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Cellphone Final Report
Cellphone Final Report
1) LETTER OF TRANSMITTAL
2) ACKNOWLEDGEMENT
3) DISCLAIMER
4) TABLE OF CONTENTS
5) EXECUTIVE SUMMARY
6) INRODUCTION
7) RESEARCH PROCESS
8) RESEARCH OBJECTIVE
13) RECOMMENDATIONS
14) ANNEXURES
EXECUTIVE SUMMARY
Mobile phones in India
Mobile Phones have a huge market in the world and especially in India. With the inset of
Multi- Nationals the want for a better lifestyle has turned into a need and more precisely
the Mobile has become a necessity rather than a luxury commodity. Wireless and Cellular
Phones are soon picking up the market in India as the demands of the consumers are
growing.
The Mobile Phone Market comprises of corporate giants playing in a cutting edge
competitive environment. The sharks in the system namely Motorola, Nokia, Samsung,
Sony Ericsson, LG, Vodafone etc. introduce latest Mobile Phone Models at regular
intervals in order to keep the smaller fishes aware of their superiority in the business. The
range of accessories available for each Handset caters to the demands of all kinds of
users.
With the rising living standards, many Mobile Phone Stores have come up in India that
offer the entire range available along with special Offers and Free Gifts. The Mobile
phone sales have touched a new high ever since the introduction of technologies like
Camera, Games, polyphonic Ringtones, extendable memories in the form of Memory
Cards, Video Recording, Bluetooth, Wi-Fi, GPRS etc.
Carrying a camera or a camcorder is no longer a liability as you can capture any image in
your Mobile phone and then transfer it to a computer with the help of a USB connector,
or a card reader of the Mobile Phone Memory Card or use the Bluetooth, Wi-Fi, GPRS
operations for data transfer. Mobile Phones Games have captured the interests of
youngsters and adults alike. Many people are actually addicted to them. The large and
bulky gaming devices have reduced to either handheld video games that are certainly
passé or the playstations that are way too expensive. The Mobile Phones offering various
Gaming Softwares duly fill up the void. Introduction of polyphonic ringtones have been
in literal sense music to the ears of the users. Music Players supporting the entire popular
downloadable music format available and FM radio have reduced the role of music
systems in the lives of amateur music lovers. In-built and Extendable Memory has
enabled storage of more data, be it notes, music, videos etc. Mobile- to-Mobile and
Mobile-to-Computer transfer of data is possible via Bluetooth, Infrared, Wi-Fi, GPRS,
USB Connector. WAP provides interactive data services such as e-mails, music
downloads, news etc.
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With all these available techniques, the Indian Mobile Users have a vast choice served to
them. The consumption of Mobile Phones in India is touching new heights with the boom
in the IT industry. The center places of the IT revolution in India, Bangalore, Chennai,
Delhi, Hyderabad and Mumbai boast of numerous Mobile Phone Connections.
Consequential to the arrival of newer and higher varieties in the market, Comparison
among handsets as well as Companies is inevitable. As a promotional tool, the leaders in
the field like Motorola, Nokia, Samsung, Sony Ericsson, LG make regular market
surveys to keep the Mobile Phone Prices in India affordable to the mass consumers
(mainly the middle class) and luring to the luxury consumers (mainly the elite).
India posted the world’s largest sales of mobile phones to end users in the third
quarter, helping the Asian market expand 26%.
Sales of mobile phones using both CDMA and GSM technologies reached 24.5 million
units during the three months ended 30 September 2007 accounting for 8.5% of sales
worldwide.
The number of Indian mobile phone subscribers passed the 200 million mark in August
after another eight million customers were added that month, according to figures from
the Telecom Regulatory Authority of India.
India’s mobile revolution is mainly confined to the cities, but the real prize for phone
companies is the vast rural market, where nearly 70% of India’s 1.1 billion populations
live.
The government is aiming for more than half a billion mobile phone subscribers by 2010.
By the end of 2008, three-quarters of India’s population will be covered by a mobile
network. Many of these new areas are poor, rural districts with scarce health and
education facilities and high illiteracy rates.
Indian sales of mobile phones made up about 8.5% of the worldwide figure of 289
million units, a 15% increase from a year earlier.
The top five vendors — Nokia, Samsung, Motorola, Sony Ericsson and LG — increased
their market shares and made up 81.6% of the global sales.
“Mobile phone sales were mainly driven by strong performance in Asia-Pacific and
Eastern Europe, the Middle East and Africa.”
Mobile Phones In Delhi have a consumer market of not only the adults but the Kids as
well. All the leading Mobile Brands have Delhi as a special target market for the Latest
Mobile Phones, Accessories and Softwares. A steep rise in the Sale Of Mobile Phone
Handsets, Connections, Retail Stores and Service and Repair Centers has been noticed in
the past two years. In every corner of Delhi, large and small Retailers and Wholesalers
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can be found presenting the Latest Mobile Models. Manufacturers like Nokia and
Motorola have their own Mobile Stores and specialized Service Centers. An increase in
the number of utilities like Games, Videos, graphics, pictures, music files like MP3 etc.
have made Mobile Phones all the more desirable. The connectivity options like USB
Connectors, Wi-Fi, Bluetooth, Infrared, GPRS etc. are an added bonus for the Mobile
Users In Delhi. A noticeably increasing trend In Delhi is that of Mobile Resellers. The
capital is also the Mobile Phone Resale capital In India. There are entire market places
dedicated to the Resale, Repair and Service of Mobile Handsets.
Delhi is a very competitive market in Mobile Phones but there is also a noticeable
working compatibility that the Shop owners show. This can be seen in cooperation the
market extends if any particular Mobile Phone Brand or Handset is unavailable at that
Store, they do their best to get the desired Brand or handset without compromising on the
promised Price. Mobile Phone Accessories like Latest Mobile Games, Videos, music,
Themes, Handsfree, covers and cases are available at every nook and corner In Delhi.
Branded as well as the Cheap duplicates are available at the local Mobile Shops. The top
Mobile Companies like Nokia, Motorola, LG, Samsung, Sony Ericsson etc have set up
their own franchisees for Direct Sales. Even companies like Reliance, Spice Mobiles,
Essar, Tata and Sahara have come up with their own Retail Stores. Some of the common
ones that are noticeable landmarks are:
o Subhiksha
o HotSpots
o Mobile Magic
o ConvergeM (in the Big Bazaar outlets)
o MobileNXT
o Tata Indicom
Online Mobile Stores also offer attractive Deals on Mobile Phones. Any detailed
information regarding the Latest Models, Updated Price Lists, Reviews, Comparisons,
Downloads, and even Ratings can be viewed online. Some websites providing useful
information on Mobile Phones are:
o indiahousing.com,
o ebay.in,
o futurebazaar.com
o rediffshopping.com etc
Mobile phones can be segmented into three categories “expression”, “entertainment” and
“enterprise” according to the primary purpose of use.
Expression phones
These are phones offered at affordable prices and are primarily intended for voice and
text message communication.
