Market Analysis of Tata PHOTON Plus

Lal Bahadur Shashtri Institute Of Management Page 1

INTRODUCTION

Executive Summary

Wireless Data Card is a revolutionary device used to access high speed internet connectivity for

mail system or any other data transfer from your Laptop, Pocket PC or mobile phone through

wireless technology. It is very easy to install and use at any given place and time .There are

various wireless data card available in the market which varies from each other on the basis of

speed and tariff. The most widely used in the market Linksys wireless adapter, net gear, wireless

router, net gear wireless adapter, ball wireless adapter, Reliance USB modem, Airtel data Card,

Reliance USB Data Card and many more at variable price. It is well known to all that the Indian

telecom industry has been regularly beating target i.e. it has been growing complexly, dynamically

as well as competitively. In modern world, every business is growth & prospective oriented. And

now-a-days one of the major issue in Indian Telecom Industry is “how to expand their own

business through the latest technologies like wireless Data Card” to meet the various requirement

for various purpose of people .That’s why growth of data card especially happens when business,

travelers, academician and other professional needs to access email and other corporate

applications during urgent trips and travels.

A data card is an electronic card for data operations (storage, transfer, transformation, input, and

output).

Data card types

Data cards can be sorted by their purposes:

1. Expansion card – printed-circuit board: inserted in a special slot in the device and

used to add functions to this device.

2. Memory card or flash card: a card which is inserted into the corresponding device

socket and used for data storage and transmission;

3. Identification card: a card that works by a contact/contactless interface and contains

the data used for performance of various functions, for example access control in subway

or offices. It is also used for prepaid services like banking and telecom;

4. Data card or "electronic card": a card dealing with e.g. geographical, climatic, road

or topographical data to be displayed on the video screen of some device (computer

or GPS navigator), or represented otherwise to be more convenient to use in a certain

situation (for example, navigator’s vocal instructions)

http://en.wikipedia.org/wiki/Electronics

http://en.wikipedia.org/wiki/Expansion_card

http://en.wikipedia.org/wiki/Printed_circuit_board

http://en.wikipedia.org/wiki/Memory_card

http://en.wikipedia.org/wiki/Flash_memory

http://en.wikipedia.org/wiki/Identity_document

http://en.wikipedia.org/wiki/GPS_navigator


Introduction to Tata photon +:

Tata photon + is a member of Tata Teleservices limited spearheads the Tata groups presence in

the telecom sector .The Tata group includes over 100 companies ,over 450,000 employee

worldwide and more than 3.8 million shareholder.

Incorporated in 1996, Tata Teleservices limited was the pioneer of the CDMA1x technology

platform in India ,embarking on a growth path after the acquisition of hughesTele.com(India)ltd

renamed Tata Teleservices by the Tata group in 2002.over the last few years the company has

launched significant services CDMA mobile operations in January 2005 under the brand name

Tata Indicom market-defining wireless mobile broad band services under the brand name TATA

photon in 2008 and 2G GSM services under the brand name Tata DOCOMO in 2009.

Tata Teleservices Limited also has a significant presence in the 2G GSM space, through its joint

venture with NTT DOCOMO of Japan, and offers differentiated products and services. Tata

DOCOMO was born after Tata Group’s strategic alliance with Japanese telecom major NTT

DOCOMO in November 2008. Tata DOCOMO received a pan-India license to operate GSM

telecom services and rolled out GSM services in all the 18 telecom Circles where it received

spectrum from the Government of India in the quick span of just over a year.

The Study

As per the Modern Marketing Management Scenario, every business want i growth & prospective

customers. Likewise in this Modern society Indian Telecom Industries face lots of challenges among its

number of competitors in every phase with some latest technology just like Wireless Data Card.& it is a

major issue in each telecom industry in India even if this competition can’t leave the Tata Teleservices .

Because growth of data card especially happens when business, travelers, academician and other

professional needs to access email and other corporate applications during urgent trips and travels. As we

are all well aware of that now-a-days the telecom industry has been recognized world over as an important

tool for socio economic development medium for each & every nation. On the other hand Internet service

act as one of the prime support of services needed for the rapid growth of various sector of economy in the

modern society & it has become especially more important in recent year because of enormous growth of

information technology and for the smooth operation of the every business corporate goal .Today an

Internet Service is an essential aspect of every field like Entertainment, Education, Hospital , Science &

technology etc. So, every people probably mass youth age group people want to use internet in their daily

life. There are various ways for internet service accessing but today it has become more & more easier than

previously through data card. And it resulted in creating lots of competitor in Data Card / internet operator

in telecom sector. On the other hand there is a big question mark in internet users mind to use which data

card operator. However everyone knows that Tata Teleservices is a world famous cellular service in

telecom industry, but people even some of its customer might not listen / use its Data Card facility.


