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Market Research & Analysis ON Nokia Mobile V/S Other Brands: Presented By, Saicharan Ega Roll No - 13
Market Research & Analysis ON Nokia Mobile V/S Other Brands: Presented By, Saicharan Ega Roll No - 13
ON
NOKIA MOBILE V/S OTHER BRANDS
Presented by,
SAICHARAN EGA
ROLL NO - 13
OBJECTIVES OF THE STUDY
• To study the attitude and satisfaction among the consumers for Nokia
mobile
• To study and analyze various factors influence the consumers to
purchase the Nokia mobile.
• To analyze the factors influencing perception and buying decision of
consumers.
• To analyze the areas in which Nokia performs better.
LIMITATIONS OF THE STUDY
• During Survey it was found out that the customers have a blind faith
regarding NOKIA which we could not explain in quantitative terms.
• The respondents were biased to some extent with the respective
brands .
• Our research was limited to only 107 respondents whereas in reality
the universe is too big. Hence statistical data might change if we
further increase the sample size.
• Survey was restricted within the Mumbai city only.
• Secondary data collection.
FACTS ABOUT MOBILE INDUSTRY IN INDIA
• Homegrown handset makers like Spice, Micromax and Karbonn captured 14 per cent of
• Micromax had a 4.1 per cent market share by revenue, Spice and Karbonn had a share of
• According to the study, even though Finnish company Nokia remained the market leader,
its share came down to 52.2 per cent from 64 per cent last year
• Samsung's market share increased to 17.4 per cent this year from 10 per cent last year,
while LG had a share of 5.9 per cent as against 4.5 per cent last year
Q.1 WHICH MOBILE DO YOU USE?
NOKIA LG
SAMSUNG MICROMAX
BLACKBERRY SPICE
I-PHONE MOTOROLA
ADVERTISEMENT
APPEARANCE
PRICE
FUNCTIONS
QUALITY
BRAND IMAGE
SERVICE
RECOMMENDED
BY FRIENDS
NON EARNING CONSUMERS
2-SOMEWHAT 4-LEAST
1-VERY IMPORTANT 3-INDIFFERENT 5-UNIMPORTANT
IMPORTANT IMPORTANT
ADVERTISEMENT 11.50% (6) 46.20% (24) 19.20% (10) 13.50% (7) 9.60% (5)
APPEARANCE 51.90% (27) 38.50% (20) 1.90% (1) 5.80% (3) 1.90% (1)
PRICE 56.40% (31) 32.70% (18) 7.30% (4) 3.60% (2) 1.80% (1)
FUNCTIONS 74.50% (41) 20.00% (11) 3.60% (2) 0.00% 0 1.80% (1)
BRAND IMAGE 56.40% (31) 27.30% (15) 10.90% (6) 5.50% (3) 1.80% (1)
SERVICE 65.50% (36) 21.80% (12) 7.30% (4) 1.80% (1) 5.50% (3)
RECOMMENDED BY
FRIENDS 7.80% (4) 27.50% (14) 37.30% (19) 19.60% (10) 7.80% (4)
EARNING CONSUMERS
2-SOMEWHAT 4-LEAST
1-VERY IMPORTANT 3-INDIFFERENT 5-UNIMPORTANT
IMPORTANT IMPORTANT
ADVERTISEMENT 5.10% (2) 51.30% (20) 28.20% (11) 10.30% (4) 7.70% (3)
APPEARANCE 48.80% (21) 41.90% (18) 7.00% (3) 2.30% (1) 0.00% 0
PRICE 59.50% (25) 31.00% (13) 7.10% (3) 0.00% 0 2.40% (1)
BRAND IMAGE 52.50% (21) 25.00% (10) 12.50% (5) 10.00% (4) 0.00% 0
SERVICE 69.00% (29) 21.40% (9) 4.80% (2) 4.80% (2) 0.00% 0
RECOMMENDED BY
FRIENDS 15.00% (6) 27.50% (11) 30.00% (12) 15.00% (6) 12.50% (5)
Q.3 PLEASE RANK THE FOLLOWING BRANDS CONSIDERING THE PARAMETERS MENTIONED ABOVE
1 2 3 4 5 6 7 8
NOKIA
SAMSUNG
MICROMAX
SONY ERICSON
BLACKBERRY
I-PHONE
SPICE
LG
NON EARNING CONSUMERS
EARNING CONSUMERS
Q.4 FOR HOW LONG HAVE YOU BEEN USING YOUR CURRENT MOBILE?
