Professional Documents
Culture Documents
Submitted to:-
University of Pune
Acknowledgement
First of all I would like to thank Mr. Ajit Borde & Mr. Ullhas
Pramanik who was there to guide me at every step during the course of
this project. They gave me tips for the improvement in project whenever
required. Apart from this I feel indebted to all faculty members of IBMR,
especially who have helped, developed the right kind of attitude and
scholastic excellence in me. Last but not the least; I am very much
thankful to my parents, friends and all those persons who made this
research project possible, for their consistent guidance and constructive
criticism.
Prashant
Singh
Roll No:
93302
Table of Contents
1 Introduction 4-13
Appendix 34-38
Bibliography 39
List of Figures
Chapter 1
1.1 INTRODUCTION
Information technology is "the study, design, development,
implementation, support or management of computer-based information
systems, particularly software applications and computer 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, and video, as well as the ability to control machines of all
kinds electronically.
1.2 History
One of the first truly successful public commercial mobile phone networks
was the ARP network in Finland, launched in 1971.The first hand held
mobile phone to become commercially available was the Motorola
DynaTAC 8000X, which received approval in 1983. Until the late 1980s,
most mobile phones were too large to be carried in a jacket pocket, so
they were usually permanently installed in vehicles as car phones. With
the advance of miniaturization and smaller digital components, mobile
phones got smaller and lighter.
Nokia 38
Samsung 20
LG 10
Motorola 5
ZTE 4.5
Kyocera 4
Others 13.5
Total 100.0
Nokia's Mobile Phones division provides the general public with mobile
voice and data products across a wide range of mobile devices. The
division aims to target primarily high-volume category sales of mobile
phones and devices, with consumers being the most important customer
segment. Nokia believes that design, brand, ease of use and price are
mainstream mobile phones' most important considerations to customers.
Nokia's product portfolio includes camera phones with features such as
megapixel cameras which appeal to the mass market.
On a numerical basis, India is the biggest growth market adding about 6 million
cell phones every month. CAGR for mobile phones is 86% in India. It is one of the
fastest growing mobile markets in the world; in April 2006 mobile subscriber
base crossed 100 million mark. This has been accomplished by rethinking
handsets, network infrastructure, enhanced services and content. More than two-
third of mobile subscriptions are with GSM operators and rest with CDMA. India
has one of the lowest mobile phone tariffs in the world resulting in low Average
Revenue per User (ARPU) of 9.04 USD per year (CDMA 5.74 USD and GSM 8.89
USD).
Indian land area covered by mobile networks is approx 30%. CAGR of Mobile
Market Value for 2004- 2009 is 36.9%.With 156.31 million cell phones;
teledensity in the country is still low at 17.45%. Fewer than eight in every 100
Indians use mobiles, compared with China's 30 per cent. In India, about 13
percent of people have cell phones which has increased from 8% in 2005 and is
expected to reach 40 percent within a few years. A lack of investment in the
infrastructure needed to support landline services means there are only 50
million fixed-line users in the country, leaving the stage set for mobile operators.
India is expected to have the third largest mobile user base, behind China and
the US, by the year end and will become the second largest market of mobile
handsets by 2010. Indian cellular market would account for 11% of the overall
Asia Pacific and Japan market by 2009 and is expected to reach 500 million
subscribers by end of 2010 with CAGR of 33.7% for 2004- 2010.
market share %
5 1.8 0.02
8
15
70
Hence a study was undertaken in IBMR College among the mobile phone
user students. It provides a scope to understand the consumers buying
behavior (especially students) towards the mobile handsets. The
increasing importance of cell phones has made them almost a necessity
for most people. Mobile penetration is on rise. It has even exceeded
landline connections. Since various brands of mobile phones are in the
market for quite a long time, their performance provides sufficient data
for study. The results of the study would give the mobile manufacturing
companies an insight about the preferences of the consumers and also
their expectations from the mobile phones. This would help the companies
to understand the potential of the market and target the right consumers.
Chapter 2
RESEARCH METHODOLOGY
Primary data is that data which is collected for the first time. It is
original in nature in the shape of raw material. For the purpose of
collection of primary data, a well structured questionnaire was framed
which was filled by the respondents. The questionnaire comprises of close
ended as well as open ended questions. In close ended questions
dichotomous, ranking, checklist questions and multiple choice questions
are used.
2.4.1 Universe
Sampling Unit is the single unit of the population. A single individual who
owns a mobile phone form the sampling unit of the study.
