The Perception Towards Nokia Mobile Phone - Research Paper Example

Table of Contents CONTENTS PG NO. Chapter Introduction 2 - 5 Chapter 2-Literature Review 5 satisfaction 5 - 8 Service quality 8 - 10 Brand image 10 - 11 Store design and atmospherics 11 - 13 Chapter 3-Research design & Methodology 13 Research design 13 - 15 Research Methodology 15 - 17 Sample method 17 - 18 Data collection methods 18 - 19 Chapter 4- Data Analysis and Interpretation 19 - 23 Chapter 5- Findings 23 - 24 Chapter 6 - Summary, Conclusions and Recommendations 24 – 28 Appendix 29 - 30 The Perception/Attitude towards Nokia Mobile Phone Chapter 1- Introduction The perception of various product qualities provides the first impression for customers, mainly when they have restricted time and bandwidth to perform a thorough study on a product. This “perception” (Blijlevens, Creusen & Schoormans, 2009) of attributes also has strong connection with customer finding of whether the product will fulfill their requirements. Studying the arrangement of product “attributions” (Manrai & Gardner, 1991) based on customer perceptions will assist practitioners to recognize customer’s recognition of products. This is particularly significant for mobile phones as more and more tools and “functional designs” (Burgunder, 2007:99) have been incorporated into the mobile phones. Customer requirements of mobiles are not restricted to the fundamental communication purposes, but also on purposes for other mobile efficiency, applications, comfort and ease of use. Unlike other “interactive systems” (Virvou & Jain, 2008:2) customer criteria of estimating benefits probable from mobile phones contain issues like functional requirement, brand image, aesthetics, user experience and self-feeling. These factors totally include influence on the on the whole consumer perception. Nokia Corporation is an international communications company, focused on the important development areas of wireless and wired telecommunications. Nokia is presently the worlds biggest producer of mobile phones; with an international tool market share of about “38% in Q2 of 2007” (Nokia Reports Q3 2007 Net Sales of EUR 12.9 Million and EPS of EUR 0.40, 2007). Nokia creates mobile phones for all main market section and protocol, containing CDMA, W-CDMA and GSM. The business also creates “telecommunications network” (Polishuk, 1993:8) tool for applications for example mobile and “fixed-line voice telephony” broadband access, ISDN, wireless LAN and voice over IP. Nokia is a leader in the areas of network communications, site-based tools and advanced technologies. Headquartered in Espoo, “Finland” (Netherlands: Business Law Handbook, n.d.: 36) and with processes around the globe, Nokia spends in the tools of the future. Devices Business: Nokia has recognized itself as the brand leader and market in the mobile phone market in UK. The corporation has constructed a varied “product portfolio” (Linden, Schmid & Rommes, 2007:192) to convene the requirements of various customer segments and therefore offers plans across five groups i.e. Live, Entry, Connect, Achieve and Explore. These contain products which cater to initial time subscribers to high trade devices and higher performance “multimedia devices” (p. 192) for imaging, gaming and music. Today, Nokia have three great businesses: “Nokia Networks” (p. 206). Nokia network communications business; at this time, the company location intelligence trade and Nokia Technologies that is concentrated on intellectual property and technology development rights actions. Throughout these businesses, the company has a global presence, employing about “57,000 people” (Tan, 1996:46). Nokia are also a main shareholder in R&D, with savings through the three trades amounting to above EUR “2.5 billion” (Innovative Clusters: Drivers of National Innovation Systems, 2001:25) in 2013. Until lately, Nokia also was an important contributor in the “mobile devices market” (Zhang, 2014:113) during its business of “Devices & Services” (Pitt & Koufopoulos, 2012:209). In the year 2013, Nokia announced a contract with Microsoft whereby it will sell considerably all of its “Devices & Services” (p. 209) business to Microsoft. The business was completed on “April 25, 2014” (Microsoft Officially Welcomes the Nokia Devices and Services Business, 2014). Purpose of the Study: To study the satisfaction level of the customer of Nokia mobile To study the Service quality and Brand image of Nokia mobile phone To analyze the Store atmosphere of Nokia mobile phone Chapter 2-Literature Review Customer Satisfaction A lot of companies work on the attitude of satisfying their clients. Mobile phone firms measure the amount of customers who be unsuccessful to renew client contracts against the quantity of fresh customers acquired, “termed churn rate” (Baines, Fill & Page, 2008:194) in the firm. Churn rate is an amount of disaffected consumers as an amount of new clients. According to Joern Toellner in the book called ‘Mobile services in retail and their influence