A

PROJECT REPORT
ON
Brand
Preference
Of
Mobile Phones Among

Submitted To:
Supervisor

Submitted By:
Your Name
Roll No.- XXXXXXX
COLLEGE NAME
Ghaziabad, U.P.

CERTIFICATE
This is to cert
YOUR
ify that
NAM
,st
E
udent
COLLEGE
of
NAM
hasE

com pleted her project on the Pr

topi
efer
c of
ence of M obile
unders
the
upervision and

guidanc
of
SUPERVISOR
e
Faculty m
er
em
of
bCOLLEGE
. NAM E

To bestofm y know ledge the reportis originaland ha

orsubm itted anyw here else.Itisan independentw or

(
YOUR SUPERVI
) SOR

ACKNOWLEDGEMENT

W hen I em barked this project,it appeared to m e as onerou

progressed Idid realized thatIw asnotalone afterall.

I w ish to express m y gr
DIRECTOR
atitude
NAME,
to direcCOLLEGE
tor,
NAM
,
E

FACULTY M EM
, Pr
BER
ogram
orc
di
onator w ho have extended their kin

guidance and suggestion w ithoutw hich itcould nothave bee

com plete thisprojectreport.

M y sincere thanks to m y all entir

XXXXX
e fac
,XXXXX
ultyand
m em
al
ber
l st
saff

m em bersforoffering m e allkindsofsupportand help in prepa

Iam deeply indebtedNAME

to m f
y
or
gui
not
deonly hervaluable and enligh
guidance butalso forthe freedomis
ng
he
thi
render
sproj
ed
ecm
tw
e dur
ork.

Iam thankfulto m y group

NAMm
and
Eem ber
other classm
w
at
is
es
her
,ws
el
wl
ho

w ith their m agnanim ous and generous help and supportm ad

affair.

M y heartgoesoutto m y parentsw ho bearw ith m e allthe troub

sm ile during the entire study period and beyond.

YOUR NAM E

StudentM anager
PGDM
08/012

COLLEGE NAM E

PREFACE

The project givesof

ant
i
he
nsi
tght
elecom
.I
s
tec
bas
tor
ically helps

understanding the brand preference ofstudents w it

phones.It helps us to know w hat are the basis on w

choosesa par
rbr
tiand
cula
w hen he/she purchasesa new hand

The projectw illhelp to learn aboutthe grow ing tele

The research w illalso bring to lightw hatallfactors

atthe tim e ofpurchase ofa new m obile phone.

Table of Contents
1.

INTRODUCTION ....................................................................................................7
a.

..............................................................7

b.

The Global Cellular Mobile Industry: ...................................................................8

c.

Telecom Industry in India ...............................................................................9

d.

History of Indian Telecommunications ............................................................... 10

e. The Key players in the Telecom Market in India........................................11

Innovation in partnership ................................................................................ 21
f.
2.

OBJECTIVES OF THE STUDY ........................................................................22

RESEARCH METHODOLOGY ...........................................................................24

a. SAMPLING METHODOLOGY: ..........................................................................24

b. RESEARCH DESIGN: -....................................................................................... 24
c.

DATA COLLECTION: ........................................................................................ 24

3.

DATA ANALYSIS AND INTERPRETATION........................................................ 26

4.

CHI- SQUARE ANALYSIS..................................................................................... 35

5.

FINDINGS............................................................................................................. 40

6.

RECOMMENDATIONS ....................................................................................... 41

7.

LIMITATIONS ...................................................................................................... 42

8.

BIBLIOGRAPHY...................................................................................................43

9.

ANNEXURE ..........................................................................................................44

1. INTRODUCTION
a.

TheCellular telephone (com m only "m obile phone" or "cell pho

"handphone") is
range,
a long
portable electronic device used fo

com m unicat
Ini
addi
on. tion to the standard voice function ofa tele

m obile phones can support m any additional services such

m essaging,em ail,packetsw itching for access to the Interne

and receiving photos and

stcur
vi
r
deo.
entm
M obi
o le phones connectto a c

netw ork ofbase stations (cellsites),w hich is in turn interc

sw itched telephone netw ork (PSTN) (the exception is satel

telephone is also defined as a
w ave
typeanal
of og
shor
or
t digital

telecom m unication in w hich a subscriber has a w ireless conn

telephone to a relatively nearby transm itter.The transm itte

called a cell.Generally,cellular telephone

urban
ser
ar
vi
eas
ce and
is availa

along m ajorhighw ays.Asthe cellulartelephone userm ovesf

coverage to another, the telephone is effectively passed o

transm itter.A cellular telephone is not to be conf

oneused w ith

(w hich is sim ply a phone w ith a very short w ireless connect

outlet).A new er service sim ilar to cellular is personal com

(PCS).

b. The Global Cellular Mobile Industry:

The globalm obile phone indus

m any
try i
di
sf
bas
fered
ent
on
m anufacturers a

operators. The industry is based on advanced technology

m anufacturers are operating in different industries, w h

technologicalskills,distribution netw ork,m ar

Four
ketknow ledg

large m anufacturers of m obile phones are today dom inatin

phone industry;Nokia,Sony Ericson,Sam sung and M otorola

com paniesthere are m any m anufacturersthatoperate global

c. Telecom Industry in India

The telecom industry is one ofthe fastestgrow ing indus

hasnearly 200 m illion telephone linesm aking itthe third

the w orld afterChina and USA.

W ith a grow th rate of45% ,Indi

tr
an
y has
tel
hi
ec
the
ghes
om it
ndus
grow th
rat
i
e
n the
w orld.

M uch ofthe grow th in Asia Pacific W ir

on
eles
M ar
s Tel
ketec
isom m un

spurred
the
by
grow th in dem and in countries.
like India and Chi
grow ing ata rate of82.2% .

