nokia-asha --ok.doc

CONSUMER ATTITUDE TOWARDS NOKIA ASHA MOBILE

With special reference to Paras Electronics, Shimoga

CONTENTS

Chapter 1INTRODUCTION

Introduction Objectives of the study Scope of the study Methodology Limitations of the study

Chapter-2COMPANY PROFILE

History Our vision and strategy Key elements of Nokia’s strategy Our structure Nokia India Pvt. Ltd

Chapter-3PRODUCT PROFILE

Introduction About Nokia ASHA Types of Handsets Services

ATNCC, Shimoga Page | 1

Chapter 4FIRM PROFILE

Introduction History Capital Business and organization Sales analyses

Chapter-5ANALYSIS AND INTERPRETATION OF DATA

Chapter-6SUGGESTIONS AND CONCLUSION

AnnexureQuestionnaireBibliography


CHAPTER-1

INTRODUCTION

INTRODUCTION

OBJECTIVES OF THE STUDY

METHODOLOGY

SCOPE OF THE STUDY

LIMITATIONS OF THE STUDY


INTRODUCTION

Consumer delight among with the profit maximization happens to

be the sole object of every successive businessman, consumer happens to

be a pivotal point around which the entire business evolves. Therefore to

study the consumer likes dislikes, attitudes, preferences etc. Helps to learn

more about consumers and thus helps in decision-making programmes.

As the entire system of market relays upon the study of the consumer

behavior. It would be systematic, realistic and objective to search for the

relevant data.

In this report, a survey has been conducted to find out why

consumers prefer Nokia handset. In this regard a case study of “Paras

Electronics” dealer of the Nokia, Shimoga is carried out into

consideration.

This report has been prepared with the help of information received

from “Paras Electronics” and answers received from respondents.


OBJECTIVES OF THE STUDY

To know the consumer awareness towards different brands of handset

in the city of Shimoga.

To identify the brand leaders of the cellular phones are available at

Shimoga near Jail circle.

How the consumers are introduced to a particular brand of cellular

phones.

To find out the brand loyalty among consumers.

To know the attributes of the products, which the consumers give most

importance.

METHODOLOGY

For the purpose of this study both primary and secondary data’s

have been collected, company’s books of records, files, office report,

Govt. publication, newspapers, industrial manual books forms and the

sources of secondary data.

The primary data was collected through personal interview with the

consumer and the distributor of the company’s agencies in Shimoga City,

as it is not possible to contact the entire consumers in the Shimoga City.


The method of satisfied random of sampling was used. The sample size

contacted was 50 consumers on the basis of geographical classification to

facilitate the survey.

From each geographical area samples of 10 consumers selected at

random survey was conducted through issuing questionnaire to the

consumers.

SCOPE OF THE STUDY

The scope of the study was restricted to Shimoga City. The study

was intended to collect primary data directly from the consumer. Hence,

the businessman and professional persons were contacted in their free

time and interviewed to know their preference among the different brands

of cellular phones available in Shimoga.

LIMITATIONS OF THE STUDY

Consumer’s attitude or consumer behavior involves mainly the human

element. Getting accurate information about the buyer’s is slightly

difficult to take as respondents may try to hide certain information and

may give ambiguous or erosive Company.


Secondly, the short span of time is a major limitation in this project

report.

Thirdly, the vast areas are also a major limitation. This limitation

makes difficult to contact respondents in proper time.


Chapter-2

COMPANY PROFILE

History

Our vision and strategy

Key elements of Nokia’s strategy

Our structure

Nokia India Pvt. Ltd


COMPANY PROFILE

History

The roots of Nokia go back to the year 1865 with the establishment of a

forest industry enterprise in South-Western Finland by mining engineer

Fredrik Idestam. Elsewhere, the year 1898 witnessed the foundation of

Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began

operations. Gradually, the ownership of these two companies and Nokia

began to shift into hands of just a few owners. Finally in 1967 the three

companies were merged to form Nokia Corporation.

At the beginning of the 1980s, Nokia strengthened its position in the

telecommunications and consumer electronics markets through the

acquisitions of Mobira, Salora, Televa and Luxor of Sweden. In 1987,

Nokia acquired the consumer electronics operations and part of the

component business of the German Standard Elektrik Lorenz, as well as

the French consumer electronics company Oceanic. In 1987, Nokia also

purchased the Swiss cable machinery company Maillefer.

In the late 1980s, Nokia became the largest Scandinavian information

technology company through the acquisition of Ericsson's data systems

division. In 1989, Nokia conducted a significant expansion of its cable


industry into Continental Europe by acquiring the Dutch cable company

NKF.

