THE TAMIL NADU NATIONAL LAW SCHOOL,

TIRUCHIRAPPALLI.
ACADEMIC SESSION:
2014-2015

BUSINESS ECONOMICS AND MARKETING PROJECT

ANALYSIS OF BUYERS BEHAVIOUR ON MOBILE

PHONES

SUBMITTED TO:

SUBMITTED BY:

PROF..P.MURUGESAN

PRANAV MUNDRA
ROLL NO. 40
TNNLS B,Com.LL.B(HONS)
SEM-2

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DECLARATION

I, Pranav mundra hereby declare that the project work entitled AN ANALYSIS OF BUYERS
BEHAVIOUR ON MOBILE PHONE submitted to Tamil Nadu National Law School; Tiruchirappalli,
is the record of a bonafide work done by me under the supervision and guidance of Prof. P.Murugesan ,
Faculty of business organisation, Tamil Nadu National Law School; Tiruchirappalli.

All information furnished in the project is true to the best of my knowledge and belief devoid of
plagiarism. If under the circumstances plagiarism is truly established, then the Law School may be
pleased to proceed with any action against me according to the Universitys rules and regulations.

Pranav Mundra
B.Com.,LL.B(H).
27-04-2014.

CERTIFICATE

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This is to certify that the Research Project entitled: AN ANALYSIS OF BUYERS BEHAVIOUR
ON MOBILE PHONESsubmitted to the Tamil Nadu National Law School; Tiruchirappalli, in
fulfilment of the requirements for internal component for B.COM; LL.B (HONS.), second Semester is
an original and bonafide research work carried out by PRANAV MUNDRA under my supervision and
guidance. No part of this study has been submitted to any University for the award of any Degree or
Diploma whatsoever.

Date: 27-04-2015
Place: Tiruchirappalli.

ACKNOWLEDGEMENTS

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+At the outset, I take this opportunity to thank my Professor Murugesan from the bottom of my heart
who has been of immense help during moments of anxiety and torpidity while the project was taking its
crucial shape.
Secondly, I convey my deepest regards to the administrative staff of TNNLS who held the project in
high esteem by providing reliable information in the form of library infrastructure and database
connections in times of need.
Thirdly, the contribution made by my parents and friends by foregoing their precious time is
unforgettable and highly solicited. Their valuable advice and timely supervision paved the way for the
successful completion of this project. Hence as a student, I am extremely grateful and forever deeply
indebted to him.
Finally, I thank the Almighty who gave me the courage and stamina to confront all hurdles during the
making of this project. Words arent sufficient to acknowledge the tremendous contributions of various
people involved in this project--- as I know Words are Poor Comforters. I once again wholeheartedly
and earnestly thank all the people who were involved directly or indirectly during this project making
which helped me to come out with flying colours.

PREFACE
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This project is intended to carry out an extensive research on the given topic by the supervisor. The
material evidence presented in this project is purely based on primary sources and also certain standard
of textual analysis have been thoroughly detailed. The research and analysis conducted by the
researchers are bona-fide and purely for academic purposes.
Every effort is made to keep the project error free. I would gratefully acknowledge the suggestions to
improve the project to make it more useful.

TABLE OF CONTENTS

CHAPTER I (9-12)
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 INTRODUCTION.9
OBJECTIVES..11
METHODOLOGY...11
LIMITATIONS.12
CHAPTER II (13-17)

REVIEW OF LITRETURE 13

CHAPTER IV (18)

DATA COLLECTION..18

CHAPTER V (19-27)
DATA ANALYSIS.. 19
CHAPTER VI (33-36)
CONCLUSION .33
BIBILIOGRAPHY.36
QUESTIONNAIRE...37

TABLE OF CONTENTS
1.TABLE
Tables
4.1 ON MONTHLY INCOME OF CUSTOMERS
PURCHASING NOKIA MOBILE PHONE
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Page no.
19

4.2 ON AGE GROUP OF CUSTOMERS

PURCHASING NOKIA MOBILE PHONE

21

4.3 ON COLOUR PREFERENCE OF THE

CUSTOMERS PURCHASING NOKIA MOBILE
PHONE
4.4 ON WHICH FEATURES ATTRACT YOU TO
SELECT NOKIA COMPANY MOBILE PHONE
4.5 ON CHOOSING THE STANDARD RANGE
OF NOKIA MOBILE PHONE BY CUSTOMERS
4.6 ON CHOOSING THE OPERATING
SYSYTEM BY THE CUSTOMERS OF MOBILE
PHONE

22
24
25
27

2.GRAPHS
GRAPHS

PAGE NO.

