Вы находитесь на странице: 1из 56

A CUSTOMER SATISFACTION STUDY OF NOKIA MOBILES IN RANCHI

A Project submitted in partial fulfillment of the requirements for The award of the Degree of

BACHELOR OF BUSINESS ADMINISTRATION


BY

Anvita Poonam
BBA/2551/07

Dipti Prakash BBA/2553/07

Bhavna BBA/2582/07 Aditi BBA/2596/07

Sweta kumari BBA/2593/07

DEPARTMENT OF MANAGEMENENT BIRLA INSTITUE OF TECHNOLOGY, (LALPUR EXTENSION CENTRE, RANCHI)

DECLARATION CERTRIFICATE

This is to certify that the work presented in the project entitled A CUSTOMER SATISFACTION STUDY OF NOKIA MOBILES IN RANCHI in partial fulfillment of the requirement of the requirement for the award of Degree of Bachelor of Business Administration of Birla Institute of Technology Mesra , Ranchi is an authentic work carried out under my supervision and guidance . To the best of my knowledge , the content of this project does not form a basis for the award of any previous Degree to any one else.

Date:

(Mr. S.Mukherjee) Dept. of Management Birla Institute of Technology Lalpur Extension Centre Ranchi

Head Dept. of Management Incharge Birla Institute of Technology Lalpur Extension Centre Ranchi

CERTIFICATE OF APPROVAL

The project entitled A CUSTOMER SATISFACTION STUDY OF NOKIA MOBILES IN RANCHI is hereby approved as a creditable study of a project topic and has been presented in satisfactory manner to warrant its acceptance as prerequisite to the degree for which it has been submitted. It is understood that by this approval, the undersigned do not necessarily endorse any conclusion drawn or opinion expressed therein, but approve the project for the purpose for which it is submitted.

(INTERNAL EXAMINER)

(EXTERNAL EXAMINER)

HEAD OF DEPT.

ACKNOWLEDGEMENT
We are very grateful to our guide Mr. S.Mukherjee whose guidance and help has been extremely beneficial in preparation and completion of this project on A CUSTOMER SATISFACTION STUDY OF NOKIA MOBILES IN RANCHI. He has been a constant source of inspiration providing valuebale information and suggestion during the course of preparation of this project. Special thanks to all the respondents who helped us in the collection of data required for the study.

From the Group Members Anvita Poonam Dipti Prakash Bhavna Sweta Kumari Aditi BBA/2551/07 BBA/2553/07 BBA/2582/07 BBA/2593/07 BBA/2596/07

Signature

CONTENTS

Sl No. Topic 1. Introduction Branding Brand image of Nokia 2. 3. 4. Idea of the project Need of study Research Process Formulation of research problem Extensive literature survey Development of working hypothesis Preparation of research design Determination of sample size Collection of data Execution and analysis of data

Page no.

5. 6. 7.

Conclusion Bibliography Questionnaire for nokia customers

INTRODUCTION
The idea behind the survey is to know the need, and wants of the customers. The survey comparises of two phase, exploratory research and conclusive research study. Exploratory research was carried out to know about the wants and expectation of various mobile users. While conclusive research was carried out to know particularly about the users of nokia mobile phone. We had two set of questionnaires, one for general mobile users and the other was especifically for nokia users. The dual set of questionnaire enabled us to know the taste and preferences of people using mobile phones. With this we also inferred that maximum mobile users prefer Nokia, which gives rise to another question that what was the reason behind people preferring Nokia mobiles. This project describes all about Nokia mobiles and why it shoots the market with top rank.

BRANDING
The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a potential customer. All that should be needed then is to make the product or service available.1 - Peter Drucker The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

BRAND IMAGE OF NOKIA


World's largest mobile phone maker Nokia headed by the president, Pekka Ala-Pietila, has made up its mind to set up a manufacturing plant in India. Nokia and its key partners would together invest $100-150 million in setting up the Indian handset factory, which rolled out its first mobile in 2006. The investment would be spread over four years and the factory would employ around 2,000 people when it reaches full production. Although the quantity of phones Nokia would make in India is not confirmed, industry experts believe that going by the investment announced, the factory could provision for about a million handsets a month. The company is finalizing the location of its new factory, which would be its tenth in the world. The Indian factory will be an integral part of its global manufacturing network. Nokia handsets are made in collaboration with more than one factory and the Indian factory would be well integrated, with its other nine plants. Nokia would take about four months to work out the details on various issues like logistics and the kind of partners the company would need to put in place before the project takes off. Nokia hope to complete the final investment evaluation during the first quarter of next year. The company would make a wide range of phones in India, although some of the highly specialized ones might not be made here. Since most of the growth in the cellular subscriber base in India was coming from people with low ARPU (average revenue per user), a large part of the demand would be for entry-level phones.

