bsnl marketing project

8/9/2019 bsnl marketing project

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Shivaji University, Kolhapur

I N D E X

Chapter No. TOPIC Page No.

Chapter 1 Introduction to the Study

1.1 Introduction 2

1.2 Objectives of the Study 3

1.3 Scope of the Study 3

1.4 Limitation of the Study 5

1.5 Sources of Collections 5

Chapter 2 Company Profile

2.1 Introduction Telecom Sector 6

2.2 Brief History of the Organisation 6

2.3 Vision 7

2.4 Mission 7

2.5 Objective of Firm 7

2.6 Infrastructure of Business of BSNL 8

2.7 Areas Of BSNL 8

2.8 Organisation Of Structure 8

2.9 Services Provided By BSNL 9

2.10 Social Responsibility 11

2.11 Future Plan 11

Chapter 3 Theoretical Background 14

Chapter 4 Data Analysis & Interpretation 29Chapter 5 Findings & Observations 39

Chapter 6 Suggestions & Conclusions 40

Bibliography 43

-1- Vivekanand College,Kolhapur


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CHAPTER I

Introduction to Study :

1.1. Introduction:

In a companys marketing mix and factors present in the externalenvironment, a buyer is also influenced by personal characteristics and the

process by which he/she makes decisions. A buyers cultural characteristics,

including values, perceptions, preferences, and behavior learned through family or

other key institutions, is the most fundamental determinant of a persons wants

and behavior. Consumer markets and consumer buying behavior have to be

understood before sound marketing plans can be developed.

The consumer market buys goods and services for personalconsumption. It is the ultimate market in the organization of economic activities.

In analyzing a consumer market, one needs to know the occupants, the objects,

and the buyers' objectives, organization, operations, occasions and outlets.

The buyer's behavior is influenced by four major factors: cultural

(culture, subculture, and social class), social (reference groups, family, and roles

and statuses), personal (age and life cycle state, occupation, economic

circumstances, lifestyle, and personality and self-concept), and psychological(motivation, perception, learning, and beliefs and attitudes). All of these provide

clues as to how to reach and serve buyers more effectively.

Before planning its marketing, a company needs to identify its target

consumers and their decision processes. Although many buying decisions involve

only one decision maker, some decisions may involve several participants, who

play such roles as initiator, influencer, decider, buyer, and user. The marketer's

job is to identify the other buying participants, their buying criteria, and theirinfluence on the buyer. The marketing program should be designed to appeal to

and reach the other key participants as well as the buyer.

The amount of buying deliberateness and the number of buying

participants increase with the complexity of the buying situation. Marketers must

plan differently for four types of consumer buying behavior: complex buying



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behavior, dissonance-reducing buying behavior, habitual buying behavior, and

variety-seeking buying behavior. These four types are based on whether the

consumer has high or low involvement in the purchase and whether there are

many or few significant differences among the brands.

In complex buying behavior, the buyer goes through a decision

process consisting of need recognition, information search, and evaluation of

alternatives, purchase decision, and post purchase behavior. The marketer's job is

to understand the buyer's behavior at each state and what influences are

operating. This understanding allows the marketer to develop an effective and

efficient program for the target market.

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. Understanding these issues helps us adapt our strategies by

taking the consumer into consideration. For example, by understanding that a

number of different messages compete for our potential customers attention, we

learn that to be effective, advertisements must usually be repeated extensively.

We also learn that consumers will sometimes be persuaded more by logical

arguments, but at other times will be persuaded more by emotional or symbolic

appeals. By understanding the consumer, we will be able to make a more

informed decision as to which strategy to employee.

1.2. Objective of Study :



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1) To find out the responsible factors for the changing customer

behaviour of BSNL services.

2) To study the customers attitude to hands BSNL services in

comparison to other telecommunication services.

3) To verify the customers buying decision process.

4) Reviewing the effect of BSNL on the consumer as a PublicOrganisation

5) Defining the problem faced by the customers of BSNL.

6) Estimating the customers behaviour for BSNL Services.

7) Providing practical suggestion for increasing the demand for BSNL

services.

1.3. Scope of Study:

The study of consumer buying behaviour is concerned with marketing

department and directly or indirectly with other department. This study is going to

help marketing department to increase consumer satisfaction towards firms at

and can give maximum profit.

The subject of the study was selected by looking the necessity and

importance to selling the product or services in society and to give valuable

suggestion to the Bharat Sanchar Nigam Limited Kolhapur District.

