Customersrsquo Perception and Comparative

Analysis of i-phone with its major competitors in India

Project submitted to Asia-Pacific Institute of Management New

Delhi as a partial completion towards Post-graduate Diploma in

Management

Project Guide Submitted by

Ms Piyali Halder Kunal Anand

Asia-Pacific Institute of Management Plot No 3 amp 4 Institutional Area Jasola New Delhi-110025

Asia Pacific Institute of Management

1

Acknowledgement

I would like to acknowledge and extend my heartfelt gratitude to the following persons who

have made the completion of the project possible

Our Director Dr DK Banerjee for his vital encouragement and support

Ms Piyali Halder my Project Guide for helping me to select the topic of the project and

constantly guiding me during all the phases of the project and correcting me whenever I wrong

in the project work

Ms Ritu Anand my subject faculty for giving me all necessary information and

encouragement about the subject matter

Mr Soumitra Das General Manager Oracle India Pvt Ltd and Mr Syed Ali Regional

manager Oracle India Pvt Ltd for sparing their valuable time providing me all necessary

information from their organization

Most especially my friends and class mates who helped me in collecting the necessary data

from various sources

Kunal Anand

Roll No 2k71a04

Date 10012009

Asia Pacific Institute of Management

2

DECLARATION

I hereby declare that the project entitled ldquoCustomersrsquo Perception and

Comparative Analysis of i-phone with its major competitors in Indiardquo

submitted by me in partial fulfillment towards the requirement of the award of

PGDM (full time) is my original work and the project has not been previously

used for the award of any degree associate -ship fellowship or any other similar

titles

Kunal Anand

Place New Delhi

Date 10012009

Asia Pacific Institute of Management

3

CERTIFICATE

This is to certify that the project entitled ldquoCustomersrsquo Perception and

Comparative Analysis of i-phone with its major competitors in India rdquo is the

bonafide work carried out by Kunal Anand student of PGDM (full time) Asia

Pacific Institute of Management Delhi during the year 08-09 in partial

fulfillment of the requirements for the award of the PGDM and that the project

has not formed the basis for the award previously of any degree diploma

associateship fellowship or any other similar title

Signature of the Guide

Place New Delhi

Date 10092009

Asia Pacific Institute of Management

4

Content SNo Chapter Page No

1 Introduction 05

2 Review of Literature 13

3 Objective of the study 15

4 Methodology 16

i Type of sampling 17

ii Measurement and Scaling 17

iii Sampling Data 18

iv Data analysis techniques 18

v Limitation of the study 18

5 Analysis 19

i Factor analysis 30

ii Comparative Analysis 41

6 Conclusion 43

7 Executive Summary 45

8 Bibliography 47

9 Annexure 48

i Questionnaire 48

ii Important data 52

Asia Pacific Institute of Management

5

Introduction

Mobile users today want their handsets to be converged devices handling multiple functions

entertainment being the most important among them They want their mobile to be fully loaded

with top-end features but they want all that at affordable costs

Integrated digital camera music player and stereo FM radio are the three main features which

would drive users towards upgrading their handsets These features are available in mid range

and high-end handsets so far and the common user now demands these features in ordinary

handsets which can be affordable On the other hand MMS has failed to catch the fancy of the

masses due to its high costs of transmission over the networks and relatively cheaper alternate

modes of downloading videos available through Internet

Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc

have become hygiene features and are a must for any handset None of these features is a

differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a

Speaker phone is another feature that emerges as the driver for replacing the current handset

This feature can be a most cost effective differentiating feature for the low end phones

Most handset vendors have been bringing out new models at fairly regular intervals The

maximum activity takes place at the high end where the launch of a newer model makes the

older model cheaper shifting it to the mid segment The handset vendors need to address these

expectations of the mass market to be able to entice them towards their products

Asia Pacific Institute of Management

6

3G is the Third Generation of mobile phone standards and technology superseding 25G It is

based on the International Telecommunication Union (ITU) family of standards under the IMT-

2000

3G networks enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency Services include

wide-area wireless voice telephony video calls and broadband wireless data all in a mobile

environment Additional features also include HSPA data transmission capabilities able to

deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink

Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area

cellular telephone networks which evolved to incorporate high-speed internet access and video

telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed

for data

3G technologies enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

1

Acknowledgement

I would like to acknowledge and extend my heartfelt gratitude to the following persons who

have made the completion of the project possible

Our Director Dr DK Banerjee for his vital encouragement and support

Ms Piyali Halder my Project Guide for helping me to select the topic of the project and

constantly guiding me during all the phases of the project and correcting me whenever I wrong

in the project work

Ms Ritu Anand my subject faculty for giving me all necessary information and

encouragement about the subject matter

Mr Soumitra Das General Manager Oracle India Pvt Ltd and Mr Syed Ali Regional

manager Oracle India Pvt Ltd for sparing their valuable time providing me all necessary

information from their organization

Most especially my friends and class mates who helped me in collecting the necessary data

from various sources

Kunal Anand

Roll No 2k71a04

Date 10012009

Asia Pacific Institute of Management

2

DECLARATION

I hereby declare that the project entitled ldquoCustomersrsquo Perception and

Comparative Analysis of i-phone with its major competitors in Indiardquo

submitted by me in partial fulfillment towards the requirement of the award of

PGDM (full time) is my original work and the project has not been previously

used for the award of any degree associate -ship fellowship or any other similar

titles

Kunal Anand

Place New Delhi

Date 10012009

Asia Pacific Institute of Management

3

CERTIFICATE

This is to certify that the project entitled ldquoCustomersrsquo Perception and

Comparative Analysis of i-phone with its major competitors in India rdquo is the

bonafide work carried out by Kunal Anand student of PGDM (full time) Asia

Pacific Institute of Management Delhi during the year 08-09 in partial

fulfillment of the requirements for the award of the PGDM and that the project

has not formed the basis for the award previously of any degree diploma

associateship fellowship or any other similar title

Signature of the Guide

Place New Delhi

Date 10092009

Asia Pacific Institute of Management

4

Content SNo Chapter Page No

1 Introduction 05

2 Review of Literature 13

3 Objective of the study 15

4 Methodology 16

i Type of sampling 17

ii Measurement and Scaling 17

iii Sampling Data 18

iv Data analysis techniques 18

v Limitation of the study 18

5 Analysis 19

i Factor analysis 30

ii Comparative Analysis 41

6 Conclusion 43

7 Executive Summary 45

8 Bibliography 47

9 Annexure 48

i Questionnaire 48

ii Important data 52

Asia Pacific Institute of Management

5

Introduction

Mobile users today want their handsets to be converged devices handling multiple functions

entertainment being the most important among them They want their mobile to be fully loaded

with top-end features but they want all that at affordable costs

Integrated digital camera music player and stereo FM radio are the three main features which

would drive users towards upgrading their handsets These features are available in mid range

and high-end handsets so far and the common user now demands these features in ordinary

handsets which can be affordable On the other hand MMS has failed to catch the fancy of the

masses due to its high costs of transmission over the networks and relatively cheaper alternate

modes of downloading videos available through Internet

Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc

have become hygiene features and are a must for any handset None of these features is a

differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a

Speaker phone is another feature that emerges as the driver for replacing the current handset

This feature can be a most cost effective differentiating feature for the low end phones

Most handset vendors have been bringing out new models at fairly regular intervals The

maximum activity takes place at the high end where the launch of a newer model makes the

older model cheaper shifting it to the mid segment The handset vendors need to address these

expectations of the mass market to be able to entice them towards their products

Asia Pacific Institute of Management

6

3G is the Third Generation of mobile phone standards and technology superseding 25G It is

based on the International Telecommunication Union (ITU) family of standards under the IMT-

2000

3G networks enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency Services include

wide-area wireless voice telephony video calls and broadband wireless data all in a mobile

environment Additional features also include HSPA data transmission capabilities able to

deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink

Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area

cellular telephone networks which evolved to incorporate high-speed internet access and video

telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed

for data

3G technologies enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

2

DECLARATION

I hereby declare that the project entitled ldquoCustomersrsquo Perception and

Comparative Analysis of i-phone with its major competitors in Indiardquo

submitted by me in partial fulfillment towards the requirement of the award of

PGDM (full time) is my original work and the project has not been previously

used for the award of any degree associate -ship fellowship or any other similar

titles

Kunal Anand

Place New Delhi

Date 10012009

Asia Pacific Institute of Management

3

CERTIFICATE

This is to certify that the project entitled ldquoCustomersrsquo Perception and

Comparative Analysis of i-phone with its major competitors in India rdquo is the

bonafide work carried out by Kunal Anand student of PGDM (full time) Asia

Pacific Institute of Management Delhi during the year 08-09 in partial

fulfillment of the requirements for the award of the PGDM and that the project

has not formed the basis for the award previously of any degree diploma

associateship fellowship or any other similar title

Signature of the Guide

Place New Delhi

Date 10092009

Asia Pacific Institute of Management

4

Content SNo Chapter Page No

1 Introduction 05

2 Review of Literature 13

3 Objective of the study 15

4 Methodology 16

i Type of sampling 17

ii Measurement and Scaling 17

iii Sampling Data 18

iv Data analysis techniques 18

v Limitation of the study 18

5 Analysis 19

i Factor analysis 30

ii Comparative Analysis 41

6 Conclusion 43

7 Executive Summary 45

8 Bibliography 47

9 Annexure 48

i Questionnaire 48

ii Important data 52

Asia Pacific Institute of Management

5

Introduction

Mobile users today want their handsets to be converged devices handling multiple functions

entertainment being the most important among them They want their mobile to be fully loaded

with top-end features but they want all that at affordable costs

Integrated digital camera music player and stereo FM radio are the three main features which

would drive users towards upgrading their handsets These features are available in mid range

and high-end handsets so far and the common user now demands these features in ordinary

handsets which can be affordable On the other hand MMS has failed to catch the fancy of the

masses due to its high costs of transmission over the networks and relatively cheaper alternate

modes of downloading videos available through Internet

Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc

have become hygiene features and are a must for any handset None of these features is a

differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a

Speaker phone is another feature that emerges as the driver for replacing the current handset

This feature can be a most cost effective differentiating feature for the low end phones

Most handset vendors have been bringing out new models at fairly regular intervals The

maximum activity takes place at the high end where the launch of a newer model makes the

older model cheaper shifting it to the mid segment The handset vendors need to address these

expectations of the mass market to be able to entice them towards their products

Asia Pacific Institute of Management

6

3G is the Third Generation of mobile phone standards and technology superseding 25G It is

based on the International Telecommunication Union (ITU) family of standards under the IMT-

