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Table of Contents
Chapter No. Particulars Page no.
1 Introduction 4-13
2 Research Methodology 14-17
3 Data Analysis and Interpretation 15-30
4 Results and Findings 31-32
5 Conclusion and Summary 33
Appendix 34-38
Bibliography 39
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Chapter 11.1 INTRODUCTIONInformation 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 andinformation, including text, graphics, sound, and video, as well as the ability to
control machines of all kinds electronically.
Information technology is comprised of computers, networks, satellite
communications, robotics, videotext, cable television, electronic mail ("e-mail"),
electronic games, and automated office equipment. The information industry
consists of all computer, communications, and electronics-related organizations,
including hardware, software, and services. Completion of tasks using
information technology results in rapid processing and information mobility, as
well as improved reliability and integrity of processed information. It is a
convenient term for including both telephony and computer technology in the
same word. It is the technology that is driving what has often been called "the
information revolution". Nowadays it has become popular to broaden the term to
explictly include the field ofelectronic communication so that people tend to use
the abbreviation ICT (Information and Communication Technology).
"Electronic and information technology" is a term used in the 1998
amendments to Section 508 of the Rehabilitation Act. The term is used to
define the scope of products covered under Section 508. Section 508 requires
that electronic and information technology that is developed, procured,
maintained, or used by the federal government be accessible.
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Electronic and information technology includes computer hardware and
software, operating systems, web-based information and applications,
telephones and other telecommunications products, video equipment and
multimedia products, information kiosks, and office products such asphotocopiers and fax machines.
1.2 HistoryInformation technology dates back to 5000BC, when people started using
alphabets as a medium of communication. However, its actual emergence started
with the first ever use of the computer. The real modern mechanical computer
was conceived in 1822 by Charles Babbage. Then came the electromechanical agein 1840s with the discovery of different ways to harness electricity and the
information was converted into electric impulses. This led to the beginning of
telecommunication and telegraphy in late 1800s. As the loading coil and vacuum
tube made possible the early telephone network, the wireless revolution beganonly after low cost microprocessors and digital switching became available.
Since then, four generations of computers have evolved. Each generation
represented a step that was characterized by hardware of decreased size and
increased capabilities. The first generation used vacuum tubes, the second
transistors, and the third integrated circuits. The fourth (and current)
generation uses more complex systems such as Very-large-scale integration or
System-on-a-chip.
Mobile rigs were the beginning of mobile phones for use in vehicles such as
taxicab radios, two way radios in police cruisers, and the like. A large community
of mobile radio users, known as the mobileers, popularized the technology that
would eventually give way to the mobile phone. The concept of using hexagonal
cells for mobile phone base stations was invented in 1947 by Bell Labs engineers
at AT&T and was further developed by Bell Labs during the 1960s.
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 phoneto become commercially available was the Motorola DynaTAC 8000X, which
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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.
1.3 Current scenarioMobile phones have gained a lot of popularity and are the considered to be great
multimedia tools. Mobile phones are being used for entertainment purposes due
the introduction of new features everyday. They have become more than just callmaking and receiving devices. Mobile phone handsets now have more business-
friendly applications that can enhance anybodys business. With emerging
technology, mobile phones have become more than communication devices; they
are the tools to stay ahead of competitors and peers in the present times. Soon
mobile phones will evolve from communication tools to integrated
communication devices, media terminals, credit cards, and remote controls.
1.4 Global mobile handset marketThe phenomenal rise of the mobile phone has seen its image change from a
yuppie status symbol to a daily essential. Along the way, it has created
thousands of jobs, changed the way we do business, and made an awful lot of
money for investors. Today Key Handset technologies include GSM, CDMA, and
1xEV-DO, WiFi VoIP, TDMA, 3G, 4G and Blue Tooth. Worldwide mobile phone
sales cruise to 990.8 million units in 2006, up a hefty 21.3% from 2005s 816.6
million units. The estimated growth figures are6.4% in 2007, 4.8% in 2008 and
2.6% in 2009. Notwithstanding the gradual decline in the growth figures, the
annual handset sales are predicted to reach more than US $ 3 Billion by
2009.The total number of mobile phone subscribers in the world was estimated
at 2.14 billion in 2005.
