A PROJECT REPORT ON CONSUMER SATISFACTION TOWARDS NOKIA MOBILE Submitted To UNIVERSITY OF PUNE Under The Guidance of Prof.

Vishwas Swami KUMAR (marketing) Submitted By GYANENDRA B.B.A -3rd year semVI (2010-2011)

SINHGAD TECHNICAL EDUCATION SOCIETY

SINHGAD COLLEGE OF COMMERCE

KONDHWA (BK.) PUNE-411048

SINHGAD TECHNICAL EDUCATION SOCIETY

SINHGAD COLLEGE OF COMMERCE

KONDHWA (BK.) PUNE-411048

CERTIFICATE
This is to certify that Mr.GYANENDRA KUMAR student of BBA 3rd year Sem-VI SINHGAD COLLEGE OF COMMERCE, Kondhwa (BK.) Pune has completed his field work report at NOKIA on the topic of CONSUMER SATISFACTIONTOWARDS NOKIA MOBILE has submitted the field work report in partial fulfillment of BBA of the UNIVERSITY OF PUNE for the academic year 2010-2011. He has worked under our guidance and direction. The said report is based on bonafide information. He is found to be satisfactory and complete in all aspects.

Prof. Vishwas Swami Dr.M.S. Wazal Project Guide. Principal

External Supervisor

Date:Place:-PUNE- 48

COMPANY CERTIFICATE

ACKNOWLEGEMENT

I wish to express thanks to Principal Dr. M. S. Wazal and also my project guide Prof. Vishwas Swami of Sinhgad College of Commerce for their guidance, support and co-operation throughout the project. And also, my sincere thanks to everybody at Nokia Mobile and customers for their co-operation. And at last I would like to thank everyone including my teachers and friends who helped me for completing this project directly or indirectly.

Gyanendra Kumar

EXECUTIVE SUMMARY
Mobile phone market in India is going through major changes. Key players are losing market share while new and young companies, mostly from Asian countries, are coming to the market. At the same time the market is slowly expanding when people are buying more phones than ever. The whole process of buying mobile phones has changed in the last few years. People no longer carry the same phone year in year out; change is the fast technological development of the phones. But also consumers but they change their phone very year, some even twice a year. One reason for these attitudes towards mobile phones has changed. Mobile phones are no longer seen as expensive, hi-tech products, but they have become accessories like jewellery or a piece of clothing. Nokia is still the largest mobile phone company in the world, but its long-term dominance is now challenged more than ever. Observers have begun asking whether the cutting edge that has turned Nokia into the No 1 vendor still exists, as Nokias market

share and revenues have been on the decline. Falling average sales prices (ASPs) and market share have had an impact and forced Nokia to further re-think its strategy towards developed and emerging markets. This report gives an overview on what is happening on the mobile phone market today and analyses Nokias market position in the growing market. This report includes a brief introduction to Nokia followed by an environmental analysis, SWOT analysis of the company. Half way through the report you can find information about consumer behaviour and segmentation. At the end, this report introduces the main strategies and objectives of Nokia for the competitive market. Finally we try to make a conclusion of the topics discussed and attempt to give some possible answers to the question at hand.

INDEX

Sr. No. I I.1 I.2 I.3 I.4 I.5 II II.1 II.2 II.3 II.4 II.5 II.6 III III.1 III.2 III.2.1 III.2.1 .1 III.2.1 .2 III.2.1 .3 III.2.1 .4 III.2.2 III.2.2 .1 IV V VI

Particulars Introduction About The Study Objectives of the studies Importance of studies Limitations of the study Hypothesis Company Profile History Of the Company Growth & Achievement Vision & Mission Board of Directory Organization structure Product / Service Range Research Methodology Concept Methodology Primary Data Tools & Techniques Observation Method Questionnaire Method Interview Method Behavioral Data Secondary Data Tools & techniques Data analysis Conclusion Suggestion Bibliography Questionnaire

Page no.

