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CHAPTER 1
Introduction
Chapter 1.1
The Topic
“Analysis of market potential of Data Card of Reliance Communication Ltd in Ranchi“
Objectives
To collect the information of data cards of various companies
To check the satisfaction of customers of Reliance Net Connect
To identify the company position among competitors
To promote the reliance Net Connect Ranchi Market
To find out which type of schemes customers prefer and why
To find out the basic problem of customers
Scope of the study
The study will help the reliance communication to know the consumer feedback.
The study will help to know the potential market for Data Card service in Ranchi.
The company can find out where their competitors and they stand.
The study will help the company to know the customer profile.
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About Data Card
A data card is any removable computer component, approximately the size of a credit card,
that contains data, or that contains nonvolatile memory to which data can be written and from
which data can be recovered. The term is a synonym for smart card. Some data cards are
portable devices and include such components as flash memory modules and
proprietary memory sticks. They are useful for the transfer of files among computers and for
short-term data backup. Still other data cards are used with notebook computers to provide
mobile wireless Internet access. Busy people traveling out of the country on official purpose
realize that the utmost need of the hour, when they are not in the country, is to stay connected
with their e-mail IDs. The official e-mail accounts are the most active ones that need to be
checked frequently. The official mails constantly receives several important mails on regular
basis, which is why it becomes important for the account holder to keep a tab on their IDs even
whey are out. Realizing the significance of the matter, many telecommunications. For all the
business men traveling abroad a lot of times, the benefits of a prepaid data card are not
unknown. The companies are now offering prepaid internet data cards or pay-as-you-go
internet connection cards to the users. These data cards are like USB modem device that can be
directly connected to the laptop or a PC for accessing internet connection directly.
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Benefits of Data Card
Following are the benefits of using a 3g data card (internet connection modem device):
With a prepaid data card you can easily access internet form any part of the world
without being bothered about the hassles and the formalities of filling up forms with
the local LAN providers abroad.
You can stay connected to your most important official e-mail accounts, which is like a
lifeline for the modern economic world.
Using a 3g data card is much cheaper compared to the cost of purchasing a long-term
contract for international Wi-Fi service. It even works out to be more cost efficient than
renting a workstation at an Internet cafe abroad.
The device is very convenient to use and it can be easily connected to your PC or Laptop
to access anywhere anytime internet connection.
You need not to access your mails from your mobile phones and face troubles
responding to them from the small size screen of your handset.
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Chapter 1.2
Company profile
Type Public
(NSE: RCOM,BSE: 532712)
Industry Telecommunications
Founded 2004
Headquarters Navi Mumbai, Maharashtra, India
Key people Anil Ambani
(Chairman)
Satish Seth
(Visiting Consultant)
Products Wireless
Telephone
InternetTelevision
Data Cards
Recharge Vouchers
VC
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Revenue $4.774 billion (2010)
Net income $1.061 billion (2010)
Total assets $20.559 billion (2010)
Total equity $9.776 billion (2010)
Employees 30,974 (2010)
Parent Reliance Anil Dhirubhai Ambani
Group
Subsidiaries Reliance Telecom Limited
Reliance Globalcom Limited
Reliance Tech Services
Reliance Communications
Infrastructure Limited (RCIL)
Reliance Big TV Limited
Reliance Infratel Limited
Website Reliance Communications
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Reliance communications is an integrated convergent high capacity digital network connecting
people at affordable rates. Ranked #742 in 2010 Forbes Global 2000 list of companies this
telecommunication services company was a Dhirubhai Ambani brain child. Late Dhirubhai
Ambani had a vision of making tools of communication available to commoners thereby
allowing them to overcome barriers of mobility. Likewise, Reliance communication is capable of
delivering services covering entire gamut of information and communication value chain. Their
products and services include infrastructure setting application and consultancy.
Reliance Communication was set up as Reliance Infocomm in 1999 and from 2000 onwards
lying of optical fibres started in maharastra, Gujrat and Andhra Pradesh. Reliance Infocomm
was inaugurated in 2002 and first of interconnect was established in New Delhi in same year.
Also in that year, Reliance Communications commissioned their 1st
optic fiber backbone. In
2005, this company launched global roaming facility and CDMA services. Reliance
Communications was formed in 2006 and listed in Bombay and National stock exchanges.
Reliance Communicaton – Anil Dhirubhai Ambani group, ranks among india’s top three private
sector business houses in terms of net worth. The group has business interests that range from
telecommunications (Reliance Communication Limited) to financial services (Reliance Capital
Limited) and the generation and distribution of power (reliance Infrastructure Limited).Reliance
Communications is India’s largest information and communications services provider with over
50 million subscribers. The company is the realisation of its founder’s dream.
