Project on

“Analysis of Brand Awareness and Consumer Behaviour of Reliance

Broadband Connection in Pune”

Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of

Master of Business Administration of Tilak Maharashtra
University Pune

Submitted by
Mr.Sanjiv Kumar
PRN.-07208015468
Of
Institute of Business Studies &Research, Pune.

Tilak Maharashtra University

1
 Gultekadi, Pune 411037
Project on

“Analysis of Brand Awareness and Consumer Behaviour of Reliance

Broadband Connection in Pune”

Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of

Master of Business Administration of Tilak Maharashtra
University Pune

Submitted by
Mr.Sanjiv Kumar
PRN.- 07208015468
Of
Institute of Business Studies &Research, Pune.

Tilak Maharashtra University

2
 Gultekadi, Pune
Tilak Maharashtra 411037
university, Pune
(Deemed under section 3 of UGC Act 1956 Vide Notification
(No .F.9-19/85 – dated 24th April 1987 By the Government of India)
Vidyapeeth Bhavan, Gultekdi, Pune – 411037

Certificate
this is to certify that the
project titled
……………………….
……………………………………………
……………………………………………
……………………………………………

Is bonafied work carried out

by Mr./Ms.
……………………………………………
……………………A student of
Guide certificate

Master of Business
Administration Semester 3rd ,
specialization -
………………………………………………..
PRN …………………………….under
Tilak Maharashtra University in the
year 2009
Head of Department
Examiner internal 3
Examiner external
Date :
Place :
Guide certificate

4
 Organisation certificate

Acknowledgement

I am very thankful to our institute IBSAR PUNE to provide me an opportunity to work-

in corporate sector. I pay my humble regards to MR. AMIT HARPLE ( store manager)

to give me an opportunity to work with Reliance web world pvt.ltd. And to help me during

my internship. I would like to thank all the executives and other people who gave me their

valuable time and provide me an opportunity to learn and gain knowledge about the various

aspects of the industry.

Without their suggestions and support, this project wouldn’t have been a successful one.

Finally I would like to thank my mentor MRS. RASHMI MAHAJAN and the entire faculty to

help me in during internship.

NAME -SANJIV KUMAR

Signature

5
 Index of content

Chapters. No. Details Page. no.

Chapter – 1 Rationale for the study 2-3
Chapter – 2 Objective of the study
Title of the project 5
Object of the study 6
Scope of study 6
Chapter – 3 Company profile
Company profile 8-10
An overview of current market scenario 11
The company & its product line 12-16
Marketing strategies 17-18
Chapter – 4 Review of literature 20-22
Chapter – 5 Research Methodology
Research problem 24
Research objective 24
Research design 25
Method of data collection 26
Sampling method and size 27
Research instrument used 27
Chapter – 6 Data analysis and data interpretation 29-38
Chapter – 7 Finding & Conclusion 40-41

6
Chapter – 8 Limitation of study 43

Chapter – 9 Recommendations &suggestion 45

Appendix
Questionnaire 47-49
Bibliography 50-51

List of tables:

S. No Table. No. Heads of tables Page No.

1 3.1 Net connect broadband+ post-paid tariff plans. 14

2 6.1 Age analysis of the customers 29
3 6.2 Job analysis of the customers 30
4 6.3 Frequency analysis of internet uses by customers 31

7
5 6.4 Analysis of wireless Vs wire line. 32
6 6.5 Percentage analysis of Brand awareness 33
7 6.6 Analysis of brand percentage in Pune 34
8 6.7 Analysis of mode of promotion 35
9 6.8 Analysis of satisfaction level of customers 36
10 6.9 Analysis of key factor of purchasing of USB 37
11 6.10 Analysis of area. 38

List of figures:

S. No. Fig. No Heads of Figures Page No.

1 3.1 Reliance ADA group structure 9
2 3.1 Net connect Broadband+ Coverage Cities 15
3 3.2 Net connect Broadband+ Coverage area 16
4 5.1 Process of marketing research 25
5 6.1 Age analysis of the customers 29
6 6.2 Job analysis of the customers 30
7 6.3 Frequency analysis of internet uses by customers 31
8 6.4 Analysis of wireless Vs wire line. 32
9 6.5 Percentage analysis of Brand awareness 33
10 6.6 Analysis of brand percentage in Pune 34
11 6.7 Analysis of mode of promotion 35
12 6.8 Analysis of satisfaction level of customers 36
13 6.9 Analysis of key factor of purchasing of USB 37

