A study on Customer Perception towards Brand Nokia

Abstract Mobile phone has become a basic necessity of day-to-day life, due to rapid changes in technology. Mobile phone companies are competing on various attributes like quality, price, features, service and operating system. Hence, customer perception of these attributes is very important for the success of mobile phone companies. But, customers' perception towards product can change due to mergers and acquisition. The main objective of this study is to understand the customers' perception towards product attributes of Nokia mobiles, before and after acquisition by Microsoft. Data was collected using survey method through a structured questionnaire. Questionnaire consisted of background questions as well as target questions. 61 respondents between the age group of 20 to 50 years were taken for study, using convenience sampling. 5 point Likert's scale was used for measuring opinions of respondents. Statistic tools like frequencies, cross-tabulation, descriptive Statistics and t-test were used for analysing the data, with the help of SPSS software. The major finding of this study is that customers' perception towards product attributes of Nokia mobiles has been improved after acquisition of Nokia by Microsoft. This helped Nokia to regain its superiority in the mobile phone market. It was also found that quality is the most important factor considered by customers, while purchasing a mobile.