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RESEARCH PROJECT REPORT

onCONSUMER BUYING BEHAVIOR WITH A FOCUS ON

PERCEPTION TOWARDS POCKET INTERNET IN DISHNETWIRELESS LIMITED, JAMMU (J&K)

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THE

DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

of

PUNJAB TECHNICAL UNIVERSITY

By

Rahul Gupta,

1172780

MBA III SEMESTER

UNDER THE SUPERVISION OFMR. Satinderpal Singh

Chandigarh Business School, Landra, Mohali

2012

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Certificate of Supervisor

This is to certify that Mr. / Ms. RAHUL GUPTA Roll No.

1172780 has completed the research project titled CONSUMER

BUYING BEHAVIOR WITH A FOCUS ON PERCEPTION TOWARDS

POCKET INTERNET IN DISHNET WIRELESS LIMITED, JAMMU (J&K)

under my supervision in partial fulfillment of the MASTER OF

BUSINESS ADMINISTRATION degree of PUNJAB

TECHNICAL UNIVERSITY.

Mr. Satinderpal singh

BBA Head of Department

Date: 8/10/2012

Place: Mohali.

Forwarded for evaluation by the HOD:

(HODs Signature)

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Declaration

I, hereby declare that the research project report titled performance

appraisal is my own original research work and this report has not been

submitted to any University/Institute for the award of any professional

degree or diploma.

RAHUL GUPTA

M.B.A (III Sem)

Chandigarh Business School

Date:8/10/2012

Place: Mohali.

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ACKNOWLEDGEMENT

There is no great blessing than to have the guidance both internally and

externally by an enlightened guide. All knowledge, all inspiration, all

wisdom are potentially implanted in me and the proper watering through

spiritual guidance nurtures these, to grow into deep rooted, huge, strong

trees. That kind of a beginning and initiation is what I have received from

my Guide. That is the source of all my strength and efforts in working on

my project report.

This project report has been a brain stimulating experience for me. The

knowledge gained by me during the course of this project will stand me in

good stead in the future.

At the last but not the least I would like to thankMr. NARENDER

SINGH to permit me to accomplish my two months project.

With great gratitude

RAHULGUPTA

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PREFACE

Education becomes more meaningful when its theoretical aspects are combined with

practical experience. This provides an opportunity to the students to improve their

understanding of the studies.

MBA is a course, which combines both its theory and application as its content of study

in the field of management as a part of this course, every aspirant has to undergo at least

six to eight weeks Industrial Training in an organization of repute. The purpose of this

training is to expose the students or management sciences to real business situation and

to provide insight into the various functions carried out within the organization.

project-is-an-important-part-of-theoretical-studies.-It-covers-all-that-remains-

uncovered-in-the-classroom-i.e.-without-it-76% our-studies-remains-ineffective-and-

incomplete.-Also-it-is-a-well-known-fact-that-practical-training-plays-a-very-important-

role-in-future-building-of-an-individual.-One-can-easily-overcome-the-fear-of-joining-

organisation-after-the-completion-of-the-course-as-the-environment-no-longer-remains-

align-to-him-and-one-can-easily-fit-a-place-for-themselves.-Only-gaining-theoretical-

knowledge-is-just-not-sufficient-for-sure-success-in-life,-practical-knowledge-is-a-

must-and-have-been-given-an-opportunity-to-gain-practical-experience we avail-this-

stance-in-a-very-satisfactory-manner-and-think-it-will-be-very-beneficial-for-me-in-

building-our-future.-

In order to use the theoretical knowledge I get the opportunity of Industrial Training

in DISHNET WIRELESS LIMITED (head office of Aircel telecommunication) in

Jammu.As complementary to training, I have prepared and submitted a project report on

Consumer buying behavior with a focus on perception towards Pocket internet in

Dishnet Wireless Limited

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TABLE OF CONTENT

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1. Introduction to the consumer behavior:-

Theoretical foundation about the consumer behavior. Review of Literature on the consumer behavior

theories.

2. Introduction to the Telecom industry:-

Overview of the Indian telecom industry

Profile of the Dishnet Wireless limited(J&K)

Companys history

Product range and services of the company

Future Prospects / Plans

3. Objectives of the study and Research Methodology

Objectives of study.

Research Methodology

Research Design

Source of data collection

Tools of analysis

4. Data presentation, analysis and Interpretation

5. Finding of the Study

6. Conclusion and Recommendations

7. Limitation and Suggestion

8. Appendix (Questionnaire)

9. Bibliography and References

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Chapter 1Introduction to the consumer

behavior

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An Introduction to Consumer Behavior

Consumer Behavior is the study of who acquires, consumes and disposes of products

(goods, services, ideas, images, brands) and where, when, how, and why they do so.

Marketers must understand their consumers' behaviors before they develop marketing

strategy (e.g., segmentation, targeting, positioning, and the marketing mix).

Consumer behavior referred to as the study of when, why, how, where and what

people do or do not buyproducts. It blends elements frompsychology, sociology,social

psychology, anthropology and economics. It attempts to understand the buyer decision

making process, both individually and in groups. It studies characteristics of individual

consumers such as demographics and behavioural variables in an attempt to understand

people's wants. It also tries to assess influences on the consumerfrom groups such as

family, friends, reference groups, and society in general.Customer behaviour study is

based on consumer buying behaviour, with the customer playing the three distinct roles

of user, payer and buyer.

BLACK BOX MODEL

ENVIRONMENTAL

FACTORS

BUYER'S BLACK BOX BUYER'S

RESPONSE

Marketing

Stimuli

Environmental

Stimuli

Buyer

Characteristics

Decision

Process

Product

Price

Place

Promotion

Economic

Technical

Political

Cultural

Attitudes

Motivation

Perceptions

Personality

Lifestyle

Problem

recognition

Information

search

Alternative

evaluation

Purchase

Product choice

Brand choice

Dealer choice

Purchase timing

Purchase

amount

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decision

Post-purchase

IMPORTANCE OF STUDY OF CONSUMER BEHAVIOUR

The study of consumers helps firms and organizations improve their marketing

strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between

different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her

environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing

decisions;

Limitations in consumer knowledge or information processing abilities

influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products

that differ in their level of importance or interest that they entail for the

consumer; and

How marketers can adapt and improve their marketing campaigns and

marketing strategies to more effectively reach the consumer.

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APPLICATIONS OF CONSUMER BEHAVIOR

There are four main applications of consumer behavior:

The most obvious is formarketing strategyi.e., for making better marketing

campaigns. For example, by understanding that consumers are more receptive to

food advertising when they are hungry, we learn to schedule snack

advertisements late in the afternoon. By understanding that new products are

usually initially adopted by a few consumers and only spread later, and then only

gradually, to the rest of the population, we learn that

A second application is public policy. In the 1980s, Accutane, a near miracle

cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth

defects if taken by pregnant women. Although physicians were instructed to

warn their female patients of this, a number still became pregnant while taking

the drug. To get consumers attention, the Federal Drug Administration (FDA)

took the step of requiring that very graphic pictures of deformed babies be

shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbein, a marketing professor, went on sabbatical to work

for the Centers for Disease Control trying to reduce the incidence of

transmission of diseases through illegal drug use. The best solution, obviously,

would be if we could get illegal drug users to stop. This, however, was deemed

to be infeasible. It was also determined that the practice of sharing needles was

too ingrained in the drug culture to be stopped. As a result, using knowledge of

consumer attitudes,

Dr. Fishbein created a campaign that encouraged the cleaning of needles in

bleach before sharing them, a goal that was believed to be more realistic.