8
14 6.10 Analysis of area. 38

9
Rationale for the study

10
Wireless Internet is based upon wireless technology. Broadband is often called high-speed
Internet, because it usually has a high rate of data transmission. In general, any connection to
the customer of 450 Mbps or more is considered broad band Internet. Wireless is preferred over
wired network due to the following reasons:
 Lower installation and maintenance costs.
 Ease of replacement and upgrading.
 Reduced connector failure.
 Greater physical mobility and freedom.

Broadband in India:

Broadband is regularly growing in the Indian market. There are many

players in the broadband market which are providing broadband to corporate and direct to home.
To increase broad band connectivity Indian government Issues Reliance Broadband policy. The
broadband policy includes the definition, the Technology and other important aspect of
broadband in it. In India there are a large number of people who are using internet but the
number of people who use broadband is much smaller than it.

Wireless in Pune

Wireless broad band in pune is huge requirement. As we know that pune city is famous for IT
sector, automobile and education. In this modern era every people want to finish their work in
short time, for this purpose they are using internet. Opportunity of internet Reliance introduced
new broadband+ with 3G technology which has high speed 3.1mbps and reliance covered pune
city very short period. Reliance can get Hi-speed internet with a more prolonged and Reliable
connection and they can use the technology efficiently to maintain stability in the growth of their
organization.

There is 2 month project duration because of college and university require 2 month project
report on the basis of study curriculum of MBA degree. This two month project report plays

11
important role in future of student because of this project experience gives little bit corporate
exposer for the student. Aim of doing project in Reliance is that to know hierarchy of the
company and environment of store. Study gives criteria to know how to get information from
customers through questionnaire. Its mission to understand organisation.

Promotional activity plays important in increasing sales volume of company. This study helps
researcher to know about the competitors and strategies used by them. This project mainly
helped to increase communication skills and also helped to know, how an Individual can
convince the customers about product and to design strategies and to develop business for the
company. This experience will really help in future projects and work.

12
13
 Title of the project
“Analysis of Brand Awareness and Consumer Behaviour of Reliance
Broadband connection in Pune”

Objective of the study:

 To know consumer perception toward Reliance broadband and brand awareness.

14
  To analyse the data collected from the customers and relate them with the parameters of
Reliance and make a suitable strategy for the promotion of the product according to their
requirement.
 To promote for Reliance Wireless broadband connection in the Pune and generate leads
for the company.

Scope of Study

 Scope of study is restricted to various areas like, F.c.road, Prabhat road and Bhandarkar
road.
 Time frame limited two month from June to July.
 Study restricted to only brand awareness consumer behaviour of Reliance Broad band
connection.

15
  Company profile
 An overview of current market scenario
 The company & its product line
 Marketing strategies

Company profile
Foundation of Reliance communication:

16
Chairman’s profile:

Regarded as one of the foremost corporate leaders of contemporary India, shire

anal d 48, is the chairman of all listed companies of the reliance ado group, namely, reliance
communications, reliance capital, reliance energy and reliance natural resources.

he is also the president of the Dhirubhai Amana institute of information and communication
technology, Gandhi agar an MBA from the Wharton school of the university of Pennsylvania;
shire bambini is credited with pioneering several financial innovations in the Indian capital
markets. He spearheaded the country’s first forays into overseas capital markets with
international public offerings of global depositary receipts, convertibles and bonds.

Under his chairmanship, the constituent companies of the reliance ADA group have raised nearly
us$ 3 billion from global financial markets in a period of less than 15 months. Shri Ambani has
been associated with a number of prestigious academic institutions in India and abroad. He is
currently a member of: Wharton board of overseers, the Wharton school, USA board of
governors, Indian institute of management (IIM), Ahmadabad board of governors, Indian
institute of technology (IIT), Kanpur executive board, and Indian school of business (ISB),
Hyderabad

In June 2004, shri ambani was elected as an independent member of the rajya sabha – upper
house, parliament of India, a position he chose to resign voluntarily on March 25, 2006.

