ROLL NO: - MBA-3032K9 ANALYSIS OF CURRENT MARKET SCENARIO OF THE MOBILE MARKET WITH SPECIAL REFERENCE T O NOKIA AND

SAMSUNG Submitted in Partial Fulfillment of the requirement For the Award of Degree of M .B.A (OPERATIONS & MARKETING MANAGEMENT) Submitted By:Mayank Malhi MBA-303-2K9 U nder the Supervision of Mrs. Jyotsna Chawla Lecturer (Deptt. Of Management Studi es) YMCA UNIVERSITY OF SCIENCE AND TECHNOLOGY, FARIDABAD

ACKNOWLEDGEMENT With profound sense of regard and gratitude, I thank my project guide Mrs. Jyots na Chawla for her invaluable guidance, incessant interest and constructive sugge stions during the course of study. The completion of the project wouldnt have bee n possible without her zeal and interest throughout the task, right from the beg inning. I thank her for sharing her valuable and immense knowledge and timely he lp, which made this, project a reality. And I also thank the various respondents who spent their valuable time in filling the respective questionnaire and witho ut their valuable support, the project would have remained a dream. Finally I wo uld like to thank our near and dear friends who have been a constant source of i nspiration and support in the course of the relentless work of our project. Mayank Malhi MBA-303-2K9

PREFACE The wide ambit of the project, which is the internal part of the PGDM course gua ranteed us extensive exposure to various concept of GSM, Flip and other camera a nd video technologies among other things. Apart from these technical and non-tec hnical aspect, we learnt the important skills of Formal Interaction, Process Dri ven skills, work ethics and responsibility. During the course of Project we have tried to use and apply the academic knowledge to gain a valuable insight with a ll its environmental operational complexities. The said Project offered a valuab le opportunity to us to meet the academic knowledge and transform it into practi cal one. We undertook the said project with the survey which aims at studying an d analyzing the current market scenario of mobiles, requirements of the customer s about the features and its pros and cons, future needs of various mobile compa nies. We had the unique privilege to assume an assortment of role including prob lem identification, theoretical framework, research design, experimental design and setup, data collection, analysis and interpretation, observing findings and providing suggestions and recommendations etc. and also gained valuable experien ce of working individually with a responsibility of ethics and morality which wo uld go a sound career in marketing field in future. In the report we have put ou r best efforts to compile the data to the highest level of accuracy and give my views to best of my judgment. long way in building a

EXECUTIVE SUMMARY Though mobiles have become an integral part of the society for various reasons i ncluding safety, connectivity, fun, etc a lot of people still use it as a sign o f status. Therefore mobiles could be marketed and sold for various segments mean ing thereby that even though the telecom industry is on a high there is still a lot of scope. Any mobile manufacturer on studying a report of this kind should b e able to relate to his ideas of targeting the right population for the right ha ndset. There is a good scope for new entrants in this circle as the service prov ided by the existing players are not up to the mark and subscribers want to try out new ones provided they stand up to the customers expectations. MMS and Bluet ooth functions are fast becoming popular with the mobile users. In fact these ar e becoming a criterion for choosing a mobile handset

INTRODUCTION INDIAN MOBILE MARKET No doubt, India is one of the largest and fastest growing m obile handset markets in the world. At least five mobile handset companies have announced plans to set up manufacturing bases herein India. The gray market in I ndia is huge. But, it is fast declining with much of the gray market catering to the lower income group of the population such as taxi drivers and plumbers. Gra y market accounts for over 60% of the handset market in India. Not only this, re pairing devices is preferred to replacing them. Hence, the market also thrives f or duplicate spares for mobile phones and also for any electronic parts for that matter. It is quite common for people here in India to buy a standard duplicate Nokia phone charger for just Rs. 30/- here in India. ($0.71) Mobile Handset Rep lacement cycles average between 24 to 36 months. A once flourishing handset gray m arket is on the decline now in India, due to a reduction in duties and taxes. A customs tariff was lowered in January 2004 from 10% to 5%, and a Special Additio nal Duty (SAD) of 4% was abolished at the same time. Further tax benefits are ex pected as the market matures more. Definitely, the margins would come down for h andset resellers as these handsets are locally manufactured here in India. But, a vast untapped market of nearly 70 % of India s population (India s rural secto r) coupled with one of the world s cheapest mobile call charge rates here in Ind ia which, is still expected to further go down, mobile handset resellers will no t have much to lose. Industry sources, though, view the market to be at its nasc ent stage, many large EMS (Electronic Manufacturing Services) companies are seri ously considering setting up their handset facilities in India. Not surprisingly , phone vendors would prefer to source the lowest-cost phones available and thes e come from contract manufacturers elsewhere in Asia. Opportunities are largely looming for mobile bigwigs like Micromax, BenQ, Elcoteq, and Alcatel quibbled ov er licenses; now, they are fighting over spectrum.

The market research report "Indian Mobile Handset Market (2005)" published by RN COS examines ongoing market trends responsible for the escalating demand for mob ile handsets and value-added services in India. The report investigates and asse sses the growth factors contributing to mobile handset market and includes wide coverage of important issues and policies concerning development of Indian mobil e telecommunication industry. With statistics including current market share dat a, leading players and manufacturers profiles, and mobile subscriber predictions for 2010, the report covers the key aspects of the scenario in the Indian market for the mobile industry. Special emphasis is given to emerging trends in the ma rket. This market research report also gives a complete analysis of Indias mobile market for in-depth insights into mobile subscribers base, mobile tariffs, usag e patterns, and potential for value added services.

NOKIA The roots of Nokia go back to the year 1865 with the establishment of a fo rest industry enterprise in South-Western Finland by mining engineer Fredrik Ide stam. Elsewhere, the year 1898 witnessed the foundation of Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began operations. Gradually, the ownership of these two companies and Nokia began to shift into hands of just a few owners. Finally in 1967 the three companieswere merged to form Nokia Corporation. At th e beginning of the 1980s, Nokia strengthened its position in the telecommunicati ons and consumer electronics markets through the acquisitions of Mobira, Salora, Televa and Luxor of Sweden. In 1987, Nokia acquired the consumer electronics op erations and part of the component business of the German Standard Elektrik Lore nz, as well as the French consumer electronics company Oceanic. In 1987, Nokia a lso purchased the Swiss cable machinery company Maillefer. In the late 1980s, No kia became the largest Scandinavian information technology company through the a cquisition of Ericsson s data systems division. In 1989, Nokia conducted a signi ficant expansion of its cable industry into Continental Europe by acquiring the Dutch cable company NKF. Since the beginning of the 1990 s, Nokia has concentrat ed on its core business, telecommunications, by divesting its information techno logy and basic industry operations.

HANDSETS

SAMSUNG INDIA Digital technology leader, Samsung India Electronics Ltd., a subsi diary of the US$55.2 billion recognized as one of the fastest growing brands. It has been operating in India since 1995. Samsung Electronics Co., Ltd. is a glob al leader in semiconductor, telecommunication, digital media and digital converg ence technologies. Employing approximately 123,000 people in 93 offices in 48 co untries, the company consists of five main business units: Digital Appliance Bus iness, Digital Media Business, LCD Business, Semiconductor Business and Telecomm unication Network Business. Samsung Electronics is a leading provider of high tech Consumer Electronics, Home Applia nce, IT and Telecom Products in the country. It is the world s largest producer of color monitors, colorTVs, memory chips and TFT-LCDs. In its tenure of over 10 years in the country, Samsung India has set up manufacturing facilities for Col our Televisions, Microwave Ovens, Washing machines, Airconditioners, Colour Moni tors and more recently, Refrigerators in the country. All the facilities are loc ated at its Manufacturing Complex at Noida, Uttar Pradesh. The Company set up a Software Technology Park for Digital Visual Display Products at Noida in the yea r 2002. In the year 2004, Samsung India has been made the Regional Headquarters for Samsung operations in South West Asia.

SAMSUNG HANDSETS

SONY ERICSSON Sony Ericsson, a 50:50 joint venture of Sony Corporation and Erics son AB, was established in October 2001. Their mission is to establish Sony Eric sson as the most attractive and innovative global brand in the mobile handset in dustry. Sony Ericsson s press resources section contains recent press releases, the press release archive and the photo library with images of mobile phones and accessories . HANDSETS

MOTOROLA Motorola is a Fortune 100 global communications leader that provides se amless mobility products and solutions across broadband, embedded systems and wi reless networks. Seamless mobility means you can reach the people, things and in formation you need in your home, auto, workplace and all spaces in between. Seam less mobility harnesses the power of technology convergence and enables smarter, faster, cost-effective and flexible communication. Motorola had sales of US $31 .3 billion in 2004. Today, Motorola is comprised of four businesses: Connected H ome Solutions, Government & Enterprise Mobility Solutions, Mobile Devices and Ne tworks. Motorola Offers market-changing icons of personal technology - transform ing the device formerly known as the cell phone into a universal remote control for life. A leader in multi-mode, multi-band communications products and technol ogies, Mobile Devices designs, manufactures, sells and services wireless subscri ber and server equipment for cellular systems, portable energy storage products and systems, servers and software solutions and related software and accessory p roducts. LG MOBILES LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance fr om the Foreign Investment Promotion Board (FIPB). The company has achieved a tur nover of Rs 6500 crore in 2004 and aims to touch a turnover of 10 Billion US Dol lars by 2010 and commands an enviable position in the GSM mobile phone market. I t has already started manufacturing of GSM phones in its plant at Pune.