China
the
is biggestm arketin Asia Pacific w it
8%
h aof
subscriber
the tot
subs
al cribersin Asia Pacific.
Considering

com parpopul
able
forgrow th.

share in Asia Pacif

hone
icM
mobi
arket
le p
is6.4% .

the

fact

that

India

and

China

hav

d. History of Indian Telecommunications

Started in 1851 w hen the firstoperationalland lines w ere la

near Calcutta (seatofBritish pow er).Tel

roduc
ephone
ed in
ser
Indi
vic
a
es w e

in 1881.In 1883 telephone services w ere m erged w ith the p

Radio Telegraph Com pany (IRT)w as form ed in 1923.After in

allthe foreign telecom m unication com panies w ere nationali

Telephone and Telegraph (PTT),a m onopoly run by the gover

Com m unications.Telecom sector w as considered as a strat

governm entconsidered itbestto bring understate'scontrol.

The firstw ind ofreformni

si
c
n
at
tel
ions
ecom
sec
mt
u
orbegan to flow in 1980

the private sectorw asallow ed in telecom m unications equipm

1985, Departm ent of Telecom m unications (DOT) w as estab

exclusive provider of dom estic and l

at
ongdi
w oul
st
danc
bee
it
s
s
er
ow
vi
n
ce th
regulator (separate from the postal system ). In 1986,tw o

ow ned com panies w ere created: the Videsh Sanchar Nigam L

international telecom m unications and M ahanagar Telepho

(M TNL)for
ics
eer
invm etropolitan areas.

In 1990s,telecom m unications sector benefited from the gen

econom y.Also,exam ples of telecom revolution in m any oth

resulted in better quality ofservice andol

low
icy
er
mt
aker
arif
s
fs
t
,
oled I

initiate a change prr

oc
es
es
ul
s
tf
ii
ng
nal
in
ly
opening up oftelecom servic

for the private sector.NationalTelecom Policy (NTP)1994 w

give a com prehensive roadm ap for the IndianI

t
n
el
1997,
ecom m unica

Telecom Regulatory Authority ofIndia (TRAI)w as created.T

as a regulator to facilitate the grow th ofthe telecom sector.

Policy w as adopted in 1999 and cellular services w ere also l

ye
ar.

Telecom m unication sectorin India can be divided into tw o se

Provider (FSPs),and Cellular Services.Fixed line services c

national or dom estic long distance and international long d

state operators(BSNL and M TNL),accountforalm ost90 perc

basi
s
c
ervices.Private sector services are presently availabl

areas,and collectively accountfor less than 5 per cent ofsu

privat
ser
evicesfocuson the business/corporate sec
end
tor,and off

services,such asleased lines,ISDN,closed usergroup and vid

Cellular services can be further divided into tw o categorie

M obile Com m
ti
uni
ons
c(
aGSM )and Code Division M ultiple Access(CD
sector is dom inated by Ai
Es
rs
tar
el,Vodf
and I
one
dea Cellular,w hile the

sector is dom inated by Reliance and Tata Indicom .Opening u

dom estic long distanc

ser
et
vi
el
cephony
es are the m ajorgrow th drivers fo

industry. Cellular operators get substantial revenue from

com pensate them forreduction in tariffson airtim e,w hich al

m ain source ofrevenue.The

tarr
if
educ
fs for
tion
airi
t
n
im e,nationallong di

internationallong distance,and handsetpriceshasdriven de

e. The Key players in the Telecom Market in India

1. Nokia

2. M otorola
3. Sam sung
4. LG

5. Sony Ericsson

Nokia
In 1865,an engineer nam ed Fr
tedr
abli
i
s
khed
Ides
a
pul
tw
am
ood
pes
m ill and

started m anufacturing paper in southern Finland near the ba

w ere the days w hen there w as a strong dem and for paper in
stakes and Nokia grewas
fas
ter
ter
.The
and f

Nokia exported paper to Russia firstand then to the United K

The Nokia factory em ployed a fairly large w orkforce and a sm

around it.In southern Finland a com m unity called Nokia still

Finnish Rubber W orks,a m anufacturer a Rubber goods

,im pre
electrcity produced by t
-he Nokia w ood

started selling goods under the brand nam e on Nokia. Afte

acquir
aed
m ajor partofthe Finnish Cable W orks shares.The Fin

had grow n quickly due to the increasing need forpow ertrans

and telephone netw orksin the W orld W arII.Gradually the ow

W orks and the

W Cabl
orksecom panies consolidated.In 1967,allthe

m erged
up to form the Nokia Group.The Electronics Departm ent
Group w asform ed.

In the beginni
970,
ng of
the
1 telephone exchanges c
m
ons
echani
isted
cal
ofelect

analog sw itches.Soon Nokia successfully developed the dig

200) thereby replacing the prior electro m echanicalanalog

200 w as em bedded w
level
ith m
hi
c
put
o
gh er language as w ell as Int

m icroprocessors w hich in turn

cal
ont
low
rol
ed
led
com
tel
put
ephone
er
exchang

Introduction ofm obile netw ork began

duc
enabl
tion
ing
tot
ihe
nvent
Noki
the
a pro

netw ork in 1981.The NM T w as later on introduced in other c

GlobalSystem for M obile Com m unication (GSM ),a digitalm

l
aunched and Nokia started the developm entofGSM phones.B

brought about an econom ic recession in Finland.(Rum our h

offered to the Sw edish telecom com pany Ericsson during th

refused)Due to
ia
thi
inc
sr
Nok
eased itssale ofGSM phonesthatw aseno

w as the m ain reason for Nokia to notonly be one ofthe large

im portantcom paniesin Finland.Asperthe sources,in Augus

GSM system sto 59 oper
31 cat
ount
ors
ri
i
n
es.

