Name: Amit Kumar Pal

Roll No. 510925155

Semester: 4th

Project Topic: Distribution mapping and Dealer

Satisfaction survey for Nokia Phones

Project is to be submitted – Nokia Industries Ltd. as in

2010
DECLARATION

I hereby declare that this Project Report entitled Customer

Satisfaction of NOKIA Mobile in Kolkata” Submitted by me to the
Sikkim Manipal University, is a bonafide work undertaken by
me and it is not submitted to any other University.

Name: Amit Kumar Pal

Signature of the Student

Roll No: 510925155

Semester: 4th

Date

Certificate
This is to certify that this Report entitled Customer Satisfaction of NOKIA
Mobile in Kolkata which is submitted by Amit Kumar Pal in partial fulfillment
of the requirement for the award of degree MBA– (Marketing), to SMU
University, Sikkim is a record of the candidate own work carried out by him
under my supervision. The matter embodied in this thesis is original and has not
been submitted for the award of any other degree.

Date:

Signature of the Manager

Mr. Ashok Baichar

(Area Sales Manager)
Abstract

The main objective of the project is to study the satisfaction levels of customers,
Product awareness and Consumer Behavior with reference to NOKIA mobile
handset user‘s.
Nokia has played a pioneering role in the growth of cellular technology in India,
starting with the first-ever cellular call a decade ago, made on a Nokia mobile
phone over a Nokia- Deployed network.

Nokia started its India operations in 1995, and presently operates out of offices
in New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore,
Hyderabad, Pune and Ahmedabad. The Indian operations comprise of the
handsets business; R&D facilities in Bangalore, Hyderabad and Mumbai; a
manufacturing plant in Chennai and a Design Studio in Bangalore.

Over the years, the company has grown manifold with its manpower strength
increasing from450 people in the year 2004 to over 15000 employees in March
2008 (including Nokia Siemens Networks). Today, India holds the distinction of
being the second largest market for the company globally.

The most common way of research design is the Descriptive research design is
use andmethodology primary source of data were utilized for study.
Sampling Design For the purpose of the study, the data has been collected in
different places of market especially in Retail shops, metro station & Shopping
mall.100 customers were randomly selected for study

By this project I‘ll be able:

Find out the satisfaction levels of customers, towards the Product attributes like
Features, Appearances, Battery backup, audio output and Softwarecompatibility
of Mobile. This study helps the NOKIA to recognize the factor which have
more satisfaction level and which factor have more dissatisfaction level
 Table of Contents
Chapter 1

P. No.

Introduction
a. Background 9
b. Purpose of this Study 11
c. Scope and focus 11

Chapter 2

Literature Survey 13

Chapter 3 Analysis

a. Introduction 18

b. Research Designs 20

c. Assumptions, Constraints and Limitations 21

d. Statistical Analysis (Percentage analysis) 22

e. Statistical Analysis (Chi-square) 24

Chapter 4.

Conclusions and Discussion

a) Summary of Findings 34

b) Suggestions & Recommendations 35

c) Conclusions 35
 LIST OF TABLE
TABLE Name
P. No.

1. Comparing Shaded Boxes to Total Boxes 18

2. Chi-Square Test Table

a) Sex and satisfaction with feature of Nokia phone. 22

b) Sex and satisfaction with appearances of Nokia phone 22
c) Age and their satisfaction with appearances of Nokia phone 23
d) Age and their satisfaction with battery backup of Nokia phone 23

3. Classification based on satisfactory level table 33

List of Figure

P.No.

1. Brand Value Model 15

2. Preference for buying 24

3. Satisfied with price 24

4. satisfied with Advertisements 25

5. satisfied with Features of Nokia 25

6. satisfied with Audio output 26

7. satisfied with Software compatibility 26

8. satisfied with Built in memory 27

9. satisfied with Camera/video quality 27

10. satisfied with Accessories 28

11. satisfied with Appearances 28

12. satisfied with services 29

13. satisfied with Battery backup 29

14. satisfied with Brand image 30

15. satisfied with its life 30

16. fully aware all the Features 31

 Introduction

Background

Dr. Martin Cooper of Motorola, made the first US analogue mobile phone call
on a larger Prototype model in 1973.

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a call to Dr.
Joel S. Engel,head of research at AT&T's Bell Labs, while walking the streets of
New York City talking onthe first Motorola DynaTAC prototype in front of
reporters. Motorola has a long history ofmaking automotive radios, especially
two-way radios for taxicabs and police cruisers.

Nokia has played a pioneering role in the growth of cellular technology in India,
starting with the first-ever cellular call a decade ago, made on a Nokia
mobilephone over a Nokia deployed network.

Nokia started its India operations in 1995, and presently operates out of offices
in New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore,
Hyderabad, Pone and Ahmedabad.

