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PADMSHREE DR.D.Y.PATIL DEPARTMENT OF

BUSINESS MANAGEMENT

SUBJECT: BUSINESS POLICY AND STRATEGIC

MANAGEMENT

SUBMITTED TO SUBMITTED BY

PROF.Aparajita Priyadarshani Navin Roy



Analysis of Consumer Behavior –Nokia & Other

Sidhant Agrawal

Lilesh Koli

CONTENT

Sr.No. Particular Page No.

1 Acknowledgement

2 Abstract

3 Introduction(Nokia, Motorola and SonyEricsson)

4 Research objectives

5 Research Methodology

6 Research Findings

7 Recommendation

8 Conclusion9 References

10 Annexure

Page

2




ACKNOWLEDGEMENT

I hereby extend our respectful gratitude to the PADMASHREE DR.

D.Y PATIL UNIVERSITY, DEPARTMENT of BUSINESS

MANAGEMENT for giving us the opportunity to carry out a

research paper project in “Analysis Of Consumer Behavior

Nokia & Other”

I express my immense gratitude to my Prof. Aparajita

Priyadarshani who not only guided me throughout the research

paper project but also give me an opportunity to be analysis of

banking sector.

His motivation and constant mentoring has helped me in the

completion of the research paper project. Mutual

understanding and coordination amongst my friends are also

highly appreciated.

Page

3




Abstract:

There has been a tendency in certain recent studies of industrial

location to use aggregated samples which draw together, and

consider similarly, wide-ranging types of industrial production.With regard to labour considerations in mobile firms, interest has

frequently gravitated towards an analysis of the variation in

managerial competence to solve labour difficulties and has largely

ignored the reality that the extent of the labour problem will vary

between firms.

This paper, with the aid of empirical data from the scientific and

industrial instruments and systems industry, will argue that the

product and process technologies of individual industries dictatethe complexity of and labour requirement of firms.

It is concluded that the effect of labour requirements on mobile

industrial firms can only be realistically examined in studies of the

labour problems of mobile industry if production technology, and

its influence on the subsequent labour requirement, is

acknowledged and included as a key variable.

Page

4




Introduction:

Nokia

NOKIA was established in 1865 as a wood-pulp mill by Knut

Fredrik Idestam on the banks of the Tammerkoski rapids in the

town of Tampere, in south-western Finland. The company was

later relocated to the town of Nokia by the Nokianvirta River,

which had better resources for hydropower production. That is

where the company got the name that it still uses today. The name Nokia originated from the river which flowed through

the town. The river itself, Nokianvirta, was named after the old

Finnish word originally meaning a dark, furry animal that was

locally known as the Nokia, or sable, or later pine marten.

Finnish Rubber Works established its factories in the beginning of

20th century nearby and began using Nokia as its brand. Shortly

after World War I, Finnish Rubber Works acquired Nokia Wood Mills

as well as Finnish Cable Works, a producer of telephone and

telegraph cables. These three companies were merged to form

Nokia Corporation in 1967.

The new company was involved in many sectors, producing at one

time or another paper products, bicycle and car tires, footwear

(including Wellington boots), personal computers,

communications cables, televisions, electricity generation

machinery, capacitors, aluminium, etc.

Focusing on Telecommunications:

During the deep recession in Finland at the beginning of the

1990's, the telecomm-unications and mobile phones divisions

were the only supporting pillars of the Nokia. In May 1980, Nokia

made the strategic decision to divest its non- core operations and

Page

5




focus on telecommunications. The company's 2100 series phone

was an incredible success.

Page

6




First mobile phones:

Nokia had been producing commercial and military mobile radio

communications technology since the 1960s. Since 1964 Nokia

had developed VHF-radio simultaneously with Salora Oy, whichlater in 1971 also developed the ARP-phone. In 1979 the merger

of these two companies resulted in the establishment of Mobira

Oy. Mobira began developing mobile phones for the Nordic Mobile

Telephony (NMT) network standard that went online in the 1980s

and in 1982 it introduced its first car phone, the Mobira Senator for

NMT 450 networks.

Nokia bought Salora Oy in 1984 and now owning 100% of thecompany, changed the company's telecommunication branch

name to Nokia-Mobira Oy. The Mobira Talkman, launched in 1984,

was one of the world's first transportable phones. In 1987, Nokia

introduced one of the world's first handheld phones, the Mobira

Cityman 900. While the Mobira Senator of 1982 had weighed 9.8

kg (22 lb) and the Talkman just under 5 kg (11 lb), the Mobira

Cityman weighed only 800 g (28 oz) with the battery and had a

price tag of 24,000 Finnish marks (approximately €4,560).

