1 INTRODUCTION CONSUMER BEHAVIOUR “Consumer behaviour is the study of how individuals,groups and organization select,buy,use and dispose goods,services idea or experience to satisfy their need and wants”. By Philip Kotler Marketer must understand both the theory and reality of consumer behaviour.A consumer’s buying behaviour is influenced by cultural, social, and personal factors.Cultural factors exert the broadest and deepest influence. 1. Cultural Factor Culture, subculture and social class are particularly important influences on consumer buying behaviour.culture are the fundamental determinant of a person’s wants and behaviour. 2. Social factors
Transcript
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INTRODUCTION
CONSUMER BEHAVIOUR
“Consumer behaviour is the study of how individuals,groups and organization select,buy,use and dispose goods,services idea or experience to satisfy their need and wants”.
By Philip Kotler
Marketer must understand both the theory and reality of consumer behaviour.A consumer’s buying behaviour is influenced by cultural, social, and personal factors.Cultural factors exert the broadest and deepest influence.
1. Cultural Factor
Culture, subculture and social class are particularly important influences on consumer buying behaviour.culture are the fundamental determinant of a person’s wants and behaviour.
2. Social factors
In addition to cultural factors, social factor such as reference groups, family social roles status affect the process of buying behaviour.
a) Reference groupsA person’s reference groups are all the groups that have a direct (face to face) or indirect influence on their attitudes and behaviour.
b) FamilyFamily is the most important consumer buying organization in society,and family members constitute the most influential primary
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reference group.we can distinguish between two families in the buyer’s life. The family of orientation consists of parenrs and siblings .From parents a person acquires an orientation toward religion, politics, and economics and a sense of personal ambition.self worth.
c) Roles and statusA person participates in many groups-family, clubs and organizations.Groups often are an important source of information and help to define norms for behaviour.we can define a person’s position in each group to which he belongs in terms of role and status.
3. Personal factors
A buyer’s decisions are also influenced by personal characteristics.These include the buyer’s age and stage in the life cycle;occupation and economical circumstances;personality and self concept;and lifestyle and values .because many of the characteristics has direct impact on consumer behaviour,it is important for markets to follow them closely.
a) Age and stage in lifecycleb) Occupation and economic circumstancesc) Personality and self conceptd) Lifestyle and values
Key psychological processes
The starting point for understanding consumer behaviour is the stimulus response model.Marketing and environmental stimuli enter the
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consumer’s consc iousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processs and purchase and decisions.The marketer task is to understand what happens in the consumer’s consciousness between arrival of the outside marketing stimuli and the ultimate purchase decisions.
Four key psychological processes:-
1. Motivation
2. Perception
3. Learning
4. Memory
Fundamentally influences consumer responses.
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INDUSTRY PROFILE
6.1: MOBILE INDUSTRY IN INDIA
History of Indian Telecommunications
Started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881.
Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services.The state operators (BSNL and MTNL), account for almost 90 per cent o revenues from basic services.Private Sector services are presently available in selective urban areas, and collectively account for less than 5 percent of subscriptions.
Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and CodeDivision Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodafone-Hutch,idea cellular and Aircel,While the CDMA sector is dominated by Reliance and Tata indicom. Opening up of international and domestic long distance Telephony services are the major growth drivers for cellular industries.
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Issues and Challenges of Telecom Industry
There are various issues surrounding the telecom Industry which pose challenges for the Industry.These issues arise out of various policy announcements by the regulator which has resulted in increased competition between the players.
If we take a closer look at the issues and challenges,a majority of them revolve around the most important resource in the telecom industries-“spectrum”.Spectrum is the range of electromagnetic radio frequencies used for transmission of voice,data and images.
Telecom operators send and receive frequencies to enable communication between two phones. Enhancement of subscriber criteria for allocation of additional 2G spectrum the controversy began when TRAI and DOT’s technical advisory board rose the bar on the minimum subscriber norms for operators to qualify for additional spectrum.The new subscriber norms were around three times higher than the existing ones.
This move was challenged by GSM operators in the telecom tribunal.DoT then referred the matter to its technical arm. Telecom Engineering Centre (TEC), which in its report recommended that the allocation norms should be hiked between 2-15 times depending on the circle.The cellular operators association of india,the body representing all GSM players,said that it would fle yet another petition with the telecom tribunal challenging the TEC report. Access licence made technology neutral the Govt also permitted existing universal access service licencees to offer using either GSM or CDMA technology.
This decision paved way for existing CDMA operators to provide GSM-based services and vice-versa, subject to the availability of spectrum and payment of the prescribed fees.3G spectrum auction to be open to all in another move, the government announced that 3G spectrum would be auctioned, which would be open to all.This means that both existing operators and new entrants, whether owned by domestic entrepreneurs or foreign companies such as AT&T and Deutsche Telekom, who currently do not have presence in India, would be eligible to bid for 3G spectrum.
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Threat from satellite telephony:
A satellite telephone is a mobile phone that communicates directly with orbiting communications satellite.Depending on the architecture of a particular system, coverage may include the entire Earth, or only specifc regions. These satellite phones provide worldwide connectivity on a single number.The largest users of satellite phones in India as well as worldwide, till date,are the government and defense forces.However these phones can be used only after the No Objection Certifcate (NOC) is issued by DOT. If cost of these handsets reduces, then they may pose a threat.
Classification of Telecommunication services:
Basic services Cel lu lar services In ternet service provider( i sp)
The telecom commission was set up by government of India and notification dated 11 april 1989 with administrative and financial power of government deal with various aspect of telecommunication.
The entry of private sector in the provision of telecom service a need was full to have an independent regulatory body the above requirement was indicated in the guideline issue for entry of private sector in basic telecom service.
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. COMPANY PROFILE
• Type Private
• Founded 1999
• Founded by C. SIVASANKARAN
• Parent Maxis Communications (74%) Apollo Hospital (26%)
• Headquarters Gurgaon, India
• Key people Gurdeep Singh, CEO
• Industry Telecom
• Turnover $1000 million
• Market share 18.5%
• Employees 6000
• Customers over 33 million
• Product Mobile Telecommunication Operator
• Website http://www.aircel.com
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ABOUT AIRCEL
Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise of India. Maxis hold a majority stake of 74%. Aircel commenced operations in 1999 and has gained a foothold in 18 circles: Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu and Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP (West), UP (East), Maharashtra and Goa and Mumbai. It has recently gained an allocation of additional spectrum by the Department of Telecom for 13 new circles across India. The company has over 33 million customers in the country . It has a market share of 18.5% among the GSM operators in the country. It is India’s fifth largest GSM mobile service provider with a subscriber base. It offers both prepaid and postpaid GSM cellular phone coverage throughout India.
