25486755 Study of Consumer Buying Behaviour Towards Mobile Pre[1]

8/9/2019 25486755 Study of Consumer Buying Behaviour Towards Mobile Pre[1]

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STUDY OF CONSUMER BUYING BEHAVIOUR TOWARDS MOBILE PRE-PAIDPRODUCTS AND HANDSET MODELS

A REPORT SUBMITTED TO ACCURATE INSTITUTE OF MANAGEMENT ANDTECHNOLOGY, GREATER NOIDA AS A MANDATORY PART OF PDGMCURRICULUM

SUBMITTED TO: SUBMITTED BY:PGP CELL MANISH KUMAR SAHOOAIMT, DM0847GREATER NOIDA 2008-10

ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY49, KNOWLEDGE PARK-III, GREATER NOIDA, (U.P.) 201308

E-MAIL: [email protected]


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CERTIFICATE

This is to certify that the project report study of CONSUMER BUYING BEHAVIORTOWARDS MOBILE PRE-PAID PRODUCTS AND HANDSET MODELS submitted toACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY, GREATER NOIDA byMANISH KUMAR SAHOO in partial fulfillment of the requirement for the award of postgraduate diploma in management is an original work carried out by the below mentioned studentunder the guidance and supervision of the below mentioned guide. This work has not beensubmitted anywhere else for any degree/diploma under my signature. The originalwork wascarried out during 1ST MAY TO 30TH JUNE 2009 in RELIANCE COMMUNICATION

Signature of the student: _______________________________________

Name of the student: ___________________________________________ Dated: ______________________________

Signature of the Industry Guide: _____________________________________________

Name of the industry Guide: ________________________________________________

Designation of the Industry Guide: ___________________________________________

E-mail Address: __________________________________________________________

Mailing Address: _________________________________________________________

Dated: __________________ Seal/Stamp of the Organization

Signature of the faculty supervisor: ___________________________________________ _

Name of the faculty supervisor: _______________________________________________

Dated: ______________________________


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ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task would beincomplete without the mention of the people who made it possible and constant guidance andencouragement of them heads all efforts with success

If words are considered to be signs of gratitude, then let these words convey the very same mysincere gratitude to the entire team of RELIANCE COMMUNICATION for providing mewithan opportunity to work with the organization and giving me necessary directionson doing thisproject to the best of my abilities.

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

Das SeniorManager at Reliance Communication and Mr. Abhishek Roy Marketing executive for guidingme through this whole project and also smoothened most hurdles that I faced during the courseof the project.

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

project successful.

I would also like to express my thanks to my project guide Prof. Nidhi Khurana of AccurateInstitute of Management and Technology Grt. Noida for guiding me throughout theproject.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents fortheir blessings, my friends/classmates for their help and wishes for the successful completion ofthis project.

And to God, who made all things possible.

DECLARATION


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I, Manish Kumar Sahoo, do hereby declare that this report entitled: CONSUMER BUYINGBEHAVIOR TOWARDS MOBILE PRE-PAID PRODUCTS AND HANDSET MODELS has been carried out by me under the guidance of Prof. Nidhi Khurana , professor in Marketing, at ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY,GREATER NOIDA. The project is completed as per the norms prescribed by the AccurateManagement Centre and the same work has not been copied from any source directly

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

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

Date:

Place Manish Kumar Sahoo

AIMT, Grt Noida

EXECUTIVE SUMMARY


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The concept of buying behavior is of prime importance in marketing and has evolvedover the

years. It is important to understand consumer buying behavior as it plays a vital role in creatingan impact on purchase of products.The human wants are unlimited and always expect more and more. Mobile pre-paid products andMobile handsets are no exception to this behavior. This lead to constant modifications of Mobilepre-paid products and mobile handsets and today we see lots of pre-paid products

and newhandset coming into the market practically every month.In this research study my findings gave me a through insight of consumer buyingbehaviortowards mobile pre-paid products and handset models.I found that consumers consider various parameters while buying a mobile operator and mobilehandsets.

Factors such as better connectivity, attractive tariff and low entry cost playsan important role ininfluencing a customer for opting any network similarly price, functions availing and longbattery backup are considered very important factors for a customer before buying a handsetmodel.The study also helps me to know what are the major factors of dissatisfaction among the peopleafter using a mobile operator.

On the whole, the market is a very important place to study the behavior of consumers and alsoProvide useful insights what a consumer requires in a product. It is only through research that anCompany will be able to study the buying behavior of consumers.

INTRODUCTION


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INDIAN TELECOM SCENARIO- AT A GLANCE

The Indian Telecommunications network with 429.72 million for the quarter endingMarch 2009

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

the emerging economies of Asia.

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

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

million by next year.

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

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

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

List of GSM operators operating in INDIA. List of CDMA operators operating in INDIA.1 Bharti Airtel 1. Tata teleservices2 Vodafone Essar 2. Reliance CDMA3 BSNL 3. Virgin4 IDEA5 Aircel6 Reliance Telecom8 MTNL9 BPLEVOLUTION OF THE INDUSTRY-IMPORTANT MILESTONES

History of Indian Telecommunications


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Year

1851

1881188319231932

1947

1985

1986

First operational land lines were laid by the government nearCalcutta (seatof British power)

Telephone service introduced in IndiaMerger with the postal system

Formation of Indian Radio Telegraph Company (IRT)Merger of ETC and IRT into the Indian Radio and CableCommunicationCompany (IRCC)Nationalization of all foreign telecommunication companies toform thePosts, Telephone and Telegraph (PTT), a monopoly run by thegovernment's Ministry of CommunicationsDepartment of Telecommunications (DOT) established, anexclusiveprovider of domestic and long-distance service that would be itsownregulator (separate from the postal system)Conversion of DOT into two wholly government-ownedcompanies: theVidesh Sanchar Nigam Limited (VSNL) for internationaltelecommunications and Mahanagar Telephone Nigam Limited(MTNL) for service inmetropolitan areas.Telecom Regulatory Authority of India created.


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1999 1999 Cellular Services are launched in India. New NationalTelecom Policy is

adopted.

