THE TAMIL NADU NATIONAL LAW SCHOOL,

TIRUCHIRAPPALLI .

ACADEMIC SESSION:

2014-2015

BUSINESS ECONOMICS AND MARKETING PROJECT

“ANALYSIS OF BUYERS BEHAVIOUR ON MOBILE

PHONES”

SUBMITTED TO: SUBMITTED BY:

PROF..P.MURUGESAN PRANAV MUNDRA

ROLL NO. –40

TNNLS B,Com.LL.B(HONS)

SEM-2

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DECLARATION

I, Pranav mundra hereby declare that the project work entitled “AN ANALYSIS OF BUYER’S

BEHAVIOUR ON MOBILE PHONE ” submitted to Tamil Nadu National Law School; Tiruchirappalli,

is the record of a bonafide work done by me under the supervision and guidance of Prof. P.Murugesan ,

Faculty of business organisation, Tamil Nadu National Law School; Tiruchirappalli.

All information furnished in the project is true to the best of my knowledge and belief devoid of

plagiarism. If under the circumstances plagiarism is truly established, then the Law School may be

pleased to proceed with any action against me according to the University’s rules and regulations.

Pranav Mundra

B.Com.,LL.B(H).

27-04-2014.

CERTIFICATE

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This is to certify that the Research Project entitled: “AN ANALYSIS OF BUYER’S BEHAVIOUR ON MOBILE PHONES”submitted to the Tamil Nadu National Law School; Tiruchirappalli, in fulfilment of the requirements for internal component for B.COM; LL.B (HONS.), second Semester is an original and bonafide research work carried out by PRANAV MUNDRA under my supervision and guidance. No part of this study has been submitted to any University for the award of any Degree or Diploma whatsoever.

Date: 27-04-2015

Place: Tiruchirappalli.

ACKNOWLEDGEMENTS

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+At the outset, I take this opportunity to thank my Professor Murugesan from the bottom of my heart

who has been of immense help during moments of anxiety and torpidity while the project was taking its

crucial shape.

Secondly, I convey my deepest regards to the administrative staff of TNNLS who held the project in

high esteem by providing reliable information in the form of library infrastructure and database

connections in times of need.

Thirdly, the contribution made by my parents and friends by foregoing their precious time is

unforgettable and highly solicited. Their valuable advice and timely supervision paved the way for the

successful completion of this project. Hence as a student, I am extremely grateful and forever deeply

indebted to him.

Finally, I thank the Almighty who gave me the courage and stamina to confront all hurdles during the

making of this project. Words aren’t sufficient to acknowledge the tremendous contributions of various

people involved in this project--- as I know ‘Words are Poor Comforters’. I once again wholeheartedly

and earnestly thank all the people who were involved directly or indirectly during this project making

which helped me to come out with flying colours.

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PREFACE

This project is intended to carry out an extensive research on the given topic by the supervisor. The

material evidence presented in this project is purely based on primary sources and also certain standard

of textual analysis have been thoroughly detailed. The research and analysis conducted by the

researchers are bona-fide and purely for academic purposes.

Every effort is made to keep the project error free. I would gratefully acknowledge the suggestions to

improve the project to make it more useful.

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TABLE OF CONTENTS

CHAPTER I (9-12)

INTRODUCTION……………………………………………………………….9

OBJECTIVES………………………………………………………………..11

METHODOLOGY…………………………………………………………...11

LIMITATIONS……………………………………………………………….12

CHAPTER II (13-17)

REVIEW OF LITRETURE…………………………………………………… 13

CHAPTER IV (18)

DATA COLLECTION……………………………………………………..18

CHAPTER V (19-27)

DATA ANALYSIS…………………………………………………………….. 19

CHAPTER VI (33-36)

CONCLUSION……………………………… ………………………………….33

BIBILIOGRAPHY……………………………………………………….36

QUESTIONNAIRE………………………………………………………………………...37

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TABLE OF CONTENTS

1.TABLE

Tables Page no. 4.1 ON MONTHLY INCOME OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

19

4.2 ON AGE GROUP OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

21

4.3 ON COLOUR PREFERENCE OF THE CUSTOMERS PURCHASING NOKIA MOBILE PHONE

22

4.4 ON WHICH FEATURES ATTRACT YOU TO SELECT NOKIA COMPANY MOBILE PHONE

24

4.5 ON CHOOSING THE STANDARD RANGE OF NOKIA MOBILE PHONE BY CUSTOMERS

25

4.6 ON CHOOSING THE OPERATING SYSYTEM BY THE CUSTOMERS OF MOBILE PHONE

27

2.GRAPHS

GRAPHS PAGE NO.4.1 ON MONTHLY INCOME OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