As a final benefit, studying consumer behavior should make us better

consumers. Common sense suggests, for example, that if you buy a 64 liquid

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ounce bottle of laundry detergent, you should pay less per ounce than if you

bought two 32 ounce bottles. In practice, however, you often pay a

size premium by buying the larger quantity. In other words, in this case,

knowing this fact will sensitize you to the need to check the unit cost labels todetermine if you are really getting a bargain.

CONSUMER BEHAVIOUR THEORIES

Consumer perception and consumer behavior

According to Rice (1993), perception is the initiator of behaviour. It can also be seen asa process of information extraction. Perception is the process by which an individual

selects, organizes, and interprets information inputs to create a meaningful picture

(Kotler, 2000). Different people tend to perceive quite differently even when they are

exposed to the same reality. A set of factors, e.g. individual responses, determine an

individuals perception process and lead to individual differences. The most important is

that peoples perceptions are often more important than the reality in marketing (Kotler,

2000). The study of customer behaviour provides a sound basis for identifying and

understanding the factors that influence consumers purchase on line. Schiffman and

Kanuk state that the behaviour that consumers display in searching, purchasing, and

evaluating products/services is those that they expect to fulfil their needs. Although

perception and behaviour are typically treated as two completely separate phenomena,

i.e. the input and output respectively, it has been suggested that perception and

behaviour are in fact two sides of the same phenomenon and are closely related to each

other (Rice, 1993). In order to understand what customer perceive and how they act to

affect their perceptions, study of perception and behaviour should be treated as one

integral part.

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CONSUMER PERCEPTION

Introduction

Our perception is an approximation of reality. Our brain attempts to make sense out of

the stimuli to which we are exposed. This works well, for example, when we see a

friend three hundred feet away at his or her correct height; however, our perception is

sometimes offfor example, certain shapes of ice cream containers look like they

contain more than rectangular ones with the same volume.

Factors in perception

Several sequential factors influence our perception. Exposure involves the extent to

which we encounter a stimulus. For example, we are exposed to numerous commercial

messages while driving on the freeway: bill boards, radio advertisements, bumper

stickers on cars, and signs and banners placed at shopping malls that we pass. Most of

this exposure is randomwe dont plan to seek it out. However, if we are shopping for

a car, we may deliberately seek out advertisements and tune in when dealer

advertisements come on the TV Exposure is not enough to significantly impact the

individualat least not based on a single trial (certain advertisements, or commercial

exposures such as the Reliance communication logo, are based on extensive repetition

rather than much conscious attention). In order for stimuli to be consciously processed,

attention is needed. Attention is actually a matter of degreeour attention may be quite

high when we read directions for getting an income tax refund, but low when

commercials come on during a television program. Note, however, that even when

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attention is low, it may be instantly escalatedfor example, if an advertisement for a

product in which we are interested comes on. Webers Law suggests that consumers

ability to detect changes in stimulus intensity appear to be strongly related to the

intensity of that stimulus to begin with.

CONSUMER BEHAVIOUR TOWARDS INTERNET

When consumer purchase internet connection, they still perform a similar sequence of

tasks: searching for information about different products, evaluating these alternatives,

and transacting the chosen alternative. However, the family and friends has great impact

on these activities.

Problem recognition:

The starting point is feeling the need or recognition of a problem. The need for

accessing internet at anywhere can trigger the recognition of a need or problem and can

have significant impact by encouraging customers to begin the information search

process.

Information Search:

Once customers identify the need they may seek information about retailers or products

to help them satisfy. Customer search regarding internet connection could be limited

because its a specialty product. Our analysis has shown that in terms of internet

connection , customer mostly refer to family and friend as reference group. Thesereference groups affect buying decision offering information like price, tariff plan

availability and so forth. Providing rewards for specific purchasing behaviors for

instance friends could appreciate that you could access internet at anywhere if you are

carrying a laptop. By identifying and affiliating with reference groups, consumers

create, enhance, and maintain their self-image. Customers who want to create an image

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of mobile, technologically updated person as well as want to be seen as members of a

higher social class might buy internet connection from Aircel communication or other

competitors products.

Product Evaluation:

During this stage, consumers process different product information and make a final

value judgment. The multiattribute model provides a useful way for summarizing how

customers use the information they have about alternative brands of internet connection.

From our consumer behaviour analysis we have found out that on this stage customer

evaluate internet connection on its several attributes like price, net speed, tariff plan

which come along with, looks etc and they also decide which attributes are most

important for them. The multiattribute model shows that how a consumer gives weights

of importance to the various attributes of a internet connection.

Purchase Activity:

Its not necessary that customer will always purchase a brand or internet connection with

evaluation. The internet connection offering benefits (having the highest evaluation)

may not be available in the store, or the customer may feel that the risks outweigh the

potential. During purchasing customer also may feel that their internet connection might

not be able to meet their expectations. Therefore retailer should ensure that their sales

persons are knowledgeable enough and they are also skilled presenter of their product,

otherwise it could raise confusion in customers mind during purchasing of internet

connection . Reducing the actual and perceived time of purchasing.

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Post Purchase Activities:

As we know buying process doesnt end when a customer purchase a product.

From focus group interviews we have come to know that after making a purchase ofinternet connection, customer evaluate their experience on the basis of net speed, signal

strength amount of money they have spent. Customers often feel that service providers

do not deliver what they promise. They feel players should present the terms and

conditions and tariff plans/schemes in clear terms. Mentioning every small detail

regarding the tariff plans must be included in the bill. For example, if a company intends

to collect an advanced monthly rental from customers, then it has to mention that in its

tariff plan, so that customers are not shocked when they see a bill that includes monthly

advance rentals as well. This kind of practice might keep customers away from going

for a particular brand.

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Chapter 2Introduction to the Telecom industry

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2) HISTORY OF TELECOM INDUSTRY

The word telecommunication was adapted from the French word tlcommunication. It

is a compound of the Greek prefix tele-, meaning 'far off', and the Latin

communicare, meaning 'to share'. Telecommunication is the transmission ofsignals over

a distance for the purpose ofcommunication. In modern times, this process almost

always involves the sending ofelectromagnetic waves by electronic transmitters but in

earlier years it may have involved the use ofsmoke signals, drums orsemaphore.

Today, telecommunication is widespread and devices that assist the process, such as the

television, radio and telephone, are common in many parts of the world. There is also a

vast array of networks that connect these devices, including computer networks,public

telephone networks, radio networks and television networks. Computer communication

across the Internet, such as e-mail and instant messaging, is just one of many examples

of telecommunication.

Telecommunication systems are generally designed by telecommunication engineers.

