Raj Project - Copy

8/8/2019 Raj Project - Copy

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INDEX

(i) Introduction 10- Company profile (11)- Products (13)

(ii) Customer satisfaction 22

(iii) Purpose of study 24Scope

(iv) Method and design of research 25

(v) Analysis 33

(vi) Conclusion and discussion 48

(vii) Appendix 57

(viii) References 61


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L ist of Figure P. N o.

1. Preference for buying 40

2. Satisfied with price 40

3. Satisfied with Advertisements 41

4. Satisfied with Features 41

5. Satisfied with Audio output 42

6. Satisfied with Software compatibility 42

7. Satisfied with Built in memory 43

8. Satisfied with Camera/video quality 43

9. Satisfied with Accessories 44

10. Satisfied with Appearances 44

11. Satisfied with Battery backup 45


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12. Satisfied with service 45

13. Satisfied with its life 46

14. Fully aware all the Features 46

15. Gender percentage 47


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INTRODUCTION


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CO MP ANY P RO F ILE

Colors TeleTech Pvt. Ltd a newly launched organization under the stimulus of Lucky Group,which comprises of numerous industries, trading and wholesale outlets of various products onsole agency dealership as a motto to commit and bring the notion of brand building to a wholenew platform. Fueled by its directors' uncompromising vision to provide quality services, thegroup today has the ability to shoot brands and companies into the top spectrum of their respective markets.

COLOR S T eletech Pvt. L td. Profile :

A latest addition to the organizational umbrella of Lucky Group, Colors TeleTech Pvt. Ltd. isestablished to cater to the rapidly growing Telecommunication and IT sector in India bydeveloping and marketing communication devices. The firm operates through a number of distributor and retailer base across the country. The strong supply chain network of the companyhas enabled Colors TeleTech Pvt. Ltd to venture into GSM and CDMA mobile handset marketwith launch of COLORS Brand in the country.

Colors TeleTech Pvt. Ltd. enjoys strong business association with exclusive list of supplier for the development of mobile handsets and accessories for India market.

Colors-Mobile-Colors TeleTech Pvt. Ltd. is also looking forward in working with CDMA andGSM telecom operators in India to explore potential business opportunities and provide theoperators with inputs to bolster the industry and keep pace with the international technology.

Company's vision is to offer quality product and service for telecom and IT sector and to be the premier mobile handset player (both GSM & CDMA) in the country.


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We are committed in providing technologically advanced and contemporary handsets to our customers with a dedicated interest in after sales service.

Head O ffice:

Colors TeleTech Pvt. Ltd.A264, 2nd Floor Okhla Industrial Area Phase 1

New Delhi 110020


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PRODUCTS

Colors TeleTech Pvt. Ltd. has got a wide range of mobile phones with different qualities andfeatures that enable its customers to choose the best combination of features which they wish tohave.

From research to presentation, everything about your business, now on the go.

For the highly mobile professionals, the Colors QSeries keeps you in sync with the office without losingtouch witht the rest of the world. Offering true

efficiency, flexibility and control, this mobile is madefor those who are passionate about balancing businesswith pleasure. Whether it's business or social, colors Q1helps you keep in touch with life with Dual SIMFeature.


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QWERTY PAD BUSINESS PHONES-:

Q1 Q7 Q5

FEW FEATURES : -

Form Facter Bar qwerty Sound Recorder Java

Dual Sim Video Player Phonebook Memory 500

Band GSM 900/1800 MHz Messaging Expandable memory Micro SDranging from 1 - 4GB

MSN Massanger Games Wide screen, Voice changer,Dimension Bluetooth GPRS / WAP / MMSCamera Confrence Call Privacy Lock Music Player (MP3/AMR/MIDI/WAV) Speed Dial Stereo FM Radio


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TOUCH SCREEN BUSINESS PHONES-:

W1 CG1

FEW FEATURES : -

Dual sim Full Touch Support multi-language

Dual Mode Dual Standby MP3/MP4 Player FM / Recording

64 Polyphonic Ringtones Bluetooth Camera 1.3M pixels

Wap 2.0 Alarm clock/calendar/games Multi-Language

DimensionWeight: about 100g (including

battery) Battery: 1250 mAh Li-ion


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Go beyond entertainment with the new seriesof Multimedia Phones. Enjoy a non-stopsupply of entertainment, songs, Videos, FM,high Resolution camera, and many moreexciting features; so that your world of entertainment is right there in your pockets.