on customer satisfaction’ says that customer satisfaction is vital for the endurance of corporations and their products. “Customer satisfaction” (Toellner, 2014:36) is considered a significant keystone of market oriented management, for the reason that a high level of customer satisfaction guides to positive influences like word of repeat purchase, “mouth communication” (Anderson & Vincze, 2008:24) cross selling, the eagerness to pay a high cost for the product. Long-standing customer satisfaction is able to raise customer preservation. The improved customers requirements are met, the high value of customer and the higher may be the “customer satisfaction” (Toellner, 2014:36). Mobile phone services are able to make extra value for the client beyond goods core function. They are not clearly predictable by the customer, other than if offered; they might be able to fulfill customer’s requirements even more broadly and are up to boost customer satisfaction. Noe says that the values of Nokia contain customer satisfaction, respect for continuous learning and the individual attainment. “Continuous learning” (p. 101) gives workers with the chance to expand them and to stay technically current. Workers are encouraged to take risks, share experiences and learn together. “Continuous learning” (Noe et al., 2006:255) goes further than official training classes. At Nokia mobile, continuous learning means that workers support growth of each other, improving and developing relationships during the development and exchange of ideas. “E-learning” (Noe, 2006:224) is used to give workers with the freedom to decide the best probable place and time for personal growth. He also says that Nokia’s “top management” (p. 310) is dedicated to continuous learning. For instance, the trade group leaders are the owners of international management and “leadership programs” (p. 243) but they also assign godfathers from their teams of management. These godfathers contribute actively all through the plan and are also creators of “program content” (p. 219) Jointly with the “training and development” (p. 42) employees, the godfathers assist the learning procedures in the programs. The majority of the programs involve planned projects which contributes are accountable for completing. Service Quality: The services viewpoint in marketing is managed around the plan that markets are more and more described not by physical commodities but by “intangible services” (Baines, Fill & Page, 2008:27). Services marketing thinkers recommend that the intangible, performance reliant, nature of services considerably influenced the method they must be marketed. There were a concentrates of service quality and their anticipations of service quality. “Service quality” (Raisanen, 2003:241) is describes as that with which facility providers must satisfy user expectations. Els van de Kar says that the service quality cannot be calculated as impartially as the parts of technological quality for the reason that the customer’s presence influences the delivery procedure. The achievement of emerging mobile services depends on the serviceability of the fundamental wireless networks, expressed in conditions of “Quality of Service (QoS)” (Lagkas, Angelidis & Georgiadis, 2010:378) given by a network obtainable to service user at a specified physical time and location. Nokia mobile phone gives complete clarifications for multimedia messaging based on infrastructure expertise and mobile device. Nokia’s continuous solution contains mobile devices sustaining comprehensive solution for network operators and mobile multimedia to propose “multimedia messaging” (Mobile Networking with WAP: The Ultimate Guide to the Efficient Use of Wireless Application Protocol, 2000:15) and also Nokia mobile phones works jointly with 3rd party deliver MMS. The “Nokia Artus product” (p. 16) family will suggest network operator’s feasible chances to create an early move in offering attractive the services of MMS. Brand Image: The idea in the customers mind is a brands total “personality” (Unhelkar, 2006:631) Brand image is expanded over time throughout advertising operations with a reliable theme, and is genuine through the customer’s direct understanding. According to John Andrew Davis in the book called ‘Competitive Success, How Branding Adds Value’ says that Nokia concentrating on a clear and single brand image. A “clear brand image” (Davis, 2010:200) means that the product has the similar, well-understood status everywhere. Nokia mobile phone has recognized an international position of leadership as the top mobile phone brand, in spite of the achievement of opposing products from “Blackberry” (Perry, 2002:164) and Apple. Nokia’s achievement is attributed to a persistent concentrate on mobile communications, innovation and quality. Having a “clear brand image” (Davis, 2010:200) assists management align marketing procedures and expand specific marketing plans which communicate the brand’s qualities to every market where it competes. Such a standard method