2000

DoT becomes a corporation, BSNL

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


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MAJOR PLAYERS IN TELECOM INDUSTRYBSNL:

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largestTelecommunications Company providing comprehensive range of telecom services inIndia:Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN,VSAT, VoIP services, IN Services etc. Within a span of five years it has becomeone of thelargest public sector unit in India. BSNL has more than 2.5 million WLL subscribers and 2.5million Internet Customers who access Internet through various modes viz. Dial-up, LeasedLine, DIAS, Account Less Internet(CLI). BSNL has been adjudged as the NUMBER ONE

ISPin the country. Scaling new heights of success, the present turnover of BSNL ismore than

Rs.351,820 million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26billion) for last financial year. The infrastructure asset on telephone alone is

worth aboutRs.630,000 million (US $ 14.37 billion).


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BHARTI AIRTEL:

Established in 1985, Bharti has been a pioneering force in the telecom sector with many firstsand innovations to its credit, ranging from being the first mobile service in Delhi, first privatebasic telephone service provider in the country, first Indian company to provide

comprehensivetelecom services outside India in Seychelles and first private sector service provider to launchNational Long Distance Services in India. Bharti Tele-Ventures Limited was incorporated onJuly 7, 1995 for promoting investments in telecommunications services. Its subsidiaries operatetelecom services across India. Bharti s operations are broadly handled by two companies: theMobility group, which handles the mobile services in 16 circles out of a total 23 circles across

the country; and the Infotel group, which handles the NLD, ILD, fixed line, broadband, data, andsatellite-based services. Together they have so far deployed around 23,000 km of

optical fibercables across the country, coupled with approximately 1,500 nodes, and presencein around 200locations. Consolidate its position to be the leading integrated telecommunications servicesprovider in key markets in India, with a focus on providing mobile services .

TATA TELESERVICES:

Tata Teleservices is part of the Tata Group. Tata Teleservices spearheads the Group spresence in the telecom sector. Incorporated in 1996, Tata Teleservices was thefirst to launchCDMA mobile services in India with the Andhra Pradesh circle.The company acquired Hughes Telecom (India) Limited [now renamed Tata Teleservices(Maharashtra) Limited] in December 2002. With a total Investment of Rs 19,924 Crore, TataTeleservices has created a Pan India presence spread across 20 circles that includes AndhraPradesh, Chennai, Gujarat, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North East, TamilNadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh

(E), Uttar


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Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. The company is themarket

leader in the fixed wireless telephony market with a total customer base of over3.8 million.

RELIANCE COMMUNICATION:

Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecomand Flag Telecom, is part of Reliance Communications Ventures (RCoVL). It isan Indian telecommunications company. According to National Stock Exchange data,

AnilDhirubhai Ambani controls 66.77 per cent of the company, which accounts for more

than 1.36billion shares. It is the flagship company of the Reliance-Anil Dhirubhai Ambani

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

telecom

initiatives of the Reliance ADAG. It uses CDMA2000 1x technology for itsexisting CDMA mobile services, and GSM-900/GSM-1800 technology for its existing/newlylaunched GSM services.

RelCom is also into Wireline Business throughout India and has the largest opticalfiber communication (OFC) backbone architecture [roughly 110,000 km] in the country. On the30th December 2008, Reliance Communications became the first telecom operator in

the historyof Indian telecommunications to simultaneously launch its GSM services in 17 circles, namelyAndhra Pradesh, Chennai, Delhi, Gujarat, Haryana, Jammu & Kashmir, Karnataka, Kerala,Madhya Pradesh (excluding East Madhya Pradesh and Chhattisgarh ), Maharashtra, Mumbai,Punjab, Rajasthan, Sharjah, Tamil Nadu, Uttar Pradesh(East & West) thereby establishing itselfas a pan-India operator.It already operates GSM services in 8 circles namely Assam, Bihar,Himachal Pradesh, Kolkata, Madhya Pradesh, North Eastern states, Orissa, West Bengal.

AIRCEL:


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Aircel is a mobile phone service provider in India. It offer both prepaid and postpaid GSMcellular phone coverage throughout Tamil Nadu(including Chennai), Andhra Pradesh

,Assam, North East India, Orissa, West Bengal (including Kolkata), Jammu and Kashmir, Bihar,Karnataka, Kerala, Himachal Pradesh & Mumbai. Aircel was founded by NRI businessmanC Sivasankaran. Aircel is a joint venture between Maxis CommunicationsBerhad of Malaysia and Apollo Hospital Enterprise Ltd of India. It is India s seventh largestGSM mobile service provider with a subscriber base of over 18 million. It has amarket share of6.3% among the GSM operators in the country. As on date, Aircel is present in 17

telecomcircles (including Assam, Bihar, Himachal Pradesh, Jammu & Kashmir, Kerala, North East,Orissa, Tamil Nadu, Karnataka, West Bengal, Delhi) and with licences secured for

the remaining10 of the 23 telecom circles, the company plans to become a pan-India operator by 2009.Additionally, Aircel has also obtained permission from Department of Telecommunications(DoT) to provide International Long Distance (ILD) and National Long Distance (NLD)telephony services. It is also a category A ISP.

IDEA CELLULAR:

Idea Cellular is a wireless telephony company operating in various states in India. It initiallystarted in 1995 as a joint venture among the Tatas, Aditya Birla Group and AT&Tby merging"'Wings Cellular'" operating in Madhya Pradesh, Uttar Pradesh (UP) West, Rajasthan and TataCellular as well as Birla AT&T Communications.

Initially having a very limited footprint in the GSM arena, the acquisition of Escotel in 2004gave Idea a truly pan-India presence covering Maharashtra, Goa, Gujarat, AndhraPradesh, Madhya Pradesh, Chhattisgarh, Uttar Pradesh (East andWest), Haryana, Kerala, Rajasthan and Delhi (inclusive of NCR).


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

first to offer flexible tariff plans for prepaid customers. It also offers GPRSservices in urbanareas.

