MARKET RESEARCH & ANALYSIS

ON
NOKIA MOBILE V/S OTHER BRANDS

Presented by,
SAICHARAN EGA
ROLL NO - 13
 OBJECTIVES OF THE STUDY
• To study the attitude and satisfaction among the consumers for Nokia
mobile
• To study and analyze various factors influence the consumers to
purchase the Nokia mobile.
• To analyze the factors influencing perception and buying decision of
consumers.
• To analyze the areas in which Nokia performs better.
 LIMITATIONS OF THE STUDY
• During Survey it was found out that the customers have a blind faith
regarding NOKIA which we could not explain in quantitative terms.
• The respondents were biased to some extent with the respective
brands .
• Our research was limited to only 107 respondents whereas in reality
the universe is too big. Hence statistical data might change if we
further increase the sample size.
• Survey was restricted within the Mumbai city only.
• Secondary data collection.
 FACTS ABOUT MOBILE INDUSTRY IN INDIA

• Indian brands grab 14% share of mobile handset market

• Homegrown handset makers like Spice, Micromax and Karbonn captured 14 per cent of

the mobile phone market in India

• Micromax had a 4.1 per cent market share by revenue, Spice and Karbonn had a share of

3.9 per cent and 3 per cent

• According to the study, even though Finnish company Nokia remained the market leader,

its share came down to 52.2 per cent from 64 per cent last year

• Samsung's market share increased to 17.4 per cent this year from 10 per cent last year,

while LG had a share of 5.9 per cent as against 4.5 per cent last year
 Q.1 WHICH MOBILE DO YOU USE?

NOKIA LG

SAMSUNG MICROMAX

BLACKBERRY SPICE

I-PHONE MOTOROLA

SONY ERICSON OTHER

OTHER (Please Specify)

NON EARNING CONSUMERS EARNING CONSUMERS

NOKIA
NOKIA
SAMSUNG
10% 4% SAMSUNG
BLACKBERRY 6%
7% 5% 2% BLACKBERRY
5% I-PHONE
6% I-PHONE
SONY ERICSON 47%
2% SONY ERICSON
LG
LG
16% MICROMAX
63% MICROMAX
SPICE
SPICE
MOTOROLA 27%
MOTOROLA
OTHER
Q.2 WHY DO YOU LIKE THE BRAND CHOSEN ABOVE?
(Please indicate the importance of below factors when you choose the brand)

1-VERY 2-SOMEWHAT 4-LEAST

3-INDIFFERENT 5-UNIMPORTANT
IMPORTANT IMPORTANT IMPORTANT

ADVERTISEMENT

APPEARANCE

PRICE

FUNCTIONS

QUALITY

BRAND IMAGE

SERVICE

RECOMMENDED
BY FRIENDS
 NON EARNING CONSUMERS

2-SOMEWHAT 4-LEAST
1-VERY IMPORTANT 3-INDIFFERENT 5-UNIMPORTANT
IMPORTANT IMPORTANT

ADVERTISEMENT 11.50% (6) 46.20% (24) 19.20% (10) 13.50% (7) 9.60% (5)

APPEARANCE 51.90% (27) 38.50% (20) 1.90% (1) 5.80% (3) 1.90% (1)

PRICE 56.40% (31) 32.70% (18) 7.30% (4) 3.60% (2) 1.80% (1)

FUNCTIONS 74.50% (41) 20.00% (11) 3.60% (2) 0.00% 0 1.80% (1)

QUALITY 88.50% (46) 7.70% (4) 0.00% 0 0.00% 0 3.80% (2)

BRAND IMAGE 56.40% (31) 27.30% (15) 10.90% (6) 5.50% (3) 1.80% (1)

SERVICE 65.50% (36) 21.80% (12) 7.30% (4) 1.80% (1) 5.50% (3)

RECOMMENDED BY
FRIENDS 7.80% (4) 27.50% (14) 37.30% (19) 19.60% (10) 7.80% (4)
 EARNING CONSUMERS

2-SOMEWHAT 4-LEAST
1-VERY IMPORTANT 3-INDIFFERENT 5-UNIMPORTANT
IMPORTANT IMPORTANT

ADVERTISEMENT 5.10% (2) 51.30% (20) 28.20% (11) 10.30% (4) 7.70% (3)