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It is important to note that such phones are not necessarily positioned as cheap phones.
For example, the Motofone which is to be introduced towards the end of 2006 is an
expression phone that comes in a sleek innovative design format and employs several
new technologies for the first time – for example ePaper as its display and a highly
integrated silicon solution as its hardware platform.
This segment will be influenced by top-down innovation as was first witnessed in Nokia
phones and now with the Motofone. In top-down innovation, the feature set is carefully
chosen along with the cost point. Design alternatives and technology choices are then
carefully evaluated with respect to this overall goal.
Entertainment phones
These phones are characterized by their ability to support media formats and input/output
required for delivering entertainment content to users. The features that are popular today
are FM radio, Java based games, image (Camera, Picture gallery), music (MIDI ring
tones, MP3, AAC) and to an extent video (MP4). To support these, the processing
capabilities of the phone has been enhanced through the introduction of multimedia
coprocessors and the storage capabilities have been increased through bigger Flash
memory chips or through mini-SD cards or memory sticks.
The mobile phone is absorbing several other consumer device categories. The phone is
already the most popular device for personal information management (phone books,
calendars, etc). Mobile camera phones have overtaken digital cameras in terms of unit
sales, and very sophisticated multi mega pixel cameras are available today in phones. The
music player is another device that is being quickly absorbed by the mobile phone. Video
players could come next. Radio could be re-discovered through mobile phones. Mobile
TV could change the way people view and interact with TV content. The mobile phone is
not yet the most popular platform for playing games, but this can change quickly with the
introduction of better graphics capabilities. A key vector that is driving the shift from
other devices to mobile phones is personalization.
Enterprise phones
These phones are directed towards the mobile enterprise work force. Connectivity to PCs
or laptops is a key requirement for these phones – a proliferation in different types of
connectivity mechanisms can be seen – Data cable, Infrared, USB, Bluetooth and WiFi.
Access to the corporate email facility is becoming increasingly important to maintain a
high level of productivity of the mobile work force. This places huge demands on the
processing and storage capabilities of the mobile phone. This has led to the proliferation
of new application processors (like the TI OMAP), and new OSes like Symbian, which
compete with stripped down versions of the Linux and Microsoft OSes. Internet access is
available through browsers designed specifically for the mobile phone such as those from
Openwave, Access, Teleca and Jataayu.
As we go forward, the availability of all the standard office applications like Word, Excel
and Powerpoint, access to the enterprise IS systems which could be SAP or PeopleSoft
based, and to the CRM, SCM and other software tools will become important. Since the
input/output capabilities of the mobile device are restricted
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INTRODUCTION
ABOUT CELLPHONES : FROM PAST TILL PRESENT
Mobile phone is a small, portable communication device that enables people to make
phone calls whenever where they are. It receives and gives out signals via the service
providers through transmitting towers and even via satellite. The convenience of mobile
phone is allowing people to communicate with one another without the limitation of
regions and time. Today, mobile phones have become an important part of
communicating with your friends and relatives. Mobile Phones have become a must, not
just for business men and working people but also for young college going youths. We all
know about the importance of this handheld handset
The history of cell phones goes back in the year 1843, a man by the name Michael
Faraday studied to see if space could conduct electricity. This man in the process
developed the cell phone, in the year 1865. The first person to come up with the idea of
transmitting and receiving messages was Doctor Mahlon Loomis. He was the first person
to communicate through the wireless atmosphere.
The beginning history of cell phones is based upon radio technology that was developed
from the 1940's onward. For instance the beginning of cell phones can be traced to the
innovation in taxi cabs, police cars and other service vehicles where two way radios were
used to communicate with one another or with a central base. Early cell phone
communication technology could be even traced back to individuals with special radios
that can patch into a phone line via live operator to make a phone call.
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The first official mobile phone was used in Sweden by the Swedish police in 1946. The
technology was connected to the telephone network and was distinctive of two way radio
technology. The phone was not very practical; it was only able to make 6 phone calls
before the car's battery was drained. In 1946, America AT&T and Southwestern Bell
brought out the first commercial mobile telephone service in 1946. This service is used
on communication devices which are permanently installed on vehicles. It uses a weaker
signal (compared to what mobile phones receive now), but a similar theory of receiving
and giving out signals. Though, the bandwidth is very low.
The technology of modern cell phones started with the creation of hexagonal cells for
mobile phones by D.H. Ring from Bell Labs in 1947, later on another engineer from Bell
Labs conceived of cell towers that would transmit and receive signals in three directions
instead of normal bi directional antennas. However, although some technologies have
been developed, electronics and other technologies would take decades to mature and to
be developed. For instance, the electronics that were used in the first cell phones were
first developed in the 1960's
By 1967, mobile phone technology was available; however, the user had to stay within
one cell area. Cell areas which were serviced by a base station were unable to hand off
cellular phone calls from one base station to another. While you could make a phone,
call, you weren't able to continue the call after you reached a set range. In 1970, Amos
Edward Joel, who also was an engineer at Bell Labs, developed the call handoff system.
This technology facilitated continuity of a phone call from one area to another without
dropping the phone call.
The first cell phone project was for Motorola in 1973 by Martin Copper. He was the one
responsible to let the people of New York see it. The first cell phone was made in
Chicago in 1977. Initially people were given the cell phone on a free trial to understand
and study the product. Slowly and steadily many big companies joined hands and cell
phone were found in over 54 places all over the world.
The modern mobile phones are developed, researched and experimented in the 1970s.
AT&T Bell Lab and Motorola from United States are the pioneers in that time. Mobile
phone was patented individually by Motorola in 1975. Though, the first commercial
mobile phone system (also known as network system or system operator) was launched
in Japan in 1979. The second mobile phone system was established in 1981 later in
United States. In the late 1980s, along with the commercialized mobile phone system, the
mobile phone industry started to develop rapidly and attracting more users to use mobile
phones.
In 1990s, along with the popularity on a new network system GSM (Global System for
Mobile Communication), more and more people started to subscribe for mobile phones.
In 2003, there are about 1.52 billion mobile phone users around the world, making it a
big and important industry in the technology field
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From the development since the first modern mobile phone launch, the industries has
developed rapidly and changed a lot in the short 20 years. Here are the different stages of
the mobile phone:
Stages of Evolution
The first generation mobile phone refers to the mobile phones that were developed in the
1980s.
In 1983, Motorola unveiled to the world, the first truly portable cellular phone. It was
called the Motorola DynaTAC 8000X. Motorola developed the technology for cellular
phones for decades and this particular phone took 15 years to come to market at an
expense of over 100 million dollars in research costs. The DynaTAC800X was extremely
lightweight for its time and only weighed about 28 ounces. It was 13 inches x 1.75 inches
x 3.5 inches and was known as the Brick for its shape. It was largely developed with the
help of Dr. Martin Cooper of Motorola.
