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What Customer Satisfaction Is?

Customer satisfaction, a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is
defined as "the number of customers, or percentage of total customers, whose reported
experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.
Within organizations, customer satisfaction ratings can have powerful effects. They focus
employees on the importance of fulfilling customers expectations. Furthermore, when these
ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify
an important dynamic. When a brand has loyal customers, it gains positive word-of-mouth
marketing, which is both free and highly effective.
Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able
do this, firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask customers whether their product or service has
met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When
customers have high expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a luxury resort, for example,
might receive a lower satisfaction rating than a budget moteleven though its facilities and
service would be deemed superior in absolute terms.
The importance of customer satisfaction diminishes when a firm has increased bargaining power.
For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry
that is an oligopoly, where only a few suppliers of a certain product or service exist. As such,
many cell phone plan contracts have a lot of fine print with provisions that they would never get
away if there were, say, a hundred cell phone plan providers, because customer satisfaction
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would be way too low, and customers would easily have the option of leaving for a better
contract offer.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.

















3

Purpose:



A business ideally is continually seeking feedback to improve customer satisfaction.
Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty.
Customer satisfaction data are among the most frequently collected indicators of market
perceptions. Their principal use is twofold:

1- Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the companys goods and services

2- Although sales or market share can indicate how well a firm is performing currently,
satisfaction is an indicator of how likely it is that the firms customers will make further
purchases in the future. Much research has focused on the relationship between customer
satisfaction and retention. Studies indicate that the ramifications of satisfaction are most
strongly realized at the extremes. On a five-point scale, individuals who rate their
satisfaction level as 5 are likely to become return customers and might even evangelize
for the firm. (A second important metric related to satisfaction is willingness to
recommend. This metric is defined as "The percentage of surveyed customers who
indicate that they would recommend a brand to friends." When a customer is satisfied
with a product, he or she might recommend it to friends, relatives and colleagues. This
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can be a powerful marketing advantage.) Individuals who rate their satisfaction level as
1, by contrast, are unlikely to return. Further, they can hurt the firm by making negative
comments about it to prospective customers. Willingness to recommend is a key metric
relating to customer satisfaction.




































5

Measuring Customer Satisfaction:
Organizations need to retain existing customers while targeting non-customers. Measuring
customer satisfaction provides an indication of how successful the organization is at providing
products and/or services to the marketplace.
Customer satisfaction is measured at the individual level, but it is almost always reported at an
aggregate level. It can be, and often is, measured along various dimensions. A hotel, for
example, might ask customers to rate their experience with its front desk and check-in service,
with the room, with the amenities in the room, with the restaurants, and so on. Additionally, in a
holistic sense, the hotel might ask about overall satisfaction with your stay.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables which
correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction
can also vary depending on other options the customer may have and other products against
which the customer can compare the organization's products.
The usual measures of customer satisfaction involve a survey with a set of statements using a
Likert Technique or scale. The customer is asked to evaluate each statement and in term of their
perception and expectation of performance of the organization being measured. Their satisfaction
is generally measured on a five-point scale.

tomer satisfaction data can also be collected on a 10-point scale. Regardless of the scale used,
the objective is to measure customers perceived satisfaction with their experience of a firms
offerings. It is essential for firms to effectively manage customer satisfaction. To be able do this,
we need accurate measurement of satisfaction. Good quality measures need to have high
satisfaction loadings, good reliability, and low error variances. In an empirical study comparing
commonly used satisfaction measures it was found that two multi-item semantic differential
scales performed best across both hedonic and utilitarian service consumption contexts.
According to studies by Wirtz & Lee (2003), they identified a six-item 7-point semantic
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differential scale (e.g., Oliver and Swan 1983), which is a six-item 7-point bipolar scale, that
consistently performed best across both hedonic and utilitarian services. It loaded most highly on
satisfaction, had the highest item reliability, and had by far the lowest error variance across both
studies. In the study, the six items asked respondents evaluation of their most recent experience
with ATM services and ice cream restaurant, along seven points within these six items: please
me to displeased me, contented with to disgusted with, very satisfied with to very
dissatisfied with, did a good job for me to did a poor job for me, wise choice to poor choice
and happy with to unhappy with.
It seems that dependent on a trade-off between length of the questionnaire and quality of
satisfaction measure, these scales seem to be good options for measuring customer satisfaction in
academic and applied studies research alike. All other measures tested consistently performed
worse than the top three measures, and/or their performance varied significantly across the two
service contexts in their study. These results suggest that more careful pretesting would be
prudent should these measures be used.
Finally, all measures captured both affective and cognitive aspects of satisfaction, independent of
their scale anchors. Affective measures capture a consumers attitude (liking/disliking) towards a
product, which can result from any product information or experience. On the other hand,
cognitive element is defined as an appraisal or conclusion on how the products performance
compared against expectations (or exceeded or fell short of expectations), was useful (or not
useful), fit the situation (or did not fit), exceeded the requirements of the situation (or did not
exceed).