1.4. Limitations of the Study:

One of the major limitations of the study was lack of Sufficient Time.

The major limit has not permitted to take all the details regarding the Consumer

Buying Behaviour. This study limits only to BSNL, Tarabai Park, Kolhapur.

1.5. Sources of Collection:



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The sources of information can be divided into two main parts i.e.

1. Primary Data

2. Secondary Data

1. Primary Data :

The first hand information collected is called primary data.

I. Questionnaire: information obtained through questionnaire i.e.

Customer who havetaking any one type of telephone service.

II. Interviews: interviews of the subscribers of students, professionals,

rural persons, House wifes, Labour s, daily wages personals etc. and

Interview with suppliers.

III. Observation: information collected through directory observing

when consumer buying process.

2. Secondary Data :

The secondary data was collected through various magazines, News

articles, and various management books. The information which is all ready

collected by the some agencies and is utilized by the researcher for his use is

called secondary data.

I. Information collected through magazines.

II. Information obtained through internet

III. New and bulletins

IV. News paper

V. Organization printed material



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2000, is World's 7th largest Telecommunications Company providing

comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM

Mobile, Internet, Broadband, Carrier service, MPLS- VPN, VSAT, VoIP services, IN

Services etc. Within a span of five years it has become one of the largest public

sector unit in India

2.3 VISION: -

To become the largest telecom Service Provider in South East Asia.

2.4 MISSION:

1. To provide world class State-of-art technology telecom services on

demand at affordable price.

2. To provide world class telecom infrastructure to develop the country's

economy.

2.5 Objectives of Firm

To be a Lead Telecom Services Provider.

Build customers confidence through quality and reliable service.

Provide Bandwidth on demand.

Contribute to: National Plan Target of 250 million subscriber base for the

country.

Broadband customers base of 20 million in the country by 2010 as per

Broadband Policy 2004.

Telephone in all villages.

Implementation of Triple play as a regular commercial proposition.



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2.6 Infrastructure of Business of BSNL:

BSNL has installed Quality Telecom Network in the country and

now Focusing on improving it, expanding the network, introducing new telecom

services with ICT applications in villages and wining customer's confidence. Today,

it has about 47.3 million line basic telephone capacity, 4 million WLL capacity,

20.1 Million GSM Capacity, more than 37382 fixed exchanges, 18000 BTS, 287

Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network

connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages.

2.7 Areas of BSNL:

BSNL is the only service provider, making focused efforts and Planned

initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is notelecom operator in the country to beat its reach with its wide network giving

services in every nook & corner of country and operates across India except Delhi

& Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern

region of the country. BSNL serves its customers with its wide bouquet of telecom

service.

2.8 Organization Structure:

In BSNL smooth and efficient functioning can be partly attributed to

the administration department, which performs a vital function in its growth &

development. The CMD is the heads the department and overlooks the entire

administration in the all over the India. In the district level of the administration

the General Manager Telecom actively supervises the functioning of the District.

This department contains within the Accounts section, Establishment section,

commercial office, works and accounts section, planning section, Stores section,Marketing sections, TRA section, computer Cell and various technical sections is

present in the department. BSNLs infrastructure is very vast. The BSNLs

infrastructure is spread in the terrible rural area. BSNL open exchanges in these

rural areas for provide good service to the rural people.

2.8.1 Telecom Circles:



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Telecom Circles & Metro districts are responsible for providing service

to the customers. There are 24 Telecom Circles and 2 Metro districts.

2.8.2 Information regarding the Firm :

Name of the Firm :- BHARAT SANCHAR NIGAM LIMITED

(A Government of India Enterprises)

Establishment :- 1st October 2000

Type of Firm : - PSU

Working Staff : - 1458 Persons

Total Customers : - Approximately 3, 00,000

Age Group of Customers : - All age group

Software Used : - Dot Soft and HRMS pay Modules

2.9 Services provided by the BSNL :

Services provided by the BSNL are as follows:

Telephone: Phone Plus Service

New Telephone Connection

Fixed line services

Permanent Connection

Shift Of Telephone

Transfer Of Telephone

Mobile Phone :..

