Report on Findings of Questionnaire (Nokia's Brand Equity )

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  • 7/22/2019 Report on Findings of Questionnaire (Nokia's Brand Equity )

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  • 7/22/2019 Report on Findings of Questionnaire (Nokia's Brand Equity )

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    ^rkpgrkm Cor0 Hr. Gczgi Gbhkm

    Mkpgrthket oc Dusjekss Gmhjejstrgtjoe

    Ckmkrgi [rmu [ejvkrsjty oc Grts, Qajkeak gem ]kabeoiofy.

    ^rkpgrkm Dy0 Lgsbjc Gddgs

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    Dgalfrouem

    ^gljstge js oek oc tbk worim's cgstkst frowjef tkikaohhuejagtjoe hgrlkts wjtb

    akiiuigr sudsarjdkrs grouem 74; hjiijoe. G stroef mkhgem cor hodjik pboeks giso ikm

    tbkjr bjfbkr jhports wbjab swkiikm to 3>% je tbk igst cour hoetbs j.k. @uiy-Oat.

    Ovkrgii spkemjef oe jhports cor gii tkikaohhuejagtjoe kqujphket stoom gt Ts. 1=.17djiijoe murjef hoetb croh @uiy to Oatodkr 4>74.

    [ejtkm Hodjiks, ge oim gem wkii leowe akii pboek mkgikr je ^gljstge, rkportkm jts

    hoetbiy sgiks oc ; hjiijoe je Lgrgabj ajty oeiy. [edrgemkm gem Abjeg hgmk akii

    pboeks boim totgi hgrlkt sbgrk oc 1;-=>% wbkrkgs drgemkm akii pboeks, ijlk Eoljg

    gem Qghsuef, grk stjii ke`oyjef tbk igrfkr abuels oc Hgrlkt wbjab js grouem 3;-3>%.

    Dy kvkry pgssjef mgy tbk aohpktjtjoe je tbk akiiuigr pboek jemustry dkaohks

    toufbkr. Ketry oc hgey ekw rjvgis ijlk B]A, Buwgwj, Sojak gem F; kta. bgs diurrkm

    tbk drgem kqujty oc Eoljg je aoesuhkrs' hjems up to sohk kxtket.

    Muk to gii tbksk cgats jt wgs ckit ekakssgry to kvgiugtk Eoljg's Aurrket Drgem Kqujty

    gem cor tbjs purposk wk bgvk aoemuatkm g survky oe Eoljg's ADDK gem cjemjefs oc

    tbk survky grk mjsausskm je tbjs pgpkr.

    ^urposk

    ]bk pgpkr gjhs to kvgiugtk tbk drgem kqujty oc Akiiuigr ^boeks oc Eoljg gem to

    kxpiork tbk cour drgem kqujty aohpoekets oc Eoljg -Drgem Gwgrkekss, Drgem

    Gssoajgtjoe/Hkgejef,^krakjvkm Wugijty gem Drgem Tksoegeak-je Akiiuigr ^boek

    hgrlkt so tbgt gpproprjgtk strgtkfjks sbouim dk suffkstkm to strkeftbke tbk

    austohkr-dgskm drgem kqujty (ADDK) Oc Eoljg.

    Hktbomoiofy

    ]bjs stumy uskm g sghpik oc 1> gatugi austohkrs croh Jemork ajty wbo grk tbk uskrsoc tbk skikatkm Drgem. ]bkjr rkspoesks wkrk aoiikatkm tbroufb struaturkm

    qukstjoeegjrk.]bk qukstjoeegjrk wgs uskm dkagusk tbky bgvk jtkhs mksjfekm to

    kijajt tbk jecorhgtjoe oe tbk rkskgrab jetkrkst gem tbky bgvk protoaoi cor rkaormjef

    tbk rkspoesks. Wukstjoeegjrk wgs typkm gem prksketkm to rkspoemkets je ge

    grrgefkm hgeekr.Tkspoemkets rkprksket mjcckrket gfk froups, kmuagtjoe stgtus gem

    soajo kaoeohja procjik.]bk drgem skikatkm cor stumy js Eoljg.

