Escolar Documentos
Profissional Documentos
Cultura Documentos
On
Titled
Award of degree of
ulty of M.B.A.
2009-2011
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6th mile stone, Sirmoli Road, Vill- Jharkhera (Alwar)
DECLARATION
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PREFACE
The practical study through, conducting the survey and doing project work has a
very significant value. The theoretical knowledge gained in classroom is not fruitful
and complete unless and until it is implemented on the practical work either done
in the field or inside the organization. It always boosts up our knowledge in
pursuing the theoretical studies. It is the internal part of our curriculum to conduct
survey and project work, which not only accelerates the managerial skills in us but
also broadens our practical prospective.
In view of above the survey on “Comparative Analysis of Mobile Brands on the
basis of 7P’S” has been conducted and the project report is before the readers. If
any part of this report is taken up positively by the industry, I will feel that my effort
was worthwhile.
***************
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ACKNOWLEDGEMENT
CHURAMAN SINGH
MBA IV SEMESTER
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EXECUTIVE SUMMARY
This study was conducted under Prof. Vikas Mahalawat (Faculty of MBA) on
behalf of different mobile brand handsets. The study was carried out in and
around Alwar city and duration was of two month.
During the study I visited to the respondents who have used and are currently
using the various mobile handsets of some branded companies.
Each respondent has given his feedback and suggestion which can be help to
identify the consumer behavior for purchasing different mobile handsets. Some of
the respondent needs more information about different mobile brand handsets
which has given me to show them at the time of interview and show satisfactory
responses regarding purchased of different mobile handsets
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TABLE OF CONTENTS
Cover Page
Preface
Acknowledgement
Executive Summary
Contents
9. APPENDIX 81
10. BIBLIOGRAPHY 86
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1. INTRODUCTION OF INDUSTRY
A mobile phone or mobile (also called cell phone and handphone as well as
cell phone, wireless phone, cellular phone, cellular device, cell, cellular telephone,
mobile telephone or cell telephone) is a long-range, electronic device used for
mobile telecommunications (mobile telephony, text messaging or data
transmission) over a cellular network of specialized base stations known as cell
sites.
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1.2 History of mobile phones
In Europe, radio telephony was first used on the first-class passenger trains between
Berlin and Hamburg in 1926. At the same time, radio telephony was introduced on
passenger airplanes for air traffic security. Later radio telephony was introduced on a
large scale in German tanks during the Second World War.
First generation
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 Dynastic prototype in front of
reporters. Motorola has a long history of making automotive radios,
especially two-way radios for taxicabs and police cruisers.
Second generation
In the 1990s, 'second generation' (2G) mobile phone systems such as GSM, IS-
136 ("TDMA"), iDEN and IS-95 ("CDMA") began to be introduced. In 1991
the first GSM network (Radiolinja) opened in Finland. 2G phone systems
were characterized by digital circuit switched transmission and the
introduction of advanced and fast phone-to-network signaling.
Third generation
The first pre-commercial trial network with 3G was launched by NTT DoCoMo in
Japan in the Tokyo region in May 2001. NTT DoCoMo launched the first
commercial 3G network on October 1, 2001, using the WCDMA technology
By the end of 2007 there were 295 Million subscribers on 3G networks
worldwide, which reflected 9% of the total worldwide subscriber base.
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1.3 Seven elements of service marketing mix
These seven elements are often referred to as the marketing mix, which a
marketer can use to craft a marketing plan. The seven P’s model is most
useful when marketing low value consumer products. Industrial products,
services, high value consumer products require adjustments to this model.
Services marketing must account for the unique nature of services. Industrial
or B2B marketing must account for the long term contractual agreements
that are typical in supply chain transactions
The service marketing mix comprises off the 7’p’s. These include:
Product
Price
Place
Promotion
People
Process
Physical evidence.
