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A PROJECT REPORT On A Study Of Effectiveness Of Branding Effect On Consumer Behavior

YEAR 2010-2011

Submitted by:Ansari Soni Khan Azra Khan Khushnuma Swati Malthane Sana Motorwala MS- 221 MS-222 MS-227 MS-232 MS-202

Dept. of Management Studies Smt . P. N. Doshi Womens College Ghatkopar {W}, Mumbai 400086

Declaration By The Research Student


Ansari Soni Khan Azra Khan Khushnuma Swati Malthane Sana Motorwala MS-202 MS- 221 MS-222 MS-227 MS-232

We hereby declare that this project report entitled branding effect on consumer behavior submitted by us based on actual work carried out by us under the guidance and supervision. It is further to state that this work is not submitted anywhere else for any examination.

Place:- Mumbai {Ghatkopar} Date:- 15 march, 2011

CERTIFICATE

This is to certify that Khan Azra, Ansari Soni,Swati Malthane,Khan khushnuma, Sana Motorwala, students of BMS have successfully completed the research project Branding effects on consumer behavour in the academic year 2010-2011.

MS VEENA SHETE DR.S. KUMUDHAVALLI Project co-ordinator Principal

Acknowledgement
It is faith that gives us strength, it is faith that leads us onwards, it is faith that brings us success, I blow to god who is inner self and seek his blessings for completing this research. There have been many speed brakers in route but all these people have helped to make the road smooth, helped me to speed on towards the goals As in this research there are many people helped in our project especially foremost my heartfelt thanks goes to lecturer for her guidance and last but not least my friends, group members, library, the teaching staff, who has been a pillar of strength through the ups and downs throughout my research project also my sources of inspiration to my group to move further to meet my project aims. My special and sincere thanks to my lecturer MS VEENA SHETE who has guided me to complete my project.

Sr.no Title Chapter-1 I Introduction Marketing research Selection of the topic Background and important of the topic Scope of the study Research methodology Objective of study Data collection Tools Chapter-2 II Analysis of data Tables and charts Explanation for table and charts Chapter -3 III Major finding and summary Conclusion& suggestion Bibliography Annexure

Page no. 8 9 9 12 14 18 19 21 23 40 41 42 45 45 54 55 64 66 68

Index

List of tables

Sr.no 1 2 3 4 5 6 7 8 9

Title Age Sex Income Experience Prefer Regular customer Brand Range Occupation

Page no 47 48 49 50 51 52 53 54 55

List of figures
Sr.no Title Page no

2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9

Age Sex Income Experience Prefer Regular customer Brand Range Occupation

47 48 49 50 51 52 53 54 55

CHAPTER -1 Introduction
The systematic gathering, recording and analysing of data about
problems relating to the marketing of goods and services Market research and marketing research are often confused. 'Market' research is simply research into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not only includes 'market' research, but also areas such as research into new products, or modes of distribution such as via the Internet. Here are a couple of definitions:

"Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the methods for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications."

The Marketing research Process. Marketing research is gathered using a systematic approach. An example of one follows: 1. Define the problem. Never conduct research for things that you would 'like' to know. Make sure that you really 'need' to know something. The problem then becomes the focus of the research. For example, why are sales falling in New Zealand? 2. How will you collect the data that you will analyze to solve your problem? Do we conduct a telephone survey, or do we arrange a focus group? The methods of data collection will be discussed in more detail later. 3. Select a sampling method. Do we us a random sample, stratified sample, or cluster sample?

4. How will we analyze any data collected? What software will we use? What degree of accuracy is required? 5. Decide upon a budget and a timeframe. 6. Go back and speak to the managers or clients requesting the research. Make sure that you agree on the problem! If you gain approval, then move on to step seven. 7. Go ahead and collect the data. 8. Conduct the analysis of the data.

9. Check for errors. It is not uncommon to find errors in sampling, data collection method, or analytic mistakes. 10. Write your final report. This will contain charts, tables, and diagrams that will communicate the results of the research, and hopefully lead to a solution to your problem. Watch out for errors in interpretation. Terminology of Marketing Research Primary data - collected firsthand Secondary data - already exists, desk research Quantitative research - statistical basis Qualitative research - subjective and personal sampling - studying part of a population to learn about the whole Marketing Research Techniques Interviews face-to-face telephone

postal questionnaires

Attitude measurement cognitive component (know/believe about an act/object) affective component (feel about an act/object) conative component (behave towards an object or act) Likert scale strongly agree agree neither agree nor disagree

disagree Semantic differential scales - differences between words e.g. practical v impractical Projective techniques sentence completion psychodrama (yourself as a product)

friendly martian (what someone else might do)

Group discussion and focus group Postal research questionnaires Diary panels - sources of continuous data In-home scanning - hand-held light pen to scan barcodes Telephone research Observation home audit direct observation In-store testing

SELECTION OF THE TOPIC


Branding effects on consumers behavior like nokia and Samsung

Nokia india co. Introuction: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 Nokiadeployed network.

Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, Kolkata,Jaipur,Lucknow,Chennai, Bangalore, Pune and Ahmedabad. The Indian operations comprise of the handsets business; R&D facilities in Bangalore 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 from 450 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 mobile devices market in India. The company has built a diverse product portfolio to meet the needs of different consumer segments and therefore offers devices across five categories ie. Entry, Live, Connect, Explore and Achieve. These include products that cater to first time subscribers to advanced business devices and high performance multimedia devices for imaging, music and gaming. 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 Nokias bid to retain consumers and empower Nokia device owners to realise 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 Bangalore and Mumbai. These R&D hubs are staffed by engineers who are working on nextgeneration 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 Indias 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 2008. Some firsts for Nokia in India

1995 First mobile phone call made in India on a Nokia phone on a Nokia network 1998 - Saare Jahaan Se Acchha, first Indian ringtone in a Nokia 5110 2000 - First phone with Hindi menu (Nokia 3210) 2002 - First Camera phone (Nokia 7650) 2003 - First Made for India phone, Nokia 1100 2004 - Saral Mobile Sandesh, Hindi SMS on a wide range of Nokia phones 2004 - First Wi-fi Phone- Nokia Communicator (N9500) 2005 Local UI in additional local language 2006 Nokia manufacturing plant in Chennai 2007 First vernacular news portal Some Achievements for Nokia Ranked No 1 Most Trusted Brand Survey by Brand Equity, 2008 Ranked the No 1. MNC in India by Businessworld, Indias leading business weekly, 2006 Ranked as the No. 1 telecommunications equipment vendor in the country by Voice & Data for five consecutive years 2008, 2007, 2006,2005 and 2004 Ranked as the 9th most powerful brand by Millward Browns BrandZ 2008 Ranked worlds 4th most valuable brand by Interbrand, 2007 Ranked Asias most trusted brand by the Media-Synovate, 2006

Samsung co. introduction


From its inception as a small export business in taegu,korea samsung has grown to become one of the worlds leading electronics company, specialsing in digital

appliances and media, semiconductors, memory and system integration. Today samsungs innovative and top quality products and processes are world recognized. This timeline captures the major milestones in samsungs history, showing how the company expanded its product lines and reach, grew its revenue and market share and has followed its mission of making life better for consumers around the world Samsung India is the hub for Samsung's South West Asia Regional operations. The South West Asia Headquarters, under the leadership of Mr. J S Shin, President & CEO, looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India which commenced its operations in India in December 1995 enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Headquartered in New Delhi, Samsung India has widespread network of sales offices all over the country . The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions, Mobile phones, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung 'Made in India' products like Colour Televisions, Mobile phones and Refrigerators are being exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex. In November 2007, Samsung commenced the manufacture of Colour televisions and LCD televisions at its stateof-the-art manufacturing facility at Sriperumbudur, Tamil Nadu. The Company is also manufacturing fully automatic front loading washing machines at its Sriperumbudur facility.