7


Objectives Of The Study:

The main objective of the study is to know about customer satisfaction with respect to the
company.
By this project well be able to find out the satisfaction level of customers, towards the
product attributes like Features, Appearances, Battery backup, Audio output and
Software compatibility of Mobile.
This study helps NOKIA to recognize the factor which have more satisfaction level and
which factor have more dissatisfaction level.
This study helps to understand the reasons for purchasing Nokia mobiles.
This study helps to know the experience after purchasing Nokia mobiles.
This study helps to extract the improvements that are to be made if any.
This study helpsto know which advanced phone in Nokia has majority of sales.
This study helps to know the customer satisfaction regarding Nokia mobiles.



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Research methodology:
The research is done through primary data analysis i.e through direct interview, structured
questionnaires etc. as well as through secondary data analysis.

Primary data analysis:
In the project the Primary Data used for data analysis are taken through:-
1- Questionnaires
2- Surveys
3- Interviews
Secondary data analysis:
project the Primary Data used for data analysis are taken through:-
1- Internet
2- Management Books


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Need for study:

Study of this project aim to objectively and rationally uncover the strengths
and weaknesses of an existing Nokia market, opportunities and threats
present in the environment, the resources required to carry through, and
ultimately the prospects for success.
This study also provide a historical background of the business , a
description of the products or services, accounting statements, details of the
operations and management, marketing and research policies etc
The study also speak about technological development in Nokia mobiles
Study of this project also give the suggestions that are to implemented for
the further growth of Nokia market













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Scope:
1- Nokia can expand its market share by introducing brand in new market and by catering
new target market as well.
2- It can also capture more market share and attract more customers in existing market by
changing price and introducing new product range and also by innovating product
features of existing products.
3- Telecommunication market is growing rapidly and more people are being interested
towards the industry so it is great opportunity for Nokia to expand market share and to
grow as well.
4- Through excessive advertisement and effective market communication it can strong its
reputation and increase its sales and also create good brand image among the people.
5- Nokia itself becoming the item of everyday convenience the day is not so far that it will
become the item of everyday use.


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Limitations:

this research is confined to limited area so exact output may not be driven
out
Some people may not be really serious about the questionnaire given to
them so exact customer review may not be obtained
Cost incurred in this project is high
As the time was less the survey is been done on very few people