The Indian operations comprise of the handsets business; R&D facilities in

Bangalore,Hyderabad and Mumbai; a manufacturing plant in Chennai and a
Design Studio inBangalore.

Over the years, the company has grown manifold with its manpower strength
increasing from450 people in the year 2004 to over 15000 employees in March
2008 (including Nokia
Siemens Networks). Today, India holds the distinction of being the second
largest market for the company globally.

Devices business: Nokia has established itself as the market and brand leader in
the mobiledevices market in India. The company has built a diverse product
portfolio to meet the needsof different consumer segments and therefore offers
devices across five categories ie. Entry,Live, Connect, Explore and Achieve.
These include products that cater to first timesubscribers to advanced business
devices and high performance multimedia devices forimaging, music andgaming.

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.

Services business
With the global launch of Ovi, the company's Internet services brand name,
Nokia is renewing itself to be at the forefront of the convergence of internet and
mobility. From being a product centric company, Nokia is now focusing to
become solutions centric. The strategic shift is built on Nokia‘s bid to retain
consumers and empower Nokia device owners to realize the full potential of the
Internet. Nokia will build a suite of Internet based services like Nokia Maps, the
Nokia Music Store and Nokia N-Gage around its Ovi brand.

Infrastructure business
Nokia Siemens Networks is a leading global enabler of communications
services. The company provides a complete, well-balanced product portfolio of
mobile and fixed network infrastructure solutions and addresses the growing
demand for services with 20,000 service professionals worldwide. Its operations
in India include Sales Marketing, Research &Development, Manufacturing and
Global Networks Solutions Centre. Headquartered in Gurgaon, Nokia Siemens
Networks has 47 offices and presence in over 170 locations across the country.

R & D centers
Nokia has three Research & Development centers in India, based in Hyderabad,
Bangalore and Mumbai. These R&D hubs are staffed by engineers who are
working on next-generation packet-switched mobile technologies and
communications solutions to enhance corporate productivity.

The Center in Bangalore, the biggest R&D site in the country comprises S60
Software Organization, Common Technologies, Next Generation now called
Maemo Software, Productization and Software & Services.

Design Studio
Nokia has set up its first Design Studio in Bangalore in partnership with Srishti
School of Art, Design and Technology. The first of its kind, the design studio
will give Nokia designers and India‘s talented youth the opportunity to work
together on new design ideas for India and the global markets. Manufacturing in
India Nokia has set up its mobile device manufacturing facility in Chennai,
India to meet the burgeoning demand for mobile devices in the country. The
manufacturing facility is operational with an investment of USD 210 million
and currently employs 8000 people.Nokia has recently announced fresh
investments to the tune of US $ 75 million towards its manufacturing plant in
Sriperumbudur, Chennai for the year 2010

Purpose of this Study

To study the satisfaction level of consumers towards the NOKIA Mobile in East
Delhi. Scope and focus
1. This study focus on Features, Appearances, Battery backup and Software
Compatibility of Nokia.
2. This study helps NOKIA to recognize the factor which is most satisfied and
which Factors have more dissatisfaction influencing the consumers to buy the
NOKIA Mobile
 Literature Survey

Customers’ satisfaction
When we talk about customer satisfaction, we talk about creativity. Creativity
allows us to handle or diffuse problems at hand or later on in the process of
conducting the everyday business. We talk about how, or rather what, does the
organization have to do to gain not only the sale but also the loyalty of the
customer. We want to know the payoff of the transaction both in the short and
long term. We want to know what our customers want. We want to know if our
customers are satisfied. Satisfaction, of course, means that what we delivered to
a customer met the customer‘s approval. We want to know if customers are
delighted and willing to comeback, and so on.

Fleiss and Feldman present examples of that delightful-ness in their writings.

Fleiss has written about Ben and Jerry‘s ice cream and Feldman has discussed
excellence in a cab ride.

As important as delightfulness is, some of us minimize it, or even totally

disregard it. At this point, we fail. Some of the issues that will guarantee failure
in sales, satisfaction, and loyalty are:
•Employees must adhere to a rigid chain of command
• Employees are closely Supervised
• Conflict—in whatever form—is not allowed
• Rewards are based on carrot-and- stick

Level 1.
Expectations are very simple and take the form of assumptions, must have, or
take it for granted For example, I expect the airline to be able to take off, fly to
my destination, and land safely. I expect to get the correct blood for my blood
transfusion. And I expect the bank to deposit my money to my account and to
keep a correct tally for me.

