My Project Final Vipin

8/2/2019 My Project Final Vipin

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A

Project Report

ON

STUDY OF CONSUMER BEHAVIOUR IN

SELECTING MOBILE PHONES

Submitted in partial fulfillment of requirement of award of MBA degree of GGSIPU, NewDelhi

Submitted by:

Name:

Enroll.No:

Sem/Batch: 4th / 2009-11

Northern India Engineering College(Affiliated to GGSIPU)

FC-26, Shastri Park, Delhi-110053


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ACKNOWLEDGEMENT

I would like to convey my thanks to Ms. Kamayni Shukla, our project report incharge for

her help and guidance in the completion of my project file. Without her motivation and

guidance this project might not have been possible.

Also I would like to thank those who have directly or indirectly helped and contributedtowards the completion of this project.

I would also like to thank my batch mates for the discussions that i had with them. All

these have resulted in the enrichment of my knowledge and their inputs have helped me to

incorporate relevant issues into this project.

It is only due to their efforts that my project could be completed successfully. This project

is to be submitted as a part of practical examination included in MBA curriculum of Guru

Gobind Singh Indraprastha University.

()


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INDEX

S. NO. PARTICULARS PAGE NO. SIGNATURE

1. OBJECTIVES OF THE STUDY 1-2

2. LITERATURE REVIEW 3-4

3. RESEARCH METHODOLOGY 5-18

4. RESULTS AND ANALYSIS 19-39

5. CONCLUSION 40-43

6. REFERENCES 44-55

7. ANNEXURE 56-57


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OBJECTIVES


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OBJECTIVE OF RESEARCH:

The aim of study is to objectively understand the behavior of mobile phone users and

further capture their satisfaction level that is influenced by various technical and non

technical factors. Specific aspects to be studied were:

Usage pattern in terms of purpose of mobile phones for various categories of consumers

Study the satisfaction and dissatisfaction level of consumers

Study the buying behavior of consumers

Study the various factors affecting buying behavior of the customer

Liking for various attributes of the mobile phone instrument

Usage Pattern of functionalities and added services provided


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LITERATURE REVIEW


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Consumer Behavior - Introduction

Everybody in the world is the consumer. Each of us buys and sells or consumes goods andservices in the life. Consumer behavior is very complex and is determined to a large extent

by social and psychological factors. Consumer behavior can be defined as those acts of

individuals directly involved in obtaining, using and disposing of economic goods andservices.

The relevance and importance of understanding consumer behavior is rooted in the modern

marketing. The needs of not even two consumers are the same. Therefore, they buy onlythose products and services, which satisfy their wants and desires. To survive in the

market, a firm has to be constantly innovating and understand the latest consumer needs

and tastes it will be extremely useful in exploiting marketing opportunities and in meetingthe challenges that the Indian market offers. A study of consumer behavior is significant

for regulating consumption of goods and thereby maintaining economic stability. Within

the broad framework of marketing, the area that entices the most researchers is the studywhy a consumer behaves in a particular way. The complexity of the behavior, however,

varies with the nature of the product and the need, which it is required to satisfy. The study

of consumer behavior is the study of how individuals make decisions to spend their

available resources on consumption of related items.

Consumer behavior is an applied discipline. Its application exists at two different levels of

analysis. One is at the micro level perspective and other at the macro level perspective.Micro level seeks application of the knowledge faced by the individual, firm or an

organization. The macro perspective applied knowledge of consumer includes the

aggregate level of problem faced by large groups or by society as a whole.

Consumer behavior provides a sound basis for identifying and understanding consumerneeds. It is the act of the individuals directly involved in obtaining and using economicgoods and services.

The study of consumer behavior is an essential component of marketing. The adoption of

marketing concept by the marketers provides the impetus for the study of consumerbehavior.

In case of New Product Introduction in the market, there is a risk of product failure. Toincrease the chances of success of new products, better information of the consumer

behavior is required. Their desires, tastes and preferences are to be taken care of. So from

all these aspects the study of consumer behavior is important.

But studying consumers provides clues for developing new products, product features,

prices and altering marketing strategies accordingly. Let us try and understand the buyer

behavior process.