Slow ly and steadily,Nokia becam e a large television m anuf

largest inform ation technology com pany in the Nordic cou

econom ic recession the Nokia w as com m itted to telecom m u

series of
pr
the
oduction w as so successfulthat inspite ofits goa

units,itm arvellously sold 20 m illion.Presently,Nokia isthe

digitaltechnologies,itinvests 8.5% ofnetsales in research

hasitsannua
lNokia Gam e.

Enter to Global System Communication

Nokia Corporation (Nokia),a Finland based com pany incorp

leading m anufacturerofm obile devicesand m obile netw orks

years,Nokia has evolved fr

rom
and
a pul
cabl
p,
es
rubbe
m anufacturing com pan

a m ajor m anufacturer ofw ireless devices and netw orks.Nok

ofm obile devices w ith experiences in m usic,navigation,vid

gam esand businessm obility.Ital

ent
so
,s
pr
ol
ovi
uti
des
onsequi
and pm
services f

netw ork operators, service providers and corporations.Th

products in 150 countries across the w orld.Itis headquarte

and em ploysabout68,500 people.

The com pany recorded

fE41,
revenues
121 moillion during the fiscalyea

Decem ber 2006,and an increase of20.3% over 2005.The ope

com pany w as E5,488 m illion during fiscalyear 2006,an inc

2005.The netprofitw as E4,306

year
m i2006,
llion i
an
n fis
nc
cal
rease of19.1
over2005.

Nokia Corporation m anufactures m obile devices principally

for m obile com m unications,code division m ultiple access (

CDM A (W CDM A) technologies. The com r
pany
ee di
oper
visions
ates
: in

M ultim edia,Enterprise Solutions,and Netw orks.The M ultim

bringing connected m obile m ultim edia to consum ersin the fo

devices, including 3G W CDM A m obile devices and solution

Sol
t
u
ionsdivision enablesbusinessesand institutionsto exten

from m obile devices for voice and basic data to secure m obil

applications.Its solutions
opt
inc
im
lude
ized
bus
m obi
ines
les
devices for end u

a por
tfolio ofInternet portfolio netw ork perim eter security g

connectivity offerings. The Netw orks division provides ne

com m unications, and netw orks service platform s and prof

operatorsand s
ovi
ervi
der
ce
spr
.Nokia Corporation isbased in Espoo,F

Motorola

M OTOROLA Electronics a w holly ow ned subsidiary of M OTO

w asestablished in January, 2003 after clearance from the

Prom otion Board(FIPB). The ndus

trend
tr
of
y nor
beat
mi
s
ng
star
i ted w ith th

fastestnat
ever
ionw ide launch byM OTOROLA in a period of4 and 5
the com m encem entofoperationsin M ay 2003.

M OTOROLA setup
of
a
the
stat
are
tm anufacturing facility atGreater N

Delhi, in 2004,i
w
nves
ith t
an
m ent of Rs 500 Crores. During the ye
M OTOROLA also com m enced the hom epr
fri
oduc
endl
t
y
ion
Ref
f
r
or
iger
its
at
ec
or
os

and established its assem bly line for its PC M onitors at

m anufacturing unit.

The GreaterNoida mg
anuf
unit
ac
li
t
ne
urhas
in been designed w ith the

technologies atpar w ith internationalstandards atKor

m ostEc
fro
iendly units am ongstallM OTOROLA m anufacturi
w orld.

The year 2001 w itnessed M OTOROLA bec

grom
ow ing the fa

com pany in the consum er electronics, hom e appliance

peripherals industry. The

tic
ll
om
the
pany
m ont
had
h of October 200

achieved a cum ulative turnoverofRs5000 Croresin Indi

in 2003 ,m aking itthe

r Rs
fas
5000
testCr
eve
ores clocked by any com p

in the Indian consum er electronics and hom e appliance

achieved this m ilestone,M OTOROLA achieved another be

first ever sales of One Lakh ACs (W indow s and Splits) in

M OTOROLA is poised to surpass its turnover targetofRs

yearand clock a turnoverofRs.3000 Crores.

Thisyear,M OTOROLA hasem erged asthe leaderin Colour

Autom atic W ashing M achines,Ai
r
Fr
Condi
ee Ref
ger
ti
roner
at
i ors,
and
Frost

M icrow aves Ovens.In Colour Televisions having setthe

m illion units ofColorTelevisionsfor2002,M OTOROLA h

the one m illion m ark in the m onth ahead ofitstarget.

M OTOROLA Electronics Indi

tes
a
ti
gr
s ow
the
ing
fas
com pany in the

consum er electronics,hom e appliances and com puter pe

today.

M OTOROLA Electronics is continually providing supe

products& value form oney to over50 lacshouseholdsin I

Samsung
The
Samsung Group isthe w orld's
congl
larges
omt
.
er
It
at
Sout
is
e h Kor
'sl
ea
argest

chaebol
and com posed ofnum erous
bus
int
ines
er
,
nat
al
ses
l
i
uni
onal
ted under the
Samsung brand, incl
Sam
uding
sung Elec
,t
t
r
he
oni
wcor
s ld's el
lar
ec
ges
troni
t cs
com pany,
Sam sung Heavy I
,
ndus
one t
of
rit
es
he w orld'
shi
sl
pbui
arges
l
and
der
t s

Sam sung Engineering &

,a
Cons
m aj
t
or
ruc
gl
tobal
ion construction com pany

three m ultinationals form the core of Sam sung

-t
Gr
he
oup and re
m eaning of
Kor
the
ean
w orSamsung
d
is"tristar"or"three stars".

