21381406 Summer Project Vinay

8/9/2019 21381406 Summer Project Vinay

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A PROJECT REPORT ONMarket Research on Consumer Preference in Mobile HandsetSUBMITTED BYVINAY PREM ASRANISUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FORMASTER IN MARKETING MANAGEMENT DEGREEOF

UNIVERSITY OF PUNEUNDER THE GUIDANCE OFPROF. MRS. SAYALI SHENDESINHGAD BUSINESS SCHOOL, PUNE CITYSEPTEMBER , 2009.


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iiBonafide certificateThis is to certify that Mr.Vinay Prem Asrani studying in the third semester of Masters inMarketing Management programme of University of Pune is a Bonafide student ofSinhgad Business School, Pune City.

DirectorSinhgad Business SchoolPune City


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iiiSTUDENT DECLARATIONI, the undersigned, hereby declare that the Project Report entitled Market Research onConsumer Preference in Mobile Handset written and submitted by me, to theUniversity of Pune, in partial fulfilment of the requirements for the award of d

egree ofMaster of Marketing Management under the guidance of Prof. Mrs. Sayali Shende, is myoriginal work and the conclusions drawn therein are based on the material collected bymyself.Place:Date:Signature of the student


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ivC E R T I F I C A T EThis is to certify that the Project Report entitled Market Research on ConsumerPreference in Mobile Handset which is being submitted herewith for the award ofthedegree of Master of Business Administration of University of Pune, Pune is the r

esult of theoriginal research work completed by Mr Vinay Prem Asrani under my supervision andguidance and to the best of my knowledge and belief the work embodied in this ProjectReport has not formed earlier the basis for the award of any degree or similar title of this orany other University or examining body.Place : PuneDate : Mrs. Sayali Shende


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APPROVAL CERTIFICATEThe project report ofMr. Vinay Prem Asranientitled,Market Research on Consumer Preference in Mobile Handset.is approved and is acceptable in quality and form.

Internal Examiner External ExaminerSignature: __________ Signature: __________Name: ________________ Name: ________________


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vACKNOWLEDGEMENTIntellectual alertness, creativity and innovation go side by side in making of aManager. In thiscontext, the role of successful execution of the project work can not be denied.

On this note, I feel inexpedient to express my profound indebtedness and sincerethanks to ourvenerable Prof. Mrs. Sayali Shende, for indefatigable cooperation, analytical guidance andboundless endeavors, which gave me great help and revitalization at every step in completing myproject.My heartfelt veneration to Mrs. Maduvanti Sathe, Director of Sinhgad Business School, and alsoto the management of Sinhgad Business School.I would also like to take this opportunity to convey my respect and special gratitude towards Mr.

Prashant Bora & Mr. Shripal Gandhi, Directors of BYOND Tech, who considered me worthy ofdoing project in their esteemed establishment and never failed to satisfy my over-zealous thirst toobtain information.I also want to thank Mr. Devendra Naik, Sr. Marketing Manager, BYOND Tech and all mycolleagues at BYOND Tech for their kind support for successful completion of this project.No language is ever adequate to express my gratitude towards my family and friends for theirdedicated and enthusiastic encouragement.Working on this project has been a great experience. I am thankful to all concer

ned people whohave played active role in the successful completion of this project.Vinay Prem Asrani


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viiIndexSr.No. Particulars Page No.1 Company Certificate i2 Bonafied Certificate ii3 Student Declaration iii

4 Guides Certificate iv5 Approval Certificate v6 Acknowledgement vi7 Chapter-1 Introduction 18 Chapter-2 Company Profile 129 Chapter-3 Research Design & Methodology 3810 Chapter-4 Data Presentation, Analysis and Interpretation 4211 Chapter-5 Suggestions & Findings 6612 Chapter-6 Conclusion 6813 Annexure 70LIST OF TABLESTable No. Title of the Table Page No.

Table No. 1.1 Market Share of major global players of mobile phones in200816Table No. 4.1 Age wise breakup of Respondents 43Table No. 4.2 Occupation of Respondents 45Table No. 4.3 Mobile phone Users & Non-users 47Table No. 4.4 Brands of Handsets used by Respondents 49Table No. 4.5 Period of changing Handsets 51Table No. 4.6 Point of Purchase of Mobile Handsets 53Table No. 4.7 Feature Classification for Complete sample 55Table No. 4.8 Feature Classification for Age group 15-25 57Table No. 4.9 Feature Classification for Age group 26-35 59Table No. 4.10 Feature Classification for Age group 36-45 61

Table No. 4.11 Feature Classification for Age group 45& Above 63LIST OF FIGURESFigure No. Title of the Figure Page No.Figure No. 1.1 Growth of Indias mobile subscriber base. 19Figure No. 1.2 BYONDTECH Organization Chart 22Figure No. 4.1 Age wise breakup of Respondents 43Figure No. 4.2 Sex wise breakup of Respondents 44Figure No. 4.3 Occupation of Respondents 45Figure No. 4.4 Area of Respondents 46Figure No. 4.5 Mobile phone Users & Non-users 47Figure No. 4.6 Brands of Handsets used by Respondents 48


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viiiFigure No. 4.7 Satisfaction level of respondents 50Figure No. 4.8 Period of changing Handsets 51Figure No. 4.9 Awareness about BYOND Mobiles 52Figure No. 4.10 Point of Purchase of Mobile Handsets 53Figure No. 4.11 Feature Classification for Complete sample 54