4.1 ON MONTHLY INCOME OF CUSTOMERS

PURCHASING NOKIA MOBILE PHONE
4.2 ON AGE GROUP OF CUSTOMERS
PURCHASING NOKIA MOBILE PHONE
4.3 ON COLOUR PREFERENCE OF THE
CUSTOMERS PURCHASING NOKIA MOBILE
PHONE
4.4 ON WHICH FEATURES ATTRACT YOU TO
SELECT NOKIA COMPANY MOBILE PHONE
4.5 ON CHOOSING THE STANDARD RANGE
OF NOKIA MOBILE PHONE BY CUSTOMERS
4.6 ON CHOOSING THE OPERATING
SYSYTEM BY THE CUSTOMERS OF MOBILE
PHONE

20
21
23
24
26
27

3.CHARTS
CHARTS
1.ON COMPARING CUSTOMISATION AND
PEOPLE CHOOSING NOKIA MOBILE PHONE
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PAGE NO.
29

2.ON COMPARING CUSTOMERS HAVING

NOKIA MOBILE PHONE AND GENDER OF
THE CUSTOMERS
3.ON COMPARING PHONE CUSTOMISATION
AND GENDER OF THE CUSTOMER

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30
31

CHAPTER-I
INTRODUCTION:
Today, a cell phone isn't just a rich man's fashion accessory in India. It's transforming the
way millions of people do business in a country where even landlines were a luxury barely
a decade ago. Across the country people with low incomes are now adopting cellular
phones as tools for enhancing their business. All round the world cell phone sales have exceeded the
expectations. In fact for mature markets, including the United States, Western Europe and Japan,
replacement sales was the strongest driver of growth in 2010. Colour screens and camera phones
were high on consumers' shopping lists, but there was also a high level of demand for inexpensive
voice centric handsets. In emerging markets like China, India, Russia and Brazil, the sale was due to
availability of low-priced handsets and aggressive strategies by service providers to win
subscribers.According to Oxford English Dictionary one of the earliest uses of word mobile was
inassociation with the Latin phrase mobile vulgus, i.e. excitable crowd. Todays mobilephones live
up to these origins. Cell phone technology introduces new senses of speed andconnectivity to social
life. If the fixed line telephone has brought communication links intothe workplace and homes, the
mobile puts them straight into the hands of unprecedentednumbers and varieties of individuals.
India too has joined in the bandwagon. Mobile phone services were introduced in India about 10
years ago. Then, barely one in 10 homes in cities had a landline and public
phones were few. From those late 1980s, India has come a long way today. It has emerged
as the second-largest market after China for mobile-phone handsets. Nearly 1.63 million
people signed up for mobile phone services in February 2004, taking the total number of
customers in the world's fastest growing market to 31.4 million
Hence ,the study is based on a survey conducted among the public
through a questionnaire about the use of mobile phone in the day to day activities and have taken
the effort to make a study on consumers satisfaction towards purchasing of Nokia mobile phone.
This is taken in order to know their expectations and to meet the demand in the market .In this
project, the researcher have orderly mentioned the topics.
In CHAPTER-I, The researcher have mentioned the design of the study, introduction in this you
will see the type of study, O b j e c t i v e s o f s t u d y, S c o p e o f t h e s t u d y, S t a t i s t i c a l design
and so on,.
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In CHAPTER-II, The researcher have mentioned the Review of literature.

In CHAPTER-III ,The researcher have shown from where data has been collected.
In CHAPTER-IV,The researcher have analyzed the collected data in tabular f o r m a n d s h o w n
i n c h a r t s . You w i l l s e e G e n d e r p r o f i l e , O c c u p a t i o n p r o f i l e , Income profile of the
respondents and so on,.
In CHAPTER-V, you will see the conclusion that the researcher have arrived at and limitation that
researcher had faced in making this project.
Today, along with the product, marketers have been using media to target specific age or sex groups
(e.g. cartoons for children, sport programs for men, etc.). So the importance of
identifying target groups in terms of age or sex is self-evident. For analysis purposes, the
three most important variables considered are age, gender and socio-economic level. A cell phone
isn't just a rich man's fashion accessory in India. It's transforming the way millions of people do
business in a country where even landlines were a luxury barelya decade ago. Across the country
people with low incomes are now adopting cellularphones as tools for enhancing their business.
Nokia Company's history started in 1865 when mining engineer Fredrik
Idestam established a ground wood pulp mill on the banks of the Tammerkoski rapids in the town of
Tampere, in southwestern Finland (then, part of the Russian Empire).[12] In 1868, Idestam built a
second mill near the town of Nokia, fifteen kilometers (nine miles) west of Tampere, by the
Nokianvirta river, which had better hydropower resources.[13] In 1871, Idestam, with the help of
close friend and statesman Leo Mechelin, renamed and transformed his firm into a share company,
thereby founding Nokia.In the 1970s, Nokia became more involved in the telecommunications
industry by developing the Nokia DX 200, a digital switch for telephone exchanges.In 1979, the
merger of Nokia and Salora resulted in the establishment of MobiraOy.One year later, NokiaMobiraOy became Nokia Mobile Phones. In 2009, the company reentered the personal computing
market, announcing a high-end Windows-based netbook called the Nokia Booklet 3G.The company
also entered the smartphone market.

