factors affecting brand choice of mobile phone handsets

7/31/2019 Factors Affecting Brand Choice of Mobile Phone Handsets

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DECLARATION

I Deepti Gupta, Roll no. 428 student of M.B.A. IV sem of Shri Baba Mastnath Institute of

Management Studies & Research, Asthal Bohar Rohtak hereby Declare that the final year

project entitled “Factors affecting brand choice of Mobile Phone Handsets” is an original work and

has not been submitted to any other institute for award of any degree. The interim report was

presented to supervisor on ________________. The feasible suggestions have been duly

incorporated in consultation with the supervisor.

Countersigned

Signature of the supervisor Signature of Candidate



ACKNNOWLDGEMENT

The project of this nature is a difficult task stretching over a period of time. Although this project

is being brought in my name, it bears an imprint of guidance and cooperation of many individuals

in the successful and trouble free completion of my project report “factors affecting brand choice

of Mobile Phone Handsets”.

On the moment of accomplishment of this project I would like to thank those who have contributed

to it in several ways.

I would like to express my heartful gratitude to Mr. S.P. Singh Director of Shri Baba Mastnath

Institute of Management Studies And Research.

I am also thankful to Mrs. Seema Mahlawat for giving his ample time and sharing his knowledge.

I would like to thank all the consumer and all the dealers, whose immense cooperation provided

considerable help to the project.

My acknowledgement would be incomplete, if I don’t thank my family members and who are

always behind me.

(Deepti Gupta)

PREFACE



Modern marketing is something beyond a good product pricing it suitably and making it available

to the customers. Effective marketing is critical to the success of every organization whether big or

small. There is no denying the facts all that all industrial organization has profit making objectives.

We are exposed to marketing in almost everything we do. It involves large number of activities

such as marketing research, product planning and development, branding, packaging,

advertisement. Where management have healthy management skills, full of potential and is also

willing to take risk in order to serve its customer in a better way than its competitor that company

touches the Zenith of success. This healthy management comes only through the practical exposure

and experience.

Therefore, to cope with various industrial and organizational problems, market research is

necessary for finding out the customers and prospective customer and also to know the preference

of customer and market share.

For this purpose I have done my final year Project Report on the topic of “factors affecting Brand

choice of Mobile Phone Handsets”. It gave me pleasure to work on such topic and also to learn

practical things.

For this particular purpose various Universities and Management institute are running Management

courses of which this project is part of study of curriculum and necessary to prepare. It has proved

very helpful in removing many serious doubts and has made able to accept the challenges and

opportunities.

Table of Contents



Declaration

Acknowledgement

Preface

Table of content

Chapter 1: company profile

Product profile

Information about product

Introduction of the study

Scope of the study

Significance of the study

Objective of the study

Conceptualization of the the study

Focus of the problem

Chapter 2: research methodology

Meaning of research

Research design

Sample size



Chapter:3 data analysis and interpretation

Chapter 4 findings and conclusion and suggestions

Chapter 5 Annexure

Introduction Of The Study

Marketing to any layman would mean the selling of goods at different places. But actually it is

something more than “selling ”which in turns is only a part of the former. It covers all the activities

that involve what to produce. How much to produce. What channels to adopt to distribute the good

to the final consumers and what advertising media to select. The modern marketing concept makes

customer at the centre-stage of organization efforts. The focus, within the marketing concept to

reach the target customer, sets the ball rolling for analyzing each of the conditions of the target

market. The first being to find out interest of such persons as would become prospective

customers. Then comes the willingness of such interested persons to buy the offered product. But

since customer needs come first and then the organization offers the product, as imperative of the

marketing concept, customer’s willingness to buy cannot be studied in the isolation of the interest

of such prospects to satisfy a basic need from different satisfiers. Customers’ needs recognition,

their involvement level, the available alternatives, the decision to buy and post – purchase

behavior. Every consumer is unique and this uniqueness is manifest in search, purchasing,

consuming, reacting, etc. Thus, consumer behavior must be properly understood by marketers.

Ostrow and Smith have defined consumer behaviors as actions of consumers in the marketplace

and the underlying motives for those actions. Marketers expect that by understanding what causes

consumers to buy particular goods and services they will be able to determine which products are



needed in the market place, which are obsolete, and how best to present those goods to the

consumer. It is the behavior that consumers display in searching for, purchasing, using, evaluating

and disposing of products, services and ideas that they expect will satisfy their needs.

Today’s customer is exposed to international quality, thanks to the entry of more

Players from within India and abroad.

He dictates specification, quality standards, and chargeable.

He wants everything here and now.

Both budget shoppers and high spenders are demanding better returns for the

Money they spend.