ensures comparative constancy for the reason that all company office would use the similar essential marketing plans in its own country. BBC news reported that Microsoft is trenching the Nokia brand name from new smart phones, below a year after obtaining the Finnish industries mobile devices division. Novel “Nokia Lumia phones” (Firtman, 2013:20) will instead be recognized as Microsoft Lumia, the corporation said. The divisions of Nokia which were not purchased by Microsoft will carry on using the name. The mobile process was purchased by Microsoft in April in an agreement worth “$7.2bn (£4.6bn)” http://www.bbc.com/news/technology-29724072 since then, Microsoft company has silently moved away from the brand of Nokia. Store Design and Atmospherics: Pousttchi, Key suggests that the Store atmosphere means the total sensory knowledge formed by the store. Atmospheres of store have an influence on customer’s perceptual and emotional states and eventually influence their “purchase behavior” (pg-351) Atmospherics are the features or physical parts of a store’s interior that found in the customer a frame of mind which promotes shopping behavior. The stores atmosphere must comprise enjoyable surroundings for both the employees and consumer. According to Joachim Zentes, Dirk Morschett, Hanna Schramm-Klein in the book called ‘Strategic Retail Management: Text and International Cases’ says that “store atmosphere” http://books.google.co.in/books?id=gvHy2GAtAL0C&pg=PA357&dq=store+atmosphere+mobile&hl=en&sa=X&ei=LNxVMnrB4OduQTogoCoBA&ved=0CC4Q6AEwAA#v=onepage&q=store%20atmosphere%20mobile&f=false (pg-357) refers to the expressive responses of consumers to the store interior. It is the emotional condition of mind which affects shopping satisfaction and subsequent behavior of shopping. At the same time as the plan of the store and the agreement brand for the core components, “store atmosphere” http://books.google.co.in/books?id=gvHy2GAtAL0C&pg=PA357&dq=store+atmosphere+mobile&hl=en&sa=X&ei=LNxVMnrB4OduQTogoCoBA&ved=0CC4Q6AEwAA#v=onepage&q=store%20atmosphere%20mobile&f=false (pg-357) is formed by a lot of more elements. They also say that “store design” http://books.google.co.in/books?id=gvHy2GAtAL0C&pg=PA357&dq=store+atmosphere+mobile&hl=en&sa=X&ei=LNxVMnrB4OduQTogoCoBA&ved=0CC4Q6AEwAA#v=onepage&q=store%20design%20&f=false (pg-347) can be a significant part of a retail “branding strategy” http://books.google.co.in/books?id=S3mBjtBR-3wC&pg=PA212&dq=branding+strategy+mobile&hl=en&sa=X&ei=jdx-VP7HNJSOuASEsoDIAQ&ved=0CDEQ6AEwAg#v=onepage&q=branding%20strategy%20mobile&f=false (pg-212) since it exerts an every embracing affects on the customer. The memory associations of customers which include the store image could be affected by direct brand knowledge, as well as indirect experiences for example advertising. For the reason that a retailer could offer consumers a broader and direct physical knowledge than could the producer of a product, a retailer is better able to relate straightly to customers, trigger rigorous emotions and construct vivid memories. This influence on the retail brand is particularly strong when “store design” http://books.google.co.in/books?id=y8GjAgAAQBAJ&pg=PA138&dq=store+design+nokia&hl=en&sa=X&ei=_NxVJtDjJq5BK7fgXA&ved=0CDkQ6AEwAg#v=onepage&q=store%20design%20nokia&f=false (pg-138) is intended at not only evoking optimistic feelings and an appealing atmosphere of store, guiding to a pleasant experiences of shopping, but also when it stands for the core of the trade brand and when it is utilized to distinguish the seller from its competitors. Nokia stores have strong design and atmosphere. Chapter 3- Research design & Methodology Research design The “research design” http://books.google.co.in/books?id=BJil19CAGQwC&pg=PA116&dq=research+design+for+market+research&hl=en&sa=X&ei=kpx-VNGMG5SNuAS92YKQDA&ved=0CB0Q6AEwAA#v=onepage&q=research%20design%20for%20market%20research&f=false (Pg:116) is a framework or plan for conducting the data collection and the research process. It is also described as the precise methods and the procedures used for acquiring the required data. The errors which may affect the analysis are also to be identified in the initial stages itself. This will help to rectify the problems under the research. The amount of data required and the nature will vary from every research. For example, the objectives under our study contains the elements such as the identification of the perception or attitude of customers towards Nokia product and services, customer satisfaction, the quality of services, brand image and the store atmosphere. For analyzing these, the researcher may have to obtain the data relating to the “market share” http://www.jimsjournal.org/5%20Chang,%20Huai-Chi.pdf of Nokia, and have to compare with other famous brands. The market share can be measured by using the sampling survey method and questioning the persons under study. On the other hand, the data collected by the service outlets, retailers and the wholesalers can also be regarded as