brm mobile
TRANSCRIPT
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Mobile phone Market- an Overview
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Nokia- the Market Leader
largest manufacturer of mobile phones in the worldworld wide market share of approx. 36%India- 2 nd largest share by sales
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Nokia - the Market Leader
Dip in market share in last one year Sony and Motorola catching up
New players coming upMore features requiredGrowth in the market
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Secondary data analysis- TRAI research
Expected mobile phone consumer base by2008- 120 millionAssessment of satisfaction level of consumers-
Quality of technical serviceVarious attributes of phonesFunctionalities & operational aspects of handsets
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Usage pattern of Mobile phones
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Methodology
Review of literature In-Depth interviewsFocused group discussionQuestionnaireSample research
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Information Needed
Relative positioning of different brandsAttributes of ideal mobile phoneSatisfaction level of usersImportant drivers of buyingReasons for replacing existing phone
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Measurement and Scaling
Ordinal scaleLikert scaleSampling plan
Sampling dataTarget populationSampling frameSampling technique
Sample sizeBinary logit analysis
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Analysis
Cross Tabulation of Age, Gender, IncomeBinary Logit on :Attributes LikedMultimedia featuresPsychographic & Demographic Effect onPurchase
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Result of Survey
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Opinion about the current phone
01.79 19.64 53.57 25
03.57 19.64 32.14 44.64
1.798.93 35.71 26.79 26.79
1.79 10.71 33.93 25 28.97
05.45 25.45 40 29.09
1.825.45 18.18 25.45 49.09
3.57 12.5 25 23.21 35.71
0 20 40 60 80 100 120
Battey life
Voice quality
Weight
Size
Appearance
Ease of use
Time required to charge
Not at all good
Not good
Average
Good
Extremely good
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Reasons for changing the existing phone
11% 6%
5%
12%
24%16%
16%6% 4%
Joyous Occasion(Promotion/Achievement)
Bigger budget
Received as gift
Old phone not workingwell
Different featuresrequired
Bored with the old phone
Using the old phone for along time
New model in the market
New offers with the newphone
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Price range of the mobile phone people are looking for
40.68%
5.08%18.64%
22.03%
13.56%
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Importance of different features of mobiles for theusers
1.85%5.56% 11.11% 24.07% 57.41%
3.70%1.85%5.56% 16.67% 72.22%
7.69% 11.54% 25% 17.31% 38.46%
3.78%1.89%13.21% 20.75% 60.38%
9.43%3.77% 18.87% 20.75% 47.17%
3.85%9.62% 17.31% 17.31% 51.92%
7.69%5.77% 15.38% 23.08% 48.08%
0.00%5.77%9.62% 13.46% 71.15%
Bluetooth
FM radio
Video player
Internal memory
GPRS/Net access
Hands free
M usic player
Integrated camera
Least import
Not importa
Neutral
Important
Very import
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Conclusion
Most people prefer Nokia phonesHigh probability of switching mobile brands
Battery life- major determining featureCamera & radio- highest priorityPrice not important criteria
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..the end!!
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