VODAFONE ESSAR:

Vodafone Essar, previously Hutchison Essar is a cellular operator in India thatcovers 23telecom circles in India. Despite the official name being Vodafone Essar, its products are simplybranded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughoutIndia with good presence in the metros.

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

technology, offering voice and data services in 23 of the country's 23 license areas. It is amongthe top three GSM mobile operators of India.

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

VIRGIN MOBILE INDIA:

Virgin Mobile India Limited is a cellular telephone service provider company which is a jointventure between Tata Teleservices and Richard Branson's Virgin Group. Currently,

the companyuses Tata's CDMA network to offer its services under the brand name Virgin Mobile, but it hasalso announced plans to foray into the GSM space as well. In May 2007, the TataGroup and theVirgin Group finalized plans to form a corporate vehicle through which the latter's mobileservice could be launched in India. Since Mobile Virtual Network Operators are not permitted tooperate in India due to the current regulations prevailing there, a 50:50 jointventure model wasadopted.


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Virgin Mobile was officially launched on March 2, 2008.

THE COMPANYRELIANCE COMMUNICATIONS AT A GLANCE

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group(ADAG) of companies. It is listed on the National Stock Exchange and the BombayStockExchange, and is India s leading integrated telecommunication company with over 80

millioncustomers. The business encompasses a complete range of telecom services covering mobile andfixed line telephony. It includes broadband, national and international long distance services anddata services along with an exhaustive range of value-added services and applica

tions wih aconstant endeavour to achieve customer delight by enhancing the productivity ofthe enterprisesand individuals. It is ranked among Asia's 6 Topmost Valuable Telecom Companiesand isIndia's foremost truly integrated telecommunications service provider. The company's customerbase of over 31 million including close to 1 million individual overseas retailcustomers, and israted among the Top 10 Asian Telecom companies. Reliance Communications corporateclientele includes 600 Indian and 250 multinational corporations, and over 200 global carriers.

The company has established a pan-India, next generation, integrated (wireless and wireline),convergent (voice, data and video) digital network that is capable of supporting

best-of-classservices spanning the entire Infocomm value chain, covering over 6000 towns and3,00,000villages. Reliance Communications owns and operates World's largest next generation IPenabled connectivity infrastructure, comprising over 150,000 kilometers of fibre

optic cablesystems in India, USA, Europe, Middle East and the Asia Pacific region. The company's


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subsidiary, FLAG Telecom owns World's largest private undersea cable system, spanning65,000 kilometers connects the top business centers in developed and emerging markets across 6continents.

Reliance Communications has interests in Direct To Home (DTH) TV also, known as"Big TV".It plans to launch its DTH business by July 2008. Once launched, RelCom will have presenceacross all B2C communications channel in one of the fastest growing markets in the world.

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

both CDMA as well as GSM technologies.

VISION

We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers andbusinesses in India.

We will offer unparalleled value to create customer delight and enhance businessproductivity.

We will also generate value for our capabilities beyond Indian borders and enable millions ofIndia's knowledge workers to deliver their services globally.

MISSION:

To attain global best practices and become a world-class communication service providerguided by its purpose to move towards greater degree of sophistication and maturity.

To work with vigor, dedication and innovation to achieve excellence in service quality,reliability, safety and customer care as the ultimate goal.

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

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


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To contribute towards community development and nation building.

To be a responsible corporate citizen nurturing human values and concern for society, theenvironment and above all, the people.

To promote a work culture that fosters individual growth, team spirit and creativity toovercome challenge and attain goals.

To encourage ideas, talents and value systems.

To uphold the guiding principle of trust, integrity and transparency in all aspectsofinterpretation and dealings.BROAD OF DIRECTORS

Shri Anil D. Ambani - Chairman

Prof. J Ramachandran

Shri S.P. Talwar

Shri Deepak Shourie

Shri A.K.PurwarCHAIRMAN'S PROFILE: ANIL DHIRUBHAI AMBANI

Regarded as one of the foremost corporate leaders of contemporary India,Shri Anil D Ambani, 48,is the chairman of all listed companies of the Reliance ADA Group, namely, RelianceCommunications, Reliance Capital, Reliance Energy and Reliance Natural Resources

limited.

He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information andCommunication Technology, Gandhi Nagar, Gujarat.


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

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

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

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

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

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

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

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

Yankee bond issue for the company in January 1997.

RELIANCE COMMUNICATION: THE JOURNEY TO SUCCESS

1999 The Dream, 1999

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

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

The Reality, November 15

Reliance Infocomm begins Project Planning

2000 10-May

Optic fibre laying process commences in Gujarat, Andhra Pradesh & Maharashtra

2001 1-May

First Media Convergence Node made "Ready for Electronics" at Jaipur

2002 15-Jan

First Base Transceiver Station (BTS) made "Ready for Electronics"

25-Feb

Obtains International Long Distance License from Govt. of India

22-Dec

Commissions 1st Optic Fibre Backbone ring

24-Dec


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Establishes 1st Point of Interconnect (POI) in New Delhi

27-Dec

Hon'ble Prime Minister of India, Atal Behari Vajpayee e-inaugurates Reliance

InfocommHon'ble Union Minister for Parliamentary Affairs, Information Technology and

Communications, Pramod Mahajan, inaugurates NNOC

2003 15-Jan

Introduces Dhirubhai Ambani Pioneer Offer for Reliance IndiaMobile service

14-Feb

Launches Reliance WebWorld in top 16 cities

31-Mar

Launches International Long Distance Services

3-Apr

Commissions all backbone rings

25-Apr

Introduces colour handsets

1-May

Launches Reliance IndiaMobile Service commercially in top 92 citieswith one million customers.

10-Jun

Launches India's first wireless Point of Sale (POS)

1-Jul

Introduces "Monsoon Hungama" Offer: Instant multimedia mobile phone and

connection for just Rs 501.Sets world record - acquires one million customers in 10 days

3-Jul

Launches R Connect Internet connection cable

26-Aug

Introduces Reliance IndiaPhone Fixed Wireless Phone and Terminal

20-Sep

"Navratri" a data service in R-World posts a world record of 10 million download


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s

on the first day of the launch.

