ROLL NO: - MBA-303-2K9

ANALYSIS OF CURRENT MARKET SCENARIO OF THE

MOBILE MARKET WITH SPECIAL REFERENCE TO
NOKIA AND SAMSUNG

Submitted in Partial Fulfillment of the requirement

For the Award of Degree of
M.B.A (OPERATIONS & MARKETING MANAGEMENT)

Submitted By:Mayank Malhi

MBA-303-2K9

Under the Supervision of

Mrs. Jyotsna Chawla
Lecturer (Deptt. Of Management Studies)

YMCA UNIVERSITY OF SCIENCE AND TECHNOLOGY,

FARIDABAD
ACKNOWLEDGEMENT
With profound sense of regard and gratitude, I thank my project guide Mrs. Jyotsna
Chawla for her invaluable guidance, incessant interest and constructive suggestions
during the course of study. The completion of the project wouldnt have been possible
without her zeal and interest throughout the task, right from the beginning. I thank her for
sharing her valuable and immense knowledge and timely help, which made this, project a
reality.
And I also thank the various respondents who spent their valuable time in filling the
respective questionnaire and without their valuable support, the project would have
remained a dream.
Finally I would like to thank our near and dear friends who have been a constant source
of inspiration and support in the course of the relentless work of our project.

Mayank Malhi
MBA-303-2K9

PREFACE
The wide ambit of the project, which is the internal part of the PGDM course guaranteed
us extensive exposure to various concept of GSM, Flip and other camera and video
technologies among other things. Apart from these technical and non-technical aspect, we
learnt the important skills of Formal Interaction, Process Driven skills, work ethics and
responsibility.
During the course of Project we have tried to use and apply the academic knowledge to
gain a valuable insight with all its environmental operational complexities. The said
Project offered a valuable opportunity to us to meet the academic knowledge and
transform it into practical one.
We undertook the said project with the survey which aims at studying and analyzing the
current market scenario of mobiles, requirements of the customers about the features and
its pros and cons, future needs of various mobile companies.
We had the unique privilege to assume an assortment of role including problem
identification, theoretical framework, research design, experimental design and setup,
data collection, analysis and interpretation, observing findings and providing suggestions
and recommendations etc. and also gained valuable experience of working individually
with a responsibility of ethics and morality which would go a

long way in building a

sound career in marketing field in future.

In the report we have put our best efforts to compile the data to the highest level of
accuracy and give my views to best of my judgment.

EXECUTIVE SUMMARY
Though mobiles have become an integral part of the society for various reasons including
safety, connectivity, fun, etc a lot of people still use it as a sign of status. Therefore
mobiles could be marketed and sold for various segments meaning thereby that even
though the telecom industry is on a high there is still a lot of scope.
Any mobile manufacturer on studying a report of this kind should be able to relate to his
ideas of targeting the right population for the right handset. There is a good scope for new
entrants in this circle as the service provided by the existing players are not up to the
mark and subscribers want to try out new ones provided they stand up to the customers
expectations. MMS and Bluetooth functions are fast becoming popular with the mobile
users. In fact these are becoming a criterion for choosing a mobile handset

INTRODUCTION
INDIAN MOBILE MARKET
No doubt, India is one of the largest and fastest growing mobile handset markets in the
world. At least five mobile handset companies have announced plans to set up
manufacturing bases herein India.
The gray market in India is huge. But, it is fast declining with much of the gray market
catering to the lower income group of the population such as taxi drivers and plumbers.
Gray market accounts for over 60% of the handset market in India.
Not only this, repairing devices is preferred to replacing them. Hence, the market also
thrives for duplicate spares for mobile phones and also for any electronic parts for that
matter. It is quite common for people here in India to buy a standard duplicate Nokia
phone charger for just Rs. 30/- here in India. ($0.71)
Mobile Handset Replacement cycles average between 24 to 36 months. A once
flourishing handset gray market is on the decline now in India, due to a reduction in
duties and taxes. A customs tariff was lowered in January'2004 from 10% to 5%, and a
Special Additional Duty (SAD) of 4% was abolished at the same time. Further tax
benefits are expected as the market matures more.
Definitely, the margins would come down for handset resellers as these handsets are
locally manufactured here in India. But, a vast untapped market of nearly 70 % of India's
population (India's rural sector) coupled with one of the world's cheapest mobile call
charge rates here in India which, is still expected to further go down, mobile handset
resellers will not have much to lose.
Industry sources, though, view the market to be at its nascent stage, many large EMS
(Electronic Manufacturing Services) companies are seriously considering setting up their
handset facilities in India. Not surprisingly, phone vendors would prefer to source the
lowest-cost phones available and these come from contract manufacturers elsewhere in
Asia. Opportunities are largely looming for mobile bigwigs like Micromax, BenQ,
Elcoteq, and Alcatel quibbled over licenses; now, they are fighting over spectrum.

The market research report "Indian Mobile Handset Market (2005)" published by
RNCOS examines ongoing market trends responsible for the escalating demand for
mobile handsets and value-added services in India. The report investigates and assesses
the growth factors contributing to mobile handset market and includes wide coverage of
important

issues

and

policies

concerning

development

of

Indian

mobile

telecommunication industry. With statistics including current market share data, leading
players and manufacturers profiles, and mobile subscriber predictions for 2010, the
report covers the key aspects of the scenario in the Indian market for the mobile industry.
Special emphasis is given to emerging trends in the market. This market research report
also gives a complete analysis of Indias mobile market for in-depth insights into mobile
subscribers base, mobile tariffs, usage patterns, and potential for value added services.

NOKIA
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
companieswere 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.

HANDSETS

SAMSUNG INDIA
Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US$55.2
billion recognized as one of the fastest growing brands. It has been operating in India
since 1995. Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, digital media and digital convergence technologies. Employing
approximately 123,000 people in 93 offices in 48 countries, the company consists of five
main business units: Digital Appliance Business, Digital Media Business, LCD Business,
Semiconductor

Business

and

Telecommunication

Network

Business.

Samsung

Electronics is a leading provider of high tech Consumer Electronics, Home Appliance, IT

and Telecom Products in the country. It is the world's largest producer of color monitors,
colorTVs, memory chips and TFT-LCDs.
In its tenure of over 10 years in the country, Samsung India has set up manufacturing
facilities for Colour Televisions, Microwave Ovens, Washing machines, Airconditioners,
Colour Monitors and more recently, Refrigerators in the country. All the facilities are
located at its Manufacturing Complex at Noida, Uttar Pradesh. The Company set up a
Software Technology Park for Digital Visual Display Products at Noida in the year 2002.
In the year 2004, Samsung India has been made the Regional Headquarters for Samsung
operations in South West Asia.

SAMSUNG HANDSETS

SONY ERICSSON
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Ericsson AB, was
established in October 2001. Their mission is to establish Sony Ericsson as the most
attractive and innovative global brand in the mobile handset industry. Sony Ericsson's
press resources section contains recent press releases, the press release archive and the
photo library with images of mobile phones and accessories .
HANDSETS

MOTOROLA
Motorola is a Fortune 100 global communications leader that provides seamless mobility
products and solutions across broadband, embedded systems and wireless networks.
Seamless mobility means you can reach the people, things and information you need in
your home, auto, workplace and all spaces in between. Seamless mobility harnesses the
power of technology convergence and enables smarter, faster, cost-effective and flexible
communication. Motorola had sales of US $31.3 billion in 2004.
Today, Motorola is comprised of four businesses:

Connected Home Solutions,

Government & Enterprise Mobility Solutions, Mobile Devices and Networks.

Motorola Offers market-changing icons of personal technology - transforming the device
formerly known as the cell phone into a universal remote control for life. A leader in
multi-mode, multi-band communications products and technologies, Mobile Devices
designs, manufactures, sells and services wireless subscriber and server equipment for
cellular systems, portable energy storage products and systems, servers and software
solutions and related software and accessory products.
LG MOBILES
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South
Korea was established in January, 1997 after clearance from the Foreign Investment
Promotion Board (FIPB).
The company has achieved a turnover of Rs 6500 crore in 2004 and aims to touch a
turnover of 10 Billion US Dollars by 2010 and commands an enviable position in the
GSM mobile phone market. It has already started manufacturing of GSM phones in its
plant at Pune.

Micromax Mobile
Micromax is a telecommunications company based in Gurgaon, Haryana, India. It is a
manufacturer of wireless telephone handsets. Micromax has 23 domestic offices across
the country and international offices in Hong Kong, USA, Dubai and now in Nepal.
Micromax made its debut in March 2000, when it was incorporated as Micromax
Informatics Private Limited. However, it entered Mobile Handset Industry only in 2008.
Therefore, it can be said that Micromax Mobile, as it exists today was formed in 2008
and it has since then rapidly grown to become leading domestic mobile handset company
in India

RESEARCH METHODOLOGY

Research is the systematic and objective search for the analysis of the information
relevant to the identification and solution of any problem in the field of channel
The objective behind this project was to get a deep insight into the answers to the
questions what are the brand preferences of the consumers and what they expect from
mobile handsets providers and study of current mobile market. The object of the survey
was the mobile users of various mobile companies.
RESEARCH OBJECTIVES
MAIN OBJECTIVE
o Analysis of current market scenario of mobile market with special reference to
NOKIA and SAMSUNG IND.MOBILES.
SUB OBJECTIVES
o To study the satisfaction level of cellular users in Faridabad,
o To study the buying behaviors of the customers.
o To identify the key buying factors which are used in hiring the telecom
services.

