THE MOBILE MARKET (WITH REFERENCE TO NOKIA AND SAMSUNG IN DELHI-NCR)”

TABLE OF CONTENTS

CERTIFICATE

DECLARATION

ACKNOWLEDGEMENT

PREFACE

EXECUTIVE SUMMARY

INTRODUCTION

NOKIA

SAMSUNG INDIA

SONY ERICSON

RESEARCH METHODOLOGY

FINDINGS & ANALYSIS

SUGGESTION & RECOMMENDATIONS

CONCLUSION

BIBLIOGRAPHY

EXECUTIVE SUMMARY

Though mobiles have become an integral part of the society for various

reasons including safety, connectivity, fun, etc a lot of people still use it as a

sign of status. Therefore mobiles could be marketed and sold for various

segments meaning thereby that even though the telecom industry is on a

high there is still a lot of scope.

Any mobile manufacturer on studying a report of this kind should be able to

relate to his ideas of targeting the right population for the right handset.

There is a good scope for new entrants in this circle as the service provided

by the existing players are not up to the mark and subscribers want to try

out new ones provided they stand up to the customers expectations. MMS

and Bluetooth functions are fast becoming popular with the mobile users. In

fact these are becoming a criterion for choosing a mobile handset

DECLARATION

I hereby declare that the report on “ANALYSIS OF CURRENT MARKET

SCENARIO OF THE MOBILE MARKET WITH SPECIAL REFERENCE TO

NOKIA AND Samsung’s an authentic work carried out by me under worthy

guidance of Mrs. DIKSHA GANGULY (faculty NIU). This work has not been

submitted to any other university or institute for award of any degree or diploma

and is the whole sole property of NOIDA INTERNATIONAL UNIVERSITY,

Greater Noida. Any unauthorized use of this project report is strictly prohibited.

For further use, approval of the concern authority is mandatory.

HIMANSHU TANEJA

INTRODUCTIONINDIAN MOBILE MARKET

India is one of the largest and fastest growing mobile handset markets in the

world. At least five mobile handset companies have announced plans to set

up manufacturing bases herein India.

The gray market in India is huge. But, it is fast declining with much of the

gray market catering to the lower income group of the population such as

taxi drivers and plumbers. Gray market accounts for over 60% of the

handset market in India.

Not only this, repairing devices is preferred to replacing them. Hence, the

market also thrives for duplicate spares for mobile phones and also for any

electronic parts for that matter. It is quite common for people here in India to

buy a standard duplicate Nokia phone charger for just Rs. 30/- here in India.

($0.71)

Mobile Handset Replacement cycles average between 24 to 36 months. A

once flourishing handset “gray” market is on the decline now in India, due to

a reduction in duties and taxes. A customs tariff was lowered in January'2004

from 10% to 5%, and a Special Additional Duty (SAD) of 4% was abolished at

the same time. Further tax benefits are expected as the market matures

more.

Definetely, the margins would come down for handset resellers as these

handsets are locally manufactured here in India. But, a vast untapped

market of nearly 70 % of India's population (India's rural sector) coupled with

one of the world's cheapest mobile call charge rates here in India which, is

still expected to further go down, mobile handset resellers will not have

much to lose.

With rapid consumerism sweeping the country, India has emerged as the

second largest mobile handset market, poised for explosive growth by

20010. Industry observers are of the view that market within the Q1 (first

quarter of) 2006 could well become a global hub for mobile handset

http://www.instat.com/promos/wp/downloads/wp_india_324234.pdf

http://strategis.ic.gc.ca/epic/internet/inimr-ri.nsf/en/gr120201e.html%20

http://strategis.ic.gc.ca/epic/internet/inimr-ri.nsf/en/gr120201e.html%20

http://www.w2forum.com/item/indias_mobile_market

manufacturers. With an eye on the impending growth opportunities, RNCOS's

market research report “India Mobile Handset Market (2008)” analyzes the

current market scenario and the technological developments driving the

demand graph.

The report, quoting the experts’ view, estimates that the total market value

worth Rs.8.05billion (US $2billion) as of 2008/09 will surge to approximately

35 crore (350 million) subscribers by 2010 nationwide. The study further

reveals that Indian mobile subscribers are willing to pay for upgrades, value-

based services, and advanced models that provide better services.

Dominated largely by Nokia with a total market share of 59%, followed by

Samsung (13%) and Motorola (7%) respectively, Indian mobile handset

market is currently catering to 45 million subscribers (June 2008). Recent

records show that Indian GSM cellular user base has grown from 43 million,

as estimated in May, to 45 million in June 2009, representing a growth of

3.50% in the month under review, witnessing large and propitious foreign

investors flooding the market eyeing for large chunks. In addition, recent

changes imbibed in the government policies that price mobile handsets at a

lower end with flexible custom-duty for new entrants are startling the market

with multiple models largely aimed to higher and middle-income groups.

Industry sources, though, view the market to be at its nascent stage, many

large EMS (Electronic Manufacturing Services) companies are seriously

considering setting up their handset facilities in India. Not surprisingly, phone

vendors would prefer to source the lowest-cost phones available and these

come from contract manufacturers elsewhere in Asia. Opportunities are

largely looming for mobile bigwigs like, BenQ, Elcoteq, and Alcatel quibbled

over licenses; now, they are fighting over spectrum.

The market research report "Indian Mobile Handset Market (2009)" published

by RNCOS examines ongoing market trends responsible for the escalating

demand for mobile handsets and value-added services in India. The report

investigates and assesses the growth factors contributing to mobile handset

market and includes wide coverage of important issues and policies

concerning development of Indian mobile telecommunication industry. With

statistics including current market share data, leading players and

manufacturers’ profiles, and mobile subscriber predictions for 2010, the

report covers the key aspects of the scenario in the Indian market for the

mobile industry. Special emphasis is given to emerging trends in the market.

This market research report also gives a complete analysis of India’s mobile

market for in-depth insights into mobile subscriber’s base, mobile tariffs,

usage patterns, and potential for value added services.

NOKIA

The roots of Nokia go back to the year 1865 with the establishment of a

forest industry enterprise in South-Western Finland by mining engineer

Fredrik Idestam. Elsewhere, the year 1898 witnessed the foundation of

Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began

operations. Gradually, the ownership of these two companies and Nokia

began to shift into hands of just a few owners. Finally in 1967 the three

companies were merged to form Nokia Corporation.

At the beginning of the 1980s, Nokia strengthened its position in the

telecommunications and consumer electronics markets through the

acquisitions of Mobira, Salora, Televa and Luxor of Sweden. In 1987, Nokia

acquired the consumer electronics operations and part of the component

business of the German Standard Elektrik Lorenz, as well as the French

consumer electronics company Oceanic. In 1987, Nokia also purchased the

Swiss cable machinery company Maillefer.

In the late 1980s, Nokia became the largest Scandinavian information

technology company through the acquisition of Ericsson's data systems

division. In 1989, Nokia conducted a significant expansion of its cable

industry into Continental Europe by acquiring the Dutch cable company NKF.

Since the beginning of the 1990's, Nokia has concentrated on its core

business, telecommunications, by divesting its information technology and

basic industry operations.

HANDSETS

Nokia N-Gage™ QD

Game Deck

Nokia N90

New release

Nokia N70

Nokia 9500

Communicator

Nokia 9300

New release

Nokia 8800

New release

http://www.nokia.co.in/nokia/0,,73792,00.html

















Nokia 810

Nokia 7710

Nokia 7610

Nokia 7370

Nokia 7360

Nokia 7270













Nokia 7260

Nokia 6681

New release

Nokia 6680

Nokia 6670

Nokia 6630

Nokia 6610i






http://www.nokia.co.in/nokia/0,,63002,00.htm

http://www.nokia.co.in/nokia/0,,63002,00.htm






Nokia 6600

Nokia 6585

Nokia 6270

Nokia 6265

Nokia 6260

Nokia 6255

New release














Nokia 6235

Nokia 6230i

Nokia 6230

Nokia 6225

Nokia 6170

Nokia 6155













Nokia 6111

New release

Nokia 6101

New release

Nokia 6100

Nokia 6060

New release

Nokia 6030

New release

Nokia 6021

















Nokia 6020

Nokia 3250

New release

Nokia 3230

New release

Nokia 3220











SAMSUNG INDIA

Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the

US$55.2 billion recognized as one of the fastest growing brands. It has been

operating in India since 1995. Samsung Electronics Co., Ltd. is a global

leader in semiconductor, telecommunication, digital media and digital

convergence technologies. Employing approximately 123,000 people in 93

offices in 48 countries, the company consists of five main business units:

Digital Appliance Business, Digital Media Business, LCD Business,

Semiconductor Business and Telecommunication Network Business.