Reliance Communications has established a pan-India, next generation, integrated (wireless
GSM , CDMA Both and wire line), convergent (voice, data and video) digital network that is
capable of supporting best-of-class services spanning the entire communications value chain,
covering over 20,000 towns and 450,000 villages. Reliance Communications owns and operates
the world's largest next generation IP enabled connectivity infrastructure, comprising over
175,000 kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the Asia
Pacific region. Its business encompasses a complete range of telecom services covering mobile
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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. Its constant endeavour is to achieve customer delight by enhancing the
productivity of the enterprises and individuals it serves. Reliance Mobile (formerly Reliance
India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late
Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of Reliance
Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a
digital revolution in India. Today, it can proudly claim that it was instrumental in harnessing the
true power of information and communication, by bestowing it in the hands of the common
man at affordable rates. IT endeavour to further extend its efforts beyond the traditional value
chain by developing and deploying complete telecom solutions for the entire spectrum of society.
History
Reliance Communications was set up as Reliance Infocomm in 1999 and from 2000 onwards
laying of optical fibers started in Maharashtra, Gujarat and Andhra Pradesh. Reliance Infocomm
was inaugurated in 2002 and first of interconnect (POI) was established in New Delhi in same
year. Also in that year, Reliance Communications commissioned their 1st optic fiber backbone.
In 2005, this company launched global roaming facility and CDMA services. Reliance
Communications was formed in 2006 and listed in Bombay and National stock exchanges.
Reliance Communications Limited founded by the late Shri. Dhirubhai H Ambani (1932-2002) is
the flagship company of the Reliance Anil Dhirubhai Ambani Group. It is India's foremost truly
integrated telecommunications service provider. With a customer base of over 36 million
including close to one million individual overseas retail customers, Reliance Communications
ranks among the top ten Asian Telecom companies. Its corporate clientele includes 600 Indian,
250 multinational corporations and over 200global carriers and owns and operates the world's
largest next generation, IP enabled connectivity infrastructure, comprising over 150,000
kilometers of fiber optic cable systems in India, USA, Europe, Middle East and the Asia Pacific
region.
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Founder’s Profile
Few men in history have made as dramatic a contribution to their country’s economic fortunes
as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy
that is more enduring and timeless.
As with all great pioneers, there is more than one unique way of describing the true genius of
Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of
men, the architect of India’s capital markets, the champion of shareholder interest. But the role
Dhirubhai cherished most was perhaps that of India’s greatest wealth creator. In one lifetime,
he built, starting from the proverbial scratch, India’s largest private sector enterprise. When
Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300
(around Rs 14,000). Over the next three and a half decades, he converted this fledgling
enterprise into a Rs 60,000 crore colossus—an achievement which earned Reliance a place on
the global Fortune 500 list, the first ever Indian private company to do so. Dhirubhai is widely
regarded as the father of India’s capital markets. In 1977, when Reliance Textile Industries
Limited first went public, the Indian stock market was a place patronised by a small club of elite
investors which dabbled in a handful of stocks. Undaunted, Dhirubhai managed to convince a
large number of first-time retail investors to participate in the unfolding Reliance story and put
their hard-earned money in the Reliance Textile IPO, promising them, in exchange for their
trust, substantial return on their investments. It was to be the start of one of great stories of
mutual respect and reciprocal gain in the Indian markets. Under Dhirubhai’s extraordinary
vision and leadership, Reliance scripted one of the greatest growth stories in corporate history
anywhere in the world, and went on to become India’s largest private sector enterprise.
Throughout this amazing journey, Dhirubhai always kept the interests of the ordinary
shareholder uppermost in mind, in the process making millionaires out of many of the initial
investors in the Reliance stock, and creating one of the world’s largest shareholder families.
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CHAIRMAN'S PROFILE
Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani,
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
He is currently a member of:
Wharton Board of Overseers, The Wharton School, USA
Board of Governors, Indian Institute of Management (IIM), Ahmadabad
Board of Governors, Indian Institute of Technology (IIT), Kanpur
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Select Awards and Achievements
Voted ‘the Businessman of the Year’ in a poll conducted by The Times of India –
TNS, December 2006
Voted the ‘Best role model’ among business leaders in the biannual Mood of the
Nation poll conducted by India Today magazine, August 2006
Conferred ‘the CEO of the Year 2004’ in the Platts Global Energy Awards
Conferred 'The Entrepreneur of the Decade Award' by the Bombay Management
Association, October 2002
Company’s vision
To leverage their strengths to execute complex global-scale projects to facilitate leading-
edge information and communication services affordable to all individual consumers
and businesses in India.
To 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.