source of the study. “Research methods” http://books.google.co.in/books?id=BJil19CAGQwC&pg=PA116&dq=research+design+for+market+research&hl=en&sa=X&ei=kpx-VNGMG5SNuAS92YKQDA&ved=0CB0Q6AEwAA#v=onepage&q=research%20design%20for%20market%20research&f=false (Pg:203) are the primary way to express the theoretical basis and the theory of the research. “Methodology” http://books.google.co.in/books?id=BJil19CAGQwC&pg=PA116&dq=research+design+for+market+research&hl=en&sa=X&ei=kpx-VNGMG5SNuAS92YKQDA&ved=0CB0Q6AEwAA#v=onepage&q=research%20design%20for%20market%20research&f=false (Pg:608) is the interconnected element of a particular theoretical perspective of the research process. There are many methods used for collecting and analyzing the data under the research process. There is also connection between the methods and theory base of methods. Qualitative methods contain and use differently in different methodological and “theoretical frameworks” http://books.google.co.in/books?id=tvFICrgcuSIC&pg=PA66&dq=theoretical+frameworks+in+qualitative+research&hl=en&sa=X&ei=i51-VOv9JpSCuwTeqYGoDQ&ved=0CCYQ6AEwAg#v=onepage&q=theoretical%20frameworks%20in%20qualitative%20research&f=false (Pg:66), and also makes a sense to confer The “theoretical framework” http://www.csulb.edu/journals/jecr/issues/20053/paper2.pdf basically builds on the research method and objectives as an arrangement of interconnected processes and material compositions which are independently exists. Other components of the “frame work” http://www.foodpsychology.cornell.edu/pdf/permission/2002/Stockpiling-JMR-2002.pdf include the decisions of the researcher and consequent “competitive actions” http://users.jyu.fi/~juanla/READINGS/ferrier_et_at_1999.pdf , contributing to the core mechanism between the development of the Nokia Company and the environment in which they exist. The environment includes the “market process” http://users.jyu.fi/~juanla/READINGS/ferrier_et_at_1999.pdf and the performance of the business, that recursively change the growth of the “business model” http://www.businessmodelcommunity.com/fs/Root/8jig8-businessmodelsbusinessstrategy.pdf . Research Methodology The selection of a method of research or the investigation, which may be subjective or objective, it becomes vital to select a “research method” http://www.inform.nu/Articles/Vol11/ISJv11p017-033Ellis486.pdf . There are mainly two important “methodology” http://www.inform.nu/Articles/Vol11/ISJv11p017-033Ellis486.pdf which may be used for answering any given “research questions” http://www.inform.nu/Articles/Vol11/ISJv11p017-033Ellis486.pdf , under experimental and “non-experimental research” http://books.google.co.in/books?id=bT20_7jtx1YC&pg=PA194&dq=experimental+and+nonexperimental+research&hl=en&sa=X&ei=3p1-VPK6E4uRuQSBqYGQCw&ved=0CCQQ6AEwAA#v=onepage&q=experimental%20and%20nonexperimental%20research&f=false(Pg:194) . The “experimental research” http://books.google.co.in/books?id=bT20_7jtx1YC&pg=PA194&dq=experimental+and+nonexperimental+research&hl=en&sa=X&ei=3p1-VPK6E4uRuQSBqYGQCw&ved=0CCQQ6AEwAA#v=onepage&q=experimental%20and%20nonexperimental%20research&f=false(Pg:194) provides the benefit of controlling the unwanted variables and controlling one or more “variables” http://www.inform.nu/Articles/Vol11/ISJv11p017-033Ellis486.pdf which influence the implemented procedures. On the other hand, “non-experimental research” http://books.google.co.in/books?id=bT20_7jtx1YC&pg=PA194&dq=experimental+and+nonexperimental+research&hl=en&sa=X&ei=3p1-VPK6E4uRuQSBqYGQCw&ved=0CCQQ6AEwAA#v=onepage&q=experimental%20and%20nonexperimental%20research&f=false(Pg:194) provides the investigation but not the intervention. The researcher will simply observe and present the findings in his report. The “research methodology” http://www.inform.nu/Articles/Vol11/ISJv11p017-033Ellis486.pdf which is undertaken for the objective of the study may be divided in to two, such as “primary and secondary research” http://books.google.co.in/books?id=-7mtO0V-rzgC&pg=PA29&dq=primary+research+and+secondary+research&hl=en&sa=X&ei=wJ9-VJjVFdGGuAS7r4GYAQ&ved=0CCEQ6AEwAQ#v=onepage&q=primary%20research%20and%20secondary%20research&f=false (Pg:29) methods. Under the “primary data collection" http://businessperspectives.org/journals_free/im/2009/im_en_2009_4_Markovitch.pdf method, questionnaire is prepared to collect data from various persons under study. The focus will be to a group of people selected from a large population. This can be conducted by interviewing and collecting data from each and every person, or on the other hand, the investigator can choose a group of people, who possess the characteristics of the whole population. The collection of “secondary data” http://www.saycocorporativo.com/saycoUK/BIJ/journal/Vol4No2/Article_13.pdf , is less time consuming and less expensive. Sources used for the collection of “secondary data” http://www.saycocorporativo.com/saycoUK/BIJ/journal/Vol4No2/Article_13.pdf includes the journals, internet, newspaper, reports published by other companies, database