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Introduction of Mobile Phone:
A mobile telephone or cellular telephone is a long-range, portable electronic device used
for mobile communication. In addition to the standard voice function of a telephone, current
mobile phones can support many additional services such as SMS for text messaging, email,
packet switching for access to the Internet, and MMS for sending and receiving photos and
video.
Cellular telephone, sometimes called mobile telephone, is a type of short-wave analog or
digital telecommunication in which a subscriber has a wireless connection from a mobile
telephone to a relatively nearby transmitter. The transmitter's span of coverage is called a cell.
Generally, cellular telephone service is available in urban areas and along major highways. As
the cellular telephone user moves from one cell or area of coverage to another, the telephone is
effectively passed on to the local cell transmitter.
A cellular telephone is not to be confused with a cordless telephone (which is simply a
phone with a very short wireless connection to a local phone outlet).The first cellular telephone
for commercial use was approved by the Federal Communications Commission (FCC) in 1983.
The phone, a Motorola DynaTAC 8000X, weighed 2 pounds, offered just a half-hour of talk time
for every recharging and sold for $3,995.
History of Mobile Phone:
The history of mobile phones begins with early efforts to develop radio telephone
technology and from two-way radios in vehicles and continues through to emergence of the
modern mobile phone and its associated services
The introduction of hexagonal cells for mobile phone base stations, invented in 1947 by
Bell Labs engineers at AT&T, was further developed by Bell Labs during the 1960s.
Radiophones have a long and varied history going back to the Second World War with military
use of radio telephony links and civil services in the 1950s, while hand-held cellular radio
devices have been available since 1983. Due to their low establishment costs and rapid
deployment, mobile phone networks have since spread rapidly throughout the world.
In 1945, the 0G generations of mobile telephones were introduced. 0G mobile
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telephones, such as Mobile Telephone Service, were not officially categorized as mobile phones,
since they did not support the automatic change of channel frequency in the middle of a call,
when the user moved from one cell (base station coverage area) to another cell, a feature called
"handover".
In 1970 Amos Joel of Bell Labs invented the "call handoff" feature, which allowed a mobile-
phone user to travel through several cells during the same conversation. Martin Cooper of
Motorola is widely considered to be the inventor of the first practical mobile phone for handheld
use in a non-vehicle setting. Using a modern, if somewhat heavy portable handset, Cooper made
the first call on a handheld mobile phone on April 3, 1973. At the time he made his call, Cooper
was working as Motorola's General Manager of its Communications Division.
Fully automatic cellular networks were first introduced in the early to mid-1980s (the 1G
generations). The first fully automatic mobile phone system was the 1981 Nordic Mobile
Telephone (NMT) system. Until the early 1990s, most mobile phones were too large to be
carried in a jacket pocket, so they were usually permanently installed in vehicles as car phones.
With the advance of miniaturization and smaller digital components, mobile phones got smaller
and lighter.
Features & Growth of Mobiles:
Although mobile phones have long had the ability to access data networks such as the
Internet, it was not until the wide spread availability of good quality 3G coverage in the mid
2000s that specialized devices appeared to access the mobile internet. These devices (or dongles)
plugged directly into laptops through the USB port.
Some manufacturers started to embed the mobile data function directly into the laptop so a
dongle isn't needed. The SIM card is inserted directly into the device itself to access the mobile
data services.
1. Uses:
Mobile phones are used for a variety of purposes, including keeping in touch with family
members, conducting business, and having access to a telephone in the event of an
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emergency.Organizations that aid victims of domestic violence may offer a cell phone to
potential victims without the abuser's knowledge. These devices are often old phones that are
donated and refurbished to meet the victim's emergency needs.
Child predators have taken advantage of cell phones to secretly communicate with children
without the knowledge of their parents or teachers.
The advent of widespread text messaging has resulted in the cell phone novel; the first
literary genre to emerge from the cellular age via text messaging to a website that collects the
novels as a whole. Paul Levinson, in Information on the Move (2004), says "...nowadays, a
writer can write just about as easily, anywhere, as a reader can read" and they are "not only
personal but portable".
2. Multiple phones
Individuals may have multiple cell phones for separate purposes, such as for business and
personal use. Multiple phones (or multiple SIM cards) may be used to take advantage of the
benefits of different calling plansa particular plan might provide cheaper local calls, long-
distance calls, international calls, or roaming. A study by Motorola found that one in ten cell
phone subscribers have a second phone that often is kept secret from other family members.
These phones may be used to engage in activities including extramarital affairs or clandestine
business dealings.
3. Sharing
Cell phone sharing is a phenomenon which exists around the world. It is prevalent in urban
India, as families and groups of friends often share one or more mobiles among their members.
Two types of sharing which exist are "conspicuous" and "stealthy" sharing. An example of
conspicuous sharing takes place when someone calls the friend of the person they are trying to
reach in hopes of being able to talk to that individual; stealthy sharing occurs when an individual
uses another's cell phone without their knowledge. Phone sharing does not only take place
because of its economic benefits, but also often due to familial customs and traditional gender
roles.
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Another example of cell phone sharing occurs in Burkina Faso. There it is not uncommon
for a village to only have access to one cell phone. This cell phone is typically owned by a
person who is not natively from the village, such as a teacher or missionary. Although the cell
phone is the sole property of one individual, it is the expectation that other members of the
village are allowed to use the cell phone to make necessary calls. Although some may consider
this a burden, it can actually be an opportunity to engage in reciprocal obligations. This type of
cell phone sharing is an important for the small villages in Burkina Faso because it allows them
to keep up with the expectations of the globalizing world.
4. Handset
There are several categories of mobile phones, from basic phones to feature phones such as
music phones and camera phones. There are also Smartphones, the first Smartphone was the
Nokia 9000 Communicator in 1996 which incorporated PDA functionality to the basic mobile
phone at the time. As miniaturization and increased processing power of microchips has enabled
ever more features to be added to phones, the concept of the Smartphone has evolved, and what
was a high-end Smartphone five years ago, is a standard phone today. Several phone series have
been introduced to address a given market segment, such as the RIM BlackBerry focusing on
enterprise/corporate customer email needs; the SonyEricsson Walkman series of music phones
and Cyber shot series of camera phones; the Nokia N-series of multimedia phones, the Palm Pre
the HTC Dream and the Apple iPhone.
5. Features
Mobile phones often have features extending beyond sending text messages and making
voice calls, including call registers, GPS navigation, music (MP3) and video (MP4) playback,
RDSradio receiver, alarms, memo and document recording, personal organizer and personal
digital assistant functions, ability to watch streaming video or download video for later viewing,
video calling, built-in cameras (1.0+ Mix) and camcorders (video recording), with autofocus and
flash, ringtones, games, PTT, memory card reader (SD), USB (2.0), infrared, Bluetooth (2.0) and
Wi-Fi connectivity, instant messaging, Internet e-mail and browsing and serving as a wireless
modem for a PC, and soon will also serve as a console of sorts to online games and other high
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quality games. Some phones also include a touchscreen.Nokia and the University of Cambridge
are demonstrating a bendable cell phone called the Morph.
6. Power supply
Mobile phones generally obtain power from rechargeable batteries. There are a variety of
ways used to charge cell phones, including USB, portable batteries, mains power (using an AC
adapter), cigarette lighters (using an adapter), or a dynamo. In 2009, wireless charging became a
reality, and the first wireless charger was released for consumer use.
7. Standardization of Micro-USB connector for charging
Starting from 2010, many mobile phone manufacturers have agreed to use the Micro-USB
connector for charging their phones. The mobile phone manufacturers who have agreed to this
standard include:
Apple
LG
Motorola
Nokia
Research In Motion
Samsung
Sony Ericsson
On 17 February 2009, the GSM Association announced that they had agreed on a standard
charger for mobile phones. The standard connector to be adopted by 17 manufacturers in the
Open Mobile Terminal Platform including Nokia, Motorola and Samsung is to be the micro-USB
connector (several media reports erroneously reported this as the mini-USB). The new chargers
will be much more efficient than existing chargers. Having a standard charger for all phones,
means that manufacturers will no longer have to supply a charger with every new phone.
8. Charger efficiency
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The world's five largest handset makers introduced a new rating system in November 2008
to help consumers more easily identify the most energy-efficient chargers
The majority of energy lost in a mobile phone charger is in its no load condition, when the
mobile phone is not connected but the charger has been left plugged in and using power. To
combat this in November 2008 the top five mobile phone manufacturers Nokia, Samsung, LG
Electronics, Sony Ericsson and Motorola set up a star rating system to rate the efficiency of their
chargers in the no-load condition. Starting at zero stars for >0.5 W and going up to the top five
star rating for <0.03 W (30 mW) no load power.
A number of semiconductor companies offering fly back controllers, such as Power
Integrations and Cam Semi, now claim that the five star standard can be achieved with use of
their product.
9. Battery
Formerly, the most common form of mobile phone batteries were nickel metal-hydride, as
they have a low size and weight. lithium ion batteries are sometimes used, as they are lighter and
do not have the voltage depression that nickel metal-hydride batteries do. Many mobile phone
manufacturers have now switched to using lithium-polymer batteries as opposed to the older
Lithium-Ion, the main advantages of this being even lower weight and the possibility to make the
battery a shape other than strict cuboid. Mobile phone manufacturers have been experimenting
with alternative power sources, including solar cells and Coca Cola.
[30]