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OBJECTIVES:
1.To study about the factors affecting purchase of a Nokia mobile phone.
2.To study about the prefernces for size,price,andcolour of Nokia phone.
3.To understand the consumer level of satisfaction from the use of Nokia mobile.

METHODOLOGY
The entire primary research study was done in Trichy and a Quantitative protocol was
used. In order to provide a current snapshot of the Nokia mobile market, this protocol involved
data collection through a detailed opinion-questionnaire administered across suburbs, be
it Central, Western or Harbour, with a requisite sample allocation to garner current comparative
opinions on issues ranging from Nokia handset, brand associations, triggers and apprehensions in
relation to use of Nokia phones. The technique used for data collection was primary. Data was
thus obtained were then compiled, processed and analysed to arrive at the opinions on various
issues. The Instrument for data collection, in the form of a Structured Questionnaire, was designed
to elicit information on demographic and psychographic aspects of the respondents. The
demographic aspects included age, gender, education, occupation and income.

LIMITATIONS:
.

The findings are based entirely upon the research conducted in Trichy and hence
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may not be applicable directly to other metropolitan areas on counts of socio-cultural

diversity and contextual factors.
The survey is not effective due to shortage of manpower
Such a survey needs money,but there was lack of money.
Such a survey needs to be undertaken periodically to gauge the exact consumer
perceptions that they keep changing with time.
Due to constraints of time, certain topics have not been touched upon at all during the
course of the study while some of them like the actual purchase pattern have been
explored in a limited manner. An in-depth analysis may be further taken up in each
ofthe sub-topics covered.

CHAPTER-II
REVIEW OF LITERATURE
The aim of marketing is to meet and satisfy target customers needs and wants. The
field of consumer behaviour studies how individuals, groups, and organizations
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select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their
needs and desires.
The starting point for understanding consumer buying behavior is both when marketing and
environmental stimuli enter the buyers consciousness. In turn, the buyers characteristics
and decision process lead to certain purchase decisions. The marketers task is to
understand what happens in the buyers consciousness between the arrival of outside
stimuli and the buyers purchase decisions.
Culture is the most fundamental determinant of a persons wants and behaviour. A child growing up
in the United States is exposed to these broad cultural values: achievement and success, activity,
efficiency and practicality, progress, material comfort, individualism, freedom, external comfort,
humanitarianism, and youthfulness. Each culture consists of smaller subcultures that provide more
specific
identification and socialization for their members. Subcultures include nationalities,
religions, racial groups, and geographic regions.
Social classes are relatively homogeneous and enduring divisions in a Society and their members
share similar values, interests, and behaviour. Social classes reflect income as well as occupation,
education, and other indicators. Also, within the culture, persons are perceived as occupying inferior
or superior positions according to social class. Social class is indicated by a cluster of variables
rather than by any single variable. Still, individuals can move from one social class to anotherup
or downduring their lifetime. Because social classes often show distinct product and brand
preferences, some marketers focus their efforts on one social class.

Reference groups consist of all of the groups that have a direct (face-to-face) or indirect
influence on a persons attitudes or behaviour. Groups that have a direct influence on a person are
called membership groups.Secondary groups, such as professional and trade-union groups, tend to
be more formal and require less continuous interaction
People are also influenced by groups to which they do not belong. Aspirational
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groups are those the person hopes to join; dissociative groups are those whose values or
behaviour an individual rejects.

The family is the most important consumer-buying organization in society.The family of orientation
consists of ones parents and siblings. From parents, a person acquires an orientation toward
religion, politics, and economics as well as a sense of personal ambition, self-worth, and
love.Marketers are interested in the roles and relative influence of the husband, wife, and children in
the purchase of a large variety of products and services.

A person participates in many groups, such as family, clubs, or organizations. The persons position
in each group can be defined in terms of role and status. A role consists of the activities that a person
is expected to perform. Each role carries a status. A Supreme Court justice has more status than a
sales manager, and a sales manager has more status than an administrative assistant. In general,
people choose products that communicate their role and status in society.

The third factor is personal characteristics, including the buyers age, stage in the life cycle,
occupation, economic circumstances, lifestyle, personality, and self-concept.