Buyer characteristics

Cultural

CultureSubcultureSocial classSocialReference GroupsFamilyRoles & status

PersonalAge and life cycle stageOccupationEconomicCircumstancesLife stylePersonality & Self ConceptPsychologicalMotivationPerceptionLear ningBeliefsAttitudes

High Low

Involvement Involvement

Significant Consumer buying variety seekingDifferences behavior behavior Between

Brands

For Difference Dissonance HabitualBetween reducing BuyingBrands Behavior Behavior

rketing and other stimulired productropriate price

ht placevant promotion

ernal Environment

nomichnologicaltical

ural

ategetrkets

mentper tomer

eds

Major factors Influencing Decision

Buyer Decision Process

Need

Recognition

Information

Search

Evaluation of Alternatives

Purchase intention

Attitude of unanticipated

Others situations

Purchase Decision

Post purchase behavior

A consumer’s decision to buy a product or service is the result of interplay of many forces or

stimuli. The starting point is the marketers’ stimuli in the form of product through some

promotional method, available at some outlets at a price. The marketing stimuli for the product

include locating target markets and segmentation of market as per customer needs. The marketing

and environmental stimuli enter the buyers mind through cultural, social, personal and

psychological factors. The marketing and other stimuli when come in contact with buyer the

buyer’s decision process initiates. Every person has his\her distinct set of standard of judgments

which is reflected in every individual. However there is some commonality between all of us



which make a marketer to classify and analyze the consumer behavior.

Factors influencing Consumer Decision

A large number of cultural, social, personal and psychological factors operate to influence the

buyers’ decision. Most of these factors are interdependent and interrelated and often there is some

overlapping between them. These are as follows:-

A. Cultural factors

Culture refers to the social heritage of the society. It encompasses the social values, attitudes

towards work, social intercourse, language, belief, art, morals, law, customs, traditions and any

other capability and habits acquired by man as a member of the society.

• Culture: - Indian society follows conformity, spiritualism, and respect for elderly,

traditionalism and education as its cultural values. There is a shift in the cultural values that

set the pace for new generation like women joining workforce results the excessive use of

ready to cook food, washing machine, oven etc.

• Sub culture: - A sub-culture is an identifiable and distinct group that has unique

characteristics. The sub-culture exists within larger society. A person living in Calcutta

would feel that he is different from the one living in Bihar.

B. Social factors

Consumer is a social being. Consumer behavior is influenced by many social factors like reference

group, family roles and status.

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



A reference group consists of groups that have immediate/remote, direct/indirect influence

on the forming of individual and group values, attitudes, and behavior. Thus, the reference

group provides a frame of reference for an individual on group for their purchase,

consumption, use or influence.

• Family: - A person’s world starts with the family in which he/she is born. The family has

major influence on the behavior of its members. Today, the concept of family has changed

in urban population from joint family to nuclear family. The emergence of working women

affects the consumption pattern. In a survey it was found that the Generation I Man chooses

brands of his choice for soaps and toiletries, irrespective of the family’s choice. He depends

on the user- testimonials, world of mouth, and personal judgement for expensive products.

• Roles and status: - an individual has many roles to play. A man is father of his daughter,

husband of his wife, son of his parents, brother of his sister, manager of workplace. The

type of status one can have in the society depends upon the relative position at home, work

and society. Products must be prepared not only as per customer’s requirements, the roles

and statuses. Thus the role and status of a Supreme Court judge would take him to a place

where he can get products of his choice.

C. Personal factor

A consumer is influenced by age and life-cycle stage, occupation, economic circumstances, life-

style, personality and self concept.

• Age and life cycle stage: - A person’s age is important decider of the needs. Small children

require milk powder, baby foods toys, games soft drinks and educational facilities. Young

adults require trendy clothes, recreational facilities; transportation etc. consumption



behavior is also influenced by the specific stage of family life- cycle like bachelor stage

(young, single people not living at home) have financial burden. They buy basic kitchen

equipment, basic furniture, cars, equipment for mating game, vacations.

• Occupation: - the occupation of a person decides the consumption pattern. For example, a

teacher would buy simple clothes, means of communications, books, pencils,

transparencies papers, etc. while a company executive would buy expensive clothes, visit

by air, get membership of resorts and club, etc.

• Economic Condition: - Income, saving, asset, borrowing power, etc. decide the economic

capacity of the customer to buy a product.

• Life – style: - it has been observed that customer coming from different cultures, sub

cultures, etc bear different life-styles. Life style are identified by taking various Activities

(work, hobbies, shopping sports), Interest (fashion, food, media, achievement), Opinion

(business, politics, products, future), and Demographic (age, education, life cycle stage)

into account.

