1. PROJECT REPORT
On
Improve Brand Perceptionof Nokia Android
Submitted by
SOUMOJIT NEOGY
(MBA 3rd year 2nd semester)
Examination Roll No: MBA 173128 and Registration No 129814 of
2014-2015
Institute of Business Management
NCE Bengal, Jadavpur University
Project Co-ordinator: Dipok Biswas

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Index
Page No Content
3 Declaration By the student
4 Acknowledgement
5 Executive Summery
6-8 Background of mobile phone
7-9 About Nokia
9-10 Mobile market in India
10-11 Major Market Players
11 Generation Growth of Mobile phone
12 Objective
13 Scope of study
13 Limitation of study
13-18 Research Methodology
19 Annexure
20-21
Annexure 1
22-23
Annexure 2
24-25
Annexure 3
26-27
Annexure 4
28-29
Annexure 5
30-31
Annexure 6
32-33
Annexure 7
34-35
Annexure 8
36-37
Annexure 9
38-39
Annexure 10
40-41
Annexure 11
42-43
Annexure 12
44-46 The Questionnaire Design
47 Survey Observation
48 Research Findings
49 Recommendations
50 Bibliography

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Declaration By The Student
I, Mr. Soumojit Neogy, student of Institute of Business Management (3rd year
2nd sem) Jadavpur University hereby declare that I have completed my project
titled “Improve Brand Perception of Nokia Android” in the academic year
2014-15 to 2016-17. The information submitted here is true in the best of my
knowledge.
Place-
Date-
Name & Signature of student
(Soumojit Neogy)

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Acknowledgement
I Mr. Soumojit Neogy, would like to express my sincere gratitude to Prof.
Dipok Biswas, faculty of Institute of Business Management, affiliated to
jadavpur university for assisting me to undertake the project as well as
designing the project and also providing me with various insights. I’m thankful
to him for guiding and supporting me in every step of the project.
The project is true in nature and has not been published an any other journal or
related field.
I’m also thankful to IBM for extending great faculties during my assignment ,
they were truly wonderful and were the drivers behind the hard word put in for
completing the project successfully.
SOUMOJIT NEOGY
Class Roll No. – 31/46
3rd Year 2nd Semester
JU Registration No: 129814 of 2014-2015

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Executive Summery
 Now, Finnish start-up HMD Global, which have the Nokia brand
licence. However, the company plans to use the model as a strategic
move to re-build the buzz around the brand with limited supplies to
the trade since want to push seals of the Smartphone’s.
 Initially developed by Android Inc., which Google bought in 2005,
Android was unveiled in 2007, along with the founding of the Open
Handset Alliance – a consortium of hardware, software, and
telecommunicationcompanies devoted to advancing open
standards for mobile devices. Beginning with the first commercial
Android device in September 2008, the operating system has gone
through multiple major releases,with the current version being 7.0
"Nougat", releasedin August 2016.
 As a result of late entry of Nokia, Samsung, Xiomai, Vivo, Moto,
Lenovo, Oppo aggressivelyenterin market and createdtheir niche.
 Still maximum respondents are their TOMA (Top of Mind
Awareness)is Samsung.
 Needto price penetration- price should slightly below from the
market leader.

