customer satisfaction of nokia mobile in east delhi project

1

DECLARATION

I hereby declare that this Project Report entitled ―Customer Satisfaction of

NOKIA Mobile in East Delhi” Submitted by me to the GGSIPU Delhi, is a

bonafide work undertaken by me and it is not submitted to any other University

or Institution for the award of any degree diploma / certificate or published any

time before.

Name: Chandan Parsad

Signature of the Student

Enrollment No: 0061189908

Semester :

Date :

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Certificate

This is to certify that this Report entitled ―Customer Satisfaction of NOKIA

Mobile in East Delhi‖ which is submitted by Chandan Parsad in partial

fulfilment of the requirement for the award of degree MBA – (Software

Enterprise Management), to GGSIP University, Kashmere Gate, Delhi is a

record of the candidate own work carried out by him under my supervision. The

matter embodied in this thesis is original and has not been submitted for the

award of any other degree.

Date: Signature of the Supervisor

Mr. Amit Gupta

(ERP consultant)

3

Abstract

The main objective of the project is to study the satisfaction levels of customers, Product

awareness and Consumer Behavior with reference to NOKIA mobile handset user‘s.

Nokia has played a pioneering role in the growth of cellular technology in India, starting with

the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-

deployed network.

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

Mumbai, Kolkata, Jaipur ,Lucknow ,Chennai, Bangalore, Hyderabad, Pune and Ahmedabad.

The Indian operations comprise of the handsets business; R&D facilities in Bangalore,

Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in

Bangalore.

Over the years, the company has grown manifold with its manpower strength increasing from

450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia

Siemens Networks). Today, India holds the distinction of being the second largest market for

the company globally.

The most common way of research design is the Descriptive research design is use and

methodology primary source of data were utilized for study.

Sampling Design For the purpose of the study, the data has been collected in different places

of market especially in Retail shops, metro station & Shopping mall.

100 customers were randomly selected for study

By this project I‘ll be able:

Find out the satisfaction levels of customers, towards the Product attributes like Features,

Appearances, Battery backup, Audio output and Software compatibility of Mobile.

This study help the NOKIA to recognize the factor which have more satisfaction level and

which factor have more dissatisfaction level

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ACKNOWLEDGEMENTS

First, I thank my Supervisor Mr. Amit Gupta (ERP consultant) C-DAC for his

continuous support to making this project Mr. Amit Gupta (ERP consultant) C-

DAC was always there to listen and to give advice. He is responsible for

involving me in this project in the first place. He taught me how to ask

questions & which technique used for analysis. He showed me different ways to

approach for the analysis.

Thanks also to Mr. H.K. Dangi (Lecture) CDAC Noida for teaching me Business

Research and how to do a usability study, a skill that confirmed my intuition

that need a drawing environment to access knowledge-based systems .

Special thanks goes to my friend Miss Seema, who is most responsible for

helping me complete the writing of this Project

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Table of Contents

Chapter 1 P. No.

Introduction a. Background 9

b. Purpose of this Study 11

c. Scope and focus 11

Chapter 2

Literature Survey 13

Chapter 3

Analysis

a. Introduction 18

b. Research Designs 20

c. Assumptions, Constraints and Limitations 21

d. Statistical Analysis (Percentage analysis) 22

e. Statistical Analysis (Chi-square) 24

Chapter 4.

Conclusions and Discussion a) Summary of Findings 34

b) Suggestions & Recommendations 35

c) Conclusions 35

Chapter 5

a) Appendix 37

b) References: 39

6

LIST OF TABLE

TABLE Name P. No. 1. Comparing Shaded Boxes to Total Boxes 18

2. Chi-Square Test Table

a) Sex and satisfaction with feature of Nokia phone. 22

b) Sex and satisfaction with appearances of Nokia phone 22

c) Age and their satisfaction with appearances of Nokia phone 23

d) Age and their satisfaction with battery backup of Nokia phone 23

3.Classification based on satisfactory level table 33

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List of Figure

P.No.

