DECLARATION

I Deepti Gupta, Roll no. 428 student of M.B.A. IV sem of Shri Baba Mastnath Institute of
Management Studies & Research, Asthal Bohar Rohtak hereby Declare that the final year
project entitled Factors affecting brand choice of Mobile Phone Handsets is an original work
and has not been submitted to any other institute for award of any degree. The interim report was
presented to supervisor on

________________. The feasible suggestions have been duly

incorporated in consultation with the supervisor.

Countersigned

Signature of the supervisor

Signature of Candidate

ACKNNOWLDGEMENT
The project of this nature is a difficult task stretching over a period of time. Although this project
is being brought in my name, it bears an imprint of guidance and cooperation of many
individuals in the successful and trouble free completion of my project report factors affecting
brand choice of Mobile Phone Handsets.
On the moment of accomplishment of this project I would like to thank those who have
contributed to it in several ways.
I would like to express my heartful gratitude to Mr. S.P. Singh Director of Shri Baba Mastnath
Institute of Management Studies And Research.
I am also thankful to Mrs. Seema Mahlawat for giving his ample time and sharing his
knowledge.
I would like to thank all the consumer and all the dealers, whose immense cooperation provided
considerable help to the project.
My acknowledgement would be incomplete, if I dont thank my family members and who are
always behind me.

(Deepti Gupta)

PREFACE
Modern marketing is something beyond a good product pricing it suitably and making it
available to the customers. Effective marketing is critical to the success of every organization
whether big or small. There is no denying the facts all that all industrial organization has profit
making objectives. We are exposed to marketing in almost everything we do. It involves large
number of activities such as marketing research, product planning and development, branding,
packaging, advertisement. Where management have healthy management skills, full of potential
and is also willing to take risk in order to serve its customer in a better way than its competitor
that company touches the Zenith of success. This healthy management comes only through the
practical exposure and experience.
Therefore, to cope with various industrial and organizational problems, market research is
necessary for finding out the customers and prospective customer and also to know the
preference of customer and market share.
For this purpose I have done my final year Project Report on the topic of factors affecting Brand
choice of Mobile Phone Handsets. It gave me pleasure to work on such topic and also to learn
practical things.
For this particular purpose various Universities and Management institute are running
Management courses of which this project is part of study of curriculum and necessary to
prepare. It has proved very helpful in removing many serious doubts and has made able to accept
the challenges and opportunities.

Table of Contents
Declaration
Acknowledgement
Preface
Table of content
Chapter 1: company profile

Product profile

Information about product

Introduction of the study

Scope of the study

Significance of the study

Objective of the study

Conceptualization of the the study

Focus of the problem

Chapter 2: research methodology

Meaning of research

Research design

Sample size

Chapter:3 data analysis and interpretation

Chapter 4 findings and conclusion and suggestions
Chapter 5

Annexure

Introduction Of The Study

Marketing to any layman would mean the selling of goods at different places. But actually it is
something more than selling which in turns is only a part of the former. It covers all the
activities that involve what to produce. How much to produce. What channels to adopt to
distribute the good to the final consumers and what advertising media to select. The modern
marketing concept makes customer at the centre-stage of organization efforts. The focus, within
the marketing concept to reach the target customer, sets the ball rolling for analyzing each of the
conditions of the target market. The first being to find out interest of such persons as would
become prospective customers. Then comes the willingness of such interested persons to buy the
offered product. But since customer needs come first and then the organization offers the
product, as imperative of the marketing concept, customers willingness to buy cannot be studied
in the isolation of the interest of such prospects to satisfy a basic need from different satisfiers.
Customers needs recognition, their involvement level, the available alternatives, the decision to
buy and post purchase behavior. Every consumer is unique and this uniqueness is manifest in
search, purchasing, consuming, reacting, etc. Thus, consumer behavior must be properly
understood by marketers.

Ostrow and Smith have defined consumer behaviors as actions of consumers in the marketplace
and the underlying motives for those actions. Marketers expect that by understanding what
causes consumers to buy particular goods and services they will be able to determine which
products are needed in the market place, which are obsolete, and how best to present those goods
to the consumer. It is the behavior that consumers display in searching for, purchasing, using,
evaluating and disposing of products, services and ideas that they expect will satisfy their needs.
Todays customer is exposed to international quality, thanks to the entry of more
Players from within India and abroad.
He dictates specification, quality standards, and chargeable.
He wants everything here and now.
Both budget shoppers and high spenders are demanding better returns for the
Money they spend.

