analysis
Chapter 5: Data Collection & Analysis
Chapter 6: Findings & Conclusions
Chapter 7: Suggestions & Recommendations
Bibliography
Annexure (Questionnaire)
6-12
13-24
25-27
28-34
35-53
54-58
59-61
62
63-66
5
Chapter 1
Introduction
6
What Customer Satisfaction Is?
7
Customer satisfaction, a term frequently used in marketing, is a measure of how products
and services supplied by a company meet or surpass customer expectation. Customer
satisfaction is defined as "the number of customers, or percentage of total customers, whose
reported experience with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals."
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers’ expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. These metrics
quantify an important dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service
has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction.
When customers have high expectations and the reality falls short, they will be disappointed
and will likely rate their experience as less than satisfying. For this reason, a luxury resort,
for example, might receive a lower satisfaction rating than a budget motel—even though its
facilities and service would be deemed superior in “absolute” terms.
The importance of customer satisfaction diminishes when a firm has increased bargaining
power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an
industry that is an oligopoly, where only a few suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions that they
would never get away if there were, say, a hundred cell phone plan providers, because
customer satisfaction would be way too low, and customers would easily have the option of
leaving for a better contract offer.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
8
Purpose:
9
A business ideally is continually seeking feedback to improve customer satisfaction.
Customer satisfaction provides a leading indicator of consumer purchase intentions and
loyalty. Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold:
1- Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company’s goods and services
2- Although sales or market share can indicate how well a firm is performing currently,
satisfaction is an indicator of how likely it is that the firm’s customers will make
further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes. On a five-point scale,
individuals who rate their satisfaction level as “5” are likely to become return
customers and might even evangelize for the firm. (A second important metric related
to satisfaction is willingness to recommend. This metric is defined as "The percentage
of surveyed customers who indicate that they would recommend a brand to friends."
When a customer is satisfied with a product, he or she might recommend it to friends,
relatives and colleagues. This can be a powerful marketing advantage.) Individuals
who rate their satisfaction level as “1,” by contrast, are unlikely to return. Further,
they can hurt the firm by making negative comments about it to prospective
customers. Willingness to recommend is a key metric relating to customer
satisfaction.
11
Measuring Customer Satisfaction:
Organizations need to retain existing customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace.
Customer satisfaction is measured at the individual level, but it is almost always reported at
an aggregate level. It can be, and often is, measured along various dimensions. A hotel, for
example, might ask customers to rate their experience with its front desk and check-in
service, with the room, with the amenities in the room, with the restaurants, and so on.
Additionally, in a holistic sense, the hotel might ask about overall satisfaction “with your
stay.”
12
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of
the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and recommend
rate. The level of satisfaction can also vary depending on other options the customer may
have and other products against which the customer can compare the organization's products.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of
their perception and expectation of performance of the organization being measured. Their
satisfaction is generally measured on a five-point scale.
13
Customer satisfaction data can also be collected on a 10-point scale. Regardless of the scale
used, the objective is to measure customers’ perceived satisfaction with their experience of a
firm’s offerings. It is essential for firms to effectively manage customer satisfaction. To be
able do this, we need accurate measurement of satisfaction. Good quality measures need to
have high satisfaction loadings, good reliability, and low error variances. In an empirical
study comparing commonly used satisfaction measures it was found that two multi-item
semantic differential scales performed best across both hedonic and utilitarian service
consumption contexts. According to studies by Wirtz & Lee (2003), they identified a six-
item 7-point semantic differential scale (e.g., Oliver and Swan 1983), which is a six-item 7-
point bipolar scale, that consistently performed best across both hedonic and utilitarian
services. It loaded most highly on satisfaction, had the highest item reliability, and had by far
the lowest error variance across both studies. In the study, the six items asked respondents’
evaluation of their most recent experience with ATM services and ice cream restaurant, along
seven points within these six items: “please me to displeased me”, “contented with to
disgusted with”, “very satisfied with to very dissatisfied with”, “did a good job for me to did
a poor job for me”, “wise choice to poor choice” and “happy with to unhappy with”.