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Problem Recognition

The buying process starts when the buyer recognizes a problem or need. The need can be

triggered by internal or external stimuli. Marketers need to identify the circumstances thattrigger a particular need. By gathering information from a number of consumers, marketers

can identify the most frequent stimuli that spark an interest in a product category. They canthen develop marketing strategies that trigger consumer interest.

Information Search

An aroused consumer will be inclined to search for more information. Consumer

information sources fall into four groups

_Personal Sources: Family, Friends, Neighbors, Acquaintances

_Commercial Sources : Advertising, Salespersons, Dealers, Packaging, Displays

_Public Sources : Mass Media, Consumer-Rating Organisations_Experiential Sources : Handling, Examining, Using the Product

Knowing about the sources will help the companies in preparing effective communications

for the target market.

Alternative Evaluation

How does the consumer evaluate competitive brands and make a final value judgment?There is no single process used by all consumers or by one consumer in all buying

situations. But some basic concepts will help us in understanding consumer evaluation

processes.


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First, the consumer is trying to satisfy a need.

Second, the consumer is looking for certain benefits from the product solution.

Third, the consumer sees each product as a bundle of attributes with varying abilities fordelivering the benefits sought to satisfy this need.

Purchase DecisionIn the evaluation stage, the consumer forms preferences among the brands in the choice set.

The consumer may also form an intention to buy the most preferred brand. However, two

factors can intervene between the purchase intention and purchase decision.

The first factor is the attitudes of others and the second factor is unanticipated situational

factors such as loss of income, some other urgent purchase etc.

In executing a purchase intention, the consumer may make up to five purchase sub-decisions,

_Brand decision

_Vendor decision_Quantity decision

_Timing decision_Payment-method decision

Post-Purchase Behavior

After purchasing the product, the consumer will experience some level of satisfaction or

dissatisfaction. The marketers job thus, does not end when the product is brought.Marketers must monitor post-purchase satisfaction, post-purchase actions and post-

purchase product uses.

Introduction - Cellular telephone

The Cellular telephone (commonly "mobile phone" or "cell phone" or "handphone") is a

long-range, portable electronic device used for mobile communication. In addition to the

standard voice function of a telephone, current mobile phones can support many additional

services such as SMS for text messaging, email, packet switching for access to the Internet,

and MMS for sending and receiving photos and video. Most current mobile phones connect

to a cellular network of base stations (cell sites), which is in turn interconnected to the

public switched telephone network (PSTN) (the exception is satellite phones. Cellular

telephone is also defined as a type of short-wave analog or digital telecommunication in

which a subscriber has a wireless connection from a mobile telephone to a relatively nearby


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transmitter. The transmitter's span of coverage is called a cell. Generally, cellular telephone

service is available in urban areas and along major highways. As the cellular telephone user

moves from one cell or area of coverage to another, the telephone is effectively passed on

to the local cell transmitter. A cellular telephone is not to be confused with a cordless

telephone (which is simply a phone with a very short wireless connection to a local phone

outlet). A newer service similar to cellular is personal communications services (PCS).

History

Information technology dates back to 5000BC, when people started using alphabets as a

medium of communication. However, its actual emergence started with the first ever use of

the computer. The real modern mechanical computer was conceived in 1822 by Charles

Babbage. Then came the electromechanical age in 1840s with the discovery of different

ways to harness electricity and the information was converted into electric impulses. This

led to the beginning of telecommunication and telegraphy in late 1800s. As the loading coil

and vacuum tube made possible the early telephone network, the wireless revolution

began only after low cost microprocessors and digital switching became available.Since

then, four generations of computers have evolved. Each generation represented a step that

was characterized by hardware of decreased size and increased capabilities. The first

generation used vacuum tubes, the second transistors, and the third integrated circuits. The

fourth (and current) generation uses more complex systems such as Very large- scale

integration or System-on-a-chip. Mobile rigs were the beginning of mobile phones for use

in vehicles such as taxicab radios, two way radios in police cruisers, and the like. A large

community of mobile radio users, known as the mobileers, popularized the technology that

would eventually give way to the mobile phone. The concept of using hexagonal cells for

mobile phone base stations was invented in 1947 by Bell Labs engineers at AT&T and was

further developed by Bell Labs during the 1960s. One of the first truly successful public

commercial mobile phone networks was the ARP network in Finland, launched in

1971.The first hand held mobile phone to become commercially available was the

Motorola DynaTAC 8000X, which received approval in 1983. Until the late 1980s, most

mobile phones were too large to be carried in a jacket pocket, so they were usually

permanently installed in vehicles as car phones. With the advance of miniaturization and

smaller digital components, mobile phones got smaller and lighter.


