View
221
Download
0
Category
Preview:
Citation preview
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
1/65
A PROJ ECT REPORT ON
CONSUMER BEHAVIOUR STUDY ON MOBILE USERS
A Project Report submitted to MPBIM Bangalore in partial
fulfillment of the requirement for the award of
MASTER OF BUSINESS ADMINISTRATION (MBA)
M P BIRLA INSTITUTE OF MANAGEMENTASSOCIATE BHARTIYA VIDYA BHAVAN
APRIL-MAY 2006
SUBMITTED BY, UNDER GUIDANCE OF,SHRIGOURI.M.HONNAKATTI PROF.RAMGOPALIV SEM, 04XQCM6088
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
2/65
STUDENT DECLARATION
I hereby declare that the project titled A CONSUMER
BEHAVIOUR STUDY ON MOBILE USERS , submitted in partial
fulfillment of the requirement for the award of the degree of Masters in
Business Administration, is an original work by me and not submitted
for the award of any Degree, Diploma, Fellowship or either similar
titles or prizes of any other institute or university.
SHRIGOURI.M.HONNAKATTI
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
3/65
ACKNOWLEDGEMENT
It is my privilege that I had been given the opportunity to
complete my project titled CONSUMER BEHAVIOUR STUDY ON
MOBILE USERS , as a part of my syllabus of the post graduate
Programme conducted by The M P BIRLA INSTITUTE OF
MANAGEMENT, BANGALORE.
I would like to express my gratitude to the Principal
The M P BIRLA INSTITUTE OF MANAGEMENT
DR.NAGESH.MALVALLI for supporting me for the completion of this
project.
I would like to covey my sincere thanks to Prof.RAMGOPAL my
project guide who had made sincere efforts towards the guidance and
completion of this project.
SHRIGOURI.M.HONNAKATTI
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
4/65
CHAPTER I
INTRODUCTION OF
THE COMPANY
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
5/65
HISTORY OF THE COMPANY
Hutchison Essar
A joint venture between Hong Kong-based Hutchison Whampoa and Ruias-owned Essar Telecom, had acquiredBPL mobile companies in a 1.15 billion dollar mega deal that included EssarSpacetel, which the two promoters were to fund jointly along with externalbank borrowing.
When contacted bothHutchsion and Essar teleholding officials confirmed the discussions with theconsortium but did not reveal the amount of bank finance, saying the deal of1.15 billion dollar was structured to have a debt component and thetransaction may be completed next week.
Asked if Essar Telecom is exploring the option of going for
private placement of equity with a US-based bank, Essar telehoding officialssaid "no".
In September this year, Hutchison Essar hadentered into an agreement to acquire BPL mobile (Mumbai circle) and BPLCellular (Maharashtra, Kerala and Tamil Nadu) from the Essar group foraround 1.15 billion USD.
In July, the Ruia-managed Essargroup bought a controlling stake in BPL Communications for aconsideration of over Rs 4,400 crore. BPL Communications owns a 74 percent stake in BPL Mobile Communications having operations in Mumbaiand 100 per cent ownership of BPL Mobile Cellular with operations inMaharashtra and Goa, Tamil Nadu and Pondicherry and Kerala.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
6/65
Essar Spacetel has applied forlicences in seven circles not presently serviced by Hutch Essar in North EastIndia. Hutch-Essar had to pay 6 million USD to Bur Essar Spacetel fromEssar.
Hutchison Essar is in themidst of restructuring including pruning its brands. The company plans tophase out its Orange brand in this financial year and consolidate all itsoperations, including that of the acquired BPL communications and BPLmobile, under the Hutch umbrella.
Earlier this month, the Rs 20,000-crore Essar groupentered into an understanding with Max Telecom ventures to acquire thelatters 3.16 per cent stake in Hutchison Essar Telecom.
The all-cash deal will see Essar groups
holding in Hutchison Essar, its joint venture with Hutchison TelecomInternational, go up from 30.42 per cent to 33.58 per cent.
With this acquisition, Hutchison-Essar would haveservices in 21 circles and the combined subscriber base of Hutch-Essar andBPL would be over 11 million.
"Their aim is to become the leadingTelephony Services Provider in the region. This and Essar groups otherplans in the telecom sector will gives them a pan India footprint and makesthem a significant player in this business, the company had said.(PTI)
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
7/65
Close to 400 retail outlets in Mumbai, spanning entertainment,cinema food, and lifestyle, have signed up to participated in Hutch Tuesday.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
8/65
Hutch Essar New launches
Hutch Tuesday
ActiveMedia Technologys RAPOS m-couponplatform delivers customized offers to Hutch subscribers acrossentertainment, cinema, food and lifestyle retail partners
Mumbai, May 15, 2006:ActiveMedia Technology is working with Hutchison Essar to deliver theHutch Tuesday programme, a newly launched two-for-one privilegesprogramme set to be the biggest mobile marketing project of its kind inIndia.
The programme which gives Hutch subscribersaccess to exclusive offers across retail partner in Mumbai will be poweredby Active Media Technologys RAPOS (redemption at point of sale) mobilecoupon platform.
.
Under the terms of the privileges program subscriberswill receive exclusive two-for-one offers on a Tuesday and other ancillaryoffers the rest of the week to be redeemed at participating stores.
