project report on cell phones aniket sarkar111112221212 (1)

8/7/2019 project report on cell phones aniket sarkar111112221212 (1)

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PROJECT REPORT

Submitted in the partial fulfillment for the degree of

Bachelor of business management.

Bangalore University

Final Report

On

“A study and analysis on cell phones”

Submitted by

Aniket sarkar.

Reg No:-08RSC08012

Under the Guidance of

GARDEN CITY COLLEGE16Km old madras road Bangalore

560049

(2010-2011)



2

CERTIFICATE OF THE GUIDE

This is to certify that the Management Thesis titled “A study and analysis on cell phones ”

submitted by Aniket sarkar. Enrollment No: 08RSC0812 during Semester VI of the BBM

Program (The Class of 2011) embodies original work done by him/her.

Signature of the Faculty Supervisor

Name (in Capitals) :

Designation : Faculty Member - Marketing

Campus : GARDEN CITY COLLEGE.



3

CERTIFICATE OF THE COLLEGE

This is to certify that the Management Thesis titled “a study and analysis on cell phones”

submitted by Aniket sarkar. Enrollment No: 08RSC08012 during Semester VI of the BBM

Program (The Class of 2011) embodies original work done by him/her.

Signature of the HOD signature of the principal



4

CERTIFICATE BY THE COMPANY



5

ACKNOWLEDGMENTS

I am grateful to thank our CHAIRMAN Mr. V.G. JOSEPH, OUR PRINCIPAL Mr.

K.C. JOHN our DIRECTOR Mr. KALYANSUNDARAM and our HOD MRS.JAYA

LAKSHMI.J for giving me this great opportunity to do my project.

I also extent my thanks to. Faculty guides MRS SHYMALA who has given me

moral support to do my project work.

I also extend my thankfulness to my beloved parents and friends for their

continuous encouragement at every moment.



6

DECLARATION

I hereby declare that the dissertation a study and analysis on cell phones” Submitted for

the BBM Degree at GARDEN CITY COLLEGE BANGALORE University’s Department

of Business Management is my original work and the dissertation has not formed the basis

for the award of any degree, associate ship, fellowship or any other similar titles.

Place: BANGALORE

Date:

(Aniket sarkar)



7

Contents

Back ground

• About the industry

• About subject

9-10

Research design

• Title of the study

• Statement of the problem

• Objectives of the study

• Scope of the study

• Limitation of the study

• Methodology of the study

• Research instruments

11-16

Company profile 17-26

Data analysis and interpretation 27-83

Summary of findings 84-85

Recommendation suggestions, conclusion 86-88

Appendices and annexure 89-92

Bibliography 92-94



8

Chapter 1

INTRODUCTION



9

About the industry.

Mobile phone is a small, portable communication device that enables people to make

phone calls whenever where they are. It receives and gives out signals via the serviceproviders through transmitting towers and even via satellite. The convenience of mobilephone is allowing people to communicate with one another without the limitation of regions and time. Today, mobile phones have become an important part of communicatingwith your friends and relatives. Mobile Phones have become a must, not just for businessmen and working people but also for young college going youths. We all know about theimportance of this handheld handset

Mobile phone is a device providing two-way communication. Signal transmission is the

very basic concept for mobile phone. It uses the radio wave theories which are similar tothe ordinary radios. The frequencies of mobile phones of course are stronger and higher than ordinary radios to enable clearer conversation among users. The transmission of themobile phones allow these radio wave (signals) to interact (to receive and send) from thedevice to the transmission centers (towers), then to another user (no matter land line or another mobile phone). The signals of mobile phone are split into small cells (This is alsowhy mobile phones are also known as Cell Phones earlier) geographically. These cellsallow radio transmission enabling authorized signals to receive and send out among themobile phones.

About the subject

The history of cell phones goes back in the year 1843, a man by the name MichaelFaraday studied to see if space could conduct electricity. This man in the processdeveloped the cell phone, in the year 1865. The first person to come up with the idea of transmitting and receiving messages was Doctor Mahlon Loomis. He was the first personto communicate through the wireless atmosphere.

The beginning history of cell phones is based upon radio technology that was developed

from the 1940's onward. For instance the beginning of cell phones can be traced to theinnovation in taxi cabs, police cars and other service vehicles where two way radios wereused to communicate with one another or with a central base. Early cell phonecommunication technology could be even traced back to individuals with special radiosthat can patch into a phone line via live operator to make a phone call.

The first official mobile phone was used in Sweden by the Swedish police in 1946. Thetechnology was connected to the telephone network and was distinctive of two way radiotechnology. The phone was not very practical; it was only able to make 6 phone callsbefore the car's battery was drained. In 1946, America AT&T and Southwestern Bellbrought out the first commercial mobile telephone service in 1946. This service is used on

communication devices which are permanently installed on vehicles. It uses a weaker

http://www.attwireless.com/




10

signal (compared to what mobile phones receive now), but a similar theory of receivingand giving out signals. Though, the bandwidth is very low.

The technology of modern cell phones started with the creation of hexagonal cells for mobile phones by D.H. Ring from Bell Labs in 1947, later on another engineer from BellLabs conceived of cell towers that would transmit and receive signals in three directionsinstead of normal bi directional antennas. However, although some technologies havebeen developed, electronics and other technologies would take decades to mature and tobe developed. For instance, the electronics that were used in the first cell phones were firstdeveloped in the 1960's

By 1967, mobile phone technology was available; however, the user had to stay withinone cell area. Cell areas which were serviced by a base station were unable to hand off cellular phone calls from one base station to another. While you could make a phone, call,

you weren't able to continue the call after you reached a set range. In 1970, Amos EdwardJoel, who also was an engineer at Bell Labs, developed the call handoff system. Thistechnology facilitated continuity of a phone call from one area to another withoutdropping the phone call.

The first cell phone project was for Motorola in 1973 by Martin Copper. He was the oneresponsible to let the people of New York see it. The first cell phone was made in Chicagoin 1977. Initially people were given the cell phone on a free trial to understand and studythe product. Slowly and steadily many big companies joined hands and cell phone werefound in over 54 places all over the world.

The modern mobile phones are developed, researched and experimented in the 1970s.AT&T Bell Lab and Motorola from United States are the pioneers in that time. Mobilephone was patented individually by Motorola in 1975. Though, the first commercialmobile phone system (also known as network system or system operator) was launched inJapan in 1979. The second mobile phone system was established in 1981 later in UnitedStates. In the late 1980s, along with the commercialized mobile phone system, the mobilephone industry started to develop rapidly and attracting more users to use mobile phones.

