Consumer Perception of Usage of Nokia Mobiles

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Project Report on

“MOBILE CONSUMERS PERCEPTION ON NOKIA”

By:
Ruthvik Enganti
PGDM-BT 005

A Project report submitted in partial fulfillment for the award of the degree Post Graduate Diploma Management in Biotechnology

Under the Guidance of
Dr Shubra Hajela
IPE

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Post Graduation Diploma Management – International Business Institute of Public Enterprise
Hyderabad – 500 007

Table of Contents

Acknowledgement2
1. INTRODUCTION:4
OBJECTIVES OF THE STUDY:7
2. LITERATURE REVIEW:8
3. CONCEPTUAL MODEL:12
4. RESEARCH METHODOLOGY:13
5. HYPOTHESIS FORMULATION:15
6. DATA ANALYSIS AND INTERPRETATION17
Reliability Analysis:17
Skewness:24
T – Test:28
Correlation:30
Regression:33
7. CONCLUSION:36
8. SUGGESTIONS:36
9. Limitations of the study:37
10. Reference:37
11. Questionnaire:38

Acknowledgement

I am deeply grateful to number of people for their assistance in this project. I am sincerely appreciating the insightful comments from the following people, who provided constructive feedback based on their experiences and Knowledge. I am very thankful to all the survey respondents who had provided us their Valuable opinions and experience for our data analysis.

Ruthvik Enganti PGDM-BT
Roll no: 05

DECLARATION:

I hereby declare that the Research work entitled “MOBILE CONSUMERS PERCEPTION ON NOKIA” submitted, is a record of an original work done by me, and this Research work has not performed by taking others research report.

Ruthvik Enganti
PGDM-BT
Roll no: 05

1. INTRODUCTION:

Nokia has played a pioneering role in the growth of cellular technology in India, starting with the first-ever cellular call a decade ago, made on a Nokia mobile phone over a Nokia-deployed network. Nokia started its India operations in 1995, and presently operates out of offices in New Delhi, Mumbai, Kolkata, Jaipur, Lucknow, Chennai, Bangalore, Pune and Ahmadabad. 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 Nokia’s bid to retain consumers and empower Nokia device owners to realize...
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