A PROJCT REPORT SUBMITTED TO THE UNIVERSITY OF BURDWAN IN PARTIAL FULFILLMENT OF REQUIREMENTS

OF THE AWARD OF: BACHELOR OF BUSINESS ADMINISTRATION (HONS)

NAME : SUBHADIP GHOSHREG. NO. : 722 OF 2012-2013

ROLLNO. : BUR D BM 2013/57SESSION : 2012-2015

A STUDY BASED ON CUSTOMER PERCEPTION TOWARDS THE PERFORMANCE OF NOKIA

AT BURDWAN MARKET

BURDWAN INSTITUTE OF MANAGEMENT & COMPUTER

SCIENCE(Affiliated to the University of Burdwan)

DEWANDIGHI, KATWA ROAD, BURDWAN

ACKNOWLEDGEMET

It’s my privilege acknowledge to each individual those who have given support

& guidance to complete this project report.

I am indebted to my all respected teachers and our Head of The Department

Mr.Subhranil Palit of BBA department of Burdwan institute of Management &

computer science (BIMS), for never ending valuable guidance& direction,

through valuable suggestion with enthusiastic encouragement throughout the

period of my work & preparation of this project.

I am also grateful to Mrs.Lissa Banerjee [Teacher In Charge of Burdwan

Institute of Management & Computer Science (BIMS)] and Mr. Sanjay

Agarwal [Director of NOKIA Priority Dealer [JALAN]] who have guided me

throughout the project.

Finally I am also thankful to all the respondents who look time out of their busy

schedule to respond to this survey.

Date: …./……./……. Thanking You AllPlace: Burdwan Subhadip Ghosh

SELF DECLARATION

I am Subhadip Ghosh a student of BBA (HONS) in Burdwan Institute of

Management & Computer Science (BIMS) does hereby declare that the project

report entitled “A STUDY BASED ON CUSTOMER PERCEPTION

TOWARDS THE PERFORMANCE OF NOKIA AT BURDWAN

MARKET” has been prepared by me for the fulfillment of Bachelor of

Business Administration degree from BIMS (Affiliated to the University of

Burdwan). I also declare that the report has not been submitted in any

University or institution for the award of any degree or diploma.

SUBHADIP GHOSH

Date:- ROLL NO: BUR D BM 2013/57

Place:- Burdwan REGISTRATION NO : 722 of 2012-2013

TABLE OF CONTENTS

INTRODUCTION

COMPANY PROFILE

OBJECTIVES OF THE STUDY

DATA COLLECTION AND METHODOLOGY

DATA ANALYSIS: FINDINGS AND INTERPRETATION

LIMITATION OF THE STUDY

CONCLUSION

SUGGESTION

BIBLIOGRAPHY

QUESTIONNAIRES

INTRODUCTION

The basic focus of marketing centers on its customers. Competition is increasing day by day and to survive in this competitive era. Companies must pay proper attention to their customers. Again customers’ retention is much more important then accruing new customers. So the prime concern of the companies is to retain customers through meeting consumer needs and wants and generating customers’ satisfaction. Customers are the main part of the modern marketing system because they are the decision makers regarding their purchasing pattern. So the customers lie at the centre of the total marketing system. The success of any company depends on the perception and satisfaction of customers. Customer’s behavior is concerned with the activities and actions of people and organizations that purchases and uses economic goods and services, including the influences on these activities. Customer’s behavior is generally used to predict or diagnose buyers’ action in market.

Whether the buyers are satisfied after purchasing a product depends on the product’s performance in relation to the buyer’s expectations. If the performance exceeds expectations, the customer is highly satisfied or delighted.

Although the consumer centered firm seeks to create high consumer satisfaction that is not its ultimate goal. If the company increases customer satisfaction by lower profit. The company might be able to increase its profitability by improving manufacturing processes or investing more in Research and Development.

In the nutshell, each and every business and marketing organization (service) largely demands customers’ satisfaction. Mobile handset services are not the exception of this concept. Moreover, this service needs a proper attention because now-a-days people are using mobile handset for communication in a gigantic amount.

This project has been done on NOKIA Company’s handset. NOKIA is the reckoned name in the cell phone company.

This project also stresses on the difference between NOKIA and the competitors of NOKIA in the cell phone industry. It also endeavors to give an outline of cell phone market in the stated area and can be used for future reference.

COMPANY PROFILE

Nokia is a leader in the fields of network infrastructure, location-based technologies and advanced technologies. Headquartered in Espoo, Finland, and with operations around the world, Nokia invests in the technologies of the future.