Our group has undertaken to do a “ Market Survey on TATA photon+ data card.” For the basic purpose to

Analyze the Market Performance of TATA photon + Data Card as well as to enhance the Promotion of

TATA photon + Data Card.

Feature & Plans of Tata Photon + Data Card

Tata Teleservices has launched high speed internet USB Data Card as same as Broadband access

speed. Tata photon+ data Card connects with Laptop and Desktop, just plug in and connect to

internet server. Tata photon+ Data Card Provide you 3G Broadband Speeds while roaming

abroad. Tata photon+ Data Card Features: Gets you high-speed connectivity to the internet through

the Tata EDGE network. It is easy to install-just plug in and you are ready, no CDs require.

Support 3G, HSDPA 7.2 Mbps, and GSM quad-band: 850 900 / 1800 / 1900 and gives 3G

Broadband speeds when you travel abroad. It works with your preferred VPN software, to give

you secure access to your company server & internet and have many different tariff plans, so you

can choose the one that meets your requirement. It saves you from high internet charges on your

hotel bills. Also it gets you high-speed connectivity to the internet through the Vodafone EDGE

network along with support SMS, supports Micro SD card up to 2GB and can be used in any

Laptop or PC. Tata photon + Data Card Plans: Here are two types of Data Card Plans. 1. Postpaid

Plans 2. Prepaid Plans.

TARGET MARKETING

Tata Teleservices is adopting multi-segment approach .They are offering a series of differentiated

products to their respective markets.

POSITIONING

In marketing positioning has come to mean the process by which marketers try to create an image

or identity in the minds of their target market for its product brand or organization .Effective Brand

Positioning is contingent upon identifying and communicating brands uniqueness, differentiation

and verifiable value. “Positioning is not what you do to a product, it is what you do to the mind of

prospect.”Generally, the brand positioning process involves:

1. Identifying the business direct competition.

2. Understanding how each competitor is positioning their business today.

3.Comparing the companies positioning to its competitors to identify viable areas for

differentiation.


4. Developing a distinctive, differentiating and value-based brand positioning statement, key

messages and customer value propositions.

Place: maximum outlets and service centers

Product: Verities available for various groups

Promotion: Various schemes for pre-paid and post-paid

MARKETING MIX:

A longer term marketing strategy is underpinned by careful planning and a successful marketing

mix. The marketing mix is a combination of many features that can be represented by the four Ps.

• Product - features and benefits of a good or service• Place - where the good or service can be

bought• Price - the cost of a good or service• Promotion - how customers are made aware of a

good or service.

PRODUCT

• A product with many different features provides customers with opportunities to chat, play

games, send and receive pictures, change ring tones, receive information about travel and sporting

events, obtain billing information - and soon view video clips and send video messages.

• Photon+ live ! provides on-the-move information services

PLACE

Tata photon+ operates over 1500 of its own stores

.• It also sells through independent retailers. e.g. Carphone Warehouse.

• Customers are able to see and handle products they are considering buying.

• People are on hand to ensure customers’ needs are matched with the right product and to explain

the different options available.

PRICE

Tata indicom wants to make its services accessible to as many people as possible: from the

young, through apprentices and high powered business executives, to the more mature users


.• It offers various pricing structures to suit different customer groups.

• Monthly price plans are available as well as prepay options. Phone users can top up their phone

on line.

PROMOTION

Tata Photon works with icons to communicate its brand values.

Advertising on TV, on billboards, in magazines and in other media outlets reaches large

audiences and spreads the brand image and the message very effectively. This is known as

above the line promotion.

Stores have special offers, promotions and point of sale posters to attract those inside the

stores to buy.

Tata Photon stores, its products and its staff all project the brand image.

Tata Photon actively develops good public relations by sending press releases to national

newspapers and magazines to explain new products and ideas.


OBJECTIVE OF THE STUDY

To find out customer loyalty for Tata photon+ as well as analyze the cause why customer

prefer other data card instead of Tata photon +.

To study important factors in purchasing of Data card.

To study preference for using Data card based upon people occupation.

To do comparative market analysis of the market conditions in the Data card Market.

To estimate potential buyer for Data card services.


