cellphone final report

8/7/2019 cellphone final report

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TABLE OF CONTENTS

1) LETTER OF TRANSMITTAL

2) ACKNOWLEDGEMENT

3) DISCLAIMER

4) TABLE OF CONTENTS

5) EXECUTIVE SUMMARY

6) INRODUCTION

7) RESEARCH PROCESS

8) RESEARCH OBJECTIVE

9) METHOD OF DATA ANALYSIS

10) SAMPLE QUESTIONNAIRE

11) SURVEY RESULTS

12) FINDINGS & CONCLUSIONS

13) RECOMMENDATIONS


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14) ANNEXURES

EXECUTIVE SUMMARY

Mobile phones in India

Mobile Phones have a huge market in the world and especially in India. With the inset ofMulti- Nationals the want for a better lifestyle has turned into a need and more preciselythe Mobile has become a necessity rather than a luxury commodity. Wireless and CellularPhones are soon picking up the market in India as the demands of the consumers are

growing.

The Mobile Phone Market comprises of corporate giants playing in a cutting edgecompetitive environment. The sharks in the system namely Motorola, Nokia, Samsung,Sony Ericsson, LG, Vodafone etc. introduce latest Mobile Phone Models at regularintervals in order to keep the smaller fishes aware of their superiority in the business. Therange of accessories available for each Handset caters to the demands of all kinds ofusers.

With the rising living standards, many Mobile Phone Stores have come up in India thatoffer the entire range available along with special Offers and Free Gifts. The Mobilephone sales have touched a new high ever since the introduction of technologies likeCamera, Games, polyphonic Ringtones, extendable memories in the form of MemoryCards, Video Recording, Bluetooth, Wi-Fi, GPRS etc.Carrying a camera or a camcorder is no longer a liability as you can capture any image inyour Mobile phone and then transfer it to a computer with the help of a USB connector,or a card reader of the Mobile Phone Memory Card or use the Bluetooth, Wi-Fi, GPRSoperations for data transfer. Mobile Phones Games have captured the interests ofyoungsters and adults alike. Many people are actually addicted to them. The large andbulky gaming devices have reduced to either handheld video games that are certainlypass or the playstations that are way too expensive. The Mobile Phones offering variousGaming Softwares duly fill up the void. Introduction of polyphonic ringtones have beenin literal sense music to the ears of the users. Music Players supporting the entire populardownloadable music format available and FM radio have reduced the role of musicsystems in the lives of amateur music lovers. In-built and Extendable Memory hasenabled storage of more data, be it notes, music, videos etc. Mobile- to-Mobile andMobile-to-Computer transfer of data is possible via Bluetooth, Infrared, Wi-Fi, GPRS,USB Connector. WAP provides interactive data services such as e-mails, musicdownloads, news etc.

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With all these available techniques, the Indian Mobile Users have a vast choice served tothem. The consumption of Mobile Phones in India is touching new heights with the boomin the IT industry. The center places of the IT revolution in India, Bangalore, Chennai,Delhi, Hyderabad and Mumbai boast of numerous Mobile Phone Connections.Consequential to the arrival of newer and higher varieties in the market, Comparison

among handsets as well as Companies is inevitable. As a promotional tool, the leaders inthe field like Motorola, Nokia, Samsung, Sony Ericsson, LG make regular marketsurveys to keep the Mobile Phone Prices in India affordable to the mass consumers(mainly the middle class) and luring to the luxury consumers (mainly the elite).

India posted the worlds largest sales of mobile phones to end users in the thirdquarter, helping the Asian market expand 26%.

Sales of mobile phones using both CDMA and GSM technologies reached 24.5 millionunits during the three months ended 30 September 2007 accounting for 8.5% of salesworldwide.

The number of Indian mobile phone subscribers passed the 200 million mark in Augustafter another eight million customers were added that month, according to figures fromthe Telecom Regulatory Authority of India.Indias mobile revolution is mainly confined to the cities, but the real prize for phonecompanies is the vast rural market, where nearly 70% of Indias 1.1 billion populationslive.

The government is aiming for more than half a billion mobile phone subscribers by 2010.By the end of 2008, three-quarters of Indias population will be covered by a mobilenetwork. Many of these new areas are poor, rural districts with scarce health andeducation facilities and high illiteracy rates.Indian sales of mobile phones made up about 8.5% of the worldwide figure of 289million units, a 15% increase from a year earlier.

The top five vendors Nokia, Samsung, Motorola, Sony Ericsson and LG increasedtheir market shares and made up 81.6% of the global sales.

Mobile phone sales were mainly driven by strong performance in Asia-Pacific andEastern Europe, the Middle East and Africa.

Mobile Phones In Delhi

Mobile Phones In Delhi have a consumer market of not only the adults but the Kids aswell. All the leading Mobile Brands have Delhi as a special target market for the LatestMobile Phones, Accessories and Softwares. A steep rise in the Sale Of Mobile PhoneHandsets, Connections, Retail Stores and Service and Repair Centers has been noticed inthe past two years. In every corner of Delhi, large and small Retailers and Wholesalers

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can be found presenting the Latest Mobile Models. Manufacturers like Nokia andMotorola have their own Mobile Stores and specialized Service Centers. An increase inthe number of utilities like Games, Videos, graphics, pictures, music files like MP3 etc.have made Mobile Phones all the more desirable. The connectivity options like USBConnectors, Wi-Fi, Bluetooth, Infrared, GPRS etc. are an added bonus for the Mobile

Users In Delhi. A noticeably increasing trend In Delhi is that of Mobile Resellers. Thecapital is also the Mobile Phone Resale capital In India. There are entire market placesdedicated to the Resale, Repair and Service of Mobile Handsets.Delhi is a very competitive market in Mobile Phones but there is also a noticeableworking compatibility that the Shop owners show. This can be seen in cooperation themarket extends if any particular Mobile Phone Brand or Handset is unavailable at thatStore, they do their best to get the desired Brand or handset without compromising on thepromised Price. Mobile Phone Accessories like Latest Mobile Games, Videos, music,Themes, Handsfree, covers and cases are available at every nook and corner In Delhi.Branded as well as the Cheap duplicates are available at the local Mobile Shops. The topMobile Companies like Nokia, Motorola, LG, Samsung, Sony Ericsson etc have set up

their own franchisees for Direct Sales. Even companies like Reliance, Spice Mobiles,Essar, Tata and Sahara have come up with their own Retail Stores. Some of the commonones that are noticeable landmarks are:

o Subhiksha

o HotSpots

o Mobile Magic

o ConvergeM (in the Big Bazaar outlets)

o MobileNXT

o Tata Indicom

Online Mobile Stores also offer attractive Deals on Mobile Phones. Any detailedinformation regarding the Latest Models, Updated Price Lists, Reviews, Comparisons,Downloads, and even Ratings can be viewed online. Some websites providing usefulinformation on Mobile Phones are:

o indiahousing.com,

o ebay.in,

o futurebazaar.com

o rediffshopping.com etc

Mobile phone segmentation

Mobile phones can be segmented into three categories expression, entertainment andenterprise according to the primary purpose of use.

Expression phones

These are phones offered at affordable prices and are primarily intended for voice andtext message communication.

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It is important to note that such phones are not necessarily positioned as cheap phones.For example, the Motofone which is to be introduced towards the end of 2006 is anexpression phone that comes in a sleek innovative design format and employs severalnew technologies for the first time for example ePaper as its display and a highlyintegrated silicon solution as its hardware platform.

This segment will be influenced by top-down innovation as was first witnessed in Nokiaphones and now with the Motofone. In top-down innovation, the feature set is carefullychosen along with the cost point. Design alternatives and technology choices are thencarefully evaluated with respect to this overall goal.

Entertainment phones

These phones are characterized by their ability to support media formats and input/outputrequired for delivering entertainment content to users. The features that are popular todayare FM radio, Java based games, image (Camera, Picture gallery), music (MIDI ringtones, MP3, AAC) and to an extent video (MP4). To support these, the processingcapabilities of the phone has been enhanced through the introduction of multimedia

coprocessors and the storage capabilities have been increased through bigger Flashmemory chips or through mini-SD cards or memory sticks.The mobile phone is absorbing several other consumer device categories. The phone isalready the most popular device for personal information management (phone books,calendars, etc). Mobile camera phones have overtaken digital cameras in terms of unitsales, and very sophisticated multi mega pixel cameras are available today in phones. Themusic player is another device that is being quickly absorbed by the mobile phone. Videoplayers could come next. Radio could be re-discovered through mobile phones. MobileTV could change the way people view and interact with TV content. The mobile phone isnot yet the most popular platform for playing games, but this can change quickly with theintroduction of better graphics capabilities. A key vector that is driving the shift from

other devices to mobile phones is personalization.