In 1990s, along with the popularity on a new network system GSM (Global System for Mobile Communication), more and more people started to subscribe for mobile phones. In2003, there are about 1.52 billion mobile phone users around the world, making it a big

and important industry in the technology field


http://www.motorola.com/

http://www.webopedia.com/TERM/G/GSM.html


http://www.motorola.com/




11

CHAPTER 2

RESEARCH DESIGN.



12

TITLE OF THE STUDY.

A study and analysis on cell phones

Statement of the problem.

1. The research is conducted with in the limited areas2. Observations is very intensive to make statement of the all customers3. Usage of the time

RESEARCH OBJECTIVE

• To understand consumer buying behavior and their taste & preference vis-à-visthe top brands in the cell phone industry in India.

• To understand the consumer preferences regarding the usage of cell phones.

• To understand the customer satisfaction level and brand loyalty.

• To assess the buyer want and behavior as well the actual and potential marketsize .Thus studying different parameters to understand the various preferencesof the consumer.

• To compare market leaders on different grounds

• To identify brand loyalty and brand preference of the consumer



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Research Objective Appropriate Design

To gain background information, to define terms, Exploratoryto clarify problems and hypotheses, to establishresearch priorities

To describe and measure marketing phenomena Descriptiveat a point in time

To determine causality, to make “if-then” statements Causal

Scope of the study.

The dynamic nature of every industry keeps the pulses of the companies operating in eachsector racing. With its rapid growth in India, it has become essential to pay much attentionto it.The behavior of the Indian consumers towards the cell phones has been changing. It isessential to study this behavior further in order for it to improve. Knowing the consumers’perception is crucial as it facilitates consumers’ behavior prediction.

LIMITATIONS

• Due to the limitation of time and money, the study was limited to the geographicalregion of Delhi where also due to the large cell phone using population aprobability sampling technique had to be inherited.

• While administering questionnaires during phase two of the study, the researcher noticed that some sample were very enthusiastic and were extremely positive andgenuine in there answers where as the some other just ticked even without readingthe questions.

• Some of the people who were part of our sample size, became non- respondents

i.e. the questionnaire they filled were incomplete or they were not willing torespond.

• Sample size was a constraint since it was not representative of the entire targetpopulation. People could not remember the brands and the features of cell phonesthey use as mentioned in our questionnaire.

• The semantic differential scale was difficult for an ordinary person to understandand answer but very essential for the analysis of the market research that had to beconducted. This posed the problem of errors in the study



14

RESEARCH PROCESS

Here we aim to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques andconcepts used during primary research in order to arrive at findings; which are also dealtwith and lead to a logical deduction towards the analysis and results.

GENERAL MARKETING RESEARCH PROCESS

Beginning with the research

• Formulate marketing research problem

• Determine research design (Exploratory / Causal)

• Determine data collection method (Secondary / Primary)

• Sampling frame

• Sample selection process (Probability sample / Nonprobability sample)

• Sample size

• Design data collection forms

• Design sample questionnaire and collect data

• Editing (Check the completeness and consistence of data as well as

completeness of instructions)• Coding (for computing)

• Tabulating

• Analyze and interpret the data

• Prepare the research report.

Methodology of the study.

RESEARCH TECHNIQUES

In terms of data capture and analysis there are two main types of market research:

• QualitativeResearch

• Quantitative Research

Qualitative Research

Qualitative Research is about investigating the features of a market through in-depthresearch that explores the background and context for decision making.



15

There are two main qualitative methods - depth interviews and focus groups.

a. Depth Interviewing

Depth interviews are the main form of qualitative research in most business markets. Herean interviewer spends time in a one-on-one interview finding out about the customer'sparticular circumstances and their individual opinions.

b. Focus Group

A small group of people brought together and guided by a moderator though anunstructured, spontaneous discussion about a certain topic

The goal of a focus group is to draw out

• Ideas

• Feelings

• Experiencesabout a certain issue that would be obscured or stifled by more structured methods of data

collection.

Quantitative Research

Quantitative research is about measuring a market and quantifying that measurement with

data. Most often the data required relates to market size, market share, penetration,installed base and market growth rates.However, quantitative research can also be used to measure customer attitudes,satisfaction, commitment and a range of other useful market data that can tracked over time.

Quantitative research can also be used to measure customer awareness and attitudes todifferent manufacturers and to understand overall customer behavior in a market by takinga statistical sample of customers to understand the market as a whole.

The different techniques of conducting quantitative research are:

• Survey method

• Questionnaires

SCALING TECHNIQUES USED IN THE RESEARCH

COMPARATIVE SCALES:



16

• Rank order scaling : In this method respondents are presented with several objectssimultaneously and asked to order or rank them according to some criteria.

1. The criteria mentioned in our questionnaire for question 9 is to rank the cellphonefeatures according to preference.2. The criteria used in question 12 is to rate brands according to visibility.

Research instruments:

METHOD OF DATA ANALYSIS

Based on the type of data collected and the target segment with the appropriate statistical

methods, inference should be made. The response set of one variable is compared withanother set of variable to ensure a detailed analysis of data.

We have used the SPSS software to analyze our data accurately. After the respondents hadfilled in the questionnaires, the data was entered into the software and the analysis wasmade thereby.

PRIMARY RESEARCH

PILOT TESTINGThe first stage of the data gathering study was the “dummy analysis” – a pilot study. This

helped the researcher to throw up some inevitable problems of converting the design intoreality. An experiment or a survey can and should be piloted on a small scale in virtuallyall circumstances.The changes we made were-

• Reduce the number of questions to reduce time

• Error in scaling which had to be revised

• Demographic information had to be incorporated

• A few grammatical errors had to be rectified.



17

Chapter 3 Company profile.



18

EVOLUTION OF MOBILE PHONES- TECHNOLOGY

From the development since the first modern mobile phone launch, the industries hasdeveloped rapidly and changed a lot in the short 20 years. Here are the different stages of the mobile phone:

Stages of Evolution

First Generation (1G)

The first generation mobile phone refers to the mobile phones that were developed in the1980s.

In 1983, Motorola unveiled to the world, the first truly portable cellular phone. It wascalled the Motorola DynaTAC 8000X. Motorola developed the technology for cellular phones for decades and this particular phone took 15 years to come to market at anexpense of over 100 million dollars in research costs. The DynaTAC800X was extremelylightweight for its time and only weighed about 28 ounces. It was 13 inches x 1.75 inchesx 3.5 inches and was known as the Brick for its shape. It was largely developed with thehelp of Dr. Martin Cooper of Motorola.

While most cell phones weren't made to be carried in your hand, all phones were made for permanent installation in the car. For a while the term "car phone" was extremely popular.Besides car phones, there were a few models that came in tote bag type configurations thatcan easily hook up to a car's battery, via the DC outlet to make calls. There were also afew models that came as briefcases, to hold large batteries necessary to make phone calls.

