A PRESENTATION ON CONSUMER PREFERENCES ON NOKIA MOBILE

Submitted To:
Prof. Bhavika Bhatt

Prepared By:
Saptarshi Chakraborty

MBA-II, SEM-III (DR.J.K.PATEL INSTITUTE OF MANAGEMENT) M.B.A PROGRAMME Affiliated to: Gujarat Technological University
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Presentation Flow
 General Information  Nokias India Operations  Interesting Facts about Nokia  Nokia Mobile Phone Categories  Objectives Of The Study  Research Methodology  Data Analysis And Interpretation  Findings Of The Survey  Observations And Conclusion  Bibliography

General Information
 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 Euro 42 billion and operating profit of Euro 2 billion as of 2010.
 It is the world's largest manufacturer of mobile phones: its global device market share was 23%

in the second quarter 2011.

 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 is also engaged in providing free digital map information and navigation services through

its wholly owned subsidiary Navteq.

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General Information
 Nokia has sites for research and development, manufacture and sales in several countries; 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.
 Nokia operates a total of 9 manufacturing facilities located at Salo in Finland; Manaus in

Brazil; Cluj in Romania; Beijing and Dongguan in China; Komrom in Hungary; Chennai in India; Reynosa in Mexico; and Masan in South Korea.
 The Nokia brand, valued at $25 billion, is listed as the 14th most valuable global brand in

the Interbrand/BusinessWeek Best Global Brands list of 2011. It is the 14th ranked brand corporation in Europe (as of 2011), the 8th most admirable Network and Other Communications Equipment company worldwide in Fortune's World's Most Admired Companies list of 2011 , and the world's 143th largest company as measured by revenue in Fortune Global 500 list of 2011.

General Information
 In the global smartphone rivalry, Nokia held the 3rd place in 2nd Quarter 2011, trailing

behind Samsung and Apple.

 On 11 February 2011, Nokia announced a partnership with Microsoft where all future Nokia smart

phones will be powered by the Windows Phone 7 (WP7) operating system. On 26 October 2011, Nokia unveiled its first WP7.5 powered handsets Lumia 710 and 800.

Nokias India Operations

 Nokia started its India operations in 1995, and presently operates out of

offices in New Delhi, Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad. The Indian operations comprises of the companys handsets and network infrastructure businesses, R&D facilities in Bangalore, Hyderabad and Mumbai and manufacturing plant in Chennai.
 Nokia has been working closely with operators in India to increase

geographical coverage and lower the total cost of ownership for consumers. The company has also launched seven Nokia Concept stores in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to provide customers a complete experiential mobile experience.
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Interesting Facts about Nokia

 This is the 16th year since Nokia is operating in India. Although in the first six years       

there were only 5 million subscribers, the company predicts that by 2013 the number will rise to almost 1 billion. The Nokia 5110 was manufactured with the first ever Indian ringtone, the song Saare Jahaan Se Acchha, 13 years ago, in 1998. According to Nokia, the company manufactured its first phone with a Hindi script, a Nokia 3210, 11 years ago, in 2000. Nokia is the first global telecom company that managed to set up a mobile phone production plant in India. The company was voted Indias most trusted brand in 08,09,10. Nokia devices are sold at almost 200,000 outlets across the country. No wonder Nokia sells so much in India. One of the 'greenest' handsets manufacturers, Nokia has more than 5,000 mobile recycling centers in India. It appears that last year Indians purchased 151 million new handsets, from which 52% were Nokia phones, Analysts Mason research company reports.
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 Souce(http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtml published on May 26, 2011)

Nokia Mobile Phone Categories

 Smart Phones  E-7, N-8, 700

 Touch And Type

 E-6, C2-03, X3-02, C3-01

Nokia Mobile Phone Categories

 Dual Sim  X1-01, C2-03

 Nokia 1000 series Ultrabasic series  Nokia 2000 series Basic series  Nokia 3000 series Expression series  Nokia 5000 series Active series  Nokia 6000 series Classic Business series  Nokia 7000 series Fashion and Experimental series  Nokia 8000 series Premium series  Modern series (C/E/N/X)
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Objectives Of The Study

 To measure the Consumer Preference on NOKIA Mobile.  To know who suggested Nokia brand to customers.  To know the criteria on which customers spend more time on Nokia

Cell phone.
 To know the factors which considered by the people when they purchase

the Nokia Phones.