INTRODUCTION

I.1 ABOUT THE STUDY

Consumer is regarded as the king of market. Every business organization depends upon the customers directly or indirectly. So, it becomes necessary for every business organization to study the satisfaction level of the customer. Consumer satisfaction may be defined as the utility of the customer which they get from the products and services rendered by the business organizations. Customers always want the maximum utility from the products and services. Hence to study the customers satisfaction, should be the main aim of every business organization. The study is among the Nokia Mobile. I got information about Nokia Mobile while interviewing 100 customers at the sites with the help of questionnaire. And I also got the information about the product through internet, journal, magazines, etc. The study about the consumer satisfaction and performance of Nokia Mobile, not only gave me the information about the company and the consumer satisfaction level at Nokia but I also gained some experience while doing the research. This study is going to help in the future. At last, but not the least, I would like to say that the study is completely based on the information provided by the sources and is completely right as far as I am concerned.

I.2 OBJECTIVES OF THE STUDY

1) To study the target segments 2) To study the satisfaction level of potential customers 3) To find out the consumer buying behaviour 4) To study about the overall performance of the organisation 5) To suggest the remedies to improve performance of the organisation

I.3 IMPORTANCE OF THE STUDY

This will help in studying the consumer satisfaction level.

The study will help in finding consumer buying behavior towards Nokia Mobile

It will help in analyzing the performance of organisation.

This will help in suggesting the remedies to the organisation to improve the performance.

I.4 LIMITATIONS OF THE STUDY

There was a limited time period to complete the project.

My research was to a limited area

The sample size was huge and it was bit difficult to analyze

the project.

Faced problems in getting information from the customers and managers of the organization because of the conservative nature.

Bias opinion of the consumers.

COMPANY PROFILE

II.1 HISTORY OF THE COMPANY

The roots of Nokia go back to the year 1865 with the establishment of a forest industry enterprise in South-Western Finland by mining engineer Fredrik Idestam. Elsewhere, the year 1898 witnessed the foundation of Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began operations. Gradually, the ownership of these two companies and Nokia began to shift into hands of just a few owners. Finally in 1967 the three companies were the merged to and form Nokia Corporation. markets At the beginning of the 1980s, Nokia strengthened its position in telecommunications consumer electronics through the acquisitions of Mobira, Salora, Televa and Luxor of Sweden. In 1987, Nokia acquired the consumer electronics operations and part of the component business of the German Standard Elektrik Lorenz, as well as the French consumer electronics company Oceanic. In 1987, Nokia also purchased the Swiss cable machinery company Maillefer. In the late 1980s, Nokia became the largest Scandinavian information technology company through the acquisition of Ericsson's data systems division. In 1989, Nokia conducted a

significant expansion of its cable industry into Continental Europe by acquiring the Dutch cable company NKF.

1865-1960 From its inception, Nokia was in the communications business as a manufacturer of paper -the original communications medium. Then came technology with the founding of the Finnish Rubber Works at the turn of the 20th century. Rubbers, and associated chemicals, were leading edge technologies at the time. Another major technological change was the expansion of electricity into homes and factories which led to the establishment of the Finnish Cable Works in 1912 and, quite naturally, to the manufacture of cables for the telegraph industry and to support that new-fangled device the telephone! After operating for 50 years, an Electronics Department was set up at the Cable Works in 1960 and this paved the way for a new era in telecommunications. Nokia Corporation was formed in 1967 by the merger of Nokia Company - the original paper-making business with the Finnish Rubber Works and Finnish Cable Works. 1960-1980

Design has always been important at Nokia and today's mobile phones are regarded as a benchmark for others to follow. Take, for example, multi-colored, clip-on fascias which turned mobiles into a fashion item overnight. But Nokia has always thought like that and back in the fashion-conscious 1960's when one branch of the corporation was a major rubber manufacturer, it hit on the idea of making brightly-colored rubber boots at a time when boots followed the Henry Ford principle - you could have any colour, so long as it was black. The '60s, however, were more important as the start of Nokia's entry into the Telecommunications market. A radio telephone was developed in 1963 followed, in 1965, by data modems - long before such items were even heard of by the general public. In the 1980's, everyone looked to micro computers as the next 'big thing' and Nokia was no exception as a major producer of computers monitors and TV sets. In those days, the prospect of High Definition TV, satellite connections and teletext services fuelled the imagination of the fashion conscious homeowner. In the background, however, changes were afoot. The world's first international cellular mobile telephone network, NMT, was introduced in Scandinavia in 1981 and Nokia made the first car phones for it. True enough, there were 'transportable' mobile phones at the start of the '80's but they were heavy and huge. Nokia produced the original hand portable in '87 and Phones have continued to shrink in inverse proportion to the growth of the market ever since. 1980-2011