G 206 (YANA) G 215 CG 111


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S 007 G 7 AXE

FEW FEATURES : -

Form Facter Bar Stereo FM Radio Confrence Call

Dual Sim Speaker phone Speed Dial

Camera Sound Recorder Expandable memoryMicro SD

Music Player Messaging Sporty look

GPRS / WAP Games Bluetooth


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Its Dual Dhamal with Dual SIM Colors mobile phones.Now keep your work related calls and personal calls separate at the touch of a button.

Colors Smart series comes with two separateSIM card slots, giving you the convenience of two different phones in one handset. Now pick

and choose between economic calling plansand more than one service carriers so that youkeep your work and pleasure away from eachother but still easily accessible.

G-203 G-205 G-205 i


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G-222 G-200 G 264

FEW FEATURES : -

Form Facter Bar Music Player Speed Dial

Dual Sim Stereo FM Radio Privacy Lock

Display 2" Speaker phone GPRS / WAP / MMS

Digital Camera Sound Recorder Phonebook Memory 250

Bluetooth Video Player (MP4/3GP)

Expandable memory Micro SDUpto 2GB

Games Messaging Talk time Upto 10 Hours*

Standby time Upto 720Hours*

Confrence Call


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Bring home a unique Colors 786 Series, Quranenabled phones that recites verses form the holyQuran. With full text & audio synchronised displayof othmanic script, the recitals are performed bywell known Saoud Al-Shuraim and Sheikh AbdulRahman Al Sudais. The 786 series is indeed aninteresting and innovative addition to the world of mobile phones.

G 786 G786 Q


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FEW FEATURES:-

Form Facter Bar Stereo FM Radio Phonebook Memory 500

Dual Sim Speaker phone Expandable memoryMicro SD

Band GSM 900/1800MHz

Sound Recorder Battery Type

Dimension

107*46*16(mm) Video Player (MP4/3GP) Talk time Upto 4 Hours*

Camera 1.3MP Messaging Standby time Upto 150Hours*

Music Player (MP3/AMR/MIDI/WAV)

Games GPRS / WAP / MMS

Speed Dial Bluetooth Confrence Call


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CUSTOMER SATISFACTION

When we talk about customer satisfaction, we talk about creativity. Creativity allows us tohandle or diffuse problems at hand or later on in the process of conducting the everyday

business. We talk about how, or rather what, does the organization have to do to gain not onlythe sale but also the loyalty of the customer. We want to know the payoff of the trans-action bothin the short and long term. We want to know what our customers want.

We want to know if our customers are satisfied. Satisfaction, of course, means that what we

delivered to a customer met the customers approval. We want to know if customers aredelighted and willing to comeback, and so on.

Level 1.

Expectations are very simple and take the form of assumptions, must have, or take it for granted .For example, I expect the airline to be able to take off, fly to my destination, and land safely. Iexpect to get the correct blood for my blood transfusion. And I expect the bank to deposit mymoney to my account and to keep a correct tally for me.

Level2 .

Expectations are a step higher than that of level 1 and they require some form of satisfactionthrough meeting the requirements and/or specifications .For example, I expect to be treated courteously by all airline personnel. I went to the hospitalexpecting to have my hernia repaired, to be in some pain after it was done, to be out on the sameday, and to receive a correct bill. And I went to the bank expecting the bank teller to be friendly,informative, and helpful with my transactions.

