Background

Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger
prototype model in 1973.

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to Dr. Joel S. Engel,
head of research at AT&T's Bell Labs, while walking the streets of New York City talking on
the first Motorola DynaTAC prototype in front of reporters. Motorola has a long history of
making automotive radios, especially two-way radios for taxicabs and police cruisers.

Nokia has played a pioneering role in the growth of cellular technology in India, starting with
the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia
deployed network.
Nokia started its India operations in 1995, and presently operates out of offices in New Delhi,
Mumbai, Kolkata,Jaipur,Lucknow,Chennai, Bangalore, Hyderabad, Pune and Ahmedabad.

The Indian operations comprise of the handsets business; R&D facilities in Bangalore,
Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in
Bangalore.
Over the years, the company has grown manifold with its manpower strength increasing from
450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia
Siemens Networks). Today, India holds the distinction of being the second largest market for

the company globally.

Devices business: Nokia has established itself as the market and brand leader in the mobile
devices market in India. The company has built a diverse product portfolio to meet the needs
of different consumer segments and therefore offers devices across five categories ie. Entry,
Live, Connect, Explore and Achieve. These include products that cater to first time
subscribers to advanced business devices and high performance multimedia devices for
imaging, music and gaming.

Nokia has been working closely with operators in India to increase the geographical coverage
and lower the total cost of ownership for consumers. Today, Nokia has one of the largest
distribution network with presence across 1,30,000 outlets. In addition, the company also has
Nokia Priority Dealers across the country and Nokia ‗Concept stores‘ in Bangalore, Delhi,
Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide
customers a complete mobile experience.

Services business

With the global launch of Ovi, the company's Internet services brand name, Nokia is
renewing itself to be at the forefront of the convergence of internet and mobility. From being
a product centric company, Nokia is now focusing to become solutions centric. The strategic
shift is built on Nokia‘s bid to retain consumers and empower Nokia device owners to realise
the full potential of the Internet. Nokia will build a suite of Internet based services like Nokia
Maps, the Nokia Music Store and Nokia N-Gage around its Ovi brand.

Infrastructure business

Nokia Siemens Networks is a leading global enabler of communications services. The

company provides a complete, well-balanced product portfolio of mobile and fixed network
infrastructure solutions and addresses the growing demand for services with 20,000 service
professionals worldwide. Its operations in India include Sales & Marketing, Research &
Development, Manufacturing and Global Networks Solutions Centre. Headquartered in
Gurgaon, Nokia Siemens Networks has 47 offices and presence in over 170 locations across
the country.

R & D centers

Nokia has three Research & Development centers in India, based in Hyderabad, Bangalore
and Mumbai. These R&D hubs are staffed by engineers who are working on next-generation
packet-switched mobile technologies and communications solutions to enhance corporate
productivity.

The Center in Bangalore, the biggest R&D site in the country comprises S60 Software Organization, Common
Technologies, Next Generation now called Maemo Software, Productization and Software & Services.

Design Studio
Nokia has set up its first Design Studio in Bangalore in partnership with Srishti School of
Art, Design and Technology. The first of its kind, the design studio will give Nokia designers
and India‘s talented youth the opportunity to work together on new design ideas for India and

the global markets.

Manufacturing in India

Nokia has set up its mobile device manufacturing facility in Chennai, India to meet the

burgeoning demand for mobile devices in the country. The manufacturing facility is

operational with an investment of USD 210 million and currently employs 8000 people.
Nokia has recently announced fresh investments to the tune of US $ 75 million towards its
manufacturing plant in Sriperumbudur, Chennai for the year 2008
 11
Purpose of this Study
To study the satisfaction level of consumers towards the NOKIA Mobile in East Delhi.
Scope and focus
1. This study focus on Features, Appearances, Battery backup and Software
compatibility of Nokia.
2.This study help NOKIA to recognize the factor which is most satisfied and which
factor have more dissatisfaction influencing the consumers to buy the NOKIA Mobile

FINDING THE STUDY

1. Among the total 100 respondents, 65 percent of the respondents were male while
remaining 35 percent of the respondents were female.
2. From the study undertaken, out of the total number of respondents are falling under
the age group of 17-50+ years.
3. From the study undertaken, majority of the respondents, (40 Percent) are graduates
and (40 Percent) are post graduate.
4. From the survey undertaken, 24 percent of the respondents are falling under the
income level Rs. below 10000 and 26% more than 40000.

5. From the survey undertaken, between the educational qualification and the purchase
decision of the respondent, it has been found that 40 respondents are graduates, of
 these, 38% respondents are depending upon the advertisements for their purchase
decision.

6. From the study undertaken, between the age and purchase decision of the
respondents, out of 100 respondents, 20 of them are depending upon advertisement
for their purchase decision, and 36% respondents are falling under the age group of
21-30 years.

7. From the survey undertaken, between the mode of the purchase and income level of the respondents, it has been
found that 26 respondents are falling under the income level more 40000, of these 18 respondents are making
their purchase by cash.

8. From the survey undertaken 36% are highly satisfied with its brand image
Features:-

1.Audio Output:- In the above analysis, 26% of respondents are highly satisfied with the audio output, 54% of the
respondent are satisfied, and 20% of respondents are not satisfied with this attribute.

2.Came ra/video:- In the above analysis, 28% of the respondent gave their opinion as highly satisfied with the
features of the software compatiblity,52% of the respondents gave their opinion as satisfied,20% of the
respondents were not satisfied.

3.Software Capability:- In the above analysis, 37% of the respondent gave their
opinion as highly satisfied with the features of the software compatiblity,48% of the
respondents gave their opinion as satisfied,15% of the respondents were not satisfied.

4.Built in memory:- In the above analysis, 21% of the respondent gave their opinion as highly satisfied with the
features of the built in memory,55% of the respondents gave their opinion as satisfied,24% of the respondents
were not satisfied.

5.Acces so ries:-In the above analysis, 24% of the respondent gave their opinion as
highly satisfied with the features of the accesories,56% of the respondents gave their
opinion as satisfied,20% of the respondents were not satisfied.

6.App earance:- In the above analysis, 28% of the respondent gave their opinion as highly satisfied with the
appearance,52% of the respondents gave their opinion as satisfied,20% of the respondents were not satisfied.

7.Battery backup:- In the above analysis, 40% of the respondent gave their opinion as
highly satisfied with the battery,40% of the respondents gave their opinion as
satisfied,20% of the respondents were not satisfied.
 SUGGESTIONS
1. Most of the respondents were satisfied with the price, company image and Battery
backup of Nokia. So it is suggested that the same standard is to the maintained.
2. Factors like after service, audio output, software compatibility and special features
are admired the respondents, hence this features has to be continued.

3. Regarding built in memory and brand image, a few of the respondents expressed their
dissatisfaction. so this factor has to be improved with a view to attract more
customers and to retain the existing customers.

4. To attract customers situated in all areas, advertisement can be given through all
media to attract customers in rural areas.

5. The sales promotion offers are not impressive. Hence, the company should work
towards providing more sales promotion offers to attract the customer‘s .The
customers are not satisfied with the price level, so they can better consider the price
level.

CONCLUSIONS

The important product attributes of any Mobile like price and company image
have received favorable appreciation from the respondents. Product attributes
like battery backup, appearances, software compatibility and audio output have
also been appreciated. It is certified that the consumer behavior concept is an
unpredictable one in any kind of market .But this study has attempted its best to
reveal the same.

36