Major factors Influencing Decision

Buyer
characteristics
Cultural

Culture
Subculture

Social class
Social

Marketing and
other stimuli
Locate
Target
Markets
Segment
As per
Customer
Needs

Desired
product
Appropriat
e price
Right place
Relevant
promotion

External
Environment
Economic
Technological

Reference
Groups
Family

Roles & status

Personal

Need
Recognition
Information
Search

High
Involvement

Evaluation of Alternatives

Total set
Awareness Set
Consideration Set
Choice set
Decision

Age and life

cycle stage

Significant
seeking
Differences
Between
Brands

Consumer buying
behavior

For Difference Dissonance

Between
reducing
Brands
Behavior

Low
Involvement
variety
behavior

Habitual
Buying
Behavior

Occupation
Economic
Circumstance
s
Life style

Personality &
Self Concept
Psychological

Buyer Decision Process

Purchase intention

Attitude of
Others

unanticipated
situations

Purchase Decision
Post purchase behavior

Motivation
Perception

A consumers decision to buy a product or service is the result of interplay of many forces or
stimuli. The starting point is the marketers stimuli in the form of product through some
promotional method, available at some outlets at a price. The marketing stimuli for the product
include locating target markets and segmentation of market as per customer needs. The
marketing and environmental stimuli enter the buyers mind through cultural, social, personal and

psychological factors. The marketing and other stimuli when come in contact with buyer the
buyers decision process initiates. Every person has his\her distinct set of standard of judgments
which is reflected in every individual. However there is some commonality between all of us
which make a marketer to classify and analyze the consumer behavior.

Factors influencing Consumer Decision

A large number of cultural, social, personal and psychological factors operate to influence the
buyers decision. Most of these factors are interdependent and interrelated and often there is
some overlapping between them. These are as follows:-

A. Cultural factors
Culture refers to the social heritage of the society. It encompasses the social values, attitudes
towards work, social intercourse, language, belief, art, morals, law, customs, traditions and any
other capability and habits acquired by man as a member of the society.

Culture: - Indian society follows conformity, spiritualism, and respect for elderly,
traditionalism and education as its cultural values. There is a shift in the cultural values
that set the pace for new generation like women joining workforce results the excessive
use of ready to cook food, washing machine, oven etc.

Sub culture: - A sub-culture is an identifiable and distinct group that has unique
characteristics. The sub-culture exists within larger society. A person living in Calcutta
would feel that he is different from the one living in Bihar.

B. Social factors

Consumer is a social being. Consumer behavior is influenced by many social factors like
reference group, family roles and status.

Reference Group: - A group is interaction of two or more persons to realize common

goals. A reference group consists of groups that have immediate/remote, direct/indirect
influence on the forming of individual and group values, attitudes, and behavior. Thus,
the reference group provides a frame of reference for an individual on group for their
purchase, consumption, use or influence.

Family: - A persons world starts with the family in which he/she is born. The family has
major influence on the behavior of its members. Today, the concept of family has
changed in urban population from joint family to nuclear family. The emergence of
working women affects the consumption pattern. In a survey it was found that the
Generation I Man chooses brands of his choice for soaps and toiletries, irrespective of the
familys choice. He depends on the user- testimonials, world of mouth, and personal
judgement for expensive products.

Roles and status: - an individual has many roles to play. A man is father of his daughter,
husband of his wife, son of his parents, brother of his sister, manager of workplace. The
type of status one can have in the society depends upon the relative position at home,
work and society. Products must be prepared not only as per customers requirements, the
roles and statuses. Thus the role and status of a Supreme Court judge would take him to a
place where he can get products of his choice.

C. Personal factor

A consumer is influenced by age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept.

Age and life cycle stage: - A persons age is important decider of the needs. Small
children require milk powder, baby foods toys, games soft drinks and educational
facilities. Young adults require trendy clothes, recreational facilities; transportation etc.
consumption behavior is also influenced by the specific stage of family life- cycle like
bachelor stage (young, single people not living at home) have financial burden. They buy
basic kitchen equipment, basic furniture, cars, equipment for mating game, vacations.

Occupation: - the occupation of a person decides the consumption pattern. For example, a
teacher would buy simple clothes, means of communications, books, pencils,
transparencies papers, etc. while a company executive would buy expensive clothes, visit
by air, get membership of resorts and club, etc.

Economic Condition: - Income, saving, asset, borrowing power, etc. decide the economic
capacity of the customer to buy a product.

Life style: - it has been observed that customer coming from different cultures, sub
cultures, etc bear different life-styles. Life style are identified by taking various Activities
(work, hobbies, shopping sports), Interest (fashion, food, media, achievement), Opinion
(business, politics, products, future), and Demographic (age, education, life cycle stage)
into account.

Personality and Self-concept: - Personality is the inner psychological characteristic of a

person that is manifest in outer behavior in terms of individual differences. A persons
self concept, the part of personality would decide the type of products that will be bought.

