A STUDY ON BUYING BEHAVIOR OF COLLEGE GOING STUDENTS TOWARDS CELL PHONES

Submitted in Partial Fulfillment for the Award of the Degree of Bachelor in Business Administration 2011-2014

Under the Guidance of: PROF. GAURAV AGGERWAL Faculty Guide

Submitted By: SHIVANI 00814701811

Maharaja Agrasen Institute of Management Studies Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086

ACKNOWLEDGEMENT

I would like to convey my heartfelt thanks to Director S.P SHARMA and my project guide MR. GAURAV AGGERWAL, who always gave valuable suggestions and guidance for completion of the project. She helped me to understand and remember important details of the project. My project has been completed because of her guidance.

Name of the Student SHIVANI Enrollment No: - 00814701811 Batch -BBA (B&I) 2011-2014

ii

STUDENT DECLARATION

This is to certify that I have completed the Project titled A Study on Buying Behavior of College Going Students towards Cell Phones under the guidance of Mr. GAURAV AGGERWAL in partial fulfillment of the requirement for the award of Degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work and I have not submitted it earlier elsewhere.

Date: Place:

Signature: Name: SHIVANI University Enrollment No.: 00814701811

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CERTIFICATE FROM THE PROJECT GUIDE

This is to certify that the project titled A Study on Buying Behavior of College Going Students towards Cell Phones is an academic work done by SHIVANI submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance and direction.

To the best of my knowledge and belief the data and information presented by her in the project has not been submitted earlier.

Signature

Name of the Faculty: Mr. GAURAV AGGERWAL Designation : Faculty, MAIMS

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TABLE OF CONTENTS Acknowledgementii Student Declaration..iii Certificate From Project Guideiv Executive Summary.1

Chapter -1: Introduction a. Industry Profile2 b. Brief Profile of various Mobile Companies in India...............7 c. Objectives...................16 Chapter -2: Research Methodology..17 Chapter-3: Analysis and Interpretation..22 Chapter-4: Conclusions....34 Chapter-5: Recommendations.37 Chapter-6: Limitations of the study.39 Bibliography Annexure Questionnaire

EXECUTIVE SUMMARY

The project gives an insight of the telecom sector. It basically helps in understanding the brand preference of students with regard to mobile phones. It helps us to know what are the basis on which a student chooses a particular brand when he/she purchases a new handset. The project will help to learn about the growing telecom sector in India. The research will also bring to light what all factors a student considers at the time of purchase of a new mobile phone.

This study includes 6 chapters. The first chapter is the introduction and the last chapter is limitations of study. The introduction chapter covers the company profiles of the leading players of the telecommunications sector. The second chapter specifies the research methodology and next chapter includes the analysis and interpretation. The fourth and fifth chapter consists of conclusions and recommendations respectively.

Chapter 1 INTRODUCTION

INDUSTRY PROFILE

The Cellular telephone (commonly "mobile phone" or "cell phone" or "hand phone") is a longrange, portable electronic device used for mobile communication. In addition to the standard voice function of a telephone, current mobile phones can support many additional services such as SMS for text messaging, email, packet switching for access to the Internet, and MMS for sending and receiving photos and video.

Most current mobile phones connect to a cellular network of base stations (cell sites), which is in turn interconnected to the Public Switched Telephone Network (PSTN) (the exception is satellite phones. Cellular telephone is also defined as a type of short -wave analog or digital telecommunication in which a subscriber has a wireless connection from a mobile telephone to a relatively nearby transmitter. The transmitter's span of coverage is called a cell. Generally, cellular telephone service is available in urban areas and along major highways. As the cellular telephone user moves from one cell or area of coverage to another, the telephone is effectively passed on to the local cell transmitter. A cellular telephone is not to be confused with a cordless telephone (which is simply a phone with a very short wireless connection to a local phone outlet). A newer service similar to cellular is personal communications services (PCS).

The Global Cellular Mobile Industry:

The global mobile phone industry is based on many different manufacturers and operators. The industry is based on advanced technology and many of the manufacturers are operating in different industries, where they use their technological skills, distribution network, market knowledge and brand name.

Five large manufacturers of mobile phones which today are dominating the global mobile phone industry; Nokia, Sony Ericson, Samsung, Blackberry and iphone. In addition to these companies there are many manufacturers that operate globally and locally. 3

Telecom Industry in India:

The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA.