Early inventors in the field include Elisha Gray, Alexander Bell,Nikola Tesla,

Guglielmo Marconi and John Logie Baird. In recent times, optical fibre has radically

improved the bandwidth available for intercontinental communication, helping to

facilitate a faster and richer Internet experience. And, digital television has eliminated

effects such as snowy pictures and ghosting. Telecommunication remains an important

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part of the world economy and the telecommunication industry's revenue has been

placed at just under 3% of the gross world product.

The basic elements of a telecommunication system are:

a transmitterthat takes information and converts it to a signal for transmission

a transmission medium over which the signal is transmitted

a receiverthat receives and converts the signal back into usable information

For example, consider a radio broadcast. In this case thebroadcast toweris the

transmitter, the radio is the receiver and the transmission medium is free space. Often

telecommunication systems are two-way and devices act as both a transmitter and

receiver or transceiver. For example, a mobile phone is a transceiver.

Telecommunication over a phone line is calledpoint-to-point communication because it

is between one transmitter and one receiver, telecommunication through radio

broadcasts is calledbroadcast communication because it is between one powerful

transmitter and numerous receivers.

Signals can either be analogue ordigital. In an analogue signal, the signal is varied

continuously with respect to the information. In a digital signal, the information isencoded as a set of discrete values (e.g. 1's and 0's). Telecommunications devices

convert different types of information, such as sound and video, into electrical or optical

signals. Electrical signals typically travel along a medium such as copper wire or are

carried the air as radio waves. Optical signals typically travel along a medium such as

strands of glass fibers. When a signal reaches its destination, the device on the receiving

end converts the signal back into an understandable message, such as sound over a

telephone, moving images on a television, or words and pictures on a computer screen

A collection of transmitters, receivers or transceivers that communicate with each other

is known as a network. Digital networks may consist of one or more routers that route

data to the correct user. An analogue network may consist of one or more switches that

establish a connection between two or more users. For both types of network, a repeater

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may be necessary to amplify or recreate the signal when it is being transmitted over long

distances. This is to combat attenuation that can render the signal indistinguishable from

noise.

The shaping of a signal to convey information is known as modulation. Modulation is a

key concept in telecommunications and is frequently used to impose the information of

one signal on another. Modulation is used to represent a digital message as an analogue

waveform. This is known as keying and several keying techniques exist these include

phase-shift keying, frequency-shift keying, amplitude-shift keying and minimum-shift

keying. Bluetooth, for example, uses phase-shift keying for exchanges between devices

A) OVERVIEW OF INDIAN TELECOM INDUSTRIES

Indian Telecom sector, like any other industrial sector in the country, has gone

through many phases of growth and diversification. Starting from telegraphic

and telephonic systems in the 19th century, the field of telephonic

communication has now expanded to make use of advanced technologies like

GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day by

day, both the Public Players and the Private Players are putting in their resources

and efforts to improve the telecommunication technology so as to give the

maximum to their customers.

The Indian telecom sector can be broadly classified into Fixed Line Telephony

and mobile telephony. The major players of the telecom sector are experiencing

a fierce competition in both the segments. The major players like BSNL, MTNL,

VSNL in the fixed line and Airtel, Aircel, Hutch, Idea, Tata, Reliance in themobile segment are coming up with new tariffs and discount schemes to gain the

competitive advantage. The Public Players and the Private Players share the

fixed line and the mobile segments. Currently the Public Players have more than

70% of the market share.

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India

o India has a 700 million people living in 638,000 villages

per-capita income of $ 0.40 per day)o As per DoT statistics 500,000 villages have telephone access.

o Divided into 22 circles

4 metros

19 circles

Further divided into A, B and C category based on

economic parameters and revenue potential

o Each circle has a licenses

Four operators per circle are allowed

Licenses are saleable

MAJOR PLAYERS IN TELECOM INDUSTRY AND THEIR

MARKET SHARE

Major Players in telecom industry:-

There are three types of players in telecom services:

State owned companies (BSNL and MTNL)

Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)

Foreign invested companies (Vodafone-Essar, Bharti Tele-Ventures, Escotel,

Idea Cellular, BPL Mobile, Spice Communications,Dishnet Wireless ltd.)

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Public and Private Players

MTNL, BSNL, VSNL are the major Public Players, whereas Airtel, Aircel, Idea,

Vodafone, Tata, Reliance, BPL are the leading Private Players in the country. Some of

them are entering foreign markets as well. The Bharti Telecom will be launching its

services the leading Private Players in the country. Some of them are entering foreign

markets as well. The Bharti Telecom will be launching its services for the NRIs in the

US with the help of Airtel CALLHOME service.

List of Private service provider in India are as:-

Company

Logo Circle in different states Official website

Aircel GroupAssam, Bihar, Chennai, Himachal Pradesh, Jammu &

Kashmir, North East, Orissa, Tamil Nadu, West

Bengal, Kolkata, Delhi, Kerala, Karnataka, Andra

Pradesh,UP(E), UP(w), Mumbai

http://www.aircel.com

Airtel

Delhi (Metro), Mumbai (Metro), Kolkata (Metro),

Chennai (Metro), Andhra Pradesh, Assam, Bihar,

Gujarat, Haryana, Himachal Pradesh, Jammu &

Kashmir, Kerala, Karnataka, Madhya Pradesh,

Maharashtra, North East, Orissa, Punjab, Rajasthan,

Tamil Nadu, Uttar Pradesh (E), Uttar Pradesh (W),

West Bengal.

http://www.airtelworld.com

Vodafone

Andhra Pradesh, Chennai (Metro), Delhi (Metro),

Gujarat, Haryana, Karnataka, Kolkata (Metro),

Mumbai (Metro), Punjab, Rajasthan, Uttar Pradesh

(W), Uttar Pradesh (E), West Bengal, Maharatshtra,

Tamilnadu, Kerala, Jammu & Kashmir, Himachal

Pradesh, Orissa, Bihar, Assam, North East, Madhya

Pradesh.

http://www.vodafone.com

Idea cellular

Delhi (Metro), Andhra Pradesh, Gujarat, Haryana,

Himachal Pradesh, Maharashtra, Kerala, Madhya

Pradesh, Rajasthan, Uttar Pradesh (E), Uttar Pradesh

(W).

http://www.ideacellular.com

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Reliance telecom

ltd.

Assam, Bihar, Himachal Pradesh, Kolkata, Madhya

Pradesh, North East, Orissa, and West Bengal.

http://www.reliancemobile.com

Tata teleservices

ltd.

J&k, Punjab,H.P, Maharashtra (including Mumbai),

New Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and

Karnataka

BSNL

On October 1, 2000 the Department of Telecom Operations, Government of India

became a corporation and was renamed Bharat Sanchar Nigam Limited (BSNL).

BSNL is now Indias leading telecommunications company and the largest public sector

undertaking. It has a network of over 45 million lines covering 5000 towns with over 35

million telephone connections.

The state-controlled BSNL operates basic, cellular (GSM and CDMA) mobile, Internetand long distance services throughout India (except Delhi and Mumbai). BSNL will be

expanding the network in line with the Tenth Five-Year Plan (1992-97). BSNL, which

became the third operator of GSM mobile services in most circles, is now planning to

overtake Bharti to become the largest GSM operator in the country. BSNL is also the

largest operator in the Internet market, with a share of 21 per cent of the entire

subscriber base.

