1. A PRESENTATION ONCONSUMER PREFERENCES ON NOKIA MOBILESubmitted To:Prepared By:Prof. Bhavika BhattSaptarshi ChakrabortyMBA-II, SEM-III(DR.J.K.PATEL INSTITUTE OF MANAGEMENT)M.B.A PROGRAMMEAffiliated to: Gujarat Technological University 1

2. Presentation Flow General Information Nokias India Operations Interesting Facts about Nokia Nokia Mobile Phone Categories Objectives Of The Study Research Methodology Data Analysis And Interpretation Findings Of The Survey Observations And Conclusion Bibliography2 3. General Information Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighbouring Finlands capital Helsinki. Nokia is engaged in the manufacturing of mobile devices and in converging Internet and communications industries, with over 132,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over Euro 42 billion and operating profit of Euro 2 billion as of 2010. It is the worlds largest manufacturer of mobile phones: its global device market share was 23% in the second quarter 2011. Nokiaproducesmobiledevices for every major marketsegment and protocol, including GSM, CDMA, and W-CDMA (UMTS). Nokia offers Internet services such as applications, games, music, maps, media and messaging through its Ovi platform. Nokia is also engaged in providing free digital map information and navigation services through its wholly owned subsidiary Navteq.3 4. General Information Nokia has sites for research and development, manufacture and sales in several countries; as of December 2010, Nokia had R&D presence in 16 countries and employed 35,870 people in research and development, representing approximately 27% of the groups total workforce. Nokia operates a total of 9 manufacturing facilities located at Salo in Finland; Manaus in Brazil; Cluj in Romania; Beijing and Dongguan in China; Komrom in Hungary; Chennai in India; Reynosa in Mexico; and Masan in South Korea. The Nokia brand, valued at $25 billion, is listed as the 14th most valuable global brand in the Interbrand/BusinessWeek Best Global Brands list of 2011. It is the 14th ranked brand corporation in Europe (as of 2011), the 8th most admirable Network and Other Communications Equipment company worldwide in Fortunes Worlds Most Admired Companies list of 2011 , and the worlds 143th largest company as measured by revenue in Fortune Global 500 list of 2011.4 5. General Information In the global smartphone rivalry, Nokia held the 3rd place in 2nd Quarter 2011, trailing behind Samsung and Apple. On 11 February 2011, Nokia announced a partnership with Microsoft where all future Nokia smart phones will be powered by the Windows Phone 7 (WP7) operating system. On 26 October 2011, Nokia unveiled its first WP7.5 powered handsets Lumia 710 and 800. 5 6. Nokias India Operations Nokia started its India operations in 1995, and presently operates out ofoffices in New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad andAhmedabad. The Indian operations comprises of the companys handsets andnetwork infrastructure businesses, R&D facilities in Bangalore, Hyderabadand Mumbai and manufacturing plant in Chennai. Nokia has been working closely with operators in India to increasegeographical coverage and lower the total cost of ownership for consumers.The company has also launched seven Nokia Concept stores in Bangalore,Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to providecustomers a complete experiential mobile experience.6 7. Interesting Facts about Nokia This is the 16th year since Nokia is operating in India. Although in the first six yearsthere were only 5 million subscribers, the company predicts that by 2013 the numberwill rise to almost 1 billion. The Nokia 5110 was manufactured with the first ever Indian ringtone, the song SaareJahaan Se Acchha, 13 years ago, in 1998. According to Nokia, the company manufactured its first phone with a Hindi script, aNokia 3210, 11 years ago, in 2000. Nokia is the first global telecom company that managed to set up a mobile phoneproduction plant in India. The company was voted Indias most trusted brand in 08,09,10. Nokia devices are sold at almost 200,000 outlets across the country. No wonder Nokiasells so much in India. One of the greenest handsets manufacturers, Nokia has more than 5,000 mobilerecycling centers in India. It appears that last year Indians purchased 151 million new handsets, from which 52%were Nokia phones, Analysts Mason research company