Since the beginning of the 1990's, Nokia has concentrated on its core

business, telecommunications, by divesting its information technology

and basic industry operations.

Nokia was the world's largest vendor of mobile phones from 1998 to

2012. However, over the past five years it has suffered a declining market

share as a result of the growing use of smartphones from other vendors,

principally the Apple iPhone and devices running on Google's Android

operating system. As a result, its share price has fallen from a high of

US$40 in late 2007 to under US$2 in mid-2012. Since February 2011,

Nokia has had a strategic partnership with Microsoft, as part of which all

Nokia smartphones will incorporate Microsoft's Windows Phone

operating system (replacing Symbian). Nokia unveiled its first Windows

Phone handsets, the Lumia 710 and 800, in October 2011.

Our vision and strategy

Nokia’s mission is simple: Connecting People. Our goal is to build great

mobile products that enable billions of people worldwide to enjoy more of

what life has to offer. Our challenge is to achieve this in an increasingly

dynamic and competitive environment.


http://en.wikipedia.org/wiki/Apple_Inc

http://en.wikipedia.org/wiki/Nokia_Lumia_800

http://en.wikipedia.org/wiki/Nokia_Lumia_710

http://en.wikipedia.org/wiki/Symbian

http://en.wikipedia.org/wiki/Windows_Phone

http://en.wikipedia.org/wiki/Microsoft

http://en.wikipedia.org/wiki/Operating_system

http://en.wikipedia.org/wiki/Android_(operating_system)

http://en.wikipedia.org/wiki/Google

http://en.wikipedia.org/wiki/IPhone

Ideas. Energy. Excitement. Opportunities. In today's mobile world, it feels

like anything is possible - and that's what inspires us to get out of bed

every day.

Key elements of Nokia’s strategy

build a new winning mobile ecosystem in partnership with

Microsoft

bring the next billion online in developing growth markets

invest in next-generation disruptive technologies

increase our focus on speed, results and accountability

Connecting the next billion

In feature phones, Nokia’s strategy is to leverage its innovation and

strength in growth markets to connect even more people to their first

internet and application experience. By providing compelling, affordable

and localised mobile experiences, particularly to emerging markets, our

ambition is to bring the next billion online.

We will continue the renewal of our Series 40 platform in QWERTY,

touch & type, dual SIM, Nokia services, including Maps, Browser, Life

Tools, Web apps and Money. We are also investing in the future;

developing assets (platform, software, apps), which will bring a modern


mobile experience to consumers and enable business opportunities for

developers.

Our structure

Nokia is a global leader in mobile communications whose products have

become an integral part of the lives of people around the world. Every

day, more than 1.3 billion people use their Nokia to capture and share

experiences, access information, find their way or simply to speak to one

another. Nokia’s technological and design innovations have made its

brand one of the most recognized in the world.


Smart Devices

Corporate governance

See what’s happening at the Nokia Research Center

Our Smart Devices team focuses on the area of smartphones and smart

devices. Under our new strategy, Smart Devices is partnering with

Microsoft to bring to together our respective complementary assets and

expertise to build a new global mobile ecosystem for smartphones. The

partnership, under which we are adopting and licensing Windows Phone

from Microsoft as our primary smartphone platform, was formalized in

April 2011. Nokia launched its first Windows Phone-based smartphones,

bearing the Lumia name, in late 2011.

Mobile Phones

Our Mobile Phones team’s focus is on bringing a modern and affordable

mobile experience to people around the world. In particular, the team

leverages its innovation and strength in growth markets to provide people

with an affordable Internet experience on their mobile device – in many

cases, their first ever Internet experience with any computing device.

Location & Commerce

Our Location & Commerce business develops a range of location-based

products and services for consumers, as well as platform services and

local commerce services for device manufacturers, application

developers, Internet services providers, merchants, and advertisers. The

business was formed during 2011 by combining NAVTEQ, which we


http://research.nokia.com/

http://www.nokia.com/global/about-nokia/governance/corporate-governance/

acquired in July 2008, with our Devices & Services social location

services operations. For consumers, experiences developed by our

Location & Commerce team include Nokia Maps, Nokia Drive, Nokia

Transport and Nokia City Lens.

Nokia Siemens Networks

Nokia Siemens Networks, jointly owned by Nokia and Siemens, is one of

the leading global providers of telecommunications infrastructure

hardware, software and services.

