CONSUMER BEHAVIOUR REPORT

ON

"Attitude measurement and change."

Submitted By:-

Group-6

Section- ‘B’

Submitted To

Prof. GK Murthy.

CHANDRAGUPT INSTITUTE OF MANAGEMENT PATNA

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 TABLE OF CONTENT

TOPICS PAGE NO
Introduction 3

Survey Methodology 4

Attitudes Toward Nokia 6-7

Cognition, Affect, Behavior 8 - 16

Strategies to Influence Attitudes 17 - 18

Advertising Message, Communication channel, Appeals 19 – 22

Conclusion 23

Appendix 24 - 25

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 Introduction

Key Points About Nokia:

Founding and Early Development: Established on May 12, 1865, by Fredrik Idestam, Leo
Mechelin, and Eduard Polón, Nokia initially operated as a pulp mill before diversifying into
industries such as rubber and cables.

Shift to Telecommunications: By the late 20th century, Nokia transitioned its focus towards
telecommunications, becoming a leading figure in the mobile phone market and contributing to
the development of GSM, 3G, and LTE technologies.

Market Dominance: From 1998 to 2008, Nokia held the position as the world's largest seller of
mobile phones and smartphones.

Adaptation and Change: After encountering market difficulties and partnering with Microsoft,
Nokia sold its mobile phone division to Microsoft in 2014. The company then shifted its focus to
telecommunications infrastructure, technology development, and licensing.

Present-Day Operations: Currently based in Espoo, Finland, Nokia operates globally,

specializing in network infrastructure, technology services, and is a key player in the Internet of
Things (IoT) and 5G technologies.

This report analyzes consumer attitudes toward Nokia, a legacy brand in the mobile phone
market, and proposes strategies to influence these attitudes. Despite its historical significance and
strong emotional connections with consumers, Nokia has struggled to maintain its market
presence in the face of fierce competition from brands like Apple and Samsung. By applying key
consumer behavior theories, this report seeks to understand the cognitive, emotional, and
behavioral aspects of consumer attitudes toward Nokia, and how these insights can inform
effective marketing strategies to enhance brand perception and drive sales.

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 Survey Methodology

1. Objective

The primary objective of the survey was to assess consumer attitudes toward Nokia smartphones.
Specifically, the survey aimed to gather insights into consumers' beliefs, feelings, and behaviors
related to the Nokia brand and its products.

2. Survey Design

 The survey consisted of 17 structured questions divided into four main sections:
 Demographics: Questions about age, gender, occupation, and location to segment
responses and identify trends across different consumer groups.
 Usage Experience: Questions about previous use of Nokia phones, the last time they used
one, and factors influencing their likelihood of purchasing Nokia smartphones in the
future.
 Attitudinal Measurements: Questions aimed at measuring consumers' beliefs and
evaluations of specific Nokia attributes (battery life, price, innovation) on a Likert scale.
 Recommendations: Open-ended questions soliciting consumer suggestions for
improvements and advertising strategies that could enhance their consideration of Nokia.

3. Sampling

Target Population: The survey targeted consumers who are familiar with or have used Nokia
smartphones. This includes both current users and those who have not used Nokia products
recently.

Sample Size: A total of 50 respondents were surveyed to ensure a diverse representation of

consumer attitudes. The sample was selected using a convenience sampling method, leveraging
online platforms and social media channels to reach participants.

4. Data Collection:

Method: The survey was administered online using Google Forms. This allowed for easy
distribution and collection of responses, ensuring a quick turnaround in data gathering.

Duration: The survey was conducted over a one-week period, allowing adequate time for
participants to respond and for reminders to be sent to increase the response rate.

5. Data Analysis

Quantitative Analysis: Responses were analyzed using statistical methods to calculate overall
attitudes based on the formula (Ao = (b1 e1) + (b2e2) + (b3 e3)), where \(bi) represents the belief
scores and (ei) represents the importance scores for each attribute.

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Qualitative Analysis: Open-ended responses were coded and categorized to identify common
themes and suggestions for improvement.

6. Ethical Considerations

Participants were informed about the purpose of the survey and assured that their responses
would remain confidential. Consent was obtained before participation, and respondents were
given the option to withdraw from the survey at any time.

7. Limitations

The survey relied on self-reported data, which may be subject to biases, including social
desirability bias. Additionally, the convenience sampling method may limit the generalizability
of the findings to the broader population.