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Around 90% of world's population have mobile phone coverage as of 2006. This
figure is expected to increase to 90% by the year 2010. With the periodic
introduction of new features and multimedia tools in the mobile handsets due to
technological advances, more and more people in the Asian continent fancybuying them. There are many diversities and complexities in the Asian mobile
handset market due to types of customers, government regulations,
regional/geographical wireless infrastructure, and the purchasing power.
Basically, the Asian market looks at the mobile handsets as status symbols. The
market is seen best for the low-end phones, but there is a huge rise in the
demand for flashier and costlier phones. India, China, Korea, and Malaysia are
fast evolving as the biggest markets for mobile handsets and in coming yearsthey will mainly carry on the global handset sales.1.5Major Global PlayersTable 1.1: showing market share of major global players of mobile phones in 2009
Company 2009 Market Share (%)Samsung 20.7
Nokia 19.8
Apple 7.9
ZTC 4.2
LG 3.5
Huawei device 3.6
Research in Motion 2.4
Motorola 2.0
Sony Mobile Communications 1.9
HTC 1.8
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Others 33.2Total 100.00
Nokia Corporation is the world's largest manufacturer of mobile telephones. Itproduces mobile phones for every major market and protocol, including GSM,
CDMA, and W-CDMA (UMTS).The corporation also produces
telecommunications network equipment for applications such as mobile and
fixed-line voice telephony, ISDN, broadband access, voice over IP, and wireless
LAN.
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 massmarket.
Motorola is an American multinational communications company based inSchaumburg, Illinois, a Chicago suburb.Most of Motorola's products have been
radio-related, starting with a battery eliminator for radios, through the first
walkie-talkie in the world, defense electronics, cellular infrastructure equipment,
and mobile phone manufacturing. Motorola has recently been regaining market
share in the cellular-phone business from Nokia, Samsung, and others due to
stylish new cellular phone designs.
Samsung Electronics is currently one of the world's largest IT companies byrevenue. The company also claims to be have the highest brand value among
consumer electronics companies. Headquartered in Seoul, South Korea, it is part
of the Korean Samsung Group, operating in approximately over 100 countries.It
is the number 1 mobile phone manufacturer in Asia.
http://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Global_System_for_Mobile_Communicationshttp://en.wikipedia.org/wiki/Code_division_multiple_accesshttp://en.wikipedia.org/wiki/W-CDMAhttp://en.wikipedia.org/wiki/Telephonyhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Voice_over_IPhttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Schaumburg%2C_Illinoishttp://en.wikipedia.org/wiki/Chicagohttp://en.wikipedia.org/wiki/Suburbhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Battery_eliminatorhttp://en.wikipedia.org/wiki/Walkie-talkiehttp://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Defense_%28military%29http://en.wikipedia.org/wiki/Cellularhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Samsunghttp://money.cnn.com/magazines/fortune/global500/2006/snapshots/1171.htmlhttp://www.samsung.com/uk/aboutsamsung/index.htmhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Samsung_Grouphttp://www.transnationale.org/companies/samsung_electronics.phphttp://www.transnationale.org/companies/samsung_electronics.phphttp://en.wikipedia.org/wiki/Samsung_Grouphttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Seoulhttp://www.samsung.com/uk/aboutsamsung/index.htmhttp://money.cnn.com/magazines/fortune/global500/2006/snapshots/1171.htmlhttp://en.wikipedia.org/wiki/Samsunghttp://en.wikipedia.org/wiki/Nokiahttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Cellularhttp://en.wikipedia.org/wiki/Defense_%28military%29http://en.wikipedia.org/wiki/Worldhttp://en.wikipedia.org/wiki/Walkie-talkiehttp://en.wikipedia.org/wiki/Battery_eliminatorhttp://en.wikipedia.org/wiki/Radiohttp://en.wikipedia.org/wiki/Suburbhttp://en.wikipedia.org/wiki/Chicagohttp://en.wikipedia.org/wiki/Schaumburg%2C_Illinoishttp://en.wikipedia.org/wiki/Companyhttp://en.wikipedia.org/wiki/Communicationhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Camera_phonehttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/Wireless_LANhttp://en.wikipedia.org/wiki/Voice_over_IPhttp://en.wikipedia.org/wiki/Broadbandhttp://en.wikipedia.org/wiki/Telephonyhttp://en.wikipedia.org/wiki/W-CDMAhttp://en.wikipedia.org/wiki/Code_division_multiple_accesshttp://en.wikipedia.org/wiki/Global_System_for_Mobile_Communicationshttp://en.wikipedia.org/wiki/Mobile_phone -
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Sony Ericsson is a joint venture established in 2001 by the Japanese consumerelectronics company Sony Corporation and the Swedish telecommunications
company Ericsson to make mobile phones. Both companies have stopped making
their own mobile phones. The reason for this merger is to combine Sony'sconsumer electronics expertise with Ericsson's technological leadership in the
communications sector. The company's global management is based in
Hammersmith, London. It also has research & development teams in Sweden,
Japan, China, Canada, the Netherlands, the United States,India and the United
Kingdom.