Samsung Electronics is a leading provider of high tech Consumer Electronics,

Home Appliance, IT and Telecom Products in the country. It is the world's

largest producer of color monitors, colorTVs, memory chips and TFT-LCDs.

In its tenure of over 10 years in the country, Samsung India has set up

manufacturing facilities for Colour Televisions, Microwave Ovens, Washing

machines, Airconditioners, Colour Monitors and more recently, Refrigerators

in the country. All the facilities are located at its Manufacturing Complex at

Noida, Uttar Pradesh. The Company set up a Software Technology Park for

Digital Visual Display Products at Noida in the year 2002. In the year 2004,

Samsung India has been made the Regional Headquarters for Samsung

operations in South West Asia.

REVENUE BY BUSINESS

Business 2Q07 1Q08 2Q09

Growth

YoY (%)

QoQ (%)

Semiconductor 4.58 4.48 4.17 (9) (7)

Memory 3.57 3.54 3.22 (10) (9)

System LSI 0.62 0.45 0.45 (28) 1

LCD 2.47 1.90 2.12 (14) 12

Telecommunication Network

4.94 4.84 4.46 (10) (8)

Mobile Phone 4.61 4.56 4.19 (9) (8)

Digital Media 1.99 1.66 1.61 (19) (3)

Digital Appliance 0.89 0.79 1.00 13 27

Total Revenue 14.98 13.81 13.59 (9) (2)

SAMSUNG HANDSETS

GSM

SGH-C100

Rs 5,990

GSM

SGH-C110

Rs 4,799

GSM

SGH-C200

Rs 5,999

SGH-C230

Rs 6,349

GSM

SGH-D410

Rs 18,900

GSM

SGH-D500

Rs 21,399

GSM

SGH-E330

Rs 9,899

GSM

SGH-E700

Rs 14,900

GSM

SGH-E810

Rs 18,549

GSM

SGH-X460

Rs 7,649

GSM

SGH-X480

Rs 6,999

SONY ERICSSON

Sony Ericsson, a 50:50 joint venture of Sony Corporation and Ericsson AB,

was established in October 2001. Their mission is to establish Sony Ericsson

as the most attractive and innovative global brand in the mobile handset

industry. Sony Ericsson's press resources section contains recent press

releases, the press release archive and the photo library with images of

mobile phones and accessories .

HANDSETS

P990i

Coming soon

J220i

Coming soon

J230i

Coming soon

W900i W550i J210i

Z520i W800i K508i K600i J300i K750i

http://www.sonyericsson.com/spg.jsp?cc=in&lc=en&ver=4000&template=pp1_loader&php=php1_10242&zone=pp&lm=pp1&pid=10242





http://www.sonyericsson.com/spg.jsp?cc=in&lc=en&ver=4000&template=pp1_loader&php=PHP1_10298&zone=pp&lm=pp1&pid=10298



















Z800i K300i T290i J200i S700i K500i

P910i K700i T630 T230 Z600 T610

MOTOROLA

Motorola is a Fortune 100 global communications leader that provides

seamless mobility products and solutions across broadband, embedded

systems and wireless networks. Seamless mobility means you can reach the

people, things and information you need in your home, auto, workplace and

all spaces in between. Seamless mobility harnesses the power of technology

convergence and enables smarter, faster, cost-effective and flexible

communication. Motorola had sales of US $31.3 billion in 2008.

Today, Motorola is comprised of four businesses: Connected Home

Solutions, Government & Enterprise Mobility Solutions, Mobile Devices and

Networks.

http://www.sonyericsson.com/spg.jsp?cc=in&lc=en&ver=4000&template=pp1_1_1&zone=pp&lm=pp1&pid=10055
























Connected Home Solutions

Provides a scalable, integrated end-to-end system for the delivery of

broadband services that keeps consumers informed, entertained and

connected. Its technology enables network operators and retailers to create

and execute on new business opportunities by providing innovative products

and services to the home.

Government and Enterprise Mobility Solutions

A leading provider of integrated radio communications and information

solutions, with more than 65 years of experience in meeting the mission-

critical requirements of public safety,

government and enterprise customers worldwide. It also designs,

manufactures and sells automotive and industrial electronics systems and

telematics systems that enable automated roadside assistance, navigation

and advanced safety features for automobiles.

Mobile Devices

Offers market-changing icons of personal technology - transforming the

device formerly known as the cell phone into a universal remote control for

life. A leader in multi-mode, multi-band communications products and

technologies, Mobile Devices designs, manufactures, sells and services

wireless subscriber and server equipment for cellular systems, portable

energy storage products and systems, servers and software solutions and

related software and accessory products.

Networks

Delivers proven capabilities in cellular, wireless broadband and wireline

access technologies, with recognized leadership in integrating core networks

http://www.motorola.com/networks

http://www.motorola.com/hellomoto

http://www.motorola.com/governmentandenterprise/northamerica/en-us/selectcountry.aspx

http://www.motorola.com/broadband

through wireless IP, wireless softswitch and IP multimedia subsystems. The

Networks group is advancing seamless mobility with innovative technology

solutions, as well as a billion dollar services business with an expanded

portfolio delivering support, integration, applications and management.

LG MOBILES

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics,

South Korea was established in January, 1997 after clearance from the

Foreign Investment Promotion Board (FIPB).

The company has achieved a turnover of Rs 6500 crore in 2004 and aims to

touch a turnover of 10 Billion US Dollars by 2010 and commands an enviable

position in the GSM mobile phone market. It has already started

manufacturing of GSM phones in its plant at Pune.

RESEARCH METHODOLOGY

Research is the systematic and objective search for the analysis of the

information relevant to the identification and solution of any problem in the

field of channel

The objective behind this project was to get a deep insight into the answers

to the questions “what are the brand preferences of the consumers and what

they expect from mobile handsets providers and study of current mobile

market”. The object of the survey was the mobile users of various mobile

companies.

RESEARCH OBJECTIVES

MAIN OBJECTIVE

o Analysis of current market scenario of mobile market with special

reference to NOKIA and SAMSUNG IND.MOBILES.

SUB OBJECTIVES

o To study the satisfaction level of cellular users in Noida, Ghaziabad

and New Delhi

o To study the buying behaviors of the customers.

o To understand the price sensitivity of the market in respect to the

telecom services.

o To identify the key buying factors which are used in hiring the

telecom services.

o To understand the various sales promotional schemes being offered

by various mobile handsets providers.

Methodology Used

The data was collected through both the primary as well as secondary

sources. The primary source of the data is the users of various mobile

handset users. The sources of secondary data are the websites and company

catalogues.

The Research Design

The research design followed for this research was:

1. Problem Formulation: This refers to transferring of the management

problem into a research problem. The management was “to gauge the

behavior of consumer in respect of mobile market.”

2. Research Method: the method involved getting the questionnaires

filled by consumers and then analyzing the data with the help of SPSS

software.

3. Research Design: It is the specification of the methods and

procedures for acquiring he information needed. It is overall

operational pattern or framework of the project that stimulates what

information is to be collected, from which source and by what

procedure. The three types of design used are exploratory, descriptive

and causal for this research the descriptive design was used. This is

because it is marked by the prior formulation of specific research

questions. It has a preplanned and structure design. For descriptive

study proposed data analysis and project output are critical aspects. It

was decided that the users of various mobile companies would be used

as the primary source of data.

4. Selection of data collection techniques: For this research the data

was to be collected was of primary as well as secondary nature. The

source of primary data was the user of various mobile companies. Thus

the data collection was done through a survey by using questionnaire

technique. This consisted of an interview and questionnaire. The

questionnaire contained the questions relating hiring and uses of

different mobile handsets. The questionnaire was first pre tested and

later making certain necessary changes in modified it.