It seems that dependent on a trade-off between length of the questionnaire and quality of
satisfaction measure, these scales seem to be good options for measuring customer
satisfaction in academic and applied studies research alike. All other measures tested
consistently performed worse than the top three measures, and/or their performance varied
significantly across the two service contexts in their study. These results suggest that more
careful pretesting would be prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction,
independent of their scale anchors. Affective measures capture a consumer’s attitude
(liking/disliking) towards a product, which can result from any product information or
experience. On the other hand, cognitive element is defined as an appraisal or conclusion on
how the product’s performance compared against expectations (or exceeded or fell short of
expectations), was useful (or not useful), fit the situation (or did not fit), exceeded the
requirements of the situation (or did not exceed).
14
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
16
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.
17
History:
The seeds of the current incarnation of Nokia were planted with the founding of the
electronics section of the cable division in 1960 and the production of its first electronic
device in 1962: a pulse analyzer designed for use in nuclear power plants. In the 1967 fusion,
that section was separated into its own division, and began manufacturing
telecommunications equipment. A key CEO and subsequent Chairman of the Board was
vuorineuvos Björn "Nalle" Westerlund (1912–2009), who founded the electronics
department and let it run a loss for 15 years.
In the 1970s, Nokia became more involved in the telecommunications industry by
developing the Nokia DX 200, a digital switch for telephone exchanges. The DX 200 became
the workhorse of the network equipment division. Its modular and flexible architecture
enabled it to be developed into various switching products. In 1984, development of a
version of the exchange for the Nordic Mobile Telephony network was started.
For a while in the 1970s, Nokia's network equipment production was separated into
Telefenno, a company jointly owned by the parent corporation and by a company owned by
the Finnish state. In 1987, the state sold its shares to Nokia and in 1992 the name was
changed to Nokia Telecommunications.
In the 1970s and 1980s, Nokia developed the Sanomalaitejärjestelmä ("Message device
system"), a digital, portable and encrypted text-based communications device for the Finnish
Defence ForcesFinnish Defence Forces. The current main unit used by the Defence Forces is
the Sanomalaite M/90 (SANLA M/90).
18
About The Company:
Nokia Corporation is a Finnish multinational communications corporation that is
headquartered in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is
engaged in the manufacturing of mobile devices and in converging Internet and
communications industries, with over 132,000 employees in 120 countries, sales in more
than 150 countries and global annual revenue of over €42 billion and operating profit of €2
billion as of 2010. It is the world's largest manufacturer of mobile phones, its global device
market share was 31% in the fourth quarter of 2010, up from an estimated 30% in third
quarter of 2010 but down from an estimated 35% in the fourth quarter of 2009. Nokia's
estimated share of the converged mobile device market was 31% in the fourth quarter,
compared with 38% in the third quarter 2010. Nokia produces mobile devices for every
major market segment and protocol, including GSM, CDMA, and W-CDMA (UMTS).
Nokia offers Internet services such as applications, games, music, maps, media and
messaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks produces
telecommunications network equipment, solutions and services. Nokia is also engaged in
providing free digital map information and navigation services through its wholly owned
subsidiary Navteq. Nokia also has greater dependency on England based company duo
namely Symbian Corporation for its mobile operating systems and OVI for its mobile-based
application software development and distribution, which has made Nokia as highest-selling
mobile-phone vendor within the past few years.
19
Nokia has sites for research and development, manufacture and sales in many countries
throughout the world. As of December 2010, Nokia had R&D presence in 16 countries and
employed 35,870 people in research and development, representing approximately 27% of
the group's total workforce. The Nokia Research Center, founded in 1986, is Nokia's
industrial research unit consisting of about 500 researchers, engineers and scientists. It has
sites in seven countries: Finland, China, India, Kenya, Switzerland, the United Kingdom and
the United States. Besides its research centers, in 2001 Nokia founded (and owns) NIT –
Nokia Institute of Technology, a R&D institute located in Brazil. Nokia operates a total of 9
manufacturing facilities located at Salo, Finland, Manaus, Brazil, Cluj, Romania, Beijing and
Dongguan , China, Komárom, Hungary, Chennai, India, Reynosa, Mexico, and Masan, South
Korea. Nokia's industrial design department is headquartered in Soho in London, UK with
significant satellite offices in Helsinki, Finland and Calabasas, California in the US.