AIRTEL

Established in 1995 by Sunil Mittal as a Public Limited Company, Airtel is the largest

telecom service provider in Indian telecom sector. With market capitalization of over

Rs. 1,360 billion, Airtel has 33% of total market share of GSM service providers.

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Providing GSM services in all the 23 circles, Airtel was the first private player in

telecom sector to connect all states of India. Also, Airtel is the first mobile service

provider to introduce the lifetime prepaid services and electronic recharge systems.

VODAFONE

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced

operations in 1994 when its predecessor Hutchison Telecom acquired the cellular

licence for Mumbai. Vodafone Essar now has operations in 20 circles with over 54.63

million customers. Vodafone is the worlds leading international mobile

communications company. It now has operations in 25 countries across 5 continents and

40 partner networks with over 269 million customers worldwide. Vodafone has

partnered with the Essar Group as its principal joint venture partner for the Indian

market.

MTNL

MTNL was set up on 1st April 1986 by the Government of India to upgrade the quality

of telecom services, expand the telecom network, introduce new services and to raise

revenue for telecom development needs of Indias key metros Delhi, the political

capital, and Mumbai, the business capital. In the past 17 years, the company has taken

rapid strides to emerge as Indias leading and one of Asias largest telecom operating

companies. The company has also been in the forefront of technology induction by

converting 100% of its telephone exchange network into the state-of-the-art digital

mode. The Govt. of India currently holds 56.25% stake in the company. In the year

2003-04, the company's focus was not only consolidating the gains but also to focus on

new areas of enterprise such as joint ventures for projects outside India, entering into

national long distance operation, widening the cellular and CDMA-based WLL

customer base, setting up internet and allied services on an all India basis. MTNL has

over 5 million subscribers and 329,374 mobile subscribers. While the market for fixed

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wireline phones is stagnating MTNL faces intense competition from the private players

Bharti, Hutchison and Idea Cellular, Reliance Infocommin mobile services. MTNL

recorded sales of Rs. 60.2 billion ($1.38 billion) in the year 2002-03.

RELIANCE INFOCOMM

Reliance is a $16 billion integrated oil exploration to refinery to power and textiles

conglomerate. It is also an integrated telecom service provider with licenses for mobile,

fixed, domestic long distance and international services. Reliance Infocomm offers a

complete range of telecom services, covering mobile and fixed line telephony includingbroadband, national and international long distance services, data services and a wide

range of value added services and applications. Reliance India Mobile, the first of

Infocomm's initiatives was launched on December 28, 2002. This marked the beginning

of Reliance's vision of ushering in a digital revolution in India by becoming a major

catalyst in improving quality of life and changing the face of India. Reliance Infocomm

plans to extend its efforts beyond the traditional value chain to develop and deploy

telecom solutions for India's farmers, businesses, hospitals, government and public

sector organizations. Until recently, Reliance was permitted to provide only limited

mobility services through its basic services license. However, it has now acquired a

unified access

license for 18 circles that permits it to provide the full range of mobile services. It has

rolled out its CDMA mobile network and enrolled more than 6 million subscribers in

one year to become the countrys largest mobile operator. It now wants to increase its

market share and has recently launched pre-paid services. Having captured the voice

market, it intends to attack the broadband market.

TATA TELESERVICES

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Tata Teleservices is a part of the $12 billion Tata Group, which has 93 companies, over

200,000 employees and more than 2.3 million shareholders. Tata Teleservices provides

basic (fixed line services), using CDMA technology in six circles: Maharashtra

(including Mumbai), New Delhi, Andhra Pradesh, Tamil Nadu, Gujarat, and Karnataka.It has over 800,000 subscribers. It has now migrated to unified access licenses, by

paying a Rs. 5.45 billion ($120 million) fee, which enables it to provide fully mobile

services as well. The company is also expanding its footprint, and has paid Rs. 4.17

billion ($90 million) to DoT for 11 new licenses under the IUC (interconnect usage

charges) regime. The new licenses, coupled with the six circles in which it already

operates, virtually gives the CDMA mobile operator a national footprint that is almost

on par with BSNL and Reliance Infocomm.

BSNL

On April 1, 1986, the Videsh Sanchar Nigam Limited (BSNL) - a wholly Government

owned corporation - was born as successor to OCS. The company operates a network of

earth stations, switches, submarine cable systems, and value added service nodes to

provide a range of basic and value added services and has a dedicated work force of

about 2000 employees. BSNL's main gateway centers are located at Mumbai, New

Delhi, Kolkata and Chennai. The international telecommunication circuits are derived

via Intelsat and Inmarsat satellites and wide band submarine cable systems e.g. FLAG,

SEA-ME-WE-2 and SEA-ME-WE-3.

The company's ADRs are listed on the New York Stock Exchange and its shares are

listed on major Stock Exchanges in India. The Indian Government owns approximately

26 per cent equity, M/s Panatone Finvest Limited as investing vehicle of Tata Group

owns 45 per cent equity and the overseas holding (inclusive of FIIs, ADRs, Foreign

Banks) is approximately 13 per cent and the rest is owned by Indian institutions and the

public. The company provides international and Internet services as well as a host of

value-added services. Its revenues have declined from Rs. 70.89 billion ($1.62 billion)

in 2001-02 to Rs. 48.12 billion ($1.1 billion) in 2002-03, with voice revenues being the

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mainstay. To reverse the falling revenue trend, VSNL has also started offering domestic

long distance services and is launching broadband services. For this, the company is

investing in Tata Telservices and is likely to acquire Tata Broadband.

IDEA

Established by AT&T, Aditya Birla Group and Tata Group as joint venture, Idea

Cellular, is a part of Aditya Birla Nuvo, a flagship company of the Aditya Birla Group,

Idea is growing its network in 11 circles. Idea offers both prepaid and post paid services

in the GSM network. Having 14.96 % market share, Idea has a base of 2.3 crores

subscribers all over the country. A three-year contract was signed between Idea cellular

and Ericsson for GSM expansion. The network will now cover Maharashtra, Gujarat,

Rajasthan, Madhya Pradesh and Himachal Pradesh telecom circles (operator-licensed

areas).

MARKET SHARES OF THE LEADING PUBLIC AND PRIVATEPLAYERS:

GRAPH SHOWING COMPANY WISE % MARKET SHARE

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Total Sub Figures

33%

24%16%

15%

6% 4%

1%

1%

1 Bharti Airtel 2 Vodafone Essar 3 BSNL

4 IDEA 5 Aircel 6 Reliance Telecom

8 MTNL 9 BPL

B) COMPANY PROFILE

About Aircel

The Aircel Group is a joint venture between Maxis Communications Berhad of

Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications

holding a majority stake of 74%.