Second Generation (2G)

The 2G was introduced to the market basically in the early 1990s. GSM and CDMA (Code Divisional Multiple Access) are the different protocols that brought the mobilephone into the second generation stage. The protocols of the 2G mobile phone aredigitalized transmitted. SMS (Short Message Service) is also the services added for the 2Gservices.

Phones based on 2G technology were much smaller than the brick telephones of the midto late 80's. Most 2G cellular phones were usually in the range of 100 to 200 grams, plusthey were hand held devices that were truly portable without the need for a large battery.Advances in battery technology, as well as computer chip technology also helped to make2G cell phones much smaller than their predecessors. With these innovations, cell phoneusage soared.

Second And a Half Generation (2.5G)

Still under the same network protocol, but provided services such as WAP (WirelessApplication Protocol ) and GPRS (General Packet Radio Service) enabling mobile phones


http://cellphones.about.com/library/glossary/bldef_cdma.htm


http://www.webopedia.com/TERM/S/Short_Message_Service.html

http://cellphones.about.com/library/glossary/bldef_wap.htm

http://www.mobilegprs.com/whatis.htm




http://www.webopedia.com/TERM/S/Short_Message_Service.html

http://cellphones.about.com/library/glossary/bldef_wap.htm




19

to access on certain websites. Colored screen with camera featured mobile phones werealso introduced in this stage (not all phones are featured with these new functions).

Third Generation (3G)

Third Generation cellular phones is the technology that is currently available today and itis commonly referred to as 3G. While 3G came only a few years after 2G, mainly due tomany innovations in technology and services, standards for 3G are usually differentdepending on the network.

3G mobile phones usually include innovations to receive much more than phone calls, Awhole new network protocol launched in the twenty-first century. The 3G protocolenables high speed connection (speed similar to broadband connection) to access throughinternet and also video calls. Currently technologies are continuing to improve and newinnovations such as streaming radio and TV, as well as Wifi are currently breaking into

the market.

MOBILE PHONES- TECHNOLOGY REVOLUTION

From Motorola's first phone, which weighed in at 2 pounds, to Apple's upcoming iPhone,here's a look at how cell phones have evolved over the years.Heftier: Nokia Mobira Senator (1982)It may look more like a boombox than a portable phone, but this boxy, bulky device wasactually Nokia's first mobile (if you can call it that) phone. Introduced in 1982, the NokiaMobira Senator was designed for use in cars. After all, you wouldn't want to use this

phone while walking: It weighed about 21 pounds.

Hefty: Motorola DynaTAC 8000X (1982)

In 1973, Motorola showed off a prototypeof the world's first portable cellular telephone. That phone, which measured

more than a foot long, weighed almost 2 pounds, and cost $3995, ultimately becamecommercial available in 1983. Known as the Motorola DynaTAC 8000X, its battery couldprovide 1 hour of talk time, and its memory could store 30 phone numbers. It may nothave been pretty, but it did let you talk while on the go--if you could lift it, that is.

http://wiki.media-culture.org.au/index.php/Mobile_Phone_Technology_-_Third_Generation_Phone









20

Pre-iPhone: BellSouth/IBM Simon Personal Communicator (1993)

A cell phone with added PDA (Personal Digital Assistant ) functions isn't news today. Butin 1993, it was a novel idea. The Simon Personal Communicator, jointly marketed byIBM and BellSouth, was the first mobile phone to add PDA features. It was a phone,pager, calculator, address book, fax machine, and e-mail device in one package, albeit a20-ounce package that cost $900.

Ahead of Its Time: Motorola StarTAC (1996)Before the Motorola StarTAC was introducedin 1996, cell phones were more about functionthan fashion. But this tiny, lightweight phoneushered in the concept that style was just asimportant, ultimately paving the way for today's

sleek-looking phones like the Motorola Razr. This 3.1-ounce clamshell-style phone, whichcould easily be clipped to a belt, was the smallest and lightest of its time. In fact, it wassmaller and lighter than many of today's teeny-tiny cell phones.

DotComs Ran on These: Nokia 6160 (1998) or Nokia 8260 (2000)In the late 1990s, Nokia's candybar-style cellphones were all the rage. Sporting amonochrome display, an external antenna, and aboxy, 5.2-inch tall frame, the Nokia 6160 was

the company's best-selling handset of the 1990s. The somewhat sleeker Nokia 8260,

introduced in 2000, added a colorful case and lost some of the 6160's bulk: it stood onlyabout 4 inches tall and weighed 3.4 ounces, compared with almost 6 ounces for the 6160.

Early Smart Phone: Kyocera QCP6035 (2000)If you're one of the many fans of the PalmOS-based Treo phone, you might want to



21

thank Kyocera. The company's QCP6035 smart phone, which hit the retail market in early2001 and cost between $400 and $500 (depending on the carrier), was the first Palm-basedphone to be widely available to users. It included a measly 8MB of memory, and sported abland monochrome display, but it paved the way for future products.

PDA to Phone: Handspring Treo 180 (2001)Back when Palm and Handspring were stillrivals, Handspring made waves with the Treo180. More PDA than phone, the Treo 180 came

in two versions: one with a QWERTY keyboardfor typing (pictured), and another (the Treo180g) that used Graffiti text input instead. Like the Kyocera QCP6035, it featured amonochrome screen, but boasted 16MB of memory.

Swivel It: Danger Hiptop (2002)Before the T-Mobile Sidekick became Hollywood's "it" phone, it was known as theDanger Hiptop. PC World liked it so much that we named it our product of the year in2003. While its voice capabilities were only mediocre, this was one of the first devices tooffer truly functional mobile Web browsing, e-mail access, and instant messaging. Plus, it

pioneered that nifty swiveling design.



22

CrackBerry Phone: BlackBerry 5810 (2002)Before the BlackBerry 5810 came along in early 2002, Research In Motion's devices werebest known for their data capabilities: Push e-mail technology, Organizer features, andthumb keyboards. The 5810--the first BlackBerry to offer voice capabilities--changed thatperception. This device added a GSM cell phone to the package, albeit one that requiredthe use of a headset (it lacked both a speaker and a microphone).

NOKIA

Nokia started its India operations in 1995, and presently operates out of offices in NewDelhi, Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad. The Indian operationscomprises of the company’s handsets and network infrastructure businesses, R&Dfacilities in Bangalore, Hyderabad and Mumbai and manufacturing plant in Chennai. Thehandset business is supported by a team of professionals across 3 business groups namelyMobile Phones, Multimedia and Enterprise solutions.

The company has grown manifold over the years with its manpower strength increasingfrom 450 people in the year 2004 to close to 6000 people currently.