CellOne / Excel

WLL Mobile

Internet :

Network

http://opt/scribd/conversion/tmp/service/telephone.htmhttp://opt/scribd/conversion/tmp/service/plus.htmhttp://opt/scribd/conversion/tmp/service/telephone_new.htmhttp://opt/scribd/conversion/tmp/service/permanent.htmhttp://opt/scribd/conversion/tmp/service/shift.htmhttp://opt/scribd/conversion/tmp/service/transfer.htmhttp://opt/scribd/conversion/tmp/service/mobile.htmhttp://opt/scribd/conversion/tmp/service/mobile_cellone.htmhttp://opt/scribd/conversion/tmp/service/mobile_excel.htmhttp://opt/scribd/conversion/tmp/service/wll.htmhttp://opt/scribd/conversion/tmp/service/internet.htmhttp://opt/scribd/conversion/tmp/service/internet_network.htmhttp://opt/scribd/conversion/tmp/service/telephone.htmhttp://opt/scribd/conversion/tmp/service/plus.htmhttp://opt/scribd/conversion/tmp/service/telephone_new.htmhttp://opt/scribd/conversion/tmp/service/permanent.htmhttp://opt/scribd/conversion/tmp/service/shift.htmhttp://opt/scribd/conversion/tmp/service/transfer.htmhttp://opt/scribd/conversion/tmp/service/mobile.htmhttp://opt/scribd/conversion/tmp/service/mobile_cellone.htmhttp://opt/scribd/conversion/tmp/service/mobile_excel.htmhttp://opt/scribd/conversion/tmp/service/wll.htmhttp://opt/scribd/conversion/tmp/service/internet.htmhttp://opt/scribd/conversion/tmp/service/internet_network.htm


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Broadband

MPLS VPN

ISDN

Leased Line

Intelligent Network Free Phone Service

Premium Rate Service

India Telephone Card (ITC)

Virtual Private Network (VPN)

Universal Number

Universal Personal Number

Tele Voting

Video Conferencing

Audio Conferencing

I Net

Telex/ Telegraph

EPABX

Centrex

http://opt/scribd/conversion/tmp/service/dataone.htmhttp://opt/scribd/conversion/tmp/service/mplsvpn.htmhttp://opt/scribd/conversion/tmp/service/leased.htmhttp://opt/scribd/conversion/tmp/service/inteligent_network.htmhttp://opt/scribd/conversion/tmp/service/fph.htmhttp://opt/scribd/conversion/tmp/service/fph.htmhttp://opt/scribd/conversion/tmp/service/prm.htmhttp://opt/scribd/conversion/tmp/service/itc.htmhttp://opt/scribd/conversion/tmp/service/vpn.htmhttp://opt/scribd/conversion/tmp/service/un.htmhttp://opt/scribd/conversion/tmp/service/upn.htmhttp://opt/scribd/conversion/tmp/service/in_network1.htm#1http://opt/scribd/conversion/tmp/service/videocnf.htmhttp://opt/scribd/conversion/tmp/service/audiocnf.htmhttp://opt/scribd/conversion/tmp/service/inet.htmhttp://opt/scribd/conversion/tmp/service/telex.htmhttp://opt/scribd/conversion/tmp/service/epebx.htmhttp://opt/scribd/conversion/tmp/service/dataone.htmhttp://opt/scribd/conversion/tmp/service/mplsvpn.htmhttp://opt/scribd/conversion/tmp/service/leased.htmhttp://opt/scribd/conversion/tmp/service/inteligent_network.htmhttp://opt/scribd/conversion/tmp/service/fph.htmhttp://opt/scribd/conversion/tmp/service/prm.htmhttp://opt/scribd/conversion/tmp/service/itc.htmhttp://opt/scribd/conversion/tmp/service/vpn.htmhttp://opt/scribd/conversion/tmp/service/un.htmhttp://opt/scribd/conversion/tmp/service/upn.htmhttp://opt/scribd/conversion/tmp/service/in_network1.htm#1http://opt/scribd/conversion/tmp/service/videocnf.htmhttp://opt/scribd/conversion/tmp/service/audiocnf.htmhttp://opt/scribd/conversion/tmp/service/inet.htmhttp://opt/scribd/conversion/tmp/service/telex.htmhttp://opt/scribd/conversion/tmp/service/epebx.htm


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2.10. Social Responsibility: -

BSNL is committed to provide quality Telecom Services at affordable price

to the citizens of the remotest part of the Country. BSNL is making all effort to

ensure that the main objectives of the new Telecom Policy 1999 (salient points

indicated below) are achieved.

Access to telecommunications is of utmost importance for achievement of

the country's social and economic goals. Availability of affordable and effective

communications for the citizens is at the core of the vision and goal of the new

Telecom policy 1999.