Aircel is a mobile phoneservice providerin India. It offers bothprepaid and postpaid

GSM cellular phone coverage throughout Tamil Nadu (including Chennai), Andhra

Pradesh, Assam, North East India, Orissa,West Bengal (including Kolkata), Jammu and

Kashmir,Bihar, Kerala, Himachal Pradesh & Mumbai. Aircel was founded by NRI

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businessman C Sivasankaran. Aircel is a joint venture between Maxis Communications

Berhad ofMalaysia and Apollo Hospital Enterprise Ltd of India. It is Indias seventh

largest GSM mobile service provider with a subscriber base of over 18 million. It has a

market share of 6.3% among the GSM operators in the country. As on date, Aircel ispresent in 17 telecom circles (including Assam, Bihar, Himachal Pradesh, Jammu &

Kashmir, Kerala, North East, Orissa, Tamil Nadu, Karnataka, West Bengal, Delhi) and

with licences secured for the remaining 10 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.

AIRCEL IN JAMMU AND KASHMIR

Dishnet wireless Limited is a leading telecom company in J&K. The head office of

Aircel communication in J&K is situated in B-1, North Block, Bahu Plaza Complex,

Jammu. It has been functioning smoothly and about 275 employs are working there.

Departments in Dishnet Wireless Limited Head Office, Jammu

Dishnet Wireless limited, Jammu has the following departments:-

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HR Department

Finance Department

Marketing Department

Technical Department

Rollout Department

Customer Services Department(VAS)

Sales Department

Management of Dishnet Wireless Limited Head Office, Jammu

Dishnet Wireless limited, head office Jammu is managed by the following persons:-

Surindher Katharia ( Head of HR department)

Mr. Raman Kumar (HR Manager)

M.K Jha (Head of Finance department)

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Mr. Jai Varsehney (Head of Marketing department)

Ashwani Kumar (Head of Technical department)

Narinder Sharma ( Head of Rollout department)

H.P Singh ( Head of Sales Department)

S.P Singh ( Sales deptt.)

Mr. Milan( Zonal sales Manager)

Mr. Shameem Mohammed ( Head of VAS)

OUR GOALS AND VALUES

CUSTOMERS: Our customers are our most valued assets. We will strive to exceed

their expectations at all time by providing them with superior services that embody

value, innovation, quality and care.

PEOPLE: Our people are our greatest resources. We will attract, train and retain the

best. We will challenge them to develop their full potential in the context of our

company goals.

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INTEGRITY: We will maintain and strive for the highest levels of personal and

professional integrity and honesty in all ours dealings. We will keep our promises.

RESPECT: We will treat with respect and dignity all people we deal with.

EXCELLENCE: We are committed to excellence in all what we do. There will be no

place for mediocrity.

WORK: We will promote a work environment that embraces creativity, promotes

empowerment, encourages team work, innovation, prudent risk taking, honest and open

communication and respectful iconoclasm.

QUALITY: The hallmark of our internal and external outputs and processes will be

quality. This will pervade every aspect of our functioning.

C) COMPANY HISTORY:-

Maxis expansion into Indonesia and India is another milestone in our aspiration to be

the regional communications leader of choice. The acquisition of a 51% stake in PT

Natrindo Telephone Seluler (NTS), Indonesia and a 74% equity interest in Aircel, India

provides new growth opportunities for Maxis. These acquisitions give Maxis a strong

foothold in two of the worlds most attractive high-growth, low-penetration markets.

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Thismarks the beginning of the new world of Maxis a world beyond voice, and

beyond borders

On 29th April 2005, Maxis acquired 51% of PT Natrindo Telepon Seluler. Maxis is

currently in the middle of rolling out a Java wide network to establish the company as a

national operator. The initial launch phase encompasses 1,300 BTS, providing both 2G

and 3G services. NTS expects to have up to 480 employees by launch date and to

increase significantly upon launching.

Maxis in India Maxis completed the acquisition of a 74% stake in Aircel on March 21,

2006. Currently, Aircel has operations in 9 of the 23-telecom circles of India - Chennai,

Tamil Nadu, West Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal

Pradesh and Bihar. Aircel launched its services in Bihar and Himachal Pradesh inDecember 2006 and also recently received the licenses to operate in the remaining 14-

telecom circles of India giving it the ability to become a pan-India player.

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Maxis expansion into Indonesia and India is another milestone in our aspiration to be

the regional communications leader of choice. The acquisition of a 51% stake in PT

Natrindo Telepon Seluler (NTS), Indonesia and a 74% equity interest in Aircel, India

provides new growth opportunities for Maxis. These acquisitions give Maxis a strongfoothold in two of the worlds most attractive high-growth, low-penetration markets.

This marks the beginning of the new world of Maxis a world beyond voice, and

beyond borders. MAP Maxis in Indonesia On 29th April 2005, Maxis acquired 51% of

PT Natrindo Telepon Seluler. Maxis is currently in the middle of rolling out a Java wide

network to establish the company as a national operator. The initial launch phase

encompasses 1,300 BTS, providing both 2G and 3G services. NTS expects to have up to

480 employees by launch date and to increase significantly upon launching. Maxis in

India Maxis completed the acquisition of a 74% stake in Aircel on March 21, 2006.

AIRCEL OPERATIONS IN INDIA

Currently, Aircel has operations in 9 of the 23 telecom circles of India - Chennai, Tamil

Nadu, West Bengal, Orissa, Assam, North East, Jammu and Kashmir, Himachal Pradesh

and Bihar. Aircel launched its services in Bihar and Himachal Pradesh in December

2006 and also recently received the licenses to operate in the remaining 14 telecom

circles of India giving it the ability to become a pan-India player. Aircel expects to

aggressively grow its subscriber base in India and is developing a broad range of new

propositions for its customers - from branding, to increased network coverage, to

innovative product and service offerings, to refreshing customer experience. As of 31st

December 2006, Aircel serves more than 4.5 million subscribers with a network

comprising of almost 4,000 BTS. Aircel continues to be the market leader in Tamil

Nadu and Chennai circle. Aircels network provides 2G and GPRS services, and is

EDGE capable. Aircel is also currently in the process of conducting 3G Trials across

different cities in India. In addition, Aircel is the first cellular operator in India to launch

wireless Internet services using WiMAX technology. It aims to immediately extend its

WiMax coverage to over 20 cities to serve enterprise broadband customers. Over the

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next few quarters, India is expected to add new subscribers at the rate of 5 to 6 million

per month. India offers huge opportunities for Aircel given the current low mobile

penetrations levels as well as challenges in terms of its geographic spread and low

ARPU levels.

Aircel expects to aggressively grow its subscriber base in India and is developing a

broad range of new propositions for its customers - from branding, to increased network

coverage, to innovative product and service offerings, to refreshing customer

experience.

As of 31st December 2006, Aircel serves more than 4.5 million subscribers with a

network comprising of almost 4,000 BTS. Aircel continues to be the market leader in

Tamil Nadu and Chennai circle.

Aircels network provides 2G and GPRS services, and is EDGE capable. Aircel is also

currently in the process of conducting 3G Trials across different cities in India. In

addition, Aircel is the first cellular operator in India to launch wireless Internet services

using WiMAX technology. It aims to immediately extend its WiMax coverage to over

20 cities to serve enterprise broadband customers.

D) RECENT ACHIEVEMENTS AND MILESTONES FOR AIRCEL

The Aircel Group is a joint venture between Maxis Communications Berhad of

Malaysia and Apollo Hospital Enterprise Ltd of India.