LG Electronics is one of the world's leading electronics companies. It is part ofthe Korean LG Group, operating in approximately 80 countries. Its mobile
phones division provides CDMA, GSM, 3G Handsets.
ZTE (Zhong Xing Telecommunication Equipment Company Limited) is apublicly-owned, Chinese corporation that designs and manufactures
telecommunications equipment and systems. Based in Shenzhen, and
established in 1985 ZTE offers a wide variety of telecommunication products that
provide services, including value-added services such as video on demand and
streaming media to its customers, which are primarily telecommunications
service providers, mobile network operators, etc
Kyocera Communications Inc.(KCI) is a manufacturer of mobile telephones forCDMAnetworks and is a wholly owned subsidiary ofKyocera Corporation that
was formed in February 2000 when Kyocera acquired QUALCOMM's San Diego,
California-based terrestrial handset division. It produces mobile phones, cellular
routers, and Mobile PC Cards for markets in North America, South America,
Australia, and New Zealand.
1.6 Mobile Handset Market in IndiaThe cell phones industry has shown a remarkable growth in the last decade. In
1989 the number of its subscribers was zero in India. Indias love affair with cellphones started in the mid-1990s, as the mobile revolution took hold and India
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had just 10 million mobile and landline connections. Delhi was the first state to
launch cell phones in India. Growth then soared in the last four years due to
regulatory change and falling costs of calls and handsets. Indias wireless market
is a test bed for alternative infrastructure, handsets, billing systems, businessmodels and marketing strategies that will likely prove applicable to other
developing countries.
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 hasincreased 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.
Fig. 1.1 Indias mobile subscriber base
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1.7 Major players in IndiaThe major players in the handsets segment in India include Nokia, Motorola,
Sony Ericsson, Samsung, LG, Philips, Panasonic, Bird, Sagem and BenQ. Nokia
has retained the top slot in Indian market with 60 % share, while US giant
Motorola has 15 % share and Sony Ericsson has gained around 8% share thisyear. Samsung has 15% share and LG has 1.8% share.
1.8 Consumer Buying BehaviorEverybody in the world is the consumer. Each of us buys and sells or consumes
goods and services in the life. Consumer behavior is very complex and is
determined to a large extent by social and psychological factors. Consumer
behavior can be defined as those acts of individuals directly involved in
obtaining, using and disposing of economic goods and services.
The relevance and importance of understanding consumer behavior is rooted in
the modern marketing. The needs of not even two consumers are the same.
Therefore, they buy only those products and services, which satisfy their wants
and desires. To survive in the market, a firm has to be constantly innovating and
understand the latest consumer needs and tastes it will be extremely useful in
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exploiting marketing opportunities and in meeting the challenges that the
Indian market offers. A study of consumer behavior is significant for regulating
consumption of goods and thereby maintaining economic stability. Within the
broad framework of marketing, the area that entices the most researchers is thestudy why a consumer behaves in a particular way. The complexity of the
behavior, however, varies with the nature of the product and the need, which it
is required to satisfy. The study of consumer behavior is the study of how
individuals make decisions to spend their available resources on consumption of
related items.
Consumer behavior is an applied discipline. Its application exists at two different
levels of analysis. One is at the micro level perspective and other at the macro
level perspective. Micro level seeks application of the knowledge faced by the
individual, firm or an organization. The macro perspective applied knowledge of
consumer includes the aggregate level of problem faced by large groups or by
society as a whole.
Consumer behavior provides a sound basis for identifying and understanding
consumer needs. It is the act of the individuals directly involved in obtaining and
using economic goods and services.
The study of consumer behavior is an essential component of marketing. The
adoption of marketing concept by the marketers provides the impetus for the
study of consumer behavior.