Micromax Mobile Micromax is a telecommunications company based in Gurgaon, Harya na, India. It is a manufacturer of wireless telephone handsets. Micromax has 23 domestic offices across the country and international offices in Hong Kong, USA, Dubai and now in Nepal. Micromax made its debut in March 2000, when it was inco rporated as Micromax Informatics Private Limited. However, it entered Mobile Han dset Industry only in 2008. Therefore, it can be said that Micromax Mobile, as i t exists today was formed in 2008 and it has since then rapidly grown to become leading domestic mobile handset company in India

RESEARCH METHODOLOGY Research is the systematic and objective search for the analysis of the informat ion relevant to the identification and solution of any problem in the field of c hannel The objective behind this project was to get a deep insight into the answ ers to the questions what are the brand preferences of the consumers and what the y expect from mobile handsets providers and study of current mobile market. The o bject of the survey was the mobile users of various mobile companies. RESEARCH O BJECTIVES MAIN OBJECTIVE o Analysis of current market scenario of mobile market with special reference to NOKIA and SAMSUNG IND.MOBILES. SUB OBJECTIVES o To stu dy the satisfaction level of cellular users in Faridabad, o To study the buying behaviors of the customers. o To identify the key buying factors which are used in hiring the telecom services. Methodology Used The data was collected through both the primary as well as seco ndary sources. The primary source of the data is the users of various mobile han dset users. The sources of secondary data are the websites and company catalogue s.

The Research Design The research design followed for this research was: 1. Probl em Formulation: This refers to transferring of the management problem into a res earch problem. The management was to gauge the behavior of consumer in respect of mobile market. 2. Research Method: the method involved getting the questionnaire s filled by consumers and then analyzing the data with the help of SPSS software . 3. Research Design: It is the specification of the methods and procedures for acquiring he information needed. It is overall operational pattern or framework of the project that stimulates what information is to be collected, from which s ource and by what procedure. The three types of design used are exploratory, des criptive and causal for this research the descriptive design was used. This is b ecause it is marked by the prior formulation of specific research questions. It has a preplanned and structure design. For descriptive study proposed data analy sis and project output are critical aspects. It was decided that the users of va rious mobile companies would be used as the primary source of data. 4. Selection of data collection techniques: For this research the data was to be collected w as of primary as well as secondary nature. The source of primary data was the us er of various mobile companies. Thus the data collection was done through a surv ey by using questionnaire technique. This consisted of an interview and question naire. The questionnaire contained the questions relating hiring and uses of dif ferent mobile handsets. 5. Sample Design: A sample chosen has to be representati ve of the population. For this survey cluster and stratified sampling was used. The sample size was more than 300 users and 50 retailers.

6. Data collection: At this stage the data is actually colleted according to the decided technique of data collection. The questionnaire is main source for the collection of data. 7. Analysis and interpretation: Data which has been obtained are seldom useful to anyone, if it is not analyzed and interpreted in order, th e breaking down of constituent parts and the manipulating of the data and to obt ain answer to the research questions. Interpretations involve taking the result of analysis, making inferences relevant to the research relationship studied and drawing conclusions about these relationships. 8. Research report: The culminat ion of the research process is research report. Methodology, report and recommen dations for course of action are presented. The two critical attribute of report are completeness and conciseness. Therefore these attributes are conflicting; a balance has to be stuck between the two. On presenting the research report one should understand it and able to take decision on recommendations and conclusion s of research. Steps in Sampling Design 1. Type of Universe: The first step in d eveloping any sample design is to clearly define the set of objects, technically called the Universe, to be studied. Universe can be infinite or finite. In the research the universe taken was the finite i.e. the users of various mobile comp anies. 2. Sampling Unit: A decision has to be taken concerning a sampling unit b efore selecting sample. Sampling unit in case of this research study were the pr esent and prospective consumers of Faridabad. 3. Source list: It is known as samp ling frame from which sample is to be drawn. It contains names of all items of a universe. In this case present clients

database and prospective clients database was used as source list to pick the requ ired sample. 4. Size of Sample: This refers to the number of items to be selecte d from universe to constitute the sample. That is optimum or neither be excessiv ely large, nor to small. 5. Parameters of interests: In determining the sampling design, one must consider the question of the specific population parameters wh ich are of interests. In this research study the parameters of interest were the behavior of different mobile users with respect to the facilities provided to t hem in handsets. 6. Time and Budgetary Constraints: Cost and time consideration from practical point of view, have major impact upon decision relating to not on ly size but also to the type of sample. 7. Sampling procedure: Finally, the rese archer must decide the type of sample he will use i.e., he must decide about the technique to be used in selecting the item for the sample. In fact the techniqu e or procedure stands for the sample design itself. In this research study proba bility or random sampling is used.

Tools for data collection The task of the data collection begins after research problem has been defined and research design/plan chalked out. While deciding ab out the method of the data collection to be used for study, the researcher shoul d keep in mind two types of data primary and secondary. 1. Sources of Data: a) P rimary Data: We collect primary data during the course of experiments in an expe rimental research but in case do research of the descriptive type and perform su rveys, then we can obtain primary data either through observation or through dir ect communication with the respondents in one form or another or through persona l interview. Since the research is of descriptive type in witch data is collecte d through direct communication with respondents. Sample survey is carried out du ring this project. The survey was performed through a structured questionnaire. b) Secondary Data: Secondary data means data that are already available i.e. the y refer to the data which have already been collected by someone else. The sourc es of secondary data in this project were the websites of various mobile provide rs, catalogues of various mobiles, internet etc. 2. Method adopted in research: The survey method was used for this research project. A general survey was condu cted to gather the required data. 3. Research tool used: Questionnaire was used to collect the data from the users of various mobile handsets. a) Method of population Selection:

The population for this survey was selected with the help of cluster and stratif ied random techniques. In cluster, city was divided area wise then stratified wa s applied. b) Method of Interaction with the population: Personal visit method i s used for this research project. The respondents were the users of various mobi les. These respondents were approached and requested to give their opinion on th e mobile handsets providers by answering in the questionnaire. Limitations of the research This research was subjected to following limitation: 1. The survey cannot be termed 100% accurate due to lack of time and cost and o nly 300 users and 50 retailers and whole sellers had been studied. Thus the scop e of study is limited in terms of no. of respondent. 2. The lack of candidness o f respondent towards answering the questionnaire in few cases may have reduced t he accuracy of survey to some extent. 3. Despite the unbiased opinion and effort s the possibility of technical exceptions cannot be ruled out. 4. The statistica l analysis with various automated tools might have computational errors.

FINDINGS AND ANALYSIS Mostly people are attracted towards Nokia and Samsung mobi les due to good reputation. More than 40% users use Nokia handsets. Handset Dime nsions (whd) and excellent Build Quality are the perfect consideration in Nokia & Samsung Mobiles when buying a cell phone. Ergonomics is very helpful to understa nd the interface in these mobiles and it also makes customers. A lot of people u se mobiles as a status symbol. One feature that most of the users probably prefe r more than anything else is light weight of these handsets.

Analysis Of Individual Questions Q1) Which brand of mobile phone do you use? Fre qu Valid ency Percent Percent 161 40.3 40.3 99 24.8 24.8 38 9.5 9.5 12 3.0 3.0 2 2 5.5 5.5 38 9.5 9.5 30 7.5 7.5 400 100.0 100.0 Cumulative Percent 40.3 65.0 74. 5 77.5 83.0 92.5 100.0 NOKIA SAMSUNG LG PANASONIC MOTOROLA SONY ERICSSON ANY OTHER Total Which brand of mobile phone do you use? NOKIA SAMSUNG LG PANASONIC MOTOROLA SONY ERICSSON ANY OTHER The research study shows Nokia to be the current market leader in GSM section wi th a whopping 40.3% market share. Next comes Samsung with 24.8%, which is again a significant market share. LG, Panasonic, Motorola, Sony Ericsson, others hold 9.5%, 3.0%, 5.5%, 9.5%, 7.5% market share respectively.