While most cell phones weren't made to be carried in your hand, all phones were made
for permanent installation in the car. For a while the term "car phone" was extremely
popular. Besides car phones, there were a few models that came in tote bag type
configurations that can easily hook up to a car's battery, via the DC outlet to make calls.
There were also a few models that came as briefcases, to hold large batteries necessary to
make phone calls.
Second Generation (2G)
The 2G was introduced to the market basically in the early 1990s. GSM and CDMA
(Code Divisional Multiple Access) are the different protocols that brought the mobile
phone into the second generation stage. The protocols of the 2G mobile phone are
digitalized transmitted. SMS (Short Message Service) is also the services added for the
2G services.
Phones based on 2G technology were much smaller than the brick telephones of the mid
to late 80's. Most 2G cellular phones were usually in the range of 100 to 200 grams, plus
they were hand held devices that were truly portable without the need for a large battery.
Advances in battery technology, as well as computer chip technology also helped to make
2G cell phones much smaller than their predecessors. With these innovations, cell phone
usage soared.
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Third Generation (3G)
Third Generation cellular phones is the technology that is currently available today and it
is commonly referred to as 3G. While 3G came only a few years after 2G, mainly due to
many innovations in technology and services, standards for 3G are usually different
depending on the network.
3G mobile phones usually include innovations to receive much more than phone calls, A
whole new network protocol launched in the twenty-first century. The 3G protocol
enables high speed connection (speed similar to broadband connection) to access through
internet and also video calls. Currently technologies are continuing to improve and new
innovations such as streaming radio and TV, as well as Wifi are currently breaking into
the market.
From Motorola's first phone, which weighed in at 2 pounds, to Apple's upcoming iPhone,
here's a look at how cell phones have evolved over the years.
Heftier: Nokia Mobira Senator (1982)
It may look more like a boombox than a portable phone, but this boxy, bulky device was
actually Nokia's first mobile (if you can call it that) phone. Introduced in 1982, the Nokia
Mobira Senator was designed for use in cars. After all, you wouldn't want to use this
phone while walking: It weighed about 21 pounds.
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Pre-iPhone: BellSouth/IBM Simon Personal Communicator (1993)
A cell phone with added PDA (Personal Digital Assistant) functions isn't news today.
But in 1993, it was a novel idea. The Simon Personal Communicator, jointly marketed by
IBM and BellSouth, was the first mobile phone to add PDA features. It was a phone,
pager, calculator, address book, fax machine, and e-mail device in one package, albeit a
20-ounce package that cost $900.
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Early Smart Phone: Kyocera QCP6035
(2000)
If you're one of the many fans of the Palm
OS-based Treo phone, you might want to
thank Kyocera. The company's QCP6035
smart phone, which hit the retail market in
early 2001 and cost between $400 and $500 (depending on the carrier), was the first
Palm-based phone to be widely available to users. It included a measly 8MB of memory,
and sported a bland monochrome display, but it paved the way for future products.
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Danger Hiptop. PC World liked it so much that we named it our product of the year in
2003. While its voice capabilities were only mediocre, this was one of the first devices to
offer truly functional mobile Web browsing, e-mail access, and instant messaging. Plus, it
pioneered that nifty swiveling design.
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NOKIA
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 company’s handsets and network infrastructure businesses, R&D
facilities in Bangalore, Hyderabad and Mumbai and manufacturing plant in Chennai. The
handset business is supported by a team of professionals across 3 business groups namely
Mobile Phones, Multimedia and Enterprise solutions.
The company has grown manifold over the years with its manpower strength increasing
from 450 people in the year 2004 to close to 6000 people currently.
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.
Mobile Phones offers a global range of highly competitive mobile phones for large
consumer segments, and develops mobile phones for all major standards and customer
segments in over 130 countries. It is responsible for Nokia's core mobile phones
business, based mainly on WCDMA, GSM, CDMA and TDMA technologies. Mobile
Phones focuses on bringing feature-rich, segmented mobile phones to the global
market.
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Enterprise Solutions provides a range of terminals and seamless mobile connectivity
solutions based on end-to-end mobility architecture, dedicated to helping businesses
and institutions worldwide improve their performance through extended mobility. Its
end-to-end solution offerings range from business optimized mobile devices on the
front end, to a robust portfolio of mobile business optimized gateways in the back end
including: wireless email and internet, application mobility, message protection, virtual
private networks, firewalls, and intrusion protection.
MOTOROLA
Motorola India is headquartered at Gurgaon, Haryana, with offices at Delhi, Mumbai and
Bangalore. It has research and development centers at Bangalore and Hyderabad.
Motorola's operations in India are divided into three businesses: Enterprise Mobility
Solutions, Home & Network Mobility and Mobile Devices. The Company’s focus areas
include, Mobile handsets, Wireless Infrastructure, Managed and Hosted Services,
Broadband Equipment (wired as well as wireless), Trunking & Two Way Radios,
Software Development, Applied Research and Development on Seamless
Mobility/Convergence technologies.
Enterprise Mobility Solutions : This group includes the mission-critical
communications offered by our government and public safety sectors and our enterprise
mobility business. We design, manufacture, sell, install and service analog and digital
two-way radio as well as voice and data communications products and systems. We
deliver mobile computing, advanced data capture, wireless infrastructure and RFID
solutions not only to clients in the public sector, but also to retail, manufacturing,
wholesale distribution, healthcare, travel and transportation customers worldwide.
Through innovative technology, we help people integrate, optimize and manage their
networks to seamlessly stay connected as they move about their daily lives.
Home & Networks Mobility : Operators today are being asked by their subscribers to
deliver bandwidth-intensive, experience-based services — regardless of the network
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architecture. Motorola is uniquely positioned to capitalize on this trend, providing
integrated, end-to-end systems that seamlessly and reliably enable uninterrupted access to
digital entertainment, information and communications services over a variety of wired
and wireless solutions. Motorola designs, manufactures, sells and services digital video
system solutions and interactive set-top boxes; voice and data modems for digital
subscriber line and cable networks; and, broadband access systems (including cellular
infrastructure systems) for cable and satellite television operators, wireline carriers and
wireless service providers. With these solutions, Motorola empowers consumers by
connecting their homes — easily keeping contacts, content and services within reach.
Mobile Devices: As a pioneer in wireless communications, Motorola has transformed the
cell phone into an icon of personal technology — an integral part of daily
communications, data management and mobile entertainment. Motorola not only designs,
manufactures, sells and services wireless handsets, but also licenses its vast portfolio of
intellectual property. Our collection spans all cellular and wireless systems and includes
integrated software applications as well as a large complement of Bluetooth®-enabled
accessories. We offer customers innovative product designs that deliver "must have"
experiences, such as mobile music and video — enabling seamless connectivity at work
or at play.
RELIANCE
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man
would have access to affordable means of information and communication. Dhirubhai,
who single-handedly built India’s largest private sector company virtually from scratch,
had stated as early as 1999: “Make the tools of information and communication available
to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of
mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance
Infocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone.
