STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS MOBILE PRE-PAID

PRODUCTS AND HANDSET MODELS

A REPORT SUBMITTED TO ACCURATE INSTITUTE OF MANAGEMENT AND

TECHNOLOGY, GREATER NOIDA AS A MANDATORY PART OF PDGM

CURRICULUM

SUBMITTED TO: SUBMITTED BY:

PGP CELL MANISH KUMAR SAHOO

AIMT, DM0847

GREATER NOIDA 2008-10

ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY

49, KNOWLEDGE PARK-III, GREATER NOIDA, (U.P.) 201308

E-MAIL: pgpcell@accurate.in
 CERTIFICATE

This is to certify that the project report study of “CONSUMER BUYING BEHAVIOR
TOWARDS MOBILE PRE-PAID PRODUCTS AND HANDSET MODELS” submitted to
ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY, GREATER NOIDA by
MANISH KUMAR SAHOO in partial fulfillment of the requirement for the award of post
graduate diploma in management is an original work carried out by the below mentioned student
under the guidance and supervision of the below mentioned guide. This work has not been
submitted anywhere else for any degree/diploma under my signature. The original work was
carried out during 1ST MAY TO 30TH JUNE 2009 in RELIANCE COMMUNICATION

Signature of the student: _______________________________________

Name of the student: ___________________________________________

Dated: ______________________________

Signature of the Industry Guide: _____________________________________________

Name of the industry Guide: ________________________________________________

Designation of the Industry Guide: ___________________________________________

E-mail Address: __________________________________________________________

Mailing Address: _________________________________________________________

Dated: __________________ Seal/Stamp of the Organization

Signature of the faculty supervisor: ____________________________________________

Name of the faculty supervisor: _______________________________________________

Dated: ______________________________
 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task would be

incomplete without the mention of the people who made it possible and constant guidance and

encouragement of them heads all efforts with success

If words are considered to be signs of gratitude, then let these words convey the very same my

sincere gratitude to the entire team of RELIANCE COMMUNICATION for providing me with

an opportunity to work with the organization and giving me necessary directions on doing this

project to the best of my abilities.

I wish to express my deep sense of gratitude to my project mentor Mr. Prasanjit Das Senior

Manager at Reliance Communication and Mr. Abhishek Roy Marketing executive for guiding

me through this whole project and also smoothened most hurdles that I faced during the course

of the project.

My special thanks to Mr. Latil Surin Marketing executive for his kind support to make this

project successful.

I would also like to express my thanks to my project guide Prof. Nidhi Khurana of Accurate

Institute of Management and Technology Grt. Noida for guiding me throughout the project.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents for

their blessings, my friends/classmates for their help and wishes for the successful completion of

this project.

And to God, who made all things possible.

DECLARATION
I, Manish Kumar Sahoo, do hereby declare that this report entitled: “CONSUMER BUYING

BEHAVIOR TOWARDS MOBILE PRE-PAID PRODUCTS AND HANDSET MODELS”

has been carried out by me under the guidance of “Prof. Nidhi Khurana”, professor in

Marketing, at ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY,

GREATER NOIDA. The project is completed as per the norms prescribed by the Accurate

Management Centre and the same work has not been copied from any source directly without

acknowledging for the part/section that has been adopted from published/non –published works.

I further declare that the information presented in this project is true and original to the best of

my knowledge.

Date:

Place Manish Kumar Sahoo

AIMT, Grt Noida

EXECUTIVE SUMMARY
The concept of “buying behavior” is of prime importance in marketing and has evolved over the

years. It is important to understand consumer buying behavior as it plays a vital role in creating

an impact on purchase of products.

The human wants are unlimited and always expect more and more. Mobile pre-paid products and

Mobile handsets are no exception to this behavior. This lead to constant modifications of Mobile

pre-paid products and mobile handsets and today we see lots of pre-paid products and new

handset coming into the market practically every month.

In this research study my findings gave me a through insight of consumer buying behavior

towards mobile pre-paid products and handset models.

I found that consumers consider various parameters while buying a mobile operator and mobile

handsets.

Factors such as better connectivity, attractive tariff and low entry cost plays an important role in

influencing a customer for opting any network similarly price, functions availing and long

battery backup are considered very important factors for a customer before buying a handset

model.

The study also helps me to know what are the major factors of dissatisfaction among the people

after using a mobile operator.

On the whole, the market is a very important place to study the behavior of consumers and also

Provide useful insights what a consumer requires in a product. It is only through research that an

Company will be able to study the buying behavior of consumers.

INTRODUCTION
 INDIAN TELECOM SCENARIO- AT A GLANCE

The Indian Telecommunications network with 429.72 million for the quarter ending March 2009

is the fifth largest in the world taking the teledensity up to 36.98 and is the second largest among

the emerging economies of Asia.

Today, it is the fastest growing market in the world and represents unique opportunities for U.S.

companies in the stagnant global scenario. The total subscriber base is expected to reach 500

million by next year.

India had 109.7 million rural mobile subscribers at the end of the first quarter, up by 18 percent

from 93.2 million users in the fourth quarter of last year.

Despite the global economic slowdown India’s mobile phone market continues to be unaffected
by the economic slowdown, with 11.9 million new mobile subscribers in April 2009. That’s a 45
percent greater increase than in the same month last year.
The wireless technologies currently in use are Global System for Mobile Communications
(GSM) and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA
operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000
towns across the country.

List of GSM operators operating in INDIA. List of CDMA operators operating in INDIA.

1 Bharti Airtel 1. Tata teleservices

2 Vodafone Essar 2. Reliance CDMA
3 BSNL 3. Virgin
4 IDEA
5 Aircel
6 Reliance Telecom
8 MTNL
9 BPL
EVOLUTION OF THE INDUSTRY-IMPORTANT MILESTONES

History of Indian Telecommunications

Year

1851 First operational land lines were laid by the government near
Calcutta (seat

of British power)

1881 Telephone service introduced in India

1883 Merger with the postal system

1923 Formation of Indian Radio Telegraph Company (IRT)

1932 Merger of ETC and IRT into the Indian Radio and Cable
Communication

Company (IRCC)

1947 Nationalization of all foreign telecommunication companies to

form the

Posts, Telephone and Telegraph (PTT), a monopoly run by the

government's Ministry of Communications

1985 Department of Telecommunications (DOT) established, an

exclusive

provider of domestic and long-distance service that would be its

own

regulator (separate from the postal system)

1986 Conversion of DOT into two wholly government-owned

companies: the

Videsh Sanchar Nigam Limited (VSNL) for international

telecommunications and Mahanagar Telephone Nigam Limited
(MTNL) for service in

metropolitan areas.

1997 Telecom Regulatory Authority of India created.

 1999 1999 Cellular Services are launched in India. New National
Telecom Policy is

adopted.