Nokia India Pvt. Ltd

Nokia India Pvt. Ltd. designs, manufactures, and markets mobile phones

and communication network devices. It offers mobile phones and devices

based on the GSM/EDGE, 3G/WCDMA, and CDMA cellular standards

under the Nokia brand. In addition, it offers services and software through

mobile devices in the areas of advertising, business, entertainment,

navigation, and social communities. Further, the company provides

wireless and fixed network infrastructure, communications, and networks

service platforms,

Company Analysis

According to the Individual - Audited financial statement for the Year of

2012, total net operating revenues increased with 6.08%, from INR

26,256.42 tens of millions to INR 27,852.47 tens of millions. Operating


result decreased from INR 1,686.18 tens of millions to INR 1,385.7 tens

of millions which means -17.82% change. The results of the period

decreased -38.27% reaching INR 820.88 tens of millions at the end of the

period against INR 1,329.79 tens of millions last year. Return on equity

(Net income/Total equity) went from 30.07% to 15.65%, the Return On

Asset (Net income / Total Asset) went from 30.07% to 15.65% and the

Net Profit Margin (Net Income/Net Sales) went from 5.06% to 2.95%

when compared to the same period of last year. The Debt to Equity Ratio

(Total Liabilities/Equity) was 100.00% compared to 100.00% of last year.

Finally, the Current Ratio (Current Assets/Current Liabilities) went from

2.06 to 2.10 when compared to the previous year.

Date of Establishment 1995

Revenue US $ 47 billion (year ended March, 2012) –

Nokia Corporation

Market Cap US $ 9.924 Billion (as of August 7, 2012) -

Nokia Corporation

Headquarter Address Nokia India Pvt. Ltd. , 5th Floor, Tower

A&B, Cybergreen, DLF Cyber City, Sector

25A, Gurgaon, Haryana - 122002, India

Branches Gurgaon, Mumbai, Kolkata, New Delhi,

Bangalore, Hyderabad and Ahmedabad and

Kadabeesanahalli

Management Team Chairman Stephen Elop, President and CEO


of Nokia Corporation.

Esko Aho, Executive Vice President,

Corporate Relations and Responsibility.

Marko Ahtisaari,Executive Vice President,

Design.

Michael Halbherr,Executive Vice President,

Location & Commerce.

Jo Harlow, Executive Vice President, Smart

Devices.

Timo Ihamuotila, Executive Vice President,

Chief Financial Officer.

Juha Putkiranta, Executive Vice President,

Operations.

Henry Tirri, Executive Vice President,

Chief Technology Officer.

Timo Toikkanen, Executive Vice President,

Mobile Phones.

Chris Weber, Executive Vice President,

Sales and Marketing.

Juha ?kr?s, Executive Vice President,

Human Resources.

Dr. Kai ?ist?m?, Executive Vice President,

Chief Development Officer.

Overview A wired and wireless telecommunications


company, Nokia India is a pioneer of

cellular network in the country. It

manufactures a wide range of mobile

devices and provides people with

experiences in music, navigation, video,

television, imaging, games and business

mobility through these devices. It handles

research and development, network

infrastructure businesses and company

handsets. Nokia has its manufacturing unit

in Chennai.

Nokia Chennai is one of Nokia’s biggest

facilities, it’s also big on sustainability. In

2010 it received the Golden Peacock Award

for its high standards of environment

management. And it’s highly active in the

community with projects ranging from a

local library programme to village

regeneration projects.

Nokia was selected as one of the world’s

most sustainable technology companies on

the Dow Jones Sustainability World Index

(DJSI World) and the Dow Jones

Sustainability Europe Index (DJSI Europe)


for 2011. Nokia has now been included in

DJSI World index since 2000.

In July 2011, Nokia was recognised as the

best place to work in Central America and

the Caribbean for its great culture and work

environment. It was also selected for

Economic Times Most Trusted Brand in

India in 2010, at the number one position.

It is a fast paced organization with a

competitive work environment. It

appreciates novel suggestions from its

people.


Chapter-3

PRODUCT PROFILE

Introduction

About Nokia ASHA

Types of Handsets

Services


PRODUCT PROFILE

Introduction

Nokia was the first Indian cellular phones market. Over the years,

Nokia has anticipated the changing behaviour of the Indian or world

persons and constantly upgraded itself.

Nokia Company manufactures different types of cellular phones in

variety of models, which carries lot of options which having devices like

multimedia. Video, cameras of different mega pixels. And also smart

movies, ultra Mp3 contains of Equalizer settings with good speakers

many more.

Nokia, India’s largest selling cellular phones. Different types of

Nokia cellular phones with different models along with series had been

released.