The
Samsung brand isthe bes
Sout
tknow
h Kor
nbr
ean
and in the w orld and in 2005
Sam sung over
Japanes
took
rival
eSony
as the w orld's
cl
ons
eadi
um
ng
er electronics

brand and becam e partofthe top tw enty globalbrands overal

in m any dom estic industries
f
,
inanc
suc
,c
h
ial
hem
as t
i
,r
c
he
al
etai
and
l

entertainm
indus
enttries. Sam sung's strong influence in South K

throughoutthe nation,and issom etim escalled the 'Republic

The 1990ssaw Sam sung rise asan internationalcorporation.

a num berofbusines
but
sesal
abr
sooad,
began leading the w ay in certain e

com ponent
Samss
.ung'sconstruc
wt
as
ion
aw
br
ar
anc
ded
h a contractto build on
the tw
Pet
o ronasTow
in
M er
alays
s,
Tai
iapeii
101
n
Taiwand
an tBur
he jDubai
in

United Arab Em
(founded
irates by Callum Cuirtis),w hich isthe tallest
constructed.In 1996,the Sam sungSungkyunkw
Group reacqui
anr
Uni
ed ver
thesity

foundation.In 1993 and in orderto change the strategy from t

leaderto the role ofa di
Lee
ffer
Kun
hee
ent
,
Lee
iat
Byung
or
,
chull

offten ofSam sung Group'ssubsidiaries,dow nsized the com pa

operationsto concentrate on three industries:electronics,e

chem
cal
i s(Sam sung Electronics).

Sam sung isthe w orld'slarges

Tel
tmevi
anuf
s
and
ions
act
var
urer
ious
ofother
consum erelec
. tronics

Sam sung isthe w orld'sm

sec
obi
ond
le phone
lar
m aker
gest.

Com pared to other m ajor Korean com panies

As
,i
Sam
an sung su
financial
of
cr
1997
isi
98
s relatively unharmSam
ed.s
How
ung
ever
MCo,
ot,
or

a $5 billion vent
s
ur
ol
e
dw
t
Renaul
o
as
at
t a significant loss. M ost
im portant
Sam
ly,
sung Elec(
t
SEC)
ronicw
sas off
pun
ici
of
al
f
ly
fr
s
om the

Sam sung Group and has since com e to dom inate the g

w orldw ide sem iconductor business,even sur

Int
pas
elsing w or

in investmr
ent
the
sf
2005
o
fiscalyear.Sam sung'sbrand strengt
[9]
im proved in the las
tfew years.

Sam sung becam e the largestproducerofm em or

-y chipsin
Sam sung,
e wt
or
h ld's s
l
ec
ar
ond
gest chipm aker
Int
,
el
s
af
ee
W
ter
orldw ide

[
10]
Top 20 Sem iconductor M arket Share.
Ranki
.In 1995,
ng Year
itby Yea

builtits
li
fqui
irs
ct
r
dystaldi
ss
cpl
reen.
ay Ten years later,Sam sung gr
be the w orld's largest m anuf
cac
rys
tur
tal
er
di
of
spl
li
ay
qui
Sony
panel
d
,
s.

w hi
ch had notinvested in LCDs,contacted Sam s
S
ung to coop

LCD
w as established as a jointventure betw een Sam sung a
to provide a stable supply ofLCD
m anuf
panel
act
sur
S
f
LCD
or
eri
bot
ss
. h

ow ned by Sam sung and Sony 51% to 49% respectively an

factoriesand facilitiesin Tangjung,South Korea.
In 2008,Sam sung becamm
eobi
the
le
lar
phone
m
ges
aker
t inUni
the
ted
Stat
and
es 2nd lar
m ges
obit
le phone
m akerin the W orld.

LG

The LG Group isSouth Korea'sthird largestchaeboland isa m ult

that
produces electronics,m obile phones,and petrochem ical pr

subsidiaries
El
li
ec
ke
tr
LG
oni
G Tel
cs,L
ecom ,Zenith Electronicsand LG Chem i

countries.LG Group
Koo
founder
In Hw oiestablished Lak HuiChem icalIndu

in 1947.Asthe com pany

pl
expanded
asticsbus
it
i
s
ness,itestablished GoldSta

(currently LG El
nc
ec.
t
)
roni
in 1958.
cs I I
Gol
n 1959,
dstar produced Korea's firstr
M any consum er electronics w ere sold under
GoldSt
t
ar
he
,w
br
hi
and
le s
nam
om e
e

other household products (not available outside t

Sout
he h Korea)

brand nam e ofLucky.The

w as
Luc
fam
kyous
brand
foritshygiene productsline

soaps and
Hi
Ti laundry detergents,but m ost associated w ith its L

toothpaste.In 1995,
renam
ited
w as
"LG",the abbreviation of"Lucky Gold

recently,the com pany

tas
ag
li
s
ne
oc"
iLi
atf
es
e'
i
s
tGood"
s
,w ith the lettersLG.Si
LG has tw o joint ventures w it
El
hec
Royal
troni
Phi
cs:l
LG
ipsPhilips Display

LG.Philips LCD.LG has entered into a joi

Net
ntw
vent
orks
ur
and
e wi
has
th Nort
created
Nor
LGtel Co.Ltd.LG al
int
so vent
has a
ur
je
o w ith Hit
LG
acDat
hi,Hi
a tachi

Storage,w hich m anufactures optical

idat
ke DVD
aROM
storage
drives
produc
,CD ts l

w riter
et
s
c
,
.LG acquired Am erican television m anufacturing com pa
LG Electronics is the w orld's s
er
ecof
ond
Tel
bi
evi
gges
sit
ons
m
dak
bi
and
gges
thi
tr

m arker of
TVs
LCDand M obile Phones.W ith headquarters in the LG T

Yeouido,Seoul
Elec
,t
LG
ronics is the flagship com pany ofLG Group,on
largest Conglom
The
er
com
atpany
e.
has 75 subs
w or
idi
ldw
ari
i
de
es that design and

m anufacture televisions, hom e

tel
appl
ecom
ianc
m uni
es,
cat
and
ions devices. L

Electronics ow ns Zenith Electronics and c

Di
ont
spl
rol
ay.
s 37.
By 2005,
9 percent
LG w as a Top 100 globalbrand and in 2006,
wLG
thr
of
14%
ecor
.ded
Nowa brand

the w orld's largest plasm a panelm anufacturer,its affiliate,L

larges
m anuf
t
acturers of liquid crystaldisplays.Also in 2006,th

phone divisM
ion,
obi
LG
le,m arketed the LG Chocolat
the
e phone,
com pany'
changi
s
ng

im age ofthe m akerphones

ofthick
.I
3G
tnow focuses on the design and m ar

phones such as the LG Shine,

and
theLG
LGPr
Gl
ada
im m(
er
KE850).As a result,
com pany w aspicked as"The Design Team
Redof
Dot
the
Des
Aw
Year
iar
gn"
dby
in the