Record Nokia Sales in India An interesting parallel to my recent post and speculations on the entry level phone market and Nokia market-share in Thailand. This report from India
Nokia

currently has 38 models available on the retail shelf, of which around 13-25 can be categorized into the low-end segment
This

segment has a product at every Rs 200-400 price point beginning from sub-Rs 2,000 (about $40)
Other

companies have only a few models placed at entry level in the low-end segment are around 6-8%

Margins 30% 70%

of Nokias demand comes from rural and semi-urban India of the models sold in rural and semi-urban markets are low-end

According to the Times, Nokia sold a little over 4lacs (1 lac =100,000) phones on October 19th exceeding previous records for sales on Chinese New Year!

IDEA OF THE PROJECT


Nokia succeed in the Indian mobile market, while its rivals got hung up.By most accounts, India is among the world's fastest-growing markets for mobile phones. The country has some 170 million subscribers and adds 6 million to 7 million more each month. (China, in contrast, adds 5million subscribers, and the U.S. 2 million subscribers a month.)Recognizing this potential, several global telecom giants jumped into the fray when the Indian government first opened up the country's telecom market to private enterprise in1994. Among them, one company -- Finland-based Nokia -forged ahead of rivals and today commands a 58% market share for mobile phones (also called "handsets"). In specific segments, such as GSM telephony, Nokia's market share in India is as high as 70%. (GSM, which stands for Global System for Mobile, is the world's most popular standard for mobile communications.) How did Nokia take the lead in the Indian mobile phone market, ahead of companies such as Ericsson, Motorola, LG and Samsung? According to company executives and industry experts, Nokia's strategy combined focusing on the mobile phone market, establishing crucial distribution partnerships, making early investments in manufacturing and brandbuilding, and developing innovative product features --such as mobile phones that could double as flashlights. Ravi Bapna, professor of information systems at the Indian School of Business in Hyderabad, says, "As far as Nokia's India strategy is concerned, the numbers speak for themselves. The company is a key cog in India's wireless value chain, and it has used India as its emerging market lab."

NEED FOR THE STUDY


Study of why customers are loyal to the brand is an important role in establishing a long term relationship with customers. Though Nokia leading the mobile market in India, it need to upgrade its products and services to sustain in the market. Completion has increased with the Chinese and Korean mobile phones entering the market. Therefore it becomes necessary to have a SWOT (Strength Weakness Opportunity Threats) analysis of the brand Nokia.

OBJECTIVES The main objectives of the study can be enumerated as follows: 1. To study the overall performance of Nokia Mobiles and services provided by the company.
2.

To understand the customer's attitude and perception about the quality of service rendered by Nokia.

3. To find out the level of customer satisfaction 4. To study the problems faced by the customers 5. To enlist suggestions for improvement in future

RESEARCH PROCESS

FORMULATION OF THE RESEARCH PROBLEM


The market for mobile phones is ever growing in terms of volume. The mobile phones industry is expanding from voice-based communications towards new, data-driven areas and applications in the realm of consumer multimedia and enterprise solutions. There is a huge competition in market. Each brand competes with each other on the basis of rich features and innovation provided in the product. In such a cut throat competition, company can increase its market share through customer satisfaction, and making their customers loyal to the brand. Nokia, the largest mobile phone maker, can enhance its brand image by means of keeping their customers satisfied and keeping a check on their requirements, making them loyal to the company. All Nokia models are a unique innovation from the company. The company wants to have a detailed survey on the customer's perception on this cell phone and always want to know why and how the customer are loyal to their brand, so that it may help in formulating future marketing strategies. The importance of quality customer service has tempted the researcher to do a special study on "Nokia Mobile Brand Loyalty".

