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PROJECT REPORT

ON
ANALYSIS OF CUSTOMER
SATISFACTION WITH RESPECT TO
MOTOROLA MOBILE PHONES

Submitted in partial fulfillment for the award of degree


for 3year course in BBA (3rd year) 2005-2008,

SUBMITTED BY:
CERTIFICATE

This is to certify that the project report titled " Analysis


of customer satisfaction with respect to Motorola
Mobile phones" is submitted in partial fulfillment of
the degree of " Bachelors of Business Administration"
at New Delhi Institute of Management, New Delhi is a
bonafide project carried out by abc under my
supervision and guidance and no part of this report has
been submitted for the award or any other degree,
diploma, fellowship or other similar titles or prizes and
the work has not been published in any scientific or
popular journal or magazines.

(Signature of project guide)

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ACKNOWLEDGEMENT

A Research study can’t be completed without the


guidance, assistance, inspiration and cooperation from
various quarters. This study also bears the inspiration of
many persons. This project required hard work,
sincerity and devotion which I tried my best to put in
this project and in turn gained a lot of knowledge and
confidence from this project.

I am deeply grateful to I am also thankful to all the


respondents who spared their valuable time for filling
up the questionnaire and helped me out with this
project.

my project guide xyz who has helped me in completion


of this project. He has been a constant guiding force and
source of illumination for me. It entirely goes to his
credit that this project has attained its final shape. I
would like to thank him for his valuable advice and
guidance.
Finally, I would like to thank my parents and all my
friends, who provided me with their constant support
and took the pain to help me in completing the project.

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TABLE OF CONTENTS

Ch.1: Executive Summary


Ch.2 Industry Overview
Ch.3. Motorola Profile
• History
• Product Profile
• Market Share
• SWOT Analysis
Ch.4. Research Methodology
• Objective of the Study
• Type of Data
• Data Representation Tools
• Sample Size
• Area Covered
• Limitations of the Study
Ch.5. Marketing Strategy of Motorola – An effort to
Bring high levels of customer satisfaction
Ch.6. Findings and Analysis
• Findings based on questionnaire

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• General Findings
Ch.7. Conclusion and Suggestions
Ch.8. Annexure
• Bibliography
• Questionnaire

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EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

The Company: Motorola Electronics India Ltd.


Research objective: to study the mobile market
condition in context to position of mobile sales, brands,
purchasing factors, features & after sale service of
various brands a survey of 100 customers across Delhi
in the form of questionnaire was done.
Competitors: the main competitors of Motorola with
reference to mobiles are Nokia, Samsung, Sony
Ericsson, LG & Micromax along with certain new
entrants.
Conclusions: were derived from results of the survey
there are certain facts, which are arrived after analyzing
the data. The report gives a detailed account of such
facts.
Suggestions: offer some suggestions that are based on
the shortcomings of the company, which the company
can look upon at.
Bibliography: provides a list of sources from where
the various facts & information were collected or
gathered.

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INDUSTRY OVERVIEW

8
HISTORY OF MOBILE PHONES

Various cell phones from the past 10–15


years. Legend:
1. NEC Cellstar 500 series (1992)
2. Nokia 2110 series (1994)
3. Nokia 5120 (1998)
4. Kyocera 2135 (2002)
5. Audiovox CDM8300 (2002)
6. Samsung SCH-A650 (2004)

There is one U.S. patent, Patent Number 887357 for a


wireless telephone, issued 1908 to Nathan B.
Stubblefield of Murray, Kentucky. He applied this to
"cave radio" telephones and not directly to cellular
telephony as we know it today.However, the
introduction of cells for mobile phone base stations,
invented in 1947 by Bell Labs engineers at AT&T, was
further developed by Bell Labs during the 1960s.
Radiophones have a long and varied history going back
to Reginald Fessenden's invention and shore-to-ship
demonstration of radio telephony, through the Second
World War with military use of radio telephony links
and civil services in the 1950s, while hand-held cellular
radio devices have been available since 1983. Due to
their low establishment costs and rapid deployment,
mobile phone networks have since spread rapidly
throughout the world, outstripping the growth of fixed
telephony.

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In 1945, the zero generation (0G) of mobile telephones
was introduced. 0G mobile telephones, such as Mobile
Telephone Service, were not officially categorized as
mobile phones, since they did not support the automatic
change of channel frequency during calls, which allows
the user to move from one cell (the base station
coverage area) to another cell, a feature called
"handover".

Dr. Martin Cooper of Motorola,


made the first US analogue mobile
phone call on a larger prototype
model in 1973.
In 1984, Bell Labs invented such a "call handoff"
feature, which allowed mobile-phone users to travel
through several cells during the same conversation.
Motorola is widely considered to be the inventor of the
first practical mobile phone for handheld use in a non-
vehicle setting. Using a modern, if somewhat heavy
portable handset, Motorola manager Martin Cooper
made the first call on a handheld mobile phone on April
3, 1973.
The first commercial cellular network was launched in
Japan by NTT in 1979. Fully automatic cellular
networks were first introduced in the early to mid 1980s
(the 1G generation) with the Nordic Mobile Telephone
(NMT) system in 1981. This was followed by a boom in
mobile telephone usage, particularly in Northern
Europe.

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The first "modern" network technology on digital 2G
(second generation) cellular technology was launched
by Radiolinja (now part of Elisa Group) in 1991 in
Finland on the GSM standard which also marked the
introduction of competition in mobile telecoms when
Radiolinja challenged incumbent Telecom Finland (now
part of TeliaSonera) who ran a 1G NMT network. A
decade later, the first commercial launch of 3G (Third
Generation) was again in Japan by NTT DoCoMo on
the WCDMA standard. Until the early 1990s, most
mobile phones were too large to be carried in a jacket
pocket, so they were typically installed in vehicles as
car phones. With the miniaturization of digital
components, mobile phones have become increasingly
handy over the years.