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 Attitudes Toward Nokia

Attitude-toward-object [ATO] model

Fishbein Model [Martin Fishbein, 1976]

The formula for calculating Attitude (Ao) based on the beliefs (bi) and importance (ei) of each
attribute is:

Ao=(b1⋅e1)+(b2⋅e2)+(b3⋅e3)

Where:

 b1: Belief about Nokia’s Performance

 e1: Importance of Performance to the consumer

 b2: Belief about Nokia’s Price

 e2: Importance of Price to the consumer

 b3: Belief about Nokia’s Innovation

 e3: Importance of Innovation to the consumer

From the image:

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  b1=3 , e1=4 , b2=3, e2=4, b3=3 , e3=3

Now, applying the values to the formula:

Ao=(3⋅4)+(3⋅4)+(3⋅3)

Ao=12+12+9=33

The overall attitude score is 33. This score reflects the consumer's overall perception based on
the specified attributes.

Each attribute contributes to the overall score based on how consumers perceive Nokia's
performance and its importance to them.

For example:

If performance has a belief score of 3 and importance score of 4, this suggests that consumers
believe Nokia's performance is average, but they consider it relatively important.

The overall attitude toward innovation is critical; a lower score (if applied) in that area could
indicate a need for Nokia to innovate more aggressively.

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Cognition

The cognitive aspect of consumer attitudes focuses on what people think about Nokia's product
features and overall value proposition.

Cognitive Questions (Belief about specific Attributes or overall object)

These questions are aimed at understanding what consumers think and believe about Nokia, its
products, and its attributes:

8) Please rate the following attributes of Nokia phones on a scale of 1 to 5, where 1 is “Very
Poor” and 5 is “Excellent.” (Attributes like quality, design, price, innovation, etc.)

Nokia's strengths seem to lie in durability and price, while camera quality, operating system, and
innovation are areas where improvements could enhance consumer attitudes.

9) To what extent do you agree with the following statements about Nokia? (Statements about
reliability, innovation, affordability, etc.)

The chart shows responses to statements about Nokia, rated on a scale from "Strongly Agree" to
"Strongly Disagree." Here’s a breakdown of key insights:
 Nokia phones are reliable: Most respondents "Agree" or "Strongly Agree," indicating
that reliability is a well-recognized strength of the brand.

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  Positive feeling toward Nokia as a brand: There is a significant amount of agreement,
though some respondents remain neutral, showing mixed but generally positive sentiment
toward the brand.
 Nokia is a brand I trust: A considerable number of respondents agree, with some strong
agreement, suggesting trust remains a strong point for Nokia.
 Nokia provides good value for money: Many agree or strongly agree, with a small
number disagreeing, suggesting that value is perceived well, but not universally.
 Using a Nokia phone makes me feel connected: There’s more variation, with neutral
and disagree responses being more common, showing this emotional connection is not
very strong.
 Nostalgia for Nokia: There is noticeable agreement, indicating that nostalgia could be a
strong factor for former users.

12) If you have not bought a Nokia phone recently, what stopped you from buying one?

The pie chart illustrates the reasons why respondents haven’t bought a Nokia phone recently,
based on 51 responses. Here’s a brief explanation:
 56.9% of respondents said Nokia phones are “Not available in stores”.
 25.5% don’t like the design of Nokia’s latest models.
 9.8% believe other brands have better features.
 Smaller percentages mentioned reasons like Nokia phones being expensive, having had a
bad experience with a Nokia phone in the past, or being Apple users who find Nokia
phones incompatible with their ecosystem.
This data highlights availability and design preferences as the main barriers to purchasing Nokia
phones.

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13) How do you compare Nokia to other smartphone brands in your opinion?

The pie chart shows how respondents compare Nokia to other smartphone brands, based on 51
responses. Here’s a summary:
 39.2% of respondents think Nokia is “Much Worse” compared to other brands.
 25.5% believe Nokia is “About the Same” as other brands.
 15.7% feel Nokia is “Much Better”.
 13.7% think Nokia is “Better”.
 Another 13.7% consider Nokia to be “Worse”.
This indicates that a significant portion of respondents view Nokia less favorably compared to
other smartphone brands, with the largest group rating it as “Much Worse.” However, there are
still notable percentages of people who see Nokia as comparable or even better.
14) What changes would make you more likely to consider buying a Nokia phone?

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The bar graph shows what changes would make respondents more likely to consider buying a
Nokia phone, based on 51 responses. Here’s a summary:
 60.8% of respondents want improved design and appearance.
 52.9% prefer better software and operating system.
 49% are looking for more innovative features.
 43.1% would like better camera quality.
 31.4% want longer battery life.
 29.4% suggest improved customer support.
 19.6% think lower prices would make a difference.
This data highlights that design, software, and innovation are key areas where Nokia could focus
to attract more customers.
Affect

Affect refers to the emotional responses toward Nokia, which are crucial for understanding brand
loyalty and customer attachment.

These questions explore the emotional connections or feelings respondents have towards Nokia:

5) Have you ever used or owned a Nokia phone?