LITERATURE SURVEY
The Power of Focus D. Shivakumar, Nokia India's vice president and country manager, believes that focus played a key rolein the company's growth in India. "If you look at the [mobile phone] landscape in 1995, anybody couldhave succeeded if they had done the same things as Nokia did," he says. "But all the other companies hadsomething else to focus on, some other business. Nokia was completely focused on mobile phones;others had consumer electronics, home appliances, etc." Nokia's focus was not just on handsets, ofcourse. The mobile infrastructure business -- then part of Nokia India -was equally important. But, asof April 1, 2007, Nokia's joint venture with Siemens for mobile infrastructure has become anindependent entity. Thus, Nokia India has become even more sharply focused.Being ahead of the curve was another component of Nokia's strategy. "We invested before everybodyelse -- in the brand, in people, in distribution," says Shivakumar. Adds Pankaj Mahendroo, president ofthe Indian Cellular Association: "Nokia invested in each vertical of the handset ecosystem --manufacturing, distribution and design R&D." Nokia has invested more than $1 billion in India so far, and company headquarters at Helsinki hasrepeatedly said that more funds will be made available if required. The Indian company had revenues ofmore than $3.5 billion in 2006, which means there is also money to be reinvested. (The company doesnot disclose its profit numbers.) The Nokia story in India has not been about grafting a model that has worked abroad. In fact some of itsmodels -- the handsets, not the strategies -- are unique to India. Consider this example: It would probablybe inconceivable to mobile phone users in the U.S. or Europe that their mobile phones should incorporatea flashlight, or torch. But in India -- where large numbers of the rural population do not have electricity,and power cuts are commonplace even in the cities -- having a torch built into a mobile phone is adistinct and tangible benefit. The Nokia 1100, the first made-for-India phone, has been a runawaysuccess. Manufactured at Chennai, it is also being exported. The 1100 incorporates a torch, an alarmclock and a radio. "Innovation is something which consumers reward in this market," says Shivakumar.

Similar plans are in the works at Nokia's three India R&D labs, which employ 700 people. For obviousreasons, most of the activity is under wraps. Nokia is, however, willing to talk about the "shared" phone.This is, again, something that mobile phone users in affluent countries might find puzzling, but theconcept is simple. For reasons of affordability, in rural areas a phone may be shared by several people.The models being launched to cater to this need will have separate address books, individual billings andmore. Will it work? People initially doubted the torch phone, too, but it became a popular product. Shivakumar offers some reasons to explain why he thinks the Indian market is different and needsout-of-the-box thinking. "Fundamental consumer differences exist between India and other countries,"he says. "A cell phone is a huge style icon for the Indian masses: 62% of Indians buy a cell phone because of its looks. That is something that is not true anywhere else in the world. It's as huge a style statement as your watch, pen, cufflinks or bag. Hence, the brand matters quite a lot. "Second, it is a safety product for women in small towns, because with a cell phone you are in touch all the time; you're accessible. Next, it is a huge productivity vehicle. When somebody calls you, you do not need to take your bike out; you don't need to take your car out. You make a phone call and it's over." It is also a driver of a lot of economic activity. If you go down the roads of Gurgaon and Delhi, you will find that lots of people have written their [mobile] phone numbers on the walls -- a plumber, an artisan, a carpenter, a tailor. I think the whole service sector has gotten a huge lift, thanks to this. This has killed the visiting card business. It is also the ultimate entertainment device. You have music on it now, in terms of radio and stored music. The day is not far when you will see movie clips and TV. One of our products has that, so that's TV on the go." An Expanding Market The Indian market for mobile phones, in addition to its base of 170 million subscribers, is also one of the most cost-effective in the world. Call rates in India are among the lowest anywhere -- making a mobile phone call costs two cents in India, compared with about four cents in China. The market also has tremendous growth potential. So far, most of the growth has been

penetration-led, which means placing devices in consumers' hands. The bulk of the growth going forward will be replacement-led, where consumers come back for more. In India, consumers tend to change their phones faster than in most other places. And whenever they change their phone, 60% are willing to pay a higher price.

DEVELOPMENT OF WORKING HYPOTHESIS


It was found that majority of the customers of nokia are male. It is a male dominated brand. Therefore, creation of demand for female customers is very much essential; it will bring a balance between both the genders. It was found that majority of the customers of nokia are students. There is an equal distribution between self-employed and service class people. From the analysis it was found that there is a proper distribution of product according to the purchasing power of the customers. This shows that there are phones available for all kind of people with different purchasing power. But still the higher group prefer other brand because of the price offered by other brand. Most of the people go for nokia because it is user friendly; it can be used by old people, children and illiterate too. Rest of the people go for nokia because of its various price ranges which is affordable by almost everyone, its easy availability and after sales service provided to its customers. It was found that in the recent times the sale of mobile phones has increased drastically. Most of the people change their phones in 1224 months time period, few changes in 6-12 months, few in less than 6 months and few only when it gets spoiled.

From the survey it was found that majority of the people use only Nokia. Few respondents said they use different brands of phones. The phone of Nokia has varied features and it keeps coming up with new technologies and advancements which attract its customers. Not only this, it also has phones of all the possible ranges which suits the budget of all kinds of people. They are user-friendly which can be used by anyone and everyone. Last but not the least is the durability which is the main factor why a customer goes for Nokia phones. There are majority in the number of customers of Nokia who will suggest their friends, family members, colleagues, and others to buy Nokia phones to other brands. This shows how loyal the present Nokia customers are towards Nokia. It was found from the analysis the maximum number of customers of Nokia is aware of the upcoming models while only few are not. It shows that Nokia has a good advertisement network but still needs to improve in some or the other way.