2000 DoT becomes a corporation, BSNL

Telecommunication market: TM and TAM revenue forecasts (India), 2003-2015

 MAJOR PLAYERS IN TELECOM INDUSTRY

BSNL:

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest

Telecommunications Company providing comprehensive range of telecom services in India:

Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN,

VSAT, VoIP services, IN Services etc. Within a span of five years it has become one of the

largest public sector unit in India. BSNL has more than 2.5 million WLL subscribers and 2.5

million Internet Customers who access Internet through various modes viz. Dial-up, Leased

Line, DIAS, Account Less Internet(CLI). BSNL has been adjudged as the NUMBER ONE ISP

in the country. Scaling new heights of success, the present turnover of BSNL is more than

Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26

billion) for last financial year. The infrastructure asset on telephone alone is worth about

Rs.630,000 million (US $ 14.37 billion).

BHARTI AIRTEL:

Established in 1985, Bharti has been a pioneering force in the telecom sector with many firsts

and innovations to its credit, ranging from being the first mobile service in Delhi, first private

basic telephone service provider in the country, first Indian company to provide comprehensive

telecom services outside India in Seychelles and first private sector service provider to launch

National Long Distance Services in India. Bharti Tele-Ventures Limited was incorporated on

July 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operate

telecom services across India. Bharti’s operations are broadly handled by two companies: the

Mobility group, which handles the mobile services in 16 circles out of a total 23 circles across

the country; and the Infotel group, which handles the NLD, ILD, fixed line, broadband, data, and

satellite-based services. Together they have so far deployed around 23,000 km of optical fiber

cables across the country, coupled with approximately 1,500 nodes, and presence in around 200

locations. Consolidate its position to be the leading integrated telecommunications services

provider in key markets in India, with a focus on providing mobile services”.

TATA TELESERVICES:

Tata Teleservices is part of the Tata Group. Tata Teleservices spearheads the Group’s

presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first to launch

CDMA mobile services in India with the Andhra Pradesh circle.

The company acquired Hughes Telecom (India) Limited [now renamed Tata Teleservices

(Maharashtra) Limited] in December 2002. With a total Investment of Rs 19,924 Crore, Tata

Teleservices has created a Pan India presence spread across 20 circles that includes Andhra

Pradesh, Chennai, Gujarat, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North East, Tamil

Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar
Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. The company is the market

leader in the fixed wireless telephony market with a total customer base of over 3.8 million.

RELIANCE COMMUNICATION:

Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom

and Flag Telecom, is part of Reliance Communications Ventures (RCoVL). It is

an Indian telecommunications company. According to National Stock Exchange data, Anil

Dhirubhai Ambani controls 66.77 per cent of the company, which accounts for more than 1.36

billion shares. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group,

comprising of power (Reliance Energy), financial services (Reliance Capital) and telecom

initiatives of the Reliance ADAG. It uses CDMA2000 1x technology for its

existing CDMA mobile services, and GSM-900/GSM-1800 technology for its existing/newly

launched GSM services.

RelCom is also into Wireline Business throughout India and has the largest optical

fiber communication (OFC) backbone architecture [roughly 110,000 km] in the country. On the

30th December 2008, Reliance Communications became the first telecom operator in the history

of Indian telecommunications to simultaneously launch its GSM services in 17 circles, namely

Andhra Pradesh, Chennai, Delhi, Gujarat, Haryana, Jammu & Kashmir, Karnataka, Kerala,

Madhya Pradesh (excluding East Madhya Pradesh and Chhattisgarh ), Maharashtra, Mumbai,

Punjab, Rajasthan, Sharjah, Tamil Nadu, Uttar Pradesh(East & West) thereby establishing itself

as a pan-India operator.It already operates GSM services in 8 circles namely Assam, Bihar,

Himachal Pradesh, Kolkata, Madhya Pradesh, North Eastern states, Orissa, West Bengal.

AIRCEL:
 Aircel is a mobile phone service provider in India. It offer both prepaid and postpaid GSM

cellular phone coverage throughout Tamil Nadu(including Chennai), Andhra Pradesh ,

Assam, North East India, Orissa, West Bengal (including Kolkata), Jammu and Kashmir, Bihar,

Karnataka, Kerala, Himachal Pradesh & Mumbai. Aircel was founded by NRI businessman

C Sivasankaran. Aircel is a joint venture between Maxis Communications

Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India. It is India’s seventh largest

GSM mobile service provider with a subscriber base of over 18 million. It has a market share of

6.3% among the GSM operators in the country. As on date, Aircel is present in 17 telecom

circles (including Assam, Bihar, Himachal Pradesh, Jammu & Kashmir, Kerala, North East,

Orissa, Tamil Nadu, Karnataka, West Bengal, Delhi) and with licences secured for the remaining

10 of the 23 telecom circles, the company plans to become a pan-India operator by 2009.

Additionally, Aircel has also obtained permission from Department of Telecommunications

(DoT) to provide International Long Distance (ILD) and National Long Distance (NLD)

telephony services. It is also a category A ISP.

IDEA CELLULAR:

Idea Cellular is a wireless telephony company operating in various states in India. It initially

started in 1995 as a joint venture among the Tatas, Aditya Birla Group and AT&T by merging

"'Wings Cellular'" operating in Madhya Pradesh, Uttar Pradesh (UP) West, Rajasthan and Tata

Cellular as well as Birla AT&T Communications.

Initially having a very limited footprint in the GSM arena, the acquisition of Escotel in 2004

gave Idea a truly pan-India presence covering Maharashtra, Goa, Gujarat, Andhra

Pradesh, Madhya Pradesh, Chhattisgarh, Uttar Pradesh (East and

West), Haryana, Kerala, Rajasthan and Delhi (inclusive of NCR).

The company has its retail outlets under the "Idea n' U" banner. The company has also been the

first to offer flexible tariff plans for prepaid customers. It also offers GPRS services in urban

areas.

VODAFONE ESSAR:

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 23

telecom circles in India. Despite the official name being Vodafone Essar, its products are simply

branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout

India with good presence in the metros.

Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM

technology, offering voice and data services in 23 of the country's 23 license areas. It is among

the top three GSM mobile operators of India.

Vodafone Essar is owned by Vodafone 52%, Essar Group,33% and other Indian nationals, 15%.

VIRGIN MOBILE INDIA:

Virgin Mobile India Limited is a cellular telephone service provider company which is a joint

venture between Tata Teleservices and Richard Branson's Virgin Group. Currently, the company

uses Tata's CDMA network to offer its services under the brand name Virgin Mobile, but it has

also announced plans to foray into the GSM space as well. In May 2007, the Tata Group and the

Virgin Group finalized plans to form a corporate vehicle through which the latter's mobile

service could be launched in India. Since Mobile Virtual Network Operators are not permitted to

operate in India due to the current regulations prevailing there, a 50:50 joint venture model was

adopted.
Virgin Mobile was officially launched on March 2, 2008.

