AMIT JHA Synopsis Consumer Behaviour

8/8/2019 AMIT JHA Synopsis Consumer Behaviour

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LOVELY PROFESSIONAL UNIVERSITY

SYNOPSIS OF CONSUMER BEHAVIOUR

TOPIC: TO MEASURE BRAND LOYALTY OFSTUDENTS TOWARDS BSNL

SUBMITTED BY: SUBMITTED TO:

AMIT JHA MR. AMIT LAL

ROLL- B40

SEC- T1901


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INTRODUCTION

BSNLBharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest TelecommunicationsCompany providing comprehensive range of telecom services in India: Wireline, CDMA mobile,GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, INServices etc. Presently it is one of the largest & leading public sector unit in India.

BSNL has installed Quality Telecom Network in the country and now focusing on improving it,expanding the network, introducing new telecom services with ICT applications in villages andwining customer's confidence. Today, it has about 46 million line basic telephone capacity, 8million WLL capacity, 52 Million GSM Capacity, more than 38302 fixed exchanges, 46565BTS, 3895 Node B ( 3G BTS), 287 Satellite Stations, 614755 Rkm of OFC Cable, 50430 Rkmof Microwave Network connecting 602 Districts, 7330 cities/towns and 5.6 Lakhs villages .

BSNL is the only service provider, making focused efforts and planned initiatives to bridge theRural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beatits reach with its wide network giving services in every nook & corner of country and operatesacross India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier andNorth-eastern region of the country. BSNL serves its customers with its wide bouquet of telecomservices.

BSNL is numero uno operator of India in all services in its license area. The company offers videranging & most transparent tariff schemes designed to suite every customer.

BSNL cellular service, CellOne, has 55,140,282 2G cellular customers and 88,493 3G customersas on 30.11.2009. In basic services, BSNL is miles ahead of its rivals, with 35.1 million BasicPhone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share inrevenue terms.

BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers whoaccess Internet through various modes viz. Dial-up, Leased Line, DIAS, Account LessInternet(CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country.

BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that

provides convergent services like voice, data and video through the same Backbone andBroadband Access Network. At present there are 0.6 million DataOne broadband customers.The company has vast experience in Planning, Installation, network integration and Maintenanceof Switching & Transmission Networks and also has a world class ISO 9000 certified TelecomTraining Institute.

Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion) for


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last financial year. The infrastructure asset on telephone alone is worth about Rs.630,000million(US$14.37billion).

The turnover, nationwide coverage, reach, comprehensive range of telecom services and thedesire to excel has made BSNL the No. 1 Telecom Company of India.

REVIEW OF LITERATURE

Rachel WY Yee , Andy CL Yeung , TC Edwin Cheng(March 2010) Taking an operational perspective on the relations between employee loyalty and business performance, we examinethe relationships among employee loyalty , service quality, customer satisfaction, customer loyalty and firm profitability, and the contextual factors influencing these relationships. Wedeveloped a research model grounded in the service-profit chain notion of Heskett et al. (1994)and empirically tested the model by conducting a survey of 210 high-contact service shops inHong Kong. Using structural equation modeling (SEM), we observed that employee loyalty is

significantly related to service quality, which in turn impacts customer satisfaction andcustomer loyalty , ultimately leading to firm profitability in high-contact service industries.Using multiple-group analysis of SEM, we found that the effect of employee loyalty on firm

profitability through service quality, customer satisfaction and customer loyalty is robustunder different scenarios of employee- customer contact level, market competitiveness, andswitching cost in the sampled shops. This finding supports the generalizability of the observedrelationships in various operating contexts. Roland Kantsperger , Werner H. Kunz(2010)The concept of "trust" has gained considerable importance in the field of marketing during thelast decades and is seen as a key mediator of customer relationship marketing. But upon a closer look at the literature, the construct "trust" is conceptualized and measured very differently. Based

on a literature review and theoretical work, the purpose of this paper is to develop a conceptualmodel of consumer trust in a service company, which distinguishes two fundamental dimensions.Using these dimensions, it is possible to detect different mediating effects of trust in thecustomer relationship to the service company. The empirical data support the two-dimensionalmodel of trust. Further, the two dimensions of trust are mediating the effect of customer satisfaction (CS) differently. In particular, it is shown that "benevolence" has a significantlygreater influence on customer loyalty than "credibility." Finally, beside CS, the customer's

propensity to trust also influences trust. Tim Jones , Gavin L. Fox , Shirley F. Taylor ,Leandre R. Fabrigar(2010) This paper aims to examine the role of three forms of customer commitment (normative, affective, and continuance) on a variety of loyalty -related customer responses. Results of structural equation modeling analyses indicate that affective commitment isthe primary driver of the customer responses and mediates the effects of normative andcontinuance commitments. These effects are contingent upon the type of service. S K Chadha,Deepa Kapoor ( 2009) As the current market place becomes more competitive, consumers tendto become more and more demanding. Mobile telecommunication service sector in India has beenexperiencing the highest growth rate in terms of subscribers and revenues. With the increasingcompetition in cellular services, the consumers are demanding more. The main condition for