Methodology Used
The data was collected through both the primary as well as secondary sources. The
primary source of the data is the users of various mobile handset users. The sources of
secondary data are the websites and company catalogues.

The Research Design

The research design followed for this research was:
1.

Problem Formulation: This refers to transferring of the management problem

into a research problem. The management was to gauge the behavior of
consumer in respect of mobile market.

2.

Research Method: the method involved getting the questionnaires filled by

consumers and then analyzing the data with the help of SPSS software.

3.

Research Design: It is the specification of the methods and procedures for

acquiring he information needed. It is overall operational pattern or framework of
the project that stimulates what information is to be collected, from which source
and by what procedure. The three types of design used are exploratory, descriptive
and causal for this research the descriptive design was used. This is because it is
marked by the prior formulation of specific research questions. It has a
preplanned and structure design. For descriptive study proposed data analysis and
project output are critical aspects. It was decided that the users of various mobile
companies would be used as the primary source of data.

4.

Selection of data collection techniques: For this research the data was to be
collected was of primary as well as secondary nature. The source of primary data
was the user of various mobile companies. Thus the data collection was done
through a survey by using questionnaire technique. This consisted of an interview
and questionnaire. The questionnaire contained the questions relating hiring and
uses of different mobile handsets.

5.

Sample Design: A sample chosen has to be representative of the population. For

this survey cluster and stratified sampling was used. The sample size was more
than 300 users and 50 retailers.

6.

Data collection: At this stage the data is actually colleted according to the
decided technique of data collection. The questionnaire is main source for the
collection of data.

7.

Analysis and interpretation: Data which has been obtained are seldom useful
to anyone, if it is not analyzed and interpreted in order, the breaking down of
constituent parts and the manipulating of the data and to obtain answer to the
research questions. Interpretations involve taking the result of analysis, making
inferences relevant to the research relationship studied and drawing conclusions
about these relationships.

8.

Research report: The culmination of the research process is research report.

Methodology, report and recommendations for course of action are presented. The
two critical attribute of report are completeness and conciseness. Therefore these
attributes are conflicting; a balance has to be stuck between the two. On
presenting the research report one should understand it and able to take decision
on recommendations and conclusions of research.

Steps in Sampling Design

1.

Type of Universe: The first step in developing any sample design is to clearly
define the set of objects, technically called the Universe, to be studied. Universe
can be infinite or finite. In the research the universe taken was the finite i.e. the
users of various mobile companies.

2.

Sampling Unit: A decision has to be taken concerning a sampling unit before

selecting sample. Sampling unit in case of this research study were the present
and prospective consumers of Faridabad.

3.

Source list: It is known as sampling frame from which sample is to be drawn.

It contains names of all items of a universe. In this case present clients database

and prospective clients database was used as source list to pick the required
sample.
4.

Size of Sample: This refers to the number of items to be selected from universe
to constitute the sample. That is optimum or neither be excessively large, nor to
small.

5.

Parameters of interests: In determining the sampling design, one must consider

the question of the specific population parameters which are of interests. In this
research study the parameters of interest were the behavior of different mobile
users with respect to the facilities provided to them in handsets.

6.

Time and Budgetary Constraints: Cost and time consideration from practical
point of view, have major impact upon decision relating to not only size but also
to the type of sample.

7.

Sampling procedure: Finally, the researcher must decide the type of sample he
will use i.e., he must decide about the technique to be used in selecting the item
for the sample. In fact the technique or procedure stands for the sample design
itself. In this research study probability or random sampling is used.

Tools for data collection

The task of the data collection begins after research problem has been defined and
research design/plan chalked out. While deciding about the method of the data collection
to be used for study, the researcher should keep in mind two types of data primary and
secondary.
1.

Sources of Data:
a) Primary Data: We collect primary data during the course of experiments in an
experimental research but in case do research of the descriptive type and perform
surveys, then we can obtain primary data either through observation or through
direct communication with the respondents in one form or another or through
personal interview. Since the research is of descriptive type in witch data is
collected through direct communication with respondents. Sample survey is
carried out during this project. The survey was performed through a structured
questionnaire.
b) Secondary Data: Secondary data means data that are already available i.e. they
refer to the data which have already been collected by someone else. The sources
of secondary data in this project were the websites of various mobile providers,
catalogues of various mobiles, internet etc.

2.

Method adopted in research:

The survey method was used for this research project. A general survey was
conducted to gather the required data.

3.

Research tool used:

Questionnaire was used to collect the data from the users of various mobile handsets.
a) Method of population Selection:

The population for this survey was selected with the help of cluster and stratified
random techniques. In cluster, city was divided area wise then stratified was
applied.
b) Method of Interaction with the population:
Personal visit method is used for this research project. The respondents were the
users of various mobiles. These respondents were approached and requested to
give their opinion on the mobile handsets providers by answering in the
questionnaire.

Limitations of the research

This research was subjected to following limitation:
1. The survey cannot be termed 100% accurate due to lack of time and cost and only
300 users and 50 retailers and whole sellers had been studied. Thus the scope of
study is limited in terms of no. of respondent.
2. The lack of candidness of respondent towards answering the questionnaire in few
cases may have reduced the accuracy of survey to some extent.
3. Despite the unbiased opinion and efforts the possibility of technical exceptions
cannot be ruled out.
4. The statistical analysis with various automated tools might have computational
errors.

FINDINGS AND ANALYSIS

Mostly people are attracted towards Nokia and Samsung mobiles due to good
reputation.

More than 40% users use Nokia handsets.

Handset Dimensions (whd) and excellent Build Quality are the perfect
consideration in Nokia & Samsung Mobiles when buying a cell phone.

Ergonomics is very helpful to understand the interface in these mobiles and it also
makes customers.

A lot of people use mobiles as a status symbol.

One feature that most of the users probably prefer more than anything else is light
weight of these handsets.

Analysis Of Individual Questions

A
Y
N
H
T
S
O
E
IC
S
N
O
M
T
O
R
A
L
P
S
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S
A
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N
K
O
IU
W
h
icb
ra
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d
o
fm
b
ile
p
h
o
e
n
d
o
yu
s
e
?

Q1) Which brand of mobile phone do you use?

NOKIA
SAMSUNG
LG
PANASONIC
MOTOROLA
SONY ERICSSON
ANY OTHER
Total

Frequ
Valid
ency Percent Percent
161
40.3
40.3
99
24.8
24.8
38
9.5
9.5
12
3.0
3.0
22
5.5
5.5
38
9.5
9.5
30
7.5
7.5
400
100.0
100.0

Cumulative
Percent
40.3
65.0
74.5
77.5
83.0
92.5
100.0

The research study shows Nokia to be the current market leader in GSM section with a
whopping 40.3% market share. Next comes Samsung with 24.8%, which is again a
significant market share. LG, Panasonic, Motorola, Sony Ericsson, others hold 9.5%,
3.0%, 5.5%, 9.5%, 7.5% market share respectively.

Q2) Who was the main influencer while purchasing the mobile phone?

Valid

Own decision
Friends and relatives

Frequency
172

Percent
43.0

Valid Percent
43.0

Cumulative
Percent
43.0

110

27.5

27.5

70.5

sales executive of
the showroom

51

12.8

12.8

83.3

Television/Print ads

53

13.3

13.3

96.5

any other

14

3.5

3.5

100.0

400

100.0

100.0

Total

Who was the main influencer while purchasing the mobile

phone?
Own decision
Friends and
relatives
sales executive
of the showroom
Television/Print
ads
any other

43% of the respondents said that it was their own decision to purchase their handset,
while 27.5% of the respondents were influenced by their friends and relatives to purchase
that handset. Sales executive of the showroom, television could influence only 12.8%,
13.3% respectively. Other factors such as gifts could account for only 3.5% of the sales.

Q3) Rank the following brands in order of your preference _NOKIA

Frequenc
y
Valid

a
e
w
lo
n
re
lstf
a
igstu
h
y
o
rfp
u
fw
rin
c
e
N
_
O
K
IA
R
n
a
k
th
e
le
o
g
b
n
ra
d
s
in
o
rd
e
o

highes
t
higher
high
neutra
l
low
least
Total

Percent

Valid
Percent

Cumulative
Percent

176

44.0

44.0

44.0

125
55

31.3
13.8

31.3
13.8

75.3
89.0

21

5.3

5.3

94.3

6
17
400

1.5
4.3
100.0

1.5
4.3
100.0

95.8
100.0

44% of the respondents opted for Nokia to be their most preferred brand while 4.3 % of
them rated Nokia to be their least preferred brand

le
sw
a
trle
o
n
u
h
ig
se
t
o
fn
y
u
re
p
rw
c
e
_
A
S
M
N
G
R
a
k
th
fo
le
in
g
b
ra
n
sU
d
in
o
rd

Rank the following brands in order of your preference _SAMSUNG

Frequenc
y
Valid

highes
t
higher
high
neutra
l
low
least
Total

Percent

Valid
Percent

Cumulative
Percent

121

30.3

30.3

30.3

134
50

33.5
12.5

33.5
12.5

63.8
76.3

71

17.8

17.8

94.0

18
6
400

4.5
1.5
100.0

4.5
1.5
100.0

98.5
100.0

30% of the respondents opted for Samsung to be their most preferred brand while 1.5 %
of them rated Samsung to be their least preferred brand.