About Nokia ASHA

Nokia India Pvt. Ltd. Launches New Range of Asha Touch Devices

Nokia India Pvt. Ltd. announced the launch of its two unique and

inspiring products to its already popular Nokia Asha family - Nokia Asha

305 and Nokia Asha 311 - keeping in sync with its strategy of connecting

the next billion to the internet. The Asha family of phones with the cloud

accelerated Nokia Browser are optimized for faster and cheaper browsing

experience, apps, games and social networking offering smartphone

experience to consumers at newer price points. The beautifully crafted

Nokia Asha 311 is a fast and fluid 3.5G capacitive touch screen device,

powered by a 1GHz processor to provide a great internet experience. The

bright and edgy Nokia Asha 305 is a fun and affordable phone, featuring

the exclusive Easy Swap dual SIM. The Asha touch devices are supported

by Nokia Browser 2.0 that will offer consumers faster and cheaper

internet access as it compresses the data consumption by 85% using cloud

acceleration technology. Apart from providing a great social online

experience, the Nokia Asha 311 and Asha 305 have been created with

entertainment in mind. The Nokia Asha 311 is a colourful, compact touch

screen device that comes with all the features one would expect for a fun

and easy mobile experience. It boasts a bright and colourful, scratch

resistant capacitive glass screen with polarization filters ensuring users get

the best experience from the unique and visually entertaining user

interface. The Nokia Asha 311 also features a 3.2MP camera and pre-

installed Nokia Maps, in addition to the 15 level pre-bundled version of


Angry Birds. The device will launch in Rose Red and Dark Grey and

Sand White. The Nokia Asha 305 is a fun and entertaining Easy Swap

dual SIM phone, helping users make the most of their phone while

retaining control of their costs.

Types of Handsets

Asha 205

Specifications

Dimensions

o Height: 112.8 mm

o Width: 61.1 mm

o Thickness: 13 mm

o Weight: 94 g

Display

o Display size: 2.4 ''

Photography

o Camera resolution: 640 x 480 pixels

Power management

o Maximum 2G standby time: 608 h

o Maximum 2G talk time: 11 h

o Music playback time: 30 h


Asha 303

A feast of fun

Ping a few Angry Birds around or catch up with the gossip on Facebook.

Chat with your friends with WhatsApp or treat your ears to some choice

tunes on the radio. With loads of apps, a 32GB memory and hundreds of

free music stations to enjoy, there’s more to explore.

Get in the conversation

Whatever happens, make sure you’re in the know with instant updates

from your social networks, messaging apps and emails. And when you’ve

got something cool to show the world, it’s fast and affordable to share it

with built-in 3.5G and Wi-Fi.

Specifications

Dimensions

o Height: 116.5 mm

o Width: 55.7 mm

o Thickness: 13.9 mm

o Weight: 99 g

Display

o Display size: 2.6 ''

o Display features: Tactile feedback,

Low power mode

Photography



Power management

o Maximum 2G talk time: 8.2 h

o Maximum 3G talk time: 7.2 h



Asha 306

Speed up your surfing

Kick things up a gear with Nokia Browser on your Asha 306. It loads

faster than ever thanks to clever data compression. And using less data

also means spending less cash. Spot on.

Wi-Fi for the win

With built-in Wi-Fi, your phone’s totally primed for

super-fast, data-free streaming. So find a hotspot,

get connected and enjoy all the music, movies and

videos you can take.

Specifications

Dimensions

o Height: 110.3 mm

o Width: 53.8 mm


o Weight: 96 g

Display

o Display size: 3 ''


o Display features: Light time-out, Tactile feedback,

Orientation sensor

Photography


Power management



Asha 309

Swipe and explore

Your world’s at your fingertips with our super-smooth, accurate touch

screen. Swipe across to jump between three customisable home screens

for apps, contacts and calls, and pull down to see messages and alerts.

One touch is all it takes.

Browse more, pay less

Get online up to twice as fast with the new

Nokia Xpress Browser. With Facebook and

Twitter ready to go from your home screen, it’s

easier than ever to enjoy quality time with your

friends. Plus our smart app always has the low-

down on your data usage.

Specifications

Dimensions

o Height: 109.9 mm


o Width: 54 mm


o Weight: 102 g

Display


o Display features: Light time-out, Tactile feedback,

Orientation sensor

Photography


Power management





Asha 310

Specifications

Dimensions

o Height: 109.9 mm

o Width: 54 mm

o Thickness: 13 mm

o Weight: 104 g

Display


o Display features: Light time-out,

Tactile feedback, Orientation

sensor

Photography

o Main camera sensor: 2 MP megapixels


Power management





Asha 311

Powerful stuff

Watching your phone clunk its way through loading an app can really

make your head hurt. With a swift 1Ghz processor and data compression

to lighten the load, that’s not a problem for the Asha 311. It makes things

super-fast, so you can chuck the painkillers in the bin

Get connected fast

Feel the need for speed? Get online quicker than ever

with built-in Wi-Fi and 3G. And do more for less

with the smart Nokia Browser – it’s up to fives times

faster and uses up to 90% less data than other

smartphones. Pretty nifty.

