CONSUMER ATTITUDE TOWARDS NOKIA ASHA MOBILE With special reference to Paras Electronics, Shimoga CONTENTS Chapter 1 INTRODUCTION Introduction Objectives of the study Scope of the study Methodology Limitations of the study Chapter-2 COMPANY PROFILE History Our vision and strategy Key elements of Nokia’s strategy Our structure Nokia India Pvt. Ltd Chapter-3 PRODUCT PROFILE Introduction ATNCC, Shimoga Page | 1
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CONSUMER ATTITUDE TOWARDS NOKIA ASHA MOBILE
With special reference to Paras Electronics, Shimoga
CONTENTS
Chapter 1INTRODUCTION
Introduction Objectives of the study Scope of the study Methodology Limitations of the study
Chapter-2COMPANY PROFILE
History Our vision and strategy Key elements of Nokia’s strategy Our structure Nokia India Pvt. Ltd
Chapter-3PRODUCT PROFILE
Introduction About Nokia ASHA Types of Handsets Services
ATNCC, Shimoga Page | 1
Chapter 4FIRM PROFILE
Introduction History Capital Business and organization Sales analyses
Chapter-5ANALYSIS AND INTERPRETATION OF DATA
Chapter-6SUGGESTIONS AND CONCLUSION
AnnexureQuestionnaireBibliography
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CHAPTER-1
INTRODUCTION
INTRODUCTION
OBJECTIVES OF THE STUDY
METHODOLOGY
SCOPE OF THE STUDY
LIMITATIONS OF THE STUDY
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INTRODUCTION
Consumer delight among with the profit maximization happens to
be the sole object of every successive businessman, consumer happens to
be a pivotal point around which the entire business evolves. Therefore to
study the consumer likes dislikes, attitudes, preferences etc. Helps to learn
more about consumers and thus helps in decision-making programmes.
As the entire system of market relays upon the study of the consumer
behavior. It would be systematic, realistic and objective to search for the
relevant data.
In this report, a survey has been conducted to find out why
consumers prefer Nokia handset. In this regard a case study of “Paras
Electronics” dealer of the Nokia, Shimoga is carried out into
consideration.
This report has been prepared with the help of information received
from “Paras Electronics” and answers received from respondents.
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OBJECTIVES OF THE STUDY
To know the consumer awareness towards different brands of handset
in the city of Shimoga.
To identify the brand leaders of the cellular phones are available at
Shimoga near Jail circle.
How the consumers are introduced to a particular brand of cellular
phones.
To find out the brand loyalty among consumers.
To know the attributes of the products, which the consumers give most
importance.
METHODOLOGY
For the purpose of this study both primary and secondary data’s
have been collected, company’s books of records, files, office report,
Govt. publication, newspapers, industrial manual books forms and the
sources of secondary data.
The primary data was collected through personal interview with the
consumer and the distributor of the company’s agencies in Shimoga City,
as it is not possible to contact the entire consumers in the Shimoga City.
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The method of satisfied random of sampling was used. The sample size
contacted was 50 consumers on the basis of geographical classification to
facilitate the survey.
From each geographical area samples of 10 consumers selected at
random survey was conducted through issuing questionnaire to the
consumers.
SCOPE OF THE STUDY
The scope of the study was restricted to Shimoga City. The study
was intended to collect primary data directly from the consumer. Hence,
the businessman and professional persons were contacted in their free
time and interviewed to know their preference among the different brands
of cellular phones available in Shimoga.
LIMITATIONS OF THE STUDY
Consumer’s attitude or consumer behavior involves mainly the human
element. Getting accurate information about the buyer’s is slightly
difficult to take as respondents may try to hide certain information and
may give ambiguous or erosive Company.
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Secondly, the short span of time is a major limitation in this project
report.
Thirdly, the vast areas are also a major limitation. This limitation
makes difficult to contact respondents in proper time.
