DECLARATION

I Deepti Gupta, Roll no. 428 student of M.B.A. IV sem of Shri Baba Mastnath Institute of Management Studies & Research, Asthal Bohar Rohtak hereby Declare that the final year project entitled Factors affecting brand choice of Mobile Phone Handsets is an original work and has not been submitted to any other institute for award of any degree. The interim report was presented to supervisor on ________________. The feasible suggestions have been duly

incorporated in consultation with the supervisor.

Countersigned

Signature of the supervisor

Signature of Candidate

ACKNNOWLDGEMENT
The project of this nature is a difficult task stretching over a period of time. Although this project is being brought in my name, it bears an imprint of guidance and cooperation of many individuals in the successful and trouble free completion of my project report factors affecting brand choice of Mobile Phone Handsets. On the moment of accomplishment of this project I would like to thank those who have contributed to it in several ways. I would like to express my heartful gratitude to Mr. S.P. Singh Director of Shri Baba Mastnath Institute of Management Studies And Research. I am also thankful to Mrs. Seema Mahlawat for giving his ample time and sharing his knowledge. I would like to thank all the consumer and all the dealers, whose immense cooperation provided considerable help to the project. My acknowledgement would be incomplete, if I dont thank my family members and who are always behind me.

(Deepti Gupta)

PREFACE

Modern marketing is something beyond a good product pricing it suitably and making it available to the customers. Effective marketing is critical to the success of every organization whether big or small. There is no denying the facts all that all industrial organization has profit making objectives. We are exposed to marketing in almost everything we do. It involves large number of activities such as marketing research, product planning and development, branding, packaging, advertisement. Where management have healthy management skills, full of potential and is also willing to take risk in order to serve its customer in a better way than its competitor that company touches the Zenith of success. This healthy management comes only through the practical exposure and experience. Therefore, to cope with various industrial and organizational problems, market research is necessary for finding out the customers and prospective customer and also to know the preference of customer and market share. For this purpose I have done my final year Project Report on the topic of factors affecting Brand choice of Mobile Phone Handsets. It gave me pleasure to work on such topic and also to learn practical things. For this particular purpose various Universities and Management institute are running Management courses of which this project is part of study of curriculum and necessary to prepare. It has proved very helpful in removing many serious doubts and has made able to accept the challenges and opportunities.

Table of Contents

Declaration Acknowledgement Preface Table of content Chapter 1: company profile Product profile Information about product Introduction of the study Scope of the study Significance of the study Objective of the study Conceptualization of the the study Focus of the problem Chapter 2: research methodology Meaning of research Research design Sample size

Chapter:3 data analysis and interpretation Chapter 4 findings and conclusion and suggestions Chapter 5 Annexure

Introduction Of The Study

Marketing to any layman would mean the selling of goods at different places. But actually it is something more than selling which in turns is only a part of the former. It covers all the activities that involve what to produce. How much to produce. What channels to adopt to distribute the good to the final consumers and what advertising media to select. The modern marketing concept makes customer at the centre-stage of organization efforts. The focus, within the marketing concept to reach the target customer, sets the ball rolling for analyzing each of the conditions of the target market. The first being to find out interest of such persons as would become prospective customers. Then comes the willingness of such interested persons to buy the offered product. But since customer needs come first and then the organization offers the product, as imperative of the marketing concept, customers willingness to buy cannot be studied in the isolation of the interest of such prospects to satisfy a basic need from different satisfiers. Customers needs recognition, their involvement level, the available alternatives, the decision to buy and post purchase behavior. Every consumer is unique and this uniqueness is manifest in search, purchasing, consuming, reacting, etc. Thus, consumer behavior must be properly understood by marketers. Ostrow and Smith have defined consumer behaviors as actions of consumers in the marketplace and the underlying motives for those actions. Marketers expect that by understanding what causes consumers to buy particular goods and services they will be able to determine which products are

needed in the market place, which are obsolete, and how best to present those goods to the consumer. It is the behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products, services and ideas that they expect will satisfy their needs. Todays customer is exposed to international quality, thanks to the entry of more Players from within India and abroad. He dictates specification, quality standards, and chargeable. He wants everything here and now. Both budget shoppers and high spenders are demanding better returns for the Money they spend.