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Company’s Mission
Reliance aims to create world-class benchmarks by:
Meeting and exceeding Customer expectations with a segmented approach.
Establishing, re-engineering and automating Processes to make them customer
centric, efficient and effective.
Incessant offering of Products and Services that are value for money and excite
customers.
Providing a Network experience that is best in the industry.
Building Reliance into an iconic Brand which is benchmarked by others and leads
industry in Intention to Purchase and Loyalty.
Developing a professional Leadership team that inspires, nurtures talent and
propagates RCOM Values by personal example.
CORPORATE PROFILE
Organizations, like individuals, depend for their survival, sustenance and growth on the support
and goodwill of the communities of which they are an integral part, and must payback this
generosity in every way they can... This ethical standpoint, derived from the vision of its
founder, lies at the heart of the CSR philosophy of the Reliance – ADA Group.
While they strongly believe that their primary obligation or duty as corporate entities is to their
shareholders – they are just as mindful of the fact that this imperative does not exist in
isolation; it is part of a much larger compact which they have with their entire body of
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stakeholders: From employees, customers and vendors to business partners, eco-system, local
communities, and society at large.
They evaluate and assess each critical business decision or choice from the point of view of
their diverse stakeholder interest, driven by the need to minimize risk and to pro-actively
address long-term social, economic and environmental costs and concerns.
For them, being socially responsible is not an occasional act of charity or that one-time token
financial contribution to the local school, hospital or environmental NGO. It is an ongoing year-
round commitment, which is integrated into the very core of our business objectives and
strategy. Because they believe that there is no contradiction between doing well and doing
right. Indeed, doing right is a necessary condition for doing well.
Company’s SWOT analysis
Strength
Low Entry Cost
Commission Structure
Fast Activation Process
Network
Connectivity
Data GPRS
Weakness
Branding Image
Distribution problem
Lack of Competitive Strength
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Opportunity
Preference of both GSM CDMA
New Specialist Application
Rural Telephony
New Market, Vertical, Horizontal
Competitors` Vulnerabilities
Threat
Political destabilization.
New Entrants
IT Development
Market Demand
Seasonality, Weather Effect
Reliance CDMA & GSM
CDMA (Code Division Multiple Access) is superior to GSM (Global System for Mobile
Communication). In CDMA technology, each piece of transmission has a unique code, which is
spread all over the allotted spectrum. Imagine a room full of people trying to talk to each other.
In the case of GSM technology, if two people were to carry on a conversation and be able to
hear each other clearly, each pair would have to wait for everyone else to stop talking. In case
of CDMA, although everyone speaks at the same time in different languages the respective
listeners understand their own languages and filter out the remaining noise that is other
conversation. This is because of the transmission has a unique code. This means that CDMA
technology has higher capacity nearly 4 times that of GSM. So, even if there are more people
talking at a given point of time, there will be more calls get connected as compared to GSM.
Higher capacity also ensures that there is high speed internet access along with faster data
downloads.
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Advantages of CDMA
Coverage:
Due to advanced technology- CDMA’s coverage is between 1.7 and 3 times that of GSM. This
means services would be available at far off locations of the CDMA network. Also ensures that
you stay connected even in basements and lifts.
Clarity:
CDMA systems can achieve crystal clear voice conversations because of CDMA’s strong
digital processing and background noise reduction capability.
Cost Benefits:
CDMA better coverage and capacity result in cost benefits. Cost per subscribers is low-which
means service provider can offer more facilities at a reduced cost resulting in savings for the
subscribers.
Compatibility
CDMA phones are usually dual mode which means they work in both CDMA systems and analog
cellular systems. This translates into roaming capability in various networks across the world
.Also the handset can be upgraded by programming. You do not need to spend additional
money required for a new handset by upgrading the technology into the existing technology.
Customer Satisfaction
CDMA results in greater customer satisfaction because CDMA provides better reliability, having
been tried and tested in various countries including USA; Korea. Uses lighter handset listeners
understand their sensors longer battery life of handsets due to low power requirements of
CDMA systems.
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Comparison (CDMA v/s GSM)
Capacity and spectrum efficiency:
CDMA system can support 2- 3 times more simultaneous calls per MHz as compared to GSM.
Hence, better connectivity.
Speech quality
When a subscriber moves from one BTS to another, while making or receiving call, the call
needs to be handed over from one BTS to another. In telecom language, this is called a
‘HANDOVER.” In GSM, before handing over, the call is disconnected from the serving BTS for a
small period resulting in hand over noise and this type of handover is known as hard handover.
CDMA uses soft handover technique where two or more alternate sites identify the call and
hand over the calls to the best server when handover is required. Hence, here is no disturbance
during handover and the chance of call drop during handover is minimized.