5. Sample Design: A sample chosen has to be representative of the

population. For this survey cluster and stratified sampling was used.

The sample size was more than 300 users and 50 retailers.

6. Data collection: At this stage the data is actually colleted according

to the decided technique of data collection. The questionnaire is main

source for the collection of data.

7. Analysis and interpretation: Data which has been obtained are

seldom useful to anyone, if it is not analyzed and interpreted in order,

the breaking down of constituent parts and the manipulating of the

data and to obtain answer to the research questions. Interpretations

involve taking the result of analysis, making inferences relevant to the

research relationship studied and drawing conclusions about these

relationships.

8. Research report: The culmination of the research process is research

report. Methodology, report and recommendations for course of action

are presented. The two critical attribute of report are completeness

and conciseness. Therefore these attributes are conflicting; a balance

has to be stuck between the two. On presenting the research report

one should understand it and able to take decision on

recommendations and conclusions of research.

Steps in Sampling Design

1. Type of Universe: The first step in developing any sample design is

to clearly define the set of objects, technically called the Universe, to

be studied. Universe can be infinite or finite. In the research the

universe taken was the finite i.e. the users of various mobile

companies.

2. Sampling Unit: A decision has to be taken concerning a sampling unit

before selecting sample. Sampling unit in case of this research study

were the present and prospective consumers of Noida, Ghaziabad and

New Delhi.

3. Source list: It is known as “sampling frame” from which sample is to

be drawn. It contains names of all items of a universe. In this case

present clients “database and prospective clients” database was used

as source list to pick the required sample.

4. Size of Sample: This refers to the number of items to be selected

from universe to constitute the sample. That is optimum or neither be

excessively large, nor to small.

5. Parameters of interests: In determining the sampling design, one

must consider the question of the specific population parameters

which are of interests. In this research study the parameters of interest

were the behavior of different mobile users with respect to the facilities

provided to them in handsets.

6. Time and Budgetary Constraints: Cost and time consideration from

practical point of view, have major impact upon decision relating to not

only size but also to the type of sample. In this research, the time

constraint was that it has to be done in 45days with a restricted

budget.

7. Sampling procedure: Finally, the researcher must decide the type of

sample he will use i.e., he must decide about the technique to be used

in selecting the item for the sample. In fact the technique or procedure

stands for the sample design itself. In this research study probability or

random sampling is used.

Tools for data collection

The task of the data collection begins after research problem has been

defined and research design/plan chalked out. While deciding about the

method of the data collection to be used for study, the researcher should

keep in mind two types of data primary and secondary.

1. Sources of Data:

a) Primary Data: We collect primary data during the course of

experiments in an experimental research but in case do research of

the descriptive type and perform surveys, then we can obtain primary

data either through observation or through direct communication with

the respondents in one form or another or through personal interview.

Since the research is of descriptive type in witch data is collected

through direct communication with respondents. Sample survey is

carried out during this project. The survey was performed through a

structured questionnaire.

b) Secondary Data: Secondary data means data that are already

available i.e. they refer to the data which have already been collected

by someone else. The sources of secondary data in this project were

the websites of various mobile providers, catalogues of various

mobiles, newspapers, magazines etc.

2. Method adopted in research:

The survey method was used for this research project. A general survey

was conducted to gather the required data.

3. Research tool used:

Questionnaire was used to collect the data from the users of various

mobile handsets.

a) Method of population Selection:

The population for this survey was selected with the help of cluster and

stratified random techniques. In cluster, we divided the three cities

area wise then we applied stratified.

b) Method of Interaction with the population:

Personal visit method is used for this research project. The

respondents were the users of various mobiles. These respondents

were approached and requested to give their opinion on the mobile

handsets providers by answering in the questionnaire.

Limitations of the research

This research was subjected to following limitation:

1. The survey cannot be termed 100% accurate due to lack of time and

cost and only 300 users and 50 retailers and whole sellers had been

studied. Thus the scope of study is limited in terms of no. of

respondent.

2. The lack of candidness of respondent towards answering the

questionnaire in few cases may have reduced the accuracy of survey

to some extent.

3. Despite the unbiased opinion and efforts the possibility of technical

exceptions cannot be ruled out.

4. The statistical analysis with various automated tools might have

computational errors.

FINDINGS AND ANALYSIS

Findings and analysis

Mostly people are attracted towards Nokia and Samsung mobiles due to

good reputation and low initial investment in color and flip handsets.

More than 40% users use Nokia handsets.

Handset Dimensions (w×h×d) and excellent Build Quality are the

perfect consideration in Nokia & Samsung Mobiles when buying a cell

phone.

Ergonomics is very helpful to understand the interface in these mobiles

and it also makes customers.

A lot of people use mobiles as a status symbol.

One feature that most of the users probably prefer more than anything

else is light weight of these handsets.

Analysis Of Individual Questions

Q1) Which brand of mobile phone do you use?

Frequenc

y PercentValid

PercentCumulative

PercentValid NOKIA 161 40.3 40.3 40.3

SAMSUNG 99 24.8 24.8 65.0LG 38 9.5 9.5 74.5PANASONIC 12 3.0 3.0 77.5MOTOROLA 22 5.5 5.5 83.0SONY ERICSSON

38 9.5 9.5 92.5

ANY OTHER 30 7.5 7.5 100.0Total 400 100.0 100.0

NOKIA

SAMSUNG

LG

PANASONIC

MOTOROLA

SONY ERICSSON

ANY OTHER

Which brand of mobile phone do you use?

The research study shows Nokia to be the current market leader in GSM section with a whopping 40.3% market share. Next comes Samsung with 24.8%, which is again a significant market share. LG, Panasonic, Motorola, Sony Ericsson, others hold 9.5%, 3.0%, 5.5%, 9.5%, 7.5% market share respectively.

Q2) Who was the main influencer while purchasing the mobile phone?

172 43.0 43.0 43.0

110 27.5 27.5 70.5

51 12.8 12.8 83.3

53 13.3 13.3 96.5

14 3.5 3.5 100.0

400 100.0 100.0

Own decision

Friends and relativessales executive ofthe showroom

Television/Print ads

any other

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Own decision

Friends and relatives

sales executive of the showroom

Television/Print ads

any other

Who was the main influencer while purchasing the mobile phone?

43% of the respondents said that it was their own decision to purchase their handset, while 27.5% of the respondents were influenced by their friends and relatives to purchase that handset. Sales executive of the showroom, television could influence only 12.8%, 13.3% respectively. Other factors such as gifts could account for only 3.5% of the sales.

Q3) Rank the following brands in order of your preference _NOKIA

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t176 44.0 44.0 44.0

higher 125 31.3 31.3 75.3high 55 13.8 13.8 89.0neutral 21 5.3 5.3 94.3low 6 1.5 1.5 95.8least 17 4.3 4.3 100.0Total 400 100.0 100.0

highest

higher

high

neutral

low

least

Rank the following brands in order of your preference _NOKIA

44% of the respondents opted for Nokia to be their most preferred brand while 4.3 % of them rated Nokia to be their least preferred brand

Rank the following brands in order of your preference _SAMSUNG

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t121 30.3 30.3 30.3


highest

higher

high

neutral

low

least

Rank the following brands in order of your preference _SAMSUNG

30% of the respondents opted for Samsung to be their most preferred brand while 1.5 % of them rated Samsung to be their least preferred brand.

Rank the following brands in order of your preference _LG

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t13 3.3 3.3 3.3


highest

higher

high

neutral

low

least

Rank the following brands in order of your preference _LG

3.3% of the respondents opted for LG to be their most preferred brand while 14% of them rated it be their least preferred brand.

Rank the following brands in order of your preference _PANASONIC

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t9 2.3 2.3 2.3


highest

higher

high

neutral

low

least

Rank the following brands in order of your preference _PANASONIC

2.3% of the respondents opted for Panasonic to be their most preferred brand while 36.3% of them rated it to be their least preferred brand.

Rank the following brands in order of your preference _MOTOROLA

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t33 8.3 8.3 8.3


highest

higher

high

neutral

low

least

Rank the following brands in order of your preference _MOTOROLA

8.3% of the respondents opted for Motorola to be their most preferred brand while 21.3% of them rated it to be their least preferred brand.