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HISTORY OF CELLULAR TELEPHONY IN
INDIA
Cellular Telephony

The technology that gives a person the power to


communicate anytime, anywhere - has spawned an
entire industry in mobile telecommunication. Mobile
telephones have become an integral part of the growth,
success and efficiency of any business / economy.
The most prevalent wireless standard in the world
today, is GSM. The GSM Association (Global System
for Mobile Communications) was instituted in 1987 to
promote and expedite the adoption, development and
employment and evolution of the GSM standard for
digital wireless communications.
The GSM Association was formed as a result of a
European Community agreement on the need to adopt
common standards suitable for cross border European
mobile communications. Starting off primarily as a
European standard, the Group Special Mobile as it was
then called, soon came to represent the Global System
for Mobile Communications as it achieved the status of
a world-wide standard. GSM is today, the world's
leading digital standard accounting for 68.5% of the
global digital wireless market.
The Indian Government when considering the
introduction of cellular services into the country, made a
landmark decision to introduce the GSM standard,
leapfrogging obsolescent technologies / standards.

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Although cellular licenses were made technology
neutral in September 2005, all the private operators are
presently offering only GSM based mobile services. The
new licensees for the 4th cellular licenses that were
awarded in July 2001 too, have opted for GSM
technology to offer their mobile services.
Cellular Industry in India
The Government of India recognizes that the provision
of a world-class telecommunications infrastructure and
information is the key to rapid economic and social
development of the country. It is critical not only for the
development of the Information Technology industry,
but also has widespread ramifications on the entire
economy of the country. It is also anticipated that going
forward, a major part of the GDP of the country would
be contributed by this sector. Accordingly, it is of vital
importance to the country that there be a comprehensive
and forward looking telecommunications policy which
creates an enabling framework for development of this
industry.
New Telecom Policy 2005
Telecommunications is now universally recognized as
one of the prime movers of the modern economy; hence
it's vital importance for a developing country like India.
The availability of adequate infrastructure facilities is
critical for acceleration of the economic development of
any country. In fact international studies have
established that for every 1% increase in tele-density,
there is a 3% increase in the growth of GDP.

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Accordingly, the Government of India has accorded the
highest priority to investment and development of the
telecommunications sector.
Telecom requires very heavy investment and it was not
possible for the Indian Government to organize public
funding of this sector on such a massive scale. In fact
the national telecom Policy 1994, estimated a resource
gap of Rs. 23,000 crores to meet the telecom targets of
the eighth five-year plan of the Government of India
(1992-97).
It was for this reason to bridge the resource gap between
government funding and the total projected funds
requirement and to provide the additional resources to
achieve the nation's telecom targets that the
telecommunications sector was liberalized in 1992 and
the Government invited private sector participation in
telecommunications.
Cellular mobile services were one of the first areas to be
opened up to private competition. The whole country
was divided into the 4 metropolitan cities and 19
telecom circles, which were roughly analogous with the
States of India.
Cellular Licenses were awarded to the private sector -
first in the metropolitan cities of Delhi, Mumbai,
Kolkata and Chennai in 1994 and then in the 19-telecom
circles in 1995.
The first metro cellular network started operating in
August 1995 in Kolkatta.

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INDUSTRY PROFILE

In the early 1990s, the Indian government adopted a


new economic policy aimed at improving India's
competitiveness in the global markets and the rapid
growth of exports. Key to achieving these goals was a
world-class telecom infrastructure.
In India, the telecom service areas are divided into four
metros (New Delhi, Mumbai, Chennai and Kolkatta)
and 20 circles, which roughly correspond to the states in
India. The circles are further classified under "A," "B"
and "C," with the "A" circle being the most attractive
and "C" being the least attractive. The regulatory body
at that time — the Department of Telecommunications
(DOT) — allocated two cellular licenses for each metro
and circle. Thirty-four licenses for GSM900 cellular
services were auctioned to 22 firms in 1995. The first
cellular service was provided by, Modi Telstra in
Kolkatta in August 1995. For the auction, it was
stipulated that no firm can win in more than one metro,
three circles or both. The circles of Jammu and Kashmir
and Andaman and Nicobar had no bidders, while West
Bengal and Assam had only one bidder each.
In 1996, the Telecom Regulatory Authority of India
(TRAI) bill was introduced in the Lok Sabha, and the
president officially announced the TRAI ordinance on
25 January 2003. The government decided to set up
TRAI to separate regulatory functions from policy
formulation, licensing and telecom operations. Prior to

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the creation of TRAI, these functions were the sole
responsibility of the DOT.
High license fees and excessive bids for the cellular
licenses put tremendous financial burden on the
operators, diverting funds away from network
development and enhancements. As a result, by 2005
many operators failed to pay their license fees and were
in danger of having their licenses withdrawn. In March
2005, a new telecom policy was put in place (New
Telecom Policy 2005). Under this new policy, the old
fixed-licensing regime was to be replaced by a revenue-
sharing scheme whereby between 8-12 percent of
cellular revenue were to be paid to the government.

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MOTOROLA'S PROFILE

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HISTORY
Motorola Inc. (NYSE: MOT) is an American
multinational communications company based in
Schaumburg, Illinois, a Chicago suburb.
Motorola started as Galvin Manufacturing Corporation
in 1928. The name Motorola was adopted in 1947, but
the word had been used as a trademark since the 1930s.
Founders Paul Galvin and Joe Galvin came up with the
name Motorola when their company started
manufacturing car radios. A number of early companies
making phonographs, radios, and other audio equipment
in the early 20th century used the suffix "-ola," the most
famous being Victrola; RCA made a "radiola"; there
was also a company that made jukeboxes called Rock-
Ola, and a film editing device called a Moviola. The
Motorola prefix "motor-" was chosen because the
company's initial focus was in automotive electronics.
Many of Motorola's products have been radio-related,
starting with a battery eliminator for radios, through the
first walkie-talkie in the world, defense electronics,
cellular infrastructure equipment, and mobile phone
manufacturing. The company was also strong in
semiconductor technology, including integrated circuits
used in computers. Motorola has been the main supplier
for the microprocessors used in Commodore Amiga,
Apple Macintosh and Power Macintosh personal
computers. The chip used in the latter computers, the
PowerPC family, was developed with IBM and in a
partnership with Apple (known as the AIM alliance).
Motorola also has a diverse line of communication

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products, including satellite systems, digital cable boxes
and modems.

