Research Final Project

8/9/2019 Research Final Project

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INTRODUCTION

As the title of our project is Consumer Behavior DuringTaking New Mobile Connections first of all we need to

understand that What is consumer buying behavior?Before business can develop marketing strategies, they mustunderstand what factors influence buyers behavior and how theymake purchase decisions to satisfy their needs and wants. Buyersare moved by a complex set of deep and subtle emotions.

Their behavior result from deeply held values and attitudes; theirperception of the world and their place in it, from common sense,impulse or just plain whimsy.

There are also several stages through which the consumer exhibit

before deciding to purchase goods or services. These include 5steps which are: problem or need recognition, informationsearch, alternative evaluation, purchase and post-purchase evaluation.

IMPORTANCE OF CONSUMER SATISFACTION

The needs to satisfy customer for success in any commercialenterprise is very obvious. The income of all commercial

enterprise is derived from the payments received for the productsand services supplied to its customers. If there is no customerthere is no income and there is no business. Then the coreactivity of any company is to attract and retain customers. It istherefore no surprise that Peter F Druckerthe renownedmanagement Guru, has said to satisfy the customers is themission and purpose of every business. Satisfaction ofcustomer isessential for retention of customers and for continuous sales ofthe products and services of the company to customers. Thisestablishes the needs for and the importance of customersatisfaction. The satisfaction of consumers is different from one toanother. Became, each consumer has the different behavior intheir life. So, the marketer satisfies the consumer, hemust very well know the behavior of consumer.

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CONSUMER BUYING BEHAVIOR

Consumer behavior refers to the mental and emotionalprocess and the observable behavior of consumers during

searching, purchasing and post consumption of a productor service.Consumer behavior involves study of how people buy, what theybuy, when they buy and why they buy. It blends the elementsfrom psychology, sociology, socio-psychology, anthropology andeconomics. It also tries to assess the influence on the consumerfrom groups such as family, friends, reference groups and societyin general.Buyer behavior has two aspects: the final purchase activityvisible to any observer and the detailed or short decision processthat may involve the interplay of a number of complex variablesnot visible to anyone.

FACTORS AFFECTING CONSUMER BUYINGBEHAVIOR

Consumer buying behavior is influenced by the major threefactors:

1. Social Factors2. Psychological Factors3. Personal Factors.

A. SOCIAL FACTORS

Social factors refer to forces that other people exert and whichaffect consumers purchase behavior. These social factors caninclude culture and subculture, roles and family, social class and

reference groups.

Example:

By taking into consideration Reference group, these caninfluence/ affect the consumer buying behavior. Reference grouprefers to a group with whom an individual identifies herself/

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himself and the extent to which that person assumes manyvalues, attitudes or behavior of group members.Reference groups can be family, school or college, work group,club membership, citizenship etc.

Reference groups serve as one of the primary agents ofconsumersocialization and learning and can be influential enough to inducenot only socially acceptable consumer behavior but also sociallyunacceptable and even personal destructive behavior. Forexample, if fresher student joins a college / university, he/she willmeet different people and form a group, in that group there canbe behavior patterns of values, for example style of clothing,handsets which most of group member prefer or even destructivebehavior

such as excessive consumption of alcohol, use of harmful andaddictive drugs etc. So, according to how an individual referenceshim / her to that particular reference group, this will influence andchange his/her buying behavior.

B. PSYCHOLOGICAL FACTORS

These are internal to an individual and generate forces withinthat influence her/his purchase behavior. The major forces include

motives, perception, learning, attitude and personality.

Example:

Attitude is an enduring organization of motivational, emotional,perceptual and cognitive processes with respect to some aspectof our environment. Consumer form attitude towards a brand onthe basis of their beliefs about the brand. For example,consumers of Sony products might have the belief that theproducts offered by Sony are durable; this will influence those

customers to buy Sony products due to this attitude towards thebrand.

C. PERSONAL FACTORS

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These include those aspects that are unique to a person andinfluence purchase behavior. These factors include demographicfactors, lifestyle, and situational factors.