Rank the following brands in order of your preference _SONY ERICSSON

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t46 11.5 11.5 11.5


highest

higher

high

neutral

low

least

Rank the following brands in order of your preference _SONY ERICSSON

11.5% of the respondents opted for Sony Ericsson to be their most preferred brand while 22.3% of them rated it to be their least preferred brand.

Q4) What is your main reason for having a mobile phone? _Just making and receiving calls

Frequenc

y PercentValid

PercentCumulative

PercentValid least likely 8 2.0 2.0 2.0

somewhat likely

10 2.5 2.5 4.5

more likely

22 5.5 5.5 10.0

very likely 87 21.8 21.8 31.8most likely 273 68.3 68.3 100.0Total 400 100.0 100.0

least likely

somewhat likely

more likely

very likely

most likely

What is your main reason for having a mobile phone?_Just making and receiving calls

A whopping 68.3% of the respondents says that making and receiving calls is the main reason for them for having a mobile phone while a mere 2% of the respondents voted it to be least likely.

What is your main reason for having a mobile phone?_It's a status symbol

Frequenc

y PercentValid

PercentCumulative


somewhat likely

28 7.0 7.0 25.0

more likely

43 10.8 10.8 35.8


least likely

somewhat likely

more likely

very likely

most likely


Having a mobile phone is a status symbol for almost 37.3% of the respondents while 18% of them do not consider it as a status symbol. The rest of them are somewhat confused and their responses are shown by the above table and pie chart.

What is your main reason for having a mobile phone? _Inclined towards sms and other features like camera, fm, etc.

Frequenc

y PercentValid

PercentCumulative


somewhat likely

34 8.5 8.5 19.5

more likely

72 18.0 18.0 37.5


least likely

somewhat likely

more likely

very likely

most likely

What is your main reason for having a mobile phone?_Inclined towards sms and other ...

44.5% of the respondents also say that the reason for their keeping the mobile that they are inclined towards sms, camera, radio, etc, while 11% of them are least affected by such features.

What is your main reason for having a mobile phone?_A combination of all or some of the above reasons

Frequenc

y PercentValid

PercentCumulative


somewhat likely

12 3.0 3.0 8.8

more likely

40 10.0 10.0 18.8


least likely

somewhat likely

more likely

very likely

most likely

What is your main reason for having a mobile phone?_A combination of all or

some of the above reasons

51% of the respondents say that a combination of all or some of the above mentioned factors is their reason to have the mobile phone, while 5.8% of them are not affected by such factors.

Descriptive Statistics

N Sum MeanWhat is your main reason for having a mobile phone?_Just making and receiving calls

400 1807 4.52


400 1434 3.58

What is your main reason for having a mobile phone?_Inclined towards sms and other features like camera, fm, etc.

400 1506 3.76

What is your main reason for having a mobile phone?_A combination of all or some of the above reasons

400 1672 4.18

Valid N (list wise) 400

The above table shows the means of responses for all the four options. Thus Just making and receiving calls scores 4.52 on a scale of 1-5 ( 5-most likely), thereby showing that it is one the most important reason to own a handset. Then mobile phone being a status symbol could score only a mean of 3.58 thereby exposing the naked psyche of the Indian Consumers. Similarly, having a mobile for other features as sms, camera, fm, etc could score only 3.76 thus showing that its not the main reason of having a mobile. A combination of all the above reasons scores a good 4.18 mean thus showing the inclination of the consumers towards all the above reasons.

Q5) Rate the following factors on the basis of your level of satisfaction and experience with your mobile regarding the following items_ Overall Quality

Frequenc

y PercentValid

PercentCumulative

PercentValid very

unsatisfied

3 .8 .8 .8

unsatisfied

18 4.5 4.5 5.3

neutral 41 10.3 10.3 15.5satisfied 115 28.8 28.8 44.3very satisfied

223 55.8 55.8 100.0

Total 400 100.0 100.0

very unsatisfied

unsatisfied

neutral

satisfied

very satisfied

Rate the following factors on the basis of your level of satisfaction and experience with your moblie

regarding the following items_Overall Quality

The research study shows that 55.8% of the respondents are very satisfied with the overall quality of their mobile phones, 28.8% are just satisfied while a mere 0.8% are very unsatisfied with it.

Rate the following factors on the basis of your level of satisfaction and experience with your mobile regarding the following items_Utility Value

Frequenc

y PercentValid

PercentCumulative

PercentValid unsatisfi

ed21 5.3 5.3 5.3


236 59.0 59.0 100.0

Total 400 100.0 100.0

unsatisfied

neutral

satisfied

very satisfied

Rate the following factors on the basis of your level of satisfaction and experience with your

moblie regarding the following items_Utility Value

The research study shows that 59% of the respondents are very satisfied with the utility value of their mobile phones, 31.5% are just satisfied while a mere 5.3% are unsatisfied with it.

Rate the following factors on the basis of your level of satisfaction and experience with your mobile regarding the following items_Usage Experience

Frequenc

y PercentValid

PercentCumulative

PercentValid very

unsatisfied

3 .8 .8 .8

unsatisfied

25 6.3 6.3 7.0


221 55.3 55.3 98.5

NA 6 1.5 1.5 100.0

Total 400 100.0 100.0

very unsatisfied

unsatisfied

neutral

satisfied

very satisfied

NA


regarding the following items_Usage Experience

The research study shows that 55.3% of the respondents are very satisfied with the usage experience of their mobile phones, 31% are just satisfied while a mere 0.8% are very unsatisfied with it. There is a significant 1.5% of the respondents who have opted for Not Applicable in this case.

Rate the following factors on the basis of your level of satisfaction and experience with your mobile regarding the following items_After Sales Service

Frequenc

y PercentValid

PercentCumulative

PercentValid very

unsatisfied

2 .5 .5 .5

unsatisfied

13 3.3 3.3 3.8

neutral 47 11.8 11.8 15.5satisfied 58 14.5 14.5 30.0

very satisfied

170 42.5 42.5 72.5

NA 110 27.5 27.5 100.0Total 400 100.0 100.0

very unsatisfied

unsatisfied

neutral

satisfied

very satisfied

NA


regarding the following items_After Sales Service

The research study shows that 42.5% of the respondents are very satisfied with the after sales service of their mobile phones, 14.5% are just satisfied while a 3.8% are either unsatisfied or very unsatisfied with it. Here also 27.5% have opted for NA which means they have never availed after sales service.

Q6)Overall how satisfied are you with your handset

Frequenc

y PercentValid

PercentCumulative

PercentValid very

unsatisfied5 1.3 1.3 1.3

unsatisfied 32 8.0 8.0 9.3neutral 19 4.8 4.8 14.0Very satisfied

172 43.0 43.0 57.0

Extremely satisfied

172 43.0 43.0 100.0

Total 400 100.0 100.0

very unsatisfied

unsatisfied

neutral

Very satisfied

Extremely satisfied

Overall how satisfied are you with your handset

Overall, 43% of the respondents are extremely satisfied and 43% very satisfied with their mobile phones. So the level of satisfaction of the mobile users is very appreciating, thereby signifying the good quality of mobile phones available in the market. But there is still 1.3 and 8% of the respondents who are very unsatisfied and unsatisfied with it.

Q7) How likely are you to buy a new handset

Frequenc

y PercentValid

PercentCumulative

PercentValid definitely 94 23.5 23.5 23.5

Probably 129 32.3 32.3 55.8Probably Not

81 20.3 20.3 76.0

Definitely Not

96 24.0 24.0 100.0

Total 400 100.0 100.0

definitely

Probably

Probably Not

Definitely Not

How likely are you to buy a new handset

23.5% of the respondents are definitely going to buy a new handset in the near future, thus presenting a major growth opportunity for the mobile phone manufacturing companies. Also there is 32.3% of them who are not so sure for buying a newer handset, but some efforts on the side of mobile companies can turn them into definitely buying a newer handset.

Q8) Does your purchase decision for a specific handset get affected when the company comes out with contests, competitions or promotions?

Frequenc

y PercentValid

PercentCumulative

PercentValid Strongly

Agree84 21.0 21.0 21.0

Agree 86 21.5 21.5 42.5Neutral 86 21.5 21.5 64.0Disagree 70 17.5 17.5 81.5Strongly Disagree

74 18.5 18.5 100.0

Total 400 100.0 100.0

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Does your purchase decision for a specific handset get affected when the company comes out with contests, competitions or promotions?