Motorola creates several different products for use of


the government, public safety officials, business
installments, and the general public. These products
include cell phones, laptops, and radios.

SPINOFFS

Motorola developed the first truly global


communication network using a set of 66 satellites. The
business ambitions behind this project and the need for
raising venture capital to fund the project led to the
creation of the Iridium company in the late 1990s.
While the technology was proven to work, Iridium
failed to attract sufficient customers and they filed for
bankruptcy in 1999. Obligations to Motorola and loss of
expected revenue caused Motorola to spin off the ON
Semiconductor (ONNN) business August 4, 1999,
raising for Motorola of about $1.1 Billion.
Further declines in business during 2000 and 2001,
caused Motorola to spin off its government and defense
business to General Dynamics. The business deal closed
September 2001. Thus GD Decision Systems was
formed (and later merged with General Dynamics C4
Systems) from Motorola's Integrated Information
Systems Group.

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On October 6, 2003, Motorola announced that it would
spin off its semiconductor product sector into a separate
company called Freescale Semiconductor, Inc.. The new
company began trading on the New York Stock
Exchange on July 16th of the following year.

RATINGS FROM INTEREST GROUPS

Motorola received a 100% rating on the Corporate


Equality Index released by the Human Rights Campaign
in 2004[1], 2005 [2] and 2006[3] , starting in the third
year of the report

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MOTOROLA INDIA

• Motorola, a US$ 40 billion company is global


leader in providing integrated communications
solutions and embedded electronic solutions.
• Motorola India first entered India through a joint
venture with Blue Star to manufacture modems.It
then went on to become a wholly owned
subsidiary.
• In 1991, Motorola set up its first software centre in
Bangalore.In 1994, it set up a pager manufacturing
unit in Bangalore.With the ppager market not
taking off in the country, the company has since
shifted strategy and the unit is changed into a
cellular phone manufacturing unit.
• In 1999, Motorola set two chip designing units
around Delhi, and a third one in Hyderabad.All of
these units including the software centre are 100
percent export units meeting the company's global
requirements.
• India is now well-established as a source of
software and chip design, and as a source of
excellent capital for Motorola globally. The
number of software engineers appointed by
Motorola in India has gone up from 100 to a
current level of 2000 engineers.

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PRODUCT PROFILE

1.MOTOROLA RAZR2 V8

• GENERAL:
1. NETWORK – GSM
850/GSM900/GSM
1800/GSM 1900
2. ANNOUNCED – MAY,
2007
• SIZE:
1. DIMENSIONS –
103*53*
11.9mm
2. WEIGHT – 117g

• DISPLAY:
1. TYPE –TFT, 256K COLORS
• DATA:
1.BLUETOOTH – YES
• FEATURES:
1.MESSAGING-SMS,EMS,MMS,INSTANT
MESSAGING
2.COLORS – DARK PEARL GRAY
3. CAMERA – 2 MP

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2.MOTOROLA A1200
ALSO KNOWN AS MOTOROLA MING

• GENERAL:
1. NETWORK – GSM 850/GSM
900/GSM 1800/GSM 1900
2. ANNOUNCED – DECEMBER,
2005
• SIZE:
1. DIMENSION – 95.7*51.7*21.5 mm
2. WEIGHT – 122g
• DISPLAY:
1. TYPE – TFT
TOUCHSCREEN, 256K
COLORS

• DATA:
1. BLUETOOTH – YES
• FEATURES:
1. MESSAGING – SMS, EMS, MMS, INSTANT
MESSAGING
2. COLORS – BLACK, RED, SILVER
3. CAMERA – 2 MP

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3.MOTOROLA KRZR K1
• GENERAL:
1. NETWORK – GSM
850/GSM 900/ GSM
1800/GSM 1900
2. ANNOUNCED – JULY,
2006
• SIZE:
1. DIMENSION – 103*42*16mm
2. WEIGHT – 102g
• DISPLAY:
1. TYPE – TFT, 256K
COLORS
• DATA:
1. BLUETOOH – YES
• FEATURES:
1.MESSAGING -SMS,EMS,MMS,E-MAIL
2. COLORS – COSMIC BLUE, SILVER SAIL
3.CAMERA-2MP
-

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4.MOTOROLA ROKR E6

• GENERAL:
1. NETWORK - GSM 900/GSM
1800/GSM 1900
2. ANNOUNCED – DECEMBER,
2006

• SIZE:
1. DIMENSION – 111*51.5*14.5
mm
2. WEIGHT – 121 g
• DISPLAY:
1. TYPE – TFT TOUCHSCREEN, 256K COLOR
• DATA:
1.BLUETOOTH – YES
• FEATURES:
1. MESSAGING – SMS, EMS, MMS, E-MAIL, INSTANT
MESSAGING.
2. COLORS – BLACK
3. CAMERA – 2 MP

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5.MOTOROLA RIZR Z3

GENERAL:
1.NETWORK – GSM 850/GSM
900/GSM 1800/GSM1900
2.ANNOUNCED – JULY, 2006
SIZE:
DIMENSION-106*46*16mm
WEIGHT-115g
DISPLAY:
TYPE- TFT, 256K COLORS
• DATA:
1. BLUETOOTH- YES
• FEATURES:
1. MESSAGING- SMS, EMS, MMS, E- MAIL, INSTANT
MESSAGING
2. COLORS- RED, BLUE, BLACK
3. CAMERA- 2MP

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6. MOTOROLA RAZR V3i

GENERAL:

1.NETWORK- GSM 850/GSM 900/


GSM 1800/GSM 1900
2.ANNOUNCED- NOVEMBER,
2005

SIZE:

1.DIMENSION- 98*53*13.9mm
2.WEIGHT- 100g

• DISPLAY:
1.TYPE- TFT, 256K COLORS

• DATA:
1.BLUETOOTH- YES

• FEATURES:
1.MESSAGING- SMS, EMS, MMS, E-MAIL, INSTANT
MESSAGING
2.COLORS- SILVER QUARTZ
3.CAMERA- 1.23MP

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7.MOTOROLA SLVR L9

GENERAL:

1.NETWORK-GSM 850/GSM
900/GSM 1800/GSM 1900
2.ANNOUNCED- FEBRUARY, 2007
• SIZE:
1.DIMENSION- 113*49*11.5mm
2.WEIGHT- 96g
• DISPLAY:
1.TYPE- TFT, 256K COLORS

• DATA:
1.BLUETOOTH- YES
• FEATURES:
1.MESSAGING- SMS, EMS,MMS,E-MAIL,INSTANT
MESSAGING
2.COLORS- BLACK
3.CAMERA- 2MP

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8.MOTOROLA SLVR L7i

GENERAL:
1. NETWORK- GSM 850/GSM
900/GSM
1800/GSM1900
2. ANNOUNCED- OCTOBER, 2006
SIZE:
1. DIMENSIONS-113*49*11.5mm
2. WEIGHT- 96g
DISPLAY:
1. TYPE- TFT, 256K COLORS
DATA:
1. BLUETOOTH-YES
FEATURES:
1. MESSAGING- SMS,EMS,MMS,E-MAIL,INSTANT
MESSAGING
2. COLOR- BLUE
3. CAMERA- 1.3MP

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9. MOTOROLA L6
ALSO KNOWN AS MOTOROLA V
280
GENERAL:
1.NETWORK- GSM 900/GSM1800/GSM
1900
2.ANNOUNCED- 2005
SIZE:
1.DIMENSIONS- 113*49*10.5mm
2.WEIGHT- 86g
DISPLAY:
1.TYPE- CTN,65K COLORS
DATA:
1.BLUETOOTH- YES
FEATURES:
1.MESSAGING- SMS,EMS,MMS.INSTANT
MESSAGING
2.COLORS- SILVER
3.CAMERA- VGA

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10.MOTOROLA W220

GENERAL:
1. NETWORK- GSM 900/GSM 1800
2. ANNOUNCED- FEBRUARY, 2006
SIZE:
1. DIMENSIONS- 95*46*16.7mm
2. WEIGHT- 93g
DATA:
1. BLUETOOTH- NO
• DISPLAY:
1. TYPE- CSTN, 65K COLORS
FEATURES:
1. MESSAGING- SMS,EMS,MMS
2. COLORS- SILVER BLACLK
3. CAMERA- NO

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11. MOTOROLA W375

GENERAL:
1. NETWORK- GSM 900/GSM
1800/GSM1900
2. ANNOUNCED- JUNE, 2006
SIZE:
1. DIMENSIONS- 99*45*18.6mm
2. WEIGHT- 88g
DISPLAY:
1. TYPE- TFT, 65K COLORS
DATA:
1. BLUETOOTH- NO
FEATURES:
1. MESSAGING- SMS,EMS,MMS
2. COLORS- CANNON GRAY,LUSTROUS
SILVER,MANDARIN ORANGE
CAMERA- VGA

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MAJOR FEATURES THAT A CUSTOMER
LOOKS FOR IN A MOBILE

The Market is flooded with all sorts of mobile brands,


each trying to showcase and push forward its own
particular brand with umpteen number of features. The
customer these days is quite educated and knows about
the products quite well and therefore likes to keep
himself abreast with the latest technology available in
the market, suiting his pocket need and requirement.
Mobile these days are being added with new features
every second day to lure the customer, and it is due to
these very features only that becomes the purchasing
factor for the customer. Some of the most common
features that a customer demands these days are:
1.Color Screen – Color Screen phones are the latest and
the most wanted trend in the market these days as these
phones boast of a High Color Resolution Display so that
the customer can enjoy in his/her phone an exhilarating
melange of colors. Most of the color phones boast of
65000 color display which makes not only the
resolution but also the picture quality treat to the eyes.
Color screen phones are in major demand by the public
which accounts for at least 50% in the survey
conducted.
2.MMS(Multimedia Messaging Service)- With MMS,
it is not only possible to send your multimedia messages
from one phone to another, but also from phone to e-
mail, and vice versa. This feature dramatically increases

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the possibilities of mobile communication, both for
private and corporate use.
3.Integrated Camera – The latest in-thing, mobile
phones with in-built camera. These phones serve the
twin service of mobile and a camera. One can not only
click but also store photos and even send it to their near
and dear ones. Camera phones accounted for at least
10% respondents in the survey conducted.
4.Tri-Band – A tri-band facility is useful for people
who are constantly going abroad as a tri-band enabled
handset let’s one access the network of another country
also and also keeps you connected with people back
home.
5.Size/Weight – These days mobile handsets come in
various shapes and sizes with different weights. The
needs and requirements of a customer differ fro person
to person as some like bigger sets with minimum weight
whereas there are some who prefer lighter sets with
lighter weights.
6.Talk/Stand by Time – Customers do pay a lot of
attention on talk/stand by time as they want a mobile
which can last the longest. Companies often promise of
talk time of 4-6 hrs on various handsets, but ultimately
it’s the customer who has to decide and make the best
choice for himself.
7.WAP(Wireless Application Protocol) – WAP let’s
one access the Internet-based services supported by
your network, such as news, weather reports and flight
timings etc, even when you are mobile.

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8.Battery – Every customer wants his/her battery to last
the longest and all mobile companies fight out
promising that their battery backup is the best. A mobile
functions on a battery and a cheap and sub-standard
battery always makes the customer vary of the
companies products and services.
9.Polyphonic Ring Tones – A polyphonic ring tone is
the next generation of ringtones that has better sound
quality than traditional monotone ringtones. Polyphonic
ring tones sound great and truly make your phone
unique. Polyphonic ring tones phones are in major
demand by the customers and accounted to nearly 20%
respondents according to the survey conducted.