The company has also launched seven Nokia ‘Concept stores’ in Bangalore, Delhi, Jaipur,

Hyderabad, Chandigarh, Ludhiana and Chennai to provide customers a completeexperiential mobile experience.



23

As of January 2004, Nokia streamlined its global organizational structure to strengthenits focus on convergence, new mobility markets and growth. To address emerging newbusiness areas in the Mobility era while continuing to grow its leadership in mobile

voice communications, Nokia has four business groups to best meet the uniquedynamics of each business.

Mobile Phones offers a global range of highly competitive mobile phones for largeconsumer segments, and develops mobile phones for all major standards and customer segments in over 130 countries. It is responsible for Nokia's core mobile phonesbusiness, based mainly on WCDMA, GSM, CDMA and TDMA technologies. MobilePhones focuses on bringing feature-rich, segmented mobile phones to the global market.

Multimedia brings mobile multimedia to consumers in the form of advanced mobiledevices and applications. Its products have features and functionality such as imaging,

games, music, media and a range of other attractive content, as well as innovativemobile enhancements and solutions.

Networks continues to offer leading-edge network infrastructure, technology and relatedservices, based on major wireless standards to mobile operators and service providers.Focusing on the GSM family of technologies, the group aims at leadership in GSM,EDGE and WCDMA radio networks. Our networks have been installed in all major global markets that have adopted these standards. Networks is also a leading provider of broadband access and TETRA networks for professional users in the public safety andsecurity sector.

Enterprise Solutions provides a range of terminals and seamless mobile connectivitysolutions based on end-to-end mobility architecture, dedicated to helping businesses andinstitutions worldwide improve their performance through extended mobility. Its end-to-end solution offerings range from business optimized mobile devices on the front end, toa robust portfolio of mobile business optimized gateways in the back end including:wireless email and internet, application mobility, message protection, virtual privatenetworks, firewalls, and intrusion protection.

Some firsts for Nokia in India:

1995 – First mobile phone call made in India on a Nokia phone on a Nokia network

1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110

2000 - First phone with Hindi menu (Nokia 3210)

2002 - First Camera phone (Nokia 7650)

2003 - First Made for India phone, Nokia 1100

2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones

2004 - First Wi-fi Phone- Nokia Communicator (N9500)

2005 – Local UI in additional local language

2006 – Nokia manufacturing plant in Chennai

2007 – First vernacular news portal



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SONY ERICSSON

Sony Ericsson currently concentrates on the categories of: music, camera, business (weband email), design, all-rounder, and budget focused phones.

• The Walkman-branded W series music phones, launched in 2005.The Sony Ericsson W-series music phones are notable for being the first music-centric series mobile phones, prompting a whole new market for portable musicthat was developing at the time.

• The Cyber-Shot-branded line of phones, launched in 2006.

This range of phones are focused on the quality of the camera included with thephone. Cyber-shot phones always include a flash, some with a xenon flash, andalso include auto-focus cameras. Sony Ericsson kicked off its global marketingcampaign for Cyber-shot phone with the launch of ‘Never Miss a Shot’.

• The UIQ smartphone range of mobiles, introduced with the P series in 2003 withthe introduction of P800.They are notable for their touchscreens, QWERTYkeypads (on most models), and use of the UIQ interface Platform from SymbianOS. This has since expanded into the M series and G series phones.

The Xperia range of mobile phones, heralded by the Sony Ericsson XPERIA X1 onFebruary 2008 at the Mobile World Congress (formerly 3GSM) held in Barcelona Spain.

• Operating System into Sony Ericsson powerhouse smartphones. XPERIA was thefirst trademark promoted by the Sony Ericsson as it's own and is designated toprovide technological convergence among it's target user base



25

Chapter 4Data analysis and interpretation.



26

1.FREQUENCY TABLE

SEX RATIO -SEX

Particulars Frequency Percent

Valid 3 .7

F 62 39.9

M 41 59.4

Total100 100.0



27

SEX

MF

Percent

60

50

40

30

20

10

0

SEX

The survey was conducted on random sampling basis. Out of total number of respondents of 4women were 39.9% and men were 59.4%. according to this women were less keen on participati

the survey.



28

AGE GROUPS

AGE

Frequency

Percent

ValidPercent

CumulativePercent

Valid BELOW 18 64 15.8 16.0 16.018-25YEARS

24 60.8 61.6 77.6

25-40

YEARS

66 16.3 16.5 94.0

ABOVE 40YEARS

24 5.9 6.0 100.0

Total 100 98.8 100.0Missing

System5 1.2

Total 100 100.0



29

AGE

ABOVE 40 YEA25-40 YEARS18-25 YEARSBELOW 18

Pe rc e nt

60

40

20

0

AGE

Survey was conducted for four age groups. The maximum people surveyed lied i

25 years. While, the least belonged to the above 40 age group. This was largely d

survey was conducted in malls, market places and colleges.



30

BRAND PREFERENCE

WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY

Frequency Percent

ValidPercent

Cumulative Percent

Valid NOKIA 36 58.1 58.1 58.1SONYERICSSON

03 13.1 13.1 71.2

07 15.0 15.0 86.223 5.7 5.7 91.913 3.2 3.2 95.120 4.9 4.9 100.0

Total 100 100.0 100.0



31


OTHERSRELIANCESAMSUNGMOTOROLASONY

ERICSSON

NOKIA

Percent

60

50

40

30

20

10

0


The largest market share was captured by nokia at 58.1% which is more than half themarket. Followed by Motorola at 15%. Others included brands like HTC, O2, LG.

USAGE OF CELLPHONES



32

WHAT DO U MAINLY USE UR CELLPHONE FOR

Frequency Percent

ValidPercent

Cumulative Percent

Valid SMS 7 12.3 12.3 12.3LISTENING TOMUSIC

18.2 18.3 30.6

CAMERA 18 4.4 4.4 35.1CALLS 45 64.8 64.9 100.0Total 100 99.8 100.0

Missing

System1 .2

Total 100 100.0



33

LEVEL OF SATISFACTION

LEVEL OF SATISFACTION


CALLSCAMERALISTENING TO MUSICSMS

Pe rc e nt

60

40

20

0


64.8% people possessed cell phones for making calls. They wanted to use the ce

Basic purpose of a phone that is communication. Next was listening to music



34

HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE

Frequency Percent

ValidPercent

Cumulative Percent

Valid FULLYSATISFIED

33 40.1 40.1 40.1

SOMEWHATSATISFIED

13 25.4 25.4 65.5

NEUTRAL 19 26.8 26.8 92.4NOT VERYSATISFIED

21 5.2 5.2 97.5

DISSATISFIED 10 2.5 2.5 100.0Total 100 100.0 100.0



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DISSATISFIEDNOT VERY

SATISFIED

NEUTRALSOMEWHAT

SATISFIED

FULLY SATISFIED

P

ercent

50

40

30

20

10

0


40% of the people were fully satisfied with the cellphones they were using. This meant that the feawere user friendly and served their needs. About 26.8% people had a neutral attitude that is they

neither satisfied nor dissatisfied. A mere 2.5% people were dissatisfied with their cellphones.