42.5% of the respondents agree that their decision to purchase a specific handset gets influenced when the company comes out with contests, competitions or promotions. So the mobile companies should need to focus more on this aspect and try to take advantage of the naked psyche of the consumers. Also there is 36% of them who are not affected when companies comes out with such schemes.

Q9 Where do you prefer to purchase a new mobile from?

Frequenc

y PercentValid

PercentCumulative

PercentValid Shopping

Malls100 25.0 25.0 25.0

Small Retail Shops

32 8.0 8.0 33.0

Exclusive Showrooms

156 39.0 39.0 72.0

Grey Markets 112 28.0 28.0 100.0Total 400 100.0 100.0

Shopping Malls

Small Reatil Shops

Exclusive Showrooms

Grey Markets

Where do you prefer to purchase a new mobile from?

The research study shows that 25% of the respondents prefer to buy a newer handset from a shopping mall, 39% prefers from exclusive showrooms. Also there are a significant 28% of them who will be buying it from grey markets thus telling about their liking for unbilled mobiles.

Q10) Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Ease of usage

Frequenc

y PercentValid

PercentCumulative

PercentValid Very Easy 308 77.0 77.0 77.0

Easy 66 16.5 16.5 93.5Somewhat Easy

14 3.5 3.5 97.0

Neutral 7 1.8 1.8 98.8

Very Easy

Easy

Somewhat Easy

Neutral

Somewhat Difficult

Difficult

Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their

Significance to you_Ease of usage

Somewhat Difficult

4 1.0 1.0 99.8

Difficult 1 .3 .3 100.0Total 400 100.0 100.0

77% of the respondents want their preferred new mobile to be very easy to use. This shows their negative attitude towards difficult to use gadgets. Only 1.3% of them have opted for difficult or somewhat difficult to use mobile phones.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Inexpensive/Expensive

Frequenc

y PercentValid

PercentCumulative

PercentValid Very

Inexpensive234 58.5 58.5 58.5

Inexpensive 40 10.0 10.0 68.5Somewhat Inexpensive

41 10.3 10.3 78.8

Neutral 23 5.8 5.8 84.6

Very Inexpensive

Inexpensive

Somewhat Inexpensive

Neutral

Somewhat Expensive

Expensive

Very Expensive


significance to you_Inexpensive/Expensive

Somewhat Expensive

29 7.3 7.3 91.9

Expensive 11 2.8 2.8 94.5Very Expensive

22 5.5 5.5 100.0

Total 400 100.0 100.0

78.8% of the respondents want their preferred new mobile to be very inexpensive, inexpensive or somewhat inexpensive. Thus, the Indian consumers are very price sensitive and are still not willing to spend much on such products. Only 1.3% of them have opted for difficult or somewhat difficult to use mobile phones. Only 8.3% of the respondents would prefer expensive or very inexpensive mobiles.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Crude/Sleek Looks

Frequenc

y PercentValid

PercentCumulative

PercentValid Very Crude 6 1.5 1.5 1.5

Crude 4 1.0 1.0 2.5Somewhat Crude

5 1.3 1.3 3.8

Neutral 8 2.0 2.0 5.8Somewhat Sleek

65 16.3 16.3 22.0

Very Crude

Crude

Somewhat Crude

Neutral

Somewhat Sleek

Sleek

Very Sleek

Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per

their significance to you_Crude/Sleek Looks

Sleek 59 14.8 14.8 36.8Very Sleek 253 63.3 63.3 100.0Total 400 100.0 100.0

78.1% of the respondents want their preferred new mobile to be sleek/very sleek in looks. This shows their preference for cool, sleek gadgets. Amazingly, there is 3.8% of them opting for crude/ very crude or somewhat crude mobile phones. This preference for crude crude handsets can not be explained.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Single/Multi Functionality

Frequenc

y PercentValid

PercentCumulative

PercentValid Very Single

Functional8 2.0 2.0 2.0

Single Functional

1 .3 .3 2.3

Somewhat Single Functional

2 .5 .5 2.8

Neutral 20 5.0 5.0 7.8

Very Single Functional

Single Functional

Somewhat Single Functional

Neutral

Somewhat Multi Functional

Multi Functional

Very Multi Functional


significance to you_Single/Multi Functionality

Somewhat Multi Functional

40 10.0 10.0 17.8

Multi Functional

68 17.0 17.0 34.8

Very Multi Functional

261 65.3 65.3 100.0

Total 400 100.0 100.0

A whopping 82% of the respondents want their preferred new mobile to be very multifunctional/ multifunctional in use. This shows their negative attitude towards difficult to use gadgets. Only 2.8% of them have opted for very single functional/ somewhat single functional to use mobile phones. Thus, the Indian consumers have a strong liking for multifunctional mobile phones.

Q12) Rate the following features in a handset as per their importance to you_Color Display

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t131 32.8 32.8 32.8

higher 162 40.5 40.5 73.3High 65 16.3 16.3 89.5neutral 17 4.3 4.3 93.8Low 6 1.5 1.5 95.3

Lower 9 2.3 2.3 97.5Least 10 2.5 2.5 100.0Total 400 100.0 100.0

highest

higher

high

neutral

low

lower

least

Rate the following features in a handset as per their importance to you_Color Display

32.8% of the respondents have rated the feature of color display as of highest importance while for 2.5%, color display is of least importance.

Rate the following features in a handset as per their importance to you_FM Radio

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t32 8.0 8.0 8.0

higher 58 14.5 14.5 22.5high 149 37.3 37.3 59.8neutral 58 14.5 14.5 74.3low 29 7.3 7.3 81.5lower 43 10.8 10.8 92.3

least 31 7.8 7.8 100.0Total 400 100.0 100.0

highest

higher

high

neutral

low

lower

least

Rate the following features in a handset as per their importance to you_FM Radio

8% of the respondents have rated the feature FM Radio of as highest importance while for 7.8%, FM is of least importance.

Rate the following features in a handset as per their importance to you_Infrared/ Bluetooth

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t80 20.0 20.0 20.0

higher 51 12.8 12.8 32.8high 57 14.3 14.3 47.0neutral 129 32.3 32.3 79.3low 56 14.0 14.0 93.3lower 19 4.8 4.8 98.0

least 8 2.0 2.0 100.0Total 400 100.0 100.0

highest

higher

high

neutral

low

lower

least

Rate the following features in a handset as per their importance to you_Infrared/

Bluetooth

20% of the respondents have rated the feature of Infrared/ Bluetooth as of highest importance while for 2%, it is of least importance.

Rate the following features in a handset as per their importance to you_Camera/ Video Recording

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t78 19.5 19.5 19.5

higher 64 16.0 16.0 35.5high 49 12.3 12.3 47.8neutral 111 27.8 27.8 75.5

low 57 14.3 14.3 89.8lower 35 8.8 8.8 98.5least 6 1.5 1.5 100.0Total 400 100.0 100.0

highest

higher

high

neutral

low

lower

least

Rate the following features in a handset as per their importance to you_Camera/ Video ...

19.5% of the respondents have rated the feature of camera/ video recording as of highest importance while for 1.5%, it is of least importance.

Rate the following features in a handset as per their importance to you_Memory Card

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t9 2.3 2.3 2.3



highest

higher

high

neutral

low

lower

least

Rate the following features in a handset as per their importance to you_Memory Card

2.3% of the respondents have rated the feature a memory card as highest importance while for 4.8%, is of least importance.

Rate the following features in a handset as per their importance to you_MP3

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t32 8.0 8.0 8.0



highest

higher

high

neutral

low

lower

least

Rate the following features in a handset as per their importance to you_MP3

8% of the respondents have rated the feature of Mp3 player as of highest importance while for 16.3%, it is of least importance.

Rate the following features in a handset as per their importance to you_Games

Frequenc

y PercentValid

PercentCumulative

PercentValid highes

t33 8.3 8.3 8.3

higher 16 4.0 4.0 12.3

high 19 4.8 4.8 17.0neutral 12 3.0 3.0 20.0low 26 6.5 6.5 26.5lower 38 9.5 9.5 36.0least 256 64.0 64.0 100.0Total 400 100.0 100.0

highest

higher

high

neutral

low

lower

least

Rate the following features in a handset as per their importance to you_Games

8.3% of the respondents have rated the feature of Games as of highest importance while for 64%, Games are of least importance.