Strive to provide a balance between the provision of universal service to all

uncovered areas, including the rural areas, and the provision of high-level services

capable of meeting the needs of the country's economy; Encourage development

of telecommunication facilities in remote, hilly and tribal areas of the country;

Transform in a time bound manner, the telecommunications sector to a

Greater competitive environment in both urban and rural areas providing equal

opportunities and level playing field for all players.

2.11. The Future Plan :

Quality of life though a number of applications, including Tele-

education, Tele-medicine, e-Governance, as well as entertainment. More

government services will be available on-line and electronic commerce will be

facilitated. It should be made mandatory for public sector bodies to make their

services available on -line.

In high-rise flats or homes builds in the same complex by real estate

developers or the communities, broadband must be encouraged.

The government needs to connect all schools to the Internet, where

teacher may give homework via broadband. The " always on " feature of

broadband will also stimulated real time chatting among housewives in large

apartment complexes, free of cost unlike telephony. On line bulletin broads and



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on line communities may be vary popular among ordinary citizen, who want to

speak up and communicate. Tax breaks can be allowed for manufactures of

broadband equipment.

The key to populating BSNL services is the cost of services than other

service provider. It is only when the infrastructure picks up, will there be

subscribers. And only when there are a large number of subscribers will the costsdrop.

BSNL the country's largest fixed line carrier is poised to convert its

lines to broadband cable as part of an emerging race among Indian phone

companies to be first to capture this new market. Broadband communication

offers all this and can cause a dramatic change in the way we communicate. It's

only a matter of time before things happen before our own eyes.



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CHAPTER III

Theoretical Background

3.1. Introduction about Consumer Buying Behaviour :

Marketing concept starts with the Consumer needs and ends in

Consumer Behaviour in meeting these needs, every action of a person is based on

needs, the problem is to learn what a customer takes into consideration when he

chooses a particular brand. Such a study is concerned with consumer behaviour

Customer buyer behaviour is that subset of human behaviour that is

concerned with decision and acts of individuals in purchasing and using products.

consumer behaviour is a sub set of Customer /buyer behaviour , is concerned with

decisions that lead up to the act of purchase.

The modern marketing concept makes Customer at the centre-stage

of organisation efforts. The focus, within the marketing concept to reach the

target customer, set the ball rolling for analyzing each of the conditions of the

target market. The first being to find out interest of such persons as would

become prospective Customers. Then comes the willingness of such interested

persons to buy the offered product. But since Customer needs come first and then

the organisation offers the product, as imperative of the marketing concept,

Customer s willingness to buy cannot be studied in isolation of the interest of

such prospects to satisfy a basic need from different satisfiers. Customers need

recognition ,their involvement level, the available alternatives, the decision to buy

and post purchase behaviour, all are part of the overall consumer behaviour.

Every consumer is unique and this uniqueness is manifest in search, purchasing,

consuming, reacting etc. Thus, consumer behaviour must be properly understood

by marketers.



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3.2. Concept

3.2.1. Concept of consumer:

Traditionally, the term consumer was used to define strictly in terms

of economic goods and services, based on view that consumers are potential

purchases of purchasers of products and services offered for sale. In course oftime this view has broadened so that Atleast some scholars now consider a

monetary essential to the definition of consumers. It implies that potential

adopters of free services or even philosophies or ideas can also be encompassed

by the definition. The rationale for the position is that many of activities that

people engage in regarding free services, ideas, and philosophies are quite similar

to those they engage in regarding commercial products and services.

3.2.2. Consumer

A consumer is one who actually purchases a product or service from

a particular organisation or shop. A customer is always defined is term of a

specific product or company. However the term consumer is far wider term

encompassing not only the actual buyer or customer but also all its users i.e.

consumers and customers may occur.

i) When the service or product is provided free

ii) When the consumer is not the actual user of the product or is only one of the

many users.

The second situation needs greater elaboration as it is of critical

significance for us.



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Behaviour :

Behaviour refers the way of acting or functioning behaviour is the

interaction with the ambient surrounding environment inherent in living creatures

and mediated by their external and inner activeness. Behaviour is generally

mediated by needs, motives, personality, perception, learning, involvement

attitude, communication, persuasion, culture, reference groups, family, and social

class.

Definitions & Meaning

Definitions:

1) Consumer behaviour is defined variedly. The dictionary of Marketing and

Advertising defines consumer behaviour as observable activities chosen to

maximize satisfaction through the attainment of economic goods and services

such as choice of retail outlet, preference for particular brands and so on.

2) Ostrow and Smiths

The action of Consumer in the marketplace and the underlying

motives for those actions. Marketers expect that by understanding what causes

Consumers to buy particular good and services they will be able to determine

which products are needed in the market place, which are obsolete, and how best

to present the goods to consumer.