Today, we have three strong businesses: Nokia Networks, our network infrastructure business; HERE, our location intelligence business; and Nokia Technologies, which is focused on technology development and intellectual property rights activities. Through these businesses, we have a global presence, employing around 57,000 people. We are also a major investor in R&D, with investment through the three businesses amounting to more than EUR 2.5 billion in 2013.

Until recently, Nokia also was a key participant in the mobile devices market through its Devices & Services business. In September 2013, Nokia announced an agreement with Microsoft whereby it would sell substantially all of its Devices & Services business to Microsoft. The transaction was completed on April 25, 2014.

HISTORY OF THE COMPANY

Nokia has a long history of successful change and innovation, adapting to shifts in markets and technologies. From its humble beginning with one paper mill, the company has participated in many sectors over time: cables, paper products, tires, rubber boots, consumer and industrial electronics, plastics, chemicals, telecommunications infrastructure and more. Most recently, Nokia has been best known for its revolutionary wireless communication technologies, which have connected billions of people through networks and mobile phones. 

Nokia’s history dates back to 1865, when mining engineer Fredrik Idestam set up his first wood pulp mill at the Tammerkoski Rapids in Southwestern Finland. A few years later he opened a second mill on the banks of the Nokianvirta River, inspiring him to name his company Nokia Ab in 1871.

In 1967, we took our current form as Nokia Corporation as a result of the merger of Idestam’s Nokia AB, Finnish Rubber Works, a manufacturer of

rubber boots, tires and other rubber products founded in 1898, and Finnish Cable Works Ltd, a manufacturer of telephone and power cables founded in 1912. The new Nokia Corporation had five businesses: rubber, cable, forestry, electronics and power generation. 

Nokia first entered the telecommunications equipment market in 1960 when an electronics department was established at Finnish Cable Works to concentrate on the production of radio-transmission equipment. Regulatory and technological reforms have played a role in our success. Deregulation of the European telecommunications industries since the late 1980s has stimulated competition and boosted customer demand. 

In 1982, we introduced the first fully-digital local telephone exchange in Europe, and, in the same year, the world’s first car phone for the Nordic Mobile Telephone analog standard. The technological breakthrough of GSM, which made more efficient use of frequencies and had greater capacity in addition to high-quality sound, was followed by the European resolution in 1987 to adopt GSM as the European digital standard by July 1, 1991. The first GSM call was made with a Nokia phone over the Nokia-built network of a Finnish operator called Radiolinja in 1991, and in the same year Nokia won contracts to supply GSM networks in other European countries. 

In the early 1990s, we made a strategic decision to make telecommunications our core business, with the goal of establishing leadership in every major global market. Basic industry and non-telecommunications operations—including paper, personal computer, rubber, footwear, chemicals, power plant, cable, aluminum and television businesses—were divested between 1989 and 1996. By 1998, Nokia was the world leader in mobile phones, a position it enjoyed for more than a decade.

In 2006, Nokia, which had already been investing in its mapping capabilities for many years, acquired Gate5, a mapping software specialist, and then in 2008 NAVTEQ, the US-based maker of digital mapping and navigational software. Today, Nokia offers leading location services through the HERE business and brand, launched in 2012. 

In 2007, Nokia combined its telecoms infrastructure operations with those of Siemens to form a joint venture named Nokia Siemens Networks. NSN has become a leading global provider of telecommunications infrastructure, with a focus on offering innovative mobile broadband technology and services. 

In 2011, Nokia joined forces with Microsoft to strengthen its position in the highly competitive smartphone market. Nokia adopted the Windows Phone operating system for smart devices and through their strategic partnership Nokia and Microsoft set about establishing an alternative ecosystem to rival iOS and Android. In 2011, Nokia also started to make a number of changes to its operations and company culture that would in the course of the next two years lead to shortened product development times, improved product quality and better responsiveness to market demand.

In 2013, Nokia moved to reinvent itself with two transformative transactions. The first was the purchase of Siemens’ stake in NSN, which was nearing the end of a deep restructuring and remarkable transformation. The second was the announcement of the sale of substantially all of Nokia’s Devices & Services business to Microsoft. The Microsoft transaction was originally announced on September 3, 2013 and was completed on April 25, 2014.

Following the closing of the transaction, Nokia announced its new vision and strategy, building on its three strong businesses; Nokia Networks, HERE, and Nokia Technologies.