collected by other agencies, presentations and catalogues. Sample method The important and widely accepted method of data collection is the “sampling method” http://www.nss.gov.au/nss/home.NSF/75427d7291fa0145ca2571340022a2ad/768dd0fbbf616c71ca2571ab002470cd/$FILE/Probability%20versus%20Non%20Probability%20Sampling.pdf . Under this method of data collection, the whole population is divided into different segments on the basis of their characteristics, and one or more segment is selected for the research. For collecting information from the selected sample, questionnaire is prepared. The “sample” http://www.nss.gov.au/nss/home.NSF/75427d7291fa0145ca2571340022a2ad/768dd0fbbf616c71ca2571ab002470cd/$FILE/Probability%20versus%20Non%20Probability%20Sampling.pdf is a small but precise representation of the population under study. The investigator will personally approach each element under the sample size, and collect the data. For making this method accurate and suitable, “sample design” http://www.ijmr.com/MedalWinners/PDF/72328.pdf is necessary. For creating the “sample design” http://www.ijmr.com/MedalWinners/PDF/72328.pdf , the population has to be determined, from which the samples have to be collected. The process or method of selecting and the “size of the sample” http://www.nova.edu/ssss/QR/QR12-2/onwuegbuzie2.pdf is also to be pre-determined. If the relevant population is established, the formulation stage of the research gets completed and the basis of the “sample” http://www.nova.edu/ssss/QR/QR12-2/onwuegbuzie2.pdf selection is formed. Two methods are used to collect sample from a population, they are “probability and non-probability sampling” http://books.google.co.in/books?id=Zm3uwJ4l8CgC&pg=PA144&dq=probability+and+non-probability+sampling&hl=en&sa=X&ei=IaB-VPvFFsHauQSus4KQCA&ved=0CDMQ6AEwAw#v=onepage&q=probability%20and%20non-probability%20sampling&f=false (Pg:144). Analysis by using a sample, will allow the investigator to make decisions about the population. Probability method is based on the “random sampling” http://www.toluna-group.com/docs/default-source/White-Paper_Docs/a_smarter_way_to_select_respondents.pdf?sfvrsn=0 within the population. On the other hand, non-probability sampling relies on the decision and judgment of the investigator, and sometimes uses samples based on the convenience or by the other “sampling” http://www.ijmr.com/MedalWinners/PDF/80562.pdf methods which are not relying up on the probability. The final step under the sample method contains the determination of the “sample size” http://pareonline.net/getvn.asp?v=15&n=1 . This step is completed by considering the accuracy and cost decisions. If the size of the sample is high, the chance of happening of the “sampling errors” http://www.st-andrews.ac.uk/~rjsw/PalaeoPDFs/Jonesetal1997.pdf is become less, increases accuracy and cost of the research process. Data collection methods and techniques  The collection of data is the integral part of the research process. The accuracy and the selection of the information determine the results of the study. Many methods can be used for “data collection” http://scholars.indstate.edu/bitstream/10484/5214/1/Qualitative%20Vs%20Quantitave%20Richard%20Tewksbury.pdf . Important methods considered as important for collecting data are observation and interviews. Under interview, the investigator is required to ask questions and note the responses. Interview can be conducted by “face-to-face” http://grandsorganismes.gouv.qc.ca/upload/cego/editor/asset/Veilles%20strat%C3%A9giques/MSC/MSC2005.pdf , by telephone, by e-mail, or through the internet. Mainly it is known as survey “research method” http://grandsorganismes.gouv.qc.ca/upload/cego/editor/asset/Veilles%20strat%C3%A9giques/MSC/MSC2005.pdf . These are the techniques used in experimental and non-experimental researches. Apart from the modes of “data collection” http://scholars.indstate.edu/bitstream/10484/5214/1/Qualitative%20Vs%20Quantitave%20Richard%20Tewksbury.pdf , the process of data collection comprises another integral element for the research: that is the significance of constant and clear “communication” http://www.researchersworld.com/vol4/issue3/vol4_issue3_1/Paper_10.pdf . Under the study, information was collected from a sample size of 50 users of different age group and occupations. Questions were asked for knowing their reasons for using the Nokia brand. Sampling method helped to get the information with low effort and time. And the analysis also become easy as less number of data is collected. Chapter 4- Data Analysis and Interpretation Analysis makes the collected data useful for the research. Techniques of Analysis will vary and their usefulness depends up on the nature and size of data collecting. Thus, the analysis technique has to be determined before the “data collection” http://chuang.epage.au.edu.tw/ezfiles/168/1168/attach/20/pta_39317_692177_91008.pdf process. The collected data has to be tabulated either manually or with the help of electronic devices. For knowing