Product:
The product aspects of marketing deal with the specifications of the actual goods
or services, and how it relates to the end-user's needs and wants. The scope
of a product generally includes supporting elements such as warranties,
guarantees, and support.
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Pricing:
This refers to the process of setting a price for a product, including discounts. The
price need not be monetary - it can simply be what is exchanged for the
product or services, e.g. time, energy, psychology or attention.
Promotion:
Place
Refers to how the product gets to the customer; for example, point of sale
placement or retailing. This fourth P has also sometimes been called Place,
referring to the channel by which a product or services is sold (e.g. online vs.
retail), which geographic region or industry, to which segment (young adults,
families, business people), etc.
People
An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the
delivery of their service is essential if the organization wants to obtain a form
of competitive advantage. Consumers make judgments and deliver
perceptions of the service based on the employees they interact with. Staff
should have the appropriate interpersonal skills, aptititude, and service
knowledge to provide the service that consumers are paying for. Many
British organizations aim to apply for the Investors In People accreditation,
which tells consumers that staff are taken care of by the company and they
are trained to certain standards.
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Process
Refers to the systems used to assist the organization in delivering the service.
Imagine you walk into Burger King and you order a Whopper Meal and you
get it delivered within 2 minutes. What was the process that allowed you to
obtain an efficient service delivery? Banks that send out Credit Cards
automatically when their customer’s old one has expired again require an
efficient process to identify expiry dates and renewal. An efficient service
that replaces old credit cards will foster consumer loyalty and confidence in
the company.
Physical Evidence
Where is the service being delivered? Physical Evidence is the element of the
service mix which allows the consumer again to make judgments on the
organization. If you walk into a restaurant your expectations are of a clean,
friendly environment. On an aircraft if you travel first class you expect
enough room to be able to lay down. Physical evidence is an essential
ingredient of the service mix, consumers will make perceptions based on
their sight of the service provision which will have an impact on the
organizations perceptual plan of the service.
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2. INTRODUCTION OF ORGANISATION (IN TERM OF 7
P’S OF MARKETING)
Nokia: Product
Historically, the thinking was: a good product will sell itself. However there are no
bad products anymore in today's highly competitive markets. Plus there are many
laws giving customers the right to send back products that he perceives as bad.
Therefore the question on product has become: does the organization create what
its intended customers want? Define the characteristics of your product or service
that meets the needs of your customers.
Functionality:
• Quality
• Appearance
• Packaging
• Brand
• Service
• Support
• Warranty
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Some of the Products that Nokia offers to Customers are:
Nokia 8800
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Motorola : Product
The first element in the marketing mix is the product itself. If you create products
that customers want, the other parts of the mix can be designed to meet customer
needs.
Motorola is a global leader in wireless and broadband communications
technologies and related electronic products. It has significant operations in the
UK employing approximately 2,400 people.
Functionality:
· Attractive design
· Excellent call-quality
· Ease of use
·Value-added features including music player, games, camera, and video features
· High quality, reliable products.
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SAMSUNG: Product
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Nokia: - Price
How much are the intended customers willing to pay? Here we decide on a pricing
strategy - do not let it just happen! Even if you decide not to ask (enough) money for a
product or service, you must realize that this is a conscious decision and forms part of the
pricing strategy. Although competing on price is as old as mankind, the consumer is often
still sensitive for price discounts and special offers. Price has also an irrational side:
something that is expensive must be good. Permanently competing on price is for many
companies not a very sensible approach.
List Price:
• Discounts
• Financing
• Leasing Options
• Allowances.
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Motorola: - Price
Price is the one element of the marketing mix which creates sales revenue - all
the others are costs. For companies like Motorola, price is a key element in the
marketing mix. It is a critical selling point. 'Getting the price right' is a vital part of
building relationships with customers. As with other companies, prices charged by
Motorola are linked to the product life cycle. When a new product is launched
prices will typically be quite high. This is because a lot of product and marketer
search has gone into producing the product. It usually takes time for large
numbers of consumers to purchase new products. For example, 3G phones are
only just beginning to sell in large quantities. As a product matures and sales
increase, it is possible to reduce costs. Economies of scale are important. These
come in when a firm is able to produce on a large scale.