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    Cjemjefs

    ]bk cjemjefs je tbjs pgpkr support tbk homki oc austohkr-dgskm drgem kqujty

    j.k.Lkvje I. Lkiikrs ^yrghjm oc ADDK.]bk prjeajpgi aoetrjdutjoe oc tbk survky js tbgt jt

    provjmks jhportget jesjfbts jeto tbk mkvkiophket gem hkgsurkhket oc austohkr

    dgskm drgem kqujty.Gii vgiuks fjvke je tbjsrkport grk pkraketgfks ueikss otbkrwjskspkajcjkm.

    Ijhjtgtjoes oc tbk Qurvky

    Curtbkr rkskgrab sbgii dk moek to kxghjek drgem kqujty gaross oc tbk mjcckrket cjrhs.

    ]bjs wjii fjvk tbk opportuejty to hglk aohpgrjsoes ghoef tbk aohpgejks & tbkjr

    occkrs. Gs tbjs rkskgrab bgm moek je urdge grkg wjtb shgii euhdkr oc rkspoemkets

    so, curtbkrhork, drgem kqujty kvgiugtjoe js giso suffkstjvk je urdge rurgi grkgs oe

    igrfk sagik.

    MJQAIGJHKT- ]bjs rkport js cor ^udija Mkdgtk gem eot cor strjat poijayhkgsurks or mkajsjoes. ]bk rkskgrabkr moks eot tglk gey rkspoesjdjijty cor gey

    ioss or procjt grjsjef out oc ^udija or ^rjvgtk [sk oc tbjs rkport or jts cjemjefs.

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    Qkatjoe Oek -- Jmketjty oc tbk Tkspoemkets

    Wukstjoe-70 Fkemkr.

    Hgik 4>

    Ckhgik 7>

    ]otgi 1>

    Wukstjoe-40 Gfk.

    Wukstjoe-10 rockssjoe.

    6%

    4>%

    16%

    76%

    73%

    1%

    Gfk Froup

    73 - 4>

    47 - 4;

    43 - 1>

    17 - 1;

    13 - =>

    Gdovk =>

    16%

    77%

    4=%

    42%

    ^rockssjoe

    Qtumket

    Qkic Khpioykm

    Khpioykm

    Otbkr (^grttjhk)

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    Wukstjoe-=0 Jeaohk Ikvki.

    Qkatjoe ]woSgiugtjoe oc tbk Eoljgs Drgem Kqujty

    Wukstjoe-;0 Zourk usjef Akiiuigr pboeks cor?

    4>%

    1=%41%

    2%

    1% 74%

    Jeaohk Ikvki

    3>>> - 7>>>>

    77>>> - 7;>>>

    73>>> - 4>>>>

    47>>> - 4;>>>

    43>>> - 1>>>>+

    Eo Jeaohk

    >

    7;

    1>

    4> ykgrs 7; ykgrs 7> ykgrs >; ykgrs

    Tkspo

    emkets

    Zkgrs

    ]jhkijek

    Tkspoemkets

    43

    >1

    >7

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    Wukstjoe-30 Vbjab wgs your Cjrst Akiiuigr ^boeks?

    Wukstjoe-60 Zourk aurrket Akii pboek js?

    Aohpgrgtjvk Mgtg

    ^igtcorh Qkrjks Tkspoemkets ^kraketgfksQyhdjge A, E Qkrjks gem K Qkrjks 71 =1%

    Qhgrt ^boeks Gsbg gem R Qkrjks >: 1>%

    Vjemows Iuhjg Qkrjks >4 >6%

    @gvg Gii Otbkrs (Kxaiumjef Gdovk) >3 4>%

    ]otgi 1> 7>>%

    36

    7;

    7 7

    >

    7>

    4>

    1>

    Eoljg Hotoroig Qoey Krjasoe Qghsuef Otbkr

    Hgmk oc Cjrst Hodjik

    Tkspoemkets

    Tkspoemkets

    Hgeucgaturkrs

    =1%

    1>%

    6%

    4>%

    Host urabgskm Akii boeks

    Qyhdjge

    Qhgrt boeks

    Vjemows

    @gvg

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    Wukstjoe-20 Zourk g ________ Akii ^boek uskr?