ActiveMedia Technologyspatent pending RAPOS real-time m-coupon authentication technologywill power the initiative. The technology includes an m-couponauthentication and redemption application preinstalled on customizedhandsets located at participating retailer partners.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
9/65
To use the service Hutch customers
text the short code 123, call the Hutch voice portal on 123500 or visitPlanetHutch (WAP site) to download a m-coupon in the form of a SMS. Themobile voucher is then presented at the point of sale at the participatingoutlet and the special offer is redeemed.
ActiveMedia Technology powers similarprogrammes globally and was chosen as Hutchs partner in India due to itsunmatched expertise in the field of mobile coupons and loyalty initiatives.
Naveen Chopra, ChiefMarketing Officer, Hutchison Essar, said Hutch Tuesday is anotheradvantage that our customers get from being on the Hutch network. While itbenefits our customers with good bargains, it also helps our retail partners toincrease traffic on otherwise lean Tuesdays. We are delighted to join hands
with ActiveMedia Technology and power this initiative of ours withRAPOSTM to deliver and track the m-coupon in real time.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
10/65
Hutchison Telecom Reports Robust Growth for SixMonths Ended 30 J une 2005
Key highlights-- Group operating profit increased 297.6% to HK$1,014 million
-- Turnover rose 56.1% to HK$10,757 million-- Consolidated mobile customer base increased 30.9% to 14.1 million-- Increased integration in Hong Kong businesses operationally and with
management appointments to drive synergies Indonesia and Vietnam commence initial phase, CEOs appointed
Financial highlights
First half First half Change2005 2004
HK$'million HK$'million( unaudited) (audited)
Turnover 10,757 6,891 56.1%Operating profit beforedisposal ofinvestments and others 1,014 255 297.6%Profit (loss) attributable to
equity holdersof the Company (352) 793 (144.4%)Earnings (loss) per share HK$(0.08) HK$0.18 (144.4%)Adjusted loss per share* HK$(0.01) HK$(0.11) 90.9%
* excluding profit (loss) on disposal of investments and others
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
11/65
CUSTOMER BASE AND GROWTH OF THECOMPANY
Hutchison Telecommunications
International Limited ("Hutchison Telecom", the "Company"or the "Group".
The Group's underlying operating profit before disposal of investmentsand others reached HK$1,014 million, a 297.6% increase compared with thefirst half of 2004, boosted by strong operating results in India and Israel anda reduction of losses in Thailand.
All markets reported
growth in customer base, which rose overall by 30.9% to 14.1 million. Thevigorous growth in worldwide customer base fuelled the surge in theGroup's turnover to HK$10,757 million, an increase of 56.1% comparedwith the same period a year earlier.
During the first half they consolidated theirIsrael subsidiary, Partner Communications Company Ltd. ("Partner") for thefirst time. Excluding the impact of the consolidation of Partner, turnovergrowth was 25.4%.
EBITDA increased 84.8% to HK$2,831 million and EBITDA
margins 26.3% from 22.2%. The Group recorded a loss attributable toequity holders of the Company of HK$352 million, or HK$0.08 loss pershare, after it took a net loss on disposal of investments and others ofHK$295 million, finance costs of HK$612 million and a taxation charge ofabout HK$318 million.
During the first half of 2005, the Group strengthened its operations witha number of key strategic initiatives to build Hutchison Telecom into aleading provider of telecommunications services in Asia and developingmarkets elsewhere. These included expansion into Indonesia and Vietnam;
reorganisation of the Indian operations; increasing ownership in existingoperations in Israel and in the Hong Kong fixed-line business; and the saleof the operations in Paraguay.
The Group is now well-positioned in its markets and today we alsoannounce changes in senior management to capitalise on these opportunities.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
12/65
Peter Wong, Chief Executive Officer of Hutchison GlobalCommunications Holdings Ltd ("HGCH"), will assume responsibility forboth the fixed-line and mobile businesses in Hong Kong, whilst Agnes Nardiwill take up the new position of Executive Director, to help drive growthopportunities in our developing markets.
Dennis Lui, Chief Executive Officer, Hutchison Telecom, said:"Their focused strategy of investing for growth is clearly reflected in ourexcellent performance in the first half. I am particularly pleased to seesatisfying operational momentum in our key markets of India and Israel."
Mr Lui added: "Going forward, we will continue todrive our strategy of expanding in emerging mobile markets with high
growth potential, such as India, Vietnam and Indonesia, while maintainingour leading position in Hong Kong's mobile and fixed-line markets."
Tim Pennington, Chief Financial Officer, HutchisonTelecom, said: "Our revenue and profit growth demonstrates the strength ofour operations. We will continue to strengthen our competitive positionwith further investment in growth markets, while continuing to driveinitiatives to control costs to further enhance financial performance andorganisational efficiency."
Key markets review
India
-- Customer base increased 46.8% to 8.4 million-- Turnover increased 46.5% to HK$4,694 million
-- EBITDA increased 66.7% to HK$1,579 million
The India business continued to go from strength tostrength despite continued competition in the market and some downwardpricing pressure.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
13/65
Customer base in the first half increased 46.8% to 8.4million, compared with 5.8 million a year earlier. In Q2, average revenueper user (ARPU) was INR554 compared with INR568 in the previousquarter, despite tariff reductions and stiff competition in the domestic longdistance call market.
