INDEX

SR.NO 01

PARTICULARS INTRODUCTION

PG.NO. 2-10

02

REVIEW OF LITERATURE

11-13

03 04 05 06 07

RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION CONCLUSION AND SUMMERY APPENDIX BIBLIOGRAPHY

14-19

20-33 34-35

36-40

41

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1.1 INTRODUCTION Information 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 and information, 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 explicitly include the field of electronic 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. 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 as photocopiers and fax machines

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The Global Cellular Mobile Industry: The global mobile phone industry is based on many different manufacturers and operators. The industry is based on advanced technology and many of the manufacturers are operating in different industries, where they use their technological skills, distribution network, market knowledge and brand name. Five large manufacturers of mobile phones are today dominating the global mobile phone industry; Samsung, Apple, Nokia, Sony and Blackberry. In addition to these companies there are many manufacturers that operate globally and locally. Table 1.1

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Telecom Industry in India The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand in countries like India and China. Indias mobile phone subscriber base is growing at a rate of 82.2%. China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific. Compared to that Indias share in Asia Pacific Mobile phone market is 6.4%. Considering the fact that India and China have almost comparable populations, Indias low mobile penetration offers huge scope for growth.

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the

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Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

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1.5 Major Global Players Table 1.1: Showing Rank of major global players of mobile phones in 2012

Company Samsung Apple Nokia Sony LG Blackberry

Rank 1 2 3 4 5 6

Nokia Corporation was the world's largest manufacturer of mobile telephones. It produces 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 highvolume 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 mass market. Samsung Electronics is the world's largest IT companies by revenue. The company also claims to be have the highest brand value among consumer electronics companies.

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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. Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. Both companies have stopped making their own mobile phones. The reason for this merger is to combine Sony's consumer 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. Now It has become Sony as the contract between Sony and Ericsson was over. LG Electronics is one of the world's leading electronics companies. It is part of the Korean LG Group, operating in approximately 80 countries. Its mobile phones division provides CDMA, GSM, 3G Handsets. 1.7 Major players in India The major players in the handsets segment in India include Samsung, Apple, Nokia, HTC, Sony Mobile, Blackberry, LG. Samsung has retained the top slot in Indian market with 26 % share, while Nokia has 23% share and Apple has gained around 8% share 2012. Fig. 1.2 market share in percentage of the mobile phone players in India

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1.8 Consumer Buying Behaviour (Youth) Everybody 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 behaviour 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 behaviour 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 exploiting marketing opportunities and in meeting the challenges that the Indian market offers. A study of consumer behaviour 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 the study 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 product failure. To increase the chances of success of new products, better information of the
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consumer behaviour is required. Their desires, tastes and preferences are to be taken care of. So from all these aspects the study of consumer behaviour is important.

1.9 About the Project 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 the available 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 Mumbai city among the mobile phones owners especially youth. Mumbai is a major industrial and educational center of India, and is the crossroads of many different cultures. It provides a scope to understand the Youth 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 (youth). Objectives of the study are: 1. To examine the factors those influence the Youth choice while purchasing a mobile hand set. 2. To know which features in a particular brand are preferred by the Youth users. 3. To find out what additional features are demanded by Youth. 4. To study the satisfaction level of Youth users.

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Limitations of the study Sincere 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 may be biased. ii. Time could be a major limitation as it may have affected the inferences drawn in the study. Only 20 respondents have been contacted due to time constraint. iii. iv. Sample may not be the true representative of the universe. Study was conducted in Mumbai only. So the results of the study may not be applicable in other areas.

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CHAPTER 2

REVIEW OF LITERATURE

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2 Review of Literature Business Today In India the number of mobile subscribers will cross 600 million ,making it the worlds second largest market next revolution, the mobile phones has moved from being a simple communication tool to an all round entertainment & information devices. Services are being enabled increasingly by more & more powerful processors onboard mobile devices. 10% of the 2.1 billion handsets sold in 2012 as smart phones.

The Economics Times B K Modi controlled Spice Mobiles today launched the first Indian branded 3G and CDMA200 handsets in technological collaboration with Qualcomm and said it is targeting half a million of these handset sales in the current fiscal. We aim to sell four million standard handsets in the current fiscal and target half a million 3G handsets sales separately", Spice Mobiles Vice President Dilip Modi said. C-810 (the CDMA enabled handset) is priced at Rs 6500 while the GSM 3G handset is priced at Rs 8500.