Marketing and other stimuli Locate Desired product Target Appropriate price Markets Right place Relevant promotion Segment Buyer characteristics As per External Environment Cultural Customer Economic Culture Needs Technological Subculture Political Social class Cultural Social Reference Groups Family Roles & status Personal Age and life cycle stage Occupation Economic Circumstances Life style Personality & Self Concept Psychological Motivation Perception Lear ning Beliefs Attitudes

High Involvement Significant Differences Between Brands Consumer buying behavior

Low Involvement variety seeking behavior

Major factors Influencing Decision

Buyer Decision Process
Need Recognition Information Search Evaluation of Alternatives

For Difference Dissonance Between reducing Brands Behavior

Habitual Buying Behavior

Purchase intention

Attitude of Others

unanticipated situations

Purchase Decision Post purchase behavior

A consumers decision to buy a product or service is the result of interplay of many forces or stimuli. The starting point is the marketers stimuli in the form of product through some

promotional method, available at some outlets at a price. The marketing stimuli for the product include locating target markets and segmentation of market as per customer needs. The marketing and environmental stimuli enter the buyers mind through cultural, social, personal and psychological factors. The marketing and other stimuli when come in contact with buyer the buyers decision process initiates. Every person has his\her distinct set of standard of judgments which is reflected in every individual. However there is some commonality between all of us

which make a marketer to classify and analyze the consumer behavior.

Factors influencing Consumer Decision

A large number of cultural, social, personal and psychological factors operate to influence the buyers decision. Most of these factors are interdependent and interrelated and often there is some overlapping between them. These are as follows:-

A. Cultural factors Culture refers to the social heritage of the society. It encompasses the social values, attitudes towards work, social intercourse, language, belief, art, morals, law, customs, traditions and any other capability and habits acquired by man as a member of the society. Culture: - Indian society follows conformity, spiritualism, and respect for elderly, traditionalism and education as its cultural values. There is a shift in the cultural values that set the pace for new generation like women joining workforce results the excessive use of ready to cook food, washing machine, oven etc. Sub culture: - A sub-culture is an identifiable and distinct group that has unique characteristics. The sub-culture exists within larger society. A person living in Calcutta would feel that he is different from the one living in Bihar.

B. Social factors Consumer is a social being. Consumer behavior is influenced by many social factors like reference group, family roles and status. Reference Group: - A group is interaction of two or more persons to realize common goals.

A reference group consists of groups that have immediate/remote, direct/indirect influence on the forming of individual and group values, attitudes, and behavior. Thus, the reference group provides a frame of reference for an individual on group for their purchase, consumption, use or influence. Family: - A persons world starts with the family in which he/she is born. The family has major influence on the behavior of its members. Today, the concept of family has changed in urban population from joint family to nuclear family. The emergence of working women affects the consumption pattern. In a survey it was found that the Generation I Man chooses brands of his choice for soaps and toiletries, irrespective of the familys choice. He depends on the user- testimonials, world of mouth, and personal judgement for expensive products. Roles and status: - an individual has many roles to play. A man is father of his daughter, husband of his wife, son of his parents, brother of his sister, manager of workplace. The type of status one can have in the society depends upon the relative position at home, work and society. Products must be prepared not only as per customers requirements, the roles and statuses. Thus the role and status of a Supreme Court judge would take him to a place where he can get products of his choice.

C. Personal factor A consumer is influenced by age and life-cycle stage, occupation, economic circumstances, lifestyle, personality and self concept. Age and life cycle stage: - A persons age is important decider of the needs. Small children require milk powder, baby foods toys, games soft drinks and educational facilities. Young adults require trendy clothes, recreational facilities; transportation etc. consumption

behavior is also influenced by the specific stage of family life- cycle like bachelor stage (young, single people not living at home) have financial burden. They buy basic kitchen equipment, basic furniture, cars, equipment for mating game, vacations.

Occupation: - the occupation of a person decides the consumption pattern. For example, a teacher would buy simple clothes, means of communications, books, pencils, transparencies papers, etc. while a company executive would buy expensive clothes, visit by air, get membership of resorts and club, etc.

Economic Condition: - Income, saving, asset, borrowing power, etc. decide the economic capacity of the customer to buy a product.

Life style: - it has been observed that customer coming from different cultures, sub cultures, etc bear different life-styles. Life style are identified by taking various Activities (work, hobbies, shopping sports), Interest (fashion, food, media, achievement), Opinion (business, politics, products, future), and Demographic (age, education, life cycle stage) into account.

Personality and Self-concept: - Personality is the inner psychological characteristic of a person that is manifest in outer behavior in terms of individual differences. A persons self concept, the part of personality would decide the type of products that will be bought. For example, a person with self confidence and adaptability would buy not the same toothpaste, brush, toiletries; etc, etc. next time he goes for shopping he would try to buy innovative products that correspond to his personality.