36

PRICE SENSITIVITY

WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE

Frequency Percent Valid PercentCumulativePercent

Valid BELOW RS 5000 16 14.8 14.8 14.8

RS 5000-12000 65 40.6 40.6 55.4

RS 12000-20000 18 26.6 26.6 82.0

ABOVE 20000 5 6.2 6.2 88.2

PRICE DOESNOT MATTER 8 11.8 11.8 100.0

Total 100 100.0 100.0



37


PRICE DOES NOT

MATTER

ABOVE 20000RS 12000-20000RS 5000-12000BELOW RS 5000

Percent

50

40

30

20

10

0


40.6% people prefer to buy cellphones that lie in the range of 5000-12000 which means they areaverage users who don’t like very expensive neither very cheap phones. A 11..8% people lied in

range where price did not matter to them for purchasing a cellphone.

BRAND RECOMMENDED BY THE USERS



38

WHAT CELLPHONE BRAND WOULD U RECOMMEND

Frequency

Percent

ValidPercent

CumulativePercent

Valid NOKIA 23 69.7 69.9 69.9SONYERICSSON

19 14.5 14.6 84.4

MOTOROLA

5 7.6 7.7 92.1

SAMSUNG 3 3.9 4.0 96.0RELIANCE 4 1.0 1.0 97.0OTHERS 2 3.0 3.0 100.0Total 100 99.8 100.0

Missing

System1 .2

Total 100 100.0



39


OTHERSRELIANCESAMSUNGMOTOROLASONY

ERICSSON

NOKIA

Percent

60

40

20

0


We can notice that people would generally recommend the same brand that they are using. In thiswe notice that the recommendation for nokia is the highest at 69.7% which clearly shows that sinc

users of nokia were the highest they also recommended the same to others.



40

SEMANTIC RATINGS BRAND WISE

NOKIA

1. MODERN – OLD FASHIONED

PLEASE MARK THE SUITABLE ADJECTIVE NOKIA

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELYMODERN

32 37.4 37.8 37.8

VERY MODERN 19 19.5 19.7 57.5

MODERN 15 16.0 16.2 73.6

NEUTRAL 14 13.3 13.4 87.1

OLD-FASHIONED 7 4.2 4.2 91.3

VERY OLD

FASHIONED4 3.4 3.5 94.8

EXTREMELY OLDFASHIONED

5 5.2 5.2 100.0

Total 100 99.0 100.0

Missing System 4 1.0

Total 100 100.0

NOKIA1.MODERN-OLD FASHIONED



41

37.4% people found the nokia cellphones to be extremely modern when compared to oldfashioned which was a mere 5.2%. Hence nokia phones is liked by people because it ismodern.

1. COMPLEX – SIMPLE

. COMPLEX - SIMPLE


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

COMPLEX09 9.1 9.2 9.2

VERY COMPLEX 14 14.5 14.7 23.9

COMPLEX 10 10.8 10.9 34.8

NEUTRAL 16 16.3 16.4 51.2

SIMPLE 10 10.3 10.4 61.7

VERY SIMPLE 12 12.1 12.2 73.9

EXTREMELY

SIMPLE25 25.9 26.1 100.0

Total 100 99.0 100.0


Total 100 100.0



42

The people surveyed also seemed to find the nokia phone extremely simple to use being25.9% people. However a few epopel also found it complex being about 9.1%

2. ECONOMICAL – EXPENSIVE

ECONOMICAL – SIMPLE



43


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

ECONOMICAL16 16.5 16.7 16.7

VERY ECONOMICAL 12 12.8 12.9 29.6

ECONOMICAL 22 22.4 22.6 52.2

NEUTRAL 21 21.7 21.9 74.1

EXPENSIVE 10 10.1 10.2 84.3

VERY EXPENSIVE 5 5.2 5.2 89.6

EXTREMELYEXPENSIVE

2 10.3 10.4 100.0

Total 100 99.0 100.0


Total 100 100.0

There was not much difference in the thinking of people where economical or simplefactor for nokia cellphones was concerned. Infact a large number of people had a neutralapproach to it. About 22.4% people thought it was economical while 21.7% people had aneutral approach to it.

3. ROBUST – DELICATE



44

ROBUST - DELICATE


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

ROBUST20 20.9 21.1 21.1

VERY ROBUST 18 18.2 18.4 39.6

ROBUST 13 13.8 13.9 53.5

NEUTRAL 22 22.7 22.9 76.4

DELICATE 10 10.1 10.2 86.6

VERY DELICATE 3 3.4 3.5 90.0

EXTREEMLY

DELICATE9 9.9 10.0 100.0

Total 100 99.0 100.0


Total 100 100.0

Again people had a very neutral approach to nokia being robust or delicate. Infact 22.4%people found it neutral i.e. neither delicate nor robust. 20.9% people found it extremely

robust and only about 9.9% people found it extremely delicate.



45

4. ATTRACTIVE – UNATTRACTIVE

ATTRACTIVE - UNATTRACTIVE


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

ATTRACTIVE26 26.6 26.9 26.9

VERY ATTRACTIVE 18 18.0 18.2 45.0

ATTRACTIVE 16 16.5 16.7 61.7

NEUTRAL 18 18.0 18.2 79.9

UNATTRACTIVE 12 12.6 12.7 92.5

VERY

UNATTRACTIVE5 5.2 5.2 97.8

EXTREMELY


Total 100 99.0 100.0


Total 100 100.0



46

A 26.6% people found nokia to be extremely attractive and only about 2.2% people foundit extremely unattractive. Infact the overall perception of people towards nokia was veryattractive and very few people lied in the unattractive range.

SONY ERICSSON

1. MODERN – OLD FASIONED



47

PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

MODERN31 31.3 31.6 31.6

VERY MODERN 17 17.5 17.7 49.3

MODERN 12 12.3 12.4 61.7

NEUTRAL 16 16.0 16.2 77.9


VERY OLD

FASHIONED9 6.9 7.0 93.0

EXTREMELY OLD

FASHIONED8 6.9 7.0 100.0

Total 100 99.0 100.0


Total 100 100.0



48

Most people find sony ericsson phones very modern at about 31.3% and only about 6.9%people find it old fashioned.