Q2) Who was the main influencer while purchasing the mobile phone? Frequency 172 110 51 53 14 400 Percent 43.0 27.5 12.8 13.3 3.5 100.0 Valid Perce nt 43.0 27.5 12.8 13.3 3.5 100.0 Cumulative Percent 43.0 70.5 83.3 96.5 100.0 Valid Own decision Friends and relatives sales executive of the showroom Television/Pr int ads any other Total Who was the main influencer while purchasing the mobile phone? Own decision Friends and relatives sales executive of the showroom Television/Pr int ads any other 43% of the respondents said that it was their own decision to purchase their han dset, while 27.5% of the respondents were influenced by their friends and relati ves to purchase that handset. Sales executive of the showroom, television could influence only 12.8%, 13.3% respectively. Other factors such as gifts could acco unt for only 3.5% of the sales.

Q3) Rank the following brands in order of your preference _NOKIA Frequenc y Vali d highes t higher high neutra l low least Total 176 125 55 21 6 17 400 Percent 4 4.0 31.3 13.8 5.3 1.5 4.3 100.0 Valid Percent 44.0 31.3 13.8 5.3 1.5 4.3 100.0 C umulative Percent 44.0 75.3 89.0 94.3 95.8 100.0 Rank the following brands in order of your preference _NOKIA highest higher high neutral low least 44% of the respondents opted for Nokia to be their most preferred brand while 4. 3 % of them rated Nokia to be their least preferred brand

Rank the following brands in order of your preference _SAMSUNG Percent highes 12 1 30.3 t higher 134 33.5 high 50 12.5 neutra 71 17.8 l low 18 4.5 least 6 1.5 40 0 100.0 Rank theTotal following brands in order Valid of your preference _SAMSUNG highest higher high neutral low least Frequenc y Valid Percent 30.3 33.5 12.5 17.8 4.5 1.5 100.0 Cumulative Percent 30.3 63.8 76.3 94.0 98.5 100.0 30% of the respondents opted for Samsung to be their most preferred brand while 1.5 % of them rated Samsung to be their least preferred brand.

Rank the following brands in order of your preference _LG Frequenc y Valid highe s t higher high neutra l low least Total 13 26 143 82 80 56 400 Percent 3.3 6.5 35.8 20.5 20.0 14.0 100.0 Valid Percent 3.3 6.5 35.8 20.5 20.0 14.0 100.0 Cumula tive Percent 3.3 9.8 45.5 66.0 86.0 100.0 Rank the following brands in order of your preference _LG highest higher high neutral low least 3.3% of the respondents opted for LG to be their most preferred brand while 14% of them rated it be their least preferred brand.

Rank the following brands in order of your preference _PANASONIC Frequenc y Vali d highes t higher high neutra l low least Total 9 14 27 96 109 145 400 Percent 2 .3 3.5 6.8 24.0 27.3 36.3 100.0 Valid Percent 2.3 3.5 6.8 24.0 27.3 36.3 100.0 C umulative Percent 2.3 5.8 12.5 36.5 63.8 100.0 Rank the following brands in order of your preference _PANASONIC highest higher high neutral low least 2.3% of the respondents opted for Panasonic to be their most preferred brand whi le 36.3% of them rated it to be their least preferred brand.

Rank the following brands in order of your preference _MOTOROLA Frequenc y Valid highes t higher high neutra l low least Total 33 34 51 99 98 85 400 Percent 8.3 8.5 12.8 24.8 24.5 21.3 100.0 Valid Percent 8.3 8.5 12.8 24.8 24.5 21.3 100.0 C umulative Percent 8.3 16.8 29.5 54.3 78.8 100.0

Rank the following brands in order of your preference _MOTOROLA highest higher high neutral low least 8.3% of the respondents opted for Motorola to be their most preferred brand whil e 21.3% of them rated it to be their least preferred brand. Rank the following brands in order of your preference _SONY ERICSSON Frequenc y Valid highes t higher high neutra l low least Total 46 71 71 30 93 89 400 Percen t 11.5 17.8 17.8 7.5 23.3 22.3 100.0 Valid Percent 11.5 17.8 17.8 7.5 23.3 22.3 100.0 Cumulative Percent 11.5 29.3 47.0 54.5 77.8 100.0

Rank the following brands in order of your preference _SONY ERICSSON highest higher high neutral low least 11.5% of the respondents opted for Sony Ericsson to be their most preferred bran d while 22.3% of them rated it to be their least preferred brand. Q4) What is your main reason for having a mobile phone? _Just making and receivi ng calls Frequenc y Valid least likely somewhat likely more likely 8 10 22 Perce nt 2.0 2.5 5.5 Valid Percent 2.0 2.5 5.5 Cumulative Percent 2.0 4.5 10.0

very likely most likely Total 87 273 400 21.8 68.3 100.0 21.8 68.3 100.0 31.8 100.0 What is your main reason for having a mobile phone?_Just making and receiving ca lls least likely somewhat likely more likely very likely most likely A whopping 68.3% of the respondents says that making and receiving calls is the main reason for them for having a mobile phone while a mere 2% of the respondent s voted it to be least likely. What is your main reason for having a mobile phone?_It s a status symbol Frequen c y Valid least likely somewhat likely 72 28 Percent 18.0 7.0 Valid Percent 18.0 7.0 Cumulative Percent 18.0 25.0

more likely very likely most likely Total 43 108 149 400 10.8 27.0 37.3 100.0 10.8 27.0 37.3 100.0 35.8 62.8 100.0 What is your main reason for having a mobile phone?_It s a status symbol least likely somewhat likely more likely very likely most likely Having a mobile phone is a status symbol for almost 37.3% of the respondents whi le 18% of them do not consider it as a status symbol. The rest of them are somew hat confused and their responses are shown by the above table and pie chart. What is your main reason for having a mobile phone? _Inclined towards sms and ot her features like camera, fm, etc.

Frequenc y Valid least likely somewhat likely more likely very likely most likel y Total 44 34 72 72 178 400 Percent 11.0 8.5 18.0 18.0 44.5 100.0 Valid Percent 11.0 8.5 18.0 18.0 44.5 100.0 Cumulative Percent 11.0 19.5 37.5 55.5 100.0 What is your main reason for having a mobile phone?_Inclined towards sms and oth er ... least likely somewhat likely more likely very likely most likely 44.5% of the respondents also say that the reason for their keeping the mobile t hat they are inclined towards sms, camera, radio, etc, while 11% of them are lea st affected by such features.

What is your main reason for having a mobile phone?_A combination of all or some of the above reasons Frequenc y Valid least likely somewhat likely more likely very likely most likely Total 23 12 40 120 205 400 Percent 5.8 3.0 10.0 30.0 51. 3 100.0 Valid Percent 5.8 3.0 10.0 30.0 51.3 100.0 Cumulative Percent 5.8 8.8 18 .8 48.8 100.0 What is your main reason for having a mobile phone?_A combination of all or some of the above reasons least likely somewhat likely more likely very likely most likely 51% of the respondents say that a combination of all or some of the above mentio ned factors is their reason to have the mobile phone, while 5.8% of them are not affected by such factors.

Descriptive Statistics N What is your main reason for having a mobile phone?_Jus t making and receiving calls What is your main reason for having a mobile phone? _It s a status symbol What is your main reason for having a mobile phone? _Incli ned towards sms and other features like camera, fm, etc. What is your main reaso n for having a mobile phone?_A combination of all or some of the above reasons V alid N (list wise) 400 Sum 1807 Mean 4.52 400 1434 3.58 400 1506 3.76 400 1672 4.18 400 The above table shows the means of responses for all the four options. Thus Just making and receiving calls scores 4.52 on a scale of 1-5 ( 5-most likely), ther eby showing that it is one the most important reason to own a handset. Then mobi le phone being a status symbol could score only a mean of 3.58 thereby exposing the naked psyche of the Indian Consumers. Similarly, having a mobile for other f eatures as sms, camera, fm, etc could score only 3.76 thus showing that its not the main reason of having a mobile. A combination of all the above reasons score s a good 4.18 mean thus showing the inclination of the consumers towards all the above reasons.