Example:Lifestyle is an indicator of how people live and expressthemselves on the basis of their activities, interests, and opinions.Lifestyle dimension provide a broader view of people about howthey spend their time the importance of things in theirsurroundings and their beliefs on broad issues associated with lifeand living and themselves. This is influenced by demographicfactors andpersonality.

E.g. A CEO or Manager is likely to buy more formal clothes, tiesand shoes or PDAs and less informal clothes like jeans ascompared to a Mechanic or Civil engineer. So according to theirlifestyle and profession, the buying behavior of people differsfrom one another.

CONSUMER BUYING DECISION PROCESS

Consumer buying decision process is the processesundertaken by consumer in regard to a potential markettransaction before, during and after the purchase of aproduct or service.Consumer decision making process generally involves fivestages-:

Problem Recognition

Purchase decision making process begins when a buyer becomesaware of an unsatisfied need or problem. This is the vital stage inbuying decision process, because without recognizing the need orwant, an individual would not seek to buy goods or service.

There are several situations that can cause problem recognition,these include:

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Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation

Marketer Initiated Activities

Example:Its when a person recognizes that she cannot make a call fromher mobile phone thats when she recognizes that her phone hasbeen damaged i.e. the phone has hardware problems and needsto be repaired or buying a new piece.

Information Search

After the consumer has recognized the need, he / she will try tofind the means to solve that need this is called nominal decisionmaking. Secondly, a consumer will try to solve the problem byasking a friend or goes to the market to seek advice for whichproduct will best serve his need, this is called limited decisionmaking.

Sources of information include:

Personal sources Commercial Sources Public sources Personal experience

Example: (continuing from previous)The user of the phone after recognizing that her phone isdamaged, she will eventually try to find out how she can repairher phone. If she cannot repair it herself she will ask a friend tohelp out, if the friend cannot solve the problem she will go tomobile repair shop, if they also cannot repair it then she will try tofind which mobile phone is good and that can serve her need. In

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this process of information collection it will yield awareness of setof brands ofmobile connections she can buy.

Alternatives evaluation

Consumers evaluates criteria refer to various dimension;features,characteristics and benefits that a consumer desires to solve acertain problem. Product features and its benefit is whatinfluence consumer to prefer that particular product. Theconsumer will decide which product to buy from a set ofalternative products depending on each unique feature that theproduct offers and the benefit he / she can get out of that feature.

Example: (continuing from previous)

When that user got enough information concerning the differentbrands of mobile connections available in the market, she willdecide which kind of a mobile phone and brand shes going to buydepending upon her need for that particular mobile, either amobile for multimedia and entertainment, Smartphone or classicphone.

Purchase Action

This stage involves selection of brand and the retail outlet topurchase such a product. Retail outlet image and its location areimportant. Consumer usually prefers a nearby retail outlet forminor shopping and they can willingly go to a far away store whenthey purchase items which are of higher values and which involvehigher sensitive purchase decision. After selecting where to buyand what to buy, the consumer completes the final step of

transaction by either cash or credit.


After selecting brand of the phone and model from differentalternatives of mobile connections, she will make a final decisionof where to buying that phone and make the final transactionprocedures.

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Post-purchase Actions

Consumer favorable post-purchase evaluation leads to

satisfaction.Satisfaction with the purchase is basically a function ofthe initial performance level expectation and perceivedperformance relative to those expectations. Consumertends to evaluate their wisdom on the purchase of that particularproduct. This can result to consumer experiencing post purchasedissatisfaction. If the consumers perceived performance level isbelow expectation and fail to meet satisfaction this will eventuallycause dissatisfaction, and so the brand and/ or the outlet will notbe considered by the consumer in the future purchases. This

might cause the consumer to initiate complaint behavior andspread negative word-of-mouth concerning that particularproduct.


If she decided to buy a multimedia phone she will try to comparethe quality of music it provides and pictures taken if they meether expectations. If she will find that her expectation are meetingshe will be satisfied, if she found that there are more additional

features that she did not expect this mobile phone to have, shewill be delighted, otherwise, she will be dissatisfied. Since our titleis Consumer behavior during taking new mobileconnections, I need to do the survey of existing/newconsumers of the service of different cellular service providers.Hence, our project is totally based on comparative analysis ofdifferent attributes shaping the consumer behavior during takingnew mobile connections. Till date we have completed the surveyof 25 consumers of different cellular service providers and we got

manySuggestions & Recommendations from the customers.