Level 3.

Expectations are much higher than for levels 1 and 2.Level 3 requires some kind of delightfulness or a service that is so good that it attracts me to it.


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For example, an airline gives passengers traveling coach class the same superior food servicethat other airlines provide only for first-class passengers. In fact, I once took a flight where the

flight attendants actually baked cookies for us right there on the plane.

When I went to the hospital, I expected staff to treat me with respect and they carefully explainedthings to me. But I was surprised when they called me at home the next day to find out how Iwas doing.


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Purpose of this Study

1. To study the satisfaction level of consumers towards the Colors mobile phones.

Scope and focus

1. This study focus on Features, Appearances, Battery backup and Software compatibility of Colors.

2. This study help COLORS to recognize the factor which is most satisfied and which factor

have more dissatisfaction influencing the consumers to buy the COLORS Mobile.


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M ET H OD AND DE SIGN O F RE SEARC H


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The Importance Of Research- Why We Do Research

We must first understand what research is. It is another word for gathering of information. Themore information we have the closer we get of making our own decision. Research is the resultof advancing knowledge created in the past. There are people from all walks of life thatcontribute to gathered information. These are ordinary people and extraordinary people. Theyinclude teachers, students, scientists, professors, scholars, business owners, librarians, book keepers, writers, politicians and many more unknown out there. These are everyday citizens weinteract with. They all help with the flow information that people use for self help.

Research is designed to solve particular existing problems so there is a much larger audienceeager to support research that is likely to be profitable or solve problems of immediate concern.We also must understand how research impacts our decision making.

Most people make decisions without gathered informations to back them up. Only few do. The problem is most people aren't patient enough to put in the effort. Research requires time, effort,and sometimes money to have the evidence you need to make a sound decision that's why manyavoid it. The research you do and evidence you gathered will have impact on your future. Beadvice, considered the risks or consequences of making an important decision with inadequateevidence.

In conclusion research is very vital to our everyday decision making. It arms you from wronginformations and save time and money. It is important to your success as you take onchallenges and decisions making. But be careful though, because too much research withoutaction on what youre learning is not good either.

The question is how much information is enough? How much information can you afford?Information obesity can be research problem just my advice. Research plus action will mostlikely guarantee a successful research.


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We all know customer satisfaction is essential to the survival of our businesses. How do we find

out whether our customers are satisfied? The best way to find out whether your customers aresatisfied is to ask them.

When you conduct a customer satisfaction survey, what you ask the customers is important.How, when , and how often you ask these questions are also important. However, the mostimportant thing about conducting a customer satisfaction survey is what you do with their answers.

How You Ask Whether Customers Are Satisfied

There are many ways to ask your customers whether or not they are satisfied with your company,your products, and the service they received.

You can ask them:

y Face-to-faceAs they are about to walk out of your store or office, ask them.

y Call them on the phoneIf you have their phone number, and their permission, you can call them after their visit andask how satisfied they are.

y Mail them a questionnaireThis technique has been used for a long time. The results are predictable.

y Email them a customer satisfaction surveyBe careful to not violate Spam laws

y Email them an invitation to take a customer satisfaction survey

When To Conduct A Customer Satisfaction Survey

The best time to conduct a customer satisfaction survey is when the experience is fresh in their minds. If you wait to conduct a survey, the customer's response may be less accurate.He may have forgotten some of the details. He may answer about a later event. He may color hisanswers because of confusion with other visits. He may confuse you with some other company.


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What To Ask In A Customer Satisfaction Survey

There is a school of thought that you only need to ask a single question in a customer satisfactionsurvey. That question is, "will you buy from me again?"While it is tempting to reduce your customer satisfaction survey to this supposed "essence", youmiss a lot of valuable information and you can be easily misled.

It is too easy for a customer to answer yes to the "will you buy from me again?", whether theymean it or not. You want to ask other questions in a customer satisfaction survey to get closer tothe expected behavior and to collect information about what to change and what to keep doing.

