nokia researched

8/14/2019 NOKIA Researched

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MARKET RESEARCHMARKET RESEARCH

ON NOKIAON NOKIA

MANJEETMANJ

EETOJHA

OJHA


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RESEARCH OBJECTIVESRESEARCH OBJECTIVES

To understand the consumerTo understand the consumer

preferences in terms of featurespreferences in terms of features

regarding the usage of Nokia cellphones.regarding the usage of Nokia cellphones.

To predict the prospect buyers for NokiaTo predict the prospect buyers for Nokia

phones based on their past experience.phones based on their past experience.


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SURVEY METHODOLOGYSURVEY METHODOLOGY

Quota sampling.Quota sampling.

Sample size: 90Sample size: 90

Response rate: 100 %Response rate: 100 %

The target population taken for the analysisThe target population taken for the analysiswere only the Nokia phones users.were only the Nokia phones users. Both male and female.Both male and female.

Age group: 20- 25Age group: 20- 25


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Dependent variableDependent variable ::

SSatisfaction levelatisfaction level

Independent variableIndependent variable ::

PricePrice

ComplexityComplexity

Digital featuresDigital features

DurabilityDurability

TrendyTrendy


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TECHNIQUES USEDTECHNIQUES USED

RegressionRegression:: explaining strength ofexplaining strength ofrelationship between dependent &relationship between dependent &

independent variables & henceindependent variables & hence

understanding the consumer preferencesunderstanding the consumer preferences .. Factor analysisFactor analysis :to determine brand:to determine brand

attributes that influence consumer choiceattributes that influence consumer choice

by classifying variables into dimensions.by classifying variables into dimensions. DiscriminantDiscriminant ::is used for futureis used for future

prediction of the prospect buyers &prediction of the prospect buyers &

understanding which factors are majorunderstanding which factors are major

discriminators in buying decision.discriminators in buying decision.


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QUESTIONNAIREQUESTIONNAIRE

ObjectiveObj

ective 11::ToTounderstand theunderstand theconsumer preferences regarding theconsumer preferences regarding the

usage of Nokia cellphones.usage of Nokia cellphones.

Question on rating the features of nokiaQuestion on rating the features of nokia

phone & satisfaction level of the users onphone & satisfaction level of the users on

a rating scale.a rating scale. Applied on regression & factorApplied on regression & factor

analysisanalysis


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Objective 2:Objective 2: To predict the prospectTo predict the prospectbuyers for Nokia phones based on theirbuyers for Nokia phones based on their

past experience.past experience.

Questions asked on satisfaction level &Questions asked on satisfaction level &

prospect buying for gifting someone.prospect buying for gifting someone.

Tool used : DiscriminantTool used : Discriminant


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010203040506070

8090

100

Trendy Durability Digital

Features

Affordability

(Price)

User Frie

(complexi

MOST PREFERRED ATTRIBUTE


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ASSUMPTIONS FORASSUMPTIONS FOR

REGRESSIONREGRESSION The data is normally distributed since theThe data is normally distributed since the

histogram is in sync with the line ofhistogram is in sync with the line of

normality & in the pp plot the rings arenormality & in the pp plot the rings are

scattered around the expected cumulativescattered around the expected cumulativefreq line.freq line.


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RegressionRegression

R square = .533R square = .533

Adjusted R sqr is 0.505 => There is someAdjusted R sqr is 0.505 => There is some

multicolinearity.multicolinearity.

ANOVA significantANOVA significant

As per the correlation table, there is someAs per the correlation table, there is some

autocorrelation between durability & digitalautocorrelation between durability & digital

features.features.


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Co-efficient table:Co-efficient table:

Significance level of the coefficientsSignificance level of the coefficients

of digital features & complexity areof digital features & complexity are

greater than 0.05, these two do notgreater than 0.05, these two do not

represent the whole of therepresent the whole of thepopulation.population.


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Factor analysisFactor analysis

Scree Plot: as per this, the 5 variables areScree Plot: as per this, the 5 variables are

divided into two factors.divided into two factors.

Component Matrix: variables are segregatedComponent Matrix: variables are segregated

to two factors based on the highest (mod)to two factors based on the highest (mod)values.values.

2 factors:2 factors:

F1 : Added features ( 45%)F1 : Added features ( 45%)

digital features & complexitydigital features & complexity

F2 : core features (30%)F2 : core features (30%)

price , durability & trendyprice , durability & trendy


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When we took another regression ofWhen we took another regression of

the two factors, our R Sqr value wasthe two factors, our R Sqr value was

0.433; which is not much close to the0.433; which is not much close to the

previous regression taken for theprevious regression taken for theindividual variables.individual variables.

Check: there was someCheck: there was some

multicolinearity.multicolinearity.

REGRESSION DONE AFTERFACTOR ANALYSIS


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F

1

F2

0-1 -.5 1.5

0

-1

-.5

.5

1

Price

Complexity

DigitalFeatures

Durabili

tyTrendy

FACTOR LOADINGPLOT


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DiscriminantDiscriminant

Complexity is not that discriminatingComplexity is not that discriminating

attribute as sig. level is greater than .attribute as sig. level is greater than .

05 (value for money)05 (value for money)

Data is not homogeneousData is not homogeneous

sample size should be increasesample size should be increase

Lambda value less than .05Lambda value less than .05


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RECOMMENDATIONSRECOMMENDATIONS

While targeting youth Nokia should focus moreWhile targeting youth Nokia should focus more

on added features like digital features &on added features like digital features &

attractiveness .attractiveness .

When we consider the entire population (elderWhen we consider the entire population (elder

people) other attributes may play a importantpeople) other attributes may play a important

role, like basic and user friendly handsets.role, like basic and user friendly handsets.

Price is an important variable which NOKIAPrice is an important variable which NOKIA

need to keep in mind while manufacturing anyneed to keep in mind while manufacturing any

handset and should maintain trade offhandset and should maintain trade offbetween added features & price.between added features & price.

NOKIA customer who are satisfied wishes toNOKIA customer who are satisfied wishes to

buy a NOKIA again after may be after 2 yearsbuy a NOKIA again after may be after 2 years

who can be targeted again.who can be targeted again.


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THANK YOUTHANK YOU

nokia researched

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