2000

3G networks enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency Services include

wide-area wireless voice telephony video calls and broadband wireless data all in a mobile

environment Additional features also include HSPA data transmission capabilities able to

deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink

Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area

cellular telephone networks which evolved to incorporate high-speed internet access and video

telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed

for data

3G technologies enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

3

CERTIFICATE

This is to certify that the project entitled ldquoCustomersrsquo Perception and

Comparative Analysis of i-phone with its major competitors in India rdquo is the

bonafide work carried out by Kunal Anand student of PGDM (full time) Asia

Pacific Institute of Management Delhi during the year 08-09 in partial

fulfillment of the requirements for the award of the PGDM and that the project

has not formed the basis for the award previously of any degree diploma

associateship fellowship or any other similar title

Signature of the Guide

Place New Delhi

Date 10092009

Asia Pacific Institute of Management

4

Content SNo Chapter Page No

1 Introduction 05

2 Review of Literature 13

3 Objective of the study 15

4 Methodology 16

i Type of sampling 17

ii Measurement and Scaling 17

iii Sampling Data 18

iv Data analysis techniques 18

v Limitation of the study 18

5 Analysis 19

i Factor analysis 30

ii Comparative Analysis 41

6 Conclusion 43

7 Executive Summary 45

8 Bibliography 47

9 Annexure 48

i Questionnaire 48

ii Important data 52

Asia Pacific Institute of Management

5

Introduction

Mobile users today want their handsets to be converged devices handling multiple functions

entertainment being the most important among them They want their mobile to be fully loaded

with top-end features but they want all that at affordable costs

Integrated digital camera music player and stereo FM radio are the three main features which

would drive users towards upgrading their handsets These features are available in mid range

and high-end handsets so far and the common user now demands these features in ordinary

handsets which can be affordable On the other hand MMS has failed to catch the fancy of the

masses due to its high costs of transmission over the networks and relatively cheaper alternate

modes of downloading videos available through Internet

Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc

have become hygiene features and are a must for any handset None of these features is a

differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a

Speaker phone is another feature that emerges as the driver for replacing the current handset

This feature can be a most cost effective differentiating feature for the low end phones

Most handset vendors have been bringing out new models at fairly regular intervals The

maximum activity takes place at the high end where the launch of a newer model makes the

older model cheaper shifting it to the mid segment The handset vendors need to address these

expectations of the mass market to be able to entice them towards their products

Asia Pacific Institute of Management

6

3G is the Third Generation of mobile phone standards and technology superseding 25G It is

based on the International Telecommunication Union (ITU) family of standards under the IMT-

2000

3G networks enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency Services include

wide-area wireless voice telephony video calls and broadband wireless data all in a mobile

environment Additional features also include HSPA data transmission capabilities able to

deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink

Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area

cellular telephone networks which evolved to incorporate high-speed internet access and video

telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed

for data

3G technologies enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

4

Content SNo Chapter Page No

1 Introduction 05

2 Review of Literature 13

3 Objective of the study 15

4 Methodology 16

i Type of sampling 17

ii Measurement and Scaling 17

iii Sampling Data 18

iv Data analysis techniques 18

v Limitation of the study 18

5 Analysis 19

i Factor analysis 30

ii Comparative Analysis 41

6 Conclusion 43

7 Executive Summary 45

8 Bibliography 47

9 Annexure 48

i Questionnaire 48

ii Important data 52

Asia Pacific Institute of Management

5

Introduction

Mobile users today want their handsets to be converged devices handling multiple functions

entertainment being the most important among them They want their mobile to be fully loaded

with top-end features but they want all that at affordable costs

Integrated digital camera music player and stereo FM radio are the three main features which

would drive users towards upgrading their handsets These features are available in mid range

and high-end handsets so far and the common user now demands these features in ordinary

handsets which can be affordable On the other hand MMS has failed to catch the fancy of the

masses due to its high costs of transmission over the networks and relatively cheaper alternate

modes of downloading videos available through Internet

Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc

have become hygiene features and are a must for any handset None of these features is a

differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a

Speaker phone is another feature that emerges as the driver for replacing the current handset

This feature can be a most cost effective differentiating feature for the low end phones

Most handset vendors have been bringing out new models at fairly regular intervals The

maximum activity takes place at the high end where the launch of a newer model makes the

older model cheaper shifting it to the mid segment The handset vendors need to address these

expectations of the mass market to be able to entice them towards their products

Asia Pacific Institute of Management

6

3G is the Third Generation of mobile phone standards and technology superseding 25G It is

based on the International Telecommunication Union (ITU) family of standards under the IMT-

2000

3G networks enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency Services include

wide-area wireless voice telephony video calls and broadband wireless data all in a mobile

environment Additional features also include HSPA data transmission capabilities able to

deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink

Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area

cellular telephone networks which evolved to incorporate high-speed internet access and video

telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed

for data

3G technologies enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

5

Introduction

Mobile users today want their handsets to be converged devices handling multiple functions

entertainment being the most important among them They want their mobile to be fully loaded

with top-end features but they want all that at affordable costs

Integrated digital camera music player and stereo FM radio are the three main features which

would drive users towards upgrading their handsets These features are available in mid range

and high-end handsets so far and the common user now demands these features in ordinary

handsets which can be affordable On the other hand MMS has failed to catch the fancy of the

masses due to its high costs of transmission over the networks and relatively cheaper alternate

modes of downloading videos available through Internet

Other features like Games Calculator RemindersSchedulerOrganizer Polyphonic ringtones etc

have become hygiene features and are a must for any handset None of these features is a

differentiator anymore Apart from Integrated Camera Music player and Stereo FM radio a

Speaker phone is another feature that emerges as the driver for replacing the current handset

This feature can be a most cost effective differentiating feature for the low end phones

Most handset vendors have been bringing out new models at fairly regular intervals The

maximum activity takes place at the high end where the launch of a newer model makes the

older model cheaper shifting it to the mid segment The handset vendors need to address these

expectations of the mass market to be able to entice them towards their products

Asia Pacific Institute of Management

6

3G is the Third Generation of mobile phone standards and technology superseding 25G It is

based on the International Telecommunication Union (ITU) family of standards under the IMT-

2000

3G networks enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency Services include

wide-area wireless voice telephony video calls and broadband wireless data all in a mobile

environment Additional features also include HSPA data transmission capabilities able to

deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink

Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area

cellular telephone networks which evolved to incorporate high-speed internet access and video

telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed

for data

3G technologies enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

6

3G is the Third Generation of mobile phone standards and technology superseding 25G It is

based on the International Telecommunication Union (ITU) family of standards under the IMT-

2000

3G networks enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency Services include

wide-area wireless voice telephony video calls and broadband wireless data all in a mobile

environment Additional features also include HSPA data transmission capabilities able to

deliver speeds up to 144Mbits on the downlink and 58Mbits on the uplink

Unlike IEEE 80211 (common names Wi-Fi or WLAN) networks 3G networks are wide area

cellular telephone networks which evolved to incorporate high-speed internet access and video

telephony IEEE 80211 networks are short range high-bandwidth networks primarily developed

for data

3G technologies enable network operators to offer users a wider range of more advanced services

while achieving greater network capacity through improved spectral efficiency

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

7

Apple i-Phone

This was the most awaited phone in the Indian market It is now here but not before it became

famous throughout the rest of the world Renowned for its chic design and easy-to-use functions

the iPhone has tremendous features such as its wide and clear screen iPod internet capability

with classic web browser GPS mapping and last but not lease a phone

Apple iPhone is being offered in the USA for the price of $199 so the awaiting buyers in India

expected the same price Unfortunately that is not what happened To grab hold of this hot item

you will have to shell out Rs31000 for the 8GB and Rs 36100 for the 16GB If you want to

pick up more than one you may consider flying overseas to make your purchase Even with

airfare included you may just save a few rupees

Asia Pacific Institute of Management

8

HTC Diamond Touch

This is the most talked about phone among the corporate and business people of India Loaded

with tons of great features it is one of the slimmest phones in the touch category It boasts of the

most famous business platform out there Windows Mobile This slim trim companion comes

with Windows Mobile 61 Professional it weighs a mere 110 g (with the battery) it is GPS

enabled has a 28-inch touch screen 4GB internal usage and will even tell you the weather

reports with HTC Weather No an umbrella is not included So if you are not mobile savvy but

care about the Windows Mobile Platform and the business related apps then go for HTC

Diamond Touch This one truly is a diamond in the rough

Asia Pacific Institute of Management

9

NOKIA N96

Finally itrsquos time to talk about one of the most famous brands on the planet Nokia Nokia N96 is

great improvement on the already excellent N95 People are no longer calling it a mobile but

rather a new multimedia computer as it has virtually everything a computer should have

Easily accessing internet videos is a highlight of this sophisticated phone In select markets the

integrated DVB-H receiver offers live broadcast TV with an automatically updating program

guide It also boasts of a 5 megapixel camera GPS Bluetooth wireless technology WLAN and

a DVB-H Receiver

Asia Pacific Institute of Management

10

BlackBerry Storm 9500

The highly anticipated BlackBerry Storm 9500 today made its first official appearance popping

up on German Vodafone web site Images and specs of the first touchscreen RIM-manufactured

device have been floating around the net for what seems like ages but it hasnrsquot yet been officially

announced If all the rumored features are confirmed when the device actually sees daylight then

the Apple iPhone 3G might be up for quite a challenge

The specifications of the BlackBerry Storm 9500 that are already known include a 33rdquo

touchscreen with a resolution of 360 x 480 pixels The tri-band 3G with HSDPA and the quad-

band GSM support makes it capable of global roaming The Storm 9500 is running on a 624

MHz CPU and has 192 MB of RAM and utilizes a new version of the BlackBerry OS optimized

for touchscreen input

Asia Pacific Institute of Management

11

Samsung i8510 INNOV8

It is an imaging powerhouse with its 8 megapixel autofocus camera that offers image

stabilization and blink smile and face detection for perfect photos The camera also features the

ability to take panoramic photographs and uses the handsets built-in GPS receiver to geotag

photos with location information The i8510 INNOV8 is capable of recording QVGA video at up

to 120 frames per second and VGA-resolution video at up to 30 frames per second with a full

video editing suite on board

Music is not forgotten on this workhorse with a built-in FM radio 3D surround sound and a

standard 35mm audio port The i8510 INNOV8 offers 16GB of built-in memory in addition to a

microSD card slot for even more storage options Bluetooth 20 with A2DP support for stereo

headsets makes wireless music possible also

Asia Pacific Institute of Management

12

Sony Ericsson XPERIA X1

This phone is based on the Windows Mobile 61 Operating System which means it has a full

suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the

company as offering a convergence of communication features and entertainment features this

convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile

world and allows this new lineup of phones to compete in the global marketplace

What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in

so many different areas Some phones really do well only as a niche phone but very few phones

really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to

achieve this rarely-met goal It has great Internet and communication services as well as a

plethora of entertainment options It has a built-in camera and other great standard features

expected of todayrsquos advanced phones And it really stands out in the area of design Combined

together these features make this mobile phone a truly well-rounded cutting-edge phone

intended for the smart-phone fan who wants to have it all

Asia Pacific Institute of Management

12

Sony Ericsson XPERIA X1

This phone is based on the Windows Mobile 61 Operating System which means it has a full

suite of applications to offer to the user The Sony Ericsson Xperia X1 is promoted by the

company as offering a convergence of communication features and entertainment features this

convergence is exactly what people are seeking from a smart-phone in todayrsquos highly mobile

world and allows this new lineup of phones to compete in the global marketplace

What is really impressive about the Sony Ericsson Xperia X1 is the fact that this phone excels in

so many different areas Some phones really do well only as a niche phone but very few phones

really meet all of the diverse needs of a single user The Sony Ericsson Xperia X1 manages to

achieve this rarely-met goal It has great Internet and communication services as well as a

plethora of entertainment options It has a built-in camera and other great standard features

expected of todayrsquos advanced phones And it really stands out in the area of design Combined

together these features make this mobile phone a truly well-rounded cutting-edge phone

intended for the smart-phone fan who wants to have it all

Asia Pacific Institute of Management

13

Review of Literature There are many articles being published about iPhone being launched in India The iPhone is

being compared with the handsets from other manufactures like Nokia Samsung Sony Ericsson

etc One of the articles which came in August edition of Digit Magazine titled as A Taste of