The chart shows the responses to the question, "Have you ever used or owned a Nokia phone?"
with a sample size of 50 participants.
 96% of respondents answered "Yes," indicating that a vast majority have experience
with Nokia phones.
 4% of respondents answered "No," suggesting only a small minority have not used or
owned a Nokia phone.
This indicates strong past consumer interaction with the brand, which could serve as a
foundation for strategies aiming to reignite emotional and behavioral connections with Nokia.

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6) If yes, when was the last time you used a Nokia phone?

The chart shows the responses to the question, "If yes, when was the last time you used a Nokia
phone?" among 50 participants who had experience with the brand.

 48% of respondents used a Nokia phone more than 6 years ago.

 26% used one between 4-6 years ago.
 14% used one less than a year ago.
 10% are currently using a Nokia phone.
 Only 2% used a Nokia phone between 1-3 years ago.
The data suggests that while nearly half of the respondents haven't used Nokia in more than six
years, a small but relevant portion still engages with the brand. This points to potential
opportunities for reconnecting with former users while maintaining current users.
15) What kind of advertisement would appeal to you most for Nokia?

The bar graph shows the types of advertisements that would most appeal to respondents for
Nokia, based on 51 responses. Here’s a summary:

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  66.7% of respondents prefer feature-focused ads that highlight aspects like the camera
and battery.
 45.1% are drawn to emotional ads that evoke nostalgia, family, and connections.
 27.5% favor social media campaigns involving influencers and YouTube reviews.
 21.6% like celebrity endorsements.
This suggests that emphasizing product features and creating emotionally resonant ads could be
effective strategies for Nokia’s marketing. Social media campaigns and celebrity endorsements
also have a notable appeal but to a lesser extent

17) Do you have any other feedback or suggestions on how “Nokia” can improve its products
and compete more effectively?

Summary of Responses:

1. Innovation Focus: Many respondents emphasized the need for Nokia to prioritize innovation,
particularly in product features such as camera quality, battery life, and operating systems. There
was a strong consensus that regular product updates and advancements in 5G technology are
essential for the brand to remain competitive.

2. Design and Aesthetics: Several respondents suggested that Nokia should focus on modernizing
its smartphone designs to be more attractive and appealing to consumers. Innovative designs,
such as foldable or modular phones, could help differentiate Nokia from competitors.

3. Software and Ecosystem: A key area for improvement is the software ecosystem. Respondents
pointed out that Nokia should enhance its app store and form exclusive app partnerships to
improve the overall user experience. Additionally, providing timely software updates was
mentioned as a critical factor.

4. Affordability: There was feedback suggesting Nokia should focus on offering premium
features at affordable prices, particularly in emerging markets. Competitive pricing for phones
with high-performance features (like 5G and better cameras) could attract more consumers.

5. Sustainability and Reliability: Some respondents saw an opportunity for Nokia to promote
sustainability through eco-friendly materials while emphasizing its historical reputation for
durability and reliability.

6. After-Sales Support: Improving after-sales services, such as warranty and repair support, was
identified as an important factor in increasing customer satisfaction and retention.

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7. Market Expansion: Respondents also highlighted the need for Nokia to expand in emerging
markets by offering affordable, high-quality phones. Additionally, Nokia could capitalize on the
B2B and IoT markets for new growth opportunities.

8. Targeted Marketing: Some respondents suggested that Nokia invest in brand revitalization
through targeted marketing campaigns to re-establish relevance and competitiveness against
leading brands like Apple and Samsung.

This summary captures the most critical suggestions from respondents, focusing on innovation,
design, pricing, software improvement, and after-sales support as key areas Nokia should address
to enhance its competitive edge.

Behavior

Behavioral attitudes were assessed to understand actions like brand consideration, likelihood of
recommending, and purchase intent.

Behavioral Questions (Actions and Intentions)

These questions investigate how respondents have acted in the past or plan to act in the future:

7) How likely are you to buy a Nokia phone in the future?

The chart shows responses to the question, "How likely are you to buy a Nokia phone in the
future?" among 50 participants.

 26% are "Very Unlikely" to buy a Nokia phone in the future.

 24% are "Neutral" about their likelihood to purchase.
 20% are "Likely" to buy one.
 16% are "Very Likely" to purchase.
 14% are "Unlikely" to buy a Nokia phone.

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The responses are distributed, with the highest portion being very unlikely, but there is still
significant interest in Nokia, with a combined 36% leaning toward buying a phone in the future.
This indicates that, while many are indifferent or hesitant, there is room for Nokia to target
potential buyers through strategic marketing or product changes.

10) How often do you consider Nokia when purchasing a new smartphone?