20

4.2 ON AGE GROUP OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

21

4.3 ON COLOUR PREFERENCE OF THE CUSTOMERS PURCHASING NOKIA MOBILE PHONE

23

4.4 ON WHICH FEATURES ATTRACT YOU TO SELECT NOKIA COMPANY MOBILE PHONE

24

4.5 ON CHOOSING THE STANDARD RANGE OF NOKIA MOBILE PHONE BY CUSTOMERS

26

4.6 ON CHOOSING THE OPERATING SYSYTEM BY THE CUSTOMERS OF MOBILE PHONE

27

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3.CHARTS

CHARTS PAGE NO.1.ON COMPARING CUSTOMISATION AND

PEOPLE CHOOSING NOKIA MOBILE PHONE

29

2.ON COMPARING CUSTOMERS HAVING NOKIA MOBILE PHONE AND GENDER OF THE CUSTOMERS

30

3.ON COMPARING PHONE CUSTOMISATION AND GENDER OF THE CUSTOMER

31

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CHAPTER-I

INTRODUCTION : Today, a cell phone isn't just a rich man's fashion accessory in India. It's transforming the

way millions of people do business in a country where even landlines were a luxury barely

a decade ago. Across the country people with low incomes are now adopting cellular

phones as tools for enhancing their business. All round the world cell phone sales have exceeded the

expectations. In fact for mature markets, including the United States, Western Europe and Japan,

replacement sales was the strongest driver of growth in 2010. Colour screens and camera phones

were high on consumers' shopping lists, but there was also a high level of demand for inexpensive

voice centric handsets. In emerging markets like China, India, Russia and Brazil, the sale was due to

availability of low-priced handsets and aggressive strategies by service providers to win

subscribers.According to Oxford English Dictionary one of the earliest uses of word ‘mobile’ was

inassociation with the Latin phrase ‘mobile vulgus’, i.e. excitable crowd. Today’s mobilephones

live up to these origins. Cell phone technology introduces new senses of speed andconnectivity to

social life. If the fixed line telephone has brought communication links intothe workplace and

homes, the ‘mobile’ puts them straight into the hands of unprecedentednumbers and varieties of

individuals.

India too has joined in the bandwagon. Mobile phone services were introduced in India about 10

years ago. Then, barely one in 10 homes in cities had a landline and public

phones were few. From those late 1980s, India has come a long way today. It has emerged

as the second-largest market after China for mobile-phone handsets. Nearly 1.63 million

people signed up for mobile phone services in February 2004, taking the total number of

customers in the world's fastest growing market to 31.4 million

Hence ,the study is based on a survey conducted among the public

through a questionnaire about the use of mobile phone in the day to day activities and have taken

the effort to make a study on consumers satisfaction towards purchasing of Nokia mobile phone.

This is taken in order to know their expectations and to meet the demand in the market .In this

project, the researcher have orderly mentioned the topics.

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In CHAPTER-I, The researcher have mentioned the design of the study, introduction in this you

will see the type of study, Objec t ives o f s tudy , Scope of the s tudy , S ta t i s t i ca l design

and so on,.

In CHAPTER-II, The researcher have mentioned the Review of literature.

In CHAPTER-III ,The researcher have shown from where data has been collected.

In CHAPTER-IV,The researcher have analyzed the collected data in tabular fo rm and   shown

in  char t s . You  wi l l   see Gender p rof i l e , Occupa t ion p rof i l e , Income profile of the

respondents and so on,.

In CHAPTER-V, you will see the conclusion that the researcher have arrived at and limitation that

researcher had faced in making this project.

Today, along with the product, marketers have been using media to target specific age or sex groups

(e.g. cartoons for children, sport programs for men, etc.). So the importance of

identifying target groups in terms of age or sex is self-evident. For analysis purposes, the

three most important variables considered are age, gender and socio-economic level. A cell phone

isn't just a rich man's fashion accessory in India. It's transforming the way millions of people do

business in a country where even landlines were a luxury barelya decade ago. Across the country

people with low incomes are now adopting cellularphones as tools for enhancing their business.

Nokia Company's history started in 1865 when mining engineer Fredrik

Idestam established a ground wood pulp mill on the banks of the Tammerkoski rapids in the town of

Tampere, in southwestern Finland (then, part of the Russian Empire).[12] In 1868, Idestam built a

second mill near the town of Nokia, fifteen kilometers (nine miles) west of Tampere, by the

Nokianvirta river, which had better hydropower resources.[13] In 1871, Idestam, with the help of

close friend and statesman Leo Mechelin, renamed and transformed his firm into a share company,

thereby founding Nokia.In the 1970s, Nokia became more involved in the telecommunications

industry by developing the Nokia DX 200, a digital switch for telephone exchanges.In 1979, the

merger of Nokia and Salora resulted in the establishment of MobiraOy.One year later, Nokia-

MobiraOy became Nokia Mobile Phones. In 2009, the company reentered the personal computing

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market, announcing a high-end Windows-based netbook called the Nokia Booklet 3G.The company

also entered the smartphone market.