RESEARCH METHODOLOGY

Research is an organized and systematic way of finding answers to questions. Without a proper well-

organized research plan, it is impossible to complete the project and reach to any conclusion. The

project was based on the survey plan. The main objective of survey was to collect appropriate data,

which works as a base for drawing conclusion and getting result

DATA COLLECTION METHOD

The data has been collected with the help of surveys carried out with the working professionals

of leading companies. Feedbacks were collected with the help of a questionnaire & it

contained various questions regarding their company. Participants were given this questionnaire

and asked to give their feedback on the basis of their experience with the company.

Sources of Data: Primary and Secondary Data

1. Primary Data: Information collected through structured questionnaire.

2. Secondary Data: Annual Reports, Internet Data, Social Sites

Sampling

Sampling method used is Stratified Sampling.

In stratified sampling the entire population is divided into number of strata like income, sex

education etc .A random sample is then drawn from each strata such that size of sample

drawn from each strata is proportional to size of strata.,

Sampling Population: - Consumer using internet services

Sample Size: 59

ANALYTICAL TOOLS:

The primary information collected through questionnaires is analysed with the help of output

table and graphs that is made on the basis of responses given by the customers by using

suitable statistical software. Microsoft excel has been used in the research. Also

analysis is done using SPSS.


MARKET ANALYSIS Monopolistic Market

As in the retail industry, firms have many competitors, but each one sells a slightly different

product or services. Many small and big businesses operate under conditions of monopolistic

competition, including small independently held shops and corporate houses. In the case of retail

industry, each one offers something different and possesses an element of uniqueness, but all are

essentially competing for the same customers.

Characteristics

Monopolistically competitive markets exhibit the following characteristics:

1. Each firm makes independent decisions about price and output, based on its product,

its market, and its costs of production.

2. Knowledge is widely spread between participants, but it is unlikely to be perfect.

3. The entrepreneur has a more significant role than in firms that are perfectly

competitive because of the increased risks associated with decision making.

4. There is freedom to enter or leave the market, as there are no major barriers to

entry or exit.

5. A central feature of monopolistic competition is that products are differentiated.

6. Firms are price makers and are faced with a downward sloping demand curve.

Because each firm makes a unique product, it can charge a higher or lower price than its

rivals. The firm can set its own price and does not have to „take' it from the industry as a

whole, though the industry price may be a guideline, or becomes a constraint. This also

means that the demand curve will slope downwards.

7. Firms operating under monopolistic competition usually have to engage in advertising.

Firms are often in fierce competition with other (local) firms offering a similar product or

service, and may need to advertise on a local basis, to let customers know their

differences.

8. Monopolistically competitive firms are assumed to be profit maximises because firms

tend to be small with entrepreneurs actively involved in managing the business.

9. There are usually a large numbers of independent firms competing in the market.

http://economicsonline.co.uk/Business_economics/Costs.html

http://economicsonline.co.uk/Competitive_markets/Producer_supply.html

http://economicsonline.co.uk/Business_economics/Barriers_to_entry.html



http://economicsonline.co.uk/Business_economics/Revenue_theory.html

http://economicsonline.co.uk/Business_economics/Profits.html


Demand Analysis

The growth and expansion of any industry sector depends on its like-ness among the masses, and

its availability to its consumers.

In this section of the report, we present data analysis done on the basis of the survey we

conducted to study market share of Tata Photon. We surveyed 59 consumers through

questionnaire. The survey was conducted in Delhi, within the age group of 15-55 years,

keeping in mind that majority of cream consumers lie in this range.

A brief description of our sample is as follows:

DEMOGRAPHIC ANALYSIS:

AGE(years):

GENDER:

16-22—40%

23-29—38%

30-36—5%

37-43—6%

44-50—5%

>50—6%

Male—62%

Female—38%


OCCUPATION:

EDUCATIONAL QUALIFICATION:

FAMILY MONTHLY INCOME(in thousands):s

Student-56%

Business-5%

Service-29%

Housewife-6%

Others-3%

Under graduate-11%

Graduate-58%

Post graduate-24%

Higher qualification-5%

Others-2%

<15000—5%

15000-25000—15%

25000-35000—15%

>35000—65%


WORK EXPERIENCE(in years):

FACTORS AFFECTING THE PURCHASING DECISION OF DATACARD (%):

It can be inferred from the below charts that speed & connectivity are the two most important

influencing factors in selecting a data card for a customer. The other important factors are tariff

plans, price & billing policies of the company. So the company has to emphasize on the network

coverage as the most important factor.