Rank the following brands in order of your preference _LG

Frequenc
y
Valid

a
e
w
lo
n
lst
a
ig
h
o
fe
y
u
fin
e
rb
c
n
e
_
G
L
R
n
a
k
th
lrp
o
w
g
a
d
s
in
rstured
o
e

highes
t
higher
high
neutra
l
low
least
Total

Percent

Valid
Percent

Cumulative
Percent

13

3.3

3.3

3.3

26
143

6.5
35.8

6.5
35.8

9.8
45.5

82

20.5

20.5

66.0

80
56
400

20.0
14.0
100.0

20.0
14.0
100.0

86.0
100.0

3.3% of the respondents opted for LG to be their most preferred brand while 14% of them
rated it be their least preferred brand.

a
e
stu
w
lo
n
re
lstC
a
ig
h
fa
o
y
rth
p
n
e
P
_
A
N
O
N
Ird
R
ku
n
e
fo
lre
w
ic
g
b
ra
n
sS
d
in
o
e

Rank the following brands in order of your preference _PANASONIC

Frequenc
y
Valid

highes
t
higher
high
neutra
l
low
least
Total

Percent

Valid
Percent

Cumulative
Percent

2.3

2.3

2.3

14
27

3.5
6.8

3.5
6.8

5.8
12.5

96

24.0

24.0

36.5

109
145
400

27.3
36.3
100.0

27.3
36.3
100.0

63.8
100.0

2.3% of the respondents opted for Panasonic to be their most preferred brand while
36.3% of them rated it to be their least preferred brand.

Rank the following brands in order of your preference _MOTOROLA

Frequenc
y
Valid

highes
t
higher
high
neutra
l
low
least
Total

Percent

Valid
Percent

Cumulative
Percent

33

8.3

8.3

8.3

34
51

8.5
12.8

8.5
12.8

16.8
29.5

99

24.8

24.8

54.3

98
85
400

24.5
21.3
100.0

24.5
21.3
100.0

78.8
100.0

le
sw
a
trle
o
n
u
h
ig
sA
t
o
fn
y
u
re
p
rw
c
e
_
M
O
T
R
O
L
R
a
k
th
fo
le
in
g
b
ra
n
s
d
in
o
rd
e

8.3% of the respondents opted for Motorola to be their most preferred brand while 21.3%
of them rated it to be their least preferred brand.

Rank the following brands in order of your preference _SONY ERICSSON

Frequenc
y
Valid

highes
t
higher
high
neutra
l
low
least

Percent

Valid
Percent

Cumulative
Percent

46

11.5

11.5

11.5

71
71

17.8
17.8

17.8
17.8

29.3
47.0

30

7.5

7.5

54.5

93
89

23.3
22.3

23.3
22.3

77.8
100.0

Total

400

100.0

100.0

le
sw
a
trle
o
n
u
h
ig
sN
tf
o
y
u
rp
e
fo
rln
c
e
S
O
Y
N
E
R
Iin
S
C
O
R
a
k
n
th
w
i_
g
b
ra
n
s
d
o
rd
e
o

11.5% of the respondents opted for Sony Ericsson to be their most preferred brand while
22.3% of them rated it to be their least preferred brand.

Q4) What is your main reason for having a mobile phone? _Just making and
receiving calls
Frequenc
y
Valid

least
likely
somewhat
likely
more

Percent

Valid
Percent

Cumulative
Percent

2.0

2.0

2.0

10

2.5

2.5

4.5

22

5.5

5.5

10.0

likely
very
likely
most
likely
Total

87

21.8

21.8

31.8

273

68.3

68.3

100.0

400

100.0

100.0

What is your main reason for having a mobile

phone?_Just making and receiving calls
least likely
somewhat
likely
more likely
very likely
most likely

A whopping 68.3% of the respondents says that making and receiving calls is the main
reason for them for having a mobile phone while a mere 2% of the respondents voted it to
be least likely.

What is your main reason for having a mobile phone?_It's a status symbol
Frequenc
y
Valid

least
likely
somewhat

Percent

Valid
Percent

Cumulative
Percent

72

18.0

18.0

18.0

28

7.0

7.0

25.0

likely
more
likely
very
likely
most
likely
Total

43

10.8

10.8

35.8

108

27.0

27.0

62.8

149

37.3

37.3

100.0

400

100.0

100.0

What is your main reason for having a

mobile phone?_It's a status symbol
least likely
somewhat
likely
more likely
very likely
most likely

Having a mobile phone is a status symbol for almost 37.3% of the respondents while 18%
of them do not consider it as a status symbol. The rest of them are somewhat confused
and their responses are shown by the above table and pie chart.

What is your main reason for having a mobile phone? _Inclined towards sms and
other features like camera, fm, etc.

Frequenc
y
Valid

least
likely
somewhat
likely
more
likely
very
likely
most
likely
Total

Percent

Valid
Percent

Cumulative
Percent

44

11.0

11.0

11.0

34

8.5

8.5

19.5

72

18.0

18.0

37.5

72

18.0

18.0

55.5

178

44.5

44.5

100.0

400

100.0

100.0

What is your main reason for having a mobile

phone?_Inclined towards sms and other ...
least likely
somewhat
likely
more likely
very likely
most likely

44.5% of the respondents also say that the reason for their keeping the mobile that they
are inclined towards sms, camera, radio, etc, while 11% of them are least affected by such
features.

What is your main reason for having a mobile phone?_A combination of all or some
of the above reasons
Frequenc
y
Valid

least
likely
somewhat
likely
more
likely
very
likely
most
likely
Total

Percent

Valid
Percent

Cumulative
Percent

23

5.8

5.8

5.8

12

3.0

3.0

8.8

40

10.0

10.0

18.8

120

30.0

30.0

48.8

205

51.3

51.3

100.0

400

100.0

100.0

What is your main reason for having a

mobile phone?_A combination of all or
some of the above reasons
least likely
somewhat
likely
more likely
very likely
most likely

51% of the respondents say that a combination of all or some of the above mentioned
factors is their reason to have the mobile phone, while 5.8% of them are not affected by
such factors.

Descriptive Statistics
N
What is your main
reason for having a
mobile phone?_Just
making and receiving
calls
What is your main
reason for having a
mobile phone?_It's a
status symbol
What is your main
reason for having a
mobile phone?
_Inclined towards sms
and other features like
camera, fm, etc.
What is your main
reason for having a
mobile phone?_A
combination of all or
some of the above
reasons
Valid N (list wise)

Sum

Mean

400

1807

4.52

400

1434

3.58

400

1506

3.76

400

1672

4.18

400

The above table shows the means of responses for all the four options. Thus Just making
and receiving calls scores 4.52 on a scale of 1-5 ( 5-most likely), thereby showing that it
is one the most important reason to own a handset. Then mobile phone being a status
symbol could score only a mean of 3.58 thereby exposing the naked psyche of the Indian
Consumers. Similarly, having a mobile for other features as sms, camera, fm, etc could
score only 3.76 thus showing that its not the main reason of having a mobile. A
combination of all the above reasons scores a good 4.18 mean thus showing the
inclination of the consumers towards all the above reasons.

Q5) Rate the following factors on the basis of your level of satisfaction and
experience with your mobile regarding the following items_ Overall Quality
Frequenc
y
Valid

very
unsatisfie
d
unsatisfie
d
neutral
satisfied
very
satisfied
Total

Percent

Valid
Percent

Cumulative
Percent

.8

.8

.8

18

4.5

4.5

5.3

41
115

10.3
28.8

10.3
28.8

15.5
44.3

223

55.8

55.8

100.0

400

100.0

100.0

rytifu
a
d
e
d
le
tryo
sa
ifa
rfte
g
a
rd
e
fa
ld
o
in
g
te
m
s
_
v
O
e
ro
lu
lib
o
s
ih
fn
tih
c
n
e
p
x
c
w
ith
y
m
e
R
a
lg
o
w
g
tw
c
rs
o
h
b
a
s
fvesanveQ
y
risfedty
v
l

The research study shows that 55.8% of the respondents are very satisfied with the
overall quality of their mobile phones, 28.8% are just satisfied while a mere 0.8% are
very unsatisfied with it.

Rate the following factors on the basis of your level of satisfaction and experience
with your mobile regarding the following items_Utility Value
Frequenc
y
Valid

unsatisfi
ed
neutral
satisfied
very
satisfied
Total

Percent

Valid
Percent

Cumulative
Percent

21

5.3

5.3

5.3

17
126

4.3
31.5

4.3
31.5

9.5
41.0

236

59.0

59.0

100.0

400

100.0

100.0

vsn
sfV
tid
fld
u
e
m
o
b
rh
g
g
e
h
w
in
g
m
s
_
U
leryatio
e
le
v
fs
a
fn
c
a
n
d
e
p
x
re
n
c
th
ra
R
a
tilo
e
ltird
o
w
ito
fa
tlo
c
rs
th
b
a
iw
fy
u

The research study shows that 59% of the respondents are very satisfied with the utility
value of their mobile phones, 31.5% are just satisfied while a mere 5.3% are unsatisfied
with it.

