57071108 7 P s of Marketing in Manufacturing

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A

Project Study Report

On

Titled

Comparative Analysis of Mobile Brands on the basis of 7PS

Submitted in partial fulfillment for the

Award of degree of

Master of Business Administration

Submitted By: Submitted To:

CHURAMAN SINGH Mr. Vikas Mahalawat

MBA 2nd year Faculty of M.B.A.ulty of M.B.A.

2009-2011

MODERN INSTITUTE OF TECHNOLOGY & RESEARCH CENTRE

6th mile stone, Sirmoli Road, Vill- Jharkhera (Alwar)

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DECLARATIONDECLARATION

I, CHURAMAN SINGH a Student of M.B.A IV Semester 2011

MODERN INSTITUTE OF TECHNOLOGY & RESEARCH CENTER, Alwar Here

by declare that Project Report under the title Comparative Analysis of Mobile

Brands on the basis of 7PS is the record of my original work under theguidance of Mr. Vikas Mahalawat, (Faculty of M.B.A), M.I.T.R.C, Alwar. This

report has never been submitted to any else for award of any degree or diploma.

Place: Alwar CHURAMAN SINGH

Date: -.. MBA IV SEMESTER

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PREFACEPREFACE

The practical study through, conducting the survey and doing project work has a

very significant value. The theoretical knowledge gained in classroom is not fruitful

and complete unless and until it is implemented on the practical work either done

in the field or inside the organization. It always boosts up our knowledge in

pursuing the theoretical studies. It is the internal part of our curriculum to conduct

survey and project work, which not only accelerates the managerial skills in us but

also broadens our practical prospective.

In view of above the survey onComparative Analysis of Mobile Brands on the

basis of 7PS has been conducted and the project report is before the readers. If

any part of this report is taken up positively by the industry, I will feel that my effort

was worthwhile.

***************

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ACKNOWLEDGEMENTACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of my

project would be incomplete without the mention of the people who made it

possible and whose constant guidance & encouragement crowned my efforts with

success.

I extend my sincere thanks to Prof. Vikas Mahalawat (Internal Guide) for

providing me all the information required and the guidance throughout the project

without which this project Comparative Analysis of Mobile Brands on the

basis of 7PS would not have been possible.

I have gained a lot of knowledge, both theoretical and practical, throughout the

course of carrying out this project; I also learnt a lot about the intricacies of the

actual business world.

With special regards I would also like to sincerely thank all my lecturers and

friends for their help in completing my project successfully.

CHURAMAN SINGH

MBA IV SEMESTER

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EXECUTIVE SUMMARY

The title of the project is A Study on comparative analysis of mobile brands

on the basis of 7Ps. The service marketing mix comprises off the 7Ps. This

includes:

Product

Price

Place

Promotion

PeopleProcess

Physical evidence

This study was conducted under Prof. Vikas Mahalawat (Faculty of MBA) on

behalf of different mobile brand handsets. The study was carried out in and

around Alwar city and duration was of two month.

During the study I visited to the respondents who have used and are currently

using the various mobile handsets of some branded companies.

Each respondent has given his feedback and suggestion which can be help to

identify the consumer behavior for purchasing different mobile handsets. Some of

the respondent needs more information about different mobile brand handsets

which has given me to show them at the time of interview and show satisfactory

responses regarding purchased of different mobile handsets

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TABLE OF CONTENTS

Cover Page

Preface

Acknowledgement

Executive Summary

Contents

S. No. Topic Pageno.

1. INTRODUCTION OF THE INDUSTRY 7

2. INTRODUCTION OF THE ORGANIZATION 13

3. RESEARCH METHODOLOGY 41

TYPE OF RESEARCH AND SAMPLE SIZE

SCOPE OF STUDY

LIMITATIONS OF PROJECT

4. FACTS & FINDINGS 51

5. ANALYSIS & INTERPRETATION 67

6. SWOT ANALYSIS 74

7. CONCLUSION 78

8. RECOMMENDATION & SUGGESTION 79

9. APPENDIX 81

10. BIBLIOGRAPHY 86

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1. INTRODUCTION OF INDUSTRY

1.1 Definition of Cellular/Mobile phone

A mobile phone or mobile (also called cell phone and handphone as well as

cell phone, wireless phone, cellular phone, cellular device, cell, cellular telephone,

mobile telephone or cell telephone) is a long-range, electronic device used for

mobile telecommunications (mobile telephony, text messaging or data

transmission) over a cellular network of specialized base stations known as cell

sites.

Most current mobile phones connect to a cellular network consisting of

switching points and base stations (cell sites) owned by a mobile network operator

(the exception is satellite phones, which are mobile but not cellular). In addition to

the standard voice function, current mobile phones may support many additional

services, and accessories, such as SMS for text messaging, email, packet

switching for access to the Internet, gaming, Bluetooth, infrared, camera with

video recorder and MMS for sending and receiving photos and video, MP3 player,

radio and GPS.

As opposed to a radio telephone, a mobile phone offers full duplex

communication, automates calling to and paging from a public switched telephone

network (PSTN), and handoff (American English)/handover (British/European

English) during a phone call when the user moves from one cell (base station

coverage area) to another. A mobile phone offers wide area service, and should

not be confused with a cordless telephone which also is a wireless phone, but

only offer telephony service within a limited range, e.g. within a home or an office,

through a fixed line and a base station owned by the subscriber.

The International Telecommunication Union estimated that mobile cellular

subscriptions worldwide would reach approximately 4.1 billion by the end of 2008.

[2] Mobile phones have gained increased importance in the sector of Information

and communication technologies for development in the 2000s and have

effectively started to reach the bottom of the economic pyramid.

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1.2 History of mobile phones

In Europe, radio telephony was first used on the first-class passenger trains between

Berlin and Hamburg in 1926. At the same time, radio telephony was introduced on

passenger airplanes for air traffic security. Later radio telephony was introduced on a

large scale in German tanks during the Second World War.

First generation

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to Dr. Joel

S. Engel, head of research at AT&T's Bell Labs, while walking the streets of

New York City talking on the first Motorola Dynastic prototype in front ofreporters. Motorola has a long history of making automotive radios,

especially two-way radios for taxicabs and police cruisers.

Second generation

In the 1990s, 'second generation' (2G) mobile phone systems such as GSM, IS-

136 ("TDMA"), iDEN and IS-95 ("CDMA") began to be introduced. In 1991

the first GSM network (Radiolinja) opened in Finland. 2G phone systems

were characterized by digital circuit switched transmission and the

introduction of advanced and fast phone-to-network signaling.