10. SIM Card
In addition to the battery, GSM mobile phones require a small microchip, called a
Subscriber Identity Module or SIM Card, to function. Approximately the size of a small postage
stamp, the SIM Card is usually placed underneath the battery in the rear of the unit, and (when
properly activated) stores the phone's configuration data, and information about the phone itself,
such as which calling plan the subscriber is using. When the subscriber removes the SIM Card, it
can be re-inserted into another phone that is configured to accept the SIM cardand used as
normal.
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Each SIM Card is activated by use of a unique numerical identifier; once activated, the
identifier is locked down and the card is permanently locked in to the activating network. For
this reason, most retailers refuse to accept the return of an activated SIM Card.
Those cell phones that do not use a SIM Card have the data programmed in to their memory.
This data is accessed by using a special digit sequence to access the "NAM" as in "Name" or
number programming menu. From here, one can add information such as a new number for the
phone, new Service Provider numbers, new emergency numbers, change their Authentication
Key or A-Key code, and update their Preferred Roaming List or PRL. However, to prevent
someone from accidentally disabling their phone or removing it from the network, the Service
Provider puts a lock on this data called a Master Subsidiary Lock or MSL.
The MSL also ensures that the Service Provider gets payment for the phone that was
purchased or "leased". For example, the Motorola RAZR V9C costs upwards of CAD $500.
Depending on the carrier, such a phone may be available for as little as $200. The difference is
paid by the customer in the form of a monthly bill. If the carrier did not use an MSL, then they
may lose the $300$400 difference that is paid in the monthly bill, since some customers would
cancel their service and take the phone to another carrier.
The MSL applies to the SIM only so once the contract has been completed the MSL still
applies to the SIM. The phone however, is also initially locked by the manufacturer into the
Service Providers MSL. This lock may be disabled so that the phone can use other Service
Providers SIM cards. Most phones purchased outside the US are unlocked phones because there
are numerous Service Providers in close proximity to one another or have overlapping coverage.
The cost to unlock a phone varies but is usually very cheap and is sometimes provided by
independent phone vendors.
Having an unlocked phone is extremely useful for travelers due to the high cost of using
the MSL Service Providers access when outside the normal coverage areas. It can cost
sometimes up to 10 times as much to use a locked phone overseas as in the normal service area,
even with discounted rates. T-Mobile will provide a SIM unlock code to account holders in good
standing after 90 days according to their FAQ.
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Market of Mobile:
The world's largest individual mobile operator is China Mobile with over 500 million
mobile phone subscribers. The world's largest mobile operator group by subscribers is UK based
Vodafone. There are over 600 mobile operators and carriers in commercial production
worldwide. Over 50 mobile operators have over 10 million subscribers each, and over 150
mobile operators have at least one million subscribers by the end of 2008 (source wireless
intelligence).
In mobile phone handsets, in Q3/2008, Nokia was the world's largest manufacturer of
mobile phones, with a global device market share of 39.4%, followed by Samsung (17.3%),
Sony Ericsson (8.6%), Motorola (8.5%) and LG Electronics (7.7%). These manufacturers
accounted for over 80% of all mobile phones sold at that time.
Mobile as Media Channel:
The mobile phone became a mass media channel in 1998 when the first ringtones were
sold to mobile phones by Radiolinja in Finland. Soon other media content appeared such as
news, videogames, jokes, horoscopes, TV content and advertising. In 2006 the total value of
mobile phone paid media content exceeded internet paid media content and was worth 31 Billion
dollars (source Informa 2007). The value of music on phones was worth 9.3 Billion dollars in
2007 and gaming was worth over 5 billion dollars in 2007.
The mobile phone is often called the Fourth Screen (if counting cinema, TV and PC
screens as the first three) or Third Screen (counting only TV and PC screens). It is also called the
Seventh of the Mass Media (with Print, Recordings, Cinema, Radio, TV and Internet the first
six). Most early content for mobile tended to be copies of legacy media, such as the banner
advertisement or the TV news highlight video clip. Recently unique content for mobile has been
emerging, from the ringing tones and ringback tones in music to "mobisodes," video content that
has been produced exclusively for mobile phones.
The advent of media on the mobile phone has also produced the opportunity to identify
and track Alpha Users or Hubs, the most influential members of any social community. AMF
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Ventures measured in 2007 the relative accuracy of three mass media, and found that audience
measures on mobile were nine times more accurate than on the internet and 90 times more
accurate than on TV.
Privacy:
Cell phones have numerous privacy issues associated with them, and are regularly used
by governments to perform surveillance.Law enforcement and intelligence services in the UK
and the US possess technology to remotely activate the microphones in cell phones in order to
listen to conversations that take place nearby the person who holds the phone.
Mobile phones are also commonly used to collect location data. The geographical
location of a mobile phone can be determined easily (whether it is being used or not), using a
technique known multilateration to calculate the differences in time for a signal to travel from
the cell phone to each of several cell towers near the owner of the phone.