The chart presents responses to the question, "How often do you consider Nokia when
purchasing a new smartphone?" among 50 participants.
 46% of respondents "Rarely" consider Nokia when buying a new phone.
 24% "Sometimes" consider it.
 18% "Often" think of Nokia.
 6% "Always" consider the brand.
 Another 6% "Never" consider Nokia.
The results indicate that Nokia is not a top consideration for nearly half of the respondents when
purchasing a new smartphone. However, a sizable portion still sometimes or often includes
Nokia in their decision-making, suggesting there is potential to enhance Nokia's brand appeal
and consideration rate through targeted strategies.
11) Have you recommended Nokia to anyone in the past year?

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The pie chart shows responses to the question, “Have you recommended Nokia to anyone in the
past year?” from a sample of 50 people. Here’s a quick summary:
 50% of respondents said “No”.
 42% said “Yes”.
 8% said “Maybe”.
This indicates that while a significant portion of people have recommended Nokia, there’s still a
considerable number who haven’t. This insight can help in understanding consumer advocacy for
Nokia and identifying areas for improvement.
16) Which of the following would most influence your decision to purchase a Nokia phone?

The pie chart shows the factors that would most influence respondents’ decisions to purchase a
Nokia phone, based on 51 responses. Here’s a summary:
 41.2% of respondents are most influenced by product features (e.g., camera, design).
 21.6% value positive reviews from friends or family.
 15.7% consider tech expert recommendations important.
 11.8% are swayed by discounts or special offers.

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  9.8% look at brand recognition and history.
This indicates that the majority of respondents prioritize the features of the phone itself, followed
by recommendations from trusted sources. Discounts and brand reputation also play a role, but to
a lesser extent.

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Which Component is More Important in Declining Market Share Of Nokia?

Cognitive Factors:

Importance: Respondents' beliefs about product innovation, design, and software play a
significant role in shaping their perceptions of Nokia’s competitiveness.

Impact: Strong cognitive evaluations are critical, as they directly influence consumer
preferences and decisions.

Affective Factors:

Importance: Emotional connections, nostalgia, and trust in the brand contribute to customer
loyalty.

Impact: Positive feelings can drive recommendations and repeat purchases, but emotional
connections can be fragile if the brand fails to meet expectations.

Behavioral Factors:

Importance: Consumer intentions to purchase and recommend Nokia phones are shaped by
cognitive evaluations and emotional connections.

Impact: Actual buying behavior and advocacy are essential for market share; however, these
behaviors are ultimately driven by cognitive and affective components.

The cognitive component is the most critical factor in Nokia's declining market share.
Consumers’ beliefs about product innovation, design, and overall value significantly influence
their purchasing decisions. While emotional connections (affective) and intentions to act
(behavioral) are also important, they are heavily influenced by cognitive assessments. To regain
market share, Nokia must focus on improving product quality and innovation, modernizing
designs, and enhancing the overall software experience.

Strategies to Influence Attitudes

To effectively influence consumer attitudes toward Nokia, we can apply the ATO (Attitude
Toward the Object) approach under the Cognition component. This strategy focuses on
modifying how consumers perceive the brand and its products. Here’s how each element of the
ATO approach can be utilized:

Change Beliefs

Strategy: Educate consumers on the superior features of Nokia products, such as camera quality,
battery life, and innovative technology.

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Implementation: Launch marketing campaigns that highlight positive user experiences and
technical specifications. Collaborate with tech experts and influencers to review Nokia products
and emphasize their strengths compared to competitors.

Add Beliefs

Strategy: Introduce new beliefs that consumers can associate with the Nokia brand.

Implementation: Create campaigns showcasing Nokia's advancements in software updates,

exclusive app partnerships, and customer support services. By highlighting these factors, you can
build additional positive beliefs that consumers may not have previously considered.

By employing the ATO approach to influence cognitive attitudes, Nokia can effectively reshape
how consumers perceive the brand. Changing beliefs, and adding new beliefs altering the ideal
perception of smartphones will help address the barriers to purchasing Nokia devices, enhance
market competitiveness, and ultimately improve consumer attitudes towards the brand.

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 Advertising Message, Communication channel, Appeals

Advertising messages:

1. Innovation and Technology: Respondents emphasized the need for Nokia to prioritize
innovation, particularly in areas like camera quality, battery life, and 5G technology. Nokia can
create messaging that showcases its commitment to cutting-edge technology.

Message: “Experience the future with Nokia’s advanced camera systems, ultra-fast 5G
technology, and all-day battery life. Nokia—innovation meets reliability.”

This message positions Nokia as a forward-thinking brand, addressing concerns about outdated
features and highlighting key product improvements.

2. Design and Aesthetics: Many respondents mentioned that Nokia’s design needs to be
modernized. The focus should be on sleek, appealing aesthetics that meet current consumer
tastes.

