Marketing Research---buying behaviour of nokia

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Market Research on MOBILE HANDSET BUYING BEHAVIOR

SUBMITTED TOWARDS PARTIAL FULFILMENT OF

POST GRADUATE PROGRAM IN MANAGEMENT

AT

Submitted To: Submitted By:

Mrs. Gita Agarwal Mam D.Narendra Kumar

Debnath Ganguly

G.Chakrapani

Gourav SinhaSayantan Bhowmik

Pallab Ghosh

SEC-A


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ACKNOWLEDGEMENT

The pleasure that follows the successful completion of an assignment would remain incomplete

without a word of gratitude for the people, without whose cooperation the achievement would

have remained a distant dream. It is not a mere formality to place on record the tireless efforts,

ceaseless cooperation, constant guidance and encouragement of the people closely associated

with the assignment but a distinct necessity for the authenticity and credibility of the project.

First of all I present my sincere thanks to Mrs. Gita Agarwalwho guide

and encouraged us throughout our summer internship program in the project Market Research

on Mobile Handset Buying Behavior.

The following students are the members in marketing research survey

1. 2.

3. 4.

5. 6.

Thanking You


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INDEX

SL.

NO.

CONTENTS PAGE NO.

1 Acknowledgement 2

2 Objectives 4

3 Research 5

4 Executive Summary 5

5 Sample Questionnaire 6

6 Research Analysis 9

7 Behavior Of The Customer 11

8 Conclusion 12


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OBJECTIVES

To understand Mobile handset market. To ascertain the attributes which influenced the customers in selecting a particular

mobile phone.

To study the consumers satisfaction towards different mobile phone brands. To get information regarding new features consumers want in their handsets. To know the feeling of consumers towards their mobiles.

EXECUTIVE SUMMARY

We got exposure to the market of Mobile Phones and behavior of customers while purchasing

Mobile Phones. Marketing being my area of interest for the summer project, I had chosen

Market Research on Mobile Handset Buying Behavioras the topic of project with the

advice of my industry guide.

As company (nokia) is increasing its market share, so it is adopting new marketing strategies

and for that need is to understand customers behavior while purchasing the product and their

thinking about the product to make the brand successful.


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RESEARCH

SAMPLING DESIGN

In this project simple random sampling is used which says the probability of being selected is

known and equal for all members of the population.

Blind Draw Method

Various places in SOUTH EXTENSION were visited and respondents were randomly chosen

from the mob.

SOURCES OF DATA

The data, which is collected for the purpose of study, is divided into

Primary Source: The primary data comprises information survey of Factors affecting the

choice of handset.

DATA COLLECTION METHODS

Survey Method was used to collect data. Questionnaires were distributed to the respondents.

Survey was conducted in South Delhi. Respondents consist of 100 customers from the mob.

SURVEY

METHOD

PERSONAL


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SAMPLE QUESTIONNAIRE

SURVEY ON MOBILE HANDSET BUYING BEHAVIOR

1) Do you have a Mobile Phone?Yes ( ) No ( )

2) Which brand of Mobile Phone do you have?Spice ( ) Nokia ( ) Samsung ( ) LG ( ) Sony ( ) Reliance ( )

Motorola ( ) TATA ( ) Micromax ( ) Blackberry ( ) Others ( )

3) How frequently do you buy a Mobile Phone?Every 3 months( ) Every 6 months( ) Every 1 year( )

Every 2 years( ) Hard to say( )

4) Rate the following Mobile Phone purchase motivatorsExtremely

Important

Important Somewhat

Important

Unimportant Extremely

Unimportant

PRICE

BRAND

SIZE

WEIGHT

TOUCH

SCREEN


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KEYPAD

MMS

CAMERA

BLUETOOTH

WEBPHONE

VOICE

CLARITY

MP3 PLAYER

RADIO

BATTERY

BACKUP

AFTER SALES

SERVICE

WARRANTY

5) What new features would you like to have in your Mobile Phone?.

6) Which type of Mobile do you prefer?Bar( ) Flap( ) Slider( )

7) Which color of Mobile do you prefer?Black( ) White( ) Silver( ) Gray( ) Others( )

Specify if Others .

8) What is the source of information while purchasing Mobile Phones?Friends ( ) T.V. ( ) Newspaper ( ) Radio ( ) Magazine ( )


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Internet ( ) Mobile Phone Retailers ( ) Others ( )

If others, Please specify .

9) How do you take Purchase Decision of your Mobile phone?Self Decision ( ) Friends ( ) Family ( )

Mobile Phone Retailer ( ) Others ( )

10)Would you recommend your Mobile Phone Brand to your Friends?Yes ( ) No ( )

11)AgeBelow 20 years ( ) 20 to 30 years ( ) 30 to 40 years ( )

40 to 50years ( ) Over 50years ( )

12)SexMale ( ) Female ( )

13)OccupationService ( ) Business ( ) Profession ( )

Student ( ) Homemaker ( ) Others ( )

14)Family Income

Upto 20,000( ) 20,000 to 40,000( )

40,000 to 60,000( ) Above 60,000( )

15)How will you feel if you lose your mobile?.

THANK YOU FOR GIVING YOUR PRECIOUS TIME


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RESEARCH ANALYSIS

1.Market share of companys

2. DETAILS OF THE RESPONDENTS

59%17%

9%

1%2%

1%3% 2%

3% 3%

Market ShareNokia Samsung LG Blackberry Reliance

TATA Micromax Spice Motorola Sony

70%

30%

Respond DetailsMale Female


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3. Age of the person

4. Occupation of the people

5. Income levels (family per month)

13

57

1710

3

less than 20 20 to 30 30 to 40 40 to 50 more than 50

Frequency

Frequency

47

31

124 5 1

Service Student Business Homemaker Profession Others

Frequency

Frequency

15

24 25

36

upto 20000 20000 to 40000 40000 to 60000 above 60000

Frequency

Frequency


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BEHAVIOR OF THE CUSTOMER

1. purchasing intervals

Analysis:

Most of the Consumers dont buy mobile handsets upto two years of the purchase. This shows

they purchase mobiles when their old ones dont work properly.

2.

Source of Information that you will get to purchase mobile.

710

24

13

46

3months 6months 1year 2year hard to say

Purchase Interval

37

11

13

19

29

Friends T.V. Newspaper Magazine Internet Retailer

Source of Information

Source of Information


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Conclusion:

Before purchasing handsets, 37%consumers take information from their friends or retailers

which tells that the experience of other consumers would matter for the brand. So, brand should

provide what is promised and moreover after sales service would matter.

Then comes the target 29% which obtain information from retailers. So, for getting this part of

consumers as companys consumers, retailers should be lured with incentives and more and more

schemes to sell companys brand.

Next 19% get information from internet and to attract them advertisements on other most visited

sites should be done.

One way to be in the eye of internet dependants is to give ads in forms of Popup.

3. Purchasing decision that you will prefer.

Conclusion:

Today consumer is smart enough to take final purchase decision. So, all the information about

the handset given before to the consumer should be true. Otherwise, he will lose faith and as

friends are the source of information before purchasing mobiles, brand image will be lowered.

60

10

24

6

Self decision Friends Family Retailer

Purchase Decision

Purchase Decision


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CONCLUSION

As from the survey analysis we conducted for 100 people in South Extension, we came to conclusion

that the buying behavior of the customers for Nokia mobile handset is very high. It also depends on the

number of factors such as age(20-30 yrs),occupation(service) and income levels(60k pm).

Marketing Research---buying behaviour of nokia

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