2.4.4 Extent
Sample size is the size of sample drawn from the population which is the
true representative of the research.
In case of ranking questions the total score has been added and
final ranking is given by calculating mean. In case of checklist questions
the average of total no. of responses was calculated. In case of
explanatory questions, the general suggestions were summarized.
iv. Study was conducted in IBMR, Pune only. So the results of the study
may not be applicable in other areas.
This chapter therefore deals with analysis and discussions of the project.
No. Of Respondents %
Yes 50 100
No 0 0
Total 50 100
Fig.3.1
Nokia 31 62
Sony Ericsson 3 6
Motorola 6 12
Samsung 4 8
LG 2 4
Total 50 100
Fig.3.2
Interpretation:
From the above table and figure, we can conclude that out of 50
respondents 62% have Nokia hand set,6% have Sony Ericsson , 12% use
Motorola ,8% have Samsung, 4% have LG. Apart from these brands 8% of
respondents have other brands like Spice, Micromax, Panasonic etc. It’s
evident from the figures that Nokia is most preferred brand of the
students in IBMR College.
Yes 32 64
No 18 36
Total 50 100
Table3.3
60
50
percentage
40
30
20
10
0
yes no
re s pons e s
Interpretation:
From the above, it is interpreted that 64% of the respondents had same
brand of mobile hand set earlier while 36% had different brands. Some
switched over due to new features available in other brands and others
due to inefficiency in earlier brand. But above figures conclude that most
of the respondents are brand loyal.
Communication 19 38
Status 18 36
Others 10 20
Total 50 100
Fig.3.4
Above table and figure depict that 38% of respondents use mobile for
communication, 36% use it as a status symbol, 6% use mobile because
they don’t have landline connections and 20% of respondents have other
reasons like necessity, games, music etc.
Price 23 0.19
Appearance 24 0.20
Brand 24 0.20
Features 32 0.26
Total 121 1
Fig.3.5
From above it can be concluded that features in a mobile hand set is the
most important factor which is considered by the respondents while
purchasing the mobile phone. Brand and Appearance are the other very
important factor influencing the purchase decision. Price is also an
important factor. Easy to carry is the least important factor that is
considered in the purchase decision. It’s clear that students at IBMR give
maximum importance to features, appearance and brand of a mobile
phone.
Friend 18 36
Family member 9 18
Advertisement 15 30
Dealer 8 16
Total 50 100
Fig.3.6
Interpretation:
From the above table it is concluded that out of 50 respondents, 36% and
18% respondents purchased the mobile hand set under the influence of
their friends and family member, 30% respondents under the influence of
SMS/MMS 35 0.23
Games 13 0.08
E-mail/Internet 12 0.04
Music 25 0.17
Camera 20 0.14
Total 155 1
Fig.3.7
0.3
0.25 0.23
average
0.2 0.17
0.14
0.15
0.1 0.08
0.04
0.05
0
l ls
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a
es
ic
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am
/M
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am
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S
ki
l/I
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a
ai
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-m
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Interpretation:
From the above figures it can be concluded that in spite of using mobile
phone for calls and SMS which are its basic purposes, Students of IBMR
are using them increasingly for Music and Camera. Using Internet on
mobile phones is still not common.
Interpretation:
Since 1 is given to the most preferred feature and 6 to the least preferred
feature in a mobile hand set, therefore from the table, we can conclude
that data storage capacity is the most preferred feature in a mobile hand
set. 2nd and 3rd ranks are given to MP3 player and camera in the mobile
phone respectively. After them the features of personal information
management and Bluetooth are given preference. GPRS is the least
preferred feature in the mobile phones. Therefore it’s clear from above
that students of IBMR give more preference to the feature of data storage
and MP3 player.
Below 5000 16 32
5000-10000 20 40
10000-15000 11 22
Above 15000 3 6
Total 50 100
Fig. 3.9
No. of respondents
Nokia 34 31 15 37
Motorola 9 13 8 5
Sony 7 5 27 8
Ericsson
Samsung 0 0 0 0
Total 50 50 50 50
Fig. 3.10
Interpretation:
From above table and figure it is concluded that students of IBMR prefer
Camera, Bluetooth and Memory features of Nokia and music player of
Fig. 3.11
Interpretation:
From the above table we can conclude that respondents strongly agree
with the repairable factor of a mobile phone, the mean score being 1.12.