the customer satisfaction level of Nokia, various segments of people are selected. Data is collected from a “sample size” http://chuang.epage.au.edu.tw/ezfiles/168/1168/attach/20/pta_39317_692177_91008.pdf of 50 Nokia users. The collected data is converted in to numbers based on the answers of total 50 respondents ,10 from each age groups 5-15,15-25,25-35,35-50 ,and above 50 . The areas analyzed are the quality, price, design etc of the Nokia mobile. Usage of Nokia Smartphone Question 1 The main features in your Nokia smart phone that you use frequently? Age Group 5-15 15-25 25-35 35-50 Above 50 Messaging 3 10 10 7 5 Calling 6 10 10 10 10 Browsing on internet 8 10 10 8 5 Gaming 10 6 2 1 1 Music 1 6 10 8 8 Analysis: It is clear that, most of the users go for the Message provision; calling and internet browsing option come under the younger age groups. The children mostly prefer gaming and internet options. Question 2 Smartphone features that you considered while purchasing a Nokia Phone? Age group 5-15 15-25 25-35 35-45 Above 50 3G 5 5 8 7 8 Camera 5 10 10 8 5 Video 5 10 10 9 7 Social Applications 6 10 10 10 8 Music 1 6 10 8 8 GPS 3 6 9 10 6 Wi-Fi 3 10 10 10 8 Bluetooth 4 10 7 8 5 Analysis: While purchasing the smart phones the different age groups have different preferences. Most of the age groups go for the option of camera quality and applications supporting. Internet browsing and social media applications are preferred by the youths. Question 3 Style and functions of the Smartphone which you took as a criterion while purchasing your Nokia Phone? Age Group 5-15 15-25 25-35 35-50 Above 50 Size of the screen 48 8 10 10 10 Shape 3 8 8 8 5 Color 8 8 8 9 5 Keypad interface 2 7 8 8 10 Battery life 5 5 8 10 10 Analysis: After the features of the phone, the customers will consider the appearance or style of the phone while purchasing it. Most of the age groups want a large screen, which provides more clarity. The shape and color are considered by the youths. The above 50 age group prefers the battery life and key pad interface while purchasing the phone. Question 4 What are the purchase triggers that influenced you while purchasing the Nokia Mobile? Age Group 5-15 15-25 25-35 35-50 Above 50 TV ads 9 8 10 10 10 Online ads 9 8 8 8 5 Friends recommendation 9 8 8 8 5 Magazine review 2 7 8 8 10 Retailer recommendation 5 5 10 10 10 Analysis: Its noted that most of the people of all age groups get the information of the mobiles from TV advertisements and retailer recommendations. The youths mostly consider their friends recommendations seriously. Chapter 5- Findings The information and responsiveness levels of customers about Nokia mobiles regarding the range of “mobile” http://www.jtaer.com/aug2011/muller_kijl_martens_p6.pdf  phones, unique model based features, costs etc have been considerably increased due to the popularity of “internet based” http://ijbssnet.com/journals/Vol_2_No_18_October_2011/1.pdf  promotions and company websites. Functions and applications are the key regulators of the “consumer” http://www.nyu.edu/clubs/web.design/education/ecommerce/e-commerce%20Website%20Design.pdf  purchase behavior. It’s seen that majority of the customers of smart-phones belong to the age group of, who have a means of earning to support them, they often change phones as swiftly as once every year. They make the selection after confirming the variety of facilities and functions the device encompass. Brand loyalty of the customers can be overcome by the Nokia by persuading listing the unique peculiarities of new models. It’s seen that the young customers often change their mobiles according to the change in trends mobile industry. This highlights that Nokia should adopt a continuous innovative policy of product updating and enrichment of existing “products” http://www.s2is.org/issues/v1/n1/papers/paper9.pdf  synchronizing with the customer needs.  Going through the research results, it has materialized that Camera potential, performance of the “touch screen” http://www.psychnology.org/File/PNJ7(2)/PSYCHNOLOGY_JOURNAL_7_2_SANAGUSTIN.pdf , capacity to download mobile “applications” http://arxiv.org/ftp/arxiv/papers/1004/1004.0587.pdf  are the main constituents that contribute to consumer satisfaction. Customer satisfaction is considered as the key driver of sales because it helps to increase the sales by regulating the purchase decision through the” word of mouth” http://books.google.co.in/books?id=x9KsmgQAqF0C&pg=PA18&dq=purchase+decision+through+the%E2%80%9D+word+of+mouth%E2%80%9D.&hl=en&sa=X&ei=34V-VJjnFJOyuASPloD4DA&redir_esc=y#v=onepage&q=purchase%20decision%20through%20the%E2%80%9D%20word%20of%20mouth%E2%80%9D.