Third generation

The first pre-commercial trial network with 3G was launched by NTT DoCoMo in

Japan in the Tokyo region in May 2001. NTT DoCoMo launched the first

commercial 3G network on October 1, 2001, using the WCDMA technology

By the end of 2007 there were 295 Million subscribers on 3G networks

worldwide, which reflected 9% of the total worldwide subscriber base.

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1.3 Seven elements of service marketing mix

These seven elements are often referred to as the marketing mix, which a

marketer can use to craft a marketing plan. The seven Ps model is most

useful when marketing low value consumer products. Industrial products,

services, high value consumer products require adjustments to this model.

Services marketing must account for the unique nature of services. Industrial

or B2B marketing must account for the long term contractual agreements

that are typical in supply chain transactions

The service marketing mix comprises off the 7ps. These include:

Product

Price

Place

Promotion

People

Process

Physical evidence.

Product:

The product aspects of marketing deal with the specifications of the actual goods

or services, and how it relates to the end-user's needs and wants. The scope

of a product generally includes supporting elements such as warranties,

guarantees, and support.

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Pricing:

This refers to the process of setting a price for a product, including discounts. The

price need not be monetary - it can simply be what is exchanged for theproduct or services, e.g. time, energy, psychology or attention.

Promotion:

This includes advertising, sales promotion, publicity, and personal selling,

branding and refers to the various methods of promoting the product, brand,

or company.

Place

Refers to how the product gets to the customer; for example, point of sale

placement or retailing. This fourth P has also sometimes been called Place,

referring to the channel by which a product or services is sold (e.g. online vs.

retail), which geographic region or industry, to which segment (young adults,

families, business people), etc.

People

An essential ingredient to any service provision is the use of appropriate staff and

people. Recruiting the right staff and training them appropriately in the

delivery of their service is essential if the organization wants to obtain a form

of competitive advantage. Consumers make judgments and deliver

perceptions of the service based on the employees they interact with. Staffshould have the appropriate interpersonal skills, aptititude, and service

knowledge to provide the service that consumers are paying for. Many

British organizations aim to apply for the Investors In People accreditation,

which tells consumers that staff are taken care of by the company and they

are trained to certain standards.

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Process

Refers to the systems used to assist the organization in delivering the service.

Imagine you walk into Burger King and you order a Whopper Meal and you

get it delivered within 2 minutes. What was the process that allowed you to

obtain an efficient service delivery? Banks that send out Credit Cards

automatically when their customers old one has expired again require an

efficient process to identify expiry dates and renewal. An efficient service

that replaces old credit cards will foster consumer loyalty and confidence in

the company.

Physical Evidence

Where is the service being delivered? Physical Evidence is the element of the

service mix which allows the consumer again to make judgments on the

organization. If you walk into a restaurant your expectations are of a clean,

friendly environment. On an aircraft if you travel first class you expect

enough room to be able to lay down. Physical evidence is an essential

ingredient of the service mix, consumers will make perceptions based on

their sight of the service provision which will have an impact on the

organizations perceptual plan of the service.

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2. INTRODUCTION OF ORGANISATION (IN TERM OF 7

PS OF MARKETING)

Nokia: Product

Historically, the thinking was: a good product will sell itself. However there are no

bad products anymore in today's highly competitive markets. Plus there are many

laws giving customers the right to send back products that he perceives as bad.

Therefore the question on product has become: does the organization create what

its intended customers want? Define the characteristics of your product or service

that meets the needs of your customers.

Functionality:

Quality

Appearance Packaging

Brand

Service

Support

Warranty

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Some of the Products that Nokia offers to Customers are:

Nokia N90

Nokia 9300

Nokia 8800

Nokia 7710

Nokia 7280 Nokia 7270 Nokia 6822 Nokia 6681

Nokia 6680 Nokia 6670 Nokia 6630 Nokia 6260

Nokia 6255 Nokia 6235 Nokia 3230

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http://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.htmlhttp://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.htmlhttp://www.nokia.co.in/nokia/0,,56183,00.htmlhttp://www.nokia.co.in/nokia/0,,66687,00.htmlhttp://www.nokia.co.in/nokia/0,,74107,00.htmlhttp://www.nokia.co.in/nokia/0,,67684,00.htmlhttp://www.nokia.co.in/nokia/0,,72862,00.htmlhttp://www.nokia.co.in/nokia/0,,66118,00.htmlhttp://www.nokia.co.in/nokia/0,,62952,00.htmlhttp://www.nokia.co.in/nokia/0,,62940,00.htmlhttp://www.nokia.co.in/nokia/0,,71601,00.htmlhttp://www.nokia.co.in/nokia/0,,70665,00.htmlhttp://www.nokia.co.in/nokia/0,,70590,00.htmlhttp://www.nokia.co.in/nokia/0,,63895,00.htmlhttp://www.nokia.co.in/nokia/0,,59031,00.htmlhttp://www.nokia.co.in/nokia/0,,59030,00.htmlhttp://www.nokia.co.in/nokia/0,,56183,00.htmlhttp://www.nokia.co.in/nokia/0,,66687,00.html


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Motorola : Product

The first element in the marketing mix is the product itself. If you create products

that customers want, the other parts of the mix can be designed to meet customer

needs.

Motorola is a global leader in wireless and broadband communications

technologies and related electronic products. It has significant operations in the

UK employing approximately 2,400 people.

Motorola have below types of Products:

Embedded systems

Two-Way radios

Networking Systems

Mobile phones

They are also classified in other way:

Cell phones

Laptops

Radio communication devices

Cell phones devices

Camera

Functionality:

Attractive design

Excellent call-quality

Ease of use

Value-added features including music player, games, camera, and video features

High quality, reliable products.

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SAMSUNG: Product

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Nokia: - Price

How much are the intended customers willing to pay? Here we decide on a pricing

strategy - do not let it just happen! Even if you decide not to ask (enough) money for a

product or service, you must realize that this is a conscious decision and forms part of the

pricing strategy. Although competing on price is as old as mankind, the consumer is often

still sensitive for price discounts and special offers. Price has also an irrational side:

something that is expensive must be good. Permanently competing on price is for many

companies not a very sensible approach.

List Price:

Discounts

Financing

Leasing Options

Allowances.

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Motorola: - Price

It is important to set prices at the correct level if customers are to be persuaded to

buy. Prices will be linked to the product life cycle - in the earliest 'launch' phase,

prices will be high to account for development costs. Later, as sales are

increasing, costs are reduced so prices can come down. Products that are

technologically advanced may be sold at premium, high, prices to reflect the initial

research and development that has gone into them.