1. Brand Value Model 15

2. preference for buying 24

3. satisfied with price 24

4. satisfied with Advertisements 25

5. satisfied with Features of Nokia 25

6. satisfied with Audio output 26

7. satisfied with Software compatibility 26

8. satisfied with Built in memory 27

9. satisfied with Camera/video quality 27

10. satisfied with Accessories 28

11. satisfied with Appearances 28

12. satisfied with services 29

13. satisfied with Battery backup 29

14. satisfied with Brand image 30

15. satisfied with its life 30

16. fully aware all the Features 31

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Chapter 1 Introduction

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Background

Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call on a larger

prototype model in 1973.

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to Dr. Joel S. Engel,

head of research at AT&T's Bell Labs, while walking the streets of New York City talking on

the first Motorola DynaTAC prototype in front of reporters. Motorola has a long history of

making automotive radios, especially two-way radios for taxicabs and police cruisers.

Nokia has played a pioneering role in the growth of cellular technology in India, starting with

the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia

deployed network.

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

Mumbai, Kolkata,Jaipur,Lucknow,Chennai, Bangalore, Hyderabad, Pune and Ahmedabad.

The Indian operations comprise of the handsets business; R&D facilities in Bangalore,

Hyderabad and Mumbai; a manufacturing plant in Chennai and a Design Studio in

Bangalore.

Over the years, the company has grown manifold with its manpower strength increasing from

450 people in the year 2004 to over 15000 employees in March 2008 (including Nokia

Siemens Networks). Today, India holds the distinction of being the second largest market for

the company globally.

Devices business: Nokia has established itself as the market and brand leader in the mobile

devices market in India. The company has built a diverse product portfolio to meet the needs

of different consumer segments and therefore offers devices across five categories ie. Entry,

Live, Connect, Explore and Achieve. These include products that cater to first time

subscribers to advanced business devices and high performance multimedia devices for

imaging, music and gaming.

Nokia has been working closely with operators in India to increase the geographical coverage

and lower the total cost of ownership for consumers. Today, Nokia has one of the largest

distribution network with presence across 1,30,000 outlets. In addition, the company also has

Nokia Priority Dealers across the country and Nokia ‗Concept stores‘ in Bangalore, Delhi,

Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide

customers a complete mobile experience.

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Services business

With the global launch of Ovi, the company's Internet services brand name, Nokia is

renewing itself to be at the forefront of the convergence of internet and mobility. From being

a product centric company, Nokia is now focusing to become solutions centric. The strategic

shift is built on Nokia‘s bid to retain consumers and empower Nokia device owners to realise

the full potential of the Internet. Nokia will build a suite of Internet based services like Nokia

Maps, the Nokia Music Store and Nokia N-Gage around its Ovi brand.

Infrastructure business

Nokia Siemens Networks is a leading global enabler of communications services. The

company provides a complete, well-balanced product portfolio of mobile and fixed network

infrastructure solutions and addresses the growing demand for services with 20,000 service

professionals worldwide. Its operations in India include Sales & Marketing, Research &

Development, Manufacturing and Global Networks Solutions Centre. Headquartered in

Gurgaon, Nokia Siemens Networks has 47 offices and presence in over 170 locations across

the country.

R & D centers

Nokia has three Research & Development centers in India, based in Hyderabad, Bangalore

and Mumbai. These R&D hubs are staffed by engineers who are working on next-generation

packet-switched mobile technologies and communications solutions to enhance corporate

productivity.

The Center in Bangalore, the biggest R&D site in the country comprises S60 Software

Organization, Common Technologies, Next Generation now called Maemo Software,

Productization and Software & Services.

Design Studio

Nokia has set up its first Design Studio in Bangalore in partnership with Srishti School of

Art, Design and Technology. The first of its kind, the design studio will give Nokia designers

and India‘s talented youth the opportunity to work together on new design ideas for India and

the global markets.