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MARKET SHARE OF MOTOROLA

MOTOROLA HAS 14% MARKET SHARE IN


INDIA

Motorola has become the No. 2 in handset sales in India


with a market share of 14%. Market leader Nokia has a
market share upwards of 60%.
The ET story says Motorola had a 2% market share in
December 2005. I think thats incorrect.
According to this post — Motorola was already No. 3 in
March 2006, behind Nokia and Samsung. There are
three stories on Mobile Pundit from 2005 which put
Motorola’s market share between 5 to 10 per cent
around a year back.
Nokia’s market share rises to 74% (May 2005)
Motorola’s market share = 4.5%
Edward Zander of Motorola in India (August 2005)
Motorola’s market share = 10%
Indian Mobile Handset Market (September 2005)
Motorola’s market share = 7%

Allen Burnes, speaking on the sidelines of the global


launch of its entry-level Motofone handset, added its
initial sales would be primarily driven in India by
bundling.

Our bundled offers are mainly with first-time buyers,”


said Lloyd Mathias, marketing director for India. “We

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are getting a lot of traction in the low-end market. One
of our focus areas for 2007 is building a retail
presence.”
Motorola has tied up with top five Indian carriers such
as Airtel, BSNL and Hutch to offer handsets to
customers.

Over the past two years Motorola has launched a slew


of trendy handsets at many price levels. It is also setting
up a handset-making unit in Chennai.
Motorola is planning to extend its interest-free financing
tie-up with GE Finance Ltd to the country’s top 35 cities
— which account for 60 per cent of new handsets sales
— from 10 cities now.
Motorola rejigged its Indian operations last year and
renewed focus on this high-growth market under the
supervisions of its emerging marketing expert Allen
Burnes. Former Tata Tele chairman Firdose Vandrevala
joined the company as head of Indian operations a year
back.

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SWOT ANALYSIS

STRENGTH
A well established brand name helps in promoting a
new range of products. MOTOROLA is a Multinational
Company based in South Korea, which is considered to
be a technically advanced country with advanced
products to meet the requirement of target customers
internationally.
The company has a wide range of products to suite the
purse & the taste of various segments of customers.
The company has a huge advertisement budget which
helps in brand positioning & recall.
It has a well established sales network of more than
4000 dealers & branch offices around the globe & the
company makes such of its products available as are in
demand in each particular area.

WEAKNESS
The company needs to evolve a comprehensive plan &
strategy to make inroads into a part of middle class &
upper middle class.
Lack of production centers in India makes the product
costlier as most of the parts have to be imported.
Lack of R & D centers also makes it difficult to launch
new products over here.

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OPPORTUNITIES
The present rate of growth of the Entertainment &
Telecommunication Industry & a large potential
available in these areas provides excellent opportunity
for the company to widen its market.
With the fast growing economy the pricing strategy
needs to be tackled with care as it can decide upon long
term decisions of the company.
Globalisation is yet another opportunity, if failed
effectively & promptly.

THREATS
It is natural that threats from the existing as well as new
entrants will effect the present turnover & Market share.
The nearest competitors having the identical product
range are the greatest threat to the company.

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RESEARCH METHODOLOGY

40
STATEMENT OF OBJECTIVES

The Primary Objective was to study the consumer


preference & perception for Motorola mobile phones.
The Secondary Objectives of this study were to
identify:-
• Various Sources from which mobiles are purchased.
• Factors that influence decision making in purchasing
a mobile phone.
• Major features which a customer looks for in a
mobile before making a purchase.
• Brand awareness of Motorola mobile phones in the
market.
• Efficiency of after sale service of various brands.
• Factors which help in increasing the sale of mobile
phones.

41
RESEARCH INSTRUMENT

 Visited the customers across Delhi & gathered


information required as per the questionnaire.
 For employing a strong base to the research I tried to
enquire the positions of various Mobile brands & how
satisfied the consumers were with them if they were
already using them.

TYPE OF DATA

• PRIMARY DATA
Primary data has been used by me in the form of
Questionnaire & Observation which are the two basic
methods of collecting primary data which suffices all
research objective.
• SECONDARY DATA
Secondary data sources like catalogue of the
company, product range book of the company &
various internet sites such as Motorola ezbuy.com &
google.com have been used.

42
DATA REPRESENTATION TOOL

• Graphs and pie charts have been used to show


the opinions of customers for Motorola mobile
phones by way of questionnaire.

SAMPLE SIZE

• For the purpose of the survey a sample size of 100


customers was taken. The extent of this survey was
limited to the city of New Delhi only.

AREA OF STUDY

• The study was conducted in South Delhi Market in


the following areas.
▪ Lajpat Nagar
▪ Kailash Colony
▪ Nehru Place
▪ Kalkaji
▪ CR Park
▪ Alaknanda

43
LIMITATIONS

• A small sample size of 100 customers was considered


due to time & resource constraints.
• The scope of the project is limited to the city of Delhi
only. So we cannot say that the same response will
exist throughout India.
• Some of the consumers were not co-operative in
giving correct information even if they were using
various mobile brands.
• Human error during recording, tabulation & printing
error could be present.

44
MARKETING STRATEGIES OF
MOTOROLA – AN EFFORT TO
BRING HIGH LEVEL OF
CUSTOMER SATISFACTION

THEORY: MARKETING MIX

45
The Marketing Mix - (The 4 P's of Marketing)
Marketing decisions generally fall into the following
four controllable categories:
• PRODUCT

• PRICE

• PLACE (DISTRIBUTION)

• PROMOTION

The term "marketing mix" became popularized after


Neil H. Borden published his 1964 article, The Concept
of the Marketing Mix. Borden began using the term in
his teaching in the late 1940's after James Culliton had
described the marketing manager as a "mixer of
ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding,
distribution channels, personal selling, advertising,
promotions, packaging, display, servicing, physical
handling, and fact finding and analysis. E. Jerome
McCarthy later grouped these ingredients into the four
categories that today are known as the 4 P's of
marketing, depicted below:

46
THE MARKETING MIX

These four P's are the parameters that the marketing


manager can control, subject to the internal and external
constraints of the marketing environment. The goal is to
make decisions that center the four P's on the customers
in the target market in order to create perceived value
and generate a positive response.

PRODUCT DECISIONS

The term "product" refers to tangible, physical products


as well as services. Here are some examples of the
product decisions to be made:
• Brand name

• Styling
47
• Quality

PRICE DECISIONS

Some examples of pricing decisions to be made include:


• Pricing strategy (skim, penetration, etc.)

