Purchase Behavior of post paid customers in Punjab

STUDY TO UNDERSTAND THE PURCHASE BEHAVIOR

OF POST-PAID CUSTOMERS (PUNJAB CIRCLE)

Presented By:- Inderpreet KaurTrainee (Marketing Department)

AIRTEL (Mohali)

SCOPE OF THE STUDYThe customers targeted are only those who are using post-paid connection of any service provider.This study is confined to the customers of Tri-city (Chandigarh, Mohali and Panchkula) and places nearby.The analysis is done for leading telecom companies in tri-city i.e. Airtel, Idea and Vodafone.The size of sample is 300 respondents.Both retail (individuals) and corporate customers are considered for the study.

OBJECTIVES OF THE STUDYTo understand the purchase behavior of post-paid customers.To understand the impact of advertisement on consumers.To understand the strategies of current market players and competitors.To understand the desired demands of the customers from Airtel.To know the priority given by consumers to various service providers.

RESEARCH METHODOLOGYSAMPLING TECHNIQUE: Random Sampling

SAMPLING UNIT: Corporate and Retail Customers in Tri-city and the locations nearby

SAMPLE SIZE: 300 respondents

RESEARCH PERIOD: 3 to 4 weeks

DATA COLLECTIONPRIMARY SOURCES: The data has been

collected directly from respondents with

the help of questionnaires.

SECONDARY SOURCES: The secondary

data was collected from internet like

official sites of different service providers,

hoardings, posters, pamphlets etc..

FACTORS AFFECTING PURCHASE BEHAVIOR

The Demographic factors like:- Occupation, sex and Monthly Salary.Role of advertisement and its impact on consumers.Usage of text messages, services, international plans etc.The 7 most important factors which helps to understand the preferences of consumers and also their perception of various service providers are:-

CONTD.1) Network coverage2) Monthly rental3) Tariff (call charges)4) Services (VAS)5) Roaming facilities6) Customer care7) Schemes and promos

(Advertisements)

ANALYSIS OF STUDYOccupation :

The respondents covered are mostly who are employed or businessmen followed by students with 19% of weight age.

Monthly income :

Consumers who mostly prefer post-paid connections are those who earn more than Rs 15,000.

CONTD.Customers presently using postpaid connection :

The major competition is between Airtel, Idea and Vodafone.

Using present connection since :

The 66% weight age shows that either the consumers are satisfied from their service provider or no recent plans made them to shift from one service provider to another.

CONTD.Monthly expenses on present connection :

The 70% weight age shows the usage of postpaid customers.

Number of minutes used in a month:

The minutes mostly utilized by consumers is more than 400 resulting the bill amount exceeding Rs500.

CONTD.Factors which are affecting the sales of any service

provider are :

A provider’s goodwill and connectivity are majorly responsible for the maximum sales of the connection.

Priority given by consumers to common services they avail:

With advancement in technology, the demand of call conference and GPRS is also increasing sharing 30% - 28% of weight age.

CONTD.Consumers who think they spending more on the

postpaid connection:

Majority of postpaid customers do accept that they are paying more according to their usage.

Consumers who think advertisement is the reason to select any service provider:

59% of respondents accept that they prefer advertisements as one of the reasons to prefer any service provider.

CONTD.Weight age given by consumers to various types of

advertising media:

As it is very clear from the chart that existing users are mostly responsible for the sales of any service provider.

Percentage of consumers who want to retain their mobile number by changing service provider:

There are 56% consumers who are willing to change their present service provider by retaining their present mobile numbers.

10%

25%64%

Newspaper ad

TV ad

Existing User/Refer-ence

CONTD.Preferred service provider by the consumers if they retain

their mobile number:

Airtel is the highest preferred brand by the consumers followed by Idea and Vodafone.

Consumers who do not want to change their service provider: -

This analyze that consumers of Airtel and Idea are comparatively very satisfied from their respective brands and therefore they are biggest competitors.

CONTD.Perception of customers about various service

providers on the basis of priority or brand value:-

Highest position on the basis of brand value is given to Airtel followed by Vodafone and Idea with a quite close competition.

CONTD.Ranking given to factors by the consumers on

the basis of their preference:

The highest priority is the plan i.e. Monthly Rental and tariffs contributing 44% approx the total followed by Network Coverage with 22% weight age.

CONTD.Preference given by consumers on the basis of

network coverage:

Consumers prefer service providers whose network is well distributed in state followed by local and national level.

Preference given by consumers on the basis of rental:

Consumers prefer using mid rental plans with full calling value instead of high or lower rentals .

CONTD.Preference given by consumers while choosing tariffs:

Mostly respondents prefer tariffs keeping local calls in mind and those in business or corporate also prefer CUG or STD calls.