Fig.No.3.1

17
Select awards and achievements

18
  voted ‘the businessman of the year’ in a poll conducted by the times of India – tens,
December 2006
 voted the ‘best role model’ among business leaders in the biannual mood of the nation
poll conducted by India today magazine, august 2006
 conferred ‘the CEO of the year 2004’ in the Platt global energy awards conferred 'the
entrepreneur of the decade award' by the Bombay management association, October 2002
 awarded the first Wharton Indian alumni award by the Wharton India economic forum
(wife) in recognition of his contribution to the establishment of reliance as a global leader
in many of its business areas, December 2001
 Selected by Asia week magazine for its list of 'leaders of the millennium in business and
finance' and was introduced as the only 'new hero' in business and finance from India,
June 1999.

Dhirubhai Ambani (1932-2002) started the reliance commercial corporation in a350 sq. ft.
room with a telephone, one table and three chairs. The primary business of reliance Commercial
Corporation was to import polyester yarn and export spices. He started his first textile mill at
naroda, in Ahmadabad in the year 1966 (the origin of 2007). After success in the textile industry
reliance slowly ventured into petroleum, petrochemicals, energy, finance, engineering and
telecommunication sectors. Reliance was the first Indian company to be listed in the fortune
global 500 list in 2003.

An overview of current market scenario

19
Reliance communications (formerly reliance communications ventures) is one of India’s largest
providers of integrated communications services. The company has more than 20 million
customers and serves individual consumers, enterprises, and carriers, providing wireless, wire
line, long distance, voice, data, and internet communications services through a number of
operating subsidiaries. The company sells communications and digital entertainment products
and services through its chain of Reliance web world retail outlets.

The company's Reliance Infocomm subsidiary provides wireless communications services

throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani
Group. The current network expansion undertaken by Reliance is the largest wireless network
expansion undertaken by any operator across the world. It was with this belief in mind that
Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres
of a pan-India.

This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s
70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance
Communications has a reliable, high-capacity, integrated (both wireless and wire line) and
convergent (voice, data and video) digital network. It is capable delivering a range of services
spanning the entire infocomm (information and communication) value chain, including
infrastructure and services — for enterprises as well as individuals, applications, and consulting.

Today, Reliance Communications is revolutionizing the way India communicates and networks,
truly bringing about a new way of life. We will leverage our strengths to execute complex
global-scale projects to facilitate leading-edge information and communication services
affordable to all individual consumers and businesses in India.
We will offer unparalleled value to create customer delight and enhance business productivity.
We will also generate value for our capabilities beyond Indian borders and enable millions of
India's knowledge workers to deliver their services globally.
The company & its product line

20
Reliance World is a chain of retail outlets in India. Managed by Reliance web store ltd. (a part
of the reliance – Anil Dhirubhai Amana Group). Reliance world offers information,
communication, entertainment and utility services. Reliance's fibber optic network makes it
possible for these outlets to offer broadband-enabled services, besides telephony products &
services. There are 234 reliance world outlets across 105 cities in India.

Reliance communication put. Ltd.

Reliance Communications is India’s largest information and communications service provider

with over 50 million subscribers. The company is the realisation of our founder’s dream of
bringing about a digital revolution that will provide every Indian with affordable means of
communication and a ready access to information.

The flagship company of the Reliance – ADA group, reliance communications began operations
in 1999 and has over 50 million subscribers today. It offers a complete range of integrated
telecom services. These include mobile and fixed line telephony; broadband, national and
international long distance services, data services and a wide range of value added services.

Product portfolio
Reliance communication has the following consumer product lines
Mobile
Wireless Phone
Wireless Terminal

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Blackberry
Broad net
Roaming
Reliance Landline
Reliance Net connect
Reliance Mobile
Reliance India Call
Reliance Passport

Reliance Net connect

People were raring for a high-speed internet that could open up pages and download in a jiffy.
BSNL had kept everyone in India waiting for the much hyped e data cards with elevated speed
and a standout tariff plan. BSNL offers the lowest downtime as compared to any other services
in India. With Reliance's wireless internet service speeding up, the competition has boiled up.
Reliance’s new USB modem is 20 times faster with speed up to 3.1 mpbs. That’s great
especially for professionals who travel extensively. The benefit goes to the hoi polloi. Let’s delve
into what's on offer to realize the difference.