reports. Souce(http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtmlpublished on May 26, 2011) 7 8. Nokia Mobile Phone Categories Smart Phones E-7, N-8, 700 Touch And Type E-6, C2-03, X3-02, C3-01 8 9. Nokia Mobile Phone Categories Dual Sim X1-01, C2-03 Nokia 1000 series Ultrabasic series Nokia 2000 series Basic series Nokia 3000 series Expression series Nokia 5000 series Active series Nokia 6000 series Classic Business series Nokia 7000 series Fashion and Experimental series Nokia 8000 series Premium series Modern series (C/E/N/X)9 10. Objectives Of The Study To measure the Consumer Preference on NOKIA Mobile. To know who suggested Nokia brand to customers. To know the criteria on which customers spend more time on NokiaCell phone. To know the factors which considered by the people when they purchasethe Nokia Phones. To study the consumers attitude towards the Nokia in the market. To study the impact of various schemes and different look of Nokia CellPhone in the mind of customers. 10 11. Research Methodology Research methodology is a way to systematically solve the researchprogram. It includes follows,a) Research design: Our project report on Nokia Mobiles is mostly based onsurvey of consumer therefore the research study is Descriptiveone. Because the Descriptive study is normally concerned withfinding out general nature to problems and different variablethat are related to the problems. The major emphasis ofDescriptive research is to find out the actual fact. Theprimary advantage of this descriptive research study is lowcost and less time requirement. 11 12. b) Types of Data:-Whenever we think about marketing data source, so basically there aremain two types of data source are available,1. Primary Data:- We have got primary data of Nokia for ourresearch purpose. We have collected primary data throughquestionnaire method from the customers. So, we have contacted 100 persons individuallyand collected all primary data through questionnairein Baroda (Vadodara) city.12 13. 2. Secondary Data:- Secondary data are those which have been already collectedby someone in the past for the research purpose. They arereadily available in the company records, salesmens periodicreports, sales reports, sales orders, etc. So, we have used the primary data because primary dataprovides current & absolutely correct information.c) Source Of Data:- We have collected necessary information from many sources whichare as follows,> Data collected through Questionnaire> Data from Internet13 14. d) Data collection instrument (method):- Data collection method like Questionnaire Method, and Personal interview for primary data Method. Here, we have used survey (Questionnaire) and personal interview method for our research study. So, we have prepared Standard set of questions to obtain the required information for the research purpose and we have obtained the customers views regarding Nokia Mobile. 14 15. e) Sampling Plan:- Sampling refers to obtain to a sample from a given population. Researcher must prepare a sample design which should be reliableand appropriate for his research study. Target Population - Users of Nokia Mobile in Vadodara city Sampling Method - Simple random sampling Sample Unit - Lower, Middle and Higher Class People Sample Size - 100 Samples Research Instrument - Personal Interview with Questionnaires15 16. 16 17. 1.How often do you change your mobile phone? 4540 40 Category No. of%Respondents35 30Less Than 1 26 Year 1818 25 20 18Series1161 2 Years 4040 153 - 4 Years 2626 10More Than 5 4 Years1616 0Less than 1 1 2 years 3 - 4 years More than 4 year years17 18. 2. What is the approximate price range of mobile that you pay?Category No. of%60 55 Respondents5040Below 5000 18185000 30Series110000555521201810000-200002121 10 6Above200006 60 Below 5000 5000 10000 10000- 20000 Above 2000018 19. 3. Who suggested you to buy NOKIA mobile?60Category No. of% Respondents504840 29 Friend4848 30Series1 FamilyMember 2929 2016 Dealer1616 107Relative 7 70 Friend Family member Dealer Relative19 20. 4. What do you think first while purchasing NOKIA mobile? 50 Criteria No. of%44 45Respondents 39 40 35Price 1414 30 25 Series1 20Quality 3939 14 15 10Both -1 & 2 444453 0Other 3 3 Price Quality Both 1 & 2 Other 20 21. 5. Why have you bought the NOKIA mobile?40 36 Criteria No. of %35 Respond30ents25 21201716Communication3636 15 10 Series1 Business 10 Purpose 16165Series20 Series30Status 2121Entertainment1717Dont HaveLandline Phone 1010Any Other 0021 22. 