30-Sep

R World clocks a phenomenal 1 billion hits in 1 month

6-Oct

Launches integrated broadband centre at Reliance WebWorld, Bangalore

24-Oct

Deploys pilot of Home Netway in Mumbai

30-Oct

Reliance becomes India's largest mobile service provider within 7 months of

commercial launch


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3-Nov

Customer base touches 5 million

12-Nov

Migrates to Unified License Regime

16-Nov

Launches National Roaming

21-Nov

Launches International SMS to 159 countries launched

19-Dec

Adds 4500th Contact Centre ExecutiveContact Centre becomes the largest such facility deployed by any single Indian

Service Provider

2004 12-Jan

International wholesale telecommunications service provider, FLAG Telecom

amalgamates with Reliance Gateway, a wholly owned subsidiary of Reliance

Infocomm

9-Feb

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

mobile phone and Rs 3240 worth of recharge vouchers instantly and stay connected

for 1 year

17-Feb

Reliance subsidiary Flag Telecom announces FALCON Project - a major new

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

Kong via India

22-Mar

Reliance Infocomm launches multi-player gaming on RIM handsets - a first in India

5-Apr

Reliance IndiaMobile introduces International Roaming facility to 172 countries,300

networks


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23-Apr

Reliance Infocomm introduces first ever auction facility on Mobile phones through

R World.

27-May

Reliance Infocomm receives the Most Promising Service Provider of the Year 2003

(Asia Pacific) award at the Asia Pacific Technology Awards instituted by Frost &


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Sullivan.

8-Jun

Reliance Infocomm introduces World Card - a Prepaid International calling card for

affordable and convenient ISD calls from India.

29-Jul

Announces India's First MPLS Global VPN Solution in partnership with MCI

5-Aug

Launches the first regional Customer Contact Centre in Chennai

6-Sep

Mukesh D. Ambani, Chairman, Reliance Infocomm, receives Voice & Data

"Telecom Man of the Year" award

9-Sep

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

IndiaMobile

12-Oct

Mukesh Ambani voted the world s most infuential telecom person by UK-based

publication Total Telecom.

19-Oct

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

Achievement Award for International Leadership.

2005 4-Jan

Reliance introduces first e-recharge facility in CDMA in India.

24-Jan

Reliance IndiaMobile announces mega rural plan to cover 4 lakh villages and 65

crore Indians by December 2005.

26-Jun

Anil Ambani appointed Chairman of Reliance Infocomm

30-Jul

Air Deccan and Reliance WebWorld join hands to offer air ticket booking facility


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at

Reliance WebWorld

11-Aug

XLRI's Post-Graduate Certificate programme in Logistics Supply Chain

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

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

18-Aug

Reliance Infocomm rolls out international roaming facility across several countries


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to become the first Indian CDMA operator to offer its customers such a service.

6-Sep

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

stock quotes on its mobile phones.

15-Sep

Reliance Communications, UK launched Reliance IndiaCall service in England and

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

mobile phone at economical rates.

21-Sep

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

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

13-Oct

Reliance WebWorld wins Frost & Sullivan Market Leadership Award for Video

Conferencing services.

12-Nov

Reliance Infocomm hosts the 4th global CDMA Operators Summit.

22-Nov

Reliance Infocomm joins hands with Indian Airlines to offer India's first mobile

booking of domestic airline ticket.

30-Nov

Reliance Infocomm introduces MOREbile, redefines customer rewarding with 33 %

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

more.

12-Dec

Reliance Infocomm and China Telecom sign agreement for telecom services to

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

subscribers in the two countries.

2006 1-Jan


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Reliance Infocomm launches "One Nation, One Tariff" to enable Reliance

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

19-Jan


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Reliance Demerger adds record Rs.55, 000 Crore to shareholder wealth

23-Jan

TIMES NOW launched on Reliance Mobile Phones, making it the world s first TV

channel to be launched on a mobile phone.

6-Mar

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

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

group, lists on the Bombay Stock Exchange and National Stock Exchange.

21-Mar

Reliance Infocomm introduces R World in Hindi to become the world's first operator

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

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

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

23-Mar

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

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

Communications Ventures Ltd.

29-Mar

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

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

international CDMA and GSM networks.

27-Apr

Reliance Communications launches India s first Talking Message Service (TMS)

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

fixed wireless phones (FWP) and landlines.

22-Jun

Reliance Communications ties up with Disney to offer on Reliance Mobile World


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India's first 3D animation on mobile.

3-Jul

Reliance Communications launches 'Hello Capital Plan' to enable its subscribersin


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19 state capitals to call each other at the local call rate of 40 paise per minute.

2007 January 10

Reliance Communications adds a record 1.4 million subscribers in December 06

January 18

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

January 25

Reliance Communications promotes Roger Waters Music Concert

January 29

RCOM shareholders approve tower business demerger with a 99.99% overwhelming

majorityJanuary 30

Overwhelming response to Reliance World s National Digital Elocution Competition

January 30

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

February 2

Reliance Communications market capitalization tops Rs 1 lakh crore ( 1 trillion rupeesor 24.39 billion US dollars) on Bombay Stock Exchange

February 16

Reliance Communications offers best value on roaming

February 26

Search Jobs & Classified Ads from Reliance Mobile World - Reliance Communicationsties up with Naukri.com

March 6

Reliance Communications ushers in Virtual Global Conference Network

March 7

DHIRUBHAI AMBANI THE MAN I KNEW By KOKILABEN

Book on Founder Chairman launched.

March 8

Reliance Communications launches Roam Jamaica on Reliance Mobile


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March 16

Reliance Mobile launches ' Suno Zee

March 19

Demerger of Passive Infrastructure division Reliance Communications & RelianceTelecom approved by the Bombay High Court

March 21

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

March 23

Govt s Rural Telephone Scheme(RDEL)through Reliance Communications successfullycloses by March 31,2007

March 26

Booking train ticket from Reliance Mobile Phones becomes more easy now with ITZCash Cards

April 4

Reliance Communications unleashes the power of mobile advertising

April 6

Reliance Communications acquires 1.2 million subscribers in March 2007.