THE COMPANY

RELIANCE COMMUNICATIONS AT A GLANCE

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group

(ADAG) of companies. It is listed on the National Stock Exchange and the Bombay Stock

Exchange, and is India’s leading integrated telecommunication company with over 80 million

customers. The business encompasses a complete range of telecom services covering mobile and

fixed line telephony. It includes broadband, national and international long distance services and

data services along with an exhaustive range of value-added services and applications wih a

constant endeavour to achieve customer delight by enhancing the productivity of the enterprises

and individuals. It is ranked among Asia's 6 Topmost Valuable Telecom Companies and is

India's foremost truly integrated telecommunications service provider. The company's customer

base of over 31 million including close to 1 million individual overseas retail customers, and is

rated among the Top 10 Asian Telecom companies. Reliance Communications corporate

clientele includes 600 Indian and 250 multinational corporations, and over 200 global carriers.

The company has established a pan-India, next generation, integrated (wireless and wireline),

convergent (voice, data and video) digital network that is capable of supporting best-of-class

services spanning the entire Infocomm value chain, covering over 6000 towns and 3,00,000

villages. Reliance Communications owns and operates World's largest next generation IP

enabled connectivity infrastructure, comprising over 150,000 kilometers of fibre optic cable

systems in India, USA, Europe, Middle East and the Asia Pacific region. The company's
subsidiary, FLAG Telecom owns World's largest private undersea cable system, spanning

65,000 kilometers connects the top business centers in developed and emerging markets across 6

continents.

Reliance Communications has interests in Direct To Home (DTH) TV also, known as "Big TV".

It plans to launch its DTH business by July 2008. Once launched, RelCom will have presence

across all B2C communications channel in one of the fastest growing markets in the world.

On the 30th December 2008, Reliance became the first telecom company in India to operate in

both CDMA as well as GSM technologies.

VISION

“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.”

MISSION:

• To attain global best practices and become a world-class communication service provider

guided by its purpose to move towards greater degree of sophistication and maturity.

• To work with vigor, dedication and innovation to achieve excellence in service quality,

reliability, safety and customer care as the ultimate goal.

• To consistently achieve high growth with the highest levels of productivity.

• To be a technology driven, efficient and financially sound organisation.

 • To contribute towards community development and nation building.

• To be a responsible corporate citizen nurturing human values and concern for society, the

environment and above all, the people.

• To promote a work culture that fosters individual growth, team spirit and creativity to

overcome challenge and attain goals.

• To encourage ideas, talents and value systems.

• To uphold the guiding principle of trust, integrity and transparency in all aspects

ofinterpretation and dealings.

BROAD OF DIRECTORS

• Shri Anil D. Ambani - Chairman

• Prof. J Ramachandran

• Shri S.P. Talwar

• Shri Deepak Shourie

• Shri A.K.Purwar

CHAIRMAN'S PROFILE: ANIL DHIRUBHAI AMBANI

Regarded as one of the foremost corporate leaders of contemporary India,Shri Anil D Ambani, 48,

is the chairman of all listed companies of the Reliance ADA Group, namely, Reliance

Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources limited.

He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information and

Communication Technology, Gandhi Nagar, Gujarat.

 Till recently, he also held the post of Vice Chairman and Managing Director of Reliance Industries

Limited (RIL), India’s largest private sector enterprise.

Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally involved

in every aspect of the company’s management over the next 22 years.

He is credited with having pioneered a number of path-breaking financial innovations in the Indian

capital markets. He spearheaded the country’s first forays into the overseas capital markets with

international public offerings of global depositary receipts, convertibles and bonds. Starting in 1991,

he directed Reliance Industries in its efforts to raise over US$ 2 billion. He also steered the 100-year

Yankee bond issue for the company in January 1997.

RELIANCE COMMUNICATION: THE JOURNEY TO SUCCESS

1999 The Dream, 1999

"Make a phone call cheaper than a postcard and you will usher in a revolutionary

transformation in the lives of millions of Indians" - Dhirubhai Ambani

The Reality, November 15
Reliance Infocomm begins Project Planning

2000 10-May
Optic fibre laying process commences in Gujarat, Andhra Pradesh & Maharashtra

2001 1-May
First Media Convergence Node made "Ready for Electronics" at Jaipur

2002 15-Jan
First Base Transceiver Station (BTS) made "Ready for Electronics"
25-Feb
Obtains International Long Distance License from Govt. of India
22-Dec
Commissions 1st Optic Fibre Backbone ring
24-Dec
 Establishes 1st Point of Interconnect (POI) in New Delhi
27-Dec
Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates Reliance

Infocomm
Hon'ble Union Minister for Parliamentary Affairs, Information Technology and

Communications, Pramod Mahajan, inaugurates NNOC

2003 15-Jan
Introduces Dhirubhai Ambani Pioneer Offer for Reliance IndiaMobile service
14-Feb
Launches Reliance WebWorld in top 16 cities
31-Mar
Launches International Long Distance Services
3-Apr
Commissions all backbone rings
25-Apr
Introduces colour handsets
1-May
Launches Reliance IndiaMobile Service commercially in top 92 cities
with one million customers.
10-Jun
Launches India's first wireless Point of Sale (POS)
1-Jul
Introduces "Monsoon Hungama" Offer: Instant multimedia mobile phone and

connection for just Rs 501.

Sets world record - acquires one million customers in 10 days
3-Jul
Launches R Connect Internet connection cable
26-Aug
Introduces Reliance IndiaPhone Fixed Wireless Phone and Terminal
20-Sep
"Navratri" a data service in R-World posts a world record of 10 million downloads

on the first day of the launch.

30-Sep
R World clocks a phenomenal 1 billion hits in 1 month
6-Oct
Launches integrated broadband centre at Reliance WebWorld, Bangalore
24-Oct
Deploys pilot of Home Netway in Mumbai
30-Oct
Reliance becomes India's largest mobile service provider within 7 months of

commercial launch
 3-Nov
Customer base touches 5 million
12-Nov
Migrates to Unified License Regime
16-Nov
Launches National Roaming
21-Nov
Launches International SMS to 159 countries launched
19-Dec
Adds 4500th Contact Centre Executive
Contact Centre becomes the largest such facility deployed by any single Indian

Service Provider

2004 12-Jan
International wholesale telecommunications service provider, FLAG Telecom

amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance

Infocomm
9-Feb
Launches RIM Prepaid with attractive offer - For Rs 3500 get a Motorola C131

mobile phone and Rs 3240 worth of re- charge vouchers instantly and stay connected

for 1 year
17-Feb
Reliance subsidiary Flag Telecom announces FALCON Project - a major new

Middle East Loop Terabits Submarine Cable System with links to Egypt and Hong

Kong via India

22-Mar
Reliance Infocomm launches multi-player gaming on RIM handsets - a first in India
5-Apr
Reliance IndiaMobile introduces International Roaming facility to 172 countries, 300

networks
23-Apr
Reliance Infocomm introduces first ever auction facility on Mobile phones through

R World.
27-May
Reliance Infocomm receives the Most Promising Service Provider of the Year 2003

(Asia Pacific) award at the Asia Pacific Technology Awards instituted by Frost &
 Sullivan.
8-Jun
Reliance Infocomm introduces World Card - a Prepaid International calling card for

affordable and convenient ISD calls from India.