Rate the following factors on the basis of your level of satisfaction and experience
with your mobile regarding the following items_Usage Experience
Frequenc
y
Valid

very
unsatisfie
d
unsatisfie
d
neutral
satisfied

Percent

Valid
Percent

Cumulative
Percent

.8

.8

.8

25

6.3

6.3

7.0

21
124

5.3
31.0

5.3
31.0

12.3
43.3

very
satisfied
NA
Total

221

55.3

55.3

98.5

6
400

1.5
100.0

1.5
100.0

100.0

A
vsn
rya
e
sflsn
fd
tie
u
vm
ryo
rR
g
rd
g
h
o
lfd
w
in
g
m
U
_
s
e
g
x
E
e
iu
c
fe
o
tin
fa
c
tin
a
x
e
p
ie
c
w
ia
h
y
u
o
rp
lrtidee
b
ts
a
h
e
o
lw
g
c
to
rs
n
o
th
b
s
fN
v
l

The research study shows that 55.3% of the respondents are very satisfied with the usage
experience of their mobile phones, 31% are just satisfied while a mere 0.8% are very
unsatisfied with it. There is a significant 1.5% of the respondents who have opted for Not
Applicable in this case.

Rate the following factors on the basis of your level of satisfaction and experience
with your mobile regarding the following items_After Sales Service
Frequenc
y
Valid

very
unsatisfie
d
unsatisfie
d

Percent

Valid
Percent

Cumulative
Percent

.5

.5

.5

13

3.3

3.3

3.8

neutral
satisfied
very
satisfied
NA
Total

N
A
rya
e
sfltitid
fe
d
tisa
e
fb
d
rym
e
re
d
h
fo
lg
w
ic
g
n
tie
m
_
s
A
ftb
ra
S
le
S
ie
c
fg
o
a
tin
tie
n
a
d
x
p
c
w
ie
h
y
u
o
o
lv
R
a
ts
e
h
fg
lc
o
w
te
o
rs
n
h
s
fvsnuvrs

47
58

11.8
14.5

11.8
14.5

15.5
30.0

170

42.5

42.5

72.5

110
400

27.5
100.0

27.5
100.0

100.0

The research study shows that 42.5% of the respondents are very satisfied with the after
sales service of their mobile phones, 14.5% are just satisfied while a 3.8% are either
unsatisfied or very unsatisfied with it. Here also 27.5% have opted for NA which means
they have never availed after sales service.
Q6)Overall how satisfied are you with your handset
Frequenc
y
Valid

very
unsatisfied
unsatisfied
neutral

Percent

Valid
Percent

Cumulative
Percent

1.3

1.3

1.3

32
19

8.0
4.8

8.0
4.8

9.3
14.0

Very
satisfied
Extremely
satisfied
Total

172

43.0

43.0

57.0

172

43.0

43.0

100.0

400

100.0

100.0

tie
a
fsa
d
xn
e
yd
ryE
im
lfis
u
tsd
e
ye
O
v
ra
e
lh
o
w
s
a
tife
a
d
re
o
y
u
w
ith
o
y
u
rsVvh
n
a
e
t

Overall, 43% of the respondents are extremely satisfied and 43% very satisfied with their
mobile phones. So the level of satisfaction of the mobile users is very appreciating,
thereby signifying the good quality of mobile phones available in the market. But there is
still 1.3 and 8% of the respondents who are very unsatisfied and unsatisfied with it.

Q7) How likely are you to buy a new handset

Frequenc
y
Valid

definitel
y
Probably

Percent

Valid
Percent

Cumulative
Percent

94

23.5

23.5

23.5

129

32.3

32.3

55.8

Probably
Not
Definitel
y Not
Total

81

20.3

20.3

76.0

96

24.0

24.0

100.0

400

100.0

100.0

o
N
tfin
e
D
lyte
e
ro
P
a
b
e
d
fin
le
H
o
w
lik
ey
a
rey
o
u
tb
u
y
a
n
w
e
h
a
n
s
d
t

23.5% of the respondents are definitely going to buy a new handset in the near future,
thus presenting a major growth opportunity for the mobile phone manufacturing
companies. Also there is 32.3% of them who are not so sure for buying a newer handset,
but some efforts on the side of mobile companies can turn them into definitely buying a
newer handset.

Q8) Does your purchase decision for a specific handset get affected when the
company comes out with contests, competitions or promotions?

Valid

Strongly

Frequenc
y
84

Percent
21.0

Valid
Cumulative
Percent
Percent
21.0
21.0

Agree
Agree
Neutral
Disagree
Strongly
Disagree
Total

D
isa
g
S
tro
n
N
u
e
A
rto
g
S
n
o
u
tw
is
h
c
s
t,h
o
m
p
tis
o
n
rp
m
o
s
?
h
a
d
n
g
tn
e
fu
c
e
d
w
n
h
e
c
m
y
n
c
m
e
D
e
o
y
u
o
ra
p
a
s
e
d
c
fo
a
s
e
itelylyfn
c

86
86
70

21.5
21.5
17.5

21.5
21.5
17.5

42.5
64.0
81.5

74

18.5

18.5

100.0

400

100.0

100.0

42.5% of the respondents agree that their decision to purchase a specific handset gets
influenced when the company comes out with contests, competitions or promotions. So
the mobile companies should need to focus more on this aspect and try to take advantage
of the naked psyche of the consumers. Also there is 36% of them who are not affected
when companies comes out with such schemes.

Q9 Where do you prefer to purchase a new mobile from?

Valid

Shopping

Frequenc
y
100

Percent
25.0

Valid
Cumulative
Percent
Percent
25.0
25.0

Malls
Small Retail
Shops
Exclusive
Showrooms
Grey
Markets
Total

32

8.0

8.0

33.0

156

39.0

39.0

72.0

112

28.0

28.0

100.0

400

100.0

100.0

Where do you prefer to purchase a new mobile

from?
Shopping
Malls
Small Reatil
Shops
Exclusive
Showrooms
Grey
Markets

The research study shows that 25% of the respondents prefer to buy a newer handset
from a shopping mall, 39% prefers from exclusive showrooms. Also there are a
significant 28% of them who will be buying it from grey markets thus telling about their
liking for unbilled mobiles.

Q11) Rate the following attributes of your preferred new mobile instrument on a
scale 1-7 as per their significance to you_Ease of usage

Valid

Very Easy
Easy
Somewhat
Easy
Neutral
Somewhat
Difficult
Difficult
Total

Frequenc
y
308
66

Valid
Cumulative
Percent
Percent
77.0
77.0
16.5
93.5

Percent
77.0
16.5

14

3.5

3.5

97.0

1.8

1.8

98.8

1.0

1.0

99.8

1
400

.3
100.0

.3
100.0

100.0

Rate the following attributes of your preferred new

mobile instrument on a scale 1-7 as per their
Significance to you_Ease of usage
Very Easy
Easy
Somewhat
Easy
Neutral
Somewhat
Difficult
Difficult

77% of the respondents want their preferred new mobile to be very easy to use. This
shows their negative attitude towards difficult to use gadgets. Only 1.3% of them have
opted for difficult or somewhat difficult to use mobile phones.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7
as per their significance to you_Inexpensive/Expensive
Frequenc
y
Valid

Very
Inexpensive
Inexpensive
Somewhat
Inexpensive
Neutral
Somewhat
Expensive
Expensive
Very
Expensive
Total

Percent

Valid
Percent

Cumulative
Percent

234

58.5

58.5

58.5

40

10.0

10.0

68.5

41

10.3

10.3

78.8

23

5.8

5.8

84.6

29

7.3

7.3

91.9

11

2.8

2.8

94.5

22

5.5

5.5

100.0

400

100.0

100.0

Rate the following attributes of your preferred

new mobile instrument on a scale 1-7 as per their
significance to you_Inexpensive/Expensive
Very
Inexpensive
Inexpensive
Somewhat
Inexpensive
Neutral
Somewhat
Expensive
Expensive
Very
Expensive

78.8% of the respondents want their preferred new mobile to be very inexpensive,
inexpensive or somewhat inexpensive. Thus, the Indian consumers are very price
sensitive and are still not willing to spend much on such products. Only 1.3% of them
have opted for difficult or somewhat difficult to use mobile phones. Only 8.3% of the
respondents would prefer expensive or very inexpensive mobiles.

Rate the following attributes of your preferred new mobile instrument on a scale 1-7
as per their significance to you_Crude/Sleek Looks
Frequenc
y
Valid

Very
Crude
Crude
Somewhat
Crude
Neutral
Somewhat
Sleek
Sleek
Very Sleek
Total

Percent

Valid
Percent

Cumulative
Percent

1.5

1.5

1.5

1.0

1.0

2.5

1.3

1.3

3.8

2.0

2.0

5.8

65

16.3

16.3

22.0

59
253
400

14.8
63.3
100.0

14.8
63.3
100.0

36.8
100.0

Rate the following attributes of your preferred

new mobile instrument on a scale 1-7 as per
their significance to you_Crude/Sleek Looks
Very Crude
Crude
Somewhat
Crude
Neutral
Somewhat
Sleek
Sleek
Very Sleek

78.1% of the respondents want their preferred new mobile to be sleek/very sleek in looks.
This shows their preference for cool, sleek gadgets. Amazingly, there is 3.8% of them
opting for crude/ very crude or somewhat crude mobile phones. This preference for crude
crude handsets can not be explained.
Rate the following attributes of your preferred new mobile instrument on a scale 1-7
as per their significance to you_Single/Multi Functionality
Frequenc
y
Valid

Very Single
Functional
Single
Functional
Somewhat
Single
Functional
Neutral
Somewhat
Multi
Functional
Multi
Functional
Very Multi
Functional
Total

Percent

Valid
Percent

Cumulative
Percent

2.0

2.0

2.0

.3

.3

2.3

.5

.5

2.8

20

5.0

5.0

7.8

40

10.0

10.0

17.8

68

17.0

17.0

34.8

261

65.3

65.3

100.0

400

100.0

100.0

Rate the following attributes of your preferred

new mobile instrument on a scale 1-7 as per their
significance to you_Single/Multi Functionality
Very Single
Functional
Single
Functional
Somewhat
Single
Functional
Neutral
Somewhat
Multi
Functional
Multi
Functional
Very Multi
Functional

A whopping 82% of the respondents want their preferred new mobile to be very
multifunctional/ multifunctional in use. This shows their negative attitude towards
difficult to use gadgets. Only 2.8% of them have opted for very single functional/
somewhat single functional to use mobile phones. Thus, the Indian consumers have a
strong liking for multifunctional mobile phones.