Majority of customers needed after sales service. The worst problems faced by the customers for whom they opted after sales service were software related, body related and multimedia card related. There are inadequate customer care centers. These customer care centers are not easily assessable may be due to odd location or odd work timings or improper means to communicate, making it unsuitable for the customers. The warranty feature of the product is useful to maximum of the users. Maximum numbers of customers are loyal to the brand because they find the products durable and user-friendly than other brands, they also like the features in the phone that is provided by the company.

PREPARATION OF THE RESEARCH DESIGN


After formulating the research problem it is now essential to state the conceptual structure within which the research would be conducted .To carry out the research process we have taken the sample size of 100 customers, which will be confined to Ranchi only. These mobile customers will be provided with two sets of questionnaires which will contain open ended questions as well as close ended questions.One set of questionnaire will be distributed to all mobile phone users and other set simple design will be based on judgement sampling and convenience sampling .The judgement sampling method will help in qualitative research of nokia mobile as well as convenience sampling will focus on ease to access.sampling

DETERMINATION OF THE SAMPLE DESIGN


Experience of expert's shows that it is not possible to approach all customers, thus careful sampling of representative customers is essential .Different cross sections of the customer that make up the bulk of the market were selected throughout Ranchi. Research Study : Exploratory and Conclusive Research Study Sample Size : 100 Sample Location : Ranchi Sampling Technique : Convenience Sampling and Judgment Sampling Sampling Method : Personal Interview and Questionnaire In total 100 respondents filled the questionnaires. The respondents were approached personally in Customer Care Centers, shopping malls, cell phone markets, and academic institutions.

Sampling was done taking a sample of100 mobile users and the same design was Convenience Sampling and Judgment Sampling. As we have collected data according to our convenience and accessibility.

COLLECTION OF DATA
The data for the study of customer care was collected through two main sources, broadly classified into: Secondary Sources Computers and information technology have played a major role in providing data. Through extensive use of internet data requirements were fulfilled. These include data on customer relation management and the current cell phone market scenario. The company's profile was extracted along with the help of documents and brochures provided by the company.

Primary Sources Primary source of information was collected through personal interview and questionnaire method which was only filled by people using Nokia mobiles. First hand information was used in the form of a structured questionnaire on why people prefer nokia to other brands and how do they like the service that is provided by them. The questionnaire contained 17 questions. The respondents had to tick the answers and give their responses. After the questionnaire was designed, the fieldwork was organized. The questionnaire was distributed personally. After collecting the required information the questionnaire was transferred to the worksheet. A master chart was prepared with tally marks. The findings were finally recorded and the data was represented graphically.

TABULATION AND ANALYSIS OF DATA

Table 4.1 Distribution of Nokia Customers according to their Gender

GENDER
MALE FEMALE

FREQUENCY
67 33

PERCENTAGE
67 33

100

100

Analysis
According to the above table 4.1, out of total number of customers surveyed-100 customers, 67 of them were male which comprises 67% and 33 of them were female customers.

GRAPH SHOWING DISTRIBUTION OF CUSTOMERS GENDER

33%

MALE FEMALE 67%

Inference
On the basis of the above analysis it can be inferred that the brand is male dominated. Maximum users of the brand are males. Male holds a good weightage on the success or failure of the product. Whereas creation of demand for female customers is very much essential, it will draw a balance between the gender influences on the product.

Table 4.2
Distribution of Nokia customers according to their occupation
SELF EMPLOYED

22 25 40 13

22 25 40 13

SERVICE STUDENT OTHERS

100
Analysis

100

According to the above table no 4.2, out of 100 respondents 40 are student, 25 are from the service sector, 22 are self employed and 10 belong to the category of others. Others include occupations like engineers, doctors, disc jockeys, teachers etc.

GRAPH SHOWING DISTRIBUTION OF CUSTOMER'S OCCUPATION


SELF EMPLOYED SERVICE STUDENT OTHERS

Inference

On the basis of the above analysis it can be inferred that majority of customers of the product are students. But still the company has models for each and every type of customers. It can be said that the product has a high brand value, which would by in Itself create demand. The company's customer care department should consider that maximum customers are students and youth, thus should be aware of their taste, preference, trends and behavior so that the customers can be served better.

Table 4.3 Distribution of Nokia customers on the basis of income Group

MONTHLY EXPENDITURE (Rs.)