This backbone was commissioned on 28 December 2002.
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can proudly claim that we were instrumental in harnessing the true power of information
and communication, by bestowing it in the hands of the common man at affordable rates.
SONY ERICSSON
Sony Ericsson currently concentrates on the categories of: music, camera, business (web
and email), design, all-rounder, and budget focused phones.
The Xperia range of mobile phones, heralded by the Sony Ericsson XPERIA X1 on
February 2008 at the Mobile World Congress (formerly 3GSM) held in Barcelona Spain.
• Operating System into Sony Ericsson powerhouse smartphones. XPERIA was the
first trademark promoted by the Sony Ericsson as it's own and is designated to
provide technological convergence among it's target user base
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RESEARCH PROCESS
RESEARCH OBJECTIVE
• To understand consumer buying behavior and their taste & preference vis-à-
vis the top brands in the cellphone industry in India.
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Research Objective Appropriate Design
Research Methodology
Problem Definition
1. The current perception and attitude towards cell phones is changing. Most people
perceive cell phones not only as communication mode but their buying is
influenced by various other factors. Thus innovation is the essence of cell
phone industry and in order to survive in a highly competitive market ,its
necessary to understand these attributes .
2. The second problem, which we came across while doing our exploratory research,
is that the companies face the problem of customer retention since the market
is flooded with new and attractive mobile phones thus, it is required on the part of
the companies to update themselves regarding changing needs of the customer.
The dynamic nature of every industry keeps the pulses of the companies operating in
each sector racing. With its rapid growth in India, it has become essential to pay much
attention to it.
The behavior of the Indian consumers towards the cell phones has been changing. It is
essential to study this behavior further in order for it to improve. Knowing the
consumers’ perception is crucial as it facilitates consumers’ behavior prediction.
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Objective Of The Study
1. To assess the buyer want and behavior as well the actual and potential market
size .Thus studying different parameters to understand the various preferences of
the consumer.
2. To compare market leaders on different grounds
3. To identify brand loyalty and brand preference of the consumer
We all are aware that cellphone industry is one of the most booming industries in our
country. Almost every individual we come across owns a cellphone, be it a rickshaw wala
or a company CEO. The only difference being the usage and the brand preference.
The kind of cellphone owned by a person has a direct relationship with the income level.
Hence, the questionnaire includes an income level based question.
The target population shall obviously be the users of cellphone and within the Delhi and
NCR region. The sample size is restricted to the age group of 18-40 years and above.
The questionnaire has been designed keeping in mind the research objectives. The
language has been kept simple for easy understanding by the general population.
A sample size of 406 respondents has been taken on the basis of random sampling.
Therefore the target population that was taken for the analysis of cellphone usage in
Delhi & NCR region was:
QUESTIONNAIRES
The questionnaire method has come to be more widely used and economical means of
data collection. The common factor in all varieties of the questionnaire method is the
reliance on verbal responses to questions, written or oral. The researchers found it
essential to make sure the questionnaire was easy to read and understand to all spectrums
of people in the sample. It was also important as researchers to respect the samples time
and energy hence the questionnaire was designed in such a way, that its administration
would not exceed 10-15 minutes. The questionnaires prepared by us consisted of 15
questions so that it does not waste the valuable time of the sample population.
The researchers were overwhelmed with the potential benefits and ease of administrating
questionnaires. The questionnaires were found to be a simple and a direct manner to
generate feedback from the users of the product, taking their minimum time and effort.
RESEARCH TECHNIQUES
In terms of data capture and analysis there are two main types of market research:
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• QualitativeResearch
• Quantitative Research
Qualitative Research
a. Depth Interviewing
Depth interviews are the main form of qualitative research in most business markets.
Here an interviewer spends time in a one-on-one interview finding out about the
customer's particular circumstances and their individual opinions.
b. Focus Group
• Ideas
• Feelings
• Experiences
about a certain issue that would be obscured or stifled by more structured methods of
data collection.
Quantitative Research
Quantitative research is about measuring a market and quantifying that measurement with
data. Most often the data required relates to market size, market share, penetration,
installed base and market growth rates.
However, quantitative research can also be used to measure customer attitudes,
satisfaction, commitment and a range of other useful market data that can tracked over
time.
Quantitative research can also be used to measure customer awareness and attitudes to
different manufacturers and to understand overall customer behavior in a market by
taking a statistical sample of customers to understand the market as a whole.
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The different techniques of conducting quantitative research are:
• Survey method
• Questionnaires
COMPARATIVE SCALES:
• Rank order scaling : In this method respondents are presented with several
objects simultaneously and asked to order or rank them according to some
criteria.
1. The criteria mentioned in our questionnaire for question 9 is to rank the cellphone
features according to preference.
2. The criteria used in question 12 is to rate brands according to visibility.
• Semantic differential scale: A seven point rating scale with end points
associated with bipolar labels that have semantic meaning.
1. This technique has been used in question 10. the various parameters the cellphone
features have been compared are the modernity, complexity in operation,
purchasing, strength and attractiveness.
FORMATION OF HYPOTHESIS
The close relationship which intends to exist between theory and hypothesis; which can
be tested with the help of analysis of data and facts. The hypothesis, therefore, closely
linked with both theory and facts. Thus, hypothesis is a part of every organized
knowledge, basis for analysis inspirations for investigation.
Following are some of the hypothesis which were generated and shall be tested under
casual research.
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The youth changes the cellphone brand frequently hence is not brand loyal.
The hypothesis shall help in establishing a relationship of concept with theory, and
specifies the test to be applied especially in context of meaningful value judgment and
final conclusion.
The various errors that can arise during the conduction of survey are:
a. Interviewer error
The attitudes the interviewer revels to the respondent during the interview can greatly
affect their level of interest and willingness to answer openly.
b. Questionnaire error
The questionnaire designing has to careful so that only required data is concisely reveled
and there is no redundant data generated. The questions have to be worded carefully so
that the questions are not loaded and does not lead to a bias in the respondents mind
c. Respondent error
The respondents selected to be interviewed were not always available and willing to co
operate also in some cases the respondents were found to not have the knowledge,
opinion, attitudes or facts required additionally uninformed response errors and response
styles also led to survey error.
d. Sampling error
We have taken the sample size of 400, which cannot determine the buying behavior of
the total population. The sample has been drawn from only Delhi/ NCR market.
FIELD WORK
Fieldwork plays an important role in collecting the data .As our sample size was
determined to be 406 and we were a 7-member team, we decided to divide the work
equally.
Some important points which each member kept in mind while doing the fieldwork.-
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•To make the respondents comfortable before questioning them. We introduced
ourselves as students of ABS and ensuring the respondent that all information
collected is only for academic purpose and will be kept confidential
• To help the person get rid off any preconceived notions
• Not to influence the respondents answers in any way/form.
• Use simple language, so that the technical language does not intimidate the
respondent.
METHOD OF DATA ANALYSIS
Based on the type of data collected and the target segment with the appropriate statistical
methods, inference should be made. The response set of one variable is compared with
another set of variable to ensure a detailed analysis of data.