OBJECTIVES:

1.To study about the factors affecting purchase of a Nokia mobile phone.

2.To study about the prefernces for size,price,andcolour of Nokia phone.

3.To understand the consumer level of satisfaction from the use of Nokia mobile.

METHODOLOGY

The entire primary research study was done in Trichy and a Quantitative protocol was

used. In order to provide a current snapshot of the Nokia mobile market, this protocol involved

data collection through a detailed opinion-questionnaire administered across suburbs, be

it Central, Western or Harbour, with a requisite sample allocation to garner current comparative

opinions on issues ranging from Nokia handset, brand associations, triggers and apprehensions in

relation to use of Nokia phones. The technique used for data collection was primary. Data was

thus obtained were then compiled, processed and analysed to arrive at the opinions on various

issues. The Instrument for data collection, in the form of a ‘Structured Questionnaire’, was designed

to elicit information on demographic and psychographic aspects of the respondents. The

demographic aspects included age, gender, education, occupation and income.

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LIMITATIONS :

. The findings are based entirely upon the research conducted in Trichy and hence

may not be applicable directly to other metropolitan areas on counts of socio-cultural

diversity and contextual factors.

The survey is not effective due to shortage of manpower

Such a survey needs money,but there was lack of money.

Such a survey needs to be undertaken periodically to gauge the exact consumer

perceptions that they keep changing with time.

Due to constraints of time, certain topics have not been touched upon at all during the

course of the study while some of them like the actual purchase pattern have been

explored in a ‘limited’ manner. An in-depth analysis may be further taken up in each

ofthe sub-topics covered.

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CHAPTER-II

REVIEW OF LITERATURE

The aim of marketing is to meet and satisfy target customers’ needs and wants. The

field of consumer behaviour studies how individuals, groups, and organizations

select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their

needs and desires.

The starting point for understanding consumer buying behavior is both when marketing and

environmental stimuli enter the buyer’s consciousness. In turn, the buyer’s characteristics

and decision process lead to certain purchase decisions. The marketer’s task is to

understand what happens in the buyer’s consciousness between the arrival of outside

stimuli and the buyer’s purchase decisions.

Culture is the most fundamental determinant of a person’s wants and behaviour. A child growing

up in the United States is exposed to these broad cultural values: achievement and success, activity,

efficiency and practicality, progress, material comfort, individualism, freedom, external comfort,

humanitarianism, and youthfulness. Each culture consists of smaller subcultures that provide more

specific

identification and socialization for their members. Subcultures include nationalities,

religions, racial groups, and geographic regions.

Social classes are relatively homogeneous and enduring divisions in a Society and their members

share similar values, interests, and behaviour. Social classes reflect income as well as occupation,

education, and other indicators. Also, within the culture, persons are perceived as occupying inferior

or superior positions according to social class. Social class is indicated by a cluster of variables

rather than by any single variable. Still, individuals can move from one social class to another—up

or down—during their lifetime. Because social classes often show distinct product and brand

preferences, some marketers focus their efforts on one social class.

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Reference groups consist of all of the groups that have a direct (face-to-face) or indirect

influence on a person’s attitudes or behaviour. Groups that have a direct influence on a person are

called membership groups.Secondary groups, such as professional and trade-union groups, tend to

be more formal and require less continuous interaction

People are also influenced by groups to which they do not belong. Aspirational

groups are those the person hopes to join; dissociative groups are those whose values or

behaviour an individual rejects.

The family is the most important consumer-buying organization in society.The family of orientation

consists of one’s parents and siblings. From parents, a person acquires an orientation toward

religion, politics, and economics as well as a sense of personal ambition, self-worth, and

love.Marketers are interested in the roles and relative influence of the husband, wife, and children in

the purchase of a large variety of products and services.

A person participates in many groups, such as family, clubs, or organizations. The person’s position

in each group can be defined in terms of role and status. A role consists of the activities that a

person is expected to perform. Each role carries a status. A Supreme Court justice has more status

than a sales manager, and a sales manager has more status than an administrative assistant. In

general, people choose products that communicate their role and status in society.

The third factor is personal characteristics, including the buyer’s age, stage in the life cycle,

occupation, economic circumstances, lifestyle, personality, and self-concept.