April 11

Sunny Days And Nights For Reliance Mobile Subscribers asReliance Communications ties up with SUN TV to offer video streaming of all SUNTVprograms online 24x7

April 11

Reliance World launches summer e camp for school kids

April 30

RCOM first listed Indian telecom company to reward shareholders

May 2

A Classic Bonanza Reliance Communications unveils handsets @ Rs 777

May 9

RCOM bags West Bengal E-Governance Project

May 10


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

May 12

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

May 14

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

May 17

RCOM kick starts world's fastest and largest rural infrastructure rollout on WorldTelecom Day.

May 18

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

May 22

RCOM slashes roaming rates by as much as 70 percent

May 25

Reliance Communications launches unlimited calling

June 5

RCOM hosts seminar on Emerging Trends in Mobile Applications Development

June 6

Reliance Communications adds 1.4 million new mobile subscribers in May2007

June 6

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

June 27

Reliance World, BIMTECH & Philadelphia University unveil Executive Program inRetail Management (EPRM)

June 28

Reliance Communications ties up with Cisco to launch Business Internet ServicesforSMEs in Pune

July 4

Bengali movie Anuranan on Reliance Mobile World


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July 7

RCOM and QUALCOMM Collaborate on CDMA2000 Expansion

July 12

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

July 12

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

July 19

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

July 19

RCOM's AGM on Reliance Mobile World

July 23

Reliance Communications launches Passport Calling Solutions

July 25

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

August 20

RCOM offers 'Live Mandi Prices' on Reliance Mobile World

August 31

Reliance Communications , the official global partner for the first edition of ICC Twenty20 World Cup Championship 2007 in South Africa unveils the coveted Trophy inMumbai and announces Dhoni - Dhanadan Pack

September 9

Reliance Communications launches Money Transfer on Reliance Mobile Phones

September 10

RCOM launches BlackBerry 8830 World Edition Smartphone'Bloomberg Professional' now on Reliance Mobile

September 11

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


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September 18

Strategic partnership with Vanco

October 3

Reliance Communications announces Classic Celebrations- Classic Handset sales top 10million- Color Handset @ Rs.999

October 20

Reliance Communications to launch nationwide GSM Services under existing Unified Access Service Licenses

October 22

Reliance Communications brings 'Durgotsav Live' Videocast on mobileNovember 7

Reliance Communications Launches 'Diwali Dhamaka'

November 15

RCOM launches Rural Mobile Application Contest

November 16

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

November 27

FLAG and GlassHouse ink landmark partnership

December 11

Reliance Communications adjudged World s Top CDMA Operator at the Global CDMAIndustry Achievements Awards Fete

December 20

Reliance Communications completes Yipes acquisition

December 24

RCOM announces special offers for Christmas and New Year.

200 January 12

8Reliance Communications receives Start-up GSM SpectrumJanuary 16

Yahoo partners with Reliance Communications to provide Yahoo One Search for its


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CDMA and GSM customers.

January 31

RCOM's Q 3 Net Profit increases by 48.5% and Revenues Up by 29.8 %. Remains themost profitable Telecom Company in India.

February 4

Reliance Communications offers Lifetime Validity at Rs 199RCOMs subsidiary Infratel files Draft Red Herring Prospectus with SEBI

February 5

Reliance Mobile strengthens its religious content portfolio on Mobile by tie-upwithSadhana TV

February 14RCOM in partnership with CanvasM, launches Mulitplayer Mobile Games

February 19

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

February 27

Reliance Communications consolidates Global Telecom Business under BusinessGlobalcom Reliance Communications forays into International Mobile Market with GSM License

inUganda.

March 3

Reliance Communications drops prices of Internet Data Cards

March 10

Reliance Communications announces ESOPs for over 20,000 employees

March 20

Reliance Communications and HTC forge Strategic Alliance

May 2

Reliance Communications Net Profit up by 70.8% to Rs 5,401 crore (US$ 1,350million),Revenues higher by 31.8% to Rs.19, 068 crore (US$ 4,765 million) and EBIDTA


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increases by 43.3% to Rs.8, 199 crore (US$ 2049 million)

May 12

Reliance Communications and Alcatel form Joint Venture to offer Managed NetworkServices to telcos across the globe

May 26

Reliance Globalcom acquires UK based VANCO Group Limited

June 24

Reliance Globalcom, Stealth Communications forge Strategic Alliance to extend VOIPNetwork across 50 countries

July 12

CA Exam Results on Reliance Mobile

July 22

Reliance Communications Mobile Subscriber base crosses 50 Million

July 29

CA Professional Exam Results on Reliance Mobile

July 31

Reliance Communications (RCOM) announces its financial results for the first quarterended June 30, 2008. Net Profit up by 23.9% to Rs. 1,512 crore (US$ 352 million)

PRODUCTS


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Classic Range of HandsetsLG Range of HandsetsBlackBerryWorld RoamingRange of Unlimited products:Rural TelephonyData Card BusinessLong distance voice servicesGlobal mobile servicesGlobal data servicesBroadband


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LITERATURE REVIEW

GOVERNMENT POLICY AND GUIDELINESIn 1994, the Government announced the National Telecom Policy which defined certainimportant objectives, including availability of telephone on demand, provision of world classservices at reasonable prices, ensuring India's emergence as major manufacturing

/ export base oftelecom equipment and universal availability of basic telecom services to all villages. It alsoannounced a series of specific targets to be achieved by 1997. As against the NTP 1994 target ofprovision of 1 PCO per 500 urban population and coverage of all 6 lac villages,DoT hasachieved an urban PCO penetration of 1 PCO per 522 and has been able to providetelephone

coverage to only 3.1 lac villages. As regards provision of total telephone linesin the country,DoT has provided 8.73 million telephone lines against the eighth plan target of7.5 million lines.In addition to some of the objectives of NTP 1994 not being fulfilled, there have also been far

reaching developments in the recent past in the telecom, IT, consumer electronics and mediaindustries world-wide. Convergence of both markets and technologies is a reality

that is forcingrealignment of the industry. At one level, telephone and broadcasting industries

are entering eachother's markets, while at another level, technology is blurring the difference between differentconduit systems such as wireline and wireless. The new telecom policy frameworkis alsorequired to facilitate India's vision of becoming an IT superpower and develop a

world classtelecom infrastructure in the country.