Figure No. 4.12 Feature Classification for Age group 15-25 56Figure No. 4.13 Feature Classification for Age group 26-35 58Figure No. 4.14 Feature Classification for Age group 36-45 60Figure No. 4.15 Feature Classification for Age group 45& Above 62Figure No. 4.16 Importance of After Sales Service 64Figure No. 4.17 Importance of looks of Mobile Handset 65


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Ch-1Introduction


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1 Introduction1.1Theoretical Concepts & Context of the Topic1.1.1Consumer Buying BehaviorDefinition & Meaning: Consumer behavior refers to the mental and emotional process andthe observable behavior of consumers during searching, purchasing and post consu

mption ofa product or service. Consumer behavior involves study of how people buy, what they buy,when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology,anthropology and economics. It also tries to assess the influence on theconsumer from groups such as family, friends, reference groups and society in general. Buyerbehavior has two aspects: the final purchase activity visible to any observer and the detailedor short decision process that may involve the interplay of a number of complexvariables not

visible to anyone.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 extentby social and psychological factors. Consumer behaviour can be defined as thoseacts ofindividuals directly involved in obtaining, using and disposing of economic goods andservices.The relevance and importance of understanding consumer behaviour is rooted in the modernmarketing. 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, afirm has to be constantly innovating and understand the latest consumer needs and tastes itwill be extremely useful in exploiting marketing opportunities and in meeting the challengesthat the Indian market offers. A study of consumer behaviour is significant forregulatingconsumption of goods and thereby maintaining economic stability. Within the broadframework of marketing, the area that entices the most researchers is the studywhy aconsumer behaves in a particular way. The complexity of the behavior, however, varies withthe nature of the product and the need, which it is required to satisfy. The study of consumer


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behavior is the study of how individuals make decisions to spend their availableresources onconsumption of related items.Consumer behavior is an applied discipline. Its application exists at two different levels ofanalysis. One is at the micro level perspective and other at the macro level per

spective. Microlevel seeks application of the knowledge faced by the individual, firm or an organization. Themacro perspective applied knowledge of consumer includes the aggregate level ofproblemfaced 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 usingeconomic goodsand 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 ofconsumer behavior.Incase 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 behavioris required. Their desires, tastes and preferences are to be taken care of. So from all theseaspects the study of consumer behavior is important.1.1.2 Factors Affecting Consumer Buying BehaviorConsumer buying behavior is influenced by the major three factors:1. Social Factors

2. Psychological Factors3. Personal Factors.Social FactorsSocial factors refer to forces that other people exert and which affect consumers purchasebehavior. These social factors can include culture and subculture, roles and family, socialclass and reference groups.


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Example: By taking into consideration Reference group, these can influence/ affect theconsumer buying behavior. Reference group refers to a group with whom an individualidentifies herself/ himself and the extent to which that person assumes many values, attitudes

or behavior of group members. Reference groups can be family, school or college,workgroup, club membership; citizenship etc. Reference groups serve as one of the primary agentsof consumer socialization and learning and can be influential enough to induce not onlysocially acceptable consumer behavior but also socially unacceptable and even personaldestructive behavior. For example, if fresher student joins a college / university, he/she willmeet different people and form a group, in that group there can be behavior patterns of

values, for example style of clothing, handsets which most of group member prefer or evendestructive behavior such as excessive consumption of alcohol, use of harmful and addictivedrugs etc. So, according to how an individual references him / herself to that particularreference group, this will influence and change his/her buying behavior.Psychological FactorsThese are internal to an individual and generate forces within that influence her/his purchasebehavior. The major forces include motives, perception, learning, attitude and personality.Example: Attitude is an enduring organization of motivational, emotional, percep

tual andcognitive processes with respect to some aspect of our environment. Consumers form attitudetowards a brand on the basis of their beliefs about the brand. For example, consumers ofSony products might have the belief that the products offered by Sony are durable; this willinfluence those customers to buy Sony products due to this attitude towards thebrand.Personal FactorsThese include those aspects that are unique to a person and influence purchase behavior.These factors include demographic factors, lifestyle, and situational factors. Example:Lifestyle is an indicator of how people live and express themselves on the basisof theiractivities, interests, and opinions. Lifestyle dimension provide a broader viewof peopleabout how they spend their time the importance of things in their surroundings and theirbeliefs on broad issues associated with life and living and themselves. This isinfluenced bydemographic factors and personality. e.g. A CEO or Manager is likely to buy moreformal


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clothes, ties and shoes or PDAs and less informal clothes like jeans as comparedto aMechanic or Civil engineer. So according to their lifestyle and profession, thebuyingbehavior of people differs from one another.1.1.3CONSUMER BUYING DECISION PROCESS

Definition:Consumer buying decision process is the processes undertaken by consumer in regard to apotential market transaction before, during and after the purchase of a productor service.Consumer decision making process generally involves five stages. Those are as follows:a. Problem Recognitionb. Information Searchc. Alternatives Evaluationd. Purchase Actione. Post Purchase Action

a. Problem Recognition:Purchase decision making process begins when a buyer becomes aware of an unsatisfiedneed or problem. This is the vital stage in buying decision process, because withoutrecognizing the need or want, an individual would not seek to buy goods or service. Thereare several situations that can cause problem recognition, these include: Depletion of stock Dissatisfaction with goods in stockEnvironmental Changes Change in Financial Situation Marketer Initiated Activities

Its when a person recognizes that she cannot make a call from her mobile phone thats whenshe recognizes that her phone has been damaged i.e. the phone has hardware problems andneeds to be repaired or buying a new piece.