TARIFF PLANS:

PRICE

0-1—61%

1-3—21%

3-5—8%

>5—10%

Not affected at all-2%

Least affected-2%

Neutral-16%

Affected-42%

Significantly affected-38%


Least affected-6%

Neutral-22%

Affected-45%



SPEED

CONNECTIVITY

BRAND AMBASSADOR OF THE PRODUCT


Least affected-0%

Neutral-11%

Affected-28%



Least affected-34%

Neutral-19%

Affected-4%



Least affected-2%

Neutral-9%

Affected-29%



ADVERTISEMENTS

CUSTOMER SERVICE

BILLING POLICIES


Least affected-12%

Neutral-24%

Affected-38%



Least affected-25%

Neutral-32%

Affected-8%



Least affected-6%

Neutral-17%

Affected-56%



INFLUENCE OF ADVERTISING:

Q. How do you know about TATA PHOTON data card?

It can be inferred from the above chart that advertisement is an important factor for brand

recognition as 48% of the respondents knew about the product through advertisements.

Then, when asked about which kind of advertisement they like, the response was as such:

It shows that the most effective medium for advertising is the visual media though print & audio

have also some significance.

SOME OTHER PARAMETERS ABOUT DATA CARD USERS:

REASON BEHIND USING DATA CARD:

Connectivity on the move-53%

Easy to carry-30%

Better speed-16%

Other-1%

Visual-67%

Audio-13%

Print-20%


The reason behind using the data card according to most of the respondents was

‘connectivity on the move’.

FREQUENCY OF USING INTERNET:

Most of the respondents are the daily internet users.

PLAN USED:

Most of the data card use the pre paid plans. When inquired about this they responded in

following manner:

The above chart depicts that the reason behind using prepaid plan for most users was cost

effectiveness & convenience in changing the tariff plan.

Everyday-93%

Twice a week-5%

Once a week-0%

Monthly-2%

Post paid-39%

Pre paid-61%

Cost effective-43%

Range of tariff plans-22%

Convenience-32%

Others-3%


AVERAGE DATA USED (MONTHLY):

Most of the respondents are frequent users of internet. This also shows in the monthly uses as 41%

of the users have their usage in excess of 6GB.

<1GB—1%

1-2GB—20%

2-4GB—18%

4-6GB—20%

Above 6GB—41%


SPSS ANALYSIS

T-test for gender

Group Statistics

Factors affecting in purchasing a datacard

Gender N Mean Std. Deviation Std. Error Mean

Tariff Male 36 4.17 1.000 .167

Female 23 4.09 .733 .153

Price Male 36 3.83 1.028 .171

Female 23 3.96 .825 .172

Speed Male 36 4.42 .906 .151

Female 23 4.35 .885 .184

Connectivity Male 36 4.31 .980 .163

Female 23 4.52 .730 .152

Brand Ambassador Male 36 1.67 .793 .132

Female 23 2.22 .902 .188

Advertisement Male 36 2.14 1.175 .196

Female 23 2.57 .896 .187

Customer Care Male 36 3.78 .989 .165

Female 23 3.91 .668 .139

Billing Policies Male 36 3.64 1.150 .192

Female 23 3.83 .984 .205

Factors affecting in purchasing a datacard

Levene's Test for Equality of

Variances

t-Test for Equality of Means

F Sig. t df Sig. (2-tailed)

Tariff Equal variances assumed 3.999 .050 .329 57 .743

Equal variances not

assumed

.352 55.814 .726

Price Equal variances assumed .608 .439 -.483 57 .631

Equal variances not

assumed

-.507 53.954 .614

Speed Equal variances assumed .031 .861 .287 57 .775


Equal variances not

assumed

.289 47.868 .774

Connectivity Equal variances assumed 1.165 .285 -.908 57 .368

Equal variances not

assumed

-.968 55.538 .337

Brand

Ambassador

Equal variances assumed .017 .897 -2.465 57 .017

Equal variances not

assumed

-2.395 42.547 .021

Advertisement Equal variances assumed 1.793 .186 -1.485 57 .143

Equal variances not

assumed

-1.576 55.097 .121

Customer Care Equal variances assumed 3.327 .073 -.576 57 .567

Equal variances not

assumed

-.627 56.771 .533

Billing Policies Equal variances assumed 2.046 .158 -.644 57 .522

Equal variances not

assumed

-.667 52.179 .508

H0 (Null Hypothesis): There are no difference between the opinion of Male and

Female

H1 (Alternative Hypothesis): There are difference between the opinion of Male and

Female.

We can see from the analysis that there is no major difference in the opinion of male and

female except in the case of Brand Ambassador as a factor affecting the purchase decision.