Manufacturing in India

Nokia has set up its mobile device manufacturing facility in Chennai, India to meet the

burgeoning demand for mobile devices in the country. The manufacturing facility is

operational with an investment of USD 210 million and currently employs 8000 people.

Nokia has recently announced fresh investments to the tune of US $ 75 million towards its

manufacturing plant in Sriperumbudur, Chennai for the year 2008

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Purpose of this Study

To study the satisfaction level of consumers towards the NOKIA Mobile in East Delhi.

Scope and focus

1. This study focus on Features, Appearances, Battery backup and Software

compatibility of Nokia.

2. This study help NOKIA to recognize the factor which is most satisfied and which

factor have more dissatisfaction influencing the consumers to buy the NOKIA Mobile

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Chapter 2.Literature Survey

13

Customers satisfaction

When we talk about customer satisfaction, we talk about creativity. Creativity allows us to

handle or diffuse problems at hand or later on in the process of conducting the everyday

business. We talk about how, or rather what, does the organization have to do to gain not

only the sale but also the loyalty of the customer. We want to know the payoff of the trans-

action both in the short and long term. We want to know what our customers want.

We want to know if our customers are satisfied. Satisfaction, of course, means that what we

delivered to a customer met the customer‘s approval. We want to know if customers are

delighted and willing to comeback, and so on.

Fleiss and Feldman present examples of that delightful-ness in their writings. Fleiss has

written about Ben and Jerry‘s ice cream and Feldman has discussed excellence in a cab ride.

As important as delightfulness is, some of us minimize it, or even totally disregard it. At this

point, we fail. Some of the issues that will guarantee failure in sales, satisfaction, and loyalty

are: •Employees must adhere to a rigid chain of command• Employees are closely

supervised• Conflict—in whatever form—is not allowed• Rewards are based on carrot-and-

stick

Level 1.

Expectations are very simple and take the form of assumptions, must have, or take it for

granted

For example, I expect the airline to be able to take off, fly to my destination, and land

safely. I expect to get the correct blood for my blood transfusion. And I expect the bank to

deposit my money to my account and to keep a correct tally for me.

Level2.

Expectations are a step higher than that of level 1 and they require some form of satisfaction

through meeting the requirements and/or specifications

.For example, I expect to be treated courteously by all airline personnel. I went to the hospital

expecting to have my hernia repaired, to be in some pain after it was done, to be out on the

same day, and to receive a correct bill. And I went to the bank expecting the bank teller to be

friendly, informative, and helpful with my transactions

Level 3.

Expectations are much higher than for levels 1 and 2.Level 3 requires some kind of

delightfulness or a service that is so good that it attracts me to it

For example, an airline gives passengers traveling coach class the same superior food

service that other airlines provide only for first-class passengers. In fact, I once took a flight

where the flight attendants actually baked cookies for us right there on the plane. When I

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went to the hospital, I expected staff to treat me with respect and they careful-ly explained

things to me. But I was surprised when they called me at home the next day to find out how I

was doing. And at my house closing, the bank officer, representing the bank holding my

mortgage, not only treated me with respect and answered all my questions about my new

mortgage, but just before we shook hands to close the deal, he gave me a housewarming gift.

Brand image

Hide links within definitions Show links within definitions.

Impression in the consumers' mind of a brand's total personality (real and imaginary qualities

and shortcomings). Brand image is developed over time through advertising campaigns with

a consistent theme, and is authenticated through the consumers' direct experience. See also

corporate image

Brand Value

Model

Buyers who are considering a purchase scan their service options and

develop a consideration set. Within the consideration set, they develop a

hierarchy of brands based on their assessment of Price, Product or Service

Features, and Brand Name. Typically, they choose the brand at the top of

their hierarchy, if available. If a brand is consistently at the top of their

hierarchy, the buyer will be loyal to that brand.