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b. Information Search:After the consumer has recognized the need, he / she will trying to find the means to solvethat need. First he will recall how he used to solve such kind of a problem in the past, this iscalled nominal decision making. Secondly, a consumer will try to solve the probl

em byasking a friend or goes to the market to seek advice for which product will bestserve hisneed, this is called limited decision making.Sources of information include: Personal sources Commercial Sources Public sources Personal experienceExample: The user of the phone after recognizing that her phone is damaged, shewilleventually try to find out how she can repair her phone. If she cannot repair it

herself she willask a friend to help out, if the friend cannot solve the problem she will go tomobile repairshop, if they also cannot repair it then she will try to find which mobile phoneis good andthat can serve her need. In this process of information collection it will yieldawareness of setof brands of mobile phones she can buy.c. Alternatives evaluation:Consumers evaluates criteria refer to various dimension; features, characteristics andbenefits that a consumer desires to solve a certain problem. Product features and its benefit is

what influence consumer to prefer that particular product. The consumer will decide whichproduct to buy from a set of alternative products depending on each unique feature that theproduct offers and the benefit he / she can get out of that feature.Example: When that user got enough information concerning the different brands of mobilephones available in the market, she will decide which kind of a mobile phone andbrand shesgoing to buy depending upon her need for that particular mobile, either a mobileformultimedia and entertainment, smart-phone or classic phone.


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d. Purchase Action:This stage involves selection of brand and the retail outlet to purchase such aproduct. Retailoutlet image and its location are important. Consumer usually prefers a nearby retail outletfor minor shopping and they can willingly go to a far away store when they purch

ase itemswhich are of higher values and which involve higher sensitive purchase decision.Afterselecting where to buy and what to buy, the consumer completes the final step oftransactionby either cash or credit.Example: After selecting brand of the phone and model from different alternatives of mobilephones, she will make a final decision of where to buying that phone and make the finaltransaction procedures.e. Post-purchase Actions

Consumer favorable post-purchase evaluation leads to satisfaction. Satisfactionwith thepurchase is basically a function of the initial performance level expectation and perceivedperformance relative to those expectations. Consumer tends to evaluate their wisdom on thepurchase of that particular product. This can result to consumer experiencing post purchasedissatisfaction. If the consumers perceived performance level is below expectation and failto meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or theoutlet will not be considered by the consumer in the future purchases. This migh

t cause theconsumer to initiate complaint behavior and spread negative word-of-mouth concerning thatparticular product.Example: If she decided to buy a multimedia phone she will try to compare the quality ofmusic it provides and pictures taken if they meet her expectations. If she willfind that herexpectation are meet she will be satisfied, if she found that there are more additional featuresthat she did not expect this mobile phone to have, she will be delighted, otherwise she will bedissatisfied.From marketing perspective, some researchers stated that consumer purchase intention canbe studied through the classical five steps: Need-information search-evaluationofalternatives-purchase- post purchase evaluation. The five step model is usuallysuitable fordecision making that assumes rational problem solving behavior and in most casescomplexdecision making. To acquire the new mobile phone follows this traditional view of buying


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process. It has been noted that purchase intention have both utilitarian and hedonic features,and thus it can also be proposed that the purchase intention between mobile phone have bothutilitarian (e.g., communication, calendar, time planning, and email service toPCs) and

hedonic (e.g., games, music, and camera) features. The younger the consumer themorehedonic features consumers tend to value in mobile phones. Another important aspect thathas risen from different studies is that consumer purchase new phone due to thefact that theirexisting ones capacity is not appropriate referring to the idea that new technology featuressuch as built-in cameras, better memory, radio, more developed messaging services, andcolor displays are influencing consumer purchase intention to acquire new models. Thus, it

can be expected that new features will influence the intention to acquire new model phones.In addition, price of the phone is also the most important factor in the purchase intention ofmobile phone model. Also, this researcher mentioned that price of the phone hasbeenidentified as a critical factor in the purchase intention of the mobile phone model, especiallyamong younger people.1.2 Literature Review1.2.1 Business Today (May 3, 09) In India the number of mobile subscribers willcross 400million ,making it the worlds second largest market. Next revolution, the mobile

phones hasmoved from being a simple communication tool to an all round entertainment & informationdevices. Services are being enabled increasingly by more & more powerful processorsonboard mobile devices. 10% of the 1.2 billion handsets sold in 2008 as smartphones.1.2.2 The Economics Times (Apr 2008) B K Modi controlled Spice Mobiles today launchedthe first Indian branded 3G and CDMA200 handsets in technological collaborationwithQualcomm and said it is targeting half a million of these handset sales in the current fiscal.We aim to sell four million standard handsets in the current fiscal and target half a million3G handsets sales separately", Spice Mobiles Vice President Dilip Modi said. C-810 (theCDMA enabled handset) is priced at Rs 6500 while the GSM 3G handset is priced atRs.8500.


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1.2.3 Informa Telecoms and Media (Mar. 09) predicts the global mobile market isexpected to add more than 1 billion subscribers and reach almost 3 billion overall or 43percent penetration by the year 2010. While Asia, the Middle East and Africa will experiencethe highest growth rates, Informa reports "several countries are already reporti

ng penetrationrates of over 100% and Western Europe's regional penetration is set to breach 100% ina couple of years."1.2.4 Indian Cellular Association (March 09). says that a record addition of 15million newtelecom subscribers in January 2009 has cheered the mobile handset market. Afteralacklustre 2008 when the Indian cellphone market saw near flat sales growth, thehandset turfhas grown 10% in January, claims the apex national body of handset vendors.1.2.5 Strategy Analytics offered their thoughts on the potential global mobile m