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Current scenario

Mobile phones have gained a lot of popularity and are the considered to be great

multimedia tools. Mobile phones are being used for entertainment purposes due the

introduction of new features everyday. They have become more than just call making and

receiving devices. Mobile phone handsets now have more business-friendly applications

that can enhance anybodys business. With emerging technology, mobile phones have

become more than communication devices; they are the tools to stay ahead of competitors

and peers in the present times. Soon mobile phones will evolve from communication tools

to integrated communication devices, media terminals, credit cards and remote controls.

Major Global Players

Nokia Corporation is currently the world's largest manufacturer ofmobile telephones. It

produces mobile phones for every major market and protocol, including GSM, CDMA, and

W-CDMA (UMTS).The corporation also produces telecommunications network equipment

for applications such as mobile and fixed-line voice telephony, ISDN,broadband access,

voice over IP, and wireless LAN.
http://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Global_System_for_Mobile_Communicationshttp://en.wikipedia.org/wiki/Code_division_multiple_accesshttp://en.wikipedia.org/wiki/W-CDMAhttp://en.wikipedia.org/wiki/Telephonyhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Voice_over_IPhttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Global_System_for_Mobile_Communicationshttp://en.wikipedia.org/wiki/Code_division_multiple_accesshttp://en.wikipedia.org/wiki/W-CDMAhttp://en.wikipedia.org/wiki/Telephonyhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Voice_over_IPhttp://en.wikipedia.org/wiki/Wireless_LAN


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Nokia's Mobile Phones division provides the general public with mobile voice and data

products across a wide range of mobile devices. The division aims to target primarily high-

volume category sales of mobile phones and devices, with consumers being the most

important customer segment. Nokia believes that design, brand, ease of use and price are

mainstream mobile phones' most important considerations to customers. Nokia's product

portfolio includes camera phones with features such as megapixel cameras which appeal to

the mass market.

Motorola is an American multinationalcommunicationscompany based in Schaumburg,

Illinois, a Chicago suburb. Most of Motorola's products have been radio-related, starting

with a battery eliminator for radios, through the first walkie-talkie in the world, defense

electronics, cellular infrastructure equipment, and mobile phone manufacturing. Motorolahas recently been regaining market share in the cellular-phone business from Nokia,

Samsung, and others due to stylish new cellular phone designs.

Samsung Electronics is one of the world's largest IT companies by revenue. The company

also claims to be having the highest brand value among consumer electronics companies.

Headquartered in Seoul, South Korea, it is part of the Korean Samsung Group, operating in

approximately over 100 countries. It is the number 1 mobile phone manufacturer in Asia.

Sony Ericsson is ajoint venture established in 2001 by the Japanese consumer electronics

company Sony Corporation and the Swedish telecommunications company Ericsson to

make mobile phones. Both companies have stopped making their own mobile phones. The

reason for this merger is to combine Sony's consumer electronics expertise with Ericsson's

technological leadership in the communications sector. The company's global management

is based in Hammersmith, London. It also has research & development teams in Sweden,

Japan, China, Canada, theNetherlands, the States, India and the United Kingdom.

LG Electronics is one of the world's leading electronics companies. It is part of the Korean

LG Group, operating in approximately 80 countries. Its mobile phones division provides

CDMA, GSM, 3G Handsets.