D.Psychological factors

The psychological make up of a person is reflected by his personality. It is personality which determines individuals reaction to the outside world. Personality or psychological factors such as perception, learning, belief, attitudes and of course motivation influence the buyers behavior to a large extent in many cases. Therefore, from marketing point of view, it is essentials to understand the motives, perception, beliefs and attitude of prospective buyers.

Telecom Industry
The digital divide of India is one of the most pervasive in the world. Though the nation hosts a burgeoning IT sector growing in excess of 25 percent a year, its teledensity is lowest in the world, with less than 5 phones for every citizen. Despite a recently deregulated telecommunications market and government initiatives aimed at quickly increasing the number of phones available to

its citizen, efforts to narrow the disparity of telecommunication services available between urban and rural areas have made slow progress. This report examines the reasons behind the nations digital divide, identifies what steps the government is taking to close it, and analyses trends and players currently driving the market forward. Telecommunication is an industry that has shown it to be heavy on global consolidation. It is very likely that Indias largest companies be taken over by Europes largest or Americas largest player.

Number constitute the earliest part of this exercise by 2010, the number of fixed line connection in India will swell to 170 million and the no of cellular connection to five crore.futurists may like to spell of a future where subscriber will have to like with just one number. Call that number and if they are at home, within easy reach of landline, that will ring, if they are on road, their mobile will deep; if they are at work, the call will automatically be re-routed to their office extension; and if they are in meeting the call will end up at voice mail ,service. A will line telephone will become like a wall clock. Every house will have one but a cellular phone will be like a wristwatch everyone will have one.

India Telecom Connecting India

We are christening the year 2007 as the Year of Broadband, announced Dayanidhi Maran, union minister of communication and information technology, at the inaugural address of India telecom 2006. Organized by the department of telecommunication, FICCI and TEMA the exhibition emerged as a platform for the telecom industry to come together and showcase their existing and upcoming technologies and services. Maran stated, We are targeting broadband connectivity for nine million people 2007. The sentiment at the inauguration of the exhibition was

clear: to see India as an emerging hub of telecom manufacturing and broadband, thereby connecting every nook and corner of the country.

A Promising Future

High speed connectivity dominated the theme of the exhibition. Ericsson showcased the technologies like High Speed Pocket Access and video calling. Also on display was Ericssons mobile phone health solution. This 3G feature would allow doctors to monitor the health of their patients virtually.

Indias turn for manufacturing

Kalam expressed his vision of seeing India develop into a manufacturing hub of telecom equipment. We should project a goal of 70-30 by which more than 70 per cent of the telecom hardware and software should be manufactured in India 2010, he stated. Opportunities for the same were further discussed at the conference on innovation and telecom equipment manufacturing that took place along side the exhibition. Overall, the year 2006 saw events solely devoted to Telecom, targeted towards industry as well as the consumers. This is a good sign for booming telecom industry in India that is already being eyed by the rest of the world.

NOKIA
Nokia is a world leader in mobile communications, driving the growth and sustainability of the broader mobility industry. Nokia connects people to each other and the information that matters to them with easy to use and innovative products like mobile phones, devices and solutions for imaging, games, media and businesses. Nokia provides equipment, solutions and services for network operators and co operations. Nokia comprises four business groups and three horizontal groups. Nokia mobile phones & telecommunication infrastructure products reached international market by 1990. In May 1992, Jorma Ollia was appointed to head the entire Nokia group. It made the major strategies divert its non core operation and to focus on telecommunication.

Several standard features of todays mobile phones were developed by Nokia such as graphic displays, signal and battery indication, colored covers and singing tones. Today nokia brand is symbol of simplicity and style. Effective January1, 2004, nokia reorganized its structure in a move to further align the companys overall structure with its strategy. The company includes four business groups: Mobile Phones; Multimedia; Enterprise solution and Networks. Nokia also includes two horizontal groups that support the mobile device business groups: Customers and Market Operations and Technology Platforms.

SAMSUNG
Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US $56 Billion Samsung Electronics Co. Ltd., has been operating in India since 1995. It is a leading provider of high tech Consumer Electronics, Home Appliance, IT and Telecom products in country. in its tenure of over 10 years in country, Samsung India has set up manufacturing facilities for Color Televisions, Microwave Ovens, Washing machines, Air conditioners, color monitors and more recently Refrigerators in the country. All the facilities are located at its manufacturing complex at Noida, Uttar Pradesh. The company had set 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.