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Today , Aircel communication is proud of its achievements:-

Aircel began its outward expansion in 2005 and met with unprecedented success

in the Eastern frontier circles. It emerged a market leader in Assam and in the

North Eastern provinces within 18 months of operations.

Aircel commenced operations in 1999 and became the leading mobile operator

in Tamil Nadu within 18 months.

In December 2003, it launched commercially in Chennai and quickly established

itself as a market leader in Chennai.

Aircel spreads its wings to 700 locations in TN Becomes the largest operator in

the State.

Aircel the most preferred operator in TamilNadu, today, crossed yet another

milestone by spreading its service areas to 700 towns in TamilNadu.

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.

Aircel has won many awards and recognitions

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Voice and Data gave Aircel the highest rating for overall customer satisfaction

and network quality in 2006.

Aircel emerged as the top mid-size utility company in Businessworlds List of

Best Mid-Size Companies in 2007.

Tele.net recognised Aircel as the best regional operator in 2008.

Aircel Business Solutions (ABS), part of Aircel, is an ISO 9000 certified

company.

ABS is a registered member of WiMAX forum , both in the Indian and

International Chapters. ABS product range includes enterprise solutions such as

Multi Protocol Label Switching Virtual Private Networks (MPLS VPNs), Voice

over Internet Protocol (VoIP) and Managed Video Services on wireless platform

including WiMAX.

F) FINANCIAL PERFORMANCE OF THE COMPANY

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Revenue for the Dishnet Wireless limited in India for year 2007- 2008

Quarter Revenue

(In cr.)

% Change over previous

QuarterOct.-Dec.(2011) 488.18 Cr. 6%

Jan.-Mar.(2012) 543.40 Cr. 11.31 %

Apr.-June (2012) 588.75 Cr. 8.34 %

From the table it is clear that aircel communication is regularly increasing their revenue

quarter by quarter. From the figure it is clear that the company increased their revenue

in first quarter of year 2011 by 11.31 % as compared to previous quarter in year 2011 in

the second quarter of 2012, the company increased the revenue by 8.34 % as compared

to previous quarter. But in third quarter of year 2012, the company revenue falls down

by 2.85% as compared to previous quarter. At the end of year the company came back

with highest revenue of the year 2012in four quarter with the increase of 7.90% as

compared to third quarter of the year. The company is regularly performing well by

increasing revenue and no. of subscribers in the country. Now the company has 18

million subscribers in the country.

Revenue for the Dishnet Wireless limited in J&K for year 2007- 2008

Quarter Revenue

(In cr.)

% Change over previous

Quarter

Oct.-Dec.(2011) 13.29 Cr. 8.71%

Jan.-Mar.(2012) 16.83 Cr. 27 %

Apr.-June (2012) 18.42 Cr. 9.45%

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Chapter 3

Objectives of the study and Research

Methodology

OBJECTIVES OF THE STUDY:-

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Good better best, never let it rest till your good is better and your better is best.

The objectives of the study are as follows:-

To study and analyze the consumer perception regarding the pocket internet in

Aircel communication.

To study the factors that plays the most important role in a consumers choice of

buying internet connection..

To study the consumer satisfaction level regarding the pocket internet of aircel

communication.

RESEARCH METHODOLOGY

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Research methodology is a design to systematically solve the problem. In research

methodology, we not only talk of research methods but also consider the logic behind

the methods. The purpose of the methodology section is to describe the research

procedure. It includes the overall research design, the sampling procedures, the datacollection method, the field methods and analysis procedures.

Characteristics of Research Methodology:-

Research-is-directed-towards-a-solution-of-problem.-It-may-attempt-to-answer-

a-question-or-to-determine-the-relation-between-two-or-more-variables.

Research-involves-gathering-new-data-from-primary-or-first-hand-source-or-

using-existing-data-for-new-purpose.

Research-is-based-on-observation-experienced-or-empirical-evidence.Research-

strives-to-be-objective-and-logical-applying-every-possible-test-to-validate-the-

processed-are-employed-the-data-collected-and-conclusion-research.

RESEARCH SITE

The research was conducted in kathua (jammu) and the respondents were chosen

on the basis of their usage of Internet.

RESEARCH DESIGN:-

Exploratory and descriptive research design. The data is analyzed in a tabular form and

in well and easy to understand manner.

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SAMPLING DESIGN

The data was collected from various customers by the use of sample survey method.

The following factors have to be decided within the scope of sampling plan: -

Universe: The universe customers of aircel internet.

Sampling unit: A sampling unit is the basic unit containing the elements of the

population to be sampled. Here this is the customers using internet and living in kathua

city.

Sample Size: It indicates the number of units to be surveyed. Though a large sample

gives more reliable results than a small sample . So to get the more reliable results the

sample size is 500 customers.

Sampling Procedure: This refers to the procedure by which the respondents should be

chosen. The respondents were selected on the basis of non-probability convenience

sampling.

Research Instrument: For the purpose of research, a structured questionnaire for

respondents containing close-ended /open ended questions was developed.

DATA COLLECTION

Research has collected necessary information to fulfill this report through primary data

and secondary data.

Primary Data

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The primary data are those, which are collected afresh and for the first

time, and thus happen to be original in character. There are several

methods of collecting primary data, particularly in surveys and

descriptive researches.

To collect primary data a questionnaire was made with the discussion with Zonal

sales manager (Mr. Milan) and Area sales manager (Mr.Sharad)

This data has been collected from the field work i.e. approaching the

customers through the questionnaire. The questionnaires were filled by

the respondents.

Field Work for Primary Data: - The actual fields work as preceded by

market study in different areas in Jammu city.

The data has been also collected from the distributors and retailers of

Aircel communication.

Secondary Data: -

The secondary data are those which have already been collected by someone elseand which have already been passed through the statistical process. In case of

secondary data the nature of data collection work is merely that of compilation.

Secondary data includes history of company. It also includes journal and books on the

topic under study. To get information about industry and company, many web sites were

also visited. To get the secondary data our primarily focused on:-

History of Aircel Communication.

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Products and services of Aircel Communication.

Overview of the telecom industry.

Theories of the consumer behavior.

Major players in the market.

TOOLS OF ANALYSIS:-

Data collected would be analyzed by method of percentages

To analyze the data obtained with the help questionnaire following tools would be used:

Pie Chart.

Background of the study

The Internet has grown tremendously during the past years. It radically changes the way

people live, work and consume. It represents a tremendous opportunity as well as

threats. Internet usage in India continues to grow at a slow but steady pace, both in

breadth and depth, with the overall internet-using population in urban India reaching

30.32 million - a growth of 28% from April 2011 to April 2012. The penetration of the

internet among urban Indians stands at 9% now, assuming the total urban population at

336 million. Unlike the '70s and '80s when business-related travel was not seen much,

the '90s, particularly the dawn of the twenty-first century, has witnessed intensive

business travels, and this is gaining momentum with time.

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Chapter 4ANALYSIS AND

INTERPRETATION OF DATA

1.Study of age wise distribution of the respondents.