Specifications

Dimensions

o Height: 106 mm

o Width: 52 mm


o Weight: 95 g

Display



o Display features: Polarization filter, Light time-out, Corning

Gorilla Glass, Tactile feedback, Orientation sensor,

Proximity sensor

Photography


Power management





Services

Nokia expands its Asha range with smarter feature phones that improve

ways to work, learn and play

Work - first Series 40 Asha phone to support Mail for Exchange

Learn - new Nokia Life services provide key information to young, urban

consumers, coupled with Nokia's cloud-based browser for faster

discovery of the online world while paying less

Play - 40 free games available from EA worth EUR 75; plus preloaded

Nokia Social application that enables a single sign-in to multiple

communities

Barcelona, Spain - Accelerating its capability to connect the next billion

people to the internet, Nokia today unveiled additional services and three


more Asha feature phone models -- the Nokia Asha 202, Asha 203 and

Asha 302 at Mobile World Congress.

Designed to deliver a variety of affordable mobile experiences, the new

offerings target three dimensions: Work, with Mail for Exchange support

for the Nokia Asha 302; Learn, bringing new information services for

young, urban consumers, and a fast, cloud-based browser that reduces

internet access costs; and Play, with free EA games available on the

Nokia Asha 202 and Asha 203.

"Since outlining a new strategy a year ago, we've taken significant actions

to deliver against it," said Mary T. McDowell, Nokia's executive vice

president for Mobile Phones. "We've been connecting the next billion

people to the mobile world and

its benefits through contemporary feature phones and internet services.

Today, we are taking another step in that direction, with a compelling

combination of smarter mobile devices packed with innovative services."

Nokia Life benefits 50 million users

Nokia also announced an evolution of Nokia Life Tools, Nokia Life,

which provides life-enhancing information across the range of Nokia

Series 30 and Series 40 products. Now with additional relevant services,

social elements and fresher look, it's available

first on the Nokia Asha 202 and 203 phones. Since its 2009 launch in

India, the SMS-based service has expanded to China, Indonesia and


Nigeria. To date, more than 50 million people have experienced its

benefits.

Nokia Life delivers content in the areas of parenting, life skills, education,

health, entertainment and agriculture. For example, Nokia Life can help

parents focus on children's physical, emotional and social growth needs,

from birth to adolescence. People can also learn English using basic SMS

communications, and enjoy ringtones, sport news and trivia.

"Nokia Life services provide an entry to the world of digital content and

an internet-like experience for many people who don't yet have access to

data plans" said Dieter May, Nokia's senior vice president of Mobile

Phone Services. "With today's news, we're enhancing our services to

bring consumers an even more enjoyable experience on the new Asha

phones, with content that matters to them in their daily lives, is fun and

helps them progress."

Nokia Asha family expands

The Nokia Asha family has expanded rapidly since its debut, just four

months ago, with four devices presented at Nokia World 2011. It's now

available in more than 100 markets globally and will be complemented by

three devices announced today.

Nokia's Asha 202 and 203 phones stand out with the combination of a

traditional keypad with a 2.4- inch touch screen, ideal for browsing,

scrolling and opening applications. The Asha 202 features Dual SIM Easy


Swap technology with dedicated SIM manager to personalize the phone

and save up to five SIM cards with unique information. Both devices

come with a 2-megapixel camera, music player, FM radio, Nokia

Browser, and Bluetooth connectivity, and can handle memory cards up to

32GB.

Estimated retail price for each is about EUR 60, excluding taxes and

subsidies, and both are expected to start shipping in the second quarter of

2012.

Image: Nokia Asha 202

Nokia and EA have teamed on innovative ways to bring games to the next

billion. The Nokia Asha 202 and 203 will be the first Series 40 devices to

offer EA games. As a 60-day promotion at Nokia Store, the EUR 75

separate cost of an EA 40-game pack - including popular titles such as

Tetris, Need for Speed, The Run and Bejeweled

- will be automatically waived for buyers of either new model.


Chapter 4

Firm Profile

Introduction

History

Capital

Business and organization

Sales analyses


Firm Profile

Introduction

The firm "Paras Electronics" is the main outlet, which sells handsets of all

the companies in shimoga and Mr. Munna pasha is the proprietor of the

firm Paras electronics . The firm is situated near B H Road A.A circle in

Shimoga. It is very convenient and easy to the customer to identify and to

deal with them.

History

In the year 2003 and 2004 there was a big craze for mobile handsets there

fore Mr. Munna Pasha made an attempt and he has succeeded. He started

the Business in 7th Feb 2004 now the firm Paras electronics is one among

the populer by its services. It has grown with in the short span of time as

one among the famous seller of mobile in Shimoga.