With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. Much of t he growt h i n Asi a P aci fi c W i rel ess Tel ecom m uni ca t i on M arket i s spurred by the growth in demand in countries like India and China. Indias mobile phone subscriber base is growing at a rate of 82.2%. China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific. Compared to that Indias share in Asia Pacific Mobile phone market is 6.4%. Considering the fact that India and China have almost comparable populations, India s slow mobile penetration offers huge scope for growth

History of Indian Telecommunications:

Started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In1883 telephone services were merged with the postal system. Indian Radio Telegraph
Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector

was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies 4

were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, t el ecom m uni cat i ons sect or be nefi t ed from t he gen eral ope ni ng up of t he economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. Nat i onal Tel ecom P ol i c y (N TP ) 1994 w as t he fi rst at t em pt t o gi ve a com pr ehe nsi ve roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Au t hori t y of Indi a (TR A I) was cre at ed. TR A I w as fo rm ed t o act as a r e gul at or t o facilitate the growth of the telecom sector. New National Telecom Policy was adopted in1999 and cellular services were also launched in the same year. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and video conferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction i n t ari ffs on ai rt i m e, which along wi t h rent al was t he m ai n source of reve nue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

India is one of the fastest growing economies all over the world and a live example which depicts the development is the growth of the telecommunication industry in India, especially in the field of mobile communication.

Mobile phones in India were formally launched in august 1995. After the advent of these phones in the market many companies have forayed into this field. BSNL, Airtel, Vodafone, and Idea Cellular are some of the companies which have made a mark in this field. The main technologies followed by India for mobile communication are global GSM and CDMA. GSM is the global system for mobile communication and CDMA is based on code division multiple access. Mobile tariffs are very low in India.

There has been a significant increase in the services provided, especially in the rural areas. The rates of mobile phones and the tariffs are very low that almost every family in India can afford town a mobile phone. The government of India has played a very important role in achieving success in this area by adopting policies which help the families in the rural areas own a mobile phone. This type of policies encourages overall development of country rather concentrating on a single path.

The mobile subscribers base in India is said to have increased by 50% during March 2009. It has increased by 130 million and rose up to 391.8million. It is expected that the mobile subscriptions in India will rise up to half a billion. These statistics show the development of the telecommunication industry which in turn shows development of India. 6

BRIEF PROFILE OF VARIOUS MOBILE COMPANIES IN INDIA

RESEARCH IN MOTION:

Research In Motion Limited or RIM is a Canadian multinational telecommunications company headquartered in Waterloo, Ontario, Canada, that designs, manufactures and markets wireless solutions for the worldwide mobile and telecommunications market. RIM provides platforms and solutions for access to information, including e-mail, voice, instant messaging, short message service (SMS), Internet and intranet-based applications and browsing. RIMs portfolio includes the BlackBerry wireless solution, the RIM Wireless Handheld product line, software development tools and other software and hardware. It was founded by Mike Lazaridis, who currently serves as its vice chair of RIM's Board and Chair of the Board's new Innovation Committee. The company is listed on the NASDAQ stock exchange in the USA in addition to the Toronto Stock Exchange in Canada.

BRAND BLACKBERRY

BlackBerry is a line of mobile e-mail and smartphone devices developed and designed by Canadian company Research In Motion (RIM) since 1999.

BlackBerry devices are smartphones, designed to function as personal digital assistants, portable media players, internet browsers, gaming devices, and much more. They are primarily known for their ability to send and receive (push) email and instant messages while maintaining a high level of security through on-device message encryption. BlackBerry devices support a large variety of instant messaging features, including BlackBerry Messenger. 7

BlackBerry accounts for 3% of mobile device sales worldwide in 2011, making its manufacturer RIM the sixth most popular device maker (25% of mobile device sales are smartphones). The consumer BlackBerry Internet Service is available in 91 countries worldwide on over 500 mobile service operators using various mobile technologies. As of October 2011, there were seventy million subscribers worldwide to BlackBerry. At present the Caribbean and Latin America, have the highest penetrations of BlackBerry smartphones worldwide with up to about 45 per cent in the region having a RIM device.