Q5) Rate the following factors on the basis of your level of satisfaction and ex perience with your mobile regarding the following items_ Overall Quality Frequen c y Valid very unsatisfie d unsatisfie d neutral satisfied very satisfied Total 3 18 41 115 223 400 Percent .8 4.5 10.3 28.8 55.8 100.0 Valid Percent .8 4.5 10. 3 28.8 55.8 100.0 Cumulative Percent .8 5.3 15.5 44.3 100.0

Rate the following factors on the basis of your level of satisfaction and experi ence with your moblie regarding the following items_Overall Quality very unsatisfied unsatisfied neutral satisfied very satisfied The research study shows that 55.8% of the respondents are very satisfied with t he overall quality of their mobile phones, 28.8% are just satisfied while a mere 0.8% are very unsatisfied with it. Rate the following factors on the basis of your level of satisfaction and experi ence with your mobile regarding the following items_Utility Value Frequenc y Val id unsatisfi ed neutral satisfied very satisfied Total 21 17 126 236 400 Percent 5.3 4.3 31.5 59.0 100.0 Valid Percent 5.3 4.3 31.5 59.0 100.0 Cumulative Percen t 5.3 9.5 41.0 100.0

Rate the following factors on the basis of your level of satisfaction and experi ence with your moblie regarding the following items_Utility Value unsatisfied neutral satisfied very satisfied The research study shows that 59% of the respondents are very satisfied with the utility value of their mobile phones, 31.5% are just satisfied while a mere 5.3 % are unsatisfied with it. Rate the following factors on the basis of your level of satisfaction and experi ence with your mobile regarding the following items_Usage Experience Frequenc y Valid very unsatisfie d unsatisfie d neutral satisfied 3 25 21 124 Percent .8 6. 3 5.3 31.0 Valid Percent .8 6.3 5.3 31.0 Cumulative Percent .8 7.0 12.3 43.3

very satisfied NA Total 221 6 400 55.3 1.5 100.0 55.3 1.5 100.0 98.5 100.0 Rate the following factors on the basis of your level of satisfaction and experi ence with your moblie regarding the following items_Usage Experience very unsatisfied unsatisfied neutral satisfied very satisfied NA The research study shows that 55.3% of the respondents are very satisfied with t he usage experience of their mobile phones, 31% are just satisfied while a mere 0.8% are very unsatisfied with it. There is a significant 1.5% of the respondent s who have opted for Not Applicable in this case. Rate the following factors on the basis of your level of satisfaction and experi ence with your mobile regarding the following items_After Sales Service Frequenc y Valid very unsatisfie d unsatisfie d 2 13 Percent .5 3.3 Valid Percent .5 3.3 Cumulative Percent .5 3.8

neutral satisfied very satisfied NA Total 47 58 170 110 400 11.8 14.5 42.5 27.5 100.0 11.8 14.5 42.5 27.5 100.0 15.5 30.0 72.5 100.0 Rate the following factors on the basis of your level of satisfaction and experi ence with your moblie regarding the following items_After Sales Service very unsatisfied unsatisfied neutral satisfied very satisfied NA The research study shows that 42.5% of the respondents are very satisfied with t he after sales service of their mobile phones, 14.5% are just satisfied while a 3.8% are either unsatisfied or very unsatisfied with it. Here also 27.5% have op ted for NA which means they have never availed after sales service. Q6)Overall h ow satisfied are you with your handset Frequenc y Valid very unsatisfied unsatis fied neutral 5 32 19 Percent 1.3 8.0 4.8 Valid Percent 1.3 8.0 4.8 Cumulative Pe rcent 1.3 9.3 14.0

Very satisfied Extremely satisfied Total 172 172 400 43.0 43.0 100.0 43.0 43.0 100.0 57.0 100.0 Overall how satisfied are you with your handset very unsatisfied unsatisfied neutral Very satisfied Extremely satisfied Overall, 43% of the respondents are extremely satisfied and 43% very satisfied w ith their mobile phones. So the level of satisfaction of the mobile users is ver y appreciating, thereby signifying the good quality of mobile phones available i n the market. But there is still 1.3 and 8% of the respondents who are very unsa tisfied and unsatisfied with it. Q7) How likely are you to buy a new handset Frequenc y Valid definitel y Probabl y 94 129 Percent 23.5 32.3 Valid Percent 23.5 32.3 Cumulative Percent 23.5 55.8

Probably Not Definitel y Not Total 81 96 400 20.3 24.0 100.0 20.3 24.0 100.0 76.0 100.0 How likely are you to buy a new handset definitely Probably Probably Not Definitely Not 23.5% of the respondents are definitely going to buy a new handset in the near f uture, thus presenting a major growth opportunity for the mobile phone manufactu ring companies. Also there is 32.3% of them who are not so sure for buying a new er handset, but some efforts on the side of mobile companies can turn them into definitely buying a newer handset. Q8) Does your purchase decision for a specific handset get affected when the com pany comes out with contests, competitions or promotions? Frequenc y 84 Percent 21.0 Valid Cumulative Percent Percent 21.0 21.0 Valid Strongly

Agree Agree Neutral Disagree Strongly Disagree Total 86 86 70 74 400 21.5 21.5 17.5 18.5 100.0 21.5 21.5 17.5 18.5 100.0 42.5 64.0 81.5 100.0 Does your purchase decision for a specific handset get affected when the company comes out with contests, competitions or promotions? Strongly Agree Agree Neutral Disagree Strongly Disagree 42.5% of the respondents agree that their decision to purchase a specific handse t gets influenced when the company comes out with contests, competitions or prom otions. So the mobile companies should need to focus more on this aspect and try to take advantage of the naked psyche of the consumers. Also there is 36% of th em who are not affected when companies comes out with such schemes. Q9 Where do you prefer to purchase a new mobile from? Frequenc y 100 Percent 25. 0 Valid Cumulative Percent Percent 25.0 25.0 Valid Shopping

Malls Small Retail Shops Exclusive Showrooms Grey Markets Total 32 156 112 400 8.0 39.0 28.0 100.0 8.0 39.0 28.0 100.0 33.0 72.0 100.0 Where do you prefer to purchase a new mobile from? Shopping Malls Small Reatil Shops Exclusive Showrooms Grey Markets The research study shows that 25% of the respondents prefer to buy a newer hands et from a shopping mall, 39% prefers from exclusive showrooms. Also there are a significant 28% of them who will be buying it from grey markets thus telling abo ut their liking for unbilled mobiles. Q11) Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Ease of usage

Valid Very Easy Easy Somewhat Easy Neutral Somewhat Difficult Difficult Total Frequenc y 308 66 14 7 4 1 400 Percent 77.0 16.5 3.5 1.8 1.0 .3 100.0 Valid Cumulative Percent Percent 77.0 77.0 16.5 93.5 3.5 1.8 1.0 .3 100.0 97.0 9 8.8 99.8 100.0 Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their Significance to you_Ease of usage Very Easy Easy Somewhat Easy Neutral Somewhat Difficult Difficult 77% of the respondents want their preferred new mobile to be very easy to use. T his shows their negative attitude towards difficult to use gadgets. Only 1.3% of them have opted for difficult or somewhat difficult to use mobile phones.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Inexpensive/Expensive Frequenc y Valid Ver y Inexpensive Inexpensive Somewhat Inexpensive Neutral Somewhat Expensive Expens ive Very Expensive Total 234 40 41 23 29 11 22 400 Percent 58.5 10.0 10.3 5.8 7. 3 2.8 5.5 100.0 Valid Percent 58.5 10.0 10.3 5.8 7.3 2.8 5.5 100.0 Cumulative Pe rcent 58.5 68.5 78.8 84.6 91.9 94.5 100.0 Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Inexpensive/Expensive Very Inexpensive Inexpensive Somewhat Inexpensive Neutral Somewhat Expensive Exp ensive Very Expensive 78.8% of the respondents want their preferred new mobile to be very inexpensive, inexpensive or somewhat inexpensive. Thus, the Indian consumers are very price sensitive and are still not willing to spend much on such products. Only 1.3% of them have opted for difficult or somewhat difficult to use mobile phones. Only 8.3% of the respondents would prefer expensive or very inexpensive mobiles.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Crude/Sleek Looks Frequenc y Valid Very Cr ude Crude Somewhat Crude Neutral Somewhat Sleek Sleek Very Sleek Total 6 4 5 8 6 5 59 253 400 Percent 1.5 1.0 1.3 2.0 16.3 14.8 63.3 100.0 Valid Percent 1.5 1.0 1.3 2.0 16.3 14.8 63.3 100.0 Cumulative Percent 1.5 2.5 3.8 5.8 22.0 36.8 100.0 Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their significance to you_Crude/Sleek Looks Very Crude Crude Somewhat Crude Neutral Somewhat Sleek Sleek Very Sleek

78.1% of the respondents want their preferred new mobile to be sleek/very sleek in looks. This shows their preference for cool, sleek gadgets. Amazingly, there is 3.8% of them opting for crude/ very crude or somewhat crude mobile phones. Th is preference for crude crude handsets can not be explained. Rate the following attributes of your preferred new mobile instrument on a scale 1-7 as per their s ignificance to you_Single/Multi Functionality Frequenc y Valid Very Single Funct ional Single Functional Somewhat Single Functional Neutral Somewhat Multi Functi onal Multi Functional Very Multi Functional Total 8 1 2 20 40 68 261 400 Percent 2.0 .3 .5 5.0 10.0 17.0 65.3 100.0 Valid Percent 2.0 .3 .5 5.0 10.0 17.0 65.3 1 00.0 Cumulative Percent 2.0 2.3 2.8 7.8 17.8 34.8 100.0

Rate 1-7 Very what

the following attributes of your preferred new mobile instrument on a scale as per their significance to you_Single/Multi Functionality Single Functional Single Functional Somewhat Single Functional Neutral Some Multi Functional Multi Functional Very Multi Functional