 To study the consumers attitude towards the Nokia in the market.  To study the impact of various schemes and different look of Nokia Cell

Phone in the mind of customers.

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Research Methodology
 Research methodology is a way to systematically solve the research

program. It includes follows,

a) Research design:  Our project report on Nokia Mobiles is mostly based on

survey of consumer therefore the research study is Descriptive one.  Because the Descriptive study is normally concerned with finding out general nature to problems and different variable that are related to the problems. The major emphasis of Descriptive research is to find out the actual fact. The primary advantage of this descriptive research study is low cost and less time requirement.
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b) Types of Data:Whenever we think about marketing data source, so basically there are main two types of data source are available,

1. Primary Data: We have got primary data of Nokia for our research purpose.  We have collected primary data through questionnaire method from the customers.  So, we have contacted 100 persons individually and collected all primary data through questionnaire in Baroda (Vadodara) city.
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2. Secondary Data:.
 Secondary data are those which have been already collected by someone in the past for the research purpose. They are readily available in the company records, salesmens periodic reports, sales reports, sales orders, etc. So, we have used the primary data because primary data provides current & absolutely correct information.

c) Source Of Data:We have collected necessary information from many sources which are as follows, > Data collected through Questionnaire > Data from Internet
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d)

Data collection instrument (method):-

 Data collection method like Questionnaire Method,

and Personal interview for primary data Method. Here, we have used survey (Questionnaire) and personal interview method for our research study.
 So, we have prepared Standard set of questions

to obtain the required information for the research purpose and we have obtained the customers views regarding Nokia Mobile.

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e) Sampling Plan: Sampling refers to obtain to a sample from a given population.  Researcher must prepare a sample design which should be reliable and appropriate for his research study.
Target Population Sampling Method Sample Unit Sample Size Users of Nokia Mobile in Vadodara city Simple random sampling Lower, Middle and Higher Class People 100 Samples Personal Interview with Questionnaires

Research Instrument -

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1.How often do you change your mobile phone?

45

Category

No. of Respondents

40 35 30

40

Less Than 1 Year 1 2 Years 3 - 4 Years More Than 4 Years

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18 40 26 16

18 40 26 16

25 20 15 10 5 0 Less than 1 year 1 2 years 3 - 4 years More than 4 years 18 16 Series1

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2. What is the approximate price range of mobile that you pay?

Category

No. of Respondents

60 50 40

55

Below 5000 5000 10000 1000020000 Above 20000

18 55 21 6

18
30

55
20 18

21

Series1

21 6

10 0 Below 5000 5000 10000 10000- 20000

Above 20000

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3. Who suggested you to buy NOKIA mobile?

60

Category

No. of Respondents

%
50 48 40 29 Series1

Friend Family Member Dealer Relative

48 29 16 7

48 29 16 7

30

20

16 7

10

0 Friend Family member Dealer Relative

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4. What do you think first while purchasing NOKIA mobile?

50

Criteria

No. of Respondents

45 40 35 39

44

Price Quality Both -1 & 2 Other

14 39 44 3

14 39 44 3

30 25 20 15 10 5 0 Price Quality Both 1 & 2 Other 3 14 Series1

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5. Why have you bought the NOKIA mobile?

40

Criteria

No. of Respond ents

36

35 30 25 20 21 16 17 10 Series1 Series2 0 Series3

ommunication Business Purpose Status Entertainment Don t Have Landline Phone Any Other

36 16 21 17 10 0

36 16 21 17 10 0

15 10 5 0

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6. Do you like entertainment device in NOKIA mobile?