Modern GSM-based

BlackBerry

handhelds

incorporate

an ARM 7,

or

ARM

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processor, while older BlackBerry 950 and 957 handhelds used Intel 80386 processors. The latest BlackBerry models called "Torch" (Torch 9850/9860, Torch 9810, and Bold 9900/9930) have a 1.2 GHz MSM8255 Snapdragon Processor, 768 MB system memory), and 8 GB of onboard storage. All BlackBerry after OS 5 support up to 32 GB micro SD cards.

APPLE INC.:

Apple Inc. (NASDAQ: AAPL; formerly Apple Computer, Inc.) is an American multinational corporation that designs and sells consumer electronics, computer software, and personal computers. The company's best-known hardware products are the Macintosh line of computers, the iPod, the iPhone and the iPad. Its software includes the Mac OS X operating system; the iTunes media browser; the iLife suite of multimedia and creativity software; the iWork suite of productivity software; Aperture, a professional photography package; Final Cut Studio, a suite of professional audio and film-industry software products; Logic Studio, a suite of music production tools; the Safari web browser; and iOS, a mobile operating system.

As of July 2011, Apple has 357 retail stores in ten countries, and an online store. It is the largest publicly traded company in the world by market capitalization, overtopping ExxonMobil by some $150 billion, as well as the largest technology company in the world by revenue and profit, worth more than Google and Microsoft combined. As of September 24, 2011, the company had 60,400

permanent full-time employees and 2,900 temporary full-time employees worldwide; its worldwide annual sales totaled $65 billion, growing to $108 billion in 2011. Fortune magazine named Apple the most admired company in the United States in 2008, and in the world from 2008 to 2011. However, the company has received widespread criticism for its contractors' labor, and for its environmental and business practices.

Established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977 the company was named Apple Computer, Inc. for its first 30 years. The word "Computer" was removed from its name on January 9, 2007, as its traditional focus on personal computers shifted towards consumer electronics.

BRAND I PHONE

The iPhone is a line of smartphones designed and marketed by Apple Inc. The first iPhone was unveiled by Steve Jobs, then CEO of Apple, on January 9, 2007, and released on June 29, 2007. The 5th generation iPhone, the iPhone 4S, was announced on October 4, 2011, and released 10 days later.

An iPhone can function as a video camera (video recording was not a standard feature until the iPhone 3GS was released), a camera phone, a portable media player, and an Internet client with email and web browsing capabilities, can send texts and receive visual voicemail, and has both Wi-Fi and 3G connectivity. The user interface is built around the devices multitouch screen, including a virtual keyboard rather than a physical one.

Third-party as well as Apple application software is available from the App Store, which launched in mid-2008 and now has over 500,000 "apps" approved by Apple. These apps have diverse functions, including games, reference, GPS navigation, social networking, security, and advertising for television shows, films, and celebrities.

There are five generations of iPhone models, each accompanied by one of the five major releases of iOS (formerly iPhone OS). The original iPhone was a GSM phone, and established design precedents, such as screen size and button placement, that have persisted through all models. The iPhone 3G added 3G cellular network capabilities and A-GPS location. The iPhone

3GS added a compass, faster processor, and higher resolution camera, including video recording at 480p.

The iPhone 4 has a rear-facing camera (720p video) and a front facing camera (at a lower resolution) for FaceTime video calling and for use in other apps like Skype. The iPhone 4 featured a higher-resolution 960x640 display; it was released on June 24, 2010. In the U.S., AT&T was the only authorized carrier until February 10, 2011, when a CDMA version of the iPhone 4 launched for Verizon. On October 4, 2011, Apple announced the iPhone 4S. The iPhone 4S added a higher resolution camera (8 megapixel) with 1080p video recording, face detection, and video stabilization, a faster, dual core processor, support for both GSM/UMTS and CDMA on one chip, GLONASS support and a natural language voice control system called Siri. It is available in 16 GB and 32 GB, as well as a new 64 GB capacity. In the United States, it was announced that two new carriers, Sprint and C Spire, would begin carrying the iPhone 4 and iPhone 4S in October and November 2011, respectively.