By all means ask the basic customer satisfaction questions:

y How satisfied are you with the purchase you made (of a product or service) ?y How satisfied are you with the service you received?y How satisfied are you with our company overall?

And ask the customer loyalty questions"

y How likely are you to buy from us again?y How likely are you to recommend our product/service to othersy

How likely are you to recommend our company to others.

Also ask what the customer liked and didn't like about the product, your service, and your company.


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Research Designs :-

Research is the systematic application of investigative tools to an issue, problem, or phenomenonthe purpose of which is to develop valid and reliable information that will lead to a better understanding of the research target. Questions concerning the definition of research persist

because interactions among the varied objectives of research studies, on the one hand, and on theother hand, bias, ignorance, or both on the part of the users of research findings as to whatconstitutes a real research. Some users of the findings of experimental research (as well as someexperimental researchers, as an example) denigrate the value of descriptive research. Descriptiveresearch, however, can be of great value to political campaigns and marketers even though itsvalue may be low in relation to medical trial studies. Conversely, experimental research that isessential in most medical trial studies (a) are not feasible for many political and marketing

purposes and (b) would be of limited value in such cases even if they were feasible.

R esearch D esign

DESCRIPTIVE RESEARCH DESIGN :-

Descriptive research is used to obtain information concerning the current status of the phenomena to describe "what exists" with respect to variables or conditions in a situation. The process of descriptive research design includes following steps:-

-Statement of the problem

-Identification of information needed to solve the problem

-Selection or development of instruments for gathering the information.

-Identification of target population and determination of sampling procedure

-Design of procedure for information collection

-Collection of information

-Analysis of information


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-Generalizations and/or predictions

AD VANTAGE S :-

The subject is being observed in a completely natural and unchanged natural environment. Agood example of this would be an anthropologist who wanted to study a tribe without affectingtheir normal behavior in any way. True experiments, whilst giving analyzable data, oftenadversely influence the normal behavior of the subject.Descriptive research is often used as a pre-cursor to more quantitatively research designs, thegeneral overview giving some valuable pointers as to what variables are worth testingquantitatively. Quantitative experiments are often expensive and time-consuming so it is oftengood sense to get an idea of what hypotheses are worth testing.

L imitations :-

The profile has been limited by demographic and socio-economic characteristics.A psychographics analysis of respondents, attention, interests and opinion was not attempted, asit did not figure in the various brand needs .


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For this project I have collected some data. This data is basically primary data which I have used

for my analysis.

PRIMARY DATA :-

Primary data is the data which the researcher collects through various methods like interviews,surveys, questionnaires etc. Some advantages and disadvantages of primary data are as follows:

The first advantage of primary data is that it can be collected from a number of ways likeinterviews, telephone surveys, focus groups etc.

Secondly, it can be also collected across the national borders through emails and posts.

Thirdly, it can include a large population and wide geographical coverage.

Fourthly, it is relatively cheap and no prior arrangements are required.

Moreover, primary data is current and it can better give a realistic view to the researcher aboutthe topic under consideration.

On the other hand, the major disadvantage of primary data is that it has design problems likehow to design the surveys. The questions must be simple to design a general lingo

(understandable). Some respondents do not give timely responses.

Sometimes, the respondents may give fake, socially acceptable and sweet answers and try tocover up the realities. In some primary data collection methods there is no control over the datacollection. Incomplete questionnaire always give a negative impact on research.

For this project I have used questionnaire and interview method to obtain data because these

were the best methods to collect data for this project.

Sampling method:For sample of people for questionnaire and interview, I have used the judgmental as well as

convenience sampling method in different Areas of south Delhi.


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Sample size:- 150 people were chosen for sample.

Sampling area:- The people for sample were chosen from different mobile shops in south delhi.

The respondents were mostly buyers, potential buyers, and mobile phone users of other brands.