6. Do you like entertainment device in NOKIA mobile? CriteriaNo. of% Respondents6%19% Yes 7575Yes No Dont Know No1919 75%Dont Know 6 622 23. 7. While using your NOKIA mobile, on which criteria do you spend more time? Criteria No. of%RespondentsVoice call252517%Voice call 25% SMS 19% SMS3030 Playing game 9% 30%Listening songsPlaying game9 9GPRS OthersListening songs 1919GPRS1717Others0 023 24. 8. While you go for purchasing NOKIA mobile, you consider the scheme or not? 45 42 Opinion No. of% 40 Respondents 35 30 28 Always424225 19 20Very often 282815 11 10Often19195 0Never1111 Always Very often Often Never24 25. 9. Which type of scheme affected to you while youpurchasing NOKIA mobile?Criteria No. of% Respondents14%36%Festival offer 3636 30% Festival offerSales offer20% Sales offer 2020 Discount offerSpecial giftDiscountoffer3030 Special gift1414 25 26. 10. Which type of look you prefer in NOKIA mobile?30Criteria No. of% 25 Respondents25 22 21Simple 2222 20 1815 14Professional 252510 Slider1414 5Express18180 Simple Professional Slider Express Slim Slim212126 27. 11. Which of the following factors lead you to purchase the NOKIA mobile? Somewhat VerySomewhat notNotFactorsImportant Important Important Important Important Price 6021 1153Appearance 5819 1562 70Brand6427621 Features4637 1052 60 Easy to 50carry3440 1862 40 Service 4536 1441 30Availability 4334 1472Very Important Others2933 2396 20 Important 10 Somewhat Important 0Somewhat not ImportantNot Important 27 28. Findings Of The Survey Generally Customers like to change their mobile after 1 or 2 yr experiencewith existing nokia mobile, as variety of mobiles enter into market withdifferent features. Most of people use nokia mobile of middle range i.e. 5000-10000, so thatthey can change it often with small loss only. Most of customers buy their nokia mobile due to influence of some friendsor suggestion of them. Which shows that friends or family members makecustomers to purchase nokia mobile more than their own search. Customers of nokia mobile consider or give importance to price & qualityboth during their purchase. To make communication with family, friends and others, and also forbusiness purpose customers purchase nokia mobiles, as it is having durability, rough & tough quality etc. Some customers think that having a smartlooking nokia mobile in hand make customers status in more value. Musicexpress feature is also one type attraction of customers toward product,which provide them entertainment.28 29. Cotd. About 30% people use their nokia mobile for SMS purpose. 25%people use it for voice call as the device is providing this facility. 17%customers use for GPRS with mobile as some nokia mobile containgood features related to easy operatibility of web. As per survey of 100 customers of nokia mobile, we can say that mostof customers prefer different schems during their purchase. More number of customers get attraction toward Festival offers &discount offers as well. Sales offer & special gift offer attracts less ascompare to previous one. About 25 people like to prefer professional look of nokia mobile. Somecustomer chooses simple & slim nokia features. Customers also give very importance to price, appearace, Brand,features, services, and availability during purchase. They also give importance to easy to carry feature of nokia mobile.29 30. Observations And Conclusion Customers of nokia mobile are in large number than anyother phones. Customers are very much friendly toward nokia Trust on nokia mobile is higher than any other. Customers prefer nokia mobile due to best features A customer choose their nokia mobile on the basis offocuses on price, features & availability. Customers take decision of purchasing nokia mobile aftercounsulting with friends & family members. Customers are very much interested in offers. 30 31. Bibliography Reference Taken From Following Books: Marketing Management by Kotler, Keller, koshy and Jha 13th Edition. Research Methodology by Hamdy Taha, A.M. Natarajan and Naresh Malhotra Consumer Behavior by Schiffman, Kanuk and Ramesh Kumar Reference Taken From Following Websites: http://www.nokia.com/in-en/ http://www.pluggd.in/nokia-market-share-india-297/ http://en.wikipedia.org/wiki/Nokia http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR174.htm http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtml 31 32. 32