Enterprise phones

These phones are directed towards the mobile enterprise work force. Connectivity to PCsor laptops is a key requirement for these phones a proliferation in different types ofconnectivity mechanisms can be seen Data cable, Infrared, USB, Bluetooth and WiFi.Access to the corporate email facility is becoming increasingly important to maintain ahigh level of productivity of the mobile work force. This places huge demands on theprocessing and storage capabilities of the mobile phone. This has led to the proliferationof new application processors (like the TI OMAP), and new OSes like Symbian, whichcompete with stripped down versions of the Linux and Microsoft OSes. Internet access is

available through browsers designed specifically for the mobile phone such as those fromOpenwave, Access, Teleca and Jataayu.As we go forward, the availability of all the standard office applications like Word, Exceland Powerpoint, access to the enterprise IS systems which could be SAP or PeopleSoftbased, and to the CRM, SCM and other software tools will become important. Since theinput/output capabilities of the mobile device are restricted

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INTRODUCTION

ABOUT CELLPHONES : FROM PAST TILL PRESENT

Mobile phone is a small, portable communication device that enables people to makephone calls whenever where they are. It receives and gives out signals via the serviceproviders through transmitting towers and even via satellite. The convenience of mobilephone is allowing people to communicate with one another without the limitation ofregions and time. Today, mobile phones have become an important part ofcommunicating with your friends and relatives. Mobile Phones have become a must, not

just for business men and working people but also for young college going youths. We allknow about the importance of this handheld handset

Mobile phone is a device providing two-way communication. Signal transmission is thevery basic concept for mobile phone. It uses the radio wave theories which are similar tothe ordinary radios. The frequencies of mobile phones of course are stronger and higherthan ordinary radios to enable clearer conversation among users. The transmission of themobile phones allow these radio wave (signals) to interact (to receive and send) from thedevice to the transmission centers (towers), then to another user (no matter land line oranother mobile phone). The signals of mobile phone are split into small cells (This is alsowhy mobile phones are also known as Cell Phones earlier) geographically. These cells

allow radio transmission enabling authorized signals to receive and send out among themobile phones.

HISTORY OF MOBILE PHONES

The history of cell phones goes back in the year 1843, a man by the name MichaelFaraday studied to see if space could conduct electricity. This man in the processdeveloped the cell phone, in the year 1865. The first person to come up with the idea oftransmitting and receiving messages was Doctor Mahlon Loomis. He was the first personto communicate through the wireless atmosphere.

The beginning history of cell phones is based upon radio technology that was developedfrom the 1940's onward. For instance the beginning of cell phones can be traced to theinnovation in taxi cabs, police cars and other service vehicles where two way radios wereused to communicate with one another or with a central base. Early cell phonecommunication technology could be even traced back to individuals with special radiosthat can patch into a phone line via live operator to make a phone call.

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The first official mobile phone was used in Sweden by the Swedish police in 1946. Thetechnology was connected to the telephone network and was distinctive of two way radiotechnology. The phone was not very practical; it was only able to make 6 phone callsbefore the car's battery was drained. In 1946, America AT&T and Southwestern Bellbrought out the first commercial mobile telephone service in 1946. This service is used

on communication devices which are permanently installed on vehicles. It uses a weakersignal (compared to what mobile phones receive now), but a similar theory of receivingand giving out signals. Though, the bandwidth is very low.

The technology of modern cell phones started with the creation of hexagonal cells formobile phones by D.H. Ring from Bell Labs in 1947, later on another engineer from BellLabs conceived of cell towers that would transmit and receive signals in three directionsinstead of normal bi directional antennas. However, although some technologies havebeen developed, electronics and other technologies would take decades to mature and tobe developed. For instance, the electronics that were used in the first cell phones werefirst developed in the 1960's

By 1967, mobile phone technology was available; however, the user had to stay withinone cell area. Cell areas which were serviced by a base station were unable to hand offcellular phone calls from one base station to another. While you could make a phone,call, you weren't able to continue the call after you reached a set range. In 1970, AmosEdward Joel, who also was an engineer at Bell Labs, developed the call handoff system.This technology facilitated continuity of a phone call from one area to another withoutdropping the phone call.

The first cell phone project was for Motorola in 1973 by Martin Copper. He was the oneresponsible to let the people of New York see it. The first cell phone was made in

Chicago in 1977. Initially people were given the cell phone on a free trial to understandand study the product. Slowly and steadily many big companies joined hands and cellphone were found in over 54 places all over the world.

The modern mobile phones are developed, researched and experimented in the 1970s.AT&T Bell Lab and Motorola from United States are the pioneers in that time. Mobilephone was patented individually by Motorola in 1975. Though, the first commercialmobile phone system (also known as network system or system operator) was launchedin Japan in 1979. The second mobile phone system was established in 1981 later inUnited States. In the late 1980s, along with the commercialized mobile phone system, themobile phone industry started to develop rapidly and attracting more users to use mobilephones.

In 1990s, along with the popularity on a new network system GSM (Global System forMobile Communication), more and more people started to subscribe for mobile phones.In 2003, there are about 1.52 billion mobile phone users around the world, making it abig and important industry in the technology field

EVOLUTION OF MOBILE PHONES- TECHNOLOGY

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From the development since the first modern mobile phone launch, the industries hasdeveloped rapidly and changed a lot in the short 20 years. Here are the different stages ofthe mobile phone:

Stages of Evolution

First Generation (1G)

The first generation mobile phone refers to the mobile phones that were developed in the1980s.

In 1983, Motorola unveiled to the world, the first truly portable cellular phone. It wascalled the Motorola DynaTAC 8000X. Motorola developed the technology for cellularphones for decades and this particular phone took 15 years to come to market at anexpense of over 100 million dollars in research costs. The DynaTAC800X was extremelylightweight for its time and only weighed about 28 ounces. It was 13 inches x 1.75 inches

x 3.5 inches and was known as the Brick for its shape. It was largely developed with thehelp of Dr. Martin Cooper of Motorola.

While most cell phones weren't made to be carried in your hand, all phones were madefor permanent installation in the car. For a while the term "car phone" was extremelypopular. Besides car phones, there were a few models that came in tote bag typeconfigurations that can easily hook up to a car's battery, via the DC outlet to make calls.There were also a few models that came as briefcases, to hold large batteries necessary tomake phone calls.

Second Generation (2G)

The 2G was introduced to the market basically in the early 1990s. GSM and CDMA(Code Divisional Multiple Access) are the different protocols that brought the mobilephone into the second generation stage. The protocols of the 2G mobile phone aredigitalized transmitted. SMS(Short Message Service) is also the services added for the2G services.

Phones based on 2G technology were much smaller than the brick telephones of the midto late 80's. Most 2G cellular phones were usually in the range of 100 to 200 grams, plusthey were hand held devices that were truly portable without the need for a large battery.Advances in battery technology, as well as computer chip technology also helped to make2G cell phones much smaller than their predecessors. With these innovations, cell phone

usage soared.

Second And a Half Generation (2.5G)

Still under the same network protocol, but provided services such as WAP (WirelessApplication Protocol) and GPRS (General Packet Radio Service) enabling mobile phonesto access on certain websites. Colored screen with camera featured mobile phones werealso introduced in this stage (not all phones are featured with these new functions).

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Third Generation (3G)

Third Generation cellular phones is the technology that is currently available today and itis commonly referred to as 3G. While 3G came only a few years after 2G, mainly due tomany innovations in technology and services, standards for 3G are usually different

depending on the network.

3G mobile phones usually include innovations to receive much more than phone calls, Awhole new network protocol launched in the twenty-first century. The 3G protocolenables high speed connection (speed similar to broadband connection) to access throughinternet and also video calls. Currently technologies are continuing to improve and newinnovations such as streaming radio and TV, as well as Wifi are currently breaking intothe market.

MOBILE PHONES- TECHNOLOGY REVOLUTION

From Motorola's first phone, which weighed in at 2 pounds, to Apple's upcoming iPhone,here's a look at how cell phones have evolved over the years.Heftier: Nokia Mobira Senator (1982)

It may look more like a boombox than a portable phone, but this boxy, bulky device wasactually Nokia's first mobile (if you can call it that) phone. Introduced in 1982, the NokiaMobira Senator was designed for use in cars. After all, you wouldn't want to use thisphone while walking: It weighed about 21 pounds.

Hefty: Motorola DynaTAC 8000X

(1982)

In 1973, Motorola showed off a prototypeof the world's first portable cellular

telephone. That phone, which measured more than a foot long, weighed almost 2 pounds,

and cost $3995, ultimately became commercial available in 1983. Known as the MotorolaDynaTAC 8000X, its battery could provide 1 hour of talk time, and its memory couldstore 30 phone numbers. It may not havebeen pretty, but it did let you talk while onthe go--if you could lift it, that is.