Capital:

The firm is started with an initial capital of rs.6lakhs of which rs.3lakhs

was borrowed and the remaining amount is in cash of his family.

Business and organization:

The rent of the shop being Rs.5000/-p.m., and he has appointed one

employee an assistant and is paying Rs.1500 monthly. It is a sole trading

concern and it is fully controlled by the proprietor only. The proprietor

enjoys being a sole trading concern all the profit of losses only. The firm


mainly deals with mobiles and apart from this business other business is

also carried out viz., selling sim cards and currency of all the companies,

mobiles batteries, panels, covers etc. The below information shows the

working structures of collusions:

Service provided:

The firm provides various types of services to their customers. The firm

Paras electronics provides the services that are provided by the company,

and other services are also provided. They are down loading games

software and ringing tones, songs etc., lamination to the mobile handset,

instructions to use the mobile handsets, and if the handsets is not

working properly the respected will take the responsibility to make it

correct etc., service are rendered by the firm Paras Electronics.

Customers:

The main customers of Paras Electronics are collage student's

businessmen's enterprise n employees. The number of customers

gradually increasing day by day due to fall price of handsets and demand

for it and the new technology which is used in mobiles and the services

offered by the firm Paras electronics and of the respected companies.

Advertisement:

To attract customers advertisement is essential. Therefore the firm is

spending around rs.5000/- annually to attract customers of the media they

are pomp lets, banners, and advertisement on local news papers and


advertisement media. From these advertisement the customers of Shimoga

city are attracting and the sales volume is also increasing by these

advertisements.

Sales analyses:

From the starting of business the sale of mobile handsets are increasing.

They have sold nearly 500sets. Now it is increasing gradually. They are

selling nearly 50 sets per month. According to statistic Nokia is the ruler

of market.

THE FALLOWING TABLE SHOWS THE MONTHLY VISE DETAILS:

MONTH NUMBER OF HAND SETS SOLD JUNE/2011 40JULY/2011 39AUGUST/2011 38SEPTEMBER/2011 44OCTOBER/2011 48NOVEMBER/2011 50DECEMBER/2011 51JANVARY/2012 55DECEMBER/2012 59JANVARY/2013 63


CHAPTER-5

ANALYSIS AND INTERPRETATION OF DATA


ANALYSIS AND INTERPRETATION OF DATA

This chapter is aimed at establishing user profile on various factors.

The respondents under consideration in this study included cellular phone

users. It is necessary to develop a respondent’s profile, in order to

understand consumer behavior to find out what factors introduce them to

buy the product. It is also necessary to establish the design preferred by

them & their price expectation in order to make necessary modifications

before introducing the product under consideration. The consumer or the

respondents profile has been developed according to usage, age, monthly

income & occupation. The data collected is based on these factors were

tabulated, analyzed & interested in this study of consumer behavior

towards cellular phones.


Table No. 1

Age wise classification of respondents

Age group No. of respondents Percentage

Below 20 years 07 14

20-25 years 19 38

25-30 years 06 12

30-35 years 04 08

above 35years 09 18

Total 50 100

Source: Survey analysis

It is evident from the above table that 38% of the respondents i.e. 19

members are in the age group of 20-25 years, which consists of students,

executives. 18% of respondents are sales representative & professional in

the age group of above 35 years. They are the main users of cellular

phones.


Graph shows age wise classification of respondents


Table No. 2

Break up of customers [category wise]

Category No. of respondents Percentage

Students 22 44

Govt. Employee 05 10

Pvt. Employee 01 2

Business man 16 32

others 06 12

Total 50 100


The above table reveals that the majority of respondents are

Government employee 10% & followed by businessmen 32%, students

44% & others 12%.

From the above table it is clear that the majority of mobile users are

businessmen followed by employees.


Graph shows break up of customers [category wise]


Table No. 3

Income-wise classification of respondents

Income(per annum) No. of respondents Percentage

Less than 50000 23 46

50000-100000 20 40

100000-150000 07 14

Above 150000 0 00

Total 50 100


From the above table Company can come to conclusion that though

members belong to less than 50000 income, No of respondents is 23 ie

46% & 50000-100000 respondent is 20 i.e. 40%. They use mobile

phones because of their necessity. So the companies can reduce the prices

& make more number of consumers from this group to use their products.


Graph shows income wise classification of respondents


Table No. 4

Level of consumer satisfaction

Factors No of respondents Percentage

Easy to operate 22 44

Good performance 20 40

Better clarity 4 8

Others 4 8

Total 50 100


From the above table it is clear that level of consumer satisfy with Nokia

mobiles factors that contains good performance are having 22 of

respondents i.e. 44%. And Good performance i.e. 20 respondent of 40%.