INFORMATION ABOUT THE COMPANY

Type Business unit

Industry Telecommunications

Founded Fredrik Idestam, Leo Mechelin

Headquarters Espoo, Uusimaa, Finland

Key people Rajeev Suri, CEO

Website www.company.nokia.com

PRODUCT OF NOKIA AND ITS FEATURES:

Nokia 1100

Features:

96 x 65 pixels Monochrome graphic Display

2G Network, GSM Network

Ringtone composer

Internal Antenna

Picture messaging, SMS to many, Calculator,

Stopwatch

Downloadable monophonic ringtones

Talk time Up to 4 h 30 min

Nokia 1208 Features

Experience enhanced visual with the 65,536 color display

Dust and splash proof with rubberized keypad and anti-slippery back

cover

Bright flashlight for convenience and emergency

Timer tracker feature helps you controls the

duration of each call

Multiple phonebook makes sharing phone easier

Easy–to-use menu in multi languages with

calendars

Nokia 1650

Features

Easy one-touch key to activate FM radio in an instant

Enjoy easy viewing with the 65,536 colors, large screen display and large

font type when dialing

Personalize your phone ring with quality MP3-grade and 32 Polyphonic

ringtones

Extend your talk time with Power Saver mode

Convenient one-touch key to switch on built-in flashlight

Nokia 2626

Features

Stand out from peers and friends with colored covers

Listen to and share your FM radio music through the integrated handsfree

speaker

Record sound on the move and send to friends with Nokia Xpress Audio

Messaging

Download wallpapers & ringing tones via GPRS

Stay updated on work and play with one inbox for

SMS and MMS messages

Nokia 2600 Classic

Features

Capture images and videos with the digital VGA

camera and video recorder

MP3, ringtones and user-created ringtones

FM radio

Monitor call times with Pre-paid Tracker

Share your photos and video clips with friends and family using

Bluetooth

1000-entry phone book

Photo and data sharing with Bluetooth 2.0

Nokia 3500 classic

Features

An elegant, large, glossy black 1.8" smoked

screen makes viewing all your photos a pleasure.

connectivity with Bluetooth, and a mini-USB

port to connect to a PC

Micro SD memory cards up to 2GB

Touch with up to 2,000 contacts.

Entertained with a music player and FM radio

Make your handset unique with MP3 ringtones

Nokia 6500 slide

Features

High quality 3.2 megapixel camera with Carl

Zeiss optics, auto focus, and 8x digital zoom

A powerful double LED flash makes indoor

pictures perfect

Share pictures or videos with friends and family via TV-Out

3G video calling helps you feel even closer to the people

Horizontal mode with capture and zoom keys allows you to use the phone

like a digital camera

Nokia N73

Features

3.2 megapixel camera with Carl Zeiss optics

Large, bright 2.4-inch display

Advanced auto-focus and mechanical shutter

Stereo FM and support for Visual Radio

Download and stream videos with built-in RealPlayer

Nokia 5233

Features

Display: Type TFT resistive touch screen, 16M

colors, Size: 360 x 640 pixels, 3.2 inches.

Speakerphone: Yes.

3.5 mm audio jack.

Phonebook: Practically unlimited entries and

fields, Photo call.

Call records: Detailed, max 30 days

Internal: 70 MB storage, 128 MB RAM.

Camera: Primary 2 MP, 1600x1200 pixels.

Nokia C-6

Features

3.2 inches TFT resistive touchscreen display

QWERTY keyboard

5MP Camera with Video recording facility

Internal memory up to 240MB

Multimedia Player with Stereo FM radio

Micro USB connectivity version 2.0

Bluetooth version 2.0 with A2DP

Talk time up to 7hrs

Nokia Lumia 730

Features

4.7 inches IPS display

1 GB RAM & 8 GB ROM

6.7 MP Camera

1.2 GHz quad core processor

Super sensitive touch

Bluetooth version 2.0 with A2DP

Talk time up to 22hrs

Windows Phone 8.1 with Lumia Denim

Nokia Asha 503

Features

3 inches IPS display

64 MB RAM

5 MP Camera

TFT capacitive touch

Expendable memory up to 32 GB

Talk time up to 12 hrs.

Corning Gorilla Glass

KEY FEATURES:

NOKIA mobile has some key features Such as –

Offer graphics, sounds, Android, Bada applications, Videos, and full track music and content developed using Flash technology.

Visibility through the device’s main menu makes it easy and convenient to use.

