Professional Documents
Culture Documents
ON
Submitted to:Punjab
Technical University Jalandhar
Scie nce s,
Mandi Gob ingarh
DECLARATION
ACKNOWLEDGEMENT
Survey is an excellent tool for learning and exploration. No classroom routine c
an
substitute which is possible while working in real situations. Application of
theoretical knowledge to practical situations is the bonanzas of this survey.
Without a proper combination of inspection and perspiration, it s not easy to
achieve anything. There is always a sense of gratitude, which we express to othe
rs
for the help and the needy services they render during the different phases of o
ur
lives. I too would like to do it as I really wish to express my gratitude toward
all
those who have been helpful to me directly or indirectly during the development
of
this project.
First of all I wish to express my profound gratitude and sincere thanks to my
esteemed learned Director PROF.SHALINI GUPTA, Director DBIMCS, Mandi
Gobindgarh, who allowed me to conduct the survey.
I would like to thank my professor Mr. H.S SHIDU who was always there to help
and guide me when I needed help. His perceptive criticism kept me working to
make this project more full proof. I am thankful to him for his encouraging and
valuable support. Working under him was an extremely knowledgeable and
enriching experience for me. I am very thankful to him for all the value additio
n
and enhancement done to me.
No words can adequately express my overriding debt of gratitude to my parents
whose support helps me in all the way. Above all I shall thank my friends who
constantly encouraged and blessed me so as to enable me to do this work
successfully.
VIVEK KUMAR,
2ND
MBA SEM,
MB/08/83.
CERTIFICATE
This is to certify that Mr. VIVEK KUMAR of MBA second semester of DBIMCS
Mandi Gobindgarh has completed his project report on the topic of STUDY OF
CONSUMER BEHAVIOUR TOWARDS NOKIA & MOTOROLA MOBILE ,S
under the supervision of Mr. HS SHIDU faculty member of DBIMCS MANDI
GOVINDGARH
To best of my knowledge the report is original and has not been copied or
submitted anywhere else. It is an independent work done by him.
Mr. H.S.SIDHU,
DBIMCS,
Mandi Gobindgarh.
CONTENT
A. Declaration
B. Acknowledgement
C. Certificate of completion
D. Contents
CHAPTERS TITLE
CHAPTERS 1 INTRODUCTION
CHAPTERS 2 REVIEW OF LITRATURE
CHAPTERS 3 RESEARCH METHODOLOGY
CHAPTERS 4 DATA ANALYSIS &
INTERPRETATION
CHAPTERS 5 CONCLUSION & SUGGETIONS
BIBLIOGRAPHY
APPENDIX
CHAPTER I
INTRODUCTION
1.1 Definition of Cellular/Mobile phone:The
Cellular telephone (commonly "mobile phone" or "cell phone" or "hand
phone") is a long-range, portable electronic device used for mobile
communication. In addition to the standard voice function of a telephone, curren
t
mobile phones can support many additional services such as SMS for text
messaging, email, packet switching for access to the Internet, and MMS for
sending and receiving photos and video. Most current mobile phones connect to a
cellular network of base stations (cell sites), which is in turn interconnected
to the
public switched telephone network (PSTN) (the exception is satellite
phones.Cellular telephone is also define as a type of short-wave analog or digit
al
telecommunication in which a subscriber has a wireless connection from a mobile
telephone to a relatively nearby transmitter. The transmitter's span of coverage
is
called a cell. Generally, cellular telephone service is available in urban areas
and
along major highways. As the cellular telephone user moves from one cell or area
of coverage to another, the telephone is effectively passed on to the local cell
transmitter. A cellular telephone is not to be confused with a cordless telephon
e
(which is simply a phone with a very short wireless connection to a local phone
outlet). A newer service similar to cellular is personal communications services
(PCS).
1.2 Meaning of Consumer Behaviour:Consumer
behaviour is the study of how people buy, what they buy, when they
buy and why they buy. It blends elements
from psychology, sociology, sociopsychology, anthropology and economics. It
attempts to understand the buyer decision making process, both individually and
in
groups. It studies characteristics of individual consumers such
as demographics, psychographics, and behavioural variables in an attempt to
understand people's wants. It also tries to assess influences on the consumer fr
om
groups such as family, friends, reference groups, and society in general.