Whatrsquos To Come by Mr Michael Brown has compared iPhone with Nokiarsquos N96 and Sony

Ericsson XPERIA X1In this article Mr Brown has compared different attributes of iPhone with

its major competitors Also according to an article came on 19 Aug 2008 in Economic Times

titled Nokia intercepts iPhone with high-end handset states that the major rivals of iPhone are

coming up with the superior products to outsmart the iPhone There are certain loopholes in

iPhone such as lack of massage forwarding facility 2 Mega pixel camera with no video

recording Bluetooth can be used only for handsfree No Cut Copy Paste option and can only be

used with specified operator With the latest technology great features and state in art design the

competitors are ready to give iPhone the run for their money

As reported by TRAI the mobile telephony sector has almost touched a subscriber base of 43

million marks (GSM 336 million amp CDMA 94 million) at the end of quarter ending 30th

September 2006 The mobile subscribersrsquo base stood at almost 43 million as against 378 million

for the quarter ending 30th June 2006 adding around 524 million subscribers in one quarter

Riding on a wave of increasing growth mobile telephony in India is expected to rise to a

consumer base of over 120 million by 2008 making the telecommunication sector one of the

most lucrative markets for global mobile phone manufacturers amp cell phone providers

Asia Pacific Institute of Management

14

Consumersrsquo Satisfaction Analysis by TRAI

The study assesses the satisfaction level of consumers encompassing quality of technical service

quality and operational aspects of gadgets and social psychological costs due to unsolicited

promotional callsSMSs etc The analysis in this report throws light on the consumption behavior

of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone

services assessment of the level of satisfaction preference for various attributes and

functionalities of gadgets etc

Apart from this I also referred literature about consumer purchasing decision in high

involvement product like mobile phones This provided me knowledge about how information

search takes place in this category and what are the important attributes that customer look for

while buying such a product

Asia Pacific Institute of Management

15

Objective

The objective of the project is to explore the perception of the customer towards i-phone and its

major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and

Nokia N75 and to do a comparative study of these mobile handsets in India

In the first part of my objective I will try to find out the customer perception towards the

3G phones and will try to find the important features which the customer prefers over all

the other features available in the handset and regarding features brand range etc

Second part of the study will be focused on the comparative study of i-phone and its major

competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and

Nokia N75 This analysis will be done on the basis of the features which customer prefers

more

Need for the study

Recently Apple launched i-phone and expectations of people with i-phone were very high Even

mobile phone manufacturers in India were ready with their counter attack

This research is being conducted as to know whether the expectations are being fulfilled or not

on the customer end and also to know whether its competitors are able to neutralize the effect of

i-phone by their newly launched mobile handsets

Asia Pacific Institute of Management

16

Methodology

There are nearly 120 million consumers of mobile handsets making the telecommunication

sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone

providers For this research I have taken a random sample of 100 mobile phone users in Different

parts of India

The methodology to conduct the study was composed of different tasks as follows

1 Review of literature A review of literature on consumer satisfaction in telecom industry

was undertaken in order to define the comprehensive scope of the study and ensuring its

objectivity

2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students

from the AIM campus and 6 were executives from different companies The purpose of these

interviews was to understand the user of 3G mobile phone to know their buying process for

these phones to understand the attributes important for the phones and to know what the

users considered as an important

3 Questionnaire The inputs from the above two helped us in the questionnaire formation

Important attributes were identified and incorporated Also the research objectives helped us

identify the nature of questions we needed to ask

Asia Pacific Institute of Management

17

Empirical Research - Sampling

A survey of 100 sampled respondents was conducted online as well as offline There were 80

online responses while the remaining respondents were contacted offline These online and

offline surveys were conducted between 10th October 2008 and 5th November 2008

Information Needed

Market share and relative positioning of different brands

Opinions about attributes of ideal mobile phone

Satisfaction level of mobile users

Most important drivers of buying

Barriers to switching from a one range to other

Triggers that lead to a need for replacing existing phone

Measurement and Scaling

Ordinal Scale The product categories are being ranked in terms of the consumer

preferences

Likert Scale The companies are being rated according to different categories and the

categories are rated according to different attributes on a scale of 1-5

Sampling Plan We intend to carry out our survey on a population which would

comprise of customer from all age group

Asia Pacific Institute of Management

18

Sampling Data

1 Target Population Men and women all the age group

2 Sampling frame High End Customer from all over India

3 Sampling Technique Convenience sampling

4 Sample Size 100

Data analysis techniques

After collecting data from the primary and the secondary sources it has been being analyzed by

the various function of SPSS (Statistical Package for Social Sciences) such as

Descriptive Statistics and

Data Reduction Techniques like Factor Analysis

Limitations of the study

Out of the 120 million users of mobile phones only a sample of 100 mobile phones

users where taken for the study so result of the study may vary from the actual

Since questionnaire where used for collecting the primary data so there are chances

that the given data may vary from the actual which can lead to wrong results

Due to the limitation of time there were some of the factors which were not

considered in the study

Asia Pacific Institute of Management

19

Analysis

Different companyrsquos mobile handset which people generally use

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 27 270 270 270

Sony Ericsson 19 190 190 460

Samsung 15 150 150 610

HTC 9 90 90 700

Blackberry 13 130 130 830

Motorola 7 70 70 900

Others 10 100 100 1000

Total 100 1000 1000

Interpretation This question was asked to determine the mobile company whose handsets are

mainly used by the high level officers and the executives and the result showed that nearly 27

uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry

respectively

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

14

Consumersrsquo Satisfaction Analysis by TRAI

The study assesses the satisfaction level of consumers encompassing quality of technical service

quality and operational aspects of gadgets and social psychological costs due to unsolicited

promotional callsSMSs etc The analysis in this report throws light on the consumption behavior

of the mobile phone users in Delhi and covers the aspects like usage pattern of the mobile phone

services assessment of the level of satisfaction preference for various attributes and

functionalities of gadgets etc

Apart from this I also referred literature about consumer purchasing decision in high

involvement product like mobile phones This provided me knowledge about how information

search takes place in this category and what are the important attributes that customer look for

while buying such a product

Asia Pacific Institute of Management

15

Objective

The objective of the project is to explore the perception of the customer towards i-phone and its

major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and

Nokia N75 and to do a comparative study of these mobile handsets in India

In the first part of my objective I will try to find out the customer perception towards the

3G phones and will try to find the important features which the customer prefers over all

the other features available in the handset and regarding features brand range etc

Second part of the study will be focused on the comparative study of i-phone and its major

competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and

Nokia N75 This analysis will be done on the basis of the features which customer prefers

more

Need for the study

Recently Apple launched i-phone and expectations of people with i-phone were very high Even

mobile phone manufacturers in India were ready with their counter attack

This research is being conducted as to know whether the expectations are being fulfilled or not

on the customer end and also to know whether its competitors are able to neutralize the effect of

i-phone by their newly launched mobile handsets

Asia Pacific Institute of Management

16

Methodology

There are nearly 120 million consumers of mobile handsets making the telecommunication

sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone

providers For this research I have taken a random sample of 100 mobile phone users in Different

parts of India

The methodology to conduct the study was composed of different tasks as follows

1 Review of literature A review of literature on consumer satisfaction in telecom industry

was undertaken in order to define the comprehensive scope of the study and ensuring its

objectivity

2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students

from the AIM campus and 6 were executives from different companies The purpose of these

interviews was to understand the user of 3G mobile phone to know their buying process for

these phones to understand the attributes important for the phones and to know what the

users considered as an important

3 Questionnaire The inputs from the above two helped us in the questionnaire formation

Important attributes were identified and incorporated Also the research objectives helped us

identify the nature of questions we needed to ask

Asia Pacific Institute of Management

17

Empirical Research - Sampling

A survey of 100 sampled respondents was conducted online as well as offline There were 80

online responses while the remaining respondents were contacted offline These online and

offline surveys were conducted between 10th October 2008 and 5th November 2008

Information Needed

Market share and relative positioning of different brands

Opinions about attributes of ideal mobile phone

Satisfaction level of mobile users

Most important drivers of buying

Barriers to switching from a one range to other

Triggers that lead to a need for replacing existing phone

Measurement and Scaling

Ordinal Scale The product categories are being ranked in terms of the consumer

preferences

Likert Scale The companies are being rated according to different categories and the

categories are rated according to different attributes on a scale of 1-5

Sampling Plan We intend to carry out our survey on a population which would

comprise of customer from all age group

Asia Pacific Institute of Management

18

Sampling Data

1 Target Population Men and women all the age group

2 Sampling frame High End Customer from all over India

3 Sampling Technique Convenience sampling

4 Sample Size 100

Data analysis techniques

After collecting data from the primary and the secondary sources it has been being analyzed by

the various function of SPSS (Statistical Package for Social Sciences) such as

Descriptive Statistics and

Data Reduction Techniques like Factor Analysis

Limitations of the study

Out of the 120 million users of mobile phones only a sample of 100 mobile phones

users where taken for the study so result of the study may vary from the actual

Since questionnaire where used for collecting the primary data so there are chances

that the given data may vary from the actual which can lead to wrong results

Due to the limitation of time there were some of the factors which were not

considered in the study

Asia Pacific Institute of Management

19

Analysis

Different companyrsquos mobile handset which people generally use

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 27 270 270 270

Sony Ericsson 19 190 190 460

Samsung 15 150 150 610

HTC 9 90 90 700

Blackberry 13 130 130 830

Motorola 7 70 70 900

Others 10 100 100 1000

Total 100 1000 1000

Interpretation This question was asked to determine the mobile company whose handsets are

mainly used by the high level officers and the executives and the result showed that nearly 27

uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry

respectively

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

15

Objective

The objective of the project is to explore the perception of the customer towards i-phone and its

major competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and

Nokia N75 and to do a comparative study of these mobile handsets in India

In the first part of my objective I will try to find out the customer perception towards the

3G phones and will try to find the important features which the customer prefers over all

the other features available in the handset and regarding features brand range etc

