EXECUTIVE SUMMARY The objective of the project is Buying behaviour of customer for different telecom services in pune city.

The project was carried out by Ac-nielsen Org Marg, Pune. ACNielsen Corporation is the world's leading provider of market research, information and analysis to the consumer products and services industries. In the last few years environment in India is changing very rapidly i.e. all all environment like economical, social, political, industrial, etc. one of its major changes is the Indian economy is shifting from agriculture to manufacturing industry to services oriented economy. One of such field that is opened in the past is telecomunication service. There are both private and public sectors players. In pune region private companies are Airtel, Reliance, Tata and government co. like BSNL are competing among them. The project involved studying the buying behaviour of customer, segmenting the market, deciding the sample size, preparing questionnaire, field work, and analysis of collected data and drawing inference from the collected information etc. The data collected during the project was secondary as well as primary data. The secondary data was collected to create the database of the survey. The source used in secondary data are various text books and internet. Primary data was collected through the questionnaire filled by customers interviewed. The analysis was carried out on the basis of the information obtained from questionnaire. To carry this research study, data collection ( primary data) has been collected from 125 customers in area of Pune city, to know the actual facts and the market position of the company.The survey was conducted at the various parts of pune city such as Koregaon Park, Hadapsar, Lohegaon, Kondhwa, Kothrud, Karvenagar, Sadashiv- Peth, and Swargate. The survey was conducted with the help of questionnaire.

1.1Introduction to the report

I have done the summer project from Ac-nielsen Org Marg, Pune. I have done the research project on the topic Buying behaviour of customer for different telecom services in Pune city. I have done the research work on many other project like: Automobile industry, Radio and Television, Loyalty programs, Cement retailer, Air compressor. I have covered many areas of pune city such as hadapsar, pashan, swargate, yerwada, viman-nagar, kharadi, lohegaon, chandan-nagar, kothrud, etc,. customer who are in the age of 18 or 18-plus. I have targeted the

Background of the study:

The main aim of the study is to know that which telecomm service consumer prefer most, and what they want from the telecom service provider.

Background of the topic:

To know the consumer satisfaction towards telecommunication service and find out the perception of general people towards telecom service.

Need of the study:

a). Knowledge Development. b). To take accurate decision. c). For the collection of Data.

1.2 COMPANY PROFILE

Nielsen Company Nielsen Holdings N.V. Type Industry Founded Headquarters Key people Public (NYSE: NLSN) Media 1923 New York, United States David L. Calhoun, CEO Susan D. Whiting, EVP Mitchell J. Habib, EVP Marketing research Advertising research

Products

Website

http://www.nielsen.com/

In todays competitive market, Marketing Research has become the basis of marketing action and drives decisions and strategies of every successful organization. ACNielsen Corporation is the world's leading provider of market research, information and analysis to the consumer products and services industries. More than 9,000 clients in more than 100 countries rely on ACNielsen's dedicated professionals to measure competitive marketplace dynamics, to understand consumer attitudes and behavior, and to develop advanced analytical insights that generate increased sales and profits.

Company history Arthur C. Nielsen and the companys founding Arthur C. Nielsen founded the AC Nielsen Company in 1923 with the idea of selling engineering performance surveys. It was the first company to offer market research. The company expanded its business in 1932 by creating a retail index that tracked the flow of food and drug purchases. This was the first retail measurement of its kind and for the first time allowed a company to determine its share of the market. Arthur C. Nielsen is credited with coining this business term. Radio and television
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In 1936, Arthur C. Nielsen acquired the Audimeter, which measured which radio stations a radio had been tuned to during the day. After tinkering with the device for a few years, the company created a national radio rating service in 1942. The company collected information on which stations were tuned to in 1,000 homes. Then, this survey data was sold to manufacturers who were interested in the popularity of programs and demographic information about listeners for advertising purposes. This was the birth of audience measurement that would become the most well-known part of Nielsens business when applied to television. Today, these are commonly referred to as Nielsen ratings. The company began measuring television audiences in 1950, at a time when the medium was just getting off the ground. Just as with radio, a sampling of homes across the U.S. was used to develop ratings. This information was collected on a device that was attached to a television that recorded what was being watched. In 1953, the company began sending out diaries to a smaller sample of homes (Nielsen families) within the survey to have them record what they had watched. This data was put together with information from the devices. This combination of data allowed the company to statistically estimate the number of Americans watching TV and the demographic breakdown of viewers. This became an important tool for advertisers and networks. In the 1980s, the company launched a new measurement device known as the people meter. The device resembles a remote control with buttons for each individual family member and extras for guests. Viewers push a button to signify when they are in the room and push it again when they leave, even if the TV is still on. This form of measurement was intended to provide a more accurate picture of who was watching and when. On November 18, 2008 Nielsen announced that will return to the US radio ratings business after discontinuing the service in 1968. The new radio rating service debuted in 50 US mid-size radio markets in the spring of 2009 and the results were available in the summer. Nielsen will use its address-based sampling (ABS) to recruit sample households. The Nielsen-pioneered method uses randomly selected addresses rather than telephone numbers in its domestic television measurement in order to reach the 34% of U.S. households that are not covered by current sampling methods, including cell-phone only and many unlisted land line phone households, according to the company.
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In July 2008, The Nielsen Company released the first in a series of quarterly reports, detailing video and TV usage across the three screens Television, Internet and Mobile devices. The A2/M2 Three Screen Report also includes trends in timeshifted viewing behavior and its relationship to online video viewing, a demographic breakdown of mobile video viewers and DVR penetration. Mergers and acquisitions The company was acquired by the Dun & Bradstreet Company in 1984. D&B, as it is known today, broke Nielsen into two separate companies in 1996. These were Nielsen Media Research, which was responsible for TV ratings, and AC Nielsen, which was responsible for consumer shopping trends and box-office data. The Dutch publishing company VNU (Verenigde Nederlandse Uitgeverijen) acquired Nielsen Media Research in 1999. It later recombined the two halves of the business when it acquired AC Nielsen in 2001. In between, it sold its newspaper properties to Wegener and its consumer magazines to Sanoma. In 2004, Nielsen began a joint venture called AGB Nielsen Media Research with WPP Group's AGB Group, a European competitor which provides similar services. VNU combined the Nielsen properties with other research and data collection units including BASES, Claritas, HCI and Spectra. The company's publishing arm also owned several publications including The Hollywood Reporter and Billboard magazine. VNU began acquiring companies that added to its measurement capabilities. In 2006, it acquired a majority stake in Buzzmetrics, a company which measures consumergenerated media online. Under the new ownership, Nielsen bought the remaining shares of the company in 2007. In the same year, Nielsen acquired Telephia, which measures mobile media, and Bilesim Medya, a Turkish advertising intelligence firm. In 2006, VNU was acquired by a group of six private equity firms: the American Kohlberg Kravis Roberts & Co., Thomas H. Lee Partners, Blackstone Group, Carlyle Group and Hellman & Friedman, and Dutch equity firm AlpInvest Partners. In the same year, the group hired David L. Calhoun, formerly of General Electric, as CEO. He renamed VNU as The Nielsen Company in 2007.