It took a technological breakthrough and changes in the political climate to create the wire free world people are increasingly demanding today. The technology was the digital standard, GSM, which could carry data in addition to high quality voice. In 1987, the political goal was set to adopt GSM throughout Europe on July 1st 1991. Finland met the deadline, thanks to Nokia and the operators. Politics and technology have continued to shape the industry. The '80s and '90s saw widespread deregulation, which stimulated competition and customer expectations. Nokia changed too and in 1992 Jorma Ollila, then President of Nokia Mobile Phones, was appointed to head the entire Nokia Group. The corporation divested the non-core operations and focused on telecommunications in the Digital Age. Few people in the early '90s would have thought that 'going digital' would change things so much.

II.2 Growth and achievements

GROWTH
1. By 2010 number of mobile subscribers globally will increase

to 4 billion.
2. Worldwide 1 billion people use a Nokia device daily. 3. India is the fastest growing market in terms of subscriber

growth - over 8 million new subscribers per month.

4. 6 devices sold every second (worldwide), 2 per second out of

them in India; India is the second largest market for Nokia.

5. Organized Trade - the Indian retail market, is the fifth largest

retail destination globally, it's estimated to grow to US$ 427 billion by 2010.

Nokia has been working closely with operators in India to increase the geographical coverage and lower the total cost of ownership for consumers. Today, Nokia has one of the largest distribution network with presence across 1,30,000 outlets. In addition, the company also has Nokia Priority Dealers across the country and Nokia Concept stores in Bangalore, Delhi, Jaipur, Hyderabad, Chandigarh, Ludhiana, Chennai, Indore and Mumbai to provide customers a complete mobile experience. Nokia will further increase its efforts to build trusted consumer relationships, moving from single transactions to dynamic dialogue with the consumers. Nokia will continue to invest to drive growth in the device business. The vision of Nokia is a world where everybody can be connected, thus we will aim to address every relevant geography and price point and strive to bring the best mobile devices everywhere. Broad device base creates a foundation for our services business. Nokia will create context enriched services to complement the device experience and to offer compelling solutions for consumers and businesses alike.

ACHIEVEMENTS

1. Ranked No 1 Most Trusted Brand Survey by Brand Equity,

2008
2. Ranked the No 1. MNC in India by Businessworld, Indias

leading business weekly, 2006

3. Ranked as the No. 1 telecommunications equipment vendor

in the country by Voice & Data for five consecutive years 2008, 2007, 2006,2005 and 2004
4. Ranked as the 9th most powerful brand by Millward Browns

BrandZ 2008
5. Ranked worlds 4th most valuable brand by Interbrand, 2007 6. Ranked Asias most trusted brand by the Media-Synovate,

2006

II.3 VISION & MISSION VISION

Our customers continue to our First Priority

Nokias future success depends on delivering great experiences to our customers by creating products and solutions that work seamlessly and are appealing. Everyone has a need to communicate and share. Nokia helps people to fulfil this need and we help people feel close to what matters to them. We focus on providing consumers with very human technology technology that is intuitive, a joy to use, and beautiful. We are living in an era where connectivity is becoming truly ubiquitous. The communications industry continues to change and the internet is at the centre of this transformation. Today, the internet is Nokia's quest. Nokia's strategy relies on growing, transforming, and building the Nokia business to ensure its future success.

Mission
In a world where everyone can be connected, we take very human approach to technology Connecting is about helping people to feel close to what matters. Wherever, whenever, Nokia believes in communicating, sharing, and in the awesome potential in connecting the 2 billion who do with the 4 billion who dont. If we focus on people, and use technology to help people feel close to what matters, then growth will follow. In a world where everyone can be connected, Nokia takes a very human approach to technology.