3) Definition of consumer behavior is "The study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose of

products, services, experiences, or ideas to satisfy needs and the impacts that

these processes have on the consumer and society." Although it is not necessary

to memorize this definition, it bringsup some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g.,

friends influence what kinds of clothes a person wears) or an organization

(people on the job make decisions as to which products the firm should use).



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Consumer behavior involves the use and disposal of products as well as the

study of how they are purchased. Product use is often of great interest to

the marketer, because this may influence how a product is best positioned

or how we can encourage increased consumption. Since many

environmental problems result from product disposal (e.g., motor oil being

sent into sewage systems to save the recycling fee, or garbage piling up atlandfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For

example, aggressive marketing of high fat foods, or aggressive marketing of

easy credit, may have serious repercussions for the national health and

economy.

Meaning

Buying behaviour is all psychological, social and physical behaviour of

potential Customer as they become aware of evaluate, purchase , consume , and

tell other people about products and service. It includes the acts of individuals

directly involved in obtaining and using economic goods and services including

actual purchase is only a part of the decision process. In buyer behaviour we

consider not only why, how , and what people buy but other factors such as where

, how often and under what conditions the purchase made. An understanding of

buyer behaviour is essential in marketing planning and programmes. In the final

analysis buyer behaviour is one of the most important key to successful

marketing.



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3.4. A Model of Consumer Behavior

3.5. Factors influencing the Consumer Buying Behaviour

3.5.1. Cultural

1. Culture

Culture is part of the external influences that impact the consumer.

That is, culture represents influences that are imposed on the consumer by otherindividuals.

The definition of culture offered in the text is "That complex whole

which includes knowledge, belief, art, morals, custom, and any other capabilities

and habits acquired by man person as a member of society. Cultural factors have

a significant impact on customer behaviour. Culture is the most basic cause of a



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persons wants and behaviour. Growing up, children learn basic values, perception

and wants from the family and other important groups. Marketing are always

trying to spot cultural shifts which might point to new products that might be

wanted by customers or to increased demand.

2. Subculture

Each culture contains sub-cultures groups of people with share

values. Sub-cultures can include nationalities, religions, racial groups, or groups of

people sharing the same geographical location. Sometimes a sub-culture will

create a substantial and distinctive market segment of its own. For example, the

youth culture or club culture has quite distinct values and buying

characteristics from the much older gray generation

3. Social class:

Differences in social class can create customer groups. In fact, the

official six social classes in the UK are widely used to profile and predict different

customer behaviour. In the UKs socioeconomic classification scheme, social class

is not just determined by income. It is measured as a combination of occupation,

income, education, wealth and other variables:

Class name Social Status Occupational Head of Household

Percentage

of

Population

A Upper middleHigher managerial, administrative or

professional3

B MiddleIntermediate managerial, administrative

or professional14

C1 Lower middle Superiors or clerical, junior managerial,administrative or professional

27

C2 Skilled working Skilled manual workers 25

D WorkingSemi-skilled and un-skilled manual

workers19

E Those at lowest

level of

State pensioners or widows, casual or

lower-grade workers

12



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Subsistence

3.5.2. Social

Reference groups

A group that serve as reference point and influence an individuals

affective responses, cognition and behaviour. It influences a person thoughts and

actions. Most people rely on several reference groups for information on various

groups or relating to different decisions.

Affinity marketing is focused on the desires of consumers that belong

to reference groups. Marketers get the groups to approve the product and

communicate that approval to its members. Credit Cards etc.!!

The degree to which a reference group will affect a purchase decision

depends on an individuals susceptibility to reference group influence and the

strength of his/her involvement with the group.

e.g. an individual going on honeymoon may consult one reference

group and while shopping a loan for a car may consult another reference group.

Knowing the reference and using those reference groups play a vital

role in designing marketing strategies.

Family

As the fundamental social unit, the familys influence on consumer

behaviour is most important. Family acts as a purchasing unit and may supplying

needs of perhaps two or more generation.

For example :

In our families the parents not only look after the needs of their

children but also of their grand children.

One view about religion, polities is influences by the family.



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Ones attitude towards material possessions and thrift are shaped by the family..

In addition the family socialises children to adopt particular form of purchasing

behaviour in the purchases of products and services and acts a major influences

group. In May cases the children imitate the elders.

For examples:

If you ask a young person why did you open your accounts in this

bank, you may get answer my dad has it here.

