Description
A mobile phone (also known as a cellular phone, cell phone, and a hand phone) is a device that can make and receive telephone calls over a radio link while moving around a wide geographic area.
A REPORT ON “CONSUMER PREFERENCE TOWARDS DIFFERENT BRANDS OF MOBILE HANDSETS”
SUBMITTED TO: PROF. KAUSHIK TRIVEDI In partial fulfillment of requirement of research Methodology course of 4th year MBA (2010-2011) of K.S. School of Business Management (5 years Integrated Programme of Gujarat University)
SUBMITTED BY: BRAHMXTRIYA HIMA MANAT JYOTIKA RAYTHATHTHA RIDDHI 4007 4031 4054
1
NOKIA V/S OTHER BRANDS
2
ACKNOWLEDGEMENT
It has been rightly said, “There is no alternative to hard work.” But hard work if not executed to a plan and a well defined vision comes to naught. And it is not possible to achieve this without the help and guidance of experienced people. This is the right time for us to pay our sincere gratitude to all those people who helped us, moulded our success and directed our hard work in the right direction. We would like to thank Prof. KAUSHIK TRIVEDI for providing us an opportunity for the study of “RESEARCH METHODOLOGY” as well as for his timely help, advice and guidance. We would like to express our sincere appreciation to Dr. SARLA ACHUTAN, our director for giving us an excellent opportunity to explore ourselves in the field of management and there by develop our knowledge. We also express our deep gratitude to those who helped us out by responding to our questionnaire with sincerity and an added sense of responsibility. Without their help the project would not have been materialized.
3
PREFACE
Project work is an essential part of M.B.A because in project the students develops their personal skills as well as many others skills like communication skills, analytical skills, writing skills etc. for rising their overall personality. So, it becomes practical studies for them. Preparing a project is a system of logic where there use their logic sense to find out all the visions of the project. As a management student, this work gives the basic knowledge and concept of various managerial functions in the most useful and organized way and thus we can’t afford to avoid it. This year we have been given a topic for project for research of “consumer preference towards different brands of handsets”. Before presenting our project that would likely call a research rather, we would like to say it is an image of our deep practical studies to whatever we have observed and analyzed.
4
TABLE OF CONTENTS
NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
PARTICULARS Introduction Synopsis Research Methodology Assumption Questionnaire Tabulation and Graphical Analysis Test of Hypothesis Findings Bibliography Webography
PAGE NO. 6 8 10 11 12 15 27 33 35 35
5
A BRIEF INTODUCTION TO MOBILE HANDSETS In fact, mobile phones have significant history regarding to its development. At first, the mobile phones technology was used in trains throughout Europe during the 1950s. Then it was getting more common as radio communication in taxicabs and emergency vehicles in US. Most of the mobile phones had great size, weight and these were highly cost. It was started to become popular until FCC approved it in 1982. Speaking of the function of the first generation of mobile phones, there was only an analog transmission cell phone or 1G. The whole protocol transmission the phones used was determined by the FCC regulations based on the bandwidth usage. Thus, the FCC gives the restriction regarding the frequencies allowed to be used by certain licensed company. The development of the mobile phones was occurring at the same pace in all over the world especially in Japan and Europe. In 1979, cell phones were firstly launched in Japan, far long before the mobile phone entered the US market. Finally, the mobile phones were launched in US by the American company, Motorola. Moreover, the Japan and Europe also took the 3G phone standards faster than US in 2 On the old days, mobile phones were big and heavy, the size was getting to shrink down in the late of 1980s. Afterward, the much smaller mobile phones became popular and common in 1990s. The development happened along with the addition of new features such as note-taking, personal organization, and email. Furthermore, the text message service was also becoming available in 2G mobile phone in the early 1990s. 1G was still based on analog radio signals. Second generation (2G) digital cellular networks arrived in
6
1991. High speed, third generation (3G) cellular networks became a reality when the Japanese company NTT DoCoMo rolled out its commercial WCDMA network. Mobile phones are not the bricks that they were a few decades ago. Today's mobile phones are small enough to slip in to your pocket but also powerful enough to surf the internet, send emails and even make video calls. There are many different mobile phone manufacturers. Some of the biggest include; Nokia, Sony and Motorola. Today, mobile phones have become the greatest means of technology to enable the real time communication with the family or friends. Today most of the Telecom sector (Handset Industry) deals with multifunctional handset. Today Handset market had grown up to 3.5% of about 40 million users. Handsets are no longer an instrument of voice or text communication. Latest handsets came with a package of facilities. To add on, service providers also offer a variety of chargeable services to users. The growth of mobile handset market can get gauged from the fact that 27 new handset vendors entered india just in 1 quarter. India also witnessed the launch of high-end phones as well as entry level phones as well as entry level phones and india mobile users brought.
7
SYNOPSIS
?
Group name: BRAHMXTRIYA HIMA MANAT JYOTIKA RAYTHATHTHA RIDDHI 4007 4031 4054
? Project title: Research on consumer preference towards different brands of mobile handsets. ? Research problem: To find out consumer preference towards buying of different brands of mobile handsets. ? Research objective: ? To know the preference of consumer towards various brands of mobile handsets. ? To know about the satisfaction level of consumer using a particular brand of mobile handset. ? To know the future prospects/preference and buying behavior of consumers. ? Data collection: Primary source: Questionnaire of consumers. Secondary source: News papers, magazines and internet.