Informa Telecoms and Media predicts the global mobile market is expected to add more than 1 billion subscribers and reach almost 3 billion overall or 43 percent penetration by the year 2012. While Asia, the Middle East and Africa will experience the highest growth rates, Information reports "several countries are already reporting penetration rates of over 100% and Western Europe's regional penetration is set to breach 100% in a couple of years."

Indian Cellular Association. says that a record addition of 15 million new telecom subscribers in January 2012 has cheered the mobile handset market. After a lacklustre 2008 when the Indian cellphone market saw near flat sales growth, the handset turf has grown 10% in January, claims the apex national body of handset vendors.

Strategy Analytics offered their thoughts on the potential global mobile market, predicting the "worldwide cellular user base will increase from 1.7 billion at the end of 2009 to 2.5 billion by the end of 2012, a 38 percent penetration rate."

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Union Budget 2011-12 , Mobile phone users would now have to shell out more money for buying new handsets, with the government proposing to levy one per cent excise duty on them.

Phil Kendall at Strategy Analytics, commented, "Voice usage will increase from 5.6 trillion minutes in 2009 to 12.6 trillion in 2012. GSM-based systems will continue to dominate the cellular landscape, accounting for 81 percent of subscribers and 76 percent of service revenues in 2012 though CDMA's more rapid evolution to 3G will see it dominate 3G subscriber volumes in the medium term. "

Samsung has emerged as the top company for the second consecutive year in overall satisfaction by mobile handset users, edging out market leader Apple and Nokia, according to a survey. Apple is No 2 on overall satisfaction score, displacing Nokia to the third place. Source : http://economictimes.indiatimes.com/articleshow/2827028.cms

DoT to Telcos (Oct 08) Concerned over security lapses in the use of cell phones without proper security codes, government has asked mobile operators to strictly ensure that calls are not processed on such handsets that cannot be tracked by sleuths. The security code known as International Mobile Equipment Identity (IMEI) is a 15digit number unique to a mobile handset and this can help in tracking or blocking of the mobile phones.

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CHAPTER 3

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY This chapter describes the research methodology adopted to achieve the objectives of the study. It includes the scope of the study, research design, collection of data, analysis of data and limitations of the study. 3.1 Scope of the study The scope of the study is to get the first hand knowledge about the buying behavior of Youth towards different brands of mobile handsets in Mumbai city. The scope is restricted to study the factors affecting the preference of consumers while choosing a mobile handset in Ludhiana city only. This is done to avoid perceptual bias and for providing objectivity to the study. 3.2 Research Design The 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 is to be carried out. The research design of the project is descriptive as it describes data and characteristics associated with the population using mobile phones. Descriptive research is used to obtain information concerning the current status of the phenomena to describe "what exists" with respect to variables in a given situation. 3.3 Data Collection 3.3.1Primary 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. The questionnaire comprises of close ended as well as open ended questions. In close ended questions dichotomous, ranking, likerts scale, checklist questions and multiple choice questions are used.

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3.3.2Secondary Data Secondary 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. 3.4 Sampling Design Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population. 3.4.1 Universe Universe is the infinite number of elements which the researcher is targeting in his study. Since the study is restricted to Mumbai city the universe for the study consists of all the Youth mobile phone owners in Mumbai. 3.4.2 Population Population is finite number of elements which the researcher is going to target in particular area. All the mobile phone owners in Mumbai city form the population for the study. 3.4.3 Sampling Unit Sampling Unit is the single unit of the population. A single individual who owns a mobile phone form the sampling unit of the study. 3.4.4 Extent Extent refers to the geographical area where there is a scope of population. The extent of the study is Mumbai City. 3.4.5 Sampling Technique The selection of the respondents was done on the basis of convenience technique based on the non probability method of sampling.

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3.4.6 Sample size Sample size is the size of sample drawn from the population which is the true representative of the research. The number of respondents included in the study was 100 for convenience in evaluating and analyzing the data and because of time constraint. 3.5 Data Analysis and Interpretation For 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 of questions on likert 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. Limitations of the study Sincere efforts have been made to collect authentic and reliable information from respondents, however the report is subject to following limitations: v. Some respondents were reluctant to give the information, so their responses may be biased. vi. Time could be a major limitation as it may have affected the inferences drawn in the study. Only 20 respondents have been contacted due to time constraint. vii. viii. Sample may not be the true representative of the universe. Study was conducted in Mumbai only. So the results of the study may not be applicable in other areas.