We have used the SPSS software to analyze our data accurately. After the respondents
had filled in the questionnaires, the data was entered into the software and the analysis
was made thereby.
PRIMARY RESEARCH
PILOT TESTING
The first stage of the data gathering study was the “dummy analysis” – a pilot study. This
helped the researcher to throw up some inevitable problems of converting the design into
reality. An experiment or a survey can and should be piloted on a small scale in virtually
all circumstances.
The changes we made were-
• Reduce the number of questions to reduce time
• Error in scaling which had to be revised
• Demographic information had to be incorporated
• A few grammatical errors had to be rectified.
23
THE FINAL QUESTIONNAIRE
Dear Sir/Ma’am, we are conducting a market research on cellphones and we would like
to know your opinion on the following questions.
1 2 3
Fully neutral dissatisfied
Satisfied
24
1. Nokia 2. Sony ericsson
3. Motorola 4. Samsung
5. Reliance 6. Others, specify _____________
Q10. Please mark (X) the blank that best indicates how accurately one or the other
adjective describes the feature of the cellphone.
A. Nokia
1. Modern _:_:_:_:_:_:_ Old – fashioned
2. Complex _:_:_:_:_:_:_ Simple
3. Economical _:_:_:_:_:_:_ Expensive
4. Robust _:_:_:_:_:_:_ Delicate
5. Attractive _:_:_:_:_:_:_ Unattractive
B. Sony Ericsson
1. Modern _:_:_:_:_:_:_ Old – fashioned
2. Complex _:_:_:_:_:_:_ Simple
3. Economical _:_:_:_:_:_:_ Expensive
4. Robust _:_:_:_:_:_:_ Delicate
5. Attractive _:_:_:_:_:_:_ Unattractive
C. Motorola
1. Modern _:_:_:_:_:_:_ Old – fashioned
2. Complex _:_:_:_:_:_:_ Simple
3. Economical _:_:_:_:_:_:_ Expensive
4. Robust _:_:_:_:_:_:_ Delicate
5. Attractive _:_:_:_:_:_:_ Unattractive
Q12.Rate the following brands according to visibility on the scale of 1- lowest & 5 -
highest
1. Nokia 2. Sony ericsson
3. Motorola 4. Samsung
5. Reliance
25
2. Sony ericsson A partner for a better world
Q14. Does the brand of cellphone owned by your cellphone or friends influence your
choice
1. Yes 2. No
Demographic information:
a) Name :
b) Age :
1. below 18 years
2. 18 -25 years
3. 25 -40 years
4. Above 40 year
c) Household income(annual):
1. below Rs.1,00,000
2. Rs. 1,00,000 – 5,00,000
3. Above 5,00,000
d) Profession :
e) Sex :
f) Phone no. :
g) Address :
26
h) Email id :
SURVEY RESULTS
SEX RATIO
27
SEX
60
50
40
Percent
30
20
10
0
F M
SEX
The survey was conducted on random sampling basis. Out of total number of respondents of 406,
women were 39.9% and men were 59.4%. according to this women were less keen on participating in
the survey.
AGE GROUP:
28
AGE
60
Percent
40
20
0
BELOW 18 18-25 YEARS 25-40 YEARS ABOVE 40 YEARS
AGE
Survey was conducted for four age groups. The maximum people surveyed lied in the age group of 18-
25 years. While, the least belonged to the above 40 age group. This was largely due to the fact that the
survey was conducted in malls, market places and colleges.
BRAND PREFERENCE
29
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY
60
50
40
Percent
30
20
10
0
NOKIA SONY MOTOROLA SAMSUNG RELIANCE OTHERS
ERICSSON
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY
The largest market share was captured by nokia at 58.1% which is more than half the
market. Followed by Motorola at 15%. Others included brands like HTC, O2, LG.
USAGE OF CELLPHONES
30
WHAT DO U MAINLY USE UR CELLPHONE FOR
60
Percent
40
20
0
SMS LISTENING TO MUSIC CAMERA CALLS
WHAT DO U MAINLY USE UR CELLPHONE FOR
64.8% people possessed cellphones for making calls. They wanted to use the cellphone to satisfy the
basic purpose of a phone that is communication. Next was listening to music which was 18.2%.
LEVEL OF SATISFACTION
31
HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE
50
40
Percent
30
20
10
0
FULLY SATISFIED SOMEWHAT NEUTRAL NOT VERY DISSATISFIED
SATISFIED SATISFIED
HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE
40% of the people were fully satisfied with the cellphones they were using. This meant that the features
were user friendly and served their needs. About 26.8% people had a neutral attitude that is they were
neither satisfied nor dissatisfied. A mere 2.5% people were dissatisfied with their cellphones.
PRICE SENSITIVITY
32
WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE
50
40
30
Percent
20
10
0
BELOW RS 5000 RS 5000-12000 RS 12000-20000 ABOVE 20000 PRICE DOES NOT
MATTER
WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE
40.6% people prefer to buy cellphones that lie in the range of 5000-12000 which means they are the
average users who don’t like very expensive neither very cheap phones. A 11..8% people lied in the
range where price did not matter to them for purchasing a cellphone.
33
WHAT CELLPHONE BRAND WOULD U RECOMMEND
60
Percent
40
20
0
NOKIA SONY MOTOROLA SAMSUNG RELIANCE OTHERS
ERICSSON
WHAT CELLPHONE BRAND WOULD U RECOMMEND
We can notice that people would generally recommend the same brand that they are using. In this case
we notice that the recommendation for nokia is the highest at 69.7% which clearly shows that since the
users of nokia were the highest they also recommended the same to others.
34
NOKIA
1.MODERN-OLD FASHIONED
37.4% people found the nokia cellphones to be extremely modern when compared to old
fashioned which was a mere 5.2%. Hence nokia phones is liked by people because it is
modern.
2. COMPLEX – SIMPLE
The people surveyed also seemed to find the nokia phone extremely simple to use being
25.9% people. However a few epopel also found it complex being about 9.1%
3. ECONOMICAL – EXPENSIVE
35
There was not much difference in the thinking of people where economical or simple
factor for nokia cellphones was concerned. Infact a large number of people had a neutral
approach to it. About 22.4% people thought it was economical while 21.7% people had a
neutral approach to it.
4. ROBUST – DELICATE
Again people had a very neutral approach to nokia being robust or delicate. Infact 22.4%
people found it neutral i.e. neither delicate nor robust. 20.9% people found it extremely
robust and only about 9.9% people found it extremely delicate.
5. ATTRACTIVE – UNATTRACTIVE
36
A 26.6% people found nokia to be extremely attractive and only about 2.2% people found
it extremely unattractive. Infact the overall perception of people towards nokia was very
attractive and very few people lied in the unattractive range.
SONY ERICSSON
37
1.MODERN – OLD FASHION
Most people find sony ericsson phones very modern at about 31.3% and only about 6.9%
people find it old fashioned.