Up gradation and data evolution in GSM & CDMA
GSM
Maximum data speed in GSM system (2G) is 9.6 Kbit/ second. The GSM system can be upgraded
to 2.5 G where the data speed can go up to 115 Kbit/second.
CDMA
The data speed in case of CDMA 1x can be enhanced with introduction of HDR (High Data Rate)
to a speed of 1.25 mbit/second i.e. almost three times that of Enhanced data rates for GSM
Evolution (EDGE). The main advantage of CDMA is that 3g can be achieved in the same brand,
unlike GSM where you require a separate brand for WCDMA 3G.Cdma has various advantages,
higher capacity, better spectrum efficiency, better voice quality, and better data speed
capability and has an easier migration path to 3G.
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Reliance 3G
3G is the next generation mobile technology offering higher speeds on both uplink (up to 5.7
Mbps) and downlink (up to 28 Mbps). It will enable a host of rich multimedia services such as
video calling, video on demand, and provide a richer experience for existing services such as
mobile internet, mobile TV and MMS.
3G networks operate on technology called High Speed Downlink Packet Access (HSPA). Data is
transmitted many times faster than earlier 2G networks. This basically means that in addition
to the earlier audio, graphics, and text, you can now send and receive video content too —
provided you have a 3G-enabled handset or USB data card and are in 3G coverage areas.
Reliance is offering its 3G (third generation) mobile services to the customers all over India so
that they have unlimited access to fun and entertainment with 3G network which is new
technology in telecommunications and networking for third generation. It is
more convenient and beneficial in terms of better conversation having wide range of services
and advanced network ability and much more than the previous 2G network. The Reliance 3G
is able to increase the rate of spectral efficiency.
3G Benefits
HIGH SPEED IN YOUR HANDS
Now, with Reliance 3G (third generation) having high speed, the world is in your hands and
you can connect your friends and family as quick as you wish. You will be surprised to know
that at the speed of up to 2 Mbps (MEGABITS PER SECOND); transmission of data has been
so easy as was never before. The data transmission and calling is also affected by the
environment where the process is being done but with new development in information
technology this problem has been solved and customers can enjoy their call from anywhere.
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UNMATCHED APPLICATIONS AND BENEFITS
Due to development in technology, several complex and new applications are being facilitated
by third generation such as:
High speed
Quick data transmission
Web browsing
Light to Heavy file transfer at high speed
Remote access to control in-house appliance and machines
Through the internet everything is compressed and people can have easy access through WWW
(World Wide Web). Companies can connect to the customers and customers can connect to the
companies and their products and 3G technology has made everything so easy.
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Chapter1.3
Area Profile
Fig1.3.1 Ranchi is the capital of the Indian state of Jharkhand. Jharkhand accounts for 40% of the
mineral resources of India. Ranchi accounts for 50% mineral production of the state, nearing
about 18% of nation's mineral production. For this reason Ranchi is also called the Manchester
of the East. In the 2001 India census, Ranchi had a population of 846,454. As per the Ranchi
Municipal Corporation the current population figure stands approximately at 12.5 Lakhs (1.25
Million). Males constitute 53% of the population and females 47%. Ranchi has an average
literacy rate of 74%, higher than the national average of 59.5%: male literacy is 80%, and female
literacy is 68%. In Ranchi, 13% of the population is under 6 years of age. The city witnessed a
sudden surge in population after the declaration of the new state of Jharkhand in 2000. Owing
to the rising employment opportunities and opening of numerous regional and state level
offices, banks, and FMCG companies, the city witnessed a rapid influx of employment seeking
migrants. As per a study done by ASSOCHAM in late 2010, Ranchi was the highest employment
generating Tier-III city in India with a share of 16.8%, followed by Mangalore and Mysore.
Country India
State Jharkhand
Population 946,455 (2001)
Time zone IST (UTC+5:30)
Area
Elevation
Codes
Pin code
Telephone
729 meters (2,392 ft)
834001
0651
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Chapter 2
Review of LiteratureAs per study done by Telecom Yatra India adds 2.5 Lakh CDMA data card subscribers every
month.In a country where broadband targets have continuously been missed, CDMA operators
have crossed the three million subscriber mark with their EVDO data cards, which provide high
speed internet access. According to research done by Telecom Yatra, CDMA operators are
adding around 2.5 lakh data card subscribers per month. Also, the absence of 3G data cards has
proved to be a big factor in success story of CDMA data cards.