The EBITDA margin rose to 33.6% from 29.6% a year earlier,reflecting the improved operating performance of the Group's neweroperations and better costcontrol in all operations.
Hong Kong and Macau
-- Turnover of HK$3,263 million-- EBITDA of HK$680 million
On a combined basis, turnover from Hong Kong represented30.4% of Group turnover.
Hutchison Telecom has completed the privatisation ofHGCH. Holders of over 99% of HGCH shares not held by the Groupelected to swap HGCH shares for Hutchison Telecom shares. This will
result in a dilution of Hutchison Telecom's issued share capital of 5.3%.
Hong Kong and Macau mobile
-- Customer base increased 5.3% to 2.2 million 3G customers surged 272% to 351,000, representing 15.8% of totalHong Kong customer base
-- Turnover increased 5.5% to HK$1,845 million-- EBITDA increased by 7.6% to HK$380 million
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
14/65
Hutchison Telecom continued to be the largest operatorin Hong Kong in terms of the number of mobile customers. 3G customersnow represent approximately 15.8% of the total customer base and weexpect this trend to continue with the introduction of our prepaid 3G cards inMay 2005.
They continued to see an increase in turnover due to stronggrowth of the 3G customer base. Their 3G customers have higher ARPU.We, like the rest of the market, are seeing signs of pressure on 2G revenuesas a result.
The rise in EBITDA was driven mainly byhigher revenue and cost-saving initiatives announced in early 2005.EBITDA margin for the period also increased to 20.6%, compared with
20.2% in the same period last year.
Hong Kong fixed line
-- Turnover increased 15.5% to HK$1,418 million-- EBITDA decreased 12.5% to HK$300 million
The Group, through Hutchison Global CommunicationsLimited ("HGC"), operates one of the largest fibre-optic building-to-the-building telecommunications network in Hong Kong. We have 274,000residential voice subscribed lines and 194,000 residential broadbandsubscribed lines.
The increase in turnover was mainly driven by growth ininternational and local voices services, local data services and residentialbroadband services.
EBITDA decreased 12.5% to HK$300 million, mainly dueto one-off items affecting 2004 and 2005 results.
To accelerate the growth potential of services business inHong Kong, Alcatel and HGC have signed a business agreement in whichHGC agrees to transfer to Alcatel certain of its engineering and operations
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
15/65
services that support HGC's telecommunications network in Hong Kong.The co-operation will enable HGC to focus on new market opportunities andto reinforce the Group's leading position in Hong Kong.
Israel
-- Customer base increased 9.4% to 2.4 million-- Turnover increased marginally to NIS2,511.3 million (about HK$4,300
million) EBITDA grew 5% to NIS420.8 million (about HK$720 million)
On April 20, the Group's stake in Partner increased to 52.2% as a resultof Partner's share buyback, making it a subsidiary of the Group.
Customer base rose 9.4% to 2.4 million, demonstrating Partner's ability tocontinue to grow its business in a highly competitive market.
Thailand
-- Customer base increased 27.6% to 676,000-- Turnover decreased 7.9% to HK$556 million LBITDA narrowed by a significant 29% to HK$76 million
Prepaid customers represented 51.5% of the totalcustomer base, up from 19.1% a year earlier. The fall in turnover was duemainly to the increase in the proportion of prepaid customers, who typicallyhave significantly lower average revenue per user.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
16/65
Losses narrowed significantly to HK$76million due mainly to cost-saving initiatives and the reduction in customeracquisition costs.
Other markets including Sri Lanka, Ghana, Paraguay and CorporateOffice
-- Combined customer base increased 103.4% to 332,000-- Turnover increased 18.5% to HK$128 million LBITDA was HK$81 million, compared to HK$4 million in the
same period
last year
The Group's operations in Sri Lanka, Ghana and Paraguay contributed tothe success of the business. The increased turnover reflected the growth incustomer base, especially through customer acquisition in Sri Lanka.
The sale of our operations in Paraguay was completed in July.
Indonesia
In July 2005, the Group completed itsacquisition of 60% of PT Cyber Access Communications, being renamed PTHutchison CP Telecommunications ("HCPT" or "Hutchison TelecomIndonesia"). HCPT is one of only two mobile operators in Indonesia thatholds a combined nationwide 2G and 3G mobile telecommunicationslicence.
The Group completed the acquisition forUS$120 million in July and has brought in management team members tobegin the next phase of investment and construction of a world-classnetwork. Mr Laurentius Bulters, the former director of operations at PT
Telkomsel in Indonesia, has been appointed as Chief Executive Officer ofHCPT.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
17/65
Vietnam
Hutchison Telecommunications (Vietnam) S.a r. l. ("HTV" or "Hutchison
Telecom Vietnam"), a wholly owned subsidiary of the Company and HanoiTelecommunications Joint Stock Company in February received a 15-yearinvestment licence from the Ministry of Planning and Investment ofVietnam to permit them to engage in business co-operation. Nortel hascommenced building a nationwide CDMA2000-based mobiletelecommunications network under a turnkey contract. Mr Matthew Lam,who was the project development director at Hutchison Telecom, has beenappointed as the Chief Executive Officer of HTV.