For example, a person with self confidence and adaptability would buy not the same
toothpaste, brush, toiletries; etc, etc. next time he goes for shopping he would try to buy
innovative products that correspond to his personality.

D.Psychological factors
The psychological make up of a person is reflected by his personality. It is personality which
determines individuals reaction to the outside world. Personality or psychological factors such
as perception, learning, belief, attitudes and of course motivation influence the buyers behavior
to a large extent in many cases. Therefore, from marketing point of view, it is essentials to
understand the motives, perception, beliefs and attitude of prospective buyers.

Telecom Industry

The digital divide of India is one of the most pervasive in the world. Though the nation hosts a
burgeoning IT sector growing in excess of 25 percent a year, its teledensity is lowest in the
world, with less than 5 phones for every citizen. Despite a recently deregulated
telecommunications market and government initiatives aimed at quickly increasing the number
of phones available to its citizen, efforts to narrow the disparity of telecommunication services
available between urban and rural areas have made slow progress. This report examines the
reasons behind the nations digital divide, identifies what steps the government is taking to close
it, and analyses trends and players currently driving the market forward.
Telecommunication is an industry that has shown it to be heavy on global consolidation. It is
very likely that Indias largest companies be taken over by Europes largest or Americas largest
player.

Number constitute the earliest part of this exercise by 2010, the number of fixed line connection
in India will swell to 170 million and the no of cellular connection to five crore.futurists may like
to spell of a future where subscriber will have to like with just one number. Call that number and
if they are at home, within easy reach of landline, that will ring, if they are on road, their mobile
will deep; if they are at work, the call will automatically be re-routed to their office extension;
and if they are in meeting the call will end up at voice mail ,service. A will line telephone will
become like a wall clock. Every house will have one but a cellular phone will be like a
wristwatch everyone will have one.

India Telecom Connecting India

We are christening the year 2007 as the Year of Broadband, announced Dayanidhi Maran,
union minister of communication and information technology, at the inaugural address of India
telecom 2006. Organized by the department of telecommunication, FICCI and TEMA the
exhibition emerged as a platform for the telecom industry to come together and showcase their
existing and upcoming technologies and services. Maran stated, We are targeting broadband
connectivity for nine million people 2007. The sentiment at the inauguration of the exhibition
was clear: to see India as an emerging hub of telecom manufacturing and broadband, thereby
connecting every nook and corner of the country.

A Promising Future

High speed connectivity dominated the theme of the exhibition. Ericsson showcased the
technologies like High Speed Pocket Access and video calling. Also on display was Ericssons
mobile phone health solution. This 3G feature would allow doctors to monitor the health of their
patients virtually.

Indias turn for manufacturing

Kalam expressed his vision of seeing India develop into a manufacturing hub of telecom
equipment. We should project a goal of 70-30 by which more than 70 per cent of the telecom
hardware and software should be manufactured in India 2010, he stated. Opportunities for the
same were further discussed at the conference on innovation and telecom equipment
manufacturing that took place along side the exhibition.

Overall, the year 2006 saw events solely devoted to Telecom, targeted towards industry as well
as the consumers. This is a good sign for booming telecom industry in India that is already being
eyed by the rest of the world.

NOKIA
Nokia is a world leader in mobile communications, driving the growth and sustainability of the
broader mobility industry. Nokia connects people to each other and the information that matters

to them with easy to use and innovative products like mobile phones, devices and solutions for
imaging, games, media and businesses. Nokia provides equipment, solutions and services for
network operators and co operations. Nokia comprises four business groups and three horizontal
groups.
Nokia mobile phones & telecommunication infrastructure products reached international market
by 1990. In May 1992, Jorma Ollia was appointed to head the entire Nokia group. It made the
major strategies divert its non core operation and to focus on telecommunication.
Several standard features of todays mobile phones were developed by Nokia such as graphic
displays, signal and battery indication, colored covers and singing tones. Today nokia brand is
symbol of simplicity and style.
Effective January1, 2004, nokia reorganized its structure in a move to further align the
companys overall structure with its strategy. The company includes four business groups:
Mobile Phones; Multimedia; Enterprise solution and Networks. Nokia also includes two
horizontal groups that support the mobile device business groups: Customers and Market
Operations and Technology Platforms.

SAMSUNG
Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US $56 Billion
Samsung Electronics Co. Ltd., has been operating in India since 1995. It is a leading provider of
high tech Consumer Electronics, Home Appliance, IT and Telecom products in country. in its

tenure of over 10 years in country, Samsung India has set up manufacturing facilities for Color
Televisions, Microwave Ovens, Washing machines, Air conditioners, color monitors and more
recently Refrigerators in the country. All the facilities are located at its manufacturing complex at
Noida, Uttar Pradesh. The company had set a Software Technology Park for digital visual
Display Products at Noida in the year 2002.in the year 2004; Samsung India has been made the
Regional Headquarters for Samsung Operations in South West Asia.