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Restriction of use:
:There exists a growing body within the scientific community which believes mobile phone use
represents a long-term health risk, particularly to young children. Certain countries, including
France, restrict the use and sale of cell phones to minors for this reason. The telecommunications
industry rejects such claims, claiming there is no proof of long-term adverse health effects.
Groups of scientists, however, such as the U.S. - based group "Bioinitiative argue that because
mobile phone use is recently-introduced technology, long-term 'proof' has been impossible - and
use should be restricted, or monitored closely, while the technology is still new. The very first
generation of cell-phone users, for example, are only now entering middle-age.

















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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
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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.
























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History:
The seeds of the current incarnation of Nokia were planted with the founding of the electronics
section of the cable division in 1960 and the production of its first electronic device in 1962: a
pulse analyzer designed for use in nuclear power plants. In the 1967 fusion, that section was
separated into its own division, and began manufacturing telecommunications equipment. A key
CEO and subsequent Chairman of the Board was vuorineuvos Bjrn "Nalle" Westerlund (1912
2009), who founded the electronics department and let it run a loss for 15 years.
In the 1970s, Nokia became more involved in the telecommunications industry by developing the
Nokia DX 200, a digital switch for telephone exchanges. The DX 200 became the workhorse of
the network equipment division. Its modular and flexible architecture enabled it to be developed
into various switching products. In 1984, development of a version of the exchange for the
Nordic Mobile Telephony network was started.
For a while in the 1970s, Nokia's network equipment production was separated into Telefenno, a
company jointly owned by the parent corporation and by a company owned by the Finnish state.
In 1987, the state sold its shares to Nokia and in 1992 the name was changed to Nokia
Telecommunications.
In the 1970s and 1980s, Nokia developed the Sanomalaitejrjestelm ("Message device system"),
a digital, portable and encrypted text-based communications device for the Finnish Defence
ForcesFinnish Defence Forces. The current main unit used by the Defence Forces is the
Sanomalaite M/90 (SANLA M/90).