VNU sold its business publications division in 2006 for 320m (210m) to venture capital group 3i, which then sold the UK division (VNU Business Publications Ltd) to Incisive Media. In 2008, the company acquired IAG Research which measures viewer engagement with TV commercials. The same year Nielsen made a strategic investment in NeuroFocus, a California firm applying neuroscience brainwave techniques for consumer research. In 2009 and 2010, Nielsen sold its business magazines; its well-known entertainment properties went to the new company e5 Global Media. On June 3, 2010 Nielsen Holdings filed with the SEC to raise up to $1.75 billion in an initial public offering. In June 2010 Nielsen paired with Mckinsey to create the social media consulting company NM Incite. Through "NM Incite," Nielsen combines its Buzzmetrics listening platform technology with McKinsey's management consultants, to offer a broad range of social consulting influenced by social media data and analytics. NM Incite has operations in 13 global markets, including: US, UK, Germany, Spain, Italy, Australia, New Zealand, China, Japan, India, Brazil, Canada and Korea.

Competitors Rank 1 2 3 4 5 6 7 8 9 Company Nielsen Company Kantar Group IMS Health Inc. GfK AG Ipsos Synovate IRI Westat Arbitron

The Nielsen Code

In 1931, Arthur C. Nielsen, Sr., wrote the Nielsen Code, defining the principles that would guide Nielsen to global leadership in marketing research. The Code remains relevant today and continues to guide to company and employees practices. The 8 pillars of this code are:

Impartiality Thoroughness Accuracy Integrity Economy Price Delivery Service

Key Dates: 1923: Arthur Charles Nielsen, Sr., founds the A.C. Nielsen Company. 1935: A.C. Nielsen creates 'market share' concept. 1939: A.C. Nielsen opens office in United Kingdom. 1984: A.C. Nielsen is acquired by Dun & Bradstreet. 1987: Nielsen Media Research enters into joint venture with NPD Group, forming NPD/Nielsen Inc. 1988: NPD/Nielsen Inc. launches National Electronic Household Panel. 1996: Dun & Bradstreet spins off A.C. Nielsen Company; ACNielsen Corporation is formed. 1999: ACNielsen Media International is launched. 2000: VNU announces plans to acquire ACNielsen Corporation

1.3 Product profile

Telecom services

The telecom industry has grown and evolved at an incredible pace for the last 20 years, dramatically changing the way people communicate and transforming everyday life along the way. This rapid growth has created a dynamic and competitive industry climate with continually evolving technology and staggering financial stakes. One of the fastest growing market in the world.The Indian Telecommunications network with 621 million connections (as on March 2011) is the second largest in the world. About 15 million connections have been added every month Share of wireless connections is 93%of the total phones. Share of private connections is 82.3%. There are three types of players in telecom services:
State owned companies (BSNL and MTNL) Private Indian owned companies (Reliance Infocom, Tata Teleservices,) Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures,

Escotel,

Idea Cellular, BPL Mobile, Spice Communications.

Scope of Telecom Industry The telecom industry is growing at a great pace and the growth rate is expected to double with every passing year. There are many new developments in the telecom sector, including the ingress of 3G technology that the Indian market is witnessing at present.

Public Players MTNL, BSNL, VSNL are the major Public players

Private Players Airtel, Idea, Hutch, Tata, Reliance, BPL.Some of them are entering foreign markets as well. The Bharti Telecom will be launching its services for the NRIs in the US with the help of Airtel CALLHOME service.

1.4 Statement of the problem:

The problem is to know the consumer buying behaviour towards telecom service provider, their needs, wants in the best possible way so as to get the optimal return. So the research will be carried out for the purpose of building optimal customer.

1.5 Research Objective Primary objective:

Buying behaviour of customer for different telecom services in pune city

Secondary Objective:
1). Brand awareness of customer. 2). To know the impact of brand on sales. 3). To know on what basis does the subscriber prefer any service provider. 4). To know what influence to consumer to buy the product 5). To understand the frequency and the reason behind the consumer getting switch over to certain provider.

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1.6 RESEARCH METHODOLOGY

WHAT IS MARKETING RESEARCH? The natural starting point is to define our subject, and so we quote the traditional definition of the American Marketing Association. Marketing Research is__ The systematic, gathering, recording and analyzing of the data about problems relating to the marketing of goods and services. The systematic conduct of research requires particularly these two qualities__
Orderliness, in which the measurement are accurate and cross section is fair, and Impartiality in analysis and interpretation.

The definition also indicates the scope of marketing research. We will modify that but adding
Planning Interpreting

The definition needs these stages of planning and interpreting, because__

Unless there has been planning in advance, a study would be unsystematic, and The research has to be completed by interpreting the data for it to have meaning

and value to its user. A research model that fulfills that definition will be presented shortly.

WHY MARKETING RESEARCH ? It is usually said that if marketing would be a train, then market research would be the locomotive. In other words, market research should ideally be the starting point of any marketing exercise. Conducting any marketing exercise - be it related to pricing,
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promotion or distribution of a product or service, without researching the potential market is as sensible as setting out to sell sand in the Sahara Desert.

MARKETING RESEARCH PROCESS: AN OVERVIEW The marketing research process includes the systematic identification, collection, analysis and distribution of information for the purpose of knowledge development and decision making. Whether you are creating a new marketing research program or perhaps revising an existing marketing research program, what are the steps you should take? While there are dozens of little steps along the way, each of those steps fits into one of the 6 major steps of the marketing research process. They are: Step 1. Identifying and defining your problem Step 2. Developing your approach Step 3. Establishing research design and strategy Step 4. Collecting the data Step 5. Performing data analysis Step 6. Reporting and presentation 1. Identifying the Problem If you are considering conducting marketing research, chances are you have already identified a problem and an information need. This step is always the first of the marketing research steps. At this point, the problem will have been recognized by at least one level of management, and internal discussions will have taken place. Sometimes, further definition of the issue or problem is needed, and for that there are several tools you can use.

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2. Marketing Research Approach Once your problem is better defined, you can move onto developing marketing research approach, which will generally be around a defined set of objectives. Clear objectives developed in Step 1 will lend themselves to better marketing research approach development. Developing your approach should consist of honestly assessing you and your teams market research skills, establishing a budget, understanding your environment and its influencing factors, developing an analysis model, and formulating hypotheses. 3. Marketing Research Design Based upon a well-defined approach from Step 2, a framework for the designing your marketing research design should be apparent. Marketing research design is the most encompassing of all steps in the marketing research process, requiring the greatest amount of thought, time and expertise and is the point at which those less experienced with market research will obtain assistance from an internal market research expert or perhaps partner with an external marketing research provider. Since the intelligence eventually gained from the research is so closely related to the selected marketing research design, this is the single most important step in the research process and the step most vulnerable to common marketing research errors. 4. Marketing Research Data Collection Marketing research data collection (often called survey fielding) is the point at which the finalized questionnaire (survey instrument) is used in gathering information among the chosen sample segments. There are a variety of data collection methodologies to consider. Selecting which is the most appropriate marketing research data collection methodology for a particular research project takes place during Steps 2 & 3 of the marketing research process.