People buy different goods and services over a lifetime.consumption is shaped by the family life
cycle. The traditional family life cycle covers stages in adult lives, starting with independence from
parents and continuing into marriage, child-rearing, empty-nest years, retirement, and later
life.Marketers often choose a specific group from this traditional life-cycle as their target.
Occupation also influences a persons consumption pattern. For this reason, marketers should
identify the occupational groups that are more interested in their products and services, and consider
specializing their products for certain occupations. In addition, product choice is greatly affected by
a consumers economic circumstances:spendable income (level, stability, and time pattern), savings
and assets (including the percentage that is liquid), debts, borrowing power, and attitude toward
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spending versus saving. Thus, marketers of income-sensitive goods must track trends in personal
income, savings, and interest rates.
What Influences CONSUMER BEHAVIOUR

Before developing their marketing plans, marketers need to use both rigorous scientific Procedures
and more intuitive methods to study consumer behavior, which is influenced By four factors:
cultural (culture, subculture, and social class), social (reference groups, family, and social roles and
statuses), personal (age, stage in the life cycle, occupation, economic circumstances, lifestyle,
personality, and self-concept), and psychological (motivation, perception, learning, beliefs, and
attitudes). Research into all of these factors can provide clues as to how to reach and serve
consumers more effectively.
To understand how consumers actually make their buying decisions, marketers must identify who
makes and influences the buying decision. People can be initiators, influencers, deciders, buyers, or
users, and different marketing campaigns might be targeted to each type of person. Marketers must
also examine buyers levels of involvement and the number of brands available to determine
whether consumers are engaging in complex buying behavior, dissonance-reducing buying
behavior, habitual buying behavior, or variety-seeking buying behavior.

The five-stage consumer buying process consists of problem recognition, information search, and
evaluation of alternatives, purchase decision, and post purchase behavior.
The marketers job is to understand the buyers behavior at each stage and what influences are
operating. The attitudes of others, unanticipated situational factors, and perceived risk may all affect
the decision to buy, as will consumers levels of post purchase satisfaction, the companys post
purchase actions, and consumers post purchase use and disposal of the product. Satisfied customers
will continue to purchase; dissatisfied customers will stop purchasing the product and are likely to
spread the word

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1.Pooja Bhatt, in his article A study of mobile Phone Usage Among the Post Graduate Students
released in Indian Journal of Marketing, April 2008 has studied mobile phone usage, duration of
use, necessity, the spending on mobile phones, influencing factor for purchasing the Nokia mobile
phone, awareness of medical side effects of the mobile phone usage amongst the post graduate
student on the basis of primary data; which was collected at 700 Mumbai customers. The results
indicate that the usage and satisfaction level of Nokia mobile phone users differ from features to
features.
2.In February 2004, a paper titled Nokia Mobile Phones and Youth: A look at the U.S. student
market was presented in the ITU/MIC Workshop on Shaping The Future for The Mobile
Information Society. It was based on a survey, a primary research study, which was undertaken as a
part of the case studies programme managed by Ms. Lara Srivastava of the ITU. The study was
primarily designed to explore the relationships between gender,age, behavioral trends and Nokia
mobile phone usage patterns of teenagers and young people, in the age group 12-29 years. Besides
depicting the U.S. market, this paper also provides some international perspectives from Japan,
China, Australia, United Kingdom and Italy. This paper, by MACRO, is an attempt to replicate the
study in the Indian context in order to arrive at the current trends, especially in metros like Mumbai
where mobile telephony seems to have made an immense impact.

3.Sinhas and Wagh in their article Analyzing Growth of Cellular TelecomSector and
Understanding Consumers preferences and choices on the use of Nokia cellphone, published in
Indian journal of Marketing. September 2008 1 has studies thegrowth and performance of cellular
telecom sector. The study measures consumer 58choices, preferences regarding mobile services and
Nokia mobile usage. The study wasbased on primary data, collected from businessmen, employees,
students,agriculturalists and others. The study area is Janupur, Eastern Uttar Pradesh districtand
sample size was 100 respondents and survey collected through questionnaire.They study concludes
that majority of the consumers are prepaid consumers andprefer lower tariff followed by better
service and considered 30 paisa as ideal callrate. Further study found that majority of the consumers
are satisfied with serviceprovided by Nokia mobile phone. Further analysis was made that there us
lack ofcoordination between service providers, Nokia handset manufactures and customers.
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CHAPTER-3
DATA COLLECTION
For study primary data was collected.
Primary data has been collected through personal contact..The Instrument for data collection, in the
form of a Structured Questionnaire, was designed to elicit information on demographic and
psychographic aspects of the respondents. The demographic aspects included age, gender,
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education, occupation and income. The psychographic variables included attitude towards usage of
cellular phones, social issues and loyalty behaviour. The questionnaire had a mix of open-ended and
closed-ended questions in it. The open-ended questions, which gave an added qualitative feel to
the instrument, provided the logic or rationale for the behavioural patterns and thus helped generate
insights.
The sample of survey respondents comprised of teenagers and youths and old people in the
age groups 15-65 years across all trichy. In all 50 respondents, chosen on a random
convenience-sampling basis. Due to less time The Researcher has only collected data from 50
customers within 10 days..Trichy city is located 322 kilometres (200 mi) south of Chennaiand 379
kilometres (235 mi) north of Kanyakumari, Tiruchirappalli sits almost at the geographic centre of
the state. The Kaveri Delta begins 16 kilometres (9.9 mi) west of the city as the Kaveri river splits
into two, forming the island of Srirangam now incorporated into Tiruchirappalli City Municipal
Corporation. Occupying 167.23 square kilometres (64.57 sq mi), the city was home to 916,674
people as of 2011
RESEARCH TECHNIQUE: I selected a sample of 50 people around the area and interviewed them
according to the questionnaire. In the survey I tried to find out whether they have Nokia phone or
not, their purchasing capacity, are they brand loyal or they consider their friends advice or some
reference group during purchasing. I also tried to find out that are they satisfied with the quality or
present stature of Nokia cell phone, did they want any change in the existing phone.