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Background of Mobile Phone:
1. History of Telephone:-
This history of the telephone chronicles the development of the electrical
telephone, and includes a brief review of its predecessors.
Before the invention of electromagnetic telephones,
mechanical acoustic devices existed for transmitting speech and music over a
distance greater than that of normal direct speech. The earliest mechanical
telephones were based on sound transmission through pipes or other physical
media.
For a short period of time, acoustic telephones were
marketed commercially as a niche competitor to the electrical telephone.
When Alexander Graham Bell's telephone patent expired and many new
telephone manufacturers began competing, acoustic telephone makers
quickly went out of business.
2. History of Mobile Phone:
The history of mobile phones, covers mobile communication devices which
connect wirelessly to the public switched telephone network.
While the transmission of speech by radio has a long history, the first models
that were wireless, mobile, and also capable of connecting to the standard
telephone network are much more recent. The first such devices were barely
portable compared to today's compacthand-held devices, and their use was
clumsy.
Along with the process ofdeveloping more portable technology, and better
interconnections system, drastic changes have taken place in both the
networking of wireless communication and the prevalence of its use,
with smartphones becoming common globally and a growing proportion
of Internet access now done via mobile broadband.
a. Early Service:
I. MTS: In 1949, AT&T commercialized Mobile Telephone Service. From
its start in St. Louis, Missouri, in 1946, AT&T introduced Mobile
Telephone Service to one hundred towns and highway corridors by 1948.
Mobile Telephone Service was a rarity with only 5,000 customers placing
about 30,000 calls each week. Calls were set up manually by an operator
and the user had to depress a button on the handset to talk and release the
button to listen. The call subscriberequipment weighed about 80 lb.

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II. IMTS: AT&T introduced the first major improvement to mobile
telephony in 1965, giving the improved service the obvious name
of Improved Mobile Telephone Service. IMTS used additional radio
channels, allowing more simultaneous calls in a given geographic area,
introduced customer dialling, eliminating manual call setup by an
operator, and reduced the size and weight of the subscriberequipment.
III. Radio Common Carrier: Radio Common Carrier (RCC)was a service
introduced in the 1960s by independent telephone companies to compete
against AT&T's IMTS. RCC systems used paired UHF 454/459 MHz and
VHF 152/158 MHz frequencies near those used by IMTS. RCC based
services were provided until the 1980s when cellular AMPS systems
made RCC equipment obsolete.
b. The Early Generation:
I. 1G – Analogue cellular:First automatic analogue cellular systems deployed
were NTT's system first used in Tokyo in 1979, later spreading to the whole of
Japan, and NMT in the Nordic countries in 1981.
The first analogue cellular system widely deployed in North America was
the Advanced Mobile Phone System (AMPS). It was commercially introduced
in the Americas in 13 October1983, Israel in 1986, and Australia in 1987.
AMPS was a pioneering technology that helped drive mass market usage of
cellular technology, but it had several serious issues by modern standards. It
was unencrypted and easily vulnerable to eavesdropping via a scanner; it was
susceptible to cell phone "cloning" and it used a Frequency-division multiple
access (FDMA) scheme and required significant amounts of wireless spectrum
to support.
II. 2G (2.5 and 2.75) – Digital cellular: In the 1990s, the 'second generation'
mobile phone systems emerged. Two systems competed for supremacy in the
global market: the European developed GSM standard and the U.S. developed
CDMA standard. These differed from the previous generation by using digital
instead of analog transmission, and also fast out-of-band phone-to-network
signaling. The rise in mobile phone usage as a result of 2G was explosive and
this era also saw the advent of prepaid mobile phones.
In 1993, IBM Simon was introduced. This was possibly the world's first
smartphone. It was a mobile phone, pager, fax machine, and PDA all rolled into
one. It included a calendar, address book, clock, calculator, notepad, email, and
a touchscreen with a QWERTYkeyboard. The IBM Simon had a stylus you
used to tap the touch screen with. It featured predictive typing that would guess