&f=false (page 9). The success element in the Smartphone industry has been changed from “hardware” http://www3.weforum.org/docs/Global_IT_Report_2012.pdf related competitiveness to “software” http://www3.weforum.org/docs/Global_IT_Report_2012.pdf relating competitiveness. While comparing to the existing usual handsets, which function through limited and fixed edges, the Smartphone provide the users to formulate their individual “interface” http://www3.weforum.org/docs/Global_IT_Report_2012.pdf . The users are now gaining “customized products” http://www3.weforum.org/docs/Global_IT_Report_2012.pdf and services depending upon their personal needs. It has been seen that though Nokia is in the front line in the mobile industry it’s far behind in the “application support and functionality metrics”. Nokia’s strategic alliance with Microsoft in “February 2011,” http://tantra-e-naya.rdias.ac.in/Download/Nokia-Microsoft%20Alliance-Case.pdf enabled Nokia to utilize Microsofts phone OS Windows’s on its smart phones. Even though the performance of Windows OS is excellent, its flimsy apps potential limited its satisfactoriness among the customers. The public is not completely aware of the features offered by Nokia in their mobile model called Lumia and even the consumers using Lumia series are not fully aware of the features. The main competitor of Nokia is Samsung mobiles due to the resemblance in product offerings as well as alike prices. Extreme focus on Apps by the Nokia consumers leaves the company no further options but to start on phones with App compatibility. Thus Nokia should invest the companies’ capabilities to develop new mobile applications with greater customer acceptance. Chapter 6 - Summary, Conclusions and Recommendations The present “mobile phone consumer” http://books.google.co.in/books?id=mZEXAAAAQBAJ&pg=PA54&dq=mobile+phone+consumer&hl=en&sa=X&ei=svB-VLOjCcjjuQS9rICABA&ved=0CDQQ6AEwAQ#v=onepage&q=mobile%20phone%20consumer&f=false (pg- 54) do not use the device just for calling or text messaging .They see the mobile phone as a source of entertainment ,social networking and knowledge gaining device which has become an inevitable part of their daily life . Finland based Nokia mobile phones have been progressively functioning on its company brand name and the managing of “customer perceptions” http://books.google.co.in/books?id=M_E97NleooIC&pg=PA46&dq=Nokia+customer+perceptions&hl=en&sa=X&ei=cvB-VNSLI4OLuASOkYDgDQ&ved=0CCQQ6AEwAA#v=onepage&q=Nokia%20customer%20perceptions&f=false (pg-46) since last few years .This eternal hard work by the company has been rewarded by the budding up of the company into the number one brand in various markets internationally. “Nokia” http://books.google.co.in/books?id=N0AvP7UdSfQC&printsec=frontcover&dq=Nokia&hl=en&sa=X&ei=NPB-VNX GNWXuASetIGQAg&ved=0CDAQ6AEwAg#v=onepage&q=Nokia&f=false (pg-2) is exclusively positioned to sustain people throughout its core dealings. The strategic goal of Nokia is to connect the people all over the world by means of mobile internet. They believe that this access to communication and information has vast advantage for the people. Nokia gives top priority in consumer satisfaction, safeguarding consumer privacy and “product safety.” http://books.google.co.in/books?id=jJeTNUFxonoC&pg=PA6&dq=product+safety+NOKIA&hl=en&sa=X&ei=5PB-VJiZBdHbuQTN6IKIDA&ved=0CDAQ6AEwAA#v=onepage&q=product%20safety%20NOKIA&f=false (PG-6) For Nokia conveying the customer satisfaction is not merely regarding meeting needs, but concerning value creation for the company operators’ consumers and end users by raising the sustainability of Nokia mobiles all through their life cycle. So keeping this in mind Nokia focus on “energy efficiency”, http://books.google.co.in/books?id=2akKRa6hr_oC&pg=PA47&dq=Nokia+focus+on+energy+effectiveness&hl=en&sa=X&ei=GOl-VMznFdKLuASbioKABw&redir_esc=y#v=onepage&q=Nokia%20focus%20on%20energy%20effectiveness&f=false ( page 48) during product creation, we focus on energy effectiveness, smart packaging, sustainable utilization of resources, and creating ecological services which engage people to adopt more sustainable lifestyles. Nokia Education Delivery sends high-quality educational material to mobile phones over mobile networks “Nokia Mobile Mathematics” http://books.google.co.in/books?id=2eqJAwAAQBAJ&pg=PA125&dq=Nokia+Mobile+Mathematics&hl=en&sa=X&ei=uOl-VKraMNOGuATvyIDADw&ved=0CEAQ6AEwAw#v=onepage&q=Nokia%20Mobile%20Mathematics&f=false (page 125) This highly innovative solution combines official mathematics curricula with social networking. Recommendations: Even though Nokia is the most popular and leading international cellular mobile phone company And it has very competent features and amenities some suggestions are being put forward at the end of detailed research and evaluation of the company they are as follows. The prices of the mobile hands set should be kept low so that it can be affordable for the Common man and as a result the market may increase causing an increase in the profit rate. The spare parts must be made available in every local market so that the service can be made easy. Screen reader technology should be introduced in feature phones and measures should be taken to ensure the provision for downloading the software for blind consumers. The warranty of the defective phones should be increased and company should offer free service for a longer period. The