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Pre-iPhone: BellSouth/IBM Simon Personal Communicator (1993)

A cell phone with added PDA (Personal Digital Assistant) functions isn't news today.But in 1993, it was a novel idea. The Simon Personal Communicator, jointly marketed byIBM and BellSouth, was the first mobile phone to add PDA features. It was a phone,pager, calculator, address book, fax machine, and e-mail device in one package, albeit a20-ounce package that cost $900.

Ahead of Its Time: Motorola StarTAC

(1996)

Before the Motorola StarTAC was introducedin 1996, cell phones were more about functionthan fashion. But this tiny, lightweight phoneushered in the concept that style was just as

important, ultimately paving the way for today's sleek-looking phones like the MotorolaRazr. This 3.1-ounce clamshell-style phone, which could easily be clipped to a belt, wasthe smallest and lightest of its time. In fact, it was smaller and lighter than many oftoday's teeny-tiny cell phones.

DotComs Ran on These: Nokia 6160 (1998)

or Nokia 8260 (2000)

In the late 1990s, Nokia's candybar-style cellphones were all the rage. Sporting amonochrome display, an external antenna, and aboxy, 5.2-inch tall frame, the Nokia 6160 was

the company's best-selling handset of the 1990s. The somewhat sleeker Nokia 8260,introduced in 2000, added a colorful case and lost some of the 6160's bulk: it stood onlyabout 4 inches tall and weighed 3.4 ounces, compared with almost 6 ounces for the 6160.

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Danger Hiptop. PC World liked it so much that we named it our product of the year in2003. While its voice capabilities were only mediocre, this was one of the first devices tooffer truly functional mobile Web browsing, e-mail access, and instant messaging. Plus, itpioneered that nifty swiveling design.

CrackBerry Phone: BlackBerry 5810 (2002)Before the BlackBerry 5810 came along in early 2002, Research In Motion's deviceswere best known for their data capabilities: Push e-mail technology, Organizer features,and thumb keyboards. The 5810--the first BlackBerry to offer voice capabilities--changedthat perception. This device added a GSM cell phone to the package, albeit one thatrequired the use of a headset (it lacked both a speaker and a microphone).

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NOKIA

Nokia started its India operations in 1995, and presently operates out of offices in NewDelhi, Mumbai, Kolkata, Bangalore, Hyderabad and Ahmedabad. The Indian operationscomprises of the companys handsets and network infrastructure businesses, R&Dfacilities in Bangalore, Hyderabad and Mumbai and manufacturing plant in Chennai. Thehandset business is supported by a team of professionals across 3 business groups namelyMobile Phones, Multimedia and Enterprise solutions.

The company has grown manifold over the years with its manpower strength increasingfrom 450 people in the year 2004 to close to 6000 people currently.

The company has also launched seven Nokia Concept stores in Bangalore, Delhi,Jaipur, Hyderabad, Chandigarh, Ludhiana and Chennai to provide customers a completeexperiential mobile experience.

As of January 2004, Nokia streamlined its global organizational structure to strengthenits focus on convergence, new mobility markets and growth. To address emerging newbusiness areas in the Mobility era while continuing to grow its leadership in mobilevoice communications, Nokia has four business groups to best meet the uniquedynamics of each business.

Mobile Phones offers a global range of highly competitive mobile phones for large

consumer segments, and develops mobile phones for all major standards and customersegments in over 130 countries. It is responsible for Nokia's core mobile phonesbusiness, based mainly on WCDMA, GSM, CDMA and TDMA technologies. MobilePhones focuses on bringing feature-rich, segmented mobile phones to the globalmarket.

Multimedia brings mobile multimedia to consumers in the form of advanced mobiledevices and applications. Its products have features and functionality such as imaging,games, music, media and a range of other attractive content, as well as innovativemobile enhancements and solutions.

Networks continues to offer leading-edge network infrastructure, technology andrelated services, based on major wireless standards to mobile operators and serviceproviders. Focusing on the GSM family of technologies, the group aims at leadership inGSM, EDGE and WCDMA radio networks. Our networks have been installed in allmajor global markets that have adopted these standards. Networks is also a leadingprovider of broadband access and TETRA networks for professional users in the publicsafety and security sector.

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Enterprise Solutions provides a range of terminals and seamless mobile connectivitysolutions based on end-to-end mobility architecture, dedicated to helping businessesand institutions worldwide improve their performance through extended mobility. Itsend-to-end solution offerings range from business optimized mobile devices on thefront end, to a robust portfolio of mobile business optimized gateways in the back end

including: wireless email and internet, application mobility, message protection, virtualprivate networks, firewalls, and intrusion protection.

Some firsts for Nokia in India:

1995 First mobile phone call made in India on a Nokia phone on a Nokia network

1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110

2000 - First phone with Hindi menu (Nokia 3210)

2002 - First Camera phone (Nokia 7650)

2003 - First Made for India phone, Nokia 1100

2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones2004 - First Wi-fi Phone- Nokia Communicator (N9500)

2005 Local UI in additional local language

2006 Nokia manufacturing plant in Chennai

2007 First vernacular news portal

MOTOROLA

Motorola India is headquartered at Gurgaon, Haryana, with offices at Delhi, Mumbai and

Bangalore. It has research and development centers at Bangalore and Hyderabad.Motorola's operations in India are divided into three businesses: Enterprise MobilitySolutions, Home & Network Mobility and Mobile Devices. The Companys focus areasinclude, Mobile handsets, Wireless Infrastructure, Managed and Hosted Services,Broadband Equipment (wired as well as wireless), Trunking & Two Way Radios,Software Development, Applied Research and Development on SeamlessMobility/Convergence technologies.

Enterprise Mobility Solutions : This group includes the mission-criticalcommunications offered by our government and public safety sectors and our enterprisemobility business. We design, manufacture, sell, install and service analog and digitaltwo-way radio as well as voice and data communications products and systems. Wedeliver mobile computing, advanced data capture, wireless infrastructure and RFIDsolutions not only to clients in the public sector, but also to retail, manufacturing,wholesale distribution, healthcare, travel and transportation customers worldwide.Through innovative technology, we help people integrate, optimize and manage theirnetworks to seamlessly stay connected as they move about their daily lives.

Home & Networks Mobility : Operators today are being asked by their subscribers todeliver bandwidth-intensive, experience-based services regardless of the network

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architecture. Motorola is uniquely positioned to capitalize on this trend, providingintegrated, end-to-end systems that seamlessly and reliably enable uninterrupted access todigital entertainment, information and communications services over a variety of wiredand wireless solutions. Motorola designs, manufactures, sells and services digital videosystem solutions and interactive set-top boxes; voice and data modems for digital

subscriber line and cable networks; and, broadband access systems (including cellularinfrastructure systems) for cable and satellite television operators, wireline carriers andwireless service providers. With these solutions, Motorola empowers consumers byconnecting their homes easily keeping contacts, content and services within reach.

Mobile Devices: As a pioneer in wireless communications, Motorola has transformed thecell phone into an icon of personal technology an integral part of dailycommunications, data management and mobile entertainment. Motorola not only designs,manufactures, sells and services wireless handsets, but also licenses its vast portfolio ofintellectual property. Our collection spans all cellular and wireless systems and includesintegrated software applications as well as a large complement of Bluetooth-enabledaccessories. We offer customers innovative product designs that deliver "must have"

experiences, such as mobile music and video enabling seamless connectivity at workor at play.

RELIANCE

The Late Dhirubhai Ambani dreamt of a digital India an India where the common manwould have access to affordable means of information and communication. Dhirubhai,who single-handedly built Indias largest private sector company virtually from scratch,

had stated as early as 1999: Make the tools of information and communication availableto people at an affordable cost. They will overcome the handicaps of illiteracy and lack ofmobility.

It was with this belief in mind that Reliance Communications (formerly RelianceInfocomm) started laying 60,000 route kilometres of a pan-India fibre optic backbone.This backbone was commissioned on 28 December 2002.

Reliance Communications has a reliable, high-capacity, integrated (both wireless andwireline) and convergent (voice, data and video) digital network. It is capable ofdelivering a range of services spanning the entire infocomm (information and

communication) value chain, including infrastructure and services for enterprises aswell as individuals, applications, and consulting.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002,coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, wasamong the initial initiatives of Reliance Communications. It marked the auspiciousbeginning of Dhirubhais dream of ushering in a digital revolution in India. Today, we

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can proudly claim that we were instrumental in harnessing the true power of informationand communication, by bestowing it in the hands of the common man at affordable rates.

SONY ERICSSON

Sony Ericsson currently concentrates on the categories of: music, camera, business (weband email), design, all-rounder, and budget focused phones.

The Walkman-branded W series music phones, launched in 2005.

The Sony Ericsson W-series music phones are notable for being the first music-centric series mobile phones, prompting a whole new market for portable musicthat was developing at the time.