Respondents are also to a large extent agreeing with the factor of
availability of spare parts and proximity of service provider but as far as
promotional activities are concerned they are neutral towards this factor.
No. of Respondents %
No 4 8
Total 50 100
Fig. 3.12
Interpretation:
From the above table, we can conclude that out of 50 respondents, 92%
respondents are satisfied with the performance of their mobile hand set
whereas 8% are not completely satisfied. The main problem faced by
them is the battery life of their hand sets. In general, students of IBMR
are satisfied with their brand of mobile phone.
Wi-Fi 19 0.26
TV 17 0.23
Windows 19 0.26
Total 73 1
Fig. 3.13
From above table and figure it is concluded that features of Wi-Fi and
Windows are more in demand. TV and Video Conferencing too are
considered almost equally important.
Chapter 4
1. Nokia is the most popular and widely used brand by students of IBMR.
2. Brands like Motorola and Sony Ericsson are also gaining ground with
regard to popularity but not like Nokia.
3. 64% of the respondents used same brand earlier. It shows that most of
the mobile users of IBMR are brand loyal.
4. But on the other side 36% of response depicts the fact that people
constantly switch from one brand to another on the dearth of new
features and advance technology.
5. Mobile phone is no more a status symbol now for the students of IBMR.
It has increasingly become a necessity to reduce communication gap
and to maintain mobility.
6. It is clear from the above that students of IBMR give due importance
to factors like features, appearance and brand of mobile phones while
making purchase decision.
7. Price comes after the satisfaction of above factors and easy to carry
facility is least considered during purchase decision.
8. It’s clear that people in students of IBMR purchase a particular brand
of mobile handsets on the basis of the positive report about their
14. Students of IBMR agree that factors like reparability and availability of
spare parts are important to consider while making buying decision for
a brand of mobile phone. But as far as promotional activities are
concerned they are neutral towards this factor.
15.Most of the population is satisfied with their existing brands. The main
problem faced otherwise is related to the battery life of a mobile hand
set.
16.Students of IBMR require additional features of Wi-Fi, Windows, TV and
Video Conferencing in their mobile phones. It depicts that people here
are techno savvy and want to use innovative features.
Since the study was restricted to the IBMR Collage only so the there is
need to study more in other places of city to get the clear view of the
findings.
QUESTIONNAIRE
Personal Details:
Name: _________________
Address: __________________________________
__________________________________
‘’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’
’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’’
YES NO
i. Nokia _______
ii. Sony Ericsson _______
iii. Motorola _______
iv. Samsung _______
v. Any other (please specify) _______
YES NO
Q4) Why have you bought the mobile? (Tick one option)
i. Price ________
ii. Appearance ________
iii. Brand ________
iv. Features ________
v. Easy to carry/Weight ________
Q6) Who influenced you to buy this brand? (Tick one option)
i. Friend _______
ii. Family member _______
iii. Advertisement _______
iv. Dealer _______
v. Any other (please specify) _______
Q8) Rank the following features of your hand set according to your
preference (rank 1 to most preferred and rank 6 to least preferred)
Q9) Tick the range of price you would like to spend on a mobile handset?
Camera
Bluetooth
Music Player
Memory
Repairable
Availability of spare
parts
Proximity to service
provider
Promotional activities
Q 13) a) Are you satisfied with your existing mobile hand set?
YES NO
_______________________________________________________________
i. Wi-Fi ________
ii. TV ________
iii. Video Conferencing ________
iv. Windows ________
BIBLIOGRAPHY
http://en.wikipedia.org/wiki/Mobile_phones
http://communities-dominate.blogs.com/brands/2010/02/phone-market-
shares-for-year-of-2009-and-last-quarter-2009.html
http://www.wirelessdesignasia.com/article-
8488globalmobilehandsetshipmentgrew17yoy-Asia.html
http://www.forbes.com/feeds/businesswire/2009/04/24/businesswire12373
5951.html
http://digital-lifestyles.info/2007/03/05/worldwide-mobile-phone-sales-
grow-21-in-2006/
http://www.gartner.com/it/page.jsp?id=501734
http://www.rncos.com/Report/COM02.htm
http://economictimes.indiatimes.com/News/News-By-
Industry/Telecom/Mobile-handset-sales-pick-up-after-
drought/rssarticleshow/4180130.cms-
http://www.dailyindia.com/show/121503.php/India-to-be-second-largest-
mobile-market-by-2010:-Nokia
http://www.zinnov.com/presentation/Mobile_VAS.pdf