Criteria

No. of Respondents

%
6%

Yes No Don't Know

75 19 6

75 19

19% Yes No Don't Know 75%

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7. While using your NOKIA mobile, on which criteria do you spend more time?
Criteria
No. of Respondents

Voice call SMS Playing game Listening songs GPRS Others

25 30 9 19 17 0

25 30 9 19 17 0
19% 9%

17% 25%

Voice call SMS Playing game

30%

Listening songs GPRS Others

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8. While you go for purchasing NOKIA mobile, you

consider the scheme or not?

45 42

Opinion

No. of Respondents

40 35 30 28

Always Very often Often Never

42 28 19 11

42 28 19 11

25 20 15 10 5 0 Always Very often Often Never 19 11

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9. Which type of scheme affected to you while you purchasing NOKIA mobile?

Criteria

No. of Respondents

%
14% 36% 20%

Festival offer Sales offer Discount offer Special gift

36 20 30 14

36 20 30 14

30%

Festival offer Sales offer Discount offer Special gift

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10. Which type of look you prefer in NOKIA mobile?

Criteria

No. of Respondents

30 25 22 20 15 10 14 25 21 18

Simple Professional Slider Express Slim

22 25 14 18 21

22 25 14

18
0

21

Simple

Professional

Slider

Express

Slim

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11. Which of the following factors lead you to purchase the NOKIA mobile?
Factors Very Important Important Somewhat Important Somewhat not Important Not Important

Price
Appearance Brand

60 58 64 46 34 45 43 29

21 19 27 37 40 36 34 33

11 15 6 10 18 14 14 23

5 6 2 5 6 4 7 9

3 2 1 2 2 1 2 6
70 60 50 40 30 20 10 0 Very Important Important Somewhat Important Somewhat not Important Not Important

Features Easy to carry Service

Availability Others

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Findings Of The Survey

 Generally Customers like to change their mobile after 1 or 2 yr experience

 

 

with existing nokia mobile, as variety of mobiles enter into market with different features. Most of people use nokia mobile of middle range i.e. 5000-10000, so that they can change it often with small loss only. Most of customers buy their nokia mobile due to influence of some friends or suggestion of them. Which shows that friends or family members make customers to purchase nokia mobile more than their own search. Customers of nokia mobile consider or give importance to price & quality both during their purchase. To make communication with family, friends and others, and also for business purpose customers purchase nokia mobiles, as it is having durability , rough & tough quality etc. Some customers think that having a smart looking nokia mobile in hand make customers status in more value. Music express feature is also one type attraction of customers toward product, which provide them entertainment.
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Cotd.
y About 30% people use their nokia mobile for SMS purpose. 25%

y y

y y y

people use it for voice call as the device is providing this facility. 17% customers use for GPRS with mobile as some nokia mobile contain good features related to easy operatibility of web. As per survey of 100 customers of nokia mobile, we can say that most of customers prefer different schems during their purchase. More number of customers get attraction toward Festival offers & discount offers as well. Sales offer & special gift offer attracts less as compare to previous one. About 25 people like to prefer professional look of nokia mobile. Some customer chooses simple & slim nokia features. Customers also give very importance to price, appearace, Brand, features, services, and availability during purchase. They also give importance to easy to carry feature of nokia mobile.
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Observations And Conclusion

 Customers of nokia mobile are in large number than any

other phones.  Customers are very much friendly toward nokia  Trust on nokia mobile is higher than any other.  Customers prefer nokia mobile due to best features  A customer choose their nokia mobile on the basis of focuses on price, features & availability.  Customers take decision of purchasing nokia mobile after counsulting with friends & family members.  Customers are very much interested in offers.
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Bibliography
 Reference Taken From Following Books:  Marketing Management by Kotler, Keller, koshy and Jha 13th Edition.  Research Methodology by Hamdy Taha, A.M. Natarajan and Naresh Malhotra  Consumer Behavior by Schiffman, Kanuk and Ramesh Kumar  Reference Taken From Following Websites:  http://www.nokia.com/in-en/  http://www.pluggd.in/nokia-market-share-india-297/  http://en.wikipedia.org/wiki/Nokia  http://www.icmrindia.org/casestudies/catalogue/Business%20Strategy/BSTR174.htm  http://news.softpedia.com/news/10-Interesting-Facts-About-Nokia-India-202598.shtml

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