OBJECTIVE of the study:

1.To ascertain the attributes which influenced the customers inselecting a particular cell phone services provider.

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2.To study the consumers satisfaction towards different cellularservice providers.3.To assess the general problems faced by the cellular serviceusers.

Need of the study:

Exchange of information becomes the necessity of life to acommon man. In the modern world an individual tends tocommunicate anything to everything right from the place wherehe/she stands. Even while riding a vehicle he / she wants tocommunicate within a fraction of second at quick speed with clearvoice, without any disturbance like line crossing, out of order,etc ; most of which lack in the connectivity given by the

department of telecommunication.Cellular service providers emerge as a boon quench such athirst, thus by providing facilities, which a common man cannotimagine. Though the telecom industry has its origin in the recentpast and the growth has been excellent.Day by day many new competitors enter the market with newattractive schemes, provide additional facilities, add new featuresto existing ones, reduce the charges of incoming and outgoingcalls, introduce varieties of handsets, models a healthy

competition that benefits the subscribers. Hence in this context, itis important to study the various attributes or factors which shapethe consumers mind during taking or switching over to newmobile connections.

In terms of value- addition to the organization, this study willdefinitely help the Company to grow in future. As, we all areaware of the fact that a fierce competition is going on, in order tostay alive in the market place. In this situation, one competitortries to

penetrate through the loop holes of the other competitor. Thisproject will visualize all sorts of loop holes which other possessesright now and will also give a complete insight to all types ofproblems such as, whether the products & services are competentenough to fight back their competitors products & services ornot.

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Scope of this study:

The present study is contained to Mumbai and its suburbs thereare six major cellular services available

Airtel, Aircel Tata Indicom, BSNL, Vodafone and RelianceComm.The main objectives of this study is to analyze the customerbehavior during taking new mobile connections and consumers ofdifferent cellular service providers of Mumbai city has been takenfor the current research work.

Statement of problem:

In our country the growth of service marketing especially telecomindustry is still in its infancy stage, as compared to the industriallyadvanced countries. It is for the fact that the economy of ourcountry has been in the developing stage. There are variouscellular service services providers in our country and they areplaying an essential role in fulfilling the needs of the customers.

Now-a-days, the customers are more dynamic. Their taste, needsand preference can be changing as per current scenario. Hencethe development of cellular industry mainly depends on thecustomer satisfaction. However the following questions may ariseregarding customer satisfaction.

1. Does the cell industry satisfy the social responsibility?2. What are the expectations by the customers regardingservice provided by the cell phone service provider?

3. Whether the service provided by cell phone industry issatisfying the customers?4. Are the facilities available adequate to satisfy thecustomers?

RESEARCH METHODOLOGY

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Research is a systematic effort to gain new knowledge.Research is a movement of knowledge from known tounknown from the available place to the required place.Research methods:

Those methods which are used by the researcher during thecourse of studying are research problem are termed as researchmethods.Research methodology:

The research methodology, not only the research methods arebut also consider the logic behind the methods. They are in thecontest of our research studied. And explain why we are using aparticular method or techniques and we are not using others.

Descriptive research design:

In includes surveys, and facts finding enquires of different kinds.The major purpose of descriptive research is description of stateof affairs as it exists at present. The main character of thismethod is that the researcher has no control over the variables.He can report what has happened? Or what is happening?

Nature of data:

Primary data questionnaireSecondary data journals & magazines

Collection of data:

The data were collected from the respondents through thedistribution of questionnaire.Area of the study-This study covers Mumbai city & suburbsonly.Sample size -The sample size covered for the purpose of thisstudy is 25.

DEVELOPING THE QUESTIONNAIRE:

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The following four questions need to be answered in designing aneffective set of questions or a questionnaire:1) Will the respondent have the information/knowledge needed toanswer the questions?

2) Will the respondent understand the questions?3) Will the respondent likely to give a true answer?

Tools for analysis:The statistical tools such as tables, percentages, barcharts.