A whopping 82% of the respondents want their preferred new mobile to be very mul tifunctional/ multifunctional in use. This shows their negative attitude towards difficult to use gadgets. Only 2.8% of them have opted for very single function al/ somewhat single functional to use mobile phones. Thus, the Indian consumers have a strong liking for multifunctional mobile phones. Q12) Rate the following features in a handset as per their importance to you_Col or Display Frequenc y Valid highes t higher high neutra l low lower least Total 131 162 65 17 6 9 10 400 Percent 32.8 40.5 16.3 4.3 1.5 2.3 2.5 100.0 Valid Perc ent 32.8 40.5 16.3 4.3 1.5 2.3 2.5 100.0 Cumulative Percent 32.8 73.3 89.5 93.8 95.3 97.5 100.0

Rate the following features in a handset as per their importance to you_Color Di splay highest higher high neutral low lower least 32.8% of the respondents have rated the feature of color display as of highest i mportance while for 2.5%, color display is of least importance. Rate the following features in a handset as per their importance to you_FM Radio Frequenc y Valid highes t higher high neutra 32 58 149 58 Percent 8.0 14.5 37.3 14.5 Valid Percent 8.0 14.5 37.3 14.5 Cumulative Percent 8.0 22.5 59.8 74.3

l low lower least Total 29 43 31 400 7.3 10.8 7.8 100.0 7.3 10.8 7.8 100.0 81.5 92.3 100.0 Rate the following features in a handset as per their importance to you_FM Radio highest higher high neutral low lower least 8% of the respondents have rated the feature FM Radio of as highest importance w hile for 7.8%, FM is of least importance. Rate the following features in a handset as per their importance to you_Infrared / Bluetooth Frequenc y Valid highes t 80 Percent 20.0 Valid Percent 20.0 Cumulat ive Percent 20.0

higher high neutra l low lower least Total 51 57 129 56 19 8 400 12.8 14.3 32.3 14.0 4.8 2.0 100.0 12.8 14.3 32.3 14.0 4.8 2.0 100.0 32.8 47.0 79.3 93.3 98.0 100.0 Rate the following features in a handset as per their importance to you_Infrared / Bluetooth highest higher high neutral low lower least 20% of the respondents have rated the feature of Infrared/ Bluetooth as of highe st importance while for 2%, it is of least importance. Rate the following features in a handset as per their importance to you_Camera/ Video Recording

Frequenc y Valid highes t higher high neutra l low lower least Total 78 64 49 11 1 57 35 6 400 Percent 19.5 16.0 12.3 27.8 14.3 8.8 1.5 100.0 Valid Percent 19.5 16.0 12.3 27.8 14.3 8.8 1.5 100.0 Cumulative Percent 19.5 35.5 47.8 75.5 89.8 98.5 100.0 Rate the following features in a handset as per their importance to you_Camera/ Video ... highest higher high neutral low lower least 19.5% of the respondents have rated the feature of camera/ video recording as of highest importance while for 1.5%, it is of least importance.

Rate the following features in a handset as per their importance to you_Memory C ard Frequenc y Valid highes t higher high neutra l low lower least Total 9 20 54 46 190 62 19 400 Percent 2.3 5.0 13.5 11.5 47.5 15.5 4.8 100.0 Valid Percent 2. 3 5.0 13.5 11.5 47.5 15.5 4.8 100.0 Cumulative Percent 2.3 7.3 20.8 32.3 79.8 95 .3 100.0 Rate the following features in a handset as per their importance to you_Memory C ard highest higher high neutral low lower least 2.3% of the respondents have rated the feature a memory card as highest importan ce while for 4.8%, is of least importance.

Rate the following features in a handset as per their importance to you_MP3 Freq uenc y Valid highes t higher high neutra l low lower least Total 32 26 14 29 34 200 65 400 Percent 8.0 6.5 3.5 7.3 8.5 50.0 16.3 100.0 Valid Percent 8.0 6.5 3.5 7.3 8.5 50.0 16.3 100.0 Cumulative Percent 8.0 14.5 18.0 25.3 33.8 83.8 100.0 Rate the following features in a handset as per their importance to you_MP3 highest higher high neutral low lower least 8% of the respondents have rated the feature of Mp3 player as of highest importa nce while for 16.3%, it is of least importance.

Rate the following features in a handset as per their importance to you_Games Fr equenc y Valid highes t higher high neutra l low lower least Total 33 16 19 12 2 6 38 256 400 Percent 8.3 4.0 4.8 3.0 6.5 9.5 64.0 100.0 Valid Percent 8.3 4.0 4. 8 3.0 6.5 9.5 64.0 100.0 Cumulative Percent 8.3 12.3 17.0 20.0 26.5 36.0 100.0 Rate the following features in a handset as per their importance to you_Games highest higher high neutral low lower least 8.3% of the respondents have rated the feature of Games as of highest importance while for 64%, Games are of least importance.

Where are you most likely to get up to date information about newer handsets bei ng launched in the markets Frequenc y Valid Televisio n Newspap ers Family/ Frie nds Mobile Shops Radio Magazine s Internet Total 73 53 143 76 20 18 17 400 Perce nt 18.3 13.3 35.8 19.0 5.0 4.5 4.3 100.0 Valid Percent 18.3 13.3 35.8 19.0 5.0 4 .5 4.3 100.0 Cumulative Percent 18.3 31.5 67.3 86.3 91.3 95.8 100.0 Where are you most likely to get up to date information about newer handsets bei ng launched in the markets Television Newspapers Family/ Friends Mobile Shops Radio Magazines Internet

A majority of 35.8% of the respondents say that they are most likely to get up t o date information about newer handsets from their friends/ family. So word of m oth still remains the biggest advertiser for the mobile phone companies. 18.3%, 13.3% and 19% of the respondents say that they are most likely to get up to date information about newer handsets from television, newspapers and mobile phone s hops respectively. Only a small fraction says that that they are most likely to get up to date information about newer handsets from radio, magazines or interne t. Q14) Rank the following brands on the the following factors(1-highest, 5least )_Price_Nokia Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 200 131 41 5 23 400 Percen t 50.0 32.8 10.3 1.3 5.8 100.0 Valid Percent 50.0 32.8 10.3 1.3 5.8 100.0 Cumulative Percent 50.0 82.8 93.0 94.3 100.0 Rank the following brands on the the following factors(1-highest, 5-least)_Price _LG Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 37 61 148 69 85 4 00 Percen t 9.3 15.3 37.0 17.3 21.3 100.0 Valid Percent 9.3 15.3 37.0 17.3 21.3 100.0 Cumulative Percent 9.3 24.5 61.5 78.8 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Price_ Samsung Frequency Valid HIGHE ST HIGHE R 138 149 Percen t 34.5 37.3 Valid Percen t 34.5 37.3 Cumulative Percent 34.5 71.8

MEDIU M LOWER LEAST Total 78 24 11 400 19.5 6.0 2.8 100.0 19.5 6.0 2.8 100.0 91.3 97.3 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Price_ Panasonic Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 6 31 43 212 108 400 Percen t 1.5 7.8 10.8 53.0 27.0 100.0 Valid Percent 1.5 7.8 10.8 53.0 2 7.0 100.0 Cumulative Percent 1.5 9.3 20.0 73.0 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Price_ Motorola Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 22 30 91 88 169 400 Percen t 5.5 7.5 22.8 22.0 42.3 100.0 Valid Percent 5.5 7.5 22.8 22.0 42 .3 100.0 Cumulative Percent 5.5 13.0 35.8 57.8 100.0

Rank the following brands on the the following factors(1-highest, 5least)_Price_ Nokia HIGHES T HIGHER MEDIUM LOWER LEAST Rank the following brands on the the following factors(1-highest, 5least)_Price_ Samsung HIGHES T HIGHER MEDIUM LOWER LEAST Thus according to the above five tables and the charts, 50% of the respondents h ave voted Nokia as the highest in terms of price, while 9.3% of them opted for L G. 34.5% said that Samsung is highest in terms of price, 1.5% for Panasonic and 5.5% for Motorola. Rank the following brands on the the following factors(1-highest, 5least)_Qualit y_Nokia Frequency Valid HIGHE ST HIGHE R MEDIU M 215 86 32 Percen t 53.8 21.5 8. 0 Valid Percent 53.8 21.5 8.0 Cumulative Percent 53.8 75.3 83.3

LOWER LEAST Total 31 36 400 7.8 9.0 100.0 7.8 9.0 100.0 91.0 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Qualit y_LG Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 32 61 141 92 74 400 Percen t 8.0 15.3 35.3 23.0 18.5 100.0 Valid Percent 8.0 15.3 35.3 23.0 18.5 100.0 Cumulative Percent 8.0 23.3 58.5 81.5 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Qualit y_Samsung Frequen cy Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 128 143 48 73 8 400 Percent 32.0 35.8 12.0 18.3 2.0 100.0 Valid Percent 32.0 35.8 12.0 18. 3 2.0 100.0 Cumulative Percent 32.0 67.8 79.8 98.0 100.0 Rank the following brands on the the following factors(1-highest, 5-least)_Quali ty Panasonic Frequen cy Valid HIGHE ST HIGHE R MEDIU M LOWER 4 63 57 132 Percent 1.0 15.8 14.3 33.0 Valid Percent 1.0 15.8 14.3 33.0 Cumulative Percent 1.0 16.8 31.0 64.0