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About The Company:
Nokia Corporation is a Finnish multinational communications corporation that is headquartered
in Keilaniemi, Espoo, a city neighbouring Finland's capital Helsinki. Nokia is engaged in the
manufacturing of mobile devices and in converging Internet and communications industries, with
over 132,000 employees in 120 countries, sales in more than 150 countries and global annual
revenue of over 42 billion and operating profit of 2 billion as of 2010. It is the world's largest
manufacturer of mobile phones, its global device market share was 31% in the fourth quarter of
2010, up from an estimated 30% in third quarter of 2010 but down from an estimated 35% in the
fourth quarter of 2009. Nokia's estimated share of the converged mobile device market was 31%
in the fourth quarter, compared with 38% in the third quarter 2010. Nokia produces mobile
devices for every major market segment and protocol, including GSM, CDMA, and W-CDMA
(UMTS). Nokia offers Internet services such as applications, games, music, maps, media and
messaging through its Ovi platform. Nokia's subsidiary Nokia Siemens Networks produces
telecommunications network equipment, solutions and services. Nokia is also engaged in
providing free digital map information and navigation services through its wholly owned
subsidiary Navteq. Nokia also has greater dependency on England based company duo namely
Symbian Corporation for its mobile operating systems and OVI for its mobile-based application
software development and distribution, which has made Nokia as highest-selling mobile-phone
vendor within the past few years.
Nokia has sites for research and development, manufacture and sales in many countries
throughout the world. As of December 2010, Nokia had R&D presence in 16 countries and
employed 35,870 people in research and development, representing approximately 27% of the
group's total workforce. The Nokia Research Center, founded in 1986, is Nokia's industrial
research unit consisting of about 500 researchers, engineers and scientists. It has sites in seven
countries: Finland, China, India, Kenya, Switzerland, the United Kingdom and the United States.
Besides its research centers, in 2001 Nokia founded (and owns) NIT Nokia Institute of
Technology, a R&D institute located in Brazil. Nokia operates a total of 9 manufacturing
facilities located at Salo, Finland, Manaus, Brazil, Cluj, Romania, Beijing and Dongguan ,
China, Komrom, Hungary, Chennai, India, Reynosa, Mexico, and Masan, South Korea. Nokia's
26

industrial design department is headquartered in Soho in London, UK with significant satellite
offices in Helsinki, Finland and Calabasas, California in the US.
Nokia is a public limited-liability company listed on the Helsinki, Frankfurt, and New York
stock exchanges. Nokia plays a very large role in the economy of Finland; it is by far the largest
Finnish company, accounting for about a third of the market capitalization of the Helsinki Stock
Exchange (OMX Helsinki) as of 2007, a unique situation for an industrialized country. It is an
important employer in Finland and several small companies have grown into large ones as its
partners and subcontractor0s. Nokia increased Finland's GDP by more than 1.5% in 1999 alone.
In 2004 Nokia's share of the Finnish GDP was 3.5% and accounted for almost a quarter of
Finland's exports in 2003.
Finns have consistently ranked Nokia as one of the best Finnish brands. In 2008, it was the 27th
most respected brand among Finns, down from sixth place in 2007. The Nokia brand, valued at
$29.5 billion, is listed as the eight most valuable global brand in the Interbrand/BusinessWeek
Best Global Brands list of 2010 (first non-US company). It is the number one brand in Asia (as
of 2007) and Europe (as of 2009), the 41st most admirable company worldwide in Fortune's
World's Most Admired Companies list of 2010 (third in Network and Other Communications
Equipment, seventh non-US company), and the world's 120th largest company as measured by
revenue in Fortune Global 500 list of 2010. As of 2010, AMR Research ranks Nokia's global
supply chain No. 19 in the world. In July 2010, Nokia announced that their profits had dropped
40%. In the global smartphone rivalry, Nokia dominates the worldwide mobile markets, but
remains fragile in the United States.






27



Challenges Of Growth:

In the 1980s, during the era of its CEO Kari Kairamo, Nokia expanded into new fields, mostly by
acquisitions. In the late 1980s and early 1990s, the corporation ran into serious financial
problems, a major reason being its heavy losses by the television manufacturing division and
businesses that were just too diverse. These problems, and a suspected total burnout, probably
contributed to Kairamo taking his own life in 1988. After Kairamo's death, Simo Vuorilehto
became Nokia's Chairman and CEO. In 19901993, Finland underwent severe economic
depression, which also struck Nokia. Under Vuorilehto's management, Nokia was severely
overhauled. The company responded by streamlining its telecommunications divisions, and by
divesting itself of the television and PC divisions.
Probably the most important strategic change in Nokia's history was made in 1992, however,
when the new CEO Jorma Ollila made a crucial strategic decision to concentrate solely on
telecommunications. Thus, during the rest of the 1990s, the rubber, cable and consumer
electronics divisions were gradually sold as Nokia continued to divest itself of all of its non-
telecommunications businesses.






28


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 Nokias 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.


29


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.

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.
30

Logos

Nokia Company logo. Founded in Tampere in 1865, incorporated in Nokia in 1871.


The brand logo of Finnish Rubber Works, founded in Helsinki in 1898.
Logo from 1965 to 1966.


The Nokia Corporation "arrows" logo, used before the "Connecting People" logo.


Nokia introduced its "Connecting People" advertising slogan, coined by Ove Strandberg
and used since 1992.
31



Nokia's current logo used since 2006, with the redesigned "Connecting People" slogan.
.

Nokia Siemens Networks logo. Founded in 2007.