• Cash and early payment discounts

• Price flexibility

• Price discrimination

DISTRIBUTION (PLACE) DECISIONS

Distribution is about getting the products to the


customer. Some examples of distribution decisions
include:
• Distribution channels

• Market coverage (inclusive, selective, or exclusive


distribution)

• Warehousing

• Distribution centers

• Transportation

48
PROMOTION DECISIONS

In the context of the marketing mix, promotion


represents the various aspects of marketing
communication, that is, the communication of
information about the product with the goal of
generating a positive customer response. Marketing
communication decisions include:
• Promotional strategy (push, pull, etc.)

• Advertising

• Personal selling & sales force

• Sales promotions

The firm attempts to generate a positive response in the


target market by blending these four marketing mix
variables in an optimal manner.

49
Product
Motorola is known around the world as an
innovator and leader in wireless and broadband
communications. They are committed to help us
get and stay connected simply and seamlessly to
the people, information and entertainment you
want and need. They do this by designing and
delivering "must have" products, "must do"
experiences and powerful networks — with a full
complement of support services as well.
A Fortune 100 company with global presence and
impact, Motorola had sales of US$42.8 billion in
2006. Learn more about our three primary
business units in the links below:
As a pioneer in wireless communications, Motorola
has transformed the cell phone into an icon of
personal technology — an integral part of daily
communications, data management and mobile
entertainment.
Motorola not only designs,manufactures, sells and
services wireless handsets, but also
licenses its vast portfolio of intellectual property.
Our collection spans all cellular and wireless
systems and includes integrated software
applications as well as one a large complement
of Bluetooth®-enabled accessories.We offer
customers innovative product designs that deliver
"must have" experiences, such as mobile music
and video — enabling seamless connectivity at
work or at play.

50
Price
These are various prices of the various products of Motorola phones :

Motorola RAZR maxx V6 Rs.23099


Motorola RAZR2 V8 Rs.18699
Motorola ROKR E6 Rs.13874
Motorola ROKR Z6 Rs.12649
Motorola A1200 Rs.12224
Motorola RAZR V3i GOLD Rs.11299
Motorola KRZR K1 Rs.8724
Motorola RIZR Z3 Rs.8474
Motorola SLVR L9 Rs.8414
Motorola RAZR V3i MAROON Rs.8319
Motorola RAZR-V3i Rs.7979
Motorola L7i Rs.7199
Motorola SLVR-L7 Rs.5969
Motorola RAZR V3 BLACK Rs.5644
Motorola L6 Rs.4889
Motorola L6i Rs.4524
Motorola W375 black Rs.4349
Motorola W375 Rs.4299
Motorola W215 Rs.3649
Motorola W220 BLACK Rs.2974
Motorola W220 Rs.2964
Motorola W220 SILVER Rs.2849
Motorola C168 Rs.2649
Motorola W209 Rs.2649
Motorola C139 Rs.1999
Motorola W205 Rs.1824
Motorola MOTOFONE F3 Rs.1600

Place

51
Motorola has joined forces with Bharti Teletech Ltd. to
establish a strategic relationship that extends Motorola’s
reach across metros, cities and to the smallest towns in
India.

Bharti Teletech’s access to the burgeoning rural market


is a perfect match for Motorola’s efforts to ‘connect the
unconnected’ by providing handsets like the new C113a
suited to mass-market users. Their broad distribution to
urban cities also allows Motorola to reach the growing
population of professionals eager for the latest high-end
handsets including the award winning RAZR V3.

Motorola’s agreement to extend the availability of its


products for consumers in the market through Bharti
Teletech’s national distribution presence* underscores
Motorola’s continued commitment and focus in India.
Combining, ‘Beetel’, one of the strongest brands of Bharti
Teletech in India, with Motorola’s internationally
recognised brand, opens a world of new opportunity for
mobile consumers.

Alliance with Hariyali Kissan Bazaar

Motorola has announced an alliance with DCM Shriram


Consolidated Ltd. (DSCL)’s Hariyali Kisaan Bazaar chain
of rural/semi-urban utility marts for sales and distribution
of handsets. With this, Motorola will acquire unparalleled
penetration for its handsets sales in India. The alliance is
a perfect match of Hariyali Kisaan Bazaar’s expertise in
rural retail, and Motorola’s new BharatMoto initiative,
aimed at connecting the next billion through India’s mass
market consumers in rural/semi-urban areas.

This is a boon for a segment which has traditionally


suffered from grey market and/or refurbished units. In

52
keeping with its focus on service, sale of all handsets will
be covered by Motorola’s robust after-sales support.

Hariyali Kisaan Bazaar’s 24 operational centres have a


presence across belts in Madhya Pradesh, Rajasthan,
Uttranchal, Uttar Pradesh, Punjab and Haryana, with
additional plans to rapidly scale-up presence in the next
few years.

The Hariyali Kisaan Bazaar’s model seeks to empower


the Indian farmer by setting-up retail centres and
providing all encompassing retail solutions from utilities to
banking, under one roof. Through the tie-up with
Motorola, it fulfills the burgeoning rural demand for
handsets as well.

Motorola opens global flagship store in India

The opening of the latest Motorola "Global Flagship


Store" in one of the busiest market areas of New Delhi's
National Capital Region (NCR) adds to the existing
Motorola Flagship stores already open in Shanghai and
Moscow. The opening was further supported by the
simultaneous launch of a concept MOTOSTORE in the
country's capital and adds to the over 350 Motorola
branded locations spread throughout Asia Pacific,
Europe, India and Latin America.
Each flagship MOTOSTORE features a unique,
interactive layout, highly trained staff, phone
customization and experience pods. These elements are
intended to create a deeply experiential environment that
incorporates Motorola's full product range and brings to
life Motorola's vision of seamless mobility -- anytime,
anywhere.

53
Motorola's Flagship Stores are designed with one
mission: to help people understand and realize the full
potential of Motorola products. And we have seen that
when they do that, they are more likely to buy our
products and more likely to be happy customers.

MOTOSTORE is truly reinventing the mobile retail culture


and is the ideal vehicle for bringing the mobile experience
to life for consumers in a way that is interactive, human
and fun.