About Samsung Electronics Samsung India is a leading provider of high Tech Information Technology, Telecom, Consumer Electronics and Home appliances products in their country. Samsung Electronics Co. Ltd. Is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2004 Parent Company sales of US$55.2 billion and net income of US$10.3 billion. Employing approximately 113000 people in 90 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. Recognized as one of the fastest growing brands, Samsung Electronics is the Worlds largest producers of color monitors, color TVs, Memory Chips and TFT- LCDs.

SONY ERICSSON
Sony Ericsson, a 50:50 joint venture of Japanese Sony Corporation and Swedish Ericsson, was established in October 2001. Sony Ericsson Mission is to establish itself as the most attractive and innovative Global brand in the Mobile Handset Industry. Officials from Sony Ericsson stated that the company will produce low-cost cost color screen and playing handsets for people of India with lower income. The phones will include a color screen and music playing handsets. Sony Ericsson will make phones in India through its manufacturing agreements it has with Flextronics and Foxconn. The company's representatives said that by 2009 they hope Indian mobile phone market to increase to 10 million pieces.

Sony Ericsson cares about people and the environment Fair treatment of the workforce, proactive Environmental conservation and hands on Community involvement are fundamental to Sony Ericssons vision for a sustainable future. By integrating

sound ethics into all aspects of the company including Human resource management, product design, supplier requirements, and community outreach programs, Sony Ericsson is helping to build a cleaner, safer and more enlightened world.

Entertaining a sustainable future Sony Ericsson considers the sustainable development one of the most important challenge for the future. Sony Ericsson is proud to be the first manufacturer to phase out nickel cadmium batteries in all Mobile phones. Among continuing phase out efforts it is working to eliminate lead, halogenated flame retardants.

MOTOROLA
Motorolas role as pioneer, innovator and visionary in mobile communications is well known. Originally founded as the Galvin Manufacturing Corporation in 1928, Motorola has come a long way since introducing its first product, the battery eliminator. For more than 75 years, Motorola has proven it a Global leader in wireless, broadband and automotive communications technologies and embedded Electronic products, and has become a recognized for its dedication to ethical business practices and pioneering role in important innovations. Motorola has kept moving at the pace people are living. Its products have grown and changed over the years, its drive for excellence has strengthened and intensified. From five-pound Handie Talkie radio to lightweight models of today, Motorola has been the leading provider of two way radio services to public safety, government transportation, utility and manufacturing enterprises. Its digital cable set-top terminals and cable modems deliver the promise of a connected home just as the original home radios and televisions did in the 1930 and 40s. The leader in the embedded process production Motorola has developed a broad array of microprocessors for a wide range of

products, from some of the first video games to todays advanced digital camera. In personal communications from the introduction of the DynaTAC cell phone in 1983 to todays sleek handsets and innovative technology for mobile telephone service. It is also a key supplier of integrated systems for automobiles, portable electronic devices and industrial equipment.

A z
to
Three - way calling Bluetooth

of

Cell phones

This feature enables you to conduct a conference call between three parties.

A low-power, short range wireless technology designed for local area voice and data communications. It enables the exchange of information between many devices including certain wireless phones, notebook PCs, hand held PCs. This technology allows using a wide range of computing and telecommunications devices, almost wherever and whenever you want

Call barring
Allows you to set your phone to prohibit certain incoming or outgoing phone calls.

Call forwarding
Allows you to set your phone to forward all calls.

Call waiting
While making a call, the phone will alert you that another person is trying to call you. You can choose to answer the call or it will be forwarded to your voice mail.

Code Division Multiple Access (CDMA)

CDMA separates communication by code. Voice is broken into digitized bits, and groups of bits and groups of bits are tagged with a code. Each code is associated with a single call in network. Group of bits from one call are randomly transmitted along with those of other calls. Then they are reassembled in the correct order to complete the conversation.

General Packet Radio Service (GPRS)

GPRS is a wireless data transmission service based on packet transmission. For example, if e-mail is sent by GPRS it will be reduced into packets of information. Each individual packet travels to its destination by the quickest possible route. This means that different packets from the same mail can travel separately through foreign networks around the globe in order to avoid obstructions. At the preset destination they are rebuilt and presented to the recipient as a whole.

GSM
GSM is the pan-European standard for digital standard for digital cellular telephone service. GSM was designed for markets to provide the advantage of automatic, international roaming in multiple countries. The SIM card is a vital component in GSM operation. The user can store all relevant data for the phone on a removable plastic card. The card can be plugged into any GSM compatible

phone and the phone is instantly personalized to the user.

Talk time
The total time a battery can power a phone for cellular calls. As the phone drains the battery during the call, the talk time left in the battery diminishes until the phone is turned off or the battery is recharged.