From the T-test we can see that in the survey opinion of Male and Female the P value

(significance level) is less than .05 for Brand Ambassador as a factor affecting the

purchase decision. Hence in this case null hypothesis is rejected.


ANOVA ANALYSIS

FOR AGE GROUP

Descriptives

Factors affecting in

purchasing a Data Card

N Mean Std. Deviation Std. Error

Tariff 16-22 24 4.04 .908 .185

23-29 24 4.21 .977 .199

30-36 2 4.50 .707 .500

37-43 4 4.25 .957 .479

44-50- 2 3.50 .707 .500

>50 3 4.33 .577 .333

Total 59 4.14 .899 .117

Price 16-22 24 3.96 1.042 .213

23-29 24 3.75 .944 .193

30-36 2 4.50 .707 .500

37-43 4 4.00 .816 .408

44-50- 2 3.50 .707 .500

>50 3 4.00 1.000 .577

Total 59 3.88 .948 .123

Speed 16-22 24 4.29 1.042 .213

23-29 24 4.38 .875 .179

30-36 2 4.00 .000 .000

37-43 4 4.75 .500 .250

44-50- 2 5.00 .000 .000

>50 3 4.67 .577 .333

Total 59 4.39 .891 .116

Connectivity 16-22 24 4.21 1.062 .217

23-29 24 4.33 .816 .167

30-36 2 5.00 .000 .000

37-43 4 4.75 .500 .250

44-50- 2 5.00 .000 .000

>50 3 5.00 .000 .000

Total 59 4.39 .891 .116

Brand Ambassador 16-22 24 1.92 .830 .169

23-29 24 1.92 .881 .180

30-36 2 2.50 2.121 1.500

37-43 4 1.50 .577 .289

44-50- 2 1.00 .000 .000

>50 3 2.00 1.000 .577

Total 59 1.88 .873 .114

Advertisement 16-22 24 2.46 1.285 .262

23-29 24 2.25 .897 .183


ANOVA

Factors affecting in purchasing a datacard Sum of Squares df Mean Square F Sig.

Tariff

Between Groups 1.582 5 .316 .370 .867

Within Groups 45.333 53 .855

Total 46.915 58

Price

Between Groups 1.711 5 .342 .359 .874


Total 52.169 58

Speed

Between Groups 2.034 5 .407 .490 .782


Total 46.034 58

Connectivity

Between Groups 3.992 5 .798 1.007 .423


Total 46.034 58

Brand Ambassador

Between Groups 3.003 5 .601 .773 .0573


Total 44.169 58

Advertisement Between Groups 8.133 5 1.627 1.428 .229

Within Groups 60.375 53 1.139

30-36 2 3.50 .707 .500

37-43 4 2.25 .957 .479

44-50- 2 1.00 .000 .000

>50 3 1.67 .577 .333

Total 59 2.31 1.087 .141

Customer Care 16-22 24 3.67 1.007 .206

23-29 24 4.04 .806 .165

30-36 2 3.50 .707 .500

37-43 4 3.75 .957 .479

44-50- 2 4.00 .000 .000

>50 3 3.67 .577 .333

Total 59 3.83 .874 .114

Billing Policies 16-22 24 3.83 1.129 .231

23-29 24 3.63 .970 .198

30-36 2 5.00 .000 .000

37-43 4 3.50 1.732 .866

44-50- 2 4.00 .000 .000

>50 3 2.67 .577 .333

Total 59 3.71 1.084 .141


Total 68.508 58

Customer Care

Between Groups 2.097 5 .419 .527 .755


Total 44.305 58

Billing Policies

Between Groups 7.477 5 1.495 1.307 .275


Total 68.102 58

H0 (Null Hypothesis): There are no difference between the opinion of various age

groups

H1 (Alternative Hypothesis): There are difference between the opinion of various age

groups.

The significance value of all factors is greater than .05.

Hence for all the age groups there is not much of a difference in important given for

the various factors affecting the choice of data card.