Second part of the study will be focused on the comparative study of i-phone and its major

competitors HTC Diamond Samsung F490 Sony Xperia x1 Black berry thunder and

Nokia N75 This analysis will be done on the basis of the features which customer prefers

more

Need for the study

Recently Apple launched i-phone and expectations of people with i-phone were very high Even

mobile phone manufacturers in India were ready with their counter attack

This research is being conducted as to know whether the expectations are being fulfilled or not

on the customer end and also to know whether its competitors are able to neutralize the effect of

i-phone by their newly launched mobile handsets

Asia Pacific Institute of Management

16

Methodology

There are nearly 120 million consumers of mobile handsets making the telecommunication

sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone

providers For this research I have taken a random sample of 100 mobile phone users in Different

parts of India

The methodology to conduct the study was composed of different tasks as follows

1 Review of literature A review of literature on consumer satisfaction in telecom industry

was undertaken in order to define the comprehensive scope of the study and ensuring its

objectivity

2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students

from the AIM campus and 6 were executives from different companies The purpose of these

interviews was to understand the user of 3G mobile phone to know their buying process for

these phones to understand the attributes important for the phones and to know what the

users considered as an important

3 Questionnaire The inputs from the above two helped us in the questionnaire formation

Important attributes were identified and incorporated Also the research objectives helped us

identify the nature of questions we needed to ask

Asia Pacific Institute of Management

17

Empirical Research - Sampling

A survey of 100 sampled respondents was conducted online as well as offline There were 80

online responses while the remaining respondents were contacted offline These online and

offline surveys were conducted between 10th October 2008 and 5th November 2008

Information Needed

Market share and relative positioning of different brands

Opinions about attributes of ideal mobile phone

Satisfaction level of mobile users

Most important drivers of buying

Barriers to switching from a one range to other

Triggers that lead to a need for replacing existing phone

Measurement and Scaling

Ordinal Scale The product categories are being ranked in terms of the consumer

preferences

Likert Scale The companies are being rated according to different categories and the

categories are rated according to different attributes on a scale of 1-5

Sampling Plan We intend to carry out our survey on a population which would

comprise of customer from all age group

Asia Pacific Institute of Management

18

Sampling Data

1 Target Population Men and women all the age group

2 Sampling frame High End Customer from all over India

3 Sampling Technique Convenience sampling

4 Sample Size 100

Data analysis techniques

After collecting data from the primary and the secondary sources it has been being analyzed by

the various function of SPSS (Statistical Package for Social Sciences) such as

Descriptive Statistics and

Data Reduction Techniques like Factor Analysis

Limitations of the study

Out of the 120 million users of mobile phones only a sample of 100 mobile phones

users where taken for the study so result of the study may vary from the actual

Since questionnaire where used for collecting the primary data so there are chances

that the given data may vary from the actual which can lead to wrong results

Due to the limitation of time there were some of the factors which were not

considered in the study

Asia Pacific Institute of Management

19

Analysis

Different companyrsquos mobile handset which people generally use

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 27 270 270 270

Sony Ericsson 19 190 190 460

Samsung 15 150 150 610

HTC 9 90 90 700

Blackberry 13 130 130 830

Motorola 7 70 70 900

Others 10 100 100 1000

Total 100 1000 1000

Interpretation This question was asked to determine the mobile company whose handsets are

mainly used by the high level officers and the executives and the result showed that nearly 27

uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry

respectively

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

16

Methodology

There are nearly 120 million consumers of mobile handsets making the telecommunication

sector one of the most lucrative markets for global mobile phone manufacturers amp cell phone

providers For this research I have taken a random sample of 100 mobile phone users in Different

parts of India

The methodology to conduct the study was composed of different tasks as follows

1 Review of literature A review of literature on consumer satisfaction in telecom industry

was undertaken in order to define the comprehensive scope of the study and ensuring its

objectivity

2 In- Depth interviews IDIs were conducted across 10 people 4 of these were students

from the AIM campus and 6 were executives from different companies The purpose of these

interviews was to understand the user of 3G mobile phone to know their buying process for

these phones to understand the attributes important for the phones and to know what the

users considered as an important

3 Questionnaire The inputs from the above two helped us in the questionnaire formation

Important attributes were identified and incorporated Also the research objectives helped us

identify the nature of questions we needed to ask

Asia Pacific Institute of Management

17

Empirical Research - Sampling

A survey of 100 sampled respondents was conducted online as well as offline There were 80

online responses while the remaining respondents were contacted offline These online and

offline surveys were conducted between 10th October 2008 and 5th November 2008

Information Needed

Market share and relative positioning of different brands

Opinions about attributes of ideal mobile phone

Satisfaction level of mobile users

Most important drivers of buying

Barriers to switching from a one range to other

Triggers that lead to a need for replacing existing phone

Measurement and Scaling

Ordinal Scale The product categories are being ranked in terms of the consumer

preferences

Likert Scale The companies are being rated according to different categories and the

categories are rated according to different attributes on a scale of 1-5

Sampling Plan We intend to carry out our survey on a population which would

comprise of customer from all age group

Asia Pacific Institute of Management

18

Sampling Data

1 Target Population Men and women all the age group

2 Sampling frame High End Customer from all over India

3 Sampling Technique Convenience sampling

4 Sample Size 100

Data analysis techniques

After collecting data from the primary and the secondary sources it has been being analyzed by

the various function of SPSS (Statistical Package for Social Sciences) such as

Descriptive Statistics and

Data Reduction Techniques like Factor Analysis

Limitations of the study

Out of the 120 million users of mobile phones only a sample of 100 mobile phones

users where taken for the study so result of the study may vary from the actual

Since questionnaire where used for collecting the primary data so there are chances

that the given data may vary from the actual which can lead to wrong results

Due to the limitation of time there were some of the factors which were not

considered in the study

Asia Pacific Institute of Management

19

Analysis

Different companyrsquos mobile handset which people generally use

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 27 270 270 270

Sony Ericsson 19 190 190 460

Samsung 15 150 150 610

HTC 9 90 90 700

Blackberry 13 130 130 830

Motorola 7 70 70 900

Others 10 100 100 1000

Total 100 1000 1000

Interpretation This question was asked to determine the mobile company whose handsets are

mainly used by the high level officers and the executives and the result showed that nearly 27

uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry

respectively

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

17

Empirical Research - Sampling

A survey of 100 sampled respondents was conducted online as well as offline There were 80

online responses while the remaining respondents were contacted offline These online and

offline surveys were conducted between 10th October 2008 and 5th November 2008

Information Needed

Market share and relative positioning of different brands

Opinions about attributes of ideal mobile phone

Satisfaction level of mobile users

Most important drivers of buying

Barriers to switching from a one range to other

Triggers that lead to a need for replacing existing phone

Measurement and Scaling

Ordinal Scale The product categories are being ranked in terms of the consumer

preferences

Likert Scale The companies are being rated according to different categories and the

categories are rated according to different attributes on a scale of 1-5

Sampling Plan We intend to carry out our survey on a population which would

comprise of customer from all age group

Asia Pacific Institute of Management

18

Sampling Data

1 Target Population Men and women all the age group

2 Sampling frame High End Customer from all over India

3 Sampling Technique Convenience sampling

4 Sample Size 100

Data analysis techniques

After collecting data from the primary and the secondary sources it has been being analyzed by

the various function of SPSS (Statistical Package for Social Sciences) such as

Descriptive Statistics and

Data Reduction Techniques like Factor Analysis

Limitations of the study

Out of the 120 million users of mobile phones only a sample of 100 mobile phones

users where taken for the study so result of the study may vary from the actual

Since questionnaire where used for collecting the primary data so there are chances

that the given data may vary from the actual which can lead to wrong results

Due to the limitation of time there were some of the factors which were not

considered in the study

Asia Pacific Institute of Management

19

Analysis

Different companyrsquos mobile handset which people generally use

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 27 270 270 270

Sony Ericsson 19 190 190 460

Samsung 15 150 150 610

HTC 9 90 90 700

Blackberry 13 130 130 830

Motorola 7 70 70 900

Others 10 100 100 1000

Total 100 1000 1000

Interpretation This question was asked to determine the mobile company whose handsets are

mainly used by the high level officers and the executives and the result showed that nearly 27

uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry

respectively

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

18

Sampling Data

1 Target Population Men and women all the age group

2 Sampling frame High End Customer from all over India

3 Sampling Technique Convenience sampling

4 Sample Size 100

Data analysis techniques

After collecting data from the primary and the secondary sources it has been being analyzed by

the various function of SPSS (Statistical Package for Social Sciences) such as

Descriptive Statistics and

Data Reduction Techniques like Factor Analysis

Limitations of the study

Out of the 120 million users of mobile phones only a sample of 100 mobile phones

users where taken for the study so result of the study may vary from the actual

Since questionnaire where used for collecting the primary data so there are chances

that the given data may vary from the actual which can lead to wrong results

Due to the limitation of time there were some of the factors which were not

considered in the study

Asia Pacific Institute of Management

19

Analysis

Different companyrsquos mobile handset which people generally use

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 27 270 270 270

Sony Ericsson 19 190 190 460

Samsung 15 150 150 610

HTC 9 90 90 700

Blackberry 13 130 130 830

Motorola 7 70 70 900

Others 10 100 100 1000

Total 100 1000 1000

Interpretation This question was asked to determine the mobile company whose handsets are

mainly used by the high level officers and the executives and the result showed that nearly 27

uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry

respectively

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

19

Analysis

Different companyrsquos mobile handset which people generally use

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 27 270 270 270

Sony Ericsson 19 190 190 460

Samsung 15 150 150 610

HTC 9 90 90 700

Blackberry 13 130 130 830

Motorola 7 70 70 900

Others 10 100 100 1000

Total 100 1000 1000

Interpretation This question was asked to determine the mobile company whose handsets are

mainly used by the high level officers and the executives and the result showed that nearly 27

uses Nokia handsets with 19 15and 13 uses Sony Ericsson Samsung and Blackberry

respectively

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

20

Time from which mobile users have been using their mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than 1 year 39 390 390 390

1 - 2 years 34 340 340 730

2 - 3 years 23 230 230 960

More than 3 years 4 40 40 1000

Total 100 1000 1000

Interpretation This question was asked to the different users of mobile phones to know from

how long they have been using their handsets In this era of hyper competitions and changing

technology a user using a mobile phone from more than a year may think of changing it or

upgrading it to a new one The result of this question showed that nearly 39 users where using

their handset from less than a year and rest 61 of them where using their handset from more

than a year

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

21

The performance of various mobile handsets according to their users

Frequency Percent Valid Percent Cumulative

Percent

Valid Very Poor 4 40 40 40

Poor 12 120 120 160

Average 36 360 360 520

Good 32 320 320 840

Very Good 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to the customers as to know whether or not they are

happy with the performance of their mobile handsets as the users who are not happy with the

performance of their handset may go for a new handset and the result showed that nearly 48

people where happy with the performance but the rest 52 where either unhappy or where just

satisfied with the performance of their handsets Thus we can say that the users may switch to a

new phone if they find some attractive features in the new handset

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

22

Awareness about the availability of 3G mobile handsets in India

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 97 970 970 970

No 3 30 30 1000

Total 100 1000 1000

Interpretation The answer to this question which I was expecting was all the users saying yes

to it but the result showed that still nearly 3 of the executives where unaware of availability

of 3G handsets in India and this shows that the manufacturers of the 3G handsets need to

advertise about the features of their handsets specially the advantages of using a 3G handset

over a 2G handset

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

23

Are the mobile users having any plans of changing their mobile handset to a

new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Yes 44 440 440 440

No 56 560 560 1000

Total 100 1000 1000

Interpretation The answer to this question will tell us whether the mobile users are ready to

buy the new 3G handsets that are available in the market and the results showed that nearly

44 of the mobile users where thinking to change their handsets It is a good number of users

who where ready to go for buying a new handset The users who are telling no to this question

ie nearly 56 may be already a 3G handset user or it can also be possible that he would have

recently purchased a new handset

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

24

The 3G handset which mobile phone users would you like to go for

Frequency Percent Valid Percent Cumulative

Percent

Valid Nokia 15 150 150 150

Sony Ericsson

24 240 240 390

Samsung 8 80 80 470

HTC 12 120 120 590

Blackberry 20 200 200 790

Apple 21 210 210 1000

Total 100 1000 1000

Interpretation This question was asked to know that if the mobile phone users think of going

for a new 3G handset then which are the mobile handset they want to go for The result shows

that nearly 24 of the customer would like to go Sony Ericsson 21 would like to buy the