arket,predicting the "worldwide cellular user base will increase from 1.7 billion at the end of 2005to 2.5 billion by the end of 2010, a 38 percent penetration rate."1.2.6 Union Budget 2008-09 , Mobile phone users would now have to shell out moremoneyfor buying new handsets, with the government proposing to levy one per cent excise duty onthem.1.2.7 Phil Kendall at Strategy Analytics, commented, "Voice usage will increasefrom 5.6trillion minutes in 2005 to 12.6 trillion in 2010. GSMbased systems will continue to

dominate the cellular landscape, accounting for 81 percent of subscribers and 76percent ofservice revenues in 2010, though CDMA's more rapid evolution to 3G will see itdominate 3G subscriber volumes in the medium term. "1.2.8 Sony-Ericsson has emerged as the top company for the second consecutive year inoverall satisfaction by mobile handset users, edging out market leader Nokia andMotorola,according to a survey. Motorola is No 2 on overall satisfaction score, displacing Nokia to thethird place.


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1.2.9 DoT to Telcos (Oct 08) Concerned over security lapses in the use of cell phoneswithout proper security codes, government has asked mobile operators to strictlyensure thatcalls are not processed on such handsets that cannot be tracked by sleuths. Thesecurity code

known as International Mobile Equipment Identity (IMEI) is a 15-digit number unique to amobile handset and this can help in tracking or blocking of the mobile phones.1.2.10 Juniper Research estimates the "total mobile subscriber market will reach2.7 billionby 2010 and that shipments of handsets will break the 1 billion mark by 2009 onthe back ofemerging Asia Pacific markets and increasing replacement rates in mature markets. 3Gsubscribers are predicted to grow from 30 million in 2004 to over 300 million by2010."1.3 Objectives of Research:

Primary Objective : To study the perception & Buying Behavior of customers towards various mobile brandswith special reference to BYOND Mobiles.Secondary Objectives : Factors that influence decision making in purchasing a mobile phone Major features which a customer looks for in a Mobile Handset Brand awareness of BYOND Mobile in the market. Factors which help in increasing the sale of mobile phone. Various sources from which mobiles are purchased.


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1.4 Scope of the StudyThe scope of the study is to get the first hand knowledge about the buying behavior ofconsumers towards different brands of mobile handsets in Ludhiana city. The scope isrestricted to study the factors affecting the preference of consumers while choo

sing a mobilehandset in Pune city only.


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Ch-2CompanyProfile


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2.1 INDUSTRY PROFILEInformation technology is "the study, design, development, implementation, support ormanagement of computer-based information systems, particularly software applications andcomputer hardware." Encompassing the computer and information systems industries

,information technology is the capability to electronically input, process, store, output,transmit, and receive data and information, including text, graphics, sound, andvideo, as wellas the ability to control machines of all kinds electronically.Information technology is comprised of computers, networks, satellite communications,robotics, videotext, cable television, electronic mail ("e-mail"), electronic games, andautomated office equipment. The information industry consists of all computer,communications, and electronics-related organizations, including hardware, softw

are, andservices. Completion of tasks using information technology results in rapid processing andinformation mobility, as well as improved reliability and integrity of processedinformation.It is a convenient term for including both telephony and computer technology inthe sameword. It is the technology that is driving what has often been called "the informationrevolution". Nowadays it has become popular to broaden the term to explicitly include thefield of electronic communication so that people tend to use the abbreviation ICT

(Information and Communication Technology)."Electronic and information technology" is a term used in the 1998 amendments toSection508 of the Rehabilitation Act. The term is used to define the scope of productscovered underSection 508. Section 508 requires that electronic and information technology that isdeveloped, procured, maintained, or used by the federal government be accessible.Electronic and information technology includes computer hardware and software, operatingsystems, web-based information and applications, telephones and other telecommunicationsproducts, video equipment and multimedia products, information kiosks, and office productssuch as photocopiers and fax machines


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advance of miniaturization and smaller digital components, mobile phones got smaller andlighter.Current scenarioMobile phones have gained a lot of popularity and are the considered to be greatmultimedia

tools. Mobile phones are being used for entertainment purposes due to the introduction ofnew features everyday. They have become more than just call making and receivingdevices.Mobile phone handsets now have more business-friendly applications that can enhanceanybodys business. With emerging technology, mobile phones have become more thancommunication devices; they are the tools to stay ahead of competitors and peersin thepresent times. Soon mobile phones will evolve from communication tools to integratedcommunication devices, media terminals, credit cards, and remote controls.

Global mobile handset marketThe phenomenal rise of the mobile phone has seen its image change from a yuppiestatussymbol to a daily essential. Along the way, it has created thousands of jobs, changed the waywe do business, and made an awful lot of money for investors. Today Key Handsettechnologies include GSM, CDMA, and, Wi-Fi VoIP, TDMA, 3G, 4G and Bluetooth.Worldwide mobile phone sales cruise to 990.8 million units in 2006, up a hefty 21.3% from2005s 816.6 million units. The estimated growth figures are6.4% in 2007, 4.8% in 2008and 2.6% in 2009. Notwithstanding the gradual decline in the growth figures, theannual

handset sales are predicted to reach more than US $ 3 Billion by 2009.The totalnumber ofmobile phone subscribers in the world was estimated at 2.14 billion in 2005.Around 80% of world's population have mobile phone coverage as of 2006. This figure isexpected to increase to 90% by the year 2010. With the periodic introduction ofnew featuresand multimedia tools in the mobile handsets due to technological advances, moreand morepeople in the Asian continent fancy buying them. There are many diversities andcomplexities in the Asian mobile handset market due to types of customers, government


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regulations, regional/geographical wireless infrastructure, and the purchasing power.Basically, the Asian market looks at the mobile handsets as status symbols. Themarket isseen best for the low-end phones, but there is a huge rise in the demand for flashier and

costlier phones. India, China, Korea, and Malaysia are fast evolving as the biggest marketsfor mobile handsets and in coming years they will mainly carry on the global handset sales.Major Global PlayersTable 1.1: showing market share of major global players of mobile phones in 2008Company 2008 Market Share (%)Nokia Corporation is currently the world's largest manufacturer of mobile telephones. Itproduces mobile phones for every major market and protocol, including GSM, CDMA,and

W-CDMA (UMTS). The corporation also produces telecommunications network equipmentfor applications such as mobile and fixed-line voice telephony, ISDN, broadbandaccess,voice over IP, and wireless LAN.