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the next characters as you tapped. It had applications, or at least a way to deliver
more features by plugging a PCMCIA 1.8 MB memory card into the phone.
III. 3G – Mobile broadband: As the use of 2G phones became more
widespread and people began to use mobile phones in their daily lives, it
became clear that demand for data (such as access to browse the internet) was
growing. Further, experience from fixed broadband services showed there
would also be an ever-increasing demand for greater data speeds. The 2G
technology was nowhere near up to the job, so the industry began to work on
the next generation of technology known as 3G. The main technological
difference that distinguishes 3G technology from 2G technology is the use
of packet switching rather than circuit switching for data transmission. In
addition, the standardization process focused onrequirements more than
technology (2 Mbit/s maximum data rate indoors, 384 kbit/s outdoors, for
example).
 Introduction of several new forward link data rates that increase the
maximum burst rate from 2.45 Mbit/s to 3.1 Mbit/s
 Protocols that would decrease connection establishment time
 Ability for more than one mobile to share the same time slot
 Introduction of Quality of service (QoS)flag.
IV. 4G Native IP Network:By 2009, it had become clear that, at some point,
3G networks would be overwhelmed by the growth of bandwidth-intensive
applications like streaming media. Consequently, the industry began looking to
data-optimized 4th-generation technologies, with the promise of speed
improvements up to 10-fold over existing 3G technologies. The first two
commercially available technologies billed as 4G were the WiMAX standard
(offered in the U.S. by Sprint) and the LTE (Long Term Evaluation) standard,
first offered in Scandinavia by TeliaSonera.
One of the main ways in which 4G differed technologically from 3G was in its
elimination of circuit switching, instead employing an all-IP network. Thus, 4G
ushered in a treatment of voice calls just like any other type of streaming audio
media, utilizing packet switching over Internet, LAN or WAN networks
via VoIP.
About NOKIA: Nokia Corporation(Finnish: Nokia Oyj, Finnish
pronunciation: [ˈnokiɑ], UK /ˈnɒkiə/, US /ˈnoʊkiə/), stylised as NOKIA, is
a Finnish multinational communications and information technology company,
founded in 1865. Nokia's headquarters are in Espoo, Uusimaa, in the
greater Helsinki metropolitan area. In 2014, Nokia employed 61,656 people
across 120 countries, did business in more than 150 countries, and reported
annual revenues of around €12.73 billion. Nokia is a public limited

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company listed on the Helsinki StockExchange and New York Stock
Exchange. It is the world's 274th-largest company measured by 2013 revenues
according to the Fortune Global500, and is a component of the Euro Stoxx
50 stockmarket index.
Nokia is also a major contributor to the mobile telephony industry, having
assisted in the development of the GSM and LTE standards, and was, for a
period, the largest vendor of mobile phones in the world. Nokia's dominance
also extended into the Smartphone industry through its Symbian platform, but
was eventually overshadowed by competitors. Nokia partnered
with Microsoft in 2011, agreeing to exclusively use Microsoft's Windows
Phone platform on future smartphones; its mobile phone business was
eventually bought by Microsoft, in a deal totaling $7.17 billion. Nokia's former
CEO Stephen Elop and several other executives joined the new Microsoft
Mobile subsidiary of Microsoft as part of the deal, which was completed on 25
April 2014.
Now, Finnish start-up HMD Global, which have the Nokia brand licence.
However, the company plans to use the model as a strategic move to re-build
the buzz around the brand with limited supplies to the trade since want to push
seals of the smartphones. The company want to launch three Smartphone
models including making the mid-end Nokia 6 online exclusive.
A HMD spokespersonsaid that a significance portion of its $500 million
marketing spends will be in India.
HMD mobile VP (India) Ajey Mehta said that company plans to rope in over
400 distributors who can reach out to the nook and corner of the country and
setup 300 service centres. It also has plans to setup exclusive brand stores.
Mobile Market In India:
India registered 109.1 million units of Smartphone shipments with a marginal
5.2 per cent annual growth in 2016, market research firm International Data
Corporation (IDC) said on Monday. Chinese players led the pack.
In the fourth quarter of 2016, Smartphone shipments clocked 25.8 million units
-- registering similar volumes as that of 2015 but declining sharply by 20.3 per
cent over the previous quarter. This was mainly due to a seasonal decline after
an all-time high festival quarter and demonetisation in November, which led to
relatively lower consumer sales in November and December.