Message: “Designed for your lifestyle. Nokia’s sleek, stylish smartphones offer the perfect blend
of durability and modern elegance.”

By highlighting the new, attractive designs, Nokia can appeal to consumers looking for
smartphones that not only perform well but also look great.

3. Affordability and Value for Money: Respondents suggested that Nokia should offer
premium features at affordable prices, especially in emerging markets. This message could
emphasize how Nokia provides high-end technology without breaking the bank.

Message: “Get premium performance without the premium price. Nokia delivers cutting-edge
technology that’s affordable and reliable.”

This appeals to cost-conscious consumers, positioning Nokia as a brand that offers great value.

4. Sustainability and Durability: Feedback also indicated that Nokia could capitalize on its
historical reputation for producing durable phones while promoting sustainability through eco-
friendly practices.

Message: “Built to last, built to care. Nokia phones are durable, eco-friendly, and designed for
the future. Stay connected with a brand you can trust.”

This messaging taps into both the durability that Nokia is known for and the growing consumer
interest in sustainability.

5. Software and Ecosystem: Respondents mentioned the need for better software and more
consistent updates. This advertising message could focus on Nokia’s improved software
experience and partnerships in the tech ecosystem.

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Message: “Seamless, smart, secure. Nokia’s cutting-edge software gives you more updates, more
apps, and more possibilities.”

By emphasizing better software performance and an enhanced app ecosystem, Nokia can appeal
to tech enthusiasts.

6. Nostalgia with a Modern Twist: While innovation is important, respondents still value
Nokia’s legacy. A message that ties Nokia’s past reliability with its current advancements can
attract both nostalgic and modern consumers.

Message: “The Nokia you trust, with the features you need today. Classic reliability, now with
cutting-edge innovation.”

This messaging balances emotional appeal with modern technology, leveraging Nokia’s history
while showing it’s ready for the future.

By implementing these advertising messages, Nokia can address the key areas highlighted in the
feedback and present itself as a brand that listens to consumers, innovates, and continues to offer
reliable, affordable products with modern features.

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 Sources of Communication

1. Social Media Campaigns: Platforms like Instagram, Facebook, YouTube, and Twitter are
critical for reaching tech-savvy consumers and a younger audience. Social media ads, product
reviews, and collaborations with tech influencers can showcase Nokia’s innovations, new
designs, and affordability.

Influencer Partnerships: Collaborating with popular tech influencers on YouTube and

Instagram to review Nokia's new models, highlight advanced features, and demonstrate
durability.

User-Generated Content: Encouraging users to share their experiences with Nokia phones
through hashtags, contests, and challenges that highlight features like battery life and camera
quality.

2. Tech Review Sites and Blogs:

Partnering with tech blogs and review websites (e.g., TechCrunch, The Verge, GSMArena) to
provide in-depth reviews and comparisons between Nokia and competitors. This will target tech
enthusiasts who rely on expert opinions for purchasing decisions.

Tech Comparison Videos: Creating side-by-side comparisons of Nokia phones with other
brands (Apple, Samsung), focusing on the improved design, software, and features like durability
and 5G capability.

3. Nostalgic and Emotional Ads: Running ads on TV, YouTube, and digital platforms that evoke
nostalgia while connecting it with Nokia’s modern improvements. These ads can feature real-life
stories of long-term Nokia users who are returning to the brand.

Storytelling Campaigns: Highlight emotional narratives such as families reconnecting through

Nokia phones, linking the brand’s heritage with modern-day advancements.

4. Retail Partnerships and In-Store Promotions: Working with major retailers (both physical
and online) to offer in-store promotions like discounts, trade-in offers, and product bundles.
These promotions can emphasize Nokia’s affordability and durability.

Exclusive Partnerships: Collaborating with telecom providers to offer special deals, such as
bundled data plans with the purchase of a Nokia phone.

5. Online Forums and Tech Communities: Engaging with online tech communities like Reddit
and specialized forums (e.g., XDA Developers) to share product information, updates, and
insights about Nokia’s software ecosystem and performance improvements.

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Customer Support Channels: Providing enhanced customer support through online channels,
offering troubleshooting, and promoting Nokia’s after-sales service to build trust.

Appeals

1. Rational Appeal (Cognition): Emphasizing product features such as battery life, camera
quality, 5G capability, and software improvements. This approach caters to consumers who make
purchase decisions based on product performance and value.

Example: Ads that compare Nokia's camera and battery performance to those of competitor
brands, highlighting long-term value and durability.

2. Emotional Appeal (Affect): Tapping into nostalgia and emotional connections. Nokia’s long-
standing history can evoke positive feelings among consumers who fondly remember using
Nokia phones in the past.