Aircel has won many awards and recognitions. 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 Business world’s ‘List of Best Mid-Size Companies’ in 2007. Additionally, Tele.net recognized Aircel as the best regional operator in 2008. 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. It is also having the largest service in Tamil Nadu.
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 Multiprotocol Label Switching Virtual Private Networks (MPLS VPNs), Voice over Internet Protocol (VoIP) and Managed Video Services on wireless platform including WiMAX.Aircel has won many awards for its services. Aircel was honored at the World Brand Congress 2009 with three awards, Brand Leadership in Telecom, and Marketing Campaign & Marketing Professional of the Year. Aircel was honored by CMAI INFOCOM National Telecom Award 2009 for, ‘Excellence in Marketing of New Telecom Service’. Aircel had been selected as the best regional operator in 2008 by Tele.net. Aircel was rated as the top mid-size utility company in Business World’s ‘List of Best Mid-Size Companies’ in 2007. Aircel got the highest rating for overall customer satisfaction and network quality in 2006 by Voice and Data.
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Aircel is one of the sponsors of the Indian Premier League Cricket Team Chennai Super Kings, which is captained by Mahendra Singh Dhoni. It is also the major sponsors for Chennai Open (the only ATP tennis tournament in India), and Professional Golf Tour of India.Maxis, Aircel's majority stake holder at that time, raised RM11.2 billion (USD 3.36 billions) for its shareholders (UTSB), making it the largest IPO in Malaysia and Southeast Asia.
Aircel placed an actual dinghy lifeboat to a downtown billboard. A rope with a sign reading, “In case of emergency, cut rope”, held up the branded raft. July 15, 2009 the monsoon arrived and so did Aircel customer service. The dinghy was cut down and pedestrians were safely transported. What Aircel calls “Corporate Social Responsibility – A Solution”. The company was able to generate positive publicity and show consumers that they care.
Beautification of Anna Flyover has been taken up Aircel for a period of three years, the contract has been awarded by TNRIDC and executed by Chennai based outdoor advertising agency [Abra Media Networks http://www.abramedia.in/]. this project boasts of first of its kind lighting solution for the entire stretch of the bridge and many other landscapes to enhance the look of the whole bridge. as far as the utility is concerned, they are building a dedicated toilet for the police guarding the Anna Flyover and the US Embassy. Once this flyover is being beautified, Aircel plans to maintain it for 3 years.Usaha Tegas Sdn Bhd also owned telecommunication assets in Sri Lanka(SLT) and Indonesia(Axis), UTSB is one of the largest privately owned company in Malaysia The owner of UTSB is a Tamil of Sri Lankan origin Ananda Krishnan and he is the second richest person in Malaysia).
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AIRCEL’S current campaigns:
• Aircel Happy To Help You Sail When Rains Strike Hard:-Aircel one of the leading GSM Mobile service operator in India, has taken an Innovative Initiative as part of its social responsibility to reach out to the people during heavy rains and help them sail to their destination.
As part of this Initiative Aircel has put up a boat on a hoarding at strategic places where there is water logging and excessive flooding during the rains, thereby causing a lot of chaos and inconvenience to the commuters and pedestrians who get stranded for hours in anticipation for help to come by.
• Aircel Launches New Fun Do Pack in Kerala:-
Aircel, India’s Pioneer in GSM mobile services has recently launched a new life time valid low cost group calling offer for its prepaid customers in the state of Kerala. Known as the Fundo pack it comes special benefits and has lifetime validity. The pack is quite cheap as compared to the current market offerings by other cellular operators. With this pack customers can enjoy own-network local callings as low as 1paisa/6sec or 10paisa/min. Customers can select a total of 5 local Aircel numbers. wherein they can enjoy calling to these at nominal rates. The pack costs Rs.6 and comes with zero talk time and is valid for lifetime. But the only condition applicable in this pack is that the first call in a
day to the friends and family number will be charged at Re1.
• Aircel Launches GSM Services in Haryana:-AIRCEL, India’s 5th largest GSM service provider today announced the commercial launch of its 2.5G EDGE enabled GSM Mobile Services in Haryana telecom circle.The operator has its GSM mobile services in 19 telecom circles and Haryana will be 20th circle on the Company’s Pan India operation. Aircel will become the 8th GSM operators in the circle. The Customer care number for Aircel Haryana is 98020-12345 and 121 from Aircel. Aircel introduces an inbuilt tariff on STD calls wherein the first minute is @75p, and the second minute onwards at 50 paisa.
• Aircel Flags GSM Mobile Services in Madhya Pradesh and Chhattisgarh:
Aircel the fast growing Pan India telecom operator in the country, today announced the launch of its GSM mobile services in Madhya Pradesh &
Chhattisgarh. With a subscriber base of 40 million, Aircel, extended its GSM services to MP & Chhattisgarh, rolling out its 19th telecom circle.Speaking on launch of GSM Mobile services, Mr. Gurdeep Singh, Chief Operating Officer, Aircel said, “We are proud to be here in MP & Chhattisgarh and present to our customers a National Brand with a strong local connect. We will be introducing products and services uniquely tailored to meet the special needs of our MP & Chhattisgarh consumers.Aircel introduced super attractive never before prepaid tariff plans for half the price in a simple manner, all local calls to any network are @ 1paise/ 2 seconds and all STD calls for the first 10,000secs are @ 1paise/ per second.
• Aircel Wins Business Delivery Innovation Award 2010:-India’s 5th largest GSM Mobile service operator Aircel today announced that it has won the “Business Delivery Innovation award” along with its Chanel partner Oracle Communications at fourth Global Telecom Business Innovation Awards held at London (UK).The prestigious ‘Business Delivery Innovation Award’ recognizes Aircel’s ability to create new customer offerings and deliver them to market faster, while also eliminating the number of lost and unfulfilled customer orders resulting from information being held on different systems across the company.
• Aircel Offers Free GPRS up to 40 MB at Rs 5:-Small is what it is, but big is what you get out of it! Aircel has launched a new Pocket internet card which comes at the cost of a cutting chai – Just Rs. 5. This comes with a validity of one day browsing and an extra free* day of browsing thrown in for good measure, but the limit is set at 20 Mb to ascertain fair use policy per day.To activate one day free internet, one has to visit the url http://mail.live.com from your Aircel mobile within 30 days.
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AIRCEL’S AWARDS & ACHIEVEMENTS
• Aircel was rated amongst the fastest growing Small and Medium Enterprises in the country by Business World, June 2007.
• Aircel won the “Business Delivery Innovation award 2010” along with its Chanel partner Oracle Communications at fourth Global Telecom Business Innovation Awards held at London (UK).
