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INDEX

SR.NO PARTICULARS PG.NO.

01 INTRODUCTION 2-10

02 REVIEW OF LITERATURE 11-13

03 RESEARCH METHODOLOGY 14-19

04 DATA ANALYSIS AND INTERPRETATION 20-33

05 CONCLUSION AND SUMMERY 34-35

06 APPENDIX 36-40

07 BIBLIOGRAPHY 41

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1.1 INTRODUCTION

Information technology is "the study, design, development, implementation, support or

management of computer-based information systems, particularly software applications and

computer hardware." Encompassing the computer and information systems industries,

information technology is the capability to electronically input, process, store, output,

transmit, and receive data and information, including text, graphics, sound, and video, as well

as the ability to control machines of all kinds electronically.

Information technology is comprised of computers, networks, satellite communications,

robotics, videotext, cable television, electronic mail ("e-mail"), electronic games, and

automated office equipment. The information industry consists of all computer,communications, and electronics-related organizations, including hardware, software, and

services. Completion of tasks using information technology results in rapid processing and

information mobility, as well as improved reliability and integrity of processed information.

It is a convenient term for including both telephony and computer technology in the same

word. It is the technology that is driving what has often been called "the information

revolution". Nowadays it has become popular to broaden the term to explicitly include the

field of electronic communication so that people tend to use the abbreviation ICT

(Information and Communication Technology).

"Electronic and information technology" is a term used in the 1998 amendments to Section

508 of the Rehabilitation Act. The term is used to define the scope of products covered

under Section 508. Section 508 requires that electronic and information technology that is

developed, procured, maintained, or used by the federal government be accessible.

Electronic and information technology includes computer hardware and software, operating

systems, web-based information and applications, telephones and other telecommunications

products, video equipment and multimedia products, information kiosks, and office

products such as photocopiers and fax machines

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The Global Cellular Mobile Industry:

The global mobile phone industry is based on many different manufacturers and operators.

The industry is based on advanced technology and many of the manufacturers are operating

in different industries, where they use their technological skills, distribution network, market

knowledge and brand name. Five large manufacturers of mobile phones are today dominating

the global mobile phone industry; Samsung, Apple, Nokia, Sony and Blackberry. In addition

to these companies there are many manufacturers that operate globally and locally.

Table 1.1

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Telecom Industry in India

The telecom industry is one of the fastest growing industries in India. India has nearly

200 million telephone lines making it the third largest network in the world after

China and USA.

With a growth rate of 45%, Indian telecom industry has the highest growth rate in the

world.

Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred

by the growth in demand in countries like India and China.

Indias mobile phone subscriber base is growing at a rate of 82.2%.

China is the biggest market in Asia Pacific with a subscriber base of 48% of the total

subscribers in Asia Pacific.

Compared to that Indias share in Asia Pacific Mobile phone market is 6.4%.

Considering the fact that India and China have almost comparable populations,

Indias low mobile penetration offers huge scope for growth.

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the government nearCalcutta (seat of British power). Telephone services were introduced in India in 1881. In

1883 telephone services were merged with the postal system. Indian Radio Telegraph

Company (IRT) was formed in 1923. After independence in 1947, all the foreign

telecommunication companies were nationalized to form the Posts, Telephone and

Telegraph (PTT), a monopoly run by the government's Ministry of Communications.

Telecom sector was considered as a strategic service and the government considered it

best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s when the

private sector was allowed in telecommunications equipment manufacturing. In 1985,

Department of Telecommunications (DOT) was established. It was an exclusive provider

of domestic and long distance service that would be its own regulator (separate from the

postal system). In 1986, two wholly government-owned companies were created: the

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Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and

Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the

economy. Also, examples of telecom revolution in many other countries, which resulted

in better quality of service and lower tariffs, led Indian policy makers to initiate a change

process finally resulting in opening up of telecom services sector for the private sector.

National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive

roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory

Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate

the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and

cellular services were also launched in the same year.