People buy different goods and services over a lifetime.consumption is shaped by the family life

cycle. The traditional family life cycle covers stages in adult lives, starting with independence from

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parents and continuing into marriage, child-rearing, empty-nest years, retirement, and later

life.Marketers often choose a specific group from this traditional life-cycle as their target.

Occupation also influences a person’s consumption pattern. For this reason, marketers should

identify the occupational groups that are more interested in their products and services, and consider

specializing their products for certain occupations. In addition, product choice is greatly affected by

a consumer’s economic circumstances:spendable income (level, stability, and time pattern), savings

and assets (including the percentage that is liquid), debts, borrowing power, and attitude toward

spending versus saving. Thus, marketers of income-sensitive goods must track trends in personal

income, savings, and interest rates.

What Influences CONSUMER BEHAVIOUR

Before developing their marketing plans, marketers need to use both rigorous scientific Procedures

and more intuitive methods to study consumer behavior, which is influenced By four factors:

cultural (culture, subculture, and social class), social (reference groups, family, and social roles and

statuses), personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle,

personality, and self-concept), and psychological (motivation, perception, learning, beliefs, and

attitudes). Research into all of these factors can provide clues as to how to reach and serve

consumers more effectively.

To understand how consumers actually make their buying decisions, marketers must identify who

makes and influences the buying decision. People can be initiators, influencers, deciders, buyers, or

users, and different marketing campaigns might be targeted to each type of person. Marketers must

also examine buyers’ levels of involvement and the number of brands available to determine

whether consumers are engaging in complex buying behavior, dissonance-reducing buying

behavior, habitual buying behavior, or variety-seeking buying behavior.

The five-stage consumer buying process consists of problem recognition, information search, and

evaluation of alternatives, purchase decision, and post purchase behavior.

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The marketer’s job is to understand the buyer’s behavior at each stage and what influences are

operating. The attitudes of others, unanticipated situational factors, and perceived risk may all affect

the decision to buy, as will consumers’ levels of post purchase satisfaction, the company’s post

purchase actions, and consumers’ post purchase use and disposal of the product. Satisfied customers

will continue to purchase; dissatisfied customers will stop purchasing the product and are likely to

spread the word

1.Pooja Bhatt, in his article “A study of mobile Phone Usage Among the Post Graduate Students”

released in Indian Journal of Marketing, April 2008 has studied mobile phone usage, duration of

use, necessity, the spending on mobile phones, influencing factor for purchasing the Nokia mobile

phone, awareness of medical side effects of the mobile phone usage amongst the post graduate

student on the basis of primary data; which was collected at 700 Mumbai customers. The results

indicate that the usage and satisfaction level of Nokia mobile phone users differ from features to

features.

2.In February 2004, a paper titled ‘Nokia Mobile Phones and Youth: A look at the U.S. student

market’ was presented in the ITU/MIC Workshop on Shaping The Future for The Mobile

Information Society. It was based on a survey, a primary research study, which was undertaken as a

part of the case studies programme managed by Ms. Lara Srivastava of the ITU. The study was

primarily designed to explore the relationships between gender,age, behavioral trends and Nokia

mobile phone usage patterns of teenagers and young people, in the age group 12-29 years. Besides

depicting the U.S. market, this paper also provides some international perspectives from Japan,

China, Australia, United Kingdom and Italy. This paper, by MACRO, is an attempt to replicate the

study in the Indian context in order to arrive at the current trends, especially in metros like Mumbai

where mobile telephony seems to have made an immense impact.

3.Sinhas and Wagh in their article “Analyzing Growth of Cellular TelecomSector and

Understanding Consumer’s preferences and choices on the use of Nokia cellphone”, published in

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Indian journal of Marketing. September 2008 1 has studies thegrowth and performance of cellular

telecom sector. The study measures consumer 58choices, preferences regarding mobile services and

Nokia mobile usage. The study wasbased on primary data, collected from businessmen, employees,

students,agriculturalists and others. The study area is Janupur, Eastern Uttar Pradesh districtand

sample size was 100 respondents and survey collected through questionnaire.They study concludes

that majority of the consumers are prepaid consumers andprefer lower tariff followed by better

service and considered 30 paisa as ideal callrate. Further study found that majority of the consumers

are satisfied with serviceprovided by Nokia mobile phone. Further analysis was made that there us

lack ofcoordination between service providers, Nokia handset manufactures and customers.

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CHAPTER-3

DATA COLLECTION

For study primary data was collected.