CHAPTER-IV
DATA ANALYSIS:
IBM SPSS was used to analyse the following data.
Data was analysed, and than charts were prepared as follows:

1.ON MONTHLY INCOME OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

Table no4.1
Monthlyincome

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Frequency

Percent

Valid Percent

Cumulative
Percent

LESS THAN 10000

25

49.0

49.0

49.0

BETWEEN 10000-20000

12

23.5

23.5

72.5

MORE THAN 20000

14

27.5

27.5

100.0

Total

51

100.0

100.0

Graph no.4.1

IT HAS BEEN DEPICTED IN THIS PIE CHART:

(A) That the customers having Income LESS THAN 10000 is the largest group contributing 49.02%
of the total customers.
(B)That the customers having Income BETWEEN 10000-20000 is the smallest group
contributing23.53% of total customers.
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(C)That the customers having Income MORE THAN 20000 contributed 27.45% of total customers.

2.ON AGE GROUP OF CUSTOMERS PURCHASING NOKIA MOBILE PHONE

Table no4.2
Agegroup
Frequency

Percent

Valid Percent

Cumulative
Percent

LESS THAN 18 YEARS

11

21.6

21.6

21.6

BETWEEN 18-35

21

41.2

41.2

62.7

BETWEEN 35-60

12

23.5

23.5

86.3

MORE THAN 60

13.7

13.7

100.0

51

100.0

100.0

Total

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Graph no4.2

IT HAS BEEN DEPICTED IN THIS BAR DIAGRAM

(A) That customers having age LESS THAN 18 YEARS are around 21% of total customers.
(B) That customers having age BETWEEN 18-35 YEARS is the largest group contributing around
41% of total customers.
(C) That customers having age BETWEEN 35-60 YEARS are around 23% of total customers.
(D) That customers having age MORE THAN 60 YEARS is the smallest group contributed around
13% of the total group.
3.ON COLOUR PREFERENCE OF THE CUSTOMERS PURCHASING NOKIA MOBILE PHONE.
Table no4.3
Colour
Frequency

Percent

Valid Percent

Cumulative
Percent

WHITE

13

25.5

25.5

25.5

BLACK

23

45.1

45.1

70.6

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RED

11.8

11.8

82.4

YELLOW

11.8

11.8

94.1

OTHER

5.9

5.9

100.0

51

100.0

100.0

Total

Graph no4.3
IT HAD BEEN DEPICTED IN THIS AREA DIAGRAM:

(A) That customers CHOOSING WHITE COLOURNokia mobile phone are around 25% of total
customers.
(B) That customers CHOOSING BLACK COLOURNokia mobile phone is the largest group
contributing around 41% of total customers.
(C) That customers CHOOSING RED COLOURNokia mobile phone are around 11% of total
customers.
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(D) That customers CHOOSING YELLOW COLOURNokia mobile phone are around 11% of total
customers.
(E) That customers CHOOSING OTHER COLOUR Nokia mobile phone is the smallest group
contributed around 5% of the total group.

4. ON WHICH FEATURES ATTRACT YOU TO SELECT NOKIA COMPANY MOBILE PHONE

Table no.4.4
Choosing
Frequency

Percent

Valid Percent

Cumulative
Percent

Valid

DUE TO PRICE

10

19.6

19.6

19.6

DUE TO DESIGN

11

21.6

21.6

41.2

DUE TO QUALITY

29

56.9

56.9

98.0

2.0

2.0

100.0

51

100.0

100.0

OTHERS
Total

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Graph no.4
IT HAD BEEN DEPICTED IN THIS HISTOGRAM:

(A) That customers choosing Nokiamobile phone DUE TO PRICE are 10 in number of total
customers.
(B) That customers choosingNokia mobile phone DUE TO DESIGN 11 of total customers.
(C) That customers choosingNokia mobile phone DUE TO QUALITY are largest in number i.e. 29
of total customers.
(D) That customers choosingNokia mobile phone DUE TO some other reason are 1 in number of
the total customers.