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Xiaomi climbed up to second spotwith 10.7 per cent share against 3.3 per cent
share in the same period last year. Year-on-year shipments grew threefold while
sequential growth was 15.3 per cent. Lenovo (including Motorola) slipped to
third place as shipments declined 17.4 per cent sequentially in the fourth quarter
of 2016 and 14.5 per cent over same quarter of previous year, the report noted.
Oppo made it to the top five list with 8.6 per cent share.
Major Market Players:

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Above reports done by IDC (International Data Corporation)
Lenevo Group= Lenevo +Moto
Generation Growth of Mobile Phone:

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Objective:--
PRIMARY OBJECTIVE:-
To audit a Project on Improve Brand Perception of Nokia Android.
SECONDARY OBJECTIVE:-
The following are considered to be the secondary objectives of this research
study:
 To measure / determine the brand image, perceptions, attitudes and
behaviour of the target audience with regard to the Nokia Android.
 To interpret the results of the measurements based on statistical analysis.
Scope of Study:--
 This study helps to find the impact of the brand names among customers
with reference to.
 To find how far people are aware and attracted towards the brand name of
particular product.
 The satisfaction level of the customers in different ways towards the
branded products, canbe studied through this project.
 To find the relationship between the quality of the productand its brand
name.

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Limitations of the Study:--
 The survey was limited to Kolkata city due to the limitation of time.
 The study was conducted under of assumption that the information given
by the respondents is authentic.
 The respondents were reluctant to answer due to their busy schedule.
 Many respondents were biased in their responses.
Research Methodology:--
INTRODUCTION:-
Research refers to search of knowledge. The pattern in which a research is
carried out to arrive at a conclusion or to final new relationship within a
particular framework is called research methodology. Research methodology
also refers to the various sequences, steps to be adopted by a researcher to study
a problem with certain objectives in view.
RESEARCHDESIGN:-
Research design is the framework or plan for a study that guides the
collection and analysis of the data. It is a map or blue print according to which
research is to be conducted. The research design is given below,
A) NATURE OF RESEARCH:
The research design followed for this study is descriptive research for
analyzing the collected data, an in-depth research analysis was framed and
various statistical tools and techniques were also used for the purpose.

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B) DESCRIPTIVE RESEARCH :
Descriptive research includes surveys and fact-findings enquiries of different
kinds. The Major purposeof descriptive research is description of the state of
affairs as it exists at present. The methods of research utilized in descriptive
research are survey methods of all kinds, including comparative and correlation
methods.
DATA TYPE:--
The two main types of data for present study have been primary data and
secondarydata.
A) PRIMARY DATA:-
Primary data is collected in the form of questionnaire. Through the
questionnaire which consists of a number of questions printed in a definite order
on a set of forms, the respondents were expected to read and understand the
questions itself. The respondents need to answer the questions on their own and
according to their perception.
B) SECONDARY DATA:-
Secondary data consists of information that already exists. Somewhere, having
been collected for specific purpose in the study. The secondary data for this
study was collected from various books, internet etc.
SAMPLING:--
POPULATION:-
Population or universe can be defined as the complete set of items, which are of
interest in any particular situation. In caseof population data is collected from
each and every unit.

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SAMPLE:-
Sample denotes only a part of the universe which is studied and conclusions are
drawn on this basis for the entire universe.
SAMPLE SIZE:--
Size of the sample means the number of sampling units selected from the
population for the investigation.
Sample size = (Z2* P * Q) / (E2)
Where, p = no. of. Success
q = no. of failures
z = 95% confidence level
e = 5% error level
STATISTICALTOOLS:--
INTERVAL ESTIMATION:-
An interval estimate is a statement of two values between which it is
estimated that the parameter lies. An interval estimate would always be
specified by two values i.e., the lower one and upper one.
In the statistics research study, estimation is considered with the method by
which population’s character is estimated from sample information. It is called
an estimate. Interval estimation is the range of values used to estimate a
population parameter.
The formula is = npqp /96.1
q = 1-p
Where, p = success value
q = failure value