We believe consumers try to optimize value within a product or service

category. Consumers therefore assign utilities (worth) to price, each relevant

performance attribute, and brand equity. Consumers then trade off

performance attributes and brand equity against price in order to optimize

value. The relationships between the individual values of price, performance

attributes and brand equity is summative and equal to total brand value.

The values each respondent places on price, performance attributes, and

brand equity define their value equation for a product or service category.

We can derive these values at the respondent level using modified trade-off

exercises.

A key advantage of the Brand Value Model is that it allows the calculation of

utilities and importance‘s at the individual consumer level. This

acknowledges the highly individual nature of the evaluation of products and

services in many categories. Furthermore, it permits an exploration of value

structures across existing consumer segments or the development of new

segments based on the components of the value equation.

We believe the total value of a brand in a particular product/service category

is composed of three parts. One part is due to the physical and readily

identifiable (and replicable) features of the brand that delivers specific,

tangible benefits to the purchaser, thus impacting purchase choice. We call

these the tangible product features. The second part is due to some perceived

intrinsic value associated with the brand name due to such things as the

image transferred to the purchaser, trust, longevity in the marketplace, social

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responsibility, consistent performance, and so forth (i.e. the intangibles), and

impacting purchase choice. We refer to this as the brand's equity. The third

component is the price/cost of the product. Thus, the total value (or utility) of

a product or service is a function of 1.) its physical, tangible, deliverable

features, 2.) its brand equity, and 3.) its price.

In addition, we believe that a brand's value is directly related to customer

loyalty. That is, if a particular brand maintains a significantly higher

perception of value to a consumer than any other brand in the category, that

consumer will consistently purchase that brand and consistently recommend

that brand to others. Conversely, as brands in a category become less

differentiated in terms of both tangible and intrinsic features, price becomes

the major differentiator of value, and thus, there is little loyalty.

We observe that people tend to trade off price against the combined bundle

of tangible product features and brand equity in order to optimize total

utility or total value.

We also note that the intrinsic part of a brand's value, brand equity, may be

positive or negative, meaning that a brand name can be used to increase

overall utility of a choice, or may detract from the overall utility of a choice.

Said differently, a positive brand equity allows a marketer to charge a

premium in the market place over the value of the bundle of tangible features

alone, or over the value of an unbranded product/service. And, some branded

names in a particular category could have such a negative value among some

purchasers such that the brand's equity could be below that of an unbranded,

or base line, product/service.

The estimate of brand equity is relative to the other brands in the measured

competitive set. Therefore, to obtain an estimate of absolute brand equity we

often recommend that the study include either an unbranded product, a store

brand, or a dummy brand name, whichever is most appropriate for the

category. This provides the base price point for estimating brand equity in

terms of its absolute dollar value.

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The advantages of this modeling approach are:

1. The model is not dependent on internal financial data.

2. It is relatively fast and easy to execute using proven research

methods.

3. It can be executed at any time in the business cycle. That is, it is not

dependent on internal cyclical accounting changes.

4. It takes into account all major relevant brands in a defined

product/service category.

5. It measures brand equity relative to other current and potential brands

in the category, including unbranded items when they exist in the

category.

6. It recognizes that value of any one brand's equity can be defeated in

the marketplace by competitor pricing strategies, at least in the short

run.

7. It allows the firm to assess price elasticity and cross elasticities of

their own brands and competitor brands in a category.

8. Results can be projected to estimate the total value of a brand name

under alternative sales projections. Thus, this modeling approach can

be used to evaluate the total dollar value of a brand name for purposes

of evaluation and acquisition.

.

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Chapter 3.Analysis

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PRIMARY DATA ANALYSIS

Primary data is the data which the researcher collects through various methods like

interviews, surveys, questionnaires etc. Some advantages and disadvantages of primary data

are as follows:

The first advantage of primary data is that it can be collected from a number of ways like

interviews, telephone surveys, focus groups etc. Secondly, it can be also collected across the

national borders through emails and posts. Thirdly, it can include a large population and wide

geographical coverage. Fourthly, it is relatively cheap and no prior arrangements are

required. Moreover, primary data is current and it can better give a realistic view to the

researcher about the topic under consideration.