Promotion

54
NO DOUBT THAT the products from the Finnish
company, Nokia, are some of the very best in the
world, but the company still hasn’t found a
profitable way to market its goods. The very
reason that other mobile phone companies are
fast eating up Nokia’s market share is their
superior (yet simple) marketing practices.

Motorola now be in the FUW (frequently used


words) list in Nokia’s board meetings. The
company have made Nokia pay dearly for its
rudimentary approach in marketing its phones.
The aggressive marketing practices followed by
Motorola have hit Nokia very hard and it is losing
very crucial global market share every month to
its American competitor.

While Motorola (quite intelligently) gives a dashy-


flashy name to every phone it brings into the
market, Nokia tends to do the exact opposite.
Nokia from the very start has relied on numbers
rather than names. This strategy worked very well
in the past, but only because there wasn’t much
competition back then. But times have changed.
Every month the market sees at least a dozen
new handsets from an equal number of
manufacturers. Consumers now have more than
they can choose.

Consumers are more attracted by names because


they can thus easily relate to the features of the
phone. This is evident from the success of the
MotoRazr, MotoSlvr, MotoRizr and MotoKrzr.
These phones are not packed with heavy
multimedia features like the N-Series; still they

55
are selling like hot cakes. Just by reading the
name of the handset, one gets a broad idea what
the phone looks like or what its features are.

Nokia advertises more than Motorola. Still its


market share is dropping. Motorola does not need
to spend much money for the promotion of its
products and it doesn’t have to worry about the
marketing of these phones; it just simplifies its
job by naming its products right.

Motorola signs Abhishek Bachchan as


'Motostar'

Abhishek Bachchan has become the first Indian brand


ambassador of Motorola on 5th june, 2006.

As Motorola’s brand ambassador, Abhishek will


support marketing and branding efforts for the entire
Mobile Device product range. Motorola’s brand
quotient of youthful spirit, daring to be different, being
bold and smart is in sync with Abhishek’s bold and
daring attitude, enigmatic looks and unconventional
style.

Abhishek fits in as the iconic “MOTOSTAR” who now


joins tennis top seed, Maria Sharapova as a brand
ambassador for Motorola globally.
Announcing the deal in New Delhi, Allen Burnes,
Corporate Vice President, High Growth Markets,
Mobile Devices, Motorola Inc. said, “India is a

56
significant and exciting market for Motorola where our
relentless attention to our customers and razor sharp
focus is enabling us to bring customers and consumers
not only high quality products but also innovative and
unique services and brand collaborations. Abhishek is a
stylish and sophisticated actor who appeals to all
segments of the Indian society - young and old, urban
and rural, fashion conscious and the intelligentsia. With
this collaboration, I am absolutely confident that our
partnership will be mutually beneficial in ensuring our
continued success while keeping our customer interests
centre-stage.”

Addressing the gathering, Abhishek said, “I am


honoured to be an ambassador for a truly global brand
synonymous with quality, innovation and style. Helping
India get more and more connected with Motorola
phones is my mission for the next 24 months. It is
amazing to see how we as a nation have adopted this
technology and today it is pervading every sphere of our
lives. Speaking for myself, I am a complete techno-geek
and rely on these gadgets to keep myself organized. I
absolutely love the Motorola products. They are really
cool and stylish while offering the best applications. I
am excited about making the difference, Right here!
Right now!!”

57
FINDINGS AND ANALYSIS

58
Findings Based on Questionnaire

1. Graph showing consumption of mobile phones.

YES 96
NO 4

120

96
100

80

60 Series1

40

20
4
0
YES NO

From the above graph it is clear that 96 out of 100


people have mobile phones while only 4 people do not
use mobile phones.This proves that the use of mobile
phones are increasing day by day.

59
2. Bar graph showing the consumption of different
brands of mobile phones.

NOKIA 63
MOTOROLA 17
SAMSUNG 10
SONY ERICSSON 7
OTHERS 3

70 63
60

50

40
Series1
30

20 17
10
10 7
3
0
NOKIA MOTOROLA SAMSUNG SONY OTHERS
ERICSSON
The above graph displays that Nokia phones are
consumed by more than 60% people i.e., 63%.Followed
by Motorola which is 17%,Samsung is consumed by 10
people out of 100 , 3 people uses Sony Ericsson and the
rest consumes other brands of mobile phones.

60
3. Graph showing awareness of Motorola mobile
phones

YES 100
NO 0

120
100
100

80

60 Series1

40
4.
20
0
0
YES NO

The above graph shows that all most everyone knows


about Motorola mobile phones.

61
4.Graph showing purchase of Motorola mobile
phones

YES 37

NO 63

70
63
60

50

40 37
Series1
30

20

10

0
YES NO

The above graph shows that out of 100 people 37 has


Motorola mobile phones while 63 does not have it.

5. Graph showing different factors affecting

purchase behaviour of Motorola mobile phones

62
PRICE 37%
FEATURES 15%
LOOKS 41%
AVAILABILITY 7%

45% 41%
40% 37%
35%
30%
25%
Series1
20%
15%
15%
10% 7%
5%
0%
PRICE FEATURES LOOKS AVAILABILITY

The above graph shows that 37% people purchase


Motorola mobile phones because of its price, 15%
because of its features, 41% because of its looks and 7%
because of its availability.

6.Graph showing factors de-affecting the purchase


behaviour of Motorola mobile phones

PRICE 17%

63
FEATURES 32%
RE-SALE VALUE 39%
CAN'T SAY 12%

45%
39%
40%
35% 32%
30%
25%
Series1
20% 17%
15% 12%
10%
5%
0%
PRICE FEATURES RE-SALE VALUE CAN'T SAY

From the above graph it is clear that 17% people do not


purchase Motorola mobile phones because of its price,
32% because of its features, 39% because of its low
resale value and 12% said can't say.
7.Bar graph showing brands of mobile consumers
like the most.