Nokia is a public limited-liability company listed on the Helsinki, Frankfurt, and New York
stock exchanges. Nokia plays a very large role in the economy of Finland; it is by far the
largest Finnish company, accounting for about a third of the market capitalization of the
Helsinki Stock Exchange (OMX Helsinki) as of 2007, a unique situation for an industrialized
country. It is an important employer in Finland and several small companies have grown into
large ones as its partners and subcontractor0s. Nokia increased Finland's GDP by more than
1.5% in 1999 alone. In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for
almost a quarter of Finland's exports in 2003.
Finns have consistently ranked Nokia as one of the best Finnish brands. In 2008, it was the
27th most respected brand among Finns, down from sixth place in 2007. The Nokia brand,
valued at $29.5 billion, is listed as the eight most valuable global brand in the
Interbrand/BusinessWeek Best Global Brands list of 2010 (first non-US company). It is the
number one brand in Asia (as of 2007) and Europe (as of 2009), the 41st most admirable
company worldwide in Fortune's World's Most Admired Companies list of 2010 (third in
Network and Other Communications Equipment, seventh non-US company), and the world's
120th largest company as measured by revenue in Fortune Global 500 list of 2010. As of
20
2010, AMR Research ranks Nokia's global supply chain No. 19 in the world. In July 2010,
Nokia announced that their profits had dropped 40%. In the global smartphone rivalry, Nokia
dominates the worldwide mobile markets, but remains fragile in the United States.
Challenges Of Growth:
In the 1980s, during the era of its CEO Kari Kairamo, Nokia expanded into new fields,
mostly by acquisitions. In the late 1980s and early 1990s, the corporation ran into serious
financial problems, a major reason being its heavy losses by the television manufacturing
division and businesses that were just too diverse. These problems, and a suspected total
burnout, probably contributed to Kairamo taking his own life in 1988. After Kairamo's death,
Simo Vuorilehto became Nokia's Chairman and CEO. In 1990–1993, Finland underwent
severe economic depression, which also struck Nokia. Under Vuorilehto's management,
Nokia was severely overhauled. The company responded by streamlining its
telecommunications divisions, and by divesting itself of the television and PC divisions.
Probably the most important strategic change in Nokia's history was made in 1992, however,
when the new CEO Jorma Ollila made a crucial strategic decision to concentrate solely on
telecommunications. Thus, during the rest of the 1990s, the rubber, cable and consumer
electronics divisions were gradually sold as Nokia continued to divest itself of all of its non-
telecommunications businesses.
21
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 &
22
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.
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
23
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.
Logos
Nokia Company logo. Founded in Tampere in 1865, incorporated in Nokia in 1871.
The brand logo of Finnish Rubber Works, founded in Helsinki in 1898.
Logo from 1965 to 1966.
The Nokia Corporation "arrows" logo, used before the "Connecting People" logo.
24
Nokia introduced its "Connecting People" advertising slogan, coined by Ove
Strandberg and used since 1992.
Nokia's current logo used since 2006, with the redesigned "Connecting People"
slogan.
.
Nokia Siemens Networks logo. Founded in 2007.
Navteq logo. Founded in 1985, acquired by Nokia in 2007.
25
Research cooperation with universities:
Nokia is actively exploring and engaging in open innovation through selective research
collaborations with major universities and institutions by sharing resources and leveraging
ideas. Major research collaboration is with Tampere University of Technology based in
Finland. Current collaborations include:
Aalto University School of Science and Technology, Finland
École Polytechnique Fédérale de Lausanne, Switzerland
ETH Zurich, Switzerland
Massachusetts Institute of Technology, United States
Stanford University, United States
Tampere University of Technology, Finland
Tsinghua University, China
University of California, Berkeley, United States
University of Cambridge, United Kingdom
University of Southern California, United States
26
Chapter 3
Research Methodology
27
Objective Of The Study:
The main objective of the study is to know about customer satisfaction with respect to the
company.
1- By this project we‘ll be able to find out the satisfaction level of customers, towards
the product attributes like Features, Appearances, Battery backup, Audio output and
Software compatibility of Mobile.
2- This study helps NOKIA to recognize the factor which have more satisfaction level
and which factor have more dissatisfaction level.