Primary data has been collected through personal contact..The Instrument for data collection, in the

form of a ‘Structured Questionnaire’, was designed to elicit information on demographic and

psychographic aspects of the respondents. The demographic aspects included age, gender,

education, occupation and income. The psychographic variables included attitude towards usage of

cellular phones, social issues and loyalty behaviour. The questionnaire had a mix of open-ended and

closed-ended questions in it. The open-ended questions, which gave an added ‘qualitative feel’ to

the instrument, provided the logic or rationale for the behavioural patterns and thus helped generate

insights.

The sample of survey respondents comprised of teenagers and youths and old people in the

age groups 15-65 years across all trichy. In all 50 respondents, chosen on a random

convenience-sampling basis. Due to less time The Researcher has only collected data from 50

customers within 10 days..Trichy city is located 322 kilometres (200 mi) south of Chennaiand 379

kilometres (235 mi) north of Kanyakumari, Tiruchirappalli sits almost at the geographic centre of

the state. The Kaveri Delta begins 16 kilometres (9.9 mi) west of the city as the Kaveri river splits

into two, forming the island of Srirangam now incorporated into Tiruchirappalli City Municipal

Corporation. Occupying 167.23 square kilometres (64.57 sq mi), the city was home to 916,674

people as of 2011

RESEARCH TECHNIQUE: I selected a sample of 50 people around the area and interviewed them

according to the questionnaire. In the survey I tried to find out whether they have Nokia phone or

not, their purchasing capacity, are they brand loyal or they consider their friends advice or some

reference group during purchasing. I also tried to find out that are they satisfied with the quality or

present stature of Nokia cell phone, did they want any change in the existing phone.

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CHAPTER-IV

DATA ANALYSIS : IBM SPSS was used to analyse the following data.

Data was analysed, and than charts were prepared as follows:

1.ON MONTHLY INCOME OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

Table no4.1

Monthlyincome

Frequency Percent Valid Percent Cumulative

Percent

LESS THAN 10000 25 49.0 49.0 49.0

BETWEEN 10000-20000 12 23.5 23.5 72.5

MORE THAN 20000 14 27.5 27.5 100.0

Total 51 100.0 100.0

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Graph no.4.1

IT HAS BEEN DEPICTED IN THIS PIE CHART:

(A) That the customers having Income LESS THAN 10000 is the largest group contributing 49.02% of the total customers.

(B)That the customers having Income BETWEEN 10000-20000 is the smallest group contributing23.53% of total customers.

(C)That the customers having Income MORE THAN 20000 contributed 27.45% of total customers.

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2.ON AGE GROUP OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

Table no4.2

:

Graph no4.2

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Agegroup

Frequency Percent Valid Percent Cumulative

Percent

LESS THAN 18 YEARS 11 21.6 21.6 21.6

BETWEEN 18-35 21 41.2 41.2 62.7

BETWEEN 35-60 12 23.5 23.5 86.3

MORE THAN 60 7 13.7 13.7 100.0

Total 51 100.0 100.0

IT HAS BEEN DEPICTED IN THIS BAR DIAGRAM

(A) That customers having age LESS THAN 18 YEARS are around 21% of total customers.

(B) That customers having age BETWEEN 18-35 YEARS is the largest group contributing around 41% of total customers.

(C) That customers having age BETWEEN 35-60 YEARS are around 23% of total customers.

(D) That customers having age MORE THAN 60 YEARS is the smallest group contributed around 13% of the total group.

3.ON COLOUR PREFERENCE OF THE CUSTOMERS PURCHASING NOKIA MOBILE PHONE.

Table no4.3

Colour

Frequency Percent Valid Percent Cumulative

Percent

WHITE 13 25.5 25.5 25.5

BLACK 23 45.1 45.1 70.6

RED 6 11.8 11.8 82.4

YELLOW 6 11.8 11.8 94.1

OTHER 3 5.9 5.9 100.0

Total 51 100.0 100.0

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Graph no4.3

IT HAD BEEN DEPICTED IN THIS AREA DIAGRAM:

(A) That customers CHOOSING WHITE COLOURNokia mobile phone are around 25% of total customers.

(B) That customers CHOOSING BLACK COLOURNokia mobile phone is the largest group contributing around 41% of total customers.

(C) That customers CHOOSING RED COLOURNokia mobile phone are around 11% of total customers.

(D) That customers CHOOSING YELLOW COLOURNokia mobile phone are around 11% of total customers.

(E) That customers CHOOSING OTHER COLOUR Nokia mobile phone is the smallest group contributed around 5% of the total group.