5. ON CHOOSING THE STANDARD RANGE OFNOKIA MOBILE PHONE BY CUSTOMERS

Table no4.5
Range
Frequency

Percent

Valid Percent

Cumulative
Percent

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LESS THAN 5000

Valid

17.6

17.6

17.6

BETWEEN 5000-10000

18

35.3

35.3

52.9

MORE THAN 10000

15

29.4

29.4

82.4

MORE THAN 20000

17.6

17.6

100.0

51

100.0

100.0

Total

Graph no.4.5
IT HAD BEEN DEPICTED IN THIS PIE DIAGRAM:

(A) That customers choosing Nokiamobile phone RANGING LESS THAN 5000 contributed
around 17% of the total customers.
(B) That customers choosingNokia mobile phone RANGING BETWEEN 5000-10000 is the largest
group contributed around 35% of total customers.
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(C) That customers choosingNokia mobile phone RANGING MORE THAN 10000 contributed
around 29% of total customers.
(D) That customers choosingNokia mobile phone RANGING MORE THAN 20000 contributed
around 17% of the total customers.

6.ON CHOOSING THE OPERATING SYSYTEM BY THE CUSTOMERS OF MOBILE PHONE

Table no.4.6
Opearatingsysytem
Frequency

Percent

Valid Percent

Cumulative
Percent

ANDROID

Valid

30

58.8

58.8

58.8

IOS

11.8

11.8

70.6

SYMBIAN

13.7

13.7

84.3

JAVA

15.7

15.7

100.0

Total

51

100.0

100.0

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Graph no.4.6

IT HAD BEEN DEPICTED IN THIS HISTOGRAM:

(A) That customers choosing ANDROID operating system is the largest group contributed around
58% total customers.
(B) That customers choosing IOS operating system is the smallest group contributed around 11% of
total customers.
(C) That customers choosing SYMBIAN operating system contributed around 13% of total
customers.
(D) That customers choosing JAVA operating system contributed around 15% of the total customers.

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CHI-SQUARE

1.ON COMPARING CUSTOMISATION AND PEOPLE CHOOSING NOKIA MOBILE PHONE

customization * mobilephoneCrosstabulation
Count
Mobilephone
YES
Customization

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YES

Total

NO
20

27

NO
Total

16

24

36

15

51

4.1Chi-square chart

Chi-Square Tests
Value

Pearson Chi-Square
Continuity Correction

Likelihood Ratio

Df

Asymp. Sig. (2-

Exact Sig. (2-

Exact Sig. (1-

sided)

sided)

sided)

.336a

.562

.074

.786

.336

.562

Fisher's Exact Test

Linear-by-Linear Association

.759
.329

N of Valid Cases

.392

.566

51

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
7.06.
b. Computed only for a 2x2 table
H0: There is no relation between phone customisation and Nokia mobile phone
purchased by the customers.
H1: there is relation between phone customisation and Nokia mobile phone
purchased by the customers.
Since significance value of chi square is more than .05 , we accept the hypothesis
That means there is no dependence between phone customisation and Nokia
mobile phone purchased by the customers.
This shows that customer behaviour will not be affected due to the relation
between the phone customisation and Nokia mobile phone.

2.ON COMPARING CUSTOMERS HAVING NOKIA MOBILE PHONE AND GENDER OF THE
CUSTOMERS

mobilephone * sex Crosstabulation

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Count
Sex
MALE
Mobilephone

Total

FEMALE

YES

27

36

NO

15

33

18

51

Total

4.2 Chi-square chart

Chi-Square Tests
Value

Pearson Chi-Square
Continuity Correction

Df

Likelihood Ratio

Exact Sig. (2-

Exact Sig. (1-

sided)

sided)

sided)

.017

4.250

.039

5.545

.019

5.680
b

Asymp. Sig. (2-

Fisher's Exact Test

Linear-by-Linear Association

.026
5.568

N of Valid Cases

.021

.018

51

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
5.29.
b. Computed only for a 2x2 table
H0: There is no relation between gender of the customers and customer purchasing Nokia mobile
phone.
H1: there is relation between gender of the customers and customer purchasing Nokia mobile
phone.
Since significance value of chi square is less than .05 , we reject the hypothesis
That means there is dependence between gender of the customers and customer purchasing Nokia
mobile phone.
This means that gender effects the purchasing of Nokia mobile phone.There may be alsoan another
reason why customer purchase Nokia mobile phone.