The Cyber-Shot-branded line of phones, launched in 2006.This range of phones are focused on the quality of the camera included with thephone. Cyber-shot phones always include a flash, some with a xenon flash, andalso include auto-focus cameras. Sony Ericsson kicked off its global marketingcampaign for Cyber-shot phone with the launch of Never Miss a Shot.

The UIQ smartphone range of mobiles, introduced with the P series in 2003 withthe introduction of P800.They are notable for their touchscreens, QWERTYkeypads (on most models), and use of the UIQ interface Platform from Symbian

OS. This has since expanded into the M series and G series phones.

The Xperia range of mobile phones, heralded by the Sony Ericsson XPERIA X1 onFebruary 2008 at the Mobile World Congress (formerly 3GSM) held in Barcelona Spain.

Operating System into Sony Ericsson powerhouse smartphones. XPERIA was thefirst trademark promoted by the Sony Ericsson as it's own and is designated toprovide technological convergence among it's target user base

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RESEARCH PROCESS

Here we aim to understand the research methodology establishing a framework ofevaluation and revaluation of primary and secondary research. The techniques andconcepts used during primary research in order to arrive at findings; which are also dealtwith and lead to a logical deduction towards the analysis and results.

GENERAL MARKETING RESEARCH PROCESS

Beginning with the research

Formulate marketing research problem

Determine research design (Exploratory / Causal)

Determine data collection method (Secondary / Primary)

Sampling frame

Sample selection process (Probability sample / Nonprobability sample)

Sample size

Design data collection forms

Design sample questionnaire and collect data

Editing (Check the completeness and consistence of data as well ascompleteness of instructions)

Coding (for computing)

Tabulating

Analyze and interpret the data

Prepare the research report

RESEARCH OBJECTIVE

To understand consumer buying behavior and their taste & preference vis--vis the top brands in the cellphone industry in India.

To understand the consumer preferences regarding the usage of cellphones.

To understand the customer satisfaction level and brand loyalty.

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Research Objective Appropriate Design

To gain background information, to define terms, Exploratoryto clarify problems and hypotheses, to establishresearch priorities

To describe and measure marketing phenomena Descriptive

at a point in time

To determine causality, to make if-then statements Causal

Research Methodology

Problem Definition

1. The current perception and attitude towards cell phones is changing. Most people

perceive cell phones not only as communication mode but their buying isinfluenced by various other factors. Thus innovation is the essence of cellphone industry and in order to survive in a highly competitive market ,itsnecessary to understand these attributes .

2. The second problem, which we came across while doing our exploratory research,is that the companiesface the problem of customer retention since the marketis flooded with new and attractive mobile phones thus, it is required on the part ofthe companies to update themselves regarding changing needs of the customer.

Need And Scope Of The Study

The dynamic nature of every industry keeps the pulses of the companies operating ineach sector racing. With its rapid growth in India, it has become essential to pay muchattention to it.The behavior of the Indian consumers towards the cell phones has been changing. It isessential to study this behavior further in order for it to improve. Knowing theconsumers perception is crucial as it facilitates consumers behavior prediction.

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Objective Of The Study

1. To assess the buyer want and behavior as well the actual and potential marketsize .Thus studying different parameters to understand the various preferences ofthe consumer.

2. To compare market leaders on different grounds

3. To identify brand loyalty and brand preference of the consumer

TARGET POPULATIONS AND SAMPLE SIZE

We all are aware that cellphone industry is one of the most booming industries in ourcountry. Almost every individual we come across owns a cellphone, be it a rickshaw walaor a company CEO. The only difference being the usage and the brand preference.The kind of cellphone owned by a person has a direct relationship with the income level.Hence, the questionnaire includes an income level based question.

The target population shall obviously be the users of cellphone and within the Delhi andNCR region. The sample size is restricted to the age group of 18-40 years and above.The questionnaire has been designed keeping in mind the research objectives. Thelanguage has been kept simple for easy understanding by the general population.A sample size of 406 respondents has been taken on the basis of random sampling.

Therefore the target population that was taken for the analysis of cellphone usage inDelhi & NCR region was:

Both men and women

Age group: 18-40+

QUESTIONNAIRES

The questionnaire method has come to be more widely used and economical means ofdata collection. The common factor in all varieties of the questionnaire method is thereliance on verbal responses to questions, written or oral. The researchers found itessential to make sure the questionnaire was easy to read and understand to all spectrumsof people in the sample. It was also important as researchers to respect the samples timeand energy hence the questionnaire was designed in such a way, that its administrationwould not exceed 10-15 minutes. The questionnaires prepared by us consisted of 15questions so that it does not waste the valuable time of the sample population.

The researchers were overwhelmed with the potential benefits and ease of administratingquestionnaires. The questionnaires were found to be a simple and a direct manner togenerate feedback from the users of the product, taking their minimum time and effort.

RESEARCH TECHNIQUES

In terms of data capture and analysis there are two main types of market research:

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QualitativeResearch

Quantitative Research

Qualitative Research

Qualitative Research is about investigating the features of a market through in-depthresearch that explores the background and context for decision making.There are two main qualitative methods - depth interviews and focus groups.

a. Depth Interviewing

Depth interviews are the main form of qualitative research in most business markets.

Here an interviewer spends time in a one-on-one interview finding out about thecustomer's particular circumstances and their individual opinions.

b. Focus Group

A small group of people brought together and guided by a moderator though anunstructured, spontaneous discussion about a certain topic

The goal of a focus group is to draw out

Ideas Feelings

Experiencesabout a certain issue that would be obscured or stifled by more structured methods of

data collection.

Quantitative Research

Quantitative research is about measuring a market and quantifying that measurement withdata. Most often the data required relates to market size, market share, penetration,installed base and market growth rates.

However, quantitative research can also be used to measure customer attitudes,satisfaction, commitment and a range of other useful market data that can tracked overtime.

Quantitative research can also be used to measure customer awareness and attitudes todifferent manufacturers and to understand overall customer behavior in a market bytaking a statistical sample of customers to understand the market as a whole.

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The youth changes the cellphone brand frequently hence is not brand loyal.

The hypothesis shall help in establishing a relationship of concept with theory, andspecifies the test to be applied especially in context of meaningful value judgment andfinal conclusion.

ERRORS IN THE STUDY

The various errors that can arise during the conduction of survey are:

a. Interviewer error

There is interviewer bias in the questionnaire method. Open-ended questions can bebiased by the interviewers views or probing, as interviewers are guiding the respondentwhile the questionnaire is being filled out.

The attitudes the interviewer revels to the respondent during the interview can greatlyaffect their level of interest and willingness to answer openly.

b. Questionnaire error

The questionnaire designing has to careful so that only required data is concisely reveledand there is no redundant data generated. The questions have to be worded carefully sothat the questions are not loaded and does not lead to a bias in the respondents mind

c. Respondent error

The respondents selected to be interviewed were not always available and willing to cooperate also in some cases the respondents were found to not have the knowledge,opinion, attitudes or facts required additionally uninformed response errors and responsestyles also led to survey error.

d. Sampling error

We have taken the sample size of 400, which cannot determine the buying behavior ofthe total population. The sample has been drawn from only Delhi/ NCR market.

FIELD WORK

Fieldwork plays an important role in collecting the data .As our sample size wasdetermined to be 406 and we were a 7-member team, we decided to divide the workequally.Some important points which each member kept in mind while doing the fieldwork.-

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To make the respondents comfortable before questioning them. We introducedourselves as students of ABS and ensuring the respondent that all informationcollected is only for academic purpose and will be kept confidential

To help the person get rid off any preconceived notions

Not to influence the respondents answers in any way/form.

Use simple language, so that the technical language does not intimidate therespondent.

METHOD OF DATA ANALYSIS

Based on the type of data collected and the target segment with the appropriate statisticalmethods, inference should be made. The response set of one variable is compared withanother set of variable to ensure a detailed analysis of data.

We have used the SPSS software to analyze our data accurately. After the respondentshad filled in the questionnaires, the data was entered into the software and the analysiswas made thereby.

PRIMARY RESEARCH

PILOT TESTING

The first stage of the data gathering study was the dummy analysis a pilot study. Thishelped the researcher to throw up some inevitable problems of converting the design intoreality. An experiment or a survey can and should be piloted on a small scale in virtuallyall circumstances.The changes we made were-

Reduce the number of questions to reduce time

Error in scaling which had to be revised

Demographic information had to be incorporated A few grammatical errors had to be rectified.

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THE FINAL QUESTIONNAIREDear Sir/Maam, we are conducting a market research on cellphones and we would liketo know your opinion on the following questions.