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

person that is manifest in outer behavior in terms of individual differences. A person’s self

concept, the part of personality would decide the type of products that will be bought. For

example, a person with self confidence and adaptability would buy not the same toothpaste,

brush, toiletries; etc, etc. next time he goes for shopping he would try to buy innovative

products that correspond to his personality.

D.Psychological factors



The psychological make up of a person is reflected by his personality. It is personality which

determines individual’s reaction to the outside world. Personality or psychological factors such as

perception, learning, belief, attitudes and of course motivation influence the buyers’ behavior to a

large extent in many cases. Therefore, from marketing point of view, it is essentials to understand

the motives, perception, beliefs and attitude of prospective buyers.

Telecom Industry

The digital divide of India is one of the most pervasive in the world. Though the nation hosts a

burgeoning IT sector growing in excess of 25 percent a year, its teledensity is lowest in the world,

with less than 5 phones for every citizen. Despite a recently deregulated telecommunications

market and government initiatives aimed at quickly increasing the number of phones available to



its citizen, efforts to narrow the disparity of telecommunication services available between urban

and rural areas have made slow progress. This report examines the reasons behind the nation’s

digital divide, identifies what steps the government is taking to close it, and analyses trends and

players currently driving the market forward.

Telecommunication is an industry that has shown it to be heavy on global consolidation. It is very

likely that India’s largest companies be taken over by Europe’s largest or America’s largest player.

Number constitute the earliest part of this exercise by 2010, the number of fixed line connection in

India will swell to 170 million and the no of cellular connection to five crore.futurists may like to

spell of a future where subscriber will have to like with just one number. Call that number and if

they are at home, within easy reach of landline, that will ring, if they are on road, their mobile will

deep; if they are at work, the call will automatically be re-routed to their office extension; and if

they are in meeting the call will end up at voice mail ,service. A will line telephone will become

like a wall clock. Every house will have one but a cellular phone will be like a wristwatch

everyone will have one.

India Telecom – Connecting India

“We are christening the year 2007 as the ‘Year of Broadband’,” announced Dayanidhi Maran,

union minister of communication and information technology, at the inaugural address of India

telecom 2006. Organized by the department of telecommunication, FICCI and TEMA the

exhibition emerged as a platform for the telecom industry to come together and showcase their

existing and upcoming technologies and services. Maran stated, “We are targeting broadband

connectivity for nine million people 2007.” The sentiment at the inauguration of the exhibition was



clear: to see India as an emerging hub of telecom manufacturing and broadband, thereby

connecting every nook and corner of the country.

A Promising Future

High speed connectivity dominated the theme of the exhibition. Ericsson showcased the

technologies like High Speed Pocket Access and video calling. Also on display was Ericsson’s

mobile phone health solution. This 3G feature would allow doctors to monitor the health of their

patients virtually.

India’s turn for manufacturing

Kalam expressed his vision of seeing India develop into a manufacturing hub of telecom

equipment. “We should project a goal of 70-30 by which more than 70 per cent of the telecom

hardware and software should be manufactured in India 2010,” he stated. Opportunities for the

same were further discussed at the conference on ‘innovation and telecom equipment

manufacturing’ that took place along side the exhibition.

Overall, the year 2006 saw events solely devoted to Telecom, targeted towards industry as well as

the consumers. This is a good sign for booming telecom industry in India that is already being eyed

by the rest of the world.



NOKIA

Nokia is a world leader in mobile communications, driving the growth and sustainability of the

broader mobility industry. Nokia connects people to each other and the information that matters to

them with easy to use and innovative products like mobile phones, devices and solutions for

imaging, games, media and businesses. Nokia provides equipment, solutions and services for

network operators and co operations. Nokia comprises four business groups and three horizontal

groups.

Nokia mobile phones & telecommunication infrastructure products reached international market by

1990. In May 1992, Jorma Ollia was appointed to head the entire Nokia group. It made the major

strategies divert its non core operation and to focus on telecommunication.



Several standard features of today’s mobile phones were developed by Nokia such as graphic

displays, signal and battery indication, colored covers and singing tones. Today nokia brand is

symbol of simplicity and style.

Effective January1, 2004, nokia reorganized its structure in a move to further align the company’s

overall structure with its strategy. The company includes four business groups: Mobile Phones;

Multimedia; Enterprise solution and Networks. Nokia also includes two horizontal groups that

support the mobile device business groups: Customers and Market Operations and Technology

Platforms.