8
?
Sampling plan ? Universe: Population of Ahmedabad ? Sample unit: Areas of Ahmedabad ? Sample size: 200 ? Sample design: simple random sampling. ? Sampling procedure: Simple random sampling. Research design: Descriptive research. Research method: Field research.
? ?
9
RESEARCH METHODOLOGY
The research is related to consumer preference towards different brands of mobile handsets. To find out the preference of consumer towards various brand prevailing in the market of mobile handsets based on difference in age group, gender, occupation and Income level. Based on such survey of consumers, we are trying to find out which mobile handsets are they using currently, since how long they are using, their buying behavior is based on which features, are they satisfied with their current mobile handset and what would be their future preference/criteria towards purchasing a new mobile handset. For this purpose we have conducted a survey on “Consumer preference towards different brands of mobile handsets”.
10
ASSUMPTIONS/HYPOTHESIS
For our research we have assumed that now a day’s people are more brand loyal towards nokia handsets.
As a part of our sub hypothesis we have assumed that…
1. Subject which is overdone should not be normally chosen. 2. Too narrow or too vague problems should be avoided. 3. Subject of research is familiar and feasible. 4. We have used test of hypothesis as chi-square test and large sample proportion test.
11
A SURVEY OF CONSUMER PREFERENCE TOWARDS DIFFERENT BRANDS OF MOBILE HANDSETS NOTE: The information given by you will be used only for research purpose and will be kept confidential. Please tick (?) the boxes for “YES” and leave the boxes blank for “NO”.
1. Name: _______________________________________________ 2. Gender: ? Male ? Female ? Below 20 ? 20-30 ? 30-50 4. Occupation: ? Above 50 ? Retired
3. Age group (in yrs):
? Student ? Service
? Business ? Housewife ? Profession 5. Monthly family income:? Below 5000 (in Rs.) ? 5000-10,000
? 10,000-20,000 ? 20,000-30,000 ? 30,000 and above
6. Do you have mobile? ? Yes ? No If yes, then how many mobile do you have? _____________. 7. Which brand of mobile do you have? ? Nokia ? LG ? Samsung ? Motorola ? Sony Ericsson ? Others
12
8. Since how many yrs do you have mobile? ? 0-5 ? 5-10 ? 10 & more
9. For what purpose do you use mobile? ? Communication ? Entertainment ? Status ? GPRS ? Camera ? Radio FM ? Other, specify___________ 10. Satisfaction level: ? Strongly satisfied ? partially satisfied ? Neutral ? Dissatisfied ? Highly dissatisfied 11. Which feature do you like in your mobile? (Give rank according to your preference) ? Brand ? Memory ? Security ? Screen size ? Battery life ? Model ? Price
? Audio & Video facility
? Accessories ? Other, specify ____________________ 12. What is your monthly mobile maintenance cost? ? 0-100 ? 100-200 ? 200-300 ? 300-400 ? 400-500 ? 500 & above 13. Do you have any complaints regarding your mobile? ? Yes ? No
13
14. Are you planning to purchase another mobile in near future? ? Yes ? No 15. If yes, then based on which feature will you give preference? (Give rank according to your preference) ? Price ? Maintenance ? Schemes ? Model ? Brand ? Accessories
Audio & video facility
? Advertisement ? Security ? Battery life
16. Which price range will you be prepared to pay? ? Below 1000 ? 1000-3000 ? 3000-5000 ? 5000-10,000 ?10,000 & above 17. Suggestions:___________________________________________________
THANK YOU FOR YOUR CO-OPERATION
14
TABULATION AND GRAPHICAL ANALYSIS
?
PEOPLE OWN MOBILE HANDSET: YES NO TOTAL 188 12 200
MARKET SHARE
YES NO
6%
94%
94% of our respondents own mobile handset. While only 4% of the people do not own mobile handset as per our survey.
15
? NUMBER OF RESPONDENTS USING MOBILE HANDSET NO. OF USERS 54 26 29 36 23 32 200
MOBILE HANDSET NOKIA LG SAMSUNG MOTOROLA SONY ERICSSON OTHERS TOTAL
NO. OF USERS
16% 27% 12%
NOKIA LG SAMSUNG MOTOROLA
18% 14%
13%
SONY ERICSSON OTHERS
Among 200 respondents we surveyed, the majority of them were nokia users. 27% of them owned nokia handsets.
16
? RELATIONSHIP BETWEEN AGE GROUP AND MOBILE HANDSET: Sony LG Samsung Motorola Ericsson Others 3 4 5 3 5 12 8 3 26 11 10 4 29 15 8 8 36 12 5 3 23 14 8 5 32
Age BELOW 20 20-30 30-50 ABOVE 50 Total
Nokia 9 22 14 9 54
25 20 15 10 5 0 Nokia LG SamsungMotorola Sony Ericsson Others BELOW 20 20-30 30-50 ABOVE 50
Majority of the people in age group between 20-30 years prefer more mobile handset and this group mostly consists of the college students and from the above diagram we can say that there are more number of nokia users in this group compared to others.
17
? RELATIONSHIP BETWEEN GENDER AND PREFERENCE OF MOBILE HANDSET: GENDER NOKIA LG SAMSUNG MOTOROLA SONY ERICSSON OTHERS Total MALE FEMALE TOTAL 32 22 54 12 18 16 12 19 109 14 11 20 11 13 91 26 29 36 23 32 200
60 50 40 30 20 10 0 FEMALE MALE
Mobile handset is a common tool used for communication .There is no significant difference between number of male and female users. The numbers of male users are only 9% more than female users as per our survey.