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Chapter-2
COMPANY PROFILE
History
Our vision and strategy
Key elements of Nokia’s strategy
Our structure
Nokia India Pvt. Ltd
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COMPANY PROFILE
History
The roots of Nokia go back to the year 1865 with the establishment of a
forest industry enterprise in South-Western Finland by mining engineer
Fredrik Idestam. Elsewhere, the year 1898 witnessed the foundation of
Finnish Rubber Works Ltd, and in 1912 Finnish Cable Works began
operations. Gradually, the ownership of these two companies and Nokia
began to shift into hands of just a few owners. Finally in 1967 the three
companies were merged to form Nokia Corporation.
At the beginning of the 1980s, Nokia strengthened its position in the
telecommunications and consumer electronics markets through the
acquisitions of Mobira, Salora, Televa and Luxor of Sweden. In 1987,
Nokia acquired the consumer electronics operations and part of the
component business of the German Standard Elektrik Lorenz, as well as
the French consumer electronics company Oceanic. In 1987, Nokia also
purchased the Swiss cable machinery company Maillefer.
In the late 1980s, Nokia became the largest Scandinavian information
technology company through the acquisition of Ericsson's data systems
division. In 1989, Nokia conducted a significant expansion of its cable
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industry into Continental Europe by acquiring the Dutch cable company
NKF.
Since the beginning of the 1990's, Nokia has concentrated on its core
business, telecommunications, by divesting its information technology
and basic industry operations.
Nokia was the world's largest vendor of mobile phones from 1998 to
2012. However, over the past five years it has suffered a declining market
share as a result of the growing use of smartphones from other vendors,
principally the Apple iPhone and devices running on Google's Android
operating system. As a result, its share price has fallen from a high of
US$40 in late 2007 to under US$2 in mid-2012. Since February 2011,
Nokia has had a strategic partnership with Microsoft, as part of which all
Nokia smartphones will incorporate Microsoft's Windows Phone
operating system (replacing Symbian). Nokia unveiled its first Windows
Phone handsets, the Lumia 710 and 800, in October 2011.
Our vision and strategy
Nokia’s mission is simple: Connecting People. Our goal is to build great
mobile products that enable billions of people worldwide to enjoy more of
what life has to offer. Our challenge is to achieve this in an increasingly
Nokia expands its Asha range with smarter feature phones that improve
ways to work, learn and play
Work - first Series 40 Asha phone to support Mail for Exchange
Learn - new Nokia Life services provide key information to young, urban
consumers, coupled with Nokia's cloud-based browser for faster
discovery of the online world while paying less
Play - 40 free games available from EA worth EUR 75; plus preloaded
Nokia Social application that enables a single sign-in to multiple
communities
Barcelona, Spain - Accelerating its capability to connect the next billion
people to the internet, Nokia today unveiled additional services and three
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more Asha feature phone models -- the Nokia Asha 202, Asha 203 and
Asha 302 at Mobile World Congress.
Designed to deliver a variety of affordable mobile experiences, the new
offerings target three dimensions: Work, with Mail for Exchange support
for the Nokia Asha 302; Learn, bringing new information services for
young, urban consumers, and a fast, cloud-based browser that reduces
internet access costs; and Play, with free EA games available on the
Nokia Asha 202 and Asha 203.
"Since outlining a new strategy a year ago, we've taken significant actions
to deliver against it," said Mary T. McDowell, Nokia's executive vice
president for Mobile Phones. "We've been connecting the next billion
people to the mobile world and
its benefits through contemporary feature phones and internet services.
Today, we are taking another step in that direction, with a compelling
combination of smarter mobile devices packed with innovative services."
Nokia Life benefits 50 million users
Nokia also announced an evolution of Nokia Life Tools, Nokia Life,
which provides life-enhancing information across the range of Nokia
Series 30 and Series 40 products. Now with additional relevant services,
social elements and fresher look, it's available
first on the Nokia Asha 202 and 203 phones. Since its 2009 launch in
India, the SMS-based service has expanded to China, Indonesia and
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Nigeria. To date, more than 50 million people have experienced its
benefits.