SAMSUNG

Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US $56 Billion

Samsung Electronics Co. Ltd., has been operating in India since 1995. It is a leading provider of

high tech Consumer Electronics, Home Appliance, IT and Telecom products in country. in its

tenure of over 10 years in country, Samsung India has set up manufacturing facilities for Color

Televisions, Microwave Ovens, Washing machines, Air conditioners, color monitors and more

recently Refrigerators in the country. All the facilities are located at its manufacturing complex at

Noida, Uttar Pradesh. The company had set a Software Technology Park for digital visual Display

Products at Noida in the year 2002.in the year 2004; Samsung India has been made the Regional

Headquarters for Samsung Operations in South West Asia.



About Samsung Electronics

Samsung India is a leading provider of high Tech Information Technology, Telecom, Consumer

Electronics and Home appliances products in their country. Samsung Electronics Co. Ltd. Is a

global leader in semiconductor, telecommunication, digital media and digital convergence

technologies with 2004 Parent Company sales of US$55.2 billion and net income of US$10.3

billion. Employing approximately 113000 people in 90 offices in 48 countries the company

consists of five main business units: Digital Appliance Business, Digital Media Business, LCD

Business, Semiconductor Business, and Telecommunication Network Business. Recognized as one

of the fastest growing brands, Samsung Electronics is the World’s largest producers of color

monitors, color TVs, Memory Chips and TFT- LCDs.

SONY ERICSSON

Sony Ericsson, a 50:50 joint venture of Japanese Sony Corporation and Swedish Ericsson, was

established in October 2001. Sony Ericsson Mission is to establish itself as the most attractive and

innovative Global brand in the Mobile Handset Industry. Officials from Sony Ericsson stated that

the company will produce low-cost cost color screen and playing handsets for people of India with

lower income. The phones will include a color screen and music playing handsets. Sony Ericsson

will make phones in India through its manufacturing agreements it has with Flextronics and

Foxconn. The company's representatives said that by 2009 they hope Indian mobile phone market

to increase to 10 million pieces.

Sony Ericsson cares about people and the environment

Fair treatment of the workforce, proactive Environmental conservation and hands on Community

involvement are fundamental to Sony Ericsson’s vision for a sustainable future. By integrating



sound ethics into all aspects of the company including Human resource management, product

design, supplier requirements, and community outreach programs, Sony Ericsson is helping to

build a cleaner, safer and more enlightened world.

Entertaining a sustainable future

Sony Ericsson considers the sustainable development one of the most important challenge for the

future. Sony Ericsson is proud to be the first manufacturer to phase out nickel cadmium batteries in

all Mobile phones. Among continuing phase out efforts it is working to eliminate lead, halogenated

flame retardants.

MOTOROLA

Motorola’s role as pioneer, innovator and visionary in mobile communications is well known.

Originally founded as the Galvin Manufacturing Corporation in 1928, Motorola has come a long

way since introducing its first product, the battery eliminator. For more than 75 years, Motorola

has proven it a Global leader in wireless, broadband and automotive communications technologies

and embedded Electronic products, and has become a recognized for its dedication to ethical

business practices and pioneering role in important innovations.

Motorola has kept moving at the pace people are living. Its products have grown and changed over

the years, its drive for excellence has strengthened and intensified. From five-pound Handie Talkie

radio to lightweight models of today, Motorola has been the leading provider of two way radio

services to public safety, government transportation, utility and manufacturing enterprises. Its

digital cable set-top terminals and cable modems deliver the promise of a connected home just as

the original home radios and televisions did in the 1930 and 40’s. The leader in the embedded

process production Motorola has developed a broad array of microprocessors for a wide range of



products, from some of the first video games to today’s advanced digital camera. In personal

communications from the introduction of the DynaTAC cell phone in 1983 to today’s sleek

handsets and innovative technology for mobile telephone service. It is also a key supplier of

integrated systems for automobiles, portable electronic devices and industrial equipment.

A to

z of Cell phones

Three - way callingThis feature enables you to conduct a conference call between three parties.

BluetoothA low-power, short range wireless technology designed for local area voice and data

communications. It enables the exchange of information between many devices including certain

wireless phones, notebook PCs, hand held PCs. This technology allows using a wide range of

computing and telecommunications devices, almost wherever and whenever you want

Call barring

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

Call forwarding

Allows you to set your phone to forward all calls.



Call waiting

While making a call, the phone will alert you that another person is trying to call you. You can

choose to answer the call or it will be forwarded to your voice mail.

Code Division Multiple Access (CDMA)

CDMA separates communication by code. Voice is broken into digitized bits, and groups of bits

and groups of bits are tagged with a code. Each code is associated with a single call in network.

Group of bits from one call are randomly transmitted along with those of other calls. Then they are

reassembled in the correct order to complete the conversation.