Apple i-phone 20 would like to go for Blackberry and rest 35 can go for either Nokia HTC

or Samsung This also shows that the users are very much aware of the quality of the handsets

provided by Sony Ericsson Apple and Blackberry The other companies need to rework their

strategy as to make consumers aware about their offering

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

25

The budget of various mobile phones users for a new 3G mobile handset

Frequency Percent Valid Percent Cumulative

Percent

Valid Less than Rs 20000 16 160 160 160

Rs 20000 - Rs 30000 12 120 120 280

Rs 30000 - Rs 40000 40 400 400 680

Rs 40000 - Rs 50000 24 240 240 920

More than Rs 50000 8 80 80 1000

Total 100 1000 1000

Interpretation From this question we can interpret that how much a mobile phone user is

ready to invest on purchasing a new handset The result shows that on maximum number of users

are ready to invest in between 30k to 40k Even 24 of users are ready to invest in between 40k

to 50k This gives the mobile handset manufacturers a hint that the customers are ready to give

money for a premium quality product

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

26

The main driver behind the selection of a new 3G handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid Current handset is outdated 25 250 250 250

Poor battery life 35 350 350 600

Lack of storage memory 24 240 240 840

Just for a change 16 160 160 1000

Total 100 1000 1000

Interpretation This question was asked to explore the reason why mobile phone users are ready

to upgrade their handsets and the reason which I found was that nearly 35 of the users where

unhappy with the battery backup of their mobile handset and thus wanted to change it The other

reasons where that 25 users where thinking that their handset was outdated 24 think that

didnrsquot had enough memory space and 16 just wanted to change their handsets Thus the

manufacturers should be making their handsets with a good battery backup and with large

storage memory

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

27

Type of Screens which mobile users would like to prefer

Frequency Percent Valid Percent Cumulative

Percent

Valid Regular 40 400 400 400

Touch Screen 20 200 200 600

Doesnrsquot matter 40 400 400 1000

Total 100 1000 1000

Interpretation Many people prefer a Regular screen in their handset some prefer to have a

delicate touch screen and for some user it doesnrsquot matter much This question was asked to know

the preference of the users in term of the type of screen they want and the result shows that 40

want to have a regular screen 20 prefers touch screen and or rest 40 it doesnrsquot matter much of

their concern The reason for mobile phone users to prefer the regular screen over touch may be

the delicateness of the touch screen

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

28

How the mobile users came to about the existence of 3G mobile handsets

Frequency Percent Valid Percent Cumulative

Percent

Valid The Internet 29 290 290 290

Promotional Emails 27 270 270 560

Marketing Events 28 280 280 840

Sales Campaign 16 160 160 1000

Total 100 1000 1000

Interpretation The reason behind asking this question is to know about the most effective way

for creating awareness of the availability of 3G handsets And the analysis shows that the most

effective way of creating awareness is through the internet followed with the marketing events

that are organized by various handset manufacturers to promote their product and also the

promotional Emails sent by these companies to different users of the mobile phones

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

29

How much the attributes below affects the decision of choosing a particular

mobile Handset

Interpretation This question was asked to know how the various attributes of a mobile phone

affects the decision of the customer for choosing a particular mobile handset Just looking at

this graph we can say that the factors like Synchronization with Computer Battery Life (Talk

Time amp Standby) Camera Resolution Availability of Bluetooth Screen Resolution Touch

Screen and Overall Look pays a very important role Further factor analysis and reliability test

has been performed to confirm percentage by which these factors affects the decision of the

customer

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

30

Factor Analysis

Among the various factors

listed in the questionnaire such

as Signal Reception amp Voice

Clarity Storage Memory USB

Compatibility Synchronization

with Computer Browsers

(GPRSHSCSDEDGE)

Keypad Type (Regular

QWERTY) Camera

Resolution Battery Life(Talk

Time amp Standby) MP3 Player

Availability of Bluetooth

Screen Resolution Price

Overall Look I have tried to

take out some of the important

factors that affect a mobile

handset buyer and also the

amount by which these factors affect their decision

Table Above is showing the Initial and Extraction Communalities The Extraction

Communalities for a variable gives the total amount of variance in that variable In our case

Initial Extraction Rate the attributes that affect your decision for

choosing a particular handset - Signal Reception amp Voice Clarity 0792 0262 Rate the attributes that affect your decision for choosing a particular handset - Storage Memory 0824 0598 Rate the attributes that affect your decision for choosing a particular handset - USB Compatibility 0807 0733 Rate the attributes that affect your decision for choosing a particular handset - Synchronization

with computer 082 0866 Rate the attributes that affect your decision for

choosing a particular handset - Browsers (GPRS

HSCSD EDGE) 086 0453 Rate the attributes that affect your decision for

choosing a particular handset - Keypad Type

(Regular QWERTY) 0609 0524 Rate the attributes that affect your decision for

choosing a particular handset - Battery Life 0905 0651 Rate the attributes that affect your decision for

choosing a particular handset - Camera Resolution 0824 0687 Rate the attributes that affect your decision for

choosing a particular handset - MP3 player 0745 0672 Rate the attributes that affect your decision for

choosing a particular handset - Availability of

Bluetooth 0856 0734 Rate the attributes that affect your decision for

choosing a particular handset - Screen Resolution 0845 0712 Rate the attributes that affect your decision for

choosing a particular handset - Touch Screen 0855 0923 Rate the attributes that affect your decision for

choosing a particular handset - Price 0838 0866 Rate the attributes that affect your decision for

choosing a particular handset - Overall look 0778 0867 Gender 0857 0738 Occupation 0826 0568 Age 0895 0904

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

31

979 of variance in Expenditure is explained by the extracted factors And 945 of variance

in Overall Cost Reduction is explained by the extracted factors

Table B is used to take out the number of factors and this is done by selecting the factors with

Eigen Value greater than or nearly equal 1 Thus in our case there are Six (6) Factors And we

also conclude that the Six factors extracted explain nearly 69 of the variance

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

32

The Scree Plot is a plot between the Eigen Values and the factor numbers As from the graph

we can conclude that there are only Four Factors above the level at which Eigen value is 1

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

33

Factor Matrix

Table C1

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

34

Rotated Factor Matrix

Table C2

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

35

Table C1 and C2 helps in grouping the various factors under the four factors The grouping is

as follows

Factor 1 Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Occupation

Factor 2 Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Factor 3 Storage Memory

Price

Factor 4 MP3 Player

Gender

Factor 5 USB Compatibility

Browsers (GPRS HSCSD EDGE)

Factor 6 Signal Reception amp Voice Clarity

Keypad Type (Regular QWERTY)

In the factor analysis I found four factors Now it is premature to claim that the underlying

items of these factors make up the scale for measuring these factors So for this I will measure

the reliability of these scales

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

36

Reliability test of Factor 1

The test shows that the Cronbachrsquos Alpha value is 0804 and thus I can conclude that nearly

80 of the customers believes that the four attributes ie Synchronization with Computer

Battery Life (Talk Time amp Standby) Camera Resolution and Occupation in factor 1 affects

their decision of the mobile handset buyers

Item-Total Statistics

937 6114 631 748

834 6469 654 742

976 5962 713 710

1006 5936 513 819

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Sy nchronization

with computer

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Battery Lif e

Rate the attributes that

af f ect y our dec is ion f or

choosing a pert icular

handset - Camera

Resolution

Occupat ion

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

804 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

37

Reliability test of Factor 2

The test shows that the Cronbachrsquos Alpha value is 0736 and thus I can conclude that nearly

74 of the customers believe that the four attributes ie Availability of Bluetooth Screen

Resolution Touch Screen and Overall Look of the handsets affects the decision the buyer of

new handset

Item-Total Statistics

1155 4129 688 580

1161 4119 711 568

1177 5330 369 758

1163 4842 388 762

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Av ailability of

Bluetooth

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Touch Screen

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Screen

Resolution

Rate the attributes that

af f ect y our decis ion f or

choosing a pert icular

handset - Ov erall look

Scale Mean if

Item Deleted

Scale

Variance if

Item Deleted

Corrected

Item-Total

Correlat ion

Cronbachs

Alpha if Item

Deleted

Reliabili ty Statistics

736 4

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

38

Reliability test of Factor 3

The test shows that the Cronbachrsquos Alpha value is 0781 and thus I can conclude that nearly

78 of the customers believe that the two attributes ie Storage Memory and Price in

factor 3 affects their decision for making a shift to a new handset

Reliabili ty Statistics

781 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

39

Reliability test of Factor 4

Reliability test of Factor 5

Reliabili ty Statistics

480 2

Cronbachs

Alpha N of Items

Reliabili ty Statistics

308 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

40

Reliability test of Factor 6

As the cronbachrsquos alpha value for the Factor 4 Factor 5 and Factor 6 are less than 70

therefore we can conclude that these factors do not affect much to the mobile phone buyers

Reliabili ty Statistics

294 2

Cronbachs

Alpha N of Items

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

41

Comparative Analysis of new launched 3G i-

phone with its major competitors in India

Parameters Apple

i-phone

Sony

XPERIA

Nokia

N96

Samsung

Innov8

Blackberry

Strom

HTC

Diamond

Synchronization

with Computer

Yes

Yes

Yes

Yes

Yes

Yes

Battery Life

Stand-by

Talk time

300 h

10 h

833 h

10 h

220 h

3h 40min

310 h

8h 30min

300 h

10 h

285 h

8h 30min

Camera

Resolution

2 MP

1600x1200

pixels

315 MP

2048x1536

pixels

autofocus

5 MP

2592x1944

pixels

autofocus

8 MP

3264x2448

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

315 MP

2048x1536

pixels

autofocus

Availability of

Bluetooth

Yes v20

headset support only

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

with A2DP

Yes v20

Yes v20

with A2DP

Screen Resolution

16M colors

320 x 480 pixels

65K colors

800 x 480 pixels

16M colors

240 x 320 pixels

16M colors

240 x 320 pixels

65K colors

360 x 480 pixels

65K colors

480 x 640 pixels

Touch Screen

Yes

Yes

No

No

Yes

Yes

Price

32000

41500

31000

42000

Storage Memory

816 GB

No Card slot

4 GB (ext

upto 16GB) microSD

Card slot

16 GB

microSD Card slot

816 GB

microSD Card slot

1 GB (ext

upto 16GB) microSD

Card slot

4 GB

No Card slot

Overall Look

Table D

Asia Pacific Institute of Management

42

Table D shows the features of different mobile handset on the basis of the attributes which the

customer feels are more important to them On analyzing these attributes of i-phone and its

major competitors in India I-phone provides a good battery life but itrsquos nearly half what

XPERIA from Sony is offering to its customer It has got 2MP camera which is the lowest

resolution in this category It also doesnrsquot have the facility of video recording autofocus etc

Coming to the 3rd

attribute ie Availability of Bluetooth i-phone has Bluetooth but it can be

only be used to connect hands-free No data transfer can take place through Bluetooth It has a

good screen resolution has not of as good quality as offered by the Sony XPERIA and HTC