Q1. What do you prefer to do in your spare time?1. Watch TV 2.Read magazine/books3. Dine out 4.Talk on the phone5. Chat/ surf the internet

Q2. What mode of communication do you prefer?1. E-mail 2.SMS3. Talk on the phone 4.Letters

Q3. Since when have you been using a cellphone1. 0-1 year 2. 1-3 years3. 3-7 years 4. More than 7 years

Q4. What do you mainly use your cellphone for?1. SMS 2. Listening music

3. Camera 4. Calls

Q5. What brand of cellphone are you using currently?1. Nokia 2. Sony ericsson3. Motorola 4. Samsung5. Reliance 6. Others, specify _____________

Q6. How satisfied are you with your present cellphone?

1 2 3Fully neutral dissatisfied

Satisfied

Q7. What price are you willing to pay for a cellphone?1. Below Rs.5000 2. Rs.5000-120003. Rs.12000-20,000 4. Above 20,0005. Does not matter

Q8. Which cellphone brand would you recommend?

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1. Nokia 2. Sony ericsson3. Motorola 4. Samsung5. Reliance 6. Others, specify _____________

Q9. Rank the features on a scale of 1 to 7 according to preference ( 1- highest, 7-lowest)

1. Bluetooth 2.Camera3. Memory card 4.Gaming5. Music player 6. Battery life 7. Messaging

Q10. Please mark (X) the blank that best indicates how accurately one or the otheradjective describes the feature of the cellphone.

A. Nokia1. Modern _:_:_:_:_:_:_ Old fashioned2. Complex _:_:_:_:_:_:_ Simple3. Economical _:_:_:_:_:_:_ Expensive

4. Robust _:_:_:_:_:_:_ Delicate5. Attractive _:_:_:_:_:_:_ Unattractive

B. Sony Ericsson1. Modern _:_:_:_:_:_:_ Old fashioned2. Complex _:_:_:_:_:_:_ Simple3. Economical _:_:_:_:_:_:_ Expensive4. Robust _:_:_:_:_:_:_ Delicate5. Attractive _:_:_:_:_:_:_ Unattractive

C. Motorola1. Modern _:_:_:_:_:_:_ Old fashioned2. Complex _:_:_:_:_:_:_ Simple3. Economical _:_:_:_:_:_:_ Expensive4. Robust _:_:_:_:_:_:_ Delicate5. Attractive _:_:_:_:_:_:_ Unattractive

Q11. How often do you change your cellphone?1. Within 1 year 2. 1-2 years3. After 2 years

Q12.Rate the following brands according to visibility on the scale of 1- lowest & 5 -highest

1. Nokia 2. Sony ericsson3. Motorola 4. Samsung5. Reliance

Q13. Match the following brands with their punch line1. Nokia Kar lo duniya mutthi mein

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2. Sony ericsson A partner for a better world

3. Motorola Connecting people4. Samsung I Music5. Reliance Hello Moto

Q14. Does the brand of cellphone owned by your cellphone or friends influence yourchoice

1. Yes 2. No

Q15. On a scale of 1 to 5, answer the statements based on your preferred choice ofcellphones brand Lowest Highest

1 2 3 4 5a) I am satisfied with the

cellphone I am using.

b) I am satisfied with thecustomer care service provided

c) My cellphone is easy to use

d) I am satisfied with the battery myphone has.

e) I like a camera with high megapixel

f) I like MMS facility on my phone

Demographic information:a) Name :

b) Age :1. below 18 years2. 18 -25 years3. 25 -40 years4. Above 40 year

c) Household income(annual):1. below Rs.1,00,0002. Rs. 1,00,000 5,00,0003. Above 5,00,000

d) Profession :e) Sex :f) Phone no. :g) Address :

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https://www.sonyericssoninfo.com/images/logo_outside_half.jpg


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h) Email id :

SURVEY RESULTS

SEX RATIO

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SEX

MF

Pe

rcent

60

50

40

30

20

10

0

SEX

The survey was conducted on random sampling basis. Out of total number of respondents of 4women were 39.9% and men were 59.4%. according to this women were less keen on participati

the survey.

AGE GROUP:

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AGEABOVE 40 YEARS25-40 YEARS18-25 YEARSBELOW 18

Percen

t

60

40

20

0

AGE

Survey was conducted for four age groups. The maximum people surveyed lied in the age group25 years. While, the least belonged to the above 40 age group. This was largely due to the fact th

survey was conducted in malls, market places and colleges.

BRAND PREFERENCE

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WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY

OTHERSRELIANCESAMSUNGMOTOROLASONYERICSSON

NOKIA

Percent

60

50

40

30

20

10

0


The largest market share was captured by nokia at 58.1% which is more than half themarket. Followed by Motorola at 15%. Others included brands like HTC, O2, LG.

USAGE OF CELLPHONES

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WHAT DO U MAINLY USE UR CELLPHONE FOR

CALLSCAMERALISTENING TO MUSICSMS

Percent

60

40

20

0


64.8% people possessed cellphones for making calls. They wanted to use the cellphone to satisfbasic purpose of a phone that is communication. Next was listening to music which was 18.2

LEVEL OF SATISFACTION

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HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE

DISSATISFIEDNOT VERYSATISFIED

NEUTRALSOMEWHATSATISFIED

FULLY SATISFIED

Percent

50

40

30

20

10

0


40% of the people were fully satisfied with the cellphones they were using. This meant that the feawere user friendly and served their needs. About 26.8% people had a neutral attitude that is they

neither satisfied nor dissatisfied. A mere 2.5% people were dissatisfied with their cellphones.

PRICE SENSITIVITY

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WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE

PRICE DOES NOTMATTER

ABOVE 20000RS 12000-20000RS 5000-12000BELOW RS 5000

Percent

50

40

30

20

10

0


40.6% people prefer to buy cellphones that lie in the range of 5000-12000 which means they are

average users who dont like very expensive neither very cheap phones. A 11..8% people lied inrange where price did not matter to them for purchasing a cellphone.

BRAND RECOMMENDED BY THE USERS

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WHAT CELLPHONE BRAND WOULD U RECOMMEND


NOKIA

P

ercent

60

40

20

0


We can notice that people would generally recommend the same brand that they are using. In thiswe notice that the recommendation for nokia is the highest at 69.7% which clearly shows that sinc

users of nokia were the highest they also recommended the same to others.

SEMANTIC RATINGS BRAND WISE

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NOKIA

1.MODERN-OLD FASHIONED

37.4% people found the nokia cellphones to be extremely modern when compared to oldfashioned which was a mere 5.2%. Hence nokia phones is liked by people because it ismodern.

2. COMPLEX SIMPLE

The people surveyed also seemed to find the nokia phone extremely simple to use being25.9% people. However a few epopel also found it complex being about 9.1%

3. ECONOMICAL EXPENSIVE

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There was not much difference in the thinking of people where economical or simplefactor for nokia cellphones was concerned. Infact a large number of people had a neutralapproach to it. About 22.4% people thought it was economical while 21.7% people had aneutral approach to it.

4. ROBUST DELICATE

Again people had a very neutral approach to nokia being robust or delicate. Infact 22.4%people found it neutral i.e. neither delicate nor robust. 20.9% people found it extremelyrobust and only about 9.9% people found it extremely delicate.

5. ATTRACTIVE UNATTRACTIVE

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A 26.6% people found nokia to be extremely attractive and only about 2.2% people foundit extremely unattractive. Infact the overall perception of people towards nokia was veryattractive and very few people lied in the unattractive range.

SONY ERICSSON

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1.MODERN OLD FASHION

Most people find sony ericsson phones very modern at about 31.3% and only about 6.9%people find it old fashioned.

2. COMPLEX - SIMPLE

Complexity and simple as a factor is very similar over all. It has not been differentiatedvery well by the people. About 24.1% have a neutral approach to it. Where it implies itsneither too complex nor too simple.

3. ECONOMICAL - EXPENSIVE

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Overall most people find the phones economical and there are very few people who findit expensive. About 25.3% people have a neutral approach and only about 9.9% peoplefind it extremely economical though 23.6% find it economical.

4. ROBUST - DELICATE

One again most people have a neutral attitude towards the phone being robust or delicatewhich is about 29.1%.

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5. ATTRACTIVE UNATTRACTIVE

About 20% people find the phones extremely attractive and very few people find it

unattractive. People have a neutral attitude as well but very few people absolutely dislike

it.

MOTOROLA

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1. MODERN OLD FASHIONED

Most people find Motorola cellphones modern with a percentage of 32.8% in thiscategory. A mere 6.7% people find it old fashioned

2. SIMPLE COMPLEX

The level of complexity is not very different between people infact most people have aneutral attitude towards it however 12.5% people find it extremely simply 13.3% peoplefind it extremely complex.


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15% people find the Motorola phones expensive while 21.2% people find it economical.

However once again people hold a neutral attitude towards it and 24.4% people find itneither cheap nor expensive.

4. ROBUST - NEUTRAL

24.1% people once again have a neutral attitude where robustness or delicacy of thephone is concerned. They dont have any opinion about the phones level of delicacy orrobustness.