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SAMSUNG: - PRICE
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Nokia: - Place
Available at the right place, at the right time, in the right quantities? Some of the
recent major changes in business have come about by changing Place. Think of the
Internet and mobile telephones
Locations:
• Logistics
• Channel members
• Channel Motivation
• Market Coverage
• Service Levels
• Internet
• Accessibility
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Motorola:-Place
This means how the product actually gets to the customer and refers both to the
place where it is sold, and how it gets to that place. Distribution is the process of
moving goods from manufacturer to retailer or customer. Motorola distributes
through independent retailers such as Phones 4 U, network providers such as O2
and Three and online, via the web site. Sometimes 'place' is closely linked to
product. 3G phones, for example, are mainly sold through 3G network providers.
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Samsung:-Place
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Nokia:-Promotion
How are the chosen target groups informed or educated about the organization and
its products? This includes all the weapons in the marketing armory - advertising,
selling, sales promotions, Public Relations, etc. While the other three P's have lost
much of their meanings in today's markets, Promotion has become the most
important P to focus on.
Advertising:
• Public Relations
• Message
• Direct Sales
• Sales
• Media
• Budget
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Motorola:-Promotion
Promotion refers to the ways that a business communicates the existence and
nature of its products to its market. It includes paid for 'above-the-line' promotion
such as media advertising and 'below-the-line' promotion such as special offers
and discounts. The type of promotion is linked to product life cycle. For a new
product, for example, it is important to inform customers of its features.
Other types of promotion such as special offers and discounts are referred to as
being 'below the line'. The type of promotion that is used depends on the stage in
the product life cycle. For example, when a new product is launched, such as the
RAZR, it makes
sense to make people aware. Advertising will communicate the desirability,
emotional benefits and exclusive features of the product. Motorola works in close
partnership to promote its phones with retailers. Promotion costs are shared with
retailers. The more retailers sell - the more Motorola is able to help them.
Motorola Case Study page 5
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Samsung:-Promotion
Nokia:-People
All people directly or indirectly involved in the consumption of a service are an important part of
the extended marketing mix. Knowledge Workers, Employees, Management and other
Consumers often add significant value to the total product or service offering.
Motorola: -People
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An essential ingredient to any service provision is the use of appropriate staff and
people. Recruiting the right staff and training them appropriately in the delivery of
their service is essential if the organization wants to obtain a form of competitive
advantage. Consumers make judgments and deliver perceptions of the service
based on the employees they interact with. Staff should have the appropriate
interpersonal skills, attitude, and service knowledge to provide the service that
consumers are paying for. Many British organizations aim to apply for the
Investors in People accreditation, which tells consumers that staff is taken care of
by the company and they are trained to certain standards.
Samsung: - People
To get the word out, the company set up banner ads on Cleo, Cosmo, FHM and
Zoo’s websites, while ‘Samsung People’ sponsored niche publications Four
Thousand, Three Thousand and Two Thousand, Two Threads, Fuzzy and Oyster
magazine newsletters. At close of phase one the site competition had received
over 4,000 entries.
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Motorola: - Physical evidence
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Samsung: - Physical evidence
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Nokia:-Process
Procedure, mechanisms and flow of activities by which services are consumed (customer
management processes) are an essential element of the marketing strategy Nokia has
rapidly moved from functionally oriented organization to a business process
oriented mode, and our information systems have not followed the change as fast
as they should. To fill the gap, IM organization must learn and implement working
methods which enable the creation of business process oriented information
systems. To satisfy these business needs, Nokia has introduced a new
development approach for information systems development. These processes
have been created and tested during the SPI.