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n = sample size
1.96 = table value of 0.05
CHARTS:-
Pie charts are used to get a clear look of the tabulated values.
PERCENTAGE ANALYSIS:-
Percentage analysis refers to a special kind of ratio. Percentages are used in
making comparisons between two or more series of data. Percentage relates the
data figure with the base figure studied.
= 100
n
d
Where, d = number of respondents
n = base or the sample group
SAMPLE METHOD:--
The methodology adopted to collect the primary data was interview
schedule, which includes a structured questionnaire to be given to the
respondents, the respondents would be guided by the interviewer to fill the
questionnaire and direct observation method was also adopted.
QUESTIONNAIRE:--
The study relies to a great extent on primary data and some extent to
secondary data. In order to gather primary data from the respondents a non-
disguised questionnaire was designed, keeping in view the objectives of the
study.
The questionnaire consists of the following type of questions:

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Itemized Rating Scale:--
Itemized rating scales are ordinal scales used to measure consumer attitudes.
Three types of scales are commonly used in marketing research: Likert,
semantic differential, and Stapel. Likert scales ask consumers to agree or
disagree to declarative statements.
(Strongly Disagree = 1,
Somewhat Disagree = 2,
Neither agree nor disagree = 3,
Somewhat Agree = 4,
Strongly Agree = 5)
OPEN ENDED QUESTION:--
Here the respondents are given full freedom to answer anything. Open ended
questions are the type of question used to get suggestion from the respondentin
order to give feedback to the organization
MULTIPLE CHOICES:--
Here the questions asked have a set of given alternatives from which the
respondents may chooseone or more alternatives.
 Which mobile you like to prefer?
a) Sony b) Samsung c) Micromax d) HTC e) Nokia

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CLOSED ENDED QUESTION:--
These types of questions do not allow the respondents to give answer freely.
Closed ended question are the type of questions with a clear delineated set of
alternatives that confine the respondents to chooseone of them.
TargetGroup:--
 Male and Female age between 18-40
 Sec A and B+
 Working and non-working(Student’s)
PRETESTINGQUESTIONNAIRE:--
A pilot study was conducted by taking 5 samples to evaluate the effectiveness
of the questionnaire prepared and to determine the changes if any that have to
be made in the questionnaire to make it a more reliable one, the sample size
taken for this study is 50.
SAMPELING TECHNIQUE (Convenience Sampling):--
Convenience sampling is a non-probability sampling technique where subjects
are selected because of their convenient accessibility and proximity to the
researcher.
(However considering the practicalities, time constrains, we had to limit the
sample size to 50 and convenience sampling use to survey respondentin a target
group.)
PERIOD OF STUDY:--
The period of study has been from May 23rd – June 30th 2017.

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Annexure--
The Main Information Areas Coveredin the Q’re as Follows:--
Age?
Gender?
Are you a Nokia Phone user/having?
What is the degree of your satisfaction?
What phone are you using now?
What is the first band comes to your mind as android?
After launch Nokia Android (N3, N5, N6) are you going to buy one of
them?
Are you going to change your current handset?
Your opinion about late entry of Android in Nokia set?
How much you rate from your anticipation “Nokia Android’ from other
android brand?
How do you know about “Nokia Android’?
Would you recommend ‘Nokia Android’ to your
Colleagues/Friends/Family members?
(The above questionnaire were askedonline to 50 individuals and their
response recordedaccordingly)

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Annexure 1
Chart Showing Age Proposition of Respondent

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Table showing Age Proposition of Respondent
PARTICULARS RESPONDENTS PERCENTAGE
18-30
35 70%
31-40 15 30%
TOTAL 50 100
INFERENCE:Found that 70% respondentare between age 18-30
Chart Showing Gender Proposition of Respondent

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Annexure 2

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Table Showing Gender Proposition of Respondent
PARTICULARS RESPONDENTS PERCENTAGE
Male
21 43%
Female 29 57%
TOTAL 50 100
INFERENCE:Found those 57% respondents are females.