Price is the one element of the marketing mix which creates sales revenue - all

the others are costs. For companies like Motorola, price is a key element in the

marketing mix. It is a critical selling point. 'Getting the price right' is a vital part of

building relationships with customers. As with other companies, prices charged by

Motorola are linked to the product life cycle. When a new product is launched

prices will typically be quite high. This is because a lot of product and marketer

search has gone into producing the product. It usually takes time for largenumbers of consumers to purchase new products. For example, 3G phones are

only just beginning to sell in large quantities. As a product matures and sales

increase, it is possible to reduce costs. Economies of scale are important. These

come in when a firm is able to produce on a large scale.

With high outputs of production, costs of research and development, software

engineering and investment in plant (manufacturing machinery and tooling) can be

spread. State-of-the art products are sold at premium prices reflecting the high

quality of the items and their innovative nature. The costs to the users of Motorola

mobile phones are kept down because they are subsidized by the network

providers such as Vodafone. Network providers want as many people as possible

to subscribe to their network. They therefore like to link with the producers of the

best designed phones which feature the most exciting and effective technologies.

Phone retailers will often supply free accessories with a mobile phone to make it

more useful to phone users and to encourage them to buy.

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SAMSUNG: - PRICE

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Nokia: - Place

Available at the right place, at the right time, in the right quantities? Some of the

recent major changes in business have come about by changing Place. Think of the

Internet and mobile telephones

Locations:

Logistics Channel members

Channel Motivation

Market Coverage

Service Levels

Internet

Accessibility

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Motorola:-Place

This means how the product actually gets to the customer and refers both to the

place where it is sold, and how it gets to that place. Distribution is the process of

moving goods from manufacturer to retailer or customer. Motorola distributes

through independent retailers such as Phones 4 U, network providers such as O2

and Three and online, via the web site. Sometimes 'place' is closely linked to

product. 3G phones, for example, are mainly sold through 3G network providers.

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Samsung:-Place

Place or the distribution network in case of telecommunication is another very

important factor as the mobile service market is very large and especially in India,

it varies to small towns and even villages, so the availability of recharge coupons,

connections, infrastructure etc are very important at each and every place.

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Nokia:-Promotion

How are the chosen target groups informed or educated about the organization and

its products? This includes all the weapons in the marketing armory - advertising,

selling, sales promotions, Public Relations, etc. While the other three P's have lost

much of their meanings in today's markets, Promotion has become the most

important P to focus on.

Advertising:

Front Line Service

Public Relations

Message

Direct Sales

Sales

Media

Budget

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Motorola:-Promotion

Promotion refers to the ways that a business communicates the existence and

nature of its products to its market. It includes paid for 'above-the-line' promotion

such as media advertising and 'below-the-line' promotion such as special offers

and discounts. The type of promotion is linked to product life cycle. For a new

product, for example, it is important to inform customers of its features.

Other types of promotion such as special offers and discounts are referred to as

being 'below the line'. The type of promotion that is used depends on the stage in

the product life cycle. For example, when a new product is launched, such as theRAZR, it makes

sense to make people aware. Advertising will communicate the desirability,

emotional benefits and exclusive features of the product. Motorola works in close

partnership to promote its phones with retailers. Promotion costs are shared with

retailers. The more retailers sell - the more Motorola is able to help them.

Motorola Case Studypage 5

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Samsung:-Promotion

Nokia:-People

All people directly or indirectly involved in the consumption of a service are an important part of

the extended marketing mix. Knowledge Workers, Employees, Management and other

Consumers often add significant value to the total product or service offering.

Motorola: -People

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An essential ingredient to any service provision is the use of appropriate staff and

people. Recruiting the right staff and training them appropriately in the delivery of

their service is essential if the organization wants to obtain a form of competitive

advantage. Consumers make judgments and deliver perceptions of the service

based on the employees they interact with. Staff should have the appropriate

interpersonal skills, attitude, and service knowledge to provide the service that

consumers are paying for. Many British organizations aim to apply for the

Investors in People accreditation, which tells consumers that staff is taken care of

by the company and they are trained to certain standards.

Samsung: - People

Samsung campaign, entitled Samsung People, gained international recognition

when it was awarded the FWA Site of the Day. In six weeks the site clocked up

44,798 visits, with an average time of more than five minutes spent navigating

through the site.

To get the word out, the company set up banner ads on Cleo, Cosmo, FHM and

Zoos websites, while Samsung People sponsored niche publications Four

Thousand, Three Thousand and Two Thousand, Two Threads, Fuzzy and Oyster

magazine newsletters. At close of phase one the site competition had received

over 4,000 entries.

Nokia: -Physical evidence

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Motorola: - Physical evidence

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Samsung: - Physical evidence

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Nokia:-Process

Procedure, mechanisms and flow of activities by which services are consumed (customer

management processes) are an essential element of the marketing strategy Nokia has

rapidly moved from functionally oriented organization to a business process

oriented mode, and our information systems have not followed the change as fast

as they should. To fill the gap, IM organization must learn and implement working

methods which enable the creation of business process oriented information

systems. To satisfy these business needs, Nokia has introduced a new

development approach for information systems development. These processes

have been created and tested during the SPI.

Motorola: - process

The process itself only takes a few minutes. Then, within 24 hours, we'll send you

an email with instructions on how to program your Motorola Mobile phone number

into your new phone.

Check the following:

Is your phone programmed correctly?

Did you get the welcome text message?

Have you allowed 4 hours for your new phone to get set up on our

network?

Do you have money in your account?

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Statement of Problem: -

As there are a large number of customer preference different brand of mobile

handset, the study was conducted in Alwar city to know consumer behavior towards

different mobile handsets. So that it would help to different mobile companies to identify

the consumer behavior.

Need of the study:-

In todays scenario mobile are vast used in exchange of information becomes the

necessity of life to a common man. In modern would as individual tends to communicate

anything to everything tight from the place where he or she stands. Even while riding a

vehicle he or she wants to communicate within a fraction of second with clear voice,

without any disturbance. Customer wants more facility in mobile like SMS, design,

durability, sound, quality, display, camera, , music, multimedia, internet, discount price,

availability etc. Today the mobile handset company growth has been excellent. Day byday many new attractive schemes provide additional, add few new features to existing

ones, reduce the price of mobile, introduce varieties of handset models a healthy

competition that benefits subscribers hence in this context. It is important to study which

shape the consumers mind during taking or switching over the new mobile handsets.

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Objectives

Primary Objective

1) To study consumer behavior and increase market share and create

distance from Competition.

Secondary objective

2) To find the attributes which influenced the customers in selecting particular

mobile handsets?

3) To study the consumers behavior towards different mobile handsets.

4) To know specific aspects related to the buying behavior of the mobile

users.

5) To know the consumer preferences and choices.