Motorola: - process
The process itself only takes a few minutes. Then, within 24 hours, we'll send you
an email with instructions on how to program your Motorola Mobile phone number
into your new phone.
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Statement of Problem: -
In today’s scenario mobile are vast used in exchange of information becomes the
necessity of life to a common man. In modern would as individual tends to communicate
anything to everything tight from the place where he or she stands. Even while riding a
vehicle he or she wants to communicate within a fraction of second with clear voice,
without any disturbance. Customer wants more facility in mobile like SMS, design,
durability, sound, quality, display, camera, , music, multimedia, internet, discount price,
availability etc. Today the mobile handset company growth has been excellent. Day by
day many new attractive schemes provide additional, add few new features to existing
ones, reduce the price of mobile, introduce varieties of handset models a healthy
competition that benefits subscribers hence in this context. It is important to study which
shape the consumers mind during taking or switching over the new mobile handsets.
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Objectives
Primary Objective
Secondary objective
6) To know the potential of the market and expand into new markets and
business.
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REVIEW OF LITERATURE
While the Finnish phone maker has updated its handset portfolio at the high end
to compete better with Motorola's super-successful Razor phone, the refresh has
been less than inspired. ...
"[Nokia's] high-end phones are small, but they're boxy. Motorola's high-end
[models] are thin and slick.”...
Nokia's pushing hard into emerging markets with low-cost phones, which while
hitting margins, are building presence for the long term. 34% increase in handset
volumes versus a 25% sales increase. ... To find growth, Nokia is venturing into
emerging markets, such as China and Russia. ...
Nokia is looking out for the long term by penetrating emerging markets. But it will
take some time for the margins to improve as these consumers upgrade to
premium handsets. Nokia appears to have positioned itself well because gaining
recognition in these markets while they're still developing will give it an important
market presence moving forward
It would also be interesting to see Motorola's share of sales inside and outside the
US, versus Nokia. Motorola could be overly US-dependent... perhaps for another
post. For reference, each company's one year chart below.
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Nokia
Nokia provides mobile communication equipment for every major market and protocol,
including GSM, CDMA, and WCDMA.
Nokia was established in 1865 as a wood-pulp mill by Fredrik Idestam on the banks of
Nokia rapids. Finnish Rubber Works established its factories in the beginning of 20th
century nearby and began using Nokia as its brand. Shortly after World War I Finnish
Rubber Works acquired Nokia wood mills as well as Finnish Cable Works, a producer
of telephone and telegraph cables. All three companies were merged as Nokia
Corporation in 1967. The name Nokia originated from the river which flowed through
the town of the same name (Nokia).
MOTOROLA
About the company
Motorola, Inc. (NYSE: MOT) is an American, multinational, Fortune 100,
telecommunications company based in Schaumburg, Illinois. It is a manufacturer
of wireless telephone handsets, and also designs and sells wireless network
infrastructure equipment such as cellular transmission base stations and signal
amplifiers. Motorola's home and broadcast network products include set-top
boxes, digital video recorders, and network equipment used to enable video
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broadcasting, computer telephony, and high-definition television. Its business and
government customers consist mainly of wireless voice and broadband systems
used to build private networks and public safety communications systems like
Astro and Dimetra. Motorola is now working on Google open sourced based
platform mobile operating system phone featuring Google Android 2.0 known as
"Eclair".
The company is now known around the world for innovation and leadership in
wireless and broad band communications. Motorola's vision is of Seamless
Mobility, which the company defines as helping users get and stay connected
easily to the people, information, and entertainment that they want and need. The
company does this by designing and delivering "must have" products ,"must do"
experiences and powerful networks. Applying this vision to mobile phones,
Motorola has gone beyond just enabling users to make voice calls or send text
messages. Depending on the models chosen, users can:
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SAMSUNG
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SH-100 in 1988. It was the first mobile phone to be designed and manufactured in
Korea. But the perception of mobile devices was very low and although Samsung
introduced new models every year, each model sold only one or two thousand
units.
