Name: Vikas (2008 – 2010)

Title: Critical Analysis of the Consumer Perception about the

Nokia Mobile in India

Summary

This project was aimed at critical analysis of the consumer perception

about the mobile in India.
I have chosen several parameters to study the Nokia.
➢ Parameters like organization profile, market positioning, product
strength and weakness, were used during the study.
➢ After a thorough understanding of the consumer perception,
some recommendations were offered.
➢ Both primary as well as secondary data was obtained for the
study. Primary data was collected by personally interview and
filled questionnaire by customer and retailer.
➢ And secondary data was obtained through the medium of
internet, organizational site, magazines and newspapers.
At the end of this study a detailed analysis was made with the respect
to factors like, consumer perception, comparison of Nokia with others
and awareness level of consumers about Nokia mobile phones.

Aim / Objective of the Study:

The main objective of study was to analyze the consumer perception
about the mobile in India. The specific objective of the study was:
✔ To study the awareness level of consumer and potential
consumer of Nokia mobile phone.
✔ To know how Nokia brand is perceived by consumer compared by
competitors.
✔ To analyze consumer perception of Nokia on various attributes.
Recommendations:
During study I found lots of problem in the organization. Here is some
recommendation is given below by which organization can maximize
profit and grow.
➢ Should Use latest Mobile Software: Nokia should use latest

software through which they can enhance their mobile phones.

During my study I found the hanging problem in mobiles
(especially N, E series). It also affects the output of organization.
➢ Should Use Good Speakers: Nokia should use good quality of

speakers in order to improve the sound quality. I found that their

speakers are not good as compared to competitors (Sony Ericson,
Motorola).
➢ Should Use Attractive Panels: Most of respondents made
complaint about Panel in their mobiles. So they use attractive
panel in order to satisfy the customer.
➢ Should use hologram for product (Charger): During my study

what I analyze that there are many duplicate product of Nokia is

available in the market which have same looks as Nokia , so for
unique identity they should use hologram for their
product(Charger).
➢ Should provide some scheme to customer: Nokia should

provide some scheme to customer because it will also increase

after market sale.
➢ More sign board should be installed.

Conclusions:
According to my study what I found that Nokia is a well brand name
company in Indian market as well as globally. Some of the findings are
given below.
➢ Firstly, mobile segment Nokia has more than 40% market share.
➢ According to my research what I found that most of the
customers know about the Nokia. It means that the awareness
level of Brand in market is very high.
➢ During my study what I found that for the customer Nokia is well
known brand but they are not satisfied with the quality (Sound,
Slow Processing) of the product. It mean the quality of the
product is comparatively is low.
➢ The after sales service of Nokia is excellent. Around 60% of
customers are satisfied with them.
➢ Through my field study what I analyze that Nokia has Reliance
the major competitors in every segment.
According to me the mantra for success of Nokia will be QCD that is Q
= quality, C= Customer, D= delivery.

Limitations:
The cell phone industry is large consisting of a large number of
competitors and different consumer perceptions about them, & the
entire universe cannot be studied. So the study is limited to only few
issues related to Nokia brand in view of cost & time constraints. The
main limitation of this study is that it is based on the perception and
we know that it is very difficult to make conclusion on these basis

The above article was extracted from dissertations by the

students of Skyline College. Skyline College is amongst the top
MBA and BBA institutes in Delhi, Gurgaon (NCR)