Telecommunication sector in India can be divided into two segments: Fixed Service

Provider (FSPs), and Cellular Services. Fixed line services consist of basic services,

national or domestic long distance and international long distance services. The state

operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic

services. Private sector services are presently available in selective urban areas, andcollectively account for less than 5 per cent of subscriptions. However, private services

focus on the business/corporate sector, and offer reliable, high- end services, such as

leased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System for Mobile

Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector

is dominated by Airtel, Vodfone-Essar, and Idea Cellular, while the CDMA sector is

dominated by Reliance and Tata Indicom. Opening up of international and domestic longdistance telephony services are the major growth drivers for cellular industry. Cellular

operators get substantial revenue from these services, and compensate them for reduction

in tariffs on airtime, which along with rental was the main source of revenue. The

reduction in tariffs for airtime, national long distance, international long distance, and

handset prices has driven demand.

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1.5 Major Global Players

Table 1.1: Showing Rank of major global players of mobile phones in 2012

Company Rank

Samsung 1

Apple 2

Nokia 3

Sony 4

LG 5

Blackberry 6

Nokia Corporation was the world's largest manufacturer of mobile telephones. It produces

mobile phones for every major market and protocol, including GSM, CDMA, and W-CDMA

(UMTS).The corporation also produces telecommunications network equipment for

applications such as mobile and fixed-line voice telephony, ISDN, broadband access, voice

over IP, and wireless LAN.

Nokia's Mobile Phones division provides the general public with mobile voice and data

products across a wide range of mobile devices. The division aims to target primarily high-

volume category sales of mobile phones and devices, with consumers being the most

important customer segment. Nokia believes that design, brand, ease of use and price are

mainstream mobile phones' most important considerations to customers. Nokia's product

portfolio includes camera phones with features such as megapixel cameras which appeal to

the mass market.

Samsung Electronics is the world's largest IT companies by revenue. The company also

claims to be have the highest brand value among consumer electronics companies.

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Headquartered in Seoul, South Korea, it is part of the Korean Samsung Group, operating in

approximately over 100 countries. It is the number 1 mobile phone manufacturer in Asia.

Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronics

company Sony Corporation and the Swedish telecommunications company Ericsson to make

mobile phones. Both companies have stopped making their own mobile phones. The reason

for this merger is to combine Sony's consumer electronics expertise with Ericsson's

technological leadership in the communications sector. The company's global management is

based in Hammersmith, London. It also has research & development teams in Sweden, Japan,

China, Canada, the Netherlands, the United States, India and the United Kingdom. Now It

has become Sony as the contract between Sony and Ericsson was over.

LG Electronics is one of the world's leading electronics companies. It is part of the Korean

LG Group, operating in approximately 80 countries. Its mobile phones division provides

CDMA, GSM, 3G Handsets.

1.7 Major players in India

The major players in the handsets segment in India include Samsung, Apple, Nokia, HTC,

Sony Mobile, Blackberry, LG. Samsung has retained the top slot in Indian market with 26 %

share, while Nokia has 23% share and Apple has gained around 8% share 2012.

Fig. 1.2 market share in percentage of the mobile phone players in India

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1.8 Consumer Buying Behaviour (Youth)

Everybody in the world is the consumer. Each of us buys and sells or consumes goods and

services in the life. Consumer behavior is very complex and is determined to a large extent by

social and psychological factors. Consumer behaviour can be defined as those acts of

individuals directly involved in obtaining, using and disposing of economic goods and

services.

The relevance and importance of understanding consumer behaviour is rooted in the modern

marketing. The needs of not even two consumers are the same. Therefore, they buy only

those products and services, which satisfy their wants and desires. To survive in the market, a

firm has to be constantly innovating and understand the latest consumer needs and tastes itwill be extremely useful in exploiting marketing opportunities and in meeting the challenges

that the Indian market offers.

A study of consumer behaviour is significant for regulating consumption of goods and

thereby maintaining economic stability. Within the broad framework of marketing, the area

that entices the most researchers is the study why a consumer behaves in a particular way.

The complexity of the behavior, however, varies with the nature of the product and the need,

which it is required to satisfy.

