Minor Project Report

On
CUSTOMER SATISFACTION Completed In NOKIA Submitted In Partial Fulfillment Of the Requirement Of Bachelor of Business Administration

Training Supervisor: Name : Dr. Deepali Saluja

Submitted By: Name of the student : ENRNo./Batch : Sidharth Gera 04661201710

Designation : Assistant Professor

Submitted To : Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi (Affiliated to Guru Gobind Singh Indraprastha University)

DECLARATION

I hereby declare that this Minor Project Report titled Customer Satisfaction On Nokia submitted by me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a bonafide work undertaken during the period from to by me and has not been

submitted to any other University or Institution for the award of any degree diploma / certificate or published any time before.

(Signature of the Student) Name: SIDHARTH GERA Enroll. No.: 04661201710

Date:

/ 2011

BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled Customer Satisfaction On Nokia is the bonafide research work carried out by Sidharth Gera student of BBA, BCIPS, Dwarka, New Delhi, in partial fulfillment of the requirements for the Minor Project Report of the Degree of Bachelor of Business Administration.

He has worked under my guidance.

Dr. Deepali Saluja Project Guide (Internal) Date: Counter signed by

Dr. SATISH TANEJA Director Date:

Acknowledgement
Success is the expression of diligence, insistence, motivation inspiration and novelty. While making this project, I had a wonderful experience. But this journey I have not travelled all alone. There are some special people who made my journey easier with the words of support and more intellectually satisfying by offering help in improving the quality of this work and bringing it to a finish.

I would like to thanks Dr. Satish Taneja (Director) who has been a constant source of inspiration and my special thanks to Dr. Deepali Saluja (project guide from the institute) for her extensive guidance, cooperation and support.

My warm thanks to my parents for their continuous encouragement, interest and advice given throughout the study. My thanks are also to all those who have shown keen interest in this work and provided the much needed encouragement.

Last but not the least, God helps those who help themselves and thus I kept on helping myself and God helped me through infinite ways I cannot define and God is too grateful and big for my unallied efforts to thank him.

SIDHARTH GERA (04661201710)

CONTENTS

S.No

Particulars

Page No.

1. Chapter 1: Introduction 2. Chapter 2: Company Profile 3. Chapter 3: Research Methodology 4. Chapter 4: SWOT Analysis 5. Chapter 5: Data Collection & Analysis 6. Chapter 6: Findings & Conclusions 7. Chapter 7: Suggestions & Recommendations 8. Bibliography 9. Annexure (Questionnaire)

6-12 13-24 25-27 28-34 35-53 54-58 59-61 62 63-66

Chapter 1 Introduction

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-ofmouth 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
7

customer satisfaction 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.

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,
9

relatives and colleagues. This 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.

10

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.

Customer 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
11

consumption contexts. According to studies by Wirtz & Lee (2003), they identified a sixitem 7-point semantic differential scale (e.g., Oliver and Swan 1983), which is a six-item 7point 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).

12

Chapter 2
Company Profile

13

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,

14

Live, Connect, Explore and Achieve. These include products that cater to first time subscribers to advanced business devices and high performance multimedia devices for imaging, music and gaming. Nokia has been working closely with operators in India to increase the geographical coverage and lower the total cost of ownership for consumers. Today, Nokia has one of the largest distribution network with presence across 1,30,000 outlets. In addition, the company also has Nokia Priority Dealers across the country and Nokia Concept stores in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide customers a complete mobile experience.

15

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 (19122009), 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).

16

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
17

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 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.

18

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 nontelecommunications businesses.

19

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.

20

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.

21

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.

22

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.

23

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

24

Chapter 3
Research Methodology

25

Objective Of The Study:

The main objective of the study is to know about customer satisfaction with respect to the company. 1- 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. 2- This study helps NOKIA to recognize the factor which have more satisfaction level and which factor have more dissatisfaction level.

26

The research is done through primary data analysis i.e through direct interview,structured questionares 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- Questionnares 2- Surveys 3- Interviews

SECONDARY DATA ANALYSIS:

In the project the Primary Data used for data analysis are taken through:1- Internet 2- Management Books

27

Chapter 4
SWOT Analysis

28

SWOT Analysis
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieve that objective. The technique is credited to Albert Humphrey, who led a convention at Stanford University in the 1960s and 1970s using data from Fortune 500 companies. A SWOT analysis must first start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. Strategic Planning has been the subject of much research.
1-

Strengths: characteristics of the business or team that give it an advantage over others in the industry.

2-

Weaknesses: are characteristics that place the firm at a disadvantage relative to others.

34-

Opportunities: external chances to make greater sales or profits in the environment. Threats: external elements in the environment that could cause trouble for the business.

29

SWOT analysis of Nokia:

Nokia Corporation (NYSE: NOK) is one of the worlds largest telecommunications equipment manufacturers. It has since established a leading brand presence in many local markets, and business has expanded considerably in all areas to support customer needs and the growth of the telecommunications industry. Nokia also produces mobile phone infrastructure and other telecommunications equipment for applications such as traditional voice telephony, ISDN, broadband access, professional mobile radio, voice over IP, wireless LAN and a line of satellite receivers. Nokia provides mobile communication equipment for every major market and protocol, including GSM, CDMA, and WCDMA.

SWOT analysis is the tool which helps the organization to understand where it stands. The SWOT analysis of Nokia make it understand that where Nokia stand in the market.