• Aircel bags CMAI Infocom National Telecom Award 2009 for Excellence in marketing of new telecom services.
• Aircel was honored at the World Brand Congress 2009 with three awards, Brand Leadership in Telecom, and Marketing Campaign & Marketing Professional of the Year.
• Aircel is one of the sponsors of the Indian Premier League Cricket Team Chennai Super Kings, which is captained by Mahendra Singh Dhoni.
AIRCEL’S FUTURE PLAN
Aircel has plans to invest $3 billion in the next 3 years for becoming a pan-India operator. In the next 6-9 months, the company will launch operations in rest of Maharashtra, Goa, Gujarat, Madhya Pradesh, Rajasthan and Haryana As a part of its strategy to promote the Aircel brand more, the company plans to have 15,000 recharge outlets in the city. It is in the process of co-developing a special handset for senior citizens. This will only have four buttons; one each for the doctor and police with two for calling two relatives.
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Events
Dinner with Chennai Super Kings IPL Team
20th May 2011, Chennai
CIO Club
29th April 2011, Mumbai
Channel Partner Road Show – Madurai
26th March 2011, Madurai
Channel Partner Road Shows – Faridabad and Chennai
November 26, 2010
Technology Shaba 2011, Hyderabad
January 19th – 22nd 2011
Future Net 2011
February 5th 2011
Aircel Global Partner Summit 2010
December 8th -11th, 2010
CIO 2010 - The Year Ahead, Colombo, Sri Lanka
December 1 -5, 2010
Technology Shaba 2011, Goa
2nd – 5th June 2011
Channel Partner Road Show – Gurgaon
19th November 2010, Gurgaon
Channel Partner Road Shows – Mumbai & Trivandrum
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January 13th 2011
Connect at ET Asia ITEX 2011 event
January 14th – 16th 2011
India MSME Summit 2011, Bangalore
February 1st 2011
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Products and services
Business to customer products
Consumer services offered by Aircel Communications include mobile service, wireless terminal and phone, Aircel landline, ‘net connect’, broadband connection, BlackBerry.
Aircel offers a suite of world-class Internet Services to enterprises strongly backed by highly redundant, carrier grade mesh network. Internet Leased Line services are offered over various last mile options viz. Wi-MAX, Fiber and P2P radio to ensure cost effective solutions meeting your expectations of high uptimes and redundancies in network connectivity with minimum latencies. Aircel further ensures high speed interconnected backbones with round the clock proactive monitoring through centralized NOC.
Features of Aircel National IP Backbone include:400+ Pops Pan IndiaCarrier grade backboneAccess agnostic networkMulti provider backbone architecture.
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SERVICESAircel offers cutting edge connectivity services powered by our State of the Art & extensively Robust Multi Carrier Meshed Backbone. Our customers get the Fastest & Shortest Data Transit Paths around the world, with our Domestic and International IP Transit on Trans-atlantics & Trans-pacific Networks.Aircel offers following flavors of Internet Services:Dedicated Internet Services: Platinum 1:1 Our Flagship Product ensures customers' enjoy dedicated and symmetric Internet connectivity on Dedicated Access Mediums & Bandwidths.Shared Internet Services: Gold 1:2 and Silver 1:4 Gold & Silver Shared Internet bandwidth is specially designed for SMBs to offer cost effective solution on Shared Access Mediums without compromising performance.IDC Internet Tailor made bandwidth solution crafted to cater the customers needing asymmetric bandwidths delivering 100%
Aircel Business Solutions MPLS VPN service offers Triple play services for organizations seeking a flexible, scalable and a high performance, private VPN network. Built on carrier-grade platforms, the service offers foolproof security, superior traffic delivery, ease of manageability and high availability.
Aircel extends MPLS VPN to domestic and International markets providing coverage with 400+ Pops across India and reach to more than 190 locations worldwide. Built on MPLS technology, complemented with our wireline & wireless access solutions, the product securely integrates your facilities, remote employees, suppliers and partners, thereby, enabling a hybrid VPN service for your business.
SERVICES
The service offers your organization comprehensive control over its private data network spread across multiple geographies around the globe. With 'One touch point, one invoice, One customer portal' approach to manage all your facilities, our solution ensures that your business runs securely at ease, 24x7.
Aircel is uniquely positioned as a flexible service provider that delivers secure, reliable, flexible solutions that meet your growing demand for worldwide network services.
With Aircel Global MPLS VPN service, your enterprise can reap the benefits of a high performance core to deploy multiple business critical applications within no time and with minimal impact on business.
We continuously bring best-in-class services. Flexibility to choose from both managed and unmanaged options - Aircel Business Solutions offers tailor-made solution to meet and fit your requirements offering a complete suite of managed services including access, equipment procurement and configuration, activation, installation, monitoring, maintenance, and consolidated billing.
Aircel MPLS VPN service supports all flavors mentioned below:
Layer3 MPLS VPN Offers Triple play services for organizations looking for a high performance and prioritized application treatment over private VPN network
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Layer2 MPLS VPN Offered along with traditional offerings such as ATM, Frame Relay, and serial/ Point-to-Point Protocol (PPP) services, Aircel delivers this service on its core MPLS backbone, thereby keeping the investments made by an enterprise intact.IP Multicast VPN Service Using this, the transmission of applications such as business conferencing, distance learning, corporate communications and information distribution becomes easier and more efficient.Hybrid MPLS VPN Using Hybrid MPLS VPN, Aircel integrates sites with DSL/Broadband connection leveraging IPSec technology and providing extensive global reach, to connect your remote employees/SoHo offices.
Features
Coverage: 400+ Pops in India, access 190+ countries globallyApplication Prioritization: A multiple CoS feature for Triple play servicesInter CoS Bursting: Utilizes unused CoS bandwidthFoolproof Security: Complete segregation of your address space. No IP visibilityAccess Agnostic: Multiple options to choose from (Fiber, Wi-max, wireless, 3G)Performance: Guaranteed throughput backed by industry leading performance SLA's24x7 Helpdesk: Monitor, manage and troubleshoot.
Benefits
Secure, scalable and seamless connectivityApplication prioritization with Class of Service (CoS) featureInter CoS burstingConnectivity from more than 400 Pops in strategic business locationsAccess agnostic options to choose from (Fiber, Wireless over P2P radio/WIMAX)Quick deployment and fast rolloutReduce cost and complexity associated with a private networkHigh availability and performance backed by competitive SLAs on Latency, Packet Delivery, Jitter and Uptime
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Competitors profile
AIRTEL
“Bharti Airtel” formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's largest mobile phone and Fixed Network operators. With more than 60 million subscriptions as of 13th February 2008.