Nokia Life delivers content in the areas of parenting, life skills, education,
health, entertainment and agriculture. For example, Nokia Life can help
parents focus on children's physical, emotional and social growth needs,
from birth to adolescence. People can also learn English using basic SMS
communications, and enjoy ringtones, sport news and trivia.
"Nokia Life services provide an entry to the world of digital content and
an internet-like experience for many people who don't yet have access to
data plans" said Dieter May, Nokia's senior vice president of Mobile
Phone Services. "With today's news, we're enhancing our services to
bring consumers an even more enjoyable experience on the new Asha
phones, with content that matters to them in their daily lives, is fun and
helps them progress."
Nokia Asha family expands
The Nokia Asha family has expanded rapidly since its debut, just four
months ago, with four devices presented at Nokia World 2011. It's now
available in more than 100 markets globally and will be complemented by
three devices announced today.
Nokia's Asha 202 and 203 phones stand out with the combination of a
traditional keypad with a 2.4- inch touch screen, ideal for browsing,
scrolling and opening applications. The Asha 202 features Dual SIM Easy
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Swap technology with dedicated SIM manager to personalize the phone
and save up to five SIM cards with unique information. Both devices
come with a 2-megapixel camera, music player, FM radio, Nokia
Browser, and Bluetooth connectivity, and can handle memory cards up to
32GB.
Estimated retail price for each is about EUR 60, excluding taxes and
subsidies, and both are expected to start shipping in the second quarter of
2012.
Image: Nokia Asha 202
Nokia and EA have teamed on innovative ways to bring games to the next
billion. The Nokia Asha 202 and 203 will be the first Series 40 devices to
offer EA games. As a 60-day promotion at Nokia Store, the EUR 75
separate cost of an EA 40-game pack - including popular titles such as
Tetris, Need for Speed, The Run and Bejeweled
- will be automatically waived for buyers of either new model.
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Chapter 4
Firm Profile
Introduction
History
Capital
Business and organization
Sales analyses
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Firm Profile
Introduction
The firm "Paras Electronics" is the main outlet, which sells handsets of all
the companies in shimoga and Mr. Munna pasha is the proprietor of the
firm Paras electronics . The firm is situated near B H Road A.A circle in
Shimoga. It is very convenient and easy to the customer to identify and to
deal with them.
History
In the year 2003 and 2004 there was a big craze for mobile handsets there
fore Mr. Munna Pasha made an attempt and he has succeeded. He started
the Business in 7th Feb 2004 now the firm Paras electronics is one among
the populer by its services. It has grown with in the short span of time as
one among the famous seller of mobile in Shimoga.
Capital:
The firm is started with an initial capital of rs.6lakhs of which rs.3lakhs
was borrowed and the remaining amount is in cash of his family.
Business and organization:
The rent of the shop being Rs.5000/-p.m., and he has appointed one
employee an assistant and is paying Rs.1500 monthly. It is a sole trading
concern and it is fully controlled by the proprietor only. The proprietor
enjoys being a sole trading concern all the profit of losses only. The firm
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mainly deals with mobiles and apart from this business other business is
also carried out viz., selling sim cards and currency of all the companies,
mobiles batteries, panels, covers etc. The below information shows the
working structures of collusions:
Service provided:
The firm provides various types of services to their customers. The firm
Paras electronics provides the services that are provided by the company,
and other services are also provided. They are down loading games
software and ringing tones, songs etc., lamination to the mobile handset,
instructions to use the mobile handsets, and if the handsets is not
working properly the respected will take the responsibility to make it
correct etc., service are rendered by the firm Paras Electronics.
Customers:
The main customers of Paras Electronics are collage student's
businessmen's enterprise n employees. The number of customers
gradually increasing day by day due to fall price of handsets and demand
for it and the new technology which is used in mobiles and the services
offered by the firm Paras electronics and of the respected companies.
Advertisement:
To attract customers advertisement is essential. Therefore the firm is
spending around rs.5000/- annually to attract customers of the media they
are pomp lets, banners, and advertisement on local news papers and
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advertisement media. From these advertisement the customers of Shimoga
city are attracting and the sales volume is also increasing by these
advertisements.