LEAST Total 144 400 36.0 100.0 36.0 100.0 100.0 Rank the following brands on the the following factors (1-highest, 5-least)_Qual ity Motorola Frequenc y Percent Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 21 46 121 75 137 400 5.3 11.5 30.3 18.8 34.3 100.0 Valid Percent 5.3 11.5 30.3 18.8 34.3 100.0 Cumulative Percent 5.3 16.8 47.0 65.8 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Qualit y_Nokia HIGHEST HIGHER MEDIUM LOW ER LEAST

Rank the following brands on the the following factors(1-highest, 5least)_Qualit y_Nokia HIGHEST HIGHER M EDIUM LOW ER LEAST Thus according to the above five tables and the charts, 53.8% of the respondents have voted Nokia as the highest in terms of Quality, while 8 of them opted for LG. 32% said that Samsung is highest in terms of Quality, 1% for Panasonic and 5 .3% for Motorola. Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Nokia Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 258 78 36 16 12 400 Percen t 64.5 19.5 9.0 4.0 3.0 100.0 Valid Percent 64.5 19.5 9.0 4.0 3.0 100.0 Cumulative Percent 64.5 84.0 93.0 97.0 100.0 Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_LG Frequency Valid HIGHE ST HIGHE 36 69 Percen t 9.0 17.3 Valid Percent 9. 0 17.3 Cumulative Percent 9.0 26.3

R MEDIU M LOWER LEAST Total 94 110 91 400 23.5 27.5 22.8 100.0 23.5 27.5 22.8 100.0 49.8 77.3 100.0 Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Samsung Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 77 175 72 56 20 400 Percen t 19.3 43.8 18.0 14.0 5.0 100.0 Valid Percent 19.3 43.8 18.0 14.0 5.0 100.0 Cumulative Percent 19.3 63.0 81.0 95.0 100.0 Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Panasonic Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 11 34 72 175 108 400 Percen t 2.8 8.5 18.0 43.8 27.0 100.0 Valid Percent 2.8 8.5 18.0 43.8 27.0 100.0 Cumulative Percent 2.8 11.3 29.3 73.0 100.0 Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Motorola Frequenc Valid Cumulative y Percent Percent Percent Valid HIGH 17 4.3 4.3 4.3 EST HIGH 46 11.5 11.5 15.8

ER MEDI UM LOWE R LEAS T Total 129 42 166 400 32.3 10.5 41.5 100.0 32.3 10.5 41.5 100.0 48.0 58.5 100.0 Rank the following brands on the the following factors(1-highest, 5-least) _Bran d Name_Nokia HIGHEST HIGHER MEDIUM LOWER LEAST Rank the following brands on the the following factors(1-highest, 5-least)_Brand Name_Samsung HIGHEST HIGHER MEDIUM LOWER LEAST Thus according to the above five tables and the charts, 64.5% of the respondents have voted Nokia as the highest in terms of Brand Name, while 9 of them opted f or LG. 19.3% said that Samsung is highest in terms of Brand Name, 2.8% for Panas onic and 4.3% for Motorola. Rank the following brands on the the following facto rs(1-highest, 5least)_Availability_Nokia

Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 234 83 39 14 30 400 Percen t 58.5 20.8 9.8 3.5 7.5 100.0 Valid Percent 58.5 20.8 9.8 3.5 7.5 100.0 Cumulative Percent 58.5 79.3 89.0 92.5 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Availa bility_LG Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 41 97 100 1 09 53 400 Percen t 10.3 24.3 25.0 27.3 13.3 100.0 Valid Percent 10.3 24.3 25.0 2 7.3 13.3 100.0 Cumulative Percent 10.3 34.5 59.5 86.8 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Availa bility_Samsung Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 91 173 68 40 28 400 Percen t 22.8 43.3 17.0 10.0 7.0 100.0 Valid Percent 22.8 43.3 17. 0 10.0 7.0 100.0 Cumulative Percent 22.8 66.0 83.0 93.0 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Availa bility_Panasonic

Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 19 32 78 118 153 400 Percen t 4.8 8.0 19.5 29.5 38.3 100.0 Valid Percent 4.8 8.0 19.5 29.5 38.3 100.0 Cumulative Percent 4.8 12.8 32.3 61.8 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Availa bility_Motorola Frequency Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 15 24 121 112 128 400 Percen t 3.8 6.0 30.3 28.0 32.0 100.0 Valid Percent 3.8 6.0 30. 3 28.0 32.0 100.0 Cumulative Percent 3.8 9.8 40.0 68.0 100.0

Rank the following brands on the the following factors(1-highest, 5-least) _Avai lability_Nokia HIGHEST HIGHER MEDIUM LOWER LEAST Rank the following brands on the the following factors(1-highest, 5-least) _Avai lability_Samsung HIGHEST HIGHER MEDIUM LOWER LEAST Thus according to the above five tables and the charts, 58.5% of the respondents have voted Nokia as the highest in terms of Availability, while 10.3% of them o pted for LG. 22.8% said that Samsung is highest in terms of Availability, 4.8% f or Panasonic and 3.8% for Motorola. Rank the following brands on the the following factors(1-highest, 5least)_Variet y_Nokia Frequen cy Valid HIGHE ST HIGHE R MEDIU M 218 89 49 Percent 54.5 22.3 12 .3 Valid Percent 54.5 22.3 12.3 Cumulative Percent 54.5 76.8 89.0

LOWER LEAST Total 24 20 400 6.0 5.0 100.0 6.0 5.0 100.0 95.0 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Variet y_LG Frequen cy Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 30 80 101 106 8 3 400 Percent 7.5 20.0 25.3 26.5 20.8 100.0 Valid Percent 7.5 20.0 25.3 26.5 20. 8 100.0 Cumulative Percent 7.5 27.5 52.8 79.3 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Variet y_Samsung Frequen cy Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 124 174 49 37 16 400 Percent 31.0 43.5 12.3 9.3 4.0 100.0 Valid Percent 31.0 43.5 12.3 9.3 4.0 100.0 Cumulative Percent 31.0 74.5 86.8 96.0 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Variet y_Panasonic Frequen cy Valid HIGHE ST HIGHE R MEDIU M LOWER 8 31 85 160 Percent 2.0 7.8 21.3 40.0 Valid Percent 2.0 7.8 21.3 40.0 Cumulative Percent 2.0 9.8 31. 0 71.0

LEAST Total 116 400 29.0 100.0 29.0 100.0 100.0 Rank the following brands on the the following factors(1-highest, 5least)_Variet y_Motorola Frequen cy Valid HIGHE ST HIGHE R MEDIU M LOWER LEAST Total 13 27 117 76 167 400 Percent 3.3 6.8 29.3 19.0 41.8 100.0 Valid Percent 3.3 6.8 29.3 19.0 41.8 100.0 Cumulative Percent 3.3 10.0 39.3 58.3 100.0 Rank the following brands on the the following factors(1-highest, 5-least) _Vari ety_Nokia HIGHEST HIGHER MEDIUM LOWER LEAST Rank the following brands on the the following factors(1-highest, 5-least) _Vari ety_Samsung HIGHEST HIGHER MEDIUM LOWER LEAST Thus according to the above five tables and the charts, 54.5% of the respondents have voted Nokia as the highest in terms of Variety, while 7.5% of them opted f or LG. 31.0% said that Samsung is highest in terms of Variety, 2.0% for Panasoni c and 3.3% for Motorola.