18
?
RELATIONSHIP BETWEEN OCCUPATION AND PREFERENCE OF MOBILE HANDSET:
SONY OCCUPATION NOKIA LG SAMSUNG MOTOROLA ERICSSON OTHERS 13 9 12 10 7 11 STUDENT 11 6 4 8 5 7 SERVICE 9 0 3 2 1 2 RETIRED 8 4 3 6 2 5 BUSINESS 5 4 3 2 3 4 HOUSEWIFE 8 3 4 8 5 3 PROFESSION 54 26 29 36 23 32 TOTAL
OTHERS SONY ERICSSON MOTOROLA SAMSUNG LG NOKIA 0 10 20 30 40 50 60 STUDENT SERVICE RETIRED BUSINESS HOUSEWIFE PROFESSION
From the above information, we can say that nokia handset is more preferred in most of all occupation than other brands of handsets.
19
? RELATIONSHIP BETWEEN INCOME LEVEL AND PREFERENCE OF MOBILE HANDSET:
INCOME BELOW 5000 500010000 1000020000 2000030000 30000 AND ABOVE TOTAL
NOKIA 5 15 12 13 9 54
16 14 12 10 8 6 4 2 0
LG 3 12 7 3 1 26
MOTORO SAMSUNG LA 4 4 6 9 6 29 3 5 8 11 9 36
SONY ERICSSO N
OTHERS 3 3
2 3 8 7
1 5 14 9 32
23
BELOW 5000 5000-10000 10000-20000 20000-30000 30000 AND ABOVE
Here income is not a constraint in buying nokia handset. All type of income group people more prefer nokia handset compared to others according to our survey.
20
?
YEARS OF USAGE:
YEARS NOKIA LG 0-5 5-10 10 & MORE TOTAL 25 17 12 54 8 13 5 26
SAMSUNG MOTOROLA 9 13 7 29 12 15 9 36
SONY Total ERICSSON OTHERS 8 11 4 23 20 2 10 32 82 71 47 200
30 25 20 15 10 5 0 0-5 5-10 10 & MORE
N
KI A
LG
LA
G
SO
N
O
M SU
O
RI CS
TO R
SA
M O
Majority of the respondents own nokia handsets since 0-5 years of time duration. Among all respondents most of them own mobile handset since 5-10years.
21
SO
N
Y
E
O
TH
N
E
R
S
? SATISFACTION LEVEL: SONY SAMSUNG MOTOROLA ERICSSON OTHERS 10 5 4 3 7 29 11 9 8 4 4 36 6 6 5 2 2 23 9 8 7 5 5 32
NOKIA LG 1 2 3 4 5 STRONGLY SATISFIED PARTIALLY SATISFIED NEUTRAL DISSATISFIED HIGHLY DISSATISFIED TOTAL 20 14 9 8 3 54 13 5 2 2 4 26
From our survey we have noted that majority of the users were highly satisfied with Nokia. Only 11 respondents out of 54 were not satisfied with Nokia handset.
22
? COMPLAINTS: HANDSET NOKIA LG SAMSUNG MOTOROLA SONY ERICSSON OTHERS TOTAL
45
YES 44 22 24 31 20 24 165
NO 10 4 5 5 3 8 35
TOTAL 54 26 29 36 23 32 200
40
35
30
25
20
YES
NO
15
10
5
0 NOKIA LG SAMSUNG MOTOROLA SONY ERICSSONOTHERS
The complaints of nokia users were very less. Just 10 respondents had complaints regarding price of handset and facilities provided in it.
23
?
BUYING BEHAVIOR OF CUSTOMERS TOWARDS HANDSET BASED ON FEATURES. 1 7 2 5 5 0 1 2 7 8 1 2 5 0 6 5 2 2 3 5 5 3 3 4 4 4 2 2 4 2 6 4 4 4 5 6 5 2 1 1 5 4 2 2 5 2 3 3 4 3 3 2 3 3 3 6 3 2 3 3 5 5 3 5 4 2 7 1 3 3 1 4 5 5 4 3 4 8 2 6 2 1 5 4 3 6 0 4 9 10 1 2 2 4 1 0 4 5 6 4 4 3 4 3 2 3 2 1 5 4
FEATURES PRICE SCREEN SIZE BRAND BATTERY LIFE MEMORY ACCESSORIES SECURITY AUDIO & VIDEO FACILITY MODEL ADVERTISEMENT
40 35 30 25 20 15 10 5 0 1 2 3 4 5 6 7 8
ADVERTISEMENT MODEL AUDIO & VIDEO FACILITY SECURITY ACCESSORIES MEMORY BATTERY LIFE BRAND SCREEN SIZE PRICE 9 10
Majority of respondents gave more preference to features like firstly price, then brand, model and audio & video facility. While less preference was given to accessories, security and advertisement.