1.3 Factors affecting Consumer Behaviour:Black
box model
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX
BUYER'S
RESPONSEMarketing
Stimuli
Environmental
Stimuli
Buyer
Characteristics
Decision
Process
Product
Price
Place
Promotion
Economic
Technical
Political
Cultural
Attitudes
Motivation
Perceptions
Personality
Lifestyle
Problem
recognition
Information
search
Alternative
evaluation
Purchase
decision
Post-purchase
behavior
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
The black box model shows the interaction of stimuli, consumer characteristics,
decision process and consumer responses. It can be distinguished between
interpersonal stimuli (between people) or intrapersonal stimuli (within people).
The
black box model is related to the black box theory of behaviorism, where the foc
us
is not set on the processes inside a consumer, but the relation between the stim
uli
and the response of the consumer. The marketing stimuli are planned and
processed by the companies, whereas the environmental stimulus are given by
social factors, based on the economical, political and cultural circumstances of
a
society. The buyer s black box contains the buyer characteristics and the decision
process, which determines the buyer s response.
The black box model considers the buyers response as a result of a conscious,
rational decision process, in which it is assumed that the buyer has recognized
the
problem. However, in reality many decisions are not made in awareness of a
determined problem by the consumer.
1.4 Stages of the Consumer Buying Process:Six
Stages to the Consumer Buying Decision Process (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes l
ead
to a purchase. All consumer decisions do not always include all 6 stages,
determined by the degree of complexity...discussed next.
The 6 stages are:
1.
Problem Recognition (awareness of need)--difference between the
desired state and the actual condition. Deficit in assortment of products.
Hunger--Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information--did not
know you were deficient? I.E., see a commercial for a new pair of shoes,
stimulates your recognition that you need a new pair of shoes.
2.
Information search
o
Internal search, memory.
o
External search if you need more information. Friends and relatives
(word of mouth). Marketer dominated sources; comparison shopping;
public sources etc.
A successful information search leaves a buyer with possible alternatives,
the evoked set.
Hungry, want to go out and eat, evoked set is
o
Chinese food
o
Indian food
o
burger king
o
Klondike kates etc
o
3.
Evaluation of Alternatives--need to establish criteria for evaluation,
features the buyer wants or does not want. Rank/weight alternatives or
resume search. May decide that you want to eat something spicy, Indian gets
highest rank etc.
If not satisfied with your choice then return to the search phase. Can you
think of another restaurant? Look in the yellow pages etc. Information from
different sources may be treated differently. Marketers try to influence by
"framing" alternatives.
4.
Purchase decision--Choose buying alternative, includes product,
package, store, method of purchase etc
5.
Purchase--May differ from decision, time lapse between 4 & 5, product
availability.
6.
Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction.
Cognitive Dissonance, have you made the right decision. This can be
reduced by warranties, after sales communication etc.
After eating an Indian meal, may think that really you wanted a Chinese
meal instead.
1.5
NOKIA:
Contact Information
Address: Keilalahdentie 2-4
Fl-02150 Espoo, Finland
Phone: +358-7-1800-8000
Fax: +358-7-1803-8503
Financial Highlights
Fiscal Year End: December
Revenue (2008): 71485.90 M
Revenue Growth (1 yr): (-4.90%)
Employees (2007): 100,534
Employee Growth (1 yr): 46.80%
Key People
Chairman: Jorma Ollila
President, CEO, and Director: Olli-Pekka
Kallasvuo
EVP and CFO: Richard A. (Rick) Simonson
Industry Information
Sector: Technology
Industry: Communication Equipment
Top Competitors
Telefonaktiebolaget LM Ericsson (eric)
Motorola, Inc. (mot)
Samsung Electronics Co., Ltd.
1.5(i) History of NOKIA:
Established in 1865 as a wood-pulp mill by Knut Fredrik Idestam on the
banks of Nokianvirta River in Finland.
Finnish Rubber Works acquired Nokia Wood Mills, Telephone and
Telegraph Cables.
Nokia Corporation created -1967 -paper products-car tires-personal
computers-cables.
Nokia began developing the digital switch (Nokia DX 200) which became a
success.
1991 Nokia - agreements to supply GSM networks - nine European
countries.
August 1997 Nokia - GSM systems to 59 operators in 31 countries.