Example: Storytelling campaigns showing how people relied on Nokia during key moments in
their lives, with the tagline: “Nokia—connecting you then, connecting you now.”

3. Value-Based Appeal: Affordability and value for money are important to consumers looking
for premium features at lower prices. Highlighting Nokia’s ability to provide cutting-edge
features at a competitive price can attract cost-conscious buyers.

Example: Ads focusing on pricing comparisons between Nokia and high-end brands,
emphasizing that Nokia offers similar features at a fraction of the price.

4. Expert Endorsement Appeal: Leveraging the opinions of tech experts and reviewers to build
credibility. Having respected industry figures vouch for Nokia’s innovations can influence tech-
savvy consumers who trust expert recommendations.

Example: Featuring quotes or video reviews from popular tech YouTubers and bloggers in
advertising materials, showcasing Nokia’s advancements and improved user experience.

By using these sources of communication and appeals, Nokia can effectively rebuild its image,
influence consumer attitudes, and regain market share, focusing on innovation, nostalgia and
affordability.

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 Conclusion

Based on the survey feedback and analysis of consumer attitudes towards Nokia, it is clear that
while the brand holds strong nostalgic value, there are critical areas where consumer perceptions
need to shift for Nokia to regain its market position. The key insights from the responses indicate
that design, software innovation, and feature improvements are crucial factors that drive
purchase intentions. Consumers still associate Nokia with durability and reliability, but the lack
of modern features and innovation has caused it to fall behind competitors.

To successfully influence consumer attitudes and improve market share, Nokia must focus on a
cognitive approach:

1. Cognitive Strategy: Using the ATO approach, Nokia should aim to change consumer beliefs
by emphasizing its latest innovations, particularly in camera quality, battery life, and 5G
capability. Shifting the importance of these features and adding new beliefs—such as Nokia’s
commitment to sustainability and affordability—will address the cognitive disconnect consumers
have regarding the brand’s competitiveness.

By integrating these strategies across various communication channels—including social media,

tech reviews, emotional storytelling ads, and in-store promotions—Nokia can effectively realign
consumer attitudes and re-establish itself as a competitive force in the smartphone market. With a
focus on innovation, affordability, and nostalgia, Nokia has the potential to rebuild its brand
image and attract a broader consumer base.