Q12) Rate the following features in a handset as per their importance to you_Color
Display
Frequenc
y
Valid

highes
t
higher
high
neutra
l
low
lower
least
Total

Percent

Valid
Percent

Cumulative
Percent

131

32.8

32.8

32.8

162
65

40.5
16.3

40.5
16.3

73.3
89.5

17

4.3

4.3

93.8

6
9
10
400

1.5
2.3
2.5
100.0

1.5
2.3
2.5
100.0

95.3
97.5
100.0

32.8% of the respondents have rated the feature of color display as of highest
importance while for 2.5%, color display is of least importance.

Rate the following features in a handset as per their importance to you_FM Radio
Frequenc
y
Valid

highes
t
higher
high
neutra

Percent

Valid
Percent

Cumulative
Percent

32

8.0

8.0

8.0

58
149
58

14.5
37.3
14.5

14.5
37.3
14.5

22.5
59.8
74.3

l
low
lower
least
Total

29
43
31
400

7.3
10.8
7.8
100.0

7.3
10.8
7.8
100.0

81.5
92.3
100.0

le
sw
a
trta
o
n
u
e
lrso
h
ig
e
p
e
irfo
m
o
a
o
u
F
M
R
d
a
is
R
trh
a
lp
w
irtn
g
fc
e
tu
ry
s
e
i_
n
a
h
n
e
ta

8% of the respondents have rated the feature FM Radio of as highest importance while
for 7.8%, FM is of least importance.

Rate the following features in a handset as per their importance to you_Infrared/

Bluetooth

Valid

Frequenc
y
highes
80

Percent
20.0

Valid
Cumulative
Percent
Percent
20.0
20.0

t
higher
high
neutra
l
low
lower
least
Total

51
57

12.8
14.3

12.8
14.3

32.8
47.0

129

32.3

32.3

79.3

56
19
8
400

14.0
4.8
2.0
100.0

14.0
4.8
2.0
100.0

93.3
98.0
100.0

a
le
stru
w
o
e
n
te
ig
h
B
lu
o
e
rh
te
irlm
p
o
rtfe
a
c
y
u
_
Ih
frn
a
e
/talrsta
R
tp
a
fo
w
g
n
rth
s
e
io
n
a
d
s

20% of the respondents have rated the feature of Infrared/ Bluetooth as of highest
importance while for 2%, it is of least importance.

Rate the following features in a handset as per their importance to you_Camera/

Video Recording
Frequenc
y
Valid

stru
t.s
lrsp
a
th
irm
n
e
tfo
y
_
C
m
a
e
ra
/n
is
V
R
a
e
fp
lrta
o
w
ic
g
a
u
re
s
in
h
d
tleaownehigo
e
a
e
r

highes
t
higher
high
neutra
l
low
lower
least
Total

Percent

Valid
Percent

Cumulative
Percent

78

19.5

19.5

19.5

64
49

16.0
12.3

16.0
12.3

35.5
47.8

111

27.8

27.8

75.5

57
35
6
400

14.3
8.8
1.5
100.0

14.3
8.8
1.5
100.0

89.8
98.5
100.0

19.5% of the respondents have rated the feature of camera/ video recording as of highest
importance while for 1.5%, it is of least importance.

Rate the following features in a handset as per their importance to you_Memory

Card
Frequenc
y
Valid

trta
le
sp
tr
h
irfm
rta
e
c
o
y
_
M
m
e
o
rn
y
a
C
R
a
te
lp
o
w
in
g
fta
u
re
s
in
a
h
d
s
tleonhrasweuigd
e
s
e

highes
t
higher
high
neutra
l
low
lower
least
Total

Percent

Valid
Percent

Cumulative
Percent

2.3

2.3

2.3

20
54

5.0
13.5

5.0
13.5

7.3
20.8

46

11.5

11.5

32.3

190
62
19
400

47.5
15.5
4.8
100.0

47.5
15.5
4.8
100.0

79.8
95.3
100.0

2.3% of the respondents have rated the feature a memory card as highest importance
while for 4.8%, is of least importance.

Rate the following features in a handset as per their importance to you_MP3

Frequenc
y
Valid

sw
a
trle
u
ig
rsp
tr
tfe
m
o
p
rtfe
n
a
c
e
y
_
u
M
P
3
R
a
teh
lirw
o
n
g
u
rto
s
in
a
h
d
n
s
tleonha
e
s
e

highes
t
higher
high
neutra
l
low
lower
least
Total

Percent

Valid
Percent

Cumulative
Percent

32

8.0

8.0

8.0

26
14

6.5
3.5

6.5
3.5

14.5
18.0

29

7.3

7.3

25.3

34
200
65
400

8.5
50.0
16.3
100.0

8.5
50.0
16.3
100.0

33.8
83.8
100.0

8% of the respondents have rated the feature of Mp3 player as of highest importance
while for 16.3%, it is of least importance.

Rate the following features in a handset as per their importance to you_Games

Frequenc
y
Valid

le
trta
o
n
lre
h
sp
te
te
ifo
rlm
p
rta
c
tro
y
_
G
m
e
s
R
te
a
h
w
io
g
n
fe
u
s
e
iu
n
a
h
n
d
tasweuiga
r

highes
t
higher
high
neutra
l
low
lower
least
Total

Percent

Valid
Percent

Cumulative
Percent

33

8.3

8.3

8.3

16
19

4.0
4.8

4.0
4.8

12.3
17.0

12

3.0

3.0

20.0

26
38
256
400

6.5
9.5
64.0
100.0

6.5
9.5
64.0
100.0

26.5
36.0
100.0

8.3% of the respondents have rated the feature of Games as of highest importance while
for 64%, Games are of least importance.

Where are you most likely to get up to date information about newer handsets being
launched in the markets
Frequenc
y
Valid

Televisio
n
Newspap
ers
Family/
Friends
Mobile
Shops
Radio
Magazine
s
Internet
Total

Percent

Valid
Percent

Cumulative
Percent

73

18.3

18.3

18.3

53

13.3

13.3

31.5

143

35.8

35.8

67.3

76

19.0

19.0

86.3

20

5.0

5.0

91.3

18

4.5

4.5

95.8

17
400

4.3
100.0

4.3
100.0

100.0

tM
In
rzin
te
a
g
R
d
o
ln
b
S
ria
F
m
y/p
e
N
slve
w
a
rsp
T
o
le
u
h
c
e
d
in
h
m
a
e
k
tu
ifh
n
re
o
m
a
tio
n
a
b
u
o
ts
w
e
ry
n
s
d
b
e
in
g
W
y
m
lk
to
g
p
o
a
d
tsenhoe

A majority of 35.8% of the respondents say that they are most likely to get up to date
information about newer handsets from their friends/ family. So word of moth still
remains the biggest advertiser for the mobile phone companies. 18.3%, 13.3% and 19%
of the respondents say that they are most likely to get up to date information about newer
handsets from television, newspapers and mobile phone shops respectively. Only a small
fraction says that that they are most likely to get up to date information about newer
handsets from radio, magazines or internet.
Q14) Rank the following brands on the the following factors(1-highest, 5least)_Price_Nokia

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

200

50.0

50.0

50.0

131

32.8

32.8

82.8

41

10.3

10.3

93.0

5
23
400

1.3
5.8
100.0

1.3
5.8
100.0

94.3
100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Price_LG

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

37

9.3

9.3

9.3

61

15.3

15.3

24.5

148

37.0

37.0

61.5

69
85
400

17.3
21.3
100.0

17.3
21.3
100.0

78.8
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Price_Samsung

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

138

34.5

34.5

34.5

149

37.3

37.3

71.8

78

19.5

19.5

91.3

24
11
400

6.0
2.8
100.0

6.0
2.8
100.0

97.3
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Price_Panasonic

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

1.5

1.5

1.5

31

7.8

7.8

9.3

43

10.8

10.8

20.0

212
108
400

53.0
27.0
100.0

53.0
27.0
100.0

73.0
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Price_Motorola

E
L
S
A
O
W
M
D
IG
H
T
e
s
a
ra
P
itn
_
e
N
ih
k
te
h
fo
lth
w
ift)n
g
c
o
s
-ra
(1
g
e
,ERESTUM
5
R
n
a
k
l_
o
w
g
b
n
d
s
o
n
th
e

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

22

5.5

5.5

5.5

30

7.5

7.5

13.0

91

22.8

22.8

35.8

88
169
400

22.0
42.3
100.0

22.0
42.3
100.0

57.8
100.0

E
L
S
A
T
O
W
R
E
M
D
M
U
IG
H
T
S
E
lth
s
a
)if_
ric
_
e
S
a
m
u
te
h
fo
w
g
n
a
tn
rg
o
s
-n
(1
h
ig
e
t,h
-e
5
R
n
a
k
e
lP
o
w
b
d
s
o
n

Valid
Percent

Cumulative
Percent

Thus according to the above five tables and the charts, 50% of the respondents have
voted Nokia as the highest in terms of price, while 9.3% of them opted for LG. 34.5%
said that Samsung is highest in terms of price, 1.5% for Panasonic and 5.5% for
Motorola.