30

Strengths:
1- Nokia has the strong brand name which is its one of the most important strength because it is then favorable for Nokia to launch its new products because it is reliable for the customers by established as strong brand. 2- Its distribution network is wide globally so the products are easily available for the target customers. 3- Nokia has also strong finances which make it possible to make innovations easily. 4- Nokia products are easy to use for everyone, even an illiterate person in some developing countries use Nokia easily. 5- Nokia has high range of products which is attractive for the customers. 6- Nokia mobile sets have high re-sell value as compared to others which is favorable for Nokia as well as for the customers.

31

Weaknesses:
1- Nokia have high prices as compared to others but its good quality and reliable products somehow cover this weakness of Nokia. 2- Some of the Nokia products are not user friendly which didnt get success in the market. 3- Nokias sales and service centers are very few therefore its after sale service is not impressive. If the customers face the problem in the product then they have to face difficulty.

32

Opportunities:
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.

33

Threats:
1- As the telecommunication industry is increasing with that not only opportunities increasing but also threats are equally increasing with the growth of the telecom industry. 2- The completion is getting explosive with the growth of the market. More and more competitors are entering in the market which is a big threat for Nokia. 3- Some competitors offer products at low prices and as the economy is falling down the customers are more attracting towards the products of low prices. So those competitors can take away the market share of Nokia. 4- Another threat for Nokia is the growth of WLL network because Nokia provides CDMA cell phones so its products can go toward the down fall with the rise of WLL network.

34

Chapter 5
Data Collection & Analysis

35

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

40 35 30 25 20

36

28

15
15 10 5 0

12

Below 20

21-30

31-40

41-50

Above 50

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.

36

Q2. What is your Gender ?

35%
Male

65%

Female

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%.

37

Q3. Educational Qualification ?

45 40 35 30 25 20 15 10 5 0

40

40

13 7

Primary

Secondary

Graduate

Post Graduate

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.

38

Q4. What is your Monthly Income?

30

25

24 20 20 15 21

20

15

10

Below 10,000 10,000-20,000 20,000-30,000 30,000-40,000 Above 40,000

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 `.

39

Q5. Do you have Nokia mobile Phone?

42%
Yes

58%

No

Interpretation:

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

40

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

70 60 50 40 30

65

20
20 10 0

15

High satisfied

Satisfied

Not Satisfied

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.

41

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

70 60 50 40 30 20 10 0

59

24 17

High satisfied

Satisfied

Not Satisfied

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.

42

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

60

53
50

40

30

27 20

20

10

High satisfied

Satisfied

Not Satisfied

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.

43

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

60

50

49

40

37

30

20

14

10

High satisfied

Satisfied

Not Satisfied

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.

44

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

60

55

50

40

30

21
20

24

10

High satisfied

Satisfied

Not Satisfied

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.

45

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

60

52
50

40

30

28 20

20

10

Highly satisfied

Satisfied

Not Satisfied

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.

46

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

60

57

50

40

30

23
20

20

10

Highly satisfied

Satisfied

Not Satisfied

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.

47

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

60

52
50

40

30

28 20

20

10

Highly satisfied

Satisfied

Not Satisfied

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.

48

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

45

40
40 35 30 25

40

20
20 15 10 5 0

Highly satisfied

Satisfied

Not Satisfied

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.

49

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

60

52
50

40

30

27 21

20

10

Highly satisfied

Satisfied

Not Satisfied

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.

50

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

60

50

48

40

35

30

20

17

10

Highly satisfied

Satisfied

Not Satisfied

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.

51

Q17. Are you satisfied with its life?

60

52
50

40

38

30

20

10
10

Highly satisfied

Satisfied

Not Satisfied

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.

52

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

27%
Yes

73%

No

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.

53

Chapter 5
Findings & Conclusions

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%

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Finding The Study:

1- Among the total 100 respondents, 65 percent of the respondents were male while remaining 35 percent of the respondents were female.

2- From the study undertaken, out of the total number of respondents are falling under the age group of 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.

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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.

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Chapter 6

Suggestions & Recommendations

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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.

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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.

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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

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Annexure
(Questionnaire)

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Questionnaire on NOKIA mobile phones

Section 1 Personal Details Q1. Name : ..

Q2. Age : 1. Below 20 ( ) 3. 31-40 ( ) 5. Above 50 ( ) 2. 21-30 ( ) 4. 41-50 ( )

Q3. Gender: 1. Male

2. Female

Q4. Educational Qualification? 1. Primary ( ) 3. Graduate ( ) 2. Secondary ( ) 4. Post Graduate ( )

Q5. Monthly Income? 1. Below 10,000 ( ) 3. 20,000-30,000 ( ) 5. Above 40,000 ( ) 2. 10,000-20,000 ( ) 4. 30,000-40,000 ( )

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Section 2

Q1. Do you have Nokia Mobile Phone? 1.Yes ( ) 2. No ( )

Q2.Are you satisfied with price of Nokia phone? 1. High satisfied ( ) 3. Dissatisfied ( ) 2. Satisfied ( )

Q3. Are you satisfied with Advertisements of Nokia phone? 1. High satisfied ( ) 3. Dissatisfied ( ) 2. Satisfied ( )

Q4. Are you satisfied with Audio output? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q5. Are you satisfied with Software compatibility? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q6. Are you satisfied with Built in memory? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q7. Are you satisfied with Camera/video quality? 1. High satisfied ( ) 3. Not satisfied ( )
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2. Satisfied ( )

Q8. Are you satisfied with Accessories? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q9. Are you satisfied with Appearances? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q10. Are you satisfied with Battery backup? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q11. Are you satisfied with its services provided by Nokia service center? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q12. Are you satisfied with its Brand image? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q13. Are you satisfied with its life? 1. High satisfied ( ) 3. Not satisfied ( ) 2. Satisfied ( )

Q14. Are you fully aware all the Features of Nokia phone? Yes ( ) 2. No ( )

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