General Packet Radio Service (GPRS)

GPRS is a wireless data transmission service based on packet transmission. For example, if e-mail

is sent by GPRS it will be reduced into packets of information. Each individual packet travels to its

destination by the quickest possible route. This means that different packets from the same mail

can travel separately through foreign networks around the globe in order to avoid obstructions. At

the preset destination they are rebuilt and presented to the recipient as a whole.

GSM

GSM is the pan-European standard for digital standard for digital cellular telephone service. GSM

was designed for markets to provide the advantage of automatic, international roaming in multiple

countries. The SIM card is a vital component in GSM operation. The user can store all relevant

data for the phone on a removable plastic card. The card can be plugged into any GSM compatible



phone and the phone is instantly personalized to the user.

Talk time

The total time a battery can power a phone for cellular calls. As the phone drains the battery during

the call, the talk time left in the battery diminishes until the phone is turned off or the battery is

recharged.

Standby Time

The time a battery can power a phone in standby mode, ready to make, or receive a call without

being used for an actual call. The longer a phone is in the standby mode, the less standby time

remains in the battery.

Personal Digital assistant (PDA)

Small, handheld wireless device for transmitting pages, data messages, fax and e-mails. It also acts

as an electronic organizer, giving you access to schedule and contact lists. The term is often used

interchangeably with Personal Information Manager.

Roaming

A service offered by most cellular service providers that allows subscriber to use cellular service

while traveling outside their home service area.

Scroll Keys



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

PIN code

The service provider may require a personal identification number for use with outbound calling to

help guard against cellular frauds.

Wireless Application Protocol (WAP)

WAP provides a complete set of specification to support Internet protocols. Simply put, it’s a

special way of formatting content so that it can appear on small screens, like those on wireless

phones or PDAs.



Significance of Study

This project is particularly about the Factors affecting brand choice of mobile handsets.

There are various factors which affect the brand choice of mobile phone handsets of a consumer so

that with the help of this study one should take important decisions in related to the same so that

manufacturer ,dealers and other related persons would make their strategies accordingly and also

being able to create brand equity among consumers.

This study will include various analysis of different brands of mobile handsets that are available in

the market so that will help the same in many grounds while deciding particular strategies

regarding the same which can be proved effective for such competitive environment.

To create a brand loyalty brand preferences are not an easy task so this study will help the same to

create brand equity after considering consumer preferences and choices. This study will include

various factors like price quality, income level, durability etc. which affect the particular brand

choice among consumer.



Review of Existing Literature

The study on factors affecting brand choice of mobile handsets has already studied earlier in Indian

Journal of Marketing. The study shows the consumer behavior and those factors which affects the

behavior of consumer and the brand choice of mobile handsets. Due to technology is improving

day by day; there has been an increased expectation in the customer mind for newer products and

improved alternatives for the existing one. And for this consumer are ready to pay much more to

gain more comforts.



Conceptualization

Marketing is a process, which carries goods from producer to ultimate consumer. Marketing

bridges the gap between consumer and producer. It is in this sense that marketing has been defined

as “all the activities involved in the creation of place, time and possession utilities”.

“Marketing includes all those activities having to do with effecting changes in the

ownership and possession of goods and services. It is that part of economics which deals with the

creation of time, place and possession utilities and that place of business activity through which

human wants are satisfied by the exchange of goods and services for some valuable consideration”.

Brand is a name, term, sign, symbol, and design or a combination of them intended to identify

the goods and services of one seller or group of sellers and to differentiate them from those of

the competition. Brand is that which includes various attributes and benefits serve some value

and culture provides a particular personality and serves to user. The consumer derives several

advantages:

• Indication of source

• Easy to shop

• Consistent Quality

• Uniform price

• Status

• Packaging



In market various brands of mobile handsets are available but which brand will be

preferred by consumer it mainly depends upon many factors. These factors can be

• Price of product

• Availability of product

• Income level of consumer

• Age level of consumer

• Various features of product.

• Occupation of the consumer



Focus of the problem

Any type of research study suffers from certain limitations relating to either the research itself or to

the topic thought. The degree and nature of the limitation varies with the topic.

The present study has been undertaken to analyse the factors which affect the decision of

consumer relating to Brand choice of Mobile Phone Handsets in Rohtak city Its aim is to study the

consumer opinion and preferences relating to features of Mobile phone handset in the market.



SCOPE OF STUDY

The present study is Exploratory one and is aimed at finding out considerations involved while

buying a mobile phone handsets. An attempt has been made to the prevalent attitudes, usage

pattern and benefits sought by using mobile phone handsets. How different segments differ in their

behaviour with respect to the product under study.



Objective of the study

The main objective of the study is to know about the factors which are the most influential

one in the brand choice of mobile handsets.