New accounting standards
In 2005, the Group changed certain accounting policiesafter adopting new revised Hong Kong Financial Reporting Standards andHong Kong Accounting Standards (the "new HKFRS"). This change is inaccordance with the Hong Kong Institute of Certified Public Accountants'policy of pursuing full convergence with International Financial ReportingStandards and interpretations established by the International AccountingStandards Board.
The adoption of the new HKFRS from 1 January 2005 resulted indecrease of HK$24 million in the profit attributable to equity holders for thesix ended 30 June 2005 and a decrease of HK$149 million in openingreserves at 1 January 2005.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
18/65
KEY PERFORMANCE INDICATORS
Q2 2005 Q1 2005Cust omer 30 J une 2005 31 Mar ch 2005Base Post - Pr e- Post - Pr e-
Tot al pai d pai d Tot al pai d pai dCount r y ( ' 000) ( ' 000) ( 000) ( ' 000) ( ' 000) ( ' 000)
Hong Kong( i ncl Macau) 2, 226 1, 316 910 2, 204 1, 291 913
I ndi a 8, 441 2, 364 6, 077 7, 798 2, 265 5, 533
I sr ael 2, 409 1, 690 719 2, 372 1, 666 706
Thai l and 676 329 348 662 344 318
Ot her s 332 293GROUP MOBI LE TOTAL 14, 084 13, 328
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
19/65
CORPORATE PROFILE
Hutchison group is one of the largest cellular operators in India &
among the worlds leading telecommunication companies. Hutchison
Telecom is a part of Hutchison Whampon Limited (HWL), a Hong Kong
based fortune 500 company operating in 41 countries spread across the Asia
pacific region, Europe & America.
Hutchison Telecom is recognized as one of the first cellular
operators in the world. Having started its services way back in 1985, today it
is one of the largest companies listed on the Hong Kong stock exchange.
Its a network that offers better coverage wherever you all the
time. A cellular service provides that gives easy access to a range of vale
added services from National & International facilities.
Hutch has more than 8 million subscribers.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
20/65
HUTCH IN INDIA
Hutchison Telecom operators its cellular services in seven important telecom
circles in India.
Orange in Mumbai,
Hutch in Gujarat, Kolkata, Andhra Pradesh, Delhi, Chennai, Karnataka,
Hrayana, UP(E), UP(W), Rajasthan, Punjab, Rest of Bengal
Hutch brings the best of mobile telephone to the country at the
most affordable rates. The Murchison covers almost 25% of the national
footprint & 50% of National purchasing power, with the subscriber base that
now exceeds 2 million.
Location of Head office:
Hutchison Max Telecom Ltd.
Stanrose House
New Prabhadevi Road
Mumbai - 400 025.
Board No.- +91224314000
Website: www. Hutch.co.in
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
21/65
HUTCH IN KARNATAKA
As in all others telecom circles Hutch brings you the best
network & coverage you can get wherever you go.
In Bangalore alone, they have installed over 180 towers to
facilitate better communication & coverage. So whether you are sitting
inside the swanky restaurant in the city or roaming into a remote village in
the state you will always stay connected.
Hutch in Karnataka is part of the Hutchison network the second
largest cellular service provider in India covering over 25% of Karnataka.
Hutch has got Karnataka covered with 62 towns connected by
over 400 towers.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
22/65
CHAPTER II
ABOUT HUTCH
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
23/65
AS A HUTCH CUSTOMER
Mission Statement:As Hutchison their philosophy is simple To provide superior
mobile communication services across the country at affordable
rates
Benefits of Hutchison Networks
Enjoy free incoming calls from any mobile phone in India.Make mobile-to-mobile STD calla @ just Rs.2.99 per minute.Get the lowest flat roaming rate @ just Rs. 1.49 per minute
when you roam into any of our partner network across the
cellular footprint of India No matter what tariff plan youre on
SMS for Rs. 1.49 while roaming as well.
SMS free at the rate of Rs. 1 per day.Customer also enjoys a host of premium value added
services. These include national & International roaming facilities
spanning over 100 countries & 1200 cities. Towns & high ways in
India, Infotainment services
From Hutchalive, SMS based service, voice messaging service,
voice response service, voice-mail, fax & data services, Unifiedmessaging service in Karnataka to name a few Internet Access on
Hutch phone, send or receive phone messages, Hutchworld
features.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
24/65
All these features give3n by Hutch network has made
the customers feel more satisfied.
ABOUT HUTCH
A network that offers better coverage wherever you are
all the time.
A cellular service provider that gives you easy access to a range of
value added services from National & International roaming
facilities on postpaid & prepaid, a range of infotainment services
on Hutchalive, to SMS & voice-bsed services, plus free incomingcalls from Mobile phone & Mobile to mobile STDs rates at just
Rs. 2.99per minute.
All this & more to make your communication experience simple,
pleasurable & fun!
At Hutch, you will not just find a cellular service provider but a
partner whos there to take care of all your mobile communication
needs all the time.
Hutch has various lookouts:
Buy Hutch Why Hutch ? Hutch at your doorstep Phone care Hutch shopTale shop Hutch services
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
25/65
Hutchworld Hutchalive
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
26/65
BUY HUTCH
Whether you want to go on prepaid or postpaid,
subscribing to Hutch is simple, convenient & affordable.When you want to buy a Hutch simcard just step into any
of the dealers of Hutch and you can walk away with your simcard happily.