24
? MONTHLY MAINTENANCE COST:
NOKIA 0-100 100-200 200-300 300-400 400-500 500 & ABOVE TOTAL 20 12 9 8 4 1 54
LG 7 5 6 4 2 2 26
SAMSUNG MOTOROLA 11 12 5 11 6 5 4 2 2 3 1 3 29 36
SONY ERICSSON OTHERS 6 9 4 8 6 5 4 4 2 4 1 2 23 32
25 20 15 10 5 0
0-1 00 1 00-200 200-300 300-400 400-500 500 & ABOVE
LA
N
KI A
LG
G
SO
N
O
M SU
O
RI CS
TO R
SA
M O
Majority of nokia handset users are paying maintenance cost between Rs. 0-100 compared to others which is very low.
SO
N
Y
E
O
TH
N
E
R
S
25
?
PREPARED TO PAY: Price Range Below 1000 1000-3000 3000-5000 5000-10,000 10,000 and above Total No. of respondents 20 40 70 50 20 200
No. of respondents
Below 1000 1000-3000 3000-5000 5000-10,000 10,000 and above
35% of the respondents are prepared to pay within price range of Rs.3000-5000 for the new handset. And 40% of the respondents are prepared to pay within price range of Rs.5000-10,000.
26
TESTING OF HYPOTHESIS HYPOTHESIS: 1 Ho: NOKIA’S DEMAND IS AFFECTED BY INTRODUCTION OF OTHER BRANDS OF MOBILE HANDSETS. H1: NOKIA’S DEMAND IS NOT AFFECTED BY INTRODUCTION OF OTHER BRANDS OF MOBILE HANDSETS.
P1: NUMBER OF PEOPLE USING NOKIA HANDSET. P2: NUMBER OF PEOPLE USING OTHER BRAND OF HANDSET.
P1=54/200=0.27 P2=146/200=0.73
n1=54 n2=32
P = n1p1+n2p2 n1+n2 = 54(0.27)+146(0.73) 54+146 = 14.58+106.58 200 = 121.16 200 = 0.6058 P=0.61
27
Q=1-P =1-0.6058 Q=0.3942 ZCal=?p1-p2?/ [PQ (1/n1+1/n2)] 1/2 =?0.27-0.73?/ [ (0.3942) (0.6058) (1/54+1/146)] 1/2 = ?-0.46?/ [0.2388(0.0185+0.0068)] 1/2 =?0.46?/ [0.2388(0.0253)] ½ = 0.46/0.0777 =5.92 Ztab=1.96(two tailed) Zcal> Ztab
Therefore, Null hypothesis is rejected. So, the demand of nokia handset is not affected by introduction of other brands of handsets.
28
HYPOTHESIS: 2
Ho: Nokia mobile handset will be demanded in near future. H1: Nokia mobile handset will be less demanded in near future.
P1=10/12=0.83 P2=2/12=0.17
n1=10 n2=2
P = n1p1+n2p2 n1+n2 = 10(0.83)+2(0.17) 10+2 = 8.3+0.34 12 = 8.66 12 P= 0.72
Q=1-P =1-0.72 Q=0.28
29
ZCal=?p1-p2?/ [PQ (1/n1+1/n2)] 1/2 =?0.83-0.17?/ [ (0.72) (0.28) (1/10+1/2)] 1/2 = ?0.66?/ [0.2016(0.1+0.5)] 1/2 =?0.66?/[0.2016(0.6)] ½ = 0.46/0.3478 =1.89 Ztab=1.96 Zcal< Ztab
Therefore null hypothesis is accepted. So, NOKIA mobile handset will be demanded in future.
30
HYPOTHESIS: 3
Ho: People’s preferences of handset depend on income level. H1: People’s preferences of handset don’t depend on income level.
INCOME BELOW 5000
NOKIA 5 (5.67)
OTHERS 16 (15.33) 24 (28.47) 29 (29.93) 45 (42.34) 32 (29.93) 146
TOTAL 21
5000-10,000
15 (10.53)
39
10,000-20,000
12 (11.07)
41
20,000-30,000
13 (15.66)
58
ABOVE 30,000
9 (11.07)
41
TOTAL
54
200
31
X2=(5-5.67)2 +(16 -15.33)2 +(12-10.53)2+(24-28.47) +(12-11.07)2 + 5.67 15.33 10.53 28.47 11.07 (29-29.93)2 + (13-15.66)2 + (45-42.34)2 + (9-11.07)2 + (32-29.93)2 29.93 15.66 42.34 11.07 29.93 =0.079+0.029+1.8975+2.32+0.078+0.028+0.452+0.167+0.387+0.13 = 5.5814 X2cal> X2tab Therefore null hypothesis is not accepted. So, there is no significant relationship between income level and mobile handset they prefer.
32
LIMITATIONS
There are some limitations of our research: ? We have surveyed 200 respondents only. ? Our research is limited only to certain areas of Ahmedabad. ? We have surveyed only few users of nokia and other brand handsets.
33
CONCLUSION
We also took up the field work in the form of the research to know about the satisfaction level of the customers with respect to various features of the mobile handsets and also to know something more about the performance of different brand of mobile handset in the market. So after appropriate analysis, we hereby conclude our project. ? During the research and analysis we found that satisfaction level of NOKIA mobile handset users were higher than other brand of mobile handsets. ? We also found that aged people are more loyal towards a particular brand. ? While younger people more prefer to buy other brand handset in future, they are not loyal to a particular brand. ? Every income level people are more aware about nokia brand than others.
34
BIBLIOGRAPHY & WEBOGRAPHY
? ? ?