Roles and status

Roles are the patterns of needs, goal, beliefs, attitudes, values and

behaviour that are expected of an individual occupying a particular position in the

society. Every individual has a specific role or position within each group to which

and individual belongs. In a family individual may act as husband/father/wife/

mother, son/brother or daughter/sister. And same individual may be in the role of

sales person, supervisor, and on Sunday may assume a role of social worker or

adult education instructor. Each role can affect how the individual behaves when

purchasing the tools related to the role.

Status is the positioning of an individual within a group, organisation

or society. Generally individuals are ambitious and are desirous to achieve higher

status within the given role. This desire affects their buying behaviour. Such

individuals are interested in prestigious brands and service offering and willing to

pay whatever prices are set. Higher the price, greater the status. Based on this

perception the advertiser designs their ads which appeal directly to desire of

status. For example an advertisement may claim that carrying a particular card is

a sign of status.



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3.5.3. Personal

Some of the personal factors that affect the consumer behaviour are

age, stage in the family life style, personal economic circumstances, occupation,

lifestyle, personality and self concept.

Age and family life cycle stage :

The kinds of services people buy change over the course of their

lifetime. Individual progress through a series of stages relating to their family

situation. These stages have a very important influence on the tastes and

consumption patterns of the individual and the family unit.

The family life cycle concept is based on age, marital status, number

and age of children and work status each of which affects the consumers needs,

wants and ability to buy.



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StagesFinancial

situation

Banking needs

Young, single

people Few financial burdens,

recreation oriented

Low cost checking ,auto

loan, credit card

Full nest : youngest

child under six

Home purchasing peak,

liquid asset low, many

working mother.

Mortgage, credit cards

revolving credit line, bill

consolidation loan.

Full nest : older

couples with

dependent children

Good financial position,

many working mothers.

Home improvement loans

equity credit line,

certificates of deposits

money market deposit

accounts, other

investment servicesEmpty nest: older

couples no children at

home one or both

retired.

Significantly reduced

income

Monthly income checks

on CDs, estate planning,

direct deposit of social

security check.

Occupation :

Employment patterns also affect services. Several jobs require

specialized equipment or clothing. In addition, people buy services that will give

them greater status in the workplace.

Economic Circumstance



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With income changes over time, an individuals ability to use financial

serves also change. Although it is important to use income as a base for

segmentation but net worth figures are benchmarks and do not presume credit

worthiness.

Personal economic factors such as income, saving , net worth and

ability to borrow affect peoples power to buy.

Personality and self concept

Personality can be defined as the aggregation an individuals traits or

characteristics that make him or her unique. Some people are outgoing; other are

shy. Some are nonconformists; other is cautious and so on. Marketers look for

specific personality traits in target market and sell into it.

Self concept is closely related to personality; it refers to the way we

see ourselves and think others see us. People select products, banks and other

services that coincide with their self concept.



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Psychological

Motivation

Motivation is nothing but stimulate the personnel or individual to buy

particular thing in terms of services or goods. Generally the tools motivation is

used to creation of sprit in individual behaviour so that they enforced to

purchase particular goods or services.

Perception

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 "off"for example, certain shapes

of ice cream containers look like they contain more than rectangular ones with the

same volume.

Learning

Learning involves "a change in the content or organization of long

term memory and/or behavior." The first part of the definition focuses on what we

know (and can thus put to use) while the second focuses on concrete behavior.

For example, many people will avoid foods that they consumed shortly before

becoming ill. Learning is not all knowledge based. For example, we may

experience the sales people in one store being nicer to us than those in the other.

We thus may develop a preference for the one store over the other; however, if

pressed, we may not be able to give a conscious explanation as to the reason for

our preference.

Much early work on learning was actually done on rats and other animals (and

much of this research was unjustifiably cruel, but that is another matter).



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Beliefs and attitudes

Consumer attitudes are a composite of a consumers (1) beliefs about, (2) feelings

about, (3) and behavioral intentions toward some object--within the context of

marketing, usually a brand or retail store. These components are viewed together

since they are highly interdependent and together represent forces that influence

how the consumer will react to the object. A consumer may hold both positive

beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g.,

coffee is easily spilled and stains papers). In addition, some beliefs may be neutral

(coffee is black), and some may be differ in valance depending on the person or

the situation (e.g., coffee is hot and stimulates--good on a cold morning, but not

good on a hot summer evening when one wants to sleep). Note also that the

beliefs that consumers hold need not be accurate (e.g., that pork contains little

fat), and some beliefs may, upon closer examination, be contradictory (e.g., that a

historical figure was a good person but also owned slaves).