Other objective is to know that which of the brand available in the market is the most

popular among the people.

To know whether there is any difference in the brand choice of the youth and the aged

people.

To know the customer perception about different brands of mobile handsets.

To know which feature of mobile is most influential while purchasing the mobile.

Research Methodology

Research methodology is a way to systematically solve the research problem. It is the science of

studying how research is done scientifically. Methodology is the blueprint on which any study is

done. Basically it provides a framework on which the whole study is carried out. This is important

because it keeps the study on the right track and optimizes the time and cost factor involved.

Further more for effective and efficient study a properly planned methodology is must.

Research methodology is carefully planned as the accuracy, reliability and adequacy of results

depends upon research methodology followed. Moreover it also helps in the evaluation of the

research by other also. So the research to be purposeful the researcher should plan research

methodology before proceeding to research study.



Research Problem

The first step while conducting a research is to carefully define the research problem. The present

study has been undertaken to analyse the factors affecting Brand choice of Mobile handsets.

Research Design

Research design is the blueprint to study any problem. It is a plan for collection, analysis and

interpretation of data in a manner that is relevant to the research purpose with economy in

procedure. Research design can be categorized as

• Exploratory research

• Descriptive

• Experimental

The present study is exploratory research because as it tries to gather first hand data pertaining to

various factors affecting brand choice.

Universe or survey population

The universe of the study is entire Rohtak City.

Sample Design

The amount of research work is limited by shortage of time and resources. Due to this limitation it

is not possible to gather complete information. So the technique of sampling is applied. The

sample are so selected that they are representative of entire Population.

Sampling Unit : Rohtak City

Sample size : 180

Sampling Media : Questionnaire

Sampling Technique : Convenient Sampling



The following is the age wise and occupation wise distribution of the 180 respondents:

Age wise Distribution

Age Total

18-28 70

28-38 70

>38 40

Occupation wise distribution

Occupation Total

Student 59

Businessman 46

Serviceman 45

Professional 21

Housewife 09

Data collection

The study is based on both primary and secondary data. The primary data is collected using a

printed questionnaire.

The secondary data is collected from company’s website, dealers’ information, catalogues and

manuals journals, newspapers, pertaining to marketing and consumer behavior.



Analysis Pattern

The data have been analyzed mathematically and Interpreted in the forms of tables, charts by

means of summation and percentage.

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

Name of Brand Total No of Users

Nokia 97

Samsung 33

Sony Ericsson 29

Motorola 16

Others 05

Total No of Users

Nokia

Samsung

Sony Ericsson

Motorola

Others




Name of Brand

/Age group

18-28 28-38 <38 Total

Nokia 31 39 27 97

Samsung 14 12 7 33

Sony Ericsson 15 12 2 29

Motorola 08 06 2 16

Others 02 01 2 05

Total 70 70 40 180

Occupation wise Distribution

Brand Name

/Occupation

Student Businessman Serviceman Professional Housewife Total

Nokia 30 28 21 15 03 97

Samsung 10 08 12 01 02 33

Sony Ericsson 12 08 05 04 - 29

Motorola 05 02 06 01 02 16

Others 02 - 01 - 02 05

Total 59 46 45 21 09 180



Analysis of Tables:-

From the above table we can analyse that:

• Nokia is the most popular brand among the users, as it constitutes 53.81% of the total of

180. After Nokia the other brands which are popular are Samsung, Sony Ericsson.

• If we look at age wise distribution table then we will find that Nokia is equally popular

among all the age group.

• If we talk about occupation wise distribution, then the top two three brands are equally

distributed but less popular like Phillips and Bird are less resides with very few students

and housewife.



2. You are involved in which occupation?

Occupation No. of users

Student 59

Business man 46

Service man 45

Professional 21

Housewives 09

No. of users

Student

Business man

Service man

Professional

Housewives

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

Total Distribution

No of Days Total No. of Users

Less than 6 months 77



6 months- 1 year 46

More than 1 year 57

Total 180

Total No. of Users

Less than 6

months

6 months- 1

year

More than 1

year


Age

/Days

Less than

6months

6 mnths-1year

More than

1year

Total

18-28 48 17 05 7028-38 21 18 31 70

>38 08 11 21 40

Total 77 46 57 180




Days

/occupation


<6 months 40 09 18 07 03 77

6 mnth-1year 14 13 11 06 02 46

>1 year 05 24 16 08 04 57

Total 59 46 45 21 09 180

Analysis of the table


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

68.3%

• If we look at the age distribution table then we will find that this trend is more common in

the age group of 18-28 as 65 out of 70change their handsets within a year.

• If we look at occupation distribution table then we will find that 49 students out of 59

change their handsets within 6 months and after student it is the serviceman category that

changes their handsets within a year.



