BEVERAGES (SOFT DRINKS)

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A Study on the Consumer Buying Behaviour with reference to Soft Drink Market
Submitted to:
Dr. SHRADHA SHIVAN
(Department of Management)

Submitted by:
ABHAS SINGH SUNIL KUMAR ADITYA VIKRAM SINGH KARTIKESH MISHRA ANUBHAV BHARADWAJ DEVESH KUMAR MANOJ KUMAR ASHOK KUMAR NISHANT MISHRA PRATEEK KUMAR 1002 1004 1005 1007 1014 1018 1023 1028 1029 1040

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CONTENT
EXECUTIVE SUMMARY......................................................................3 INTRODUCTION ON CONSUMER BUYING BEHAVIOUR...........4 FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR.......5 CONSUMER BUYING DECISION PROCESS.....................................7 INTRODUCTION OF SURVEY..............................................................9 TELECOMMUNICATION......................................................................15 KEY PLAYERS.........................................................................................16 INTRODUCTION OF COMPANIES......................................................17 NEED AND SCOPE...................................................................................21 OBJECTIVE OF STUDY..........................................................................22 DATA ANALYSIS AND INTERPRETATION.......................................23 MARKET SHARE.........................................................................23 MODE OF SUBSCRIPTION........................................................24 SOURCE OF BRAND RECOGNITION.....................................25 FACTORS INFLUENCING PURCHASE...................................26 USAGE OF CURRENT SERVICE PROVIDER.........................27 SWITCHING HABBIT OF CUSTOMERE..................................28 SELECTION OF BRAND...............................................................29 USAGE OF VALUE ADDED SERVICES....................................30 IMPORTANCE OF VARIOUS FACTORS..................................31

SUGGESTIONS AND FINDINGS..............................................................32 CONCLUSION..............................................................................................33

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EXECUTIVE SUMMARY
This assignment is concerned about Consumer behavior and Consumer Buying Process. Throughout the assignment the following points are going to be discussed. 1. The Consumer buying behavior in general with examples. 2. The Consumer buying process with aid of examples. 3. A case study to ascertain the customer purchase decision process and postpurchase satisfaction / dissatisfaction with a mobile service provider in BIT,MESRA.

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INTRODUCTION CONSUMER BUYING BEHAVIOR:

consumer behaviour is the study of how individuals, groups and organization select, buy, use and dispose of goods, services, ideas or experience to satisfy their needs and wants. -by Philip Kotler

INTRODUCTION :
Before business can develop marketing strategies, they must understand what factors influence buyers behavior and how they make purchase decisions to satisfy their needs and wants. Buyers are moved by a complex set of deep and subtle emotions. Their behavior result from deeply held values and attitudes; their perception of the world and their place in it, from common sense, impulse or just plain whimsy. There are also several stages through which the consumer exhibit before deciding to purchase goods or services. These includes 5 steps which are: problem or need recognition, information search, alternative evaluation, purchase and post-purchase evaluation. Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone. Factors Affecting Consumer Buying Behavior : Consumer buying behavior is influenced by the major three factors: 1. Social Factors 2. Psychological Factors 3. Personal Factors.

A. Social Factors :

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Social factors refer to forces that other people exert and which affect consumers purchase behavior. These social factors can include culture and subculture, roles and family, social class and reference groups. Example: By taking into consideration Reference group, these can influence/ affect the consumer buying behavior. Reference group refers to a group with whom an individual identifies herself/ himself and the extent to which that person assumes many values, attitudes or behavior of group members. Reference groups can be family, school or college, work group, club membership, citizenship etc. Reference groups serve as one of the primary agents of consumer socialization and learning and can be influential enough to induce not only socially acceptable consumer behavior but also socially unacceptable and even personal destructive behavior. For example, if fresher student joins a college / university, he/she will meet different people and form a group, in that group there can be behavior patterns of values, for example style of clothing, handsets which most of group member prefer or even destructive behavior such as excessive consumption of alcohol, use of harmful and addictive drugs etc. So, according to how an individual references him / herself to that particular reference group, this will influence and change his/her buying behavior.