It offers its mobile services under the Airtel brand and is headed by sunil Mittal. The company also provides telephone services and Internet access over DSL in 14 circles.
The company complements its mobile, broadband & telephone services with national and international long distance services.
The company also has a submarine cable landing station atChennai, which connects the submarine cable connecting Chennai and Singapore.The company provides reliable end-to-end data and enterprise services to the corporate customers by leveraging its nationwide fiber optic backbone,lastmile connectivity in fixed line and mobile circles,VSATs,ISP and international bandwith access through the gateways and landing station. Airtel is the largest cellular service provider in India in terms of number of subscribers.Bharti Airtel owns the Airtel brand and provides the following services under the brand name Airtel: Mobile Services (using GSM Technology), Broadband & Telephone services (Fixed line,internet connectivity(DSL) and Leased Line),Long distance services and enterprise services (Telecommunication consulting for corporate).Leading international telecommunication companies such as Vodafone and singtel held partial stakes in Bharti Airtel.
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Bharti Enterprises is a pioneer in telecom sector and the group is widening i t s hor izons by enter ing new business areas such as insurance and re ta i l .
Bharti Enterprises has created a vantage position for itself in the global telecommunications sector.BhartiAirtel Limited occupies numero uno status in mobile telephony in India While its brand ‘Beetel’is the largest manufacturer and exporter of world class telecom terminals.
Business and Financial Matrics
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2 IDEA
Idea Cellular is a part of Aditya Birla Nuvo, a flagship company of the Aditya Birla Group.Itis a wireless telephony company operating in various states in India. It initially started in 1995 as a joint venture among the Tatas ,Aditya Birla Group and AT&T by merging"' Wings Cellular'" operating in Madhya Pradesh, UP West, Rajasthan and Tata cellular as well as Birla AT&T communications. Idea is a leading cellular operator, with a subscriber base of over seven million across the country in its eight circle operation. It controls a portfolio of India's most attractive and mainly contiguous properties including the 11states of Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (West), Uttaranchal , Haryana, Kerala and Delhi (inclusive of NCR).
Having operations in four of the five largest cellular circles in India , Idea is the market leader in the Maharashtra and Goa uttar Pradesh (west) and Madhya Pradesh and chattisgarh circles in terms of number of subscribers.Idea's Delhi circle is also the fastest-growing fourth operator in the country,which is an achievement in itself and showcases customer confidence of a high degree. Idea's footprint currently covers approximately 45 percent of india’s population and over 50 percent of the potential telecom market. Idea covers over 1000 town’s alongwith a total highway connectivity of over 10,000 kilometres.Today, there are over 350 direct customer service outlets and a well-entrenched network of over 48,000 retailers and dealers across the country.
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest telecommunication 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.BSNL has installed quality Telecom Network in the country and now focusing on improving it,expanding the network,introducing new telecom services with ICT application in Villages and winning 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.
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 no telecom 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.BSNL cellular service, CellOne, has more than 17.8 million cellular customers, garnering 24 percent of all mobile users as its subscribers. That means that almost every fourth mobile user in the country has a BSNL connection. In basic services, BSNL is miles ahead of its rivals, with 35.1 million basic phone subscribers i.e 85 percent Share of subscriber Base and 92 percent share in revenue terms.
BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who access Internet through various modes viz. Dial-up, Leased Line, DIAS,Account Less internet(CLI). BSNL has been adjudged as the NUMBER
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ONE ISP in the country.BSNL has set up a world classmulti-gigabit, multi-protocol convergent IP infrastructure thatprovides convergent services like voice, data and video through the same Backbone and Broadband Access Network.
Scaling new heights of success, the present turnover of BSNL is more than Rs.351, 820 million (US $ 8 billion) with net profit to the tune of Rs.99, 390 million (US $ 2.26 billion) for last financial year.The infrastructure asset on telephone alone is worth about Rs.630, 000 million (US $ 14.37 billion).BSNL plans to expand its customer base from present 47 million lines to 125 million lines by December2007 and infrastructure investment plan to the tune to RS 733 crores (US $ 16.67 million) in the next three years. The turnover, nationwide coverage, reach, comprehensive range of telecom services and the desire to excel has made BSNL the No. 1 Telecom Company of India.
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4. Vodafone
Vodafone Group operates as a mobile telecommunications company with operations in Europe, the Middle East, Africa, the Asia Pacific, and the United States. It offers mobile voice communications; text, picture, and video messaging on mobile devices; email, mobile connectivity, and Internet on customer’s mobile; fixed line broadband services, such as digital subscriber line broadband; mobile advertising and business managed services; handsets; and Vodafone Mobile Connect data cards that provide access to the Internet and business customers’ systems, such as email, corporate applications, and company intranets. The company’s services include Vodafone Passport, a roaming tariff that enables customers to make calls using their domestic tariffs and receive calls at no charge for a one-off connection fee per call; Vodafone live!, an on-handset communications and multimedia portal that provides access to services, such as games, ring tones, news, sports, and information; Vodafone email, which includes Vodafone Business Email, Windows Mobile Email, and Blackberry that offer wireless access to their enterprise and Internet based email; and fixed location based services, such as Vodafone At Home for households, and Vodafone Office for business customers. It sells its products and services to consumer and business customers directly through Vodafone stores and country specific Vodafone Websites, as well as through third party service providers, independent dealers, distributors, and retailers. As of March 31, 2008, the company had 260 million proportionate customers. The company, formerly known as Vodafone Air Touch Plc, was founded in 1982 and is headquartered in Newbury, the United Kingdom.
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Reliance Communications is India’s largest information and communications service provider with over 30 million subscribers. The company is the realization of our founder’s dream of bringing about a digital revolution that will provide every Indian with affordable means of communication and a ready access to information.
The flagship company of the Reliance – ADA Group, Reliance Communications began operations in 1999 and has over 30 million subscribers today. It offers a complete range of integrated telecom services. These include mobile and fixed line telephony, broadband, national and international long distance services, data services and a wide range of value added services and applications aimed at enhancing the productivity of enterprises and individuals.
The company serves consumers and enterprises with a digital network supporting voice, data, and video. Its fixed and wireless communications services include domestic and international voice, Internet access, messaging, and videoconferencing. It also provides wholesale capacity, infrastructure, and managed enterprise services through its Reliance Globalcom division. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group.