For Income Group

Descriptive

Factors affecting in purchasing a datacard N Mean Std. Deviation Std. Error

Tariff

<15000 2 4.00 .000 .000

15000-25000 8 4.50 .756 .267

25000-35000 11 3.45 .934 .282

>35000 38 4.26 .860 .140

Total 59 4.14 .899 .117

Price

<15000 2 3.50 .707 .500

15000-25000 8 4.25 .707 .250

25000-35000 11 3.36 1.027 .310

>35000 38 3.97 .944 .153

Total 59 3.88 .948 .123

Speed

<15000 2 4.00 1.414 1.000

15000-25000 8 4.50 .756 .267

25000-35000 11 3.64 .924 .279

>35000 38 4.61 .790 .128

Total 59 4.39 .891 .116

Connectivity <15000 2 4.00 1.414 1.000


15000-25000 8 4.63 .744 .263

25000-35000 11 3.73 .905 .273

>35000 38 4.55 .828 .134

Total 59 4.39 .891 .116

Brand Ambassador

<15000 2 3.00 .000 .000

15000-25000 8 1.88 .991 .350

25000-35000 11 2.36 .674 .203

>35000 38 1.68 .842 .137

Total 59 1.88 .873 .114

Advertisement

<15000 2 3.50 .707 .500

15000-25000 8 2.38 .916 .324

25000-35000 11 3.00 1.265 .381

>35000 38 2.03 .972 .158

Total 59 2.31 1.087 .141

Customer Care

<15000 2 3.50 .707 .500

15000-25000 8 4.00 .756 .267

25000-35000 11 3.18 .982 .296

>35000 38 4.00 .805 .131

Total 59 3.83 .874 .114

Billing Policies

<15000 2 3.50 .707 .500

15000-25000 8 4.25 .886 .313

25000-35000 11 2.91 1.136 .343

>35000 38 3.84 1.027 .167

Total 59 3.71 1.084 .141

ANOVA


Tariff

Between Groups 6.820 3 2.273 3.118 .033


Total 46.915 58

Price

Between Groups 4.650 3 1.550 1.794 .159


Total 52.169 58

Speed

Between Groups 8.409 3 2.803 4.098 .011


Total 46.034 58

Connectivity Between Groups 6.582 3 2.194 3.059 .036



Total 46.034 58

Brand Ambassador

Between Groups 6.539 3 2.180 3.185 .031


Total 44.169 58

Advertisement

Between Groups 11.160 3 3.720 3.568 .020


Total 68.508 58

Customer Care

Between Groups 6.169 3 2.056 2.965 .040


Total 44.305 58

Billing Policies

Between Groups 10.140 3 3.380 3.207 .030


Total 68.102 58

H0 (Null Hypothesis): There are difference between the opinion of various income

groups

H1 (Alternative Hypothesis): There are no difference between the opinion of various

income groups.

The significance value of all factors is less than .05 except Price as a factor affecting

the choice of a data card.

Hence for all the income groups there is not much of a difference in importance given

for the various factors affecting the choice of data card except in the case of price

where p value is greater than .05. There is some difference in the opinion of various

income groups in case of price of data card as people with higher income are not

much affected by price as compared to lower income groups.

For Occupation

Factors affecting in purchasing a datacard N Mean Std. Deviation Std. Error

Tariff

Service 18 4.17 .857 .202

Business 3 3.67 .577 .333

Student 34 4.09 .965 .166

House wife 3 4.67 .577 .333

Other 1 5.00 . .


Total 59 4.14 .899 .117

Price

Service 18 3.94 .938 .221

Business 3 4.00 1.000 .577

Student 34 3.76 .987 .169

House wife 3 4.33 .577 .333

Other 1 5.00 . .

Total 59 3.88 .948 .123

Speed

Service 18 4.33 .840 .198

Business 3 5.00 .000 .000

Student 34 4.35 .981 .168

House wife 3 4.33 .577 .333

Other 1 5.00 . .

Total 59 4.39 .891 .116

Connectivity

Service 18 4.61 .608 .143

Business 3 5.00 .000 .000

Student 34 4.18 1.029 .176

House wife 3 4.67 .577 .333

Other 1 5.00 . .

Total 59 4.39 .891 .116

Brand Ambassador

Service 18 1.72 .669 .158

Business 3 1.33 .577 .333

Student 34 2.00 .921 .158

House wife 3 2.33 1.528 .882

Other 1 1.00 . .

Total 59 1.88 .873 .114

Advertisement

Service 18 1.94 .938 .221

Business 3 1.67 1.155 .667

Student 34 2.53 1.107 .190

House wife 3 3.00 1.000 .577

Other 1 1.00 . .

Total 59 2.31 1.087 .141

Customer Care

Service 18 4.00 .767 .181

Business 3 3.67 .577 .333

Student 34 3.76 .987 .169

House wife 3 3.67 .577 .333

Other 1 4.00 . .

Total 59 3.83 .874 .114

Billing Policies

Service 18 3.72 .958 .226

Business 3 3.00 1.732 1.000

Student 34 3.68 1.121 .192


House wife 3 4.67 .577 .333

Other 1 4.00 . .