The study of consumer behavior is the study of how individuals make decisions to spend their

available resources on consumption of related items. Consumer behavior is an applied

discipline. Its application exists at two different levels of analysis. One is at the micro level

perspective and other at the macro level perspective. Micro level seeks application of the

knowledge faced by the individual, firm or an organization. The macro perspective applied

knowledge of consumer includes the aggregate level of problem faced by large groups or bysociety as a whole.

Consumer behavior provides a sound basis for identifying and understanding consumer

needs. It is the act of the individuals directly involved in obtaining and using economic goods

and services. The study of consumer behavior is an essential component of marketing. The

adoption of marketing concept by the marketers provides the impetus for the study of

consumer behavior. In case of New Product Introduction in the market, there is a risk of

product failure. To increase the chances of success of new products, better information of the

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consumer behaviour is required. Their desires, tastes and preferences are to be taken care of.

So from all these aspects the study of consumer behaviour is important.

1.9 About the Project

The importance of cell phones goes way beyond the ability to make or receive phone

calls. Today's technically advanced cell phones can perform as many or even more tasks than

a home computer. They are capable of internet access, sending and receiving photos and files,

storing data, to name just a few of the available options. So a question arises as to why

different people choose different brands and what are the features they look for while

purchasing a mobile handset. Hence a study was undertaken in Mumbai city among the

mobile phones owners especially youth. Mumbai is a major industrial and educational center

of India, and is the crossroads of many different cultures.

It provides a scope to understand the Youth buying behavior towards the mobile handsets.

The increasing importance of cell phones has made them almost a necessity for most people.

Mobile penetration is on rise. It has even exceeded landline connections. Since various

brands of mobile phones are in the market for quite a long time, their performance providessufficient data for study.

The results of the study would give the mobile manufacturing companies an insight about the

preferences of the consumers and also their expectations from the mobile phones. This would

help the companies to understand the potential of the market and target the right consumers

(youth).

Objectives of the study are:

1. To examine the factors those influence the Youth choice while purchasing a mobile

hand set.

2. To know which features in a particular brand are preferred by the Youth users.

3. To find out what additional features are demanded by Youth.

4. To study the satisfaction level of Youth users.

http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/India

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Limitations of the study

Sincere efforts have been made to collect authentic and reliable information from

respondents, however the report is subject to following limitations:

i. Some respondents were reluctant to give the information, so their responses may be

biased.

ii. Time could be a major limitation as it may have affected the inferences drawn in the

study. Only 20 respondents have been contacted due to time constraint.

iii. Sample may not be the true representative of the universe.

iv. Study was conducted in Mumbai only. So the results of the study may not be

applicable in other areas.

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CHAPTER 2

REVIEW OF LITERATURE

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2 Review of Literature

Business Today In India the number of mobile subscribers will cross 600 million

,making it the worlds second largest market next revolution, the mobile phones has

moved from being a simple communication tool to an all round entertainment &

information devices. Services are being enabled increasingly by more & more

powerful processors onboard mobile devices. 10% of the 2.1 billion handsets sold in

2012 as smart phones.

The Economics Times B K Modi controlled Spice Mobiles today launched the first

Indian branded 3G and CDMA200 handsets in technological collaboration with

Qualcomm and said it is targeting half a million of these handset sales in the currentfiscal. We aim to sell four million standard handsets in the current fiscal and target

half a million 3G handsets sales separately", Spice Mobiles Vice President Dilip Modi

said. C-810 (the CDMA enabled handset) is priced at Rs 6500 while the GSM 3G

handset is priced at Rs 8500.

Informa Telecoms and Media predicts the global mobile market is expected to add

more than 1 billion subscribers and reach almost 3 billion overall or 43 percent penetration by the year 2012. While Asia, the Middle East and Africa will experience

the highest growth rates, Information reports "several countries are already reporting

penetration rates of over 100% and Western Europe's regional penetration is set to

breach 100% in a couple of years."

Indian Cellular Association. says that a record addition of 15 million new telecom

subscribers in January 2012 has cheered the mobile handset market. After a lacklustre2008 when the Indian cellphone market saw near flat sales growth, the handset turf

has grown 10% in January, claims the apex national body of handset vendors.