Source http://indiatelecomnews.com/?p=887(accessed on 30th June 2011)
As per the CMR Update: India Quarterly Data Card and USB Modem Market Review, Q2 CY2009
India Data Card and USB Modem sales (shipments) cross one million units mark in 12-M period
ending June ’09. The sales (shipments) of data cards and USB modems crossed the one million
mark (1,002,169 nos.) in the 12 months ending June 2009, according to the findings of CMR’s
“India Quarterly Data Card and USB Modem Market Review, Q2 CY2009”. CMR India, the
leading IT intelligence firm attributes this to the rapid growth in travel and the need to stay in
touch with customers, vendors and business partners 24/7. The communication needs of
enterprises have grown to include access to e-mails and corporate applications, as well as
personal communication, online transactions and entertainment, the first ever CMR India study
in this segment adds.The sharp increase in the demand for data cards/USB modems in the last
four quarters has gone up from 1.76 lakh units in July-September 2008 quarter to 4.05 lakh in
April-June 2009. While in the quarter ending July-September 2008 one data card/USB modem
was sold for every 4 notebook computers, this number improved to 3.2 data cards/USB modems
sold for every 4 notebook computers in the April-June 2009 quarter.
Source http://www.cybermedia.co.in/press/pressrelease137a.html on 1st July
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Chapter 3
Methods and Methodology
Chapter 3.1
3.1.1 Research design- The research design was diagnostic in nature.
3.1.2Research Techniques-
Interview Technique
Personal Discussions
Observations
3.1.3 Research Tools-
A questionnaire was prepared for accessing the market potential of Fixed Wireless Phone of
Reliance, consumer perception and satisfaction towards services provided by Reliance
Communication, it further aimed at knowing the brand value of the company and knowing its
potential customers. Questionnaire is prepared after thorough literature review, keeping in
mind the consumers comfort and our objectives. The objectives of the research were translated
into specific questions. Most of the questions were multi options, somewhere dichotomous
also. There were closed ended as well as open ended questions; some scale based questions
(e.g. Likert Scale, Rank Order Scale) were also used for knowing consumer perception.
Chapter 3.2
Sampling Design
Both commercial and household consumers were taken as respondents out of 100 respondents50 were household consumers and 50 were commercial consumers.
Convenient sampling of non-probability sampling technique was used.
Different areas of Ranchi were visited for collecting data.
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Chapter 3.3
Data type
Primary data
For analysis primary data collected directly from respondents of different areas of Ranchi was
used
Secondary Data
Various information like promotional activities, various models of the product and their
features, areas where respondents could be accessed was provided by our project head
concerning various departments.
Chapter 3.4
Tools of Data Analysis
For analysis of data SPSS Software was used.
Various tools like Chi-square, T-table, and Frequency was used.
Chapter 3.5
Study Constraints
The primary constraint was time. The time was too short to study such a huge area.
Many of the respondents were not willing to answer and their responses were biased
too.
FWP subscribers were less so for getting respondents we joggled hard.
Informations provided were in approximations.
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Chapter 4
Data Analysis and Interpretation
INTRODUCTION
The Questionnaire prepared for the study keeping view objective of the study because the
questionnaire means translation of objectives into specific questions. The prepared
questionnaire pretested in the field and in the light of findings of pretest the same was
repeated.
The information supplied by respondents was manually check and filled questionnaire entered
into the computer with the help of Statistical Packages of Social Studies (SPSS).The required
analysis was done with the help of SPSS only two statistical technique as used to analyses the
data Chi-Square and T-Test. The findings of the analysis of the data are presented in this
chapter along with the interpretation.
Chi-Square Table
Chi-Square is a statistical tool used for nominal data. Nominal data are those data where
numbers are used for identification sake only; there is no rank or hierarchy among the
numbers. In chi-square two types of frequencies are calculated one is expected which is
believed to come and one is observed which actually comes from respondent.
Hence Chi-Square is the difference between the observed and expected frequency. If Chi-
Square value is equal to or greater than book value then it will be significant at .05 or .01 level.
Otherwise it will not be significant.
If expected frequency of any cell or cells are less than 5 Chi-Square can’t be calculated.
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T-Table
It is used for Ordinal data. Ordinal data are those data where there is hierarchy between the
numbers used to depict variables.
These tables are shown further in this chapter and are discussed.
4.1 Characteristics of the Respondents:-
I have done survey on Reliance Data Card. There are 100 numbers of respondents. From which
most of them are below 25 years (51 numbers) and 49 numbers are of more than 25 years. Out
of 100 respondents 88 were household consumers and 12 were commercial consumers. 57
were students, 20 are service men, 19 were business man and 4 are having other occupations.
These common characteristics of respondents are shown in the table below.
