NOKIA Researched
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Transcript of NOKIA Researched
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MARKET RESEARCHMARKET RESEARCH
ON NOKIAON NOKIA
MANJEETMANJ
EETOJHA
OJHA
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RESEARCH OBJECTIVESRESEARCH OBJECTIVES
To understand the consumerTo understand the consumer
preferences in terms of featurespreferences in terms of features
regarding the usage of Nokia cellphones.regarding the usage of Nokia cellphones.
To predict the prospect buyers for NokiaTo predict the prospect buyers for Nokia
phones based on their past experience.phones based on their past experience.
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SURVEY METHODOLOGYSURVEY METHODOLOGY
Quota sampling.Quota sampling.
Sample size: 90Sample size: 90
Response rate: 100 %Response rate: 100 %
The target population taken for the analysisThe target population taken for the analysiswere only the Nokia phones users.were only the Nokia phones users. Both male and female.Both male and female.
Age group: 20- 25Age group: 20- 25
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Dependent variableDependent variable ::
SSatisfaction levelatisfaction level
Independent variableIndependent variable ::
PricePrice
ComplexityComplexity
Digital featuresDigital features
DurabilityDurability
TrendyTrendy
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TECHNIQUES USEDTECHNIQUES USED
RegressionRegression:: explaining strength ofexplaining strength ofrelationship between dependent &relationship between dependent &
independent variables & henceindependent variables & hence
understanding the consumer preferencesunderstanding the consumer preferences .. Factor analysisFactor analysis :to determine brand:to determine brand
attributes that influence consumer choiceattributes that influence consumer choice
by classifying variables into dimensions.by classifying variables into dimensions. DiscriminantDiscriminant ::is used for futureis used for future
prediction of the prospect buyers &prediction of the prospect buyers &
understanding which factors are majorunderstanding which factors are major
discriminators in buying decision.discriminators in buying decision.
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QUESTIONNAIREQUESTIONNAIRE
ObjectiveObj
ective 11::ToTounderstand theunderstand theconsumer preferences regarding theconsumer preferences regarding the
usage of Nokia cellphones.usage of Nokia cellphones.
Question on rating the features of nokiaQuestion on rating the features of nokia
phone & satisfaction level of the users onphone & satisfaction level of the users on
a rating scale.a rating scale. Applied on regression & factorApplied on regression & factor
analysisanalysis
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Objective 2:Objective 2: To predict the prospectTo predict the prospectbuyers for Nokia phones based on theirbuyers for Nokia phones based on their
past experience.past experience.
Questions asked on satisfaction level &Questions asked on satisfaction level &
prospect buying for gifting someone.prospect buying for gifting someone.
Tool used : DiscriminantTool used : Discriminant
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010203040506070
8090
100
Trendy Durability Digital
Features
Affordability
(Price)
User Frie
(complexi
MOST PREFERRED ATTRIBUTE
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ASSUMPTIONS FORASSUMPTIONS FOR
REGRESSIONREGRESSION The data is normally distributed since theThe data is normally distributed since the
histogram is in sync with the line ofhistogram is in sync with the line of
normality & in the pp plot the rings arenormality & in the pp plot the rings are
scattered around the expected cumulativescattered around the expected cumulativefreq line.freq line.
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RegressionRegression
R square = .533R square = .533
Adjusted R sqr is 0.505 => There is someAdjusted R sqr is 0.505 => There is some
multicolinearity.multicolinearity.
ANOVA significantANOVA significant
As per the correlation table, there is someAs per the correlation table, there is some
autocorrelation between durability & digitalautocorrelation between durability & digital
features.features.
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Co-efficient table:Co-efficient table:
Significance level of the coefficientsSignificance level of the coefficients
of digital features & complexity areof digital features & complexity are
greater than 0.05, these two do notgreater than 0.05, these two do not
represent the whole of therepresent the whole of thepopulation.population.
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Factor analysisFactor analysis
Scree Plot: as per this, the 5 variables areScree Plot: as per this, the 5 variables are
divided into two factors.divided into two factors.
Component Matrix: variables are segregatedComponent Matrix: variables are segregated
to two factors based on the highest (mod)to two factors based on the highest (mod)values.values.
2 factors:2 factors:
F1 : Added features ( 45%)F1 : Added features ( 45%)
digital features & complexitydigital features & complexity
F2 : core features (30%)F2 : core features (30%)
price , durability & trendyprice , durability & trendy
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When we took another regression ofWhen we took another regression of
the two factors, our R Sqr value wasthe two factors, our R Sqr value was
0.433; which is not much close to the0.433; which is not much close to the
previous regression taken for theprevious regression taken for theindividual variables.individual variables.
Check: there was someCheck: there was some
multicolinearity.multicolinearity.
REGRESSION DONE AFTERFACTOR ANALYSIS
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F
1
F2
0-1 -.5 1.5
0
-1
-.5
.5
1
Price
Complexity
DigitalFeatures
Durabili
tyTrendy
FACTOR LOADINGPLOT
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DiscriminantDiscriminant
Complexity is not that discriminatingComplexity is not that discriminating
attribute as sig. level is greater than .attribute as sig. level is greater than .
05 (value for money)05 (value for money)
Data is not homogeneousData is not homogeneous
sample size should be increasesample size should be increase
Lambda value less than .05Lambda value less than .05
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RECOMMENDATIONSRECOMMENDATIONS
While targeting youth Nokia should focus moreWhile targeting youth Nokia should focus more
on added features like digital features &on added features like digital features &
attractiveness .attractiveness .
When we consider the entire population (elderWhen we consider the entire population (elder
people) other attributes may play a importantpeople) other attributes may play a important
role, like basic and user friendly handsets.role, like basic and user friendly handsets.
Price is an important variable which NOKIAPrice is an important variable which NOKIA
need to keep in mind while manufacturing anyneed to keep in mind while manufacturing any
handset and should maintain trade offhandset and should maintain trade offbetween added features & price.between added features & price.
NOKIA customer who are satisfied wishes toNOKIA customer who are satisfied wishes to
buy a NOKIA again after may be after 2 yearsbuy a NOKIA again after may be after 2 years
who can be targeted again.who can be targeted again.
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THANK YOUTHANK YOU