28
The research is done through primary data analysis i.e through direct interview,structured
questionares etc. as well as through secondary data analysis.
PRIMARY DATA ANALYSIS:
In the project the Primary Data used for data analysis are taken through:-
1- Questionnares
2- Surveys
3- Interviews
SECONDARY DATA ANALYSIS:
In the project the Primary Data used for data analysis are taken through:-
1- Internet
2- Management Books
29
Chapter 4
SWOT Analysis
30
SWOT Analysis
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in a business venture. It involves
specifying the objective of the business venture or project and identifying the internal and
external factors that are favorable and unfavorable to achieve that objective. The technique is
credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and
1970s using data from Fortune 500 companies.
A SWOT analysis must first start with defining a desired end state or objective. A SWOT
analysis may be incorporated into the strategic planning model. Strategic Planning has been
the subject of much research.
1- Strengths: characteristics of the business or team that give it an advantage over others
in the industry.
2- Weaknesses: are characteristics that place the firm at a disadvantage relative to
others.
3- Opportunities: external chances to make greater sales or profits in the environment.
4- Threats: external elements in the environment that could cause trouble for the
business.
31
SWOT analysis of Nokia:
Nokia Corporation (NYSE: NOK) is one of the world’s largest telecommunications
equipment manufacturers. It has since established a leading brand presence in many local
markets, and business has expanded considerably in all areas to support customer needs and
the growth of the telecommunications industry. Nokia also produces mobile phone
infrastructure and other telecommunications equipment for applications such as traditional
voice telephony, ISDN, broadband access, professional mobile radio, voice over IP, wireless
LAN and a line of satellite receivers. Nokia provides mobile communication equipment for
every major market and protocol, including GSM, CDMA, and WCDMA.
SWOT analysis is the tool which helps the organization to understand where it stands. The
SWOT analysis of Nokia make it understand that where Nokia stand in the market.
32
Strengths:
1- Nokia has the strong brand name which is its one of the most important strength
because it is then favorable for Nokia to launch its new products because it is reliable
for the customers by established as strong brand.
2- Its distribution network is wide globally so the products are easily available for the
target customers.
3- Nokia has also strong finances which make it possible to make innovations easily.
4- Nokia products are easy to use for everyone, even an illiterate person in some
developing countries use Nokia easily.
5- Nokia has high range of products which is attractive for the customers.
6- Nokia mobile sets have high re-sell value as compared to others which is favorable
for Nokia as well as for the customers.
33
Weaknesses:
1- Nokia have high prices as compared to others but its good quality and reliable
products somehow cover this weakness of Nokia.
2- Some of the Nokia products are not user friendly which didn’t get success in the
market.
3- Nokia’s sales and service centers are very few therefore it’s after sale service is not
impressive. If the customers face the problem in the product then they have to face
difficulty.
34
Opportunities:
1- Nokia can expand its market share by introducing brand in new market and by
catering new target market as well.
2- It can also capture more market share and attract more customers in existing market
by changing price and introducing new product range and also by innovating product
features of existing products.
3- Telecommunication market is growing rapidly and more people are being interested
towards the industry so it is great opportunity for Nokia to expand market share and
to grow as well.
4- Through excessive advertisement and effective market communication it can strong
its reputation and increase its sales and also create good brand image among the
people.
5- Nokia itself becoming the item of everyday convenience the day is not so far that it
will become the item of everyday use.
35
Threats:
1- As the telecommunication industry is increasing with that not only opportunities
increasing but also threats are equally increasing with the growth of the telecom
industry.
2- The completion is getting explosive with the growth of the market. More and more
competitors are entering in the market which is a big threat for Nokia.
3- Some competitors offer products at low prices and as the economy is falling down the
customers are more attracting towards the products of low prices. So those
competitors can take away the market share of Nokia.
4- Another threat for Nokia is the growth of WLL network because Nokia provides
CDMA cell phones so its products can go toward the down fall with the rise of WLL
network.
36
Chapter 5
Data Collection &
Analysis
37
Percentage test:
Q1. What is the Age Group in which you belong ?