Some of the respondents chosen are working in different mobile handsets manufacturing

companies ex- L.G., NOKIA, VIDEOCON, VIRGIN, and V.I.P. MOBILES. These employees

are asked for their views on features, price and various aspects of COLORS mobile handsets.


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ANALY SI S


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C H I -SQU ARE TE ST ANALY SI S

A chi-square test (also 2 test) is used to test the statistical significance of observed associationin a cross tabulation. It assist us in determining whether a systemic association exists betweentwo variables.

Hypothesis:

N ull hypothesis, Ho: In Chi-Square test of Independence, null hypothesis assumes that there isno association between the two variables.

A lternative hypothesis, Ha: In Chi-Square test of Independence, alternative hypothesis assumesthat there is an association between the two variables.

The test is conducted by computing the cell frequencies that would be expected if no associationwere present between variables,given the existing row and column totals. These expected cellfrequencies denoted f e, are then compared to actual observed frequencies , f o, found in crosstabulation to find chi square statistic .the greater the discrepancies between expected and actualfrequencies, the larger the value of statistic. Then the expected frequency for each cell can becalculated by formula-:

f e= n r * nc / n

where,

nr = total number in row nc = total number in column n = total sample size


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Then the value of 2 is calculated as

2 = ( f o f e ) * ( f o- f e ) / f e

An important characterstic of chi square statistic is the number of degrees of freedom (df)associated with it. In general the number of degree of freedom is

df= (r-1) * (c-1).

The null hypothesis ( Ho) will be rejected only when calculated value of the test statistic isgreater than the critical value of chi square distribution with the appropriate degrees of freedom.

Procedure of hypothesis testing-:

1) Formulate the hypothesis.i.e. null hypothesis and alternate hypothesis.

2) Decide the level of significance

Level of significance ( 5% taken in this case as standard ) means you can afford to be mistaken

only 5 times out of 100.3) Take the sample of population, collect data from them.

4) Apply chi square test.

5) Calculate value of test.

6) Compare the calculated value with standard table value.

7) If calculated value is less than the table value, accept the null hypothesis else reject.


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N ull hypothesis, Ho:-

Gender of respondents and satisfaction with features of colors mobile are independent.

Observed frequencies :-

Male Female Total

Highly satisfied 29 16 45

Satisfied 52 30 82

Dissatisfied 15 8 23

TOTAL 96 54 150

Expected frequencies-:

Male Female TOTAL

highly satisfied 45*96/150 = 28.8 45* 54/150 = 16.2 45

Satisfied 82*96/150 = 52.48 82* 54/150 = 29.52 82

Dissatisfied 23*96/150 = 14.72 23* 54/150 = 8.28 23

TOTAL 96 54 150


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Degree of freedom= ( number of rows-1) ( number of columns-1)

= (3-1) (2-1)

= 2

At 5% level of significance on df = 2

Table value = 5.99

Chi square statistic value ( calculated value) -:

=(29- 28.8)^2 / 28.8 + (52-52.48)^2 / 52.48 + (15 14.72)^2 / 14.72+

(16 16.2)^2/16.2 + (30 29.52) ^2/29.52 + ( 8-8.28)^2 / 8.28

= 0.03083

As 5.99 (table value) > 0.03083 (calculated value) , thus null hypothesis is accepted.


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N ull hypothesis, Ho:-

Educational qualification and satisfaction with camera quality is independent.