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Tata Teleservices Limited (TTSL) is a part of the Tata Group of companies, an Indian conglomerate. It operates under the brand name Tata Indicom in various telecom circles of India. The company forms part of the Tata Group's presence in the Telecommunication Industry in India, along with Tata Teleservices (Maharashtra) Limited (TTML) and TATA COMMUNICATIONS LTD.Tata Teleservices is part of the INR Rs. 2,51,543 Crore (US$ 62.5 billion) Tata Group, that has over 87 companies, over 330,000 employees and more than 2.8 million shareholders. With a committed investment of INR 36,000 Crore (USD $7.5 billion) in Telecom (FY 2006), the Group has a presence across the telecom value chain. Tata Teleservices spearheads the Group’s presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile services in India with the Andhra Pradesh circle.The company acquired Hughes Telecom (India) Limited [now renamed Tata Teleservices (Maharashtra) Limited] in December 2002. With a total Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India presence spread across 20 circles that include Andhra Pradesh, Chennai, Gujarat, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North East, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.
pack, STV’s Fast Activation Process Connectivity Data GPRS & pocket internet
service
Weakness
Branding Image Network coverage Lack promotion of schemes &
products Lack of Competitive Strength Limited Budget
Opportunity
Preference of GSM over CDMA
New Specialist Application Rural Telephony New Market, Vertical,
Horizontal Competitors` Vulnerabilities
Threat
Presence of aggressive competitors
New Entrants IT Development Market Demand Seasonality, Weather Effects
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PESTLE ANALYSIS
1. Political:- In January 2005 the competition commission ruled that mobile phone. companies termination (the prices they charge for access to their network from other network & landlines) are too h igh. It recommended an immediate one off prices reduction around 14.41%.New regulation published by the five mobile phone operator india Bharti Airtel,Vodafone ,BSNL,Reliance,Idea will stop children from entering immoderate chat rooms,Porn sites,and Grambling. Regulatory restriction on termination charges and calls to landlines are forcing prices down.
2. ECONOMIC
POPULATION
India population growth is high . As the mobile phone market is already nearing growth point, this means that the total no. of subscriber is to grow.
GDP
The India gross domestic product is increasing, which is a positive sign for the mobile phone market.The contribution of the Indian telecom sector to the nation's GDP is expected to increase from 2per cent in 2006 to an estimated 3.6 per cent in 2011.
UNEMPLOYMENT
The India unemployment rate is high, which is a negative sign for mobile retailer,because there is large proportions of the population earning low and therefore with lower disposable income to spend on mobile phones.
3. Social culture
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Mobile has become fashion necessary and social indicator.Using text, photo messaging, games and location based information, downloading ringtones, mobile internet access,replacement trend,and customer wants pick and mix tariffs.
More trend of replacement
Increasing rural subscribers
Increased in pay as you go instead of monthly tariff
Changing life style has impact on their buying behavior; customer wants new technology new different tariffs and new mobile sets etc.These changes are directly impact on the sale of mobile phones.
Consumers are far more interested in how handsets fit in with their lifestyle than they are in screen size, onboard memory or the chip inside, shows an in-depth study by telecommunications company Ericsson.There are currently about 18 million video phones in use in the India.With more buying video mobiles,3G dating could be basis for the successful and safe way to meet pople.Lots of people find it easier to be honest writing e-mail or text than face to face. Lots people are quite shy and they feel vulnerable.
Technological
High speed of technology transfer (New function sets, 3G, 4G, Photo messaging, MMS). Mobile phone firms and manufacturers, including Nokia, LG, Samsung and Motorola have joined forces to develop the next generation of high speed networks. The technology will be more than 10 times quicker than current 3G services.
FIRMS MARKETING EFFORTS
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The firm’s marketing activities are a direct attempt to reach, inform, and persuade consumers to buy and use its products and services. These activities are product related,promotion.price channel of distribution.
Product
Product related activities include new technology, brand name, features, design and packaging.Brand name effect is the consumer’s perception of the role that brand name plays in the decision making process of choosing the most preferred product/services.
In the mobile phone market product plays an important role to purchasing the particular mobile phone. This is actually due to new innovation. So consumer’s behaviour influenced toward mobile phone products.According to information integration theory proposed by Bettmanet al. (1975) in the context of product evaluations, consumers assign importance weights and scale values (utilities) to product attributes for which information is available at the time of decision making, and then combine these weights and values according to some rule (adding, averaging) to come up with some evaluation.
Price
Prices efforts include promotional prices, discount, reduce the price of product/services and competitor pricing. Prices efforts include promotional prices, discount, reduce the price of product/services and competitor pricing. Commodity prices in the market play a relevant role in consumer decision making they influence what,when,where how much consumer buy.Consumer who perceive prices more accurately are the ones who place a higher degree of importance on them its investigate two potential subscribers decision, using the graphic device function towards mobile.
Consumer knowledge of price plays an important role in pricing management since it not only determines how prices are perceived and valued but also influenced consumers purchased decision.
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Price is important factor which influence the customer attitude towards mobile phone. At the point in time of purchase the customer faces, first of all, initial financial, the purchase price for the set and the fixed charges for the connection to the network.
Place
It refers to how the product gets to the customer .For example point of sale placement and retailing.Place refers to channel by which a product or service is sold.
Promotion
Advertisement, sales promotion, public relations and direct marketing are the promotional tools.
Sales promotion consists of a wide variety of short term tactical promotional tools aimed at generating a desired response from customers.
Sales promotion includes tools for consumer promotion( sample, coupons, cash refund, offers, prices of,premium, prizes, patronage rewards free trials, warranty, tie in promotions, cross promotions, point of purchase displays anddemonstration); trade promotion ( price off, advertising anddisplay allowance, and free goods).
Public relation involves a variety of programs designed to promote a company’s image or its individual product. The main tools of PR are publications , events, news, speeches, public-services activities, and identity media.
Direct marketing is an interactive marketing system that uses one or more media to affect a measurable response or transaction at any location. Electronic marketing is a part of direct marketing. Its media include television, press and radio advertisement.
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Chapter-3
Research Methodology
INTRODUCTION
Research methodology is a way to systematically solve the research problem.It may be understood as a science of studying how research is done scientifically.In this we study the various steps that are generally adopted by a researcher in studying their research problem along with the logic behind them.
Every research methodology includes a research design which may be defined as”the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research process with economy in procedure.
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Title
“Study of consumer behaviour towards cellular services with reference to Aircel”.
PROBLEM STATEMENT
The company has more opportunity to capture the market. The cellular service industry is more competitive than ever before.
There is a need to identify the gap between consumer behavior,and company practice. The findings of this study will be important to understand the consumer attitude, habits, opinion and their beliefs towards the product, and the attitude towards the company marketing efforts.
The result of the study will help to make a suitable recommendation for cover the gap between consumer behaviour and the company market effort.