Brand power
From being a virtually unknown entity in the Year 1995, brand Samsung today enjoys an awareness level of over 65% and a

positive opinion of over 80% in the country today (source: BAS 2007). The introduction of World First, Wow, leading technology products in the Indian market coupled with the Companys efforts to customise products for the Indian consumers, have contributed to the success of the brand in the Indian market.Technology Leadership, Product design and innovative marketing have all contributed to making Samsung a household name in the Indian market. The Company has carried out over 170 Dream Home Road Shows - a four day exhibition of its new products and technologies - in the metros and smaller markets to create consumer awareness.

Research and Development.


The companys thrust on Product Innovation and R&D have given the company a competitive edge in the marketplace. Samsung has two Software development centres - Samsung India Software Centre (SISC) and Samsung India Software operations unit (SISO) at Noida and Bangalore respectively.In addition to working on global R&D projects, SISO is also helping Samsung Indias Mobile business by focusing on product customisation for the Indian market. Samsung India currently employs around 2000 employees across its R&D Centres at Noida and Bangalore. Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. The focus of the R&D Centre is to customise both Consumer Electronics and Home Appliance products to better meet the needs of Indian consumers. From Flat televisions with 'Easy View' technology, Frost free refrigerators with Stabiliser free operations to Semi automatic washing machines with Silver Nano technology, the

Samsung R&D Centres in India are helping the company to continuously innovate and introduce products customised for the Indian market.

Manufacturing
Samsungs state of the art, highly automated manufacturing facilities are located at the Companys sprawling Complex at Noida and its recently inaugurated Sriperumbudur facility, near Chennai. Samsung Indias Noida CTV Plant enjoys the Number 1 position amongst all Samsung subsidiaries in terms of its Colour television productivity and has been ranked as the subsidiary with the Best Quality System. Samsung India is working with and contributing to the development of the domestic component industry in the country. The Company is working with its partners to improve their product quality and processes. Thus, Samsung vendors are sent to different Samsung subsidiaries to meet the Samsung overseas vendors in order to benchmark their own processes. Samsung is also training its vendors on eco-partnership so that the components manufactured by them are eco friendly as per ROHS norms .Samsung products manufactured in India currently enjoy an average localization level of over 50%.

Management of Samsung
Creativity and collaboration and excellence are the hallmarks of leadership at Samsung. By attracting the worlds most talented managers and continuously evolving our companys culture to support them, we foster innovative ideas that advance technology, create new products and markets, and improve the everyday lives of our customers.

SCOPE OF THE STUDY

We have done our research study through primaery data collection method since we have taken personal interview from 50 peoples and we have selected area kurla

OBJECTIVES OF STUDY

1. To study the branding on consumer behavior 2. To study the effects of income on brand 3. To conduct simple primary research and determining tasks. 4. To prepare, administer, and interpret the results of a smallscale survey research study 5. To calculate and interpret simple bivariate tests by hand.

RESEARCH METHODOLOGY MARKETING RESEARCH METHODS


Methodologically, marketing research uses the following types of research designs:

Based on questioning:
Qualitative marketing research - generally used for exploratory purposes - small number of respondents - not generalizable to the whole population - statistical significance and confidence not calculated - examples include focus groups, in-depth interviews, and projective techniques Quantitative marketing research - generally used to draw conclusions - tests a specific hypothesis - uses random sampling techniques so as to infer from the sample to the population - involves a large number of respondents - examples include surveys and questionnaires. Techniques include choice modelling, maximum difference preference scaling, and covariance analysis.

Based on observations:
Ethnographic studies -, by nature qualitative, the researcher observes social phenomena in their natural setting - observations can occur cross-sectionally (observations made at one time) or longitudinally (observations occur over several time-periods) examples include product-use analysis and computer cookie traces. See also Ethnography and Observational techniques. Experimental techniques -, by nature quantitative, the researcher creates a quasi-artificial environment to try to control spurious factors, then manipulates at least one of the variables examples include purchase laboratories and test markets

Researchers often use more than one research design. They may start with secondary research to get background information, then conduct a focus group (qualitative research design) to explore the issues. Finally they might do a full nation-wide survey (quantitative research design) in order to devise specific recommendations for the client.

Exploratory Research

Defn: - This genre of research simply allows the marketer to gain a greater understanding of something that s/he doesnt know enough about. For example, just because we know that 3G phones exist, it doesnt necessarily mean that we understand how they work. Exploratory research can help in this instance. Differing mainly in design from descriptive research, exploratory research is used principally to gain a deeper understanding of something. The design is far more flexible and dynamic than that of descriptive research. Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. The Internet allows for research methods that are more interactive in nature. For example, RSS feeds efficiently supply researchers with up-to-date information; major search engine search results may be sent by email to researchers by services such as Google Alerts; comprehensive search results are tracked over lengthy periods of time by services such as Google Trends; and websites may be created to attract worldwide feedback on any subject. The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation. Although the results of qualitative research can give some indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how many". Exploratory research is not typically generalizable to the population at large.

My own:In this research the methodology we used is the exploratory, method because in this survey method personal interaction is there. we get a fresh data of the survey and also get to know the research in better. The main objective of the study is to find out the branding effect of products on consumer behavior.

Consumer Research Methods


Market research is often needed to ensure that we produce what customers really want and not what we think they want. Sources of Data - Primary and Secondary There are two main sources of data - primary and secondary. primary research is conducted from scratch. It is original and collected to solve the problem in hand. secondary research, also known as desk research, already exists since it has been collected for other purposes. We have given a general introduction to marketing research. Marketing research is a huge topic area and has many processes, procedures, and terminologies that build upon the points above. (See also lesson on primary marketing research and secondary marketing research). Primary vs. secondary research methods:- There are two main approaches to marketing. Secondary research involves using information that others have already put together. For example, if you are thinking about starting a business making clothes for tall people, you dont need to question people about how tall they are to find out how many tall people existthat information has already been published by the U.S. Government. Primary research, in contrast, is research that you design and conduct yourself. For example, you may need to find out whether consumers would prefer that your soft drinks be sweater or tarter. Research will often help us reduce risks associated with a new product, but it cannot take the risk away entirely. It

is also important to ascertain whether the research has been complete. For example, Coca Cola did a great deal of research prior to releasing the New Coke, and consumers seemed to prefer the taste. However, consumers were not prepared to have this drink replace traditional Coke.