News papers Magazines
Book: ? Research Methodology- C.R.Kothari. ? Business Research Methods -By Cooper. ? www.google.com ? www.yahoo.com
35
36
doc_466736385.docx
A mobile phone (also known as a cellular phone, cell phone, and a hand phone) is a device that can make and receive telephone calls over a radio link while moving around a wide geographic area.
A REPORT ON “CONSUMER PREFERENCE TOWARDS DIFFERENT BRANDS OF MOBILE HANDSETS”
SUBMITTED TO: PROF. KAUSHIK TRIVEDI In partial fulfillment of requirement of research Methodology course of 4th year MBA (2010-2011) of K.S. School of Business Management (5 years Integrated Programme of Gujarat University)
SUBMITTED BY: BRAHMXTRIYA HIMA MANAT JYOTIKA RAYTHATHTHA RIDDHI 4007 4031 4054
1
NOKIA V/S OTHER BRANDS
2
ACKNOWLEDGEMENT
It has been rightly said, “There is no alternative to hard work.” But hard work if not executed to a plan and a well defined vision comes to naught. And it is not possible to achieve this without the help and guidance of experienced people. This is the right time for us to pay our sincere gratitude to all those people who helped us, moulded our success and directed our hard work in the right direction. We would like to thank Prof. KAUSHIK TRIVEDI for providing us an opportunity for the study of “RESEARCH METHODOLOGY” as well as for his timely help, advice and guidance. We would like to express our sincere appreciation to Dr. SARLA ACHUTAN, our director for giving us an excellent opportunity to explore ourselves in the field of management and there by develop our knowledge. We also express our deep gratitude to those who helped us out by responding to our questionnaire with sincerity and an added sense of responsibility. Without their help the project would not have been materialized.
3
PREFACE
Project work is an essential part of M.B.A because in project the students develops their personal skills as well as many others skills like communication skills, analytical skills, writing skills etc. for rising their overall personality. So, it becomes practical studies for them. Preparing a project is a system of logic where there use their logic sense to find out all the visions of the project. As a management student, this work gives the basic knowledge and concept of various managerial functions in the most useful and organized way and thus we can’t afford to avoid it. This year we have been given a topic for project for research of “consumer preference towards different brands of handsets”. Before presenting our project that would likely call a research rather, we would like to say it is an image of our deep practical studies to whatever we have observed and analyzed.
4
TABLE OF CONTENTS
NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
PARTICULARS Introduction Synopsis Research Methodology Assumption Questionnaire Tabulation and Graphical Analysis Test of Hypothesis Findings Bibliography Webography
PAGE NO. 6 8 10 11 12 15 27 33 35 35
5
A BRIEF INTODUCTION TO MOBILE HANDSETS In fact, mobile phones have significant history regarding to its development. At first, the mobile phones technology was used in trains throughout Europe during the 1950s. Then it was getting more common as radio communication in taxicabs and emergency vehicles in US. Most of the mobile phones had great size, weight and these were highly cost. It was started to become popular until FCC approved it in 1982. Speaking of the function of the first generation of mobile phones, there was only an analog transmission cell phone or 1G. The whole protocol transmission the phones used was determined by the FCC regulations based on the bandwidth usage. Thus, the FCC gives the restriction regarding the frequencies allowed to be used by certain licensed company. The development of the mobile phones was occurring at the same pace in all over the world especially in Japan and Europe. In 1979, cell phones were firstly launched in Japan, far long before the mobile phone entered the US market. Finally, the mobile phones were launched in US by the American company, Motorola. Moreover, the Japan and Europe also took the 3G phone standards faster than US in 2 On the old days, mobile phones were big and heavy, the size was getting to shrink down in the late of 1980s. Afterward, the much smaller mobile phones became popular and common in 1990s. The development happened along with the addition of new features such as note-taking, personal organization, and email. Furthermore, the text message service was also becoming available in 2G mobile phone in the early 1990s. 1G was still based on analog radio signals. Second generation (2G) digital cellular networks arrived in
6
1991. High speed, third generation (3G) cellular networks became a reality when the Japanese company NTT DoCoMo rolled out its commercial WCDMA network. Mobile phones are not the bricks that they were a few decades ago. Today's mobile phones are small enough to slip in to your pocket but also powerful enough to surf the internet, send emails and even make video calls. There are many different mobile phone manufacturers. Some of the biggest include; Nokia, Sony and Motorola. Today, mobile phones have become the greatest means of technology to enable the real time communication with the family or friends. Today most of the Telecom sector (Handset Industry) deals with multifunctional handset. Today Handset market had grown up to 3.5% of about 40 million users. Handsets are no longer an instrument of voice or text communication. Latest handsets came with a package of facilities. To add on, service providers also offer a variety of chargeable services to users. The growth of mobile handset market can get gauged from the fact that 27 new handset vendors entered india just in 1 quarter. India also witnessed the launch of high-end phones as well as entry level phones as well as entry level phones and india mobile users brought.
7
SYNOPSIS
?
Group name: BRAHMXTRIYA HIMA MANAT JYOTIKA RAYTHATHTHA RIDDHI 4007 4031 4054
? Project title: Research on consumer preference towards different brands of mobile handsets. ? Research problem: To find out consumer preference towards buying of different brands of mobile handsets. ? Research objective: ? To know the preference of consumer towards various brands of mobile handsets. ? To know about the satisfaction level of consumer using a particular brand of mobile handset. ? To know the future prospects/preference and buying behavior of consumers. ? Data collection: Primary source: Questionnaire of consumers. Secondary source: News papers, magazines and internet.