The reliance net connect broadband is a simple plug and play option for laptops and desktops.
The wireless broadband recorded the fastest uploads at a speed of up to 1.8 mbps. Further the
Indian telecom major offers a seamless network across 20000 towns and 4.5 lace villages.

22
Coming to the usb modems price, it will be available for 3500 for 2 months unlimited
connection. During this period the users will be able to avail free unlimited wireless broadband
internet. The offer will be available for the month of March. After this period the user will
have to pay for the first month. Each net connect broadband + plan is great value for money.
Choose from a range of suitable plans.

 Net connect Broadband Post-paid tariff

 Net connect Broadband Prepaid tariff

Just pay Rs. 3500/- and get a reliance net connect broadband+ USB modem.

Choose any plan of your choice and get: free rental for the first month.

Table No. - 3.1 Net connect broadband+ post-paid tariff plans.

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 Fig. No.-3.2 Net connect Broadband+ Coverage Cities
Ahmadabad Erode Ludhiana Thiruvananthapuram
Ajmer Guntur Mumbai Tripura
Bangalore Hyderabad Mysore Udaipur
Bhopal Indore Nagpur Ujjain
Chandigarh Jaipur Patiala Vadodara
Chennai Kakinada Pune Vapid
Coimbatore Kolkata Rajahmundry Vijayvada
Delhi Kota Salem Visakhapatnam
Ernakulum Luck now Surat

Fig. No.-3.3 Net connect Broadband+ Coverage area

24
Marketing Strategy

25
Market strategy of the reliance is based on place and consumer behaviour. Reliance wants to
cover as much as area from individual and corporate sector, mainly student and IT sector. We
can understand market strategy of reliance under 4 heads that are bellow.
 Segmentation
 Positioning
 Real positioning
 Psychological positioning

Segmentation

In the wireless data card market there exist different categories of customers who have different
needs and are willing to pay different amount for the product that meets their demand.
Introduction of upgraded version of wireless data card for instance Vodafone recently launched
wireless data card (Globe totter) specially meant for those who frequently travel abroad would
help Reliance identify the needs of the customers and take advantage of the segment which has
not yet been targeted by the company. Price sensitivity, importance of attributes, point 84 of
purchase decision makers and customers influenced by additional features are the factors on
which we will segment the upgraded internet data card market.

Positioning
Market research results have been analyzed in section 12 of the report. The following
conclusions from the survey help us in identifying the positioning of the Upgraded version of
wireless data card:
Target market: -
The target market has been identified as the customers who are concerned about the attributes of
the internet data card but are not willing to shift from the current price band to a higher price
band.
Competitor Brands: -
The competitor brands have been discussed in Section 8 The upgraded data card will be
competing with brands like Tata-Indicom and Vodafone.
Choice Criteria

26
As per our findings the 3 factors on grouping attributes post factor analysis that contribute to
the data card Purchase decisions are:
Factor 1 Product attributes (Net speed, Signal strength, Ease of Use)
Factor 2 Price Sensitivity (Price, Tariff plans And Offers/Discounts)
Factor 3 Point of Purchase (Availability in Stores and Package Design)

Real Positioning
In the survey conducted, Reliance had the top of the mind recall of 44%. This shows that
Reliance has an excellent real positioning in the wireless data card market and Reliance data card
leverage this positioning in the target market.

Psychological Positioning
Reliance data card will primarily alter the attributes importance in the target segment by
increasing the importance of attributes internet speed, signal strength etc and decreasing the
importance of price. This will be consistent with its strategy

27
28
 Review of Literature
Branding

The central concern of brand building literature experienced a dramatic shift in the last decade.
Branding and the role of brands, as traditionally understood, were subject to constant review and
redefinition. A traditional definition of a brand was: “the name, associated with one or more
items in the product line that is used to identify the source of character of the item” (Kilter 2000,
p. 396). The American Marketing Association (AMA) definition of a brand is “a name, term,
sign, symbol, or design, or a combination of them, intended to identify the goods and services of
one seller or group of sellers and to differentiate them from those of competitors” (p. 404).
Within this view, as Keller (2003a) says, “technically speaking, the n, whenever a marketer
creates a new name, logo, or symbol for a new product, he or she has created a brand” (p. 3).