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Access to telecommunications is of utmost importance for achievement of the country's socialand economic goals. Availability of affordable and effective communications forthe citizens isat the core of the vision and goal of the telecom policy.

The objectives of the NTP 1999 are as under:

Access to telecommunications is of utmost importance for achievement of the country'ssocial and economic goals. Availability of affordable and effective communications forthe citizens is at the core of the vision and goal of the telecom policy.

Strive to provide a balance between the provision of universal service to all uncoveredareas, including the rural areas, and the provision of high-level services capab

le ofmeeting the needs of the country's economy;

Encourage development of telecommunication facilities in remote, hilly and tribal areasof the country;

Create a modern and efficient telecommunications infrastructure taking into account theconvergence of IT, media, telecom and consumer electronics and thereby propel Indiainto becoming an IT superpower;

Convert PCO's, wherever justified, into Public Teleinfo centres having multimediacapability like ISDN services, remote database access, government and communityinformation systems etc.

Transform in a time bound manner, the telecommunications sector to a greatercompetitive environment in both urban and rural areas providing equal opportunities andlevel playing field for all players;

Strengthen research and development efforts in the country and provide an impetus tobuild world-class manufacturing capabilities.

Achieve efficiency and transparency in spectrum management.


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Protect defence and security interests of the country.

Enable Indian Telecom Companies to become truly global players.The New Policy framework must focus on creating an environment, which enablescontinued attraction of investment in the sector and allows creation of communicationinfrastructure by leveraging on technological development.

REGULATORY ENVIRONMENT:

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

view to provide an effective regulatory framework and adequate safeguards to ensure faircompetition and protection of consumer interests. The Government is committed to

astrong and independent regulator with comprehensive powers and clear authority t

oeffectively perform its functions.

Towards this objective the following approach has been be adopted:

Section 13 of The TRAI Act gives adequate powers to TRAI to issue directions toserviceproviders. Further, under Section 14 of the Act, the TRAI has full adjudicatorypowers toresolve disputes between service providers.

TRAI will be assigned the arbitration function for resolution of disputes betweenGovernment (in its role as licensor) and any licensee.

The Government will invariably seek TRAI's recommendations on the number andtiming of new licenses before taking decision on issue of new licenses in future.

The functions of licensor and policy maker would continue to be discharged byGovernment in its sovereign capacity. In respect of functions where TRAI has been


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assigned a recommendatory role, it would not be statutorily mandatory for Governmentto seek TRAI's recommendations

MARKETING STRATEGIES OF RELIANCE COMMUNICATION:

To spend Rs 16,000 crore to expand and strengthen network coverage. Afterexpansion, Reliance Communications will have the single largest wirelessnetwork in the world

Launched the lowest-cost classic brand handset at Rs 777

Will add 23,000 more towers

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

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

Reliance is cutting down on Capital Expenditure since it already has the network and now believes it also has the user base and will be able to generate good cashflows.COMPETITORS:

AIRETL:


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India's largest and world's third largest cellular service provider with more than 82 millionsubscribers Bharti Airtel is a merger between Bharti Group and Airtel it s a well know Nedbrand in India as well as Asia . Owned by Mr. Sunil Bharti Mittal. Telecom giant

Bharti Airtelis the flagship company of Bharti Enterprises. The Bharti Group has a diverse businessportfolio and has created global brands in the telecommunication sector.Vision of Airtel:By 2010 Airtel will be the most admired brand in India:Loved by more customersTargeted by top talentBenchmarked by more businesses.The total customer base of Airtel is 78,908,993 or 31.65% of the total 249,349,436 GSMmobile connections in India till November 2008. In 2009 Airtel is launched in Srilanka also.


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OBJECTIVE OF THE STUDY

The aim of study is to understand the behavior of mobile phone users inBHUBANESWAR and CUTTUCK and further capture their satisfaction level that isinfluenced by various technical and non technical factors.

To ascertain the attributes which influenced the customer s in selecting a particular cellphone services provider and a particular hand-set.

To assess the problems faced by the cell phone users in BHUBANESWAR andCUTTUCK city.

To offer valuable suggestions to improve the services of the mobile phone network.SCOPE OF STUDY

The present study is contained to twin city of BHUBANESWAR AND CUTTUCK and itis decided to consider all leading mobile operators like AIRTEL, AIRCEL, R-GSM,RCDMA,TATA-INDICOME, VIRGIN, IDEA, VODAFONE and BSNL for the survey.

For handset, there are more than 20 Brands of Mobile phones available in the market.Within each brand there are various models, each with different attributes and functions.


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This research will open the doors of consumer buying behavior towards pre-paid productsand handset models.RESEARCH METHODOLOGY

DATA COLLECTION

The secondary data study gave us insights on understanding consumer buying behaviorand various concepts on purchase of pre-paid products and handset models.

Primary data were collected from the respondents through the distribution ofquestionnaire.AREA OF THE STUDY:This study covers the twin city of BHUBANESWAR and CUTTUCK.

SAMPLE SIZE:The sample size achieved is 200.


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ANALYSIS

UNDERSTANDING CONSUMER BEHAVIOR

CUSTOMER BASE:

Out of 200 respondent interview BSNL has got maximum of 20% respondent followedclosely by R-GSM and AIRTEL with a share of 17% each and 16% Respectively.[Annexure 1]OPERATORS CONSIDERED BEFORE OPTING FOR THERE CURRENT OPERATOR:It has been observed that

Maximum number of Respondents had initially thought about taking R-GSM beforeswitching to different network. Followed by BSNL which comes second with 22 respondents.

[Annexure 2]OPERATORS CONSIDERED BEFORE OPTING FOR AIRTEL (33):

14 respondents had only thought about AIRTEL and took AIRTEL.