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6. Consumer Buying Process:


Awareness

Evolution ofalternative

Search and

Comprehension

Attitude Development

Adoption and postpurchase behaviour

Purchase


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Consumer Buying Process:

The consumer buying process is generally regarded as being similar in

services to the purchase of other products and services. The consumer moves

through number of stages leading Upto purchase. The stages in the model can be

explained as under.

Stage 1

Awareness

Before any services officering can be considered underlying

motivations to be aroused or to surface as desire to solve a problem or state of

tension. Concurrently there will also be number of inhibitors such as lack of time

availability other alternatives which can cause postponement of decision or

terminate the search process. At this stage there is a limited knowledge about the

service.

Stage 2

Search and comprehension

In this stage the buyer obtains more information to assess the benefits

a service might offer. This could involve the evaluation of a number of alternatives

which might meet the requirements of the consumer.

Stage 3

Attitude development

The attitude development depends on the nature of stimuli receive in

the previous stage. It also depends on whether the purchase is high involvement

(expensive and risk laden) or low involvement (routine and not risky). Consulting

other, verifying the information drawing on previous experiences will either

reinforce and existing attitude or bring a change on the part of the buyer.



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Stage 4

Evaluation of alternatives

The prospective customer will make more detailed analysis and

comparison between competing offerings, rank the alternative and will move to

preferences. The ranking will be based on analysis and as set of choice criteria

such as price, recommendation needs, convenience, convention etc during this

stage. Only then will a consumer be in a position to match the benefits offered to

their. If the match is suitable he or she will proceed to purchase convinced about

the potential benefits.

Stage 5

Purchase

The consumer will buy the service offering subject to time andfinancial constraints. The latter two factors could still precipitate a withdrawal

from purchase at this late stage.

Stage 6

Adoption and post purchase behaviour

If the experience of service consumed is satisfactory, the consumer

will repurchase the service. It is possible that a consumer will have misgivings

about the purchase as it did not meet expectations because alternatives to such a

service appear more attractive in comparison. In such cases the feeling of concern

held by the consumer is referred to as logniture dissonance.



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77%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

BSNL PRIVATE

BSNL

PRIVATE


CHAPTER IV

Data Analysis & Interpretation.

Table No. I

TABLE SHOWING MARKET SEGAMENTATION OPTIONAL

CHOICE WISE RESPONDENDS

CHOICE OF

SERVICE

NO OF

RESPONDENTS

PERCENTAGE

BSNL 54 77

PRIVATE 16 23



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Interpretation:

The above table and graph shows that majority respondents were

considers BSNL service before buying other private services i.e. 77Percentage and

only 23Percentage respondents were considers other telecommunication

services.

From the above analysis the researcher has find out that majority of the

respondents were planned to take BSNL or other private services before deciding

to buy BSNL because those respondents are dual mind.



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46%

29%25%

0%

10%

20%

30%

40%

50%

Family Business Personal

Family

Busines

Personsal


Table No. II

TABLE SHOWING CONSUMER ATTITUDE TOWARDS BSNL

SERVICES OPINION ABOUT PURPOSE

OF SERVICE

PURPOSENO OF

RESPONDENTSPERCENTAGE

Family 32 46

Business only 20 29

Personal use 18 25

Total 70 100



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Interpretation :

The 46 percent of the consumer consume these services for family+

business purpose. On the other hand 29 percent consumers are having these

services for business purpose. And rest of them mean 25 percent consumers are

using for personal purpose.



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Table No. III

TABLE SHOWING RESPONDENTS OPINION ABOUT SERVICE OF

BSNL

ServiceNO OF

RESPONDENTSPercentage

Satisfied 42 60

Dissatisfied 28 40


60%

40%

ssatisfied


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Table no. IV

TABLE SHOWING SEX WISE MARKET SEGAMENTATION

BSNL PRIVATE

GENDERNO OF


NO OF


MALE 47 67 17 24

FEMALE 23 33 7 10


0

10

20

30

40

50

60

70

BSNL PRIVATE

MALE

FEMALE


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Interpretation :

The above table and graph shows that, male customer is 67Percentage

and female customers are 33Percentage for BSNL services.

On the other hand there are 24Percentage and 10 Percentage male and

female customers for private telecommunication for respectively.