Review of literature
Source 1: CELLULAR NEWS:
Aircel signs tower sharing deal with BSNL:
Aircel has always emphasized upon building its brand satisfactory and reliable among customer. Therefore, India's Aircel has announced a 10-year passive infrastructure sharing agreement with state owned operator, Bharat Sanchar Nigam Ltd (BSNL).Aircel, which already has around 32,000 base stations, says that it will now have access to approximately 45,000 BSNL tower across all its licensed circles.
"Aircel will now have access to strategically located sites across BSNL's 21 circles (excluding Mumbai and Delhi). Leveraging BSNL's passive infrastructure will help Aircel meet its aggressive network roll out plans in addition
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to reducing operational cost, Aircel Chief Operating Officer Gurdeep Singh said in a statement.
Source 2: MOBILE WORLD
Aircel expanding its market base:
figures from the Mobile World
analysts report that Aircel had just under 22 million active subscribers at the end of June.
Source 3: INDIA INFOLINE
Aircel Leader of tomorrow:Aircel, the market leader in Chennai, Tamil Nadu, North East and Assam Telecom Circles, with more than 4.2mn customers. Aircel has announced the launch of its GSM services in Bihar. This is the n in th c i rc le across India in which Airce l wi l l be providing the i r mobile services and the seventh in North & East India.
OBJECTIVES OF THE PROPOSED STUDY
This project report includes behavioral analysis of consumer.
By throwing light on their need for communication, effort has been put on deriving there response towards communication and its various standards.
The aim of project has been to sort out basic things that consumer seeks while asking new Telecom connection and promising things of Telecom that makes
them reliable consumer.
1. To study consumer trends,behaviour and preferences for Aircel service provider
2. To study level of satisfaction for Aircel and3. To study perception of customers for Telecom service providers.
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NEED AND SIGNIFICANCE OF STUDY
Understanding consumer behavior and “knowing customers is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivations.
“Consumers have more power than ever before”.
“Consumers have access more information than ever before”.
The main significance and need of this research is to identify the consumers’ attitude & behaviour towards Cellular services and analysis.The findings of this study will be helpful to understand the consumer attitude and behaviour.
According to the consumer attitude and their behaviour company can make marketing strategy for attracting the larger customers for future.
RESEARCH DESIGN
The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project,popularly known as “research design”.Decisions regarding what,where,when,how much,by what means concerning an inquiry or a research study constitute a research design.
Type of Research
Descriptive and qualitative research design was used while conducting the project.The major purpose of the study is to describe the state of affairs as it exists at present.The study was based on the facts or information already available&analysisof this available information make a critical evaluation of the material.
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Sources of Data collection
Data is the key activity of marketing research .The design of the data collecting method is backbone of research design.Data constitute the backbone of research design.Data constitute the foundation of statistical analysis and interpretation.Hence the first step in statistical work is to obtain data.
Data can be obtained from two important sources:-
1. Primary Data
2. Secondary Data
Primary Data:-A survey was conducted among the customers and retailers of Aircel with the help of a questionnaire and they were interviewed.Their responses were collected and then it was analyzed and interpreted through bar graphs,pie charts etc.
Secondary Data:-Secondary Data is the data,which already exists somewhere.In this project following secondary sources has been used:-
a)Aircel website.
b) Books for marketing Management.
c) Aircel’s broachers and posters.
d)Aircel marketing team and managers.
e) Newspapers and Magazines.
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SAMPLING METHODOLOGY
Sampling
Sampling is the process of collecting information only from a small representative part of the population.
Sampling technique
In my project report, I have implemented the simple random sampling where every member of the population had an equal hence of being selected in the sample.
Sampling Area
The study was conducted in Noida.
Sampling Size
Sample size is 50.
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“DATA ANALYSIS AND INTERPRETATION”
Interpretation refers to the analysis of generalization and results. Interpretation can be conceived as the part of analysis.
Interpretation in a simple way means the translation of statistical results,into an intelligible descriptions.
It is an inductive process in which we make generalizations based on connections and common aspects among the categories and patterns.
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Questionnaire-1 General questionnaire
1.Do you have mobile connection?
Objective:-To know that sample has mobile connection or not.
a) Yes b) No
O P T I O N S R E S P O N S E S
Y E S 5 0N O 0
yes No0
10
20
30
40
50
60
Responses on having mobile connec-tion
According to results of above question all of the sample which I have selected are having mobile handsets and are using G.S.M mobiles services and we can also say
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that prepaid services users.Major players in prepaid sector are Airtel(Market leader).Followed by Idea,Vodaphone,Aircel,Reliance’s Comunications Gsm service,Tata Docomo ,and some of the companies which are soon going to start operations are loop mobile,Swaan Telecom.
Q2.Which age group you belong to?
Objective:-To know age group of mobile service user.
no of users percentage share0
10
20
30
40
50
60
70
18-2525-3535 & above
AGE GROUP NO Of USERS % SHARE
18-25 30 60 25-35 12 2435 and above 8 16
According to results and response which I have received on age groups of respondents results were not very shocking.As we all know today youth segment is the biggest user of mobile services specially G.S.M services.Results of my study on age group shows that there were around 30 users who belong to age group of 18-25 which was around 60% of total respondents followed by 12 from 25-35
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(24%) ,8 from over 35 group(16%).It is clear that youth are heavy users of mobile services specially college students,job freshers,and young business man and entrepreneurs.
3.Which is your working area?
OBJECTIVE:-To know working area of mobile service users.
Business professional student others0
5
10
15
20
25
30
35
40
no of userspercentage share
F i e l d / A r e a N o o f u s e r s P e r c e n t a g e s h a r e%
B u s i n e s s 1 0 2 0P r o f e s s i o n a l 2 0 4 0S t u d e n t 1 2 2 4o t h e r s 8 1 6
According to the above question which was asked to respondents to know that which field’s people use maximum mobile services.Results clarifies this with professionals are the maximum users of mobile phones with 20 users occupying 40% of the total respondents,followed by 10 users who were students generally college students occupying 24% then 10 were business man with 20% and minimum users 8 belong to others which includes house wives,children ,policemen etc.
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Q 4 .How many mobile connections do you have?
Objective:-To know the number of mobile Sim Usage and connections user has.
1 2 3 >30
10
20
30
40
50
60
70
no of users% of users
N o o f c o n n e c t i o n s
N o o f u s e r s h a v e P e r c e n t a g e o f u s e r s
1 3 1 6 22 9 1 83 7 1 4> 3 3 6
According to above question major findings were:-
Maximum users 31(62)% have only one mobile connection and sim. Minimum 2(6)% have more than 3 sim and mobile connection. This shows that most of the people like to have a single sim card and mobile
connection.