Than Better clarity, others factors is also satisfying consumer needs


Graph shows level of consumer satisfaction towards


Table No. 5

Classification of respondents based on brand wise

Brands No. of respondents Percentage

Nokia 50 100

Samsung 0 0

LG 0 0

Others 0 0

Total 50 100


From the above table It is clear that majority of the mobile phone

users prefer Nokia (100%) of the number of facilities provided in the

handsets & majority were buying nokia cell. because of price factor,

display, design, music edition, camera status. which is satisfies consumers

desires.


Graph shows classification of respondents based on brand wise


Table No. 6

Factors influencing respondents in buying a particular brand

Factors No. of respondents Percentage

Price 9 18

Size 1 2

Battery life 32 64

Display 7 14

Design 1 2

Others 6 12

Total 50 100


In the above table each respondent has ticked for more than particular

brand for battery life i.e. 32 respondents of 64%. for price i.e 9

respondents of 18%. and also for display i.e.7 respondents of 14 %

So this table table shows the attitude of Nokia cell.


Graph shows factors influencing respondents in buying a particular

brand


Table No. 7

Classification of respondents on the basis of advertisements

Brands No. of respondents Percentage

Nokia 30 60

Samsung 15 30

LG 5 10

Others 0 0

Total 50 100


From the above table 100% respondents i.e 50 members. 60% of

respondents says that advertisement of Nokia mobile is fine.


Graph shows classification of respondents on the basis of

advertisements


Table No. 8

Classification of respondents on the basis of source information with

regard to the advertisements

Media No. of respondents Percentage

Newspaper 09 18

Magazine 10 20

Television 28 56

Others 03 06

Total 50 100


From the above table it is clear that television i.e. respondent of 28 of

56% & magazine having 10 respondents of 20%. Which play an

important role in reaching the consumers. Although, Newspaper 9

members of 18% & other powerful media among the public related with a

good response in the field of advertisement.


Graph shows classification of respondents on the basis of source

information with regard to the advertisements


Table No. 9

Classification of respondents from whom cellular phones purchased

Marketers No. of respondents Percentage

Authorized dealer 40 80

Service provider 02 04

Free lancer 07 14

Other 01 02

Total 50 100


In this table Company can see that many of the respondents buying a

mobile from an authorized dealers i.e. 80%. Secondly, from free-lancer

14%. Even from the other marketers who will give the better suggestions

& good information about the nokia mobile.


Figure classification of respondents from whom cellular phones

purchased


Table No. 10

Classifications of respondents based on buying criteria of the cellular phones

Criteria No. of respondents Percentage

Guarantee 32 64

Availability 06 12

Aftersale service 07 14

Price 05 10

Others 0 0

Total 50 100

Source: Survey analysis in Shimoga

Here, Company can see that people have given more importance to the

guarantee, i.e. 32 respondents of 64% then after sale service having of 7

respondents of 14%. Which is of more importance too. Availability,

where the people trust for it, then looks for the price of the cellular phones

for the particular brand.


Classifications of respondents based on buying criteria of the cellular phones


SUMMERY OF OBSERVATION

From the survey, Company came to know that Nokia cellular phone

is good & standard product & used by all section of people. However,

there are people who use other brands of cellular phones liked Sony

ericsson, Motorola, Spice, Samsung, LG etc. to increase the market share

of Nokia cellular phones Co. they should play an important role. Of

course, there is no question of improving the quality of product because

the product is very good. But most of the respondents suggest that the

price is costly & it should be little bit low. Therefore the S&S Co. Mysore

should make the product easily available to meet the increasing demand

and also should price should be minimized than the present cost.


CHAPTER-6

SUGGESTIONS AND CONCLUSION


SUGGESTIONS AND CONCLUSION

Advertisement

Advertisement is a powerful element of spreading information .People

with less purchasing power cannot afford to buy a product though the

advertisement creates a strong desire to purchase the product. Advertising

stress quality & price rarely. This forms an indirect guarantee to the

consumers of the quality & price.

Price

A price of the cellular phone & service providers is very high & it is

difficult to purchase the cellular phones for middle-income group people.

So, the company should reduce the prices of cell phone & service

providers as much as possible.

Authorized service centers

In Shimoga, there is a better service centers are provided. which has

named as NOKIA CARE. T his makes helpful to consumers who were

having the Nokia mobiles. The Nokia care center is good and helpful for


consumers. But the consumers having some problem upon the nokia care

center that is of servicing which is not guaranteed and not properly having

in time. Hence, the company should concentrate on those factors, which

makes good for consumers and improve in good service and makes the

care centers in large number.