Secondary Methods. For more information about secondary market research tools Primary Methods. Several tools are available to the market researchere.g., mail questionnaires, phone surveys, observation, and focus groups.

Data collection
Data collection is a term used to describe a process of preparing and collecting data - for example as part of a process improvement or similar project. The purpose of data collection is to obtain information to keep on record, to make decisions about important issues, to pass information on to others. Primarily, data is collected to provide information regarding a specific topic. Data collection usually takes place early on in an improvement project, and is often formalized through a data collection plan which often contains the following activity. 1. Pre collection activity Agree goals, target data, definitions, methods 2. Collection data collection 3. Present Findings usually involves some form of sorting analysis and/or presentation. Prior to any data collection, pre-collection activity is one of the most crucial steps in the process. It is often discovered too late that the value of their interview information is discounted as a consequence of poor sampling of both questions and informants and poor elicitation techniques.After pre-collection activity is fully

completed, data collection in the field, whether by interviewing or other methods, can be carried out in a structured, systematic and scientific way. A formal data collection process is necessary as it ensures that data gathered is both defined and accurate and that subsequent decisions based on arguments embodied in the findings are valid.The process provides both a baseline from which to measure from and in certain cases a target on what to improve.

Types of data collection


1-By mail questionnaires. 2-By personal interview. 3-By telephone interview.

Other main types of collection include census, sample survey, and administrative by-product and each with their respective advantages and disadvantages. A census refers to data collection about everyone or everything in a group or population and has advantages, such as accuracy and detail and disadvantages, such as cost and time. A sample survey is a data collection method that includes only part of the total population and has advantages, such as cost and time and disadvantages, such as accuracy and detail. Administrative by-product data is collected as a by product of an organizations day-to-day operations and has advantages, such as accuracy, time simplicity and disadvantages, such as no flexibility and lack of control.

Personal Interview Surveys


Personal Interview surveys are recommended when your desired sample consists of respondents in a very specific target population. For example, if you are interested in surveying respondents about a film they have just viewed, it would be significantly easier to find them outside a movie theatre than by mail. In addition, interviewers have the ability to extensively probe respondents on their impressions of a service

or product, observe individual or group behaviour, and this method allows for the exchange of material and/or information between respondent and interviewer (see personal interviews section of related article). Advantages of this method include: response rates are very good; respondents have the ability to see, feel and/or taste a product; longer interviews are sometimes tolerated; and attitudinal behavior can be best observed with this method. Disadvantages of this method include: it is very expensive; it can be time-consuming if travel is involved; and a non-representative sample may result if the respondents from the location where the interviewing takes place does not match with the desired target population A brief discussion of the various personal interview methods are as follows:FACE TO FACE OR DOOR TO DOOR INTERVIEW: - this has traditionally been considers as the best survey method. T his is because of the various advantages involved in a face to face interaction b/w the interviewer and respondent enabling: Immediate response or feedback from respondent. Facilitates clarifying doubts or facts. Allows display of product concept and other stimuli for evaluation. Permits modification of questionnaire technique depending upon the requirement.

Conducive, familiar and comfortable environment for the interview making the interaction more easy and appropriate

DIRECT MARKETING THROUGH EXECUTIVE INTERVIEWING:-this type of survey involves interviewing executive at their offices,

regarding various industrial product and services. The success of this survey depends on the ability of the interviewer to:

Identify and locate executives [likely] to be involved in the purchase decision of the product. Ensure that the individuals agrees to the interview meeting and fix the appointment ensure that he or she [the interviewer] reaches the in=Terries venue at the appointed time.

Be versatile because very often the interviewer may be required to conduct interviews on varied topics of which they may not have sufficient knowledge.

Since third method is expensive, it should be applied with caution.

SHOPPING CENTER INTERVIEW:-these types of interviews are also called shopping mail intercept surveys. The interviewers are positioned either at shopping center entrances or selected locations in a shopping mall. They randomly approach respondents and either question them at that location or invite them to be interviewed at a special facility in the mall.

The advantages of this type of survey are:Plenty of respondents available at the shopping centers who can be sample representatives of the population at individual shopping centers. Since interviewers dont travel around, there is decreased real costs such as travel, phone, production of concepts, proto type etc. Facilitates more efficient use of respondents available at the pool. Less briefing time required to train interviews on each project.

SELF ADMINISTERED INTERVIEW:as the term indicates self administered interviews dont require the presence of the interviewer. Such techniques are often used in shopping complexes or other central locations where the researchers can catch the eye of a captive audience. Jet airlines have been using this technique to get information about their services, usually such questionnaires are provided for in-flight. The biggest advantages is the reduction in the cost of the interview. But the biggest disadvantages is that in the absence of some one to clarify queries, the respondents may not be able to respond properly especially to open ended question.

PURCHASE INTERCEPT TECHNIQUE [PIT]:This method involves a combination of inshore observation and on-store interviewing to assess shopping behavior as well as to identify the reasons behind that behavior. The PIT involves intercepting consumers who are observed to be selective about product selection in a shopping environment. The researchers casually observes customers in a particular product category and then intercepts the customers for an interview onces the purchase is made.

The advanges of PIT are: cues from the respondent It help- in buyers recall. Since the gap b/w the purchase and the data collection is minimised, when interviewing at the point bof perchase is done, the memory is more apt. The limitation are:-

The researchers may have difficulty in getting access to stores. This technique only concentrate on the purchase and is silent on the order individuals who may have influenced the purchase decision OMINIBUS SURVEY:These surveys [personal interview surveys] are scheduled weekly, monthly or quarterly with question from a number of separate clients.

The many advantages of this approach are:

Total costs are reduced because the rates are worked out based on the number of question asked and tabulated and the cost of the survey is split b/w the clients.

All the steps are standardised and worked out in advance therby facilitating quick results. The regularity of interview schedules provides the basis for continuous tracking studies and pre post studies.

At times omnibus operators offer split-run facilities, such that half of the sample receive one version of the question or concept ,while the other receive another version.

Telephone interview What are they? They are real interviews held over the phone rather than face-toface. Often they are used to sift out applicants to be invited to a face-to-face interview.

Who uses telephone interviews? They are especially common for sales-related jobs, particularly surprise! telesales , where verbal communication skills are paramount. But they are increasingly used by other employers as a preliminary screening for all kinds of jobs. You may also expect a telephone interview if you are applying for jobs abroad in which case calls may come in at all hours of the day or night! Companies that have used these interviews include Exxon Mobil, Total Final Nigeria, Sainsbury's , The Caudwell Group, Transco, Corus, BT, Standard Life, HBOS and many law firms. They are often arranged via a recruitment consultant. How long do they last? Based on a small sample of 14 Kent students who have had telephone interviews recently, they varied in length from 20 minutes to 1 hour, with the average length being half an hour: see the pie chart on the right for details. Advantages of telephone interviews For the employer:

They are time and cost-effective - most last about 20-25 minutes. They test your verbal communication skills and telephone technique. They test your ability to cope with the unexpected.

Disadvantages of telephone interviews (for you)

You can't see the interviewer to gauge their response.