Strategy Analytics offered their thoughts on the potential global mobile market,

predicting the "worldwide cellular user base will increase from 1.7 billion at the end

of 2009 to 2.5 billion by the end of 2012, a 38 percent penetration rate."

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Union Budget 2011-12 , Mobile phone users would now have to shell out more

money for buying new handsets, with the government proposing to levy one per cent

excise duty on them.

Phil Kendall at Strategy Analytics , commented, "Voice usage will increase from 5.6

trillion minutes in 2009 to 12.6 trillion in 2012. GSM-based systems will continue to

dominate the cellular landscape, accounting for 81 percent of subscribers and 76

percent of service revenues in 2012 though CDMA's more rapid evolution to 3G will

see it dominate 3G subscriber volumes in the medium term. "

Samsung has emerged as the top company for the second consecutive year in overall

satisfaction by mobile handset users, edging out market leader Apple and Nokia,

according to a survey. Apple is No 2 on overall satisfaction score, displacing Nokia to

the third place.

Source : http://economictimes.indiatimes.com/articleshow/2827028.cms

DoT to Telcos (Oct 08) Concerned over security lapses in the use of cell phoneswithout proper security codes, government has asked mobile operators to strictly

ensure that calls are not processed on such handsets that cannot be tracked by sleuths.

The security code known as International Mobile Equipment Identity (IMEI) is a 15-

digit number unique to a mobile handset and this can help in tracking or blocking of

the mobile phones.

http://economictimes.indiatimes.com/articleshow/2827028.cmshttp://economictimes.indiatimes.com/articleshow/2827028.cmshttp://economictimes.indiatimes.com/articleshow/2827028.cmshttp://economictimes.indiatimes.com/articleshow/2827028.cms

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CHAPTER 3

RESEARCH

METHODOLOGY

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RESEARCH METHODOLOGY

This chapter describes the research methodology adopted to achieve the objectives of the

study. It includes the scope of the study, research design, collection of data, analysis of data

and limitations of the study.

3.1 Scope of the study

The scope of the study is to get the first hand knowledge about the buying behavior of Youth

towards different brands of mobile handsets in Mumbai city. The scope is restricted to study

the factors affecting the preference of consumers while choosing a mobile handset in

Ludhiana city only. This is done to avoid perceptual bias and for providing objectivity to the

study.

3.2 Research Design

The research design constitutes the blueprint for the collection, measurement and analysis

of data. It is the strategy for a study and the plan by which the strategy is to be carried out.

The research design of the project is descriptive as it describes data and characteristics

associated with the population using mobile phones. Descriptive research is used to obtain

information concerning the current status of the phenomena to describe "what exists" with

respect to variables in a given situation.

3.3 Data Collection

3.3.1Primary Data

Primary data is that data which is collected for the first time. It is original in nature in

the shape of raw material. For the purpose of collection of primary data, a well structured

questionnaire was framed which was filled by the respondents. The questionnaire comprises

of close ended as well as open ended questions. In close ended questions dichotomous,

ranking, likerts scale, checklist questions and multiple choice questions are used.

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3.3.2Secondary Data

Secondary data is the data which is already collected by someone. They are

secondary in nature and are in shape of finished product. Secondary data was collected so as

to have accurate results. Required data was collected from various books, magazines, journals

and internet.

3.4 Sampling Design

Sampling refers to selecting some of the elements in a population by which one can draw

conclusions about the entire population.

3.4.1 Universe

Universe is the infinite number of elements which the researcher is targeting in his study.

Since the study is restricted to Mumbai city the universe for the study consists of all the

Youth mobile phone owners in Mumbai.

3.4.2 Population

Population is finite number of elements which the researcher is going to target in particulararea. All the mobile phone owners in Mumbai city form the population for the study.

3.4.3 Sampling Unit

Sampling Unit is the single unit of the population. A single individual who owns a mobile

phone form the sampling unit of the study.

3.4.4 Extent

Extent refers to the geographical area where there is a scope of population. The extent of the

study is Mumbai City.

3.4.5 Sampling Technique

The selection of the respondents was done on the basis of convenience technique based on

the non probability method of sampling.