Maximum number of respondent had initially thought of having R-GSM beforeopting for AIRTEL mainly due to good connectivity and more establish brand name. BSNL comes second[Annexure 3]


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OPERATORS CONSIDERED BEFORE OPTING FOR R-GSM (34):

Maximum of the respondents had initially thought about taking BSNL but later onswitched to R-GSM mainly due to lower cost and free on-net calls. Only 13 respondents had thought only about R-GSM[Annexure 4]OPERATORS CONSIDERED BEFORE OPTING FOR BSNL (40): More than half of the respondent had only thought about BSNL. Some of the respondent had initially thought of having R-GSM mainly due toword of mouth AIRCEL comes second mainly due to same word of mouth.[Annexure 5]OPERATORS CONSIDERED BEFORE OPTING FOR VODAFONE(22):

Maximum respondents had a thought about almost all operators before opting forVODAFONE mainly due to its :

Lower entry cost Free on-net calls Very economical tariff.[Annexure 6]OPERATORS CONSIDERED BEFORE OPTING FOR AIRCEL(21):

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

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

andgood connectivity.[Annexure 7]OPERATORS CONSIDERED BEFORE OPTING FOR TATA-INDICOM (13):


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As both TATA-INDICOM and R-CDMA gives free STD on-net calls so respondents hadthought about R-CDMA.

7 respondent took TATA-INDICOM without having any second thought.[Annexure 8]OPERATORS CONSIDERED BEFORE OPTING FOR IDEA (7):

Only two respondent had initially thought of VODAFONE and VIRGIN before takingidea.[Annexure 9]OPERATORS CONSIDERED BEFORE OPTING FOR VIRGIN (4):

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

MA.[Annexure 10]AGE WISE COMPOSITION OF THE SAMPLE:Out of 200 respondents interviews

Maximum respondent are from age group of 22-30 Followed by the age group of 31-40.[Annexure 11]AGE WISE PREFERENCE OF OPERATORS:

In the age group of 15-21 which mainly consists of students VODAFONE leads with11respondent opting for it mainly because of free on-net calls and low entry costwhich isfollowed by R-GSM with 7 respondents.


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In the age group of 22-30 AIRTEL leads with 16 respondents mainly because of goodconnectivity and better brand strength, closely followed by R-GSM with 15 respondents.

In the age group of 31-40 R-CDMA leads mainly due to better connectivity and free STDon-net calls which is followed by BSNL.

While in the age group of 41-50 BSNL has emerge as a clear winner with 18 respondentopting for it mainly because of Govt. owned company, good connectivity and better voiceclarity.[Annexure 12]OCCUPATION WISE COMPOSITION OF SAMPLE:

Out of 200 respondents interviewed consists of Student, Service Personnel (govt. /public sector), Service Personnel (private sector),Business Person, Retired Person and Other s.

Maximum respondent are from student with 30% followed by business person with 28%.[Annexure 13]

OCCUPATION WISE OPERATOR PREFERANCE (STUDENT-60):

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

Low entry cost

Free on-net calls

Strong brand name

Word of mouthVodafone is followed by R-GSM as most popular among students


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[Annexure 14]

OCCUPATION WISE OPERATOR PREFERANCE (SERVICE PERSONNEL(GOVT)-26Both BSNL & R-GSM leads over their competitors mainly due to:

Established Company

Loyalty towards one particular operator.Aircel comes second with 5 respondents.[Annexure 15]OCCUPATION WISE OPERATOR PREFERANCE SERVICE PERSONNEL(PVT)-47

AIRTEL leads in this segment mainly due to better connectivity, good voice clarityand strong brand name. Followed by R-GSM and BSNL because of establish brand name.

[Annexure 16]OCCUPATION WISE OPERATOR PREFERANCE BUSINESS PERSON-56: BSNL leads in this segment followed by R-CDMA.[Annexure 17]OCCUPATION WISE OPERATOR PREFERANCE RETIRED PERSON- 5:

Out of 6 respondent 4 are Home makers who were using connections given to them byothers.


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Rest 2 respondents have their own choose of operator.[Annexure 18]

MOBILE PHONE USED FOR VARIOUS PURPOSE BY THE RESPONDENT:

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

STUDENTS use mobile phone only for their personal purpose.

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

equallydistributed in all categories.

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

followed by official use. In case of business person maximum usage of mobile phone is for business purpose.Respondents were asked to reveal various reasons for which they opt for the operator.[Annexure 19]FACTORS BEHIND OPTING FOR AIRTEL (33):

Better connectivity Strong brand Good customer care service help AIRTEL in attracting more of its customers.[Annexure 20]

FACTORS BEHIND OPTING FOR R-GSM (34):

Attractive tariff is the main motivation factor. Brand strength Good customer care service.


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[Annexure 21]

FACTORS BEHIND OPTING FOR R-CDMA (26):

Good connectivity

Attractive tariff like free on-net STD calls. And good customer care service is the main motivating network.[Annexure 22]FACTORS BEHIND OPTING FOR AIRCEL (21):

Good customer care service.

Economical tariff rates and, Word of mouth comes as driving force for the respondent to opt for the network.[Annexure 23]

FACTORS BEHIND OPTING FOR BSNL (40): Connectivity plays a very important role in influencing the respondent to go for

thisnetwork.

Govt. owned brand Good customer care service motivates the respondent to go for this operator.[Annexure 24]FACTORS BEHIND OPTING FOR VODAFONE (22):

Free on-net local calls are a major factor behind opting VODAFONE.


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Very low entry cost. And word of mouth also helps the respondent in opting for VODAFONE.[Annexure 25]FACTORS BEHIND OPTING FOR TATA-INDICOM (13):

Good Connectivity

brand strength And free on-net STD calls.[Annexure 26]FACTORS BEHIND OPTING FOR IDEA (7)

Low entry cost

Attractive and economical tariff and Word of mouth plays an important role in motivating the respondents.[Annexure 27]

FACTORS BEHIND OPTING FOR VIRGIN MOBILE (4) Word of mouth

Better connectivity and

Attractive tariff plays a very important role in motivating respondents for opting thenetwork.[Annexure 28]TOP 3 STV S USED BY THE RESPONDENT


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Respondents were asked to name top 3 STV S they used for the operator they are currentlyusing.