"Very distant and cold style of interview: no chitchat. They only want to know if you can fill their criteria. High rate of questions. Not at all easy but a good experience. " Kent graduate commenting on their telephone interview.

Tension you never know when an employer might call to interview you. They can seem to go very quickly, without giving you much time to think about your answers - so be well prepared!

The advertisement may ask you to 'phone the company. This gives you total control over the time and place of the interview although means that you will have to pay for the call. At the time arranged, make sure you are in a quiet location and that you will not be disturbed during the call. . . Or they may phone you in response to your CV/application form

How to Conduct a Telephone Survey


The telephone survey is one of the most common methods of market research. It's also a fairly simple method, but follow these basic rules to ensure a professional survey with valid results. Difficulty:
Things You Will Need Telephone Book Market Research Calculators Telephones Notebooks Office Supplies Pencils Or Pens Marketing Software Notebooks

INSTRUCTION ARE AS FOLLOWS: 1 Develop and pretest a telephone survey questionnaire (see "How to Write a Survey or Questionnaire," under Related shows). Keep the questions relevant and direct. 2 Obtain a random sampling of telephone numbers to use in the survey. You can buy lists of random telephone numbers that are generated by computer programs, or you can develop your own list from local telephone directories. 3 Decide who in the household is most likely to provide the most meaningful input to the survey, and ask for that person specifically. For example, if the goal of your survey is to determine buying habits, the participant should be the person most responsible for that household's purchases.

4 Call each potential participant. Politely explain the purpose of the survey as well as who the sponsor is and approximately how much time the survey will take.

5 Conduct the survey. Read each question in its entirety to the participant and record the response. Repeat the question if necessary, but avoid interjecting any comments or explanations that could sway the participant's opinion. Keep the participant on track so that the survey is completed as quickly as possible.

6 Gather, organize and evaluate the results of the survey.

MAIL SURVEY The mail questionnaire is one of the most frequently used and controversial techniques in applied social science research. Much of the controversy relates to the difficulty involved in achieving response rates high enough to ensure representativeness. This paper surveys the recent literature on response inducement techniques in mail survey research. This review examined 12 of the most frequently researched techniques for increasing response rates. Five were found to consistently produce higher responses. These were prenotification, personalization, the inclusion of monetary incentives, follow-up, and higher class return postage. Two, source sponsorship and the type of appeal in the cover letter, appeared to increase response rates but in a situation specific manner. Four of the factors examined had no effect on response rates. These were the address location or social setting in which the questionnaire was received; specification of a deadline; the color, length, form, or proceeding of the instrument; and the interaction of multiple factors. One item, the class of outgoing postage remained inconclusive. EMAIL SURVEY Conducting email surveys turns out to be significantly cost effective as compared to carrying out traditional surveys, or alternately conducting surveys through regular mail. In case of email surveys, the email survey software automatically inserts an active link within the email, and the respondent is redirected to the survey page by clicking upon the link. The survey information are stored on a server. The data is collected and stored in a completely secure manner, and is available only to the survey administrator. Magic survey tool is a web-based environment for conducting online email surveys. The process is very simple, and through it, one can: Build email surveys using the wizard interface. Send unlimited invitations to respondents or survey participants through the integrated email survey tools. Automatically view accurate and precise survey reports online. The company saves a lot of time and money using email survey facilities, since the process is very cost effective.

Need of email survey


Getting feedback from the consumers is important, since the company can make proper marketing plans, and improvise upon the product design to make it more presentable for sale. Email surveys plan an important part in getting reviews from the respondents, or people participating in the surveys. The main types of email surveys supported by Magic survey tool are:

Text-based Surveys
A text-based survey resembles a standard text-based e-mail message, which can be easily read by accessing or opening the e-mail. Text surveys do not depend upon specific systems, and support various platforms like Windows 95/98, Windows 3.1, Macintosh, OS/2, Unix , in addition to any other platform capable of receiving emails. In addition, the text-based surveys are also supported by all popular web browsers such as Internet Explorer, Mozilla, Opera, Safari, Netscape Navigator, etc.

Web-based Surveys
A web-based survey is sent as a separate web-based URL or link, and is more visually appealing. The email survey supports various objects such as drop-down boxes, simple and graphical radio buttons, fonts, images, and graphics, which all add on to the appearance, and make the interaction with the survey easy. Its also possible to randomize the question list, set the skip and hit patterns, and even display the company logo. The options help in generating pleasing, professional looking surveys through a survey template which is dynamic in nature, and helps in getting the desired results. Both the types of email surveys are effective, but they have their own usage, depending upon the extent and the nature of the survey to be carried out. In both the cases one thing remains common they help in generating the highest response rates, and they are very cost-effective to conduct, as compared to other traditional methods of carrying out surveys. Magic survey tool offers email survey software thats dynamic, user friendly, and highly cost effective. With Magic survey tool its possible to: Target the audience list based upon existing e-mail address lists and email templates. Tailor the surveys to target a portion, or a section of the entire address list or the template.

Include respondent specific details into each survey such as the name, title, and personalized greeting to ensure a positive, friendly, and personal survey. Surveys come in several different forms. Mail surveys are relatively inexpensive, but response rates are typically quite lowtypically from 5-20%. Phone-surveys get somewhat higher response rates, but not many questions can be asked because many answer options have to be repeated and few people are willing to stay on the phone for more than five minutes. Mall intercepts are a convenient way to reach consumers, but respondents may be reluctant to discuss anything sensitive face-toface with an interviewer. Surveys, as any kind of research, are vulnerable to bias. The wording of a question can influence the outcome a great deal. For example, more people answered no to the question Should speeches against democracy be allowed? than answered yes to Should speeches against democracy be forbidden? For face-to-face interviews, interviewer bias is a danger, too. Interviewer bias occurs when the interviewer influences the way the respondent answers. For example, unconsciously an interviewer that works for the firm manufacturing the product in question may smile a little when something good is being said about the product and frown a little when something negative is being said. The respondent may catch on and say something more positive than his or her real opinion. Finally, a response bias may occurif only part of the sample responds to a survey, the respondents answers may not be representative of the population.

Focus groups
Focus groups are useful when the marketer wants to launch a new product or modify an existing one. A focus group usually involves having some 8-12 people come together in a room to discuss their consumption preferences and experiences. The group is usually led by a moderator, who will start out talking broadly about topics related broadly to the product without mentioning the product itself. For example, a focus group aimed at sugar-free cookies might first address consumers snacking preferences, only gradually moving toward the specific product of sugar-free cookies. By not mentioning the product up front, we avoid biasing the participants into thinking only in terms of the specific product brought out. Thus, instead of having consumers think primarily in terms of what might be good or bad about the product, we can ask them to discuss more broadly the ultimate benefits they really seek. For example, instead of having consumers merely discuss what they think about some sugar-free cookies that we are considering releasing to the market, we can have consumers speak about their motivations for using snacks and what general kinds of benefits they seek. Such a discussion might reveal a concern about healthfulness and a desire for wholesome foods. Probing on the meaning of wholesomeness, consumers might indicate a desire to avoid artificial ingredients. This would be an important