He recognizes, however, that brands today are much more than that. As can be seen, according to
these definitions brands had a simple and clear function as identifiers. Before the shift in focus
towards brand s and the brand building process, brands were just another step in the whole
process of marketing to sell products. “For a long time, the brand has been treated in an off-hand
fashion as a part of the product” (Urde 1999, p. 119). Kotler (2000) mentions branding as “a
major issue in product strategy” (p. 404). As the brand was only part of the product, the
communication strategy worked towards exposing the brand and creating brand image.

29
Consumer Behaviour

The standard discrete choice models prevalent in IO literature assume that consumers are aware
of all the products, and as a result those models only address variation in the choice sets across
markets (in fact, it is an important source of identification in these models). However, there is
some recent research in IO that focuses on other sources of variation to estimate more realistic
demand specifications. Anupindi, Dada, and Gupta (1998) and Conlon and Mortimer (2007)
study variation in consumer choice sets generated by the presence of stock outs. In Katz (2007),
the variation comes from the fact that consumers restrict their attention to a subset of products
before making a choice.

This last paper is close to a large body of literature in marketing known as consideration set
literature, focused on incorporating the variation in the consumer choice set into discrete choice
models (Manski 1977 was the first to introduce it). In this literature, two interpretations of the
choice set are possible. First, consumers might be unaware of the existence of some products,
and their choice set consists of all the products they are aware of. Alternatively, consumers might
face cognitive costs or constraints of having to consider a large number of products in their
choice, and therefore they might restrict their attention to a smaller subset of products before
making a choice. Both interpretations have been considered in the literature to study the effect of
advertising on the consumer choice set.

We believe RCOM offers a solid and long term India investment opportunity, because it has
been building an infrastructure with latest technologies, for economies of scale, and has lined-up
diverse services for stability in revenue sources, and actively acquired other companies where
RCOM did not have depth. Therefore, we believe in the growth potential of RCOM, and the
business will generate cash flows in the coming years.

Reliance Infocomm launched into the market with a package called the Dhirubhai Ambani
Pioneer Offer which provided with the lowest airtime rates and value added services for free.
Reliance Infocomm reduced the rates of outgoing calls, while the competitors charged at rates as
high as Rs.7 (US$0.15) per minute. All incoming calls were free.

30
For Reliance Infocomm this meant faster adoption of Reliance services across India, because of
the very low long distance rates, made possible by low costs, since the calls would be carried
entirely through the Reliance owned network, thus avoiding profit sharing with any other carrier.
Value added services like voice mail, call waiting, call holding, call divert.

 Reliance Communications has a reliable, high-capacity, integrated (both wireless and

wire line) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire infocomm (information and
communication) value chain, including infrastructure and services — for enterprises as
well as individuals, applications, and consulting.

 Pre Paid:

 Chat & Play

 Basic Plan
 Prepaid Tariffs
 E-Recharge
 SMS Top-up card
 Get Started Kit
 Online Recharge

 Post Paid:

 On-net Talk time Pack

 Get Started Kit
 How to Sign On
 Bill Payments

By December, 2001 the user base of mobile users in India had grown to around 5 million. By the
time Reliance Infocomm was launched it had grown to around 12 million. Two other service
providers, who had entered the mobile market late, 23 could not cope up with the competition,
and were taken over by other global service providers.

31
Research problem
Research Objective
Research design
Method of Data Collection
Sampling method and size
Research Instrument used

32
 Research Methodology
Research problem
 Study and analysis of post sales perception of consumer towards Internet Data cards
especially Reliance Internet Data cards. To understand the market segmentation and Pune
market for uses of data card Map the Data card market and competitive positioning
within it.
 To understand the buying intention of and analyze the effect of non-attribute factors. To
understand the brand loyalty of customers towards Data cards. Identify the parameters
that play the most important role in a consumer’s choice of buying Data cards using
Factor and Cluster analysis.

Research Objective
 To know consumer perception toward Reliance broadband and brand awareness.
 To analyse the data collected from the customers and relate them with the parameters of
Reliance and make a suitable strategy for the promotion of the product according to their
requirement.
 To promote for Reliance Wireless broadband connection in the Pune and generate leads
for the company.

33
Research design

A research design is the specification of methods and procedure for acquiring information
needed. According to my research design I have performed the following step in the
project.