About Samsung Electronics

Samsung India is a leading provider of high Tech Information Technology, Telecom, Consumer
Electronics and Home appliances products in their country. Samsung Electronics Co. Ltd. Is a
global leader in semiconductor, telecommunication, digital media and digital convergence
technologies with 2004 Parent Company sales of US$55.2 billion and net income of US$10.3
billion. Employing approximately 113000 people in 90 offices in 48 countries the company
consists of five main business units: Digital Appliance Business, Digital Media Business, LCD
Business, Semiconductor Business, and Telecommunication Network Business. Recognized as
one of the fastest growing brands, Samsung Electronics is the Worlds largest producers of color
monitors, color TVs, Memory Chips and TFT- LCDs.

SONY ERICSSON
Sony Ericsson, a 50:50 joint venture of Japanese Sony Corporation and Swedish Ericsson, was
established in October 2001. Sony Ericsson Mission is to establish itself as the most attractive
and innovative Global brand in the Mobile Handset Industry. Officials from Sony Ericsson stated
that the company will produce low-cost cost color screen and playing handsets for people of
India with lower income. The phones will include a color screen and music playing handsets.

Sony Ericsson will make phones in India through its manufacturing agreements it has with
Flextronics and Foxconn. The company's representatives said that by 2009 they hope Indian
mobile phone market to increase to 10 million pieces.

Sony Ericsson cares about people and the environment

Fair treatment of the workforce, proactive Environmental conservation and hands on Community
involvement are fundamental to Sony Ericssons vision for a sustainable future. By integrating
sound ethics into all aspects of the company including Human resource management, product
design, supplier requirements, and community outreach programs, Sony Ericsson is helping to
build a cleaner, safer and more enlightened world.

Entertaining a sustainable future

Sony Ericsson considers the sustainable development one of the most important challenge for the
future. Sony Ericsson is proud to be the first manufacturer to phase out nickel cadmium batteries
in all Mobile phones. Among continuing phase out efforts it is working to eliminate lead,
halogenated flame retardants.

MOTOROLA
Motorolas role as pioneer, innovator and visionary in mobile communications is well known.
Originally founded as the Galvin Manufacturing Corporation in 1928, Motorola has come a long
way since introducing its first product, the battery eliminator. For more than 75 years, Motorola
has proven it a Global leader in wireless, broadband and automotive communications
technologies and embedded Electronic products, and has become a recognized for its dedication
to ethical business practices and pioneering role in important innovations.

Motorola has kept moving at the pace people are living. Its products have grown and changed
over the years, its drive for excellence has strengthened and intensified. From five-pound Handie
Talkie radio to lightweight models of today, Motorola has been the leading provider of two way
radio services to public safety, government transportation, utility and manufacturing enterprises.
Its digital cable set-top terminals and cable modems deliver the promise of a connected home
just as the original home radios and televisions did in the 1930 and 40s. The leader in the
embedded process production Motorola has developed a broad array of microprocessors for a
wide range of products, from some of the first video games to todays advanced digital camera.
In personal communications from the introduction of the DynaTAC cell phone in 1983 to todays
sleek handsets and innovative technology for mobile telephone service. It is also a key supplier
of integrated systems for automobiles, portable electronic devices and industrial equipment.

A z
to

of

Cell phones

Three - way calling

This feature enables you to conduct a conference call between three parties.

Bluetooth
A low-power, short range wireless technology designed for local area voice and data
communications. It enables the exchange of information between many devices including certain

wireless phones, notebook PCs, hand held PCs. This technology allows using a wide range of
computing and telecommunications devices, almost wherever and whenever you want

Call barring
Allows you to set your phone to prohibit certain incoming or outgoing phone calls.

Call forwarding
Allows you to set your phone to forward all calls.

Call waiting
While making a call, the phone will alert you that another person is trying to call you. You can
choose to answer the call or it will be forwarded to your voice mail.

Code Division Multiple Access (CDMA)

CDMA separates communication by code. Voice is broken into digitized bits, and groups of bits
and groups of bits are tagged with a code. Each code is associated with a single call in network.
Group of bits from one call are randomly transmitted along with those of other calls. Then they
are reassembled in the correct order to complete the conversation.

General Packet Radio Service (GPRS)

GPRS is a wireless data transmission service based on packet transmission. For example, if email is sent by GPRS it will be reduced into packets of information. Each individual packet
travels to its destination by the quickest possible route. This means that different packets from

the same mail can travel separately through foreign networks around the globe in order to avoid
obstructions. At the preset destination they are rebuilt and presented to the recipient as a whole.