Sales analyses:
From the starting of business the sale of mobile handsets are increasing.
They have sold nearly 500sets. Now it is increasing gradually. They are
selling nearly 50 sets per month. According to statistic Nokia is the ruler
of market.
THE FALLOWING TABLE SHOWS THE MONTHLY VISE DETAILS:
MONTH NUMBER OF HAND SETS SOLD JUNE/2011 40JULY/2011 39AUGUST/2011 38SEPTEMBER/2011 44OCTOBER/2011 48NOVEMBER/2011 50DECEMBER/2011 51JANVARY/2012 55DECEMBER/2012 59JANVARY/2013 63
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CHAPTER-5
ANALYSIS AND INTERPRETATION OF DATA
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ANALYSIS AND INTERPRETATION OF DATA
This chapter is aimed at establishing user profile on various factors.
The respondents under consideration in this study included cellular phone
users. It is necessary to develop a respondent’s profile, in order to
understand consumer behavior to find out what factors introduce them to
buy the product. It is also necessary to establish the design preferred by
them & their price expectation in order to make necessary modifications
before introducing the product under consideration. The consumer or the
respondents profile has been developed according to usage, age, monthly
income & occupation. The data collected is based on these factors were
tabulated, analyzed & interested in this study of consumer behavior
towards cellular phones.
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Table No. 1
Age wise classification of respondents
Age group No. of respondents Percentage
Below 20 years 07 14
20-25 years 19 38
25-30 years 06 12
30-35 years 04 08
above 35years 09 18
Total 50 100
Source: Survey analysis
It is evident from the above table that 38% of the respondents i.e. 19
members are in the age group of 20-25 years, which consists of students,
executives. 18% of respondents are sales representative & professional in
the age group of above 35 years. They are the main users of cellular
phones.
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Graph shows age wise classification of respondents
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Table No. 2
Break up of customers [category wise]
Category No. of respondents Percentage
Students 22 44
Govt. Employee 05 10
Pvt. Employee 01 2
Business man 16 32
others 06 12
Total 50 100
Source: Survey analysis
The above table reveals that the majority of respondents are
Government employee 10% & followed by businessmen 32%, students
44% & others 12%.
From the above table it is clear that the majority of mobile users are
businessmen followed by employees.
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Graph shows break up of customers [category wise]
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Table No. 3
Income-wise classification of respondents
Income(per annum) No. of respondents Percentage
Less than 50000 23 46
50000-100000 20 40
100000-150000 07 14
Above 150000 0 00
Total 50 100
Source: Survey analysis
From the above table Company can come to conclusion that though
members belong to less than 50000 income, No of respondents is 23 ie
46% & 50000-100000 respondent is 20 i.e. 40%. They use mobile
phones because of their necessity. So the companies can reduce the prices
& make more number of consumers from this group to use their products.
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Graph shows income wise classification of respondents
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Table No. 4
Level of consumer satisfaction
Factors No of respondents Percentage
Easy to operate 22 44
Good performance 20 40
Better clarity 4 8
Others 4 8
Total 50 100
Source: Survey analysis
From the above table it is clear that level of consumer satisfy with Nokia
mobiles factors that contains good performance are having 22 of
respondents i.e. 44%. And Good performance i.e. 20 respondent of 40%.
Than Better clarity, others factors is also satisfying consumer needs
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Graph shows level of consumer satisfaction towards
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Table No. 5
Classification of respondents based on brand wise
Brands No. of respondents Percentage
Nokia 50 100
Samsung 0 0
LG 0 0
Others 0 0
Total 50 100
Source: Survey analysis
From the above table It is clear that majority of the mobile phone
users prefer Nokia (100%) of the number of facilities provided in the
handsets & majority were buying nokia cell. because of price factor,
display, design, music edition, camera status. which is satisfies consumers
desires.