<20000 20000-50000 50000-80000 >80000

FREQUENCY
14 37 29 20

PERCENTAGE
14 37 29 20

100

100

Analysis From the above table 4.3 we can conclude that out of 100 customers, income of 37 customers lies between 20,000 to 50,000, 29 customers have income between 50,000 to 80,000, 20 customers have an income above 80,000 and only 14 customers have an income below 20,000.

GRAPH SHOWING CUSTOMER'S INCOME GROUP

<20000 20000-50000 50000-80000 >80000

Inference On the basis of the above analysis it can be inferred that there is proper distribution of the product according to the purchasing power of the customers. Owners whose monthly expenditure is greater than Rs. 30,000 or the people in high strata of society are not reluctant to buy the product, where in they have the maximum purchasing power. This may mainly be due to the demand for an ostentatious product or which hasProduct does not play a major role.

WHY DO PEOPLE BUY NOKIA? Nokia menus are easier. Guarantee period is more than what the other companies like Sony Erricson , Samsung , Motorola provide. All softwares support Nokia brand. Nokia is a widely known and acknowledged brand. Entire Nokia range is dependable. Phones are long lasting. The Nokia phones are not complicated. Operation Nokia phones is easier than other brands. It has major market share. It has good resale value. Better investment. It is the biggest seller. It provides large memory for storage. It is easy to manage. When it comes to applications and free java games, Nokia phones are the best phones. Data reception and transmission as well as voice clarity is much better in Nokia phones. The menu system is much more simplified. This makes it easier for the users to use Nokia phones.

Table 4.4 Distribution Showing, why did customers buy Nokia

PREFERENCE
Easily available User-friendly Good after salesservice Affordable

FREQUENCY
27 36 13 24

PERCENTAGE
27 36 13 24

100
Analysis

100

From the above table we can analyze that out of 100 people 36 people bought nokia because it is user friendly, 21 bought because it is easily available, 24 bought because it was affordable and 13 bought because of the after sales service provided by nokia to its customers.

GRAPH SHOWING , WHY CUSTOMERS BUY NOKIA.

40 30 20 10 0

Easily available User-friendly Good after sales service Affordable

Inference On the basis of the above analysis it can be inferred that most of the people go for nokia phones because it is user friendly I it can be used by illiterate people, children, old aged people etc. rest of the people go in for nokia because of its various price ranges which is affordable by almost everyone, its easy availability and the after sales service provided to its customers.

Table 4.5 Distribution of Nokia customers according to, how often they Change their handset.

TIME-PERIOD
<6 Months 6-12 Months 12-24 Months When the handset gets spoilt Analysis

FREQUENCY
18 22 40 20

PERCENTAGE
18 22 40 20

100

100

From the above table we can analyze that 40 customers out of 100 changes their handsets in 12-24 months time period, 22 changes it in 6-12 months time period, 20 changes it only when it gets spoilt and 18 changes it in less than 6 months time period.

GRAPH SHOWING THE TIME PERIOD IN WHICH CUSTOMERS CHANGE THEIR HANDSET

<6 Months 6-12 Months 12-24 Months When the handset gets spoilt

Inference On the basis of the above analysis it can be inferred that recently there has been a drastic increase in sales of mobile phone within past few months. After a year the demand created is evident in the market as shown in the graph along side. The sales remain stable six months after the product was introduced in the market. The product is gaining market share and adequate after sales service should be ensured to the customers.

Table 4.6 Distribution Showing, whether customers have used only Nokia or any other Brand also.

FREQUENCY
Yes No. I use only Nokia Analysis 27 73

PERCENTAGE
27 73

100

100

From the above table we can analyze that maximum no of customers, which is 73 customers out of 100 have used only nokia and nothing else, they stayed loyal to the brand while 27 customers have used other brands of phones as well.

GRAPH SHOWING THE NO. OF CUSTOMERS WHO USE ONLY NOKIA AND THOSE HAVE USED OTHER BRAND ALSO

Yes No. I use only Nokia

Inference On the basis of the above analysis it can be inferred that the company should make an effort to explain the functioning of the product at the point of purchase. There are maximum no of customers who were loyal to the brand but few couldn't stick to the brand nokia because of the various reasons and one of the reason was that they were not explained the functioning of the product at the point of purchase. Thus to obtain the

loyalty of customers the company should take various things into consideration.

Table 4.7 Distribution Showing why Customers Prefer Nokia

MAIN REASONS
PRICE FEATURES DURABILITY DESIGN USER-FRIENDLY OTHERS

NO.OF RESPONDENTS
21 17 29 12 15 6

PERCENTAGE
21 17 29 12 15 6

100

100

Analysis From the above table we can analyze that 29 customers out of 100 goes for nokia phones because of its durability, 21 goes for it because of its price, 17 goes for the features provided in the phone, 15 goes for nokia because its user friendly and not difficult to operate, 12 goes for he designs of the phones of nokia, and 6 goes for the other features of nokia which includes, better camera, good memory, useful for businessman as they can receive faxes.