GSM
GSM is the pan-European standard for digital standard for digital cellular telephone service.
GSM was designed for markets to provide the advantage of automatic, international roaming in
multiple countries. The SIM card is a vital component in GSM operation. The user can store all
relevant data for the phone on a removable plastic card. The card can be plugged into any GSM
compatible phone and the phone is instantly personalized to the user.

Talk time
The total time a battery can power a phone for cellular calls. As the phone drains the battery
during the call, the talk time left in the battery diminishes until the phone is turned off or the
battery is recharged.

Standby Time
The time a battery can power a phone in standby mode, ready to make, or receive a call without
being used for an actual call. The longer a phone is in the standby mode, the less standby time
remains in the battery.

Personal Digital assistant (PDA)

Small, handheld wireless device for transmitting pages, data messages, fax and e-mails. It also
acts as an electronic organizer, giving you access to schedule and contact lists. The term is often
used interchangeably with Personal Information Manager.

Roaming
A service offered by most cellular service providers that allows subscriber to use cellular service
while traveling outside their home service area.

Scroll Keys
Allows user to scroll forward and backward through menu options and list.

PIN code
The service provider may require a personal identification number for use with outbound calling
to help guard against cellular frauds.

Wireless Application Protocol (WAP)

WAP provides a complete set of specification to support Internet protocols. Simply put, its a
special way of formatting content so that it can appear on small screens, like those on wireless
phones or PDAs.

Significance of Study
This project is particularly about the Factors affecting brand choice of mobile handsets.
There are various factors which affect the brand choice of mobile phone handsets of a consumer
so that with the help of this study one should take important decisions in related to the same so
that manufacturer ,dealers and other related persons would make their strategies accordingly and
also being able to create brand equity among consumers.
This study will include various analysis of different brands of mobile handsets that are available
in the market so that will help the same in many grounds while deciding particular strategies
regarding the same which can be proved effective for such competitive environment.

To create a brand loyalty brand preferences are not an easy task so this study will help the same
to create brand equity after considering consumer preferences and choices. This study will
include various factors like price quality, income level, durability etc. which affect the particular
brand choice among consumer.

Review of Existing Literature

The study on factors affecting brand choice of mobile handsets has already studied earlier in
Indian Journal of Marketing. The study shows the consumer behavior and those factors which
affects the behavior of consumer and the brand choice of mobile handsets. Due to technology is
improving day by day; there has been an increased expectation in the customer mind for newer
products and improved alternatives for the existing one. And for this consumer are ready to pay
much more to gain more comforts.

Conceptualization
Marketing is a process, which carries goods from producer to ultimate consumer. Marketing
bridges the gap between consumer and producer. It is in this sense that marketing has been
defined as all the activities involved in the creation of place, time and possession utilities.
Marketing includes all those activities having to do with effecting changes in the
ownership and possession of goods and services. It is that part of economics which deals with the
creation of time, place and possession utilities and that place of business activity through which
human wants are satisfied by the exchange of goods and services for some valuable
consideration.
Brand is a name, term, sign, symbol, and design or a combination of them intended to
identify the goods and services of one seller or group of sellers and to differentiate them from

those of the competition. Brand is that which includes various attributes and benefits serve
some value and culture provides a particular personality and serves to user. The consumer
derives several advantages:

Indication of source

Easy to shop

Consistent Quality

Uniform price

Status

Packaging

In market various brands of mobile handsets are available but which brand will be
preferred by consumer it mainly depends upon many factors. These factors can be

Price of product

Availability of product

Income level of consumer

Age level of consumer

Various features of product.

Occupation of the consumer

Focus of the problem

Any type of research study suffers from certain limitations relating to either the research itself or
to the topic thought. The degree and nature of the limitation varies with the topic.

The present study has been undertaken to analyse the factors which affect the decision
of consumer relating to Brand choice of Mobile Phone Handsets in Rohtak city Its aim is to
study the consumer opinion and preferences relating to features of Mobile phone handset in the
market.

SCOPE OF STUDY

The present study is Exploratory one and is aimed at finding out considerations involved while
buying a mobile phone handsets. An attempt has been made to the prevalent attitudes, usage
pattern and benefits sought by using mobile phone handsets. How different segments differ in
their behaviour with respect to the product under study.

Objective of the study

The main objective of the study is to know about the factors which are the most
influential one in the brand choice of mobile handsets.
Other objective is to know that which of the brand available in the market is the most
popular among the people.
To know whether there is any difference in the brand choice of the youth and the aged
people.
To know the customer perception about different brands of mobile handsets.
To know which feature of mobile is most influential while purchasing the mobile.