1.5(ii) The Vision of Nokia:
Our vision is a world where everyone can be connected. Our vision is to ensure
that 5 billion people are always connected at any given point and to achieve 100
fold more network traffic.
1.5(iii) Nokia Today:
A method of modulating radio signals so that they can carry information such as
voice or data. Analog cellular phones work like a FM radio. The receiver and
transmitter are tuned to the same frequency, and the voice transmitted is varied
within a small band to create a pattern that the receiver reconstructs, amplifie
s and
sends to a speaker. The drawback of analog is the limitation on the number of
channels that can be used.
sends to a speaker. The drawback of analog is the limitation on the number of
channels that can be used.
(a.)BLUETOOTH TECHNOLOGY:
General Packet Radio Service is a technology that allows your phone to transfer
data at moderate speeds. GPRS lets you send data faster than over a GSM data
network, and it s also a lot more efficient. But data sounds pretty vague.
To use GPRS, you need a phone that supports it, a subscription from your network
operator that supports GPRS, and the proper settings. GPRS does what it says: it
sends packets of data over a radio wave (on GSM network). Packet switching
works like a jigsaw puzzle: your data is split into many pieces, then sent over
the
network and reassembled at the other end. GPRS is just one of the ways to
transport these jigsaw puzzles.
(c.)EDGE TECHNOLOGY:
Enhanced Data rates for Global Evolution (EDGE) enables data connections three
times faster than GPRS within the same multi slot class. Like GPRS, you re billed
for the data you transfer, not for the time you spend connected.
EDGE opens up a lot of possibilities for connecting to data networks on your
mobile phone, making it far less frustrating to stream video and download larger
files. To use EDGE, you need a phone that supports it, a subscription from your
network operator that supports EDGE, and the proper settings. EDGE is based on
General Packet Radio Service, which sends packets of data over a radio wave.
Packet Switching works like a jigsaw puzzle: your data is split into many pieces
,
then sent over the network and reassembled at the other end. GPRS is just one of
the ways to transport these jigsaw puzzles.
(d.)JAVA TECHNOLOGY:
JAVA is both a programming language and a software platform, and its used to
create and run applications for Nokia phones. With JAVA applications, your phone
can do more of the things you d like it to do. Downloading and installing
applications is a relatively simple process (as is uninstalling them), and there
is a
wide range of applications available.
JAVA was originally developed by Sun Microsystems. Enhancements and
standardization of the JAVA platforms are conducted by the JAVA Community
Process (JCP), in which Nokia takes on active role together with sun and other
members. There are two parts to JAVA technology: a programming language, and
an environment in which those commands can be executed. You need an
environment where the language means something, so JAVA brings its own
environment along. JAVA enabled Nokia phones most Nokia models on the
market now-contain a JAVA Virtual Machine, which is ready to run applications
written in JAVA. This makes using new applications easy, because you usually
don t have to configure, load, or install anything else.
(e.)MMS TECHNOLOGY:
MMS stands for Multimedia Messaging Service, a technology that allows you to
create, send and receive text messages that also include an image, audio, and /
or
video clips. MMS messages are sent from one mobile phone to another, or to an
email address. Multimedia Messaging enriches your mobile messages in much the
same way as inserting photos or changing fonts and colours does in email it s
both useful and expressive.
MMS messages are sometimes considered equivalent to so called Picture
Messaging , popularized by the recent imaging phones boom, but other uses of the
technology do exist.
You don t need to have an imaging phone to send and receive MMS messages, just
an MMS-enabled mobile phone, an operator management that supports the service,
and the correct settings on your handset. Of course, an imaging phone gives you
the option of creating and passing on your original images.
An MMS message is a multimedia presentation in a single entry, unlike an email
with attachments, making it easier to create and simpler to deliver than an emai
l
with attachments. MMS is a scalable technology, which means it s suitable for
most types of mobile phones. And MMS is compatible with fixed email addresses,
so it is possible to criss-cross back and forth over the mobile-PC border.
(f.)MOBILE BROWSING TECHNOLOGY:
A mobile browser is simply any program that lets you access and read content on
a
network from a mobile device usually the Internet or some other mobile network
service. As more phones on the market boast high network connection speeds and
colour screens, mobile browsing is becoming more common (and a lot better
looking).