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5. Survey Data Analysis Any survey data analysis will depend on how the survey questionnaire was constructed. Less complex survey data analysis can be handled with any of a number of office suite tools, while more complex questionnaire data analysis requires dedicated market research analysis programs. 6. Market Research Reports Market research reports and presentations are easily the second most important step, if not the first. Any critical information and knowledge that comes from your market research investment will be limited by how your market research reports are presented to decision makers.
1. Research Design:

Research Design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. A research design is the specification of methods and procedures for acquiring the information needed. It is the overall operational pattern of the project that stipulates what information is to be collected from which sources by what procedures.
A. Type of study: Different types of research designs have emerged on account of the

different perspectives from which a research study can be viewed. However, a frequently used classification system is to group research designs under three categories
i.

Exploratory Research:

A exploratory study is generally based on the secondary data that are readily available. It does not have a formal and rigid design as the researcher may have to change his focus or direction, depending on the availability of new ideas and relationship among variables.
ii.

Descriptive Research:

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Descriptive studies are undertaken in many circumstances. When the researcher is interested in knowing the characteristics of certain groups such as age, sex, educational level, occupation or income, a descriptive study may be necessary. The objective of such a study is to answer who, what, when, where and how of the subject under investigation. Descriptive studies are well-structured. Descriptive studies can be divided into two broad categoriescross-sectional and longitudinal.
iii.

Casual Research:

The method of agreement states that when two or more cases of a given phenomenon have one and only one condition may be regarded as the cause (or effect) of the phenomenon.

In this project, Descriptive Research Design has been used.

B. Nature of study.

The nature of the Research was totally quantitative. Quantitative in the sense that all the facts and figures collected in the research are totally based on the percentage of the sample size.
C. Types of Questionnaire.

The questionnaire which was formed was a well structured questionnaire.

D. Type of questions. a) Open-ended questions: An open-ended or simply open or free answer

question gives the respondent complete freedom to decide the form, length and detail of the answer. Open questions are preferred when the researcher is interested in knowing what is uppermost in the mind of the respondent.

b) Dichotomous questions: It may be pointed out that dichotomous questions are

most convenient or least bothersome to respondents, who have simply to indicate their choice from the two possible answers. As such, these questions require the

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minimum possible time of the respondents. Also, answers to such questions are easy to edit, tabulate and interpret. YES_______________ NO_______________

c) Multiple-choice questions: In the case of multiple-choice questions, the

respondent is offered two or more choices. The marketing researcher exhausts all the possible choices and the respondent has to indicate which one is applicable in his case.
E. Type of Analysis.

It was clear that the information collected for the research was completely quantitative. So the analysis of the data was statistically done.

2.

Sources of Information.
a) Secondary Source: Secondary marketing research, or desk research, already exist

in one form or another. It is relatively cheap, and can be conducted quite quickly .However, it tends to have been collected for reasons other than for the problem or objective at hand. So it may be untargeted, and difficult to use to make comparisons (e.g. financial data gather on Australian pensions will be different to data on Italian pensions). There are a number of such sources available to the marketer, and the following list is by no means conclusive:
i. ii. iii. iv. v. vi. vii. viii. ix.

Trade associations National and local press Industry magazines National/international governments Websites Informal contacts Trade directories Published company accounts Business libraries Professional institutes and organizations
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x. xi. xii. xiii.

Omnibus surveys Previously gathered marketing research Census data Public records

I have obtained secondary data from the internet.

b) Primary Source: Primary marketing research is collected for the first time. It is

original and collected for a specific purpose, or to solve a specific problem. It is expensive, and time consuming, but is more focused than secondary research. There are many ways to conduct primary research. We consider some of them:
i. ii. iii. iv. v. vi. vii.

Interviews Mystery shopping Focus groups Projective techniques Product tests Diaries Omnibus Studies

The primary data for the study was collected by personal interviews of the respondents.

3.

Plan for Primary Data Collection.

i.

Research technique. I have collected primary data through

descriptive type and performed survey which was purely a sample survey, then through direct communication with the respondent through the personal interview have obtained the primary data.
ii.

Contact Method. The sample size and the sample elements were clear

to me. So the contact method selected was direct contact to the respondent by reaching to their place and taking interview. It means the contact method was direct approach to the respondent.
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iii.

Research Instrument. The research instrument used was the

questionnaire. The Questionnaire used had open as well as closed ended questionnaire.

4. Sample Design.

a) b) c)

Population Sample size Sample extent

population of Pune City. Well-structured questionnaire The overall sample size for the study was 125 including The survey was conducted in Pune city only. The area

Sample element -

the different kinds of respondent.

d)

covered under the survey was Koregaon Park, Hadapsar, Lohegaon, Kondhwa, Kothrud, Karvenagar, Sadashiv Peth, and Swargate.
e)

Sampling procedure - The sampling procedure was selective random

sampling.

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1.7LIMITATION
1). The research is conducted in a limited area i.e. the geographical area was limited to some area of pune region only. 2). The internet information can be irrelevant. 3). Time is a major constraint. 4). The respondent will be limited so cannot be treated as a whole population. 5). The respondent may be biased. 6). Due to language problem it is possible that the respondents are not be able to understand the questionnaire and can cause misleading results.

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2.1 Concepts and Definition

Market: The concept of exchange leads to the concept of a market. A market consists of all the potential customers sharing a particular need or want, who might be willing & able to engage in exchange to satisfy that need or want. Thus the size of the market depends upon the number of persons who exhibit the need that have resources that interest others and are willing to offer these resources in exchange for what they want. For exchange to take place, five conditions must be satisfied.
There are at least two parties. Each party has something that might be of value the other party. Each party is capable of communication & delivery. Each party is free to accept or reject the offer. Each party believes it is appropriate or desirable to deal with other party.

Five main types of customer markets

Consumer markets Industrial markets Reseller markets Government & Nonprofit markets International markets

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Consumer is made aware pf them through advertising. The classic examples of known but unsought goods are life insurance, cemetery plots, gravestones and encyclopedias. Unsought goods require substantial marketing efforts in the form of advertising and personal selling. Some of the most sophisticated personal selling techniques have developed from the change to sell unsought goods.

Marketing: Marketing is a societal process by which individuals and groups obtained what they need and went through creating, offering and freely exchanging product and services of value with others. For a managerial definition: marketing has often been described as the art of selling product. The most important of marketing is not only selling but selling is only the tip of the marketing iceberg.