6) To know the potential of the market and expand into new markets and

business.

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REVIEW OF LITERATURE

While the Finnish phone maker has updated its handset portfolio at the high end

to compete better with Motorola's super-successful Razor phone, the refresh has

been less than inspired. ...

"[Nokia's] high-end phones are small, but they're boxy. Motorola's high-end

[models] are thin and slick....

Nokia's pushing hard into emerging markets with low-cost phones, which while

hitting margins, are building presence for the long term. 34% increase in handset

volumes versus a 25% sales increase. ... To find growth, Nokia is venturing into

emerging markets, such as China and Russia. ...

Nokia is looking out for the long term by penetrating emerging markets. But it will

take some time for the margins to improve as these consumers upgrade to

premium handsets. Nokia appears to have positioned itself well because gaining

recognition in these markets while they're still developing will give it an important

market presence moving forward

It would also be interesting to see Motorola's share of sales inside and outside the

US, versus Nokia. Motorola could be overly US-dependent... perhaps for another

post. For reference, each company's one year chart below.

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Nokia

About the Company

Nokia Corporation (NYSE: NOK) is one of the world's largest telecommunications

equipment manufacturers. With headquarters in Keilaniemi of Espoo, Finland, this

Finnish telecommunications company is best known today for its leading range of

mobile phones. Nokia also produces mobile phone infrastructure and other

telecommunications equipment for applications such as traditional voice

telephony, ISDN, broadband access, professional mobile radio, voice over IP,

wireless LAN and a line of satellite receivers.

Nokia provides mobile communication equipment for every major market and protocol,

including GSM, CDMA, and WCDMA.

Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of

Nokia rapids. Finnish Rubber Works established its factories in the beginning of 20th

century nearby and began using Nokia as its brand. Shortly after World War I Finnish

Rubber Works acquired Nokia wood mills as well as Finnish Cable Works, a producer

of telephone and telegraph cables. All three companies were merged as Nokia

Corporation in 1967. The name Nokia originated from the river which flowed through

the town of the same name (Nokia).

MOTOROLA

About the company

Motorola, Inc. (NYSE: MOT) is an American, multinational, Fortune 100,

telecommunications company based in Schaumburg, Illinois. It is a manufacturer

of wireless telephone handsets, and also designs and sells wireless network

infrastructure equipment such as cellular transmission base stations and signal

amplifiers. Motorola's home and broadcast network products include set-top

boxes, digital video recorders, and network equipment used to enable video

broadcasting, computer telephony, and high-definition television. Its business and

government customers consist mainly of wireless voice and broadband systems

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used to build private networks and public safety communications systems like

Astro and Dimetra. Motorola is now working on Google open sourced based

platform mobile operating system phone featuring Google Android 2.0 known as

"Eclair".

Motorola began life as The Galvin Manufacturing Corporation in Chicago in 1928.

Its first product was a battery eliminator enabling radios to operate from mains

electricity rather than expensive batteries. In the 1930s it produced car radios

using the brand name 'Motorola'. The company later adopted Motorola as its

name.

The company is now known around the world for innovation and leadership in

wireless and broad band communications. Motorola's vision is of Seamless

Mobility, which the company defines as helping users get and stay connected

easily to the people, information, and entertainment that they want and need. The

company does this by designing and delivering "must have" products ,"must do"

experiences and powerful networks. Applying this vision to mobile phones,

Motorola has gone beyond just enabling users to make voice calls or send text

messages. Depending on the models chosen, users can:

* share music files between the user's PC and their phone

* play that music easily on stereo Bluetooth TM headphones

* In the car - as well as being able to use the phone with a hands-free car kit, play

music through the car stereo

*At home, play the music through your stereo system.o In 1986, Motorola came in India. In India, Motorola has 2nd rank in mobile

market. The market share of Motorola is near about 18%. The target

audience of Motorola is youth of India. In India, Motorola offers world class

mobile phones to satisfy the needs of all segments of the market. In India

they are offering the smallest and the lightest GSM handset in market.

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SAMSUNG

About the company

Samsung Telecommunications is one of five business units within Samsung

Electronics, belonging to the Samsung Group, and consists of the Mobile

Communications Division, Telecommunication Systems Division, Computer

Division, MP3 Business Team, Mobile Solution Centre and Telecommunication

R&D Centre. Telecommunication Business produces a full spectrum of products

from mobiles and other mobile devices such as MP3 players and laptop

computers to telecommunication network infrastructure. Headquarters is located

in Suwon, South Korea.

In 2007 Samsung Telecommunication Business reported over 40% growth and

became the second largest mobile device manufacturer in the world. Its market

share was 14% in Q4 2007, growing up from 11.3% in Q4 2006.In Q1 2008

Samsung strengthened its second position on the market and achieved 15.6%

world handset market share.

Stages of Telecommunication Business

Initial stage (1977-1993)

In 1977 Samsung Electronics launched the Telecommunication Network business,

and in 1983 it initiated its mobile telecommunications business with the hope that

this would become the company's future growth engine. In 1986, Samsung was

able to release its first built-in car phone, the SC-100, but it was a failure due to

the poor quality. In spite of unsuccessful result Ki Tae Lee, the then-head of the

Wireless Development Team, decided to stay in the mobile business. He asked

the company to buy ten Motorola mobile phones for benchmarking. After 2 years

of R&D Samsung developed its first mobile phone (or "hand phone" in Korea), the

SH-100 in 1988. It was the first mobile phone to be designed and manufactured inKorea. But the perception of mobile devices was very low and although Samsung

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introduced new models every year, each model sold only one or two thousand

units.

Time of changes (1993-1996)

In 1993 it was decided that the development team should focus on improving

connectivity due to specific mountain topography of Korea. They found the optimal

length of a mobile phone antenna and developed a method of using gold to

connect the point between the antenna and the communication circuits, thus

significantly reducing resistance and enabling steadier wave conductivity. They

also developed the wave-searching software that was specially designed for

Korea's topography.

CDMA Era (1996-1998)

Samsung developed its first CDMA mobile phone in March 1996, to coincide with

the launch of CDMA service. The first digital handset, the SCH-100, was

extra light and slim, and enabled clear voice communication. Before long,

Samsung became the leader in the Personal Communications Service

(PCS) market. It partnered with KTFreetel and Hansel PCS to provide PCS

phones. Its first PCS phone, the SCH-1100, entered the market with

innovative features, including a lightweight body, enhanced battery life, and

the ability to capture delicate sounds. For the PCS market, the company

coined a new slogan, "Strong in small sounds," to emphasize the mobile

phone's capability to capture delicate sounds.