Browsing content is simple with an intuitive. Easy – to – use interface designed specifically for mobile devices.

To eliminate prolonged catalog refreshing, content is loaded as the customer accesses catalog categories.

Always fresh content: catalogs are reloaded periodically or at the user’s request.

Customers can preview content, avoiding disappointment and minimizing support costs.

Downloads are managed so customers can be certain they receive the content purchased; this includes an automatic resumption of downloads when they are interrupted by events such as incoming calls.

Nokia Content Discoverer can be fully customized to the look and feel of an operator brand.

Push content to individual devices based on prior purchases.

OBJECTIVES OF THE STUDY

Classroom teaching is more or less theoretical in nature. Unless the theory is integrated with practice study, the learning remains incomplete. Therefore, this project work can bridge this gap. The customer’s preferences towards the NOKIA handsets follow being a student of B.B.A (H) with marketing as my specializations subjects. At this point of time it is a great opportunity for me to get knowledge and experience from this study.

The objectives of this project are -

1) To evaluate the performance of NOKIA handsets (benefits and limitation) on the basis of customers opinion.

2) To determine the market share of NOKIA handset with respect to total market.

D ATA COLLECTION AND M ETHODOLOGY

In this study both primary and secondary data has been used. The primary

data has been collected through closed end questionnaire in the area of

Burdwan Town. The questionnaire has been prepared according to the

objectives of the study. Before prepare the questionnaire few data has been

collected from secondary source, such as the website of NOKIA company

i.e., www.company.nokia.com. Newspapers, magazines, textbooks of

marketing etc.

In this study small size of samples (100) has been used. Here, however

the judgment of the sampling technique (purposive sampling technique) has

been used. The collected data has been summarized in the “master sheet” in

a systematic manner according to the objective of the study. However, the

summarized data has been analyzed by using the statistical tool like pie chart

& bar chart.

DATA ANALYSIS:

FINDINGS & INTERPRETATION

(ACCORDING TO THE CUSTOMERS PREFERENCES)

PERCENTAGE OF CUSTOMERS USING NOKIA HANDSETS

NOKIA handsets Other handsets47% 53%

Figure - 1

INTERPRETATION:

From the above figure we can say that 47% of the total users of mobile phones using NOKIA handset. It indicates that more than 45% of the mobile phone users having NOKIA handsets.

SEX PERCENTAGE OF THE CUSTOMER

Male Female65% 35%

Male

Female

Figure:-2

INTERPRETATION:

From the above figure we can say that 65% of male users using NOKIA handsets and 35% of female users using this handsets.

AGE GROUP OF CUSTOMER

20-30 31-40 41-50 51-6033% 27% 24% 16%

Figure:-3

INTERPRETATION:

From the above figure we can say that 33% of customers are between 20 – 30 age group, 27% of customers are between 31-40 age group, 24% of customers are between 41-50 age group and 16% of customers are between 51-60 age group.

OCCUPATION

Student Self employed House Wife Employee32% 28% 19% 21%

Figure: - 4

INTERPRETATION:

From the above figure we can say that 32% of students are using NOKIA handsets, 28% of self-employed are using NOKIA handsets, 19% of house wife are using this handsets and 21% of employees are using NOKIA handsets.

BENEFITS OF THE NOKIA HANDSETS IN VIEW OF CUSTOMER

Good battery life

Low price

Easy use Good sound

Good resale value

Well look

Updated features

16% 14% 22% 8% 18% 12% 10%

Figure – 5

INTERPRETATION :

From the above figure we can say that 16% of customers are buying NOKIA handset because of good battery quality. Other good facilities provided by NOKIA which attract a large number of customers are low price, easy to use, good resale value, etc.

SATISFECTION LEVEL OF THE CUSTOMER

Highly satisfied Satisfied Dissatisfied23% 64% 13%

Figure-6

INTERPRTATION:

From the above figure we can say that 23% of customers are highly satisfied and 64% of customers are satisfied with the NOKIA phones whereas rest of the customers are dissatisfied with the NOKIA phones. NOKIA should look upon their faults in order to satisfy these 13% of customers. For increasing satisfaction lever, NOKIA should introduce more facility.

SERVICE QUALITY OF NOKIA HANDSET IN VIEW OF CUSTOMER

Excellent Good Average Bad15% 52% 23% 10%

Figure – 7

INTERPRETATION:

From this figure it is clear that the service quality of NOKIA handset is very good. But there is also some problem that is why some customer said that the service quality of NOKIA handset is average and some are said badly. So the NOKIA should take care of those problems for satisfying those customers.