MARKETING RESEARCH: The systematic gathering, recording, analyzing, and use of data relating to the transfer and sale of goods and services from producer to consumer.

Branding: In marketing, a brand is the symbolic embodiment of all the information connected with a product or service. A brand typically includes a name, logo and other visual elements such as images or symbols. It also encompasses the set of expectations Associated with a product or service, which typically arise in the minds of people. Such people include employees of the brand owner, people involved with distribution, sale or supply of the product service, and ultimate consumers.
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Brand is the proprietary visual, emotional, rational, and cultural image associated with a company or a product. The purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product. A traditional advertising method used to create an acquired response from a are not purchases for the sole purpose of having people remember the brand name and have positive associations with that brand is to make their product selection easier and enhance the value and satisfaction they get from the product. A traditional advertising method used to create an acquired response from a target audience based on cumulative impressions and positive reinforcement. These ads are not purchase for the sole purpose generating a click or visitor. They are geared towards increased product or company name awareness and lifelong customers. It is a promise a pledge of quality. It is the essence of a product, including why it is great, and how it is better than all competition products. It is an image it is a combination of words and letters, symbols, colors. Various term related to brand are:
1) Brand. A brand is the identification of a product it can be in the form of name,

symbol or design etc.

2) Brand name. The part of brand which can be spoken is called brand name. in other

words we can say it is the verbal part of a brand.

3) Brand mark. The part of brand which cannot be spoken but can be recognized is

known as brand mark.

4) Trade mark. A part of brand which is given legal protection is called trade mark.

Advantages of Brand name

1) Helps in product differentiation. With branding marketer can differentiate his

product from the competitors product.

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2) Helps in Advertising. With the brand name advertising become more effective as

it not only makes people aware about the features of product but also about brand which can provide these benefits.
3) Differential pricing. With established brand name the firm can easily change

high price for its product as compared to competitors product.

4) Easy Introduction of new product. The companies which use their companys

name then it becomes very easy for such company to popularize the new product it is planning to introduce. Advantages to Customers
1) Helps in identification of product. Branding helps the customers to select the

products easily as the brand which is giving them satisfaction can be selected easily over the competitor product.
2) Ensures Quality. Brand name gives quality assurance and customers can buy

branded goods with no doubts about qualities of product.

3) Status symbol. Use of branded goods adds to status symbol of customers and

adds to their confidence level.

Sale promotion: Sales promotion refers to any activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free- sample setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telephone-selling, personal letters on other methods. In marketing, sales promotion is on one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations) sales promotions are non-personal promotional efforts that are designed to Have an immediate impact on sales. Sales promotion is media and non-media marketing
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communications employed for pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.

Sales promotion consist of a diverse collection of incentives tools, mostly short term, designed to stimulate quicker or greater purchases of particular products or services by consumer or the trade. Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales promotion includes tools for consumer promotion (samples, coupons, cash refund, prices off, premiums, prizes, Total market potential patronage rewards, free trials, warranties, tie in promotions, cross promotion point of purchase display and demonstration); trade promotion (price off, advertising, and display allowances, and free goods); and business and sales force promotion (trade shows and conventions, contests for sales representative, and specialty advertising). Sales promotion tools are used by most of the organization, including manufacturer, distributor, retailers, trade association, and nonprofit organization. ADVERTISING Advertising is a form of communication used to persuade an audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as websites and text messages. Commercial advertisers often seek to generate increased consumption of their products or services through "Branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers. Noncommercial advertisers who spend money to advertise items other than a consumer
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product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).
1. The non-personal communication of information usually paid for & usually

persuasive in nature, about products (goods & services) or ideas by identified sponsor through various media. (Arenes 1996)
2. Any paid form of non-personal communication about an organization, product,

service, or idea from an identified sponsor. (Blech & Blech 1998)

3. Paid non-personal communication from an identified sponsor using mass media to

persuade influence an audience. (Wells, Burnett, & Moriaty 1998) TARGETING A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise Marketers have outlined four basic strategies to satisfy target markets: undifferentiated marketing or mass marketing, differentiated marketing, concentrated marketing, and micromarketing/ niche marketing. Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is type of marketing (or attempting to sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. For sales teams, one way to reach out to target markets is through direct marketing. This is done by buying consumer database based on the segmentation profiles you have defined. This database usually comes with consumer contacts (e.g. email, mobile no., home no., etc.). A principal concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand. Target Marketing allows the marketer /
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sales team to customize their message to the targeted group of consumers in a more focused manner.

SEGMENTATION Market segmentation is a concept in economics and marketing. A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts for the services. The people in a given segment are supposed to be similar in terms of criteria by which they are segmented and different from other segments in terms of these criteria. These can be broadly viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smaller groups. Examples:

Gender Price Interests

While there may be theoretically 'ideal' market segments, in reality every organization engaged in a market will develop different ways of imagining market segments, and create Product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage. Positioning Once a market segment has been identified (via segmentation), and targeted (in which the viability of servicing the market intended), the segment is then subject to positioning.
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Positioning involves ascertaining how a product or a company is perceived in the minds of consumers. This part of the segmentation process consists of drawing up a perceptual map, which highlights rival goods within one's industry according to perceived quality and price. After the perceptual map has been devised, a firm would consider the marketing communications mix best suited to the product in question.

BUYING BEHAVIOUR Introduction An important part of the marketing process is to understand why a customer or buyer makes a purchase. Without such an understanding, businesses find it hard to respond to the customers needs and wants. Marketing theory traditionally splits analysis of buyer or customer behavior into two broad groups for analysis Consumer Buyers and Industrial Buyers. Consumer Buying Behaviour refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies.

Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). The 6 stages are:
1. Problem Recognition (awareness of need)--difference between the desired state

and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat.
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Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.
2. Information search-o o

Internal search, memory. External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc.

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the

buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc. If not satisfied with your choices then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives.
4. Purchase decision--Choose buying alternative, includes product, package, store,

method of purchase etc.

5. Purchase--May differ from decision, time lapse between 4 & 5, product

availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive

Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc. After eating an Indian meal, may think that really you wanted a Chinese meal instead.

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3 Data Analysis
Q.7. Have you purchased your card under any scheme

Total no. of respondent 125 64% Table no:- 3.1

Yes 80 36%

No 45

Fig no:- 3.1 INTERPRETATION: According to the survey, out of 125 respondents surveyed, 80 respondent have bought SIM card under scheme, which implies that most of the people get attracted towards the schemes and it also shows that most of the people are well aware of promotion in market. And only 45 respondent have not purchased there SIM card under any scheme.

Q. 8. How many cards do you have? Total no. of respondent One SIM card More than one SIM card

29

125 40% Table no:-3.2

50 60%

75

Fig no:-3.2 INTERPRETATION: According to the survey, out of 125 respondents surveyed, only 50 respondent using one SIM card and other 75 respondent using more than one SIM card, which implies that most of the people enjoying the different SIM card alternatively and they well aware of their uses. People are not depend on single SIM card.