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Q5.Which mobile connection are you currently using?
Objective:-To know the current service provider of the user.
users in no.
airtelaircelvodafonereliance GSMidea
S e r v i c e p r o v i d e r s
U s e r s i n n o . U s e r s p e r c e n t a g e s h a r e s
A i r t e l 2 0 4 0 %V o d a f o n e 1 0 2 0 %A i r c e l 6 1 2 %I d e a 1 2 2 4 %R e l i a n c e G S M 2 4 %
According to above question findings of the research are:-
Maximum respondents are users of Airtel that is around 40% respondents use Airtel ;second highest is idea with 24%.
Respondents using Vodaphone are around 20% ,users of Aircel are 12% and reliance GSM comes at bottom with lowest share of 4%.
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6.Which of the following medium you consider while purchasing the mobile service?
OBJECTIVE:-Medium considered and preferred by users during purchase of mobile service.
MEDIUM FOR SELECTION OF MOBILE SERVICES
newspaper television magazines internet friends growth majority0
5
10
15
20
25
30
35
40
no of users
percentage of users
M e d i u m c o n s i d e r e d b y u s e r s
N o o f u s e r s P e r c e n t a g e o f u s e r s
N e w s p a p e r 6 1 2T e l e v i s i o n 2 0 4 0M a g a z i n e s 4 8I n t e r n e t 5 1 0F r i e n d s 1 0 2 0G o w i t h M a j o r i t y 5 1 0
According to findings of above question:-
Most people select service by using television .Around 40% user group use T.V to select mobile services.
And least people in market use magazines and internet for selection of mobile ser
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Q 7.How much is your monthly expenditure on mobile services?
Objective:-To know the consumer budget for expenses on mobile services
Total expenditure on mobile service
<150150-350350-500>500
20%24%
44%
12%
T o t a l m o b i l e e x p e n d i t t u r e
N o o f u s e r s P e r c e n t a g e o f u s e r s
According to above question finding of the research are:-
Around 44% i.e maximum respondents like to spend 150-350 on mobile phone services in a month,24% of respondents like to spend money under 150 rupee,20% of respondents were those who spend 350-500 in a month.
12% small percent of respondent who like to spend over 500 per month in telecom services.
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8. How many different Service providers you had in past?
Objective:-To know how frequently respondents switch service providers.
Frequency of chanching service Provider
1 2 3 >30
5
10
15
20
25
No of users
No of users
N o o f s e r v i c e p r o v i d e r s c h a n g e d
N o o f u s e r s
1 2 22 1 03 7> 3 1 1
According to this question findings of research are:-
Most of the respondents 22 are loyal and had only one service provider in past.
11 respondents had more than 3 service providers in past. 10 respondents had 2 service providers in past. 7 respondents had 3 service providers in past.
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Q9. If you permitted to retain number with change in service provider would you change your service provider?
Objective: To find out how many people can change their service provider if given choice to retain old number.
choice of switch over with same number
yesNoCan't Say
Y e s 3 8 7 6 %N o 6 1 2 %C a n ’ t s a y 6 1 2 %
According to above question finding of research are:-
Around 76% responded positively. 12% both for No and can’t Say.
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10.Which brand would you select if you wants to switch over?
Objective:-To know the Preference of customers
Respondents choice over switch over to new service provider with old no
Airtel AircelReliance GSMVodaphoneIdea
28 % 32%
20%12% 8%
A i r t e l 1 6 3 2 %A i r c e l 1 0 2 0 %R e l i a n c e G S M 4 8 %V o d a p h o n e 6 1 2 %I d e a 1 4 2 8 %
According to above question findings of the research are:-
32 percent people would like to switch over to Airtel. 28 percent will prefer idea. 20 percent responded in favor of Aircel.
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Questionnaire-2 Aircel centered
Q1 RATINGS FOR NETWORK COVERAGE
Network Rating
excellentGoodAverageBelow AveragePoor
15%30%
50%
5%
E x c e l l e n t G o o d A v e r a g e B e l o w a v e r a g e
P o o r
- 1 2 2 0 6 23 0 % 5 0 % 1 5 % 5 %
According to above results it is clear that majority of Aircel users around 50% rate network of Aircel at average not good not bad.Rest 30% rates is good whereas 15% rate is below average.There are also 5% users who rate it poor.But overall if we focus Aircel network is average.
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Q2. Ratings for Call charges
Ratings for call charges
Excellent Good AverageBelow AveragePoor
20%
25%
30%
10%
15%
E x c e l l e n t G o o d A v e r a g e B e l o w a v e r a g e
P o o r
8 1 2 1 0 6 42 0 % 3 0 % 2 5 % 1 5 % 1 0 %
According to above question’s findings it is very clear that out of 40 respondents 12 have rated its call charges good and 8 have rated its excellent whereas 10 have rated it average.so it is clear that majority of respondents i.e 30% rate its call rate good.so this means Aircel call rates are good without any special tariff also.
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Q3 Ratings for roaming charges and schemes
Ratings for roaming charges and schemes
ExcellentGoodAverageBelow averagepoor
E x c e l l e n t G o o d A v e r a g e B e l o w a v e r a g e
P o o r
1 2 8 8 1 0 23 0 % 2 0 % 2 0 % 2 5 % 5 %
According to results of above ratings in which users were asked to rate roaming services of Aircel. Most if the user rates it excellent as Aircel is the only company in the industry which is offering free 3 months roaming on new connection.Around 60% of people rate it excellent ,followed by 10 rating it below average due to some problems faced by users during activating their roaming scheme on time.Roaming schemes provided by Aircel are good and best in industry.
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Q4. Ratings for customer support and after sale services
Ratings for customer support
ExcellentGoodAverageBelow averagePoor
15 %
25%
5%
55%
E x c e l l e n t G o o d A v e r a g e B e l o w a v e r a g e
P o o r
- 1 0 2 2 2 6- 2 5 % 5 5 % 5 % 1 5 %
According to results of above ratings in which users were asked to rate Aircel customer support and after sale services. Around 55% users thinks that it is also like other telecom companies and its customer support and after sales support is also average,25% users who think that Aircel’s customer support is good .Then there are 15% users a segment which is not happy with Aircel customer support .so it is clear Aircel needs to work hard in improving its customer support services in order to compete in market.