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protecting the subscriber base is to win customer loyalty . This study attempts to examine theeffect of switching cost, service quality and customer satisfaction on customer loyalty in themobile telecommunication services. As many as 220 users of GSM services were surveyed in twocities in India . The data was analyzed by regression analysis. The study shows that the switchingcost, service quality and customer satisfaction have positive association with customer loyalty .However, the customer satisfaction was found to be the best predictor of customer loyalty .Jessica Sandin(2009) I sometimes wonder whether product and service departments have anyidea what consumers ' brand perceptions are. I have a feeling this sort of research often stays in

brand and marketing teams rather than being more widely shared. This isn't too surprising, as youcan't be aware of everything, and no doubt I've been as guilty as anyone of being a bit brand-

blinkered in the past. The point, though, is that product or service launches can fall down not because they're bad but because consumers don't relate them to the personality they've assignedin their minds to the provider. So without having that joined-up knowledge, it's hard to see howyou can make the most of your product development. Andres Kuusik, Urmas Varblane(2009)

The purpose of this paper is to show that the major factors affecting loyalty are dependant on thelevel of loyalty of customers. The findings of the study revealed that it is not accurate to treat allcustomers equally in terms of methods of increasing their loyalty. The results reveal that four analysed factors affecting customer loyalty (satisfaction, trustworthiness, image and importanceof relationship) are playing different roles in the different levels of customer loyalty. The overallsatisfaction and importance of a relationship build the foundation of any kind of loyalty. Thereliability of products or trustworthiness of the vendor is most critical for behavioural loyalistsand the image creation is the main tool for getting committed customers. Ponirin, DonaldRobert Scott, Tania Von der Heidt( 2009) This paper examines the relationship between

performance assessed electronic store (e-store) service quality and e-store customer loyalty in an

electronic retailing environment. The research was carried out using a web-based survey methodinvolving 3 e-stores and 324 e-customers. The survey data was then used to test models of e-storeservice quality and e-store customer loyalty and to assess the relationship between them. Sixdeterminants of performance based service quality for an e-store were tested for validity andreliability. These determinants were ease of use. empathy, merchandise, security,product delivery, and purchase option. Customer loyalty determinants that were identifiedwere word-of-mouth communication, purchase intention and complaining behaviour. Astrong positive association between e-store service quality and e-store customer loyalty wasfound.The paper integrates previous literature on service quality and customer loyalty anddevelops valid and reliable measures of performance based e-store customer service quality ande-store customer loyalty. Rosalind McMullan , Audrey Gilmore(2008) The purpose of this

paper is to focus on establishing individuals' levels of loyalty and what sustains and developstheir customer loyalty. This paper recognises the importance customer loyalty has for manycompetitive organisations and industries. However there has been less focus on what valuecustomer's attach to customer loyalty in this context. A two-stage study is presented, establishingindividual levels of loyalty and then identifying the role of mediating effects in loyaltydevelopment. The first stage involved a postal survey, including a 28-item scale, designed to


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measure customer loyalty, and its sustainers and vulnerabilities (mediating effects). The secondstage, and the main focus of this paper, uses scores from the loyalty scale (high, medium and lowlevels of loyalty) to examine what sustains and develops loyalty amongst differing levels of development. The findings highlight the importance of identifying, understanding and managingmediating effects, in the context of loyalty development. The research emphasises the importanceof a differentiated approach to developing and managing customer loyalty by appropriatelyrewarding customers at different levels. The findings highlight the need to acknowledge theimportance of reciprocity in terms of which aspects of service customers value. The maincontribution of this paper is that it uniquely identifies an approach to understanding the sustainingand vulnerability effects mediating customer loyalty development going beyond previouscategorisation attempts. Understanding this approach should lead to effective customer loyaltymanagement and greater awareness of managing recognition, reciprocity and rewards. RobertGee, Graham Coates, Mike Nicholson(2008) The purpose of the paper is to draw together thesalient issues surrounding customer loyalty and customer relationship management (CRM) into a

single coherent discussion. Various schools of academic thought are examined. The paper concludes with practical implications for managers. The need for businesses to retain customersis an important issue in today's global marketplace. To retain customers, a business must forgeloyal and long-term relationships with profitable customers. Reasons why customers leave acompany are discussed, and preventative strategies are considered. Loyalty schemes areconsidered and their relative merits examined. Inger Roos, Margareta Friman(2008) This studyaims at deepening understanding of the role of emotion in customer switching processes andidentifying the relative frequency of negative discrete emotions in terms of different triggers. Themain finding was that the identified emotions were located in the trigger part of the relationship,and was expressed by the respondents during the switching process in form of annoyance,

anxiety, disappointment, dissatisfaction, distress, depression, rage, stress and tension.