Q9. How many service providers are you aware of? Top of the Mind 32% 115 14% 50 14% 50 12% 45 17% Airtel Vodafone Reliance Idea Tata Docomo 60 3% 10 4% 15 1% 5 3% 10 Aircel Uninor Virgin BSNL

Table no:- 3.3 Fig no:-3.3 INTERPRETATION:

30

According to the survey, out of 125 respondents surveyed, 115 respondents are well aware of Airtel. It implies that Airtel service provider has communicate their product very effectively which becomes the strong image in the mind of people. And Virgin service provider has only 5 respondent out of 125 respondents, which is lowest compare to other service provider. It implies that they requred some innovative idea to reach up to the mind of people.

Q 10.Which service provider you like the most? Airtel 40 35% Table no:-3.4 Vodafone 10 8% Reliance 15 13% Idea 10 9% Tata Docomo 30 26% Virgin 10 9%

Fig no:-3.4 INTERPRETATION: According to the survey, out of 125 respondents surveyed, 40 respondents like Airtel. It implies that people get more satisfied with Airtel service provider. And 10 respondents out of 125, which is least in number, likes Vodafone, Idea, and Virgin. It implies that people are not satisfied with the performance or service.

31

Q 11. Which service provider you dont like and why? BSNL Airtel Vodafone Reliance Idea Tata Docomo 5 4% 30 24% 15 12% 35 28% 15 12% 5 4% 15 12% 5 4% Virgin Aircell

Table no :- 3.5

Fig no :-3.5 INTERPRETATION: According to the survey, out of 125 respondents surveyed, 35 respondent doesnt like the Reliance service, which implies that some people doesnt have positive image, they looking for some more improvements in there services. While 5 respondents out of 125, doesnt like BSNL, Tata Docomo, and Aircell services

Q.12. What are the influencers when you purchase a mobile service provider

Recommended by family and friends 50 20% Table No:- 3.6

Call rates

SMS rates

Brand name

Brand ambassado r

other

100 39%

55 21%

35 14%

5 2%

10 4%

32

Fig No :-3.6 INTERPRETATION: According to the survey, out of 125 respondents surveyed, 100 respondents get influenced by the call rates which implies that people mostly looking for those offer which are directly related to their needs. While 5 people are influenced by Brand ambassader which implies that this promotional tools is equally important to creat the demand in market.

Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it provides the schemes that you are looking for? A).Not at all willing to go for it Airt el Relian ce Ide a Tata o 15 5% 55 16% 20 6% 10 3% 40 12% 30 9% 25 7% 25 7% 25 25 7 % Table no:-3.7 A 7% 20 6% 50 15 % Vodafon Unin or Airc el Virgi T n Etisala MT S Ste l

Docom e

24 te

Fig No:-3.7 A

33

INTERPRETATION: According to the survey, out of 125 respondents surveyed, 50 respondents will not got for Stel even it include the same facility what the customers like , which implies that there is huge loss of customers for Stel service provider. They need to enter with new attractive schemes to compete with market. While 10 respondents are not willing to go for it, which shows the positive sign for Tata docomo service because they are least in numbers compare to other.

34

Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it provides the schemes that you are looking for? B). Probably will not go for it Relianc e 10 9% 10 10% 15 14% 15 14% 5 5% 5 5% 10 10% 15 14% 15 14% 5 5% Idea Vodafone Uninor Aircel Virgin T 24 Etisalate MTS Stel

Table no:-3.7 B

Fig no:-3.7 B INTERPRETATION: According to the survey, out of 125 respondents surveyed, 15 respondent has given there mark for Vodafone, Uninor, Etisalate, and MTS, which shows they may not purchse the same service for the next time even it include the same facility what the customers like. It implies the bad service provided by these services. While only 5 respondents has mark to Aircell, Virgin, and Stel, which implies positive sign as it is the lowest vote compare to other service provider.

Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it provides the schemes that you are looking for? C).Not sure at the moment Airte l Reliance Idea Tata Docom o Vodafone Unino r Airce l Virgin T 24 Etisalat e MT S Stel

35

20 10%

5 2%

35

10

25 13%

15 8%

20 10%

15 8%

25

15

5 2%

5 3%

18% 8% Table no:-3.7 C

13% 8%

Fig no:-3.7C INTERPRETATION: According to the survey, out of 125 respondents surveyed, 35 respondents are not sure at the moment for the Idea service. It implies that people are not sure about to subscribe the Idea service even it include the same facility what the customers like as they are not able to satisfied there customers up to level of there needs. While only 5 respondents are not sure at the moment to subscribe Reliance, MTS, and Stel as customers have large number of substitute, they are looking for new schemes or better service.

36

Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it provides the schemes that you are looking for? D).Probably will go for it

Airte l 15 8%

Reliance Idea

Tata Docomo

Vodafone

Unino r

Aircel Virgin T 24 10 5% 5 3% 10 5 %

Etisalate MT S 10 6% 20 11%

Ste l 10 6%

25 14%

20

25

15 8%

5 3%

11% 14%

Table no:-3.7 D

Fig No :-3.7D INTERPRETATION: According to the survey, out of 125 respondents surveyed, 25 respondents probably go for Reliance, and Tata Docomo if it include the same facility what the customers likes, it implies that customer have some fath with this service providers.
37

While , out of 125 respondents surveyed, only 5 respondents probably go for Uninor, Aircel, BSNL, and MTNL, it implies that tere are many area to improve. Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it provides the schemes that you are looking for? E). Definitely willing to go for it

Airtel

Reliance

Tata Docomo

Vodafone

Uninor

Aircel

MTS

Stel

45 36%

5 4%

15 12%

15 12%

10 8%

10 8%

10 8%

15 12%

Table no :- 3.7D

Fig no.:-3.7 D

INTERPERTATION: According to the survey, out of 125 respondents surveyed, 45 respondents definetaly willing to go for Airtel if it include the same facility what the customers likes, it implies the strong market captured by Airtel aervice provider and it also shows that it has a better service compare to others.

38

While out of 125 respondents surveyed, only 5 respondents definetaly willing to go for Reliance if it include the same facility what the customers likes, it implies the poor service image made in the mind of customer.