Table 4.1:- Characteristics of Respondents
Characteristics Number Percentage1.Gender
Male
Female
81
19
81
19
2.Age group
16-25
25+
51
49
51
49
3.Occupation
Student
Service
Business manFarmer
Others
57
20
19-
4
57
20
19-
4
4.Consumer Type
Commercial
Household
12
88
12
88
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Chapter 4.2
Awareness about Data Card Services
Out of 100 respondents taken by me 51 respondents among age group 1 (up to 25 yrs of age)
and 49 of age group 2 (25+ of age) are aware of Data Card services. The same is shown below in
the table.
Table 4.2
Comparison of awareness of consumers by two age groups (gr1=40 gr2=40+)
Variables
Q.1
Age Total
25 25+
Yes 51
(51)
49
(49)
100
(100)
Total 51
(51)
49
(49)
100
(100)
Chi Square value can’t be computed
Chapter 4.3
The Operator Subscribed
Out of total 100 respondents 39% have subscribed Reliance, 34% Tata Photon+, 8% Airtel and
19% others like BSNL broadband. Out of 39% Reliance 22% are from age group 1 and 17% are
from age group 2.Out of 34% Tata Photon+ equal no of respondents i.e. 17 are there in both
the groups. out of 8% Airtel 4% are from age group 1 and 4% are from age group 2.Out of 19%
others 8% are from age group 1 and rest 11% are from age group 2.
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Table 4.3
Comparison of telecom operators the consumer is using by two age Groups (Gr1=25 Gr2=25+)
Variables
Q.2
Age Total
Up to 25 25+
Reliance 22
(22)
17
(17)
39
(39)
Tata Photon+ 17
(17)
17
(17)
34
(34)
Airtel 4
(4)
4
(4)
8
(8)
Others 8
(8)
11
(11)
19
(19)
Total 51
(51)
49
(49)
100
(100)
Chi Square value can’t be computed
Graph 4.1
39
34
8
19
Market Share
Reliance
Tata Photon+
Airtel
Others
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4.4: Time from when Internet is used
Out of 100 respondents 21 are using Internet services from last three months (9 from age gr 1
up to 25 and 1 from age gr 2 25+), 48 are using it from last 6 months (31 from age gr 1 and 17
from age gr 2), 20 are using it from last 1 yr (9 from age gr 1 and 11 from age gr 2), 11 are using
it from more than 1 yr (2 from age gr 1 and 9 from age gr 2).
Table 4.4
Comparison of time the internet services is being used by consumer by two age Groups
(Gr1=25 Gr2=25+).
Variables
Q.3
Age Total
Up to 25 25+
Last three months 9
(9)
12
(12)
21
(21)
Last six months 31
(31)
17
(17)
48
(48)
Last one year 9
(9)
11
(11)
20
(20)
More than one year 2
(2)
9
(9)
11
(11)
Total 51
(51)
49
(49)
100
(100)
Chi Square value = 9.130
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Graph 4.2
4.5: Availabilty of different models of Data Card
Out of 100 respondents approximately all agree that different models were available at the
stores whenever they wanted. Only few were of the opinion that they not available.
Table 4.5
Comparison of availability of different models of Data Card by the two age Groups
(Gr1=25 Gr2=25+).
Variables
Q.4
Age Total
Up to 25 25+
Yes 41
(41)
45
(45)
86
(86)
No 10(10)
4(4)
14(14)
Total 51
(51)
49
(49)
100
(100)
Chi Square value 2.719
0
5
10
15
20
25
30
35
40
45
50
Last three
months
Last six
months
Last one
year
More
than oneyear
21
48
20
11
Time from when Data Card used
Time from when Data Card
used
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Graph 4.3
4.6: Awarness about Reliance Data Card
Out of total respondents all the respondents are aware of Reliance Data Card.
Table4.6
Comparison of awareness of consumer towards Reliance Data Card by the two age Groups
(Gr1=25 Gr2=25+).
Variables
Q.5
Age Total
Up to 25 25+
Yes 51
(51)
49
(49)
100
(100)
Total 51
(51)
49
(49)
100
(100)
Chi Square value can’t be computed.
86
14
Availability of Models
Yes
No
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4.7: Tariff Vs Value
Out of total respondents 25% (11 from age Gr 1 and 14 from age Gr 2) are of the opinion that
Reliance is highly priced, 59% (28% from age Gr 1 and 31% from age Gr 2) says that Reliance is
moderately priced, and only 16% (12% from age Gr 1, 4% from age Gr 2) says that Reliance is
low priced.
Table 4.7
Comparison of opinion regarding tariff offers of Reliance Vs the value it offers by the two age
Groups (Gr1=25 Gr2=25+).