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INDIAN TELECOM INDUSTRY 2013 Introduction India is the worlds second-largest telecommunications market, with 898 million subscribers as on March 2013. The sector's revenue grew by 13.4 per cent to reach US$ 64.1 billion in FY12. Telecom infrastructure in India is expected to increase at a compound annual growth rate (CAGR) of 20 per cent during 2008-15 to reach 571,000 towers in 2015. Internet traffic in India is expected to reach to 2.5 exabytes per month in 2017 from 393 petabytes per month in 2012, as per a Cisco study. In addition, the wireless connectivity in India is expected to grow at about 40 per cent traffic by 2017, up from 38 per cent in 2012. India has immense opportunities for telecom operators and is one of the best markets for telecom business. Right now, we feel the Indian market is ripe for M&A stories, highlighted Mr Dmitry Shukov, CEO, Sistema Shyam Teleservices (SSTL). Key Statistics India has recorded 55.48 crore mobile users as per Juxts study titled, India Mobile Landscape (IML) 2013. More than 29.8 crore, about 54 per cent, of these device owners are in rural areas as compared to 25.6 crore in cities and towns," added Mr Mrutyunjay, Cofounder, Juxt. The telecommunications industry attracted foreign direct investments (FDI) worth US$ 12,866 million during April 2000 to June 2013, an increase of 7 per cent to the total FDI inflows, according to data published by Department of Industrial Policy and Promotion (DIPP). Moreover, the cumulative revenue of telecom service providers was recorded at Rs 54,284 crore (US$ 8.32 billion) in the January-March 2013 quarter, as per Telecom Regulatory Authority of India (TRAI) data.

MARKET DYNAMICS The Indian mobile phone market is highly competitive with more than 150 device manufacturers trying to attract the consumers with their schemes and offers. Most of these producers focus their efforts on the low-cost feature phone market, which constitutes over 91 per cent of overall mobile phone sales, offering a huge scope for growth. India added 1.49 million GSM subscribers in July 2013, taking the total GSM user base in India to 672.63 million. Moreover, in June 2013 the GSM telecom operators added 2.33 million new subscribers, to take the user base to 271.6 million at the end of the month, according to the data released by Cellular Operators Association of India (COAI) The GSM incumbentsBharti Airtel, Vodafone and Idea Cellularhave jointly crossed 70 per cent in revenue market share and had a 99.6 per cent share of the incremental revenues during the June 2013 quarter, as per the latest figures released by TRAI.

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The mobile value-added services (MVAS) market is expected to reach US$ 9.5 billion in 2015, from US$ 4.9 billion in 2012, as per a joint research report by Wipro Technologies and the Internet and Mobile Association of India (IAMAI). A total of 9.4 million smartphones were shipped into the country, registering a growth of 167.3 per cent on an annual basis. India also witnessed 73.5 million mobile handset shipments for the January-April 2013 period.

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CHAPTER 4 ANALYSIS AND INTERPRETATION

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ANALYSIS AND INTERPRETATION This chapter analyzes 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 study 1. Table 4.1: Showing number of respondents owing a mobile phone

No. Of Respondents Yes No Total 20 0 20

Fig.4.1 Showing number of respondents owing a mobile phone.

25

20

15 Column1 10

0 YES NO

1. 2.
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3. Table 4.2: Showing different brands of mobiles phones used by the respondents

Brands Samsung Apple Nokia Blackberry others Total

No. of respondents 8 0 5 2 5 20

Table 4.2

mobile handsets
samsung apple nokia blackberry others

25% 40% 10% 25% 0%

Interpretation: From the above table and figure, we can conclude that out of 20 respondents 8 have Samsung hand set,0 have Apple , 5 use Nokia , 2 have Blackberry. Apart from these brands 5 of respondents have other brands like Sony, LG, Panasonic etc. Its evident from the figures that Samsung is most preferred brand of the Youth in Mumbai.

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1. Table 4.3: Showing respondents using same brand as they had earlier

RESPONSES Yes No Total

NO. OF RESPONDENTS 13 7 20

Table4.3

Respondents
14 12 10 8 6 4 2 0 YES NO

Interpretation: From the above, it is interpreted that 13 of the respondents had same brand of mobile hand set earlier while 7 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.