By the end of 1997, one year after the CDMA service was first launched;

Samsung had achieved a 57% market share in the CDMA cellular market and

58% in the PCS market. Also, in April 1997, it achieved sales of one million CDMA

phone units.

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Global market and GSM Era (1998-now)

To achieve further growth, Samsung had to penetrate the GSM market. The first

GSM model was the SGH-200, which was made for European customers. But it

was not as good as the company's CDMA phone. It was difficult to hurdle the high

entry barrier, which the then "Big 3" Nokia, Motorola, and Ericsson had built for

years. The company's next few models didn't attract Europeans, either. The

development team realized that a simple change in the circuit system wouldn't

work in the European market. Thus, it decided to look more closely at the

customer's point of view. They found that Europeans preferred geometric,

balanced, and simple designs. Using this information, Samsung adopted 'simple'as the design concept, then developed

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RESEARCH DESIGN

Research design is a plan, structure, strategy of investigation conceived so as to

obtain answers to research question and control variance. A research design is a

specification of method and procedures or acquiring the information needed. It is

the overall pattern or framework of the project that stipulates what is to be

collected, from which sources, by what procedure.

According to F. Erlanger Research Design is defined as the plan,

Structure and Strategy of investigation conceived as to obtain answers to

research questions.

Research design is the framework of the research, which focuses on the

sources of data, sampling technique, sample size, and research instrument other

framed elements of the research. For this project work diagnosis research design

has been used.

The Research Design is prepared to achieve the defined objectives. For

any survey it should be of a proper research method. It is basic framework witch

provides the guideline for rest of the Research Process. It mainly specifies the

objectives of project, method of collecting the data, Research Approach, Sampling

Plan, and Time Period etc.

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3. RESEARCH METHODOLOGY

3.1 What is research?

RESEARCH METHODOLOGY is a way of systematically solves the research

problem.

It may be understood as a science of studying how research is done scientifically.

In it we study the various steps that are generally adopted by a researcher in

studying his research problem along with the logic behind them. It is necessary for

the researcher to know not only research methods /techniques how to calculate

the mean , mode, median or standard deviation or chi-square how to apply

particular research techniques , but they also need to know which of these are

methods or techniques , are relevant and which are not , and what would they

mean and indicate and why researchers also need to understand the assumptions

underlying various techniques and they need to know the criteria by certain

problems and others will not .all this means that it is necessary for the researcher

to design his methodology for his problem as the same may differ from problem to

problem.

Research always starts with a question or a problem. Its purpose is to question

through the application of the scientific method. It is a systematic and intensive

study directed towards a more complete knowledge of the subject studied.

Marketing research (MR) is the function which links the consumer, customer and

public to the marketer through information- information used to identify and define

marketing opportunities and problems generate, refine, and evaluate marketing

actions, monitor marketing actions, monitor marketing performance and improve

understanding of market as a process. Marketing research specifies the

information required to address these issues, designs, and the method for

collecting information, manage and implemented the data collection process,

analyses the results and communicate the findings and their implication

Marketing Research is, thus, defined as, the systematic, objective and exhaustive

search for and study of the facts relating to any problem in the field of marketing.

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Thus, three key ideas regarding marketing research are:-

i. Marketing research is concerned with studying any of the

manifold problems in marketing.ii. Its purpose is to aid decision-making in the marketing field.

iii. Systematic gathering and analysis of information is its route in

achieving its purpose.

3.2 Types of research:-

3.2.1 Qualitative MR:

It is used in exploratory research work.

Expresses and summarizes data non-numerically/qualitatively.

Tackles a limited number of respondents.

It involves in-depth probe.

It involves non-structured questioning/observation

Is the soft version of MR.

Provides insights on marketing problems.

Final course of action cannot depend on its findings.

3.2.2 Quantitative MR:

My project work is concerned with this type of research. It has the following

features:-

It is used more in conclusive research projects.

Expresses and summarizes data numerically/qualitatively.

Tackles a large number of respondents; often amounts to large-

scale surveys.

It involves limited probe with limited questions.

It involves structured questioning/observation

Is the hard version of MR.

Provides hard facts on marketing problems.

Final course of action can depend on its findings

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3.2.3 The Marketing Research Process

As marketing research is a systemic and formalized process, it follows a certainsequence of research action. The marketing process has the following steps:

3.2.4 Data Collection Method:

Defining the marketing problem

Identifying the MR problem involved

Specifying the information requirement

Developing the research design

Developing the research procedure / instrument for gathering the information

Gathering the information (Data collection)

Analyzing and interpreting the information

Summarizing the findings / Preparing the research report

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Primary data:

It is original data, first hand and for the specific purpose of the research project.

For this project, I have used the following common research instrument:-

Questionnaire:

Questionnaire development is the critical part of primary data collection job. For

this I have prepared a questionnaire in such away that it is able to collect all

relevant information regarding the project.

In this questionnaire, I have used mostly close-ended questions that are easier to

be answered by respondents (consumers) and also easier for interpretation and

tabulation & one open-ended question to take the opinion of the respondents in

their own words. The questions were asked to the consumers covering perception

towards their purchase, price of the product, purpose for using the product,

characteristic of the product, brand image, effectiveness of the advertisements,

sales promotional activities, overall opinion about the product, etc.

For collecting the answers from the above questionnaire, I have used the following

common method:-

Interview:

It is the most common method for contacting consumers & collecting primary data.

For this project I have used following type of interview:-

Personal interview:

It is the most extensively used method. It enables better control of the sample and

ensures answers from the respondents. It also provides for a tactful approach to

the respondent since it is based on a person-to-person talk. But this method is

generally more expensive and time consuming.For this project each interview was taking 15 to 20 minutes to complete. Interview

was also delayed due to un-availability of respondent in house.

Secondary data

It was collected to add the value to the primary data. Data regarding IMRB,

International (Indian Marketing Research Bureau) history, its profile and other

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necessary records and information was collected by referring to website,

magazines, annual reports, reference books, daily newspapers, etc.

Sample Unit:-

For studying consumer behavior of samples were selected from Alwar city.

Sample size:-

Sr. no. Respondent Number of respondents

1. Mobile Users 200

Sample procedure:-

Only those respondents are included in samples, who are traders of Nokia. These

respondents are questioned thoroughly.

Sample media:-

The respondents in the samples are reached through personal interviews.

Sampling methods:

Sampling methods fall under two broad categories:

A. Non-probability sampling methods:-

a) Convenience sampling.

b) Judgment sampling.

c) Quota sampling.

d) Panel sampling.

B. Probability/random sampling methods:-

a) Simple random sampling.

b) Stratified sampling.

c) Systematic random sampling.

d) Area sampling.