Research Methodology
Research methodology is a way to systematically solve the research problem. It is the science of
studying how research is done scientifically. Methodology is the blueprint on which any study is
done. Basically it provides a framework on which the whole study is carried out. This is
important because it keeps the study on the right track and optimizes the time and cost factor
involved. Further more for effective and efficient study a properly planned methodology is must.
Research methodology is carefully planned as the accuracy, reliability and adequacy of results
depends upon research methodology followed. Moreover it also helps in the evaluation of the
research by other also. So the research to be purposeful the researcher should plan research
methodology before proceeding to research study.

Research Problem
The first step while conducting a research is to carefully define the research problem. The
present study has been undertaken to analyse the factors affecting Brand choice of Mobile
handsets.

Research Design
Research design is the blueprint to study any problem. It is a plan for collection, analysis and
interpretation of data in a manner that is relevant to the research purpose with economy in
procedure. Research design can be categorized as

Exploratory research

Descriptive

Experimental

The present study is exploratory research because as it tries to gather first hand data pertaining to
various factors affecting brand choice.
Universe or survey population
The universe of the study is entire Rohtak City.

Sample Design
The amount of research work is limited by shortage of time and resources. Due to this limitation
it is not possible to gather complete information. So the technique of sampling is applied. The
sample are so selected that they are representative of entire Population.
Sampling Unit

: Rohtak City

Sample size

: 180

Sampling Media

: Questionnaire

Sampling Technique

: Convenient Sampling

The following is the age wise and occupation wise distribution of the 180 respondents:
Age wise Distribution
Age
18-28
28-38
>38

Total
70
70
40

Occupation wise distribution

Occupation
Student

Total
59

Businessman
Serviceman
Professional
Housewife

46
45
21
09

Data collection
The study is based on both primary and secondary data. The primary data is collected using a
printed questionnaire.
The secondary data is collected from companys website, dealers information, catalogues and
manuals journals, newspapers, pertaining to marketing and consumer behavior.

Analysis Pattern
The data have been analyzed mathematically and Interpreted in the forms of tables, charts by
means of summation and percentage.

1. Which brand of Mobile phone are you using currently?

Name of Brand
Nokia
Samsung
Sony Ericsson
Motorola
Others

Total No of Users
97
33
29
16
05

Age wise Distribution

Name of Brand

/Age group
Nokia
Samsung
Sony Ericsson
Motorola
Others
Total

18-28

28-38

<38

Total

31
14
15
08
02
70

39
12
12
06
01
70

27
7
2
2
2
40

97
33
29
16
05
180

Occupation wise Distribution

Brand Name
Student
/Occupation
Nokia
Samsung
Sony Ericsson
Motorola
Others
Total

30
10
12
05
02
59

Businessman
28
08
08
02
46

Serviceman Professional
21
12
05
06
01
45

15
01
04
01
21

Housewife
03
02
02
02
09

Total
97
33
29
16
05
180

Analysis of Tables:From the above table we can analyse that:

Nokia is the most popular brand among the users, as it constitutes 53.81% of the total of
180. After Nokia the other brands which are popular are Samsung, Sony Ericsson.

If we look at age wise distribution table then we will find that Nokia is equally popular
among all the age group.

If we talk about occupation wise distribution, then the top two three brands are equally
distributed but less popular like Phillips and Bird are less resides with very few students
and housewife.

2. You are involved in which occupation?

Occupation
Student
Business man
Service man
Professional
Housewives

No. of users
59
46
45
21
09

3. Since how long you have been owner of this mobile phone?

Total Distribution
No of Days
Less than 6 months
6 months- 1 year
More than 1 year
Total

Age wise Distribution

Total No. of Users

77
46
57
180

Age

Less than

/Days
18-28
28-38
>38
Total

6months

Total
6 mnths-1year More than 1year

48
21
08
77

17
18
11
46

05
31
21
57

70
70
40
180

Occupation wise Distribution

Days

Student

Businessman Serviceman Professional Housewife Total

/occupation
<6 months
6 mnth-1year
>1 year
Total

40
14
05
59

09
13
24
46

18
11
16
45

07
06
08
21

03
02
04
09

77
46
57
180

Analysis of the table

From the above table we can analyse that:

Generally users change their handsets within a year, as change percentage within a year is
68.3%

If we look at the age distribution table then we will find that this trend is more common
in the age group of 18-28 as 65 out of 70change their handsets within a year.

If we look at occupation distribution table then we will find that 49 students out of 59
change their handsets within 6 months and after student it is the serviceman category that
changes their handsets within a year.

4. What are the factors that influence your purchasing decision of this brand? (rank
the following)

Rank wise distribution of the factors

Factors

Total

/Rank
Price

93

65

17

02

03

180

Image
Quality
Features
Income
After sale services
total

47
40
180

10
78
27
180

10
55
55
43
180

88
41
12
37
180

63
35
82
180

19
39
58
61
180

180
180
180
180
180
180

Occupation wise distribution of the rank 1

Factors

Student

/occupation
Price
Income
Features
total

19
04
36
59

Businessman Serviceman Professional Housewife Total

29
15
02
46

28
08
09
45

10
11
21

07
02
09

93
40
47
180

Analysis of the table

From the above tables we can analyze that:

From the rank distribution table we can analyze that price is the most influential factor
among the user, as 93 out of 180 rank price as the first factor, after price, income and
features are the most influential factors as 40 and 47 rank these factors first respectively.

