Critical Analysis of the Consumer Perception about the Nokia Mobile in India

Name:    Vikas (2008 – 2010)
Title:     Critical Analysis of the Consumer Perception
            about the Nokia Mobile in India

Summary:
This project was aimed at critical analysis of the consumer perception about the mobile in India.
I have chosen several parameters to study the Nokia.

• Parameters like organization profile, market positioning, product strength and weakness, were used during the study.
• After a thorough understanding of the consumer perception, some recommendations were offered.
• Both primary as well as secondary data was obtained for the study. Primary data was collected by personally interview and filled questionnaire by customer and retailer.
• And secondary data was obtained through the medium of internet, organizational site, magazines and newspapers.

At the end of this study a detailed analysis was made with the respect to factors like, consumer perception, comparison of Nokia with others and awareness level of consumers about Nokia mobile phones.

Aim / Objective of the Study:
The main objective of study was to analyze the consumer perception about the mobile in India. The specific objective of the study was:

• To study the awareness level of consumer and potential consumer of Nokia mobile phone.
• To know how Nokia brand is perceived by consumer compared by competitors.
• To analyze consumer perception of Nokia on various attributes.

Recommendations:
During study I found lots of problem in the organization. Here is some recommendation is given below by which organization can maximize profit and grow.

• Should Use latest Mobile Software: Nokia should use latest software through which they can enhance their mobile phones. During my study I found the hanging problem in mobiles (especially N, E series). It also affects the output of organization.
• Should Use Good Speakers: Nokia should use good quality of speakers in order to improve the sound quality. I found that their speakers are not good as compared to competitors (Sony Ericson, Motorola).
• Should Use Attractive Panels:  Most of respondents made complaint about Panel in their mobiles. So they use attractive panel in order to satisfy the customer.
• Should use hologram for product (Charger): During my study what I analyze that there are many duplicate product of Nokia is  available in the market which have same looks as  Nokia , so for unique identity they should  use hologram for their product(Charger).
• Should provide some scheme to customer: Nokia should provide some scheme to customer because it will also increase after market sale
• More sign board should be installed.

Conclusions:

According to my study what I found that Nokia is a well brand name company in Indian market as well as globally. Some of the findings are given below.

• Firstly, mobile segment Nokia has more than 40% market share.
• According to my research what I found that most of the customers know about the Nokia. It means that the awareness level of Brand in market is very high.
• During my study what I found that for the customer Nokia is well known brand but they are not satisfied with the quality (Sound, Slow Processing) of the product. It mean the quality of the product is comparatively is low.
• The after sales service of Nokia is excellent. Around 60% of customers are satisfied with them.
• Through my field study what I analyze that Nokia has Reliance the major competitors in every segment.

According to me the mantra for success of Nokia will be QCD that is Q = quality, C= Customer, D= delivery.

Limitations:
The cell phone industry is large consisting of a large number of competitors and different consumer perceptions about them, & the entire universe cannot be studied. So the study is limited to only few issues related to Nokia brand in view of cost & time constraints. The main limitation of this study is that it is based on the perception and we know that it is very difficult to make conclusion on these basis.

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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.