2. COMPLEX - SIMPLE
Complexity and simple as a factor is very similar over all. It has not been differentiated
very well by the people. About 24.1% have a neutral approach to it. Where it implies its
neither too complex nor too simple.
3. ECONOMICAL - EXPENSIVE
38
Overall most people find the phones economical and there are very few people who find
it expensive. About 25.3% people have a neutral approach and only about 9.9% people
find it extremely economical though 23.6% find it economical.
4. ROBUST - DELICATE
One again most people have a neutral attitude towards the phone being robust or delicate
which is about 29.1%.
39
5. ATTRACTIVE – UNATTRACTIVE
About 20% people find the phones extremely attractive and very few people find it
unattractive. People have a neutral attitude as well but very few people absolutely dislike
it.
MOTOROLA
40
1. MODERN – OLD FASHIONED
Most people find Motorola cellphones modern with a percentage of 32.8% in this
category. A mere 6.7% people find it old fashioned
2. SIMPLE – COMPLEX
The level of complexity is not very different between people infact most people have a
neutral attitude towards it however 12.5% people find it extremely simply 13.3% people
find it extremely complex.
3. ECONOMICAL - EXPENSIVE
41
15% people find the Motorola phones expensive while 21.2% people find it economical.
However once again people hold a neutral attitude towards it and 24.4% people find it
neither cheap nor expensive.
4. ROBUST - NEUTRAL
24.1% people once again have a neutral attitude where robustness or delicacy of the
phone is concerned. They don’t have any opinion about the phones level of delicacy or
robustness.
42
5. ATTRACTIVE - UNATTRACTIVE
A large number of people of about 25% find Motorola phones extremely attractive and a
mere 4.7% people find it extremely unattractive. This is a very big difference and hence it
can be assumed that most people find the phones very attractive.
43
FREQUENCY OF CHANGING CELLPHONES
44
BRAND VISIBILITY
NOKIA
The respondents have rated nokia as the highest in brand visibility. By brand visibility we
mean the promotion of brands in print media and television. 56.9% people have rated it
the highest and it is surprising to see that the next highest frequency is of lowest category
with 21.4% indicating nokia as the lowest brand visible.
SONY ERICSSON
36.5% respondents have rated it as highly visible brand while 5.9% respondents think
that it is the lowest vsible brand in the market.
45
MOTOROLA
A percentage of 34.2% respondents think that the brand neither has high nor low
visibility. It is moderately visible.
SAMSUNG
Maximum percentage i.e. 30% people have indicated that it is a brand low on visibility.
Only 9.4% think that it has highest visibility among the brands mentioned in the options.
46
RELIANCE
Reliance is seen as a very low visible brand. A high 45.3% people think that the brand is
lowest in visibility among the other brands mentioned.
47
INFLUENCE OF PEERS ON CHOICE OF BRAND
For maximum percentage of people 51.4% are not influenced by their friends or relatives.
While, 48.6% are influenced by their friends when buying cellphones.
48
OPINION ABOUT THE STATEMENTS GIVEN:
37.1% respondents are completely satisfied with the cellphone while, only 7.2% are
completely dissatisfied with the brand of cellphone they own.
36.3% respondents have agreed that they are satisfied with the customer service provided
by picking the option ‘high’.
49
3. My cellphone is easy to use
39.1% people agree that the cellphone brand they are using is easy to use. While, a low
2.5% find their cellphone as difficult to use.
50
5. I like a camera with high megapixel.
33.2% of respondents have indicated their liking of a high megapixel camera. It shows
that camera is a feature which a good amount of people keep in my mind while buying
cellphone.
The maximum percentage of people 23.4% do not like MMS facility in their cellphones.
While, 16.3% like the facility very much.
51
CROSS TABULATION
1. Linking what price are the consumers willing to pay for a cellphone and what
brand of cellphone are they currently using:
Bar Chart
40
20
0
BELOW RS RS 5000- RS 12000- ABOVE 20000 PRICE DOES
5000 12000 20000 NOT MATTER
WHAT PRICE ARE U WILLING TO PAY FOR A
CELLPHONE
Whether the price of a cellphone is below Rs 5000 or even if the price does not matter most of the
people prefer Nokia which shows the highest count
52
2. Linking what brand of cellphone are people currently using and what brand
do they recommend:
Bar Chart
100
50
0
NOKIA SONY MOTOROLA SAMSUNG RELIANCE OTHERS
ERICSSON
WHAT BRAND OF CELLPHONE ARE Y USING
CURRENTLY
This shows that total no. of nokia users are 283 out of which only 216 recommend nokia. Total no. of
sony ericsson users are 59 out of which 33 recommend sony ericsson and 15 recommend nokia. Total
no. of motorola users are 31 out of which 23 recomment it. Total no. of samsung users are 16 out of
which 7 recommend it. Total no. of reliance users are 4 and only 2 recomment it.
53
3. Linking how satisfied are people with the brand they are using currently:
54
Bar Chart
60
40
20
0
NOKIA SONY MOTOROLA SAMSUNG RELIANCE OTHERS
ERICSSON
WHAT BRAND OF CELLPHONE ARE Y USING
CURRENTLY
This shows that in nokia maximum no. of people are fully satisfied.In sony ericsson maximum no. of
people are somewhat satisfied.In motorola maximum no. of people are neither satisfied nor dissatisfied.
In samsung maximum no. of people are fully satisfied.In reliance maximum no. of peole are neither
satisfied nor dissatisfied.
55
4. Linking the preference of messaging over battery life:
Bar Chart
60 MESSAGING
HIGHEST
HIGH
50 GOOD
NEUTRAL
LOW
40 LOWER
LOWEST
Count
30
20
10
0
HIGHEST HIGH GOOD NEUTRAL LOW LOWER LOWEST
BATTERY LIFE
This shows that out of 50 people who consider messaging the highest 2 consider battery life the
highest.Out of 90 people who consider messaging as high 58 consider battery life the highest.Out of 46
people who consider messaging as good 19 consider battery life the highest.Out of 36 people who
consider messaging as neutral 17 consider battery life as highest.Out of 69 people who consider
messaging as lowest 22 consider battery life as highest
56
5. Linking the age of consumers with what are they mainly using their cellphone
for:
Bar Chart
100
50
0
BELOW 18 18-25 YEARS 25-40 YEARS ABOVE 40 YEARS
AGE
Its evident that people across all age groups mainly use their cellphone for calls,the second highest use
being listening to music.
57
6. Linking the gender with how satisfied are they with their cellphone:
Bar Chart
60
Count
40
20
0
F M
SEX
It is evident that men are more dissatisfied with their current cellphone.
58
FINDINGS & CONCLUSIONS
• The largest Market share has been captured by Nokia. Though the cost of the
Nokia cellphones is high as compared to others, the brand still has largest
percentage of loyal customers who recommend the same brand to others. This
leads to increase in the sales of Nokia brand.