1 -2 YEARS
2 - 4 YEARS
MOBILE CHOICE
NON EARNING CONSUMERS
2 1 1
1 8
BLACKBERRY
SAMSUNG SAMSUNG
2
I-PHONE I-PHONE
SONY ERICSON
MICROMAX
LG
1
8 MICROMAX
2
TOTAL = 4
TOTAL = 22
EARNING CONSUMERS
1
1 5
BLACKBERRY 1 1
SAMSUNG
SAMSUNG
VIDEOCON
I-PHONE
5 MICROMAX
1
SONY ERICSON
SONY ERICSON
LG 6
4
TOTAL = 9
TOTAL = 16
Q.6 IF YOU WOULD LIKE TO CHANGE YOUR MOBILE FROM NOKIA TO SOME OTHER
BRAND, THEN, BASED ON WHICH OF THESE PARAMETERS WOULD YOU DO SO?
OPERATING SYSTEM
PRICE
FEATURES
SERVICE
APPEARANCE
12% 4% 4% 20%
5% 23%
5% 9%
OPERATING SYSTEM OPERATING SYSTEM
8% PRICE
PRICE FEATURES
FEATURES USER INTERFACE
USER INTERFACE SERVICE
13% APPEARANCE
SERVICE
45% APPEARANCE 53%
Q.7 WOULD YOU PREFER ANDROID OPERATING SYSTEM OVER SYMBIAN (NOKIA OS)?
YES
NO
20%
30%
YES NO YES
NO
70%
80%
Q.8 WHICH MOBILE DO YOU LIKE THE MOST FROM THE ONES CURRENTLY AVAILABLE?
NOKIA
SAMSUNG
BLACKBERRY
MICROMAX
MOTOROLA
SONY ERICSON
LG
7% 4% 10% 2%
35% NOKIA
NOKIA
30% SAMSUNG SAMSUNG
48% BLACKBERRY BLACKBERRY
MICROMAX MICROMAX
MOTOROLA 27% MOTOROLA
SONY ERICSON SONY ERICSON
LG LG
22%
14%
Q.9 PLEASE RATE THE FOLLOWING BRANDS ON THE BASIS OF THE PARAMETERS GIVEN
BELOW(Scale It: 5-Excellent, 4-Very Good, 3-Good, 2-Bad and 1-Very Bad)
OPERATING USER
PRICE APPEARANCE FEATURES SERVICE
SYSTEM INTERFACE
NOKIA
SAMSUNG
SONY ERICSON
BLACKBERRY
I-PHONE
MICROMAX
SPICE
LG
NON EARNING CONSUMERS
EARNING CONSUMERS
PRICING MICROMAX 25.8%
18% 13%
OPERATING SYSTEM IPHONE 37.5%
9% 19%
APPERANCE IPHONE 37.5%
SAMSUNG
SONY ERICSON
MICROMAX
BLACKBERRY
I-PHONE
SPICE
LG
NON EARNING CONSUMERS
CHEAP ECONOMICAL SAME EXPENSIVE
SONY ERICSON 12.70% (7) 27.30% (15) 34.50% (19) 25.50% (14)
EARNING CONSUMERS
SONY ERICSON 2.10% (1) 31.90% (15) 42.60% (20) 23.40% (11)
2. Customer satisfaction: - Nokia should come up with more value added products and
Nokia should incorporate the latest technological innovations into their handsets and
4. Demand and Supply: - A strong demand and supply network should be established for