Rank the following brands on the the following factors(1-highest, 5least)_Quality_Nokia

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

215

53.8

53.8

53.8

86

21.5

21.5

75.3

32

8.0

8.0

83.3

31
36
400

7.8
9.0
100.0

7.8
9.0
100.0

91.0
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Quality_LG

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

32

8.0

8.0

8.0

61

15.3

15.3

23.3

141

35.3

35.3

58.5

92
74
400

23.0
18.5
100.0

23.0
18.5
100.0

81.5
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Quality_Samsung

Frequen
cy
Valid

HIGHE
ST
HIGHE
R

Percent

Valid
Percent

Cumulative
Percent

128

32.0

32.0

32.0

143

35.8

35.8

67.8

MEDIU
M
LOWER
LEAST
Total

48

12.0

12.0

79.8

73
8
400

18.3
2.0
100.0

18.3
2.0
100.0

98.0
100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Quality

Panasonic
Frequen
cy
Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Percent

Valid
Percent

Cumulative
Percent

1.0

1.0

1.0

63

15.8

15.8

16.8

57

14.3

14.3

31.0

132
144
400

33.0
36.0
100.0

33.0
36.0
100.0

64.0
100.0

Rank the following brands on the the following factors (1-highest, 5-least)_Quality
Motorola
Frequenc
y
Percent
Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Valid
Percent

Cumulative
Percent

21

5.3

5.3

5.3

46

11.5

11.5

16.8

121

30.3

30.3

47.0

75
137
400

18.8
34.3
100.0

18.8
34.3
100.0

65.8
100.0

E
L
T
S
O
R
W
M
U
D
IG
H
E
S
T
lth
s
a
)g
Q
u
lo
y
N
_
k
te
h
fo
in
w
fa
tin
c
rg
(b
s
ia
-h
1
g
e
t,A
s
5
R
n
a
k
fo
e
l_
w
d
n
s
n
o
e
h

T
S
A
O
R
E
W
M
M
IU
D
IG
H
H
S
E
)fo
Q
_
u
ity
N
te
h
ls
fo
w
in
fa
r_
o
c
(a
s
-k
1
is
h
e
g
5
-T
R
n
a
th
k
e
lg
w
g
n
b
n
d
n
o
t,LE
e
h

Thus according to the above five tables and the charts, 53.8% of the respondents have
voted Nokia as the highest in terms of Quality, while 8 of them opted for LG. 32% said
that Samsung is highest in terms of Quality, 1% for Panasonic and 5.3% for Motorola.

Rank the following brands on the the following factors(1-highest, 5-least)_Brand

Name_Nokia

Valid

HIGHE
ST
HIGHE
R

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

258

64.5

64.5

64.5

78

19.5

19.5

84.0

MEDIU
M
LOWER
LEAST
Total

36

9.0

9.0

93.0

16
12
400

4.0
3.0
100.0

4.0
3.0
100.0

97.0
100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand

Name_LG

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

36

9.0

9.0

9.0

69

17.3

17.3

26.3

94

23.5

23.5

49.8

110
91
400

27.5
22.8
100.0

27.5
22.8
100.0

77.3
100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand

Name_Samsung

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

77

19.3

19.3

19.3

175

43.8

43.8

63.0

72

18.0

18.0

81.0

56
20
400

14.0
5.0
100.0

14.0
5.0
100.0

95.0
100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand

Name_Panasonic

Valid

HIGHE
ST
HIGHE
R

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

11

2.8

2.8

2.8

34

8.5

8.5

11.3

MEDIU
M
LOWER
LEAST
Total

72

18.0

18.0

29.3

175
108
400

43.8
27.0
100.0

43.8
27.0
100.0

73.0
100.0

Rank the following brands on the the following factors(1-highest, 5-least)_Brand

Name_Motorola
Frequenc
Valid
Cumulative
y
Percent
Percent
Percent
Valid
HIGH
17
4.3
4.3
4.3
EST
HIGH
46
11.5
11.5
15.8
ER
MEDI
129
32.3
32.3
48.0
UM
LOWE
42
10.5
10.5
58.5
R
LEAS
166
41.5
41.5
100.0
T
Total
400
100.0
100.0

E
L
T
O
R
E
E
M
M
U
IG
H
T
S
E
rn
B
_
a
d
m
a
e
N
_
o
k
fo
la
ith
w
g
fo
c
to
rs
(1
-h
ig
h
s
e
t,o
-le
5
t)ASDW
s
a
R
n
k
e
lN
w
in
g
b
n
ra
d
n
h

L
A
E
T
S
W
O
R
M
D
U
M
H
IG
E
H
T
S
N
m
_
e
S
s
m
u
fo
lR
ith
w
g
n
fo
c
a
rs
(1
-h
e
h
t,g
-o
5
a
le
s
)_
B
ra
d
n
n
a
k
e
ltw
in
g
ria
b
n
d
s
n
th
e
h

Thus according to the above five tables and the charts, 64.5% of the respondents have
voted Nokia as the highest in terms of Brand Name, while 9 of them opted for LG.
19.3% said that Samsung is highest in terms of Brand Name, 2.8% for Panasonic and
4.3% for Motorola.
Rank the following brands on the the following factors(1-highest, 5least)_Availability_Nokia

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

234

58.5

58.5

58.5

83

20.8

20.8

79.3

39

9.8

9.8

89.0

14

3.5

3.5

92.5

LEAST
Total

30
400

7.5
100.0

7.5
100.0

100.0

Rank the following brands on the the following factors(1-highest, 5least)_Availability_LG

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

41

10.3

10.3

10.3

97

24.3

24.3

34.5

100

25.0

25.0

59.5

109
53
400

27.3
13.3
100.0

27.3
13.3
100.0

86.8
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Availability_Samsung

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

91

22.8

22.8

22.8

173

43.3

43.3

66.0

68

17.0

17.0

83.0

40
28
400

10.0
7.0
100.0

10.0
7.0
100.0

93.0
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Availability_Panasonic

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

19

4.8

4.8

4.8

32

8.0

8.0

12.8

78

19.5

19.5

32.3

118

29.5

29.5

61.8

LEAST
Total

153
400

38.3
100.0

38.3
100.0

100.0

Rank the following brands on the the following factors(1-highest, 5least)_Availability_Motorola

Valid

E
L
S
A
O
W
M
D
M
U
IG
H
S
E
T
A
a
v
_
o
N
k
fa
lk
o
i_
w
n
g
tb
c
rlg
o
-ity
(1
s
h
e
tia
,5
-e
la
)TER
R
n
th
e
fo
liw
n
a
n
s
d
n
h
ts
h

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Frequency

Percen
t

Valid
Percent

Cumulative
Percent

15

3.8

3.8

3.8

24

6.0

6.0

9.8

121

30.3

30.3

40.0

112
128
400

28.0
32.0
100.0

28.0
32.0
100.0

68.0
100.0

S
A
W
E
M
D
IG
H
R
E
S
T
_
A
a
v
y
S
_
s
m
u
fo
la
ith
w
g
n
fo
c
tb
rs
(1
-h
id
e
t,g
-h
5
lLEO
s
)ERTUM
R
n
k
e
liw
n
g
b
n
ra
n
o
e
ta

Thus according to the above five tables and the charts, 58.5% of the respondents have
voted Nokia as the highest in terms of Availability, while 10.3% of them opted for LG.
22.8% said that Samsung is highest in terms of Availability, 4.8% for Panasonic and
3.8% for Motorola.

Rank the following brands on the the following factors(1-highest, 5least)_Variety_Nokia

Frequen
cy
Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Percent

Valid
Percent

Cumulative
Percent

218

54.5

54.5

54.5

89

22.3

22.3

76.8

49

12.3

12.3

89.0

24
20
400

6.0
5.0
100.0

6.0
5.0
100.0

95.0
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Variety_LG

Frequen
cy
Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Percent

Valid
Percent

Cumulative
Percent

30

7.5

7.5

7.5

80

20.0

20.0

27.5

101

25.3

25.3

52.8

106
83
400

26.5
20.8
100.0

26.5
20.8
100.0

79.3
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Variety_Samsung

Frequen
cy

Percent

Valid
Percent

Cumulative
Percent

Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

124

31.0

31.0

31.0

174

43.5

43.5

74.5

49

12.3

12.3

86.8

37
16
400

9.3
4.0
100.0

9.3
4.0
100.0

96.0
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Variety_Panasonic

Frequen
cy
Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Percent

Valid
Percent

Cumulative
Percent

2.0

2.0

2.0

31

7.8

7.8

9.8

85

21.3

21.3

31.0

160
116
400

40.0
29.0
100.0

40.0
29.0
100.0

71.0
100.0

Rank the following brands on the the following factors(1-highest, 5least)_Variety_Motorola

Frequen
cy
Valid

HIGHE
ST
HIGHE
R
MEDIU
M
LOWER
LEAST
Total

Percent

Valid
Percent

Cumulative
Percent

13

3.3

3.3

3.3

27

6.8

6.8

10.0

117

29.3

29.3

39.3

76
167
400

19.0
41.8
100.0

19.0
41.8
100.0

58.3
100.0

E
L
S
A
O
W
M
D
IG
H
R
E
S
T
_
V
ie
_
y
m
s
u
fla
o
w
ith
g
fa
trw
s
-S
(1
ia
e
tg
,5
-lh
a
)ERTUM
R
n
k
e
o
lc
n
g
rh
b
n
d
n
o
e
ts

L
A
E
T
S
W
O
R
M
D
U
H
IG
E
H
T
S
_
V
rtw
ie
_
y
N
o
k
fa
lk
o
ie
w
g
n
c
s
(1
-h
ira
s
e
to
,5
-le
a
tM
s
)e
R
n
th
fo
la
n
g
b
d
n
n
h

Thus according to the above five tables and the charts, 54.5% of the respondents have
voted Nokia as the highest in terms of Variety, while 7.5% of them opted for LG. 31.0%
said that Samsung is highest in terms of Variety, 2.0% for Panasonic and 3.3% for
Motorola.