8
?
Sampling plan ? Universe: Population of Ahmedabad ? Sample unit: Areas of Ahmedabad ? Sample size: 200 ? Sample design: simple random sampling. ? Sampling procedure: Simple random sampling. Research design: Descriptive research. Research method: Field research.
? ?
9
RESEARCH METHODOLOGY
The research is related to consumer preference towards different brands of mobile handsets. To find out the preference of consumer towards various brand prevailing in the market of mobile handsets based on difference in age group, gender, occupation and Income level. Based on such survey of consumers, we are trying to find out which mobile handsets are they using currently, since how long they are using, their buying behavior is based on which features, are they satisfied with their current mobile handset and what would be their future preference/criteria towards purchasing a new mobile handset. For this purpose we have conducted a survey on “Consumer preference towards different brands of mobile handsets”.
10
ASSUMPTIONS/HYPOTHESIS
For our research we have assumed that now a day’s people are more brand loyal towards nokia handsets.
As a part of our sub hypothesis we have assumed that…
1. Subject which is overdone should not be normally chosen. 2. Too narrow or too vague problems should be avoided. 3. Subject of research is familiar and feasible. 4. We have used test of hypothesis as chi-square test and large sample proportion test.
11
A SURVEY OF CONSUMER PREFERENCE TOWARDS DIFFERENT BRANDS OF MOBILE HANDSETS NOTE: The information given by you will be used only for research purpose and will be kept confidential. Please tick (?) the boxes for “YES” and leave the boxes blank for “NO”.
1. Name: _______________________________________________ 2. Gender: ? Male ? Female ? Below 20 ? 20-30 ? 30-50 4. Occupation: ? Above 50 ? Retired
3. Age group (in yrs):
? Student ? Service
? Business ? Housewife ? Profession 5. Monthly family income:? Below 5000 (in Rs.) ? 5000-10,000
? 10,000-20,000 ? 20,000-30,000 ? 30,000 and above
6. Do you have mobile? ? Yes ? No If yes, then how many mobile do you have? _____________. 7. Which brand of mobile do you have? ? Nokia ? LG ? Samsung ? Motorola ? Sony Ericsson ? Others
12
8. Since how many yrs do you have mobile? ? 0-5 ? 5-10 ? 10 & more
9. For what purpose do you use mobile? ? Communication ? Entertainment ? Status ? GPRS ? Camera ? Radio FM ? Other, specify___________ 10. Satisfaction level: ? Strongly satisfied ? partially satisfied ? Neutral ? Dissatisfied ? Highly dissatisfied 11. Which feature do you like in your mobile? (Give rank according to your preference) ? Brand ? Memory ? Security ? Screen size ? Battery life ? Model ? Price
? Audio & Video facility
? Accessories ? Other, specify ____________________ 12. What is your monthly mobile maintenance cost? ? 0-100 ? 100-200 ? 200-300 ? 300-400 ? 400-500 ? 500 & above 13. Do you have any complaints regarding your mobile? ? Yes ? No
13
14. Are you planning to purchase another mobile in near future? ? Yes ? No 15. If yes, then based on which feature will you give preference? (Give rank according to your preference) ? Price ? Maintenance ? Schemes ? Model ? Brand ? Accessories
Audio & video facility
? Advertisement ? Security ? Battery life
16. Which price range will you be prepared to pay? ? Below 1000 ? 1000-3000 ? 3000-5000 ? 5000-10,000 ?10,000 & above 17. Suggestions:___________________________________________________
THANK YOU FOR YOUR CO-OPERATION
14
TABULATION AND GRAPHICAL ANALYSIS
?
PEOPLE OWN MOBILE HANDSET: YES NO TOTAL 188 12 200
MARKET SHARE
YES NO
6%
94%
94% of our respondents own mobile handset. While only 4% of the people do not own mobile handset as per our survey.
15
? NUMBER OF RESPONDENTS USING MOBILE HANDSET NO. OF USERS 54 26 29 36 23 32 200
MOBILE HANDSET NOKIA LG SAMSUNG MOTOROLA SONY ERICSSON OTHERS TOTAL
NO. OF USERS
16% 27% 12%
NOKIA LG SAMSUNG MOTOROLA
18% 14%
13%
SONY ERICSSON OTHERS
Among 200 respondents we surveyed, the majority of them were nokia users. 27% of them owned nokia handsets.
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? RELATIONSHIP BETWEEN AGE GROUP AND MOBILE HANDSET: Sony LG Samsung Motorola Ericsson Others 3 4 5 3 5 12 8 3 26 11 10 4 29 15 8 8 36 12 5 3 23 14 8 5 32
Age BELOW 20 20-30 30-50 ABOVE 50 Total
Nokia 9 22 14 9 54
25 20 15 10 5 0 Nokia LG SamsungMotorola Sony Ericsson Others BELOW 20 20-30 30-50 ABOVE 50
Majority of the people in age group between 20-30 years prefer more mobile handset and this group mostly consists of the college students and from the above diagram we can say that there are more number of nokia users in this group compared to others.
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? RELATIONSHIP BETWEEN GENDER AND PREFERENCE OF MOBILE HANDSET: GENDER NOKIA LG SAMSUNG MOTOROLA SONY ERICSSON OTHERS Total MALE FEMALE TOTAL 32 22 54 12 18 16 12 19 109 14 11 20 11 13 91 26 29 36 23 32 200
60 50 40 30 20 10 0 FEMALE MALE
Mobile handset is a common tool used for communication .There is no significant difference between number of male and female users. The numbers of male users are only 9% more than female users as per our survey.