Standby Time
The time a battery can power a phone in standby mode, ready to make, or receive a call without being used for an actual call. The longer a phone is in the standby mode, the less standby time remains in the battery.

Personal Digital assistant (PDA)

Small, handheld wireless device for transmitting pages, data messages, fax and e-mails. It also acts as an electronic organizer, giving you access to schedule and contact lists. The term is often used interchangeably with Personal Information Manager.

Roaming
A service offered by most cellular service providers that allows subscriber to use cellular service while traveling outside their home service area.

Scroll Keys

Allows user to scroll forward and backward through menu options and list.

PIN code
The service provider may require a personal identification number for use with outbound calling to help guard against cellular frauds.

Wireless Application Protocol (WAP)

WAP provides a complete set of specification to support Internet protocols. Simply put, its a special way of formatting content so that it can appear on small screens, like those on wireless phones or PDAs.

Significance of Study
This project is particularly about the Factors affecting brand choice of mobile handsets. There are various factors which affect the brand choice of mobile phone handsets of a consumer so that with the help of this study one should take important decisions in related to the same so that manufacturer ,dealers and other related persons would make their strategies accordingly and also being able to create brand equity among consumers. This study will include various analysis of different brands of mobile handsets that are available in the market so that will help the same in many grounds while deciding particular strategies regarding the same which can be proved effective for such competitive environment. To create a brand loyalty brand preferences are not an easy task so this study will help the same to create brand equity after considering consumer preferences and choices. This study will include various factors like price quality, income level, durability etc. which affect the particular brand choice among consumer.

Review of Existing Literature

The study on factors affecting brand choice of mobile handsets has already studied earlier in Indian Journal of Marketing. The study shows the consumer behavior and those factors which affects the behavior of consumer and the brand choice of mobile handsets. Due to technology is improving day by day; there has been an increased expectation in the customer mind for newer products and improved alternatives for the existing one. And for this consumer are ready to pay much more to gain more comforts.

Conceptualization
Marketing is a process, which carries goods from producer to ultimate consumer. Marketing bridges the gap between consumer and producer. It is in this sense that marketing has been defined as all the activities involved in the creation of place, time and possession utilities. Marketing includes all those activities having to do with effecting changes in the ownership and possession of goods and services. It is that part of economics which deals with the creation of time, place and possession utilities and that place of business activity through which human wants are satisfied by the exchange of goods and services for some valuable consideration. Brand is a name, term, sign, symbol, and design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition. Brand is that which includes various attributes and benefits serve some value and culture provides a particular personality and serves to user. The consumer derives several advantages: Indication of source Easy to shop Consistent Quality Uniform price Status Packaging

In market various brands of mobile handsets are available but which brand will be preferred by consumer it mainly depends upon many factors. These factors can be Price of product Availability of product Income level of consumer Age level of consumer Various features of product. Occupation of the consumer

Focus of the problem

Any type of research study suffers from certain limitations relating to either the research itself or to the topic thought. The degree and nature of the limitation varies with the topic.

The present study has been undertaken to analyse the factors which affect the decision of consumer relating to Brand choice of Mobile Phone Handsets in Rohtak city Its aim is to study the consumer opinion and preferences relating to features of Mobile phone handset in the market.

SCOPE OF STUDY

The present study is Exploratory one and is aimed at finding out considerations involved while buying a mobile phone handsets. An attempt has been made to the prevalent attitudes, usage pattern and benefits sought by using mobile phone handsets. How different segments differ in their behaviour with respect to the product under study.

Objective of the study

The main objective of the study is to know about the factors which are the most influential one in the brand choice of mobile handsets. Other objective is to know that which of the brand available in the market is the most popular among the people. To know whether there is any difference in the brand choice of the youth and the aged people. To know the customer perception about different brands of mobile handsets. To know which feature of mobile is most influential while purchasing the mobile.

Research Methodology
Research methodology is a way to systematically solve the research problem. It is the science of studying how research is done scientifically. Methodology is the blueprint on which any study is done. Basically it provides a framework on which the whole study is carried out. This is important because it keeps the study on the right track and optimizes the time and cost factor involved. Further more for effective and efficient study a properly planned methodology is must. Research methodology is carefully planned as the accuracy, reliability and adequacy of results depends upon research methodology followed. Moreover it also helps in the evaluation of the research by other also. So the research to be purposeful the researcher should plan research methodology before proceeding to research study.

Research Problem
The first step while conducting a research is to carefully define the research problem. The present study has been undertaken to analyse the factors affecting Brand choice of Mobile handsets.