Diamond Undoubtedly the touch feel which i-phone gives is superb Coming on the pricing its

pricing is not very high but the main problem is that you canrsquot changed your mobile service

provider for 3 years and the customer has to pay minimum billing of Rs 3000Month The

overall look has fetched i-phone 35 points out of 5 which is very good

I-phone has many advantages but considering the perception of Indian customer this handset is

going to face very tough competition from well settled competitors like Nokia Sony Samsung

Blackberry and HTC in India

Asia Pacific Institute of Management

43

Conclusion

Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a

consumer base of over 120 million by 2008 making the telecommunication sector one of the

most lucrative markets for global mobile phone manufacturers amp cell phone providers The

mobile phone manufacturers need to be more specific about what features customer want in

their handsets The features such as

Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Storage Memory and

Price

According to the research customers consider the above mentioned features above the other

features of the phone and hence the manufactures should give more stress on making these

features better

In terms of choice it has never been so good for the consumer Last year saw several new

models being launched As per rough estimates Nokia launched 33 models Motorola launched

18 models and Sony Ericsson 17 models The remaining players launched close to 53 models

Asia Pacific Institute of Management

44

Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on

which the buying decision of Indian customer depends I can say that i-phone has to face a tough

competition to succeed in the Indian market especially due to the lack of some important

features like absence of video recording facility autofocus Bluetooth canrsquot be used for file

transfer absence of message forwarding facility etc and with its competitors coming up with

the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a

tough time for i-phone to survive in Indian market

Asia Pacific Institute of Management

45

Executive Summary

The report begins with the changing perception of mobile phone buyers Earlier mobile was

used mainly for voice communication but as the time progressed buyers started people started

using mobile phones for messaging purpose This time was known as the 1st generation of

mobile phone Time changed and the buyers where again looking for some more features in

their mobile phones and the manufactures too where busy in the their RampD to come out with

innovative features it was the beginning of 2nd

generation of mobile phone when mobile

phones with Camera and MP3 players were introduced And now we are in the 3rd

generation

of mobile phone were we can send Emails Pictures Video etc from one phone to other

This report mainly focuses on the 3rd

generation of mobile phone I have tried to analysis the

features which the customer gives more emphasis when heshe goes to buy the handset The

result what I got from this research was that customer nearly 80 of the customer look for the

features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera

Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look

was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to

have a Storage Memory and competitive Price There are other features also which is

considered by the customers but relative to the features mentioned above they are of less

importance

In the 2nd

half of the research I have tried to compare the feature of the most awaited phone in

the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung

Asia Pacific Institute of Management

46

Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors

came into the market with the superior 3G phone to attract the customer After comparing the

features of these phones on the basis of the attributes that are consider more when a buyer

goes to buy a handset and also after going through different article about i-phone I came to

the conclusion that Apple iPhone is going to have really a tough time in Indian market as it

lacks the features which the Indian customer are very fond of

Asia Pacific Institute of Management

47

Bibliography

Magazines

Digit

Edition August 2008

PC Quest

Edition July 2008

Websites

wwwidcindiacom

wwwindia-cellularcom

wwwtraigovin

wwwwikipediaorg

wwwgsmarenacomhtc_touch_diamond-2368php

wwwgsmarenacomsony_ericsson_xperia_x1-2246php

wwwgsmarenacomapple_iphone_3g-2424php

wwwgsmarenacomsamsung_i8510_innov8-2471php

wwwgsmarenacomnokia_n96-2253php

wwwgsmarenacomblackberry_storm_9500-2534php

Asia Pacific Institute of Management

43

Conclusion

Riding on a wave of increasing growth the mobile telephony in India is expected to rise to a

consumer base of over 120 million by 2008 making the telecommunication sector one of the

most lucrative markets for global mobile phone manufacturers amp cell phone providers The

mobile phone manufacturers need to be more specific about what features customer want in

their handsets The features such as

Synchronization with Computer

Battery Life (Talk Time amp Standby)

Camera Resolution

Availability of Bluetooth

Screen Resolution

Touch Screen

Overall Look

Storage Memory and

Price

According to the research customers consider the above mentioned features above the other

features of the phone and hence the manufactures should give more stress on making these

features better

In terms of choice it has never been so good for the consumer Last year saw several new

models being launched As per rough estimates Nokia launched 33 models Motorola launched

18 models and Sony Ericsson 17 models The remaining players launched close to 53 models

Asia Pacific Institute of Management

44

Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on

which the buying decision of Indian customer depends I can say that i-phone has to face a tough

competition to succeed in the Indian market especially due to the lack of some important

features like absence of video recording facility autofocus Bluetooth canrsquot be used for file

transfer absence of message forwarding facility etc and with its competitors coming up with

the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a

tough time for i-phone to survive in Indian market

Asia Pacific Institute of Management

45

Executive Summary

The report begins with the changing perception of mobile phone buyers Earlier mobile was

used mainly for voice communication but as the time progressed buyers started people started

using mobile phones for messaging purpose This time was known as the 1st generation of

mobile phone Time changed and the buyers where again looking for some more features in

their mobile phones and the manufactures too where busy in the their RampD to come out with

innovative features it was the beginning of 2nd

generation of mobile phone when mobile

phones with Camera and MP3 players were introduced And now we are in the 3rd

generation

of mobile phone were we can send Emails Pictures Video etc from one phone to other

This report mainly focuses on the 3rd

generation of mobile phone I have tried to analysis the

features which the customer gives more emphasis when heshe goes to buy the handset The

result what I got from this research was that customer nearly 80 of the customer look for the

features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera

Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look

was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to

have a Storage Memory and competitive Price There are other features also which is

considered by the customers but relative to the features mentioned above they are of less

importance

In the 2nd

half of the research I have tried to compare the feature of the most awaited phone in

the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung

Asia Pacific Institute of Management

46

Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors

came into the market with the superior 3G phone to attract the customer After comparing the

features of these phones on the basis of the attributes that are consider more when a buyer

goes to buy a handset and also after going through different article about i-phone I came to

the conclusion that Apple iPhone is going to have really a tough time in Indian market as it

lacks the features which the Indian customer are very fond of

Asia Pacific Institute of Management

47

Bibliography

Magazines

Digit

Edition August 2008

PC Quest

Edition July 2008

Websites

wwwidcindiacom

wwwindia-cellularcom

wwwtraigovin

wwwwikipediaorg

wwwgsmarenacomhtc_touch_diamond-2368php

wwwgsmarenacomsony_ericsson_xperia_x1-2246php

wwwgsmarenacomapple_iphone_3g-2424php

wwwgsmarenacomsamsung_i8510_innov8-2471php

wwwgsmarenacomnokia_n96-2253php

wwwgsmarenacomblackberry_storm_9500-2534php

Asia Pacific Institute of Management

44

Now even Apple has also launched its i-phone in Indian market but after analyzing the factor on

which the buying decision of Indian customer depends I can say that i-phone has to face a tough

competition to succeed in the Indian market especially due to the lack of some important

features like absence of video recording facility autofocus Bluetooth canrsquot be used for file

transfer absence of message forwarding facility etc and with its competitors coming up with

the phone like XPERIA Innov8 HTC Diamond Blackberry Strom its really going to be a

tough time for i-phone to survive in Indian market

Asia Pacific Institute of Management

45

Executive Summary

The report begins with the changing perception of mobile phone buyers Earlier mobile was

used mainly for voice communication but as the time progressed buyers started people started

using mobile phones for messaging purpose This time was known as the 1st generation of

mobile phone Time changed and the buyers where again looking for some more features in

their mobile phones and the manufactures too where busy in the their RampD to come out with

innovative features it was the beginning of 2nd

generation of mobile phone when mobile

phones with Camera and MP3 players were introduced And now we are in the 3rd

generation

of mobile phone were we can send Emails Pictures Video etc from one phone to other

This report mainly focuses on the 3rd

generation of mobile phone I have tried to analysis the

features which the customer gives more emphasis when heshe goes to buy the handset The

result what I got from this research was that customer nearly 80 of the customer look for the

features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera

Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look

was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to

have a Storage Memory and competitive Price There are other features also which is

considered by the customers but relative to the features mentioned above they are of less

importance

In the 2nd

half of the research I have tried to compare the feature of the most awaited phone in

the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung

Asia Pacific Institute of Management

46

Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors

came into the market with the superior 3G phone to attract the customer After comparing the

features of these phones on the basis of the attributes that are consider more when a buyer

goes to buy a handset and also after going through different article about i-phone I came to

the conclusion that Apple iPhone is going to have really a tough time in Indian market as it

lacks the features which the Indian customer are very fond of

Asia Pacific Institute of Management

47

Bibliography

Magazines

Digit

Edition August 2008

PC Quest

Edition July 2008

Websites

wwwidcindiacom

wwwindia-cellularcom

wwwtraigovin

wwwwikipediaorg

wwwgsmarenacomhtc_touch_diamond-2368php

wwwgsmarenacomsony_ericsson_xperia_x1-2246php

wwwgsmarenacomapple_iphone_3g-2424php

wwwgsmarenacomsamsung_i8510_innov8-2471php

wwwgsmarenacomnokia_n96-2253php

wwwgsmarenacomblackberry_storm_9500-2534php

Asia Pacific Institute of Management

45

Executive Summary

The report begins with the changing perception of mobile phone buyers Earlier mobile was

used mainly for voice communication but as the time progressed buyers started people started

using mobile phones for messaging purpose This time was known as the 1st generation of

mobile phone Time changed and the buyers where again looking for some more features in

their mobile phones and the manufactures too where busy in the their RampD to come out with

innovative features it was the beginning of 2nd

generation of mobile phone when mobile

phones with Camera and MP3 players were introduced And now we are in the 3rd

generation

of mobile phone were we can send Emails Pictures Video etc from one phone to other

This report mainly focuses on the 3rd

generation of mobile phone I have tried to analysis the

features which the customer gives more emphasis when heshe goes to buy the handset The

result what I got from this research was that customer nearly 80 of the customer look for the

features like Synchronization with Computer Battery Life (Talk Time amp Standby) Camera

Resolution Availability of Bluetooth Screen Resolution Touch Screen and Overall Look

was taken into consideration by nearly 74 of the buyers while 78 of the buyers prefer to

have a Storage Memory and competitive Price There are other features also which is

considered by the customers but relative to the features mentioned above they are of less

importance

In the 2nd

half of the research I have tried to compare the feature of the most awaited phone in

the Indian market iPhone from Apple with its major competitors like Sony Nokia Samsung