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Nokia's Mobile Phones division provides the general public with mobile voice anddataproducts across a wide range of mobile devices. The division aims to target primarily highvolumecategory sales of mobile phones and devices, with consumers being the mostimportant customer segment. Nokia believes that design, brand, ease of use and p

rice aremainstream mobile phones' most important considerations to customers. Nokia's productportfolio includes camera phones with features such as megapixel cameras which appeal tothe mass market.Motorola is an American multinational communications company based in Schaumburg,Illinois, a Chicago suburb.Most of Motorola's products have been radio-related,starting witha battery eliminator for radios, through the first walkie-talkie in the world, defense

electronics, cellular infrastructure equipment, and mobile phone manufacturing.Motorola hasrecently 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 companyalso claims to be have the highest brand value among consumer electronics companies.Headquartered in Seoul, South Korea, it is part of the Korean Samsung Group, operating inapproximately over 100 countries. It is the number 1 mobile phone manufacturer in Asia.

Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronicscompany Sony Corporation and the Swedish telecommunications company Ericsson tomakemobile phones. Both companies have stopped making their own mobile phones. The reasonfor this merger is to combine Sony's consumer electronics expertise with Ericsson'stechnological leadership in the communications sector. The company's global management isbased in Hammersmith, London. It also has research & development teams in Sweden,Japan, China, Canada, the Netherlands, the United States, India and the United Kingdom.LG Electronics is one of the world's leading electronics companies. It is part of the KoreanLG Group, operating in approximately 80 countries. Its mobile phones division providesCDMA, GSM, 3G Handsets.


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BenQ-Siemens is the mobile communications subsidiary of Taiwanese BenQ Corp.. Thedivision was formed out of BenQ's acquisition of the struggling Siemens mobile group in2005. The stated goal of the company is to pull together BenQ's lifestyle experience, their

renowned design team and Siemens' engineering capabilities to create a new leader in themobile communications arena. The newly-formed company won the most iF design awardsin 2006, and also won many design awards in Germany's reddot competition.Mobile Handset Market in IndiaThe cell phones industry has shown a remarkable growth in the last decade. In 1989 thenumber of its subscribers was zero in India. Indias love affair with cell phonesstarted in themid-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 thensoared 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 otherdeveloping countries.On a numerical basis, India is the biggest growth market adding about 6 millioncell phonesevery 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, enhancedservices and content. More than two-third of mobile subscriptions are with GSM operatorsand rest with CDMA. India has one of the lowest mobile phone tariffs in the world resultingin low Average Revenue per User (ARPU) of 9.04 USD per year (CDMA 5.74 USD andGSM 8.89 USD).Indian land area covered by mobile networks is approx 30%. CAGR of Mobile MarketValuefor 2004- 2009 is 36.9%.With 156.31 million cell phones; teledensity in the country is stilllow at 17.45%. Fewer than eight in every 100 Indians use mobiles, compared withChina's 30per cent. In India, about 13 percent of people have cell phones which has increased from 8%


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in 2005 and is expected to reach 40 percent within a few years. A lack of investment in theinfrastructure needed to support landline services means there are only 50 million fixed-lineusers 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 thesecond largest market of mobile handsets by 2010. Indian cellular market would account for11% of the overall Asia Pacific and Japan market by 2009 and is expected to reach 500million subscribers by end of 2010 with CAGR of 33.7% for 2004- 2010.Indias mobile subscriber baseFig 1.1Major players in IndiaThe major players in the handsets segment in India include Nokia, Motorola, SonyEricsson,

Samsung, LG, Philips, Panasonic, Bird, Sagem and BenQ. Nokia has retained the top slot inIndian market with 70 % share, while US giant Motorola has 15 % share and Sony Ericssonhas gained around 8% share this year. Samsung has 5% share and LG has 1.8% share.


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2.2 Company ProfileBYOND TECHByond Tech has become a major player in the mobile phone industry. BYOND Tech startedits operations in Q4 of 2008.With an International manufacturing setup and cutting edge

solutions, Byond Tech sees limitless potential in the Indian mobile Industry. The Companyprovides innovative mobile and communication solutions for end users.Our products are sold in over more than 12 states. We sell our products throughdistributorsin more than 100 numbers. In addition, the company has strategic relationships with a widerange of technology partners, including MEDIATEK, TAIWAN for GSM chipset solutions,with QUALCOMM, USA for CDMA chipset solutions, and moulds manufactured in the 3rdlargest housings manufacturer; WANGXIN, to ensure we provide the most innovative

andup-to-date products to our customers.BYOND TECH is not only a profitable company with robust financial performance andstable cash flow, but also the one with growing potentials and prospects. Looking forward,Byond TECH defines its strategic goal of "becoming a nationwide leader in thetelecommunications world and achieving leapfrog evolution from excellence topreeminence". BYOND will adhere to its core value proposition of "ResponsibilityMakesPerfection" and spare no effort to improve its competitiveness by implementing the conceptof scientific development with its well-built operation system, outstanding orga

nizationstructure and fully-trained personnel.BYOND TECH supports 21st century information communication through its advancedtelecommunication service including its ultramodern mobile phones. The Byond mobilephones adhere to strict quality standards and are certified with CE and RoHS. What's more,get a free one-year warranty.Byond tech is a subsidiary of Canpex group of companies. Canpex group, established in 1984is one of the top players in the country for chemical industry. Currently carrying its businesswith over 10 different countries based in different parts of the globe. With thegroup vision of


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providing quality product at cheapest price has entered in to the telecom industry withexperienced and Ambitious team. Byond Tech being one of the companies, other companiesof Canpex Group are :Canpex Chemicals Pvt. Ltd.