1. COMPLEX – SIMPLE


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

COMPLEX16 16.3 16.4 16.4

VERY COMPLEX 19 19.7 19.9 36.3

COMPLEX 15 15.5 15.7 52.0

NEUTRAL 21 21.4 21.6 73.6

SIMPLE 9 8.9 9.0 82.6

VERY SIMPLE 8 6.9 7.0 89.6EXTREMELY

SIMPLE10 10.3 10.4 100.0

Total 100 99.0 100.0


Total 100 100.0



49

Complexity and simple as a factor is very similar over all. It has not been differentiatedvery well by the people. About 24.1% have a neutral approach to it. Where it implies itsneither too complex nor too simple.




50


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

ECONOMICAL9 9.9 10.0 10.0


ECONOMICAL 23 23.6 23.9 44.0

NEUTRAL 25 25.1 25.4 69.4

EXPENSIVE 14 14.3 14.4 83.8

VERY EXPENSIVE 7 7.1 7.2 91.0

EXTREMELYEXPENSIVE

8 8.9 9.0 100.0

Total 100 99.0 100.0


Total 100 100.0

Overall most people find the phones economical and there are very few people who find itexpensive. About 25.3% people have a neutral approach and only about 9.9% people findit extremely economical though 23.6% find it economical.

3. ROBUST – DELICATE



51


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

ROBUST10 10.8 10.9 10.9

VERY ROBUST 11 11.6 11.7 22.6

ROBUST 17 17.0 17.2 39.8

NEUTRAL 11 29.1 29.4 69.2

DELICATE 5 14.3 14.4 83.6


EXTREEMLYDELICATE

9 9.6 9.7 100.0

Total 100 99.0 100.0


Total 100 100.0

One again most people have a neutral attitude towards the phone being robust or delicatewhich is about 29.1%.

4. ATTRACTIVE – UNATTRACTIVE.



52

. ATTRACTIVE - UNATTRACTIVE


Frequency Percent ValidPercent CumulativePercent

Valid EXTREMELY

ATTRACTIVE20 20.9 21.1 21.1

VERY ATTRACTIVE 19 19.5 19.7 40.8

ATTRACTIVE 12 12.1 12.2 53.0

NEUTRAL 22 22.4 22.6 75.6

UNATTRACTIVE 14 14.0 14.2 89.8

VERYUNATTRACTIVE

5 5.2 5.2 95.0

EXTREMELY


Total 100 99.0 100.0


Total 100 100.0



53

About 20% people find the phones extremely attractive and very few people find it

unattractive. People have a neutral attitude as well but very few people absolutely dislike

it.

MOTOROLA





54

PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

MODERN33 32.8 33.2 33.2

VERY MODERN 16 16.5 16.7 49.9

MODERN 11 11.1 11.2 61.1

NEUTRAL 17 17.0 17.2 78.3


VERY OLD

FASHIONED4 4.9 5.0 93.3

EXTREMELY OLD

FASHIONED6 6.7 6.7 100.0

Total 100 98.8 100.0


Total 100 100.0

Most people find Motorola cellphones modern with a percentage of 32.8% in thiscategory. A mere 6.7% people find it old fashioned

2. SIMPLE – COMPLEX



55


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

COMPLEX13 13.3 13.5 13.5

VERY COMPLEX 16 16.5 16.8 30.2

COMPLEX 17 17.5 17.8 48.0

NEUTRAL 20 20.7 21.0 69.0

SIMPLE 10 10.3 10.5 79.5

VERY SIMPLE 7 7.9 8.0 87.5

EXTREMELYSIMPLE

12 12.3 12.5 100.0

Total 100 98.5 100.0


Total 100 100.0

The level of complexity is not very different between people infact most people have aneutral attitude towards it however 12.5% people find it extremely simply 13.3% peoplefind it extremely complex.




56

PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLAFrequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

ECONOMICAL13 13.5 13.7 13.7


ECONOMICAL 21 21.2 21.4 47.9

NEUTRAL 24 24.4 24.7 72.6

EXPENSIVE 15 15.0 15.2 87.8VERY EXPENSIVE 4 4.7 4.7 92.5

EXTREMELY

EXPENSIVE6 7.4 7.5 100.0

Total 100 98.8 100.0


Total 100 100.0

15% people find the Motorola phones expensive while 21.2% people find it economical.However once again people hold a neutral attitude towards it and 24.4% people find itneither cheap nor expensive.



57

4. ROBUST – NEUTRAL


Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid EXTREMELY

ROBUST8 8.6 8.7 8.7

VERY ROBUST 11 11.3 11.5 20.2

ROBUST 13 13.5 13.7 33.9

NEUTRAL 20 24.6 24.9 58.9

DELICATE 15 15.0 15.2 74.1


EXTREEMLY

DELICATE15 15.8 16.0 100.0

Total 100 98.8 100.0


Total 100 100.0



58

24.1% people once again have a neutral attitude where robustness or delicacy of the phoneis concerned. They don’t have any opinion about the phones level of delicacy or robustness.

5. ATTRACTIVE – UNATTRACTIVE

ATTRACTIVE - UNATTRACTIVE


Frequency Percent

Valid EXTREMELY ATTRACTIVE 15 25.9

VERY ATTRACTIVE 16 16.3

ATTRACTIVE 11 11.8

NEUTRAL 20 20.2

UNATTRACTIVE 14 14.0

VERY UNATTRACTIVE 5 5.9

EXTREMELY UNATTRACTIVE 4 4.7

Total 100 98.8


Total 100 100.0



59

A large number of people of about 25% find Motorola phones extremely attractive and amere 4.7% people find it extremely unattractive. This is a very big difference and hence itcan be assumed that most people find the phones very attractive.

FREQUENCY OF CHANGING CELLPHONES



60

HOW OFTEN DO U CHANGE UR CELLPHONE

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid WITHIN 1

YEAR24 24.1 24.1 24.1

1-2 YEARS 13 27.8 27.8 52.0

AFTER 2

YEARS14 48.0 48.0 100.0

Total 100 100.0 100.0



61

BRAND VISIBILITYNOKIA

The respondents have rated nokia as the highest in brand visibility. By brand visibility wemean the promotion of brands in print media and television. 56.9% people have rated itthe highest and it is surprising to see that the next highest frequency is of lowest categorywith 21.4% indicating nokia as the lowest brand visible.

SONY ERICSSON



63

For maximum percentage of people 51.4% are not influenced by their friends or relatives.While, 48.6% are influenced by their friends when buying cellphones.