Asia Pacific Institute of Management

46

Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors

came into the market with the superior 3G phone to attract the customer After comparing the

features of these phones on the basis of the attributes that are consider more when a buyer

goes to buy a handset and also after going through different article about i-phone I came to

the conclusion that Apple iPhone is going to have really a tough time in Indian market as it

lacks the features which the Indian customer are very fond of

Asia Pacific Institute of Management

47

Bibliography

Magazines

Digit

Edition August 2008

PC Quest

Edition July 2008

Websites

wwwidcindiacom

wwwindia-cellularcom

wwwtraigovin

wwwwikipediaorg

wwwgsmarenacomhtc_touch_diamond-2368php

wwwgsmarenacomsony_ericsson_xperia_x1-2246php

wwwgsmarenacomapple_iphone_3g-2424php

wwwgsmarenacomsamsung_i8510_innov8-2471php

wwwgsmarenacomnokia_n96-2253php

wwwgsmarenacomblackberry_storm_9500-2534php

Asia Pacific Institute of Management

46

Blackberry and HTC As soon as i- phone was launched in the Indian market its competitors

came into the market with the superior 3G phone to attract the customer After comparing the

features of these phones on the basis of the attributes that are consider more when a buyer

goes to buy a handset and also after going through different article about i-phone I came to

the conclusion that Apple iPhone is going to have really a tough time in Indian market as it

lacks the features which the Indian customer are very fond of

Asia Pacific Institute of Management

47

Bibliography

Magazines

Digit

Edition August 2008

PC Quest

Edition July 2008

Websites

wwwidcindiacom

wwwindia-cellularcom

wwwtraigovin

wwwwikipediaorg

wwwgsmarenacomhtc_touch_diamond-2368php

wwwgsmarenacomsony_ericsson_xperia_x1-2246php

wwwgsmarenacomapple_iphone_3g-2424php

wwwgsmarenacomsamsung_i8510_innov8-2471php

wwwgsmarenacomnokia_n96-2253php

wwwgsmarenacomblackberry_storm_9500-2534php

Asia Pacific Institute of Management

47

Bibliography

Magazines

Digit

Edition August 2008

PC Quest

Edition July 2008

Websites

wwwidcindiacom

wwwindia-cellularcom

wwwtraigovin

wwwwikipediaorg

wwwgsmarenacomhtc_touch_diamond-2368php

wwwgsmarenacomsony_ericsson_xperia_x1-2246php

wwwgsmarenacomapple_iphone_3g-2424php

wwwgsmarenacomsamsung_i8510_innov8-2471php

wwwgsmarenacomnokia_n96-2253php

wwwgsmarenacomblackberry_storm_9500-2534php

Asia Pacific Institute of Management

48

Questionnaire

Objective A research analysis to explore the perception of customer towards 3G mobile

handsets available in market

Dear Respondent

This questionnaire has been designed to study the factor that affects the customerrsquos

choice while selecting a 3G mobile handset

I will be highly thankful to you if you could spare your valuable time to respond to the

following questions Your views are valuable and the information disclosed will be kept

confidential and would be used only for the purpose of concerned study

Tick () your choice

1 Do you use a Mobile Phone

a) Yes ( ) b) No ( )

2 Which companyrsquos mobile handset do you use (You can choose more than one choice)

a) Nokia ( )

b) Sony Ericsson ( )

c) Samsung ( )

d) HTC ( )

e) Blackberry ( )

f) Motorola ( )

If any other please list the name__________________

3 For how long you have been using your mobile handset

a) Less than 1 year ( ) b) 1 ndash 2 years ( )

c) 2 ndash 3 years ( ) d) More than 3 years ( )

4 Rate the performance of your mobile handset

Very poor Poor Average Good Very Good

( ) ( ) ( ) ( ) ( )

Asia Pacific Institute of Management

49

5 Are you aware of availability of 3G mobile handsets in India

a) Yes ( ) b) No ( )

6 Do you have any plans of changing your mobile handset to a new 3G mobile handset

a) Yes ( ) b) No ( )

(If your answer is No Skip Question No 7)

7 Which of the following 3G handset would you like to go for

a) Nokia ( )

b) Sony Ericsson ( )

c) Samsung ( )

d) HTC ( )

e) Blackberry ( )

f) Motorola ( )

g) Apple ( )

If any other please list the name__________________

8 What can be your budget for a 3G mobile handset

a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )

c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )

e) More than Rs 50000 ( )

9 What will be one of the main drivers behind the selection of a 3G handset

a) Current Handset is outdated ( ) b) Poor Battery life ( )

c) Lack of Storage Memory ( ) d) Just For a Change ( )

If any other reason Please Mention ______________________________

10 How will you rate the attributes below that affect your decision for Choosing a particular

mobile Handset

Asia Pacific Institute of Management

50

(1 for least preferred 5 for most preferred)

a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

11 Which type of Screen do you prefer

a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )

12 From where did you came to about the 3G mobile handsets

a) The internet ( ) b) Promotional Emails ( )

c) Marketing Events ( ) d) Sales Campaign ( )

Asia Pacific Institute of Management

51

PPeerrssoonnaall DDeettaaiillss

1 Name___________________________

2 Gender

a) Male ( ) b) Female

3 Occupation

a) Business ( ) b) Government Service ( )

c) Professional ( ) d) Student ( )

If any other Please Specify__________________________

4 Annual Income

a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )

c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )

5 Age

a) Less than 20 years ( ) b) 20 ndash 40 years ( )

c) 40 ndash 60 years ( ) d) More than 60 years ( )

6 Email Id _________________________________

TThhaannkk YYoouu

Asia Pacific Institute of Management

52

Important Data

Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 850 1900 2100

SIZE Dimensions 1105 x 526 x 17 mm

Weight 145 g

DISPLAY Type TFT touchscreen 65K colors

Size 800 x 480 pixels 30 inches

- Full QWERTY keyboard

- Optical joystick navigation

RINGTONES Type Polyphonic MP3

Customization Composer download

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records Practically unlimited

Card slot microSD (TransFlash)

- 400 MB internal memory

- 256MB RAM 512MB storage memory

- Qualcomm MSM7200 528MHz processor

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Yes

3G HSDPA 72 Mbps

WLAN Wi-Fi 80211bg

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes v20 miniUSB

FEATURES OS Microsoft Windows Mobile 61 Professional

Messaging SMS MMS Email Push E-Mail IM

Browser WAP 20HTML (IE) RSS feeds

Games Yes + downloadable

Colors Solid Black Steel Silver

Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera

- Built-in GPS receiver

- A-GPS function

- Java MIDP 20 - FM radio with RDS

- MP3AACMPEG4 player

- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote

PDF viewer)

Asia Pacific Institute of Management

49

5 Are you aware of availability of 3G mobile handsets in India

a) Yes ( ) b) No ( )

6 Do you have any plans of changing your mobile handset to a new 3G mobile handset

a) Yes ( ) b) No ( )

(If your answer is No Skip Question No 7)

7 Which of the following 3G handset would you like to go for

a) Nokia ( )

b) Sony Ericsson ( )

c) Samsung ( )

d) HTC ( )

e) Blackberry ( )

f) Motorola ( )

g) Apple ( )

If any other please list the name__________________

8 What can be your budget for a 3G mobile handset

a) Less than Rs 20000 ( ) b) Rs 20000 ndash Rs 30000 ( )

c) Rs 30000 ndash Rs 40000 ( ) d) Rs 40000 ndash Rs 50000 ( )

e) More than Rs 50000 ( )

9 What will be one of the main drivers behind the selection of a 3G handset

a) Current Handset is outdated ( ) b) Poor Battery life ( )

c) Lack of Storage Memory ( ) d) Just For a Change ( )

If any other reason Please Mention ______________________________

10 How will you rate the attributes below that affect your decision for Choosing a particular

mobile Handset

Asia Pacific Institute of Management

50

(1 for least preferred 5 for most preferred)

a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

11 Which type of Screen do you prefer

a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )

12 From where did you came to about the 3G mobile handsets

a) The internet ( ) b) Promotional Emails ( )

c) Marketing Events ( ) d) Sales Campaign ( )

Asia Pacific Institute of Management

51

PPeerrssoonnaall DDeettaaiillss

1 Name___________________________

2 Gender

a) Male ( ) b) Female

3 Occupation

a) Business ( ) b) Government Service ( )

c) Professional ( ) d) Student ( )

If any other Please Specify__________________________

4 Annual Income

a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )

c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )

5 Age

a) Less than 20 years ( ) b) 20 ndash 40 years ( )

c) 40 ndash 60 years ( ) d) More than 60 years ( )

6 Email Id _________________________________

TThhaannkk YYoouu

Asia Pacific Institute of Management

52

Important Data

Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 850 1900 2100

SIZE Dimensions 1105 x 526 x 17 mm

Weight 145 g

DISPLAY Type TFT touchscreen 65K colors

Size 800 x 480 pixels 30 inches

- Full QWERTY keyboard

- Optical joystick navigation

RINGTONES Type Polyphonic MP3

Customization Composer download

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records Practically unlimited

Card slot microSD (TransFlash)

- 400 MB internal memory

- 256MB RAM 512MB storage memory

- Qualcomm MSM7200 528MHz processor

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Yes

3G HSDPA 72 Mbps

WLAN Wi-Fi 80211bg

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes v20 miniUSB

FEATURES OS Microsoft Windows Mobile 61 Professional

Messaging SMS MMS Email Push E-Mail IM

Browser WAP 20HTML (IE) RSS feeds

Games Yes + downloadable

Colors Solid Black Steel Silver

Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera

- Built-in GPS receiver

- A-GPS function

- Java MIDP 20 - FM radio with RDS

- MP3AACMPEG4 player

- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote

PDF viewer)

Asia Pacific Institute of Management

50

(1 for least preferred 5 for most preferred)

a) Signal Reception amp Voice Clarity ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

b) Storage Memory ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

c) USB Compatibility ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

d) Synchronization with Computer ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

e) Browsers (GPRSHSCSDEDGE) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

f) Keypad Type (Regular QWERTY) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

g) Battery Life(Talk Time amp Standby) ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

h) Camera Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

i) MP3 Player ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

j) Availability of Bluetooth ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

k) Screen Resolution ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

l) Touch Screen ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

m) Price ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

n) Overall Look ( 1 ) ( 2 ) ( 3 ) ( 4 ) ( 5 )

11 Which type of Screen do you prefer

a) Regular ( ) b) Touch Screen ( ) c) Dual Screen ( )

12 From where did you came to about the 3G mobile handsets

a) The internet ( ) b) Promotional Emails ( )

c) Marketing Events ( ) d) Sales Campaign ( )

Asia Pacific Institute of Management

51

PPeerrssoonnaall DDeettaaiillss

1 Name___________________________

2 Gender

a) Male ( ) b) Female

3 Occupation

a) Business ( ) b) Government Service ( )

c) Professional ( ) d) Student ( )

If any other Please Specify__________________________

4 Annual Income

a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )

c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )

5 Age

a) Less than 20 years ( ) b) 20 ndash 40 years ( )

c) 40 ndash 60 years ( ) d) More than 60 years ( )

6 Email Id _________________________________

TThhaannkk YYoouu

Asia Pacific Institute of Management

52

Important Data

Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 850 1900 2100

SIZE Dimensions 1105 x 526 x 17 mm

Weight 145 g

DISPLAY Type TFT touchscreen 65K colors

Size 800 x 480 pixels 30 inches

- Full QWERTY keyboard

- Optical joystick navigation

RINGTONES Type Polyphonic MP3

Customization Composer download

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records Practically unlimited

Card slot microSD (TransFlash)

- 400 MB internal memory

- 256MB RAM 512MB storage memory

- Qualcomm MSM7200 528MHz processor

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Yes

3G HSDPA 72 Mbps

WLAN Wi-Fi 80211bg

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes v20 miniUSB

FEATURES OS Microsoft Windows Mobile 61 Professional

Messaging SMS MMS Email Push E-Mail IM

Browser WAP 20HTML (IE) RSS feeds

Games Yes + downloadable

Colors Solid Black Steel Silver

Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera

- Built-in GPS receiver

- A-GPS function

- Java MIDP 20 - FM radio with RDS

- MP3AACMPEG4 player

- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote

PDF viewer)