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4. ON WHICH FEATURES ATTRACT YOU TO SELECT NOKIA COMPANY MOBILE PHONE

Table no.4.4

Choosing

Frequency Percent Valid Percent Cumulative

Percent

Valid

DUE TO PRICE 10 19.6 19.6 19.6

DUE TO DESIGN 11 21.6 21.6 41.2

DUE TO QUALITY 29 56.9 56.9 98.0

OTHERS 1 2.0 2.0 100.0

Total 51 100.0 100.0

Graph no.4IT HAD BEEN DEPICTED IN THIS HISTOGRAM:

(A) That customers choosing Nokiamobile phone DUE TO PRICE are 10 in number of total customers.

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(B) That customers choosingNokia mobile phone DUE TO DESIGN 11 of total customers.

(C) That customers choosingNokia mobile phone DUE TO QUALITY are largest in number i.e. 29 of total customers.

(D) That customers choosingNokia mobile phone DUE TO some other reason are 1 in number of the total customers.

5. ON CHOOSING THE STANDARD RANGE OFNOKIA MOBILE PHONE BY CUSTOMERS

Table no4.5

Range

Frequency Percent Valid Percent Cumulative

Percent

Valid

LESS THAN 5000 9 17.6 17.6 17.6

BETWEEN 5000-10000 18 35.3 35.3 52.9

MORE THAN 10000 15 29.4 29.4 82.4

MORE THAN 20000 9 17.6 17.6 100.0

Total 51 100.0 100.0

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Graph no.4.5

IT HAD BEEN DEPICTED IN THIS PIE DIAGRAM:

(A) That customers choosing Nokiamobile phone RANGING LESS THAN 5000 contributed around 17% of the total customers.

(B) That customers choosingNokia mobile phone RANGING BETWEEN 5000-10000 is the largest group contributed around 35% of total customers.

(C) That customers choosingNokia mobile phone RANGING MORE THAN 10000 contributed around 29% of total customers.

(D) That customers choosingNokia mobile phone RANGING MORE THAN 20000 contributed around 17% of the total customers.

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6.ON CHOOSING THE OPERATING SYSYTEM BY THE CUSTOMERS OF MOBILE PHONE

Table no.4.6

Opearatingsysytem

Frequency Percent Valid Percent Cumulative

Percent

Valid

ANDROID 30 58.8 58.8 58.8

IOS 6 11.8 11.8 70.6

SYMBIAN 7 13.7 13.7 84.3

JAVA 8 15.7 15.7 100.0

Total 51 100.0 100.0

Graph no.4.6

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IT HAD BEEN DEPICTED IN THIS HISTOGRAM:

(A) That customers choosing ANDROID operating system is the largest group contributed around 58% total customers.

(B) That customers choosing IOS operating system is the smallest group contributed around 11% of total customers.

(C) That customers choosing SYMBIAN operating system contributed around 13% of total customers.

(D) That customers choosing JAVA operating system contributed around 15% of the total customers.

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CHI-SQUARE :

1.ON COMPARING CUSTOMISATION AND PEOPLE CHOOSING NOKIA MOBILE PHONE

customization * mobilephoneCrosstabulation

Count

Mobilephone Total

YES NO

CustomizationYES 20 7 27

NO 16 8 24

Total 36 15 51

4.1Chi-square chart

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square .336a 1 .562

Continuity Correctionb .074 1 .786

Likelihood Ratio .336 1 .562

Fisher's Exact Test .759 .392

Linear-by-Linear Association .329 1 .566

N of Valid Cases 51

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 7.06.

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b. Computed only for a 2x2 tableH0: There is no relation between phone customisation and Nokia mobile phone purchased by the customers.H1: there is relation between phone customisation and Nokia mobile phone purchased by the customers.Since significance value of chi square is more than .05 , we accept the hypothesis That means there is no dependence between phone customisation and Nokia mobile phone purchased by the customers.

This shows that customer behaviour will not be affected due to the relation between the phone customisation and Nokia mobile phone.

2.ON COMPARING CUSTOMERS HAVING NOKIA MOBILE PHONE AND GENDER OF THE CUSTOMERS

mobilephone * sex Crosstabulation

Count

Sex Total

MALE FEMALE

MobilephoneYES 27 9 36

NO 6 9 15

Total 33 18 51

4.2 Chi-square chart

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square 5.680a 1 .017

Continuity Correctionb 4.250 1 .039

Likelihood Ratio 5.545 1 .019

Fisher's Exact Test .026 .021

Linear-by-Linear Association 5.568 1 .018

N of Valid Cases 51

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.29.b. Computed only for a 2x2 table

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H0: There is no relation between gender of the customers and customer purchasing Nokia mobile phone.

H1: there is relation between gender of the customers and customer purchasing Nokia mobile

phone.