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NOKIA:

Nokia Corporation is a Finnish multinational communications corporation that is headquartered in Keilaniemi, Espoo, a city neighboring Finland's capital, Helsinki. Nokia manufactures mobile electronic devices, mostly mobile telephones and other devices related to communications, and in converging Internet and communications industries, with 130,000 employees in 120 countries, sales in more than 150 countries and global annual revenue of over 38 billion and operating loss of 1 billion as of 2011. It was the world's largest manufacturer of mobile phones in 2011, with global device market share of 23% in the second quarter. Nokia produces mobile devices for every major market segment and protocol, including GSM, CDMA and W-CDMA (UMTS). Nokia offers Internet services such as application, games, music, maps, media and messaging through its Ovi platform. Nokias joint venture with Siemens, Nokia Siemens

Networks produces telecommunications network equipment, solutions and services. Nokia also provides free-of-charge digital map information and navigation services through its wholly owned subsidiary Navteq.

Nokia is a public limited-liability company listed on the Helsinki, Frankfurt, and New York stock exchanges, and plays a very large role in the economy of Finland, accounting for about a third of the market capitalization of the Helsinki Stock Exchange (OMX Helsinki) in 2007.

The Nokia brand, valued at $25 billion, is listed as the 14th most valuable global brand in the Interbrand/BusinessWeek Best Global Brands list of 2011. It is the 14th ranked brand corporation in Europe (as of 2011), the 8th most admirable Network and Other Communications Equipment company worldwide in Fortune's World's Most Admired Companies list of 2011, and the world's 143th largest company as measured by revenue in Fortune Global 500 list of 2011. In July 2010, Nokia reported a drop in profits by 40%, which turned into an operating loss of 487

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million in Q2 2011. In the global smartphone rivalry, Nokia held the 3rd place in 2Q2011, trailing behind Samsung and Apple.

On 11 February 2011 Nokia announced a partnership with Microsoft; all Nokia smartphones introduced since then were to run under Microsoft's Windows Phone (WP)operating system. On 26 October 2011 Nokia unveiled its first Windows Phone handsets, the WP7.5 Lumia 710 and 800.

SAMSUNG:

Samsung

Group is

a South

Korean multinational conglomerate

company

headquartered

in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses most of them united under the Samsung brand, and is the largest South Korean chaebol.

Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest information technology company measured by 2010 revenues), Samsung Heavy Industries (the world's second-largest shipbuilder measured by 2010 revenues), and Samsung

Engineering and Samsung C&T (respectively the world's 35th- and 72nd-largest construction companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14th-largest insurance company), Samsung Everland (the oldest theme park in South Korea) and Cheil Worldwide (the world's 19th-largest advertising agency measured by 2010 revenues).

Samsung produces around a fifth of South Korea's total exports and its revenues are larger than many countries' GDP; in 2006, it would have been the world's 35th-largest economy. The company has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". 12

Samsung Telecommunications is one of five business units within Samsung Electronics, belonging to the Samsung Group, and consists of the Mobile Communications Division, Telecommunication Systems Division, Computer Division, MP3 Business Team, Mobile Solution Centre and Telecommunication R&D Centre. Telecommunication Business produces a full spectrum of products from mobiles and other mobile devices such as MP3 players and laptop computers to telecommunication network infrastructure. Headquarters is located in Suwon, South Korea.

In 2007 Samsung Telecommunication Business reported over 40% growth and became the second largest mobile device manufacturer in the world.[1] Its market share was 14% in Q4 2007,
growing up from 11.3% in Q4 2006. At the end of November 2011, Samsung sold more than 300

million mobile devices and set still in second after Nokia with 300.6 million mobile devices sold in the first three quarter of 2011.

SONY:

Sony Corporation commonly referred to as Sony, is a Japanese multinational conglomerate corporation headquartered in Knan, Minato, Tokyo, Japan. It ranked 73 on the 2011 list of Fortune Global 500. Sony is one of the leading manufacturers of electronics products for the consumer and professional markets.

Sony Corporation was the electronics business unit and the parent company of the Sony Group, which is engaged in business through its six operating segments Consumer Products & Services Group (consumer electronics, game & network services), Professional, Device & Solutions Group (B2B products & services), Pictures, Music, Financial Services and Sony Ericsson. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation (Sony Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Mobile Communications (formerly Sony Ericsson), and Sony Financial. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. 13

The Sony Group is a Japan-based corporate group primarily focused on the Electronics (such as AV/IT products & components), Game (such as PlayStation), Entertainment (such as motion pictures and music), and Financial Services (such as insurance and banking) sectors. The group consists of Sony Corporation Pictures (holding & electronics), Sony pictures), Sony Computer Music

Entertainment (game), Sony

Entertainment (motion

Entertainment (music),Sony Financial Holdings (financial services) and others.

Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from the English slang word "sonny", since they considered themselves to be "sonny boys", a loan word into Japanese which in the early 1950s connoted smart and presentable young men. BRAND SONY ERICSSON

Sony Mobile Communications a multinational mobile

AB (formerly Sony Ericsson company

Communications in London,

AB) is United

phone manufacturing

headquartered

Kingdom and a wholly owned subsidiary of Sony Corporation. It was founded on October 1, 2001 as a joint venture between Sony and the Swedish telecommunications

company Ericsson. Sony acquired Ericsson's share in the venture on February 16, 2012.

Sony Mobile Communications has research and development facilities in Lund, Sweden; Tokyo, Japan; Beijing, China; and Silicon Valley, United States. In 2009, it was the fourth-largest mobile phone manufacturer in the world (after Nokia, Samsung and LG). By 2010, its market share had fallen to sixth place.

In the United States, Ericsson partnered with General Electric in the early nineties, primarily to establish a US presence and brand recognition. Ericsson had decided to obtain chips for its 14

phones from a single sourcea Philips facility in New Mexico. In March 2000, a fire at the Philips factory contaminated the sterile facility. Philips assured Ericsson and Nokia (their other major customer) that production would be delayed for no more than a week. When it became clear that production would actually be compromised for months, Ericsson was faced with a serious shortage. Nokia had already begun to obtain parts from alternative sources, but Ericsson's position was much worse as production of current models and the launch of new ones was held up.

Ericsson, which had been in the mobile phone market for decades, and was the world's third largest cellular telephone handset maker, was struggling with huge losses. This was mainly due to this fire and its inability to produce cheaper phones like Nokia. To curtail the losses, it considered outsourcing production to Asian companies that could produce the handsets for lower costs. Speculation began about a possible sale by Ericsson of its mobile phone division, but the company's president said it had no plans to do so. "Mobile phones are really a core business for Ericsson. We wouldn't be as successful (in networks) if we didn't have phones", he said. Sony was a marginal player in the worldwide mobile phone market with a share of less than 1 percent in 2000. By August 2001, the two companies had finalized the terms of the merger announced in April. The company was to have an initial workforce of 3,500 employees.

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OBJECTIVES OF THE STUDY

The Objectives of this study were to identify:

The student preference level associated with different mobile phones.

Major features, which a college-going student looks for in a mobile phone before making a purchase.

Factors that influence decision-making in purchasing a mobile phone.

To understand the college-going students preference regarding the use of mobile phone.

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Chapter-2 RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

This chapter describes the research methodology adopted to achieve the objectives of the study. Research Methodology is a systematically solve the research problem. It has many dimensions and research methods constitute a part of the research methodology.

Thus when we talk about research methodology, we do not only talk of the research methods

but also consider the logic behind the methods. We use in context of our research study, so that research results are capable of being evaluated either by researcher himself or by others.

To effectively carry out in research, I would use the following research process, which

consists of series of actions or steps.

Research comprises of the following steps:

1. Formulating the research Problem 2.Research design & Sample Design 3. Analysis of data gathered 4. Data Analysis and Comparison 5. Graphics and Interpret

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RESEARCH DESIGN

The function of research design is to provide for the collection of relevant evidences with minimal expenditure of efforts, time and money. Research designs are concerned with turning the research question into a testing project. The best design depends on your research questions. Every design has its positive and negative sides. The research design has been considered as a "blueprint" for research, dealing with at least four problems: what questions to study, what data are relevant, what data to collect, and how to analyze the results.

The research design constitutes the blueprint for the collection, measurement and analysis of data. It is the strategy for a study and the plan by which the strategy is to be carried out. The research design of the project is descriptive as it describes data and ch ara ct eri s t i cs as s oci at ed wi t h t he popul at i on usi ng m obi l e phones . Descriptive research is used to obtain information concerning the current status of the phenomenon to describe what exists with respect to variables in a given situation.

COLLECTION OF DATA

Primary Data: Primary data is that data which is collected for the first time. It is original in nature in the shape of raw material. For the purpose of collection of primary data, a well structured questionnaire was framed which was filled by the respondents. The questionnaire comprises of close ended as well as open ended question. In close ended questions dichotomous, ranking, checklist questions and multiple choice questions are used.