Q15) Please rate the following pairs of mobile phones as to how similar they
are._NOKIA-LG
Frequenc
y
Valid

Very
Similar
Somewhat
Similar

Percent

Valid
Percent

Cumulative
Percent

16

4.0

4.0

4.0

42

10.5

10.5

14.5

Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

40
101
66

10.0
25.3
16.5

10.0
25.3
16.5

24.5
49.8
66.3

104

26.0

26.0

92.3

31

7.8

7.8

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_NOKIA-LG
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

4%, 10.5% and 10.0% of the respondents have rated Nokia-LG to be very similar,
somewhat similar, similar brands respectively, while 16.5%, 26.0% and 7.8% of them
have rated Nokia-LG to be different, somewhat different, very different brands
respectively.

Please rate the following pairs of mobile phones as to how similar they are _NOKIAMOTOROLA

Valid

Very

Frequenc
y
30

Percent
7.5

Valid
Cumulative
Percent
Percent
7.5
7.5

Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

22

5.5

5.5

13.0

40
44
163

10.0
11.0
40.8

10.0
11.0
40.8

23.0
34.0
74.8

73

18.3

18.3

93.0

28

7.0

7.0

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_Nokia-Motorola
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

7.5%, 13.0% and 23.0% of the respondents have rated Nokia-Motorola to be very similar,
somewhat similar, similar brands respectively, while 40.8%, 18.3% and 7.0% of them
have rated Nokia-Motorola to be different, somewhat different, very different brands
respectively.

Please rate the following pairs of mobile phones as to how similar they are_NOKIASAMSUNG

Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

Percent

Valid
Percent

Cumulative
Percent

12

3.0

3.0

3.0

44

11.0

11.0

14.0

25
69
134

6.3
17.3
33.5

6.3
17.3
33.5

20.3
37.5
71.0

101

25.3

25.3

96.3

15

3.8

3.8

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_NOKIA-SAMSUNG
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

3.0%, 14.0% and 20.3% of the respondents have rated Nokia-Samsung to be very
similar, somewhat similar, similar brands respectively, while 33.5%, 25.3%, 3.8% of
them have rated Nokia-Samsung to be different, somewhat different, very different
brands respectively

Please rate the following pairs of mobile phones as to how similar they are_NOKIAPANASONIC
Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

Percent

Valid
Percent

Cumulative
Percent

.5

.5

.5

43

10.8

10.8

11.3

36
123
103

9.0
30.8
25.8

9.0
30.8
25.8

20.3
51.0
76.8

65

16.3

16.3

93.0

28

7.0

7.0

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_NOKIA-PANASONIC
Very Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

0.5%, 10.8% and 9.0% of the respondents have rated NOKIA-PANASONIC to be very
similar, somewhat similar, similar brands respectively, while 25.8%, 16.3% and 7.0% of
them have rated NOKIA-PANASONIC to be different, somewhat different, very
different brands respectively.

Please rate the following pairs of mobile phones as to how similar they are
_SAMSUNG-LG
Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

Percent

Valid
Percent

Cumulative
Percent

27

6.8

6.8

6.8

28

7.0

7.0

13.8

38
74
145

9.5
18.5
36.3

9.5
18.5
36.3

23.3
41.8
78.0

66

16.5

16.5

94.5

22

5.5

5.5

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_SAMSUNG-LG
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

6.8%, 7.0% and 9.5% of the respondents have rated SAMSUNG-LG to be very similar,
somewhat similar, similar brands respectively, while 36.3%, 16.5% and 5.5% of them

have rated SAMSUNG-LG to be different, somewhat different, very different brands

respectively.

Please rate the following pairs of mobile phones as to how similar they
are_SAMSUNG-MOTOROLA
Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

Percent

Valid
Percent

Cumulative
Percent

1.8

1.8

1.8

33

8.3

8.3

10.0

51
80
102

12.8
20.0
25.5

12.8
20.0
25.5

22.8
42.8
68.3

98

24.5

24.5

92.8

29

7.3

7.3

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_SAMSUNG-MOTOROLA
Very Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

1.8%, 8.3% and 12.8% of the respondents have rated SAMSUNG-MOTOROLA to be

very similar, somewhat similar, similar brands respectively, while 25.5%, 24.5% and
7.3% of them have rated SAMSUNG- MOTOROLA to be different, somewhat
different, very different brands respectively.

Please rate the following pairs of mobile phones as to how similar they
are_SAMSUNG-PANASONIC
Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

Percent

Valid
Percent

Cumulative
Percent

2.3

2.3

2.3

31

7.8

7.8

10.0

60
75
111

15.0
18.8
27.8

15.0
18.8
27.8

25.0
43.8
71.5

78

19.5

19.5

91.0

36

9.0

9.0

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_SAMSUNG-PANASONIC
Very Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

2.3%, 7.8% and 15.0% of the respondents have rated SAMSUNG-PANASONIC to be

very similar, somewhat similar, similar brands respectively, while 27.8%, 19.5% and
9.0% of them have rated SAMSUNG- PANASONIC to be different, somewhat different,
very different brands respectively.
Please rate the following pairs of mobile phones as to how similar they are_LGMOTOROLA
Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different
Total

Percent

Valid
Percent

Cumulative
Percent

1.3

1.3

1.3

35

8.8

8.8

10.0

56
54
113

14.0
13.5
28.3

14.0
13.5
28.3

24.0
37.5
65.8

110

27.5

27.5

93.3

27

6.8

6.8

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_LG-MOTOROLA
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

1.3% , 8.8% and 14.0% of the respondents have rated LG-MOTOROLA to be very
similar, somewhat similar, similar brands respectively, while 28.3%, 27.5% and 6.8% of
them have rated LG SAMSUNG- MOTOROLA to be different, somewhat different,
very different brands respectively.

Please rate the following pairs of mobile phones as to how similar they are_LGPANASONIC
Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different

Percent

Valid
Percent

Cumulative
Percent

12

3.0

3.0

3.0

40

10.0

10.0

13.0

58
79
80
100

14.5
19.8
20.0
25.0

14.5
19.8
20.0
25.0

27.5
47.3
67.3
92.3

Very
Different
Total

31

7.8

7.8

400

100.0

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_LG-PANASONIC
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

3.0%, 10.0% and 14.5% of the respondents have rated LG-PANASONIC to be very
similar, somewhat similar, similar brands respectively, while 20.0%, 25.0% and 7.8% of
them have rated LG-PANASONIC to be different, somewhat different, very different
brands respectively.

Please rate the following pairs of mobile phones as to how similar they are. Circle
the appropriate number_PANASONIC-MOTOROLA
Frequenc
y
Valid

Very
Similar
Somewhat
Similar
Similar
Neutral

Percent

Valid
Percent

Cumulative
Percent

22

5.5

5.5

5.5

24

6.0

6.0

11.5

61
74

15.3
18.5

15.3
18.5

26.8
45.3

Different
Somewhat
Different
Very
Different
Total

118

29.5

29.5

74.8

73

18.3

18.3

93.0

28

7.0

7.0

100.0

400

100.0

100.0

Please rate the following pairs of mobile

phones as to how similar they are_PANASONIC-MOTOROLA.
Very
Similar
Somewhat
Similar
Similar
Neutral
Different
Somewhat
Different
Very
Different

5.5%, 6.0% and 15.3% of the respondents have rated PANASONIC-MOTOROLA to be

very similar, somewhat similar, similar brands respectively, while 29.5%, 18.3% and
7.0% of them have rated PANASONIC-MOTOROLA to be different, somewhat
different, very different brands respectively.

Age

Valid

15-25
26-35
36-50
above
50

Frequenc
y
161
110
103
26

Percent
40.3
27.5
25.8
6.5

Valid
Cumulative
Percent
Percent
40.3
40.3
27.5
67.8
25.8
93.5
6.5
100.0

Total

400

100.0

100.0

A
g
ea321bo6-5ve05

The age distribution of the various respondents is as follows: 40.3% of them belonged to
the age limit of 15-25 yrs. 27.5% of them belonged to age limit 26-35 yrs. 25.8%
belonged to 36-50 age limit while 6.5% of them were above fifty years of age.

Gender
Frequenc
y
Valid

MAL
E
FEMA
LE
Total

Percent

Valid
Percent

Cumulative
Percent

241

60.3

60.3

60.3

159

39.8

39.8

100.0

400

100.0

100.0

E
LE
A
G
n
e
d
rFM

60.3% of the respondents of the research study were males while the remaining 39.7%
were females.