Observed frequency-:

Primary Secondry Graduate Post graduate TOTAL

Highlysatisfied

16 12 17 3 48

Satisfied 38 26 14 8 86

Dissatisfied 2 5 3 6 16

TOTAL 56 43 34 17 150

Expected frequency-:

Primary Secondry Graduate Post graduate TOTAL

Highlysatisfied

17.92 13.76 10.88 5.44 48

Satisfied 32.1 24.65 19.49 9.74 86

Dissatisfied 5.97 4.58 36.62 1.81 16

TOTAL 56 43 34 17 150

Degree of freedom= ( number of rows-1) ( number of columns-1)

= (3-1) (4-1)

= 2*3 = 6


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At 5% level of significance on df = 6

Table value = 12.59

Chi square statistic value ( calculated value) -:

= (16 - 17.92)^2 / 17.92 + ( 38 - 32.10 )^2 / 32.10 + ( 2 - 5.97)^2 / 5.97+ (12 - 13.76)^2 / 13.76 + ( 26 - 24.65 )^2 / 24.65 + ( 5 - 4.58)^2 / 4.58+ (17 - 10.88)^2 / 10.88 + ( 14 - 19.49 )^2 / 19.49 + ( 3 - 36.6)^2 / 36.62+ ( 3 - 5.44)^2 / 5.44 + ( 8 - 9.74) ^2 / 9.74 + ( 6 - 1.81)^2 / 1.81

= 51.192

As 12.59 (table value) < 51.192 (calculated value) , thus null hypothesis is rejected andalternate hypothesis is selected.


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Q - Place for preference for buying Mobile phone?

Q- Are you satisfied with price of Colors mobile phone?

.

46%

43%

7%4%

priority outlets

dealers

gray market

others

0

10

20

30

40

50

60

70

80

highlysatisfied

satisfied niethersatisfied nordissatisfied

dissatisfied highlydissatisfied

Series1


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Q - Are you satisfied with Advertisements of Colors mobile ?

.

Q - Are you satisfied with Features of Colors mobile phone?

.

0

10

20

30

40

50

60

highlysatisfied

satisfied niethersatisfied nordissatisfied

dissatisfied highlydissatisfied

Series1

0

10

20

30

40

50

60

70

80

90

highly satisfied satisfied not satisfied

Series1


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Q - Are you satisfied with Audio output of Colors mobile phone ?

.

Q - Are you satisfied with Software compatibility of Colors phone?

.

0

10

20

30

40

50

60

70

80

90100

highly satisfied satisfied dissatisfied

Series1

0

10

20

30

40

50

60

7080

90


Series1


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Q - Are you satisfied with Built in memory of Colors mobile phone?

.

Q- Are you satisfied with Camera/video quality Colors mobile phone?

.

0

10

20

30

40

50

60

70

80


Series1

0

10

20

30

40

50

60

70

8090

100


Series1


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Q -Are you satisfied with Accessories of Colors mobile Phone?

.

Q - Are you satisfied with Appearances of Colors mobile phone?

.

0

10

20

30

40

50

60

70

80

90


Series1

0

10

20

30

40

50

60

70

80

90

100


Series1


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Q -Are you satisfied with Battery backup of Colors mobile phone?

.

Q - Are you satisfied with services provided by Colors phone?

.

0

10

20

30

40

50

60

70

80


Series1

0

10

20

30

40

50

60

70

80

90


Series1


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Q - Are you satisfied with its life?

.

Q Are you fully aware all the Features of Colors mobile Phone?

.

0

10

20

30

40

50

60

70

80

90


Series1

YES23%

NO , 77%

YES

NO


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Q Gender percentage among respondents?

.

65%

35%

MALE

FEMALE


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C onclusions and D iscussion


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Table showing result of survey (in percentage) :-

Attributes Features Batterybackup

SoftwareCompatib-ility

Audiooutput

accessories Appearance Built inmemory

Highsatisfied

30% 37% 36% 30% 29% 28% 25%

Satisfied 55% 50% 54% 59% 54% 58% 48%

Notsatisfied

15% 13% 10% 11% 17% 14% 27%


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SWOT ANALY SI S

S- Strength

W- Weakness

O- Opportunity

T- Threats

Strength :-

y availability of resources

y Lower costs

y trained staff

y Superior product quality

y Good distribution skills

y Committed employees

y location

y Superior management talent

Weakness :-

y advertising and promotional problem

y branding problem

y supply chain management

y Weak spending on R & D


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y Limited distribution

y Weak market image

y Very narrow product line

Opportunity:-

y Urban youth: Distinct mobile needs

y Rapid market growth

y New technology

y Changing customer needs/tastesy Most entrants are new, few established competitors

y 58% potential market ( customer who upgrade their handset within 6 months or in a year.