Worlds largest manufacturer of Guanidine Nitrate, Hydrogen Cynamide.Canpex Import Export Pvt. Ltd.Leading Speciality chemical import export house.Canpex Machines (I)Pvt. Ltd.Indias Top 3 OEM supplier of water treatment components.WaterStar Solutions Pvt. Ltd.One of the fastest growing industrial water treatment company.Mission of BYOND TechTo be a credible player in telecom industry with innovation and reliability being ourprinciple assets.To build and develop a sustainable and scalable business model, that contributes

towardsgrowth of the telecom industry in India.To constantly deliver to our Clients more than what they expect from us and maketheirdreams true.


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Organisation StructureFig 1.2


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Ch-3ResearchDesign &Methodology


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MethodologyMethodology means the way or manner by which the study is accomplished, which refers to thefull outcome of the process at a glance. It includes some chronological steps that are necessary tocomplete the study successfully. Mode of operation differs with the nature of th

e study.Methodology is always a compromise between options and choices and is frequentlydeterminedby the availability of relevant resource and time. It is very important in the sense that it gives onean idea about how the study has been conducted. In other words, methodology helps to organize,represent, and analyze data and information. And their logical expression in a systematicalchronology is to achieve the ultimate goal of the thesis. The methodology is adopted for thecurrent research work is presented in a sequential manner.

3.1 Research design3.2 Sampling technique and sample size selection3.3 Data collection3.4 Data processing, analysis and presentation3.5 Limitation3.1 Research designA research design is a plan, structure and strategy of investigation so conceived as to obtainanswers to research questions or problems. It is the arrangement of conditions for collection andanalysis of data in a manner that aims to combine relevance to the research purpose witheconomy in procedure. The researcher designed this study in a descriptive manner

. On the basisof the schedule and with the help of tables andfigures the data has been presented in adescriptive way.3.2 Sampling technique and sample size selection


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Mobile phone shops, residence were the area of survey. So, Random Sampling procedure wasapplied for choosing the sample. In this case the simple random sampling was applied. Thisstudy considers 200 samples.3.3 Data collection:

Two hundred respondents in the study area have been considered for collecting data. Necessarydata has been collected through Questionnaire survey. Two types of data have been collected forthis study which are briefly discussed below:3.3.1 Primary data:Primary data for this study has been collected from main survey instruments i.e.Questionnaire.Questionnaire: In common parlance questionnaire is an instrument or a list of questions that aredirectly or indirectly related with the study. According to the objectives and requirements of the

study a questionnaire has been framed to collect the required information regarding all indicatorsused and other relevant information.3.3.2 Secondary data:In any study secondary data plays a crucial role from the inception to destination which on theone hand strengthens knowledge base and saves time and resources on the other. At the initialstage it gives first hand information about the topic of the study and later itis used to supplementthe empirical data. Secondary data have been collected for this study from different publishedand unpublished documents such as research reports, different institutions, jour

nals, articles andinternet.3.4 Data processing, analysis and presentationIn order to analyze, processing of raw data is very much significant. In this stage, mainly data isbeing processed and analyzed for the study. Without processing raw data, it is hard to analyze theraw data. After processing, it is needed to present data for analysis in an appropriate way. Anattempt has been taken to entry the data into different statistical computer software with a view


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to analyze data to reach in a decision. All the collected data (primary and secondary) have beenprocessed andanalyzed chronologically. The findings have been presented in this report appropriately with thehelp of figures and tables.

3.5 Limitations of the studySincere efforts have been made to collect authentic and reliable information from respondents,however the report is subject to following limitations:i. Some respondents were reluctant to give the information, so their responses may be biased.ii. Time could be a major limitation as it may have affected the inferences drawn in the study.iii. Sample may not be the true representative of the universe.iv. Study was conducted in Pune only. So the results of the study may not be applicable inother areas.


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Ch-4DataPresentation,Analysis andInterpretation


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Data Presentation, Analysis & InterpretationThe data for the research conducted through a sample size of 200 has been analysed andpresented with the help of PieCharts & Bar Graphs for better understanding and interpretationof the data thus simplified.