Below 20 21-30 31-40 41-50 Above 500
5
10
15
20
25
30
35
40
28
36
1512
9
Interpretation:
From the above diagram we come to know that the majourity of people using Nokia mobiles
belongs to the age group 21-30 i.e 36% and the minority belongs to age group above 50 i.e
only 9% respondents.
38
Q2. What is your Gender ?
65%
35%
Male
Female
Interpretation:
From the above diagram we come to know that the majourity of people using Nokia mobiles
are Male i.e 65% and minority of Nokia mobile users aree Female i.e only 35%.
39
Q3. Educational Qualification ?
Primary Secondary Graduate Post Graduate0
5
10
15
20
25
30
35
40
45
7
13
40 40
Interpretation:
From the above diagram we come to know that from the total respondents, 40% are
Graduates and Post Graduates each. But still 7% respondents are below or upto Primary
level.
40
Q4. What is your Monthly Income?
Below 10,000 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,0000
5
10
15
20
25
30
20
15
20 21
24
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
belongs to the salary group of above 40,000 `.
41
Q5. Do you have Nokia mobile Phone?
\
58%
42%
Yes No
Interpretation:
From the above diagram we come to know that the majority of people i.e, 58 % are using
nokia mobile phones.
42
Q6. Are you satisfied with price of Nokia mobile Phone?
High satisfied Satisfied Not Satisfied0
10
20
30
40
50
60
70
20
65
15
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 65% respondents, with the price of Nokia Mobile phones and 15% are
dissatisfied.
43
Q7. Are you satisfied with Advertisements strategies of Nokia mobile Phone?
High satisfied Satisfied Not Satisfied0
10
20
30
40
50
60
70
24
59
17
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 59% respondents, with the advertisements of Nokia Mobile phones and 15%
are dissatisfied.
44
Q8. Are you satisfied with Audio output of Nokia mobile Phone?
High satisfied Satisfied Not Satisfied0
10
20
30
40
50
60
27
53
20
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 53% respondents, with the Audio Output of Nokia Mobile phones and 20%
are dissatisfied.
45
Q9. Are you satisfied with Software compatibility of Nokia mobile Phone?
High satisfied Satisfied Not Satisfied0
10
20
30
40
50
60
37
49
14
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 49% respondents, with the Software Compitability of Nokia Mobile phones
and 14% are dissatisfied.
46
Q10. Are you satisfied with Built in memory of Nokia mobile Phone?
High satisfied Satisfied Not Satisfied0
10
20
30
40
50
60
21
55
24
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 55% respondents, with the Built In Memory of Nokia Mobile phones and
24% are dissatisfied.
47
Q11. Are you satisfied with Camera/video quality Nokia mobile Phone?
Highly satis-fied
Satisfied Not Satisfied0
10
20
30
40
50
60
28
52
20
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 52% respondents, with the Camera/Video Quality of Nokia Mobile phones
and 20% are dissatisfied.
48
Q12. Are you satisfied with Accessories of Nokia mobile Phone?
Highly satis-fied
Satisfied Not Satisfied0
10
20
30
40
50
60
23
57
20
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 57% respondents, with the Accessories of Nokia Mobile phones and 20% are
dissatisfied.
49
Q13. Are you satisfied with Appearances of Nokia mobile Phone?
Highly satis-fied
Satisfied Not Satisfied0
10
20
30
40
50
60
28
52
20
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 52% respondents, with the Appearance of Nokia Mobile phones and 20% are
dissatisfied.
50
Q14. Are you satisfied with Battery backup of Nokia mobile Phone?
Highly satis-fied
Satisfied Not Satisfied0
5
10
15
20
25
30
35
40
4540 40
20
Interpretation:
From the above diagram we come to know that 40% of respondents are highly satisfied as
well as the people satisfied with its Battery Backup, 20% people are not satisfied with it.
51
Q15. Are you satisfied with services provided by Nokia mobile Phone?
Highly satis-fied
Satisfied Not Satisfied0
10
20
30
40
50
60
21
52
27
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 52% respondents, with the Services given by Nokia and 21% are highly
satisfied.
52
Q16. Are you satisfied with Brand image of Nokia mobile Phone?