GRAPH SHOWING, WHY CUSTOMERS PREFER NOKIA

PRICE DURABILITY USER-FRIENDLY

FEATURES DESIGN OTHERS

Inference It can be inferred from the above analysis that nokia has varied features and it keeps coming up with new technologies and advancements which attracts its customers. Not only this, it also has phones of all the possible ranges which suits the budget of all kind of people. The phones of nokia are user friendly which can be operated by anyone and everyone. Last but not the least is the durability, which is the main factor why a customer goes for nokia. Table 4.8 Distribution showing, whether Nokia customers will suggest others to buy Nokia

FREQUENCY YES NO CANT SAY


66 13 21

PERCENTAGE
66 13 21

100

100

Analysis we can analyze that out of 100 respondents 66 says that they will suggest others to buy nokia, 21 says that they can't say whether yes or no and 13 says that they will not suggest others to buy nokia.

GRAPH SHOWING WHETHER THE NOKIA CUSTOMERS WILL SUGGEST OTHER TO BUY NOKIA

YES

NO

CAN'T SAY

Inference From the above analysis we can infer 'that maximum no of customers would suggest others to buy nokia phones while there are only few who would not do the same. Nokia is a phone preferred by everyone and people who uses nokia for a long time becomes loyal to nokia but few customers might fail to choose the right phone for themselves and might have a bad experience with it and would suggest others not to buy the nokia phones.

Table 4.9 Distribution showing the customer awareness of Up-coming Models

AWARENESS YES NO

FREQUENCY
47 53

PERCENTAGE
47 53

100
Analysis

100

From the above table we can analyze that out of 100 respondents 53 are not aware of the upcoming models while 47 are well aware of the up coming models to be launched by nokia.

GRAPH SHOWING THE CUSTOMER'S AWARENESS OF UP-COMING MODELS

YES NO

Inference It can be inferred from the above analysis that almost half of the customers are aware of the upcoming models and half of the customers are not aware. The media of advertisements about the new models should be enhanced and It should come up with more and more of customer awareness about the new products which they are going to launch in the near future.

Table 4.10 Distribution showing the no. of customers who intend to buy the up-coming models

INTEND YES NO CANT SAY

FREQUENCY
42 16 42

PERCENTAGE
42 16 42

100

100

Analysis From the above table we can analyze that 42 customers out of total of 100 customers intend to buy the upcoming models though the rest 42 does not whether they intend to buy the upcoming models of nokia phones or not and 16 customers does not intend to buy the upcoming models at all.

GRAPH SHOWING THE NO. OF CUSTOMERS WHO INTEND TO BUY UP-COMING MODELS
45 40 35 30 25 20 15 10 5 0

YES

NO

CAN'T SAY

Inference It can be inferred from the above analysis that the basic customers of nokia consist of the youth who are always keen to try new technologies and new types of phones launched by nokia. Few customers can't say whether they intend to buy the upcoming models, the reason might be the cost which is exorbitantly high when any new phone is launched or the software problem. Hardly few customers do not intend to buy the upcoming models at all.

Table 4.11 Distribution showing the no. of customers who required after sales-service

REQUIRED AFTER SALESSERVICE YES NO

FREQUENCY
68 32

PERCENTAGE
68 32

100
Analysis

100

We can analyze from the above table that out of 100 customers of nokia 68 required the after sales services while only 32 didn't require after sale services by nokia.

GRAPH SHOWING THE NO. OF CUSTOMERS WHO REQUIRE AFTER SALES-SERVICE

80 70 60 50 40 30 20 10 0 YES
Inference

NO

It can be inferred from the above analysis that most of the customers of nokia had required the after sales service and there are hardly few who didn't require it. It provides a lot of inconvenience to the customers of nokia. Therefore nokia should not come up with the phones which have software problems and other sorts of problem which can take away its customers who has been loyal to them since long.

Table 4.12

Distribution showing the reasons for after sales-service

REASON

FREQUENCY 39 60 3 24 12 9

BATTERY PROBLEM SOFTWARE PROBLEM BODY RELATED PROBLEM NETWORK PROBLEM MULTIMEDIA CARD OTHERS

Analysis

The above table shows the reasons why a customer went for after salesservice, 39 had Battery problem, 60 had Software problem, 3 had Body related problem, 24 had Network problem, 12 had Multimedia problem and 9 had other problems. The total no. Of customers out of which the survey was conducted was 100.