Research Design
Research design is the blueprint to study any problem. It is a plan for collection, analysis and interpretation of data in a manner that is relevant to the research purpose with economy in procedure. Research design can be categorized as Exploratory research Descriptive Experimental

The present study is exploratory research because as it tries to gather first hand data pertaining to various factors affecting brand choice. Universe or survey population The universe of the study is entire Rohtak City.

Sample Design
The amount of research work is limited by shortage of time and resources. Due to this limitation it is not possible to gather complete information. So the technique of sampling is applied. The sample are so selected that they are representative of entire Population. Sampling Unit Sample size Sampling Media Sampling Technique : Rohtak City : 180 : Questionnaire : Convenient Sampling

The following is the age wise and occupation wise distribution of the 180 respondents: Age wise Distribution Age 18-28 28-38 >38 Total 70 70 40

Occupation wise distribution Occupation Student Businessman Serviceman Professional Housewife Total 59 46 45 21 09

Data collection
The study is based on both primary and secondary data. The primary data is collected using a printed questionnaire. The secondary data is collected from companys website, dealers information, catalogues and manuals journals, newspapers, pertaining to marketing and consumer behavior.

Analysis Pattern
The data have been analyzed mathematically and Interpreted in the forms of tables, charts by means of summation and percentage.

1. Which brand of Mobile phone are you using currently?

Name of Brand Nokia Samsung Sony Ericsson Motorola Others

Total No of Users 97 33 29 16 05

T ta N o U rs o l o f se

Nk o ia Sm n a su g Sn E o y ricsso n M to la o ro O e th rs

Age wise Distribution Name of Brand

/Age group
Nokia Samsung Sony Ericsson Motorola Others Total

18-28 31 14 15 08 02 70

28-38 39 12 12 06 01 70

<38 27 7 2 2 2 40 33 29 16 05 180

Total 97

Occupation wise Distribution

Brand Name Student /Occupation Nokia Samsung Sony Ericsson Motorola Others Total 30 10 12 05 02 59 Businessman 28 08 08 02 46 Serviceman 21 12 05 06 01 45 Professional 15 01 04 01 21 Housewife 03 02 02 02 09

Total 97 33 29 16 05 180

Analysis of Tables:From the above table we can analyse that: Nokia is the most popular brand among the users, as it constitutes 53.81% of the total of 180. After Nokia the other brands which are popular are Samsung, Sony Ericsson. If we look at age wise distribution table then we will find that Nokia is equally popular among all the age group. If we talk about occupation wise distribution, then the top two three brands are equally distributed but less popular like Phillips and Bird are less resides with very few students and housewife.

2. You are involved in which occupation? Occupation Student Business man Service man Professional Housewives No. of users 59 46 45 21 09

No. of users

Student Business man Service man Professional Housewives

3. Since how long you have been owner of this mobile phone?

Total Distribution No of Days Less than 6 months Total No. of Users 77

6 months- 1 year More than 1 year Total

46 57 180

T otal N of U o. sers

Less than 6 m onths 6m onths- 1 year M than 1 ore year

Age wise Distribution Age /Days 18-28 28-38 >38 Total 48 21 08 77 Less than 6 mnths-1year 6months 17 18 11 46 05 31 21 57 1year 70 70 40 180 More than Total

Occupation wise Distribution Days /occupation <6 months 6 mnth-1year >1 year Total Student 40 14 05 59 Businessman 09 13 24 46 Serviceman 18 11 16 45 Professional 07 06 08 21 Housewife Total 03 02 04 09 77 46 57 180

Analysis of the table From the above table we can analyse that: Generally users change their handsets within a year, as change percentage within a year is 68.3% If we look at the age distribution table then we will find that this trend is more common in the age group of 18-28 as 65 out of 70change their handsets within a year. If we look at occupation distribution table then we will find that 49 students out of 59 change their handsets within 6 months and after student it is the serviceman category that changes their handsets within a year.

4. What are the factors that influence your purchasing decision of this brand? (rank the following)

Rank wise distribution of the factors Factors /Rank Price Image Quality Features Income 1 93 47 40 2 65 10 78 27 3 17 10 55 55 43 4 02 88 41 12 5 63 35 6 03 19 39 58 Total 180 180 180 180 180

After sale services total

180

180

180

37 180

82 180

61 180

180 180

Occupation wise distribution of the rank 1

Factors /occupation Price Income Features total

Student 19 04 36 59

Businessman 29 15 02 46

Serviceman 28 08 09 45

Professional 10 11 21

Housewife Total 07 02 09 93 40 47 180

Analysis of the table From the above tables we can analyze that: From the rank distribution table we can analyze that price is the most influential factor among the user, as 93 out of 180 rank price as the first factor, after price, income and features are the most influential factors as 40 and 47 rank these factors first respectively. If we analyze the occupation wise distribution of the most influential factor i.e. price, then we will find that business and service class are the categories who are more concerned about this, as 57 out of 93 goes for it. But if we look at the features then it is the student category, which is more concerned for the same, as 36 out of 59 students rank features as the first factor of purchasing decision.