OBJECTIVES

Primary Objective :

1. To measure brand loyalty of students to BSNL.

Seconday Objective:

1. To know the brand image of BSNL

2. To know the factors on which the brand loyalty depends.

3. To open new vistas for further research.


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RESEARCH METHODOLOGY

INTRODUCTION TO RESEARCH METHODOLOGY

Marketing research plays an important role in the process of marketing starting with market

component of the total marketing talks. It helps the firm to acquire a better understanding of the

consumers, the competition and the marketing environment.

THE STUDY

The study is descriptive in nature because I have to measure the brand loyalty of the students

towards BSNL

SAMPLING DESIGN

POPULATION

The population will be the students of Lovely Professional University because of time and money

constraints.

SAMPLING ELEMENT

Individual respondent will be my sampling element.

SAMPLING TECHNIQUE

Judgemental Sampling will be used because of time and money constraint.

SAMPLE SIZE

Sample size will be 100 respondents.

TOOLS FOR DATA COLLECTION

A self-designed questionnaire having structured and unstructured questions will be used to

measure the brand loyalty of students towards BSNL


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QUALITATIVE AND QUANTITATIVE RESEARCH AND DATA GATHERING

Primary data will be collected by means of preparing a questionnaire and getting it filled by a

large sample space. These questionnaires will help in drawing conclusions about the case.

Secondary data will be gathered from the books, internet sites, articles and journals onadvertisement. Any new information that could be a source of good learning will be given prime

importance.

DATA ANALYSIS

The primary data mainly collected from the questionnaires helps in reaching a consensus aboutthe case. The questions have been framed with the primary motive of leading to the case.

Primary and secondary data so collected will be analyzed with the help of various statistical tools.These tools will be of two basic forms: tabular and graphical presentation. Under the graphicalpresentation, tools such as pie-charts, histograms, line graphs, bar diagrams etc . will proveto be handy.

With the help of the primary and secondary data so collected, along with the various statisticaltools, an analysis will be performed. A conclusion will be drawn based on this analysis. Thesetools will thus provide a conclusion for the case so framed.

The options so framed helped in capturing a broad and self sufficient view of all the individuals.The main motive was to collect the data in an unbiased fashion, analyze the data so collected anddraw a conclusion.

STATISTICAL TOOLS

SPSS AND MS- EXCEL will be used to find out the results.

QUESTIONNAIRE

1. For how long are you using BSNL?

Less than 6 months 6Months to 1 Year

1 Year to 3 Years More than 3 Years

2. Do you use any connection other than BSNL?


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Yes No

3. Are you ready to switch to other telecom provider if they give you a lucrative offer?

Yes No

4. Do you feel that CDMA service is more lucrative than GSM?

Yes No

5. Rate the following factors on a scale of 1-5 (1- Highly Satisfied, 2- Satisfied, 3- Average,

4- Dissatisfied, 5-Highly Dissatisfied)

Call charges

Schemes

Network

Customer Care Service

Value added service

6. Will you recommend anyone else to use BSNL?

Yes No

7. Rate the following telecom providers on a scale of 1-5(1- Very Good, 2- Good, 3-

Average, 4-Bad, 5- Very Bad)

BSNL

Reliance

Tata Docomo

Airtel

Idea


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Vodafone

Aircel

Videocon

8. Is there any suggestion that you would like to give?

________________________________________________________________________

_______________________________________________________________________

REFERENCEhttp://proquest.umi.com/pqdweb?index=2&did=1948710931&SrchMode=1&sid=1&Fmt=3&VInst=PROD&VType=PQD&RQT=309&V

Name=PQD&TS=1266294461&clientId=129893

http://proquest.umi.com/pqdweb?did=1554385321&sid=3&Fmt=3&clientId=129893&RQT=309&VName=PQD

www.emeraldinsight.com/10.1108/02634500810879278


http://www.emeraldinsight.com/10.1108/17465260910930458

www.emeraldinsight.com/10.1108/09564230810874986

www.emeraldinsight.com/10.1108/07363760810890543http://proquest.umi.com/pqdweb?

did=1947661151&sid=1&Fmt=2&clientId=129893&RQT=309&VName=PQDhttp://proquest.umi.com/pqdweb?did=1945866021&sid=1&Fmt=2&clientId=129893&RQT=309&VName=PQD



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http://papers.ssrn.com/sol3/papers.cfm?abstract_id=753445



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AMIT JHA Synopsis Consumer Behaviour