In 1993 it was decided that the development team should focus on improving
connectivity due to specific mountain topography of Korea. They found the optimal
length of a mobile phone antenna and developed a method of using gold to
connect the point between the antenna and the communication circuits, thus
significantly reducing resistance and enabling steadier wave conductivity. They
also developed the wave-searching software that was specially designed for
Korea's topography.
Samsung developed its first CDMA mobile phone in March 1996, to coincide with
the launch of CDMA service. The first digital handset, the SCH-100, was
extra light and slim, and enabled clear voice communication. Before long,
Samsung became the leader in the Personal Communications Service
(PCS) market. It partnered with KTFreetel and Hansel PCS to provide PCS
phones. Its first PCS phone, the SCH-1100, entered the market with
innovative features, including a lightweight body, enhanced battery life, and
the ability to capture delicate sounds. For the PCS market, the company
coined a new slogan, "Strong in small sounds," to emphasize the mobile
phone's capability to capture delicate sounds.
By the end of 1997, one year after the CDMA service was first launched;
Samsung had achieved a 57% market share in the CDMA cellular market and
58% in the PCS market. Also, in April 1997, it achieved sales of one million CDMA
phone units.
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Global market and GSM Era (1998-now)
To achieve further growth, Samsung had to penetrate the GSM market. The first
GSM model was the SGH-200, which was made for European customers. But it
was not as good as the company's CDMA phone. It was difficult to hurdle the high
entry barrier, which the then "Big 3" Nokia, Motorola, and Ericsson had built for
years. The company's next few models didn't attract Europeans, either. The
development team realized that a simple change in the circuit system wouldn't
work in the European market. Thus, it decided to look more closely at the
customer's point of view. They found that Europeans preferred geometric,
balanced, and simple designs. Using this information, Samsung adopted 'simple'
as the design concept, then developed
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RESEARCH DESIGN
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3. RESEARCH METHODOLOGY
Marketing research (MR) is the function which links the consumer, customer and
public to the marketer through information- information used to identify and define
marketing opportunities and problems generate, refine, and evaluate marketing
actions, monitor marketing actions, monitor marketing performance and improve
understanding of market as a process. Marketing research specifies the
information required to address these issues, designs, and the method for
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collecting information, manage and implemented the data collection process,
analyses the results and communicate the findings and their implication
Marketing Research is, thus, defined as, the systematic, objective and exhaustive
search for and study of the facts relating to any problem in the field of marketing.
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• Is the hard version of MR.
• Provides hard facts on marketing problems.
• Final course of action can depend on its findings
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Summarizing the findings / Preparing the research report
Primary data:
It is original data, first hand and for the specific purpose of the research project.
For this project, I have used the following common research instrument:-
Questionnaire:
Questionnaire development is the critical part of primary data collection job. For
this I have prepared a questionnaire in such away that it is able to collect all
relevant information regarding the project.
In this questionnaire, I have used mostly close-ended questions that are easier to
be answered by respondents (consumers) and also easier for interpretation and
tabulation & one open-ended question to take the opinion of the respondents in
their own words. The questions were asked to the consumers covering perception
towards their purchase, price of the product, purpose for using the product,
characteristic of the product, brand image, effectiveness of the advertisements,
sales promotional activities, overall opinion about the product, etc.
For collecting the answers from the above questionnaire, I have used the following
common method:-
Interview:
It is the most common method for contacting consumers & collecting primary data.
For this project I have used following type of interview:-
Personal interview:
It is the most extensively used method. It enables better control of the sample and
ensures answers from the respondents. It also provides for a tactful approach to
the respondent since it is based on a person-to-person talk. But this method is
generally more expensive and time consuming.
For this project each interview was taking 15 to 20 minutes to complete. Interview
was also delayed due to un-availability of respondent in house.