Variables
Q.6
Age Total
Up to 25 25+
Highly priced 11
(11)
14
(14)
25
(25)
Moderately priced 28
(28)
31
(31)
59
(59)
Low priced 12
(12)
4
(4)
16
(16)
Total 51
(51)
49
(49)
100
(100)
Chi Square value = 4.474
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Graph 4.4
4.8: Opinion on different parameters
Opinion of two age groups on different parameters are same as T value is not significant. The
more is the mean of the group the Strong is the opinion.
Table4.8
Comparison of the parameters provided by Reliance by the two age Groups (Gr1=25
Gr2=25+).
Options 25(N=51) 25+(N=49) T-Value
Mean S.D. Mean S.D.
Services 2.88 1.160 2.84 1.179 .195NS
Brand 4.16 .543 4.24 .662 .728 NS
Network 3.04 1.248 3.35 .948 1.384 NS
Scheme 3.57 .878 3.41 .840 .934 NS
NS= Non Significant
0
10
20
30
40
50
60
Highly priced Moderately priced Low priced
25
59
16
Tariff Values
Tariff Values
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4.9: Satisfaction
Out of the total respondents 51% (29% from age gr 1, 22% from age gr 2) are satisfied with
Reliance Data Card services while 49% (22% from age gr 1 and 27% from age gr 2) are not
satisfied with Reliance.
Table 4.9
Comparison of satisfaction of consumer towards Reliance Data Card services by the two age
Groups
(Gr1=25 Gr2=25+).
Variables
Q.8
Age Total
Up to 25 25+
Yes 29
(29)
22
(22)
51
(51)
No 22
(22)
27
(27)
49
(49)
Total 51
(51)
49
(49)
100
(100)
Chi Square value = 1.432
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Graph 4.5
4.10: Reasons for not subscribing Reliance
Out of total respondents 19% have not subscribed Reliance because they consider it highly
priced,25% have not subscribed it because they find its schemes unattractive, 29% have not
subscribed it because they feel that Reliance has a poor after sell service, 9% have not
subscribed it as they feel Reliance call charges are high,61% have not subscribed it because of some other reasons like speed, network, many are using other subscribers and are quite
satisfied so they have no need to change it.
48
48.5
49
49.5
50
50.5
51
Yes No
51
49
Satisfaction Level
Satisfaction Level
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Table 4.10
Comparison of reasons of not subscribing reliance FWP by the two age Groups (Gr1=25Gr2=25+).
Variables
Q.9
Age Total Chi Square
ValueUp to 25 25+
Q9.1 10
(10)
9
(9)
19
(19)
.025
Q9.2 12
(12)
13
(13)
25
(25)
.120
Q9.3 12
(12)
17
(17)
29
(29)
1.513
Q9.4 6
(6)
3
(3)
9
(9)
-
Q9.5 34
(34)
27
(27)
61
(61)
1.405
Graph 4.6
0
10
20
30
40
50
60
70
1925
29
9
61
Reasons for Not using Reliance
Reasons for Not using
Reliance
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4.11: Consumers willingness to subscribe Reliance
Out of total respondents 37% are agree to subscribe if the factors which are perceived by them
as poor is set right while 28 % are still not ready to subscribe it, and 35% already avail RelianceFWP services.
Table 4.11
Comparison of views of consumers to be ready to subscribe Reliance Data Card if the factors
which the consumer is perceiving –ve is set right by the company by the two age Groups
(Gr1=25 Gr2=25+).
Variables
Q.10
Age Total
Up to 25 25+
Yes 17
(17)
20
(20)
37
(37)
No 13
(13)
15
(15)
28
(28)
Already have 21
(21)
14
(14)
35
(35)
Total 51
(51)
49
(49)
100
(100)
Chi Square value = 1.747
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Graph 4.7
4.12: Reliance future to be a telecom leader
Out of total respondents 67% (34% from gr 1 ,33% from gr 2)feel that Reliance will be a market
leader in future telecom industry while only 33%(17% from age gr 1 and 16% from age gr 2) feel
that it will not be a leader in future telecom industry.
0
5
10
15
20
25
30
35
40
Yes No Already Have
37
28
35
Ready to subscribe Reliance
Ready to subscribe Reliance
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Table 4.12
Comparison of opinion pertaining reliance to be a future telecom leader by the two ageGroups
(Gr1=25 Gr2=25+).
Variables
Q.11
Age Total
Up to 25 25+
Yes 34
(34)
33
(33)
67
(67)
No 17
(17)
16
(16)
33
(33)
Total 51
(51)
49
(49)
100
(100)
Chi Square value =.005
Graph 4.8
0
10
20
30
40
50
60
70
Yes No
67
33
Reliance to be a Market Leader
Reliance to be a Market
Leader
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Chapter 5
Summary and Conclusion
5.1
Summary
Indian economy is an emerging one and is growing very fast at the average GDP rate 8-9% so in
this emerging market competition level among telecommunication services provides new
players are coming who will necessarily intensify the competition. New products and newschemes are being offered by the telecom service providers. The need for large information
capacity has grown tremendously due to the demand of real time information.