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?
RELATIONSHIP BETWEEN OCCUPATION AND PREFERENCE OF MOBILE HANDSET:
SONY OCCUPATION NOKIA LG SAMSUNG MOTOROLA ERICSSON OTHERS 13 9 12 10 7 11 STUDENT 11 6 4 8 5 7 SERVICE 9 0 3 2 1 2 RETIRED 8 4 3 6 2 5 BUSINESS 5 4 3 2 3 4 HOUSEWIFE 8 3 4 8 5 3 PROFESSION 54 26 29 36 23 32 TOTAL
OTHERS SONY ERICSSON MOTOROLA SAMSUNG LG NOKIA 0 10 20 30 40 50 60 STUDENT SERVICE RETIRED BUSINESS HOUSEWIFE PROFESSION
From the above information, we can say that nokia handset is more preferred in most of all occupation than other brands of handsets.
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? RELATIONSHIP BETWEEN INCOME LEVEL AND PREFERENCE OF MOBILE HANDSET:
INCOME BELOW 5000 500010000 1000020000 2000030000 30000 AND ABOVE TOTAL
NOKIA 5 15 12 13 9 54
16 14 12 10 8 6 4 2 0
LG 3 12 7 3 1 26
MOTORO SAMSUNG LA 4 4 6 9 6 29 3 5 8 11 9 36
SONY ERICSSO N
OTHERS 3 3
2 3 8 7
1 5 14 9 32
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BELOW 5000 5000-10000 10000-20000 20000-30000 30000 AND ABOVE
Here income is not a constraint in buying nokia handset. All type of income group people more prefer nokia handset compared to others according to our survey.
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?
YEARS OF USAGE:
YEARS NOKIA LG 0-5 5-10 10 & MORE TOTAL 25 17 12 54 8 13 5 26
SAMSUNG MOTOROLA 9 13 7 29 12 15 9 36
SONY Total ERICSSON OTHERS 8 11 4 23 20 2 10 32 82 71 47 200
30 25 20 15 10 5 0 0-5 5-10 10 & MORE
N
KI A
LG
LA
G
SO
N
O
M SU
O
RI CS
TO R
SA
M O
Majority of the respondents own nokia handsets since 0-5 years of time duration. Among all respondents most of them own mobile handset since 5-10years.
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SO
N
Y
E
O
TH
N
E
R
S
? SATISFACTION LEVEL: SONY SAMSUNG MOTOROLA ERICSSON OTHERS 10 5 4 3 7 29 11 9 8 4 4 36 6 6 5 2 2 23 9 8 7 5 5 32
NOKIA LG 1 2 3 4 5 STRONGLY SATISFIED PARTIALLY SATISFIED NEUTRAL DISSATISFIED HIGHLY DISSATISFIED TOTAL 20 14 9 8 3 54 13 5 2 2 4 26
From our survey we have noted that majority of the users were highly satisfied with Nokia. Only 11 respondents out of 54 were not satisfied with Nokia handset.
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? COMPLAINTS: HANDSET NOKIA LG SAMSUNG MOTOROLA SONY ERICSSON OTHERS TOTAL
45
YES 44 22 24 31 20 24 165
NO 10 4 5 5 3 8 35
TOTAL 54 26 29 36 23 32 200
40
35
30
25
20
YES
NO
15
10
5
0 NOKIA LG SAMSUNG MOTOROLA SONY ERICSSONOTHERS
The complaints of nokia users were very less. Just 10 respondents had complaints regarding price of handset and facilities provided in it.
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?
BUYING BEHAVIOR OF CUSTOMERS TOWARDS HANDSET BASED ON FEATURES. 1 7 2 5 5 0 1 2 7 8 1 2 5 0 6 5 2 2 3 5 5 3 3 4 4 4 2 2 4 2 6 4 4 4 5 6 5 2 1 1 5 4 2 2 5 2 3 3 4 3 3 2 3 3 3 6 3 2 3 3 5 5 3 5 4 2 7 1 3 3 1 4 5 5 4 3 4 8 2 6 2 1 5 4 3 6 0 4 9 10 1 2 2 4 1 0 4 5 6 4 4 3 4 3 2 3 2 1 5 4
FEATURES PRICE SCREEN SIZE BRAND BATTERY LIFE MEMORY ACCESSORIES SECURITY AUDIO & VIDEO FACILITY MODEL ADVERTISEMENT
40 35 30 25 20 15 10 5 0 1 2 3 4 5 6 7 8
ADVERTISEMENT MODEL AUDIO & VIDEO FACILITY SECURITY ACCESSORIES MEMORY BATTERY LIFE BRAND SCREEN SIZE PRICE 9 10
Majority of respondents gave more preference to features like firstly price, then brand, model and audio & video facility. While less preference was given to accessories, security and advertisement.
