A PROJECT REPORT ON “TO STUDY THE PERCEPTION AND BUYING BEHAVIOR OF CONSUMERS TOWARDS RELIANCE MOBILE ” SUBMITTED IN THE PARTIAL FULFILMENT OF “MASTER OF BUSINESS ADMINISTRATION” (TWO YEAR FULL TIME PROGRAMME) SUBMITTED BY UNDER THE SUPERVISION OF Rao Bilal Khan Mr. Pradeep Joshi MBA (SEM. III)
Study on consumer perception and buying behaviour towards reliance telecom.
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A
PROJECT REPORT ON“TO STUDY THE PERCEPTION AND BUYING BEHAVIOR
OF CONSUMERS TOWARDS RELIANCE MOBILE”
SUBMITTED IN THE PARTIAL FULFILMENT OF“MASTER OF BUSINESS
ADMINISTRATION”
(TWO YEAR FULL TIME PROGRAMME)
SUBMITTED BY UNDER THE SUPERVISION OF
Rao Bilal Khan Mr. Pradeep JoshiMBA (SEM. III)
Batch – 2011-13 Quantum School of Business
CERTIFICATE
This is to certify that the summer training report titled, “TO STUDY THE PERCEPTION
AND BUYING BEHAVIOR OF CONSUMERS TOWARDS RELIANCE MOBILE” is
an original work carried out by Mr. Rao Bilal Khan, a student of MBA 3rd Semester of
QUANTUM SCHOOL OF BUSINESS, ROORKEE, (Batch 2011-2013).
This Project report has been submitted in partial fulfillment of award of MASTER OF
BUSINESS ADMINISTRATION.
(SIGNATURE) (SIGNATURE) INTERNAL GUIDE H.O.D.
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ACKNOWLEDGEMENT
Words are indeed inadequate to convey my deep sense of gratitude to all those who have
helped me in completing this summer project to the best of my ability. Being a part of
this project has certainly been a unique and a very productive experience on my part.
I am really thankful to Mr.Tanveer Ahmad for making all kinds of arrangements to carry
the project successfully and for guiding and helping me to solve all kinds of quarries
regarding the project work. His systematic way of working and incomparable guidance
has inspired the pace of the project to a great extent.
I would like to thank my mentor and project – coordinator, Mr.Pradeep Joshi for
assigning me a project of such a great learning experience and acquainting me with real
life project financing and appraisal.
Last but not least I would like to thank all the employees of Reliance Communication
who have directly or indirectly helped me with their moral support for the completion of
my project.
RAO BILAL KHAN MBA 2ND YEAR
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CONTENTS
Executive Summary Objectives of study
1. About Company2. About Topic 3. Research Methodology
a) Sample sizeb) Sample unit/profilec) Method of Samplingd) Locatione) Parameters of Studyf) Method of data collectiong) Toolsh) Limitations
4. Analysis & findings5. Recommendations
6. Conclusions7. Bibliography
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EXECUTIVE SUMMARY :
The study is oriented towards the consumer behaviour of the existing and new Reliance
subscriber and the study focuses on the services offered by the company.
The study was gauge into the consumer’s mind and understand the various consumption
related aspects of individuals. The study of consumer behaviour will help to know the
psychological, social and physical behaviour of all potential consumers as they become
aware of evaluate , purchase , consume and tell others about products and services.
The objective of the study is to understand behavioural pattern of potential
consumer ,consumer perception, brand awareness buying motives and their expectations
and satisfaction level to delight them. Information is collected from different sources. The
primary information is collected through interviewing the customers with the help of
questionnaire.
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OBJECTIVE OF STUDY :
To understand consumer perception about product and services.
To understand the consumer satisfaction level about product and services.
To know the market potential of Reliance Communication product and services.
To analyze the brand awareness.
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A
COMPANY PROFILE
Reliance communications
Our Founder:
Few men in history have made as dramatic a contribution to their country’s economic
fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. fewer still have left
behind a legacy that is more enduring and timeless
As with all great pioneers, there is more than one unique way of describing the true
genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot,
the leader of men, the architect of India’s capital markets, the champion of shareholder
interest.
But the role Dhirubhai cherished most was perhaps that of India’s greatest wealth creator.
In one lifetime, He built, starting from the proverbial scratch, India’s largest private
sector enterprise.
when Dhirubhai embarked on his first business venture, he had a seed capital of barely
US$ 300 (around Rs 14,000). Over the next three and a half decades, He converted this
fledgling enterprise into a Rs 60,000 crore colossus—an achievement which earned
reliance a place on the global fortune 500 list, the first ever Indian private company to do
so.
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Dhirubhai is widely regarded as the father of India’s capital markets. in 1977, when
reliance textile industries limited first went public, The Indian stock market was a place
patronized by a small club of elite investors which dabbled in a handful of stocks.
Undaunted, Dhirubhai managed to convince a large number of first-time retail investors
to participate in the unfolding reliance story and put their hard-earned money in the
reliance textile IPO, promising them, in exchange for their trust, substantial return on
their investments. It was to be the start of one of great stories of mutual respect and
reciprocal gain in the Indian markets.