On the other hand, the major disadvantage of primary data is that it has design problems like

how to design the surveys. The questions must be simple to design a general lingo

(understandable). Some respondents do not give timely responses. Sometimes, the

respondents may give fake, socially acceptable and sweet answers and try to cover up the

realities. In some primary data collection methods there is no control over the data collection.

Incomplete questionnaire always give a negative impact on research

Percent: A percent is a ratio whose second term is 100. Percent means parts per hundred.

The word comes from the Latin phrase per centum, which means per hundred. In

mathematics, we use the symbol % for percent.

Let's look at our comparison table again. This time the table includes percents.

Comparing Shaded Boxes to Total Boxes

Grid Ratio Fraction Percent

1 96 to 100 96%

2 9 to 100 9%

3 77 to 100 77%

Chi-Square Test?

- Chi-square Test for Association is a (non-parametric, therefore can be used for nominal

data) test of statistical significance widely used bivariate tabular association analysis.

- Typically, the hypothesis is whether or not two different populations are different enough in

some characteristic or aspect of their behavior based on two random samples.

- Chi-square Goodness-of-fit Test is used to test if an observed distribution conforms to any

particular distribution. Calculation of this goodness of fit test is by comparison of observed

data with data expected based on the particular distribution.

When to apply a Chi-Squared Test:

- Chi-Squared test is used to determine if there is a statistically significant difference in the

proportions for different groups. To accomplish this, it breaks all outcomes into groups.

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What the Chi-Squared Test does:

- It starts by determining how many defects, for example, would be ―expected‖ in each group

involved.

- It does this by assuming that all groups have the same defect rate (which Minitab

approximates from the data provided).

- If the numbers are different by a large enough amount, Chi-Square determines that the

groups do not have the same proportion.

Chi-Square Requirements:

- Data is typically attribute (discrete). At the very least, all data must be able to be

categorized as being in some category or another).

- Expected cell counts should not be low (definitely not less than 1 and preferable not less

than 5) as this could lead to a false positive indication that there is a difference when, in fact,

none exists.

Chi-Square Hypotheses:

- Ho: The null hypotheses (P-Value > 0.05) means the populations have the same

proportions.

- Ha: The alternate hypotheses (P-Value <= 0.05) means the populations do NOT have the

same proportions.

Chi-Square Test of Independence The Chi-Square test is known as the test of goodness of fit and Chi-Square test of

Independence. In the Chi-Square test of Independence, goodness of fit frequency of one

nominal variable is compared with the theoretical expected frequency.

In the Chi-Square test of Independence, the frequency of one nominal variable is compared

with different values of the second nominal variable.

The Chi-square test of Independence is used when we have two nominal variables. The Chi-

square test of Independence data may be in the R*C form. In the Chi-Square test of

Independence, R is the row and C is the column. In the Chi-Square test of Independence, the

test variable may be more than two.

Procedure in Chi-Square test of Independence: To perform the Chi-Square test of Independence, first we have to calculate the expected

value of the two nominal variables. We can calculate the expected value of the two nominal

variables by using this formula:

Where

= expected value for Chi-Square test of Independence

= Sum of the ith column in the Chi-Square test of Independence

= Sum of the kth column in the Chi-Square test of Independence

N = total number in the Chi-Square test of Independence

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After calculating the expected value, we will apply the following formula to calculate the

value of the Chi-Square test of Independence:

= Chi-Square test of Independence

= Observed value of two nominal variables for the Chi-Square test of Independence

= Expected value of two nominal variables for the Chi-Square test of Independence

Degree of freedom in Chi-Square test of Independence: In the Chi-Square test of

Independence, the degree of freedom is calculated by using the following formula:

DF=(r-1) (c-1)

Where

DF = Degree of freedom for the Chi-Square test of Independence

r = number of rows in the Chi-Square test of Independence

c = number of columns in the Chi-Square test of Independence

or degree of freedom can be calculated as:

DF= N-1 ,Where, N is the number of cells in the table.