In case of New Product Introduction in the market, there is a risk of productfailure. To increase the chances of success of new products, better information of
the consumer behavior is required. Their desires, tastes and preferences are to
be taken care of. So from all these aspects the study of consumer behavior is
important.
1.9 About the Project
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The importance of cell phones goes way beyond the ability to make or receive
phone calls. Today's technically advanced cell phones can perform as many or
even more tasks than a home computer. They are capable of internet access,
sending and receiving photos and files, storing data, to name just a few of theavailable options. So a question arises as to why different people choose different
brands and what are the features they look for while purchasing a mobile
handset.
Hence a study was undertaken in malout city among the mobile phone user
people. It provides a scope to understand the consumers buying behavior 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.
1.10 Objectives of the study are:1. To examine the factors those influence the customer choice while
purchasing a mobile hand set.
2.
To know which features in a particular brand are preferred by the mobilephone users.
3. To find out what additional features are demanded by consumers.4. To study the satisfaction level of mobile phone users.
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Chapter 2RESEARCH METHODOLOGY
Research Methodology is a way to systematically solve the research problem, which is a
science of study how research is done scientifically. Thus research methodology
encompasses the research methods or techniques; the research is capable of being
evaluated either by the researcher himself or by others.
Research DesignThe research design constitutes the blueprint for the collection, measurement
and analysis of data. It is the strategy for a study and the plan by which the strategy isto be carried out. The research design of the project is descriptive as it describes dataand characteristics associated with the population using mobile phones.
Data Collection2.3.1 Primary Data
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.
2.3.2 Secondary DataSecondary data is the data which is already collected by someone. They are
secondary in nature and are in shape of finished product. Secondary data was collected
so as to have accurate results. Required data was collected from various books,
magazines, journals and internet.
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SAMPLINGSampling may be defined as the selection of some parts of an agreement or
totality for the purpose of study. All the items in any field of inquiry constitute a
universe or population, a complete enumeration of all the items in the populationis known as Census inquiry. But when the field of inquiry is large this method
becomes difficult to adopt because of the limited no. of resources involved in the
case sample survey method is chosen under which units are selected in such a
way that they represent the entire universe.
SAMPLING DESIGN SAMPLING METHOD:- When field studies are undertaken in practical life,
consideration of time and cost almost invariably lead to a selection of
respondents i.e. selection of only few items. The respondent selected should be as
representative of total population. These respondents constitute what is
technically called a Sample and the selection process is called Sampling
Technique. The survey so conducted is known as Sample Survey.
Implementation of Sample Design: - A sample design is a definite plan for obtaining asample from a given population. It refers to the technique or the procedure the
researcher would adopt in selecting items for the sample. Sampling design may as welllay down the number of items to be included in the sample i.e. the size of sample.
Sample design is determined before the data are colleted.
Steps In Sampling Design :- While developing a research design followingitems are taken into consideration:-
I. Type of universe: - First and the foremost step is to clearly define the
universe to be studied. As I will take the area of Malout City (Punjab),
so for me here the universe is Malout City area. No doubt it is a finite
universe but the area is very big and cant be covered easily due to
shortage of time.
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II. Sampling unit: - A decision has to be taken concerning a sampling unitbefore selecting sample. Here my sample unit will includes people of
malout city.
III. Size of sample: - This refers to the number of items to be selected fromthe universe to constitute a sample. Here I will take the sample of 50
people of malout city. .
IV. Parameters of interest: - In determining the sample design, one mustconsider the question of the specific population parameters which are
of interest. Here I had taken people of malout city..V. Sampling procedure: - Here I will use the convenience technique based
on the non probability method of sampling for data collection, in
malout City area.
Type of DataThe researcher will collect the primary data in the malout city,
because the data does not exist in the records of Company. The researcher will go
directly to the respondents and fill the questionnaires.
2.5 Data Analysis and InterpretationFor the purpose of analyzing, raw data was summarized in a master
table and from this table the results have been carried out. The questions having
multiple/ alternative choices were analyzed by taking percentages. In the case ofquestions on liker scale, the mean scores were calculated.
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.
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Limitations of the studySincere efforts have been made to collect authentic and reliable
information from respondents, however the report is subject to following
limitations:
i. Some respondents were reluctant to give the information, so their responses maybe biased.
ii. Time could be a major limitation as it may have affected the inferences drawn inthe study. Only 50 respondents have been contacted due to time constraint.
iii. Sample may not be the true representative of the universe.iv. Study was conducted in malout only. So the results of the study may not be
applicable in other areas.