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5. ATTRACTIVE - UNATTRACTIVE

A large number of people of about 25% find Motorola phones extremely attractive and amere 4.7% people find it extremely unattractive. This is a very big difference and hence itcan be assumed that most people find the phones very attractive.

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BRAND VISIBILITY

NOKIA

The respondents have rated nokia as the highest in brand visibility. By brand visibility wemean the promotion of brands in print media and television. 56.9% people have rated itthe highest and it is surprising to see that the next highest frequency is of lowest categorywith 21.4% indicating nokia as the lowest brand visible.

SONY ERICSSON

36.5% respondents have rated it as highly visible brand while 5.9% respondents think

that it is the lowest vsible brand in the market.

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MOTOROLA

A percentage of 34.2% respondents think that the brand neither has high nor low

visibility. It is moderately visible.

SAMSUNG

Maximum percentage i.e. 30% people have indicated that it is a brand low on visibility.Only 9.4% think that it has highest visibility among the brands mentioned in the options.

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RELIANCE

Reliance is seen as a very low visible brand. A high 45.3% people think that the brand islowest in visibility among the other brands mentioned.

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INFLUENCE OF PEERS ON CHOICE OF BRAND

For maximum percentage of people 51.4% are not influenced by their friends or relatives.While, 48.6% are influenced by their friends when buying cellphones.

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OPINION ABOUT THE STATEMENTS GIVEN:

1. I am satisfied with the cellphone I am using.

37.1% respondents are completely satisfied with the cellphone while, only 7.2% arecompletely dissatisfied with the brand of cellphone they own.

2. I am satisfied with the customer care service provided

36.3% respondents have agreed that they are satisfied with the customer service providedby picking the option high.

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5. I like a camera with high megapixel.

33.2% of respondents have indicated their liking of a high megapixel camera. It showsthat camera is a feature which a good amount of people keep in my mind while buyingcellphone.

6. I like MMS facility on my cellphone

The maximum percentage of people 23.4% do not like MMS facility in their cellphones.While, 16.3% like the facility very much.

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CROSS TABULATION

1. Linking what price are the consumers willing to pay for a cellphone and what

brand of cellphone are they currently using:

WHAT PRICE ARE U WILLING TO PAY FOR A

CELLPHONE

PRICE DOESNOT MATTER

ABOVE 20000RS 12000-20000

RS 5000-12000

BELOW RS5000

Count

100

80

60

40

20

0

Bar Chart

OTHERS

RELIANCE

SAMSUNG

MOTOROLA

SONY ERICSSO

NOKIA

WHAT BRAND OCELLPHONE AREUSING CURRENT

Whether the price of a cellphone is below Rs 5000 or even if the price does not matter most of tpeople prefer Nokia which shows the highest count

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2. Linking what brand of cellphone are people currently using and what branddo they recommend:

WHAT BRAND OF CELLPHONE ARE Y USING

CURRENTLY


NOKIA

Count

250

200

150

100

50

0

Bar Chart

OTHERS

RELIANCE

SAMSUNG

MOTOROLA

SONY ERICSSO

NOKIA

WHAT CELLPHOBRAND WOULD

RECOMMEND

This shows that total no. of nokia users are 283 out of which only 216 recommend nokia. Total nsony ericsson users are 59 out of which 33 recommend sony ericsson and 15 recommend nokia.

no. of motorola users are 31 out of which 23 recomment it. Total no. of samsung users are 16 ouwhich 7 recommend it. Total no. of reliance users are 4 and only 2 recomment it.

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3. Linking how satisfied are people with the brand they are using currently:

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WHAT BRAND OF CELLPHONE ARE Y USING

CURRENTLY


NOKIA

Count

120

100

80

60

40

20

0

Bar Chart

DISSATISFIED

NOT VERY SATISF

NEUTRAL

SOMEWHAT SATIS

FULLY SATISFIED

HOW SATISFIED AU WIHT UR PRES

CELLPHONE

This shows that in nokia maximum no. of people are fully satisfied.In sony ericsson maximum nopeople are somewhat satisfied.In motorola maximum no. of people are neither satisfied nor dissat

In samsung maximum no. of people are fully satisfied.In reliance maximum no. of peole are neitsatisfied nor dissatisfied.

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4. Linking the preference of messaging over battery life:

BATTERY LIFE

LOWESTLOWERLOWNEUTRALGOODHIGHHIGHEST

C

ount

60

50

40

30

20

10

0

Bar Chart

LOWEST

LOWER

LOW

NEUTRAL

GOOD

HIGH

HIGHEST

MESSAGING

This shows that out of 50 people who consider messaging the highest 2 consider battery life thhighest.Out of 90 people who consider messaging as high 58 consider battery life the highest.Out

people who consider messaging as good 19 consider battery life the highest.Out of 36 peopleconsider messaging as neutral 17 consider battery life as highest.Out of 69 people who consid

messaging as lowest 22 consider battery life as highest

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5. Linking the age of consumers with what are they mainly using their cellphonefor:

AGE

ABOVE 40 YEARS25-40 YEARS18-25 YEARSBELOW 18

Count

200

150

100

50

0

Bar Chart

CALLS

CAMERA

LISTENING TO MU

SMS

WHAT DO U MAINUSE UR CELLPHO

FOR

Its evident that people across all age groups mainly use their cellphone for calls,the second highesbeing listening to music.

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6. Linking the gender with how satisfied are they with their cellphone:

SEX

MF

Count

100

80

60

40

20

0

Bar Chart

DISSATISFIEDNOT VERY SATISF

NEUTRAL

SOMEWHAT SATIS

FULLY SATISFIED

HOW SATISFIED AU WIHT UR PRES

CELLPHONE

It is evident that men are more dissatisfied with their current cellphone.

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FINDINGS & CONCLUSIONS

The largest Market share has been captured by Nokia. Though the cost of theNokia cellphones is high as compared to others, the brand still has largestpercentage of loyal customers who recommend the same brand to others. This

leads to increase in the sales of Nokia brand. Highest percentage of people mainly use cellphones for making calls and this is

the reason for lucrative offers on talktime by the telecom providers.

The general consensus is that people are satisfied with the cellphone they areusing. However, from cross tabulation we found that nokia users is the highest lotof fully satisfied people.

The Indian market is price sensitive. Mostly people are ready to pay Rs. 5000-12000 but very less are ready to shell out Rs. 12000-25000. The customer wantsvalue for money.

BRAND PROFILING :1. NOKIA :

By the majority, nokia is considered extremely modern, extremely simple,economical, neither robust nor delicate and extremely attractive.2. SONY ERICSSON:It is considered to be extremely modern by the majority of people. however, inother attributes it mainly lies in the neutral category.3. MOTOROLAMajority of people find it extremely modern and extremely attractive while itstays neutral in other categories.

Since we see through the report that most people are highly satisfied with thecellphone brand they are using. Hence, the frequency of changing cellphones islow and lies within after 2 years category. Also, the age group did not make any

difference to this factor. We see Nokia lies highest in the brand visiblilty, closely followed by Sony

Ericsson. Then Motorola, Samsung and finally Reliance. This implies that thepromotion of Nokia is most effective and it indicates that brand recall rate ishigher.

No relationship was found between income level and the price they are willing topay for a cellphone. The maximum expenditure any income level was willing tomake lied within the range of Rs. 5000-12000.

We developed a likert scale asking people to indicate their satisfaction level on ascale of 1 to 5. some of the findings were:1. The highest number of people were satisfied with the cellphone they are

using. This indicates that the brands have been able to satisfy the customersand retain them.

2. Though the level of satisfaction from customer service providers was high, butthe percentage of satisfaction being low and neutral is prominent. Thisindicates that the customer service is not up to the mark and there is scope ofimprovement for the cellphone companies.

3. Most people find the cellphones highly user friendly which indicates that thecellphones are easy to use.

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4. Most people prefer high megapixel camera. This indicates that the usage ofcamera in cellphones is gaining prominence and hence, while buying acellphone it is a major factor to be considered.

5. Majority of people do not like the MMS facility. This may be because MMSfacility is an expensive affair and they could do without it.

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RECOMMENDATIONS

We recommend that brands other than Nokia should improve their promotionalstrategies so that they can increase on the level of visibility and hence, increase

their market share. We recommend that the companies should build on features other than making

calls so that people buy cellphones to serve other purposes. They should advertisethese features also so that people know about it. The various features should beuser friendly so that people do not find it difficult to use and do not hesitate inusing them.

Price is an important constraint in the Indian market hence companies need tokeep that in mind while manufacturing any commodity.

