1 WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH SPECIALISATION PROJECT ON Perceptual Mapping of Key Mobile telecom operators: A study on telecom subscribers in Mumbai BY Anup Pawaskar PGDM e-Biz 2011 – 13 (Marketing) ROLL NO: - 14 PROJECT FACULTY GUIDE PROF. Prof. Jyoti Kulkarni
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Perceptual mapping of key telecom operators in mumbai
Perceptual Mapping of Key Telecom Operators in Mumbai
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WELINGKAR INSTITUTE OF MANAGEMENT DEVELOPMENT & RESEARCH
SPECIALISATION PROJECT
ON
Perceptual Mapping of Key Mobile telecom operators:
A study on telecom subscribers in Mumbai
BY
Anup Pawaskar
PGDM e-Biz 2011 – 13 (Marketing)
ROLL NO: - 14
PROJECT FACULTY GUIDE
PROF. Prof. Jyoti Kulkarni
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PROJECT COMPLETION CERTIFICATE
This is to certify that project titled “Perceptual Mapping of Key Mobile telecom operators:
A study on telecom subscribers in Mumbai” has been successfully completed by Mr. Anup A.
Pawaskar in partial fulfillment of his two years full time course ‘Post Graduation Diploma in
Management’ recognized by AICTE through the Print. L. N. Welingkar Institute of Management
Development & Research, Matunga, Mumbai.
This project in general is done under my guidance.
(Signature of Faculty Guide)
Name: ______________________
Date: ______________________
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ACKNOWLEDGEMENT
Any successful project is a teamwork that reflects the contribution of many people. I would like to
thank everyone who has contributed to this effort by sharing their time and taking interest in my project
and encouraging me all the way through.
In particular, I would like to thank my Project Guide Prof. Ms. Jyoti Kulkarni for her immense
guidance and support towards the project. I would also like to express my gratitude to Group Director
Prof. Dr. Uday Salunkhe and the Dean of E-biz program Prof. Dr.Pradeep Pendse .
Finally, I would like to thank my classmates, family and friends who have contributed to this research
project in their own special way.
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Abstract
The title of my project was Perceptual Mapping of Key Mobile telecom operators: A study on telecom
subscribers in Mumbai .The purpose of this project was to find the market space occupied by different
mobile-operators brands in the minds of telecom subscribers in Mumbai in a visual format i.e. by
drawing perceptual maps. It also aimed to find out what are the top important factors that consumers
consider while making a choice of selecting a mobile operator. Finally the project intended to explore
possible positioning strategies for telecom players. By finding visible voids (or empty spaces) in the
perceptual mapping results. A statistical technique called Discriminant analysis method was used to
draw the perceptual maps.
Attributes, like cheap-Tariff, transparency in billing, network-quality, customer-service, easy
availability and customized plans/offerings were selected for comparing the mobile operators and
drawing the perceptual maps. An online questionnaire was administered to collect the responses.
The operators seem to differ significantly on perceived network coverage. Also none of the operators
seem to fit well with the attribute of fair and transparent billing and deductions.
Appendix B (Synopsis) ............................................................................................................................... 4
Literature Review ..................................................................................................................................... 7
Work done by researchers on this topic ..................................................................................................... 7
Problem Definition .................................................................................................................................... 9
Research Methodology ............................................................................................................................. 9
Transparency in billing .231 .513 -.148 -.114 .729* .343
Cheap Tariff -.489 .131 .460 .283 .041 .671*
Pooled within-groups correlations between discriminating variables and standardized canonical discriminant functions
Variables ordered by absolute size of correlation within function.
*. Largest absolute correlation between each variable and any discriminant function
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Table 4. (g) Functions at Group Centroids
Brand Function
1 2 3 4 5 6
Vodafone .413 .113 .101 .024 .006 -.023
Airtel -.032 -.605 -.107 .022 -.021 -.006
Tata DoCoMo -.564 .070 -.062 -.248 .096 -.028
Aircel -.516 .112 .308 -.041 -.101 -.028
Idea .278 .233 -.147 -.243 -.083 .110
Reliance .482 .107 -.126 .184 .093 .067
MTNL Trump -.602 .568 -.515 .212 -.063 -.060
Loop Mobile -1.186 .034 .270 .241 .035 .094
Unstandardized canonical discriminant functions evaluated at group means
Figure 1. Canonical Discriminant Functions
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Figure 2: Perceptual Map of Key telecom operator brands and attributes: Drawn using Excel, from
SPSS output
Mobile Operators and their association with Attributes/Dimensions
The position of different brands have been plotted with respect to different influencing attributes as perceived
by the consumers.
It appears that Idea, Reliance and Vodafone are strongly represented by Network Quality
Airtel is strongly represented by Easy availability of Recharge Packs indicating a well woven
distribution network and intermediaries.
Customers identify Tata DoCoMo, Aircel and also MTNL Trump with cheaper tariff rates. However,
the customer service attribute is in the opposite direction indicating a lower association with the brand
with the later.
Vodafone, Idea and Reliance and Airtel are not perceived with cheap tariff by consumers.
None of the brands score well on transparency in billing and deduction of talk-time balance. In fact
presence of Airtel being in diagonally opposite direction indicates that the brand is perceived poorly on
this factor.
Cheap Tariff
Transparency in Billing
Network quality
Customer Service
Easy Availabilty of Recharge Packs
Customized Plans
Vodafone
Airtel
Tata DoCoMo
Aircel
Idea
Reliance
MTNL Trump
Loop Mobile
-1.2
-1.0
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0.8
1.0
-1.5 -1.0 -0.5 0.0 0.5 1.0
Perceptual Mapping of Key Telecom Operators
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A few other two-dimensional perceptual maps
The correlation between the various attributes were examined and following perceptual maps
were drawn. Figure 3:
As seen in figure 3. Vodafone, Reliance and Idea score high on Network Quality. Loop Mobile,
Tata DoCoMo, MTNL Trump and Aircel score well on cheaper tariffs
Figure 4.
The figure 4 shows that Vodafone and Reliance are perceived to be the best providers in terms of Customer Service while Aircel, Loop and Tata DoCoMo fare a bit better on Customization of plans
Aircel
Airtel
Idea
Loop Mobile
MTNL Trump
Reliance
Tata DoCoMo
Vodafone
0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
4.77 4.78 4.79 4.80 4.81 4.82 4.83 4.84
Ch
eap
Ta
riff
Rat
es
Ch
eap
est
Low Network Quality High
Quality of Network v/s Cheap-Tariffs
AircelAirtel
Idea Loop Mobile
MTNL Trump
Reliance
Tata DoCoMo
Vodafone
4.00
4.10
4.20
4.30
4.40
4.50
4.60
4.70
0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00
Customization in Plans V/s Customer Service
Low Customization in Plans High
Low
C
ust
om
er S
ervi
ce
Hig
h
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Managerial Implication of the study
The research conducted pointed out a number of interesting things that can aid a manager in a
telecommunication firm. Consumers perceive Network Coverage as an important factor while selecting
a mobile telecom brand and that different brands seem to be varying in perceived network coverage.
Telecom companies apart from providing low-cost tariff plans, should also focus on providing
customers a superior level of customer service. The study also hints that consumers are less likely to
select a mobile network operator solely on the basis of VAS like Caller Tunes and Ringtones and
Cricket. Finally ‘transparency in billing and deductions’ is an attribute on which brand managers can
position their telecom brand to achieve differentiation in this hypercompetitive market.
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References
1. (Page 6)Telecom India: Executive Summary,
http://www.imaginmor.com/telecom-india
2. (Page 6)Business Today: Too many cooks article dt. Oct 14-2012