For this project I followed random sampling method. In this method sample units

are selected at random. From random sampling method I selected area sampling

method. Area sampling is a form of stratified sampling. In this case, the

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stratification is based on the criterion of locations. This method selects the sample

units in several stages. At each stage a series of intermediary geographical blocks

are randomly selected. It is from within these blocks, that the sample units are

then selected at random.

Before North, South, East, West. Out of four zones any one zone was selected.

From that zone any one street was selected. After selecting the street, right-hand

rule is followed i.e. the outlet coming to right side are selected. Then interview is

started.

Sample Design:

I have prepared this project as descriptive type, as the objective of the study.

Methods of data analysis and statistical Techniques:

Different types of data analysis techniques used in the research project should be

specifically mentioned. Such as:

Basic analytical tools, which include Tabular Analysis, Graphical

Analysis, Percentage Analysis.

3.3 CONSUMER BUYING BEHVIOUR

The main aim of marketing is meet and satisfy target customers need and wants

buyer behavior refers to the peoples or organization conduct activities and

together with the impact of various influence on them towards making decision on

purchase of product and service in a market. The field of consumer behavior

studies how individuals, groups and organization select, buy, use and dispose of

goods, service, ideas, or experience to satisfy their needs and desires

understanding consumer behavior and knowing customer are never simple. The

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wealth of products and service produced in a country make our economy strong.

The behavior of human being during the purchase is being termed as Buyer

Behavior. Customer says one thing but do another. They may not be in touch

with their deeper motivations. They are responding to influences that change their

mind at the last minute. A buyer makes take a decision whether save or spend the

money.

Definition of Buyer Behavior:-

Buyer behavior is all psychological, Social and physical behaviors of potential

customers as they become aware of evaluate, purchase, consume and tell others

about product & service.

Consumer Buying Decision Process

There are following five stages in consumer buying decision process.

Problem identification:-

The buying process starts when the buyer recognizes a problem or need. The

need can be triggered by internal or external stimuli.

Marketers need to identify the circumstances that trigger a particular need. By

gathering information from a number of consumers, Marketers can identify the

most frequent stimuli that spark an interest in a product category. They can then

develop marketing strategies that trigger consumer interest.

Information Search:-

The consumer tries to collect information regarding various products/service.

Through gathering information, the consumer learns about completing brands and

their features. Information may be collected form magazines, catalogues, retailers,

friends, family members, business association, commercial, chamber of

commerce, telephone directory, trade fair etc. Marketers should find out the

source of information and their relative degree of importance the consumers.

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Personal Sources: Family, friends, neighbor, as quittances.

Commercial Source:Advertising, sales persons, dealers, packaging, displays.

Public sources: mass media, consumer, rating organizations.

Experimental sources: Handling. Examine, using the product.

Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all buying

situations. There is several First, the consumer processes, some basic concepts

are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product solutions.

The marketer must know which criteria the consumer will use in the purchase

decision.

Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution. It

may be to buy or not to buy. If the decision is to buy

The other additional decisions are:

Which types of bike he must buy? From whom to buy a bike

How the payment to be made? And so on.

The marketer up to this stage has tried every means to influence the purchase

behavior, but the choice is properly consumers. In the evaluation stage the

consumer forms preferences among the brands in the choice set. The consumer

may also form an intention to but the most preferred brand.

Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of

product. The Marketers job not end when the product is buying must monitor

post-purchase satisfaction, post-purchase action, post-purchase use and disposal

Post Purchase Satisfaction:-

The buyer, S satisfaction is a function of closeness between the buyer, Sexpectation and the products Perceiver performance.

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The larger the gap between expectation and performance the greater the

consumer dissatisfaction.

Post purchase Action:-

The Consumer, S satisfaction or dissatisfaction with the product influence

subsequent behavior. If the consumer satisfied, he or she will exhibit a higher

probability of purchasing the product again.

Dissatisfaction consumer may abandon and return the product.

Post-Purchase Use or Disposal:-

The marketer should also monitor new buyers use and dispose of the product. If

the consumer store the product in a close, the product is probably not very

satisfying. If the consumer throws the product away, the marketer needs to know

how they dispose of it; especially it can be hurt the environment.

Characteristic of Buyer Behaviors

The chief characteristics of the buyers behaviors are as follow:-

(1) It consists of mental and physical activities which consumers undertake to get

goods and services and obtain satisfaction from them.

(2) It includes both observable activities such as walking through the market to

examine merchandise and making a purchase and mental activities-such as

forming attitudes, perceiving advertising material, and learning to prefer particular

brands.

(3) Consumer behaviors are very complex and dynamic to constantly changing.

And therefore, management needs to adjust with the change otherwise marketmay be lot.

(4) The individuals specific behaviors in the market place is affected by internal

factor, such as need , motives, perception, and attitudes, as well as by external of

environmental influences such as the family social groups, culture, economics

and business influences.

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4. FACT & FINDINGS

Table showing preference of mobile phone

Brand No of respondent Percentage

Nokia 112 56%

Sony Ericson 48 24%

Motorola 16 08%

Samsung 12 06%

Vodafone 6 03%

Micromax 2 01%Spice 4 02%

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Total 200 100%

Interpretation: -

Above chart shows that most preferred brand in the mobile is Nokia. Sony

Ericson is second largest brand in the market. Others are different brand that are

less preferred.

Table showing choice of purchase of mobile phone

Statement No of respondent Percentage

Style 42 21%

Infotainment 20 10%

Multimedia 26 13%

Business 14 07%

Connected 98 49%

total 200 100%

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Table showing mobile option which consumer uses

Option No of respondent PercentageCalls 82 41%

SMS 24 12%

Browse the Internet 16 08%

Take Photos 20 10%

Check emails 10 05%

Record video 18 09%

Music 22 11%

Mobile TV 08 04%

Total 200 100%

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Table showing reasons for choosing of mobile brand

Reason No of respondent Percentage

Convenience Handsets 94 47%

Cost Control 48 24%

Value Added Service 16 08%

Discounts 42 21%

Total 200 100%

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Table showing influencing factors of purchasing

Influencing factor No of respondent Percentage

Price/Offers 54 27%

Brand name 86 43%

Availability in store 28 14%

Different size 18 09%

Mobile battery 14 07%

Total 200 100%

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Table showing impact of shoppers purchase decision for mobile phone

Option No of respondent Percentage

In store TV 34 17%

Broachers 18 09%

Danglers 38 19%

Floor standee 08 04%

Poster 102 51%

Total 200 100%

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Table showing consider owing a mobile handset as a