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Secondary data
It was collected to add the value to the primary data. Data regarding IMRB,
International (Indian Marketing Research Bureau) history, its profile and other
necessary records and information was collected by referring to website,
magazines, annual reports, reference books, daily newspapers, etc.
Sample Unit:-
For studying consumer behavior of samples were selected from Alwar city.
Sample size:-
Sr. no. Respondent Number of respondents
Sample procedure:-
Only those respondents are included in samples, who are traders of Nokia. These
respondents are questioned thoroughly.
Sample media:-
The respondents in the samples are reached through personal interviews.
Sampling methods:
Sampling methods fall under two broad categories:
A. Non-probability sampling methods:-
a) Convenience sampling.
b) Judgment sampling.
c) Quota sampling.
d) Panel sampling.
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c) Systematic random sampling.
d) Area sampling.
For this project I followed random sampling method. In this method sample units
are selected at random. From random sampling method I selected area sampling
method. Area sampling is a form of stratified sampling. In this case, the
stratification is based on the criterion of locations. This method selects the sample
units in several stages. At each stage a series of intermediary geographical blocks
are randomly selected. It is from within these blocks, that the sample units are
then selected at random.
Before North, South, East, West. Out of four zones any one zone was selected.
From that zone any one street was selected. After selecting the street, right-hand
rule is followed i.e. the outlet coming to right side are selected. Then interview is
started.
Sample Design:
I have prepared this project as descriptive type, as the objective of the study.
Different types of data analysis techniques used in the research project should be
specifically mentioned. Such as:
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together with the impact of various influence on them towards making decision on
purchase of product and service in a market. The field of consumer behavior
studies how individuals, groups and organization select, buy, use and dispose of
goods, service, ideas, or experience to satisfy their needs and desires
understanding consumer behavior and knowing customer are never simple. The
wealth of products and service produced in a country make our economy strong.
The behavior of human being during the purchase is being termed as “Buyer
Behavior”. Customer says one thing but do another. They may not be in touch
with their deeper motivations. They are responding to influences that change their
mind at the last minute. A buyer makes take a decision whether save or spend the
money.
Information Search:-
The consumer tries to collect information regarding various products/service.
Through gathering information, the consumer learns about completing brands and
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their features. Information may be collected form magazines, catalogues, retailers,
friends, family members, business association, commercial, chamber of
commerce, telephone directory, trade fair etc. Marketers should find out the
source of information and their relative degree of importance the consumers.
Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all buying
situations. There is several First, the consumer processes, some basic concepts
are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions.
The marketer must know which criteria the consumer will use in the purchase
decision.
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After purchase the product, the consumer will experience the same level of
product. The Marketer’s job not end when the product is buying must monitor
post-purchase satisfaction, post-purchase action, post-purchase use and disposal
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(4) The individuals specific behaviors in the market place is affected by internal
factor, such as need , motives, perception, and attitudes, as well as by external of
environmental influences such as the family social groups, culture, economics
and business influences.
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Table showing preference of mobile phone
Interpretation: -
Above chart shows that most preferred brand in the mobile is Nokia. Sony
Ericson is second largest brand in the market. Others are different brand that are
less preferred.