Table 4.1 Age wise distribution of the respondents

Age No. of respondents % of respondents

Below 17 43 8.6 %

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17-22 151 30.2 %

22-27 223 44.6 %

Above 27 83 16.6 %

No. of respondents

9%

30%

44%

17%

Below 17

17-22

22-27

Above 27

Figure 4.1 Age wise distribution of the respondents.

Analysis and Interpretation

From the above Table and figure it is clear that the people between age group of 22-27

are the main purchasers of internet connection. They account for more then 40% of the

respondents surveyed.

2. Study of gender wise distribution of respondents.

Table 4.2 Gender wise distributions of respondents

Gender No. of Respondents % of Respondents

Male 367 73.4

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Female 133 26.6

Gender wise distributions of respondents No. of Respondents

Male

73%

Female

27%

Male

Female

Figure No. 4.2 Gender wise distribution of respondents

Analysis and Interpretation

From the above data it is clear that Males are good purchasers of internet connection

than females. As 73.4% of the respondents are males who were interested to use internet

than females who were 26.6%.

3. Study of Occupation wise distribution of respondents.

Table 4.3 Occupation wise distributions of respondents

Occupation No. of Respondents % of Respondents

Student 173 34.6 %

Employee 91 18.2 %

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Professional 147 29.4 %

Businessmen 72 14.4 %

Housewife 17 3.4 %

No. of Respondents

Student

36%

Employee

18%

Professional

29%

Businessmen

14%

Housewife

3%

Student

Employee

Professional

Businessmen

Housewife

Figure No. 4.3 Occupation wise distribution of respondents

Analysis and Interpretation

From the above data it has been interpreted that majority of the students are using the

internet. As 36% of the respondents are students using the internet services followed29% of professional and 18% of employee used the internet. It is clear from the survey

that most of the people are students and professionals used the internet for large time.

4. Study of respondents who know about pocket internet earlier.

Table No. 4.4 Respondents who know about pocket internet earlier

Particulars % of Respondents No. of Respondents

Yes 78.2 % 391

No 21.8 % 109

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% of Respondents

Yes

78%

No22%

Yes

No

Figure No. 4.4 Respondents who know about pocket internet earlier

Analysis and Interpretation

From the above data it has been interpreted that about 78% of the respondents who

know about pocket internet earlier through advertisement and other sources and only 21

% are those who dont know about pocket internet earlier. So it is clear from the survey

that majority of customers know about pocket internet. It means that company has well

in its advertisement and publicity.

5. Study of factors that are considered by the respondents while purchasing

internet connection.

Table 4.6: factors that are considered by the respondents while purchasing internet

connection

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factors that are considered by the respondents while purchasing

internet connection Number of Respondents

Price

30%

Easy handling

17%Net Speed

22%

Signal Strength

19%

Availability in

store

12% Price

Easy handling

Net Speed

Signal Strength

Availability in store

Figure No. 4.6: factors that are considered by the respondents while purchasing

internet connection

Analysis and Interpretation

From the above data, it is interpreted that most of the respondents giving importance to

price and net speed. As 30% of respondents give preference to price followed by 22% of

customer preferred net speed and 19% preferred signal strength. So marketer should put

more focus of highlighting these main attributes.

6. Study of the satisfaction level of respondents regarding the 14/98 product(pocket

internet).

Table 4.7 Satisfaction level of respondents regarding the 14/98 product

Particulars No. of Respondents % of Respondents

Excellent 33 6.6 %

Good 137 27.4 %

Factors Number of Respondents % of Respondents

Price 147 29.4 %

Easy handling 86 17.2 %

Net Speed 111 22.2 %

Signal Strength 94 18.8 %Availability in store 62 12.4 %

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Fair 182 36.4 %

Not interesting 51 10.2 %

Not relevant for prospect 97 19.4 %

No. of Respondents

Excellent

7%

Good

27%

Fair

37%

Not interesting

10%

Not relevant for

prospect

19%Excellent

Good

Fair

Not interesting

Not relevant for prospect

Figure 4.7 Satisfaction levels of respondents regarding the 14/98 product

Analysis and Interpretation

It has been interpreted from the above data that most of the respondents rated the pocketinternet (14/98) as fair or an average product. From the figure it is clear that about 37%

of respondents found it as fair product followed by 27% found it as good product for

them. It is also clear from the figure that very few respondents treated it as excellent

product. It means product has some limitations.

7. Study of respondents who are using GPRS enabled handset.

Table No. 4.8 Respondents who are using GPRS enabled handset

Particulars No. of Respondents % of Respondents

Yes 336 67.2 %

No 164 32.8 %

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No. of Respondents

Yes

67%

No

33%

Yes

No

Figure No. 4.8 Respondents who are using GPRS enabled handset

Analysis and Interpretation

The above data shows that the most of respondents are using the GPRS enabled handset.

From the figure it is clear that about 67 % of the customers are using the handsets whichare compatible with GPRS. So its a great opportunity for the company to promote their

product in this big market.

8. Study of respondents who convert to buying the product instantly.

Table No. 4.9 Respondents who convert to buying the product instantly

Particulars No. of Respondents % of Respondents

Yes 83 16.6 %

No 417 83.4 %

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No. of Respondents

Yes

17%

No

83%

Yes

No

Figure No. 4.9 Respondents who convert to buying the product instantly

Analysis and Interpretation

From the above data it is interpreted that most of the respondents was not ready to buy

the product instantly. It is clear from the figure that about 83% of respondents are notready to buy the product.

9. Study of the reasons for which instant purchase was not done.

Table 4.10 Reasons for which instant purchase was not done.

Reasons No. of Respondents % of Respondents

Low net speed 107 25.66 %

Setting problems 79 18.94 %

Difficult to connect with PC 48 11.51 %

Costly 13 3.12 %

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Not relevant for prospect 86 20.62 %

Not easily available in store 35 8.39 %

Handset is not GPRS

enabled

49 11.75 %

Here the sample size is 417

No. of Respondents

25%

19%

12%3%

21%

8%

12%

Low net speed

Setting problems

Difficult to connect with

PC

Costly

Not relevant for prospect

Not easily available in

store

Handset is not GPRS

enabled

Figure 4.10 Reasons for which instant purchase was not done.

Analysis and Interpretation

From the above data it is interpreted that most of the respondents did not purchase the

product instantly due to low net speed. It is clear from the figure that about 25% of

respondents didnt purchase the product due to low speed followed by 21% of

respondents have no use of internet and 19% of customers have setting problems with

their PC or laptops.

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10. Study of the respondents perception regarding the overall service of the Aircel.

Table 4.11 Respondents perception regarding the overall service of the AircelParticulars No. of Respondents % of Respondents

Excellent 158 31.6 %

Very Good 169 33.8 %

Fairly Good 133 26.6 %

Average 40 8 %

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No. of Respondents

Excellent

32%

Very Good

33%

Fairly Good

27%

Average

8%

Excellent

Very Good

Fairly Good

Average

Figure 4.11 Respondents perception regarding the overall service of the Aircel

Analysis and Interpretation

From the above data it has been interpreted that majority of customers of Aircel rated

the Aircel services as very good. According to figure it is clear that about 33% of

customers rated Aircel as very good service provider followed by 32% rated it as

excellent and 27% rated as fairly good. Very less customers about 8% rated Aircel

services as poor or average. It means company is good in its services and customers are

very much satisfied.