Health hazards

The research by medical science has revealed that cellular phones are the

causes of many health problems such as Skin diseases & cancer.

Therefore steps should be taken to solve these types of problems.

Price for call duration

The service providers in the market have different price schemes.

Consumers who pay rent will be charged at Re 1.00 /min. for all the local

outgoing calls. And also Re 2.00 /min for STD. And other networks

having other tariffs. Which have been benefits to consumers.

The above scheme will definitely help the customers to talk freely without

having the tension of costly time. This will in-turn make profit & also

increase the market for service providers.


CONCLUSION

The customer market is the final market for which economic

markets have to be understood before marketing plan of the products are

planned. Most of the time, it is the psychological factors, which

influences the consumer to purchase a product. With the hope of fulfilling

all the desired goals. The customer’s personal factors, perceptions &

attitudes are not controllable by the market but later can influence the

consumer indirectly. From the study conducted on various groups of

people, certain trends can be observed which will help to obtain the

objectives set in the beginning. Though particular piece of results may not

make much sense in itself. If it put together, the results show some

discerning features of the cellular phone market. The customer’s survey

shows that a good number of customers in the market segment are

professionals/executives & businessmen. This category has an over all

demand for cellular phones.As for as the age profile is concerned the 20-

25 & 25-30 age group constitutes the prominent group. The role of the

professionals & businessmen in this market are discernible. Cellular

phone usage is increasing day-by-day. The number of units sold during


these years has increase tremendously. Therefore, packages & the cost of

the cellular phones being reduced may lead to usage tenfold to the present

over the coming years.


ANNEXURE

Questionnaire Bibliography


QUESTIONNAIRE

I am student of Final year BBM in ATNCC, Shimoga. As a part of

my academic study I have undertaken a project report on “Consumer

attitude towards Nokia Asha Mobile, with reference to Paras

Electronics, Shimoga. I request you to fill the following questions and do

the needful. The information provided by you will be used strictly for

academic purposes.

Thanking you,

Yours sincerely,

Fayaz Pasha

1. Name:

2. Address:………………………….

.........................................

3. Occupation:

Government Employee [ ] Private Employee [ ]

Businessman [ ] Student [ ]

Mention if any...........................................


4. Qualification:

5. Sex : Male [ ] Female [ ]

6. Age :

Less than 20 years [ ] 20-25 years [ ]

25-30 years [ ] 30-35 years [ ]

Above 35 years [ ]

7. Annual Income

Less than 50000 [ ] 50000-100000 [ ]

100000-150000 [ ] Above 150000 [ ]

8. Do you own a cell phone?

Yes [ ] No [ ]

9. If yes, which one?

Nokia [ ] Samsung [ ] L.G [ ]

Sony Ericsson [ ] Motorola [ ] Other [ ]


10.If you are using Nokia Asha, Why?

Easy to operate [ ] Good performance [ ]

Better clarity [ ] Other reasons [ ]

If other reasons please specify ........................................

11.Which factors influenced in buying this Nokia Asha?

Price [ ] Size [ ] Battery life [ ]

Music [ ] Design [ ] Camera [ ] Other [ ]

12.Which cellular phone advertisement do you remember?

Nokia [ ] Samsung [ ] L.G [ ] Motorola [ ]

Sony Ericsson [ ] Other [ ]

13.Identify the source of information with regard to brand?

Newspaper [ ] Magazine [ ]

Television [ ] Other [ ]


14.Where did you purchase your Nokia Asha phone?

Authorized dealer [ ] Service providers [ ]

Free-lancer [ ] Other [ ]

15.Justify your buying with the above answer?

Genuineity [ ] Guarantee [ ] Availability [ ]

After sales service [ ] Price [ ] Others [ ]

16.Which service provider your cellular phone is network?

IDEA [ ] Uninor[ ] Airtel [ ]

Vodafone [ ] BSNL[ ] Other [ ]

17.Should there be more service providers

Yes [ ] No [ ]

18.What is your opinion about services providing by Nokia priority?

Excellent [ ] Good [ ] Better [ ] Satisfactory [ ]


19.Would you have find any default in Nokia mobile

Battery [ ] Network IC [ ]

None of them [ ]

20.Your opinion towards Nokia Asha mobile

Place: Signature

Date:


BIBLIOGRAPHY

BOOKS

By: Philip Kotler - Principles of marketing management

Times of India

Economic Times

India Today

www.nokia.com

www.google.com


http://www.google.com/

http://www.nokia.com/

nokia-asha --ok.doc

Documents

study scope

study consumers attitude

study limitations

study methodology scope

study methodology limitations

entire consumers

city of shimoga

shimoga city