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Annexure 3
Chart showing Nokia Phone user/having

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Table showing Nokia Phone user/having
PARTICULARS RESPONDENTS PERCENTAGE
Yes
26 53%
No 24 47%
TOTAL 50 100
INFERENCE:Found that 53% respondent Nokia Phone user/having.

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Annexure 4
Chart showing the satisfaction level of users
Note: [Total Respondents here is 26]

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Table showing the satisfaction level of users
Note: [Total Respondents here is 26]
PARTICULARS RESPONDENTS PERCENTAGE
Low
8 33%
High 8 33%
Very High 8 33%
TOTAL 26 100
INFERENCE:Found those 33% respondents are low, high and very highly
satisfied.

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Annexure 5
Chart showing different types of phone user

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Table showing different types of phone user
PARTICULARS RESPONDENTS PERCENTAGE
Samsung
20 40%
Moto group 10 20%
MI 15 30%
Asus
4 8%
Other 1 2%
TOTAL 50 100
INFERENCE:Found those 40% respondents are using Samsung phone.

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Annexure 6
Chart showing TOM of Android Mobile

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Table showing TOM of Android Mobile
PARTICULARS RESPONDENTS PERCENTAGE
Samsung
35 70%
Moto Group
4 8%
MI 10 20%
Asus
1 2%
TOTAL 50 100
INFERENCE:Found those 70% respondents are their TOM is Samsung.

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Annexure 7
Chart showing buying decision of Nokia Android (N3, N5,
and N6)

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Table showing buying decision of Nokia Android (N3, N5
andN6)
PARTICULARS RESPONDENTS PERCENTAGE
Yes
7 14%
No
43 86%
TOTAL 50 100
INFERENCE:Found those 86% respondents are Not buying.

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Annexure 8
Chart showing handset changing decision
Note: [Total respondents here is 7]

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Table showing handset changing decision
Note: [Total respondents here is 7]
PARTICULARS RESPONDENTS PERCENTAGE
Not thinking right now
5 75%
No
2 25%
TOTAL 7 100
INFERENCE:Found those 75% respondents are Not thinking to change their
handset right now.

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Annexure 9
Chart showing opinion about late entry of Android in
Nokia Set

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Table showing opinion about late entry of Android in
Nokia set
PARTICULARS RESPONDENTS PERCENTAGE
Disagree
14 29%
Neither agree nor disagree
22 43%
Strongly agree 14 29%
TOTAL 50 100
INFERENCE:Found those 43% respondents are neither agree nor disagree of
making Nokia Android after long period of time.

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Annexure 10
Chart showing anticipation rating of Nokia Android from
other Android brand

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Table showing anticipation rating of Nokia Android from
other Android brand
PARTICULARS RESPONDENTS PERCENTAGE
Very Bad
14 29%
Average
28 57%
Very Good 8 14%
TOTAL 50 100
INFERENCE:Found those 57% respondents are anticipating average Nokia
Android from other Android brand.

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Annexure 11
Chart showing how do respondents know about Nokia
Android

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Table showing how respondents know about Nokia
Android
PARTICULARS RESPONDENTS PERCENTAGE
Word of Mouth(WOM)
21 43%
Internet
21 43%
Magazine 8 14%
TOTAL 50 100
INFERENCE:Found those 43% respondents know about Nokia Android by
WOM and Internet.

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Annexure 12
Chart showing recommendation of Nokia Android among
the Peers and Others

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Table showing recommendation of Nokia Android among
Peers and Others
PARTICULARS RESPONDENTS PERCENTAGE
Maybe
35 71%
No 15 29%
TOTAL 50 100
INFERENCE:Found those 71% respondents maybe recommending Nokia
Android to their peers and others.