Hypothesis: Null hypothesis, Ho: In Chi-Square test of Independence, null hypothesis assumes that there

is no association between the two variables.

Alternative hypothesis, Ha: In Chi-Square test of Independence, alternative hypothesis

assumes that there is an association between the two variables

Research Designs

Research is the systematic application of investigative tools to an issue, problem, or

phenomenon the purpose of which is to develop valid and reliable information that will lead

toot a better understanding of the research target. Questions concerning the definition of

research persist because interactions among the varied objectives of research studies, on the

one hand, and on the other hand, bias, ignorance, or both on the part of the users of research

findings as to what constitutes ôreal researchö. Some users of the findings of experimental

research (as well as some experimental researchers, as an example) denigrate the value of

descriptive research. Descriptive research, however, can be of great value to political

campaigns and marketers even though its value may be low in relation to medical trial

studies. Conversely, double-blind experimental research that is essential in most medical trial

studies (a) are not feasible for many political and marketing purposes and (b) would be of

limited value in such cases even if they were feasible.

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Research Design

Descriptive research design

Descriptive research is used to obtain information concerning the current status of the

phenomena to describe "what exists" with respect to variables or conditions in a situation.

The methods involved range from the survey which describes the status quo, the correlation

study which investigates the relationship between variables, to developmental studies which

seek to determine changes over time.

Statement of the problem

Identification of information needed to solve the problem

Selection or development of instruments for gathering the information

Identification of target population and determination of sampling procedure

Design of procedure for information collection

Collection of information

Analysis of information

Generalizations and/or predictions

ADVANTAGES

The subject is being observed in a completely natural and unchanged natural environment. A good example of this would be an anthropologist who wanted to study a tribe without affecting their normal behavior in any way. True experiments, whilst giving analyzable data, often adversely influence the normal behavior of the subject.

Descriptive research is often used as a pre-cursor to more quantitatively research designs, the general overview giving some valuable pointers as to what variables are worth testing quantitatively. Quantitative experiments are often expensive and time-consuming so it is often good sense to get an idea of what hypotheses are worth testing.

Limitations

The profile has been limited by demographic and socio-economic characteristics.

A psychographics analysis of respondents, attention, interests and opinion was not

attempted, as it did not figure in the various brand needs

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Analysis

. Chi-Square Test

In this project, the null Hypothesis is:

Ho: There is no significant difference between sex of the respondents and their satisfaction

with feature of Nokia phone.

sex

Observed N Expected N Residual

high satisfied 31 33.3 -2.3

satisfied 53 33.3 19.7

Not satisfied 16 33.3 -17.3

Total 100

Chi test Cal Value Table value D F

Value 20.78 5.99 2

Result : Reject this null hypothesis because cal value is grater than table value

Ho: There is no significant difference between sex of the respondents and their satisfaction

with appearances of Nokia phone

Appreance


high satisfied 31 33.3 -2.3


no satisfied 15 33.3 -18.3

Total 100


Value 23.06 5.99 2


23

Ho: There is no significant difference between age of the respondents and their satisfaction

with appearances of Nokia phone

age


less 20 13 20.0 -7.0

21-30 66 20.0 46.0

31-40 8 20.0 -12.0

41-50 8 20.0 -12.0

50+ 5 20.0 -15.0

Total 100


Value 133.9 9.48 4


Ho: There is no significant difference between age of the respondents and their satisfaction

with battery backup of Nokia phone

battery


high satisfied 42 33.3 8.7


not satisfied 15 33.3 -18.3

Total 100


Value 15.14 5.99 2


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Percentage test

Q. Place for preference for buying Mobile phone?

41%

47%

6%6%

Priority outlet

Dealers

Gray market

Others

Q Are you satisfied with price of Nokia mobile Phone ?