GRAPH SHOWING THE REASONS FOR AFTER SALES-SERVICE

BATTERY PROBLEM SOFTWARE PROBLEM BODY RELATED PROBLEM NETWORK PROBLEM MULTIMEDIA CARD OTHERS

Inference

It can be inferred from the above analysis that most of the customers had some or the other problem after they bought the phone. Most of them had Battery problem and Software problem while others had problems like Network and Multimedia Card problem. Thus, Nokia should solve these entire problems before hand for the maintenance of the consumers loyalty.

Table 4.13 Distribution showing whether the customers had easy accessibility to the service-center.

ACCESSIBILTY YES NO

FREQUENCY
35 33

PERCENTAGE
51.47 48.53

68
Analysis

100

It can be analyzed from the above table that 35 customers out of 68 had an easy accessibility to the service center that corresponds to 51.47% while 33 did not had an easy accessibility to the service stations, which corresponds to 48.53%.

GRAPH SHOWING EASE OF ACCESSIBILITY OF SERVICE STATION

YES NO

Inference We can infer from the above analysis that almost half of the customers had an easy accessibility to the service center while half of them did not have. In such a case the company should come with more and more service center so that its customers does not face any inconvenience whenever their phone does not work or require any service

Table 4.14 Distribution showing whether the customers found the warranty period is useful or not.

USEFULNESS OF FREQUENCY WARRANTY PERIOD


54

PERCENTAGE

79.41

YES NO
14 20.59

68
Analysis

100

It can be analyzed from the above table that out of 68 customers 54 finds the warranty period useful which corresponds to 79.41% while only 14 does not finds it useful which corresponds to 20.59%.

GRAPH SHOWING THE NO. OF CUSTOMERS WHO FOUND THE WARRANTY USEFUL OR NOT 90 80 70 60 50 40 30 20 10 0 YES NO

Inference

It can be inferred from the above analysis that most of the customers find the warranty period useful. Nokia can also extend its warranty period for the benefit of its customers. Few customers do not find the warranty period useful, one reason for this can be the frequent change of the phone by the user or the trustworthiness of the brand.

Table 4.15 Distribution showing the no. of customers using various Nokia enhancement

ENHANCEMENTS CHARGER HANDS-FREE BLUETOOTH HEADSET MULTIMEDIA CARD CAR KIT DATA CABLE CAR CHARGER
Analysis

FREQUENCY
100 68 12 77 8 19 24

From the above table we can analyze that out of 100 customers all the 100 customers uses the charger, 68 out Of 100 uses hands free, 12 uses the Bluetooth headset, 77 uses the multi media card, 8 uses the car kit, 19 uses the data cable, and 24 uses the car charger.

GRAPH SHOWING THE NO. OF CUSTOMERS USING VARIOUS NOKIA ENHANCEMENT

MULTIMEDIA CARD

120 100 80 60 40 20 0 HANDSFREE BLUETOOTH HEADSET CHARGER

Inference It can be inferred from the above analysis that all the customers use the charger while everyone does not uses the hands free. Many customers uses multimedia card, which shows that most of the customers have the good and expensive phones of nokia. Hardly few customers use the Bluetooth headset and many customers also use car kit, car charger.

CAR CHARGER

CAR KIT

DATA CABLE

Table 4.16 Distribution showing what makes customers loyal to Nokia

Reasons Durability After sales service Features Price User-friendly


Analysis

Frequency
63 29 74 48 55

From the above table we can analyze that there is not anyone reason that makes customers loyal to the brand. Mobile feature contributes most by getting 74 frequencies followed by durability getting 63. Then comes userfriendly which is 55 followed by price and the least is given to after salesservice which is 29.

GRAPH SHOWING THE REASONS OF MAKING THEM BRAND LOYAL TO NOKIA

DURABILITY AFTER SALES SERVICE FEATURES PRICE USERFRIENDLY

Inference

It can be inferred from the above analyses that features are the most important reason that makes people loyal to the brand. The company should to try to add in more and more features possible to serve their customers better. Their handsets are durable which is very good for the customers having small children at home. People find Nokia much userfriendly than other brands. The company should improve on after salesservice to make their customer more loyal.

Table 4.17

Distribution showing, whether customers handset was serviced on-time

FREQUENCY YES NO
Analysis 43 25

PERCENTAGE
63.24 36.76

68

100

From the above table we can analyze that out of 68 customers who had problems with their handsets, 43 customers handsets got serviced on time which corresponds to 63.24 % while 25 customer's handsets were not serviced on time which corresponds 36.76%.