If latest handset & product range will be available in colors mobile at lowest price than

we can target them and positioning can be done on the basis of these attributes)

Threats :-

y Rising Retail Costs

y Falling Handset prices - lower margins


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Preference for buying :-

A majority of respondents preferred to buy mobile handset from priority outlets (about 46%),another group of respondents was of opinion to buy handsets from dealers so as to have awide range to choose from (about 43%).Only 7% respondents were willing to buy from gray market and 4% respondents preferredother ways (ex- to buy handset from their friends etc).

Price of C olors phones :-

About 32 respondents were highly satisfied with price of colors mobile phone and a majority(72) was satisfied with the price. About 14 respondents were dissatisfied and 24 respondentswere of neither satisfied nor dissatisfied at their opinion on price.

A dvertisements of C olors mobile :-

Most of the respondents were even not aware of colors mobile handset brand. A high majorityof respondents were either dissatisfied or highly dissatisfied (total of 97) with advertisements.Only 15 respondents were satisfied.About 26 respondents were neither satisfied nor dissatisfied.

Features of C olors mobile :-

A majority was satisfied with the features available in colors mobile handsets (82). The price at which Colors is offering a few features in its mobile handsets are not available inother mobile handsets brands at the same price (ex-Bluetooth).45 respondents were highly satisfied with the features available in Colors handset.

C amera/video quality of colors mobile :-

Most of the respondents were either highly satisfied (48) or they were satisfied (86) withcamera/video quality of colors mobile phone.About 16 respondents were dissatisfied with camera quality.


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A ppearance of C olors mobile :-

About 87 respondents were satisfied with appearance of colors mobile phones. 42 respondentswere of highly satisfied opinion and about only 21 respondents were dissatisfied withappearances of handsets.

A udio output quality of C olors mobile :-

Most of the respondents were either satisfied (88) or highly satisfied (45) with the audiooutput quality of colors mobile phones. Only about 17 respondents were dissatisfied fromaudio output quality.


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F INDING S of T H E ST UDY :-

1. Among the total 150 respondents, 65 percent of the respondents were male while remaining 35 percent of the respondents were female.

2. From the study undertaken, out of the total number of respondents are falling under the agegroup of 17-55 years.

3. From the study undertaken, respondents who were between age group of 20-30 preferred andshown interest in Colors mobile more than any other age group.

4. From the survey undertaken, the respondents of income below 10000 were primarily the potential customers of Colors mobile.

5. From the survey undertaken, between the educational qualification and the purchase decisionof the respondent, it has been found that respondents with educational qualification uptosecondary level were mostly the potential customers for colors mobile.

6. From the study undertaken, between the age and purchase decision of the respondents, out of 150 respondents, 82 of them are depending upon advertisement for their purchase decision, and36% respondents are falling under the age group of 21-30 years.

7. Mostly customers use the mobile phones for talking, SMS and for using the GPRSfunction.

8. Mostly customers prefer slim, medium in weight and large in size handset.

9. Appearance, Price, Brand Image and advertisement are the important factors for the customers while purchasing mobile phones.

10 . From the survey undertaken 23% respondents were fully aware of all features of colorsmobiles.


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SU GGE STION S :-

1. Most of the respondents were satisfied with the price, features and battery backup of Colorsmobile. So it is suggested that the same standard is to the maintained.

2. Factors like after service, audio output, software compatibility and special features areadmired by the respondents, hence this features has to be continued.

3. Regarding advertisements and brand image, a few of the respondents expressed their dissatisfaction. So this factor has to be improved with a view to attract more customers and toretain the existing customers.