If we analyze the occupation wise distribution of the most influential factor i.e. price,
then we will find that business and service class are the categories who are more
concerned about this, as 57 out of 93 goes for it. But if we look at the features then it is
the student category, which is more concerned for the same, as 36 out of 59 students rank
features as the first factor of purchasing decision.

5. If features, then which of the following affect your decision most? (Rank the
following)

Rank wise distribution of the features

Factors
/Rank
Phone memory
Color display
Camera
Bluetooth
PC connectivity
Shape and size
total

Total

57
05
83
35
180

61
15
73
31
180

47
24
32
19
58
180

05
68
55
22
02
28
180

05
45
43
76
11
180

05
23
50
82
03
17
180

180
180
180
180
180
180
180

Occupation wise distribution of the rank 1

Factors
/occupation
PC connectivity
Phone memory
Shape & size

Student
23
14
19

Businessman Serviceman Professional Housewife Total

22
18
06

25
13
06

09
09
03

04
03
01

83
57
35

Color display
Total

03
59

46

01
45

21

01
09

05
180

Analysis of table
From the above tables we can analyze that:

From the rank distribution table we can analyze that connectivity is the most influential
feature among the user, as 83 out of 180 rank connectivity as the first factor, after it,
phone memory and shape& size are the most influential factors, as 57 and 35 rank these
factors first respectively.

If we analyze the occupation wise distribution of the most influential feature i.e.
connectivity, then we will find that it is equally important for all the categories. But if we
look at the shape and size and color display, then it is the student category, which is more
concerned for the same as 19 and 03 rank these features as first.

6. Your decision to purchase this particular brand is

(Please tick the appropriate one)

Total Distribution
Decisional Factors
Independent Decision
Peer Group
Advertisements
Exhibitions
Total

Total
28
73
69
10
180

Age wise distribution

Factors

18-28

28-38

>38

Total

/age group
Own Decision
Friends and

04
39

08
21

16
13

28
73

relatives
Advertisement
Exhibitions
Total

22
05
70

38
03
70

09
02
40

69
10
180

Occupation wise Distribution

factors

Student Businessman Serviceman Professional Housewife Total

/occupation
Own decision
Friends & Relt
Advertisements
Exhibition
Total

01
36
27
01
59

16
05
21
04
46

04
18
21
02
45

05
09
04
03
21

02
05
02
09

28
73
69
10
180

Analysis of the table

From the above table we can analyse that:

Friends and relatives and advertisement are the most influential factor which affects the
decisional aspect of the users, as both comprises 142 out of 180 which is 78.8% of the
total.

If we look at the age distribution table then we will find that friends and relative factor is
the most influential in the age group of 18-28 as 39 out of 70 goes with it, while if we

talk about the advertisement then it is most influential in the 18-28 age group, but if we
talk about own decision criteria then it is most viable in the age group of more than 38.

If we look at the occupation distribution table then we will find that student category is
that which is mostly with the friends and relative as 36 out of 59 goes with it. And if talk
about advertisement then it is equally distributed among all categories. But businessman
category mostly takes their decisions by themselves as 16 out of 28 of total of own
decisions are with this category.

7. If advertisement then which of the following

Advertisement category
Newspaper
Television
Magazine
Others (banners)
Total

Total
26
24
14
05
69

Analysis of the table

From this table we can analyse that those who take their decisions on the basis of
advertisement among such persons newspaper and television are the most influential
category, as out of 69, 50goes with the same.

8. You mainly use the mobile for which purpose?

Total Distribution Table

Factors
Communication
Entertainment
Messaging
Total

Total
93
35
52
180

Occupation wise distribution

Student Businessman Serviceman Professional Housewife Total

Usage
/occupation
Communication
Entertainment
Messaging
Total

14
22
23
59

35
03
08
46

29
04
12
45

11
03
07
21

04
03
02
09

93
35
52
180

Analysis of the table

From the table we can analyse that

From the total distribution table we can analyse that mobile is mainly used for
communication and messaging purpose, as 145 out of 180 says that they use the mobile
more than 50% for these two purposes.

From the other table we can analyse that communication purpose is equally spread
among all the categories, but entertainment and messaging purpose are mostly exercised
by the student category.