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09/29/2024 10:17:39
charlie.0198ks@gmail.com 0 25-34 Male Urban Student Yes More than 6Likely
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09/29/2024 18:45:15
ck112277@gmail.com 0 25-34 Male Urban Student Yes 4-6 years agoNeutral 5 5 5 4 4 3 2 2 StronglyDisagree
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09/29/2024 18:50:24
mritunjay.singh0601@gmail.com 0 18-24 Male Urban Student Yes 4-6 years agoVeryLikely 5 5 3 5 4 3 2 4 StronglyAgree StronglyAgree StronglyAgree StronglyAgree StronglyAgree StronglyAgree SometimesYes I’ mnot familiar
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09/29/2024 19:00:23
apurv182000@gmail.com 0 18-24 Male Urban Student Yes 1-3 years agoNeutral 5 5 3 4 3 4 3 3 Agree Agree Neutral Agree Agree StronglyAgree SometimesNo I’ mnot familiar
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09/29/2024 19:05:57
Abhinav23_61@cimp.ac.in 0 18-24 Male Rural Student Yes More than 6Unlikely
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09/29/2024 19:08:40
bhartineha333@gmail.com 0 18-24 Female Urban Student Yes 4-6 years agoLikely 3 5 4 4 2 4 2 2 StronglyAgree Agree Agree Agree Agree Neutral SometimesYes Other brands Better
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09/29/2024 19:13:03
krishanurag09@gmail.com 0 18-24 Male Urban Student Yes Currentlyusing
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09/29/2024 19:15:52
rishusrivastava112@gmail.com 0 25-34 Gay Urban Student Yes More than 6Likely
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09/29/2024 19:24:06
bhoomisrivastava112@gmail.com 0 18-24 Female Rural Student Yes 4-6 years agoNeutral 5 3 3 4 4 3 3 3 Agree Agree Agree StronglyAgree Agree StronglyAgree Rarely No I’ mnot familiar
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09/29/2024 19:24:38
jkjyoti04dec@gmail.com 0 25-34 Female Urban Student Yes 4-6 years agoUnlikely 4 4 2 3 1 3 1 1 Agree Agree Agree Disagree Disagree Disagree Rarely No Other brands Worse
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09/29/2024 19:42:14
nainsi12395@gmail.com 0 18-24 Female Urban Student Yes 4-6 years agoUnlikely 4 4 2 3 3 3 3 3 Neutral Agree Neutral Agree Agree StronglyAgree Rarely No Other brands Better
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09/29/2024 19:48:51
ritin23_100@cimp.ac.in 0 18-24 Male Urban Student Yes More than 6Neutral
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09/29/2024 19:54:29
krmoni17@gmail.com 0 18-24 Female Urban Student Yes 4-6 years agoLikely 5 5 5 5 5 5 3 5 StronglyDisagree
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09/29/2024 20:31:43
sushnit23_109@cimp.ac.in 0 25-34 Male Urban Student Yes More than 6Unlikely
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09/29/2024 20:55:39
vivekanand23_116@cimp.ac.in 0 25-34 Male Urban Student Yes Currentlyusing
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09/29/2024 21:02:06
saloni23_102@cimp.ac.in 0 18-24 Female Urban Student Yes 1-3 years agoNeutral 4 2 3 4 3 3 3 3 Neutral Agree Agree Agree Agree Agree SometimesMaybe Other brands About
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09/29/2024 21:16:23
harshk71220@gmail.com 0 18-24 Male Rural Student Yes More than 6Unlikely
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09/29/2024 21:33:07
keshavkumar893684@gmail.com 0 18-24 Male Urban Student Yes More than 6Very
years
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09/29/2024 21:36:38
ankitasinha2607@gmail.com 0 18-24 Female Urban Student Yes More than 6Neutral
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09/29/2024 21:44:01
jhasubham435@gmail.com 0 45 + Male Rural Employed Yes 1-3 years agoVeryLikely 5 5 3 5 5 3 4 5 StronglyDisagree
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09/29/2024 22:53:49
vaishnaviraj715@gmail.com 0 18-24 Female Urban Student Yes Currentlyusing
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09/30/2024 01:10:07
sanjeet23_103@cimp.ac.in 0 18-24 Male Urban Student Yes 4-6 years agoLikely 5 5 4 4 4 4 4 4 StronglyDisagree
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09/30/2024 11:42:51
aishwarya23_10@cimp.ac.in 0 18-24 Female Urban Student Yes More than 6Unlikely
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09/30/2024 11:43:23
nhidena@gmail.com 0 18-24 Female Rural Student Yes More than 6Unlikely
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09/30/2024 11:47:32
neha23_90@cimp.ac.in 0 18-24 Female Urban Student No More than 6Very
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09/30/2024 18:21:52
gyanendrapandit00@gmail.com 0 25-34 Male Urban Student Yes More than 6Very
years
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09/30/2024 22:04:16
madhavkumar2542@gmail.com 0 18-24 Male Urban Student Yes 1-3 years agoNeutral 5 5 2 4 4 3 4 5 Agree StronglyAgree Neutral StronglyAgree Agree Agree Rarely No Other brands Worse
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09/30/2024 22:09:05
sauravdas7643@gmail.com 0 18-24 Male Rural Student Yes 4-6 years agoVeryUnlikely 3 2 1 2 2 2 2 2 Agree Agree Neutral Agree Neutral Neutral Rarely No I’ mnot familiar
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09/30/2024 22:13:35
sipulkumar1@gmail.com 0 25-34 Male Urban Employed Yes More than 6Likely
years ago 2 3 3 3 2 2 2 2 Agree Agree Agree Agree Agree Agree SometimesNo I’ mnot familiar
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09/30/2024 22:15:32
meetraushanraj@gmail.com 0 25-34 Male Urban Employed Yes 4-6 years agoNeutral 3 3 2 5 4 3 3 4 Agree StronglyAgree Agree StronglyDisagreeNeutral Disagree Rarely No Other brands Worse
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10-01-2024 01:50 bipulkumar629@gmail.com 0 25-34 Male Rural Student Yes 1-3 years agoLikely 5 5 4 3 4 4 5 5 Agree Agree Agree Agree StronglyAgree Agree Often Yes Other brands About
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10-01-2024 09:52 priyanka.prerna1999@gmail.com 0 18-24 Female Urban Student Yes More than 6Neutral
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10-01-2024 11:53 abhishekaman191@gmail.com 0 18-24 Male Rural Student Yes More than 6Neutral
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10-01-2024 14:59 mithisrivastava@gmail.com 0 18-24 Female Urban Employed Yes More than 6Unlikely
years ago 3 3 3 3 3 3 3 3 Agree Neutral Neutral Neutral Neutral Neutral Rarely No Other brands About
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10-01-2024 15:03 nidhikumari6209949@gmail.com 0 18-24 Female Rural Student Yes More than 6Very
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10-01-2024 16:08 iamvikramank@gmail.com 0 25-34 Male Urban Student Yes More than 6Unlikely
years ago 4 4 3 3 4 3 4 3 Neutral Agree Agree Agree Neutral Agree Rarely No Other brands Worse
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10-01-2024 18:29 silkikumari26@gmail.com 0 18-24 Female Urban Student Yes More than 6Unlikely
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10-01-2024 19:49 anchal01karn@outlook.com 0 18-24 Female Urban Student Yes More than 6Neutral
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10-01-2024 19:50 nishitasrivastava522@gmail.com 0 18-24 Female Urban Student Yes More than 6Unlikely
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10-01-2024 19:50 akashkrraj2102@gmail.com 0 25-34 Male Urban Student Yes 1-3 years agoLikely 4 3 4 2 4 5 4 4 Agree StronglyAgree StronglyAgree Agree Neutral Agree Often Yes I don’ t like
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10-01-2024 19:51 simran.sri39@gmail.com 0 18-24 Female Urban Student No Less than aVery
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10-01-2024 20:07 ujjwal23_83@cimp.ac.in 0 18-24 Male Urban Student Yes 1-3 years agoUnlikely 3 3 3 3 3 3 3 3 Neutral Neutral Neutral Neutral Neutral Neutral SometimesYes I had a bad experience
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10-01-2024 20:09 ankit23_68@cimp.ac.in 0 18-24 Male Urban Student Yes 4-6 years agoVeryUnlikely 3 4 3 2 3 2 3 2 Neutral Agree Neutral Disagree Agree StronglyAgree Often Yes I don’ t like
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10-01-2024 20:14 atul23_74@cimp.ac.in 0 25-34 Male Urban Student Yes Currentlyusing
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10-01-2024 20:25 vakbih@gmail.com 0 18-24 Male Urban Student Yes Currentlyusing
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10-01-2024 20:54 princekumar85141@gmail.com 0 18-24 Male Rural Student Yes More than 6Very
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Better(e.g.,
is
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of market
andbattery,
design)
operating
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system,
of Disruptive
SocialLonger
mediainnovation
battery
campaigns
life (influencers, YouTube reviews)
10-01-2024 21:03 abhinav23_6@cimp.ac.in 0 18-24 Male Urban Student Yes 4-6 years agoUnlikely 5 4 4 4 2 3 2 2 Agree Agree Agree Agree Agree Neutral Rarely No Other brands About
havethebetter
Same
Better
features
cameraFeature-focused
quality, Lower
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features
(highlighting
Improved
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design and battery,
design)
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More media
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operatingsystem, Longer batterylife, Impro
10-01-2024 21:29 sheshansh.rishu@gmail.com 0 18-24 Male Urban Student Yes More than 6Very
years
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ago 4 3 3 4 2 2 2 2 Agree Agree Agree Agree Agree StronglyAgree Never Yes I’ man Apple Betteruser , so Better
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itself an edge over others like Apple