4. To attract customers situated in all areas, advertisement can be given through all media toattract customers in rural areas.

5. The sales promotion offers are not impressive. Hence, the company should work towards providing more sales promotion offers to attract the customers. A few customers are notsatisfied with the price level, so company can better consider the price level again.

6. Building brand image is also necessary for long term survival of company. It is suggested thatcompany should focus to built its brand image in mind of customers.

CONCL US ION :-

The important product attributes of any Mobile like price and company image have receivedfavorable appreciation from the respondents. Product attributes like battery backup, appearances,software compatibility and audio output have also been appreciated.

The places where Colors mobile is lacking are sales promotion offer or promotional offers whichare not being given by company. The present range of handsets is not sufficient to satisfy all the

potential customers, company can increase the number of models in each category to satisfy all potential customers.


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Also, people are not completely aware of Colors brand and its mobile handset features. In order

to aware them company can increase the number of advertisements.

Some of the customers were also not completely satisfied with appearance of colors handsetswhich is suggested to be revised by company.

It is certified that the consumer behavior concept is an unpredictable one in any kind of market.But this study has attempted its best to reveal the same.

L imitations :-

1. The scope of the project is limited to the south Delhi. So, we cannot say that the sameresponse will exist throughout India.

2. This study is based on the prevailing respondents satisfaction. But the respondents satisfactionmay change according to time, fashion, technology, development, etc.


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Appendix


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M OBILE PH ONE US ER SU R VEY

Q1. Place for preference for buying Mobile Phone?

1. Priority outlet ( ) 3. Dealers ( )2. Gray market ( ) 4. Others ( )

Q2.Are you satisfied with price of Colors phone?

1. Highly satisfied ( ) 2. Satisfied ( )

3. Neither satisfied nor dissatisfied ( ) 4. Dissatisfied ( )5. Highly dissatisfied ( )

Q3. Are you satisfied with Advertisements of Colors phone?

1. Highly satisfied ( ) 2. Satisfied ( )3. Neither satisfied nor dissatisfied ( ) 4. Dissatisfied ( )5. Highly dissatisfied ( )

Q4. Are you satisfied with Features of Colors phone?

1. Highly satisfied ( ) 2. S atisfied ( ) 3 . No t satisfied ( )

Q5. Are you satisfied with Audio output?

1. Highly satisfied ( ) 2. Satisfied ( ) 3.Not satisfied ( )

Q6. Are you satisfied with Software compatibility?



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Q7. Are you satisfied with Built in memory?


Q8. Are you satisfied with Camera/video quality?


Q9. Are you satisfied with Accessories?


Q10. Are you satisfied with Appearances?


Q11. Are you satisfied with Battery backup?


Q12. Are you satisfied with its services provided by Colors servicecenter?


Q13. Are you satisfied with its life?


Q14. Are you fully aware all the Features of Colors phone?

1. Yes ( ) 2. No ( )


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Q15. Who suggested you buy Colors phone?

1. Family ( ) 2. Relative ( ) 3.Friends ( )4. Neighbors ( ) 5. Dealer ( ) 6.Advertisment ( )

Q16. Age?

1. Below 20 ( ) 2. 21-30 ( ) 3 .31-40 ( )

4. 41-50 ( ) 5. More than 50 ( )

Q17. Gender ?

1. Male ( ) 2. Female ( )

Q18. Your educational qualification ?

1. Primary ( ) 2. Secondary ( )

3. Graduate ( ) 4. Post graduate ( )

Q19. Your monthly income?

1. Below 10000 ( ) 2. 10000-20000 ( ) 3. 20000-30000 ( )

4.. 30000-40000 ( ) 5. More than 40000 ( )


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R eferences-:

Marketing research book by Naresh K. Malhotra (fifth edition ) Strategic marketing book by Anderson & Vincze Colors-mobile.com Google.com

Documents

Raj Project - Copy