5. If features, then which of the following affect your decision most? (Rank the following)

Rank wise distribution of the features Factors /Rank Phone memory Color display Camera Bluetooth PC connectivity Shape and size total 1 57 05 83 35 180 2 61 15 73 31 180 3 47 24 32 19 58 180 4 05 68 55 22 02 28 180 5 05 45 43 76 11 180 6 05 23 50 82 03 17 180 Total 180 180 180 180 180 180 180

Occupation wise distribution of the rank 1

Factors /occupation PC connectivity Phone memory Shape & size Color display Total

Student 23 14 19 03 59

Businessman 22 18 06 46

Serviceman 25 13 06 01 45

Professional 09 09 03 21

Housewife Total 04 03 01 01 09 83 57 35 05 180

Analysis of table From the above tables we can analyze that: From the rank distribution table we can analyze that connectivity is the most influential feature among the user, as 83 out of 180 rank connectivity as the first factor, after it, phone memory and shape& size are the most influential factors, as 57 and 35 rank these factors first respectively. If we analyze the occupation wise distribution of the most influential feature i.e. connectivity, then we will find that it is equally important for all the categories. But if we look at the shape and size and color display, then it is the student category, which is more concerned for the same as 19 and 03 rank these features as first.

6. Your decision to purchase this particular brand is (Please tick the appropriate one)

Total Distribution Decisional Factors Independent Decision Peer Group Advertisements Exhibitions Total Total 28 73 69 10 180

Total

Independent D ecision P G eer roup Advertisem ents E xhibitions

Age wise distribution Factors /age group Own Decision Friends and relatives Advertisement Exhibitions Total 18-28 04 39 22 05 70 28-38 08 21 38 03 70 >38 16 13 09 02 40 Total 28 73 69 10 180

Occupation wise Distribution factors /occupation Own decision Friends & Relt Advertisements Exhibition Total Student Businessman 01 36 27 01 59 16 05 21 04 46 Serviceman 04 18 21 02 45 Professional 05 09 04 03 21 Housewife Total 02 05 02 09 28 73 69 10 180

Analysis of the table From the above table we can analyse that: Friends and relatives and advertisement are the most influential factor which affects the decisional aspect of the users, as both comprises 142 out of 180 which is 78.8% of the total. If we look at the age distribution table then we will find that friends and relative factor is the most influential in the age group of 18-28 as 39 out of 70 goes with it, while if we talk about the advertisement then it is most influential in the 18-28 age group, but if we talk about own decision criteria then it is most viable in the age group of more than 38. If we look at the occupation distribution table then we will find that student category is that which is mostly with the friends and relative as 36 out of 59 goes with it. And if talk about advertisement then it is equally distributed among all categories. But businessman category mostly takes their decisions by themselves as 16 out of 28 of total of own decisions are with this category.

7. If advertisement then which of the following

Advertisement category Newspaper Television Magazine Others (banners) Total

Total 26 24 14 05 69

Total

Newspaper Television M agazine Others (banners)

Analysis of the table From this table we can analyse that those who take their decisions on the basis of advertisement among such persons newspaper and television are the most influential category, as out of 69, 50goes with the same.

8. You mainly use the mobile for which purpose?

Total Distribution Table Factors Communication Entertainment Messaging Total Total 93 35 52 180

Total

/%figures Com munication Entertainment Messaging

Occupation wise distribution

Student Businessman Usage /occupation Communication Entertainment Messaging Total 14 22 23 59 35 03 08 46

Serviceman

Professional

Housewife Total

29 04 12 45

11 03 07 21

04 03 02 09

93 35 52 180

Analysis of the table From the table we can analyse that From the total distribution table we can analyse that mobile is mainly used for communication and messaging purpose, as 145 out of 180 says that they use the mobile more than 50% for these two purposes. From the other table we can analyse that communication purpose is equally spread among all the categories, but entertainment and messaging purpose are mostly exercised by the student category. 9. How do you consider the mobile in present scenario?

Factors Status Utility

No. of users 33 102

Fashion trend Total

45 180

No. of users

Status Utility Fashion trend

Analysis of the table This table shows that mobile is consider as a utility product more than status and fashion trend, as the table shows 102 out of 180 use it as a utility product which is more than status and fashion trend figures.