OPINION ABOUT THE STATEMENTS GIVEN:



65

I AM SATISFIED WITH THE CUSTOMER CARE SERVICE

PROVIDED

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid LOWEST 6 6.7 6.8 6.8

LOW 12 12.1 12.3 19.0

NEUTRA

L15 25.9 26.3 45.4

HIGH 35 35.7 36.3 81.7

HIGHES

T 17 18.0 18.3 100.0

Total 100 98.3 100.0


Total 100 100.0

36.3% respondents have agreed that they are satisfied with the customer service providedby picking the option ‘high’.

2. My cell phone is easy to use

2. My cell phone is easy to use.



66

MY CELLPHONE IS EASY TO USE

Frequenc

y Percent

Valid

Percent

Cumulative

Percent


LOW 6 6.4 6.5 9.0

NEUTRA

L14 14.8 14.9 23.9

HIGH 36 36.7 37.1 60.9

HIGHES

T38 38.7 39.1 100.0

Total 100 99.0 100.0


Total 100 100.0

39.1% people agree that the cell phone brand they are using is easy to use. While, a low

2.5% find their cell phone as difficult to use.

3. I am satisfied with the battery life my cell phone has.

3. I am satisfied with the battery of my cell phone.



67

I AM SATISFIED WITH THE BATTERY OF MY PHONE

Frequenc

y Percent

Valid

Percent

Cumulative

Percent


LOW 39 9.6 9.7 15.7

NEUTRA

L22 22.7 22.9 38.6

HIGH 33 32.8 33.1 71.6

HIGHES

T24 28.1 28.4 100.0

Total 100 99.0 100.0


Total 100 100.0

33.1% respondents are satisfied with the battery of their cell phones.

4. I like a camera with high megapixel.



68

I LIKE A CAMERA WITH HIGH MEGAPIXEL

Frequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid LOWEST 10 10.3 10.6 10.6

LOW 9 9.4 9.5 20.1

NEUTRA

L19 19.5 19.8 39.9

HIGH 100 26.4 26.9 66.8

HIGHES

T32 32.5 33.2 100.0

Total 100 98.0 100.0


Total 100 100.0

33.2% of respondents have indicated their liking of a high megapixel camera. It showsthat camera is a feature which a good amount of people keep in my mind while buyingcell phone.

5. I like MMS facility on my cell phone



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4. I like MMS facility on my phone

I LIKE MMS FACILITY ON MY PHONEFrequenc

y Percent

Valid

Percent

Cumulative

Percent

Valid LOWEST 17 17.2 17.9 17.9

LOW 24 23.4 24.4 42.3

NEUTRA

L20 20.4 21.3 63.6

HIGH 18 18.7 19.5 83.1

HIGHEST

16 16.3 16.9 100.0

Total 100 96.1 100.0


Total 100 100.0

The maximum percentage of people 23.4% do not like MMS facility in their cellphones.While, 16.3% like the facility very much.



70

CROSS TABULATION

1. Linking what price are the consumers willing to pay for a cell phone and what brand of cell phone are they currently using:

Case Processing Summary

Cases

Valid Missing TotalN Percent N Percent N Percent

WHAT PRICEARE U WILLINGTO PAY FOR ACELLPHONE *WHAT BRANDOFCELLPHONE

ARE Y USINGCURRENTLY

100 100.0% 0 .0% 406 100.0%



71

WHAT PRICE ARE U WILLING TO PAY FOR A

CELLPHONE

PRICE DOES

NOT MATTER

ABOVE 20000RS 12000-

20000

RS 5000-

12000

BELOW RS

5000

Count

100

80

60

40

20

0

Bar Chart

OTHERS

RELIANCE

SAMSUNG

MOTOROLA

SONY ERICSSO

NOKIA

WHAT BRAND OCELLPHONE AREUSING CURRENT

Whether the price of a cellphone is below Rs 5000 or even if the price does not matter most of tpeople prefer Nokia which shows the highest count

2. Linking what brand of cellphone are people currently using and what brand dothey recommend:



72

Count

NOKIA

SONYERICSSON NOKIA

WHATPRICEARE UWILLING TOPAYFOR ACELLPHONE

BELOW RS5000

36 5 20

RS 5000-12000 20 20 24

RS 12000-20000

16 18 18

ABOVE20000

10 1 25

PRICEDOES NOTMATTER

27 9 48

Total 100 53 100



73

WHAT BRAND OF CELLPHONE ARE Y USING

CURRENTLY

OTHERSRELIANCESAMSUNGMOTOROLASONYERICSSON

NOKIA

Coun

t

250

200

150

100

50

0

Bar Chart

OTHERS

RELIANCE

SAMSUNG

MOTOROLA

SONY ERICSSO

NOKIA

WHAT CELLPHOBRAND WOULD

RECOMMEND

This shows that total no. of nokia users are 283 out of which only 216 recommend nokia. Total nsony ericsson users are 59 out of which 33 recommend sony ericsson and 15 recommend nokia.

no. of motorola users are 31 out of which 23 recomment it. Total no. of samsung users are 16 ouwhich 7 recommend it. Total no. of reliance users are 4 and only 2 recomment it.

3. Linking how satisfied are people with the brand they are using currently:



74

WHAT BRAND OF CELLPHONE ARE Y USING

CURRENTLY

OTHERSRELIANCESAMSUNGMOTOROLASONYERICSSON

NOKIA

Count

120

100

80

60

40

20

0

Bar Chart

DISSATISFIED

NOT VERY SATISFI

NEUTRAL

SOMEWHAT SATISFULLY SATISFIED

HOW SATISFIED AU WIHT UR PRES

CELLPHONE

This shows that in nokia maximum no. of people are fully satisfied.In sony ericsson maximum nopeople are somewhat satisfied.In motorola maximum no. of people are neither satisfied nor dissati

In samsung maximum no. of people are fully satisfied.In reliance maximum no. of peole are neitsatisfied nor dissatisfied.



75

4. Linking the preference of messaging over battery life:

Linking the preference of messaging over battery life:

Case Processing Summary

Cases

Valid Missing TotalN Percent N Percent N Percent

BATTERYLIFE *MESSAGING

100 100.0% 0 .0% 100 100.0%

Chapter 5Summary of FINDINGS



76

The largest Market share has been captured by Nokia. Though the cost of the Nokia cellphones is high as compared to others, the brand still has largest percentage of loyalcustomers who recommend the same brand to others. This leads to increase in the sales of Nokia brand.

• Highest percentage of people mainly use cell phones for making calls and this isthe reason for lucrative offers on talk time by the telecom providers.

•The general consensus is that people are satisfied with the cellphone they areusing. However, from cross tabulation we found that nokia users is the highest lotof “fully satisfied” people.

• The Indian market is price sensitive. Mostly people are ready to pay Rs. 5000-12000 but very less are ready to shell out Rs. 12000-25000. The customer wantsvalue for money.