3.ON COMPARING PHONE CUSTOMISATION AND GENDER OF THE CUSTOMERS

customization * sex Crosstabulation

Count
Sex

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Total

MALE
Customization

FEMALE

YES

17

10

27

NO

16

24

33

18

51

Total

4.3 Chi square chart

Chi-Square Tests
Value

Pearson Chi-Square
Continuity Correction

Likelihood Ratio

Df

Asymp. Sig. (2-

Exact Sig. (2-

Exact Sig. (1-

sided)

sided)

sided)

.076a

.782

.000

1.000

.076

.782

Fisher's Exact Test

Linear-by-Linear Association
N of Valid Cases

1.000
.075

.508

.784

51

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
8.47.
b. Computed only for a 2x2 table
H0: There is no relation between gender of the customers and phone customisation
by the customers.
H1: there is relation between gender of the customers and phone customisation by
the customers.
Since significance value of chi square is more than .05 , we accept the hypothesis
That means there is nodependence between gender of the customers and phone
customisation by the customers.
This means that gender of the customers does not effect the phone customisation.

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CHAPTER-5
CONCLUSION:
By this project I am able to learn how to collect primary data, how to use SPSS software and how to
Research analysis.

From this study we can conclude that Samsung is the most popular brand of mobile phone,
most of the respondents are using Samsung, whereas the popularity of Nokia mobile phone is
going down. We can also observe that youngsters are more attracted towards Samsung
mobile phone as compared to middle age men. The people whose age is more than 60 are
attracted towards Nokia mobile phone.
Advertisement is the most popular source for reaching to the customers. People are more
influenced by the advertisement as compared to the other sources like, internet. The users of
Nokia mobilephone are decreasing, so they need to improve their advertisement strategies in
order promote its brand. Quality and Features of mobile phone is very much important to
attract the customers towards their brand,because the customers prefer to buy quality product

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with good features. Here the income level of the customer is average. So they will prefer to
buy low cost mobile phone.
Among the different types of mobile phones, the most of the respondents wants touchscreen
mobile phones. Customers are more prefer to buy touchscreen than keypad. Most of
respondents having low income so they will not able to afford touchscreen because it is
costly. So they go towards keypad which Nokia mobile phone provides at best rates.The size
of screen also attract the customers.
By this study we can know that customers are more influenced by their friends and parents.
Most of the users of Nokia mobile phone have consulted with their friends or parents before
purchasing the Nokia mobile phone. Discount offer is the most attracted scheme for
attracting to the customer. Almost all of respondents are satisfied with their present Nokia
mobile phone model and service provided by them. Only very few of them are not satisfied.

By this project the researcher have also concluded that:

Now the market of Nokia Mobile Phone is moving downwards, as other competitors are
now making mobile phone according to the need and features what customers
wants.ButNokia is not able to do so.It is not able to move with the business environment. For
e.g After survey I conclude that more than 45% of customers want Android mobile phone but
Nokia only prepare windows phone,so customers are now moving towards other company
mobile phone.
Secondly, the study has concluded about the customers choice i.e. for what reason they
choose Nokia mobile phone.Mostly select Nokia mobile phone due to its quality and its
reasonable price. Maximum customers want that the range of Nokia mobile phone should be
between 5000-10000 as maximum belongs to middle class income group.

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 The Researcher also came to know about the consumer behaviour towards any product.How
the behaviour of consumer is being affected by the cultural, social,and personal view.A
consumer behaviour is also effected by its family,age,occupation he is doing etc.

In this study survey Male are more towards purchasing of Nokia mobile phone while female
are less attracted towards Nokiamobile as female want fancy products in reasonable price
while male want mobile phone which has durability and good battery backup for office
purposes.
Youngsters are attracted more towards Samsung mobile phone than Nokia.As in past few years
Samsung has tremendously captured the market share. It provides all the features what youth wants
i.e. they want good camera, good internet etc.at reasonable price. WhileNokia is more in old age
people. They only use mobile for calling, they want a phone which has durability and reliability.
AndNokia is the most reliable company. So, Nokia is more popular among old age group.
From this study we can observe that advertisement is most important medium for reaching to
the customers. So Nokia mobile phone should spent more on advertising to increase the
brand awareness and also to show to the customers about the features of its phone and to
inform about newly launch product. By this study it is revealed that majority of respondents
purchased different mobile phones because of discount offer. Now a day s discount offer on
the product is a powerful weapon to attract the customers. So for increasing the sale of Nokia
mobile phones it should offer discount on the products for attracting the customers. Most of
the respondents are willing to incline to the Samsung mobile phone,it is a not good sign.
It was made clear that now Nokia is now not a market leader in Mobile phones. Nokia has to
come up with more innovative promotional campaigns in order to gain more consumers.
Since, most of the respondents are expressed a position note on factors like company image,
price and perfection. It is indeed the companys duty to maintain the above factors at the
same time with a view to retained and the top of the market. Because all the mobile brand
products are in need of above three qualifications to survive in the market. Nokia is having
above three with a good reputation. Even though consumers are looking for a better one. We
hope that Nokia will make it. Customer satisfaction index is a good tool to make
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improvements in the products and services of the company and therefore should utilize
carefully and kept as confidential as possible.