0 5

10 15 20 25 30 35 40 45 50

High satisfield Satisfield

Neither satisfield or disssatisfield Dissatisfield

Highly dissatisfield

Series1

25

Q Are you satisfied with Advertisements of Nokia mobile Phone?

0

5

10

15

20

25

30

35

40

45

50

Hig

h

satisfield

Satisfield

Neither

satisfield

or

dis

ssatisfield

Dis

satisfield

Hig

hly

dis

satisfield

Series1

Q Are you satisfied with Features of Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

26

Q Are you satisfied with Audio output of Nokia mobile Phone ?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

Q Are you satisfied with Software compatibility of Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

27

Q Are you satisfied with Built in memory of Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

Q Are you satisfied with Camera/video quality Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

28

Q Are you satisfied with Accessories of Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

Q Are you satisfied with Appearances of Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

29

Q Are you satisfied with Battery backup of Nokia mobile Phone?

0

5

10

15

20

25

30

35

40

45

High

satisfield

Satisfield Not

satisfield

Series1

Q Are you satisfied with services provided by Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

30

Q Are you satisfied with Brand image of Nokia mobile Phone?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

Q Are you satisfied with its life?

0

10

20

30

40

50

60

High

satisfield

Satisfield Not

satisfield

Series1

31

Q Are you fully aware all the Features of Nokia mobile Phone?

Q Sex?

32

Chapter 4.Conclusions and Discussion

33

Classification based on satisfactory level

Attributes Features Battery

Backup

Software

compatibility

Audio

output

Accessories Appearance Built

In

memory

High

satisfied

23% 40% 37% 26% 24% 28% 21%

Satisfied 58% 40% 48% 54% 56% 52% 55%

Not

satisfied

19% 20% 15% 20% 20% 20% 24%

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FINDING THE STUDY

1. Among the total 100 respondents, 65 percent of the respondents were male while

remaining 35 percent of the respondents were female.

2. From the study undertaken, out of the total number of respondents are falling under

the age group of 17-50+ years.

3. From the study undertaken, majority of the respondents, (40 Percent) are graduates

and (40 Percent) are post graduate.

4. From the survey undertaken, 24 percent of the respondents are falling under the

income level Rs. below 10000 and 26% more than 40000.

5. From the survey undertaken, between the educational qualification and the purchase

decision of the respondent, it has been found that 40 respondents are graduates, of

these, 38% respondents are depending upon the advertisements for their purchase

decision.

6. From the study undertaken, between the age and purchase decision of the

respondents, out of 100 respondents, 20 of them are depending upon advertisement

for their purchase decision, and 36% respondents are falling under the age group of

21-30 years.

7. From the survey undertaken, between the mode of the purchase and income level of

the respondents, it has been found that 26 respondents are falling under the income

level more 40000, of these 18 respondents are making their purchase by cash.

8. From the survey undertaken 36% are highly satisfied with its brand image

Features:-

1. Audio Output:- In the above analysis, 26% of respondents are highly satisfied with

the audio output, 54% of the respondent are satisfied, and 20% of respondents are not

satisfied with this attribute.

2. Camera/video:- In the above analysis, 28% of the respondent gave their opinion as

highly satisfied with the features of the software compatiblity,52% of the respondents

gave their opinion as satisfied,20% of the respondents were not satisfied.

3. Software Capability:- In the above analysis, 37% of the respondent gave their

opinion as highly satisfied with the features of the software compatiblity,48% of the

respondents gave their opinion as satisfied,15% of the respondents were not satisfied.

4. Built in memory:- In the above analysis, 21% of the respondent gave their opinion

as highly satisfied with the features of the built in memory,55% of the respondents

gave their opinion as satisfied,24% of the respondents were not satisfied.

5. Accessories:-In the above analysis, 24% of the respondent gave their opinion as

highly satisfied with the features of the accesories,56% of the respondents gave their

opinion as satisfied,20% of the respondents were not satisfied.