2006~2007 and isoften called the "New Apple"

com
inmtuni
he i
t
ndus
ies.try an

In 2006, its net incom e w as $226 m illion, on total revenues o

com pany w as originally established in 1958 as GoldStar, pro

refrigerat
w as
or
hi
s,
m
ng
achines,and air conditioners.The LG Group w as

tw o Korean com panies

Gol
,Luc
dSt
ky
arand
,from w hich the LG
abbr
w as
eviation of

derived.The current"Life'sbac
Good"
kronym
slogan
.Bef
is
or
ae the corporate n
change
toLG,household products w ere sold
nam
under
e Lucky,
ofthe
w hi
brl
and
e
electronic productsw ere sold under
GoldStar
the
.The
brand
Gol
nam
dSt
brand
ar
e of
is

stillperceived as a discountbrand.In 1995,GoldStar w as renam

acquireni
ed Z
th Electronicsofthe United States.LG SolarEnergy is

in 2007
al
t
l
o
ow LG Chem to supply polysilicon to LG Electronicsfor
cells. In 2008,i
LG
ts f
t
i
ook
rst dive into
panel
the sm
ol
anuf
ar acturing pool,as

an
nounced a prelim inary deal
vent
to f
ur
or
emwa
it
j
h
oi
Coner
nt
gy.Under the dea

to be com pleted
ar'
by
s end,
ye LG w ould ac
per
qui
c
r
ent
e as
75
take in Conergy's
Frankfurt
panel
solarplant

M obile com m unications

LG Electronicsisthe w orld'sthird largesthandsetm aker.

Digitalappliance

Sony Ericson
Corporate structure

Sony Ericsson M obile Com m unications is a globalprovider o

devices, includi
r
ng
ich
feat
phone
s
ur
, ac
e cessories and PC cards. The pro

com bine pow erful technology w ith innovative applications

m usic,com m unicationsand entertainm ent.The netresultist

enticing brand thatcreates com pel

tuni
ling
ties
bus
for
ines
m obi
s oppor
le operator
and desirablpr
e,f
oduc
un ts
for end users.

Sony

Ericsson

M obile

Com m unications w as established

telecom m unications leader Ericsson and consum er electron

Corporation.The com pany

ly
is
by
ow
Er
ned
icsequal
son and Sony and announ

itsfi
j
r
oi
st
ntproductsin MSony
archEr
2002.
icsson productshave universa
and are different in the key areas ofim aging,m usic,design
com pany has launched products that
f tm
he
ake
m aj
bes
ortmus
obi
el
o
e

com m unicationstechnologies,such asthe 2G and 3G platform

offeringsto entry levelm arkets.
Sony Ericsson

undertakes product research, design

an

m anufacturing, m arketing, sales,tdi

om
ser
tribut
seri
vi
on
ces
and
. Gl
c
obal
us

m anagem entis based in London,and R&D is in Sw eden,UK,F

India,Japan,China and the US.The m anagem ent team is led

Kom iyam a,a form er senior executive ofSony Eur

sope
in and one

the grow th of Sony in Europe; and

Pres
Exec
ident
uti
and
ve Vi
Head
ce of Sales
AndersRunevad,the for
Er
mi
er
cs
Pr
sBr
on
es
az
ident
il.
Industry

accolades

As new products are introduced to end user acclaim ,existing

receive acc
and
olades
Sony Ericsson is today accepted as a w orld lea

product portfolio frequently w in aw ards.The GSM Associati

Best3G Handsetfor
ull
2004,
f
y
eatur
aed
f phone m ade for Vodafone w ith

range ofm obile entertainm ent

di
feat
recur
tional
esand
cam
m ul
er
t
a,
i and the K75

leading European photography/i

agazines
m agi
and
ningjudged
m
on qualit

perform ance and value form oney.In February 2007 the GSM A
phone.

shot

Innovation in partnership

Sony Ericsson strives

cutt
to
ing
beedge
a
provider of applications,

partnerships w ith developers and content providers. Strat

partners such as Sony BM G is one w ay in w hich the com pany i

and latestin entertainm entcont

yent
Eric
ts
os
i
on
ts has
user
al
s.
sSon
o activated

renam ed the Sony Ericsson W TA Tour in J

year
anuar
ty
itl
2005.
e
Th

sponsorship is an unprecedented opportunity for

fans
Sony Ericss

new w ays to experience the gam e through m obile technolog

content.In the m obile gam ing m arketSony Ericsson took the l

firstto launch
enabl
Javaed
3Dhandsets,and isforging ahead to bring
aw i
er
d audience.

f. OBJECTIVES OF THE STUDY

The Prim ary Objective w as to study the perception & buying

tow ardsvariousm obile brands.

The Secondary Objectivesofthisstudy w ere to identify:

To know about the student pref
ocer
iat
enc
ede
wl
i
evel
th di
as
ffer
s ent
m obile phones.

To find outthe studentssatisfaction tow ardsthe vario

M ajor features,w hich a custom er looks for in a m obile

purchase.

Factorsthatinfluenc
m aki
e dec
ng is
ni
pur
on chasing
hone.
a m obile p

To know w hich advertisem ent m edia puts m ore im pact

decision ofstudents.