Navteq logo. Founded in 1985, acquired by Nokia in 2007.






32


Research cooperation with universities:

Nokia is actively exploring and engaging in open innovation through selective research
collaborations with major universities and institutions by sharing resources and leveraging ideas.
Major research collaboration is with Tampere University of Technology based in Finland.
Current collaborations include:
Aalto University School of Science and Technology, Finland
cole Polytechnique Fdrale de Lausanne, Switzerland
ETH Zurich, Switzerland
Massachusetts Institute of Technology, United States
Stanford University, United States
Tampere University of Technology, Finland
Tsinghua University, China
University of California, Berkeley, United States
University of Cambridge, United Kingdom
University of Southern California, United States







33

To manage the business well is to manage its future and to manage the future is to
manage information.
To collect the information, marketing research is to be done. Marketing research has
been defined as the systematic gathering, recording and analyzing of data about problems
relating to marketing of goods and services from producer to consumer.
-By American Marketing Association

3.1 RESEARCH DESIGN:
Research design is the specification of method and procedure for acquiring the information
needed to structure to solve the problems.
Research design is systematic gathering, recording and analyzing the data, which is use to
solve the problems.
The research Design is of Descriptive nature.
Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual or a group. These are the studies concerned with
Specific predictions, with narration of facts and characteristics concerning individual, group or
situation. The design in such studies must be rigid and not flexible and must focus attention on
the following:
Formulating the objective of the study.
Designing the methods of data collection.
Selecting the sample.
Collecting the data.
Processing and analyzing the data.
Reporting the findings.

34

3.2 SAMPLING DESIGN
3.2.1 SAMPLE SIZE:
25 respondents were surveyed during the study period.
3.2.2 METHOD OF SAMPLING:
Random Sampling Method is used in sampling method used which is as same as Random
Sampling Method.
3.2.3 SAMPLING UNITS:
The sampling units are customers of Nokia Mobiles in KAKINADA TOWN.
3.3 DATA COLLECTION DESIGN:
3.3.1 TYPES OF DATA:

There are two sources of collection data
Primary source
Secondary source

Primary Source:
Primary data are data that are collected to help Solve a problem or take advantage of an
opportunity on which decision is pending.
A sample of 25 respondents was administered through questionnaire and personal interview to
know the customer satisfaction towards Nokia Mobiles Phones.
Secondary Source:
Secondary source data is the data that is collected from the already existing sources like
the companys website and companys catalogues.
The company profile gives a detailed report on history and the various products being
manufactured by it.


35

4.3.2 DATA COLLECTION TOOL
Questionnaire:
Collection of data is an important stage in the research. In fact the quality of the data
collected determines the quality of research. A questionnaire is a sheet or sheets of paper
containing question relating to certain specific aspects, regarding which the researches collect the
data. The questionnaire is given to the respondents to be filled up.
4.4 Data Analysis Tools:
The tool used for the purpose of analysis is percentage method with reference to
questionnaire.
Percentage Method:
Percentage method refers to a special kind of rates. Percentage method used in making
comparison between two or more series of data.
Percentage= No. of respondents x 100
Total no. of samples












36



Percentage test:


Q1. What is the Age Group in which you belong ?



Interpretation:

From the above diagram we come to know that the majourity of people using Nokia mobiles
belongs to the age group 21-30 i.e 36% and the minority belongs to age group above 50 i.e only
9% respondents.




28
36
15
12
9
0
5
10
15
20
25
30
35
40
Below 20 21-30 31-40 41-50 Above 50
37





Q2. What is your Gender ?





Interpretation:

From the above diagram we come to know that the majourity of people using Nokia mobiles are
Male i.e 65% and minority of Nokia mobile users aree Female i.e only 35%.
65%
35%
Male
Female
38




Q3. Educational Qualification ?





Interpretation:

From the above diagram we come to know that from the total respondents, 40% are Graduates
and Post Graduates each. But still 7% respondents are below or upto Primary level.
7
13
40 40
0
5
10
15
20
25
30
35
40
45
Primary Secondary Graduate Post Graduate
39



Q4. What is your Monthly Income?







Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile
belongs to the salary group of above 40,000 `.




20
15
20
21
24
0
5
10
15
20
25
30
Below 10,000 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000
40





Q5. Do you have Nokia mobile Phone?


\



Interpretation:

From the above diagram we come to know that the majority of people i.e, 58 % are using nokia
mobile phones.



58%
42%
Yes No
41





Q6. Are you satisfied with price of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 65% respondents, with the price of Nokia Mobile phones and 15% are dissatisfied.




20
65
15
0
10
20
30
40
50
60
70
High satisfied Satisfied Not Satisfied
42





Q7. Are you satisfied with Advertisements strategies of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 59% respondents, with the advertisements of Nokia Mobile phones and 15% are
dissatisfied.