Where are you most likely to get up to date information about newer handsets being launched in the markets

Frequenc

y PercentValid

PercentCumulative

PercentValid Television 73 18.3 18.3 18.3

Newspapers

53 13.3 13.3 31.5

Family/ Friends

143 35.8 35.8 67.3

Mobile Shops

76 19.0 19.0 86.3

Radio 20 5.0 5.0 91.3Magazines 18 4.5 4.5 95.8Internet 17 4.3 4.3 100.0Total 400 100.0 100.0

Television

Newspapers

Family/ Friends

Mobile Shops

Radio

Magazines

Internet

Where are you most likely to get up to date information about newer handsets being

launched in the markets

A majority of 35.8% of the respondents say that they are most likely to get up to date information about newer handsets from their friends/ family. So word of moth still remains the biggest advertiser for the mobile phone companies. 18.3%, 13.3% and 19% of the respondents say that they are most likely to get up to date information about newer handsets from television, newspapers and mobile phone shops respectively. Only a small fraction says that that they are most likely to get up to date information about newer handsets from radio, magazines or internet.

Q14) Rank the following brands on the the following factors(1-highest, 5-least)_Price_Nokia

Frequency PercentValid

PercentCumulative

PercentValid HIGHEST 200 50.0 50.0 50.0 HIGHER 131 32.8 32.8 82.8 MEDIUM 41 10.3 10.3 93.0

LOWER 5 1.3 1.3 94.3 LEAST 23 5.8 5.8 100.0 Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Price_LG


PercentCumulative

PercentValid HIGHEST 37 9.3 9.3 9.3 HIGHER 61 15.3 15.3 24.5 MEDIUM 148 37.0 37.0 61.5 LOWER 69 17.3 17.3 78.8 LEAST 85 21.3 21.3 100.0 Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Price_Samsung


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Price_Panasonic


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Price_Motorola


PercentCumulative

PercentValid HIGHEST 22 5.5 5.5 5.5 HIGHER 30 7.5 7.5 13.0 MEDIUM 91 22.8 22.8 35.8 LOWER 88 22.0 22.0 57.8

LEAST 169 42.3 42.3 100.0 Total 400 100.0 100.0

HIGHEST

HIGHER

MEDIUM

LOWER

LEAST

Rank the following brands on the the following factors(1-highest, 5-

least)_Price_Nokia

HIGHEST

HIGHER

MEDIUM

LOWER

LEAST


least)_Price_Samsung

Thus according to the above five tables and the charts, 50% of the respondents have voted Nokia as the highest in terms of price, while 9.3% of them opted for LG. 34.5% said that Samsung is highest in terms of price, 1.5% for Panasonic and 5.5% for Motorola.

Rank the following brands on the the following factors(1-highest, 5-least)_Quality_Nokia


PercentCumulative



Rank the following brands on the the following factors(1-highest, 5-least)_Quality_LG


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Quality_Samsung

Frequen

cy PercentValid

PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Quality Panasonic

Frequen

cy PercentValid

PercentCumulative


Rank the following brands on the the following factors (1-highest, 5-least)_Quality Motorola

Frequenc

y PercentValid

PercentCumulative



HIGHEST

HIGHER

MEDIUM

LOWER

LEAST


least)_Quality_Nokia

HIGHEST

HIGHER

MEDIUM

LOWER

LEAST


least)_Quality_Nokia

Thus according to the above five tables and the charts, 53.8% of the respondents have voted Nokia as the highest in terms of Quality, while 8 of them opted for LG. 32% said that Samsung is highest in terms of Quality, 1% for Panasonic and 5.3% for Motorola.

Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Nokia


PercentCumulative

PercentValid HIGHEST 258 64.5 64.5 64.5

HIGHER 78 19.5 19.5 84.0 MEDIUM 36 9.0 9.0 93.0 LOWER 16 4.0 4.0 97.0 LEAST 12 3.0 3.0 100.0 Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_LG


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Samsung


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Panasonic


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Motorola

Frequenc

y PercentValid

PercentCumulative

PercentValid HIGHES

T17 4.3 4.3 4.3

HIGHER 46 11.5 11.5 15.8MEDIUM

129 32.3 32.3 48.0

LOWER 42 10.5 10.5 58.5LEAST 166 41.5 41.5 100.0Total 400 100.0 100.0

HIGHEST

HIGHER

MEDIUM

LOWER

LEAST

Rank the following brands on the the following factors(1-highest, 5-least)

_Brand Name_Nokia

HIGHEST

HIGHER

MEDIUM

LOWER

LEAST

Rank the following brands on the the following factors(1-highest, 5-least)_Brand

Name_Samsung

Thus according to the above five tables and the charts, 64.5% of the respondents have voted Nokia as the highest in terms of Brand Name, while 9 of them opted for LG. 19.3% said that Samsung is highest in terms of Brand Name, 2.8% for Panasonic and 4.3% for Motorola.Rank the following brands on the the following factors(1-highest, 5-least)_Availability_Nokia


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Availability_LG


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Availability_Samsung


PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Availability_Panasonic


PercentCumulative

Percent

Valid HIGHEST 19 4.8 4.8 4.8 HIGHER 32 8.0 8.0 12.8 MEDIUM 78 19.5 19.5 32.3 LOWER 118 29.5 29.5 61.8 LEAST 153 38.3 38.3 100.0 Total 400 100.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Availability_Motorola


PercentCumulative


HIGHEST

HIGHER

MEDIUM

LOWER

LEAST


_Availability_Nokia

HIGHEST

HIGHER

MEDIUM

LOWER

LEAST


_Availability_Samsung

Thus according to the above five tables and the charts, 58.5% of the respondents have voted Nokia as the highest in terms of Availability, while 10.3% of them opted for LG. 22.8% said that Samsung is highest in terms of Availability, 4.8% for Panasonic and 3.8% for Motorola.

Rank the following brands on the the following factors(1-highest, 5-least)_Variety_Nokia

Frequen

cy PercentValid

PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Variety_LG

Frequen

cy PercentValid

PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Variety_Samsung

Frequen

cy PercentValid

PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Variety_Panasonic

Frequen

cy PercentValid

PercentCumulative


Rank the following brands on the the following factors(1-highest, 5-least)_Variety_Motorola

Frequen

cy PercentValid

PercentCumulative


HIGHEST

HIGHER

MEDIUM

LOWER

LEAST


_Variety_Nokia

HIGHEST

HIGHER

MEDIUM

LOWER

LEAST


_Variety_Samsung

Thus according to the above five tables and the charts, 54.5% of the respondents have voted Nokia as the highest in terms of Variety, while 7.5% of them opted for LG. 31.0% said that Samsung is highest in terms of Variety, 2.0% for Panasonic and 3.3% for Motorola.

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different

Please rate the following pairs of mobilephones as to how similar they are_NOKIA-LG

Q15) Please rate the following pairs of mobile phones as to how similar they are._NOKIA-LG

Frequenc

y PercentValid

PercentCumulative

PercentValid Very Similar 16 4.0 4.0 4.0

Somewhat Similar

42 10.5 10.5 14.5

Similar 40 10.0 10.0 24.5Neutral 101 25.3 25.3 49.8Different 66 16.5 16.5 66.3Somewhat Different

104 26.0 26.0 92.3

Very Different

31 7.8 7.8 100.0

Total 400 100.0 100.0

4%, 10.5% and 10.0% of the respondents have rated Nokia-LG to be very similar, somewhat similar, similar brands respectively, while 16.5%, 26.0% and 7.8% of them have rated Nokia-LG to be different, somewhat different, very different brands respectively.

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different

Please rate the following pairs of mobile phones as to how similar they are_Nokia-Motorola

Please rate the following pairs of mobile phones as to how similar they are _NOKIA-MOTOROLA

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

22 5.5 5.5 13.0


73 18.3 18.3 93.0

Very Different

28 7.0 7.0 100.0

Total 400 100.0 100.0

7.5%, 13.0% and 23.0% of the respondents have rated Nokia-Motorola to be very similar, somewhat similar, similar brands respectively, while 40.8%, 18.3% and 7.0% of them have rated Nokia-Motorola to be different, somewhat different, very different brands respectively.