As Hutch marketing is done very effectively in all parts
of Karnataka by no reason there will be delay to get simcards.
So because of their efficient service networks more &
more people think of joining the group of Hutch family.
You have ways to buy hutch, just log on into the
Internet www.Hutch.co.in & go to Hutch at ur doorstep & going over
through a brief procedure you can get over to buy hutch.
WHY HUTCH ?
Over 8 million people across the nation have chosen to speak
hutch.
Here why.Hutch at ur doorstep
Have your Hutch simcard delivered right at your doorstep.
Find a dealer
Find a Hutch prepaid or post paid dealer in your area.
http://www.hutch.co.in/http://www.hutch.co.in/7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
27/65
Phone Care.
Get handy tips to keep your handset in perfect condition.
Hutch prepaid
No monthly Bill. Just refill your talk time when you need to and
enjoy
A range of Services
SMS
Call management services
Hutch alive
Hutch on line
Voice messaging service
Roaming on Hutch prepaid.
All these facilities for just Rs.249/- after activation up to the date
of validity.
Hutch post paid
From valve for money talk plans to valve added service, plus a
host of payment choices Hutch postpaid has it all.
Main highlights.
SMS as much as you want absolutely free at the rate of Rs.1 per day
Send and received photo messages.
Access the internet.
MSN @ Hutch, Hotmail & messenger now only on your Hutch
phone.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
28/65
Hutch at your Doorstep
Going hutch is now even more comfortable, easier & hassle
free.
You dont even need to step out of your home or office. If you stay in
Bangalore, Dharwad, Hubli, Mangalore or Mysore simply give them your
details & select a time & date most convenient to you. They will deliver
your hutch simcard right at your doorstep provided you leave your address
with some security for your address. By Internet select city & area &leave
address by giving any of the securities.
Identity card of any Institution. License Ration Card Passport Electricity billTelephone bill Or any other.
Hutch shop
Its your one-stop for everything you want to know about
Hutch.
Hutch shop is a friendly place where you can shop easily & its an place to
solve your problems & subscribe for hutch connection.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
29/65
Teleshop
Teleshop is also same as Hutch shop where they provide details
about the telephonic information required & telecommunication.
Phone Care
Here the Hutchison provides by their eminent service at phone
care. Where there are number of tips to take care of you mobile phone.
Problems & solutions for them are provided for the customers.
And also the different range of new mobiles in the market & their
features are also given.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
30/65
HUTCH SERVICES
FUN WITH SMS
Sure SMS is a great way to stay in touch, but sometimes e-
cards can more effectively convey what you always wanted to say. Spread
Hutch e-cards & let people Known your thinking of them. You can choose a
whole lot of image from your card box whatever the occasion. So you can go
on, take your pick right now.
Greeting options:Hello
Happy Birthday
Congratulations
Thinking of your hope your having fun
Good luck
Missing you
Thanking you
Sorry
Love you.
Language SMS
You can send SMS in Hindi, Kannada, Tamil & many
morelanguage.
MSN @ hutch
You can Hotmail & MSN messenger from your hutch phone.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
31/65
Yahoo! Messenger
You can chat with your Yahoo!buddies from your hutch
phone
Yahoo! Mail
You can check your Yahoo mail from your hutch phone
Chat
You can have fun chatting with up to 10 people at a time.
Ring tones & logos
Download goodies & let your hutch phone reflect who you are.
Flash & blink
The new & innovative way to send special SMS messages
which is present in Hutchalive & Hutch world.
Group messaging
SMS all your friends at one go and save time.
FINANCE
Stocks
Get latest stock quotes & new stock Exchange rates directly.
Mobile banking
Bank through phone in over 90 countries world wide.
VOICE SERVICES
Voice response service
Voice messaging service
Voice mail service
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
32/65
CRICKET
Up dates of all cricket scores every time needed when there are
live matches.
EASY 2 GET INFORMATION:
Hutch alive
News
Dictionary
Astrology
City guide
Travel
Sports
Trivia
Health
ENTERTAINMENT :
Hutch cellular service also provides entertainment service like.
Jokes
Games
TV Schedules
Movies
MORE SERVICES
Call management
Itemised billing
Fax & data
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
33/65
Unified Messaging service
HUTCH PREPAID
Hutch prepaid customers are all very much satisfied with the
service provided by the Hutchison Network. They have various benefits &
features like.
Recharging : For every 30 days until the validity is over. At the
first recharges the customer is given with more benefits like talk time free
etc.
Charges:
Value added services
SMS
CALL management service
Hutch alive
Hutch Online
Voice response service
Voice messaging service
Voice mail service
Roaming on Hutch prepaid.
POSTPAID
Post paid is also another feature or service provided by Hutch
where the consumer has to do the billing at the end of every month.
Postpaid offers services like.
Talk plans
Whether you like to use your phone sparingly or just cant seem
to do without it, they have a host of talk plans that fit the usage & budget of
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
34/65
consumers. You can pick from nominal airtime rates to even free outgoing
calls!
To compliment these talk plans they have services like Hutch
world &the Hutch alive will make your mobile experience more enjoyable.
Talk 150
Talk 249
Talk 349
Talk 399
Talk 599
Talk 999
Talk 1699
HUTCH WORLD
Hutch world the fun begins here.
Send or receive photo messages
Access the Internet
Ring in polyphonic ring tones
Get cricket, Astrology, News & more
Play hi-end games.