24
59
17
0
10
20
30
40
50
60
70
High satisfied Satisfied Not Satisfied
43





Q8. Are you satisfied with Audio output of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 53% respondents, with the Audio Output of Nokia Mobile phones and 20% are
dissatisfied.



27
53
20
0
10
20
30
40
50
60
High satisfied Satisfied Not Satisfied
44




Q9. Are you satisfied with Software compatibility of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 49% respondents, with the Software Compitability of Nokia Mobile phones and 14%
are dissatisfied.




37
49
14
0
10
20
30
40
50
60
High satisfied Satisfied Not Satisfied
45



Q10. Are you satisfied with Built in memory of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 55% respondents, with the Built In Memory of Nokia Mobile phones and 24% are
dissatisfied.





21
55
24
0
10
20
30
40
50
60
High satisfied Satisfied Not Satisfied
46





Q11. Are you satisfied with Camera/video quality Nokia mobile Phone?






Interpretation:
From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 52% respondents, with the Camera/Video Quality of Nokia Mobile phones and 20%
are dissatisfied.
28
52
20
0
10
20
30
40
50
60
Highly satisfied Satisfied Not Satisfied
47




Q12. Are you satisfied with Accessories of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 57% respondents, with the Accessories of Nokia Mobile phones and 20% are
dissatisfied.





23
57
20
0
10
20
30
40
50
60
Highly satisfied Satisfied Not Satisfied
48




Q13. Are you satisfied with Appearances of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 52% respondents, with the Appearance of Nokia Mobile phones and 20% are
dissatisfied.





28
52
20
0
10
20
30
40
50
60
Highly satisfied Satisfied Not Satisfied
49





Q14. Are you satisfied with Battery backup of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that 40% of respondents are highly satisfied as well
as the people satisfied with its Battery Backup, 20% people are not satisfied with it.




40 40
20
0
5
10
15
20
25
30
35
40
45
Highly satisfied Satisfied Not Satisfied
50




Q15. Are you satisfied with services provided by Nokia mobile Phone?





Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 52% respondents, with the Services given by Nokia and 21% are highly satisfied.





21
52
27
0
10
20
30
40
50
60
Highly satisfied Satisfied Not Satisfied
51



Q16. Are you satisfied with Brand image of Nokia mobile Phone?






Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
not satisfied i.e 48% respondents, with the Software Compitability of Nokia Mobile phones and
35% are highly satisfied where as only 17% respondents are moderately satisfied.





35
17
48
0
10
20
30
40
50
60
Highly satisfied Satisfied Not Satisfied
52




Q17. Are you satisfied with its life?





Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
satisfied i.e 52% respondents, with the Life of Nokia Mobile phones and 10% are dissatisfied.







38
52
10
0
10
20
30
40
50
60
Highly satisfied Satisfied Not Satisfied
53




Q18. Are you fully aware all the Features of Nokia mobile Phone?





Interpretation:

From the above diagram we come to know that the majority of people using Nokia Mobile are
fully aware of its Features i.e 73% but still 27% respodents dont know about its features.







73%
27%
Yes No
54

Classification based on satisfactory level:


Attributes Price Advertisement Audio Output Software
Compatibility
Built in memory


Highly
Satisfied


20%


24%


27%


37%


21%



Satisfied



65%



59%



53%



49%



55%




Not
Satisfied



15%



17%



20%



14%



24%





55




Attributes

Camera/Video
Quality


Accessories


Appearances

Battery
Backup


Services

Brand
image




Life




Highly
Satisfied



28%



23%



28%



40%



21%



35%



38%



Satisfied



52%



57%



52%



40%



52%



17%



52%



Not
Satisfied



20%



20%



20%



20%



27%



48%



10%






56

Finding of 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 Below20-30 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, 20 percent of the respondents are falling under the income
level Rs. below 10000 and 24% more than 40000.

5- 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.

6- From the survey undertaken, between the mode of the purchase and income level of the
respondents, it has been found that 24 respondents are falling under the income level
more 40000.










57

On The Basis Of Features:

1- Audio Output:- In the above analysis, 27% of respondents are highly satisfied with the
audio output, 53% of the respondent are satisfied, and 20% of respondents are not
satisfied with this attribute.
2- Camera/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,49% of the respondents
gave their opinion as satisfied,14% 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- Accessories:-In the above analysis, 23% of the respondent gave their opinion as highly
satisfied with the features of the accesories,57 % of the respondents gave their opinion as
satisfied,20% of the respondents were not satisfied.
6- Appearance:- 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.



58

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 by the respondents.

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 customers .The customers are not
satisfied with the price level, so they can better consider the price level.




\






59

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.














60

BIBLIOGRAPHY

1- Marketing research book by Naresh K. Malhotra (fifth edition ).
2- Business Today June 2009.
3- The Future Of Business By Gitman Lawrence
4- www.wikipedia.org/
5- http://wiki.answers.com
6- http://www.slideshare.net
7- www.nokia.co.in
8- www.motorola.com