 To decide the objective of the research

 To determine the most suitable method of research
 To determine the source of the data collection
 To determine suitable sampling design and sample size
 To conduct the survey for data collection
 To process and analyze data

Fig. No.-5.1 Process of marketing research

34
Method of data collection:

There are many methods of data collection in a survey. These are basically divided in two main
types of methods. These are: -

1. Primary data collection.

2. Secondary data Collection.

Primary data collection

It is the method of data collection in which the marketers collect the data very first time or we
can say that the collected data is fresh or first-hand data. We can collect primary data by: -

 Directly by the customer.

 By observation method.
 By telephonic Interview method.
 By e-mailing the queries & etc.

Secondary data collection

It is a method of data collection in which the collected data is not fresh data, i.e. data is collected
from the report of any research, from internet or from any government offices etc. These types of
data collection methods are basically used when the sample size is very large. In this particular
survey I have used the primary data collection method to collect the data. In this particular
method I directly went to meet to the customers and collected data

35
Sample universe:

Sample universe was from Pune- F.C road, Bhandarker road and Prabhat road Pune.

Sampling technique:

There is random sampling

Sampling size: 150

Instruments Used:

Basically for this project, there are following instruments used:

 Survey questionnaire
 The Reliance information brochure
 Direct approach to customers instead of using any secondary
mediums
Like telephones or internet.
Survey questionnaire is a very important instrument for any researcher to collect the requisite
information. The questionnaire helps him to get a brief knowledge about a particular subject.
With the help of questionnaire, further analysis and able to make a decision and categorize each
factor present in the questionnaire in a proper manner. Reliance wireless broadband survey
questionnaire where each questions carry equal weight age that helped me to take my decision in
the end. Apart from the questionnaire, another important tools which was Reliance Information
Brochure. It involves all the benefits of Reliance and its wireless connection that was sufficient
for a customer to get a brief idea about sample form of data collection by direct approach to the
customers.

36
37
 1. What is your age?

Table No.6.1 Age analysis of the customers.

S.No. Age of customers(year) Percentage%

1 less than 18 7%
2 18-23 33%
3 23-28 50%
4 28-45 7%
5 greater than 45 1%

Fig no. 6.1 Age analysis of the customers

50%
50%

40% 33%
lessthan18
30%
percenatge 18-23
20% 23-28
7% 7%
10% 28-45
1%
greaterthan45
0%
categories

Interpretation:

38
As in graph there is result that maximum number of customers are existing in that category
which has age limit 23-28 years means there is huge potential to use broad band internet in Pune.

2. What is your occupation?

Table no. 6.2 job analysis of the customers

S.No. Occupation of customers Percentage %

1 govt service 6.66%
2 private service 20%
3 business man 33.33%
4 Student 40%

Figure no: 6.2 Job analysis of the customers

7%

20%
40% Govt service
Private Service
Business man
Student

33%

Interpretation

39
From the survey there is huge capacity to use internet by student and after it, Business man are
majority in operating broad band connection in Pune.

3. How often do you get connected to internet?

Table no.6.3 Frequency analysis of internet uses by customers

S.No. Uses of customers Percentage%

1 at regular intervals 13%

2 once a day 27%

3 twice a day 33%

4 all time 27%

Figure no: 6.3 Frequency analysis of internet uses by customers

Atregular
40% 33% intervals
27% 27%
30%
Oncea day
percentage% 20% 13%
10% Twiceaday

0%
All time

frequenciesofuses Interpre
t ation

40
Analysis of this graph in Pune market majority of customers are using internet twice in a day
and all time users are getting percentage same with once a day so there is chance to increase
uses capacity in at regular intervals customers and in once in a day.

4. What type of data card, you preferred to buy?

Table No.6.4 Analysis of wireless vs. wire line.

S.N. Mode of connection Percentage%

1 Wireless 73%
2 Wire line 27%

Figure no: 6.4 Analysis of wireless Vs wire line.

73%
80%
70%
60%
50%
percentage% 40% 27% Wireless
30%
20% Wireline
10%
0%
mode of connection

Interpretation

In this graph there are number of user demanding and using wireless connection rather wire line
broad band connection here 73% customers are using wireless broad band connection.