ZTE (Zhong Xing Telecommunication Equipment Company Limited) is a publicly-

owned, Chinese corporation that designs and manufactures telecommunications equipment
http://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Schaumburg%2C_Illinoishttp://en.wikipedia.org/wiki/Schaumburg%2C_Illinoishttp://en.wikipedia.org/wiki/Chicagohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Battery_eliminatorhttp://en.wikipedia.org/wiki/Walkie-talkiehttp://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Defense_(military)http://en.wikipedia.org/wiki/Cellularhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Samsunghttp://money.cnn.com/magazines/fortune/global500/2006/snapshots/1171.htmlhttp://www.samsung.com/uk/aboutsamsung/index.htmhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Samsung_Grouphttp://www.transnationale.org/companies/samsung_electronics.phphttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Consumer_electronicshttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Sony_Corporationhttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Ericssonhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Hammersmithhttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/People's_Republic_of_Chinahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/LG_Grouphttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/People's_Republic_of_Chinahttp://en.wikipedia.org/wiki/Telecommunicationshttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Schaumburg%2C_Illinoishttp://en.wikipedia.org/wiki/Schaumburg%2C_Illinoishttp://en.wikipedia.org/wiki/Chicagohttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Battery_eliminatorhttp://en.wikipedia.org/wiki/Walkie-talkiehttp://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Defense_(military)http://en.wikipedia.org/wiki/Cellularhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Samsunghttp://money.cnn.com/magazines/fortune/global500/2006/snapshots/1171.htmlhttp://www.samsung.com/uk/aboutsamsung/index.htmhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Samsung_Grouphttp://www.transnationale.org/companies/samsung_electronics.phphttp://en.wikipedia.org/wiki/Joint_venturehttp://en.wikipedia.org/wiki/2001http://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Consumer_electronicshttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Sony_Corporationhttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Ericssonhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Hammersmithhttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Swedenhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/People's_Republic_of_Chinahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Netherlandshttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/LG_Grouphttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/People's_Republic_of_Chinahttp://en.wikipedia.org/wiki/Telecommunications


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and systems. Based in Shenzhen, and established in 1985 ZTE offers a wide variety of

telecommunication products that provide services, including value-added services such as

video on demand and streaming media to its customers, which are primarily

telecommunications service providers,mobile network operators, etc

Kyocera Communications Inc.(KCI) is a manufacturer ofmobile telephones forCDMA

networks and is a wholly owned subsidiary of Kyocera Corporation that was formed in

February 2000 when Kyocera acquired QUALCOMM's San Diego, California-based

terrestrial handset division. It produces mobile phones, cellular routers, and Mobile PC

Cards for markets in North America, South America, Australia, andNew Zealand.

Mobile phone Market- an Overview

Mobile Handset Market in India

The cell phones industry has shown a remarkable growth in the last

decade. In 1989 the number of its subscribers was zero in India. Indias
http://en.wikipedia.org/wiki/Shenzhenhttp://en.wikipedia.org/wiki/Value-added_servicehttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Telecommunications_service_providerhttp://en.wikipedia.org/wiki/Mobile_network_operatorhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Code_division_multiple_accesshttp://en.wikipedia.org/wiki/Kyocerahttp://en.wikipedia.org/wiki/Qualcommhttp://en.wikipedia.org/wiki/San_Diego,_Californiahttp://en.wikipedia.org/wiki/Cellular_routerhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/New_Zealandhttp://en.wikipedia.org/wiki/Shenzhenhttp://en.wikipedia.org/wiki/Value-added_servicehttp://en.wikipedia.org/wiki/Video_on_demandhttp://en.wikipedia.org/wiki/Streaming_mediahttp://en.wikipedia.org/wiki/Telecommunications_service_providerhttp://en.wikipedia.org/wiki/Mobile_network_operatorhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Code_division_multiple_accesshttp://en.wikipedia.org/wiki/Kyocerahttp://en.wikipedia.org/wiki/Qualcommhttp://en.wikipedia.org/wiki/San_Diego,_Californiahttp://en.wikipedia.org/wiki/Cellular_routerhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/New_Zealand


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love affair with cell phones started in the mid-1990s, as the mobile

revolution took hold and India had just 10 million mobile and landline

connections. Delhi was the first state to launch cell phones in India.

Growth then soared in the last four years due to regulatory change and

falling costs of calls and handsets. Indias wireless market is a test bed

for alternative infrastructure, handsets, billing systems, business models

and marketing strategies that will likely prove applicable to other

developing countries.