Factors,w hich help in increasing the sale ofm obile pho

2. RESEARCH METHODOLOGY
a. SAMPLING METHODOLOGY:
Sample Size

25
0respondents

Sample Unit-Stud
entsofGraduation and the PostGraduation have be
sam ple unit.

Sampling Area Ghaziabad.

Sampling Technique -Random Sam pling technique

b. RESEARCH DESIGN: -

acros
Ghazi
s
abad
& gathered inform ation required aspe

questionnaire.

c. DATA COLLECTION:

Primary data has been used by m e in the form ofQuestionnaire &

w hich are the tw o basic m ethods of coll

hi
ec
ct
hing
suf
pr
fic
im
es
ar
al
yldata
research objectives.

Secondary data sourceslike catalogue ofthe com pany,productra

com pany & various internet sites such as m otorola.com & go

used.

3. DATA ANALYSIS AND INTERPRETATION

Q-1 Sex ratio of the respondents
Table Number - 1
PARTICULARS

NUMBER

M ALE

139

FEM ALE

111

%AGE
55.6
44.4

160
140
120
100

Number of the
Respondents

80

Percentage of the
Respondents

60
40
20
0
Male

Female

Interpretation:
The graphicalrepresentation ofut
the
of
tabl
thee
250
show
Res
st
pondent
hato
s,
139
w ere m ale and 111 w ere fem ale.

Q.2- oc
Table Number 2
PARTICULARS

NUMBER

%AGE

Service

109

43.6

Business

76

30.4

Professional
Others

34

13.6

31

Total

12.4

250

100

120
100
80

Number of the
Respondents

60

Percentage of the
Respondents

40
20
0
Service

Professional

Business

Others

Interpretation

The graphicalrepresentation ofthe t

tabl
he 250
e show
res
s
pondent
that out
s,
of

109 respondents belong to the service fam ily,76 w ere from b

the professionaland 31ot
wher
eres
fr
fam
om i
t
l
he
y.

Q- 3 Income level of the respondents family

Table Number- 3
PARTICULARS

NUMBER

%AGE

Les
t
s
han 15,000

101

40.4

25,001
35,000

52

20.8

15,001
25,000

35001 & above

Total

61
36

250

24.4
14.4
100

Interpretation

The graphicalrepresentation ofthe table show s that out of

101 respondents w ere f

l
r
yom
w hos
the
ef
i
am
nci
om e is less than 15,000

respondentsw ere from the fam ily w hose incom

25,
e
000,
isbet
52
w een th
respondents w ere from the fam ily w hose i
nc
35,
om
000
e is
and
betw een
restw ere from the fam ily w hose incom e isabove 35,001.

Q-4.
Table Number- 4
PARTICULARS

NUMBER

%AGE

High school

34

13.6

Graduate

89

35.6

2.4

Interm ediate
Postgraduate
Other
Total

23
98
250

9.2

39.6
100

120
100
80
60
40

Number of the
Respondents
Percentage of the
Respondents

20
0

Interpretation:

The graphic
r
al
esent
repation show s that out of the 250 respon
educationalbackground.

Q-5 - Which mobile phone you are using?

Table No. 5
S.NO

Name of the Mobile

Number of the

Percentage of

Phones

Respondents

Respondents

Nokia

155

Sony Ericson

34

13.6

M otorola

22

8.8

2
4
5
6

Sam sung
LG

Others
Total

22
11

250

62

2.4
8.8
4.4

100.0

Interpretation

Outofthe 250 respondents,155 are using the Nokia phones,3

Ericson,6 are using the Sum sung,22 are using the LG,22 are
and 11 are using the Others.

Q.6 - How long you are using the mobile phones?

Table No.- 6

S.NO

Time Period of using

Number of the

Percentage of

the mobile phones

Respondents

Respondents

Lessthan 1 year

48

19.2

24 years

56

22.4

2
4

12 years

Above 4 years
Total

75
71

250

30

28.4

100.0

Interpretation

Outof250
the respondents48 are using forlessthan
- year,75 are u
2years,56 are us
4i
year
ng for
s,71
2 are using forabove 4 years.

Q.7- How often do you change your mobile phone?

Table No.- 7
S.NO

Frequency of

Number of the

Percentage of

changing the mobile

Respondents

Respondents

phones
1

Lessthan 1 year

59

23.6

24 years

43

17.4

2
4

12 years

Above 4 years
Total

88
60

250

35.2
24

100.0

Interpretation

Outofthe 250 respondents59 are using forles

r1
sthan year,88 a
2years,48 are us
4i
year
ng for
s,60
2 are using forabove 4 years.

Q.8 What will you be willing to pay for a mobile phone by respondents.
Table Number- 8
PARTICULARS

NUMBER

Lessthan 10,000

142

20,001 to 40,000

15

10,000 to 20,000

86

Any am ount

Total

250

%AGE
56.8
34.4
6

2.8

100

160
140
120
100

Number of the
Respondents

80

Percentage of the
Respondents

60
40
20
0
Less than
10,000

10,00120,000

20,00140,000

any
amount

Interpretation:
The graphical representation show s that out of the 250
respondents w ere w illing to spend
86lw
es
er
se
than
w ill
10,
ing000,
to spend

betw een
,001
10 to 20,000,15 w ere w illing to pay betw eem 20,00
restw ere ready to pay any am ount.

Q-9 . Consider the TV advertisement you like most what brand is it promoting
by respondents.
Table Number- 9
PARTICULARS

NUMBER

%AGE

Nokia

122

48.8

Sony Ericson

42

16.8

Sam sung
LG

M otorola

11
24

Iphone

Blackberry
Other

43

Total

2
4
2

250

17.2
4.4
9.6
.8

1.6
.8

100

Interpretation:

Out of the 250 respondents,122 like the Nokia advertisem e

sam sung,42 like

Er
the
ics
Sony
on,24 like the M otorola,11 like the LG a
others.