Secondary Data: Secondary data is the data which is already collected by someone. They are secondary in nature and are in shape of finished product. Secondary data was collected so as to have accurate results. Required data was collected from various books, magazines, journals and internet. 19

Sampling Design: Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population.

Universe: Universe is the infinite number of elements which the researcher is targeting in his study. Since the study is restricted to college students only the universe for the study consists of all the mobile phone owners in various colleges.

Population: Population is finite number of elements which the researcher is going to t ar get i n part i cul ar a rea. A l l t he m obi l e phone user st udent s i n colleges form the population for the study.

Sampling Unit: Sampling Unit is the single unit of the population. A single individual who owns a mobile phone form the sampling unit of the study.

Extent: Extent refers to the geographical area where there is a scope of population. The extent of the study is colleges in Delhi.

Sampling Technique: The selection of the respondents was done on the basis of convenience technique based on the non probability method of sampling.

Sample size: Sample size is the size of sample drawn from the population which is the true representative of the research. The number of respondents included in the study was 50 for convenience in evaluating and analyzing the data and because of time constraint.

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Chapter-3 ANALYSIS AND INTERPRETATION

21

ANALYSIS AND INTERPRETATION

Q.1- Which brand of mobile phone are you using?

S No.

Brand Name

Number of Respondents

Percentage (%)

1 2 3 4 5 6 Total

Blackberry I Phone Nokia Samsung Sony Ericsson Others

10 4 21 13 7 5 60

16.66 6.67 35 21.66 11.67 8.34 100

No. Of Respondents

Blackberry I Phone Nokia Samsung Sony Ericsson Others

Interpretation: The graphical representation shows that out of 60 students 21 students use Nokia handset, 13 students use Samsung handset, 10 people use Blackberry handset, 7 students use Sony Ericsson handset, 5 students use other handsets available in the market and the rest use iPhone. 22

Q.2-What would you be willing to pay for a mobile phone?

S. No

Cost

Number of Respondents

Percentage (%)

1 2 3 4 Total

Less than Rs10000 Rs.10000-Rs.20000 Rs.20000-Rs.30000 More than Rs.30000

22 28 6 4 60

36.67 46.67 10 6.66 100

More than Rs.30000

Rs.20000-Rs.30000 Percentage of Respondents No. of Respondents Rs.10000-Rs.20000

Less than Rs.10000

10

20

30

40

50

Interpretation: The above Bar Chart shows that 28 students out of 60 students prefer to buy a handset which ranges between Rs.10000 to Rs.20000 and 22 students prefer a handset below Rs.10000. The number of students who are ready to buy handset worth Rs.20000-Rs.30000 and above is 6 and 4 respectively.

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Q.3-Since when have you been using a cell phone?

S. No.

Time Period(years)

Number of Respondents

Percentage (%)

1 2 3 4 Total

0-1 1-3 3-5 More than 5 years

4 31 18 7 60

6.67 51.66 30 11.67 100

60 50 40 30 20 10 0 0-1 year 1-3 years 3-5 years More than 5 years

No. of Respondents Percentage(%)

Interpretation: Out of 60 students, 31 students are using mobile phones for 1-3 years, 18 students are using it for 3-5 years, 7 students had it for more than 5 years and only 4 students have used it for less than a year.

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Q.4-How often do you change your mobile phone?

S. No.

Time Period(years)

Number of Respondents

Percentage (%)

1 2 3 4 Total

0-1 1-2 2-3 After 3 years

13 26 17 4 60

21.67 43.34 28.34 6.67 100

50 45 40 35 30 25 20 15 10 5 0 0-1 1-2 years 2-3 years After 3 years No. of Respondents Percentage (%)

Interpretation: Out of total no. of respondents 26 respondents change their phones within 1-2 years, 17 respondents change it within 2-3 years, 13 students change their phone every year and only 4 respondents change their handsets after 3 years.

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Q.5-What is your favorite brand of mobile phone?

S. No.

Brand

Number of Respondents

Percentage (%)

1 2 3 4 5 6 Total

Blackberry I Phone Nokia Samsung Sony Ericsson Others

12 7 22 11 8 3 60

20 11.67 36.67 18.34 13.34 5 100

Others

Sony Ericsson

Samsung Percentage (%) Nokia No. of Respondents

I Phone

Blackberry 0 5 10 15 20 25 30 35 40

Interpretation: The number of respondents whose favorite brand is Nokia, Blackberry, Samsung, Sony Ericsson, iPhone and others are 22, 12, 11, 8, 7, 3 respectively.