Hutch world also includes
Demos
Photo messaging
Games
Polyphonic ring tones
FAQs
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
35/65
Phones
Settings
Subscription
HUTCHALIVE
Hutch alive is also another feature provided by Hutch those who
avail the hutch alive simcard can get the following benefits.
You get Flight updates to mobile banking to sending voice
messages & more.
You can access all that you want, right from your hutch phone.
Internet on Hutch phone ring tones, logos & more Send an hutch e-card Talk plans Hutch @ ur doorstep Hutch world Music cards on VRS Send your own own musical greetings MSN @ hutch Hotmail & Messenger
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
36/65
ROAMING :
Roaming is same for prepaid & postpaid customers.
It is classified into 4 zones.
Zonal roaming
National roaming
International roaming
Setting up roaming
BILLING FOR POST PAID
Hutch also brings you convenient payment choices to help you
pay your hutch postpaid bills easily.
Payment choices:
Bill pay by SMS
Easy pay
Cash
Cheque
Credit card
ECS
Internet/Telebanking.
List of calls is also given with the billing.
Hutch helps us to keep track of all the calls we make &
receive on our hutch phone complete with date, time duration & cost.
Every call you made & received
Origin of the call
Numbers to which the calls were made
Duration of each call
Toll charges
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
37/65
Airtime charges
Total cost per call
Just you have to pay a monthly rental of Rs.50/- only for a
complete itemised bill or get an itemised bill of your STD, ISD & roaming
calls by paying a monthly rental of Rs.25/- only.
MY HUTCH
This is an added feature to Hutch.
Bills on the web.
Downloads
Contact us
Feedback
If any problem arises you can contact the toll free number &
get it solved or contact customer care.
Feedback is also got by the Hutchison Network to modify &
create a better telecommunication network all over.
Fee back details
First Name : ---------------------------------
Last Name : ---------------------------------
E-mail ID. : ----------------------------------
City : ----------------------------------
Ph No. : ---------------------------------
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
38/65
Feedback : ---------------------------------
Problem : ---------------------------------
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
39/65
CHAPTER-III
MARKET RESEARCH
STUDY
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
40/65
EXECUTIVE SUMMARY
Hutch in Karnataka is part of the Hutchison Network the second largest
cellular service provider in India.
The reason to choose Hutch was to know the market share of Hutch withIts competetiors in the local market & as it has taken an upward direction toreach higher sales in last three months as compared to other private cellularservice providers.
The Primary objective of this research was to know the market share ofHutch & what preference do the customers give while buying any simcards.
The methodology adopted for the Research was Descriptive Researchwith non probability sampling. The respondents were met personally & thedata collected was primary data by Disguised structured questionnairemethod (enclosed). Convenience sampling method was used to coverdifferent regions of local market i.e., including Airtel, BSNL, Hutch, Spice,Reliance & TATA Indicom.
As this was a disguised survey we could make out the loopholes of thecompetitors of Hutch. And by the survey we could make out that the leading
competitor is Airtel cellular service.
The survey was conducted for 15 days and the analysis & interpretationwas done further by consolidating the data into coding sheet (enclosed) theresults of analysis are as follows. The marker share of Hutch is 15% withAirtel 33% & BSNL 23%, Hence market is captured by Airtel. Hutch hasgot a good response from its customers from last 3 months. The salesincreased upto 55%.
Consumer buying behaviour of Hutch customers was considered & theygave first preference to Network coverage followed by price & offers. TheHutch customers were mainly influenced by its impressive advertisementsi.e., of respondents. And 55% of respondents are moderately satisfied withthe facilities provided by Hutch. Hence Hutchison cellular service should tryto extremely satisfy the customers by providing good network coverage &clarity.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
41/65
Among 60 respondents 23%respondents considered Hutch as an alternative mobile service while buying& Hutch customers considered Airtel i.e., 44% respondents. When asked toHutch customers which would they recommend to their family/friends tobuy the results were Hutch i.e., 44% of respondents & overall other simcardsowners said they would recommend Hutch upto 18% of respondents.
The main feature liked by Hutch customers are good facilities ofTalktime, other additional facilities like Hutch alive & Hutch world.
The Hutch customers are extremely satisfied with the advertisements &offers provided by Hutch Services.
By the survey the hutch marker is captured by the age group of 16-25.
Hence Hutch can create advertisements & Offers, which will be liked bythis age group.
Recommendations include to widen the Network coverage in rural areas& improve the lines, more towers & signal improvement for fasterconnectivity. More transparency is needed for service & pricing.
The fun doesnt stop here. Theres more when you joinHutch.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
42/65
MARKET RESEARCH STUDY
Techniques used in Market Research
The methodology adopted is listed in short below.