Q.14. Please tell us, what would be your buying behavior for different service provider in different situation: A). whatever is cost price Airtel Reliance Vodafone Idea Uninor Tata Docomo 35 5 5 10 10
39

Aircel

Etisalate

15

39%

5%

5%

11%

11%

17%

6%

6%

Table no:-3.8 A

Fig no :-3.8 A INTERPRETATION: According to the survey, out of 125 respondents surveyed, 35 respondents will subscribe Airtel service at whatever the cost. It shows the brand loyalty of customer. They become use to of Airtel service. While only 5 respondents will subscribe Reliance, Vodafone, Aircel, and Etisalate at the whatever the cost, which implies that there is strong competition in the market for them. Q.15. Please tell us, what would be your buying behavior for different service provider in different situation. B).Even if it costs more than any other brand

Airte l 10 9%

Relianc e 20 17%

Vodafone Ide a 15 13% 10 9%

Unino r 10 9%

Tata Docom o 25 22%

Airce l 10 9%

Virgin Etisalat e 5 4% 5 4%

MT S 5 4%

Table No :-3.8 B

Fig no :-3.8 B INTERPERTATION:

40

According to the survey, out of 125 respondents surveyed, 25 respondents will go for Tata Docomo even if it costs more than any other brand,it implies that impact of image or impact good service in the mind of subscriber. While only 5 respondents will go for Virgin, Etisalate, and MTS.

Q.15. Please tell us, what would be your buying behavior for different service provider in different situation.: C).Only if it costs same as the cheapest brand Airtel Reliance Virgin Idea Uninor Docomo Aircel Virgin T 24 40 15 20 15 15 25 15 20 15 20 20 25 Etisalate MTS Stel

Table no :-3.8 C

Fig no :-3.8 C INTERPRETATION: According to the survey, out of 125 respondents surveyed, 40 respondents will subscribe Airtel service only if it costs same as the cheapest brand, which implies that people are interested to have Airtel service only if they satisfied with cost. While 15 respondents will subscribe Reliance, Uninor, Aircel, and T 24 only if it costs same as the cheapest brand.

Q.15. Please tell us, what would be your buying behavior for different service provider in different situation.: D). I would not buy it at all. Airte l Relianc e Vodafone Ide a Unino r Tata Docom Aircel Virgin T 2 Etisalat e MT S Stel

41

o 10 40 20 30 40 20 30 35

4 4 0 40 45 45

Table no :-3.8 D

Fig no :-3.8 D

INTERPRETATION: According to the survey, out of 125 respondents surveyed, 45 respondents whould not buy MTS and Stel at all. This shows negative image in the mind of customer. They requier some strong innovative idea and some new promotional event to increse the customer. While only 10 respondents whould not buy the Airtel service at all, it implies positive sign as it is lowest in number of respodents compare to others.

42

Q.15. Please tell us, what would be your buying behavior for different service provider in different situation. E). COST of SIM card Expensive than other brand About the same as others Cheaper in comparison to others 30 26% Table no:-3.8 E 35 30% 50 44%

Fig no:-3.8 E INTERPRETATION:

43

According to the survey, out of 125 respondents surveyed, 50 respondents said cheaper in cost compare to other brands about the service provider they currently using. It implies that most of the people prefer to buy there SIM card at lowest price. While 30 respondents said expensive in cost compare to other brands about the service provider they currently using. It implies that in competitive market still there people who purchase there SIM card in expensive rate. They prefer only better service.

Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agrees): A). technically good TECHNICALLY GOOD Ratings on Average 4 basis Table no :-3.9 A 3 3 4 Airtel Vodafone Idea Reliance Tata Docomo 5 3 2 3 Aircel Virgin Uninor

Fig no:- 3.9 A INTERPRETATION: According to the survey, and on the basis of average ratings people has given 5 rating to the Tata Docomo service and 2 to the Virgin service, it implies that Tata Docomo is technically good as compare to others.

44

Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree): B).Well performance WELL PERFORMANCE Ratings on Average 5 basis Table no:-3.9B 4 4 4 Airtel Vodafone Idea Reliance Tata Docomo 5 2 1 2 Aircel Virgin Uninor

Fig no :-3.9 B INTERPRETATION: According to the surveyed respondents and on the basis of average 5 ratings has given to Airtel, and Tata Docomo and 1 to the Virgin service, which implies that people are well satisfied with Airtel and Tata Docomo telecommunication service as compare to others.

Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree): C).Good discount offer Good discount offers Ratings on Average 3 basis Table no :-3.9 C 3 4 5 Airtel Vodafone Idea Reliance Tata Docomo 5 1 1 2 Aircel Virgin Uninor

45

Fig no:-3.9 C INTERPRETATION: According to the surveyed respondents, and on the average basis, people has given 5 mark to Reliance and Tata Docomo service, which implies that this services has better promotional as compare to others. While Aircel and Virgin has lowest rating, which implies that people need some more or new discount offers.

Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree): D). Nice storage capacity (SMS storage, etc) NICE STORAGE CAPACITY Ratings on Average 5 basis Table no:- 3.9 D 4 5 5 Airtel Vodafone Idea Reliance Tata Docomo 4 3 1 3 Aircel Virgin Uninor

Fig no :- 3.9 D INTERPRETATION: According to surveyed people and on average basis, respondent has given 5 mark to Airtel, Idea, and Reliance service, which implies that it has nice storage capacity compare to Virgin telecommunication service as people has given 1 mark to this service provider.

Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree):

46

E) Better GPRS facility

Better GPRS facility Ratings on Average 2 basis Table no: - 3.9 E 3 3 4 Airtel Vodafone Idea Reliance Tata Docomo 5 2 1 1 Aircel Virgin Uninor

Fig no:-3.9 E INTERPRETATION: According to the surveyed people, and on the basis of average, people has given 5 rating to Tata Docomo service, it implies that it has better GPRS facility compare to others as it has highest mark as compare to others. While people has given 1 rating to Virgin and Uninor service, which implies wide area to improve the services. Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree): F). More demand in market More demand in market Ratings on Average 5 basis Table no:-3.9 F 4 3 5 Airtel Vodafone Idea Reliance Tata Docomo 4 1 1 3 Aircel Virgin Uninor

47

Fig no :- 3.9 F INTERPERTATION: According to the surveyed people, and on the basis of average, people has given 5 to Airtel and Reliance service, which imples that there is more demand in market compare to others. It shows the buyer are more satisfied with this service and it also indicate that there is a wide network of Airtel and Reliance service. Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree): G).Nice availability of SIM card in market Nice availability Ratings on Average 5 basis 4 5 5 Airtel Vodafone Idea Reliance Tata Docomo 5 2 1 3 Aircel Virgin Uninor

Table no :- 3.9 G

Fig no:-3.9 G

INTERPERTATION: According to the surveyed people, and on the basis of average, people has given 5 to Airtel, Reliance, Idea, and Tata Docomo, which implies that people are not facing any problem as far as availability is concern. It shows the better services done by this different services.

Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agrees): H). Availability of recharge voucher
48

Availbility of recharge voucher Ratings on Average 5 basis 2 2 5 Airtel Vodafone Idea Reliance Tata Docomo 4 1 1 2 Aircel Virgin Uninor

Table no :- 3.9 H

Fig no :- 3.9 H INTERPERTATION: According to the surveyed people, and on the basis of average, people has given 5 to Airtel and Reliance services, it imples that people get recharge voucher very easily as compare to others.