On a numerical basis, India is the biggest growth market adding about 6

million cell phones every month. CAGR for mobile phones is 86% in

India. It is one of the fastest growing mobile markets in the world; in

April 2006 mobile subscriber base crossed 100 million mark. This has

been accomplished by rethinking handsets, network infrastructure,

enhanced services and content. More than two-third of mobile

subscriptions are with GSM operators and rest with CDMA. India has one

of the lowest mobile phone tariffs in the world resulting in low Average

Revenue per User (ARPU) of 9.04 USD per year (CDMA 5.74 USD and

GSM 8.89 USD).

Indian land area covered by mobile networks is approx 30%. CAGR of

Mobile Market Value for 2004- 2009 is 36.9%.With 156.31 million cell

phones; teledensity in the country is still low at 17.45%. Fewer than

eight in every 100 Indians use mobiles, compared with China's 30 per

cent. In India, about 13 percent of people have cell phones which has

increased from 8% in 2005 and is expected to reach 40 percent within a

few years. A lack of investment in the infrastructure needed to support

landline services means there are only 50 million fixed-line users in the

country, leaving the stage set for mobile operators. India is expected to

have the third largest mobile user base, behind China and the US, by the

year end and will become the second largest market of mobile handsets

by 2010. Indian cellular market would account for 11% of the overall

Asia Pacific and Japan market by 2009 and is expected to reach 500

million subscribers by end of 2010 with CAGR of 33.7% for 2004- 2010.


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Indias mobile subscriber base

Business Context:

Mobile users today want their handsets to be converged devices handling multiple

functions, entertainment being the most important among them. They want their mobile to

be fully loaded with top-end features, but they want all that at affordable costs.

Integrated digital camera, music player and stereo FM radio are the three main features

which would drive users towards upgrading their handsets. These features are available in

mid range and high-end handsets so far, and the common user now demands these features

in ordinary handsets which can be affordable. On the other hand, MMS has failed to catch

the fancy of the masses due to its high costs of transmission over the networks and

relatively cheaper alternate modes of downloading videos available through Internet.

Other features like Games, Calculator, Reminders/Scheduler/Organizer, Polyphonic

ringtones etc have become hygiene features and are a must for any handset. None of these

features is a differentiator anymore.


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Apart from Integrated Camera, Music player and Stereo FM radio, a Speaker phone is

another feature that emerges as the driver for replacing the current handset. This feature can

be a most cost effective differentiating feature for the low end phones.

Most handset vendors have been bringing out new models at fairly regular intervals. The

maximum activity takes place at the high end, where the launch of a newer model makes

the older model cheaper, shifting it to the mid segment. However, the low-end handset

users, who make up a huge number, dont get access to such features as the prices of such

phones do not fall below a certain level. The dissatisfaction among the existing users stems

from this, as they are unhappy at not being able to avail these high-end features.

The handset vendors need to address these expectations of the mass market to be able to

entice them towards their products.


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RESEARCH

METHODOLOGY


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RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. Research

methodology constitutes of research methods, selection criterion of research methods, used

in context of research study and explanation of using of a particular method or technique so

that research results are capable of being evaluated either by researcher himself or by

others. Why a research study has been undertaken, how the research problem has been

formulated, why data have been collected and what particular technique of analyzing data

has been used and a best of similar other question are usually answered when we talk of

Research methodology concerning a research problem or study. The main aim of research

is to find out the truth which is hidden.

TYPE OF RESEARCH

The type of research used in this project is a Descriptive research design. The major

purpose of descriptive research is a description of the state of the affairs, as it exists at

present. Thus a Descriptive study is a fact finding investigation with adequate

interpretation. It is the simplest type of research. It focuses on particular aspects or

dimensions of the problem studied. It is so designed that it gathers descriptive information

and provides information for formulating more sophisticated studies. There is a cause

effective relationship. The criteria for selecting this particular design are that, the problem

of the project must be described and not arguable. The data collected is amenable to

statistical analysis and has accuracy and significance. It is possible to develop valid

standards of comparison. It lends itself to the verifiable procedure of collection and

analysis of data.