concern in the marketing of sugar-free cookies, but might not have come up if consumers were asked to comment directly on the product where the use of artificial ingredients is, by virtue of the nature of the product, necessary. Focus groups are well suited for some purposes, but poorly suited for others. In general, focus groups are very good for getting breadthi.e., finding out what kinds of issues are important for consumers in a given product category. Here, it is helpful that focus groups are completely open-ended: The consumer mentions his or her preferences and opinions, and the focus group moderator can ask the consumer to elaborate. In a questionnaire, if one did not think to ask about something, chances are that few consumers would take the time to write out an elaborate answer. Focus groups also have some drawbacks, for example: They represent small sample sizes. Because of the cost of running focus groups, only a few groups can be run. Suppose you run four focus groups with ten members each. This will result in an n of 4(10)=40, which is too small to generalize from. Therefore, focus groups cannot give us a good idea of: What proportion of the population is likely to buy the product. What price consumers are willing to pay. The groups are inherently social. This means that: Consumers will often say things that may make them look good (i.e., they watch public television rather than soap operas or cook fresh meals for their families daily) even if that is not true. Consumers may be reluctant to speak about embarrassing issues (e.g., weight control, birth control).

Personal interviews
It involve in-depth questioning of an individual about his or her interest in or experiences with a product. The benefit here is that we can get really into depth (when the respondent says something interesting, we can ask him or her to elaborate), but this method of research is costly and can be extremely vulnerable to interviewer bias. To get a person to elaborate, it may help to try a common tool of psychologists and psychiatristssimply repeating what the person said. He or she will often become uncomfortable with the silence that follows and will then tend to elaborate. This approach has the benefit that it minimizes the interference with the respondents own ideas and thoughts. He or she is not influenced by a new question but will, instead, go more in depth on what he or she was saying. Personal interviews are highly susceptible to inadvertent signaling to the respondent. Although an interviewer is looking to get at the truth, he or she may have a significant interest in a positive consumer response. Unconsciously, then, he or she may inadvertently smile a little when something positive is said and

frown a little when something negative is said. Consciously, this will often not be noticeable, and the respondent often will not consciously be aware that he or she is being reinforced and punished for saying positive or negative things, but at an unconscious level, the cumulative effect of several facial expressions are likely to be felt. Although this type of conditioning will not get a completely negative respondent to say all positive things, it may swing the balance a bit so that respondents are more likely to say positive thoughts and withhold, or limit the duration of, negative thoughts. Projective techniques They are used when a consumer may feel embarrassed to admit to certain opinions, feelings, or preferences. For example, many older executives may not be comfortable admitting to being intimidated by computers. It has been found that in such cases, people will tend to respond more openly about someone else. Thus, we may ask them to explain reasons why a friend has not yet bought a computer, or to tell a story about a person in a picture who is or is not using a product. The main problem with this method is that it is difficult to analyze responses. Projective techniques are inherently inefficient to use. The elaborate context that has to be put into place takes time and energy away from the main question. There may also be real differences between the respondent and the third party. Saying or thinking about something that hits too close to home may also influence the respondent, who may or may not be able to see through the ruse.

Observation
Observation of consumers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. For example, some American manufacturers were concerned about low sales of their products in Japan. Observing Japanese consumers, it was found that many of these Japanese consumers scrutinized packages looking for a name of a major manufacturerthe product specific-brands that are common in the U.S. (e.g., Tide) were not impressive to the Japanese, who wanted a name of a major firm like Mitsubishi or Proctor & Gamble. Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consulted. A question arises as to whether this type of spying inappropriately invades the privacy of consumers. Although there may be cause for some concern in that the particular individuals have not consented to be part of this research, it should be noted that there is no particular interest in what the individual customer being watched does. The question is what consumerseither as an entire group or as

segmentsdo. Consumers benefit, for example, from stores that are designed effectively to promote efficient shopping. If it is found that women are more uncomfortable than men about others standing too close, the areas of the store heavily trafficked by women can be designed accordingly. What is being reported here, then, are averages and tendencies in response. The intent is not to find juicy observations specific to one customer. The video clip with Paco Underhill that we saw in class demonstrated the application of observation research to the retail setting. By understanding the phenomena such as the tendency toward a right turn, the location of merchandise can be observed. It is also possible to identify problem areas where customers may be overly vulnerable to the but brush, or overly close encounter with others. This method can be used to identify problems that the customer experiences, such as difficulty finding a product, a mirror, a changing room, or a store employee for help. Online research methods. The Internet now reaches the great majority of households in the U.S., and thus, online research provides new opportunity and has increased in use. One potential benefit of online surveys is the use of conditional branching. In conventional paper and pencil surveys, one question might ask if the respondent has shopped for a new car during the last eight months. If the respondent answers no, he or she will be asked to skip ahead several questionse.g., going straight to question 17 instead of proceeding to number 9. If the respondent answered yes, he or she would be instructed to go to the next question which, along with the next several ones, would address issues related to this shopping experience. Conditional branching allows the computer to skip directly to the appropriate question. If a respondent is asked which brands he or she considered, it is also possible to customize brand comparison questions to those listed. Suppose, for example, that the respondent considered Ford, Toyota, and Hyundai, it would be possible to ask the subject questions about his or her view of the relative quality of each respective pairin this case, Ford vs. Toyota, Ford vs. Hyundai, and Toyota vs. Hyundai. There are certain drawbacks to online surveys. Some consumers may be more comfortable with online activities than othersand not all households will have access. Today, however, this type of response bias is probably not significantly greater than that associated with other types of research methods. A more serious problem is that it has consistently been found in online research that it is very difficultif not impossibleto get respondents to carefully read instructions and other information onlinethere is a tendency to move quickly. This makes it difficult to perform research that depends on the respondents reading of a situation or product description.

Online search data and page visit logs provides valuable ground for analysis. It is possible to see how frequently various terms are used by those who use a firms web site search feature or to see the route taken by most consumers to get to the page with the information they ultimately want. If consumers use a certain term frequently that is not used by the firm in its product descriptions, the need to include this term in online content can be seen in search logs. If consumers take a long, torturous route to information frequently accessed, it may be appropriate to redesign the menu structure and/or insert hyperlinks in intermediate pages that are found in many users routes.

Scanner data
Many consumers are members of supermarket clubs. In return for signing p for a card and presenting this when making purchases, consumers are often eligible for considerable discounts on selected products. Researchers use a more elaborate version of this type of program in some communities. Here, a number of consumers receive small payments and/or other incentives to sign up to be part of a research panel. They then receive a card that they are asked to present any time they go shopping. Nearly all retailers in the area usually cooperate. It is now possible to track what the consumer bought in all stores and to have a historical record. The consumers shopping record is usually combined with demographic information (e.g., income, educational level of adults in the household, occupations of adults, ages of children, and whether the family owns and rents) and the familys television watching habits. (Electronic equipment run by firms such as A. C. Nielsen will actually recognize the face of each family member when he or she sits down to watch). Scanner data is, at the present time, only available for certain grocery item product categoriese.g., food items, beverages, cleaning items, laundry detergent, paper towels, and toilet paper. It is not available for most non-grocery product items. Scanner data analysis is most useful for frequently purchased items (e.g., drinks, food items, snacks, and toilet paper) since a series of purchases in the same product category yield more information with greater precision than would a record of one purchase at one point in time. Even if scanner data were available for electronic products such as printers, computers, and MP3 players, for example, these products would be purchased quite infrequently. A since we have at most one purchase instance during a long period of time during which several of these factors would apply at the same time. In the case of items that are purchased frequently, the consumer has the opportunity to buy a product, buy a competing product, or buy nothing at all depending on the status of the brand of interest and competing brands. In the case of the purchase of an MP3 player, in contrast, there may be

promotions associated with several brands going on at the same time, and each may advertise. It may also be that the purchase was motivated by the breakdown of an existing product or dissatisfaction or a desire to add more capabilities.