Consumer’s preference while choosing local tariff:

While considering local calls, respondents prefer calling same service provider with lesser call rate or feasible call rate when they call to any service provider.

CONTD.Services customer prefer in their post-paid

connections:

Services in demand or holding maximum weight age are call conference, missed call alert, GPRS etc. because of change in working formats or technology advancements.

Calling done by consumers to their present service provider’s customer care in past 3 months:

Calling customer care in a particular time span for same or different problems reflects the creditability of the service provider and effects the brand value.

CONTD.Preference of customers on the basis of schemes and

promos:

Respondents consulted mostly prefer an add-on connection or free gift with a purchase of postpaid connection followed by free activation charges.

When consumers receive promotional calls, they:

Mostly consumers feel that promotional calls they receive from their service provider are disturbing and they prefer either disconnecting it or discarding such calls.

PERCEPTION ABOUT AIRTELRating of Airtel on various parameters by consumers:

Airtel according to respondents is best known for its network coverage and customer care service.

Consumer’s perception on Airtel advertisements:

Mostly respondents like the concept shown in the advertisements and for some the brand ambassadors are the reason for their purchase. Also the references of existing users are responsible for publicity and sales.

CONTD.Order of media which influences consumers to select

service provider:

According to consumers, television ads, handouts and newspapers are the most popular mediums preferred by Airtel to interact and update with latest plans and offers which is further followed by radio.

Consumers who wish to use Airtel in future:

More than 50% of respondents wish to use Airtel which includes the existing customers of Airtel also.

AIRTEL CUSTOMERS REVIEWRanking of factors considered by Airtel

customers in order of preference:-

Airtel customers mostly prefer Airtel because of its best coverage followed by courtesy, availability and resolution capability of customer care service.

CONTD.Preference of Airtel customers on the basis of

network coverage:-

When considering network coverage, Airtel is known as India’s leading telecom company because of its availability all over the country with increasing presence internationally also, and, therefore, this hold acts as major strength for the company.


rentals:-

Airtel customers interacted for the study are those who are mostly using mid rental plans with full calling value for their post-paid connection. So, according to analysis, the sales are mostly because of such plans. E.g. Airtel 325 plan.

CONTD.Preference of Airtel customers while

choosing tariff:-

As it is very much clear from the analysis that Airtel customers prefer tariffs related to local calls because the plans mostly used by the customers are mid rentals where the tariff is the main focus along with special discounts. E.g. free minutes or free calls of certain value.

CONTD.Preference of Airtel customers while

choosing local tariff:-

The data analyzed clearly shows the demand of Airtel brand in the market. Therefore, the plan demanded or preferred by the customers is one where the call rate should be reasonable and with free calling value to Airtel local numbers at least.

CONTD.Services preferred by Airtel customers in their

post-paid connection:-

Respondents covered for the study are mostly businessmen, employed and students. The most common behaviour noticed is that, they want instant facilities. So, demand for GPRS, Airtel live, call conference etc. is quite high with them.

CONTD.Number of times approximately Airtel

customers calls customer care in last 3 months:-

“CUSTOMER IS KING” and therefore it’s important to maintain good relations with the customers. It helps the company to improve more and gives them vision to look beyond customer’s expectation and provide them better services and facilities.


schemes and promos:-

Consumers mostly prefer enjoying free gifts with their mobile connection or they prefer an additional facility like free calling value to a family member.

CONTD.Customers of other service providers who

want to shift to Airtel: -

It is very much clear that customers of its biggest competitors want to become a part of Airtel. But the consumer’s demand may not be completely satisfied by Airtel making them shift to other service provider.

CONTD.Airtel customers who want to shift to other

service provider: -

Many Airtel customers want to shift to other service provider . This may be because customers might feeling that either they are paying more than their usage or may be feeling that other service providers can fulfill their demand better.

SWOT ANALYSIS

STRENGTHSWEAKNESSE

S

OPPORTUNITIES

THREATS

STRENGTHS:-

• Largest cellular provider of India.

• Well known for network coverage.

• Larger customer base.• Holds the highest

brand value or priority.

• Has international submarine cable.

• Airtel customer care service is known for its courtesy and fastest problem solving ability.

• Maximum market share in Punjab.

• Cost leadership.• Strong brand

recognition.• Growing national and

international presence.• Company’s reputation

as Punjab’s first telecom industry.

• Growing use of technology (mobile sets with dual sim i.e. both GSM and CDMA in one mobile handset).

• Vigorous advertising.

• Multinational telecom service provider and ranked second in the world.

• High brand value.• Best known for its

services.• Innovative

advertisement concepts.