Limitations of the study

Though the detailed investigation is made in the present study,still there are following limitations. This study is restricted only to the Mumbai & its suburbs. So,the results may not be applicable to other areas. This study is based on the prevailing customers satisfaction.But the customers satisfaction may change according to time,

fashion,technology, development, etc. As per the population of the study is huge, a sample size of 25sample respondents is only covered till now. Lack of awareness about the Companys products & servicesamong the customers may hamper the primary data collection. Data collection of exact data for the research is not possiblebecause there is a gap between what respondent say and whatthey actually do.

Information provided by the customers may not be accurate.They may hide some of the information at the time of filling upthe questionnaires

ANALYSIS OF MOBILE COMMUNICATION SPREADAND ITS IMPLICATIONS IN INDIA

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Abstract

India has one of the worlds largest telecommunication networks.

The telecom story continues to be the best evidence of theefficacy of the reforms process. In just six years, the number ofmobile subscribers has gone from just about one million to 100million, a subscriber base that only four other countries China, theUS, Japan and Russia can boast of. None can doubt the correlationbetween this explosive growth in numbers and the steep declinein the cost of the mobile phone and of its usage. Effective tariffshave dropped from over Rs.14 a minute to Re 60p, bringing thephone within reach of people even below the middle-class. The

government may have, therefore, landed itself a winner in themobile phone, but the task of taking telecom to the other 90 percent of the population will call for even greater innovation inpolicymaking, technologyand marketing.

Still three-fourths of the land mass is not illuminated by a cellularsignal and the price of the instrument is beyond the reach of asubstantial section of the population let alone the charges for itsuse. These issues, of course, can be resolved by decisive policyaction, such as a creative use of the Universal Services Obligationfund that now has over Rs.70 billion, releasing adequate spectrumto operators in the metros, and a proactive investment policy thatinvites many more equipment manufacturers to set up base inthis country. The road for India achieving the top most position intelecommunication is no longer a dream as India is nearing Chinain all aspects in few years India will over power all countries andachieve its target of top most position in telecom industry.

Major Service providers in India

Two different technologies are deployed by the mobile operatorsin India namely GSM and CDMA.The GSM service providers areBharti, BSNL, Vodafone, IDEA, Aircel, Reliance, Tata Docomo,whereas the CDMA service providers are TATA, and Reliance.

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Indias mobile market is dominated by foreign companies for highend telecom equipments, handsets; transmission

MOBILE SUBSCRIBER STATISTICS

Recently, mobile connections in India have crossed the 100-million mark, which means over nine in 100 Indians have a phone.Adding on to this benevolent and happy information, telecomcompanies are anticipating the number will nearly treble in thenext two years. According to a survey, by 2006, the cellularnetworks are expected to cover 3, 50,000 (out of 6, 07,000)villages, covering 450 million people.

Market Share of both mobile and wire line ServiceProviders in IndiaGSM Subscribers

The cumulative All India GSM subscriber base rose to 72.12million in April 2006 from 69.19 million in March 2006 which is agrowth of 4.23% for a month under review. Table I shows the

subscribers growth rate for one month along with market share ofeach provider with coverage.

CDMA Mobile Subscribers

The total cumulative all India CDMA subscriber base rose by 0.97million from 23.25 million in March 2006 to 24.22 million in April2006, representing a growth of 4.2% in the month under review.

TELECOM IN RURAL INDIA

India has an urban population of about 26.8% and ruralpopulation is about 73.2%. And there are over 600,000 villages inIndia. But a vast section of the rural sector is still cut off from thebenefits of telecom services.

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The rural population of around 700 million is waiting for its shareof economic growth. Initially the big telephone companies focusedonly on urban centers, which they felt were more profitable.However, this mindset is gradually changing with the realization

that there is equal, if not bigger money in rural areas.