41
 5. Which brands of data card you are aware of?
Table no.6.5 Percentage analysis of Brand awareness
S.n. Brand name Percentage %
1 Reliance 30%
2 Tata-Indicom 40%
3 Vodafone 10%
4 Airtel 20%

Figure no: 6.5 Percentage analysis of Brand awareness

Interpretation

In case of brand awareness most of the customers know about Reliance Tata indicom and other
player but percentage of Tata indicom is high.

42
 6. Which of the following brand are you using?

Table no.6.6 Analysis of brand percentage in Pune

S.n Brand name Percentage %
1 Reliance 27%
2 Tata-Indicom 20%
3 Airtel 13%
4 BSNL 40%

Figure no: 6.6 Analysis of brand percentage in Pune

40% Reliance
40%
35% 27%
30% 20% Tata-
25% Indicom
percentage% 20% 13%
15% Airtel
10%
5%
0% BSNL
Brandname

Interpretation

From above graph there is result that in Pune market there is large number of customers are
using BSNL broad band in means 40% customers are using BSNL broad band and remains 60%
other.

43
 7. How do you know about Reliance broadband?
Table no.6.7Analysis of mode of promotion
S.n. Medium Percentage%
1 friends 13%
2 family 7%
3 retailer 13%
4 Advertisements 40%
5 magazines or newspapers 20%
6 cyber café 7%

Figure no: 6.7 Analysis of mode of promotion

40% friends
40%
35% family
30%
25% 20%
retailer
percentage% 20% 13% 13%
15% 7%
7% advertisements
10%
5%
magazinesor newspapers
0%
medium cyber café

Interpretation

44
There is an advertisement only medium to create awareness about product in large extent which
is the strong point of the Reliance because of this company is spending a lot of money on
promotion of the product.

8. How satisfied are you with Reliance Data card?

Table no.6.8 Analysis of satisfaction level of customers

S.n. Satisfaction of customers Percentage%

1 Highly Satisfied 30%
2 Moderately Satisfied 25%
3 Neither satisfied nor dissatisfied 12%
4 Moderately Dissatisfied 20%
5 Highly dissatisfied 13%

Figure no: 6.8 Analysis of satisfaction level of customers

30%
30% 25%
25%
20% Highly Satisfied
15% 12% 13%
Moderately Satisfied
10%
Neither satisfied nor
5% dissatisfied
0% Highly dissatisfied
%
gn
tap
rc
e

satisfaction levels

Interpretation

45
Satisfaction of customers towards Reliance data card is good from above graph. Only 40%
customers are satisfied with Reliance because customer service of the Reliance is very bad they
don’t give so much important to the customer.

9. Why do you purchase Reliance broadband connection?

Table no.6.9 Analysis of key factor of purchasing of USB
S.n. Purchase factors Percentage%
1 Price 20%
2 Easy handling 3%
3 Net Speed 34%
4 Signal Strength 20%
5 Availability in store 3%
6 Tariff plan. Tariff plan 13%
7 Offer/Discount 7%
Figure no: 6.9 Analysis of key factor of purchasing of USB

Interpretation

Reliance broad band internet connection is famous for high speed of the data card so due to this
reason high selling rate of Reliance is growing day by day with net signal.

46
10-where, you want to use your internet.

Table no.6.10 Analysis of area

S.n. Area Percentage%

1 In city wise 27%
2 All over India 73%

Figure no: 6.10Analysis of area.

73%
80%
70%
60%
50% 27% In citywise
Percenatge% 40%
AlloverIndia
30%
20%
10%
0%
Area

Interpretation

Number of customers is using Reliance data card in nation wise because of there is no any
rooming charge in using data card all over India.

47
48
Finding

Services provided by Retailers: -

All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, Tariff
Voucher and broad band connection of all the telecom companies present in Pune zone.

Satisfaction: -
Most of the customers are satisfied from Reliance web world but there is some area like
customer service and customer relationship require for improvement. From research most
of the youth are attract towards web world so satisfaction level should be improve.
Problems: -
In some area of the Pune there is network problem with RCOMM, on the other hand they
found its competitors viz. Airtel, BSNL, TATA indicom network connectivity of very good
to good level. Plan of the broad band connection is very coastally according to customer so
plan should be change.
Support from company: -
Most of the retailers told that they are supported by the companies’ personnel &
companies’ helpline. All companies provide POP (Point of presence) at right time and in
adequate number.
Claim process:-
In case of RCOMM process is very slow if there is any complain by Customer Company
took more for solving the problem other hand Airtel and Tata they try to solve as soon as
possible.