APPEARANCE 48.80% (21) 41.90% (18) 7.00% (3) 2.30% (1) 0.00% 0

PRICE 59.50% (25) 31.00% (13) 7.10% (3) 0.00% 0 2.40% (1)

FUNCTIONS 80.00% (36) 17.80% (8) 2.20% (1) 0.00% 0 0.00% 0

QUALITY 95.90% (47) 4.10% (2) 2.00% (1) 0.00% 0 0.00% 0

BRAND IMAGE 52.50% (21) 25.00% (10) 12.50% (5) 10.00% (4) 0.00% 0

SERVICE 69.00% (29) 21.40% (9) 4.80% (2) 4.80% (2) 0.00% 0

RECOMMENDED BY
FRIENDS 15.00% (6) 27.50% (11) 30.00% (12) 15.00% (6) 12.50% (5)
Q.3 PLEASE RANK THE FOLLOWING BRANDS CONSIDERING THE PARAMETERS MENTIONED ABOVE

1 2 3 4 5 6 7 8
NOKIA

SAMSUNG

MICROMAX

SONY ERICSON

BLACKBERRY

I-PHONE

SPICE

LG
NON EARNING CONSUMERS
EARNING CONSUMERS
 Q.4 FOR HOW LONG HAVE YOU BEEN USING YOUR CURRENT MOBILE?

LESS THAN 1 YEAR

1 -2 YEARS

2 - 4 YEARS

MORE THAN 4 YEARS

NON EARNING CONSUMERS EARNING CONSUMERS

20% 30% 10% 32%

20%
LESS THAN 1 YEAR LESS THAN 1 YEAR
1 -2 YEARS 1 -2 YEARS
17% 2 - 4 YEARS 2 - 4 YEARS
MORE THAN 4 YEARS MORE THAN 4 YEARS
33% 38%
Q.5 IF YOU WOULD LIKE TO CHANGE YOUR MOBILE, WHICH BRAND WOULD YOU CHOOSE?

CURRENT MOBILE DESIRED MOBILE

MOBILE CHOICE
 NON EARNING CONSUMERS

FROM NOKIA TO OTHER BRANDS FROM OTHER BRANDS TO NOKIA

2 1 1
1 8
BLACKBERRY
SAMSUNG SAMSUNG
2
I-PHONE I-PHONE
SONY ERICSON
MICROMAX
LG
1
8 MICROMAX
2

TOTAL = 4
TOTAL = 22
 EARNING CONSUMERS

FROM NOKIA TO OTHER BRANDS FROM OTHER BRANDS TO NOKIA

1
1 5

BLACKBERRY 1 1

SAMSUNG
SAMSUNG
VIDEOCON
I-PHONE
5 MICROMAX
1
SONY ERICSON
SONY ERICSON
LG 6
4

TOTAL = 9
TOTAL = 16
Q.6 IF YOU WOULD LIKE TO CHANGE YOUR MOBILE FROM NOKIA TO SOME OTHER
BRAND, THEN, BASED ON WHICH OF THESE PARAMETERS WOULD YOU DO SO?

OPERATING SYSTEM

PRICE

FEATURES

USER INTERFACE (IN-CASE OF TOUCH MOBILE)

SERVICE

APPEARANCE

OTHER (PLEASE SPECIFY)

NON EARNING CONSUMERS EARNING CONSUMERS

12% 4% 4% 20%
5% 23%
5% 9%
OPERATING SYSTEM OPERATING SYSTEM
8% PRICE
PRICE FEATURES
FEATURES USER INTERFACE
USER INTERFACE SERVICE
13% APPEARANCE
SERVICE
45% APPEARANCE 53%
Q.7 WOULD YOU PREFER ANDROID OPERATING SYSTEM OVER SYMBIAN (NOKIA OS)?