Q15) Please rate the following pairs of mobile phones as to how similar they are ._NOKIA-LG Frequenc y Valid Very Similar Somewhat Similar Similar Neutral Differ ent Somewhat Different Very Different Total 16 42 40 101 66 104 31 400 Percent 4 .0 10.5 10.0 25.3 16.5 26.0 7.8 100.0 Valid Percent 4.0 10.5 10.0 25.3 16.5 26.0 7.8 100.0 Cumulative Percent 4.0 14.5 24.5 49.8 66.3 92.3 100.0

Please rate the following pairs of mobile phones as to how similar they are_NOKI A-LG Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 4%, 10.5% and 10.0% of the respondents have rated Nokia-LG to be very similar, s omewhat similar, similar brands respectively, while 16.5%, 26.0% and 7.8% of the m have rated Nokia-LG to be different, somewhat different, very different brands respectively. Please rate the following pairs of mobile phones as to how similar they are _NOK IA-MOTOROLA Frequenc y Valid Very Similar Somewhat Similar Similar Neutral Diffe rent Somewhat Different Very 30 22 40 44 163 73 28 Percent 7.5 5.5 10.0 11.0 40. 8 18.3 7.0 Valid Percent 7.5 5.5 10.0 11.0 40.8 18.3 7.0 Cumulative Percent 7.5 13.0 23.0 34.0 74.8 93.0 100.0

Different Total 400 100.0 100.0 Please rate the following pairs of mobile phones as to how similar they are_Noki a-Motorola Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 7.5%, 13.0% and 23.0% of the respondents have rated Nokia-Motorola to be very si milar, somewhat similar, similar brands respectively, while 40.8%, 18.3% and 7.0 % of them have rated Nokia-Motorola to be different, somewhat different, very di fferent brands respectively. Please rate the following pairs of mobile phones as to how similar they are_NOKI ASAMSUNG Frequenc y Valid Very Similar Somewhat Similar Similar Neutral Differen t 12 44 25 69 134 Percent 3.0 11.0 6.3 17.3 33.5 Valid Percent 3.0 11.0 6.3 17.3 33.5 Cumulative Percent 3.0 14.0 20.3 37.5 71.0

Somewhat Different Very Different Total 101 15 400 25.3 3.8 100.0 25.3 3.8 100.0 96.3 100.0 Please rate the following pairs of mobile phones as to how similar they are_NOKI A-SAMSUNG Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 3.0%, 14.0% and 20.3% of the respondents have rated Nokia-Samsung to be very sim ilar, somewhat similar, similar brands respectively, while 33.5%, 25.3%, 3.8% of them have rated Nokia-Samsung to be different, somewhat different, very differe nt brands respectively Please rate the following pairs of mobile phones as to how similar they are_NOKI APANASONIC Frequenc y Valid Very Similar Somewhat Similar Similar 2 43 36 Percen t .5 10.8 9.0 Valid Percent .5 10.8 9.0 Cumulative Percent .5 11.3 20.3

Neutral Different Somewhat Different Very Different Total 123 103 65 28 400 30.8 25.8 16.3 7.0 100.0 30.8 25.8 16.3 7.0 100.0 51.0 76.8 93.0 100.0 Please rate the following pairs of mobile phones as to how similar they are_NOKI A-PANASONIC Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 0.5%, 10.8% and 9.0% of the respondents have rated NOKIA-PANASONIC to be very si milar, somewhat similar, similar brands respectively, while 25.8%, 16.3% and 7.0 % of them have rated NOKIA-PANASONIC to be different, somewhat different, very d ifferent brands respectively. Please rate the following pairs of mobile phones as to how similar they are _SAM SUNG-LG Frequenc y Valid Very Similar Somewhat 27 28 Percent 6.8 7.0 Valid Perce nt 6.8 7.0 Cumulative Percent 6.8 13.8

Similar Similar Neutral Different Somewhat Different Very Different Total 38 74 145 66 22 400 9.5 18.5 36.3 16.5 5.5 100.0 9.5 18.5 36.3 16.5 5.5 100.0 23.3 41.8 78.0 94.5 100.0 Please rate the following pairs of mobile phones as to how similar they are_SAMS UNG-LG Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 6.8%, 7.0% and 9.5% of the respondents have rated SAMSUNG-LG to be very similar, somewhat similar, similar brands respectively, while 36.3%, 16.5% and 5.5% of t hem have rated SAMSUNG-LG to be different, somewhat different, very different br ands respectively. Please rate the following pairs of mobile phones as to how similar they are_SAMS UNG-MOTOROLA Frequenc y Percent Valid Percent Cumulative Percent

Valid Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different Total 7 33 51 80 102 98 29 400 1.8 8.3 12.8 20.0 25.5 24.5 7.3 100.0 1.8 8.3 12.8 20.0 25.5 24.5 7.3 100.0 1.8 10.0 22.8 42.8 68.3 92.8 100.0 Please rate the following pairs of mobile phones as to how similar they are_SAMS UNG-MOTOROLA Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 1.8%, 8.3% and 12.8% of the respondents have rated SAMSUNG-MOTOROLA to be very s imilar, somewhat similar, similar brands respectively, while 25.5%, 24.5% and 7. 3% of them have rated SAMSUNG- MOTOROLA to be different, somewhat different, ver y different brands respectively. Please rate the following pairs of mobile phones as to how similar they are_SAMS UNG-PANASONIC

Frequenc y Valid Very Similar Somewhat Similar Similar Neutral Different Somewha t Different Very Different Total 9 31 60 75 111 78 36 400 Percent 2.3 7.8 15.0 18.8 27.8 19.5 9.0 100.0 Valid Percent 2.3 7.8 15.0 18.8 27.8 19.5 9.0 100.0 Cumulative Percent 2.3 10.0 25.0 43.8 71.5 91.0 100.0 Please rate the following pairs of mobile phones as to how similar they are_SAMS UNG-PANASONIC Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 2.3%, 7.8% and 15.0% of the respondents have rated SAMSUNG-PANASONIC to be very similar, somewhat similar, similar brands respectively, while 27.8%, 19.5% and 9 .0% of them have rated SAMSUNG- PANASONIC to be different, somewhat different, v ery different brands respectively.

Please rate the following pairs of mobile phones as to how similar they are_LGMO TOROLA Frequenc y Valid Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different Total 5 35 56 54 113 110 27 400 Percent 1.3 8. 8 14.0 13.5 28.3 27.5 6.8 100.0 Valid Percent 1.3 8.8 14.0 13.5 28.3 27.5 6.8 10 0.0 Cumulative Percent 1.3 10.0 24.0 37.5 65.8 93.3 100.0 Please rate the following pairs of mobile phones as to how similar they are_LG-M OTOROLA Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 1.3% , 8.8% and 14.0% of the respondents have rated LG-MOTOROLA to be very simil ar, somewhat similar, similar brands respectively, while 28.3%, 27.5% and 6.8% o f them have rated LG SAMSUNG- MOTOROLA to be different, somewhat different, very different brands respectively.

Please rate the following pairs of mobile phones as to how similar they are_LGPA NASONIC Frequenc y Valid Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different Total 12 40 58 79 80 100 31 400 Percent 3.0 1 0.0 14.5 19.8 20.0 25.0 7.8 100.0 Valid Percent 3.0 10.0 14.5 19.8 20.0 25.0 7.8 100.0 Cumulative Percent 3.0 13.0 27.5 47.3 67.3 92.3 100.0 Please rate the following pairs of mobile phones as to how similar they are_LG-P ANASONIC Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different 3.0%, 10.0% and 14.5% of the respondents have rated LG-PANASONIC to be very simi lar, somewhat similar, similar brands respectively, while 20.0%, 25.0% and 7.8% of

them have rated LG-PANASONIC to be different, somewhat different, very different brands respectively. Please rate the following pairs of mobile phones as to how similar they are. Cir cle the appropriate number_PANASONIC-MOTOROLA Frequenc y Valid Very Similar Some what Similar Similar Neutral Different Somewhat Different Very Different Total 2 2 24 61 74 118 73 28 400 Percent 5.5 6.0 15.3 18.5 29.5 18.3 7.0 100.0 Valid Per cent 5.5 6.0 15.3 18.5 29.5 18.3 7.0 100.0 Cumulative Percent 5.5 11.5 26.8 45.3 74.8 93.0 100.0 Please rate the following pairs of mobile phones as to how similar they are_PANA SONIC-MOTOROLA. Very Similar Somewhat Similar Similar Neutral Different Somewhat Different Very Different

5.5%, 6.0% and 15.3% of the respondents have rated PANASONIC-MOTOROLA to be very similar, somewhat similar, similar brands respectively, while 29.5%, 18.3% and 7.0% of them have rated PANASONIC-MOTOROLA to be different, somewhat different, very different brands respectively. Age Frequenc y 161 110 103 26 400 Percent 40.3 27.5 25.8 6.5 100.0 Valid Cumulat ive Percent Percent 40.3 40.3 27.5 67.8 25.8 93.5 6.5 100.0 100.0 Valid 15-25 26-35 36-50 above 50 Total Age 15-25 26-35 36-50 above 50 The age distribution of the various respondents is as follows: 40.3% of them bel onged to the age limit of 15-25 yrs. 27.5% of them belonged to age limit 26-35 y rs. 25.8% belonged to 36-50 age limit while 6.5% of them were above fifty years of age.

Gender Frequenc y Valid MAL E FEMA LE Total 241 159 400 Percent 60.3 39.8 100.0 Valid Percent 60.3 39.8 100.0 Cumulative Percent 60.3 100.0 Gender MALE FEMALE 60.3% of the respondents of the research study were males while the remaining 39 .7% were females.

Occupation Frequenc y 150 107 92 51 400 Percent 37.5 26.8 23.0 12.8 100.0 Valid Cumulative Percent Percent 37.5 37.5 26.8 23.0 12.8 100.0 64.3 87.3 100.0 Valid Service Business/Self Employed Student Housewife Total Occupation Service Business/S elf Employed Student Housewife The occupation distribution of the various respondents is as follows: 37.5% of t hem belonged to the service class, 26.8% of them were into business or self empl oyed. 23.0% of the respondents were those who are still studying and the rest 12 .8% were housewives.