Under Dhirubhai’s extraordinary vision and leadership, Reliance scripted one of the
greatest growth stories in corporate history anywhere in the world, and went on to
become India’s largest private sector enterprise.
Through out this amazing journey, Dhirubhai always kept the interests of the ordinary
shareholder uppermost in mind, in the process making millionaires out of many of the
initial investors in the reliance stock, and creating one of the world’s largest shareholder
families.
On November 15th 1999, Reliance info COM begins its project planning. The founder of
RELIANCE INFOCOMM, Dhirubhai Ambani dream was “make a phone call cheaper
than a postcard and you will usher in a revolutionary transformation in the lives of
millions of indians”. In 2000, optic fiber laying process commences in Gujarat, Andhra
Pradesh and Maharashtra. In 2001, first media convergence node made “ready for
electronics” at Jaipur. In 2002, first base transceiver station (BTS) made “ready for
electronics”. Then in same year company obtains international long distance license from
Govt. of India. After that they establish 1st point of interconnect in New Delhi and on
december 27, Honorable Prime Minister of India Atal Bihari Vajpayee inaugurates
RELIANCE INFOCOMM. Then year 2003 starts which was the most successful year for
Reliance Communications. Following are the achievements they got in the year 2003.
cities On January 15, Company introduces Dhirubhai Ambani pioneer offer for
Reliance India Mobiles service and launched Reliance web world in top 16.
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On March 31 co. launched international long distance services.
On April 25 Reliance introduces its co lour handsets.
On May 1, they launched Reliance India Mobiles commercially in top 92 cities with 1
million customers.
On June 10, they launched India’s first wireless point of sale (POS).
On July 1, they introduced “Monsoon Hungama” Offer; they sold Instant multimedia
mobile phones and connection for just Rs.501 which sets world record by acquiring 1
million customers in just 10 days.
And then after 2 days they launched R Connect Internet connection cable.On August 26,
they launched reliance india phone fixed wireless phone and terminal.
On September 20,”Navratri” a data service in world posts a world record of 10 million
downloads on the first day of launch.
On October 6, company launched integrated broadband centre at reliance web world,
Bangalore.
In the month of november customer base touched 5 million and in the same month
company migrates to unified license regime and launched national roaming and
international SMS to 159 countries.
Recent milestone that Reliance Communication gets is that in year 2007,Reliance communication
adds a record 1.5 million subscribers in december 0’6. And more than that, Reliance
Communication joins lenovo and Intel for “Internet on the move” and market capitalization tops
Rs.1 lakh crore (1 trillion rupees or $24.39 billion) on Bombay stock exchange. Rather than that
in the same month company offers best value on roaming
A dream comes true:-
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man
would have access to affordable means of information and communication. Dhirubhai,
who single-handedly built India’s largest private sector company virtually from scratch,
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had stated as early as 1999: “make the tools of information and communication available
to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of
mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance
Infocomm) started laying 60,000 route kilometers of a pan-India fiber optic backbone.
This backbone was commissioned on 28 December 2002, the auspicious occasion of
Dhirubhai’s 70th birthday, though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wire line) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire infocomm (information and
communication) value chain, including infrastructure and services — for enterprises as
well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life.
India’s leading integrated telecom company
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The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man
would have access to affordable means of information and communication. Dhirubhai,
who single-handedly built India’s largest private sector company virtually from scratch,
had stated as early as 1999: “make the tools of information and communication available
to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of
mobility.”
Reliance Communications has a reliable, high-capacity, integrated (both wireless and
wire line) and convergent (voice, data and video) digital network. It is capable of
delivering a range of services spanning the entire infocomm (information and
communication) value chain, including infrastructure and services — for enterprises as
well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and networks,
truly bringing about a new way of life.
Reliance Communications is the flagship company of the Anil Dhirubhai Ambani group (ADAG)
of companies. listed on the national stock exchange and the Bombay stock exchange, It is India’s
leading integrated telecommunication company with over 35 million customers.
Our business encompasses a complete range of telecom services covering mobile and
fixed line telephony. It includes broadband, national and international long distance
services and data services along with an exhaustive range of value-added services and
applications. Our constant endeavor is to achieve customer delight by enhancing the
productivity of the enterprises and individuals we serve.
Reliance Mobile (formerly Reliance India Mobile), launched on 28 december 2002,
coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was
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among the initial initiatives of Reliance Communications. It marked the auspicious
beginning of Dhirubhai’s dream of ushering in a digital revolution in India.
Today, we can proudly claim that we were instrumental in harnessing the true power of
information and communication, by bestowing it in the hands of the common man at
affordable rates.
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Reliance Group:
Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest
private sector information and communications company, with over 38 million
subscribers. It has established a pan-India, high-capacity, integrated (wireless and wire
line), convergent (voice, data and video) digital network, to offer services spanning the
entire infocomm value chain.
Other major group companies — Reliance capital and Reliance energy — are widely
acknowledged as the market leaders in their respective areas of operation.
Reliance Energy Ltd. Reliance Mutual Fund
Harmony Reliance Communications
Reliance Life Insurance Reliance Anil Dhirubhai Ambani Group
Reliance General InsuranceReliance Portfolio Management Service