MARKET RESEARCH

ON NOKIA

MANJEET
OJHA
 RESEARCH OBJECTIVES

 To understand the consumer

preferences in terms of features
regarding the usage of Nokia cellphones.

 To predict the prospect buyers for Nokia

phones based on their past experience.
 SURVEY METHODOLOGY
 Quota sampling.
 Sample size: 90
 Response rate: 100 %
 The target population taken for the analysis
were only the Nokia phones users.
 Both male and female.
 Age group: 20- 25
 Dependent variable :
Satisfaction level

 Independent variable :
Price
Complexity
Digital features
Durability
Trendy
 TECHNIQUES USED
 Regression: explaining strength of
relationship between dependent &
independent variables & hence
understanding the consumer preferences .
 Factor analysis :to determine brand
attributes that influence consumer choice
by classifying variables into dimensions.
 Discriminant :is used for future
prediction of the prospect buyers &
understanding which factors are major
discriminators in buying decision.
 QUESTIONNAIRE
 Objective 1: To understand the
consumer preferences regarding the
usage of Nokia cellphones.

Question on rating the features of nokia

phone & satisfaction level of the users on
a rating scale.
 Applied on regression & factor
analysis
 Objective 2: To predict the prospect
buyers for Nokia phones based on their
past experience.

Questions asked on satisfaction level &

prospect buying for gifting someone.

 Tool used : Discriminant

 MOST PREFERRED ATTRIBUTE

100
90
80
70
60
50
40
30
20
10
0
Trendy Durability Digital Affordability User Friend
Features (Price) (complexit
 ASSUMPTIONS FOR
REGRESSION
 The data is normally distributed since the
histogram is in sync with the line of
normality & in the pp plot the rings are
scattered around the expected cumulative
freq line.
 Regression
 R square = .533
 Adjusted R sqr is 0.505 => There is some
multicolinearity.
 ANOVA significant
 As per the correlation table, there is some
autocorrelation between durability & digital
features.
 Co-efficient table:
 Significance level of the coefficients
of digital features & complexity are
greater than 0.05, these two do not
represent the whole of the
population.
 Factor analysis
 Scree Plot: as per this, the 5 variables are
divided into two factors.
 Component Matrix: variables are segregated
to two factors based on the highest (mod)
values.
 2 factors:
F1 : Added features ( 45%)
digital features & complexity
F2 : core features (30%)
price , durability & trendy
 REGRESSION DONE AFTER
FACTOR ANALYSIS
 When we took another regression of
the two factors, our R Sqr value was
0.433; which is not much close to the
previous regression taken for the
individual variables.

 Check: there was some

multicolinearity.
 FACTOR LOADING
PLOT
F
1 1
Digital
Featur Complexi
es ty
.
5 Durabili
ty
Trendy

F2 0

-.5 Price

-
1
- -.5 0 . 1
1 5
 Discriminant
 Complexity is not that discriminating
attribute as sig. level is greater than .
05 (value for money)
 Data is not homogeneous
sample size should be increase

Lambda value less than .05

 RECOMMENDATIONS
 While targeting youth Nokia should focus more
on added features like digital features &
attractiveness .
 When we consider the entire population (elder
people) other attributes may play a important
role, like basic and user friendly handsets.
 Price is an important variable which NOKIA
need to keep in mind while manufacturing any
handset and should maintain trade off
between added features & price.
 NOKIA customer who are satisfied wishes to
buy a NOKIA again after may be after 2 years
who can be targeted again.
THANK YOU