29-Jul
Announces India's First MPLS Global VPN Solution in partnership with MCI
5-Aug
Launches the first regional Customer Contact Centre in Chennai
6-Sep
Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data

"Telecom Man of the Year" award

9-Sep
Introduces Railway Ticket booking from R World data applications suite of Reliance

IndiaMobile
12-Oct
Mukesh Ambani voted the world’s most infuential telecom person by UK-based

publication Total Telecom.

19-Oct
Reliance Infocomm bags the CDMA Development Group's 3G CDMA Industry

Achievement Award for International Leadership.

2005 4-Jan
Reliance introduces first e-recharge facility in CDMA in India.
24-Jan
Reliance IndiaMobile announces mega rural plan to cover 4 lakh villages and 65

crore Indians by December 2005.

26-Jun
Anil Ambani appointed Chairman of Reliance Infocomm
30-Jul
Air Deccan and Reliance WebWorld join hands to offer air ticket booking facility at

Reliance WebWorld
11-Aug
XLRI's Post-Graduate Certificate programme in Logistics Supply Chain

Management (PGCLSCM) launched on Reliance WebWorld's virtual classroom

platform. first of its kind e-learning programme in India.

18-Aug
Reliance Infocomm rolls out international roaming facility across several countries
 to become the first Indian CDMA operator to offer its customers such a service.

6-Sep
Reliance Infocomm tied-up with the Bombay Stock Exchange to make available live

stock quotes on its mobile phones.

15-Sep
Reliance Communications, UK launched Reliance IndiaCall service in England and

Wales enabling callers to make high-quality calls to India from any landline or

mobile phone at economical rates.

21-Sep
Apollo Hospital and Reliance Infocomm join hands to provide top class healthcare

service to millions of Indians in over a hundred Indian cities.

13-Oct
Reliance WebWorld wins Frost & Sullivan Market Leadership Award for Video

Conferencing services.
12-Nov
Reliance Infocomm hosts the 4th global CDMA Operators Summit.
22-Nov
Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile

booking of domestic airline ticket.

30-Nov
Reliance Infocomm introduces MOREbile, redefines customer rewarding with 33 %

more talk time on prepaid recharges of Rs 315 denomination and above and much

more.
12-Dec
Reliance Infocomm and China Telecom sign agreement for telecom services to

provide direct telecommunication service, including a global hubbing service, to

subscribers in the two countries.

2006 1-Jan
Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance

IndiaMobile prepaid users to call anywhere in India at Re one per minute.

19-Jan
Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth
23-Jan
TIMES NOW launched on Reliance Mobile Phones, making it the world’s first TV

channel to be launched on a mobile phone.

6-Mar
Reliance Communications Ventures Ltd. (RCVL), India's leading integrated

telecommunications company, a member of the Reliance - Anil Dhirubhai Ambani

group, lists on the Bombay Stock Exchange and National Stock Exchange.
21-Mar
Reliance Infocomm introduces R World in Hindi to become the world's first operator

to offer mobile data services in more than one language on the same handset. This

will make it possible for millions of Indians to access the popular R World with

hundreds of every-day-use applications in the national language.

23-Mar
Reliance-Anil Dhirubhai Ambani Group signs up Indian cricket's whiz kid and

heartthrob of millions Mahendra Singh Dhoni as the brand ambassador for Reliance

Communications Ventures Ltd.

29-Mar
Reliance Infocomm becomes India’s first telecom operator to launch seamless inter-

standard international roaming service - 1World.1Number, with single number on

international CDMA and GSM networks.

27-Apr
Reliance Communications launches India’s first Talking Message Service (TMS)

enabling its mobile users to send voice messages to not only other mobiles but also

fixed wireless phones (FWP) and landlines.

22-Jun
Reliance Communications ties up with Disney to offer on Reliance Mobile World

India's first 3D animation on mobile.

3-Jul
Reliance Communications launches 'Hello Capital Plan' to enable its subscribers in
 19 state capitals to call each other at the local call rate of 40 paise per minute.

2007 January 10

Reliance Communications adds a record 1.4 million subscribers in December ‘06

January 18

Reliance Communication launches unique "Simply 2030" plan on Reliance Hello

January 25

Reliance Communications promotes Roger Waters Music Concert

January 29

RCOM shareholders approve tower business demerger with a 99.99% overwhelming

majority
January 30

Overwhelming response to Reliance World’s National Digital Elocution Competition

January 30

Reliance joins Lenovo and Intel for "Internet on the Move"

February 2

Reliance Communications’ market capitalization tops Rs 1 lakh crore ( 1 trillion rupees

or 24.39 billion US dollars) on Bombay Stock Exchange

February 16

Reliance Communications offers best value on roaming

February 26

Search Jobs & Classified Ads from Reliance Mobile World - Reliance Communications

ties up with Naukri.com

March 6

Reliance Communications ushers in ‘Virtual Global Conference Network’

March 7

DHIRUBHAI AMBANI – THE MAN I KNEW By KOKILABEN

Book on Founder Chairman launched.

March 8

Reliance Communications launches ‘Roam Jamaica on Reliance Mobile

March 16

Reliance Mobile launches ' Suno Zee’

March 19

Demerger of Passive Infrastructure division Reliance Communications & Reliance

Telecom approved by the Bombay High Court

March 21

Reliance World Offers Program to Help Students ’Crack Admissions in Colleges Abroad’
March 23

Govt’s Rural Telephone Scheme(RDEL)through Reliance Communications successfully

closes by March 31,2007

March 26

Booking train ticket from Reliance Mobile Phones becomes more easy now… with ITZ

Cash Cards
April 4

Reliance Communications unleashes the power of mobile advertising

April 6

Reliance Communications acquires 1.2 million subscribers in March 2007.

April 11

Sunny Days And Nights For Reliance Mobile Subscribers as

Reliance Communications ties up with SUN TV to offer video streaming of all SUN TV

programs online 24x7

April 11

Reliance World launches summer e camp for school kids

April 30

RCOM first listed Indian telecom company to reward shareholders

May 2

A Classic Bonanza – Reliance Communications unveils handsets @ Rs 777

May 9

RCOM bags West Bengal E-Governance Project

May 10
Reliance sets a new record, one million Classic handsets sold in just one
May 12

Reliance Communications slashes rate to US and Canada. It's now just Rs 1.99 per

minute
May 14

Reliance Communications launches Classic Color Bonanza - Color handsets @ Rs 1234

May 17

RCOM kick starts world's fastest and largest rural infrastructure rollout on World

Telecom Day.
May 18

Reliance Communications Launches Lifetime Validity Recharge @ Just Rs.499.