Asia Pacific Institute of Management

51

PPeerrssoonnaall DDeettaaiillss

1 Name___________________________

2 Gender

a) Male ( ) b) Female

3 Occupation

a) Business ( ) b) Government Service ( )

c) Professional ( ) d) Student ( )

If any other Please Specify__________________________

4 Annual Income

a) Less than 4 Lakhs ( ) b) 4 Lakhs ndash 8 Lakhs ( )

c) 8 Lakhs ndash 12 Lakhs ( ) d) More than 12 Lakhs ( )

5 Age

a) Less than 20 years ( ) b) 20 ndash 40 years ( )

c) 40 ndash 60 years ( ) d) More than 60 years ( )

6 Email Id _________________________________

TThhaannkk YYoouu

Asia Pacific Institute of Management

52

Important Data

Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 850 1900 2100

SIZE Dimensions 1105 x 526 x 17 mm

Weight 145 g

DISPLAY Type TFT touchscreen 65K colors

Size 800 x 480 pixels 30 inches

- Full QWERTY keyboard

- Optical joystick navigation

RINGTONES Type Polyphonic MP3

Customization Composer download

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records Practically unlimited

Card slot microSD (TransFlash)

- 400 MB internal memory

- 256MB RAM 512MB storage memory

- Qualcomm MSM7200 528MHz processor

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Yes

3G HSDPA 72 Mbps

WLAN Wi-Fi 80211bg

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes v20 miniUSB

FEATURES OS Microsoft Windows Mobile 61 Professional

Messaging SMS MMS Email Push E-Mail IM

Browser WAP 20HTML (IE) RSS feeds

Games Yes + downloadable

Colors Solid Black Steel Silver

Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera

- Built-in GPS receiver

- A-GPS function

- Java MIDP 20 - FM radio with RDS

- MP3AACMPEG4 player

- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote

PDF viewer)

Asia Pacific Institute of Management

52

Important Data

Sony Ericsson XPERIA X1 GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 850 1900 2100

SIZE Dimensions 1105 x 526 x 17 mm

Weight 145 g

DISPLAY Type TFT touchscreen 65K colors

Size 800 x 480 pixels 30 inches

- Full QWERTY keyboard

- Optical joystick navigation

RINGTONES Type Polyphonic MP3

Customization Composer download

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records Practically unlimited

Card slot microSD (TransFlash)

- 400 MB internal memory

- 256MB RAM 512MB storage memory

- Qualcomm MSM7200 528MHz processor

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Yes

3G HSDPA 72 Mbps

WLAN Wi-Fi 80211bg

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes v20 miniUSB

FEATURES OS Microsoft Windows Mobile 61 Professional

Messaging SMS MMS Email Push E-Mail IM

Browser WAP 20HTML (IE) RSS feeds

Games Yes + downloadable

Colors Solid Black Steel Silver

Camera 315 MP 2048x1536 pixels autofocus video(VGA30fps) flash secondary videocall camera

- Built-in GPS receiver

- A-GPS function

- Java MIDP 20 - FM radio with RDS

- MP3AACMPEG4 player

- 35 mm audio jack - Pocket Office (Word Excel PowerPoint OneNote

PDF viewer)

Asia Pacific Institute of Management

53

- TrackID music recognition

- Picture editorblogging - Organiser

- T9

- Built-in handsfree

- Voice memodial

BATTERY Standard battery Li-Po 1500 mAh (BST-41)

Stand-by Up to 833 h

Talk time Up to 10 h

Asia Pacific Institute of Management

54

Apple iPhone 3G

GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 850 1900 2100

SIZE Dimensions 1155 x 621 x 123 mm

Weight 133 g

DISPLAY Type Touchscreen 16M colors

Size 320 x 480 pixels 35 inches

- Multi-touch input method - Accelerometer sensor for auto-rotate

- Proximity sensor for auto turn-off

- Ambient light sensor

RINGTONES Type Polyphonic MP3

Customization Download

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records 100 received dialed and missed calls

Card slot No

- 816 GB shared memory

DATA GPRS Yes

HSCSD No

EDGE Yes

3G HSDPA

WLAN Wi-Fi 80211bg

Bluetooth Yes v20 headset support only

Infrared port No

USB Yes v20

FEATURES OS Mac OS X v10410

Messaging SMS Email

Browser HTML (Safari)

Games Downloadable

Colors Black(816 GB) White (16 GB)

Camera 2 MP 1600x1200 pixels

- Built-in GPS receiver

- A-GPS function - Google Maps

- iPod audiovideo player

- TV output

- Photo browsereditor - Voice memo

- Integrated handsfree

BATTERY Standard battery Li-Ion

Stand-by Up to 300 h

Talk time Up to 10 h

Asia Pacific Institute of Management

55

Samsung i8510 INNOV8

GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 2100 900

SIZE Dimensions 1065 x 539 x 172 mm

Weight 140 g

DISPLAY Type TFT 16M colors

Size 240 x 320 pixels 28 inches

- Accelerometer sensor for auto-rotate

- Optical Mouse

RINGTONES Type Polyphonic MP3

Customization Download

Vibration Yes

- Stereo speakers

MEMORY Phonebook Practically unlimited entries and fields

Call records Practically unlimited

Card slot microSD (TransFlash) up to 8GB

- 816 GB internal memory

- 128 MB RAM

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Class 10 2368 kbps

3G HSDPA 72 Mbps

WLAN Wi-Fi 80211 bg DLNA

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes v20 microUSB

FEATURES OS Symbian OS v93 Series 60 rel 32

Messaging SMS MMS Email Push Email IM

Browser WAP 20xHTML HTML

Games FIFA 2008 Asphalt + downloadable order now

Colors Black

Camera 8 MP 3264x2448 pixels autofocus image stabiliser video(VGA30fps QVGA120fps) flash secondary

videocall camera

- Built-in GPS receiver - A-GPS function

- Camera geo-tagging auto-panorama shot face smile

and blink detection

- Business card scanner - DivXH263H264WMVMP4 player

- Video editing

- MP3eAAC+WMAAMRRealAudio player - 35 mm audio jack

- TV out functionality

- Java MIDP 20

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- FM radio with RDS

- Organizer - Built-in handsfree

- Voice memodial

BATTERY Standard battery Li-Ion 1200 mAh

Stand-by Up to 310 h

Talk time Up to 8 h 30 min

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Nokia N96

GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 2100 900

SIZE Dimensions 103 x 55 x 18 mm 92 cc

Weight 125 g

DISPLAY Type TFT 16M colors

Size 240 x 320 pixels 28 inches

RINGTONES Type Polyphonic (64 channels) Monophonic True Tones

MP3

Customization Download

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records Detailed max 30 days

Card slot microSD (TransFlash) up to 8GB buy memory

- Accelerometer sensor for auto-rotate - 16 GB internal memory

- 128MB RAM 256MB storage memory

- Dual ARM 9 264 MHz CPU

DATA GPRS Class 32 107 642 kbps

HSCSD Yes

EDGE Class 32 296 kbps DTM Class 11 177 kbps

3G HSDPA 36 Mbps

WLAN Wi-Fi 80211 bg UPnP technology

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes v20 microUSB

FEATURES OS Symbian OS 93 S60 rel 32

Messaging SMS MMS Email Instant Messaging

Browser WAP 20xHTML HTML RSS reader

Games Downloadable order now

Colors Black

Camera 5 MP 2592x1944 pixels Carl Zeiss optics autofocus video(VGA 30fps) flash secondary VGA videocall

camera

- Built-in GPS receiver

- A-GPS function - DVB-H TV broadcast receiver

- Dual slide design

- Java MIDP 20 - MP3AACAAC+eAAC+WMA player

- 35 mm audio output jack

- TV out

- Stereo FM Radio with RDS - Organizer

- Office document viewer

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- T9

- Push to talk - Voice dialmemo

- Built-in handsfree

BATTERY Standard battery Li-Ion 950 mAh (BL-5F)

Stand-by Up to 220 h

Talk time Up to 3 h 40 min

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BlackBerry Storm 9500

GENERAL 2G Network GSM 850 900 1800 1900

3G Network HSDPA 850 1900 2100

SIZE Dimensions 1125 x 622 x 139 mm

Weight

DISPLAY Type TFT touchscreen 65K colors

Size 360 x 480 pixels 33 inches

RINGTONES Type Polyphonic MP3

Customization Download

Vibration Yes

MEMORY Phonebook Yes Photocall

Call records Yes

Card slot microSD (TransFlash) microSDHC up to 8 GB

- 192 MB RAM

- 1 GB storage memory - 624 MHz CPU

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Class 10 2368 kbps

3G HSDPA

WLAN Wi-Fi 80211 abg

Bluetooth Yes v20

Infrared port No

USB Yes v20

FEATURES OS BlackBerry OS

Messaging SMS MMS Email Instant Messaging

Browser HTML

Games Yes + downloadable

Colors Black

Camera 315 MP 2048x1536 pixels autofocus video flash

- Built-in GPS

- A-GPS function - BlackBerry maps

- DataViz document viewereditor

- Java

- Media player MP3WMAAAC+ - Video player DivXWMVXviD3gp

- Organizer

- Calculator - Voice dial

- Built-in handsfree

- Voice memo

BATTERY Standard battery Li-Ion 1400 mAh

Stand-by

Talk time

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HTC Diamond 100 platforms

GENERAL 2G Network GSM 900 1800 1900

3G Network HSDPA 2100 900

SIZE Dimensions 102 x 51 x 115 mm

Weight 110 g

DISPLAY Type TFT touchscreen 65K colors

Size 480 x 640 pixels 28 inches

- TouchFLO 3D finger swipe navigation - Accelerometer sensor for auto-rotate

- Touch-sensitive navigation controls

- Handwriting recognition

RINGTONES Type Polyphonic (40 channels) MP3 WAV WMA

Customization Download order now

Vibration Yes

MEMORY Phonebook Practically unlimited entries and fields Photocall

Call records Practically unlimited

Card slot No

- 4 GB user available memory

- 192 MB DDR SDRAM 256 MB ROM

- Qualcomm MSM7201A 528 Mhz processor

DATA GPRS Class 10 (4+13+2 slots) 32 - 48 kbps

HSCSD No

EDGE Class 10 2368 kbps

3G HSDPA 72 Mbps

WLAN Wi-Fi 80211 bg

Bluetooth Yes v20 with A2DP

Infrared port No

USB Yes miniUSB

FEATURES OS Microsoft Windows Mobile 61 Professional

Messaging SMS MMS Email Instant Messaging

Browser WAP 20xHTML HTML

Games Yes order now

Colors Black

Camera 315 MP 2048x1536 pixels autofocus video secondary VGA videocall camera

- Built-in GPS with A-GPS

- Stereo FM radio with RDS

- Pocket Office (Word Excel PowerPoint OneNote PDF viewer)

- Java MIDP 20

- Voice memo - MP3 player

- Motion-based games

- Built-in handsfree

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BATTERY Standard battery Li-Ion 900 mAh

Stand-by Up to 285 h

Talk time Up to 5 h 30 min