SAMSUNG DETHRONED NOKIA BY SECRETE STRATEGY- AN ANALYTICAL STUDY

Abstract

Today, everybody knows about mobile phone (cell phones or cellular telephones or hand phone) is an electronic communication device used for communicate  to each other without any wire over long distances. It works by communicating with a nearby base network station; it also called a “cell site”. Which connects it to the main phone network? In addition to the function or majority of mobile phones in the era of 21^st century are smart phones. These mobile phones are using in different ways such as email, browsing the internet, playing music and games, MMS, SMS, money transaction in bank, online shopping, online payments, and other many functions and purposes in the daily life of public uses. This is because mobiles phones basically are also became mini computers for public. In this research paper we focus on current demands of mobile phones either Nokia or Samsung. The primary objective of research paper on brand preference is the study of the perception & buying behavior of customers towards Nokia and Samsung mobile brands preference. Who being captured the India market and who being lost position from the Indian market? And finally, who strongly captured Indian Market.