FUTURE OF MOBILE COMMUNICATION IN INDIA

India initially started with GSM technology for mobilecommunication. Being a technology neutral country, India laterallowed for CDMA technology also. Now 2.75G EDGE technologieshas been implemented and used. BSNL has got license forbringing 3G into operation. Trials are being conducted for 3G

implementation in the four metropolitan cities of India.Commercial 3G will be started by March 2007 With the dwindlingrevenues of the operators from the data and voice there is a needto look at newer applications to fuel growth of the telcos.TV onMobile has emerged as a solid and potent answer to thisconsumer yearning. South Korea, China, South Africa, Australiaand Europe have seen this need and have acted upon the sameby implementing TV on Mobile. India is around the corner forimplementation of similar technology for the benefit ofconsumers, operators, content providers and Government. It

promises to be a USD 1 billion industry by 2010, if roadmaps arecreated and implemented properly.

DETAILS ABOUT SERVICE PROVIDERS:

TATA

Tata Teleservices spearheads the Groups presence in the

telecom sector. Incorporated in 1996, Tata Teleservices was thefirst to launch CDMA mobile services in India with the Andhra

Pradesh circle. Beginning with its acquisition of Hughes Telecom(India) Limited in December 2002 [now renamed Tata

Teleservices (Maharashtra) Limited], which provides services inthe Mumbai and Rest of Maharashtra telecom circles, the

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company has swung into expansion mode and currently has apan-India state-of-the-art

network. Having pioneered the CDMA 2000 technology platformin India, Tata Teleservices has established a 3G-ready robust and

reliable telecom infrastructure in partnership with Motorola,Ericsson and Lucent. The company has also received the licensefrom the Department of Telecommunications to launch GSM(Docomo) services as well.

Tata Teleservices bouquet of telephony services includes mobileservices, wireless desktop connections, public booth telephonyand wireline services. Other services include value-added servicesroaming, post-paid Internet services, 3-way conferencing, groupcalling, Wi-Fi Internet, USB Modem, data cards, calling cardservices and enterprise services.

Aircel:

Aircel is now a period part of Maxis, an internationalconglomerate and the leading cellular service provider in Malaysiawith over 7 million subscribers and a firm commitment toproviding seamless connectivity and superior technology to everycustomer. A recipient of multiplicity accolades, maxis has beendeemed as the brand of the year 2006 in Malaysia. Aircel is

rapidly spreading across the state of Tamilnadu with connectivityin 1000 towns and 11,000 villages, serving, serving over 50 lakhhappy subscribers. Known for its superior tariff offering andcutting-edge technology, Aircel has recently been honored as theNo.1 operator across a metro circles for customer satisfaction byVoice and Data magazines survey in 2006. Currently, Aircel has amarked presence in the North and North East circles of thecountry including rest of West Bengal, Orissa, Sikkim, Manipur,

Jammu and Kashmir, Himachal Pradesh and Bihar.

Bharti Airtel:

Telecom giant Bharti Airtel is the flagship company of BhartiEnterprises. The Bharti Group has created global brands in thetelecommunication sector.

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Airtel comes to you from Bharti Airtel Limited, Indias largestintegrated and the first private telecom services provider with afootprint in all the 23 telecom circles. Bharti Airtel since itsinception has been at the forefront of technology and has steered

the course of the telecom sector in the country with its worldclass products and services. The businesses at Bharti Airtel havebeen structured into three individual strategic business units(SBUs) Mobile Services, Airtel Telemedia Services & EnterpriseServices. The mobile business provides mobile & fixed wirelessservices using GSM technology across 23 telecom circles whilethe Airtel Telemedia Services business offers broadband &telephone services in 94 cities. The Enterprise services provideend-to-endtelecom solutions to corporate customers and national &

international long distance services to carriers. All these servicesare provided under the Airtel brand.BSNL

Bharat Sanchar Nigam Ltd. formed in October, 2000, is Worlds7th largest Telecommunications Company providingcomprehensive range of telecom services in India: Wire line,CDMA mobile, GSM Mobile, Internet, Broadband, Within a span offive years it has become one of the largest public sector units in

India. BSNL has installed Quality Telecom Network in the countryand now focusingon improving it, expanding the network, introduces 3g newtelecom services with ICT applications in villages and winingcustomers confidence.

Today, it has about 47.3 million line basic telephones. capacity, 4million WLL capacity, 20.1 million GSM capacity, more than 37382fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 km ofOFC Cable, 63730 km of Microwave Network connecting 602Districts, 7330 cities/towns and 5:5 Lakh villages.