35

6. Appearance:- In the above analysis, 28% of the respondent gave their opinion as

highly satisfied with the appearance,52% of the respondents gave their opinion as

satisfied,20% of the respondents were not satisfied.

7. Battery backup:- In the above analysis, 40% of the respondent gave their opinion as

highly satisfied with the battery,40% of the respondents gave their opinion as

satisfied,20% of the respondents were not satisfied.

SUGGESTIONS

1. Most of the respondents were satisfied with the price, company image and Battery

backup of Nokia. So it is suggested that the same standard is to the maintained.

2. Factors like after service, audio output, software compatibility and special features

are admired the respondents, hence this features has to be continued.

3. Regarding built in memory and brand image, a few of the respondents expressed their

dissatisfaction. so this factor has to be improved with a view to attract more

customers and to retain the existing customers.

4. To attract customers situated in all areas, advertisement can be given through all

media to attract customers in rural areas.

5. The sales promotion offers are not impressive. Hence, the company should work

towards providing more sales promotion offers to attract the customer‘s .The

customers are not satisfied with the price level, so they can better consider the price

level.

CONCLUSIONS

The important product attributes of any Mobile like price and company image

have received favorable appreciation from the respondents. Product attributes

like battery backup, appearances, software compatibility and audio output have

also been appreciated. It is certified that the consumer behavior concept is an

unpredictable one in any kind of market .But this study has attempted its best to

reveal the same.

36

Appendix

37

Mobile phone user survey in East Delhi

Q1. Place for preference for buying Mobile Phone?

1. Priority outlet ( ) 3. Dealers ( )

2. Gray market ( ) 4. Others ( )

Q2.Are you satisfied with price of Nokia phone?

1.High satisfied ( ) 2. Satisfied ( )

3. Neither satisfied nor dissatisfied ( ) 4. Dissatisfied ( )

5. Highly dissatisfied ( )

Q3. Are you satisfied with Advertisements of Nokia phone?

1. High satisfied ( ) 2. Satisfied ( )

3. Neither satisfied nor dissatisfied ( ) 4. Dissatisfied ( )

5. Highly dissatisfied ( )

Q4. Are you satisfied with Features of Nokia phone?

1. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q5. Are you satisfied with Audio output?


Q6. Are you satisfied with Software compatibility?


Q7. Are you satisfied with Built in memory?


Q8. Are you satisfied with Camera/video quality?

1. .High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q9. Are you satisfied with Accessories?

1.. High satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q10. Are you satisfied with Appearances?


Q11. Are you satisfied with Battery backup?


Q12. Are you satisfied with its services provided by Nokia service center?


Q13. Are you satisfied with its Brand image?


Q14. Are you satisfied with its life?


38

Q15. Are you fully aware all the Features of Nokia phone?

1. Yes ( ) 2. No ( )

Q16. Who suggested you buy Nokia phone?

1. Family ( ) 2. Relative ( ) 3.Friends ( )

4. Neighbors ( ) 5. Dealer ( ) 6.Advertisment ( )

Q17. Age?

1. Below 20 ( ) 2. 21-30 ( ) 3.31-40 ( )

4. 41-50 ( ) 5. More than 50 ( )

Q18. Sex?

1. Male ( ) 2. Female ( )

Q19. Your education qualification?

1. Primary ( ) 2. Secondary ( )

3... Graduate ( ) 4. Post graduate ( )

Q20. Your monthly income?

1. Below 10000 ( ) 2. 10000-20000 ( ) 3. 20000-30000 ( )

4.. 30000-40000 ( ) 5. More than 40000 ( )

39

References

Marketing research book by Naresh K. Malhotra (fifth edition )

Indian Journal of Marketing july 2009

Indian Journal of Marketing june 2007 Business Today june 2008

nokia.co.in

motorola.com Original Structure.htm

customer satisfaction of nokia mobile in east delhi project

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