Total 59 3.71 1.084 .141

ANOVA


Tariff

Between Groups 2.347 4 .587 .711 .588


Total 46.915 58

Price

Between Groups 2.441 4 .610 .663 .621


Total 52.169 58

Speed

Between Groups 1.603 4 .401 .487 .745


Total 46.034 58

Connectivity

Between Groups 4.148 4 1.037 1.337 .268


Total 46.034 58

Brand Ambassador

Between Groups 3.225 4 .806 1.063 .384


Total 44.169 58

Advertisement

Between Groups 8.427 4 2.107 1.893 .125


Total 68.508 58

Customer Care

Between Groups .854 4 .214 .265 .899


Total 44.305 58

Billing Policies

Between Groups 4.383 4 1.096 .929 .454


Total 68.102 58

H0 (Null Hypothesis): There are no difference between the opinion of people of

various occupations.

H1 (Alternative Hypothesis): There are difference between the opinion of people of

various occupations.


The significance value of all factors is greater than .05.

Hence for all the occupation groups there is not much of a difference in importance

given for the various factors affecting the choice of data card.


COMPETITOR ANALYSIS

Preference of different companies according to the given parameters

Price

Tata Photon 33%

Airtel 13%

MTS MBlaze 23%

Reliance Net-Connect 13%

Vodafone 6%

BSNL 3G-Card 13%

We observed that from the given sample 33% of the consumer preferred Tata photon + as

extremely competitive in the price segment followed by Mts blaze.

Speed


Tata Photon 17

%

Airtel 50

%

MTS MBlaze 10

%


Vodafone 13

%

BSNL 3G-Card 2%

50% of the people taking the survey rated airtel datacard best in terms of speed

followed by Tata Photon+.

Connectivity

Tata Photon 21%

Airtel 54%

MTS MBlaze 6%


Vodafone 17%

BSNL 3G-Card 0%

Considering connectivity Airtel again emerged as the winner with 54% of respondent voting for it

followed by Tata photon+.


Network

Tata Photon 19%

Airtel 47%

MTS MBlaze 4%


Vodafone 21%

BSNL 3G-Card 2%

Airtel network emerged best in terms of network coverage

Customer Services

Tata Photon 25%

Airtel 38%

MTS MBlaze 17%



Vodafone 15%

BSNL 3G-Card 2%

From the data we observed that 39% of the respondent considered airtel to provide best

customer services with 38% voting for it followed by Tata Photon+

Billing Policies

Tata Photon 21%

Airtel 26%

MTS MBlaze 17%


Vodafone 11%

BSNL 3G-Card 17%

Policies of airtel in terms of billing the client was considered the best followed by Tata Photon

+

Tariff Plans Available


Tata Photon 33%

Airtel 21%

MTS MBlaze 17%


Vodafone 17%

BSNL 3G-Card 2%

Tariff plans offered by Tata photon + were considered best with 33% of the respondent voting

for it followed by airtel.

Brand of Data Card customer use

Tata Photon 38%

MTS Blaze 10%


Airtel 18%

Vodafone 10%

BSNL 3G Card 12%

Maximum of the customer surveyed preferred using Tata photon+ with 38% of the respondent voting for it followed by Airtel Data Card.


CONCLUSION

A major sample of surveyed customers comprised of Students and Service class.

Data collected showed that connectivity and speed were the most important

parameter according to consumer to go for a Data Card followed by price and

tariff plans

Data collected showed that Brand Ambassador did not play a major role in

influencing the choice of the data card.

61% of the respondent who use data card prefer prepaid plans compared to

postpaid reason being convenience in changing tariff plans and cost

effectiveness.

Brand ambassador of the product does not affect the sale of data card.

Data collected showed that majority of the respondents have data usage in excess of

6 GB a month. Opinion of the respondent for price as a factor affecting the choice of the data card varies

in accordance to the income group.For high income group price was not such an important

factor but for lower income group it was.

There was no major difference in opinion of male and female but this was not to be

seen in the case of brand ambassador.

The competition in the data card sector is very high with major telecom giants entering

the market segment providing consumer with cheaper prices and better services.

In the competitive analysis, we can see that respondent preferred Tata photon Data card

when it comes to price and tariff plan and maximum of the respondent prefer Tata Photon +

Data card.


RECOMMENDATIONS

Their tariff plans are one of the best in the market so they can continue with them.

The Tata Photon+ provides one of the best price range in the competitive market as per

the survey which is a very redeeming factor.

There is no need to heavily invest on brand ambassadors for promotions as simple

advertising can also help to improve the sales.