[Annexure 29]

TOP 3 TOP-UP S USED BY THE RESPONDENT

Respondents were asked to name top 3 TOP-UP S they used for the operator they arecurrentlyusing.[Annexure 30]TOP 3 SMS PACKS USED BY THE RESPONDENTSimilarly Respondents were asked to name top 3 SMS PACKS they used for the operator they

are currently using.[Annexure 31]

MARKET SHARE OF VARIOUS BRANDS OF MOBILE PHONE HANDSETS

Out of total 200 sampled consumers, 89 consumers own a Nokia mobile handset which comes to44 percent share of the market. This is followed by Samsung (15%), Motorola (14%), SonyErickson (11%), LG (9%) and others (7%).[Annexure 32]


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INFLUENCING FACTORS TO PURCHASE THE HANDSETS

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

Maximum respondent see long battery backup as the most influencing factor fordeciding any cell phone.

Followed by the brand name

And looks[Annexure 33]

CONSUMERS SATISFACTION LEVEL AFTER USING THE OPERATOR:

The satisfaction level of users was analyzed on a five point scale ranging from v

ery muchsatisfied to very much dissatisfied . A major group of consumers either say that they are

almost satisfied (48%) or average satisfied (28%).While taking consumer s satisfaction level as operator wise BSNL leads with maximum of 26respondents followed by AIRTEL with 19 respondents as very much satisfied customers.

BSNL has got the maximum very much satisfied users mainly due to goodconnectivity and Govt undertaking brand.

Then comes AIRTEL which has got second maximum very much satisfied users fromits competitors mainly due to good connectivity and strong brand name.[Annexure 34]

REASONS FOR DISSATISFACTION (AIRTEL (33):

Higher cost in tariffs is the major reason for dissatisfaction among the respondent asthey think its bit on higher side compared with its competitors.


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Also poor customer care service is another factor.[Annexure 35]REASONS FOR DISSATISFACTION R-GSM (34):

Majority of the respondents are not happy with the quality of network and voiceclarity provided by the R-GSM.

Call conjunction during peak time. Customer care service is not that good[Annexure 36]REASONS FOR DISSATISFACTION R-CDMA (26):

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

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

Another reason is that call conference system is not available in the pre-paid o

f RCDMA.[Annexure 37]REASON FOR DISSATISFACTION BSNL (40):

Higher cost is one of the major reasons for dissatisfaction among the users of BSNL. Also they think customer care service is not up to the mark.[Annexure 38]REASON FOR DISSATISFACTION VODAFONE (22):


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Few respondent come up with poor voice clarity as one reason.[Annexure 43]RESPONDENTS INTENDING TO CHANGE THEIR OPERATOR:The respondents intend level was capture on a five point scale ranging from Highly Intend to Definitely Not with maximum respondents 52% opt for Definitely Not . That means theywill definitely not change their operator followed by Do Not Intend with 22%.While if we see operator wise:

It is clear that maximum of R-GSM respondent wants to change their operator is nearfuture. Followed by BSNL

Similarly BSNL have got maximum number of respondent who are every muchsatisfied with their operator and they don t want to switch to any other operator.

Followed by AIRTEL.[Annexure 44]

OPERATORS RECOMMEND MOST BY THE RESPONDENT TO THEIR

FRIENDS/RELATIVES

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

Followed by VODAFONE which is more popular among the students mainly due tovery low entry cost, free on-net calls and a strong international brand.

Then comes AIRTEL which rides on its good connectivity and brand image.


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After that both R-GSM and R-CDMA comes.[Annexure 45]SOURCES FROM WHICH RESPONDENT GET TO KNOW ABOUT DIFFERENT PREPAIDPRODUCTS AND HANDSET MODELS

As it is expected RETAILER leads as the major source from which respondents gettoknow about different pre-paid products and handset models.

Followed by FRIENDS/RELTIVES who give vital information and also motivates therespondent to use the said product.[Annexure 46]NEWSPAPER READ BY THE RESPONDENT THE MOST:Maximum of the respondents read TIMES OF INDIA followed by DHARITRI.[Annexure 47]

MOST PREFFERED RADIO CHANNEL AMONG THE RESPONDENT:

Maximum of the respondent don t have time to listen to any of the FM channels.

Between the age group of 15-21 and 22-30 maximum of the respondent listen to FMchannels Radio chocolate comes first among the respondent followed by Big FM.[Annexure 48]


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PROBLEM AREAS

FOR R-GSM:

.Poor connectivity and voice clarity is the major factors as almost all therespondents are telling. Poor connectivity means unavailability of signals,call failure, call drop downs etc.

.Higher entry cost than its competitors that why maximum studentrespondents are opting for Vodafone or idea due to lower entry cost.


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.Free on-net calls tariffs are not that attractive compare to its competitors..Brand visibility is poor compared to its competitors.

FOR R-CDMA:.Higher entry cost as it comes with a handset..Handset available with R-CDMA is much costlier than handset available for

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

RECOMMEDATION

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

FOR R-GSM:Focus On Good Connectivity And Low Entry Cost:.In the analysis it has been found that the major influential factors that motivates acustomer are good connectivity and Low entry cost..More than 50% of respondents mention it as one of the major influential factors. .Also an economical on-net call is one of the major motivating factors among student.


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ANNEXURE

Annexure 1

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


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Annexure 2

Annexure 3

Annexure 4

Annexure 5

Annexure 6

Annexure 7

Annexure 8

Annexure 9

Annexure 10

Annexure 11


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Annexure 12

Annexure 13

Annexure 14


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Annexure 15

Annexure 16Annexure 17


Annexure 20

Annexure 21

Annexure 22



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Annexure 14Annexure 14 Annexure 14Annexure 14Annexure 14Annexure 14Annexure 14Annexure 14Annexure 14Annexure 14

Annexure 14


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