Physiological measures
Physiological measures are occasionally used to examine consumer response. For example, advertisers may want to measure a consumers level of arousal during various parts of an advertisement. This can be used to assess possible discomfort on the negative side and level of attention on the positive side. By attaching a tiny camera to plain eye glasses worn by the subject while watching an advertisement, it is possible to determine where on screen or other ad display the subject focuses at any one time. If the focus remains fixed throughout an ad sequence where the interesting and active part area changes, we can track whether the respondent is following the sequence intended. If he or she is not, he or she is likely either not to be paying as much attention as desired or to be confused by an overly complex sequence. In situations where the subjects eyes do move, we can assess whether this movement is going in the intended direction. Mind-reading would clearly not be ethical and is, at the present time, not possible in any event. However, it is possible to measure brain waves by attaching electrodes. These readings will not reveal what the subject actually thinks, but it is possible to distinguish between beta wavesindicating active thought and analysis and alpha waves, indicating lower levels of attention. An important feature of physiological measures is that we can often track performance over time. A subject may, for example, be demonstrating good characteristicssuch as appropriate level of arousal and eye movementduring some of the ad sequence and not during other parts. This, then, gives some guidance as to which parts of the ad are effective and which ones need to be reworked. In a variation of direct physiological measures, a subject may be asked, at various points during an advertisement, to indicate his or her level of interest, liking, comfort, and approval by moving a lever or some instrument (much like one would adjust the volume on a radio or MP3 player). Republican strategist used this technique during the impeachment and trial of Bill Clinton in the late 1990s. By watching approval during various phases of a speech by the former President, it was found that viewers tended to respond negatively when he referred to speaking truthfully but favorably when the President referred to the issues in controversy as part of his private life. The Republican researchers were able to separate average results from Democrats, Independents, and Republicans, effectively looking at different segments to make sure that differences between each did not cancel out effects of the different segments. (For example, if at one point

Democrats reacted positively and Republicans responded negatively with the same intensity, the average result of apparent indifference would have been very misleading).

Research sequence
In general, if more than one type of research is to be used, the more flexible and less precise methodsuch as focus groups and/or individual interviewsshould generally be used before the less flexible but more precise methods (e.g., surveys and scanner data) are used. Focus groups and interviews are flexible and allow the researcher to follow up on interesting issues raised by participants who can be probed. However, because the sample sizes are small and because participants in a focus group are influenced by each other, few data points are collected. If we run five focus groups with eight people each, for example, we would have a total of forty responses. Even if we assume that these are independent, a sample size of forty would give very imprecise results. We might conclude, for example, that somewhere between 5% and 40% of the target market would be interested in the product we have to offer. This is usually no more precise than what we already reasonably new. Questionnaires, in contrast, are highly inflexible. It is not possible to ask follow-up questions. Therefore, we can use our insights from focus groups and interviews to develop questionnaires that contain specific questions that can be asked to a larger number of people. There will still be some sampling error, but with a sample size of 1,000+ responses, we may be able to narrow the 95% confidence interval for the percentage of the target market that is seriously interested in our product to, say, 17-21%, a range that is much more meaningful.

TOOLS REQUIRED FOR DATA COLLECTION


1. Observationnaire . (observation schedule) 2. Interview guide -for non directive and dept interviews 3. Interview schedule 4. Mailed questionnaires -rating scale -check list -opinionnaires -document schedule / data sheet -schedule for institution -inventories 5. paper :- for collecting data and information 6. large cost involve:- cost involve in travelling from one place to another for data collection

CHAPTER- 2
Analysis of data
Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names, in different business, science, and social science domains. Data mining is a particular data analysis technique that focuses on modeling and knowledge discovery for predictive rather than purely descriptive purposes. Business intelligence covers data analysis that relies heavily on aggregation, focusing on business information. In statistical applications, some people divide data analysis into descriptive statistics, exploratory data analysis, and confirmatory data analysis. EDA focuses on discovering new features in the data and CDA on confirming or falsifying existing hypotheses. Predictive analytics focuses on application of statistical or structural models for predictive forecasting or classification, while text analytics applies statistical, linguistic, and structural techniques to extract and classify information from textual sources, a species of unstructured data. All are varieties of data analysis. Data integration is a precursor to data analysis, and data analysis is closely linked to data visualization and data dissemination. The term data analysis is sometimes used as a synonym for data modeling.
Quantitative data data is a number

Categorical data one of several categories Qualitative data is a pass/fail or the presence of a characteristic

In the main analysis phase analyses aimed at answering the research question are performed as well as any other relevant analysis needed to write the first draft of the research report.

Exploratory and confirmatory approaches

In the main analysis phase either an exploratory or confirmatory approach can be adopted. Usually the approach is decided before data is collected. In an exploratory analysis no clear hypothesis is stated before analyzing the data, and the data searched for models that describe the data well. In a confirmatory analysis clear hypotheses about the data are tested. Exploratory data analysis should be interpretative carefully. When testing multiple models at once there is a high chance on finding at least one of them to be significant, but this can be due to a type 1 error. It is important to always adjust the significance level when testing multiple models with, for example, a bonferroni correction. Also, one should not follow up an exploratory analysis with a confirmatory analysis in the same dataset. An exploratory analysis is used to find ideas for a theory, but not to test that theory as well. When a model is found exploratory in a dataset, then following up that analysis with a confirmatory analysis in the same dataset could simply mean that the results of the confirmatory analysis are due to the same type 1 error that resulted in the exploratory model in the first place. The confirmatory analysis therefore will not be more informative than the original exploratory analysis. Stability of results It is important to obtain some indication about how generalizable the results are . While this is hard to check, one can look at the stability of the results. Are the results reliable and reproducible? There are two main ways of doing this:

Cross validation: By splitting the data in multiple parts we can check if analyzes (like a fitted model) based on one part of the data generalize to another part of the data as well. Sensitivity analysis: A procedure to study the behavior of a system or model when global parameters are (systematically) varied. One way to do this is with bootstrapping (statistics).