49
Conclusion
 From data analysis there is huge market in youth generation; youth are using large extent
to internet.
 Majority of student know about data card and they are also using in large numbers.
 Using habit of internet in youth twice in a day and most of youth like to use wireless
internet data card.
 Tata indicom data card is very famous but market position of BSNL is top position.
 Promotional activity of Reliance is very strong but its satisfaction level towards Reliance
data card is very low.
 Net speed of the broad band connection plays important role to purchase of internet data
card and most of the customers like to purchase nation wise plan in data card which has
no rooming charge.

50
51
Limitation of study
 A time constraint was first limitation because of only 2 month; there is no chance to study
entire market
 The sample size to 150 because most of the people may give wrong in formation.
 In certain cases there was limited response from the responded, so those responses may
not good for research.

52
53
Suggestion
The study brought to the notice that Reliance being no 1 brand still had certain area where
improvement or changes would be beneficial for the company.
 Specific individuals should be appointed in the entire web world store for specific
product.
 The company should start offering more bundle offers such as giving SIM Card with
broad band and also bag.
Ex: Airtel and Tata- indicom are providing
 Company should promote their promotion offers, because it was found that very few
customers are aware of the promotional offers by the company.

Recommendation:
 Brand quality and awareness is the key commanding factors for the high sales achieved
by Reliance largely it has been viewed as reliable brand, Reliance remains No 1.
 Working under brand Reliance, the task of representing Reliance at a retail shop in f.c.
road area in Pune city. The project was completed within a span of 12 weeks. The
experience has been both knowledge sharing and corporate experience.
 Understanding of the consumer behavior at the time of purchasing the product like
mobile or data card in future.
 There are no difficulties to get data from customers because of company name. It is one
of the most widely used brand s. this made my work easier in the market.

54
 Questionnaire

 Bibliography

55
 Questionnaire

Customer Survey: Questionnaire

Name:

Date:

Name of interviewer:

1. What is your age?

Less Than 18 _
18-23 years _
23-28 years _
28-45 years _
Greater Than 45 _

2. What is your occupation?

Government Service _
Private Service _
Business Self-Employed _
Student _

3. How often do you get connected to Internet?

At irregular intervals _

56
Once a day _
Twice a day _
All time _

4. What type of data card you preferred to buy?

Wireless _
Wire line _

5. Which brands of data card you are aware of?

Reliance _
Tata-Indicom _
Vodafone _
Airtel

6. Which of the following brands are you using?

Reliance _
Tata-Indicom _
Vodafone _
Airtel _
BSNL _

7. How do you know about Reliance broadband?

1-Friends ___ _
2-Family ___ _
3-Retailer ___ _
4-Advertisements ___ _
5-Packaging ___ _
6-Magazines or newspapers ___ _
7-Cyber café ___ _
57
8-Offer/Discountsant ___ _

8. How satisfied are you with Reliance Data card? (If used)
Highly Satisfied _
Moderately Satisfied _
Neither satisfied nor dissatisfied _
Moderately Dissatisfied _
Highly dissatisfied _

9. Why do you purchase Reliance broadband connection?

1. Price
2. Easy handling
3. Net Speed
4. Signal Strength
5. Availability in store
6. Tariff plan
7. Offer/Discount

10-Are you want to use your internet?

1 In city wise _
2 All over India _

58
 Bibliography

Books
Marketing Management - Phillip Kotler
Marketing Research - Toll & Hawkins

Magazines
Business Today
Advertising & Management

Newspapers
Economic Times
Hindustan Times

Websites
www.google.com
www.rcom.co.in
www.wikipedia.com
· www.broadbandindia.com
· www.google.com
• Ambani, Dhirubhai. Reliance Communication. 1999.
http://www.rcom.co.in/Communications/Aboutus/aboutus_home.html.
• Reliance communication- Timeline
http://www.rcom.co.in/webapp/Communications/rcom/Aboutus/aboutus

59
_milestones.jsp
• Products
http://www.rcom.co.in/webapp/Communications/rcom/index.jsp

60