YES
NO

NON EARNING CONSUMERS EARNING CONSUMERS

20%

30%

YES NO YES
NO

70%

80%
 Q.8 WHICH MOBILE DO YOU LIKE THE MOST FROM THE ONES CURRENTLY AVAILABLE?
NOKIA

SAMSUNG

BLACKBERRY

MICROMAX

MOTOROLA

SONY ERICSON

LG

NON EARNING CONSUMERS EARNING CONSUMERS

7% 4% 10% 2%
35% NOKIA
NOKIA
30% SAMSUNG SAMSUNG
48% BLACKBERRY BLACKBERRY
MICROMAX MICROMAX
MOTOROLA 27% MOTOROLA
SONY ERICSON SONY ERICSON
LG LG
22%
14%
Q.9 PLEASE RATE THE FOLLOWING BRANDS ON THE BASIS OF THE PARAMETERS GIVEN
BELOW(Scale It: 5-Excellent, 4-Very Good, 3-Good, 2-Bad and 1-Very Bad)

OPERATING USER
PRICE APPEARANCE FEATURES SERVICE
SYSTEM INTERFACE
NOKIA

SAMSUNG

SONY ERICSON

BLACKBERRY

I-PHONE

MICROMAX

SPICE

LG
 NON EARNING CONSUMERS

PRICING MICROMAX 41.9%

17% 17%
OPERATING SYSTEM IPHONE 37.2%
12%
15%
APPERANCE IPHONE 54.8%

FEATURES IPHONE 42.9%

17% 22%
SERVICE IPHONE 28.6%

USER INTERFACE IPHONE 42.9%

EARNING CONSUMERS
PRICING MICROMAX 25.8%
18% 13%
OPERATING SYSTEM IPHONE 37.5%
9% 19%
APPERANCE IPHONE 37.5%

FEATURES IPHONE 43.8%

22% 19%
SERVICE NOKIA 17.8%

USER INTERFACE NOKIA 34.9%

Q.10 HOW DO YOU RATE THE NOKIA PRICING V/S THE OTHER MOBILES.

CHEAP ECONOMICAL SAME EXPENSIVE

SAMSUNG

SONY ERICSON

MICROMAX

BLACKBERRY

I-PHONE

SPICE

LG
 NON EARNING CONSUMERS
CHEAP ECONOMICAL SAME EXPENSIVE

SAMSUNG 8.90% (5) 50.00% (28) 26.80% (15) 14.30% (8)

SONY ERICSON 12.70% (7) 27.30% (15) 34.50% (19) 25.50% (14)

MICROMAX 40.40% (21) 13.50% (7) 1.90% (1) 44.20% (23)

BLACKBERRY 27.30% (15) 20.00% (11) 9.10% (5) 43.60% (24)

I-PHONE 35.20% (19) 9.30% (5) 3.70% (2) 51.90% (28)

SPICE 44.20% (23) 11.50% (6) 13.50% (7) 30.80% (16)

LG 22.60% (12) 39.60% (21) 28.30% (15) 9.40% (5)

EARNING CONSUMERS

CHEAP ECONOMICAL SAME EXPENSIVE

SAMSUNG 6.10% (3) 42.90% (21) 42.90% (21) 8.20% (4)

SONY ERICSON 2.10% (1) 31.90% (15) 42.60% (20) 23.40% (11)

MICROMAX 51.10% (23) 17.80% (8) 8.90% (4) 22.20% (10)

BLACKBERRY 10.90% (5) 15.20% (7) 15.20% (7) 58.70% (27)

I-PHONE 19.60% (9) 10.90% (5) 2.20% (1) 67.40% (31)

SPICE 43.20% (19) 25.00% (11) 11.40% (5) 20.50% (9)

LG 20.50% (9) 45.50% (20) 27.30% (12) 6.80% (3)

 RECOMMENDATIONS
1. Product competitiveness: - The products of Nokia should be superior or at least at par

with the competitors’ regarding technology, designing and features etc.

2. Customer satisfaction: - Nokia should come up with more value added products and

effective after-sales services.

3. Research and Development: - In order to maintain the position of a market leader

Nokia should incorporate the latest technological innovations into their handsets and

should put stress on further development.

4. Demand and Supply: - A strong demand and supply network should be established for

smooth availability of products to the customers.