Critical Analysis of the Consumer Perceptions about NOKIA in India

Summary

The research project I had completed is all about the Critical analysis of the consumer perception of one of the leading company Nokia in Cellular phones Market. My research projects give a brief scenario about how brand is created and leaves an impression in the eyes of the user and force him to buy that product. Here I had used descriptive research design.  Since the aim is to obtain complete and accurate information in the said studies. 

The entire process is more of a Descriptive Research type and incorporate a formal study of the specific problems faced by most IT companies and exploring the opportunities in the untapped market. For doing this critical analysis I had taken a sample size of 100 people and I had chosen them through random sampling technique.

 

The main objectives of this study are:-

• To study the awareness level of consumers and potential consumers of NOKIA mobile phone.
• To analyse how NOKIA brand is perceived by consumers compared to competitors.
• To analyse consumers perception of NOKIA on various attributes.
• Based on this analysis what should be done by NOKIA to improve its market perception

Through this study I find that the world of parity has hit the mobile phone market just as it has many other technology product categories. The products range from the simple to the complex, but every manufacturer offers, of course, the latest features. Nokia Group the Finland-based manufacturer of mobile phones has been steadily working on its corporate brand name and the management of consumer perceptions over the last few years. 

Its efforts have paid off, because it is now the number one brand in many markets around the world, effectively dislodging Motorola from that position. Nokia has succeeded in lending personality to its products, without even giving those names. In other words, it has not created any sub-brands but has concentrated on the corporate brand, giving individual products a generic brand personality. Only numeric descriptors are used for the products, which do not even appear on the product t. 

Such is the strength of the corporate brand. Nokia has succeeded where other big brand names have so far failed, chiefly by putting across the human face technology-taking and dominating the emotional high ground. 

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The above article is a summary extract from the dissertation projects of the MBA and BBA students of Skyline College. Skyline, situated in Delhi and Gurgaon (NCR) is a premier institute providing management education specialising in MBA and BBA degrees and specialist courses for travel and tourism as well as mass communication.