May 22

RCOM slashes roaming rates by as much as 70 percent

May 25

Reliance Communications launches unlimited calling

June 5

RCOM hosts seminar on ‘Emerging Trends in Mobile Applications Development’

June 6

Reliance Communications adds 1.4 million new mobile subscribers in May2007

June 6

Reliance Classic' Makes Music - FM Radio Phones Launched at just Rs.1888

June 27

Reliance World, BIMTECH & Philadelphia University unveil Executive Program in

Retail Management (EPRM)

June 28

Reliance Communications ties up with Cisco to launch Business Internet Services for

SMEs in Pune
July 4

Bengali movie ‘Anuranan’ on Reliance Mobile World

July 7

RCOM and QUALCOMM Collaborate on CDMA2000 Expansion

July 12

Reliance Communications awards Alcatel-Lucent a Next-Gen network expansion

contract
July 12

Reliance Communications awards Huawei all IP Next-Gen network expansion contract

July 19

RCOM announces sale of equity stake in its Tower Company-Reliance Telecom

Infrastructure Limited
July 19

RCOM's AGM on Reliance Mobile World

July 23

Reliance Communications launches Passport Calling Solutions

July 25

RCOM join hands with Yatra.com for air and hotel bookings
August 20

RCOM offers 'Live Mandi Prices' on Reliance Mobile World

August 31

Reliance Communications , the official global partner for the first edition of ICC Twenty

20 World Cup Championship 2007 in South Africa unveils the coveted Trophy in

Mumbai and announces Dhoni - Dhanadan Pack

September 9

Reliance Communications launches Money Transfer on Reliance Mobile Phones

September 10

RCOM launches BlackBerry 8830 World Edition Smartphone

'Bloomberg Professional' now on Reliance Mobile

September 11

Reliance Communications ties up with Sulekha.com to offer local search on Reliance

Mobile World
 September 18

Strategic partnership with Vanco

October 3

Reliance Communications announces Classic Celebrations- Classic Handset sales top 10

million- Color Handset @ Rs.999

October 20

Reliance Communications to launch nationwide GSM Services under existing Unified

Access Service Licenses

October 22

Reliance Communications brings 'Durgotsav Live' Videocast on mobile

November 7

Reliance Communications Launches 'Diwali Dhamaka'

November 15

RCOM launches Rural Mobile Application Contest

November 16

Fair & Lovely Scholarship on Reliance Mobile World is winner at the MMA awards,

USA
November 27

FLAG and GlassHouse ink landmark partnership

December 11

Reliance Communications adjudged World’s Top CDMA Operator at the Global CDMA

Industry Achievements Awards Fete

December 20

Reliance Communications completes Yipes’ acquisition

December 24

RCOM announces special offers for Christmas and New Year.

200 January 12

8 Reliance Communications receives Start-up GSM Spectrum

January 16

Yahoo partners with Reliance Communications to provide Yahoo One Search for its
CDMA and GSM customers.

January 31

RCOM's Q 3 Net Profit increases by 48.5% and Revenues Up by 29.8 %. Remains the

most profitable Telecom Company in India.

February 4

Reliance Communications offers Lifetime Validity at Rs 199

RCOM’s subsidiary Infratel files Draft Red Herring Prospectus with SEBI
February 5

Reliance Mobile strengthens its religious content portfolio on Mobile by tie-up with

Sadhana TV
February 14

RCOM in partnership with CanvasM, launches Mulitplayer Mobile Games

February 19

HDFC Bank ties up with RCOM, turns every Reliance Mobile into a credit card
February 27

Reliance Communications consolidates Global Telecom Business under “Business

Globalcom”

Reliance Communications forays into International Mobile Market with GSM License in

Uganda.
March 3

Reliance Communications drops prices of Internet Data Cards

March 10

Reliance Communications announces ESOPs for over 20,000 employees

March 20

Reliance Communications and HTC forge Strategic Alliance

May 2

Reliance Communications’ Net Profit up by 70.8% to Rs 5,401 crore (US$ 1,350million),

Revenues higher by 31.8% to Rs.19, 068 crore (US$ 4,765 million) and EBIDTA
increases by 43.3% to Rs.8, 199 crore (US$ 2049 million)

May 12

Reliance Communications and Alcatel form Joint Venture to offer Managed Network

Services to telcos across the globe

May 26

Reliance Globalcom acquires UK based VANCO Group Limited

June 24

Reliance Globalcom, Stealth Communications forge Strategic Alliance to extend VOIP

Network across 50 countries

July 12

CA Exam Results on Reliance Mobile

July 22

Reliance Communications Mobile Subscriber base crosses 50 Million

July 29

CA Professional Exam Results on Reliance Mobile

July 31

Reliance Communications (RCOM) announces its financial results for the first quarter

ended June 30, 2008. Net Profit up by 23.9% to Rs. 1,512 crore (US$ 352 million)

PRODUCTS
• Classic Range of Handsets

• LG Range of Handsets

• BlackBerry

• World Roaming

• Range of Unlimited products:

• Rural Telephony

• Data Card Business

• Long distance voice services

• Global mobile services

• Global data services

• Broadband
 LITERATURE REVIEW

GOVERNMENT POLICY AND GUIDELINES

In 1994, the Government announced the National Telecom Policy which defined certain

important objectives, including availability of telephone on demand, provision of world class

services at reasonable prices, ensuring India's emergence as major manufacturing / export base of

telecom equipment and universal availability of basic telecom services to all villages. It also

announced a series of specific targets to be achieved by 1997. As against the NTP 1994 target of

provision of 1 PCO per 500 urban population and coverage of all 6 lac villages, DoT has

achieved an urban PCO penetration of 1 PCO per 522 and has been able to provide telephone

coverage to only 3.1 lac villages. As regards provision of total telephone lines in the country,

DoT has provided 8.73 million telephone lines against the eighth plan target of 7.5 million lines.

In addition to some of the objectives of NTP 1994 not being fulfilled, there have also been far

reaching developments in the recent past in the telecom, IT, consumer electronics and media

industries world-wide. Convergence of both markets and technologies is a reality that is forcing

realignment of the industry. At one level, telephone and broadcasting industries are entering each

other's markets, while at another level, technology is blurring the difference between different

conduit systems such as wireline and wireless. The new telecom policy framework is also

required to facilitate India's vision of becoming an IT superpower and develop a world class

telecom infrastructure in the country.