• Highest percentage of people mainly use cellphones for making calls and this is
the reason for lucrative offers on talktime by the telecom providers.
• The general consensus is that people are satisfied with the cellphone they are
using. However, from cross tabulation we found that nokia users is the highest lot
of “fully satisfied” people.
• The Indian market is price sensitive. Mostly people are ready to pay Rs. 5000-
12000 but very less are ready to shell out Rs. 12000-25000. The customer wants
value for money.
• BRAND PROFILING :
1. NOKIA :
By the majority, nokia is considered extremely modern, extremely simple,
economical, neither robust nor delicate and extremely attractive.
2. SONY ERICSSON:
It is considered to be extremely modern by the majority of people. however, in
other attributes it mainly lies in the neutral category.
3. MOTOROLA
Majority of people find it extremely modern and extremely attractive while it
stays neutral in other categories.
• Since we see through the report that most people are highly satisfied with the
cellphone brand they are using. Hence, the frequency of changing cellphones is
low and lies within after 2 years category. Also, the age group did not make any
difference to this factor.
• We see Nokia lies highest in the brand visiblilty, closely followed by Sony
Ericsson. Then Motorola, Samsung and finally Reliance. This implies that the
promotion of Nokia is most effective and it indicates that brand recall rate is
higher.
• No relationship was found between income level and the price they are willing to
pay for a cellphone. The maximum expenditure any income level was willing to
make lied within the range of Rs. 5000-12000.
• We developed a likert scale asking people to indicate their satisfaction level on a
scale of 1 to 5. some of the findings were:
1. The highest number of people were satisfied with the cellphone they are
using. This indicates that the brands have been able to satisfy the customers
and retain them.
2. Though the level of satisfaction from customer service providers was high, but
the percentage of satisfaction being low and neutral is prominent. This
indicates that the customer service is not up to the mark and there is scope of
improvement for the cellphone companies.
3. Most people find the cellphones highly user friendly which indicates that the
cellphones are easy to use.
59
4. Most people prefer high megapixel camera. This indicates that the usage of
camera in cellphones is gaining prominence and hence, while buying a
cellphone it is a major factor to be considered.
5. Majority of people do not like the MMS facility. This may be because MMS
facility is an expensive affair and they could do without it.
60
RECOMMENDATIONS
We recommend that brands other than Nokia should improve their promotional
strategies so that they can increase on the level of visibility and hence, increase
their market share.
We recommend that the companies should build on features other than making
calls so that people buy cellphones to serve other purposes. They should advertise
these features also so that people know about it. The various features should be
user friendly so that people do not find it difficult to use and do not hesitate in
using them.
Price is an important constraint in the Indian market hence companies need to
keep that in mind while manufacturing any commodity.
People change cellphones mostly after 2 years so companies should come up with
new and sleek designs which are attractive as well as more techno savvy which
would encourage people to change their cellphones more frequently. This would
lead to people wanting to be more technologically advanced.
Motorola and Sony Ericsson need to develop on their various semantic features so
that they can provide good competition to Nokia which is leading in all the
categories. This would increase the company’s image as well as their market
share.
Companies should try to target the higher income level groups so that they can
encourage them to buy expensive cellphones than those that lie in the Rs 5000-
12000 category.
LIMITATIONS
• Due to the limitation of time and money, the study was limited to the
geographical region of Delhi where also due to the large cellphone using
population a probability sampling technique had to be inherited.
• While administering questionnaires during phase two of the study, the researcher
noticed that some sample were very enthusiastic and were extremely positive and
genuine in there answers where as the some other just ticked even without reading
the questions.
• Some of the people who were part of our sample size, became non- respondents
i.e. the questionnaire they filled were incomplete or they were not willing to
respond.
• Sample size was a constraint since it was not representative of the entire target
population. People could not remember the brands and the features of cellphones
they use as mentioned in our questionnaire.
• The semantic differential scale was difficult for an ordinary person to understand
and answer but very essential for the analysis of the market research that had to be
conducted. This posed the problem of errors in the study
61
APPENDIX
FREQUENCY TABLE
SEX RATIO -
SEX
Cumulative
Frequency Percent Valid Percent Percent
Valid 3 .7 .7 .7
F 162 39.9 39.9 40.6
M 241 59.4 59.4 100.0
Total 406 100.0 100.0
AGE GROUPS
AGE
Cumulative
Frequency Percent Valid Percent Percent
Valid BELOW 18 64 15.8 16.0 16.0
18-25 YEARS 247 60.8 61.6 77.6
25-40 YEARS 66 16.3 16.5 94.0
ABOVE 40 YEARS 24 5.9 6.0 100.0
Total 401 98.8 100.0
Missing System 5 1.2
Total 406 100.0
BRAND PREFERENCE
Cumulative
Frequency Percent Valid Percent Percent
Valid NOKIA 236 58.1 58.1 58.1
SONY ERICSSON 53 13.1 13.1 71.2
MOTOROLA 61 15.0 15.0 86.2
SAMSUNG 23 5.7 5.7 91.9
RELIANCE 13 3.2 3.2 95.1
OTHERS 20 4.9 4.9 100.0
Total 406 100.0 100.0
62
USAGE OF CELLPHONES
Cumulative
Frequency Percent Valid Percent Percent
Valid SMS 50 12.3 12.3 12.3
LISTENING TO MUSIC 74 18.2 18.3 30.6
CAMERA 18 4.4 4.4 35.1
CALLS 263 64.8 64.9 100.0
Total 405 99.8 100.0
Missing System 1 .2
Total 406 100.0
LEVEL OF SATISFACTION
Cumulative
Frequency Percent Valid Percent Percent
Valid FULLY SATISFIED 163 40.1 40.1 40.1
SOMEWHAT SATISFIED 103 25.4 25.4 65.5
NEUTRAL 109 26.8 26.8 92.4
NOT VERY SATISFIED 21 5.2 5.2 97.5
DISSATISFIED 10 2.5 2.5 100.0
Total 406 100.0 100.0
PRICE SENSITIVITY