Necessity 122 61

Status 56 28

Luxury 22 11

Total 200 100

560

10

20

30

40

50

60

70

Necessity Status Luxury

Percentage

Percentage


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Employed full time 42 21

Employed part time 18 9

Self employed 44 22

Full time home maker 58 29

Full time students 38 19

Total 200 100

Table showing the highest level of education

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Elementary school

graduate

22 11

Middle school graduate 28 14

High school graduate 36 18

University degree 62 31

PG qualification 52 26

Total 200 100

Table

showing respondents monthly income

Option Respondent %

10,000-11,999 42 21

12,000-19,999 58 29

20,000-24,999 34 17

25,000-29,999 30 15

30,000-34,999 22 11

35,000&above 14 7

Total 200 100

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Attributes No. Of consumer %

Design 26 13

Brand 70 35

Durability 32 16Sound quality 20 10

Battery life 24 12

Display 16 8

Camera &music 8 4

Multimedia 4 2

Total 200 100

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Table showing preference of purchasing of mobile handsets

Attributes No of respondent Percentage

Design 26 13

Brand 70 35

Durability 32 16

Sound Quality 20 10

Battery life 24 12

Display 16 08

Camera & Music 08 04

Multimedia 04 02

Total 200 100

Table showing used brands on consumer

Brand Currently Percentage Owned in the Percentage

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Owned past

Nokia 98 49 86 43

Sony Ericson 46 23 42 21

Motorola 18 09 32 16

Samsung 20 10 18 09Vodafone 06 03 06 03

Spice 04 02 04 02

LG 08 04 12 06

Total 200 100 200 100

Table showing considering attributes like various facilities

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Brand No of respondent Percentage

Nokia 104 52

Sony Ericson 44 22

Motorola 16 08

Samsung 12 06

Vodafone 10 05

Spice 04 02

LG 10 05

Total 200 100

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Scope of the Study

As learning is a human activity and is as natural, as breathing. Despite of the fact

that learning is all pervasive in our lives, psychologists do not agree on how

learning takes place. How individuals learn is a matter of interest to

marketers. They want to teach consumers in their roles as their roles as

consumers. They want consumers to learn about their products, product

attributes, potential consumers benefit, how to use, maintain or even dispose

of the product and new ways of behaving that will satisfy not only the

consumers needs, but the marketers objectives.

The scope of my study restricts itself to the analysis of buying behavior of the

mobile brands.

Time period of the Study

The present study was undertaken during the month of March 2011 - May 2011.

Research DesignThe study is a cross sectional study because the data were collected at a single

point of time. For the purpose of present study a related sample of population was

selected on the basis of convenience.

Data Collection

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey ofComparative study of consumer behavior towards Nokia and Motorola.

The data has been collected directly from respondent with the help of

structured questionnaires.

Secondary Source:The secondary data was collected from internet

and references from Library.

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Sample Size & Design

A sample of 200 people was taken on the basis of convenience. The actual

consumers were contacted on the basis of random sampling.

Tools and Techniques of Analysis

Percentage methods have been used for analysis the data.

Limitations of the Study

The findings of the study will be based on opinion of the respondents, which may

be based.

Lack of time and finance may prevent from carrying out in depth study

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5. DATA ANALYSIS AND INTERPRETATION

5.1 Do you have any mobile phone?

PARTICULARS NUMBER %AGE

Yes 50 100%

No 0 0%

NUMBER%AGE

Yes

No0

0%

50

100%0

5

10

15

20

25

30

35

4045

50

Yes

No

INTERPRETATION:

All the respondents had mobile phone

5.2 How many mobile phones do you have?

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particulars No. of respondents

1 37

2 13

3 0

3 + 0

12

33 +

No. of respondents

37

13

00

05

10

1520

25

3035

40

No. of respondents

No. of respondents

INTERPRETATION

Out of 50 respondents 37 says that they had 1 connection while 13 were having 2

connections.

5.3 Which mobile are you using?

Particulars No. of respondents

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Nokia 27

Motorola 16

Samsung 7

INTERPRETATION:

Out of 50 respondents 27 were using NOKIA while 16 respondents were using

MOTOROLA and 7 were using other.

5.4 Are you satisfied with the services?

PARTICULARS NUMBER

NokiaMotorola

Samsung

No. of respondents

27

16

7

0

5

10

15

20

25

30

No. of respondents

No. of respondents

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Yes 41

No 9

YesNo NUMBER

41

9

0

10

20

30

40

50NUMBER

NUMBER

INTERPRETATION:

Out of 50 respondents 41 respondents were satisfied with the services of there particular

mobile while only 9 were not satisfied.

5.5 Which advertisement media puts more impact on your buying

decision?

PARTICULARS NO. OF RESPONDENTS

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T.V. 28

MAGAZINES 04

NEWSPAPERS 10

INTERNET 05

OTHERS 03

INTERPRETATION:

Out of 50 respondents 28 gets aware of mobiles T.V, 5 by internet,10 by news papers, 03

by others while 04 by magazines.

5.6 From how long you are using this particular service mobile?

PARTICULARS NO. OF RESPONDENTS

69

NO. OF RESPONDENTS

0

5

10

15

20

25

30

T.V.

MAGAZINES

NEWSPAPERS

INTERNET OTHERS

28

4

10

53

NO. OF RESPONDENTS

NO. OF RESPONDENTS


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1 year 10

2 years 25

3 years 11

More than 3 years 4

1 year2 years

3 yearsMore than

3 years

NO. OF

RESPONDENTS

10

25

11

40

5

10

15

20

25NO. OF RESPONDENTS

NO. OF RESPONDENTS

INTERPRETATION: Out of 50 respondents 10 were using there particular mobile

since 1 years, 25 since 2 year, 11 since 3 years while only 4 were using there mobile

from more than 3 years.

5.7 Would you like to change your current mobile in future?

PARTICULARS No. OF RESPONDENTS

Yes 18

No 32

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YesNo

No. OF

RESPONDENTS

18

32

0

5

10

15

20

25

30

35

No. OF RESPONDENTS

No. OF RESPONDENTS

INTERPRETATION:

Out of 50 respondents 32 did not want to change there current while only 18 respondents

want to change there mobile.

6. COMPARATIVE SWOT ANALYSIS

Nokia Motorola Samsung

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6.1 Strength

6.2 Weakness

Experience 142 year

history

Wide product range

Distribution channels in

developing markets

Economies of scale

Lower logistics costs than

competitors.

High margins.

Do it yourself manufacturing

manufactures 75% of its

phones

Market share

Nokia accounts for half of

the global smart phone

market.

38% of the global volume.

Globallynumber 2

Worldwideoperation

Wide portfolioof products

Havingsecondhighest marketshare

Distribution channels

in developing

markets

New product conceptto roll out five month

Catching the pulse ofthe consumer ,offering good designand understandingemotions

Heavy investment intechnology , productdesign and humanresource

Focus on innovativeproduct for the high

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6.3 Opportunity


Global standards & global

phones.