9. How do you consider the mobile in present scenario?

Factors
Status
Utility
Fashion trend
Total

Analysis of the table

No. of users
33
102
45
180

This table shows that mobile is consider as a utility product more than status and
fashion trend, as the table shows 102 out of 180 use it as a utility product which is
more than status and fashion trend figures.

10. Are you satisfied with current brand you are using?

Brand name
Nokia
Samsung
Sony Ericsson
Motorola
Others
Total

Analysis of table

Satisfied
87
12
18
12
01
130

Not satisfied
10
21
11
04
04
50

Total
97
33
29
16
05
180

This table shows that Nokia brand users are highly satisfied with their current brand, as the
table shows that 87 out of 97 are satisfied with Nokia brand.

Limitation of the study

The result of the study may not be universally applicable due to regional constraint.

Money was also considered as a constraint during the research work.

Personal biasness of the researcher may be included in the research work.

Limited time was also a constraint of this study.

Sample size is short so it cannot represent the mass.

Findings

Nokia is the most popular brand among the users, as it constitutes 53.81% of the total of
180. After Nokia the other brands which are popular are Samsung, Sony Ericsson.

Generally users change their handsets within a year, as change percentage within a year is
68.3%

Nokia brand users are highly satisfied with their current brand, as the table shows that 87
out of 97 are satisfied with Nokia brand.

mobile is consider as a utility product more than status and fashion trend, as the table
shows 102 out of 180 use it as a utility product which is more than status and fashion
trend figures

we can analyze that mobile is mainly used for communication and messaging purpose, as
145 out of 180 says that they use the mobile more than 50% for these two purposes.

Conclusion

Nokia is the most popular brand among the mobile users, but apart from Nokia, other
popular brands are Samsung, Sony Ericsson, and Motorola.

Most of the mobile users are satisfied and among those percentages of Nokia users are
quite high.

Student category is that category which goes with the variety of brands as brands like
Motorola, Sony Ericsson etc.

Most of the users change their handsets with in a period of one year, but this trend is
more in the age group of 18-28 and among this age group most of the respondents belong
to the student category

As far as factors of purchasing are concerned, then price is the most influential factor
after that income and features come into the picture.

Serviceman and businessman category shows their concern most for the price, while
student category goes with the features like PC connectivity, camera, Bluetooth and
infrared etc.

If we talk about the features then connectivity is the most influential one, which is
equally important for all the people but for student category shape and size and color
display are also equally important

When people goes for purchasing the handsets, then suggestions from the friends and
relatives play a major role in their decision making process.

Suggestions

Due to stiff competition by Nokia the rest of the company should concentrate more on
their marketing policies and try to prompt their product in market in new and better way.

The mobile market has a good potential therefore companies should concentrate more in
this market, the reasons are
o Rise in education level
o Increasing standard of living

A good brand name affects the sale in the market so the company should try to make a
good position in the market.

Companies should launch the finance (installment) scheme in the market to increase the
sale.

Companies should provide after sale services to the customer and open the service
centers for providing services to the customer.

Bibliography
References have been taken from books:

o Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi, 2003.

o Kotler Philip, Marketing Management, Pearson Education Publication, Eleventh Edition
o Leon G. Schiffman, Consumer Behavior.
References have been taken from the Magazines
o

My Mobile, Indias best Mobile Magazine, January 2007

Related websites
o www.nokia.co.in
o www.sonyericsson.com
o www.motorola.com
o www.samsungindia.com
o www.google.com

QUESTIONNAIRE
NAME
AGE
ADDRESS

: -------------------------------------: ------------------------------------: --------------------------------------

1.
(a)
(b)
(c)
(d)
(e)

Which brand of mobile phone are you using currently?

Nokia
Motorola
Samsung
Sony Ericsson
Other

2.
(a)
(b)
(c)
(d)
(e)

You are involved in

Business
Service
Student
Housewife
Others

3. Since how long you have been owner of this mobile phone?
(a) Less than 6 months
(b) 6 months-1 year
(c) More than one year
4. Which factor affects you most while purchasing?
(a) Price
(b) Companys image
(c) Handset quality
(d) Features
(e) Income
(f) Guarantee period
5. What type of features those affect you most?
(a) Memory
(b) Color display

(c) Camera
(d) E-mail facility
(e) PC Connectivity
(f) Bluetooth/ infrared
(g) Shape & size
6. How do you consider the mobile in present scenario as a
(a) Status
(b) Utility
(c) Fashion trend
7. You mainly use the mobile phone for
(a) Communication
(b) Entertainment
(c) Messaging
8. Your decision to purchase this specific brand is
(a) Your own decision
(b) Influenced by friends
(c) Influenced by advertisement
(d) Influenced by exhibition
9. If advertisement, then which of the following?
(a) Newspaper
(b) Television
(c) Magazine
10. Are you satisfied with current brand?
(a) Yes
(b) No