BSNL is the only service provider, making focused efforts andplanned initiatives to bridge the Rural-Urban Digital Divide ICTsector. In fact there is no telecom operator in the country to beatits reach with its wide network giving services in every nook andcorner of country and operates across India except Delhi andMumbai. Whether it is inaccessible areas of Siachen glacier and

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North-eastern region of the country, BSNL serves its customerswith itsbouquet of telecom services. BSNL is number one operator ofIndia in all services in its license area. The company offers vide

ranging and most transparent tariff schemes designed to suiteevery customer. BSNL cellular service, Cellone, has more than17.8 million cellular customers, garnering 24 percent of all mobileusers as its subscribers. That means that almost every fourthmobile user in the country has a BSNL connection. In basicservices, BSNL is miles ahead of its rivals, with 35.1 million basicphone subscribers, that is, 85 percent share of the subscriberbase and 92 percentshare in revenue terms. BSNL has more than 2.5 million WLLsubscribers and 2.4 million internet customers who access

internet through various modes namely, Dial-Up, Leased Line,DIAS, Account Less Internet (CLI). BSNL has been adjudged as thenumber one ISP in the country. BSNL has set up a world classmulti-gigabit, multi-protocol convergent IP infrastructure thatprovides convergent services like voice, data and video throughthe same Backbone and Broadband Access Network. At presentthereare 0.6 million Data One broadband customers. The company hasvast experience in Planning, Installation, network integrating and

maintenance of Switching and Transmission Networks and alsohas a world class ISO 9000 certified telecom training institute.

Reliance

The late Dhirubhai Ambani dreamt of a digital India an Indiawhere the common man would have access to affordable meansof information and communication. Dhirubhai, who single-handedly built Indias largest private sector company virtuallyfrom scratch, had stated as early as 1999:Make the tools ofinformation and communication available to people at anaffordable cost. They will overcome the handicaps of illiteracy andlack of mobility. It was with this belief in mind that RelianceCommunications (formerlyReliance Info Comm) started laying 60,000 route kilometers of apan-India fiber optic backbone. This backbone was commissioned

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on 28 December 2002, the auspicious occasion of Dhirubhais70th birthday, though sadly after his unexpected demise on 6th

July 2002. Reliance Communications has a reliable, high-capacity,integrated (both wireless and wire line) and convergent (voice,

data and video) digital network. It is capable of delivering a rangeof services spanning the entire Info Comm (informationcommunication) value chain, including infrastructure andservices for enterprises as well as individuals, applications, andconsulting. Today, Reliance Communications is revolutionizing theway India communicates and networks, truly bringing about anew way of life.

Vodafone

Vodafone, the worlds leading international mobilecommunications company, has fully arrived in India lunched in

India from 21st September 2007 onwards. The popular andendearing brand, Vodafone, will be transitioned to Vodafoneacross India. This marks a significant chapter in the evolutic brandchange over the next few weeks will be unveiled nationallythrough a high profile campaign covering all important media.Vodafone, the worlds leading mobile telecommunicationcompany, completed the acquisition of Hutchison Essar in May2007. Asim Ghosh, managingdirector, Vodafone Essar, said We have had a great innings as

Vodafone in India and today marks a new begin that createdVodafone, but an acceleration into the future with Vodafonesglobal expertise.. the Vodafone mission is to be thecommunications leader in an increasingly connected world enriching customers lives, helping increased by delivering theirtotal communicationneeds.

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About Vodafone Essar Limited:

Vodafone Essar in India is a subsidiary of Vodafone Group plc and

commenced operations in 1994 when its predecessorVodafoneison tele Vodafone Essar now has operations in 16circles covering 86% of Indias mobile customer base, with over34.1 million customers. Over the year, Vodafone Essar, under theVodafone brand, has been named the Most Respected TelecomCompany, the Best Mobile sender effective advertiser of the year.Vodafone is the worlds leading international mobilecommunications company. It now has operation network withover 200 million customers worldwide.Vodafone has partnered with the Essar Group as its principal joint

venture partner. The Essar Group is a diversified businesscorporation with interests spanning the manufacturing andservice sectors like steel, energy, construction. The group has anasset base of over Rs.400 billion and employer over 20,000people.