4. CHI- SQUARE ANALYSIS

Chi- square analysis on the relationship between gender and time
period of usage the mobile phone.
GENDER

LESS THEN

1-2 YEAR

2-4 YEAR

ABOVE 4

1 YEAR

Total

YEAR

M ALE

23

38

32

45

138

TOTAL

48

74

57

71

250

FEM ALE 25

36

25

26

112

Ho; th
ere isno significant
bet
rel
wat
een
ions
the
hi
gender
p
and tim e period of
the m obile phone.

H1; there is a significant

bet
rel
wat
een
ions
the
hi
gender
p
and tim e period of
the m obile phone.
O

23

26.5

38

31.4

25
36
32
25
45
26

(O-E)2

40.8

(O-E)2/E
12.25
7.84
.36

39.2

33.64

33.2

7.84

21.5
25.5
31.9
E)2
/ E = 3.429

Num berofdegree offreedom :

12.25
.25

34.81
E

.462
.192
.011
.858
.570
.236
.009

1.091
3.429

ndf
= (row
1)(colum
1)n
=(2
1)(
1)
4

=3

Table value ofx2 at1% level

7.
of
78significant=
Conclusion

Thus calculated X is less than the tabulated X

ar
.X
e=7.
cal
78.
culated =

So w e w ill accept
hypot
nul
hes
l
that
is is there i
fs
fer
no
enc
di
e significance

relations
bet
hi
wpeen genderand tim e period ofchange the m obile p
CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN
INCOME AND SPENDING ON MOBILE PHONES
Income/
Spending
Amount
Less than

Less than

10,000-

20,000-

40,000 &

10,000

20,000

40,000

above

Total

66

27

101

35

23

61

29

20

52

18

36

above

10

Total

140

88

15

250

15,000
15,000
25,000
25,00035,000
35,000 &

Ho; There isno ant

signi
rel
fi
at
c ions
betw
hi
een
p the inc
som
pendi
e and
ng on the
m obile phones.

Ha; There isa si

nt
gni
rel
fi
at
caions
bet
hi
w een
p
the incom e and spending on th
m obile phones.

(O-E)2

66

56.66

29

29.12

35
10
27
23
20
18
4
3
1
7
4

2
1

34.16

(O-E)2/E
89.11
.70
.01

1.57
.02
.00

20.16

103.2

5.11

21.
7
4

2.34

.11

35.55
18.30

73.10
2.89

2.05
.16

12.67

28.40

2.24

3.66

.435

.12

6.06
3.12

4.24
4.49

2.16

23.42

1.70

2.89

2.82
1.45
1

1.39
.30
0

.70

144

10.84
.50
1.7
.21
0

26.77

E)2 / E = 26.77

Num berofdegree offreedom :

ndf(
=
row
1)(colum
1)n
= (4
1)(
1)
4

=9

Table value ofx2 at1% levelofsignificant= 14.7

Conclusion:
HOisrejec
st
inc
ede the calculat
x2
ed
(26.77)
value
m or
of
t
e
han the table value of

x2 (12.59) hence there is a s

r
i
el
gni
at
f
i
i
ons
cant
et
hi
wp
een
b incom e and spending
on m obile phones.

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

Gender AND Frequency of changing the MOBILE PHONES
GENDER

LESS THEN

1-2 YEAR

2-4 YEAR

ABOVE 4

1 YEAR
MALE
FEMALE
TOTAL

Total

YEAR

38

45

23

33

139

59

88

43

60

250

21

43

20

27

111

Ho; There is no s
ant
igni
rel
fic
ations
bet
hi
w een
p
the incom
frequenc
e and y of
changi
the
ngm obile phones.

Ha; There isa si

nt
gni
rel
fi
at
caions
bet
hi
w een
p
theand
incom
frequenc
e
y of
changi
the
ng m obile phones.
O

38

32.80

23

23.90

45
33
21
43
20
27

(O-E)2

48.92
33.36
26.20
39.07
19.09
26.64

X2 = E)2
/ E = 2.64

Num berofdegree offreedom :

ndf= (r
1)
ow(colum
1)n
=(2
1)(
1)
4

=3

(O-E)2/E
27.04
15.36
1

.13

27.04
15.44
.82
.13
E

.82
.31
.04
.00

1.03
.40
,04
.00
2.64

Table value ofx2 at1% level

7.
of
78significant=
Conclusion:
HOisaccept
sinc
ede the calculat
x2
ed
(2.64)
val
l
ue
es
t
s
of
han the tablex2
value of

(7.78) hence there

si
i
gni
s no
fi
r
cel
ant
ations
ip bet
h w een gender and frequency
changing
mt
obi
hele phones.

5. FINDINGS
Nokia isthe m ostfavorite brand ofthe college student.

35% studentchange theirm obile phonesw ithin 1to2 year

30% student
us
s
i
ar
ngethe m obile phonessince last1 to 2 years.

51% studentsare ready to pay fora m obile phone lessthan

spend according to theirfam ily incom e.
49% studentslike the Nokia advertisem entm ost.

M ostly studentsuse the mrobi

tall
ki
eng,
phones
SM Sf
and
o forusing the
GPRS function.

M ostly studentshave handsfree,bloothooth and m em ory

Alm ostallstudentsare aw are aboutthe GPRS,Blootooth a

butleaststudentsare aw are aboutthe 3G function.

M ostfavourit
am
e br
ong
and
the college studentsisNokia and the l
favorite brand isLG.

Appearance,Price,Brand Im age and advertisem entare th

forthe studentsw hile purchasing m obile phones.