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? MONTHLY MAINTENANCE COST:
NOKIA 0-100 100-200 200-300 300-400 400-500 500 & ABOVE TOTAL 20 12 9 8 4 1 54
LG 7 5 6 4 2 2 26
SAMSUNG MOTOROLA 11 12 5 11 6 5 4 2 2 3 1 3 29 36
SONY ERICSSON OTHERS 6 9 4 8 6 5 4 4 2 4 1 2 23 32
25 20 15 10 5 0
0-1 00 1 00-200 200-300 300-400 400-500 500 & ABOVE
LA
N
KI A
LG
G
SO
N
O
M SU
O
RI CS
TO R
SA
M O
Majority of nokia handset users are paying maintenance cost between Rs. 0-100 compared to others which is very low.
SO
N
Y
E
O
TH
N
E
R
S
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?
PREPARED TO PAY: Price Range Below 1000 1000-3000 3000-5000 5000-10,000 10,000 and above Total No. of respondents 20 40 70 50 20 200
No. of respondents
Below 1000 1000-3000 3000-5000 5000-10,000 10,000 and above
35% of the respondents are prepared to pay within price range of Rs.3000-5000 for the new handset. And 40% of the respondents are prepared to pay within price range of Rs.5000-10,000.
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TESTING OF HYPOTHESIS HYPOTHESIS: 1 Ho: NOKIA’S DEMAND IS AFFECTED BY INTRODUCTION OF OTHER BRANDS OF MOBILE HANDSETS. H1: NOKIA’S DEMAND IS NOT AFFECTED BY INTRODUCTION OF OTHER BRANDS OF MOBILE HANDSETS.
P1: NUMBER OF PEOPLE USING NOKIA HANDSET. P2: NUMBER OF PEOPLE USING OTHER BRAND OF HANDSET.
P1=54/200=0.27 P2=146/200=0.73
n1=54 n2=32
P = n1p1+n2p2 n1+n2 = 54(0.27)+146(0.73) 54+146 = 14.58+106.58 200 = 121.16 200 = 0.6058 P=0.61
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Q=1-P =1-0.6058 Q=0.3942 ZCal=?p1-p2?/ [PQ (1/n1+1/n2)] 1/2 =?0.27-0.73?/ [ (0.3942) (0.6058) (1/54+1/146)] 1/2 = ?-0.46?/ [0.2388(0.0185+0.0068)] 1/2 =?0.46?/ [0.2388(0.0253)] ½ = 0.46/0.0777 =5.92 Ztab=1.96(two tailed) Zcal> Ztab
Therefore, Null hypothesis is rejected. So, the demand of nokia handset is not affected by introduction of other brands of handsets.
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HYPOTHESIS: 2
Ho: Nokia mobile handset will be demanded in near future. H1: Nokia mobile handset will be less demanded in near future.
P1=10/12=0.83 P2=2/12=0.17
n1=10 n2=2
P = n1p1+n2p2 n1+n2 = 10(0.83)+2(0.17) 10+2 = 8.3+0.34 12 = 8.66 12 P= 0.72
Q=1-P =1-0.72 Q=0.28
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ZCal=?p1-p2?/ [PQ (1/n1+1/n2)] 1/2 =?0.83-0.17?/ [ (0.72) (0.28) (1/10+1/2)] 1/2 = ?0.66?/ [0.2016(0.1+0.5)] 1/2 =?0.66?/[0.2016(0.6)] ½ = 0.46/0.3478 =1.89 Ztab=1.96 Zcal< Ztab
Therefore null hypothesis is accepted. So, NOKIA mobile handset will be demanded in future.
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HYPOTHESIS: 3
Ho: People’s preferences of handset depend on income level. H1: People’s preferences of handset don’t depend on income level.
INCOME BELOW 5000
NOKIA 5 (5.67)
OTHERS 16 (15.33) 24 (28.47) 29 (29.93) 45 (42.34) 32 (29.93) 146
TOTAL 21
5000-10,000
15 (10.53)
39
10,000-20,000
12 (11.07)
41
20,000-30,000
13 (15.66)
58
ABOVE 30,000
9 (11.07)
41
TOTAL
54
200
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X2=(5-5.67)2 +(16 -15.33)2 +(12-10.53)2+(24-28.47) +(12-11.07)2 + 5.67 15.33 10.53 28.47 11.07 (29-29.93)2 + (13-15.66)2 + (45-42.34)2 + (9-11.07)2 + (32-29.93)2 29.93 15.66 42.34 11.07 29.93 =0.079+0.029+1.8975+2.32+0.078+0.028+0.452+0.167+0.387+0.13 = 5.5814 X2cal> X2tab Therefore null hypothesis is not accepted. So, there is no significant relationship between income level and mobile handset they prefer.
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LIMITATIONS
There are some limitations of our research: ? We have surveyed 200 respondents only. ? Our research is limited only to certain areas of Ahmedabad. ? We have surveyed only few users of nokia and other brand handsets.
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CONCLUSION
We also took up the field work in the form of the research to know about the satisfaction level of the customers with respect to various features of the mobile handsets and also to know something more about the performance of different brand of mobile handset in the market. So after appropriate analysis, we hereby conclude our project. ? During the research and analysis we found that satisfaction level of NOKIA mobile handset users were higher than other brand of mobile handsets. ? We also found that aged people are more loyal towards a particular brand. ? While younger people more prefer to buy other brand handset in future, they are not loyal to a particular brand. ? Every income level people are more aware about nokia brand than others.
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BIBLIOGRAPHY & WEBOGRAPHY
? ? ?
News papers Magazines
Book: ? Research Methodology- C.R.Kothari. ? Business Research Methods -By Cooper. ? www.google.com ? www.yahoo.com
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doc_466736385.docx