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different

Please rate the following pairs of mobile

Please rate the following pairs of mobile phones as to how similar they are NOKIA-SAMSUNG

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

44 11.0 11.0 14.0


101 25.3 25.3 96.3

Very Different

15 3.8 3.8 100.0

Total 400 100.0 100.0

3.0%, 14.0% and 20.3% of the respondents have rated Nokia-Samsung to be very similar, somewhat similar, similar brands respectively, while 33.5%, 25.3%, 3.8% of them have rated Nokia-Samsung to be different, somewhat different, very different brands respectively

phones as to how similar they are_NOKIA-SAMSUNG

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different


Please rate the following pairs of mobile phones as to how similar they are_NOKIA-PANASONIC

Frequenc

y PercentValid

PercentCumulative

PercentValid Very Similar 2 .5 .5 .5

Somewhat Similar

43 10.8 10.8 11.3


65 16.3 16.3 93.0

Very Different

28 7.0 7.0 100.0

Total 400 100.0 100.0

0.5%, 10.8% and 9.0% of the respondents have rated NOKIA-PANASONIC to be very similar, somewhat similar, similar brands respectively, while 25.8%, 16.3% and 7.0% of them have rated NOKIA-PANASONIC to be different, somewhat different, very different brands respectively.

phones as to how similar they are_NOKIA-PANASONIC

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different


Please rate the following pairs of mobile phones as to how similar they are _SAMSUNG-LG

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

28 7.0 7.0 13.8


66 16.5 16.5 94.5

Very Different

22 5.5 5.5 100.0

Total 400 100.0 100.0

6.8%, 7.0% and 9.5% of the respondents have rated SAMSUNG-LG to be very similar, somewhat similar, similar brands respectively, while 36.3%, 16.5% and 5.5% of them have rated SAMSUNG-LG to be different, somewhat different, very different brands respectively.

phones as to how similar they are_SAMSUNG-LG

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different


Please rate the following pairs of mobile phones as to how similar they are_SAMSUNG-MOTOROLA

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

33 8.3 8.3 10.0


98 24.5 24.5 92.8

Very Different

29 7.3 7.3 100.0

Total 400 100.0 100.0

1.8%, 8.3% and 12.8% of the respondents have rated SAMSUNG-MOTOROLA to be very similar, somewhat similar, similar brands respectively, while 25.5%, 24.5% and 7.3% of them have rated SAMSUNG- MOTOROLA to be different, somewhat different, very different brands respectively.

phones as to how similar they are_SAMSUNG-

MOTOROLA

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different


Please rate the following pairs of mobile phones as to how similar they are_SAMSUNG-PANASONIC

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

31 7.8 7.8 10.0


78 19.5 19.5 91.0

Very Different

36 9.0 9.0 100.0

Total 400 100.0 100.0

2.3%, 7.8% and 15.0% of the respondents have rated SAMSUNG-PANASONIC to be very similar, somewhat similar, similar brands respectively, while 27.8%, 19.5% and 9.0% of them have rated SAMSUNG- PANASONIC to be different, somewhat different, very different brands respectively.

phones as to how similar they are_SAMSUNG-PANASONIC

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different


Please rate the following pairs of mobile phones as to how similar they are_LG-MOTOROLA

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

35 8.8 8.8 10.0


110 27.5 27.5 93.3

Very Different

27 6.8 6.8 100.0

Total 400 100.0 100.0

1.3% , 8.8% and 14.0% of the respondents have rated LG-MOTOROLA to be very similar, somewhat similar, similar brands respectively, while 28.3%, 27.5% and 6.8% of them have rated LG SAMSUNG- MOTOROLA to be different, somewhat different, very different brands respectively.

phones as to how similar they are_LG-MOTOROLA

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different


Please rate the following pairs of mobile phones as to how similar they are_LG-PANASONIC

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

40 10.0 10.0 13.0


100 25.0 25.0 92.3

Very Different

31 7.8 7.8 100.0

Total 400 100.0 100.0

3.0%, 10.0% and 14.5% of the respondents have rated LG-PANASONIC to be very similar, somewhat similar, similar brands respectively, while 20.0%, 25.0% and 7.8% of them have rated LG-PANASONIC to be different, somewhat different, very different brands respectively.

phones as to how similar they are_LG-PANASONIC

Very Similar

Somewhat Similar

Similar

Neutral

Different

Somewhat Different

Very Different


-

Please rate the following pairs of mobile phones as to how similar they are. Circle the appropriate number_PANASONIC-MOTOROLA

Frequenc

y PercentValid

PercentCumulative


Somewhat Similar

24 6.0 6.0 11.5


73 18.3 18.3 93.0

Very Different

28 7.0 7.0 100.0

Total 400 100.0 100.0

5.5%, 6.0% and 15.3% of the respondents have rated PANASONIC-MOTOROLA to be very similar, somewhat similar, similar brands respectively, while 29.5%, 18.3% and 7.0% of them have rated PANASONIC-MOTOROLA to be different, somewhat different, very different brands respectively

phones as to how similar they are_PANASONIC-

Age

Frequenc

y PercentValid

PercentCumulative

PercentValid 15-25 161 40.3 40.3 40.3

26-35 110 27.5 27.5 67.836-50 103 25.8 25.8 93.5above 50

26 6.5 6.5 100.0

Total 400 100.0 100.0

15-25

26-35

36-50

above 50

Age

The age distribution of the various respondents is as follows: 40.3% of them belonged to the age limit of 15-25 yrs. 27.5% of them belonged to age limit 26-35 yrs. 25.8% belonged to 36-50 age limit while 6.5% of them were above fifty years of age.

Gender

Frequenc

y PercentValid

PercentCumulative

PercentValid MALE 241 60.3 60.3 60.3

FEMALE

159 39.8 39.8 100.0

Total 400 100.0 100.0

MALE

FEMALE

Gender

60.3% of the respondents of the research study were males while the remaining 39.7% were females.

Occupation

Frequenc

y PercentValid

PercentCumulative

PercentValid Service 150 37.5 37.5 37.5

Business/Self Employed

107 26.8 26.8 64.3

Student 92 23.0 23.0 87.3Housewife 51 12.8 12.8 100.0Total 400 100.0 100.0

Service


Student

Housewife

Occupation

The occupation distribution of the various respondents is as follows: 37.5% of them belonged to the service class, 26.8% of them were into business or self employed. 23.0% of the respondents were those who are still studying and the rest 12.8% were housewives.

Household Income Level

Frequenc

y PercentValid

PercentCumulative

PercentValid Below 2

Lacs8 2.0 2.0 2.0

2-4 Lacs 143 35.8 35.8 37.8Above 4 Lacs

249 62.3 62.3 100.0

Total 400 100.0 100.0

Below 2 Lacs

2-4 Lacs

Above 4 Lacs

Household Income Level

Only 2.0 of the respondents are such whose house holds income is less than below 2 lacs, while 35.8% of them have household incomes between 2-4 lacs. A whopping 62.3% of them were those whose household incomes are above 4 lacs.

Some important cross tabulation

WHERE DID YOU PICK IT UP FROM?

NOKIASAMSUNG

LGPANASONIC

MOTOROLASONY ERICSSON

ANY OTHER


0

20

40

60

80

Co

un

t

Where do you

prefer to purchase a

new mobile from?

Shopping Malls

Small Reatil Shops

Exclusive Showrooms

Grey Markets

Bar Chart

Maximum purchase of nokia phones is done from exclusive showrooms and minimum from small retail shops

Maximum sales of Samsung phones is from exclusive showrooms and grey markets

Motorola is sold in malls though the response for it is weak in the survey so it is difficult to comment on the sales. A larger sample size might produce better results

Response for the brands other than the ones mentioned above the response is not good.

THE AGE GROUP TO TARGET!!

NOKIASAMSUNG

LGPANASONIC


ANY OTHER


0

10

20

30

40

50

60

70

Co

un

t

Age

15-25

26-35

36-50

above 50

Bar Chart

Sony Ericsson is sold the maximum in the age group above 50 Nokia is the leader in terms of sales for the first 3 sets of age groups

closely followed by Samsung. LG is sold maximum in the age group of 26-35. Panasonic has almost zero market for people below the age group of

36 and above that of 50

MAN OR WOMAN? BIG QUESTION!