II.4 BOARD OF DIRECTORY

Olli-Pekka Kallasvuo
Chairman, President and CEO of Nokia Corporation

Robert Andersson
Executive Vice President, Devices Finance, Strategy and Sourcing

Simon Beresford-Wylie
Chief Executive Officer, Nokia Siemens Networks

Timo Ihamuotila Executive Vice President, Sales Mary T. McDowell

Executive Vice President, Chief Development Officer

Hallstein Moerk
Executive Vice President, Human Resources

Tero Ojanper
Executive Vice President, Entertainment & Communities

Iklas Savander
Executive Vice President, Services and Software

Richard A. Simonson
Executive Vice President, Chief Financial Officer

Veli Sundbck
Executive Vice President, Corporate Relations and Responsibility

Anssi Vanjoki
Executive Vice President, Markets

Dr. Kai istm

Executive Vice President, Devices

II.5 ORGANIZATION STRUCTURE

II.6 PRODUCT/SERVICE RANGE

List of Nokia products

The following is a partial list of products branded by Nokia. 1 Mobile phones 1.1 Classic series The Mobira series 1.2 Original series 1.3 10009000 series
_ 1.3.1 Nokia 1000 series Ultra basic series _ 1.3.2 Nokia 2000 series Basic series _ 1.3.3 Nokia 3000 series Expression series _ 1.3.4 Nokia 5000 series Active series _ 1.3.5 Nokia 6000 series Classic Business series _ 1.3.6 Nokia 7000 series Fashion and Experimental series _ 1.3.7 Nokia 8000 series Premium series _

1.3.8

Nokia

9000

series

Communicator

series

(discontinued)

1.4 Special function phones

_ 1.4.1 Nokia Eseries Enterprise series _ 1.4.2 Nokia Nseries Multimedia Computer series _ 1.4.3 Nokia N-Gage Mobile gaming devices (discontinued) _ 1.4.4 VERTU Luxury phones _ 1.4.5 Cardphones (PCMCIA) _ 1.4.6 Concept phones

2 Other products
2.1 Digital television 2.2 ADSL modems 2.3 WLAN products 2.4 Telephone switches 2.5 GPS products 2.6 TETRA 2.7 Internet tablets 2.8 Security solutions 2.9 Software solutions 2.10 Military communications 3 References 4 External links

RESEARCH METHODOL OGY

III.1 CONCEPT METHODOLOGY CONSUMER SATISFACTION

Consumer satisfaction may be defined as the utility of the customer which they get from the products and services rendered by the business organizations. Customers always want the maximum utility from the products and services. Hence to study the customers satisfaction, should be the main aim of every business organization.

RESEARCH

process

Research in Management can be defined as the of systematic investigation of any Management

problem and it is used as Management tools for problem solving and decision making. It comprises defining and Re-defining problems,

formulating hypothesis, collecting, organizing and evaluating data, making deductions and making conclusions and at last,

carefully testing the conclusions to determine whether they fit the formulated hypothesis.

The research is done by collecting primary and secondary data.

III.2 Primary Data:

It is obtained by a study, specifically designed to fulfill the data needs of the problems at hand. Such data is original in character and is generated in large number of surveys conducted mostly by government and also by some individual institutions and research bodies. It is collected through personal interview, schedule, etc. The data is first hand in new sample size. Sample Size: The sample size of my project was 50 customers.

Sampling Method: For collecting primary data personal interviews were conducted.

III.2.1 Tool & Technique of Collection Of Primary Data:

For the present study, primary data was collected through simple random sampling technique.

III.2.1.1 OBSERVATION METHOD

The observation a buying method involves human situation. or mechanical is observation of what people actually do or what events take place during or consumption Information collected by observing process at work.

III.2.1.2 QUESTIONNAIRE METHOD

Questionnaire is a job analysis method, it to be completed by jobholders and approved by job-holders superiors, are useful when a large number of jobs are to be covered. A questionnaire is a quick and efficient way to obtain information from a large number of employees.

III.2.1.3 BEHAVIOURAL DATA

Information employed in marketing for campaigns based on consumers preferences, and product usage. designing buying promotional brand

habits,

III.3.2 Secondary Data:

It is the data which is not originally collected but rather obtained from published source.

III.3.2.1 Sources Of collection Of Secondary Data:

Data is collected from available sources like journals, magazines, internet, etc. 1. Website 2. Data analysis 3. Books. It consists of information that already exists somewhere have been collected for some purpose also attitudinal data and demographic data.