M ostly studentspreferslim ,m edium

si
i
ze
nw
hands
eight
et
and large i
M ostly studentssee advertisem enton television

Story,spokesperson and the m usicare the im portantfact

M ostly studentshave the hanging and service problem w i

6. RECOMMENDATIONS

Nokia should provivi

dece
bet
and
ter
tr
sy
er
to solve the hanging probl

Cellularcom paniesshould increase the aw arenessabout

Com paniesshould offerm ore range ofRs.10,000 orlesst

LG and Sam sung should try to expand itsm ary

ket
toshare and

increase the aw arenessthrough the television advertisem

Allcom paniesshould increase theirdistribution channe

The com pani

shoul
esd continue to w ork on theStrategy ofT.Q.M
Quality M anagem ent)

Consum ersdo notgetsat

pr
is
m
o
fi
ot
ed
ional
w ithpol
the
iciesofthe

com pani
.New
es techniquesofprom otion isrequired to create
ab
outthe entire range of
prc
oduc
om.pani
ts es

7. LIMITATIONS

A sm allsam pl
250
e size
student
of
sistaken,so w e can notdraw inf
abou
tthe population from thissam ple size.
Tim e period iss
rhor
esour
tand
ce constraints.
The scope ofthe
ispr
lioj
mi
ec
ted
t to the citySo,
ofGhazi
w e cannot
abad.say
thatthe sam e response w illexistthroughoutIndia.
Thisstudy
bas
i
ed
s on thei
pr
ngevai
student
l

student
s

satisfaction m ay change accordi

tec
ng
hnol
to togy,
im e,devel
fashion,
opm ent,
et
.
c

8. BIBLIOGRAPHY
BOOKS:
M ARKETING M ANAGEM
ENT
V.S.Ram asw am y,
S.Nam akum ari

RESEAR
CH M ETHODOLOGY
C.R.Kothari
OPERATION RESEARCH
-

Vittal

Web Resources:
w w w .trai.gov.in

http ://w w w .noki

about
a.com
t
us
ts
or
/t
l ganization.aspx

http://w w w .sam sung.co .in/w ebapp/Aboutus/ab

http ://w w
cw
om
.LG.
/LG.portal?nfpb=true&pageLabel=
AboutLG

http://w w w .m otorola.co.in/about.htm
w w w .google.com
w w w .scribd.com

9. ANNEXURE

Questionnaire
Section A: Personal Informations
1.Nam e:
2.(a)Age:
(b)Gender
M ale

Fem ale

3. Occupation of Father

Service

Professional

Business
Others

Specify
4. Income Level (per month)

Lessthan 15,000

15,001
25,000
25,001
35,000

35,001 & above

5. Educational Background ( Parents)

High School

Interm ediate
Graduate

PostGraduate
IfOther

Specify

Section B: About mobile phones

6) Which mobile phone you are using.

A)Nokia

C)Sony Ericson
E)M otorola

G)Blackberry

B)Sam sung
D)LG

F)iPhone

H)Others

Specify

7) Please write the model of your phone

(exam ple:Nokia 1100,Ericson k800i,etc.)

8) How long you are using the mobile phone

Lessthan 1 year
1 2 years
2 4 years

Above 4 years
9) What are the reasons for using the above mentioned model.

A)W AP
B)Justto talk on it
C)UseGPRSfunction
D)Receive Em ail& SM S
E)Dow n Load Files
F)Others(Specify

10) How often do you change your mobile phone

Lessthan
1 year
1 2 years
2 4 years

Above 4 years
11) What phone Accessories do you have?
A)Handsfree

B)Bloothooth Head Set

C)USB DataCable

D)M em ory Card (SD Card)

E)Others(Specify

12) Latest Mobile facilities which you are aware of:(Can tick m ultiple boxesofthe facilitiesyou know .)
A)GPRS
B)3G

C)M M S

D)BLOOTOOTH
E)INFRARED

F)VIDEO CALL

G)OTHER FACILITIES (Specify)

13) What is your favourite brand in Mobiles?

(Please choose your3 favorite brands in order ofpreference

- from the bra
m ostfavorite,

3leastfavorite.)

A)Nokia

B)Sam sung

C)Sony Ericson
D)G
L

E)M otorola

G)Blackberry

H)Others

Specify the
. brand

14) Why you like the brands you chose above? (Please indicate the im portantofbe
factors w hen you choose
ver
the
y br
imands
por
t
sant
.
om
1 ew
,2hat
ri
t
m
ant
po
nei
,3 therim portant
norunim por
l
t
es
ant
si
,
m
4por
t
uni
ant
m,por
5 tant.)

A)Advertisem ent
B)Appearance
C)Price

D)Functions
E)Quality

F)Brand Im age

G)Service

H)Recom m ended by friends

I)Others

Specify.

15) Do you prefer phones to be

Slim orm edium or

thick

Light or
m edium or
heavy
Sm allor
m edium or
large

16) What would you be willing to pay for a mobile phone

Lessthan 10,000

10,001 to 20,000
20,001 to 40,000

Any am ount(Specify

17) Where did you often see the mobile advertisement?

A)TV

C)M agazine
E)Outdoor

G)Leaflets

H)Others(specify

B)New sPaper
D)Online
F)Radio

18) Consider the TV advertisement you like what brand is it promoting

A)Nokia

B)Sam sung

E)M otorola

F)iPhone

C)Sony Ericson
G)Blackberry

D)LG

H)Others

Specify

19) Which of the following would impress you the most?

(Please indicate the im por
act
t
ant
orsof
w hen
below
youfchoose
ver
the
ybr
imands
por
t
.
ant
1 ,2
som ew hatim por
nei
tant
ther
,3
im portantnoruni
less
mi
por
m por
tant
t
uni
ant
,4
m,por
5 tant.)

1
A.Slogan

B.Picture
C.Color
D.Story

E.Spokesperson
F.M usic

G.Others

H.Recom m ended by
Friends

I.Others(Specify)

20.) Are there any general comments you would make about what you
like/dislike about mobile phones? (This could be pricing, location of sales,
reception, colour, memory, or anything else.)