Cumulative
Frequency Percent Valid Percent Percent
Valid BELOW RS 5000 60 14.8 14.8 14.8
RS 5000-12000 165 40.6 40.6 55.4
RS 12000-20000 108 26.6 26.6 82.0
ABOVE 20000 25 6.2 6.2 88.2
PRICE DOES
NOT MATTER 48 11.8 11.8 100.0
Total 406 100.0 100.0
63
BRAND RECOMMENDED BY THE USERS
Cumulative
Frequency Percent Valid Percent Percent
Valid NOKIA 283 69.7 69.9 69.9
SONY ERICSSON 59 14.5 14.6 84.4
MOTOROLA 31 7.6 7.7 92.1
SAMSUNG 16 3.9 4.0 96.0
RELIANCE 4 1.0 1.0 97.0
OTHERS 12 3.0 3.0 100.0
Total 405 99.8 100.0
Missing System 1 .2
Total 406 100.0
SEMANTIC DIFFERENTIATION
NOKIA
Cumulative
Frequency Percent Valid Percent Percent
EXTREMELY OLD
21 5.2 5.2 100.0
FASHIONED
64
2. COMPLEX - SIMPLE
PLEASE MARK THE SUITABLE ADJECTIVE NOKIA
Cumulative
Frequency Percent Valid Percent Percent
3. ECONOMICAL – SIMPLE
Cumulative
Frequency Percent Valid Percent Percent
Valid EXTREMELY
67 16.5 16.7 16.7
ECONOMICAL
4. ROBUST - DELICATE
65
PLEASE MARK THE SUITABLE ADJECTIVE NOKIA
Cumulative
Frequency Percent Valid Percent Percent
5. ATTRACTIVE - UNATTRACTIVE
Cumulative
Frequency Percent Valid Percent Percent
EXTREMELY
9 2.2 2.2 100.0
UNATTRACTIVE
SONY ERICSSON
1. MODERN – OLD FASIONED
66
PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON
Cumulative
Frequency Percent Valid Percent Percent
EXTREMELY OLD
28 6.9 7.0 100.0
FASHIONED
2.COMPLEX - SIMPLE
Cumulative
Frequency Percent Valid Percent Percent
3. ECONOMICAL - EXPENSIVE
67
PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON
Cumulative
Frequency Percent Valid Percent Percent
Valid EXTREMELY
40 9.9 10.0 10.0
ECONOMICAL
4. ROBUST - DELICATE
Cumulative
Frequency Percent Valid Percent Percent
5. ATTRACTIVE - UNATTRACTIVE
68
PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON
Cumulative
Frequency Percent Valid Percent Percent
EXTREMELY
20 4.9 5.0 100.0
UNATTRACTIVE
MOTOROLA
1. MODERN – OLD FASHIONED
PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA
Cumulative
Frequency Percent Valid Percent Percent
EXTREMELY OLD
27 6.7 6.7 100.0
FASHIONED
2. SIMPLE - COMPLEX
69
PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA
Cumulative
Frequency Percent Valid Percent Percent
3. ECONOMICAL - EXPENSIVE
Cumulative
Frequency Percent Valid Percent Percent
Valid EXTREMELY
55 13.5 13.7 13.7
ECONOMICAL
4. ROBUST - DELICATE
70
PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA
Cumulative
Frequency Percent Valid Percent Percent
5. ATTRACTIVE - UNATTRACTIVE
Cumulative
Frequency Percent Valid Percent Percent
EXTREMELY
19 4.7 4.7 100.0
UNATTRACTIVE
71
HOW OFTEN DO U CHANGE UR CELLPHONE
Cumulative
Frequency Percent Valid Percent Percent
Cumulative
Frequency Percent Valid Percent Percent
Missing System 3 .7
72
I AM SATISFIED WITH THE CELLPHONE I AM USING
Cumulative
Frequency Percent Valid Percent Percent
Cumulative
Frequency Percent Valid Percent Percent
73
MY CELLPHONE IS EASY TO USE
Cumulative
Frequency Percent Valid Percent Percent
Cumulative
Frequency Percent Valid Percent Percent
74
I LIKE A CAMERA WITH HIGH MEGAPIXEL
Cumulative
Frequency Percent Valid Percent Percent
Cumulative
Frequency Percent Valid Percent Percent
CROSS TABULATION
1. Linking what price are the consumers willing to pay for a cellphone and what
brand of cellphone are they currently using:
75
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
WHAT PRICE ARE U
WILLING TO PAY
FOR A CELLPHONE *
WHAT BRAND OF 406 100.0% 0 .0% 406 100.0%
CELLPHONE ARE Y
USING CURRENTLY
WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE * WHAT BRAND OF CELLPHONE ARE Y
USING CURRENTLY Crosstabulation
Count
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 44.093(a) 20 .001
Likelihood Ratio 32.572 20 .038
Linear-by-Linear
.792 1 .373
Association
N of Valid Cases
406
a 12 cells (40.0%) have expected count less than 5. The minimum expected count is .80.
2. Linking what brand of cellphone are people currently using and what brand do
they recommend:
Cases
Valid Missing Total
76
N Percent N Percent N Percent
WHAT BRAND OF
CELLPHONE ARE Y
USING CURRENTLY *
WHAT CELLPHONE 405 99.8% 1 .2% 406 100.0%
BRAND WOULD U
RECOMMEND
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY * WHAT CELLPHONE BRAND WOULD U
RECOMMEND Crosstabulation
Count
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 515.265(a) 25 .000
Likelihood Ratio 290.487 25 .000
Linear-by-Linear
144.706 1 .000
Association
N of Valid Cases
405
a 24 cells (66.7%) have expected count less than 5. The minimum expected count is .13.
3. Llinking how satisfied are people with the brand they are using currently:
Cases
Valid Missing Total
77
N Percent N Percent N Percent
WHAT BRAND OF
CELLPHONE ARE Y
USING CURRENTLY *
HOW SATISFIED ARE 406 100.0% 0 .0% 406 100.0%
U WIHT UR PRESENT
CELLPHONE
WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY * HOW SATISFIED ARE U WIHT UR
PRESENT CELLPHONE Crosstabulation
Count
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 34.779(a) 20 .021
Likelihood Ratio 30.229 20 .066
Linear-by-Linear
5.942 1 .015
Association
N of Valid Cases
406
a 12 cells (40.0%) have expected count less than 5. The minimum expected count is .32.
Cases
Valid Missing Total
N Percent N Percent N Percent
78
BATTERY LIFE *
MESSAGING 406 100.0% 0 .0% 406 100.0%
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 163.495(a) 42 .000
Likelihood Ratio 184.796 42 .000
Linear-by-Linear
1.199 1 .274
Association
N of Valid Cases
406
a 24 cells (42.9%) have expected count less than 5. The minimum expected count is .06.
5. Linking the age of consumers with what are they mainly using their cellphone for:
Cases
Valid Missing Total
79
N Percent N Percent N Percent
AGE * WHAT DO U
MAINLY USE UR 400 98.5% 6 1.5% 406 100.0%
CELLPHONE FOR
Count
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 15.243(a) 9 .084
Likelihood Ratio 15.893 9 .069
Linear-by-Linear
11.158 1 .001
Association
N of Valid Cases
400
a 5 cells (31.3%) have expected count less than 5. The minimum expected count is 1.08.
6.Linking the gender with how satisfied are they with their cellphone:
Cases
Valid Missing Total
N Percent N Percent N Percent
80
SEX * HOW SATISFIED
ARE U WIHT UR 406 100.0% 0 .0% 406 100.0%
PRESENT CELLPHONE
Count
Chi-Square Tests
Asymp. Sig.
Value df (2-sided)
Pearson Chi-Square 4.920(a) 8 .766
Likelihood Ratio 5.754 8 .675
N of Valid Cases 406
a 6 cells (40.0%) have expected count less than 5. The minimum expected count is .07.
81