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Charter 5

Findings of the Study

FINDINGS OF THE STUDY

Most of the people know about pocket internet earlier.

Majority of the respondents know about pocket internet through TV advertisement

and print advertisement.

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Majority of the respondents prefer cheap and good net speed as two important

factors for buying internet connection.

Most of buyer rated Aircel pocket internet (14/98) as a fair product and many people

rated it as a good product.

Majority of the respondents are not using the pocket internet.

Most of the respondents were using GPRS enabled handset.

Majority of the respondents were not interested to buy the product instantly.

Most of the respondents were not interested to buy the product due to low net speed

as compared to other competitors in the market.

Most of the consumers were satisfied with the services provided by Aircel.

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Chapter 6

Conclusion and Recommendations

CONCLUSION

Telecom sector is a growing sector in our country. Aircel communication is also a

leading company in the country. It has the widest range of products and the services.

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As I did summer project for eight weeks in Dishnet Wireless Limited, kathua (jammu).

Aircel introduced its product pocket internet in the market. This is a great experience for

me to understand the consumer behavior regarding the purchase of internet connection.

In this time span I tried my best to understand the consumer behavior, gathering theinformation and data from the sources available to come at a solid conclusion on the

basis of the analysis. After the survey following points have come into light at the end.

Most of the people know about pocket internet earlier.

Majority of the respondents know about pocket internet through TV

advertisement and print advertisement.

Majority of the respondents prefer cheap and good net speed as two important

factors for buying internet connection.

Most of buyer rated Aircel pocket internet (14/98) as a fair product and many

people rated it as a good product.

Majority of the respondents are not using the pocket internet.

Most of the respondents were using GPRS enabled handset.

Majority of the respondents were not interested to buy the product instantly.

Most of the respondents were not interested to buy the product due to low net

speed as compared to other competitors in the market.

Most of the consumers were satisfied with the services provided by Aircel.

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RECOMMENDATIONS

On the basis of conclusions drawn & enumerated in previous pages, an attempt has been

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made to suggest the following recommendations.

Pocket internet had the big limitation of not being able to be used with laptop or

PC. This is a big reason that customers are not using pocket internet. So the

company should try to solve this problem by making discussion with technical

department.

The second reason for less customers using pocket internet is related to cost

factor.

10 paisa/10KB i.e. 10Rs /1MB and 10,000 Rs /1GB. The charges were very high in

comparison to competitors like BSNL that provides unlimited browsing @200

Rs/month and Vodafone 5 paisa/10kb.

The company should introduce some new tariff plans so that customers can use the

aircel internet services at cheaper rates. The company should introduce plans like

BSNL such as unlimited browsing at some fixed amount.

On introduction of internet @98 Rs the customers were in confusion that

whether there would be additional down load charges or not. The aircel website

has not been up dated till this date to give right information. Websites should

have been updated well in advance to avoid confusions.

Settings for internet usage on mobile brands such as fly, asus, Chinese sets and

intex were not delivered and Customers with such brands were not able to use

pocket internet. We need to include support for mobile brands like fly, intex so

that aircel net can work on these mobile sets.

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Chapter 7

Limitation and Suggestion

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LIMITATIONS OF THE STUDY:-

Although full efforts have been made in this study, still because of following limitations

a more detailed research is required to reach to the effective conclusion.

The element of personal because cannot be avoided.

Senior officers of the company were very busy in their routine schedules and so

it was very difficult to get the information regarding the organization.

As I did my summer project in the month of July that was the time of summer

vacations in schools and colleges. My topic was related to internet and the

students are the important source to get the information regarding the internet.

So it was very difficult to get the accurate information from other people in the

market because many of the people were not aware of pocket internet of Aircel

communication.

Suggestions for value added services

I did not find a single customer knowing about value added services like doctor-

on-call, subscription services, voice station. There are boards in various aircel

outlets advertising about calling plans but not a single board advertising VAS

like doctor-on-call, subscription services, and voice station. Therefore people do

not even know such services exist. We need to advertise these VAS, so people

may come to know about them and use them.

Few people do know about vas live astrology and internet but these should also

be advertised to educate more people about them.

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Many customers use dialer tones but most of them want more variety of songs.

So to get the profit in this competitive scenario there is need to more focus on services

(value added services) more than product.

Some other important suggestions for aircel communication

Billing system in case of post paid need to be made more customers friendly.

Itemized bills should be provided to customers on demand.

Online bill payment and recharge facilities should be provided.

Repeated alerts to recharge when balance is low annoy many customers.

Disconnection on slight delay on bill payment really disappoints customers and

something should be done so that they get more time to clear bill before

disconnection.

Customers want some discount for family using more than four aircel Sim cards.

So there is need to give some offer/discounts to these kinds of customers to

motivate them.

Verification delays and activation delays presently in some cases extend more

than month such delays should be reduced or eliminated.

More billing centers need to be raised to decrease the time gap for amount

received from the customers and convert it into cash for the company.

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Chapter 8APPENDIX

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QUESTIONNAIRE

I RAHUL GUPTA student of MBA summer trainee in Aircel communication going to

research on topic Consumer buying behavior with a focus on perception of pocket

internet in Aircel communication. I assure to you that information given by you will

be kept confidential and will be use for research paper only.

Name of prospect: - ___________________

Contact No.: - _______________________

Q.1 Age group: -

(a) Below 17 yrs

(b) 17-22 yrs

(c) 22-27 yrs

(d) Above 27 yrs

Q.2 Gender: -

(a) Male (b) Female.

Q.3 Occupation:-

(a) Student

(b) Employee

(c) Professional

(d) Businessmen

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(e) Housewife

Q.4 Did the surveyed prospect know about PI earlier?

(a)Yes (b) No

Q.5 If yes through what source?

(a) TV Advt.

(b) Print Advt.

(c) Outdoor media

(d) N.P Insertions

(e) Retailer

Q.6 What is the important factor that you consider in purchasing internet connection?

(a) Price

(b) Easy handling

(c) Net Speed

(d) Signal strength

(e) Availability in store

Q.7 How did the prospect find the 14/98 PI Product?

(a) Excellent

(b) Good

(c) Fair

(d) Not interesting

(e) Not relevant for prospect

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Q.8 Was the prospect handset GPRS Enabled?

(a)Yes (b) No

Q.9 Did the prospect convert to buying the product instantly?

(a)Yes (b) No

Q.10 If instant purchase was not done what were the reasons?

(a) Low net speed

(b) Setting problems

(c) Difficult to connect with PC

(d) Costly

(e) Not relevant for prospect

(f) Not easily available in store

(g) Handset is not GPRS enabled

Q.11 How you will rate the overall services of aircel communication?

(a) Excellent

(b) Very Good(c) Fairly Good

(d) Average

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Chapter 9

Bibliography

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7) Bibliography

Websites

www.aircel.co.in

www.Aircelbusinesssolution.comhttp://www.newstrolls.com/news/d

ev/CJ/100899.htm

[email protected]

http://www.indianexpress.com/res/web/pIe/ie/daily.htm