Chapter 3ANALYSIS AND INTERPRETATION
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This chapter analyse the behavior and preferences of the consumers for various
brands of mobile hand set based on various factors which influence their buying
decision.
This chapter therefore deals with analysis and discussions of the project.
Results of the studyTable3.1: Showing number of respondents owing a mobile phone
No. Of Respondents %Yes 50 100
No 0 0
Total 50 100
Fig.3.1
Table3.2: Showing different brands of mobiles phones used by the respondents
0
20
40
60
80
100
Yes No
% 100 0
percentage
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Brands No. of respondents %Nokia 15 31
Sony Ericsson 3 6
Motorola 6 12
Samsung 19 39
LG 2 4
Others 4 8
Total 50 100
Fig.3.2
Interpretation:From the above table and figure, we can conclude that out of 50 respondents 31
% have Nokia hand set,6% have Sony Ericsson , 12% use Motorola ,39% have
Samsung, 4% have LG. Apart from these brands 8% of respondents have other
brands like Spice, Micromax, Panasonic etc. Its evident from the figures that
Nokia is most preferred brand of the people of malout.
0%
Nokia
18%Motorola
5%
Sony Ericsson
7%
Samsung
20%
Total
50%
Camera
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Table3.3: Showing respondents using same brand as they had earlier
RESPONSES NO. OF RESPONDENTS PERCENTAGEYes 32 64
No 18 36
Total 50 100
Table3.3
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.
Table3.4: Showing reasons for using mobile phone by the respondents
0
10
20
30
40
50
60
70
yes noresponses
perce
nt
age
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Reasons No. of Respondents %Communication 19 38
Status 18 36
Dont have landline 3 6
Others 10 20
Total 50 100
Fig.3.4
Interpretation: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 dont
have landline connections and 20% of respondents have other reasons like
necessity, games, music etc.
Table 3.5: Showing the factors considered by respondent while purchasing a mobilehandset
Communication
38%
Status
36%
Dont have
landline
6%
Others
20%
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Factors No. of responses AveragePrice 23 0.19
Appearance 24 0.20
Brand 24 0.20
Features 32 0.26
Easy to carry/Weight 18 0.15
Total 121 1
Fig.3.5
Interpretation: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 carryis the least important factor that is considered in the purchase decision. Its clear
that people of malout give maximum importance to features, appearance and
brand of a mobile phone.
Table3.6: Showing the sources which influenced the buying decision of the respondents
0.19
0.2
0.2
0.26
0.15 Price
Appearance
Brand
Features
Easy to carry/Weight
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Sources No. of respondents %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 various
advertisements, 16% respondents bought the car on the suggestion of dealer.
Table3.7: Showing different purposes for which mobile is used by the respondents
36%
18%
30%
16%
Friend Family member Advertisement Dealer
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Diff. Purposes No. of Respondents AverageReceiving/making calls 50 0.34
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
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, people of malout are using them
increasingly for Music and Camera. Using Internet on mobile phones is still not
common.
Table 3.8: Showing ranking of various features of mobile handsets by the respondentsaccording to their preferences
0.34
0.23
0.08
0.04
0.17
0.14
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
Reciving
/makin
gcalls
SMS/MM
S
Gam
es
E-mail/In
ternet
Music
Camera
average
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Fig.3.8
Interpretation:Since1 is given to the most preferred feature and 6 to the least preferred featurein 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. 2 nd 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
its clear from above that people of malout give more preference to the feature of
data storage and MP3 player.
Table 3.9: Showing range of price that respondents like to spend on mobile hand set
Bluetoo
th
MP3
PlayerCamera
Data
Storage
Capacity
GPRS
Persona
l Info.
Manage
ment
mean score 3.29 3.16 3.23 3.13 4.87 3.32
0
1
2
3
4
56
meanscore
Features Mean scores RankBluetooth 3.29 5th
MP3 Player 3.16 2thCamera 3.23 3rd
Data Storage Capacity 3.13 1stGPRS 4.87 6th
Personal Info.Management 3.32
4nd
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Range No. of respondents %Below 5000 16 32
5000-10000 20 40
10000-15000 11 22
Above 15000 3 6
Total 50 100
Fig. 3.9
Interpretation:From above it is interpreted that 39% of respondents prefer to spend between the
ranges of Rs. 5000-10000, 22% between Rs. 10000-15000, 7% above Rs. 15000and
32% below Rs. 5000. It concludes that mobile phone users here are price
sensitive. Mobile phones are no longer a status symbol instead they have become
a necessity.
