Mobile Phone Survey (1)

8/4/2019 Mobile Phone Survey (1)

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Alok Bugde C009

Priyanka Garg C019

Hardik Gogri C022

Ilhan Khan C033

Ravi Ramchandani C047

Aniket Samant C048


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First cellphone provider

1995

Competitors Motorola,

Sony Ericsson, Spice,MicroMaxx, Karbonn, LG,

Samsung, BlackBerry etc.

Losing its market share toSamsung, Micromax,

Blackberry


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Demographic Information


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Consumer Behavioral Information


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Consumer Behavioral Information (Contd..)


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Selective Behavioral InformationPositives Negatives


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Selective Behavioral Information (Contd..)


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Analysis based on primary and secondary research

The Questionnaire was sent to over 100 people overinternet

Received responses from 115 people over the net.

Garnered consumer behavior through retailer's viewpoint

Secondary data studied through AC Neilson report

Total Sample Space :115 Consumers + (Retailers)


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The Internet respondents included students,

professionals, businessman, housemakers etc.

Physical respondents included the retailers surveyed

Around 80-90% of respondents were in and around

Mumbai or Metro area

Survey was taken over period of 7 days.


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Select the Mobile youown?

Nokia leads with 44users (38%) followedby Samsung with 22users (19%).

Others include SonyEricsson, Motorola,BlackBerry and someIndian brands.

0 10 20 30 40 50

BlackBerry

HTC

I-Phone

LG

Micromax

Motorola

Nokia

Samsung

SonyEricsson


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BlackBerry10%

HTC5% I-Phone

6%

LG4%

Micromax6%

Motorola3%

Nokia38%

Samsung19%

SonyEricsson

9%

HTC2%

I-Phone1% Motorola

1%

Nokia53%

Samsung12%

Sony Ericsson8%

This is myfirst cellphone

22%

What mobile do I

own?

What mobile did I

previously own?

53% hadNokia while 38% have Nokia


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11%3%

5%

8%

3%

48%

15%

7%

Nokia -> Nokia

BlackBerryHTC

I-Phone

Micromax

Motorola

Nokia

Samsung

Sony Ericsson

48% of users who previously owned

Nokia, still owns Nokia.

Can't say

17%

Definetlywould35%

Probablywould41%

Probablywouldn't

7%

Nokia -> RecommendNokia

22 out of 61 (who previously

owned Nokia) recommend

Nokia phones


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66%

2424%

5455%

1515%

20000

How much Im willingto pay for my

mobile?

Maximum 54 (55%)respondents werewithin the 10000-20000 range.

Minimum 6 (6%)respondents were inBelow 5000 range.


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0

5

10

15

20

25

30

20000

Low End Category : Micromax v/s Nokia

High End Category : BlackBerry/I-phone/Samsung v/s Nokia


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0 5 10 15 20 25 30

BlackBerry

HTC

I-Phone

LG

Micromax

Motorola

Nokia

Samsung

Sony Ericsson

Student

Service

Businessman


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0

20

40

60

80

100

120

140

160

180

Functions Appearance Brand image After SalesServices offered

radiation Price

The data is analyzed only for those who have shifted from Nokia to

other phones.


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Strong Points Weak Points

One of the major findings in the Weak points of Nokia Phones was

lack of Dual sim phone models and High end model features.


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One Nokia person is present at some big shops

Nokia doing well overall but sales of old modelsstagnated.

Nokia doing extremely well in low - middle end models.

Samsung leading in high end models.

Also, at some stores consumers come with the intentionof buying Nokia phone but shift to other brands due to

low pricing.

There is a change in trend: previously consumers basedtheir purchase mainly on looks but now a days focus is onfeatures as compared to looks


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Based on Consumer Survey

Price cut

Improve its quality features

Right positioning

Based on qualitative responses and secondary data

Leveraging its first position

Advertisements


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Data for the survey may have been skewed by majorityinternet response, as evident from:

77% of the respondents fall in 20-25 age category

59% of the respondents fall in the students category

Data skewed as majority of the population is from

Mumbai

An exhaustive pan-India survey which covers these short-

comings needs to be undertaken to gain an in-dept

understanding


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Mobile Phone Survey (1)

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