People change cellphones mostly after 2 years so companies should come up withnew and sleek designs which are attractive as well as more techno savvy whichwould encourage people to change their cellphones more frequently. This would

lead to people wanting to be more technologically advanced. Motorola and Sony Ericsson need to develop on their various semantic features so

that they can provide good competition to Nokia which is leading in all thecategories. This would increase the companys image as well as their marketshare.

Companies should try to target the higher income level groups so that they canencourage them to buy expensive cellphones than those that lie in the Rs 5000-12000 category.

LIMITATIONS

Due to the limitation of time and money, the study was limited to thegeographical region of Delhi where also due to the large cellphone usingpopulation a probability sampling technique had to be inherited.

While administering questionnaires during phase two of the study, the researchernoticed that some sample were very enthusiastic and were extremely positive andgenuine in there answers where as the some other just ticked even without readingthe questions.

Some of the people who were part of our sample size, became non- respondents

i.e. the questionnaire they filled were incomplete or they were not willing torespond.

Sample size was a constraint since it was not representative of the entire targetpopulation. People could not remember the brands and the features of cellphonesthey use as mentioned in our questionnaire.

The semantic differential scale was difficult for an ordinary person to understandand answer but very essential for the analysis of the market research that had to beconducted. This posed the problem of errors in the study

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APPENDIX

FREQUENCY TABLE

SEX RATIO -SEX

Frequency Percent Valid PercentCumulativePercent

Valid 3 .7 .7 .7

F 162 39.9 39.9 40.6

M 241 59.4 59.4 100.0

Total 406 100.0 100.0

AGE GROUPS

AGE


Valid BELOW 18 64 15.8 16.0 16.0

18-25 YEARS 247 60.8 61.6 77.6

25-40 YEARS 66 16.3 16.5 94.0

ABOVE 40 YEARS 24 5.9 6.0 100.0

Total 401 98.8 100.0

Missing System 5 1.2

Total 406 100.0

BRAND PREFERENCE



Valid NOKIA 236 58.1 58.1 58.1

SONY ERICSSON 53 13.1 13.1 71.2

MOTOROLA 61 15.0 15.0 86.2

SAMSUNG 23 5.7 5.7 91.9RELIANCE 13 3.2 3.2 95.1

OTHERS 20 4.9 4.9 100.0

Total 406 100.0 100.0

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USAGE OF CELLPHONES


Frequency Percent Valid Percent

Cumulative

PercentValid SMS 50 12.3 12.3 12.3

LISTENING TO MUSIC 74 18.2 18.3 30.6

CAMERA 18 4.4 4.4 35.1

CALLS 263 64.8 64.9 100.0

Total 405 99.8 100.0

Missing System 1 .2

Total 406 100.0

LEVEL OF SATISFACTION



Valid FULLY SATISFIED 163 40.1 40.1 40.1

SOMEWHAT SATISFIED 103 25.4 25.4 65.5

NEUTRAL 109 26.8 26.8 92.4

NOT VERY SATISFIED 21 5.2 5.2 97.5

DISSATISFIED 10 2.5 2.5 100.0

Total 406 100.0 100.0

PRICE SENSITIVITY



Valid BELOW RS 5000 60 14.8 14.8 14.8

RS 5000-12000 165 40.6 40.6 55.4

RS 12000-20000 108 26.6 26.6 82.0

ABOVE 20000 25 6.2 6.2 88.2

PRICE DOES

NOT MATTER 48 11.8 11.8 100.0

Total 406 100.0 100.0

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BRAND RECOMMENDED BY THE USERS



Cumulative

PercentValid NOKIA 283 69.7 69.9 69.9

SONY ERICSSON 59 14.5 14.6 84.4

MOTOROLA 31 7.6 7.7 92.1

SAMSUNG 16 3.9 4.0 96.0

RELIANCE 4 1.0 1.0 97.0

OTHERS 12 3.0 3.0 100.0

Total 405 99.8 100.0

Missing System 1 .2

Total 406 100.0

SEMANTIC DIFFERENTIATIONNOKIA


PLEASE MARK THE SUITABLE ADJECTIVE NOKIA


Cumulative

Percent

Valid EXTREMELY MODERN 152 37.4 37.8 37.8

VERY MODERN 79 19.5 19.7 57.5

MODERN 65 16.0 16.2 73.6

NEUTRAL 54 13.3 13.4 87.1

OLD-FASHIONED 17 4.2 4.2 91.3

VERY OLD FASHIONED 14 3.4 3.5 94.8

EXTREMELY OLD

FASHIONED21 5.2 5.2 100.0

Total 402 99.0 100.0


Total 406 100.0

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2. COMPLEX - SIMPLE



Cumulative

Percent

Valid EXTREMELY COMPLEX 37 9.1 9.2 9.2

VERY COMPLEX 59 14.5 14.7 23.9

COMPLEX 44 10.8 10.9 34.8

NEUTRAL 66 16.3 16.4 51.2

SIMPLE 42 10.3 10.4 61.7

VERY SIMPLE 49 12.1 12.2 73.9

EXTREMELY SIMPLE 105 25.9 26.1 100.0

Total 402 99.0 100.0


Total 406 100.0

3. ECONOMICAL SIMPLE



Cumulative

Percent

Valid EXTREMELY

ECONOMICAL67 16.5 16.7 16.7

VERY ECONOMICAL 52 12.8 12.9 29.6

ECONOMICAL 91 22.4 22.6 52.2

NEUTRAL 88 21.7 21.9 74.1

EXPENSIVE 41 10.1 10.2 84.3

VERY EXPENSIVE 21 5.2 5.2 89.6

EXTREMELY EXPENSIVE 42 10.3 10.4 100.0

Total 402 99.0 100.0


Total 406 100.0


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Cumulative

Percent

Valid EXTREMELY ROBUST 85 20.9 21.1 21.1

VERY ROBUST 74 18.2 18.4 39.6

ROBUST 56 13.8 13.9 53.5

NEUTRAL 92 22.7 22.9 76.4

DELICATE 41 10.1 10.2 86.6

VERY DELICATE 14 3.4 3.5 90.0

EXTREEMLY DELICATE 40 9.9 10.0 100.0

Total 402 99.0 100.0


Total 406 100.0




Cumulative

Percent

Valid EXTREMELY ATTRACTIVE 108 26.6 26.9 26.9

VERY ATTRACTIVE 73 18.0 18.2 45.0

ATTRACTIVE 67 16.5 16.7 61.7

NEUTRAL 73 18.0 18.2 79.9

UNATTRACTIVE 51 12.6 12.7 92.5

VERY UNATTRACTIVE 21 5.2 5.2 97.8

EXTREMELY

UNATTRACTIVE9 2.2 2.2 100.0

Total 402 99.0 100.0


Total 406 100.0

SONY ERICSSON1. MODERN OLD FASIONED

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PLEASE MARK THE SUITABLE ADJECTIVE SONY ERICSSON


Cumulative

Percent

Valid EXTREMELY

ECONOMICAL 40 9.9 10.0 10.0


ECONOMICAL 96 23.6 23.9 44.0

NEUTRAL 102 25.1 25.4 69.4

EXPENSIVE 58 14.3 14.4 83.8



Total 402 99.0 100.0


Total 406 100.0




Cumulative

Percent


VERY ROBUST 47 11.6 11.7 22.6

ROBUST 69 17.0 17.2 39.8

NEUTRAL 118 29.1 29.4 69.2

DELICATE 58 14.3 14.4 83.6



Total 402 99.0 100.0


Total 406 100.0


68


69/81



Cumulative

Percent



ATTRACTIVE 49 12.1 12.2 53.0

NEUTRAL 91 22.4 22.6 75.6



EXTREMELY


Total 402 99.0 100.0


Total 406 100.0

MOTOROLA


PLEASE MARK THE SUITABLE ADJECTIVE MOTOROLA


Cumulative

Percent

Valid EXTREMELY MODERN 133 32.8 33.2 33.2

VERY MODERN 67 16.5 16.7 49.9

MODERN 45 11.1 11.2 61.1

NEUTRAL 69 17.0 17.2 78.3

OLD-FASHIONED 40 9.9 10.0 88.3

VERY OLD FASHIONED 20 4.9 5.0 93.3

EXTREMELY OLD

FASHIONED

27 6.7 6.7 100.0

Total 401 98.8 100.0


Total 406 100.0

2. SIMPLE - COMPLEX

69


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Cumulative

Percent

Valid EXTREMELY COMPLEX 54 13.3 13.5 13.5

VERY COMPLEX 67 16.5 16.8 30.2

COMPLEX 71 17.5 17.8 48.0

NEUTRAL 84 20.7 21.0 69.0

SIMPLE 42 10.3 10.5 79.5

VERY SIMPLE 32 7.9 8.0 87.5

EXTREMELY SIMPLE 50 12.3 12.5 100.0

Total 400 98.5 100.0


Total 406 100.0




Cumulative

Percent

Valid EXTREMELY

ECONOMICAL 55 13.5 13.7 13.7


ECONOMICAL 86 21.2 21.4 47.9

NEUTRAL 99 24.4 24.7 72.6

EXPENSIVE 61 15.0 15.2 87.8



Total 401 98.8 100.0


Total 406 100.0


70


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Cumulative

Percent


VERY ROBUST 46 11.3 11.5 20.2

ROBUST 55 13.5 13.7 33.9

NEUTRAL 100 24.6 24.9 58.9

DELICATE 61 15.0 15.2 74.1



Total 401 98.8 100.0


Total 406 100.0




Cumulative

Percent



ATTRACTIVE 48 11.8 12.0 54.6

NEUTRAL 82 20.2 20.4 75.1



EXTREMELY


Total 401 98.8 100.0


Total 406 100.0

FREQUENCY OF CHANGING CELLPHONES

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HOW OFTEN DO U CHANGE UR CELLPHONE