Since significance value of chi square is less than .05 , we reject the hypothesis That means there is dependence between gender of the customers and customer purchasing Nokia mobile phone.This means that gender effects the purchasing of Nokia mobile phone.There may be alsoan another reason why customer purchase Nokia mobile phone.

3.ON COMPARING PHONE CUSTOMISATION AND GENDER OF THE CUSTOMERS

customization * sex Crosstabulation

Count

Sex Total

MALE FEMALE

CustomizationYES 17 10 27

NO 16 8 24

Total 33 18 51

4.3 Chi square chart

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

Exact Sig. (2-

sided)

Exact Sig. (1-

sided)

Pearson Chi-Square .076a 1 .782

Continuity Correctionb .000 1 1.000

Likelihood Ratio .076 1 .782

Fisher's Exact Test 1.000 .508

Linear-by-Linear Association .075 1 .784

N of Valid Cases 51

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 8.47.

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b. Computed only for a 2x2 table

H0: There is no relation between gender of the customers and phone customisation by the customers. H1: there is relation between gender of the customers and phone customisation by the customers.

Since significance value of chi square is more than .05 , we accept the hypothesis That means there is nodependence between gender of the customers and phone customisation by the customers.

This means that gender of the customers does not effect the phone customisation.

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CHAPTER-5

CONCLUSION:

By this project I am able to learn how to collect primary data, how to use SPSS software and how to

Research analysis.

From this study we can conclude that Samsung is the most popular brand of mobile phone,

most of the respondents are using Samsung, whereas the popularity of Nokia mobile phone is

going down. We can also observe that youngsters are more attracted towards Samsung

mobile phone as compared to middle age men. The people whose age is more than 60 are

attracted towards Nokia mobile phone.

Advertisement is the most popular source for reaching to the customers. People are more

influenced by the advertisement as compared to the other sources like, internet. The users of

Nokia mobilephone are decreasing, so they need to improve their advertisement strategies in

order promote its brand. Quality and Features of mobile phone is very much important to

attract the customers towards their brand,because the customers prefer to buy quality product

with good features. Here the income level of the customer is average. So they will prefer to

buy low cost mobile phone.

Among the different types of mobile phones, the most of the respondents wants touchscreen

mobile phones. Customers are more prefer to buy touchscreen than keypad. Most of

respondents having low income so they will not able to afford touchscreen because it is

costly. So they go towards keypad which Nokia mobile phone provides at best rates.The size

of screen also attract the customers.

By this study we can know that customers are more influenced by their friends and parents.

Most of the users of Nokia mobile phone have consulted with their friends or parents before

purchasing the Nokia mobile phone. Discount offer is the most attracted scheme for

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attracting to the customer. Almost all of respondents are satisfied with their present Nokia

mobile phone model and service provided by them. Only very few of them are not satisfied.

By this project the researcher have also concluded that:

Now the market of Nokia Mobile Phone is moving downwards, as other competitors are

now making mobile phone according to the need and features what customers

wants.ButNokia is not able to do so.It is not able to move with the business environment. For

e.g After survey I conclude that more than 45% of customers want Android mobile phone but

Nokia only prepare windows phone,so customers are now moving towards other company

mobile phone.

Secondly, the study has concluded about the customers choice i.e. for what reason they

choose Nokia mobile phone.Mostly select Nokia mobile phone due to its quality and its

reasonable price. Maximum customers want that the range of Nokia mobile phone should be

between 5000-10000 as maximum belongs to middle class income group.

The Researcher also came to know about the consumer behaviour towards any product.How

the behaviour of consumer is being affected by the cultural, social,and personal view.A

consumer behaviour is also effected by its family,age,occupation he is doing etc.

In this study survey Male are more towards purchasing of Nokia mobile phone while female

are less attracted towards Nokiamobile as female want fancy products in reasonable price

while male want mobile phone which has durability and good battery backup for office

purposes.

Youngsters are attracted more towards Samsung mobile phone than Nokia.As in past few years

Samsung has tremendously captured the market share. It provides all the features what youth wants

i.e. they want good camera, good internet etc.at reasonable price. WhileNokia is more in old age

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people. They only use mobile for calling, they want a phone which has durability and reliability.

AndNokia is the most reliable company. So, Nokia is more popular among old age group.

From this study we can observe that advertisement is most important medium for reaching to

the customers. So Nokia mobile phone should spent more on advertising to increase the

brand awareness and also to show to the customers about the features of its phone and to

inform about newly launch product. By this study it is revealed that majority of respondents

purchased different mobile phones because of discount offer. Now a day‟s discount offer on

the product is a powerful weapon to attract the customers. So for increasing the sale of Nokia

mobile phones it should offer discount on the products for attracting the customers. Most of

the respondents are willing to incline to the Samsung mobile phone,it is a not good sign.