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3.4.6 Sample size

Sample size is the size of sample drawn from the population which is the true representative

of the research.

The number of respondents included in the study was 100 for convenience in evaluating and

analyzing the data and because of time constraint.

3.5 Data Analysis and Interpretation

For the purpose of analyzing, raw data was summarized in a master table and from

this table the results have been carried out. The questions having multiple/ alternative choices

were analyzed by taking percentages. In the case of questions on likert scale, the mean scores

were calculated.

In case of ranking questions the total score has been added and final ranking is

given by calculating mean. In case of checklist questions the average of total no. of responses

was calculated. In case of explanatory questions, the general suggestions were summarized.

Limitations of the study

Sincere efforts have been made to collect authentic and reliable information from

respondents, however the report is subject to following limitations:

v. Some respondents were reluctant to give the information, so their responses may be

biased.

vi. Time could be a major limitation as it may have affected the inferences drawn in the

study. Only 20 respondents have been contacted due to time constraint.

vii. Sample may not be the true representative of the universe.

viii. Study was conducted in Mumbai only. So the results of the study may not be

applicable in other areas.

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INDIAN TELECOM INDUSTRY 2013

Introduction

India is the worlds second -largest telecommunications market, with 898 millionsubscribers as on March 2013.The sector's revenue grew by 13.4 per cent to reach US$ 64.1 billion in FY12.Telecom infrastructure in India is expected to increase at a compound annual growth rate(CAGR) of 20 per cent during 2008-15 to reach 571,000 towers in 2015.

Internet traffic in India is expected to reach to 2.5 exabytes per month in 2017 from393 petabytes per month in 2012, as per a Cisco study. In addition, the wireless connectivityin India is expected to grow at about 40 per cent traffic by 2017, up from 38 per cent in 2012.India has immense opportunities for telecom operators and is one of the best markets fortelecom business. Right now, we feel the Indian market is ripe for M&A stories,

highlighted Mr Dmitry Shukov, CEO, Sistema Shyam Teleservices (SSTL).Key Statistics

India has recorded 55.48 crore mobile us ers as per Juxts study titled, India MobileLandscape (IML) 2013. More than 29.8 crore, about 54 per cent, of these device owners arein rural areas as compared to 25.6 crore in cities and towns," added Mr Mrutyunjay, Co-founder, Juxt.

The telecommunications industry attracted foreign direct investments (FDI) worthUS$ 12,866 million during April 2000 to June 2013, an increase of 7 per cent to the total FDIinflows, according to data published by Department of Industrial Policy and Promotion

(DIPP).

Moreover, the cumulative revenue of telecom service providers was recorded at Rs54,284 crore (US$ 8.32 billion) in the January-March 2013 quarter, as per TelecomRegulatory Authority of India (TRAI) data.

MARKET DYNAMICS

The Indian mobile phone market is highly competitive with more than 150 devicemanufacturers trying to attract the consumers with their schemes and offers. Most of these

producers focus their efforts on the low-cost feature phone market, which constitutes over 91 per cent of overall mobile phone sales, offering a huge scope for growth.

India added 1.49 million GSM subscribers in July 2013, taking the total GSM user base in India to 672.63 million. Moreover, in June 2013 the GSM telecom operators added2.33 million new subscribers, to take the user base to 271.6 million at the end of the month,according to the data released by Cellular Operators Association of India (COAI)

The GSM incumbents Bharti Airtel, Vodafone and Idea Cellular have jointlycrossed 70 per cent in revenue market share and had a 99.6 per cent share of the incrementalrevenues during the June 2013 quarter, as per the latest figures released by TRAI.

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The mobile value-added services (MVAS) market is expected to reach US$ 9.5 billionin 2015, from US$ 4.9 billion in 2012, as per a joint research report by Wipro Technologiesand the Internet and Mobile Association of India (IAMAI).

A total of 9.4 million smartphones were shipped into the country, registering a growth

of 167.3 per cent on an annual basis. India also witnessed 73.5 million mobile handsetshipments for the January-April 2013 period.