AgeFig 4.1The research was conducted through a sample size of 200.The age wise breakup of the total sample size is as follows:Table 4.115 - 25 158 79%26 35 23 11%36 - 45 16 8%45 & Above 3 2%79%11%8%

2%Age 15-25Age 26-35Age 36-45Age 45& above


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SexFig 4.2The Male - Female ratio of the respondents is 66 : 3466%34%Male

Female


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OccupationFig 4.3The demographic segmentation on the basis of their occupation of the totalpopulation is as followsTable 4.2Business 12 6%

Housewife 7 3%Service 48 24%Student 133 67%6%3%24%67%BusinessHousewifeServiceStudent


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AreaFig 4.4Out of the total population for research 88% of the respondents are from urbanarea, and rest 12% is from rural area.88%12%

UrbanRural


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Are you using a mobile phone?Fig 4.5Table 4.3Using a Mobile Phone? No. of People PercentageYes 190 95%No 10 5%

95%5%YesNo


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Which companys handset are you using presently?Fig 4.659%12%8%6%

5%2%2%1%1%1%1%1%1% NokiaSony ErricsonSamsungMotorolaHTCSpiceVirginLemonLGMicromax

ImateBleuCarbbon


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Table 4.4Brand No. of Users Percentage of UsersNokia 115 59Sony Erricson 23 12Samsung 16 8Motorola 12 6

HTC 10 5Spice 4 2Virgin 3 2Lemon 2 1LG 2 1Micromax 2 1Imate 2 1Bleu 2 1Carbbon 2 1Most of the people prefer branded mobiles such as Nokia, Samsung, SonyErricson, Motorola and very few people prefer other brands such as LG, Virgin,Spice, HTC, I-mate, and a few unbranded mobiles too.


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Are you satisfied with your present handset?Fig 4.7159 people out of 190 who own a mobile phone are satisfied with their presenthandset. Rest 31 people are not satisfied. These 31 people are mostly from thecategory who own either the unbranded handset and a few who have a brandedhandset but are not satisfied with the functioning or the User Interface of the

mobile.15931020406080100120140160

180Satisfied Not SatisfiedSeries1


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How often do you change your handset?Fig 4.8Table 4.5Period No. of PeopleWithin a month 5Within 6 months 10

Within a year 50Within 2 years 59Within 3 years 16More than 3 years 52The above graph clearly explains that maximum number of people change theirhandsets between one to two years after purchase.51050591652

010203040506070Within amonthWithin 6monthsWithin a

yearWithin 2yearsWithin 3yearsMore than3 yearsSeries1


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Are you aware of the Brand BYOND Mobiles?Fig 4.914.5% (i.e. 29 out of 200) of the sample are aware of the brand BYOND Mobilesand 85.5% (i.e. 171 out of 200) people are not aware of this brand.29171

0 50 100 150 200YesNoSeries1


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Where do you purchase your handset from?Fig 4.10Table 4.6No. of people PercentageSpecial Mobile Shop 113 58%Mobile Chain Store 62 32%

Electronic Shop 8 4%Gift Shop 6 3%Others 6 3%Maximum number of people buy mobile handsets from Special Mobile Shops orMobile Chain Store. Only a few people buy mobile handsets from ElectronicShops or Gift Shops or any other place.58%32%4% 3% 3%Special Mobile ShopMobile Chain StoreElectronic Shop

Gift ShopOthers


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Which of the following features do you want in a mobile handset?Fig 4.11050100150

200250NoYes


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Table 4.7Feature Yes NoIntegrated Camera 189 11Bluetooth 200 0MP3 198 2MP4 95 105

Wi-fi 170 30MMs 95 105Mobile Tracker 163 37Language Support 142 58Battery Life 186 14Dual Sim Technology 101 99Dual Sim Stand-by Facility 79 121F.M. Radio 158 42F.M. Radio on Speaker Phone 154 46Expandable Memory 192 8Huge Phone Book Capacity 200 0Loud Speaker 200 0

Video recording 178 22GPRS 162 38WAP 89 111GPS 91 109Touch Screen 135 65Torch Light 110 90Most of the common features like Camera, Bluetooth, MP3 Player, Huge phonebook capacity, expandable memory, loudspeaker, video recording, etc. arepreferred by all age groups. Features such as Dual Sim, GPS, etc. are given lesspreference.


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Age wise classification15-25Fig 4.1202040

6080100120140160180Integrated CameraBluetoothMP3MP4Wi-fi

MMsMobile TrackerLanguage SupportBattery LifeDual Sim TechnologyDual Sim Stand-by FacilityF.M. RadioF.M. Radio on Speaker PhoneExpandable MemoryHuge Phone Book CapacityLoud SpeakerVideo recordingGPRS

WAPGPSTouch ScreenTorch LightNoYes


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Wi-fi 135 23MMs 79 79Mobile Tracker 129 29Language Support 113 45Battery Life 147 11Dual Sim Technology 82 76Dual Sim Stand-byFacility 67 91F.M. Radio 124 34F.M. Radio on SpeakerPhone 122 36Expandable Memory 152 6

Huge Phone BookCapacity 152 6Loud Speaker 158 0Video recording 139 19GPRS 130 28WAP 78 80GPS 80 78Touch Screen 103 55Torch Light 87 71For the age group of 15 25, the common features have been given morepreference. Other than that, features such as Wi-Fi, Mobile Tracker, TouchScreen also have more preference over the other features.


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Huge Phone BookCapacity 22 1Loud Speaker 23 0Video recording 22 1GPRS 16 7WAP 5 18GPS 6 17Touch Screen 17 6Torch Light 14 9The age group of 26 35 have more preference to features such as Bluetooth,MP3 player, Wi-Fi, Camera, GPRS, F.M. on Speaker phone, Expandable memory,Huge Phone book Capacity. They give less preference to features like touchscreen, Torch Light, Dual Sim Technology.