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1. Table 4.4: Showing reasons for using mobile phone by the respondents Reasons Status Business transactions Dont have landline Others Total No. of Respondents 13 4 1 2 20

Table 4.4

Showing reasons for using mobile phone by the respondents

1 2 Status 3 Business transaction don't have lanline others 14

Interpretation: Above table and figure depict that 4 of respondents use mobile for business transactions, 13 use it as a status symbol, 1 use mobile because they dont have landline connections and 2 of respondents have other reasons like necessity, reducing communication gap etc.

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1. Table 4.5: Showing the factors considered by respondent while purchasing a mobile hand set Factors Price Appearance Brand Features Easy to carry/Weight Total No. of responses 4 5 6 3 2 20

Chart 4.6

factors considered
2 3 4 price appearance 5 6 brand features easy to carry/weight

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 carry is the least important factor that is considered in the purchase decision. Its clear that Youth in Mumbai give maximum importance top Price, appearance and brand of a mobile phone.

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1. Table 4.6: Showing the sources which influenced the buying decision of the respondents Sources Friend Family member Advertisement Dealer Total No. of respondents 10 4 4 2 20

Respondents
12 10 8 6 4 2 0 Friend Family member Advertisement Dealer

Respondents

Interpretation: From the above table it is concluded that out of 20 respondents, 10 and 4 respondents purchased the mobile hand set under the influence of their friends and family member, 2 respondents under the influence of various advertisements, 2 respondents bought the car on the suggestion of dealer.

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1. Table 4.7: Showing different purposes for which mobile is used by the respondents

Diff. Purposes Receiving/making calls SMS/MMS Games E-mail/Internet Music Camera Total

No. of Respondents 3 3 3 3 4 4 20

Fig.4.7

Diff. Purposes
Receiving/making calls 2 4 2 1 6 SMS/MMS Games 5 E-mail/Internet Music Camera

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, youth of Mumbai are using them increasingly for Music and Camera. Using Internet on mobile phones is still becoming common.

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1. Table 4.8: Showing ranking of various features of mobile handsets by the respondents according to their preferences Features Bluetooth MP3 Player Camera Data Storage Capacity GPRS Personal Info. Management Mean scores 3.29 3.32 3.23 3.13 4.87 3.16 Rank 5th 4th 3rd 1st 6th 2nd

Fig. 4.8
5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 4.87 3.29 3.32 3.23 3.13

mean scores

3.16

bluetooth

mp3 player

camera

data GPRS prsnl info storage mang. capacity

features

Interpretation: Since 1 is given to the most preferred feature and 6 to the least preferred feature in 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. 2nd and 3rd ranks are given to personal information management and camera in the mobile phone respectively.

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After them the features of MP3 player and Bluetooth are given preference. GPRS is the least preferred feature in the mobile phones. Therefore its clear from above that people in Mumbai give more preference to the feature of data storage and personal info management.

1. Table 4.9: Showing range of price that respondents like to spend on mobile hand set

Range Below 5000 5000-15000 15000-25000 Above 25000 Total

No. of respondents 3 4 5 8 20

Fig. 4.9

4 5

3 Below 5000 5000-15000 15000-25000 Above 25000

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Interpretation: From above it is interpreted that 4 of respondents prefer to spend between the ranges of Rs. 5000-15000,5 between Rs. 15000-25000, 8 above Rs. 25000and 3 below Rs. 5000. It concludes that mobile phone users here are not price sensitive. Mobile phones are a status symbol instead they have become a necessity.

1. Table 4.10: showing features preferred in a particular brand of mobile phone

Camera

Bluetooth

Music Player

Memory

No. of respondents Samsung Apple Nokia Blackberry Total 5 3 3 1 20 5 0 4 2 20 Fig. 4.10 5 8 4 2 20 5 3 4 1 20

80 70 60 50 40 30 20 10 0 camera

No. Of respondents Samsung

Apple
Nokia Blackberry

bluetooth

music player

memory

features

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Interpretation: From above table and figure it is concluded that people of Mumbai prefer Camera, Bluetooth and Memory features of Samsung and music player of Apple. Features of Nokia are also liked by many respondents but features of Blackberry are not at all preferred by them.

2. Table 4.11: Showing satisfaction level of the respondents

No. of Respondents Yes No Total 15 5 20

Fig.4.11

yes no

15

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Interpretation:

From the above table, we can conclude that out of 100 respondents, 93% respondents are satisfied with the performance of their mobile hand set whereas 7% are not completely satisfied. The main problem faced by them is the battery life of their hand sets. In general, people in Mumbai are satisfied with their brand of mobile phone.