NOKIASAMSUNG

LGPANASONIC


ANY OTHER


0

20

40

60

80

100

120

Co

un

t

Gender

MALE

FEMALE

Bar Chart

Nokia is more popular with the males Samsung is more popular with the females due to their compact sizes

and flip phones. Motorola has very low market share for females, But with the launch of

Moto Razor pink and grey their share with women might increase LG is popular amongst the males more than the females The other brands such as Bird and BenQ are more popular with the

females but by a slight margin. Panasonic is more popular with the females

WHOM TO TARGET?

NOKIASAMSUNG

LGPANASONIC


ANY OTHER


0

10

20

30

40

50

60

70

Co

un

t

Occupation

Service


Student

Housewife

Bar Chart

Nokia remains a favorite across all occupations however Sony Ericsson enjoys an almost equal share in the business/ self employed category.

WHICH INCOME GROUP TO TARGET??

NOKIASAMSUNG

LGPANASONIC


ANY OTHER


0

20

40

60

80

100

120

Co

un

t

Household Income

Level

Below 2 Lacs

2-4 Lacs

Above 4 Lacs

4.00

Bar Chart

Nokia sells the most across the various household income groups owing to the wide variety of their products.

Every brand sells more in the income group which is higher Panasonic, Motorola, Sony Ericsson and other brands do not sell in the

households where the annual income is below 2 lacs

IS IT WORTH IT??

NOKIASAMSUNG

LGPANASONIC


ANY OTHER


0

20

40

60

80

Co

un

t

Overall how

satisfied are you

with your handset

very unsatisfied

unsatisfied

neutral

Very satisfied

Extremely satisfied

Bar Chart

Nokia and Samsung mobile owners have very high satisfaction levels. Motorola and Panasonic do not have any unsatisfied customers There are more unsatisfied than satisfied customers with the mobile

brands other than the ones mentioned.

Definitely Probably Probably Not Definitely Not

How likely are you to buy a new handset

0

10

20

30

40

Count

Does your purchase

decision for a

specific handset get

affected when the

company comes

out with contests,

competitions or

promotions?

Strongly Agree

Agree

Neutral

Disagree

Strongly Disagree

Bar Chart

ANYTHING.. ANYTHING AT ALL.. SCHEMES.. PROMOTIONS

Coming out with promotions and schemes enhances the chances of sale of the product as a lot of people say their choice is affected if a scheme comes out.

People who disagree with the above statement do not plan to buy a new phone so the opinion might not matter from the sales and marketing point of view

WHERE WILL YOU BUY IT FROM?

Shopping Malls Small Retail Shops

Exclusive Showrooms

Grey Markets

Where do you prefer to purchase a new mobile from?

0

10

20

30

40

50

60

70

Count

How likely are you

to buy a new

handset

definitely

Probably

Probably Not

Definitely Not

Bar Chart

Exclusive showrooms are the most preferred place for the purchase of cell phones.

Few people purchase from small retail shops A lot of people disagreed on purchases from shopping malls

WHERE TO ADVERTIZE?

TelevisionNewspapers

Family/ FriendsMobile Shops

RadioMagazines

Internet

Where are you most likely to get up to date information about newer handsets being

launched in the markets

0

10

20

30

40

Count

How likely are you

to buy a new

handset

definitely

Probably

Probably Not

Definitely Not

Bar Chart

Television and news papers are the best options for advertising. Word of mouth is the main factor that people consider while enquiring

about new phones

WHY THE MOBILES? WHY?

least likely somewhat likely

more likely very likely most likely

What is your main reason for having a moblie phone?_Just making and receiving calls

0

20

40

60

80

100

120

Co

un

t

Age

15-25

26-35

36-50

above 50

Bar Chart

Mostly people across all age groups use mobiles to make and receive calls



What is your main reason for having a moblie phone?_It's a status symbol

0

20

40

60

80

Co

un

t

Age

15-25

26-35

36-50

above 50

Bar Chart

People across the 15-25 use a phone mainly because it is a sign of status symbol for them.

Age groups 36-50 are the least likely to use a phone just for a status symbol



What is your main reason for having a moblie phone?_Inclined towards sms and other

features like camera, fm, etc.

0

20

40

60

80

Co

un

t

Age

15-25

26-35

36-50

above 50

Bar Chart

The advanced features in a phone are used mainly by youngsters Very few respondents don’t use these features.



What is your main reason for having a moblie phone?_A combination of all or some of the

above reasons

0

20

40

60

80

100

Co

un

t

Age

15-25

26-35

36-50

above 50

Bar Chart

The advanced features in a phone are used mainly by youngsters Very few respondents don’t use these features.

CONCLUSIONS

Mobile has become an important part of people’s life and it is no more a

luxury.

New Delhi, Noida and Ghaziabad is highly competitive and price sensitive

market as majority of respondents want maximum services provided by

company in low priced handsets.

There is a good scope for new entrants in this circle as the service

provided by the existing players are not up to the mark and subscribers

want to try out new ones provided they stand up to the customers

expectations.

Numbers of color mobile users far out number B/W mobile users. And

among the color mobile users majority of them are camera mobile users.

As the circle comprises of mainly high standard areas with many big

shopping malls, subscribers want that the network coverage should

extend up to shopping malls in addition to the small markets and roads.

MMS and Bluetooth functions are fast becoming popular with the mobile

users. In fact these are becoming a criterion for choosing a mobile

handset.

Majority of respondents perceives Samsung as the best color mobile

provider. It commands high respect and favorable image amongst the

mobile users.

RECOMMENDATIONS

Some recommendations and additional enhancements are following:

New Delhi, Noida and Ghaziabad is a highly competitive and price

sensitive market, which is having better shopping malls and markets,

hence a suitable marketing strategy, needs to be formulated taking into

consideration the advertising and price factor.

As the numbers of mobile users are relatively young, marketing strategy

should be more focused on this age group.

One of the drawbacks of Samsung brand in this market could be its

common flavor not metro flavor. Hence to succeed in this market it need

to reposition itself as the premium brand.

Since customer education about new launchings and facilities provided in

handsets is the major problem faced by most of the mobile users,

Samsung needs to take extra efforts for promptness in customer

education to win and retain users.

Samsung needs to prune up its advertising campaign to increase its

visibility further as one of its competitors’ visibility is high.

Bluetooth and other connectivity services are fast emerging as an

important area of mobile service. Therefore, Samsung should come up

with these relevant services from time to time differentiate its product

and to generate additional revenue.

Samsung should give high priority to customer service and satisfaction as your satisfied customers do the best advertisement.

QUESTIONNARE

Q1) Which brand of mobile phone do you use?

Q2) Who was the main influencer while purchasing the mobile phone?

Q3) Rank the following brands in order of your preference _NOKIA

Q4) What is your main reason for having a mobile phone? _Just making and receiving calls

Q5) Rate the following factors on the basis of your level of satisfaction and experience with your mobile regarding the following items_ Overall Quality

Q6) Overall how satisfied are you with your handset

Q7) How likely are you to buy a new handset

Q8) Does your purchase decision for a specific handset get affected when the company comes out with contests, competitions or promotions?

Q9 Where do you prefer to purchase a new mobile from?

Q10 Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Ease of usage

BIBLIOGRAPHY

Reference Book-

1) Research Methodology By C.R Kothari

2) Marketing Management By Philip Kotler

3) Principles of Marketing By Kotler and Armstrong

4) Intelligent computing CHIP, Volume 1, Issue 3, 2004 published at

www.chip-india.com

website used-

1. www.in.samsungmobile.com

2. www.samsung.org

3. www.nokia.com

4. www.google.com

5. www.motorola.com

6. www.lgindia.com

http://www.lgindia.com/

http://www.motorola.com/

http://www.google.com/

http://www.nokia.com/

http://www.samsung.org/

http://www.in.samsungmobile.com/

http://www.chip-india.com/

Documents

THE MOBILE MARKET (WITH REFERENCE TO NOKIA AND SAMSUNG IN DELHI-NCR)”