It was made clear that now Nokia is now not a market leader in Mobile phones. Nokia has to

come up with more innovative promotional campaigns in order to gain more consumers.

Since, most of the respondents are expressed a position note on factors like company image,

price and perfection. It is indeed the company’s duty to maintain the above factors at the

same time with a view to retained and the top of the market. Because all the mobile brand

products are in need of above three qualifications to survive in the market. Nokia is having

above three with a good reputation. Even though consumers are looking for a better one. We

hope that Nokia will make it. Customer satisfaction index is a good tool to make

improvements in the products and services of the company and therefore should utilize

carefully and kept as confidential as possible.

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BIBLIOGRAPHY:

1.PHILIP KOTLER:MARKETING MANAGEMENT

2.18 million cell phones sold in India in 2003”, February 09, 2004, http://www.domainb.

com/industry/telecom.htm

3.“Gartner: Handsets to pull in strong sales.” By Dinesh Sharma, March 10,2004, web link:

http://news.com.com/2100-1039-5172137.html

4. “India adds 1.63 million new cell phone users in February”, March 8 2004, web site:

telecomasia.net

5.“Cell users in India will jump to 70 million by 2007: Gartner”, Economic Times article,

May 14, 2003

6. “Sunrise or Sunset?” February 09, 2003, Uday Chatterjee,

http://www.domain-b.com/industry/telecom.htm

7.“Indian youth at the wheel in drive for cultural change” By AmritDhillion, The

Observer, New Delhi, Tuesday, April 20, 2004,Page 9

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QUESTIONNAIRE

THE TAMIL NADU NATIONAL LAW SCHOOL

This questionnaire has been developed for a research purpose and is meant solely for academic use. You are requested to kindly support me by filling the same.

Please tick marks the most suitable alternative in your opinion.

SURVEY ONNOKIA MOBILE PHONES

PART-A

1. WHICH AGE GROUP DO YOU BELONG TO:

(A) LESS THAN 18 YEARS(B) BETWEEN 18-35(C) BETWEEN 35-60(D) MORE THAN 60

2. WHAT IS YOUR OCCUPATION:

(A) HOUSEWIFE(B) SERVICE(C) BUSINESSMEN(D) STUDENT(E) OTHERS

3. MARITAL STATUS: (A) MARRIED (B) UNMARRIED

4.IF MARRIED :FAMILY SIZE ……………………..

5. SEX: (A) MALE (B)FEMALE

6. MONTHLY INCOME:

(A) LESS THAN 10000 (B) BETWEEN 10000-20000 (C) MORE THAN 20000

7. DO YOU OWN A NOKIA MOBILE PHONE:

(A) YES(B) NO

PART - B

8. WHICH COMPANY MODEL DO YOU HAVE IN MOBILE PHONE:................................................................

9.. HOW LONG HAVE YOU BEEN USING MOBILE PHONE:

(A) LESS THAN 1 YEAR(B) BETWEEN 1-5 YEARS(C) BETWEEN 5-10 YEARS

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(D) MORE THAN 10 YEARS

10. WHY DO YOU CHOOSE NOKIA COMPANY MOBILE PHONE:

(A) DUE TO PRICE(B) DUE TO DESIGN(C) DUE TO QUALITY(D) OTHERS

11. HOW OFTEN DO YOU CHANGE YOUR MOBILE PHONE:

(A) LESS THAN 1YEAR(B) FROM 2-5 YEARS(C) MORE THAN 5 YEARS(D) I DON’T USE

12. FOR WHICH PURPOSE YOU ARE MAINLY USING YOUR MOBILE PHONE:

(A) CAMERA(B) FOR CALLING(C) INTERNET SURFING(D) OTHERS

13. AT WHAT RANGE DO YOU THINK SHOULD BE THE STANDARD RANGE OF NOKIA MOBILE PHONE:

(A) LESS THAN 5000(B) BETWEEN 5000-10000(C) MORE THAN 10000(D) MORE THAN 20000

14. WHICH NOKIA MOBILE PHONE DO YOU PREFER:

(A) TOUCHSCREEN(B) KEYPAD(C) BOTH

15. WHICH COLOUR NOKIA MOBILE PHONE DO YOU PREFER MOST:

(A) WHITE(B) BLACK (C) RED(D) YELLOW(E) OTHER

16. DO YOU PREFER MOBILE PHONE CUSTOMISATION:

(A) YES(B) NO

17. WHICH OPERATING SYSYTEM DO YOU WANT IN YOUR NOKIA MOBILE PHONE:

(A) ANDROID(B) IOS(C) SYMBIAN(D) JAVA

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