Only 17% of the respondents felt that Tata photon + provided high speed .As speed of

internet is very important factor they have to work on this domain.

Again connectivity is a very important factor and only 21% of the respondents felt that

Tata Photon+ provided better connectivity. So they have to focus on providing better

connectivity for the customers.

Billing policies and Customer services are two another important domains that Tata

Photon+ need to work on.

The most important features of a data card are connectivity, speed and tariff plan as per

the respondents. Hence Tata Photon+ should continue to work keeping in mind these

features.


Appendix

Questionnaire for Comparative Analysis of

TATA Photon Data card

Part A: Personal information (Demographic Profile)

(Just tick the required boxes)

1)Age

16-22 23-30 31-40 41-50 More than 50

2) Gender

Male Female

3) Educational Qualification:

Under-Graduate Graduate Post-Graduate Higher Qualification

If any other, please mention: …………………………………………………………………..

4) Occupation:

Services Business Student

Housewives Others

If any other, please mention: …………………………………………………………..………

5) Family Monthly Income:

Under 15000 15000-25000 25000-35000 Above 35000

6) Work Experience:

0-1 years 1-3 years 3-5 years > 5 years


Part B:

S. No. Particulars Yes No

7 Do you own PC/Laptop?

8 Do you use internet?

9 Do you presently own data card?

10 If yes, are you satisfied with it?

11 Is data card a necessity for you?

12 Do you change your Data card frequently?

13 Is income a major factor in selecting a particular brand?

14 Is price of the product/plan the most important factor in selecting a

particular brand?

15 Does the brand ambassador of a product influence you in going

for a particular brand?

16 Are you influenced by the different advertisements in buying the

product that a brand goes for?

17 Have you experienced any discomfort due to the poor connectivity

of your data card?

18 Have you ever introduced our product to anyone?

19 Are you happy with the functioning of your data card?

20 Have you seen Tata Photon Advertisement?

Part C: TATA Photon Data card

(Just tick the required boxes)

21) How satisfied are you with your present data card?

Highly dissatisfied Dissatisfied Neutral

Satisfied Highly satisfied Don’t own a data card

22) How much the following factors affect you in purchasing a data card?


S.No. Particulars Not

affected at

all

Least

affected

Neutral Affected Significan-

tly

affected

a) Price

b) Speed

c) Connectivity

d) Brand Ambassador of the

product

e) Advertisements by the

brand

f) Customer Service

g) Billing Policies

h) Tariff Plans

23) How you know about Tata Photon data card?

Advertisements Internet Friends Others

If any other, please mention: …………………………………………………………………

24) Which type of advertisement you like the most for Data plans/Tata Photon?

Visual Audio Print

24a) Tell any particular tune/symbol/colour/TV or print advertisement that you can recall

for TATA Photon.

…………………………………………………………………………………………………..

…………………………………………………………………………………………………..

25) Which are the main reasons behind your decision to buy dongle?

Connectivity on the move Easy to carry Better Speed Others


26) What is the frequency of your net use?


Everyday Twice a week Once a week Once a month

27) According to you how much data you use by doing surfing or downloading?

<1GB 1-2GB 2-4GB 4-6GB Above 6GB

28) Which plan do you use?

Prepaid Post-paid

29) Why do you use the above mentioned plan?

Cost Effective Range of Tariff plan Convenience Others


Part D: Competitor Analysis

30) Rate the different companies according to the parameters on the following scale:

1: Highly Satisfactory 2: Satisfactory 3: Neutral

4: Dissatisfactory 5: Highly Dissatisfactory

S.No. Parameters Tata

Photon

Airtel MTS

MBlaze

Reliance

Net-

Connect

Vodafone BSNL

3G-

Card

a) Price

b) Speed

c) Connectivity

d) Network

e) Customer Services

f) Billing Policies

g) Tariff Plans

Available

31)Which brand of data card do you presently use?

Tata Photon MTS Blaze Reliance Net-Connect

Airtel Vodafone BSNL 3G Card


32) Which feature of your data card is better than other data cards?

Connectivity Tariff Plans Customer Service Speed

33) Any ideas that you would like to suggest which would help Tata Photon in

serving you better.

…………………………………………………………………………………………………

…………………………………………………………………………………………………

…………………………………………………………………………………………………

……………………………………………………………………………


REFERENCES

Dominick Salvatore, Managerial Economics

Anderson, Sweeney, Williams, 11th Edition, Statistics for Business and Economics.

Bajpai Naval, Business Statistics.

www.tataphoton.net.in/index.html www.tataphotonplus.co.in

http://www.tataphoton.net.in/index.html

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