Q.19. Do you find your recharge voucher easy to use? yes 110 88% no 15 12%

Table no :-3.10

49

Fig no :- 3.10 INTERPRETATION: According to the survey, out of 125 respondents surveyed, 110 respondents said there recharge vouchere is easy to use, it implies that all the service provider doing well to make customer easy in the matter of recharge voucher. While only 15 respondents facing the problem in recharge voucher.

Q.20. Does recharge voucher affects your buying decision and how? Yes 50 40% No 75 60%

Table no :- 3.11

Fig no :-3.11 INTERPRETATION:

50

According to the survey, out of 125 respondents surveyed, 75 respondents said they doesnt get affected by recharge voucher while they purchasing the mobile service provider. It implies that some people are not concern with recharge voucher. While 50 respondents said they concern recharge voucher while they purchasing any mobile service provider.

Q.21. Do you consider customer care services while purchasing SIM card? yes 60 48% Table no: - 3.12 No 65 52%

Fig no:-3.12 INTERPRETATION: According to the survey, out of 125 respondents surveyed, 60 respondents said they consider customer care service while purchasing the SIM card, it implies that the service provider must give importance to the customer care services as it maintain the good relationship with users and they remain happy. While 65 respondents said they do not consider customer care service, as they give importance only to the service provider.

51

Q.22. What you looking most while you considering customer care services.

Easy to dial

Fast connection

Toll free service

More informative 55 21%

Others

50 19% Table no :- 3.13

95 37%

50 19%

10 21%

Fig no :-3.13 INTERPERTATION: According to the survey, out of 125 respondents surveyed, 95 respondents said they looking fast connection as the most important factor while considering customer care services. It implies that there should not be delay in hearing there problems. While 10 respondents said some different important factor.

Q.23. What was the name of last service provider?

BSNL

Airtel

Vodafone

Reliance

Idea

Tata Docomo

10 14%

10 13%

10 13%

5 7%
52

30 40%

10 13%

Table no :- 3.14

Fig no :- 3.14 INTERPERTATION: According to the survey, out of 125 respondents surveyed, 30 Idea respondent who have switch their service provider to other. It implies that there is poor after sales service provided by the Idea telecom service. While only 5 Reliance respondent get switch to other service provider.

Q.25. please answer accordingly about different service provider. We would like to know your awareness about same? A). NOT HEARD BEFORE TODAY Airtel Vodafone Idea Uninor Aircel Virgin Etisalat e 15 5% 5 2% 10 4% 20 7% 15 5% 20 7% 55 20% 30 11% 60 21% 50 18 MTS Stel T 24

Table no:- 3.15 A

Fig no :- 3.15 A INTERPRETATION: According to the survey, out of 125 respondents surveyed, 55 respondents not heard Etisalate before surveyed. It implies that the Etisalate telecomunication service need to invent some new promotion tools.
53

While only 5 respondents not heard reliance telecomunication service which shows very strong awarness among people. It has better communication process to reach up end user.

Q.25. please answer accordingly about different service provider. We would like to know your awareness about same? B). KNOW JUST A LITTLE ABOUT Reliance Vodafone Idea Uninor Tata Docomo 25 14% 15 8% 10 6% 15 8% 15 8% 20 11% 20 11% 15 8% 10 6% 10 6% 25 14% Aircel Virgin Etisalate MTS Stel T 24

Table No:-3.15 B

Fig No:-3.15 B INTERPRETATION: According to the survey, out of 125 respondents surveyed, 25 respondents know just a little about Reliance and T 24, it implies that people are aware but dont have complete information about the same. Reliance and T24 telecommunication service need to be effective communication with people. While only 10 respondents know just a little about MTS and Stel telecommunication service.

Q.25. please answer accordingly about different service provider. We would like to know your awareness about same? C). KNOW SOMETHING ABOUT Reliance Vodafone Idea Uninor Tata
54

Aircel

Virgin

Etisalate

MTS Stel Airtel

Docomo 30 16% 20 11% 20 11% 20 11% 25 14% 15 8% 10 5% 5 3% 10 5% 5 3% 25 13%

Table no :-3.15 C

Fig no :-3.15 C INTERPRETATION: According to the survey, out of 125 respondents surveyed, 30 respondents know something about Reliance telecommunication service, it implies better awareness compare to others. While only 5 respondents know something about Etisalate and Stel telecomunication service, which implies the poor promotion by these services. Q.25. please answer accordingly about different service provider. We would like to know your awareness about same? D). VERY FAMILIAR Airtel Reliance Vodafone Idea Uninor Tata Docomo 80 25% 45 14% 30 9% 55 17% 15 5% 70 22% 20 6% 5 1% 5 1% Aircel Virgin Stel

Table No:-3.15 D

Fig No :- 3.15 D

INTERPRETATION:

55

According to the survey, out of 125 respondents surveyed, 80 respondents are very familier about the Airtel service, it implies better promotion tools and better service provided by the Airtel service provider compare to others. While only 5 respondents are very familier about the Virgin and Stel telecomunication service, which is the lowest vote as compare to the other services.

3.2 SWOT Analysis

Strength
High customer potential High growth rate -60% increase p.a. Allowed fdi limit ranging from 74%-100% High roi as easier to create economies of scale Liberalization effort by government Lower capital expenditure

Weakness
Poor telecom structure Late adopters of new technology Most competitive market Market strongly regulated by the government

Opportunities
3G and 4G services available More quality services Value added services. Boost to telecom manufacturing companies Telecom equipment exports Horizontal Integration

Threats
56

 Telecom Policies Declining average revenue per user Content Piracy

4.1 Findings
1: Most of the people purchasing there SIM card under scheme, Airtel : Most of the people are aware of this service and even they using it. People are getting well network connection and service. They are well satisfied. Only the problem they are facing is the price. There is less promotional scheme for this service. Most of the people are loyal to the Airtel service. People are facing the problem in customer care service as they need fast connection. There should be some schemes for GPRS facility. Reliance: people are well aware of Reliance telecommunication service. It is found that the Reliance telecommunication is the cheapest brand than other in terms of money. It has nice availability in market. There is no negetive response as far as price is concern. The big problem the respondent facing are there network connectivity. Reliance service need to improve in GPRS and customer care service. There is problem in protability to the respondents. Vodafone: most of the people are know something about Vodafone service. It facing the problem in network and in promotional schemes. It has better international service. There is huge opportunity to improve in the field of GPRS, and promotional scheme. Tata Docomo: it has better GPRS facility. Most of the people like this service. Still there is less chemes to the people. It has better customer care service. The price of Tata Docomo is reasonable. It has huge demand in market.

57

Idea: some respondents has subscribed Idea service. It has better network connection. There is less promotional scheme. It is compartivly high in price. It is poor in sms and calling schemes. Uninor: only some people know about the Uninor telecom service. It has less

promotional scheme. There is strong compition in the market, it has to come up with new innovative idea. Because of less number of awareness among people. The schemes are little complicated to the people. MTS: there are less people who knows about MTS telecom service. It is costly compare to other service provider.