Access to telecommunications is of utmost importance for achievement of the country's social

and economic goals. Availability of affordable and effective communications for the citizens is

at the core of the vision and goal of the telecom policy.

The objectives of the NTP 1999 are as under:

• Access to telecommunications is of utmost importance for achievement of the country's

social and economic goals. Availability of affordable and effective communications for

the citizens is at the core of the vision and goal of the telecom policy.

• Strive to provide a balance between the provision of universal service to all uncovered

areas, including the rural areas, and the provision of high-level services capable of

meeting the needs of the country's economy;

• Encourage development of telecommunication facilities in remote, hilly and tribal areas

of the country;

• Create a modern and efficient telecommunications infrastructure taking into account the

convergence of IT, media, telecom and consumer electronics and thereby propel India

into becoming an IT superpower;

• Convert PCO's, wherever justified, into Public Teleinfo centres having multimedia

capability like ISDN services, remote database access, government and community

information systems etc.

• Transform in a time bound manner, the telecommunications sector to a greater

competitive environment in both urban and rural areas providing equal opportunities and

level playing field for all players;

• Strengthen research and development efforts in the country and provide an impetus to

build world-class manufacturing capabilities.

• Achieve efficiency and transparency in spectrum management.

 • Protect defence and security interests of the country.

• Enable Indian Telecom Companies to become truly global players.

The New Policy framework must focus on creating an environment, which enables

continued attraction of investment in the sector and allows creation of communication

infrastructure by leveraging on technological development.

REGULATORY ENVIRONMENT:

The Telecom Regulatory Authority of India (TRAI) was formed in January 1997 with a

view to provide an effective regulatory framework and adequate safeguards to ensure fair

competition and protection of consumer interests. The Government is committed to a

strong and independent regulator with comprehensive powers and clear authority to

effectively perform its functions.

Towards this objective the following approach has been be adopted:

• Section 13 of The TRAI Act gives adequate powers to TRAI to issue directions to service

providers. Further, under Section 14 of the Act, the TRAI has full adjudicatory powers to

resolve disputes between service providers.

• TRAI will be assigned the arbitration function for resolution of disputes between

Government (in its role as licensor) and any licensee.

• The Government will invariably seek TRAI's recommendations on the number and

timing of new licenses before taking decision on issue of new licenses in future.

• The functions of licensor and policy maker would continue to be discharged by

Government in its sovereign capacity. In respect of functions where TRAI has been
 assigned a recommendatory role, it would not be statutorily mandatory for Government

to seek TRAI's recommendations

MARKETING STRATEGIES OF RELIANCE COMMUNICATION:

• To spend Rs 16,000 crore to expand and strengthen network coverage. After

expansion, Reliance Communications will have the single largest wireless

network in the world

• Launched the lowest-cost classic brand handset at Rs 777

• Will add 23,000 more towers

• Telecom services will be available in over 23,000 towns and 600,000 villages.

• To gave out lots of free minutes to users to create an existing user base.

• Reliance is cutting down on Capital Expenditure since it already has the network

and now believes it also has the user base and will be able to generate good cash

flows.

COMPETITORS:

AIRETL:
India's largest and world's third largest cellular service provider with more than 82 million

subscribers –Bharti Airtel is a merger between Bharti Group and Airtel it’s a well know Ned

brand in India as well as Asia . Owned by Mr. Sunil Bharti Mittal. Telecom giant Bharti Airtel

is the flagship company of Bharti Enterprises. The Bharti Group has a diverse business

portfolio and has created global brands in the telecommunication sector.

Vision of Airtel:

By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more businesses.

The total customer base of Airtel is 78,908,993 or 31.65% of the total 249,349,436 GSM

mobile connections in India till November 2008. In 2009 Airtel is launched in Srilanka also.
 OBJECTIVE OF THE STUDY

• The aim of study is to understand the behavior of mobile phone users in

BHUBANESWAR and CUTTUCK and further capture their satisfaction level that is

influenced by various technical and non technical factors.

• To ascertain the attributes which influenced the customer’s in selecting a particular cell

phone services provider and a particular hand-set.

• To assess the problems faced by the cell phone users in BHUBANESWAR and

CUTTUCK city.

• To offer valuable suggestions to improve the services of the mobile phone network.

SCOPE OF STUDY

• The present study is contained to twin city of BHUBANESWAR AND CUTTUCK and it

is decided to consider all leading mobile operators like AIRTEL, AIRCEL, R-GSM, R-

CDMA, TATA-INDICOME, VIRGIN, IDEA, VODAFONE and BSNL for the survey.

• For handset, there are more than 20 Brands of Mobile phones available in the market.

Within each brand there are various models, each with different attributes and functions.
 • This research will open the doors of consumer buying behavior towards pre-paid products

and handset models.

RESEARCH METHODOLOGY

DATA COLLECTION

• The secondary data study gave us insights on understanding consumer buying behavior

and various concepts on purchase of pre-paid products and handset models.

• Primary data were collected from the respondents through the distribution of

questionnaire.

AREA OF THE STUDY:

This study covers the twin city of BHUBANESWAR and CUTTUCK.

SAMPLE SIZE:

The sample size achieved is 200.

 ANALYSIS

UNDERSTANDING CONSUMER BEHAVIOR

CUSTOMER BASE:

• Out of 200 respondent interview BSNL has got maximum of 20% respondent followed

closely by R-GSM and AIRTEL with a share of 17% each and 16% Respectively.

[Annexure 1]

OPERATORS CONSIDERED BEFORE OPTING FOR THERE CURRENT OPERATOR:

It has been observed that

• Maximum number of Respondents had initially thought about taking R-GSM before

switching to different network.

• Followed by BSNL which comes second with 22 respondents.

[Annexure 2]

OPERATORS CONSIDERED BEFORE OPTING FOR AIRTEL (33):

• 14 respondents had only thought about AIRTEL and took AIRTEL.

• Maximum number of respondent had initially thought of having R-GSM before

opting for AIRTEL mainly due to good connectivity and more establish brand name.

• BSNL comes second

[Annexure 3]
OPERATORS CONSIDERED BEFORE OPTING FOR R-GSM (34):

• Maximum of the respondents had initially thought about taking BSNL but later on

switched to R-GSM mainly due to lower cost and free on-net calls.

• Only 13 respondents had thought only about R-GSM

[Annexure 4]

OPERATORS CONSIDERED BEFORE OPTING FOR BSNL (40):

• More than half of the respondent had only thought about BSNL.

• Some of the respondent had initially thought of having R-GSM mainly due to

word of mouth

• AIRCEL comes second mainly due to same word of mouth.

[Annexure 5]

OPERATORS CONSIDERED BEFORE OPTING FOR VODAFONE(22):

• Maximum respondents had a thought about almost all operators before opting for

VODAFONE mainly due to its :

• Lower entry cost

• Free on-net calls

• Very economical tariff.