    Jt sbouim dk eotkm tbgt tbkrk dy tbk tkrh Bkgvy [skr wk hkges g uskr wbo utjijzk

    bjs/bkr hodjik cor bours eot ikss tbge 74 bours, sjhjigriy Hkmjuh[skr js g uskr wbo

    usk bjs/bkr hodjik cor gt ikgst 2 bours gem Ijfbt [skr wbo usk oeiy cor ; bours.Giso

    usjef hkges utjijzjef gey ckgturk oc hodjik gem sbouim eot dk uemkrstoom gs usjef

    oeiy corAgiijef gem/or Hkssgfjef ^urposk.

    Wukstjoe-:0 Zour Eoljg js?

    17%

    ;;%

    7=%

    [sgfk Crkqukeay

    Bkgvy

    Hkmjuh

    Ijfbt

    >

    7;

    1>

    Akii boek ^oalkt A ^MG Qhgrt boek

    Tkspoemket

    s

    Agtkfory

    Drgem Hkgejef

    Euhdkr oc Tkspoemkets71

    >:

    >4>3

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    Wukstjoe-7>0Moks Eoljg occkrs you gmvgetgfks tbgt otbkr hodjik pboeks age't?

    Aohpgrgtjvk Mgtg

    Fkemkr Zks Eo Hgy Dk ]otgiHgiks 77 >3 >1 4>

    Ckhgiks >3 >1 >7 7>

    ]otgi 76 >: >= 1>

    Wukstjoe-770 Kvgiugtk tbk coiiowjefs0

    Aohpgrgtjvk Mgtg

    Tgtjef

    Ckgturks

    ^oor Foom Dkst ]otgi

    E ^ E ^ E ^ E ^

    7. [skr Crjkemiy - - 4= 2>% >3 4>% 1> 7>>%

    4. Qtyik >= 71% 44 6=% >= 71% 1> 7>>%

    1. Wugijty >4 >6% 76 ;6% 77 13% 1> 7>>%

    =. ^rjak >: 1>% 7; ;>% >3 4>% 1> 7>>%

    ;. Murgdjijty >6 41% 72 3>% >; 73% 1> 7>>%

    3. Dgttkry Ijck >3 4>% 47 6>% >1 7>% 1> 7>>%

    6. Austohkr Qupport 4= 2>% >3 4>% - - 1> 7>>%

    E 8 Euhdkr oc Tkspoemkets, wbkrkgs ^ 8 ^kraketgfk.

    ;6%1>%

    71%

    Drgem ^krakptjoe

    Zks

    Eo

    Hgy Dk

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    Wukstjoe-740 Vbgt grk tbk usgfk sjtugtjoes oc your Akii pboek?

    Aohpgrgtjvk Mgtg

    [tjijty

    Qkx

    Agiis/

    QHQ/HHQ

    Tgmjo/

    Husja

    Jetkrekt/

    Qoajgijzjef

    ]gljef jas/

    Sjmkos

    Gii

    Gdovk

    ]otgi

    Hgiks >= >4 >; >1 >3 4>

    Ckhgiks >1 >7 >4 >7 >1 7>

    ]otgi >6 >1 >6 >= >: 1>

    Wukstjoe0 71. Akii pboeks oc Eoljg grk Jeeovgtjvk Oeks?

    Aohpgrgtjvk Mgtg

    Fkemkr Zks Eo Hgy Dk ]otgiHgiks 7> >3 >= 4>

    Ckhgiks >; >1 >4 7>

    ]otgi 7; >: >= 1>

    4=

    7>%

    41%

    71%

    1>%

    [sgfk Qjtugtjoes

    Agiis/QHQ/HHQ

    Tgmjo/Husja

    Jetkrekt/Qoajgijzjef

    ]gljef jas/Sjmkos

    Gii Gdovk

    ;=%4:%

    76%

    Drgem ^krakptjoe

    Zks

    Eo

    Hgy Dk

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    Wukstjoe0 7=.Akii pboeks oc Eoljg grk hkktjef aurrket trkems je hodjik pboek

    hgeucgaturjef hgrlkt?