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64%

29%

7%

100% Agreed

50 % AgreedNot agreed


Table No. V

RESPONDENTS OPINION ABOUT COMPETITIVE STRENGTH OF

BSNL

STRENGTH NO OF RESPONDENTS PERCENTAGE

100Percentage agreed 45 64

50 Percentage agreed 20 29

Not agreed 5 7


COMPETITIVE STRENGTH OF BSNL


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Interpretation

The above table and graph shows that 64 percent respondents strongly

agreed with competitive strength of BSNL 29 percent consumer agreed with BSNL

competitive strength. And 7 percent respondents are disagreed for the same



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CHAPTER V

OBSERVATIONS AND FINDING

The finding and conclusions are based on the data collected and

interpreted in earlier chapter.

Observations And Findings

1) Due to increasing cutthroat competition in the telecommunication services. The

customer has plenty of option to take new services. Due to the company

reputation and easy plan the customer are having taking services of BSNL than

other private services.

2) Basically respondents are using BSNL services for family and business purpose

because BSNL is providing Sulabh Plan for just incoming and Yakin Nahi

AAta plan for intercalling free facility.

3) It is observed that the customers of BSNL are quite satisfied with the welcome

schemes. But due to lack of sufficient knowledge about schemes the

employees of BSNL are not give the highest quality services to the customers.

4) Male customers always exploring for good coverage network. BSNL is proving

this service properly. Ultimately male customers are intensifying for BSNL

services than others

5) From the above analysis the researcher has find out the majority of

respondents agreed with competitive strength about BSNLS service purchased.



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CHAPTER VI

CONCLUSIONS AND SUGGESTIONS

Conclusion

1) Since earlier days of Telecommunication services BSNL has been providing

quality services hence, it creates good faith in the society or market. Thus it

influences, existing customers and prospects positively.

2) Due to competition in the telecommunication services all service provider cut

the rate of call. So customers have plenty of option to take services hence

customer has dual mentality in consuming service. But BSNL has been

preferred because company reputation, easy plans and no other extra charges.

3) BSNL provides its services after verification of documents but its time

consuming.

4) BSNL has its own advanced infrastructure. Hence they are not need to charge

any hidden charges. E.g. clip facility, roaming charges etc like other private

telecommunication services.

5) The BSNL is the first service provider in the telecommunication service. Hence

it becomes most experienced one in the telecommunication sector than other

service provider.

6) BSNL creates new innovation in telecommunication that is Video conferacing,

up coming Cable TV, Fast Broad band service etc. these type of service not

provided by the other service provider hence the competitive strength of

BSNLs is greater than other service provider.

7) The highest number of customers of the BSNL is Landline are either home use

or Businessman.

8) Majority of the customer are BSNLs old customers.

9) T.V. advertisement, radio advertisement, newspaper and friends and relativesare the important sources of information about to the customers.

10) No any other charges, striates schemes, low maintenance are the strong points

of the BSNL.

11) Majority of the customers of BSNL services are satisfied regarding welcome

schemes provided by the BSNL.



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Suggestions

Competitive advertisement strategy can be adopted by the BSNL.

2. Frequently new sales promotion activities can be introduced by the BSNL to

increase the awareness of customers.

3. Customer can be properly motivated when he visits the CSC of BSNL for first

time with intension for purchasing.

4. BSNL can make more use of T.V. Newspaper and magazines for advertisement

about the new plans and it is improvement.

5. Process of giving connection is very lengthy that should be easy and

clear.

6. They can provide facility of on line registration by Internet.

7. Still few employees are not known about the services and their uses.

Give the proper training to them.

8. They have to promote Plans and promotion campaign.

9. Still BSNL is not appoints sales girls and sales person in the Customer

service centers. Appointment of Sales girls and sales person shall be beneficial

for BSNL collection of revenue.

10. Researcher would like to suggest BSNL to promote information of

behavioral training to maintain and retain good relation with their subscribers.11. Through BSNL is providing better services than private sector there is

need to provide telecommunication service access to the needs and changing

consumption pattern of subscribers.

For example

a) They can adopt the token payment policy for payment of the telephone and

mobile bills.

b) Online disconnections and reconnections of telephone are required.

c) Working environment is improved.

This will enable BSNL to create distinct position in the competitive market.



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Bibliography

Telephone directory

BSNL Marketing section

Www. BSNL. co. in

www.marketigngteacher.com

www.learnmarketing.net

Marketing management (Eleventh Edition) by Philip

Kotler

Marketing research and consumer buying behaviour by

Gordon w. Paul
http://www.marketigngteacher.com/http://www.marketigngteacher.com/

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