GRAPH SHOWING WHETHER THE HANDSET OF CUSTOMERS SERVICED ON TIME

YES NO

Inference It can be inferred from the above analysis that customers who had problems with their handsets, they gave it to the service center and few of them did not get it back on time. Company should provide with spare handsets to the people who give their handsets for servicing.

CONCLUSION

Mobile phones have become the fashion symbol among all types of users and these have taken over other gadgets slowly and steadily. As per contemporary trends, the mobile devices are quickly occupying the everyday coffee house gossiping and people are often seen talking on their phones. Nokia is currently the market leader in handsets manufacturing and it has introduced several gadgets that have created history in terms of sales all over the world. Nokia mobile phones have many competitive advantages over the other brands of handsets. It was found that majority of the customers of nokia are male.It was found that majority of the customers of nokia are students. There is an equal distribution between self-employed and service class people. From the analysis it was found that there is a proper distribution of product according to the purchasing power of the customers. This shows that there are phones available for all kind of people with different purchasing power. Most of the people go for nokia because it is user friendly; it can be used by old people, children and illiterate too. It was found that in the recent times the sale of mobile phones has increased drastically. Most of the people change their phones in 12-24 months time period, few changes in 6-12 months, few in less than 6 months and few only when it gets spoiled. From the survey it was found that majority of the people use only Nokia. Few respondents said they use different brands of phones.The phone of Nokia has varied features and it keeps coming up with new technologies and advancements which attract its customers. There are majority in the number of customers of Nokia who will suggest their friends, family members, colleagues, and others to buy Nokia phones to other brands. This shows how loyal the present Nokia customers are towards Nokia. It was found from the analysis the maximum number of customers of Nokia is aware of the upcoming models while only few are not. It shows that Nokia has a good advertisement network .Majority of customers needed after sales service. The worst problems faced by the customers for whom they opted after sales service were software related, body related and multimedia card related. There are inadequate customer care centers. These customer care centers are not easily assessable may

be due to odd location or odd work timings or improper means to communicate, making it unsuitable for the customers. The warranty feature of the product is useful to maximum of the users. Maximum numbers of customers are loyal to the brand because they find the products durable and user-friendly than other brands, they also like the features in the phone that is provided by the company.

BIBLIOGRAPHY
Books and magazines referred Research Methodology By C.R Kothari

Business Statistics- By Gupta and Gupta

Business World

Sites referred www.nokia.com www.about.com www.rediff.com www.mobilestore.com

References Mobile store Big Bazaar Nokia Priority Dealer

Questionnaire for Nokia Customers

Name : Address:

Gender (Table 4.1)


Male Female

To which occupation you belong ? (Table 4.2) Self employed service student others To which income Group you belong to?( Table 4.3) <20,000 20,000-50,000 50,000-80,000 >80,000

Why you buy Nokia mobile? (Table 4.4) Easily available user friendly good after sales service affordable

How often you Change your handset ? (Table 4.5) >6 months

6-12 months 12-24 months when the set gets spoilt

You have used only Nokia or have tried any other Brands? (Table 4.6) Yes No

Why you prefer Nokia mobile? (Table 4.7) Price features durability user friendly design others

Will you ( Nokia customers) suggest others to buy Nokia? (Table 4.8) Yes no cant say

Are you aware of Up-coming Models? (Table 4.9) Yes No

Do you intend to buy the up-coming models?( Table 4.10) Yes no cant say

Do you require after sales-service?( Table 4.11) Yes No

Why you require after sales-service? (Table 4.12) Battery problem software problem network problem body related problem multimedia card others

Are you easily accessible to the service-center? (Table 4.13)

Yes no

Do you find the warranty period useful ? (Table 4.14) Yes no Do you use any Nokia mobile enhancement? (Table 4.15) Charger hands-free Bluetooth head set multimedia card car kit data cable car charger

What makes you loyal to Nokia?( Table 4.16) Durability after sales service features price user friendly

Was your handset serviced on-time?( Table 4.17) Yes No

Date : Location :

Signature

QUESTIONNAIRE FOR MOBILE USERS

1. With mobile phone do you use ? 2. What mobile phone size do you prefer? 3. Are you worried about cell phone radiation and its possible health risks? 4. Do you want to connect your mobile phone to computer using USB cable? 5. How much battery backup do you need? 6. Do you need to use your mobile phone as a wireless modem to connect your laptop to the internet? 7. Do you care about the quality of display , if yes then to what extent? 8. Do you want a built in camera? 9. What is budget you keep for buying a mobile phone? 10. What do you feel about the Bluetooth technology ? 11. Apart from mobile being a medium of communication ,how important is the facility of FM radio, touch screen , memory card etc. in a mobile set? 12. What is the importance of mobile phone in your life? 13. Your suggestions.