Occupation

Valid

Service
Business/Self
Employed
Student

Frequenc
y
150

Percent
37.5

Valid
Cumulative
Percent
Percent
37.5
37.5

107

26.8

26.8

64.3

92

23.0

23.0

87.3

Housewife
Total

51
400

12.8
100.0

12.8
100.0

100.0

e
iftd
n
lfu
p
yie
s
/e
s
S
rvs
cw
O
c
u
p
tio
a
nHSEeBSoutdm

The occupation distribution of the various respondents is as follows: 37.5% of them

belonged to the service class, 26.8% of them were into business or self employed.
23.0% of the respondents were those who are still studying and the rest 12.8% were
housewives.

Household Income Level

Frequenc
y
Valid

Below 2
Lacs
2-4 Lacs
Above 4

Percent

Valid
Percent

Cumulative
Percent

2.0

2.0

2.0

143
249

35.8
62.3

35.8
62.3

37.8
100.0

Lacs
Total

400

100.0

100.0

Only 2.0 of the respondents are such whose house holds income is less than below 2 lacs,
while 35.8% of them have household incomes between 2-4 lacs. A whopping 62.3% of
them were those whose household incomes are above 4 lacs.

h
b
ra
d
n
o
fLG
m
b
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p
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n
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o
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u
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s
?
S
M
U
G
N
P
N
A
O
IC
N
S
N
Y
R
E
IC
S
O
O
N
Iic
K
A
M
O
T
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O
A
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Y
T
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C
o
n
u
t

Some important cross tabulation

WHERE DID YOU PICK IT UP FROM?

Maximum purchase of nokia phones is done from exclusive showrooms and

minimum from small retail shops
Maximum sales of Samsung phones is from exclusive showrooms and grey
markets
Motorola is sold in malls though the response for it is weak in the survey so it is
difficult to comment on the sales. A larger sample size might produce better
results
Response for the brands other than the ones mentioned above the response is not
good.

C
o
n
u
t

h
b
ra
d
n
o
fLG
m
b
o
ilSe
p
h
n
o
e
d
o
y
u
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s
?
S
M
U
G
N
P
N
A
O
IC
N
S
N
Y
R
E
IC
S
O
O
N
Iic
K
A
M
O
T
R
L
O
A
N
A
Y
T
E
H
R
0W
0
1
2
0
3
0
4
5
0
6
7B
a
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rt Aab36215ove-0ge50

THE AGE GROUP TO TARGET!!

Sony Ericsson is sold the maximum in the age group above 50

Nokia is the leader in terms of sales for the first 3 sets of age groups closely
followed by Samsung.
LG is sold maximum in the age group of 26-35.
Panasonic has almost zero market for people below the age group of 36 and above
that of 50

C
o
n
u
t

h
ic
b
ra
d
n
o
fLG
m
b
o
ilNe
p
h
n
o
e
d
o
y
u
e
s
?
S
M
U
G
N
A
P
O
S
N
IC
S
N
Y
R
E
IC
S
O
N
K
O
IA
M
O
T
R
L
O
A
N
A
Y
T
E
H
R
00W
2
40
0
6
0
8
0
1
E
LrE
A
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1
0B
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MAN OR WOMAN? BIG QUESTION!

Nokia is more popular with the males

Samsung is more popular with the females due to their compact sizes and flip
phones.
Motorola has very low market share for females, But with the launch of Moto
Razor pink and grey their share with women might increase
LG is popular amongst the males more than the females
The other brands such as Bird and BenQ are more popular with the females but by
a slight margin.
Panasonic is more popular with the females

WHOM TO TARGET?

Nokia remains a favorite across all occupations however Sony Ericsson enjoys an
almost equal share in the business/ self employed category.

WHICH INCOME GROUP TO TARGET??

C
o
n
u
t

W
h
ic
b
ra
d
n
o
fLG
m
b
o
ilNe
p
h
n
o
e
d
o
y
u
e
s
?
S
M
U
G
N
A
P
O
S
N
IC
S
N
Y
R
E
IC
S
O
N
K
O
IA
M
O
T
R
L
O
A
N
A
Y
T
E
H
R
0
2
40
0
6
0
8
0
0
1
Le
cs
2
1
0
B
a
rC
h
a
rtHouseho4.0Ab2-BldovLwIne4acs2com

Nokia sells the most across the various household income groups owing to the
wide variety of their products.
Every brand sells more in the income group which is higher
Panasonic, Motorola, Sony Ericsson and other brands do not sell in the
households where the annual income is below 2 lacs

IS IT WORTH IT??

C
o
n
u
t

W
h
b
ra
d
n
o
fLG
m
b
o
ilSe
p
h
n
o
e
d
o
y
u
e
s
?
S
M
U
G
N
P
N
A
O
IC
N
S
N
Y
R
E
IC
S
O
O
N
Iic
K
A
M
O
T
R
L
O
A
N
A
Y
T
E
H
R
0
0
2
0
4
E
m
yyd
tisfe
V
d
0
6
n
ltu
u
srxtryd
fisse
vfie
n
tau
fie
o
h
a
e
0B
8
ve
rla
o
w
a
rC
h
a
rtwitsahyO

Nokia and Samsung mobile owners have very high satisfaction levels.
Motorola and Panasonic do not have any unsatisfied customers
There are more unsatisfied than satisfied customers with the mobile brands other
than the ones mentioned.

ANYTHING.. ANYTHING AT ALL.. SCHEMES.. PROMOTIONS

Bar Chart
Does your purchase
decision for a
specific handset get
affected when the
company comes
out with contests,
competitions or
promotions?

40

30

Strongly Agree
Agree
Neutral

20

Disagree

Count

Strongly Disagree

10

0
Definitely

Probably

Probably Not Definitely Not

How likely are you to buy a new handset

Coming out with promotions and schemes enhances the chances of sale of the
product as a lot of people say their choice is affected if a scheme comes out.
People who disagree with the above statement do not plan to buy a new phone so
the opinion might not matter from the sales and marketing point of view

WHERE WILL YOU BUY IT FROM?

Bar Chart
How likely are you
to buy a new
handset

70

definitely

60

Probably
Probably Not

50

Definitely Not

40

Count

30

20

10

0
Shopping Malls

Small Retail
Shops

Exclusive
Showrooms

Grey Markets

Where do you prefer to purchase a new

mobile from?

Exclusive showrooms are the most preferred place for the purchase of cell
phones.
Few people purchase from small retail shops
A lot of people disagreed on purchases from shopping malls

WHERE TO ADVERTIZE?

Bar Chart
How likely are you
to buy a new
handset

40

definitely
Probably
30

Probably Not
Definitely Not

20
Count

10

0
Television
Family/ Friends
Radio
Internet
Newspapers
Mobile Shops
Magazines

Where are you most likely to get up to date

information about newer handsets being
launched in the markets

Television and news papers are the best options for advertising.
Word of mouth is the main factor that people consider while enquiring about new
phones

p
h
n
o
e
_
?
J
s
u
tm
a
k
in
g
a
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re
c
iv
n
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C
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W
a
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iatn
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s
a
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g
m
lkeie
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a
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yrh
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20
4
0
6
8
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1
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WHY THE MOBILES? WHY?

Mostly people across all age groups use mobiles to make and receive calls

C
o
n
u
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p
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_
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People across the 15-25 use a phone mainly because it is a sign of status symbol
for them.
Age groups 36-50 are the least likely to use a phone just for a status symbol

C
o
n
u
t

fo
tsom
s
k
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The advanced features in a phone are used mainly by youngsters

Very few respondents dont use these features.

C
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A
c
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The advanced features in a phone are used mainly by youngsters

Very few respondents dont use these features.

CONCLUSIONS

Mobile has become an important part of peoples life and it is no more a

luxury.

New Delhi, Noida and Ghaziabad is highly competitive and price sensitive
market as majority of respondents want maximum services provided by company in
low priced handsets.

There is a good scope for new entrants in this circle as the service provided by
the existing players are not up to the mark and subscribers want to try out new ones
provided they stand up to the customers expectations.

Numbers of color mobile users far out number B/W mobile users. And among
the color mobile users majority of them are camera mobile users.

As the circle comprises of mainly high standard areas with many big shopping
malls, subscribers want that the network coverage should extend up to shopping malls
in addition to the small markets and roads.

MMS and Bluetooth functions are fast becoming popular with the mobile
users. In fact these are becoming a criterion for choosing a mobile handset.

Majority of respondents perceives Samsung as the best color mobile provider.

It commands high respect and favorable image amongst the mobile users.

SUGGESTIONS AND RECOMMENDATIONS

Some recommendations and additional enhancements are following:

New Delhi, Noida and Ghaziabad is a highly competitive and price sensitive
market, which is having better shopping malls and markets, hence a suitable

marketing strategy, needs to be formulated taking into consideration the advertising

and price factor.

As the numbers of mobile users are relatively young, marketing strategy should
be more focused on this age group.

One of the drawbacks of Samsung brand in this market could be its common
flavor not metro flavor. Hence to succeed in this market it need to reposition itself as
the premium brand.

Since customer education about new launchings and facilities provided in

handsets is the major problem faced by most of the mobile users, Samsung needs to
take extra efforts for promptness in customer education to win and retain users.

Samsung needs to prune up its advertising campaign to increase its visibility

further as one of its competitors visibility is high.

Bluetooth and other connectivity services are fast emerging as an important area
of mobile service. Therefore, Samsung should come up with these relevant services
from time to time differentiate its product and to generate additional revenue.

Samsung should give high priority to customer service and satisfaction as your satisfied
customers do the best advertisement.

BIBLIOGRAPHY

Reference Book1) Research Methodology

2) Marketing Management

Website used1. www.google.com

2. www.fonearena.com
3. www.wikipedia.com

By C.R Kothari
By Philip Kotler