SAMPLING TECHNIQUE :

The sampling technique used is .convenient sampling.. It is also called as purposive

sampling or non-probability sampling. This sampling method involves purposive or

deliberate selection of particular units of the universe for constituting the sample, which

represents the universe. When population elements are selected for inclusion in the sample

based on the ease of access, it can be called as convenient sampling. Empirical field studies


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required collection of first hand information and data pertaining to the units of study from

the field.

SAMPLING DESIGN:

SAMPLING UNIT

Area from where data is collected is Delhi.

SAMPLE SIZE

The sample size for listing questionnaire of research is 70, and the samplesize is broken down in to two samples i.e. a sample size of 20 respondents who are the

Salespersonnels Of Dhanlaxmi Bank and the sample size of 50 respondents from the

customers who are already availing the services of Dhanlaxmi Bank.

SOURCES OF DATA COLLECTION:

Primary Data : - The data was collected by using questionnaire. It is the first hand

information collected directly from Employees and the customers. The primary data

are those, which are collected for the first time.

Secondary Data : - The secondary data was collected from the internet, Through

pamphlets and brochures of the company, various official sites of the company and

company database.

TOOLS

The following basic tool was used by for analysis:-

Pie Charts

Graphs


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Consumers Satisfaction Analysis by TRAI

The study assesses the satisfaction level of consumers encompassing quality of technical

service, quality and operational aspects of gadgets; and social / psychological costs due to

unsolicited promotional calls/SMSs etc. The analysis in this report throws light on the

consumption behavior of the mobile phone users in Delhi and covers the aspects like usage

pattern of the mobile phone services, assessment of the level of satisfaction, preference for

various attributes and functionalities of gadgets etc.

Usage Pattern of Mobile Phones

Various categories of consumers were asked about the purpose for which they use the

mobile phone. Maximum usage is for personal purpose, followed by official and business

purposes. Self employed professionals and businessmen use the mobile phone almost

equally for business, official and personal purposes, while maximum usage by students and

retired persons is for personal purposes.


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Level of Satisfaction

The satisfaction level of users was analyzed on a five point scale ranging from not

satisfied to fully satisfied. Only 14 percent of the consumers say that they are fully

satisfied with the services, while 6 percent responded as not satisfied. A major group of

consumers either say that they are almost satisfied (43%) or average satisfied (20%).

Very less satisfied plus not satisfied combined together comes to 20 percent of the total

consumers.

Reasons of Dissatisfaction

The major reasons cited for dissatisfaction are poor quality of signals (42%) and higher

costs (38%). Poor quality of signals means unavailability of signals, call failure, call drop

downs etc. Only 4 percent complaints about billing errors while 9 percent are not happy

with the quality of customer care services being provided. Many respondents have cited

multiple reasons also for dissatisfaction.


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usage of other attributes that are being added and advertised by the handset manufacturers

like camera, organizer, games, and radio etc. is quite less.

Unsolicited Calls

Seventy seven percent of the sampled consumers said that they receive unsolicited calls

while only 17 percent of the sample accepts that, on getting the unsolicited call/SMSs, they

feel happy because of the importance given to them as customers. Twenty percent say thatthey are receptive to such calls/SMSs but not always. Twenty three percent stays

indifferent to such calls while thirty percent accepts that they get disturbed and feel

irritated. Six percent accept that they get very angry on receiving unsolicited calls while

three percent did not respond to this query in the questionnaire at all.


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In response to a question on the action they take while get disturbed and irritated by

unsolicited calls/SMSs, ninety three percent who receive such calls accept that they do not

complain to customer care division of the service provider and simply ignore the

call/SMSs. Only twenty eight percent of the consumers who approach customer care

against the unsolicited calls/SMSs accept that such calls get discontinued on their request

while sixty four percent say that calls continue to disturb them even after their request to

discontinue it. Eight percent intimated that unsolicited calls/SMSs get discontinued for

some time in response to their request, but the same start pouring in after a time lag. Rest of

the consumers didnt respond to this query.