NOKIA 60
MOTOROLA 20
SAMSUNG 9

SONY ERICSSON 8
OTHERS 3
64
70
60
60

50

40
Series1
30
20
20
9 8
10 3
0
NOKIA MOTOROLA SAMSUNG SONY OTHERS
ERICSSON

From the above graph it is clear that Nokia is being


liked by the majority people i.e., 60 out of 100, while 20
people like Motorola, 9 likes Samsung, 8 likes Sony
Ericsson and 3 people like other brands of mobile
phones.
8.Graph showing extra features demanded in
Motorola mobile phones

65
FM RADIO 23%
GPS 37%
DUAL SIM SYSTEM 29%
CAN'T SAY 11%

40% 37%
35%
29%
30%

25% 23%

20% Series1

15%
11%
10%

5%

0%
FM RADIO GPS DUAL SIM CARD CAN'T SAY

It has been observed that 23% people demand fm radio


in the cell phones of Motorola while 37% are in favor of
GPS, 29% are in favor of dual sim card system.

9. Graph showing the satisfaction level of customers


with regard to after sales service

YES 63%
NO 37%
66
70%
63%
60%

50%

40% 37%
Series1
30%

20%

10%

0%
YES NO

From the above graph it is clear that 63% people are


satisfied with the after sales services provided by
Motorola while 37% are not satisfied with the services
provided by Motorola.

10. Graph showing satisfaction level with respect to


price

HIGH 18%
REASONABLE 47%

67
LOW 35%

50% 47%
45%
40%
35%
35%
30%
25% Series1
20% 18%

15%
10%
5%
0%
HIGH REASONABLE LOW

From the above evaluation it is clear that 47% people


consider the prices of Motorola handsets to be
reasonable while 35% believes them to be low and the
rest considers the prices to be high

11. Graph showing the role of advertisements in


increasing the sales of different brands of mobile
phones

YES 85%
NO 15%

68
90% 85%

80%
70%
60%
50%
Series1
40%
30%
20% 15%

10%
0%
YES NO

85% people believes that advertisements affect their


buying behaviour while 15% believes that
advertisements do not affect the buying behaviour of
customers.

12. Graph showing the number of suggestions


regarding the products

50% YES 34%


45%
45%
40%
34% NO 21%
35%
30%
25%
NOT CERTAIN 45% Series1
21%
20%
15%
10%
5% 69
0%
YES NO NOT CERTAIN
From the above graph it is clear that 34% people have
suggestions for the company while 21% does not have
any suggestion towards the company.

GENERAL FINDINGS

 Nokia, Samsung, Motorola and Sony Ericsson are the


favourite as brands among the consumers in South
Delhi Market.

 The brand awareness of MOTOROLA mobile


phones seems to be almost 100%.

 The general opinion about MOTOROLA mobile


phones is that it is either Good or Satisfactory.

70
 The Market Leader Nokia appeared to hold 60
percent market share followed by Motorola
(14percent), Samsung (11 percent),Sony Ericsson
(9percent) and other (6 percent).

 Brand name and Brand Recommendation seem to be


the major influence in the purchase decision of a
mobile phone.

 Color Screen, Polyphonic Ring Tones and Integrated


Camera seem to be the favourites among the
customers.

71
CONCLUSIONS &
SUGGESTIONS

72
CONCLUSION

After carrying out the project "Analysis of Customer


Satisfaction with respect to Motorola Mobile Phones", I
found that Nokia is still the market leader, but Motorola
has great potential to be a strong competitor of Nokia in
market.

Motorola enjoys a good position in the market by way


of its innovative and stylish handsets. On the whole,
Motorola has great way to go and succeed in the market.

On the basis of customer survey, it is clearly visible that


Motorola stands strong among other mobile brands.

73
SUGGESTIONS

 The dealer recommendations influence the buyer’s


decision to purchase a particular brand. So there is
need for good relationship with the dealer in terms of
incentives provided by the competitors, so that they
might recommend MOTOROLA brand to the
customer.

 The promotional schemes attract the customer to buy


a particular brand. Therefore the company should
come out with new & innovative schemes so that
volume can be increased.

 In South Delhi Market “Brand Name” plays a crucial


role in the purchase of a mobile phone. So
MOTOROLA Electronics India Ltd. should stress on
“RELATIONSHIP MARKETING” to attain
credibility in the market.

 To create brand image, to build good relations with


the customers & to retain customer loyalty,
MOTOROLA Electronics India Ltd. Should ensure
that their mobiles are delivered on time & place.

74
ANNEXURE

75
BIBLIOGRAPHY

BOOKS:

a. Philips Kotler, Marketing Management,


Published by Prentice Hall of India Pvt. Ltd. ,
Ed. 10,2003
b. Hawkins and Tull, Marketing Research,
Published by Prentice Hall of India Pvt.
Ltd. ,Ed.8,2003

WEBSITES:

• http://www.gsmarena.com
• http://www.motorola.com
• http://www.google.com
• http://www.trai.com

76
QUESTIONNAIRE

Name: ……………………………………………

Age: ………………

Occupation : ……………………………………

Q1. Are you using a mobile?

a) Yes b) No.

Q2. If yes, then which one?

a) Motorola b) Nokia

c) Samsung d) Sony Ericsson

e) Others

Q3. Are you aware of Motorola mobile phones?

a) Yes b) No.

Q4. Do you purchase Motorola mobile phones?

a) Yes b) No

77
Q5. If yes, then why Motorola?

a) Price b) Features

c) Looks d)Availability

Q6. If no, then why not Motorola?

a) Price b) Features

c) Re-sale value d) Can't say

Q7. Which phone do you like the most?

a) Motorola b) Nokia

c) Samsung d) Sony Ericsson

e) Others

Q8. What extra features would you like to have in


Motorola mobile phones?

a) Fm radio b) Gps

c) Dual sim card system d) Can't say

78
Q9. Are you satisfied with the after sales services
provided by the Motorola company?

a) Yes b) No

Q10. How do you feel regarding price of Motorola


mobile phones?

a) High b) Reasonable c) Low

Q11. Do advertisements affect your choice for different


brands of mobile phones?

a) Yes b) No

Q12. Do you have any suggestions regarding the


product?

a) Yes b) No

c) Not certain

79

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