Household Income Level Frequenc y Valid Below 2 Lacs 2-4 Lacs Above 4 Lacs Total 8 143 249 400 Percent 2.0 35.8 62.3 100.0 Valid Percent 2.0 35.8 62.3 100.0 Cum ulative Percent 2.0 37.8 100.0 Household Income Level Below 2 Lacs 2-4 Lacs Above 4 Lacs Only 2.0 of the respondents are such whose house holds income is less than below 2 lacs, while 35.8% of them have household incomes between 2-4 lacs. A whopping 62.3% of them were those whose household incomes are above 4 lacs.

Some important cross tabulation WHERE DID YOU PICK IT UP FROM?

Bar Chart Where do you prefer to purchase a new mobile from? Shopping Malls Small Reatil S hops 60 Exclusive Showrooms Grey Markets 80 t n u o C 40 20 0 NOKIA SAMSUNG LG MOTOROLA ANY OTHER PANASONIC SONY ERICSSON Which brand of mobile phone do you use? Maximum purchase of nokia phones is done from exclusive showrooms and minimum fr om small retail shops Maximum sales of Samsung phones is from exclusive showroom s and grey markets Motorola is sold in malls though the response for it is weak in the survey so it is difficult to comment on the sales. A larger sample size m ight produce better results Response for the brands other than the ones mentione d above the response is not good. THE AGE GROUP TO TARGET!!

Bar Chart Age 15-25 26-35 60 36-50 above 50 50 70 40 t n u o C 30 20 10 0 NOKIA SAMSUNG LG MOTOROLA ANY OTHER PANASONIC SONY ERICSSON Which brand of mobile phone do you use? Sony Ericsson is sold the maximum in the age group above 50 Nokia is the leader in terms of sales for the first 3 sets of age groups closely followed by Samsung . LG is sold maximum in the age group of 26-35. Panasonic has almost zero market for people below the age group of 36 and above that of 50 MAN OR WOMAN? BIG QUESTION!

Bar Chart Gender MALE FEMALE 100 120 80 t n u o C 60 40 20 0 NOKIA SAMSUNG LG MOTOROLA ANY OTHER PANASONIC SONY ERICSSON Which brand of mobile phone do you use? Nokia is more popular with the males Samsung is more popular with the females du e to their compact sizes and flip phones. Motorola has very low market share for females, But with the launch of Moto Razor pink and grey their share with women might increase LG is popular amongst the males more than the females The other brands such as Bird and BenQ are more popular with the females but by a slight m argin. Panasonic is more popular with the females WHOM TO TARGET?

Bar Chart Occupation Service Business/Self Employed Student Housewife 50 70 60 40 t n u o C 30 20 10 0 NOKIA SAMSUNG LG MOTOROLA ANY OTHER PANASONIC SONY ERICSSON Which brand of mobile phone do you use? Nokia remains a favorite across all occupations however Sony Ericsson enjoys an almost equal share in the business/ self employed category. WHICH INCOME GROUP TO TARGET??

Bar Chart Household Income Level Below 2 Lacs 100 2-4 Lacs Above 4 Lacs 4.00 80 120 t n u o C 60 40 20 0 NOKIA SAMSUNG LG MOTOROLA ANY OTHER PANASONIC SONY ERICSSON Which brand of mobile phone do you use? Nokia sells the most across the various household income groups owing to the wid e variety of their products. Every brand sells more in the income group which is higher Panasonic, Motorola, Sony Ericsson and other brands do not sell in the h ouseholds where the annual income is below 2 lacs IS IT WORTH IT??

Bar Chart Overall how satisfied are you with your handset very unsatisfied unsatisfied 60 neutral Very satisfied Extremely satisfied 80 t n u o C 40 20 0 NOKIA SAMSUNG LG MOTOROLA ANY OTHER PANASONIC SONY ERICSSON Which brand of mobile phone do you use? Nokia and Samsung mobile owners have very high satisfaction levels. Motorola and Panasonic do not have any unsatisfied customers There are more unsatisfied than satisfied customers with the mobile brands other than the ones mentioned. ANYTHING.. ANYTHING AT ALL.. SCHEMES.. PROMOTIONS

Bar Chart Does your purchase decision for a specific handset get affected when the company comes out with contests, competitions or promotions? Strongly Agree Agree 20 Count 40 30 Neutral Disagree Strongly Disagree 10 0 Definitely Probably Probably Not Definitely Not How likely are you to buy a new handset Coming out with promotions and schemes enhances the chances of sale of the produ ct as a lot of people say their choice is affected if a scheme comes out. People who disagree with the above statement do not plan to buy a new phone so the opi nion might not matter from the sales and marketing point of view WHERE WILL YOU BUY IT FROM?

Bar Chart How likely are you to buy a new handset definitely Probably 50 Probably Not Defi nitely Not 70 60 40 Count 30 20 10 0 Shopping Malls Small Retail Shops Exclusive Showrooms Grey Markets Where do you prefer to purchase a new mobile from? Exclusive showrooms are the most preferred place for the purchase of cell phones . Few people purchase from small retail shops A lot of people disagreed on purch ases from shopping malls

WHERE TO ADVERTIZE? Bar Chart How likely are you to buy a new handset definitely Probably 30 Probably Not Defi nitely Not 40 20 Count 10 0 Television Family/ Friends Radio Internet Newspapers Mobile Shops Magazines Where are you most likely to get up to date information about newer handsets bei ng launched in the markets Television and news papers are the best options for advertising. Word of mouth i s the main factor that people consider while enquiring about new phones

WHY THE MOBILES? WHY? Bar Chart Age 15-25 26-35 100 36-50 above 50 120 80 t n u o C 60 40 20 0 least likely somewhat likely more likely very likely most likely What is your main reason for having a moblie phone?_Just making and receiving ca lls Mostly people across all age groups use mobiles to make and receive calls

Bar Chart Age 15-25 26-35 36-50 above 50 60 80 t n u o C 40 20 0 least likely somewhat likely more likely very likely most likely What is your main reason for having a moblie phone?_It s a status symbol People across the 15-25 use a phone mainly because it is a sign of status symbol for them. Age groups 36-50 are the least likely to use a phone just for a statu s symbol

Bar Chart Age 15-25 26-35 36-50 60 above 50 80 t n u o C 40 20 0 least likely somewhat likely more likely very likely most likely What is your main reason for having a moblie phone?_Inclined towards sms and oth er features like camera, fm, etc. The advanced features in a phone are used mainly by youngsters Very few responde nts dont use these features.

Bar Chart Age 15-25 26-35 36-50 80 above 50 100 60 t n u o C 40 20 0 least likely somewhat likely more likely very likely most likely What is your main reason for having a moblie phone?_A combination of all or some of the above reasons The advanced features in a phone are used mainly by youngsters Very few responde nts dont use these features.

CONCLUSIONS luxury. New Delhi, Noida and Ghaziabad is highly competitive and pri ce sensitive Mobile has become an important part of peoples life and it is no mor e a market as majority of respondents want maximum services provided by company in l ow priced handsets. There is a good scope for new entrants in this circle as the service provided by the existing players are not up to the mark and subscribers want to try out new ones provided they stand up to the customers expectations. Numbers of color mobi le users far out number B/W mobile users. And among the color mobile users majority of them are camera mobile users. As the circle c omprises of mainly high standard areas with many big shopping malls, subscribers want that the network coverage should extend up to shopping m alls in addition to the small markets and roads. MMS and Bluetooth functions are fast becoming popular with the mobile users. In fact these are becoming a criterion for choosing a mobile handset. Maj ority of respondents perceives Samsung as the best color mobile provider. It commands high respect and favorable image amongst the mobile users. SUGGESTIONS AND RECOMMENDATIONS Some recommendations and additional enhancements are following: New Delhi, Noida and Ghaziabad is a highly competitive and price sensitive market, which is having better shopping malls and markets, hence a suitable

marketing strategy, needs to be formulated taking into consideration the adverti sing and price factor. As the numbers of mobile users are relatively young, mark eting strategy should be more focused on this age group. One of the drawbacks of Samsung brand in this market could be its common flavor not metro flavor. Hence to succeed in this market it need to reposition i tself as the premium brand. Since customer education about new launchings and fa cilities provided in handsets is the major problem faced by most of the mobile users, Samsung needs t o take extra efforts for promptness in customer education to win and retain user s. Samsung needs to prune up its advertising campaign to increase its visibility further as one of its competitors visibility is high. Bluetooth and other connect ivity services are fast emerging as an important area of mobile service. Therefore, Samsung should come up with these relevant service s from time to time differentiate its product and to generate additional revenue . Samsung should give high priority to customer service and satisfaction as your s atisfied customers do the best advertisement.

BIBLIOGRAPHY Reference Book1) Research Methodology 2) Marketing Management By C.R Kothari By Philip Kotler Website used1. www.google.com 2. www.fonearena.com 3. www.wikipedia.com