[Annexure 6]

OPERATORS CONSIDERED BEFORE OPTING FOR AIRCEL(21):

• More half of the respondents did not thought for any other operator.

• Many of the respondent had initially thought about BSNL because of word of mouth and

good connectivity.

[Annexure 7]

OPERATORS CONSIDERED BEFORE OPTING FOR TATA-INDICOM (13):

 • As both TATA-INDICOM and R-CDMA gives free STD on-net calls so respondents had

thought about R-CDMA.

• 7 respondent took TATA-INDICOM without having any second thought.

[Annexure 8]

OPERATORS CONSIDERED BEFORE OPTING FOR IDEA (7):

• Only two respondent had initially thought of VODAFONE and VIRGIN before taking

idea.

[Annexure 9]

OPERATORS CONSIDERED BEFORE OPTING FOR VIRGIN (4):

• Similarly two respondent had initially thought about taking TATA-INDICOM and R-

CDMA.

[Annexure 10]

AGE WISE COMPOSITION OF THE SAMPLE:

Out of 200 respondents interviews

• Maximum respondent are from age group of 22-30

• Followed by the age group of 31-40.

[Annexure 11]

AGE WISE PREFERENCE OF OPERATORS:

• In the age group of 15-21 which mainly consists of students VODAFONE leads with 11

respondent opting for it mainly because of free on-net calls and low entry cost which is

followed by R-GSM with 7 respondents.

 • In the age group of 22-30 AIRTEL leads with 16 respondents mainly because of good

connectivity and better brand strength, closely followed by R-GSM with 15 respondents.

• In the age group of 31-40 R-CDMA leads mainly due to better connectivity and free STD

on-net calls which is followed by BSNL.

• While in the age group of 41-50 BSNL has emerge as a clear winner with 18 respondent

opting for it mainly because of Govt. owned company, good connectivity and better voice

clarity.

[Annexure 12]

OCCUPATION WISE COMPOSITION OF SAMPLE:

Out of 200 respondents interviewed consists of Student

, Service Personnel (govt. /public sector), Service Personnel (private sector), Business Person

, Retired Person and Other’s.

• Maximum respondent are from student with 30% followed by business person with 28%.

[Annexure 13]

OCCUPATION WISE OPERATOR PREFERANCE (STUDENT-60):

It shows that Vodafone enjoy a good lead over its competitors among the student mainly due to:

• Low entry cost

• Free on-net calls

• Strong brand name

• Word of mouth

Vodafone is followed by R-GSM as most popular among students

 [Annexure 14]

OCCUPATION WISE OPERATOR PREFERANCE (SERVICE PERSONNEL(GOVT)-26

Both BSNL & R-GSM leads over their competitors mainly due to:

• Established Company

• Loyalty towards one particular operator.

Aircel comes second with 5 respondents.

[Annexure 15]

OCCUPATION WISE OPERATOR PREFERANCE SERVICE PERSONNEL(PVT)-47

• AIRTEL leads in this segment mainly due to better connectivity, good voice clarity

and strong brand name.

• Followed by R-GSM and BSNL because of establish brand name.

[Annexure 16]

OCCUPATION WISE OPERATOR PREFERANCE BUSINESS PERSON-56:

• BSNL leads in this segment followed by R-CDMA.

[Annexure 17]

OCCUPATION WISE OPERATOR PREFERANCE RETIRED PERSON- 5:

• Out of 6 respondent 4 are Home makers who were using connections given to them by

others.
 • Rest 2 respondents have their own choose of operator.

[Annexure 18]

MOBILE PHONE USED FOR VARIOUS PURPOSE BY THE RESPONDENT:

Maximum usage is for personal purpose, followed by business and official purposes.

• STUDENTS use mobile phone only for their personal purpose.

• While in case of service personnel (pvt.) the use of mobile phone is been nearly equally

distributed in all categories.

• But in case of service personnel (govt.) mobile phone is used mostly for personal use

followed by official use.

• In case of business person maximum usage of mobile phone is for business purpose.

Respondents were asked to reveal various reasons for which they opt for the operator.

[Annexure 19]

FACTORS BEHIND OPTING FOR AIRTEL (33):

• Better connectivity

• Strong brand

• Good customer care service help AIRTEL in attracting more of its customers.

[Annexure 20]

FACTORS BEHIND OPTING FOR R-GSM (34):

• Attractive tariff is the main motivation factor.

• Brand strength

• Good customer care service.

[Annexure 21]

FACTORS BEHIND OPTING FOR R-CDMA (26):

• Good connectivity

• Attractive tariff like free on-net STD calls.

• And good customer care service is the main motivating network.

[Annexure 22]

FACTORS BEHIND OPTING FOR AIRCEL (21):

• Good customer care service.

• Economical tariff rates and,

• Word of mouth comes as driving force for the respondent to opt for the network.

[Annexure 23]

FACTORS BEHIND OPTING FOR BSNL (40):

• Connectivity plays a very important role in influencing the respondent to go for this

network.

• Govt. owned brand

• Good customer care service motivates the respondent to go for this operator.

[Annexure 24]

FACTORS BEHIND OPTING FOR VODAFONE (22):

• Free on-net local calls are a major factor behind opting VODAFONE.
 • Very low entry cost.

• And word of mouth also helps the respondent in opting for VODAFONE.

[Annexure 25]

FACTORS BEHIND OPTING FOR TATA-INDICOM (13):

• Good Connectivity

• brand strength

• And free on-net STD calls.

[Annexure 26]

FACTORS BEHIND OPTING FOR IDEA (7)

• Low entry cost

• Attractive and economical tariff and

• Word of mouth plays an important role in motivating the respondents.

[Annexure 27]

FACTORS BEHIND OPTING FOR VIRGIN MOBILE (4)

• Word of mouth

• Better connectivity and

• Attractive tariff plays a very important role in motivating respondents for opting the

network.

[Annexure 28]

TOP 3 STV’S USED BY THE RESPONDENT

Respondents were asked to name top 3 STV’S they used for the operator they are currently

using.

[Annexure 29]

TOP 3 TOP-UP’S USED BY THE RESPONDENT

Respondents were asked to name top 3 TOP-UP’S they used for the operator they are currently

using.

[Annexure 30]

TOP 3 SMS PACKS USED BY THE RESPONDENT

Similarly Respondents were asked to name top 3 SMS PACKS they used for the operator they

are currently using.

[Annexure 31]

MARKET SHARE OF VARIOUS BRANDS OF MOBILE PHONE HANDSETS

Out of total 200 sampled consumers, 89 consumers own a Nokia mobile handset which comes to

44 percent share of the market. This is followed by Samsung (15%), Motorola (14%), Sony

Erickson (11%), LG (9%) and others (7%).