10. Are you satisfied with current brand you are using?

Brand name Nokia Samsung Sony Ericsson

Satisfied 87 12 18

Not satisfied 10 21 11

Total 97 33 29

Motorola Others Total

12 01 130

04 04 50

16 05 180

100 90 80 70 60 50 40 30 20 10 0
No kia M ot or ol a su ng O th er s ss on

Satisfied Not satisfied

Sa m

Analysis of table This table shows that Nokia brand users are highly satisfied with their current brand, as the table shows that 87 out of 97 are satisfied with Nokia brand.

So ny

Er ic

Limitation of the study

The result of the study may not be universally applicable due to regional constraint. Money was also considered as a constraint during the research work. Personal biasness of the researcher may be included in the research work. Limited time was also a constraint of this study. Sample size is short so it cannot represent the mass.

Findings
Nokia is the most popular brand among the users, as it constitutes 53.81% of the total of 180. After Nokia the other brands which are popular are Samsung, Sony Ericsson. Generally users change their handsets within a year, as change percentage within a year is 68.3%

Nokia brand users are highly satisfied with their current brand, as the table shows that 87 out of 97 are satisfied with Nokia brand.

mobile is consider as a utility product more than status and fashion trend, as the table shows 102 out of 180 use it as a utility product which is more than status and fashion trend figures

we can analyze that mobile is mainly used for communication and messaging purpose, as 145 out of 180 says that they use the mobile more than 50% for these two purposes.

Conclusion
Nokia is the most popular brand among the mobile users, but apart from Nokia, other popular brands are Samsung, Sony Ericsson, and Motorola. Most of the mobile users are satisfied and among those percentages of Nokia users are quite high. Student category is that category which goes with the variety of brands as brands like Motorola, Sony Ericsson etc. Most of the users change their handsets with in a period of one year, but this trend is more in the age group of 18-28 and among this age group most of the respondents belong to the student category As far as factors of purchasing are concerned, then price is the most influential factor after that income and features come into the picture. Serviceman and businessman category shows their concern most for the price, while student category goes with the features like PC connectivity, camera, Bluetooth and infrared etc. If we talk about the features then connectivity is the most influential one, which is equally

important for all the people but for student category shape and size and color display are also equally important When people goes for purchasing the handsets, then suggestions from the friends and relatives play a major role in their decision making process.

Suggestions
Due to stiff competition by Nokia the rest of the company should concentrate more on their marketing policies and try to prompt their product in market in new and better way. The mobile market has a good potential therefore companies should concentrate more in this market, the reasons are o Rise in education level o Increasing standard of living A good brand name affects the sale in the market so the company should try to make a good position in the market. Companies should launch the finance (installment) scheme in the market to increase the sale. Companies should provide after sale services to the customer and open the service centers for providing services to the customer.

Bibliography
References have been taken from books: o Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi, 2003. o Kotler Philip, Marketing Management, Pearson Education Publication, Eleventh Edition o Leon G. Schiffman, Consumer Behavior. References have been taken from the Magazines o My Mobile, Indias best Mobile Magazine, January 2007

Related websites o www.nokia.co.in o www.sonyericsson.com o www.motorola.com o www.samsungindia.com o www.google.com

QUESTIONNAIRE
NAME AGE ADDRESS : -------------------------------------: ------------------------------------: --------------------------------------

1. Which brand of mobile phone are you using currently? a) Nokia b) Motorola c) Samsung d) Sony Ericsson e) Other 2. You are involved in (a) Business (b) Service

(c) Student (d) Housewife (e) Others 3. Since how long you have been owner of this mobile phone? (a) Less than 6 months (b) 6 months-1 year (c) More than one year 4. Which factor affects you most while purchasing? (a) Price (b) Companys image (c) Handset quality (d) Features (e) Income (f) Guarantee period 5. What type of features those affect you most? (a) Memory (b) Color display (c) Camera (d) E-mail facility (e) PC Connectivity (f) Bluetooth/ infrared (g) Shape & size 6. How do you consider the mobile in present scenario as a (a) Status (b) Utility (c) Fashion trend 7. You mainly use the mobile phone for (a) Communication (b) Entertainment (c) Messaging 8. Your decision to purchase this specific brand is (a) Your own decision (b) Influenced by friends (c) Influenced by advertisement (d) Influenced by exhibition 9. If advertisement, then which of the following? (a) Newspaper (b) Television (c) Magazine

10. Are you satisfied with current brand? (a) Yes (b) No