Tables and charts Table2.1- age

AGE 15-25 25-35 35-45 45-ABOVE TOTAL

NO OF RESPONDENT S 23 18 5 4 50

PERCENTAGE 46% 36% 10% 8% 100

Fig 2.1
ag e
25

20

15

10

0 15-25 25-35 35-45 45-above

In this fig 2.1 the given respondent indicates that the percentage of people using nokia phones is more in the age group of 15-25 is 46% as compared into the age group of 25-35 which is 36%. In the group of 35-45 is mere 10% and the group of 45 and above is just 8%.

table2.1- sex
Sex male female TOTAL No of respondents 41 9 50 Percentage 82% 18% 100

2.2 fig

In this 2.2 fig the male is 82% and female is 18%

Income 1000-5000 5000-10000 1000020000 20000above TOTAL

NO OF RESPONDENT S 8 16 11 15 50

PERCENTAGE 16% 32% 22% 30% 100

Table2.1- income

2.3 fig

In the above fig it is been stated that the income group of 1000-5000 are 16% users while as 5000-10000 are 32%, while the rest group of 10,000-20,000 are 22% users and 20,000 above are 30% users of nokia phones.

Table2.1- occupation
occupation Working Non working TOTAL No of respondents 45 5 50 Percentage 90% 10% 100

2.4 fig
50 45 40 35 30 25 20 15 10 5 0 working non-working

OCCUPATION

In this fig out of the 50 working people 45 are working and rest 5 are non- working

Table2.1- brand
BRAND Nokia Samsung Other Total NO OF RESPONDENT S 37 12 1 50 PERCENTAGE 74% 24% 2% 100

2.5 fig
40 35 30 25 20 15 10 5 0 nokia sam sung others 40 35 30 25 20 15 10 5 0

In the fig 2.5 it states that 74% of people prefer nokia while 24%prefer Samsung and the rest 2% prefer other mobiles.

Table2.1- regular customer


Regular customer Yes NO OF RESPONDENT S 49 PERCENTAGE 98%

No Total

1 50

2% 100

2.6 fig
120

100

80

60

40

20

0 yes no

In the fig the given respondent shows that 98% of the people are the regular customer of their brand while the rest 1%are not

Table2.1- range
RANGE 1000-5000 5000-10000 1000020000 20000above TOTAL NO OF RESPONDENT S 8 16 11 15 50 PERCENTAGE 16% 32% 22% 30% 100

2.7 fig
50 45 40 35 30 25 20 15 10 5 0 1000-5000 6000-10000 10000-15000 15000-20000

In the fig stated above about 16%uses in range of 1000-50000,32% users in range of 5000-10,000, 22% users in range of 10,000-20,000,and 30% users at 20,000 above range .

Table2.1- experience
Experience good Very good average poor TOTAL NO OF RESPONDENT S 20 27 3 0 50 PERCENTAGE 40% 54% 6% 100

2.8 fig
experience
6%

good

40% 54%

verygood average poor

In this fig 2.8 the given 40% respondent said that the experiences was good and 54% users said that it was very good while the rest 6% said that their experiences was at average .

Table2.1- prefer
Prefer Quality Features Attractive Price No of respondents 14 14 17 2 Percentage 28% 28% 34% 4%

Easy accessibility Stylish Advertisement If other

12 15 0 1

24% 30% 0 2%

2.9 fig

In fig 2.9 the quality and features were preferred by 28% of people respectively . while 34% preferred attractive model 24% preferred easy accessibility and 30% people preferred stylish handsets . while the rest 4% preffered the price .

Chapter 3
Major finding and summary

NOKIA [MAJOR FINDING] They needed time andconviction, but now the Finnish maker Nokia has also its touchscreen cell phone. This autumn, the major provider of cell phones in the world will launch the Nokia 5800 XpressMusic, which is its first touch-screen mobile phone, with up to 16 GB capacity for music or video and an innovative interface that shows emails, SMS messages and networking tools on the same screen. According to Jo Harlow, Senior Vice President Marketing Nokia Mobile Phones, its a way ofcommunication thought for the young public, and even the price reflects it. It willcost $407, before taxes and subsidies: less than its American rival and similar to the HTC G1, which is the first phone to run theGoogle originated Android open source operating system that alsocompetes with iPhone but is more focused on Internet services. The new 5800 phone will also have GPS,complete web access (contrary to Apple, it will support Flash, which is the format that Youtube uses in its videos), 3.2 megapixel camera for photos and videos, and a 3.2-inch touch screen. Also, it incorporates three options for writing: on screen QWERTY virtual keyboard, on screen virtual alphanumeric keypad or hand writing recognition. With this last option, Nokia wants to reach markets like Asia where people write with ideographic characters. In fact, the Asian marketconstitutes an audience that has been the main engine of the Finnishcompany during the last two years and it may be the best bet to compete with Apple.

SAMSUNG {MAJOR FINDING}


Micromax challenges Samsung, LG in mobile phone stakes: Recent entrant surprises analysts; promoters say the firm will close
The Indian mobile handset maker Micromax Informatics Ltd is challenging Samsung India Electronics Pvt. Ltd and LG Electronics India Pvt. Ltd as one of the top three sellers of cellular phones in the country, overtaking rivals such as Motorola Inc. and Sony Ericsson Mobile Communications AB and prompting it to look overseas to expand sales. The Gurgaon-based firm, which entered the business about two years ago, sold about 1 million handsets in January, up from 700,000 in December. The surge would have vaulted the company up the rankings, said Vikas Jain, one of the four founders of the relatively little-known Micromax. Market research firm IDC's "numbers for the December quarter or January are not available yet, but according to our sales numbers it's safe to assume that we are at the third spot", said Jain, who set up the company in 1990s along with three friends from engineering college--Rahul Sharma, Rajesh Agarwal and Sumeet Kumar, all of whom are in their mid-30s to early 40s. Citigroup Global Markets Inc. confirmed Jain's assertion in a 3 February report, in which analysts Rahul Singh and Gaurav Malhotra said Micromax had a 10% market share, putting it at No. 3 behind Nokia Oyj and Samsung, which had 1213%. The analysts were prompted to write about the unlisted firm after being surprised by the brand's presence across rural markets, they said. The success of Micromax prompted US private equity group TA Associates to buy "less than 20%" of the firm for around $45 million (Rs210 crore today) in December, valuing it above $225 million and indicating confidence in its growth potential. Jain estimated that the firm will close the fiscal with sales at around Rs1,500 crore. Of the 100 million handsets sold in the year to June 2009, according to the latest IDC data, Nokia was the market leader with a share of about 56%. Samsung and LG were at second and third respectively, with 7.7% and 5.4%.