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Q.6-Why do you like the brand you chose above?

S. No.

Factors

Number of Respondents

Percentage (%)

1 2 3 4 5 6 Total

Appearance Functions Price Quality Service Others

18 22 9 8 3 60

30 36.67 15 13.34 5 100

Others

Service

Quality Percentage (%) Price No. of Respondents

Functions

Appearance 0 5 10 15 20 25 30 35 40

Interpretation: 22 students like the brand they chose above because of features, 18 students because of the appearance, 9 students because of the price, 8 students because of quality and 3 students because of the service of the handset.

27

Q.7-What influenced you to buy this brand?

S. No.

Factors

Number of Respondents

Percentage (%)

1 2

Advertisement Dealers Recommendation Family Members Recommendation Friends Recommendation

12 9

20 15

21

35

18

30

Total

60

100

Friends Recommendation

Family Members Recommendation Percentage (%) Dealers Recommendation No. of Respondents

Advertisement

10

20

30

40

Interpretation: 21 students buy a handset because of the recommendation of their family member, 18 students are influenced by their friends, 12 students are influenced by the advertisement and 9 students make a purchase on dealers recommendation. 28

Q.8 Do you prefer your phones to be

Number of Respondents Slim Width Medium Thick Light Weight Medium Heavy Small Size Medium Large 32 21 7 31 27 2 19 29 12

Percentage(%)

53.34 35 11.66 51.66 45 3.34 31.67 48.33 20

Width
Thick

Medium

No. of Respondents

Slim

10

15

20

25

30

35

29

Weight
Heavy

Medium

No. of Respondents

Light

10

15

20

25

30

35

Size
Large

Medium

No. of Respondents

Small

10

15

20

25

30

35

Interpretation: The above bar charts show that maximum students prefer those phones which are slim, lightweighted and are of medium size. 30

Q.9 What do you use your cell phone for?

S. No. 1 2 3 4 5

Activity E mail / Internet Games Listening Music Making / Receiving calls SMS / MMS

Number of Respondents 26 34 56 60 40

SMS / MMS

Making / Receiving calls

Listening Music

No. of Respondents

Games

E mail / Internet 0 10 20 30 40 50 60 70

Interpretation: All the students use the cell phone for making and receiving call which is the basic purpose served by the mobile phone. After this maximum people use their phones for listening to music.

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Q.10-Which of the following features influence your buying decision?

S. No.

Features

Number of Respondents

Percentage (%)

1 2 3 4 5 Total

Bluetooth Camera Data storage capacity GPRS MP3/Video Player

12 18 8 5 17 60

20 30 13.34 8.34 28.33 100

GPRS

Data storage capacity Percentage (%) No. of Respondents Camera

Bluetooth

10

15

20

25

30

35

Interpretation: 18 students want that there should be camera in the phone, 17 students prefer that there should be mp3/video player in their phone, 12 students want that Bluetooth should be there in the phone, 8 and 5 students prefer data storage capacity and GPRS respectively.

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Chapter-4 CONCLUSION

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CONCLUSION

The Mobile phone represents the convergence instrument of the future. It has b ecom e a neces s i t y for m an y peo pl e t hrou ghou t t he worl d. The ability to keep in touch with family, business associates, and storing data are only a few of the reasons for the increasing importance of mobile phones. Cell phone manufacturers have produced a wide range of cell phones, which sell for prices that range from very inexpensive to thousands of rupees. The above findings and results reflected the preferences, expectations and satisfaction level of mobile phone users in various colleges in Delhi.

The study would help the companies in understanding the preferences that influence the purchase decision of the students and their expectations from the mobile handsets. The results of the study indicate that mobile phones are no longer the status symbol for the students of various colleges of Delhi. Brand and features in a handset are preferred over their prices. Students are techno savvy and require new innovative features in mobile phones every new day. Since the study was restricted to the Colleges in Delhi only so there is a need to study more in other places to get a clear view of the findings. The following conclusions can be drawn from this study:

The maximum number of students uses a Nokia mobile handset. 35% of the total respondents own a Nokia handset.

Most of the students prefer to buy a handset below Rs.10000 or between Rs.10000Rs.20000.This is justified as they are students and dont earn on their own so they have to depend upon their parents for their needs.

