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