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Connected 98 49%
total 200 100%
53
Record video 18 09%
Music 22 11%
Mobile TV 08 04%
Total 200 100%
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Table showing influencing factors of purchasing
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Table showing impact of shopper’s purchase decision for mobile phone
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Table showing consider owing a mobile handset as a
Percentage
70
60
50
40
30 Percentage
20
10
0 57
Necessity Status Luxury
Option No of respondent Percentage
Self employed 44 22
58
Option No of respondent Percentage
Elementary school 22 11
graduate
Middle school graduate 28 14
University degree 62 31
PG qualification 52 26
Table
showing respondent’s monthly income
Option Respondent %
10,000-11,999 42 21
12,000-19,999 58 29
20,000-24,999 34 17
25,000-29,999 30 15
30,000-34,999 22 11
35,000&above 14 7
Total 200 100
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Attributes No. Of consumer %
Design 26 13
Brand 70 35
Durability 32 16
Sound quality 20 10
Battery life 24 12
Display 16 8
Camera &music 8 4
Multimedia 4 2
Total 200 100
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Table showing preference of purchasing of mobile handsets
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Owned past
Nokia 98 49 86 43
Sony Ericson 46 23 42 21
Motorola 18 09 32 16
Samsung 20 10 18 09
Vodafone 06 03 06 03
Spice 04 02 04 02
LG 08 04 12 06
Total 200 100 200 100
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Brand No of respondent Percentage
Nokia 104 52
Sony Ericson 44 22
Motorola 16 08
Samsung 12 06
Vodafone 10 05
Spice 04 02
LG 10 05
Total 200 100
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Scope of the Study
The scope of my study restricts itself to the analysis of buying behavior of the
mobile brands.
The present study was undertaken during the month of March 2011 - May 2011.
Research Design
The study is a cross sectional study because the data were collected at a single
point of time. For the purpose of present study a related sample of population was
selected on the basis of convenience.
Data Collection
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source: The primary data comprises information survey of
“Comparative study of consumer behavior towards Nokia and Motorola”.
The data has been collected directly from respondent with the help of
structured questionnaires.
Secondary Source: The secondary data was collected from internet
and references from Library.
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Sample Size & Design
A sample of 200 people was taken on the basis of convenience. The actual
consumers were contacted on the basis of random sampling.
The findings of the study will be based on opinion of the respondents, which may
be based.
Lack of time and finance may prevent from carrying out in depth study
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5. DATA ANALYSIS AND INTERPRETATION
5.1 Do you have any mobile phone?
50 50
45
40
35
30
25
Yes
20
No
15
10 0
0% No
5
0 100%
Yes
NUMBER
%AGE
INTERPRETATION:
66
particulars No. of respondents
1 37
2 13
3 0
3+ 0
No. of respondents
40 37
35
30
25
20
15
13
10
5 No. of respondents
0
0
1 0 No. of respondents
2
3
3+
INTERPRETATION
Out of 50 respondents 37 says that they had 1 connection while 13 were having 2
connections.
67
Nokia 27
Motorola 16
Samsung 7
No. of respondents
30
27
25
20
15 16
10
5 7
No. of respondents
0
Nokia
No. of respondents
Motorola
Samsung
INTERPRETATION:
PARTICULARS NUMBER
68
Yes 41
No 9
NUMBER
50
41
40
30
20
10 9 NUMBER
0
Yes NUMBER
No
INTERPRETATION:
Out of 50 respondents 41 respondents were satisfied with the services of there particular
mobile while only 9 were not satisfied.
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T.V. 28
MAGAZINES 04
NEWSPAPERS 10
INTERNET 05
OTHERS 03
NO. OF RESPONDENTS
30 28
25
20
15
10
10
4 5
5
3
0 NO. OF RESPONDENTS
. NO. OF RESPONDENTS
V
. S S
T E R T
N
I E E S
Z P N R
A A R E
G P E H
A T T
S O
M W IN
E
N
INTERPRETATION:
5.6 From how long you are using this particular service mobile?
70
1 year 10
2 years 25
3 years 11
NO. OF RESPONDENTS
25 25
20
15
10 10 11
5
NO. OF RESPONDENTS
0 4
NO. OF
1 year
2 years RESPONDENTS
3 years
More than
3 years
71
No. OF RESPONDENTS
35
32
30
25
20 18
15
10
5 No. OF RESPONDENTS
0
No. OF
Yes
No RESPONDENTS
INTERPRETATION:
Out of 50 respondents 32 did not want to change there current while only 18 respondents
want to change there mobile.
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Experience – 142 year Globall New product concept
y number 2 to roll out five month
history
World
Wide product range wide Catching the pulse of
operation the consumer ,
Distribution channels in offering good design
and understanding
developing markets emotions
Wide
Economies of scale portfolio of
products
Lower logistics costs than Heavy investment in
technology , product
competitors.