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Q5. Ratings for V.A.S services
Ratings for VAS services
ExcellentGoodAverageBelow average
25%
32.5 %
17.5% 25%
E x c e l l e n t G o o d A v e r a g e B e l o w a v e r a g e
P o o r
1 3 1 0 7 1 03 2 . 5 % 2 5 % 1 7 . 5 % 2 5 %
According to the results of ratings of VAS services of Aircel’s users .Most of users around 32.5% users rate it excellent ,25% rate it good and 17.5% rate it average whereas there is a group of around 25% users who rate is below average.so from above results it is clear that Aircel’s one of the major strength is VAS services and its paying off in the market in terms of positive feedback from users.
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Q6. Ratings for internet /GPRS/WAP
Ratings for internet/GPRS/WAP
ExcellentGoodAverageBelow averagePoor
25%
20%
15%
6%
25%
E x c e l l e n t G o o d A v e r a g e B e l o w A v e r a g e
P o o r
1 0 8 6 1 0 62 5 % 2 0 % 1 5 % 2 5 % 1 5 %
According to response of users regarding above questionnaire:-
25% users rate internet and GPRS based services of Aircel as Excellent ,20% rate it good and 6% rate it average.
Around 25% users are also there who are not very happy with Aircel’s GPRS services and rate it below average.
15% users rate it very poor due to problems related to speed,and not compatiable with pc option.
Overall response is mixed in this ratings as there are people who rate it excellent and there are also people who rate it poor.so I think company need to put hard work in cementing its place in internet/GPRS sector to get more and youths and professional customers
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Q7. Ratings for Tariffs and schemes
Ratings for tariffs and schemes
ExcellentGoodAverageBelow averagepoor
25%
10% 2%15%
45%
E x c e l l e n t G o o d A v e r a g e B e l o w A v e r a g e
p o o r
2 6 1 8 1 0 45 % 1 5 % 4 5 % 2 5 % 1 0 %
According to above response of users was :-
Maximum 45% respondents think that Aircel’s tariff s and schemes are average,25% rate is below average.
Around 10% rates its tariff s poor due to lack of tariffs for STD calls and rate cutters.
15% users rate Aircel’s tariffs and schemes good in comparison to other major players of industry.
5% users are also there who rates it excellent due to schemes like 1200 national SMS for Rs-60/-only,1 paisa,1 second scheme.
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Overall extract of above feedbacks is that Aircel need to work hard on its tariffs and schemes and specially it need to launch new tariffs.In case of schemes Aircel is doing well at present time.
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LIMITATIONS
1. The study is restricted only to DELHI/Ncr.
2. Time constraints were present.
3. There can be erros in sampling.
4. People might give their biased option.
5. Some of the customers were reluctant to give adequate and accurate response.
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RECOMMENDATIONS
Company should go ahead with aggressive marketing.They should light competition on
1. Awareness level
2. Pricing strategy
Thus the recommendations are as follows:-
1. Awareness
a) Company should sponsor local programs.
b) The company should arrange briefing sessions at prominent club such as lions club and ROTARY clubs etc.
c) The company should organize awareness quizzes through newspapers Magazines and announce suitable rewards accordingly.
d) The company must help retailers and distributors by providing updated advertisement material in regular intervals.
2. PRICING STRATEGY
a) The company should look the strategies of the competitive companies.
b) The company should try its level best to keep the price low as compare to competitors.
c) The schemes should be updated as per the needs and occasions.
d) It must work upon its network as at present network is the only place where company is at average level.
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FURTHUR RECOMMENDATIONS
Match competitor’s schemes.
Communicate the schemes to retailers only.
Better numbers in Pre-paid as customer requires choice. Enhance the service in areas with weak network.
Coordination between departments must be improved.
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Conclusion
“GOOD SERVICES IS THE WAY TO RETAIN CLIENTS”
Mobile telephony option is on the rise and recent technological innovations have dramatically enhanced the capabilities of the wireless telephone .Leveraging the power of new capabilities ,various business sectors are working together to offer a wide array of services.
Aircel connections are selling because of best call charges and VAS services especially pocket internet plan.
Good relationship of retailer is being helpful in selling. Good market coverage easy availability of coupons. Customer care number does not connect easily and executives there were
also not aware of the schemes.
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BIBLIOGRAPHY
BOOKS
1. Marketing management by Philip Kotler .
2. Research methods for management by Dr.S shahjahan.
3.4ps magazines
REFERENCES
1. Aircel’s reports2. Books and Magazines of mobile comunication.
Name of respondent- __________________________________ Contact Number(optional)- ______________________________ Gender :- Male[ ] Female[ ] Date of Birth:- Monthly Income :- <5ooo[ ] 5ooo-10000[ ] 10000-15000[
]
SURVEY CENTERED INFORMATION
Do you have mobile connection?Yes [ ]
No [ ]
Which age group you belong to?
18-25 [ ]
25-35 [ ]
Over 35 [ ]
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Which is your working Area?
Business [ ]
Professional [ ]
Student [ ]
Other [ ]
How much mobile connection do you have?
1 [ ]2 [ ]3 [ ]
>3 [ ]
Which mobile connection you are using?Airtel [ ]Vodaphone [ ]Aircel [ ]Idea [ ]Reliance GSM [ ]
Which of the following medium you consider while purchasing the mobile service? Newspaper [ ] Television [ ] Magazines [ ] Internet [ ]
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Friends [ ] Go with Majority [ ]
How much is your monthly expenditure on mobile? <150 [ ] 150-350 [ ] 350-500 [ ] >500 [ ]
How many service providers you had in past?1 [ ]2 [ ]3 [ ]
>3 [ ]
If you will be allowed to change service provider without changing the mobile number would you change your service provider? Yes [ ] No [ ] Can’t say [ ]
Which brand would you select if you want to switch over? Airtel [ ] Aircel [ ] Reliance GSM [ ] Vodaphone [ ] IDEA [ ]
Any idea or suggestion from your side __________________________________________________________________________________________
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AIRCEL CENTERED QUESTIONNAIRE
PERSONAL QUESTIONNAIRE
Name of respondent- _________________________________
Contact number- _________________________________
Gender- Male [ ] Female [ ]
Date of Birth- _____________________________ Monthly income- < 5000 [ ] 5000-10000 [ ] 10000-15000 [ ]
> 15000 [ ]
RATE AIRCEL ON THE BASIS OF
i) Network coverage
Excellent Good Average Below averahge
Poor
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ii) Call charges
Excellent Good Average Below average
poor
iii) Roaming
Excellent Good Average Below Average
Poor
iv) Customer support
Excellent Good Average Below average
Poor
V) VAS Services
Excellent Good Average Below average
Poor
vi) Internet/GPRS/WAP
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Excellent Good Average Below average
poor
vii) Tariffs and schemes
Excellent Good Average Below average
Poor
We would Glad to know your suggestions for your own company Aircel___________________________________________________