PERCENTAGE OF CUSTOMER WHO WANT TO CHANGE NOKIA HANDSET

Want to change Do not want to change26% 74%

Figure - 8

INTERPRETATION:

In this chart it is seen that 26% of the customers are want to change their

NOKIA handset due to certain problems and 74% of the customers are shifted

with NOKIA and do not want to change their handsets.

CAUSES OF CHANGE OF NOKIA HANDSET ACCORDING TO THE CUSTOMER

Poor Battery Poor Sound Network Problem

Other causes

9% 20% 6% 65%

Figure - 9

INTERPRETATION:

From the above figure it is conclude that 9% of customers are want to change their NOKIA handset because of the poor battery , 20% of customers are want to change their NOKIA handset because of poor sound, 6% of customers are want to change their NOKIA handset because of the network problem and

most of the customers are want to change their NOKIA handset because of other causes.

If Nokia introduces stylist phone in the market then they would be able to hold the market and people wouldn’t switch over to other companies handset.

LIMITATIONS OF THE STUDY

Due to the lack of time I have not been able to consider all the factors that may influence customer’s preferences towards the NOKIA handset.

Due to short period of time I have not been able to go in front of all the customers.

The study was limited only in south Burdwan town.

Since the sample size (100) was very small, so this study cannot depict the real perception towards the NOKIA handset.

Collection of data was very difficult due to the busy schedule of the customers.

Data has not been collected properly due to the lack of cooperation of the customers.

CONCLUSION

NOKIA is the reckoned name in the mobile handset company. NOKIA is the India’s largest selling mobile handset company.

This project report will be immensely helpful to NOKIA in enhancing total customer demand & also to satisfy customers of different markets. This report will help the company to determine the area where it has to concentrate for optimum customer satisfaction & maximize its market share.

To retain the leading position in the mobile handset market, NOKIA should improve some of its handset features such as sound & display quality and camera quality and also its look.

From the project report, it is clear that over 46% of the consumers use NOKIA handset, while the rest use handsets of other companies. The reason behind this is that the sound systems of the NOKIA handset are not up to the mark rather not standard and also NOKIA handset doesn’t have an attractive look; they are very simple in appearance. From the study it is also clear that a certain percentage of consumers have changed their NOKIA handset and switched over to phones of other companies, because sound and display are not good, as well as some customers are change the NOKIA handset for his passion. So, NOKIA should improve their sound and display quality, and attractive look of give their mobile a stylish looks to attract customers. But this is fortunate, that a huge percentage customers use NOKIA handsets due to its battery legibility, low price, easy operation and a good re – sale value.

So, from the above discussion it is clear that, an average group of customers use NOKIA handsets. It is found from the study that many prospective customers are interested to buy NOKIA handsets during promotional offers. So, if the

company gives such promotional offers then the sale will suddenly increase a lot.

SUGGESTION

The company must increase the colour range of the handsets.

The company should decrease the prices of the parts.

The repairing cost of the mobile is high; steps should be taken to

decrease it.

The services rendered by dealer should be improved.

The company should improve the promotional activities mainly

through print media and television media.

The network strength must be increase in handsets.

The design of the mobile has to be updated.

The awareness program among the customers has to be more.

They should include the updated features.

BIBLIOGRAPHY

Websites: -

1. www.google.co.in

2. www.company.nokia.com

3. www.wikipedia.org

Books: -

1. Marketing Management-----Philip Kotler.

2. Strategic Management------V.S.P. Roy

.

QUESTIONNAIRES 1. Name:

2. Address:

3. Percentage of customer using NOKIA handsets: NOKIA others

4. Sex percentage of the customer: Male Female

5. Age group of customer: 20 – 30 31 – 40 41 – 50 51 – 60 6. Occupation: Student Self Employed House Wife Employee

7. Benefits of the NOKIA handsets in view of customer?

Good battery Low price Easy to use Good sound

Good resale value Updated Features

8. Satisfaction level 0f the customer: Highly satisfied Satisfied Dissatisfied

9. Service quality of NOKIA handset in view of customer? Excellent Good Average Bad

10. Percentage of customer who want to change NOKIA handset?

Do not want to change Want to change

11. Causes of change of NOKIA handset according to the customer?

Poor battery Poor sound Network problem other

12. Your suggestion for improving NOKIA handsets.