Level2.
Expectations are a step higher than that of level 1 and they require some form of
satisfaction through meeting the requirements and/or specifications .For
example, I expect to be treated courteously by all airline personnel. I went to the
hospital expecting to have my hernia repaired, to be in some pain after it was
done, to be out on the same day, and to receive a correct bill. And I went to the
bank expecting the bank teller to be friendly, informative, and helpful with my
transactions
Level 3.
Expectations are much higher than for levels 1 and 2.Level 3 requires some kind
of delightfulness or a service that is so good that it attracts me to it For example,
an airline gives passengers traveling coach class the same superior food service
that other airlines provide only for first-class passengers. In fact, I once took a
flight where the flight attendants actually baked cookies for us right there on the
plane. When went to the hospital, I expected staff to treat me with respect and
they carefully explained things to me. But I was surprised when they called me
at home the next day to find out how I was doing. And at my house closing, the
bank officer, representing the bank holding my mortgage, not only treated me
with respect and answered all my questions about my new mortgage, but just
before we shook hands to close the deal, he gave me a housewarming gift.

Brand image
Hide links within definitions Show links within definitions. Impression in the
consumers' mind of a brand's total personality (real and imaginary qualities and
shortcomings). Brand image is developed over time through advertising
campaigns with a consistent theme, and is authenticated through the consumers'
direct experience. See also corporate image

Brand Value Model

Buyers who are considering a purchase scan their service options and develop a
consideration set. Within the consideration set, they develop a hierarchy of
brands based on their assessment of Price, Product or Service Features, and
Brand Name. Typically, they choose the brand at the top of their hierarchy, if
available. If a brand is consistently at the top of their hierarchy, the buyer will
be loyal to that brand.

We believe consumers try to optimize value within a product or service

category. Consumers therefore assign utilities (worth) to price, each relevant
performance attribute, and brand equity. Consumers then trade off
performance attributes and brand equity against price in order to optimize
value. The relationships between the individual values of price, performance
attributes and brand equity is summative and equal to total brand value.

The values each respondent places on price, performance attributes, and

brand equity define their value equation for a product or service category.
We can derive these values at the respondent level using modified trade-off
exercises.

A key advantage of the Brand Value Model is that it allows the calculation of
utilities and importance‘s at the individual consumer level. This acknowledges
the highly individual nature of the evaluation of products and services in many
categories. Furthermore, it permits an exploration of value structures across
existing consumer segments or the development of new segments based on the
components of the value equation.

We believe the total value of a brand in a particular product/service category

is composed of three parts. One part is due to the physical and readily
identifiable (and replicable) features of the brand that delivers specific,
tangible benefits to the purchaser, thus impacting purchase choice. We call
these the tangible product features. The second part is due to some perceived
intrinsic value associated with the brand name due to such things as the
image transferred to the purchaser, trust, longevity in the marketplace, social

responsibility, consistent performance, and so forth (i.e. the intangibles), and

impacting purchase choice. We refer to this as the brand's equity. The third
component is the price/cost of the product. Thus, the total value (or utility) of a
product or service is a function of 1.) Its physical, tangible, deliverable features,
2.) Its brand equity and 3.) Its price. In addition, we believe that a brand's value
is directly related to customer loyalty. That is, if a particular brand maintains a
significantly higher perception of value to a consumer than any other brand in
the category, that consumer will consistently purchase that brand and
consistently recommend that brand to others. Conversely, as brands in a
category become less differentiated in terms of both tangible and intrinsic
features, price becomes the major differentiator of value, and thus, there is little
loyalty.

We observe that people tend to trade off price against the combined bundle of
tangible product features and brand equity in order to optimize total utility or
total value. We also note that the intrinsic part of a brand's value, brand equity,
may be positive or negative, meaning that a brand name can be used to increase
overall utility of a choice, or may detract from the overall utility of a choice.

Said differently, positive brand equity allows a marketer to charge a premium in

the market place over the value of the bundle of tangible features alone, or over
the value of an unbranded product/service. And, some branded names in a
particular category could have such a negative value among some purchasers
such that the brand's equity could be below that of an unbranded, or base line,
product/service.

The estimate of brand equity is relative to the other brands in the measured
competitive set. Therefore, to obtain an estimate of absolute brand equity we
often recommend that the study include an unbranded product, a store brand, or
a dummy brand name, whichever is most appropriate for thecategory. This
provides the base price point for estimating brand equity in terms of its absolute
dollar value.

The advantages of this modeling approach are:

1. The model is not dependent on internal financial data.

2. It is relatively fast and easy to execute using proven research methods.

3. It can be executed at any time in the business cycle. That is, it is not dependent
on internal cyclical accounting changes.

4. It takes into account all major relevant brands in a defined product/service

category.

5. It measures brand equity relative to other current and potential brands in the
category, including unbranded items when they exist in the category.

6. It recognizes that value of any one brand's equity can be defeated in the
marketplace by competitor pricing strategies, at least in the short run.

7. It allows the firm to assess price elasticity and cross elasticity of their own
brands and competitor brands in a category.
8. Results can be projected to estimate the total value of a brand name under
alternative sales projections. Thus, this modeling approach can be used to
evaluate the total dollar value of a brand name for purposes of evaluation and
acquisition.