Tried to apply these phones

to all regions.

Didnt customize phones

based on customers in each

region.

Responsiveness/adaptability

to customers needs.

Decrease in sales in the

United States.

Loss of market share

dropped from 33% in 2002 to

10% in 2007.

Low level of Nokia phones

Less

Penetration

Less ResaleValue

Batterybackup

Less ofmarket share

Not proactive coming

out with newer model

Lack of productdifferentiation

Different model atdifferent price point

Focus on massmarket instead ofniche market

Not very user friendlydesign

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Leverage low

logistics costs to

further decrease

prices in volume

market & increase

profit margin

overall.

Provide internet

services to

capture this

growing market.

Improve sales in

the United States.

Wide and

growing

market

Benefit of

wide range

of brands

Enhance its

CDMA

category

Distinguish its

service from

competitor

Offer product

variation

Demand for cell

phone driven by

the service

provider or carrier

Tie up with service

provider

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6.4Threats


Growth in handset

models to slow from

21% experienced over

the past few years to

10% in 2008.1

The Google phone will

encourage new entrants

and Nokia may have to

compete with dozens of

small firms instead of

four large firms as it

currently does.

Dilute brand by

expanding into internet

services.

Overpaying for web

services.

Nokia and

other

competitor

New

technology

Buying

behavior of

consumers

CDMA

technology a

new design to

suit the tastes

of Europeans.

Not an accessory and

fashion statement

Not keeping track of the

new trend in the market

Aggressive competition

7. CONCLUSION1

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In todays scenario mobile are vast used in exchange of information becomes the

necessity of life to a common man. In modern would as individual tends to

communicate anything to everything tight from the place where he or she stands.

Even while riding a vehicle he or she wants to communicate within a fraction of

second with clear voice, without any disturbance. Customer wants more facility in

mobile like SMS, design, durability, sound, quality, display, camera, , music,

multimedia, internet, discount price, availability etc. Today the mobile handset

company growth has been excellent. Day by day many new attractive schemes

provide additional, add few new features to existing ones, reduce the price of

mobile, introduce varieties of handset models a healthy competition that benefits

subscribers hence in this context. It is important to study which shape the

consumers mind during taking or switching over the new mobile handsets. By this

comparative analysis of mobile brands on the basis of 7 Ps of marketing analysis

help up to achieve below objective as :

To study consumer behavior and increase market share and create

distance from Competition.

To find the attributes which influenced the customers in selecting particular

mobile handsets?

To study the consumers behavior towards different mobile handsets.

To know specific aspects related to the buying behavior of the mobile

users.

To know the consumer preferences and choices.

To know the potential of the market and expand into new markets and

business.

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8. RECOMMENDATION & SUGGESTION

Nokia

Expand mobile voice

Drive consumer multimedia

Bring extend mobility to enterprises

Right time of decision

Determination and risk taking

Foreseeing and using rising market opportunity

Creating the future

Samsung

Aggressively hawking fill tops and clamshell with polyphonic ring tones and

colour screen

Nationwide distributor and retail presence in the domestic consumer

durable market

Set up handset manufacturing facility in India

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Motorola

The Communication Objective of Motorola is to improve brand image and

awareness. Also creating brand recall in customers mind through Color,

Logo, and its promotional program. So the person enhances to buy the

product. For achieving this objective Motorola using some tools of

marketing

The target market of Motorola is Urban and Rural area. The target

audience of Motorola is Youth.

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9. APPENDIX

9.1 Questionnaire:

Respondent Details

Name :

Age :

Gender :

Address :

Mobile :

Q1 which mobile do you prefer?

A) Nokia

B) Sony Ericson

C) Motorola

D) Samsung

E) Vodafone

F) Micromax

G) Spice

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Q2 How long ago did you purchase it?

A) Less than three month ago

B) 3-6 month agoC) 7-12 month ago

D) Within past 2 years

E) More than 2 years ago

Q3 Which of the following statement is best choice you when purchasing a

mobile phone?

A) Style

B) Infotainment

C) Multimedia

D) Business

E) Connected

Q4 Which one of the following option you choose when purchasing a mobile

phone?

A) Calls

B) SMS

C) Browse the internet

D) Take Photos

E) Check emails

F) Record video

G) Music

H) Mobile TV

Q5 For what reason you choose the mobile brand?

A) Convenience Handset

B) Cost control

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C) Value added Service

D) Discounts

Q6 Which factors influenced you in purchasing the mobile brand you are

currently using?

A) Price/Offers

B) Brand name

C) Availability in store

D) Different size

Q7 Select following option is in store marketing materials that may impact

shoppers purchase decision for mobile phone?

A) In store TV

B) Broachers

C) Dangler

D) Floor standee

E) Poster

F) Leaflet

Q8 You consider owing a mobile handset as a

A) Necessity

B) Status

C) Luxury

Q9 Which one of the following best describes your current employment status?

A) Employed full time

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B) Employed part time

C) Self employed

D) Full time home maker

E) Full time student

Q10 which is the following best describe the highest level of education you have

completed?

A) Elementary school graduate

B) Middle school graduate

C) High school graduate

D) University degree

E) Post graduate

Q11 What is your monthly income?

A) 10,000-11,999

B) 12,000-10,999

C) 20,000-24,999

D) 25,000-29,999

E) 30,000-34,999

F) 35,000 and above

Q12 What other brands of mobile phone regardless of type have owned in the

past?

Currently Own Owned in the past

A) Nokia __________ _______________

B) Sony Ericson __________ _______________

C) Motorola __________ _______________

D) Samsung __________ _______________

E) Vodafone __________ _______________

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F) Spice __________ _______________

G) LG __________ _______________

Q13 Which one of the following features you choose when purchasing mobile

phone?

Attribute

A) Design

B) Brand

C) Durability

D) Sound quality

E) Battery life

F) Display

Q 14 Which mobile do you prefer considering attributes like design, brand,

durability ,sound quality, battery life, display, camera & music, multimedia ?

a) NOKIA

B) Sony Ericsson

C) Motorola

D) Samsung

E) Vodafone

F) Spice

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10. BIBLIOGRAPHY

10.1 Websites:

1. www.google.com

2. www.scribd.com

3. www.managementparadise.com

4. www.mbaclub .com

5. www.slideshare.com

10.2 Books:

6. Marketing Research G. C. Beri

7. Research Methodology C.R. Kothari

8. Principles of Marketing Philip Kotler

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57071108 7 P s of Marketing in Manufacturing

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