Now about Etisalate, Stel and T 24, people are not aware of this service provider, it implies that there is lack of promotion schemes and people are not even communicated about this. People are getting switch because they are not getting the better schemes like SMS pack, call rates, roaming rates and international calls, etc.

58

4.2 Conclusion
According to the survey, we can conclude that there is huge compition in market. People are well known of different services and schemes. There patteren of buying behaviour becoming very dynamic. They are not depend on one perticular service or schemes. They have large number of opportunities to satisfied there needs. They are not only depend on sales but also on after sales service like customer care service. People has wide option to select particular product. Now a days people are not only concerning callings or call rate even they are also considering the recharge voucher, customer care, network, GPRS, etc. Most of the people are not remains loyal to any service provider. Some people get affected through brand name. now a days people are more aware of there telecom service provider. Still in this compititive environment, in private sector, Airtel leading the 1 st rank in market as most of the people prefer Airtel service. Reliance leading the 2nd rank. In some territories connectivity, there is a problem faced by the customer. Most of the area are now growing as IT hub in that area connectivity are the major problem related to telecom service. In most of the are customer are more satiesfied by Tata Docomo, Idea, Vodafone and Unonor because of their better GPRS service, network connection, Billing process, etc.

59

Star Airtel Reliance. Question marks Uninor MTS Cash cow Vodafone Tata Docomo Idea DOGS T24 HIGH

Low
Low

High 4.3 SUGGESTIONS/ RECOMMENDATIONS:

60

In competitive environment, telecom service companies should reduce call rates and SMS charges.

o o

They should reduce the international and roaming charges. The company or service provider should think upon the network connection. It should improve the network connection in Rural area.

They should improvement in customer care service. It should be fast in connection and easy to dial the numbers. It should be more informative.

o o

There should be transparency in billing process. There should be better internet connection facility to the users as there should be quick response of request.

BIBLIOGRAPHY

Marketing Management by Phillip Kotler Strategic Management by David A. Aaker Marketing Research by G. C. Beri Research Methodology by Dr. Mahesh Kulkarni Business Studies by Poonam Gandhi

WEBLIOGRAPHY

http://www.nielsen.com http://www.telecomservice.com

61

QUESTIONNAIRE
Name of respondent: Address Email ID Age: Q.1. Education: 1. Illiterate 3. School up to 4 years 5. SSC/HSC 7. Graduate / post graduate general Q.2. Occupation:
o o o

2. Literate but no formal schooling 4. School 5 to 9 years 6. Some college but not graduate 8. Graduate / post graduate professional

Unskilled worker Skilled worker Petty trader

62

o o o o o o o o o o

Shop owner Businessmen/industrialist no. of employees(none) Businessmen/industrialist no. of employees(1-9) Businessmen/industrialist no. of employees(10 ) Self employed professional Clerical/ Sales man Supervisory level Officer / executives- junior Officer / executives- middle/ senior Student

Q.3. which of the following groups best describes your households total monthly income. a) 10,000 or less b) 10,001-20,000 c) 20,001-30,000 d) 30,001-40,000 e) 40,001-60,000 f) 60001-90,000 g) 90,001-1, 00,000 h) 100001 or more i) Rejected

Q.4. Are you the main user of your card. a) Yes Q.5. Are you the owner of your card. a) Yes Q.6. When you have purchased your card. b) No (TERMINATE) b) No (TERMINATE)

Year

month
63

Q.7. Have you purchased your card under any scheme. a) Yes b) No If yes, specify_______________________________________________ Q. 8. How many cards do you have? Number of cards________________________________________________ Name of cards __________________________________________________ Q9. How many service providers are you aware of? 1._______________________ 2._______________________ 3._______________________ Q 10.Which service provider you like the most? Name: ________________________________________________ Reason: ________________________________________________ Q 11. Which service provider you dont like and why? Name: ________________________________________________ Reason: ________________________________________________ Q.12. What are the influencers when you purchase a mobile service provider (MR) 1. Recommendation by family and friends 2. Call rates 3. SMS rates 4. Brand name 5. Brand ambassador 6. Advertisements 7. Others, Specify:_______________________________________
64

Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it provides the schemes that you are looking for? Please answer for all the different service provider whether you may not have used/experienced their product/service, your perception towards the brand is what matters. Service provider Not at all willing to go for it Airtel Reliance Idea Tata docomo Vodafone uninor Aircell Virgin T 24 Etisalate MTS Stel Probably will not go for it Not sure at the moment Probably will go for it Definitely willing to go for it

Q.14. Which attribute is the most affecting in your decision to buy a particular card? Q.15. Please tell us, what would be your buying behavior for different service provider in different situation.:

65

Please answer for all the different service provider whether you may not have used/experienced their product/service, your perception towards the brand is what matters. Service provider Whatever is Cost Price I will purchase it Even if it costs more than any other brand Only if it costs same as the cheapest brand I wouldnt buy it at all

Airtel Reliance Vodafone Idea Uninor Tata Docomo Aircell Virgin T 24 Etisalate MTS Stel

Q.16. What do you say about cost of your Mobile card provider:
o o

Expensive than other providers About the same as others

66

Cheaper in comparison to others

Q.17. In terms of value, what would you like to add: Excellent Value Good value Fair value Poor value

Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree): Please answer for all the different service provider whether you may not have used/experienced their product/service, your perception towards the brand is what matters. Airtel Vodafone Service Providers Ide a Reliance Tata docom o Attributes
A)

Aircell Virgin Uninor

Technic

ally good
B)

Well

performance
C)

Good

discount offer
D)

Nice

storage capacity(sim card memory)

E)

Better

GPRS facility

67

F)

More

demand in market
G)

Nice

availability
H)

Recharg

e card very easily

Q.19. Do you find your recharge voucher easy to use? 1. Yes 2. No

Q.20. Does recharge voucher affects your buying decision and how? a) Yes b) No

If yes, specify_______________________________________________ Q.21. Do you consider customer care services while purchasing SIM card? 1. Yes 2. No

Q.22. What you looking most while you considering customer care services.(MR)
o o o o o

Easy to dial Fast connection Toll free service More informative Others: Please specify_____________________________________________

Q.23. What was the name of last service provider?

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Q.24. Why did you switch from the last mobile service provider? Q.25. please answer accordingly about different service provider. We would like to know your awareness about same? Please answer for all the different service provider whether you may not have used/experienced their product/service, your perception towards the brand is what matters. Name of different Not heard before service provider today Know just a little about Know something about Very familiar/ know a great deal

Airtel reliance Tata docomo Idea vodafone uninor Aircell Virign T 24 Etisalate MTS Stel

Q.26. Any suggestion would you like to give to your service provider to improve their services.
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