BIBLIOGRAPHY:
1.PHILIP KOTLER:MARKETING MANAGEMENT
2.18 million cell phones sold in India in 2003, February 09, 2004, http://www.domainb.
com/industry/telecom.htm
3.Gartner: Handsets to pull in strong sales. By Dinesh Sharma, March 10,2004, web link:
http://news.com.com/2100-1039-5172137.html
4. India adds 1.63 million new cell phone users in February, March 8 2004, web site:
telecomasia.net
5.Cell users in India will jump to 70 million by 2007: Gartner, Economic Times article,
May 14, 2003
6. Sunrise or Sunset? February 09, 2003, Uday Chatterjee,
http://www.domain-b.com/industry/telecom.htm
7.Indian youth at the wheel in drive for cultural change By AmritDhillion, The
Observer, New Delhi, Tuesday, April 20, 2004,Page 9
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QUESTIONNAIRE
THE TAMIL NADU NATIONAL LAW SCHOOL
This questionnaire has been developed for a research purpose and is meant solely for
academic use. You are requested to kindly support me by filling the same.
Please tick marks the most suitable alternative in your opinion.
SURVEY ONNOKIA MOBILE PHONES
PART-A
1. WHICH AGE GROUP DO YOU BELONG TO:
(A) LESS THAN 18 YEARS
(B) BETWEEN 18-35
(C) BETWEEN 35-60
(D)MORE THAN 60
2. WHAT IS YOUR OCCUPATION:
(A) HOUSEWIFE
(B) SERVICE
(C) BUSINESSMEN
(D)STUDENT
(E) OTHERS
3. MARITAL STATUS:

(A) MARRIED

(B) UNMARRIED

4.IF MARRIED :FAMILY SIZE ..

5. SEX:
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(A) MALE

(B)FEMALE

6. MONTHLY INCOME:
(A) LESS THAN 10000
(B) BETWEEN 10000-20000
(C) MORE THAN 20000
7. DO YOU OWN A NOKIA MOBILE PHONE:
(A) YES
(B)

NO
PART - B

8. WHICH COMPANY MODEL DO YOU HAVE IN MOBILE

PHONE:................................................................
9.. HOW LONG HAVE YOU BEEN USING MOBILE PHONE:
(A) LESS THAN 1 YEAR
(B) BETWEEN 1-5 YEARS
(C) BETWEEN 5-10 YEARS
(D)MORE THAN 10 YEARS
10. WHY DO YOU CHOOSE NOKIA COMPANY MOBILE PHONE:
(A) DUE TO PRICE
(B) DUE TO DESIGN
(C) DUE TO QUALITY
(D)OTHERS
11. HOW OFTEN DO YOU CHANGE YOUR MOBILE PHONE:
(A) LESS THAN 1YEAR
(B) FROM 2-5 YEARS
(C) MORE THAN 5 YEARS
(D)I DONT USE
12. FOR WHICH PURPOSE YOU ARE MAINLY USING YOUR MOBILE PHONE:
(A) CAMERA
(B) FOR CALLING
(C) INTERNET SURFING
(D)OTHERS
13. AT WHAT RANGE DO YOU THINK SHOULD BE THE STANDARD RANGE OF NOKIA MOBILE
PHONE:
(A) LESS THAN 5000
(B) BETWEEN 5000-10000
(C) MORE THAN 10000
(D)MORE THAN 20000
14. WHICH NOKIA MOBILE PHONE DO YOU PREFER:
(A) TOUCHSCREEN
(B) KEYPAD
(C) BOTH
15. WHICH COLOUR NOKIA MOBILE PHONE DO YOU PREFER MOST:
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(A) WHITE
(B) BLACK
(C) RED
(D)YELLOW
(E) OTHER
16. DO YOU PREFER MOBILE PHONE CUSTOMISATION:
(A) YES
(B) NO
17. WHICH OPERATING SYSYTEM DO YOU WANT IN YOUR NOKIA MOBILE PHONE:
(A) ANDROID
(B) IOS
(C) SYMBIAN
(D)JAVA

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