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CHAPTER 4

ANALYSIS

AND

INTERPRETATION

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ANALYSIS AND INTERPRETATION

This chapter analyzes the behavior and preferences of the consumers for various brands of

mobile hand set based on various factors which influence their buying decision.

This chapter therefore deals with analysis and discussions of the project.

Results of the study

1. Table 4.1: Showing number of respondents owing a mobile phone

No. Of Respondents

Yes 20

No 0

Total 20

Fig.4.1 Showing number of respondents owing a mobile phone.

1. 2.

0

5

10

15

20

25

YES NO

Column1

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3. Table 4.2: Showing different brands of mobiles phones used by the respondents

Brands No. of respondents

Samsung 8

Apple 0

Nokia 5

Blackberry 2

others 5

Total 20

Table 4.2

Interpretation:

From the above table and figure, we can conclude that out of 20 respondents 8 have Samsung

hand set,0 have Apple , 5 use Nokia , 2 have Blackberry. Apart from these brands 5 of

respondents have other brands like Sony, LG, Panasonic etc. Its evident from the figures that

Samsung is most preferred brand of the Youth in Mumbai.

40%

0%25%

10%

25%

mobile handsetssamsung apple nokia blackberry others

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1. Table 4.3: Showing respondents using same brand as they had earlier

RESPONSES NO. OF RESPONDENTS

Yes 13

No 7

Total 20

Table4.3

Interpretation:

From the above, it is interpreted that 13 of the respondents had same brand of mobile hand set

earlier while 7 had different brands. Some switched over due to new features available in

other brands and others due to inefficiency in earlier brand. But above figures conclude that

most of the respondents are brand loyal.

0

2

4

6

8

10

12

14

YES NO

Respondents

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1. Table 4.4: Showing reasons for using mobile phone by the respondents

Table 4.4

Interpretation:

Above table and figure depict that 4 of respondents use mobile for business transactions, 13

use it as a status symbol, 1 use mobile because they dont have landline connections and 2 of

respondents have other reasons like necessity, reducing communication gap etc.

14

3

2

1

Showing reasons for using mobile phone bythe respondents

Status

Business transaction

don't have lanline

others

Reasons No. of Respondents

Status 13

Business transactions 4

Dont have landline 1

Others 2

Total 20

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1. Table 4.5: Showing the factors considered by respondent while purchasing a

mobile hand set

Factors No. of responses

Price 4

Appearance 5

Brand 6

Features 3

Easy to carry/Weight 2

Total 20

Chart 4.6

Interpretation:

From above it can be concluded that features in a mobile hand set is the most important factor

which is considered by the respondents while purchasing the mobile phone. Brand and

Appearance are the other very important factor influencing the purchase decision. Price is

also an important factor. Easy to carry is the least important factor that is considered in the

purchase decision. Its clear that Youth in Mumbai give maximum importance top Price,

appearance and brand of a mobile phone.

4

5

6

32

factors considered

price

appearance

brand

features

easy to carry/weight

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1. Table 4.6: Showing the sources which influenced the buying decision of the

respondents

Sources No. of respondents

Friend 10

Family member 4

Advertisement 4

Dealer 2

Total 20

Interpretation:

From the above table it is concluded that out of 20 respondents, 10 and 4 respondents

purchased the mobile hand set under the influence of their friends and family member, 2

respondents under the influence of various advertisements, 2 respondents bought the car on

the suggestion of dealer.

0

2

4

6

8

10

12

Friend Family member Advertisement Dealer

Respondents

Respondents

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1. Table 4.7: Showing different purposes for which mobile is used by the

respondents

Diff. Purposes No. of Respondents

Receiving/making calls 3

SMS/MMS 3

Games 3

E-mail/Internet 3

Music 4

Camera 4

Total 20

Fig.4.7

Interpretation:

From the above figures it can be concluded that in spite of using mobile phone for calls and

SMS which are its basic purposes, youth of Mumbai are using them increasingly for Music

and Camera. Using Internet on mobile phones is still becoming common.