6.1 Strength design and human
Having resource
High margins. second
highest
Do it yourself manufacturing market share Focus on innovative
product for the high
– manufactures 75% of its
market.
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6.2 Weakness
10% in 2007.
6.3 Opportunity
74
Leverage low Wid Distinguish its
logistics costs to e and service from
further decrease growing competitor
prices in volume market
market & increase Offer product
profit margin variation
overall.
Ben
Provide internet
efit of wide
services to Demand for cell
range of
capture this phone driven by
brands
growing market. the service
Improve sales in provider or carrier
the United States.
Tie up with service
provider
Enh
ance its
CDMA
category
75
6.4 Threats
CD
MA
technolog
y a new
design to
76
suit the
tastes of
Europeans
.
7. CONCLUSION
In today’s scenario mobile are vast used in exchange of information becomes the
necessity of life to a common man. In modern would as individual tends to
communicate anything to everything tight from the place where he or she stands.
Even while riding a vehicle he or she wants to communicate within a fraction of
second with clear voice, without any disturbance. Customer wants more facility in
mobile like SMS, design, durability, sound, quality, display, camera, , music,
multimedia, internet, discount price, availability etc. Today the mobile handset
company growth has been excellent. Day by day many new attractive schemes
provide additional, add few new features to existing ones, reduce the price of
mobile, introduce varieties of handset models a healthy competition that benefits
subscribers hence in this context. It is important to study which shape the
consumers mind during taking or switching over the new mobile handsets. By this
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comparative analysis of mobile brands on the basis of 7 P’s of marketing analysis
help up to achieve below objective as :
• To know the potential of the market and expand into new markets and
business.
Nokia
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Determination and risk taking
Samsung
Aggressively hawking fill tops and clamshell with polyphonic ring tones and
colour screen
Motorola
The target market of Motorola is Urban and Rural area. The target
audience of Motorola is Youth.
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9. APPENDIX
80
9.1 Questionnaire:
Respondent Details
Name :
Age :
Gender :
Address :
Mobile :
A) Nokia
B) Sony Ericson
C) Motorola
D) Samsung
E) Vodafone
F) Micromax
G) Spice
81
A) Style
B) Infotainment
C) Multimedia
D) Business
E) Connected
Q4 Which one of the following option you choose when purchasing a mobile
phone?
A) Calls
B) SMS
C) Browse the internet
D) Take Photos
E) Check emails
F) Record video
G) Music
H) Mobile TV
A) Convenience Handset
B) Cost control
C) Value added Service
D) Discounts
Q6 Which factors influenced you in purchasing the mobile brand you are
currently using?
A) Price/Offers
B) Brand name
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C) Availability in store
D) Different size
A) In store TV
B) Broachers
C) Dangler
D) Floor standee
E) Poster
F) Leaflet
A) Necessity
B) Status
C) Luxury
Q9 Which one of the following best describes your current employment status?
Q10 which is the following best describe the highest level of education you have
completed?
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D) University degree
E) Post graduate
A) 10,000-11,999
B) 12,000-10,999
C) 20,000-24,999
D) 25,000-29,999
E) 30,000-34,999
F) 35,000 and above
Q12 What other brands of mobile phone regardless of type have owned in the
past?
Q13 Which one of the following features you choose when purchasing mobile
phone?
Attribute
A) Design
B) Brand
C) Durability
D) Sound quality
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E) Battery life
F) Display
a) NOKIA
B) Sony Ericsson
C) Motorola
D) Samsung
E) Vodafone
F) Spice
10. BIBLIOGRAPHY
85
10.1 Websites:
1. www.google.com
2. www.scribd.com
3. www.managementparadise.com
4. www.mbaclub .com
5. www.slideshare.com
10.2 Books:
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