    Aohpgrgtjvk Mgtg

    Fkemkr Zks Eo Hgy Dk ]otgiHgiks 73 >1 >7 4>

    Ckhgiks >2 >7 >7 7>

    ]otgi 4= >= >4 1>

    Wukstjoe0 73. Vby you prkckrrkm Eoljg?

    Aohpgrgtjvk Mgtg

    Tkspoe-

    -mkets

    Tkaohh-

    -kemkm

    Muk to

    ]SAs

    Tkijgdik

    Murgdik

    Kgsy to [sk Gii

    Gdovk

    ]otgi

    Hgiks >; >4 >: >4 >4 4>

    Ckhgiks >4 >7 >; >7 >7 7>]otgi >6 >1 7= >1 >1 1>

    2>%

    7;%

    ;%

    Drgem ^krakptjoe

    Zks

    Eo

    Hgy Dk

    41%

    :%

    =3%

    74%

    7>%

    Drgem TksoegeakTkaohhkemkm dy

    Crjkems/Cghjiy

    Muk to jts

    Gmvkrtjskhkets

    Jt js Tkijgdik gem

    Murgdik

    Jt js Kgsy to [sk

    Gii Gdovk

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    Wukstjoe0 73. Moks prjak hgttkrs you host?

    Aohpgrgtjvk Mgtg

    Fkemkr Zks Eo ]otgiHgiks 73 >= 4>

    Ckhgiks >2 >4 7>

    ]otgi 4= >3 1>

    Wukstjoe0 76. Vouim you ijlk to kxabgefk your Eoljg wjtb gey otbkr drgem wjtb g

    shgii prjak mjcckrkeak?

    Aohpgrgtjvk Mgtg

    Fkemkr Zks Eo ]otgi

    Hgiks >3 7= 4>

    Ckhgiks >1 >6 7>

    ]otgi >: 47 1>

    Jt hust dk eotkm tbgt je tbjs qukstjoe dy tbk tkrh Kxabgefkwkhkge trgmjef

    rkspoemkets hodjik wjtb tbk ekw hodjik oc gey otbkr drgem bgvjef sghkckgturksgs je oim hodjik oe g shgii prjak mjcckrkeak (sgy 7;>>).

    2>%

    4>%

    Drgem Tksoegeak

    Zks

    Eo

    17%

    3:%

    Drgem Tksoegeak

    Zks, J wjii

    Eo, J wjii Eot

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    Wukstjoe0 720 Vouim you ijlk to sbjct to gey otbkr Akii pboek jc Eoljg rgjsks jts prjak

    ikvki?

    Aohpgrgtjvk Mgtg

    Fkemkr Zks Eo ]otgiHgiks 77 >: 4>

    Ckhgiks >3 >= 7>

    ]otgi 76 71 1>

    Wukstjoe0 72. Qbgrk your suffkstjoes wjtb Eoljg.

    Oe tbjs qukstjoe wk bgm rkakjvkm euhdkrs oc suffkstjoes, ekvkrtbkikss, hgey

    suffkstjoes wkrk ijelkm to kgab otbkr up to sohk kxtket gem ckw wkrk sghk gs

    stgtkm dy otbkr rkspoemkets. Vk bgvk fkekrgijzk tbkh jeto g ijst, gmgptjef tbk hostrkikvget suffkstjoes, to sgvk tbk tjhk gem spgak. Bkrk grk tbkhost rkikvget

    gemhost sbgrkm suffkstjoes.

    ^rjaksoc Akii ^boeks Ekkm ge [rfket Mkcigtjoe.

    Jhprovk Dgttkry Ijck.

    Ekkm to Coaus oe Gctkr Qgiks gem Qkrvjaks Gatjvjtjks.