Table 3.10: showing features preferred in a particular brand of mobile phone
32%
40%
22%
6%
below 5000
5000-10000
10000-15000
above 15000
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Fig. 3.10
Interpretation:From above table and figure it is concluded that peole of malout prefer Camera,
Bluetooth and Memory features of Nokia and music player of Sony Ericsson.
Features of Motorola and Samsung are also liked by some respondents but
features of LG are not at all preferred by them.
Table 3.11: Showing agreement level of the respondents on various factors influencingpurchase decision
0
10
20
30
40
50
60
Nokia Motorola Sony
Ericsson
Samsung Total
Camera No. of
respondents
Bluetooth
Music Player
Memory
Camera Bluetooth Music Player MemoryNo. of respondents
Nokia 18 20 10 25Motorola 5 3 8 5
Sony Ericsson 7 5 18 8Samsung 20 22 14 12
Total 50 50 50 50
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Factors
StronglyDisagree
-2
Disagree
-1
Neutral
0
Agree
1
StronglyAgree
2
Mean Score
Repairable -2(2) -1(1) 0(6) 1(21) 2(20) 56/50=1.12
Availability of spare
parts
-2(2) -1(3) 0(10) 1(20) 2(15) 44/50=0.88
Proximity to service
provider
-2(1) -1(2) 0(21) 1(19) 2(7) 31/50=0.62
Promotional
activities
-2(1) -1(7) 0(16) 1(18) 2(8) 24/50=0.48
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.
Table 3.12: Showing satisfaction level of the respondents
RepairableAvailability of
spare parts
Proximity to
service
provider
Promotional
activities
mean 1.12 0.88 0.62 0.48
0
0.2
0.4
0.6
0.8
1
1.2
meanscore
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No. of Respondents %Yes 46 92No 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, people of malout are satisfied with their brand
of mobile phone.
Table 3.13: Showing additional features required by the respondents in their mobilehandsets
92%
8%
Yes
No
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Features No. of responses AverageWi-Fi 19 0.26
TV 17 0.23
Video Conferencing 18 0.25
Windows 19 0.26
Total 73 1
Fig. 3.13
Interpretation: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 4FINDINGS OF THE STUDY
26%
23%
25%
26%
WiFi
TV
Video Conferencing
Windows
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1. Samsung is the most popular and widely used brand by people of malout city.2. Brands like Nokia and Sony Ericsson are also gaining ground with regard to
popularity.
3.
64% of the respondents used same brand earlier. It shows that most of themobile users are brand loyal.
4. But on the other side 36% of response depicts the fact that people constantlyswitch 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 people of malout city. Ithas increasingly become a necessity to reduce communication gap and to
maintain mobility.6. It is clear from the above that people of malout city 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 isleast considered during purchase decision.
8. Its clear that people of malout city purchase a particular brand of mobilehandsets on the basis of the positive report about their performance received
from their friends and family members who already own that brand.
9. Advertisements also play an important role in influencing the buyingdecision.
10.Besides receiving and makings calls and SMS people of malout city are alsousing mobile for listening music and camera.
11.Use of mobile for games has significantly reduced. And still people are notaccustomed with the use of internet on their mobile phones.
12.As far features of mobile phones are concerned its clear from above thatpeople of malout city give more preference to the features of data storage,
MP3 and Camera. GPRS is the least preferred feature in the mobile phones.
13.People of malout city agree that factors like reparability and availability ofspare 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.
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14.Most of the population is satisfied with their existing brands. The mainproblem faced otherwise is related to the battery life of a mobile hand set.
15.People of malout city require additional features of Wi-Fi, Windows, TV andVideo Conferencing in their mobile phones. It depicts that people here aretechno savvy and want to use innovative features.
Chapter 5CONCLUSION AND SUMMARY
The Mobile phone represents the convergence instrument of the future. It have
become a necessity for many people throughout the world. The ability to keep in
touch with family, business associates, and storing data are only a few of the
reasons for the increasing importance of mobile phones. Cell phone
manufacturers have produced a wide range of cell phones, which sell for pricesthat range from very inexpensive to thousands of rupees.