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Google Docks has been used for instrument of collecting data online from 50
different individuals.
The Questionnaire design:--
Questionnaire
1. Age
o 18-30
o 30-40
2. Gender
o Male
o Female
3. Are you a Nokia Phone user/having?
o YES
o NO
(Note-'If you answer is "YES" then go for question no 4 and if your answer is
"NO" then skip question 4)
4. What is degree of your satisfaction?
Very Low
o 1
o 2
o 3
o 4
o 5
Very High

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5. What phone are you using now?
o Samsung
o Moto Group
o MI
o ASUS
Other:
6. What is the first brand comes to your mind as android?
o Samsung
o Moto Group
o MI
o ASUS
Other:
7. After launching Nokia Android (N3,N5,N6) are you going to
buy one of them?
o YES
o NO
(Note-Note-'If you answer is "YES" then go for question no 8 and if your answer is
"NO" then skip question 8)
8. Are you going change your current handset?
o YES
o NO
o May Be
o Not Thinking Right Now
Other:
9. Your opinion about late entry of Android in Nokia set?
Strongly Disagree
o 1
o 2
o 3
o 4
o 5
Strongly Agree

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10. How much you rate from your anticipation 'Nokia Android'
from other android brand?
Worst
o 1
o 2
o 3
o 4
o 5
Best of All
11. How do you know about 'Nokia Android'?
o Magazine
o Internet
o Word of Mouth(WOM)
Other:
12. Would you recommend 'Nokia Android' to your
Colleagues/Friends/Family members?
o YES
o NO
o May BE
Other:

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Survey Observation
 Found that 70% respondent are between age 18-30
 Found those 57% respondents are females.
 Found that 53% respondent Nokia Phone user/having.
 Found those 33% respondents are low, high and very highly satisfied.
 Found those 40% respondents are using Samsung phone.
 Found those 70% respondents are their TOM is Samsung.
 Found those 86% respondents are Not buying.
 Found those 75% respondents are Not thinking to change their handset
right now.
 Found those 43% respondents are neither agree nor disagree of making
Nokia Android after long period of time.
 Found those 57% respondents are anticipating average Nokia Android
from other Android brand.
 Found those 43% respondents know about Nokia Android by WOM and
Internet.
 Found those 71% respondents maybe recommending Nokia Android to
their peers and others.

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Research Findings
1. The present market share with different type of Android as of today
Samsung-28.1%, Xiaomi-14.4%, Vivo-10.5%, Moto group-9.5%, Oppo-9.3%.
2. People are favourable accepting android technology in mobile sector.
3. Before the advent of Android technology Nokia was ruling the market and
failed failed complacent about their own technology.
4. Nokia suddenly realize the declining their market share and switch over to
Android technology.
5. As a result of late entry of Nokia, Samsung, Xiomai, Vivo, Moto, Lenevo,
Oppo aggressively enter in market and created their niche.
6. Nokia is now struggling to enter into Android technology where intensity of
competition is very high.
7. The present market share of Nokia is very low.

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Recommendations
 Need to price penetration- price should slightly below from the market
leader.
 Service centres which connect buyer with brand should be more.
 Service quality and delivery timing need better and optimized.
 Customer care get in touch need toll free no (1800).
 Customer interaction should be high with communications.
 Communication should be build BTL (Below the Line) kind of
advertisements where information can give more.
 Need to sustain level of advertisements may be non TV format.

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Bibliography
Books:
 Aaker, D. A., Managing Brand Equity: Capitalizing on the Value of a
Brand Name.
 Philip Kotlar., Marketing Management.
 Research Methodology – C.R. Kothari
 Economics times 5th may newspaper.
 Economics times 28th may newspaper.
Links:
https://en.wikipedia.org/wiki/Top-of-mind_awareness
https://www.google.co.in/
https://www.nokia.com/en_sa/phones/
http://gadgets.ndtv.com/mobiles/news/nokia-6-5-3-price-in-india-specifications-
android-phones-launch-1711190
http://indiatoday.intoday.in/technology/story/nokia-3-review-nokia-plus-
android-is-a-winning-combination/1/988171.html