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Graph shows classification of respondents based on brand wise
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Table No. 6
Factors influencing respondents in buying a particular brand
Factors No. of respondents Percentage
Price 9 18
Size 1 2
Battery life 32 64
Display 7 14
Design 1 2
Others 6 12
Total 50 100
Source: Survey analysis
In the above table each respondent has ticked for more than particular
brand for battery life i.e. 32 respondents of 64%. for price i.e 9
respondents of 18%. and also for display i.e.7 respondents of 14 %
So this table table shows the attitude of Nokia cell.
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Graph shows factors influencing respondents in buying a particular
brand
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Table No. 7
Classification of respondents on the basis of advertisements
Brands No. of respondents Percentage
Nokia 30 60
Samsung 15 30
LG 5 10
Others 0 0
Total 50 100
Source: Survey analysis
From the above table 100% respondents i.e 50 members. 60% of
respondents says that advertisement of Nokia mobile is fine.
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Graph shows classification of respondents on the basis of
advertisements
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Table No. 8
Classification of respondents on the basis of source information with
regard to the advertisements
Media No. of respondents Percentage
Newspaper 09 18
Magazine 10 20
Television 28 56
Others 03 06
Total 50 100
Source: Survey analysis
From the above table it is clear that television i.e. respondent of 28 of
56% & magazine having 10 respondents of 20%. Which play an
important role in reaching the consumers. Although, Newspaper 9
members of 18% & other powerful media among the public related with a
good response in the field of advertisement.
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Graph shows classification of respondents on the basis of source
information with regard to the advertisements
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Table No. 9
Classification of respondents from whom cellular phones purchased
Marketers No. of respondents Percentage
Authorized dealer 40 80
Service provider 02 04
Free lancer 07 14
Other 01 02
Total 50 100
Source: Survey analysis
In this table Company can see that many of the respondents buying a
mobile from an authorized dealers i.e. 80%. Secondly, from free-lancer
14%. Even from the other marketers who will give the better suggestions
& good information about the nokia mobile.
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Figure classification of respondents from whom cellular phones
purchased
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Table No. 10
Classifications of respondents based on buying criteria of the cellular phones
Criteria No. of respondents Percentage
Guarantee 32 64
Availability 06 12
Aftersale service 07 14
Price 05 10
Others 0 0
Total 50 100
Source: Survey analysis in Shimoga
Here, Company can see that people have given more importance to the
guarantee, i.e. 32 respondents of 64% then after sale service having of 7
respondents of 14%. Which is of more importance too. Availability,
where the people trust for it, then looks for the price of the cellular phones
for the particular brand.
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Classifications of respondents based on buying criteria of the cellular phones
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SUMMERY OF OBSERVATION
From the survey, Company came to know that Nokia cellular phone
is good & standard product & used by all section of people. However,
there are people who use other brands of cellular phones liked Sony
ericsson, Motorola, Spice, Samsung, LG etc. to increase the market share
of Nokia cellular phones Co. they should play an important role. Of
course, there is no question of improving the quality of product because
the product is very good. But most of the respondents suggest that the
price is costly & it should be little bit low. Therefore the S&S Co. Mysore
should make the product easily available to meet the increasing demand
and also should price should be minimized than the present cost.
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CHAPTER-6
SUGGESTIONS AND CONCLUSION
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SUGGESTIONS AND CONCLUSION
Advertisement
Advertisement is a powerful element of spreading information .People
with less purchasing power cannot afford to buy a product though the
advertisement creates a strong desire to purchase the product. Advertising
stress quality & price rarely. This forms an indirect guarantee to the
consumers of the quality & price.
Price
A price of the cellular phone & service providers is very high & it is
difficult to purchase the cellular phones for middle-income group people.
So, the company should reduce the prices of cell phone & service
providers as much as possible.
Authorized service centers
In Shimoga, there is a better service centers are provided. which has
named as NOKIA CARE. T his makes helpful to consumers who were
having the Nokia mobiles. The Nokia care center is good and helpful for
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consumers. But the consumers having some problem upon the nokia care
center that is of servicing which is not guaranteed and not properly having
in time. Hence, the company should concentrate on those factors, which
makes good for consumers and improve in good service and makes the
care centers in large number.