India's mobile phone market has been dominated by overseas brands such as Nokia and the two South Korean firms, making Micromax one of the first home-grown ventures to make a dent in the handset market as well as the wider consumer electronics sector. Micromax wants to move up a spot in the two months left in the fiscal. "The No. 2 spot has always been a slippery one in India," Jain said. "We have seen Sony Ericsson, Motorola, and now Samsung, which is under threat." The entry of new players is serving to fuel growth in the market, according to Samsung, which will depend on core strengths to defend its position. "As far as Samsung is concerned, we are relying on product innovation, superior product quality backed by the reassurance of Samsung service and an enhanced channel penetration to drive our growth," Ranjit Yadav, director (mobile and IT) at Samsung India, said in an emailed note. LG's spokesman was not available for comment. Micromax, started operations in 1991 as an embedded software design firm, but was incorporated as a company in 1998, when it branched out as a distributor of computer peripherals such as printers, monitors, scanners from manufacturers such as LG, Sony Inc., Dell Corp. "We hope to be present in at least one country each in Latin America, Middle East and Africa before the end of the financial year," Jain said. The firm has identified Brazil, Nigeria and Dubai as target markets. Micromax specialized in entry-level and mid-segment handsets priced between Rs1,800 and Rs2,400 when it started selling the devices in 2008, confining itself to small towns and rural areas in the first 12-18 months. Encouraged by its success, the firm expanded to larger cities and now has a distribution network of 55,000 retailers, which it plans to scale up to 70,000 by the end of March as part of its strategy to raise sales to 1.5 million handsets a month. Micromax is planning to expand its range in keeping with new market demands. It is readying several high-end handsets, including phones that will run on Google's Android and Microsoft's Windows Mobile operating systems. The handsets are expected to be available in "April or May", Jain said Having gained traction, Micromax is also working on a strategy to create awareness in the metros, which includes tying up with MTV for co-branded phones.

"Once you have established a good distributor network and sales are robust, the next logical step is branding exercises to ensure consistent brand re-call among your target consumer base," said Romal Shetty, executive director and head telecom practice at audit and consulting firm KPMG India. Micromax has also tied up with a Bollywood celebrity "who will be announced shortly" as brand ambassador, Jain said. Bollywood star Aamir Khan endorses Samsung phones. The Micromax phones are designed by the in-house research and development team, as is the embedded software. The on-board chips come from MediaTek Inc., Qualcomm Inc. and Infineon Technologies AG--the last two also count Nokia as a client. Manufacturing is outsourced to about 11 factories in Taiwan, South Korea and China. Micromax has invested Rs100 crore to set up a plant in Baddi in Himachal Pradesh as it feels outsourcing manufacturing completely leaves the door open for supplyside uncertainties. Production will be scaled up from an initial 50,000 per month. "If everything goes right, by the third phase in March 2011, the Baddi plant will be making about 500,000 handsets," Jain said. If the plant isn't able to cope with the numbers, the fallback plan is to acquire a facility in South Korea, Taiwan or China, he added.

Limitations of nokia and Samsung


The focus of this case study is the business strategy adopted by Nokia in the Indian Mobile devices market. This case study summarizes Nokias business strategies in India. Nokia has proven itself as one of the most recognized brands in India in the past decade or so. This case also discusses in brief some of the marketing strategies of Nokia in India and examines how the Nokia brand has emerged.

This case study covers the following issues:


Assess Nokias globalization strategies Examine and analyze the entry and expansion strategies of Nokia in India Analyze Nokias efforts to localize its practices in India market.

Samsung In the present scenario, Samsung devices are strongly competing with any other gadgets in the market all over the world. The common feature of latest Samsung phones is that users can easily approach for them through online phone retailers. Here, they can differentiate between the rates, offer and deal available with different phone retailers and thus can make fair decision of owing the phone. Among above mentioned models of Samsung, let's discuss some features of F520. This is a 3G phone which looks great in its dual slider design. The easy to use mechanism based QWERTY keyboard is the turning feature of this gadget. One would not find any problem in typing text or numerics with this keyboard. About built-in 3 mega pixel camera, it can be said that, this camera is capable to give good quality images. The camera lovers would love to enhance their images with the help of some camera options found in the main camera menu. Nice viewing experience can be achieved by 3 inches display of the phone. Thus, Samsung F520 is a nice handset both in looks and features.

Summary
Mobile phone market in Europe is going through major changes. Key players are losing market share while new and young companies, mostly from Asian countries, are coming to the market. At the same time the market is slowly expanding when people are buying more phones than ever. The whole process of buying mobile phones has changed in the last few years. People no longer carry the same phone year in year out, but they change their phone every year, some even twice a year.

One reason for this change is the fast technological development of the phones. But also consumers attitudes towards mobile phones have changed. Mobile phones are no longer seen as expensive, hi-tech products, but they have become accessories like jewellery or a piece of clothing. Nokia is still the largest mobile phone company in the world, but its long-term dominance is now challenged more than ever. Observers have begun asking whether the cutting edge that has turned Nokia into the No 1 vendor still exists, as Nokias market share and revenues have been on the decline. Falling average sales prices (ASPs) and market share have had an impact and forced Nokia to further re-think its strategy towards developed and emerging markets.1 This report gives an overview on what is happening on the mobile phone market today and analyses Nokias market position in the mature European market. This report includes a brief introduction to Nokia followed by an environmental analysis, SWOT analysis and trend analysis of the company. Half way through the report you can find information about consumer behaviour, brand profile and segmentation. At the end, this report introduces the main competitors and analyzes the competitive market. Finally we try to make a conclusion of the topics discussed and attempt to give some possible answers to the question at hand.

Conclusion
Nokia users are more than samsung by the consumer in, kurla {w} western surburb of Mumbai city The entire hypothesis taken by the researcher are verified and found acceptable. However the hypothesis starting the impact of brand preference for selecting the

product has acceptable. The survey shows that almost all the users the selected branded product only. From the overall research we came to the conclusion that brands have an effect on the consumer mind in many ways like quality, rates, income, age groups etc From the research nokia is been given more preference compared to samsung. As nokia is the most trusted and provides great facilities in low rates and samsung gives high quality in higher rates . thus nokia preference is more than samsung.

Suggestion
The Following Suggestion Are Offered To Make Brand Preference Efficiency And Purposeful. 1. the quality of various brand of product should improved

2. they should introduce some new innovation in feature essence in the product or brand in timely. The models should be more effective and attractive. Features should be provided more compare to competitors. They should also offer memory card with cell phones. In nokia the music sound should increase Advertisement should be more attractive with simple broad headlines so that those who see also read such advertisements. The name of manufacturing units should be mentioned in the advertisement so that customers can aware of that models. Message in the advertisement should be clear and often repeated so that consumer may recollect them..

Bibliography

Introducing Marketing Research by Paul Baines, Bal Chansarkar. Market Research: A Guide to Planning, Methodology and Evaluation by Paul N. Hague

Experiment-Research Methodology in Marketing: Types and Applications by Gordon L. Patzer. Market Research Matters: Tools and Techniques for Aligning Your Business by Robert Duboff, Jim Spaeth.

www.yahoo.com www.google.com www.marketing research.com www.research.com

Annexure
Name:Age: - 15-24 above Sex: - male Female 25-35 35-45 45 and

Income: - less than 5000 10,000-20,000 20,000 Occupation: - working Location: Do you use a mobile? Yes

5,000- 20,000 more than

non- working

No

Which brand would you prefer the most? Nokia Samsung others

Why do you prefer this brand only? Quality price Easy accessibility Advertisement stylish if others please specify features attractive model

If given options which brand you like the most? Nokia please specify Samsung if others

Are you a regular customer of this brand? Yes No

Which brand is more affordable? Nokia Range of the brand you use? 1000-5000 6000-10,000 10,000-15,000 15,000-20,000 Samsung

What was your experience while using this brand? Good poor Which brands advertisement is more effective as per you? Nokia Samsung very good average

Do u really think the advertisement is worthwhile? Yes No cant say

(Thank you for your cooperation)

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