Cumulative

Percent

Valid WITHIN 1 YEAR 98 24.1 24.1 24.1

1-2 YEARS 113 27.8 27.8 52.0

AFTER 2 YEARS 195 48.0 48.0 100.0

Total 406 100.0 100.0

INFLUENCE OF PEERS ON THE CHOICE OF BRAND

DOES THE BRAND OF CELLPHONE OWNED BY UR FRIENDS INFLUENCE UR

CHOICE


Cumulative

Percent

Valid YES 196 48.3 48.6 48.6

NO 207 51.0 51.4 100.0

Total 403 99.3 100.0

Missing System 3 .7

Total 406 100.0

OPINION ABOUT THE STATEMENTS GIVEN1. I am satisfied with the cellphone I am using

72


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I AM SATISFIED WITH THE CELLPHONE I AM USING


Cumulative

Percent

Valid LOWEST 29 7.1 7.2 7.2

LOW 34 8.4 8.5 15.7

NEUTRAL 59 14.5 14.7 30.3

HIGH 131 32.3 32.6 62.9

HIGHEST 149 36.7 37.1 100.0

Total 402 99.0 100.0


Total 406 100.0

2. I am satisfied with the customer care service provided

I AM SATISFIED WITH THE CUSTOMER CARE SERVICE PROVIDED


Cumulative

Percent


LOW 49 12.1 12.3 19.0

NEUTRAL 105 25.9 26.3 45.4

HIGH 145 35.7 36.3 81.7

HIGHEST 73 18.0 18.3 100.0

Total 399 98.3 100.0


Total 406 100.0

3. My cellphone is easy to use

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MY CELLPHONE IS EASY TO USE


Cumulative

Percent


LOW 26 6.4 6.5 9.0

NEUTRAL 60 14.8 14.9 23.9

HIGH 149 36.7 37.1 60.9

HIGHEST 157 38.7 39.1 100.0

Total 402 99.0 100.0


Total 406 100.0

4. I am satisfied with the battery of my cellphone

I AM SATISFIED WITH THE BATTERY OF MY PHONE


Cumulative

Percent


LOW 39 9.6 9.7 15.7

NEUTRAL 92 22.7 22.9 38.6

HIGH 133 32.8 33.1 71.6

HIGHEST 114 28.1 28.4 100.0

Total 402 99.0 100.0


Total 406 100.0

5. I like camera with high megapixel

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I LIKE A CAMERA WITH HIGH MEGAPIXEL


Cumulative

Percent

Valid LOWEST 42 10.3 10.6 10.6

LOW 38 9.4 9.5 20.1

NEUTRAL 79 19.5 19.8 39.9

HIGH 107 26.4 26.9 66.8

HIGHEST 132 32.5 33.2 100.0

Total 398 98.0 100.0


Total 406 100.0

6. I like MMS facility on my phone

I LIKE MMS FACILITY ON MY PHONE


Cumulative

Percent

Valid LOWEST 70 17.2 17.9 17.9

LOW 95 23.4 24.4 42.3

NEUTRAL 83 20.4 21.3 63.6

HIGH 76 18.7 19.5 83.1

HIGHEST 66 16.3 16.9 100.0

Total 390 96.1 100.0


Total 406 100.0

CROSS TABULATION

1. Linking what price are the consumers willing to pay for a cellphone and what

brand of cellphone are they currently using:

75


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Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

WHAT PRICE ARE UWILLING TO PAYFOR A CELLPHONE *WHAT BRAND OFCELLPHONE ARE YUSING CURRENTLY

406 100.0% 0 .0% 406 100.0%

WHAT PRICE ARE U WILLING TO PAY FOR A CELLPHONE * WHAT BRAND OF CELLPHONE ARE YUSING CURRENTLY Crosstabulation

Count

WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY Total

NOKIA SONYERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS NOKIA

WHAT PRICEARE U WILLINGTO PAY FOR ACELLPHONE

BELOW RS 5000 36 5 9 5 2 3 60

RS 5000-12000 97 20 25 12 7 4 165

RS 12000-20000 66 18 16 3 2 3 108

ABOVE 20000 10 1 5 2 0 7 25

PRICE DOESNOT MATTER 27 9 6 1 2 3 48

Total 236 53 61 23 13 20 406

Chi-Square Tests

Value df Asymp. Sig.(2-sided)

Pearson Chi-Square 44.093(a) 20 .001

Likelihood Ratio 32.572 20 .038Linear-by-LinearAssociation

.792 1 .373

N of Valid Cases406

a 12 cells (40.0%) have expected count less than 5. The minimum expected count is .80.

2. Linking what brand of cellphone are people currently using and what brand do

they recommend:


Cases

Valid Missing Total

76


77/81


WHAT BRAND OFCELLPHONE ARE YUSING CURRENTLY *WHAT CELLPHONEBRAND WOULD URECOMMEND

405 99.8% 1 .2% 406 100.0%

WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY * WHAT CELLPHONE BRAND WOULD URECOMMEND Crosstabulation

Count

WHAT CELLPHONE BRAND WOULD U RECOMMEND Total

NOKIASONYERICSSON MOTOROLA SAMSUNG RELIANCE OTHERS NOKIA

HAT BRAND OFELLPHONE ARE

USING

URRENTLY

NOKIA 216 14 2 2 1 0 235

SONY ERICSSON 15 33 2 3 0 0 53

MOTOROLA 31 3 23 3 0 1 61SAMSUNG 12 4 0 7 0 0 23

RELIANCE 3 3 4 1 2 0 13

OTHERS 6 2 0 0 1 11 20

otal 283 59 31 16 4 12 405

Chi-Square Tests




144.706 1 .000

N of Valid Cases405


3. Llinking how satisfied are people with the brand they are using currently:


Cases

Valid Missing Total

77


78/81


WHAT BRAND OFCELLPHONE ARE YUSING CURRENTLY *HOW SATISFIED AREU WIHT UR PRESENTCELLPHONE

406 100.0% 0 .0% 406 100.0%

WHAT BRAND OF CELLPHONE ARE Y USING CURRENTLY * HOW SATISFIED ARE U WIHT URPRESENT CELLPHONE Crosstabulation

Count

HOW SATISFIED ARE U WIHT UR PRESENT CELLPHONE Total

FULLYSATISFIED

SOMEWHATSATISFIED NEUTRAL

NOT VERYSATISFIED

DISSATISFIED

FULLYSATISFIED

WHAT BRAND OFCELLPHONE AREY USING

CURRENTLY

NOKIA 109 53 56 14 4 236

SONY ERICSSON 17 18 17 1 0 53

MOTOROLA 17 17 22 3 2 61SAMSUNG 9 7 6 0 1 23

RELIANCE 4 2 5 2 0 13

OTHERS 7 6 3 1 3 20

Total 163 103 109 21 10 406

Chi-Square Tests




5.942 1 .015

N of Valid Cases406


4. Linking the preference of messaging over battery life:


Cases

Valid Missing Total


78


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BATTERY LIFE *MESSAGING 406 100.0% 0 .0% 406 100.0%

BATTERY LIFE * MESSAGING CrosstabulationCount

MESSAGING TotalHIGHEST HIGH GOOD NEUTRAL LOW LOWER LOWEST 51 HIGH

TTERYE

HIGHEST 2 58 19 17 22 11 22 1 152

HIGH 20 1 11 5 5 9 10 0 61

GOOD 8 8 0 5 1 7 5 0 34

NEUTRAL 2 7 3 0 7 7 5 0 31

LOW 5 2 3 1 0 6 9 0 26

LOWER 6 7 3 1 8 0 16 0 41

LOWEST 7 7 7 7 8 23 2 0 61

al 50 90 46 36 51 63 69 1 406

Chi-Square Tests




1.199 1 .274

N of Valid Cases406


5. Linking the age of consumers with what are they mainly using their cellphone for:

.


Cases

Valid Missing Total

79


80/81

N Percent

cellphone final report

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