• Fast growing network base.

• Effectively increasing customer base.

• Usage of advanced technology.

• Has a strong world – wide network.

WEAKNESSES:-

AI

RTEL

• Price competition with Idea and Vodafone.

• No lower rental plans to compete with its competitors.

• No special corporate plans to attract corporate and compete with Vodafone plans.

• Fewer plans for middle class customers as the company is targeting mostly higher end customers.

• Some remote areas are still not experiencing the services provided by the service provider.

• Strict policies of the company.

IDEA

• Still a growing company.

• Service is available in selected states of India.

• Focus is more on number of sales rather than revenue and brand loyal customers.

• Any plan introduced in competition then the company can loose large number of customers.

• Weak cellular operations in some parts of Punjab.

• Call drop problems with the service provider.

VODAFONE

• It is still unable to tap the rural market completely.

• Tariffs or rentals the company floats in market are quite expensive from its competitors.

• Sales are more only at corporate level but less focus on retail customers.

• Schemes and promotions are not preferred by the service provider.

OPPORTUNITIES:-AIRTEL

• Company should concentrate on post-paid plans i.e. monthly rentals and tariffs.

• Start off their services in the remote areas like:- villages etc.

• Can target middle class customers.• Advertisements and Brand ambassadors associated

with the company. • Airtel – MTN deal will lead to company’s global

presence.

IDEA

• Advertisements impact on consumers should not loose focus.

• The cost leadership should be maintained.• Focus on corporate plans and network

coverage.• Concentration towards revenue generation

and creating brand loyal customers.

VODAFONE

• The rural market or lower ended consumers can be targeted.

• Focus on retail customers.• Schemes and promotions can be introduced to

attract consumers.• Network coverage to undeveloped or under

developed areas can be focused.• Advertisements should remain creative and

innovative.

THREATS:-

AIRTEL• Vigorous low cost

plans by competitors.

• New entrants in the industry.

• Govt. owned competitors.

IDEA• Entry of global

players.• The impact of foreign

currency fluctuation and interest rates.

• Political threats.• Brand loyal

customers of competitors.

• Government owned service providers.

VODAFONE• Entry of other

international service providers in India.

• Growth of government owned service provider.

• Strong retail customer base of competitors.

PORTER MODEL AND BCG MATRIX OF AIRTEL (PRESENTLY)

FINDINGS and CONCLUSIONSAccording to the survey, Airtel Punjab is doing

quite well providing their customers the best quality services.

The survey also shows that maximum numbers of the customers are satisfied from their mobile service provider as they are associated with them from more than one year.

The purchase behaviour depends upon various factors such as: NETWORK COVERAGE, MONTHLY RENTAL, TARIFFS, SERVICES, ROAMING FACILITIES, CUSTOMER CARE AND SCHEMES & PROMOTIONS / ADVERTISEMENTS.

CONTD.Airtel provides the best network coverage in

state and country as well.But when it comes to monthly rentals or tariffs,

Idea place its mark as it provides cheaper plans in comparison with Airtel and Vodafone.

Various value added services (VAS) are provided by all the service providers but still Airtel is known for best quality services.

When roaming is concerned, the biggest competitor of Airtel is Vodafone. Various special / discount packs /toppings are floated in market by the service providers especially focussing on national and international roaming.

CONTD.Comparing customer

service or schemes / promos, Vodafone is the better service provider than Airtel.

Consumers are well impressed and convinced from the advertisements broadcasted by Airtel, as advertisements provide Brand visibility.

Over all customers are satisfied from the plans, discount packs, services etc. provided by mobile service providers.

RECOMMENDATIONSAirtel should bring up some plans with lower

monthly rental with nominal call charges but with additional free minutes or free airtime of amount same as that of rental.

Plan targeting women population can be a profitable business.

Special facility should be provided at Airtel Relationship Centres (ARC), where customers can be guided about the advantages of post-paid connection over prepaid connection.

The demand of national, international, or STD plans is increasing with corporate as well as retail customer.

There should be no compromise on service and network facility.

LIMITATIONSThe research is limited to only 300

respondents covering the Tri-city (Chandigarh, Mohali and Panchkula) and nearby areas.

The study is based on only Post-paid consumers.

Comparison is done between the present leading mobile service providers of Punjab.

The leading service providers of Punjab are Idea, Airtel and Vodafone, therefore, concentration is on GSM.

CONTD.This research is based on the present plans

offered by all the service providers and can change the result obtained from the analyzed data.

The service provider is free to change their strategy any time, so this result is temporary generated from present portfolio of all the providers.

QUESTIONS PLEASE??

Purchase Behavior of post paid customers in Punjab

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