25 | P a g e
 Importance Innovation Importan Attitude
Performance (b1) Importance (e1) Price (b2)
(e2) (b3) ce (e3) (Ao)

4 2 1 1 5 4 29
4 4 4 1 2 3 26
3 3 5 5 2 2 38
3 5 1 2 5 3 32
3 1 2 5 4 3 25
1 4 5 4 3 4 36
1 5 1 4 4 3 21
3 1 2 1 1 4 9
4 2 4 5 5 3 43
4 5 1 4 1 4 28
4 2 4 5 5 3 43
2 1 3 5 2 2 21
5 5 1 4 1 4 33
5 4 3 5 5 4 55
2 1 3 5 2 2 21
5 3 2 3 1 3 24
2 5 3 2 4 1 20
1 3 4 2 5 4 31
4 2 4 5 3 3 37
5 5 3 4 2 3 43
2 5 3 5 4 1 29
3 4 1 3 5 2 25
5 4 2 3 1 3 29
2 5 3 5 2 1 27
3 4 4 3 2 2 28
4 4 4 1 2 3 26
3 3 5 5 4 2 42
1 4 5 4 3 4 36
5 5 2 4 3 4 45
2 5 3 2 4 1 20
4 2 4 5 3 3 37
1 3 4 2 5 4 31
2 5 3 5 4 1 29
2 5 3 2 4 1 20
4 2 4 5 4 3 40
4 5 5 4 1 4 44
3 4 1 3 5 1 20
1 3 4 2 5 4 31
3 4 3 3 2 2 25
1 3 4 2 3 1 14
2 5 3 5 4 1 29
5 4 4 3 1 4 36
1 3 4 2 5 1 16
2 5 3 2 4 1 20
4 2 4 5 5 3 43
4 5 3 4 1 1 33
2 5 3 2 4 1 20
4 2 4 5 1 3 31
2 5 3 4 4 1 26
3 4 1 3 2 2 19
3 4 3 4 3 3 30

26 | P a g e
27 | P a g e