Despite the high price, the first phones were almost snatched from

the sales assistants' hands. Initially, the mobile phone was a

"yuppie" product and a status symbol.

In 1988, Jorma Nieminen, resigning from the post of CEO of the

mobile phone unit, along with two other employees from the unit,

started a notable mobile phone company of their own, Benefon

Oy. One year later, Nokia Mobira Oy became Nokia Mobile Phones

and in 1991 the first GSM phone was launched.

SONY ERICSSON:Page

7




Sony Ericsson is a joint venture established in 2001 by the

Japanese consumer electronics company Sony Corporation and

the Swedish telecommunications company Ericsson to make

mobile phones. The stated reason for this venture is to combineSony's consumer electronics expertise with Ericsson's

technological leadership in the communications sector. Both

companies have stopped making their own mobile phones.

The company's global management is based in Hammersmith,

London, and it has research & development teams in Sweden,

Japan, China, Germany, the United States, India, Pakistan and the

United Kingdom.

While Sony Ericsson has been enjoying strong growth recently, its

South Korean rival LG Electronics overtook it in Q1 2008 due to

the company's profits crashing significantly by 43% to €133 million,

sales falling by 8% and market share dropping from 9.4% to 7.9%,

despite favorable conditions that the handset market is expected

to grow by 10% in 2008. The situation is getting worse as Sony

Ericsson announced another profit warning in June 2008leading to

wide fear that Sony Ericsson is on the verge of decline along with

its struggling rival, Motorola. Sony Ericsson has approximately

8,000 employees worldwide.

MOTOROLA:

Motorola is known around the world for innovation and leadership

in wireless and broadband communications. Inspired by their

vision of Seamless Mobility, the people of Motorola are committed

to helping you get and stay connected simply and seamlessly to

the people, information, and entertainment that you want and

need. They do this by designing and delivering the "must have"

products, "must do" experiences and powerful networks - along

with a full complement of support services. A Fortune 100

company with global presence and impact, Motorola had sales of

$47.8 billion in 2007.

Page

8




O BJECTIVES

MAIN OBJECTIVE:

To understood the market research on consumer preference onthe mobile phone in different companies.

SECONDARY OBJECTIVES:

To understood of consumer satisfaction and competitive analysis

of Nokia, Sony Ericsson and Motorola within the mobile phone

industry.

To find and list the factor that affect buying decisions.

To understood the awareness of Nokia and Sony Ericsson as a

brand.

Page

9




RESEARCH METHODOLOGY

DATA COLLECTION

The task of data collection begins after a research. A problem has

been defined and research design/plan chalked out. While

deciding about the method of data collection, the researcher

should keep in mind two types of data viz., primary and secondary.

The primary data is the one, which is collected fresh and for the

first time and thus happen to be original in character. The

secondary data are those which have already been collected bysomeone else and which have already been passed through the

statistical process. The methods of collecting primary data is that

to be originally collected, while in case of secondary data the

nature of data collection work is merely that of compilation.

COLLECTION OF PRIMARY DATA THROUGH

Customer

Retailer

COLLECTION OF SECONDARY DATA THROUGH

Various publications

Technical and trade journals

Books, magazines

Internet

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10




1-Who was the main influencer while purchasing the mobilephone?

2-Rank the following brands in order of your preference _NOKIA.

Particular Highes

t

Highe

r

High High-

natural

High-

low

High

least

Total

Frequenc

y

10 9 5 3 1 2 30

Particular Frequency

Own Decision 11

Friends and Relatives 9 Television/Prints 10

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11




3-Rank the following brands in order of your preference Sony

Ericsson.

Particular Highes

t

Highe

r

High High-

natural

High-

low

High

least

Total

Frequenc

y

5 8 8 5 2 2 30

4-Rank the following brands in order of your preference Motorola.

Particular Highes

t

Highe

r

High High-

natural

High-

low

High

least

Total

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12




Frequenc

y

5 3 3 12 4 3 30

5-What is your main reason for having a mobile phone? Just

Making and receiving calls.

Particular Least

likely

Somewha

t likely

More

likely

Very

likely

Most

likely

Total

Frequenc

y

3 3 6 8 10 30

Page

13




6-What is your main reason for having a mobile phone? It’s a status

Symbol.

Particular Least

likely

Somewha

t likely

More

likely

Very

likely

Most

likely

Total

Frequenc

y

2 3 6 8 11 30

7-What is your main reason for having a mobile phone? Inclinedtowards sms and other features like camera, fm, etc.