Many new Nokia models come with an integrated XHTML or even HTML mobile
browser, giving you the chance to surf without being chained to a desktop
computer. Today s mobile browsers give you richer colours and faster browsing
than the original mobile browsers, and most importantly, a way to access the web
at your finger tips. Considering the no-frills WAP sites that started off mobile
browsing, the technology has come a long way.
In order to browse with a mobile phone, you need to have a phone with a browser
(either one that s built in or downloaded), a subscription from your network
operator to a data service (GSM data, GPRS, EDGE, WCDMA, etc) and the
correct settings on your phone. Then its up to other companies and individuals t
o
build the sites and services you can browse.
1.5(v) FUTURE OF NOKIA:
By the year 2012 a quarter of all content will be user-generated and passed
between friends, rather than being created and distributed by today's media bran
ds,
according to interviews with "trend-setting consumers".
The Future Laboratory spoke to 9000 consumers on behalf of Nokia, all of whom
are described as "active users of technology" and thus can be trusted to tell us
what
the world's going to look like.
As Nokia's Vice President, Multimedia, Mark Selby describes it thus:
"We think it will work something like this; someone shares video footage they sh
ot
on their mobile device from a night out with a friend, that friend takes that fo
otage
and adds an MP3 file -the soundtrack of the evening -then passes it to another
friend. That friend edits the footage by adding some photographs and passes it o
n
to another friend and so on."
All of which will be done on their mobile phone, obviously.
Driving users to prefer content mashed up by friends, as opposed to professional
ly-
produced, are four trends which The Future Laboratory and Nokia have identified
through their research.
Immersive Living reflects the way people are always on-line, while Geek Culture
is a reflection of how everyone wants high-tech toys these days -at least, all t
he
people interviewed for this study. G Tech is technology for girls -apparently no
t
just technology for boys painted pink -and Localism sees users taking pride in
content produced by their locality.
All in all it's remarkable how closely this research matches Nokia's ideal visio
n of
the future. Consumers using mobile phones to create and mash up content, taking
power away from the media brands and placing it in the hands of those running th
e
portals and controlling the mobile user experience.
Now if they can just get rid of those power-hungry network operators then Nokia'
s
plan for world domination will be complete, at least until the pills wear off.
1.5(vi) Nokia mobiles with price:-
NokiaNokia-
8800Nokia-
E90
8800-Arte Sapphire-
Rs: 26106 Rs: 23500 Rs: 20850
Nokia-N93i
Rs: 16630
Nokia-8600LUNA
Rs: 15577
Nokia-N95
Rs: 15200
Rs: 34442
Nokia-8800
Rs: 19500
NokiaN82
Rs: 14300
NokiaN95-
8GB
Rs: 17350
Nokia7900Prism
Rs: 13440
Nokia9300i
Rs: 13400
Nokia-3250
Nokia-N818GB
Rs: 13249
Nokia-6500Slide
Nokia-E61
Rs: 13120
Nokia-N76
Nokia-N812GB
Rs: 13120
Nokia-6110
Nokia-N80
Rs: 13000
Nokia-N91
1.5(vi) Nokia Increases Profit and Market Share:
BERLIN Nokia said Thursday that it had extended its dominant share of the
global mobile phone market to a record 40 percent in the fourth quarter as profi
t
surged 44 percent on rising sales to China, Africa and the Middle East.
The company, based in Espoo, Finland, said profit rose to 1.84 billion euros, or
$2.7
billion, from 1.27 billion euros a year earlier as sales climbed 34 percent to 1
5.7
billion euros from 11.7 billion euros.
Nokia said it sold 77.8 million cellphones in Asia, the Middle East and Africa i
n the
quarter, nearly double the 42.3 million sold in Europe and North America. In Chi
na,
Nokia s fastest-growing, high-volume market, the company sold 20.2 million
phones, an increase of 38.4 percent over a year earlier.
Nokia has pushed its global market share to 40.2 percent from 38.9 percent in th
e
third quarter, according to Strategy Analytics, a research firm in Milton Keynes
,
England. Nokia s market share exceeded the combined shares of its next three
biggest competitors Samsung, Motorola and Sony Ericsson.