Highly satis-fied
Satisfied Not Satisfied0
10
20
30
40
50
60
35
17
48
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are not satisfied i.e 48% respondents, with the Software Compitability of Nokia Mobile
phones and 35% are highly satisfied where as only 17% respondents are moderately satisfied.
53
Q17. Are you satisfied with its life?
Highly satis-fied
Satisfied Not Satisfied0
10
20
30
40
50
60
38
52
10
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are satisfied i.e 52% respondents, with the Life of Nokia Mobile phones and 10% are
dissatisfied.
54
Q18. Are you fully aware all the Features of Nokia mobile Phone?
73%
27%
Yes No
Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile
are fully aware of its Features i.e 73% but still 27% respodents don’t know about its features.
55
Chapter 5
Findings & Conclusions
56
Classification based on satisfactory level:
Attributes Price Advertisement Audio Output Software
Compatibility
Built in memory
Highly
Satisfied20% 24% 27% 37% 21%
Satisfied 65% 59% 53% 49% 55%
Not
Satisfied 15% 17% 20% 14% 24%
57
58
Attributes Camera/Video
QualityAccessories Appearances Battery
BackupServices Brand
imageLife
Highly
Satisfied28% 23% 28% 40% 21% 35% 38%
Satisfied 52% 57% 52% 40% 52% 17% 52%
Not
Satisfied20% 20% 20% 20% 27% 48% 10%
Finding The Study:
59
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 Below20-30 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, 20 percent of the respondents are falling under the
income level Rs. below 10000 and 24% more than 40000.
5- 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.
6- From the survey undertaken, between the mode of the purchase and income level of
the respondents, it has been found that 24 respondents are falling under the income
level more 40000.
On The Basis Of Features:
60
1- Audio Output:- In the above analysis, 27% of respondents are highly satisfied with
the audio output, 53% 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,49% of the
respondents gave their opinion as satisfied,14% 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, 23% of the respondent gave their opinion as
highly satisfied with the features of the accesories,57 % of the respondents gave their
opinion as satisfied,20% of the respondents were not satisfied.
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.
61
Chapter 6
Suggestions &
Recommendations
62
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 by the respondents.
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.
\
63
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.
64
BIBLIOGRAPHY
1- Marketing research book by Naresh K. Malhotra (fifth edition ).
2- Business Today June 2009.
3- The Future Of Business By Gitman Lawrence
4- www.wikipedia.org/
5- http://wiki.answers.com
6- http://www.slideshare.net
7- www.nokia.co.in
8- www.motorola.com
65
Annexure(Questionnaire)
66
Questionnaire on NOKIA mobile phones
Section 1
Personal Details
Q1. Name : ……………………………………..
Q2. Age :
1. Below 20 ( ) 2. 21-30 ( )
3. 31-40 ( ) 4. 41-50 ( )
5. Above 50 ( )
Q3. Gender: 1. Male 2. Female
Q4. Educational Qualification?
1. Primary ( ) 2. Secondary ( )
3. Graduate ( ) 4. Post Graduate ( )
Q5. Monthly Income?
1. Below 10,000 ( ) 2. 10,000-20,000 ( )
3. 20,000-30,000 ( ) 4. 30,000-40,000 ( )
5. Above 40,000 ( )
67
Section 2
Q1. Do you have Nokia Mobile Phone?
1.Yes ( ) 2. No ( )
Q2.Are you satisfied with price of Nokia phone?
1. High satisfied ( ) 2. Satisfied ( )
3. Dissatisfied ( )
Q3. Are you satisfied with Advertisements of Nokia phone?
1. High satisfied ( ) 2. Satisfied ( )
3. Dissatisfied ( )
Q4. Are you satisfied with Audio output?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q5. Are you satisfied with Software compatibility?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q6. Are you satisfied with Built in memory?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q7. Are you satisfied with Camera/video quality?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
68
Q8. Are you satisfied with Accessories?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q9. Are you satisfied with Appearances?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q10. Are you satisfied with Battery backup?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q11. Are you satisfied with its services provided by Nokia service center?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q12. Are you satisfied with its Brand image?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q13. Are you satisfied with its life?
1. High satisfied ( ) 2. Satisfied ( )
3. Not satisfied ( )
Q14. Are you fully aware all the Features of Nokia phone?
Yes ( ) 2. No ( )
69