12.Table 4.12: Showing additional features required by the respondents in their mobile handsets

Features WiFi TV Video Conferencing Android Total

No. of responses 10 2 4 4 20

Fig. 4.12

10

WiFi TV Video Conferencing Windows

47

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Interpretation: From above table and figure it is concluded that features of WiFi and Video conferencing are more in demand. Android is also considered at most .TV is a fancy feature.

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CHAPTER.5 CONCLUSION & SUMMERY

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CONCLUSION AND SUMMARY The Mobile phone represents the convergence instrument of the future. It has 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 prices that range from very inexpensive to thousands of rupees. The above findings and results reflected the preferences, expectations and satisfaction level of mobile phones Youth users in Mumbai. 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 of the study indicate that mobile phones are no longer the status symbol for the Youth of Mumbai. Brand and features in a handset are preferred over their prices. Youth here are techno savvy and require new innovative features in mobile phones every new day. Since the study was restricted to the Mumbai city so the there is need to study more in other cities to get the clear view of the findings.

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APPENDIX QUESTIONNAIRE Q1) Do you have a mobile phone?

YES

NO

Q2) a) Which brand of mobile hand set do you have? (Please Tick)

Samsung Apple Nokia Blackberry others i. (please specify) _______

b) Which model ____________ If it is your first mobile phone then skip Q3 Q3a) 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

_______

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ii. iii. iv.

New features Inefficiency in earlier mobile Any other( please specify)

_______ _______ _______

Q4) Why have you bought the mobile? (Tick one option)

i. ii. iii. iv.

Business transactions Status Dont have landline phone Any other (please specify)

________ ________ ________ ________

Q5) Which of the following factors you considered while choosing the mobile hand set? (can tick more than one option) i. ii. iii. iv. v. Price Appearance Brand Features Easy to carry/Weight ________ ________ ________ ________ ________

Q6) Who influenced you to buy this brand? (Tick one option)

i. ii. iii. iv. v.

Friend Family member Advertisement Dealer Any other (please specify)

_______ _______ _______ _______ _______

Q7) 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 ________ Q8) Rank the following features of your hand set according to your preference (rank 1 to most preferred and rank 6 to least preferred)
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i. ii. iii. iv. v. vi.

Bluetooth MP3 Player/ Video Player Camera Data Storage Capacity GPRS Personal information management ( notes, to-do list, contacts, etc.)

_________ _________ _________ _________ _________ _________

Q9) Tick the range of price you would like to spend on a mobile handset? i. ii. iii. iv. Below 5000 5000- 15000 15000- 25000 Above 25000 ________ ________ ________ ________

Q10) Out of following tick the picture/ punch line you recognize:

___________

___________

__________

-------------------

_________

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Q11) Tick the following features you like in particular brand:

Samsung Camera Bluetooth Music Player

Apple

Nokia

Blackberry

Memory

Q 12) Do you agree that following factors 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 provider Promotional activities

Q 13) a) Are you satisfied with your existing mobile hand set? YES Ans. b) If no, then what are the problems faced by you? _______________________________________________________________ NO

_______________________________________________________________

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Q 14) What additional features do you want in your mobile handset? (can tick more than one option)

i. ii. iii. iv.

WiFi TV Video Conferencing Windows

________ ________ ________ ________

Personal Details: Name: Age: Gender: Address: _________________ _________________ _________________ __________________________________ __________________________________ Contact No. ____________________

Thank you...!

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BIBLIOGRAPHY Research Methology by C. R. Kothari http://www.wirelessdesignasia.com/article-8488globalmobilehandsetshipmentgrew17yoyAsia.html http://www.forbes.com/feeds/businesswire/2009/04/24/businesswire123735951.html http://www.gartner.com/it/page.jsp?id=501734 http://en.wikipedia.org/wiki/Mobile_phones http://www.rncos.com/Report/COM02.htm http://economictimes.indiatimes.com/News/News-By-Industry/Telecom/Mobile-handsetsales-pick-up-after-drought/rssarticleshow/4180130.cms- 40k- -Cached- Similar Pages http://www.dailyindia.com/show/121503.php/India-to-be-second-largest-mobile-market-by2010:-Nokia http://www.zinnov.com/presentation/Mobile_VAS.pdf

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