[Annexure 32]
INFLUENCING FACTORS TO PURCHASE THE HANDSETS

Consumers were asked to reveal their likings for various attributes of the mobile phone

instrument.

• Maximum respondent see long battery backup as the most influencing factor for

deciding any cell phone.

• Followed by the brand name

• And looks

[Annexure 33]

CONSUMER’S SATISFACTION LEVEL AFTER USING THE OPERATOR:

The satisfaction level of users was analyzed on a five point scale ranging from ‘very much

satisfied’ to ‘very much dissatisfied’. A major group of consumers either say that they are

‘almost satisfied’ (48%) or ‘average satisfied’ (28%).

While taking consumer’s satisfaction level as operator wise BSNL leads with maximum of 26

respondents followed by AIRTEL with 19 respondents as very much satisfied customers.

• BSNL has got the maximum very much satisfied users mainly due to good

connectivity and Govt undertaking brand.

• Then comes AIRTEL which has got second maximum very much satisfied users from

its competitors mainly due to good connectivity and strong brand name.

[Annexure 34]

REASONS FOR DISSATISFACTION (AIRTEL (33):

• Higher cost in tariffs is the major reason for dissatisfaction among the respondent as

they think its bit on higher side compared with its competitors.
 • Also poor customer care service is another factor.

[Annexure 35]

REASONS FOR DISSATISFACTION R-GSM (34):

• Majority of the respondents are not happy with the quality of network and voice

clarity provided by the R-GSM.

• Call conjunction during peak time.

• Customer care service is not that good

[Annexure 36]

REASONS FOR DISSATISFACTION R-CDMA (26):

• Higher entry cost is one of the major reasons for dissatisfaction among the users.

• Also the cost of CDMA handset is much more than GSM handset

• Another reason is that call conference system is not available in the pre-paid of R-

CDMA.

[Annexure 37]

REASON FOR DISSATISFACTION BSNL (40):

• Higher cost is one of the major reasons for dissatisfaction among the users of BSNL.

• Also they think customer care service is not up to the mark.

[Annexure 38]

REASON FOR DISSATISFACTION VODAFONE (22):

 • Vodafone has got least number of dissatisfied customers mainly because it’s been in

operation for last 10 months only.

[Annexure 39]

REASON FOR DISSATISFACTION AIRCEL (21):

• Poor network in remote areas is one of the major reasons for dissatisfaction among the

users.

• Also voice clarity is not good during the peak time.

[Annexure 40]

REASON FOR DISSATISFACTION TATA-INDICOM (13):

• Higher entry cost is the main reason for dissatisfaction.

• Also the cost of CDMA handset is much more than GSM handset.

[Annexure 41]

REASON FOR DISSATISFACTION VIRGIN MOBILE (4):

• Entry cost is much higher as users need to buy a handset for getting the connection.

[Annexure 42]

REASON FOR DISSATISFACTION IDEA (7):

 • Few respondent come up with poor voice clarity as one reason.

[Annexure 43]

RESPONDENTS INTENDING TO CHANGE THEIR OPERATOR:

The respondents intend level was capture on a five point scale ranging from “Highly Intend”

to “Definitely Not” with maximum respondents 52% opt for “Definitely Not”. That means they

will definitely not change their operator followed by “Do Not Intend” with 22%.

While if we see operator wise:

• It is clear that maximum of R-GSM respondent wants to change their operator is near

future. Followed by BSNL

• Similarly BSNL have got maximum number of respondent who are every much

satisfied with their operator and they don’t want to switch to any other operator.

Followed by AIRTEL.

[Annexure 44]

OPERATORS RECOMMEND MOST BY THE RESPONDENT TO THEIR

FRIENDS/RELATIVES

• BSNL leads mainly because of good network, attractive tariff and Govt. undertaking

brand.

• Followed by VODAFONE which is more popular among the students mainly due to

very low entry cost, free on-net calls and a strong international brand.

• Then comes AIRTEL which rides on its good connectivity and brand image.
 • After that both R-GSM and R-CDMA comes.

[Annexure 45]

SOURCES FROM WHICH RESPONDENT GET TO KNOW ABOUT DIFFERENT PRE-

PAID PRODUCTS AND HANDSET MODELS

• As it is expected RETAILER leads as the major source from which respondents get to

know about different pre-paid products and handset models.

• Followed by FRIENDS/RELTIVES who give vital information and also motivates the

respondent to use the said product.

[Annexure 46]

NEWSPAPER READ BY THE RESPONDENT THE MOST:

Maximum of the respondents read TIMES OF INDIA followed by DHARITRI.

[Annexure 47]

MOST PREFFERED RADIO CHANNEL AMONG THE RESPONDENT:

• Maximum of the respondent don’t have time to listen to any of the FM channels.

• Between the age group of 15-21 and 22-30 maximum of the respondent listen to FM

channels

• Radio chocolate comes first among the respondent followed by Big FM.

[Annexure 48]
 PROBLEM AREAS

FOR R-GSM:

 Poor connectivity and voice clarity is the major factors as almost all the

respondents are telling. Poor connectivity means unavailability of signals,

call failure, call drop downs etc.

 Higher entry cost than its competitors that why maximum student

respondents are opting for Vodafone or idea due to lower entry cost.
  Free on-net calls tariffs are not that attractive compare to its competitors.

 Brand visibility is poor compared to its competitors.

FOR R-CDMA:

 Higher entry cost as it comes with a handset.

 Handset available with R-CDMA is much costlier than handset available for

GSM.

 No tie ups with NOKIA or SAMSUNG for R-CDMA.

RECOMMEDATION

The survey and analysis that we have conducted has brought out certain interesting facts and
given insights into the buyer behavior in case of mobile pre-paid products and handset models.

FOR R-GSM:
Focus On Good Connectivity And Low Entry Cost:

 In the analysis it has been found that the major influential factors that motivates a

customer are good connectivity and Low entry cost.

 More than 50% of respondents mention it as one of the major influential factors.

 Also an economical on-net call is one of the major motivating factors among student.
 ANNEXURE

Annexure 1

OPERATOR BASE
Aircel 21
Airtel 33
BSNL 40
R-GSM 34
TATAIndicom 13
Vodafdone 22
R-CDMA 26
Virgin 4
Idea 7
TOTAL 200
 Annexure 2

Annexure 3

Annexure 4

Annexure 5

Annexure 6

Annexure 7

Annexure 8

Annexure 9

Annexure 10

Annexure 11
Annexure 12

Annexure 13

Annexure 14
 Annexure 15

Annexure 16

Annexure 17

Annexure 18

Annexure 19

Annexure 20

Annexure 21

Annexure 22

Annexure 14

Annexure 14
Annexure 14

Annexure 14

Annexure 14

Annexure 14 Annexure 14

Annexure 14

Annexure 14

Annexure 14

Annexure 14

Annexure 14

Annexure 14

Annexure 14

Annexure 14