Following are the major findings:

The satisfaction level of users was analyzed on a five point scale ranging from not

satisfied to fully satisfied. Only 14 percent of the consumers say that they are fully

satisfied with the services, while 6 percent responded as not satisfied. A major group of

consumers either say that they are almost satisfied (43%) or average satisfied (20%).

Very less satisfied plus not satisfied combined together comes to 20 percent of the total

consumers.

The major reasons cited for dissatisfaction are poor quality of signals (42%) and higher

costs (38%). Poor quality of signals means unavailability of signals, call failure, call drop

downs etc. Only 4 percent complaints about billing errors while 9 percent are not happy

with the quality of customer care services being provided. Many respondents cited multiple

reasons for dissatisfaction.

Users feedback on likings for various attributes of the mobile phone instrument was

recorded. Operational ease (53%) and price (22%) are two attributes most valued by the

customers followed by looks of the handset (11%) and multiple functionalities (10%).

Major functionalities of the handset and other added services mostly used by the

consumers are making and receiving calls, SMSs/MMSs, telephone diary and auto

answering. The usage of other attributes that are being added and advertised by the handset

manufacturers like camera, organizer, games, and radio etc. is quite less.

Seventy seven percent of the sampled consumers receive unsolicited calls while only

seventeen percent of it feel happy on getting such calls. Out of the consumers who get such

calls, twenty three percent stays indifferent to such calls while thirty percent accepts that


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they get disturbed and feel irritated. Six percent gets very angry on receiving unsolicited

calls.

On getting disturbed and irritated by unsolicited calls/SMSs, ninety three percent do not

complain to customer care and simply ignore the calls/SMSs. Only twenty eight percent

of the consumers who approach customer care against the unsolicited calls/SMSs accept

that such calls get discontinued on their request while sixty four percent say that calls

continue to disturb them even after their request to discontinue. Eight percent intimated that

unsolicited calls/SMSs get discontinued for some time in response to their request, but the

same start pouring in after a time lag.

Information Needed

Market share and relative positioning of different brands

Opinions about attributes of ideal mobile phone

Satisfaction level of mobile users

Most important drivers of buying

Barriers to switching from a one range to other

Perceptions of Nokia phone vis--vis competitors

Triggers that lead to a need for replacing existing phone

Limitations

This research is limited only to delhi area

Limited sample size of 100 is taken thus it is rather difficult to give a precise

conclusion

Some people were not aware of latest features of mobile phones


26/44

Results and Analysis


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1) Number Of Respondents Having Mobile Phone(s)

OWNING A MOBILE

100%

0%

YES

NO


28/44

2) If yes, which brand mobile phone you have?

29

18

14

19

96 5

0

5

10

15

20

25

30

%

NOKIA SAMSUNG SONY

ERICSSON

MOTOROLA MICROMAX LG OTHERS


29/44

3) Showing The Satisfaction And Dissatisfaction Of The Respondents With

Respect To Current Mobile Phone

67%

33%

YES

NO


30/44

4) Showing the reasons for dissatisfaction

16%

18%

23%

34%

9%

FEATURES

BRAND

AFTER SALES

SERVICE

BATTERY BACKUP

OTHERS


31/44

5) Showing the reason for changing a phone

6) Showing The Gender Of Respondents

GENDER DISRIBUTION

57%

43%MALE

FEMALE

7%16%

35%14%

22%6%

OCCASION

BIGGER

BUGDET

OLD PHONE IS

NOT WORKINGWELL

NEED

DIFFERENT &

NEW

FEATURES

BORED WITH

OLD PHONE

OTHERS


32/44

7) Showing The Income Distribution Of The Respondents


33/44

8) Showing the usage pattern of mobile phones

INCOME DISTRIBUTION

16%

33%32%

19%30000

USAGE PATTERN OF MOBILE PHONES

37%

42%

9%

12%

STUDENT

OFFICIAL

PERSONAL

RETIRED PERSON


34/44

9) Showing range of price that respondents like to spend on mobile

hand set

PRICE RANGE OF MOBILE

32%

29%

21%

18% 20000


35/44

10) Showing the sources which influence the buying decision of the respondents

INFLUENCE ON DECISI

35%

39%

17%

9%

FAMILY

FRIENDS

ADVT.