MAIN TEXT

Since title of our project is consumer behavior duringtaking or switching over to new mobile connections, weare doing the survey on both existing as well as new customerwho have subscribed to different cellular service providers inMumbai to know the attributes which shape the consumerbehavior during taking new mobile connections.

FINDINGS

Apart from demographic Questions, our questionnaire contains 9questions in a structured way. After doing the survey of about 25customers; following findings are described as follows:

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1. Consumer preferences towards Cellular network

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Vodafone airtel reliance aircel tata bsnl

12 8 9 7 8 6

2. Consumer preferences towards Prepaid & Postpaid connection

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Vodafone Airtel Reliance Aircel Tata BSNL

postpaid 4 3 5 2 5 2

prepaid 8 5 4 5 3 4

3.Factors influencing to purchase a particular mobile connection

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price 3 2 2 5 2

brand 2 2 2 2 2 2

store 2 2 1

signal 5 2 4 4 4

4.Satisfaction level of Consumer towards Cellular Networks

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Extremely

Satisfied

4 2 3

SomewhatSatisfied

6 4 5 3 3 2

Somewhat

Dissatisfied

2 2 2

Dissatisfied 2 2 2 2 2 2

5. Factors influncing to purchase cellular service provider.

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Family

Member 4 3 3 2

Friends 3 3 3 3 3

Advertisement 4 2 2 3 1 4

Dealers 1 3 1 1 1

FINDINGS, SUGGESTIONS AND CONCLUSIONINTRODUCTION:

This chapter is allocated to express the findings and conclusionsin this study. Statistical tools are applied to analyze the data. Itincludes the result of each and every tables, charts and tests.

FINDINGS FROM PERCENTAGE ANALYSIS:

On the basis of consumer preference, majority of the peoplesarepreferred Vodafone [24%].

Majority of the peoples buy the cell connections by influencedby their friends and advertisement.

Majority of the peoples are using cell connections for personal

usage.

Majority of the peoples are using prepaid scheme.

Majority of the peoples are seeking brand image, signalstrength for their service provider.

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On the basis of performance, only two and three people arehighlysatisfied with Aircel, Airtel & BSNL respectively.

Moreover people are extremely satisfied with Vodafoneservices and dissatisfied with Airtel and Aircel.

On the basis of consumers attitude, majority of the people arestates that cell connections are necessity to all.

SUGGESTIONS

BSNL and Aircel should try to expand their customersnetwork.

Reliance and BSNL should try to attract the young people.

All the service providers should make good advertisements fortheir service. Because, advertisements are take little part forinfluencing the consumers.

All the service providers should try to increase post paid users.By providing them various offer on postpaid connection.

75% of the peoples are unaware about the various servicesrendered by their service provider. So the service providersshould try to make awareness of their customer services to their

customers.

Vodafone, should attract the customers by reducing their price.

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Airtel, Aircel customers are highly dissatisfied about theperformance of the service provider. So they should try to addsome advanced features towards their services.

Tata Indicom and Airtel, BSNL should give periodical offers totheir customers.

CONCLUSION:

This is an information era significance of information cannot beover emphasized. This study attempts to find out the factorseffecting consumer behavior and the satisfaction of consumerregarding cellular service providers.

From this survey it is concluded that maximum people preferVODAFONE cellular network for their use. and consumer arequite satisfied with Vodafone offers, brand name, signal strength,availability of stores compare to other cellular networks.

This decade, most of the peoples using cell connections. So,service providers are increasing in more level. So service providershould over come another ones competition. So, it leads to

adding new features, schemes, periodical offers to their service.So, the consumers get maximum benefit from their serviceprovider.

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BIBLIOGRAPHY

BOOKS-

Philip Kotler, Marketing Management, 11th Ed, Princeton-HallIndia 2003 Business Research methods : ICMR Publication, Research Methodology - C.R.Kothari Operation Research Vittal Business Week The Times

JOURNALS-

Business India

INTERNET SOURCE-[28]


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www.google.com www.wikipedia.org www.economicstimes.indiatimes.com

www.thehindubusinessline.com

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Documents

Research Final Project