Data : Primary
Type of Research : Descriptive Research
Data collection : Questionnaire method personal interview
Sampling : Non probability sampling
Sampling method : Convenience sampling
Place : Bangalore
Method : Questionnaire method
Degree of Disguise : Disguised
Degree of Structure : Structured
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
43/65
CONSUMER RESPONSES OBTAINED DURING
THE RESEARCH
Hutch
- Hutch network provides very Good offer -- Rajeshwari Shetty
- Network to be improved -- Rahul K. Wadia
- Good facilities of Talktime & SMS -- Prakash Hiremath
- Everything is Fine but we have still more hopeson Hutch service -- Mr. A.S. Inamdar
- Easy availability of SIMCARDS -- S. Mehta
- Widen the network across the country -- Abhishek. Inamdar
- Always network is found busy! It should beimproved -- Shewta P. Chadralimath
- Good Customers service & additional featuresprovided to Hutch postpaid customers -- Harish
- Advertisements are very impressive and themeschosen are excellent and liked by all -- Santosh
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
44/65
METHODOLOGY
Research Design:
Marketing Research was done on consumer behaviour towards
all mobile service providers in the city mainly to know the market share of
different service providers i.e.,
Hutch, Airtel, BSNL, Spice, Reliance & Tata Indicom.
Problem definition :
The Research was basically done to know the market share of Hutchconsumer.
No of respondents : 60
Statement of Research :
The main objective of this Research is based on problem definition
in the local market & to know the drawbacks or loopholes of its competitors.
Also to get proper feedback for Hutch to improve the features &facilities to capture a wider market.
Design of Data Collection Process:
Structured disguised questionnaire was drafted & each respondentwas met personally to collect the responses.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
45/65
Selecting sampling scheme and size:
Non Probability sampling method was used as per the
convenience to cover areas of Bangalore.
Organizing field work:The survey was conducted at different locations for 15 days. To
cover most of the consumers using mobile. To get correct responses & the
problems arising with different mobile service providers.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
46/65
ANALYSIS AND INTERPRETATION
After completion of field survey, the data was gathered and transformed
into coding sheet (enclosed).
The questionnaire includes 11 questions (enclosed). The analysis of each
question, findings and conclusions are as follows.
1. Do you think using a cellphone or Mobile phone is a symbol ofstatus?
This question was prepared to know the mind set of mobile users whether
using mobile phone expressed their status.
Among 60 consumers all have responded to this question.
Findings:
Yes - 18 - 30%
No - 42 - 70%
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
47/65
Conclusion:
As majority of respondents i.e., 70% have said No to this
question.
We can conclude that respondents use mobile not for
expressing their status & sophistication but as it has become a necessity
of life.
Also 30% of respondents say it paves a way for status.
2. Do you think cellphone is really necessary for you in your routinelife.
The question was mainly formed to know the necessity of
mobile by the users. As now-a- days every youth has the urge to own mobile
phone & by the survey we can make out that using mobile phone is a basic
need or just a want.
All 60 respondents have answered to this question.
Findings:
Yes - 57 - 95%
No - 03 - 05%
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
48/65
Conclusion :
As 95% have responded yes & i.e., really necessary for them in
their routine life. They have explained that mobile is an great help as they
can take right decision at right time & also its an privilege to them.
And 5% who have responded No i.e., really not necessary at all
in the category of teenagers.
3.Your mobile service provider is
This is the most important question which brings out the market
share of Hutch & its competitors.
All 60 respondents have responded to this question.
Findings:
Airtel 20 - 33.3%
BSNL 14 - 23.3%
Hutch 09 - 15%
Spice 07 - 11.66%
Reliance 09 - 15%
TATA Indicom 01 - 01.66% PREFAC
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
49/65
Conclusion :
The market is captured by leading mobile service in India i.e., Airtel.
In local market also it captures almost 33.3% of market share.The second in the list is BSNL, BSNL share in the local market is
23.3% .The third in the local market is Hutch & Reliance which has 15% of
total market share.And the forth is Spice telecom which as 11.66 of market share & the
fifth place is Tata Indicom which has a very low market share of 1.66%.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
50/65
4. From how many years you have been using this sim?This was the question for all the mobile service providers. But
analysisIs done for only Hutch respondents to know from when Hutch had its moresales.Findings:
All 9 respondents of Hutch have responded to this question.
3 months 5 -- 55.55%
6 months 2 -- 22.22%1 year 1 -- 11.11%2 Year - -- 0%more than 2 years - -- 0%
TIME TAKEN FOR SALES
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
51/65
Conclusion :
As 55.55% of sales of Hutch have taken place in last 3 months itsgoing to slowly increase in the coming days also. As seeing to others mobileservice Hutch & Reliance have taken a steep high curve in sales than others
in the last 3-6 months.
The sales of other simcards has reduced as compared to theirearlier sales.
BSNL simcards are also in great demand now also but thereis no easy availability in the market.
5. While purchasing sim what all factors do you consider?This question was added as to find out the preferences given by
the customer while buying a simcard. The respondents were asked to giveranking to all the options as per their buying behaviour.
Findings :
Overall for al mobile service providers.
1st preference - Network Coverage - 35 respondants
2nd preference - Price - 17 respondants
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
52/65
3rd preference - Features - 16 respondants
4th preference - Offers - 00 respondants
5th preference - Recharge currency - 15 respondants
6th preference - Companys reputation - 11 respondants
Only Hutch customers :
1st preference - Network coverage
2nd preference - Price
3rdpreference - Offers
4th preference - Features
.5th preference - Companys reputation
6th preference - Recharge currency
Conclusion :
After seeing the results of survey the consumer buying
behaviour changes from person to person but more average results werebrought in to light. The customer gives first preference to Network coveragefollowed by price, Features, Officers, Companys reputation & rechargecurrency.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
53/65
A customer while buying will mainly consider the networkcoverage, price & offers provided than the companys reputation & rechargecurrency.