Particular Least

likely

Somewha

t likely

More

likely

Very

likely

Most

likely

Total

Frequenc

y

5 2 4 5 14 30

Page

14




RECOMMENDATIONS

Nokia can do an excellent job to make the mobile phone easy touse. In order to maintain the leader position of mobile phonemarket, the company should closely focus on the tendency of

marketing development.

It would be good for Nokia to make out specialized products forenterprise markets. These specialized products' functions wouldbe to make the connection more quickly and handily than before.

The enterprises could involve big companies, hospitals,government organizations etc.

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The group market is a long run market. The enterprise wouldn'tchange these products easily and they may require updating aftera period of time.

This group market may get further marginal profits than theindividual market and the rate of return over cost will be improvedas well this is because the competitors will be less in the groupmarket than the individual market.

It is also essential to treat the services and the products asequally important. The provision of a service can be attractive initself. Developing a good understanding of how your products andservices will be used and how they will change is important.Operators may well find themselves positioning R&D as a means

to promote the use of bandwidth and focusing on service creation.

Nokia should be innovative on style and looks front of the cellphones as it has recently sprung up in the present in order toattract youth.

High end mobile phones from Nokia have a hanging problem theymust be tweaked to perform as desired.

The price of Nokia cell phones is high as compared to the grown

uptwins available so the buyer is unable to buy the latest available.

Nokia should work on a phone for the masses as it has a lot of scope, just like bird and Motorola did.

CONCLUSION

The findings of the research I found that Nokia is the marketleader in the mobile phone industry in India. Nokia has strong

brand image to influence and create large customer base. Nokia

should launch new mobile phones that are an optimum balance

between price and features Strengths and opportunities of Nokia

suggest that high quality, advanced technology, worldwide

service and continuous new products are the essential factors for

Nokia's product development.Page

16




Nokia concerns on its enterprise culture. In the company the

relationship between individuals is mutual trust, fair and

openness. Nokia makes courses to train its employees regularly

which will assist Nokia in achieving its higher goal.

Page

17




REFERENCES

• WWW.NOKIA.COM

• WWW.MOTOROLA.COM

• WWW.SONYERICSSON.COM

• WWW.BLOOMBERG.COM

•

WWW.YAHOO.COM

• WWW.WIKIPEDIA.COM

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18

http://www.nokia.com/

http://www.motorola.com/

http://www.sonyericsson.com/

http://www.bloomberg.com/

http://www.yahoo.com/

http://www.wikipedia.com/

http://www.nokia.com/

http://www.motorola.com/

http://www.sonyericsson.com/

http://www.bloomberg.com/

http://www.yahoo.com/

http://www.wikipedia.com/




QUESSIONAIRE

1-Do you prefer using a mobile?

Yes No

2- If yes which brand do you own?

Nokia( ) Sony Ericsson( ) Others(

)

3-What qualities of mobiles are important to you while

buying

mobiles? Assign them weights as percentage on a

scale of 100.

Criteria (Weight in %)

1.Maintenance (%) 2.Durability(%) 3.Style/

Design(%) 4.Color (%) 5.Size(%)

6. Price (%)

7.Availability(%) 8.Lightweight (%) 9.Comfort (%)

10.Discounts (%)

4-Rate the following brands based on your perception onthe mentioned criteria on a scale of 1-6 where.

1. Below Average 2.Average 3.Satisfactory

4.Good 5.Very good 6.Excellent

(Criteria Nokia Sony Ericsson Motorola

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Others……………….)

5-How often do you purchase mobiles?

1.Every two months 2. ( 2-4) months

3. (4-6) months 4. Any time of the year

6.Where did you come to know about Nokia?

• Word of mouth

• Print Media

• Electronic media• Retailers

Recommendation

7. When do you go for new mobiles?

• When old one is worn out

• For change

• Seek variety and range of mobiles

• Special occasions

8. Who influences your buying decision?

• Friends

• Trends

• Family

• Myself

• Salesman

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20




• others………………………………

………

9.Who decides to buy mobiles in your

family?

• Self

• Joint

• Parents

•

Spouse• Children

• Others, please specify……………………………………………

10.From where do you like to purchase your

mobiles?

• Multi-branded

outlet

• Exclusive

showroom

•

Any other, please specify……………………….............................

11.Do you think that the market has any brand that has

all the quality (durability, colors, etc)?

Please specify…………………………………………………….............

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12.Have you ever used Nokia? What is your opinion about it?

………………………………………………………………………………...

13. How often do you change your

mobile?

Name Age Occupation

Service Graduates Business

Student Professionals Other Specify

Monthly income……………………………………………………………..

1. Less than 10000 2.10000-15000

3.15000-20000

4.Above-20000

LOCATION……………………………………………………………………….

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