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

following)

Rank wise distribution of the factors

Factors

/Rank

1 2 3 4 5 6 Total

Price 93 65 17 02 - 03 180

Image - - 10 88 63 19 180

Quality - 10 55 41 35 39 180

Features 47 78 55 - - - 180

Income 40 27 43 12 - 58 180



After sale services - - - 37 82 61 180

total 180 180 180 180 180 180 180

Occupation wise distribution of the rank 1

Factors

/occupation


Price 19 29 28 10 07 93

Income 04 15 08 11 02 40

Features 36 02 09 - - 47

total 59 46 45 21 09 180


From the above tables we can analyze that:

•

From the rank distribution table we can analyze that price is the most influential factor

among the user, as 93 out of 180 rank price as the first factor, after price, income and

features are the most influential factors as 40 and 47 rank these factors first respectively.

• If we analyze the occupation wise distribution of the most influential factor i.e. price, then

we will find that business and service class are the categories who are more concerned

about this, as 57 out of 93 goes for it. But if we look at the features then it is the student

category, which is more concerned for the same, as 36 out of 59 students rank features as

the first factor of purchasing decision.



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

following)

Rank wise distribution of the features

Factors

/Rank

1 2 3 4 5 6 Total

Phone memory 57 61 47 05 05 05 180

Color display 05 15 24 68 45 23 180

Camera - - 32 55 43 50 180

Bluetooth - - - 22 76 82 180

PC connectivity 83 73 19 02 - 03 180

Shape and size 35 31 58 28 11 17 180

total 180 180 180 180 180 180 180

Occupation wise distribution of the rank 1



Factors

/occupation


PC connectivity 23 22 25 09 04 83

Phone memory 14 18 13 09 03 57

Shape & size 19 06 06 03 01 35

Color display 03 - 01 - 01 05

Total 59 46 45 21 09 180

Analysis of table

From the above tables we can analyze that:

• From the rank distribution table we can analyze that connectivity is the most influential

feature among the user, as 83 out of 180 rank connectivity as the first factor, after it, phone

memory and shape& size are the most influential factors, as 57 and 35 rank these factors

first respectively.

• If we analyze the occupation wise distribution of the most influential feature i.e.

connectivity, then we will find that it is equally important for all the categories. But if we

look at the shape and size and color display, then it is the student category, which is more

concerned for the same as 19 and 03 rank these features as first.



6. Your decision to purchase this particular brand is

(Please tick the appropriate one)

Total Distribution

Decisional Factors Total

Independent Decision 28

Peer Group 73

Advertisements 69

Exhibitions 10

Total 180

Total

Independent

Decision

Peer Group

Advertisements

Exhibitions



Age wise distribution

Factors

/age group

18-28 28-38 >38 Total

Own Decision 04 08 16 28

Friends and

relatives

39 21 13 73

Advertisement 22 38 09 69

Exhibitions 05 03 02 10

Total 70 70 40 180


factors

/occupation


Own decision 01 16 04 05 02 28

Friends & Relt 36 05 18 09 05 73

Advertisements 27 21 21 04 02 69

Exhibition 01 04 02 03 - 10

Total 59 46 45 21 09 180





• Friends and relatives and advertisement are the most influential factor which affects the

decisional aspect of the users, as both comprises 142 out of 180 which is 78.8% of the total.

• If we look at the age distribution table then we will find that friends and relative factor is

the most influential in the age group of 18-28 as 39 out of 70 goes with it, while if we talk

about the advertisement then it is most influential in the 18-28 age group, but if we talk

about own decision criteria then it is most viable in the age group of more than 38.

• If we look at the occupation distribution table then we will find that student category is that

which is mostly with the friends and relative as 36 out of 59 goes with it. And if talk about

advertisement then it is equally distributed among all categories. But businessman category

mostly takes their decisions by themselves as 16 out of 28 of total of own decisions are

with this category.

7. If advertisement then which of the following



Advertisement category Total

Newspaper 26

Television 24

Magazine 14

Others (banners) 05

Total 69

Total

Newspaper

Television

Magazine

Others

(banners)


• From this table we can analyse that those who take their decisions on the basis of

advertisement among such persons newspaper and television are the most influential

category, as out of 69, 50goes with the same.

8. You mainly use the mobile for which purpose?



Total Distribution Table

Factors Total

Communication 93

Entertainment 35

Messaging 52

Total 180

Total

/%figures

Communication

Entertainment

Messaging



Occupation wise distribution

Usage

/occupation


Communication 14 35 29 11 04 93

Entertainment 22 03 04 03 03 35

Messaging 23 08 12 07 02 52

Total 59 46 45 21 09 180


From the table we can analyse that

• From the total distribution table we can analyse that mobile is mainly used for

communication and messaging purpose, as 145 out of 180 says that they use the mobile

more than 50% for these two purposes.