77

Chapter 6:

Recommendations suggestions and conclusion.



78

We recommend that brands other than Nokia should improve their promotionalstrategies so that they can increase on the level of visibility and hence, increasetheir market share.

We recommend that the companies should build on features other than makingcalls so that people buy cell phones to serve other purposes. They should advertisethese features also so that people know about it. The various features should beuser friendly so that people do not find it difficult to use and do not hesitate inusing them.

Price is an important constraint in the Indian market hence companies need to keepthat in mind while manufacturing any commodity.

People change cell phones mostly after 2 years so companies should come up withnew and sleek designs which are attractive as well as more techno savvy whichwould encourage people to change their cell phones more frequently. This wouldlead to people wanting to be more technologically advanced.

Motorola and Sony Ericsson need to develop on their various semantic features sothat they can provide good competition to Nokia which is leading in all thecategories. This would increase the company’s image as well as their market share.

Companies should try to target the higher income level groups so that they canencourage them to buy expensive cell phones than those that lie in the Rs 5000-12000 category.

• BRAND PROFILING :1. NOKIA :By the majority, nokia is considered extremely modern, extremely simple,economical, neither robust nor delicate and extremely attractive.2. SONY ERICSSON:It is considered to be extremely modern by the majority of people. however, inother attributes it mainly lies in the neutral category.3. MOTOROLAMajority of people find it extremely modern and extremely attractive while it staysneutral in other categories.

• Since we see through the report that most people are highly satisfied with the cell

phone brand they are using. Hence, the frequency of changing cell phones is lowand lies within after 2 years category. Also, the age group did not make anydifference to this factor.

• We see Nokia lies highest in the brand visibility, closely followed by SonyEricsson. Then Motorola, Samsung and finally Reliance. This implies that thepromotion of Nokia is most effective and it indicates that brand recall rate ishigher.

• No relationship was found between income level and the price they are willing topay for a cell phone. The maximum expenditure any income level was willing tomake lied within the range of Rs. 5000-12000.

• We developed a liker scale asking people to indicate their satisfaction level on a

scale of 1 to 5. some of the findings were:



79

1. The highest number of people were satisfied with the cell phone they are using.This indicates that the brands have been able to satisfy the customers and retainthem.

2. Though the level of satisfaction from customer service providers was high, butthe percentage of satisfaction being low and neutral is prominent. Thisindicates that the customer service is not up to the mark and there is scope of improvement for the cell phone companies.

3. Most people find the cell phones highly user friendly which indicates that thecell phones are easy to use.

4. Most people prefer high mega pixel camera. This indicates that the usage of camera in cell phones is gaining prominence and hence, while buying a cellphone it is a major factor to be considered.

5. Majority of people do not like the MMS facility. This may be because MMSfacility is an expensive affair and they could do without it.



80

Appendices and annexure



81

Dear Sir/Ma’am, we are conducting a market research on cell phones and we would liketo know your opinion on the following questions.

Q1. What do you prefer to do in your spare time?1. Watch TV 2.Read magazine/books3. Dine out 4.Talk on the phone5. Chat/ surf the internet

Q2. What mode of communication do you prefer?1. E-mail 2.SMS3. Talk on the phone 4.Letters

Q3. Since when have you been using a cell phone1. 0-1 year 2. 1-3 years

3. 3-7 years 4. More than 7 years

Q4. What do you mainly use your cell phone for?1. SMS 2. Listening music3. Camera 4. Calls

Q5. What brand of cell phone are you using currently?1. Nokia 2. Sony ericsson3. Motorola 4. Samsung5. Reliance 6. Others, specify _____________

Q6. How satisfied are you with your present cell phone?

1 2 3 4 5Fully neutral dissatisfiedSatisfied

Q7. What price are you willing to pay for a cell phone?1. Below Rs.5000 2. Rs.5000-120003. Rs.12000-20,000 4. Above 20,000

5. Does not matter

Q8. Which cell phone brand would you recommend?1. Nokia 2. Sony Erickson

Q9. Rank the features on a scale of 1 to 7 according to preference ( 1- highest, 7-lowest)1. Bluetooth 2.Camera3. Memory card 4.Gaming5. Music player 6. Battery life 7. Messaging

Q10. Please mark (X) the blank that best indicates how accurately one or the other adjective describes the feature of the cell phone.

A. Nokia



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1. Modern _:_:_:_:_:_:_ Old – fashioned2. Complex _:_:_:_:_:_:_ Simple3. Economical _:_:_:_:_:_:_ Expensive4. Robust _:_:_:_:_:_:_ Delicate5. Attractive _:_:_:_:_:_:_ Unattractive

B. Sony Ericsson1. Modern _:_:_:_:_:_:_ Old – fashioned2. Complex _:_:_:_:_:_:_ Simple3. Economical _:_:_:_:_:_:_ Expensive4. Robust _:_:_:_:_:_:_ Delicate5. Attractive _:_:_:_:_:_:_ Unattractive

Q11. How often do you change your cell phone?5. Within 1 year 2. 1-2 years3. After 2 years

Q12.Rate the following brands according to visibility on the scale of 1- lowest & 5 -highest

1 Nokia 2. Sony Erickson

Q13. Match the following brands with their punch line1. Nokia Kar lo duniya mutthi mein2. Sony Erickson A partner for a better world

Q14. Does the brand of cell phone owned by your cell phone or friends influence your choice

1. Yes 2. No

Q15. On a scale of 1 to 5, answer the statements based on your preferred choice of cellphones brand Lowest Highest

1 2 3 4 5a) I am satisfied with the

cell phone I am using.

b) I am satisfied with thecustomer care service provided

c) My cell phone is easy to use

d) I am satisfied with the battery my

phone has.



83

e) I like a camera with high mega pixel

f) I like MMS facility on my phone

Demographic information:a) Name :

b) Age :1. below 18 years2. 18 -25 years3. 25 -40 years4. Above 40 year

c) Household income(annual):

1. below Rs.1,00,0002. Rs. 1,00,000 – 5,00,0003. Above 5,00,000

d) Profession :e) Sex :f) Phone no. :g) Address :h) Email id :



84

Bibliography



85

• Books referred

“Marketing Research”By A. Parasuramn

Dhruv Grewal

R. Krishnan

“Marketing of Financial Services”

By ICFAI Publications

• Websites

www.outlookmoney.com

www.moneycontrol.com

www.guruji.com

www.google.com

http://www.outlookmoney.com/

http://www.moneycontrol.com/

http://www.guruji.com/

http://www.google.com/

http://www.outlookmoney.com/

http://www.moneycontrol.com/

http://www.guruji.com/

http://www.google.com/

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