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36-45Fig 4.140246

81012141618Integrated CameraBluetoothMP3MP4Wi-fiMMs

Mobile TrackerLanguage SupportBattery LifeDual Sim TechnologyDual Sim Stand-by FacilityF.M. RadioF.M. Radio on Speaker PhoneExpandable MemoryHuge Phone Book CapacityLoud SpeakerVideo recordingGPRSWAP

GPSTouch ScreenTorch LightNoYes


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Huge Phone BookCapacity 16 0Loud Speaker 16 0Video recording 14 2GPRS 13 3WAP 6 10GPS 5 11Touch Screen 12 4Torch Light 7 9Age Group 36 45 gives more preference to features like Camera, Bluetooth,MP3 player, F.M. on Speaker Phone, Expandable Memory, Loud Speaker,Battery Life, etc. Whereas they give less preference to features like MP4 player,

GPS, Torch light.


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45 & AboveFig 4.150123

NoYes


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Wi-fi 3 0MMS 1 2Mobile Tracker 2 1Language Support 2 1Battery Life 3 0Dual Sim Technology 0 3Dual Sim Stand-byFacility 0 3F.M. Radio 3 0F.M. Radio on SpeakerPhone 2 1Expandable Memory 3 0

Huge Phone BookCapacity 2 1Loud Speaker 3 0Video recording 3 0GPRS 3 0WAP 0 3GPS 0 3Touch Screen 3 0Torch Light 2 1Age group 45 & Above prefers specific features such as Camera, Bluetooth, MP3player, FM Radio, Battery life, Loudspeaker, Video Recording, GPRS, TouchScreen, & Do not prefer features such as MP4 player, MMS, Dual SimTechnology, WAP, GPS.


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How important is after sales service?Fig 4.16After Sales Service is very important for 83 % of the population, 13% and 4%Important and Not important respectively.83%13%

4%Very importantImportantNot Important


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How important is looks of a mobile handset?Fig 4.17The above graph clearly explain that, 56% of the population feels that looks ofthe mobile handset is very important. Whereas 42% feels it is important & only2% feels it is not important.56%

42%2%Very importantImportantNot Important


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Ch-5Suggestions &Findings


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Suggestions & Findings1. People constantly switch from one brand to another on the dearth of new features andadvance technology.2. It has increasingly become a necessary to reduce communication gap and to maintain

mobility. It has also become an important tool for people, specially the workingpopulation to carry business transactions easily and quickly.3. It is clear from the above that people give due importance to factors like features,appearance and brand of mobile phones while making purchase decision.4. Its clear that people buy a particular brand of mobile hand sets on thebasis of the positive report about their performance received from their friendsand familymembers who already own that brand.5. Nokia is the most popular and widely used brand by the people of Pune city.6. Besides receiving and makings calls and SMS people in are also using mobile f

orlistening music and camera.7. Use of mobile for games has significantly reduced. And still people are not accustomedwith the use of internet on their mobile phones.8. As far as features of mobile phones are concerned its clear from above that people givemore preference to the features of data storage and personal information management.Demand for features like GPRS & Wi-Fi in mobile phones is also increasing.9. People of agree that factors like reparability and availability of spare parts are importantto consider while making buying decision for a brand of mobile phone. But as far

aspromotional activities are concerned they are neutral towards this factor.10. Most of the population is satisfied with their existing brands. The main problem facedotherwise is related to the battery life of a mobile hand set.11. People require additional features of Wi-Fi, Windows, TV and Video Conferencing intheir mobile phones. It depicts that people here are techno savvy and want to useinnovative features.


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Ch-6Conclusion


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ConclusionThe Mobile phone represents the convergence instrument of the future.It have become anecessity for many people throughout the world. The ability to keep in touch with family,business associates, and storing data are only a few of the reasons for the incr

easing importanceof mobile phones. Cell phone manufacturers have produced a wide range of cell phones, whichsell for prices that range from very inexpensive to thousands of rupees.The above findings and results reflected the preferences, expectations and satisfaction level ofmobile phones users in Pune. The study would help the companies in understandingthe factorsthat influence the purchase decision of the consumers and their expectations from the mobilehandsets. The results of the study indicate that mobile phones are no longer thestatus symbol for

the people of Pune. Brand and features in a handset are preferred over their prices. People hereare techno savvy and require new innovative features in mobile phones every newday.Since the study was restricted to the Pune city so the there is need to study more in other cities toget the clear view of the findings.


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Annexure


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Questionnaire

Name :

Age : 15-25 26-35 36-45 45 & Above

Sex : Male Female

Occupation& Designation :

Place :

Area : Rural Urban

E-mail :

Contact No :

1. Are you using a Mobile Phone?

Yes No

2. Which Companies handset are you using presently?

________________________________________________

3. Are you satisfied with your present handset?

Yes No

4. How often do you change your handset?

Within a month

Within six months

Within a year

Within 2 years

Within 3 years

More than 3 years

5. In what time are you thinking to change your present handset?


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Within a week

Within a month

Within six months

Within a year

Dont know. Depends____________________________________________

6. Are you aware of the brand BYOND Mobiles?

Yes No

7. Where do you purchase your handset from?

Special Mobile Shop Mobile Chain Store Electronic Shop Gift ShopOthers (Please Specify) __________________________________


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8. Which of the following features would you like to have in your mobilehandset?

Features

Yes

No

Integrated Camera

Bluetooth

MP3

MP4

Wi-Fi

MMS

Mobile Tracker

Language support(Eg: Hindi)

Battery Life


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GPS

Touch Screen

Torch Light

9. How important is after sales service?

Very Important

Important

Not Important

10.According to you how important is looks of a Mobile Handset ?

Very Important

Important

Not Important

11.What kind of question do you ask / or you will ask the retailer whilepurchasing handset of some new brand?

_____________________________________________________________

_____________________________________________________________

_____________________________________________________________


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12.Suggest an Innovative feature to be added in a mobile handset.

_____________________________________________________________

_____________________________________________________________


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21381406 Summer Project Vinay

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