• From the other table we can analyse that communication purpose is equally spread among

all the categories, but entertainment and messaging purpose are mostly exercised by the

student category.

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

Factors No. of users

Status 33

Utility 102



Fashion trend 45

Total 180

No. of users

Status

Utility

Fashion trend


• This table shows that mobile is consider as a utility product more than status and

fashion trend, as the table shows 102 out of 180 use it as a utility product which is

more than status and fashion trend figures.

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

Brand name Satisfied Not satisfied Total

Nokia 87 10 97

Samsung 12 21 33

Sony Ericsson 18 11 29



Motorola 12 04 16

Others 01 04 05

Total 130 50 180

0

1020

30

4050

60

70

8090

100

N o k i a

S a m s u

n g

S o n y

E r i c

s s o n

M o t o r o l a

O t h e

r s

Satisfied

Not satisfied

Analysis of table

This table shows that Nokia brand users are highly satisfied with their current brand, as the

table shows that 87 out of 97 are satisfied with Nokia brand.

Limitation of the study

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

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

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

• Limited time was also a constraint of this study.

• Sample size is short so it cannot represent the mass.



Conclusion

• Nokia is the most popular brand among the mobile users, but apart from Nokia, other

popular brands are Samsung, Sony Ericsson, and Motorola.

• Most of the mobile users are satisfied and among those percentages of Nokia users are

quite high.

• Student category is that category which goes with the variety of brands as brands like

Motorola, Sony Ericsson etc.

• Most of the users change their handsets with in a period of one year, but this trend is more

in the age group of 18-28 and among this age group most of the respondents belong to the

student category

• As far as factors of purchasing are concerned, then price is the most influential factor after

that income and features come into the picture.

• Serviceman and businessman category shows their concern most for the price, while

student category goes with the features like PC connectivity, camera, Bluetooth and

infrared etc.

• If we talk about the features then connectivity is the most influential one, which is equally



important for all the people but for student category shape and size and color display are

also equally important

• When people goes for purchasing the handsets, then suggestions from the friends and

relatives play a major role in their decision making process.

Suggestions

•Due to stiff competition by Nokia the rest of the company should concentrate more on their

marketing policies and try to prompt their product in market in new and better way.

• The mobile market has a good potential therefore companies should concentrate more in

this market, the reasons are

o Rise in education level

o Increasing standard of living

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

good position in the market.

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

sale.

• Companies should provide after sale services to the customer and open the service centers

for providing services to the customer.



Bibliography

References have been taken from books:

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

o Kotler Philip, Marketing Management, Pearson Education Publication, Eleventh Edition

o Leon G. Schiffman, Consumer Behavior.

References have been taken from the Magazines

o My Mobile, India’s best Mobile Magazine, January 2007

Related websites

o www.nokia.co.in

o www.sonyericsson.com

o www.motorola.com

o www.samsungindia.com

o www.google.com

http://www.nokia.co.in/

http://www.sonyericsson.com/

http://www.motorola.com/

http://www.samsungindia.com/

http://www.google.com/

http://www.sonyericsson.com/

http://www.motorola.com/

http://www.samsungindia.com/

http://www.google.com/

http://www.nokia.co.in/



QUESTIONNAIRE

NAME : --------------------------------------

AGE : -------------------------------------

ADDRESS : --------------------------------------

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

a) Nokia

b) Motorolac) Samsungd) Sony Ericssone) Other

2. You are involved in

(a) Business(b) Service



(c) Student(d) Housewife(e) Others

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

(a) Less than 6 months(b) 6 months-1 year (c) More than one year

4. Which factor affects you most while purchasing?

(a) Price(b) Company’s image(c) Handset quality(d) Features(e) Income(f) Guarantee period

5. What type of features those affect you most?

(a) Memory(b) Color display(c) Camera(d) E-mail facility(e) PC Connectivity(f) Bluetooth/ infrared(g) Shape & size

6. How do you consider the mobile in present scenario as a

(a) Status(b) Utility(c) Fashion trend

7. You mainly use the mobile phone for

(a) Communication(b) Entertainment(c) Messaging

8. Your decision to purchase this specific brand is

(a) Your own decision(b) Influenced by friends(c) Influenced by advertisement(d) Influenced by exhibition

9. If advertisement, then which of the following?

(a) Newspaper (b) Television(c) Magazine



10. Are you satisfied with current brand?

(a) Yes (b) No

factors affecting brand choice of mobile phone handsets

Documents