PERSONA


36/44

11) Showing the factors considered by respondent while purchasing a mobilehand set

57

43

65

35

79

21

36

64

32

68

47

53

0

20

40

60

80

100

%AGE

Price Features Brand Appearance Weight Operationa l

ease


37/44

12) Showing the brand preference of the respondents

BRAND PREFERENCE

23%

20%11%15%

12%

12%7%

NOKIA

SAMSUNG

LG

SONY ERICSON

MOTOROLA

MICROMAX

OTHERS


38/44

13) Showing liking of various features of mobile handsets by the

Respondents according to their preferences

A= BLUETOOTHB= MUSIC

PLAYERC= DISPLAY

D= CAMERAE= AUDIO

QUALITYF= HANDS FREE

G= FMH= INTERNAL

MEMORYI= 3G

J= DUAL SIMK= OPERATING

SYSTEML= QWERT

M=

TOUCHSCREENN= GAMING

O= BATTERYBACKUPP=WIFI


39/44

81

19

92

8

62

38

83

17

55

45

69

31

87

13

46

54

39

61

47

53

31

69

42

58

29

71

76

24

95

5

45

55

0

20

40

60

80

100

%

A B C D E F G H I J K L M N O P

NEEDS

NO

YES

14) Showing the importance of after sales service

25%

65%

10%

Important

Very Important

Average


40/44


41/44

QUESTIONNAIRE

1. Do you currently own a mobile phone? Yes No

2. Which brand and model?

3. When did you purchase the current phone?

a. < 3 months


42/44

b. 3 to 6 months

c. 6 months to 1 year

d. 1 to 2 years

e. More than 2 years

4. Rate your current phone on a scale of 1 to 5 on the following

attributes? ( 1= Not at all good 5 = Extremely Good)

1 2 3 4 5

a Battery Life

b Voice quality

c Weight

d Size

e Appearance

f

Ease of use/User

Interface

g

Time required to

charge the phone

5. Are you planning to buy a mobile phone in the next 6 months? Yes No

6. Have you decided on the brand and model? Yes No

7. If yes, which one is it?

8. What is the price range of mobile phone you are looking for?

a.


43/44

g. I have been using the old phone for a long time

h. A new model has come into the market

i. There is an offer with the new phone

10. Rate the following features from 1 to 5 based on their importance to you. (1= least

important and 5 = most important)

1 2 3 4 5

a Bluetooth

b Music Player

c Video Player

d Integrated Camera

e

GPRS/Net access on

phone

f Hands free

g FM Radio

h Internal memory

i 3G

11. Rank the following attributes of a mobile phone based on

their importance.

a. Battery Life

b. Voice quality

c. Weight

d. Size

e. Appearance

f. Ease of use/User Interface

g. Time required to charge the phone

h. Price

i. Multimedia features

12. Please rate the following attributes that describe you on a scale of 1 (least

applicable) to 5 (best applicable)

1 2 3 4 5

a I like to take pictures on the move

b I like to spend time with my friends

c I like to download software from the internet

d I like to go to multiplexes to watch movies

eI am more likely to take a well researched and considered decision when I

decide to purchase something.

f I like to save money for future


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g I enjoy being active

h I believe we are on the earth to enjoy ourselves

i I like to listen to music while traveling

j I am a heavy user of the internet

k I like to buy a new product and try it out

l I prefer style over sturdiness of the product

m I like to reward myself after completing a difficult assignment

n I like to read technology related magazines

o I like to go to parties

p I like to know about the life styles of celebrities

q When I see an interesting product I generally buy it

r I prefer simplicity over sophistication

Personal details:

1. Name:

2. Age:

3. Gender:

4. Family Income:

5. Number of family members:

6. Education:

7. Are you the bread winner of the family? Yes / No

Thank you for your time.

Bibliography

www.idcindia.com

www.india-cellular.com

www.trai.gov.in

www.myfreesurvey.com
http://www.idcindia.com/http://www.india-cellular.com/http://www.trai.gov.in/http://www.myfreesurvey.com/http://www.idcindia.com/http://www.india-cellular.com/http://www.trai.gov.in/http://www.myfreesurvey.com/

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