6

54

22 1

Diff. Purposes

Receiving/making calls

SMS/MMS

Games

E-mail/Internet

Music

Camera

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1. Table 4.8: Showing ranking of various features of mobile handsets by the

respondents according to their preferences

Fig. 4.8

Interpretation:

Since 1 is given to the most preferred feature and 6 to the least preferred feature in a mobile

hand set, therefore from the table, we can conclude that data storage capacity is the most

preferred feature in a mobile hand set. 2 nd and 3 rd ranks are given to personal information

management and camera in the mobile phone respectively.

3.29 3.32 3.23 3.13

4.87

3.16

00.5

11.52

2.53

3.54

4.55

m e a n s c o r e s

bluetooth mp3player

camera datastoragecapacity

GPRS prsnl infomang.

features

Features Mean scores Rank

Bluetooth 3.29 5th

MP3 Player 3.32 4th

Camera 3.23 3rd

Data Storage Capacity 3.13 1st

GPRS 4.87 6t

Personal Info. Management 3.16 2n

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After them the features of MP3 player and Bluetooth are given preference. GPRS is the least

preferred feature in the mobile phones. Therefore its clear from above that people in

Mumbai give more preference to the feature of data storage and personal info management.

1. Table 4.9: Showing range of price that respondents like to spend on mobile hand

set

Range No. of respondents

Below 5000 3

5000-15000 4

15000-25000 5

Above 25000 8

Total 20

Fig. 4.9

3

8

5

4

Below 5000 5000-15000

15000-25000

Above 25000

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Interpretation:

From above it is interpreted that 4 of respondents prefer to spend between the ranges of Rs.

5000-15000,5 between Rs. 15000-25000, 8 above Rs. 25000and 3 below Rs. 5000. It

concludes that mobile phone users here are not price sensitive. Mobile phones are a status

symbol instead they have become a necessity.

1. Table 4.10: showing features preferred in a particular brand ofmobile phone

Fig. 4.10

Camera Bluetooth Music Player Memory

No. of respondents

Samsung 5 5 5 5

Apple 3 0 8 3

Nokia 3 4 4 4

Blackberry 1 2 2 1

Total 20 20 20 20

0 10 20 30 40 50

60 70 80

camera bluetooth music player memory features

No. Of respondents

Samsung

AppleNokia Blackberry

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Interpretation:

From above table and figure it is concluded that people of Mumbai prefer Camera,

Bluetooth and Memory features of Samsung and music player of Apple. Features of

Nokia are also liked by many respondents but features of Blackberry are not at all

preferred by them.

2. Table 4.11: Showing satisfaction level of the respondents

No. of Respondents

Yes 15

No 5

Total 20

Fig.4.11

15

5

yes

no

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Interpretation:

From the above table, we can conclude that out of 100 respondents, 93% respondents are

satisfied with the performance of their mobile hand set whereas 7% are not completely

satisfied. The main problem faced by them is the battery life of their hand sets. In general,

people in Mumbai are satisfied with their brand of mobile phone.

12.Table 4.12: Showing additional features required by the respondents in their

mobile handsets

Features No. of responses

WiFi 10

TV 2

Video Conferencing 4

Android 4

Total 20

Fig. 4.12

10

2 47

4 WiFi TV Video Conferencing Windows

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Interpretation:

From above table and figure it is concluded that features of WiFi and Video conferencing are

more in demand. Android is also considered at most .TV is a fancy feature.

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CHAPTER.5

CONCLUSION & SUMMERY

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CONCLUSION AND SUMMARY

The Mobile phone represents the convergence instrument of the future. It has become a

necessity for many people throughout the world. The ability to keep in touch with family,

business associates, and storing data are only a few of the reasons for the increasing

importance of mobile phones. Cell phone manufacturers have produced a wide range of cell

phones, which sell for prices that range from very inexpensive to thousands of rupees.

The above findings and results reflected the preferences, expectations and satisfaction level

of mobile phones Youth users in Mumbai. The study would help the companies in

understanding the factors that influence the purchase decision of the consumers and their

expectations from the mobile handsets. The results of the study indicate that mobile phonesare no longer the status symbol for the Youth of Mumbai. Brand and features in a handset are

preferred over their prices. Youth here are techno savvy and require new innovative features

in mobile phones every new day.