So Hutch can make a greater market share by providing thesefacilities to the customers satisfactorily i.e., especially Network coverage &still better offers to divert the consumers mind from other competitors ofHutch.
6. Who/what influenced you to buy this sim?This question was added to know who or what created more impact
on the customers mind while buying simcard.
Findings :
For overall mobile service providers.
Friends - 21 - 35%
Advertisement- 13 - 21.66%Family 11 - 18.33%Companys reputation- 10 - 16.66%Dealers- 5 - 8.33%
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
54/65
Hutch only :
Advertisement - 4 - 44.44%
Companys reputation - 2 - 22.22%
Friends - 2 - 22.22%
Family - 1 - 11.11%
Dealers - 0 - -
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
55/65
Conclusion :
By seeing overall 60 respondents they are mostly influencedby friends & then followed by Advertisement, Family, Companysreputation then dealers.
But as far as Hutch customers are concerned they areinfluenced more by Advertisement i.e., 44% of respondents are influencedby advertisements of Hutch. Hutch advertisements are more impressive &attractive to the customers which attract & influence them to go for Hutch.
7.To what extent are you satisfied with the facilities provided byyour present simcard or mobile service provider.
Findings :
All 60 have responded to this question.
Only for Hutch.
satisfied 3 - 33.33%
Extremely satisfied 5 - 55.55%
Dissatisfied 1 - 11.11%
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
56/65
Extremely Dissatisfied - -
Conclusion :
As 55.55% of respondents are moderately satisfied with HutchService they have to improve their facilities mainly Network coverage tosatisfy more & more customers.
Also 11.11% are moderately dissatisfied with services ofHutch. They should try to solve their problems as soon as possible & win agood public image and also brand loyalty of customers towards Hutch.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
57/65
8. Which was the alternative mobile service you considered whilebuying.
Findings :
Hutch was considered as alternative mobile service while buyingby 23.33% of customers.
Hutch customers considered alternative mobile services like
Airtel - 44.44%
BSNL - 22.22%
Spice - 11.11%
Reliance - 11.11%
Conclusion :
Hutch was considered by 23.33% of customer but switchedover to other brands due to some advantages or influenced by others.
Hutch customers mainly considered Airtel i.e., 44.4% respondents whilebuying Hutch as alternative & switched over to Hutch as it had new offers &newly added features, which attracted them to buy Hutch.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
58/65
9 Which Sim or Mobile service would you recommend yourfamily/friends to buy.
Findings:
Airtel 17 - 28.33%
BSNL 24 - 40%
Hutch 17 - 18.33%
Spice 1 - 01.66%
Reliance 4 - 06.66%
TATA Indicom - 1
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
59/65
Only Hutch respondents :
Hutch respondents would recommend for
BSNL - 33.33%
Hutch - 44.44%
Spice - 11.1%
Reliance - 11.1%
Conclusion :
Hence in overall market the customer would recommend BSNLwhich has
40% of respondents, then Airtel 28% & then third Hutch i.e., 18%
As far as Hutch customers are concerned they would like torecommend
Hutch preferably than others i.e., 44.4% of respondents. As it avails goodoffers & value
added features.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
60/65
10. What is the main feature you liked in this mobile service.
This was an open ended question where in the respondentswere free
to express their views about their mobile service provider.
Findings :
Good facilities of Talktime SMS are free to the same network & 100 per month to
other networks.
Additional facilities in prepaid & postpaid hutch services. Easy availablility.
Offers provided by Hutch services like family & Friendsgroup.
Conclusion :
As Hutch customers are almost 5 satisfied with thefeatures & facilities the main feature liked by the customers are its offers,schemes, value added talktime & easy availability of simcards.
In order to increase sales Hutchison should maintain good relationship withcustomers by providing them a better service & new attractive offers &advertisements which is the main strength of Hutch.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
61/65
RECOMMENDATIONS
1. widen the Network coverage to improve fast connectivity.2. Improve the customer care service.3. As the Network is found all the time busy it should be improved with
more lines, towers & signal improvement.
4. More transparency needed for service & pricing.5. Tariff to be improved to attract customer i.e.. Especially for
roaming facilities.
6. To maintain their reputation of impressive advertisement & newoffers as many customers have chosen hutch because of its
advertisements & special offers like more others in mobile service
Providers as per the survey.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
62/65
APPENDIX
1. Questionnaire on consumer Behaviour on mobile users.
2. Coding sheet.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
63/65
BIBILOGRPHY
1. Marketing ResearchMeasurement & Method
- Donald S. Full & Hawkins2. Website :
www. Hutch. Co.in
www. Hutchcare, Kar@ Hutchindia.com.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
64/65
PREFACE
The study title consumer Buying Behaviour is a personal research study
The whole of the study is divided into three parts.
- Introduction of the company- About Hutch- Market Research Study
In the first unit of the study there is a general introduction of the company
and what are the present condition & achievements.
The second unit is a total study of the hutch & its management with its
network, services, newly added features & others.
The third unit relates to consumer buying behavior as a specialization
followed by survey this part is concluded with recommendations on the
subject.
7/29/2019 Consumer Behaviour Study on Mobile Users-Shrigouri Honnakatti-04105
65/65
Recommended