memory capacities of ordinary phones should be increased so that consumers can download and use many mobile based applications. Battery backups should be increased by improving the quality of batteries used. Special features in some models admired by the customers should be maintained in new models also. Promotional methods should be adapted to improve sales in the rural areas. Its desirable for Nokia to concentrate on two segments of mobile phones one having various features and functionalities besides the four most significant features like the mobile application support, touch Screen, and camera .The other should have a minimum features but the four key features stated above should be there .The prices of the two segments should be set accordingly giving the customer an opportunity to make comparison between the price and functionality offered. Many of the consumers who have an aspiration to use smart phones do not use it due the high price so a low cost Nokia smart phone will have a good market. Study revealed that the four most significant features like the mobile application support, touch Screen, and camera will add the customer satisfaction for each mobile phone .So Nokia should opt to add these features in all the new launches. However as the market is distinguished by abrupt changes by throughout innovation, the companies market researcher division should closely follow the market changes and respond duly. So the R & D reserves for enhancement at a variety of levels of consumer experiences should be preceded by thorough market research so as to identify the latent needs of consumers so as to provide a suitable value proposition. The existing Nokia Lumia application peculiarities should be communicated effectively through innovative advertisements. Marketing and promotion hubs in major cities and also rural areas to make the public conscious of Nokias offerings will advantage to the company. Conclusions: The research without a conclusion will be considered as meaningless. So an attempt is made to make an impartial and explicit conclusion .The key attributes of cellular phones such as price brand and model have received a favorable admiration from the respondents. The attributes like surplus battery backup, model based unique appearances have also being welcomed with both hands by the customers. Though the customer perceptions are unpredictable in any kind of market an attempt to reveal the same has been made. The buying behaviors of Nokia users are often seen to be influenced by advertisements. So it’s enviable to adopt aggressive advertisement plans for their launching products to sustain the existing brand image. Considering the assessment on Nokia’s approaches towards mobile phone industry, its contradictory and abstractly opposite in practice. But they essentially present a reciprocal and complementary relationship to each other. The mobile phone industry is exceptionally vibrant and hence a single approach seldom aids the success and therefore various approaches should be combined and implemented accordingly. The ability of the Nokia management in adopting the range of approaches gradually placed them as the market leader. But slowly Nokia lost the skill to recognize the market trends and continued on its preplanned strategy. Which resulted in the poor balancing of these different approaches and finally Nokia lost the market leadership. The Nokia management had to adjust its policies, to support its inner potency and outer opportunities. By reinforcing the balanced and redesigned strategies, the Nokia brought back its market share once again. Appendix Questionnaire Mark the corresponding which age group which you belong to. 5-15 15-25 25-35 35-50 Above 50 Tick the appropriate answers 1. The main features in your Nokia smart phone that you use frequently? Messaging Calling Browsing on internet Gaming Music 2. Smartphone features that you considered while purchasing a Nokia Phone? 3G Camera video social application music GPS WiFi Bluetooth 3. Style of the Smartphone which you took as a criterion while purchasing your Nokia Phone? Sleekness of the phone Size of the screen Shape of the phone Body Color Keypad Battery life 4. What are the purchase triggers that influenced you while purchasing the Nokia Mobile ? TV Advertisement Online Ads Friend Recommendation Online/Magazine Review Retailer Recommendation Reference List Anderson, C. H. & Vincze, J. W. (2008) Strategic Marketing. 2nd ed. New Delhi: Biztantra. Baines, P., Fill, C. & Page, K. (2008) Marketing. OXFORD: OXFORD University Press. Blijlevens, J., Creusen, M. E. H. & Schoormans, J. P. L. (2009) ‘How consumers perceive product appearance: The identification of three product appearance attributes’ International Journal of Design. 3 (3). Burgunder, L. (2007) Legal Aspects of Managing Technology. USA: SOUTH-WESTERN CENGAGE Learning. 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(2014) Collaboration in the Australian and Chinese Mobile Telecommunication Markets. New York: Springer. Read More