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The above findings and results reflected the preferences, expectations and
satisfaction level of mobile phones users in malout city. The study would help the
companies in understanding the factors that influence the purchase decision of
the consumers and their expectations from the mobile handsets. The results ofthe study indicate that mobile phones are no longer the status symbol for the
people of malout city. Brand and features in a handset are preferred over their
prices. People here are techno savvy and require new innovative features in
mobile phones every new day.
QUESTIONNAIRE
Personal Details:Name: _________________
Age: _________________Gender: _________________
Address: __________________________________
__________________________________
Contact No. ____________________
Q1) Do you have a mobile phone?
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YES NO
Q2) Which brand of mobile hand set do you have? (Please Tick)
i. Nokia _______ii. Sony Ericsson _______
iii. Motorola _______iv. Samsung _______v. Any other (please specify) _______
b) Which model ____________
Q3) How long ago did you purchase it?
A) Less than three month agoB) 3-6 month agoC) 7-12 month agoD)Within past 2 yearsE) More than 2 years ago
Q4) Did you have the same brand earlier?
YES NO
b) If NO then which brand you had earlier (please specify) ______________
c) Why have you switched from earlier brand to latest one?
i. Advanced technology _______ii. New features _______
iii. Inefficiency in earlier mobile _______iv. Any other( please specify) _______
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Q5) Why have you bought the mobile? (Tick one option)
i. Communication purpose ________ii. Status ________
iii. Dont have landline phone ________iv. Any other (please specify) ________
Q6) Which is the following best describe the highest level of education you have
completed?
A) Elementary school graduateB) Middle school graduateC) High school graduateD)University degreeE) Post graduate
Q7) What is your monthly income?
A) 10,000-11,999B) 12,000-10,999C) 20,000-24,999D)25,000-29,999E) 30,000-34,999F) 35,000 and above
Q8) Which of the following factors you considered while choosing the mobile hand set?
(can tick more than one option)
i. Price ________ii. Appearance ________
iii. Brand ________iv. Features ________v. Easy to carry/Weight ________
Q9) Who influenced you to buy this brand? (Tick one option)
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i. Friend _______ii. Family member _______
iii. Advertisement _______iv. Dealer _______v. Any other (please specify) _______
Q10) For what reason you choose the mobile brand?
A) Convenience HandsetB) Cost controlC)Value added ServiceD)Discounts
Q11) Select following option is in store marketing materials that may impact shoppers
purchase decision for mobile phone?
A) In store TVB) BroachersC) DanglerD)Floor standeeE) PosterF) Leaflet
Q12) You consider owing a mobile handset as a
A) NecessityB) StatusC) Luxury
Q13) For which different purposes do you use your mobile?
(can tick more than one option)
i. Receiving / making calls ________ii. SMS/ MMS ________
iii. Games ________iv. E-Mail/ Internet ________v. Music ________
vi. Camera ________
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Q14)
Ran
k the
follo
wing
featu
res
of
your
hand
set
accor
ding
to
yourpreference (rank 1 to most preferred and rank 6 to least preferred)
i. Bluetooth _________ii. MP3 Player/ Video Player _______
iii. Camera _________iv. Data Storage Capacity _________v. GPRS _________
vi. Personal information management _________(Notes, to-do list,contacts,etc.)
Q15) Tick the range of price you would like to spend on a mobile handset?
i. Below 5000 ________ii. 5000- 15000 ________
iii.
15000- 25000 ________iv. Above 25000 ________
Q16) Tick the following features you like in particular brand:
Nokia Motorola Sony
Ericsson
Samsung
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Q
17)
Do
youagre
e
that
follo
wing
facto
rs must be considered while choosing a brand of mobile hand set?
Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
Repairable
Availability of spare parts
Proximity to service
Promotional activities
Q 18) a) Are you satisfied with your existing mobile hand set?
YES NO
b) If no, then what are the problems faced by you?
_______________________________________________________________
_______________________________________________________________
Camera
Bluetooth
Music Player
Memory
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Q 19) what additional features do you want in your mobile handset?
(Can tick more than one option)
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/businesswire123735951.ht
ml
T3-tomororw technology today, Vol.1, Issue 2, Jan. 2007
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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
http://www.rncos.com/Report/COM02.htmhttp://www.zinnov.com/presentation/Mobile_VAS.pdfhttp://www.zinnov.com/presentation/Mobile_VAS.pdfhttp://www.rncos.com/Report/COM02.htm