Since the study was restricted to the Mumbai city so the there is need to study more in other

cities to get the clear view of the findings .

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APPENDIX

QUESTIONNAIRE

Q1) Do you have a mobile phone?

YES NO

Q2) a) Which brand of mobile hand set do you have? (Please Tick)

Samsung

Apple

Nokia

Blackberry

others

i. (please specify) _______

b) Which model ____________

If it is your first mobile phone then skip Q3

Q3a) Did you have the same brand earlier?

YES NO

b) If NO then which brand you had earlier (please specify) ______________

c) Why have you switched from earlier brand to latest one?

i. Advanced technology _______

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ii. New features _______iii. Inefficiency in earlier mobile _______iv. Any other( please specify) _______

Q4) Why have you bought the mobile? (Tick one option)

i. Business transactions ________ii. Status ________

iii. Dont have landline phone ________ iv. Any other (please specify) ________

Q5) Which of the following factors you considered while choosing the mobile hand set?

(can tick more than one option)

i. Price ________ii. Appearance ________

iii. Brand ________iv. Features ________v. Easy to carry/Weight ________

Q6) Who influenced you to buy this brand? (Tick one option)

i. Friend _______ii. Family member _______

iii. Advertisement _______iv. Dealer _______v. Any other (please specify) _______

Q7) For which different purposes do you use your mobile?

(can tick more than one option)

i. Receiving / making calls ________ii. SMS/ MMS ________

iii. Games ________iv. E-Mail/ Internet ________v. Music ________

vi. Camera ________Q8) Rank the following features of your hand set according to your preference (rank 1 tomost preferred and rank 6 to least preferred)

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i. Bluetooth _________ii. MP3 Player/ Video Player _________

iii. Camera _________

iv. Data Storage Capacity _________v. GPRS _________vi. Personal information management _________

( notes, to-do list, contacts, etc.)

Q9) Tick the range of price you would like to spend on a mobile handset?

i. Below 5000 ________ii. 5000- 15000 ________

iii. 15000- 25000 ________iv. Above 25000 ________

Q10) Out of following tick the picture/ punch line you recognize:

___________ ___________ __________

-------------------

_________

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Q11) Tick the following features you like in particular brand:

Q 12) Do you agree that following factors must be considered while choosing a brand ofmobile hand set?

Q 13) a) Are you satisfied with your existing mobile hand set?

YES NO

Ans.

b) If no, then what are the problems faced by you?

_______________________________________________________________

_______________________________________________________________

SamsungApple Nokia Blackberry

Camera

Bluetooth

Music Player

Memory

StronglyDisagree

Disagree Neutral Agree StronglyAgree

Repairable

Availability of spare parts

Proximity to service

Promotional activities

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Q 14) What additional features do you want in your mobile handset?

(can tick more than one option)

i. WiFi ________ii. TV ________

iii. Video Conferencing ________iv. Windows ________

Personal Details:

Name: _________________

Age: _________________

Gender: _________________

Address: __________________________________

__________________________________

Contact No. ____________________

Thank you...!

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BIBLIOGRAPHY

Research Methology by C. R. Kothari

http://www.wirelessdesignasia.com/article-8488globalmobilehandsetshipmentgrew17yoy-

Asia.html

http://www.forbes.com/feeds/businesswire/2009/04/24/businesswire123735951.html

http://www.gartner.com/it/page.jsp?id=501734

http://en.wikipedia.org/wiki/Mobile_phones

http://www.rncos.com/Report/COM02.htm

http://economictimes.indiatimes.com/News/News-By-Industry/Telecom/Mobile-handset-

sales-pick-up-after-drought/rssarticleshow/4180130.cms- 40k- -Cached- Similar

Pages

http://www.dailyindia.com/show/121503.php/India-to-be-second-largest-mobile-market-by-

2010:-Nokia

http://www.zinnov.com/presentation/Mobile_VAS.pdf

http://www.rncos.com/Report/COM02.htmhttp://www.rncos.com/Report/COM02.htm