Most of the students have a cell phone since 1-3 years, so it can be said that they purchased their cell phone when they completed their school life and were about to enter a college.

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About 43.34 % students change their mobile phones within 2 years.

Nokia is the most popular brand among students then is the Blackberry followed by Samsung.

The students chose their favorite brand mainly because of the functions and appearance.

About 35% of the respondents are influenced by their family members and 30% of the students choice is affected by their friends recommendation while buying a new mobile phone.

Most of the students prefer a sleek, light and medium size handset. The basic purpose of mobile phone is to make and receive calls, so this is done by every student. Additionally students use it to listen to music.

Most of the students prefer to buy a handset which has the facility of camera and mp3/video player.

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Chapter-5 RECOMMENDATIONS

36

RECOMMENDATIONS

The brands other than Nokia should improve their promotional strategies so that they can increase on the level of visibility and hence increase their market share.

Price is an important constraint in the Indian market hence companies need to keep that in mind while manufacturing any commodity. Mostly students prefer the range of Rs.10000Rs.20000, so companies should try to launch maximum models in this range.

Students change cell phones mostly after 2 years so companies should come up with new and sleek designs which are attractive as well as more techno savvy which would encourage people to change their cell phones more frequently. This would lead people wanting to be more technologically advanced.

The companies should build on functions other than making calls so that people buy cell phones to serve other purposes. They should advertise these features also so that people know about it. The various features should be user friendly so that people do not find it difficult to use and do not hesitate in using them.

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Chapter-6 LIMITATIONS OF THE STUDY

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LIMITATIONS OF THE STUDY

Sincere efforts have been made to collect authentic and reliable information from respondents, however the report is subject to following limitations:

i. Some respondents were reluctant to give the information, so the responses may be biased.

ii. Time could be a major limitation as it may have affected the inferences drawn in the study. Only 60 respondents have been contacted due to time constraint.

iii. Sample may not be the true representative of the universe.

iv. Study was conducted in college in Delhi only. So the results of the study may not be applicable to other areas.

v. This study is based on the prevailing students satisfaction. But the students satisfaction may change according to time, fashion, technology, development, etc.

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BIBLIOGRAPHY

40

BIBLIOGRAPHY

Books:
Kothari, C.R. Research Methodology, 3 edition, 1997, Vikas Publishing House Pvt. Ltd. New Delhi Beri, G.C., Marketing Research: Research Design, 4th Edition, 2007, McGraw Hill Education

Websites:
http://en.wikipedia.org/wiki/Mobile_phones http://www.mobilephone.co.in/201001/mobile-phone-history-in-india.html http://en.wikipedia.org/wiki/BlackBerry http://en.wikipedia.org/wiki/IPhone http://en.wikipedia.org/wiki/Nokia http://en.wikipedia.org/wiki/Samsung http://en.wikipedia.org/wiki/Sony_Mobile_Communications

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ANNEXURE

42

QUESTIONNAIRE

NAME AGE GENDER

Q.1 -Which Brand of mobile phone are you using? o BlackBerry o I Phone o Nokia o Samsung o Sony Ericsson o Others specify

Q.2 -What would you be willing to pay for a mobile phone? o Less than Rs.10000 o Rs.10000 - Rs.20000 o Rs.20000 Rs.30000 o More than 5 year

Q.3 Since when have you been using a cell phone? o 0 1 year o 1 - 3 years o 3 5 years o More than 5 years
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Q.4 - How often do you change your mobile phone? o 0 1 year o 1 2 years o 2 - 3 years o After 3 years

Q.5 What is your favorite brand of mobile phone? o BlackBerry o I Phone o Nokia o Samsung o Sony Ericsson o Others specify

Q.6 Why do you like the brand you chose above? o Appearance o Functions o Price o Quality o Service o Others specify

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Q.7 What influenced you to buy this brand? o Advertisement o Dealer's Recommendation o Family Members Recommendation o Friends recommendation Q.8 Do you prefer phones to be o Slim or o Light or o Small or Medium or Medium or Medium or Thick Heavy Large

Q.9 What do you use your cell phone for? (You can mark more than one answer) o E-mail / Internet o Games o Listening music o Making / Receiving calls o SMS / MMS

Q.10 Which of the following features influence your buying decision? o Bluetooth o Camera o Data storage capacity o GPRS o MP3 / Video Player
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