Telecommunication has now become a major information transmission system and telecom has
undoubtedly emerged as the most important industry in India. Indian telecom companies are
putting in their best offer to rope in major telecom operators of the world e.g. Vodafone, Aircel,
Airtel, Tata indicom MTNL etc. are playing their role in synergy with the operation of the Indian
companies. Process of acquisition and merger are in process and future will be only for those
companies who have an edge over others in the field. Service provided and the better quality of
network etc. is provided at an affordable cost. In this process of competition it is assumed that
only those companies will survive who adopt suitable market strategy and technology
innovation and up gradation to suit the aspiration and demand of the consumer.
RCOMM cellular ltd. An Anil Ambani Group of cos. Is very fast catching up with the market by
providing cheaper calling rates. The market strategies adopted by its executives are bearing
fruits. But this is not a thing for self contentment as the survey reveals that in network, service
and distributor, its place is very far behind to other competitors viz. Airtel, BSNL, and Tata
indicom etc. so to withstand the competition resources mobilization and technological
innovation, up gradation of its quality of network and services is urgently called for.
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5.2
Conclusion
On the basis of the survey report that have been generated through SPSS software I can say
that
The market share of Reliance is 39% and just below of Reliance, Tata photon+ having
34% share in Data Card.
The usage of Data Card is basically done by the students.
Most of the consumers of Data Card are of the age groups in 20 to 30.
The usage of Data Card is basically done by the household consumers.
Internet is very popular in India, so the usage of data cards that the consumers are
doing is more than one year.
Most of the people think that the value which they get from reliance is moderately
priced.
The models which the consumer wants is available in most of the cases.
Majority of customers is satisfied with the services of reliance.
Most of the consumers wants to subscribe the Reliance Data Card, and most of them
are using and they are satisfied.
67% of the respondents thinks that Reliance will become future market leader in the
telecom sector.
Few of the respondents are not satisfied with the reliance services and they say if the
speed and network of the reliance data card becomes good and the hidden charges will
minimized then they will also switch to reliance data card.
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Suggestion
After completing my work of analyzing and creating customers for, Data cards of Reliance
communication I want to recommend some important facts to the company about its products.
Company should come with some good and effective plans to make the customer
satisfied.
Company should move towards the good customer relations so company should plan
for the customer relationship management.
Sales Executives are not getting proper guidance and support from the seniors because
of heavy workload on them so there is a need to manage workload so managing
manpower is also a big task to do.
Majority of respondents complain about the after sales services like billings, and
interruption in the network so the quality of after sales services should be improved.
Customer care services are very poor company should improve that part also.
Device installation and registration on site should be easier to work so that customers
need not to give more papers at the time of purchasing a new connection.
Reliance Communication should make such strategies which suits the company’s name
and brand. Reliance Communication is already having a good brand image.
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Bibliography
BOOKS
Kotller, Phillip, et al., 1999, Principle of Marketing Management, Prentice Hall Inc, New Delhi
Website
www.yahoo.com
http://www.cybermedia.co.in/press/pressrelease137a.html on 1st July
http://indiatelecomnews.com/?p=887(accessedon 30th June 2011)
www.google.com
www.wikipedia.org
www.rcom.co.in
www.relianceadagroup.com
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Annexure
Questionnaire on the Topic
“Analysis of Market Potential of Data Card of Reliance Communication Ltd in Ranchi”
I am the student of Master School of Management (F – 17, Shastri Nagar, Meerut,Tel – 0121-2763441,
2769984) as a part of my assignment I have to complete a research project. For that I humbly request
you to kindly co-operate in providing the information as per the questionnaire. I assure you that the
information provided by you will be kept confidential and only aggregates will be used in the project
report.
Researcher name – Rahul
Contact no- 07669003367
Questionnaire for consumers
I. General Information-:
Name of Respondent …………………………………………………………………………………………
Contact No …………………………………………………………………………………………
Address ………………………………………………………………………………………..
Gender a) Male b) Female
Occupation a) Student b) Service c) Business man
d) Farmer e) Others (specify)
What type of consumer you are a) Commercial b) Household
II.
Specific Information -:Q.1. Are you aware of Data Card?
a) Yes b) No
Q.2. Which Data Card operator you have subscribed to?
a) Reliance b) Tata photon+ c)Airtel d)others
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