Psychologically, this is an impressive milestone to reach in a mostly open and fr
ee
global market, said Neil Mawston, director of wireless research at Strategy
Analytics. They have become more dominant over the past decade and this only
strengthens their position.
Olli-Pekka Kallasvuo, the Nokia chief executive, said the company was well
positioned to raise its market share further this year following its push to dev
elop a
wireless services business around Navteq, an American maker of digital maps,
which Nokia is buying for $8.1 billion, as well as its wireless networks joint v
enture
with Siemens, which broke even after losing money in its first six months of
operation.
It was a year of important strategic initiatives by Nokia, Mr. Kallasvuo said in a
statement. Facing a market that remains intensely competitive, we are continuing
to
improve our leading device portfolio as well as execution at Nokia Siemens
Networks.
1.6
MOTOROLA :-
1.6(i) Company Profile:-
Motorola Inc.
Type Public (NYSE: MOT)
Founded 1928
Headquarters Schaumburg, Illinois, United States
Key people
[1] Greg Brown, President and Co-CEO
Sanjay Jha, Co-CEO
Industry Telecommunications
Products
Embedded systems
Microprocessors
Mobile phones
Two-Way radios
Networking Systems
Market cap $15 billion USD (2008)
Revenue .$36.622 billion USD (2007)
Operating
income
. $553.0 million USD (2007)
Net income . $49.0 million USD (2007)
Employees 66,000 (2008)
Website www.motorola.com
1.6(ii) MOTOROLA Electronics:
Motorola is changing its marketing practices for its next set of handsets, accor
ding
to this Ad Age interview with Casey Keller, chief marketing officer of the hands
et
manufacturer. Motorola will keep its Hello Moto tagline as well as promote sub-
brands like the Rokr and Razr. Perhaps the biggest change is behind the scenes,
where Keller is unraveling the marketing model established by his predecessor.
That model involved having a lot of agencies around the world Keller has
returned to a more traditional agency relationship with more focus and more
longer-term partners two to three agencies on a worldwide base who understand
us .
Considering the Motorola management team just survived a shareholder revolt I m
expecting all of them to be doing everything they can to pick up the sales of th
e
handset giant. I quite liked the ad for the original Rokr, it s a pity the music s
ervice
was crippled on it.
Job Cuts: Analysts claim Motorola is also planning more job cuts, reports RCR
News. Motorola CFO Thomas Meredith indicated the company would announce
additional downsizing and restructuring , most likely on May 30 or 31, ...
Motorola would target cost savings at least as large as the $400 million the
company cited when it announced 3,500 layoffs in Januar.
1.6(vii) Motorola s product:
It includes;
Price:Rs.22,800/
Price:Rs.10,000/
Price:Rs.12,500/
Conclusion
Moto is gaining great grounds in emerging market like India, China and South
America. Though Nokia has a well-established market here; Motorola is making
great in-roads into Nokia's shares by an array of products like SLVR, PEBL, SLIM
and RAZR strongly backed by an aggressive marketing strategy and competitive
pricing.
CHAPTER III
RESEARCH
METHODOLOGY
KEY
SUCCESS
NOKIA MOTOROL
A
EDGE
Technolog
y strategy
5 3 Nokia
3G 4 5 Motorola
Applicatio
n
5 3 Nokia
software 5 4 Nokia
Total 19 15 NOKIA
Main Division: Mobiles
Its low memory and low battery back are its drawbacks .at its price it has
distinctive style well, increase the memory status and the quality of the batter
y.
BIBLIOGRAPHY
BOOKS:
· Marketing Research G. C. Beri
· Research Methodology C.R Kothari
· Principles of Marketing Philip Kotler
Web Resources:
· www.nokia.com
· www.google.com
· www.scribd.com
· www.managementparadise.com
· www.motorola.com
· www.yahoo.com
· www.thestalwart.com
QUESTIONNAIRE
For
Study of consumer behaviour towards NOKIA and MOTOROLA
Name
Contact no.Sex-
male
female
1. Do you have any mobile?
Yes
2. How many mobile do you have?
1
2
3
3+
3. Which mobile are you using?
Nokia
Motorola
4. Are you satisfied with the services?
Yes
5. Which facility attracts you most?
Price
Style
Battery
Memory
Others
6. Which advertisement media puts more impact on your buying
decision?
T.V
Newspapers
Internet
Others