Health hazards
The research by medical science has revealed that cellular phones are the
causes of many health problems such as Skin diseases & cancer.
Therefore steps should be taken to solve these types of problems.
Price for call duration
The service providers in the market have different price schemes.
Consumers who pay rent will be charged at Re 1.00 /min. for all the local
outgoing calls. And also Re 2.00 /min for STD. And other networks
having other tariffs. Which have been benefits to consumers.
The above scheme will definitely help the customers to talk freely without
having the tension of costly time. This will in-turn make profit & also
increase the market for service providers.
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CONCLUSION
The customer market is the final market for which economic
markets have to be understood before marketing plan of the products are
planned. Most of the time, it is the psychological factors, which
influences the consumer to purchase a product. With the hope of fulfilling
all the desired goals. The customer’s personal factors, perceptions &
attitudes are not controllable by the market but later can influence the
consumer indirectly. From the study conducted on various groups of
people, certain trends can be observed which will help to obtain the
objectives set in the beginning. Though particular piece of results may not
make much sense in itself. If it put together, the results show some
discerning features of the cellular phone market. The customer’s survey
shows that a good number of customers in the market segment are
professionals/executives & businessmen. This category has an over all
demand for cellular phones.As for as the age profile is concerned the 20-
25 & 25-30 age group constitutes the prominent group. The role of the
professionals & businessmen in this market are discernible. Cellular
phone usage is increasing day-by-day. The number of units sold during
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these years has increase tremendously. Therefore, packages & the cost of
the cellular phones being reduced may lead to usage tenfold to the present
over the coming years.
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ANNEXURE
Questionnaire Bibliography
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QUESTIONNAIRE
I am student of Final year BBM in ATNCC, Shimoga. As a part of
my academic study I have undertaken a project report on “Consumer
attitude towards Nokia Asha Mobile, with reference to Paras
Electronics, Shimoga. I request you to fill the following questions and do
the needful. The information provided by you will be used strictly for
academic purposes.
Thanking you,
Yours sincerely,
Fayaz Pasha
1. Name:
2. Address:………………………….
.........................................
3. Occupation:
Government Employee [ ] Private Employee [ ]
Businessman [ ] Student [ ]
Mention if any...........................................
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4. Qualification:
5. Sex : Male [ ] Female [ ]
6. Age :
Less than 20 years [ ] 20-25 years [ ]
25-30 years [ ] 30-35 years [ ]
Above 35 years [ ]
7. Annual Income
Less than 50000 [ ] 50000-100000 [ ]
100000-150000 [ ] Above 150000 [ ]
8. Do you own a cell phone?
Yes [ ] No [ ]
9. If yes, which one?
Nokia [ ] Samsung [ ] L.G [ ]
Sony Ericsson [ ] Motorola [ ] Other [ ]
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10.If you are using Nokia Asha, Why?
Easy to operate [ ] Good performance [ ]
Better clarity [ ] Other reasons [ ]
If other reasons please specify ........................................
11.Which factors influenced in buying this Nokia Asha?
Price [ ] Size [ ] Battery life [ ]
Music [ ] Design [ ] Camera [ ] Other [ ]
12.Which cellular phone advertisement do you remember?
Nokia [ ] Samsung [ ] L.G [ ] Motorola [ ]
Sony Ericsson [ ] Other [ ]
13.Identify the source of information with regard to brand?
Newspaper [ ] Magazine [ ]
Television [ ] Other [ ]
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14.Where did you purchase your Nokia Asha phone?
Authorized dealer [ ] Service providers [ ]
Free-lancer [ ] Other [ ]
15.Justify your buying with the above answer?
Genuineity [ ] Guarantee [ ] Availability [ ]
After sales service [ ] Price [ ] Others [ ]
16.Which service provider your cellular phone is network?
IDEA [ ] Uninor[ ] Airtel [ ]
Vodafone [ ] BSNL[ ] Other [ ]
17.Should there be more service providers
Yes [ ] No [ ]
18.What is your opinion about services providing by Nokia priority?