    Jetkregi Hkhory oc tbk Hodjik Qbouim dk Jhprovkm.

    Aghkrg Tksuit gem Sojak Wugijty js Dgm gem Tkqujrk Gttketjoe.

    Hglk Hork Aoevkejket to [sk Akii ^boeks.

    ;;%

    =;%

    Drgem Tksoegeak

    Zks, J wjii

    Eo, J wjii Eot

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    Tkaohhkemgtjoes

    Jc wk skk tbk totgi Drgem Kqujty oc Eoljg tbke jt js aikgr croh gdovk mgtg tbgt Eoljg

    js stjii je stroef posjtjoe tbgt hkges ekw ketrgets grk cgjikm togcckat Eoljgs Drgem

    Kqujty to g succjajket ikvki, bowkvkr, tbgt sbouim eot dk aoestrukm gs tbkrk js

    eotbjef to dk worry gdout. Je cgat Eoljg, jtskic, dkijkvks tbkrk js giwgys keoufb

    rooh to jhprovk gem jeeovgtk. Gctkr g agrkcui jevkstjfgtjoe oc tbk gdovk mgtg wk

    grk eow je posjtjoe to suffkst our rkaohhkemgtjoe cor Eoljg. Qo ikts dkfge wjtb

    tbk cjrst tbjef cjrst.

    7. [skr Crjkemiy Mkvjaks.Jt js oek oc tbk dgsja purposks oc tkabeoiofy to hglk ijck kgsy gem tbk sghk js

    vgijm cor tkikaohhuejagtjoe jemustry. ]o Eoljg, Gmmjef hork ckgturks/gpps age

    kebgeak Akii ^boeks ovkrgii pkrcorhgeak dut oe tbk sghk tjhk jt mktrjhket

    tbk kgsk oc usk. Our rkaohhkemgtjoe cor Eoljg js to gmm oeiy tbosk ckgturks

    tbgt grk ekakssgry cor tbk promuatjvjty gem ikgvk tbk rkst je ormkr to hglk

    hork uskr crjkemiy mkvjaks.

    4. [pmgtjef Je tbk Gjr.Geotbkr jhportget rkaohhkemgtjoe js tbgt, jt js couem tbgt Eoljg mokset

    kgsjiy upmgtk tbkjr Akii ^boeks Cjrhwgrk. ]bkjr uskr hust bgvk to vjsjt tbkjraustohkr support aketrk to upmgtk cjrhwgrk vkrsjoe oc tbkjr Hodjik Gitboufb

    Eoljg provjmks optjoe to moweiogm gem jestgii igtkst cjrhwgrk tbroufb Eoljgs

    Ovj ^A Qujt dut tbk prodikh js tbk jestgiigtjoe proakss octke kem up wjtb krror

    hgssgfks.

    1. Abgrfk Cor tbk ^romuat Eot ]bk Drgem Kqujty.Jt js giso couem dy tbk gdovk pgpkr tbgt Eoljgs austohkrs grk frgmugiiy

    swjtabjef to otbkr drgems ijlk B]A gem Qghsuef, rkgsoe dkbjem tbjs js bjfbkrprjaks abgrfkm dy Eoljg. Hgey austohkrs bgvk ckit tbgt Eoljg js abgrfjef cor

    tbkjr Qtroef Drgem Kqujty gem eot cor tbk promuat/skrvjak tbkyrk occkrjef.

    Qjeak austohkrs dkaghk hork prjak aketrja so Eoljg hust fjvk g skrjous

    gttketjoe to jt.

    =. Kekrfy Kccjajket Ioef Igstjef Dgttkry.Igst dut eot ikgst, je g aouetry ijlk ^gljstge wbjab js cgajef kekrfy arjsks rjfbt

    eow, austohkr js iooljef cor kikatroeja mkvjaks tbgt grk bjfbiy kekrfy kccjajket.Lkkpjef tbjs pojet je hjem, Eoljg sbouim hgeucgaturk Akiiuigr ^boeks wjtb

    foom dgttkry tjhk.

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