B. Psychological Factors : These are internal to an individual and generate forces within that influence her/his purchase behaviour. The major forces include motives, perception, learning, attitude and personality. Example: Attitude is an enduring organization of motivational, emotional, perceptual and cognitive processes with respect to some aspect of our environment. Consumer form attitude towards a brand on the basis of their beliefs about the brand. For example, consumers of Sony products might have the belief that the products offered by Sony are durable; this will influence those customers to buy Sony products due to this attitude towards the brand. C. Personal Factors : These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors. Example: Lifestyle is an indicator of how people live and express themselves on the basis of their activities, interests, and opinions. Lifestyle dimension provide a broader view of people about how they spend their time the importance of things in their surroundings and their beliefs on broad issues associated with life and living and themselves. This is influenced by demographic factors and personality.
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E.g. A CEO or Manager is likely to buy more formal clothes, ties and shoes or PDAs and less informal clothes like jeans as compared to a Mechanic or Civil engineer. So according to their lifestyle and profession, the buying behavior of people differ from one another.

CONSUMER BUYING DECISION PROCESS :

Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service. Consumer decision making process generally involves five stages:

Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service. There are several situations that can cause problem recognition, these include: Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated Activities Example: (continuing from previous)
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The user of the phone after recognizing that her phone is damaged, she will eventually try to find out how she can repair her phone. If she cannot repair it herself she will ask a friend to help out, if the friend can not solve the problem she will go to mobile repair shop, if they also can not repair it then she will try to find which mobile phone is good and that can serve her need. In this process of information collection it will yield awareness of set of brands of mobile phones she can buy.

Alternatives evaluation:
Consumers evaluates criteria refer to various dimension; features, characteristics and benefits that a consumer desires to solve a certain problem. Product features and its benefit is what influence consumer to prefer that particular product. The consumer will decide which product to buy from a set of alternative products depending on each unique feature that the product offers and the benefit he / she can get out of that feature.

Example: (continuing from previous)

When that user got enough information concerning the different brands of mobile phones available in the market, she will decide which kind of a mobile phone and brand shes going to buy depending upon her need for that particular mobile, either a mobile for multimedia and entertainment, smartphone or classic phone.

Purchase Action :
This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet image and its location are important. Consumer usually prefers a nearby retail outlet for minor shopping and they can willingly go to a far away store when they purchase items which are of higher values and which involve higher sensitive purchase decision. After selecting where to buy and what to buy, the consumer completes the final step of transaction by either cash or credit. Example: (continuing from previous)

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After selecting brand of the phone and model from different alternatives of mobile phones, she will make a final decision of where to buying that phone and make the final transaction procedures.

Post-purchase Actions:
Consumer favorable post-purchase evaluation leads to satisfaction. Satisfaction with the purchase is basically a function of the initial performance level expectation and perceived performance relative to those expectations. Consumer tends to evaluate their wisdom on the purchase of that particular product. This can result to consumer experiencing post purchase dissatisfaction. If the consumers perceived performance level is below expectation and fail to meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet will not be considered by the consumer in the future purchases. This might cause the consumer to initiate complaint behavior and spread negative word-of-mouth concerning that particular product.

Example: (continuing from previous) .. If she decided to buy a multimedia phone she will try to compare the quality of music it provides and pictures taken if they meet her expectations. If she will find that her expectation are meet she will be satisfied, if she found that there are more additional features that she did not expect this mobile phone to have, she will be delighted, otherwise she will be dissatisfied

SURVEY
INTRODUCTION: A survey was conducted to study the consumer buying behaviour of the users of the mobile services in BIT MESRA. The market segment targeted for the study was the student community. The sample size for the survey was 100 students .

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RESEARCH METHODOLOGY: Comparative research, simply put, is the act of comparing

two or more things with a view to discovering something about one or all of the things being compared. This technique is often utilizes multiple disciplines in one study. When it comes to method, the majority agreement is that there is no methodology peculiar to comparative research. The multidisciplinary approach is good for the flexibility it offers, yet comparative programs do have a case to answer against the call that their research lacks a seamless whole. There are certainly methods far more common than others in comparative studies, however. Quantitative analysis is much more frequently perused than qualitative, and this is seen in the majority of comparative studies can be use quantitative data. The general method of comparing things is the same for comparative research as it is in our everyday practice of comparisons. Like cases are treated alike, and cases are treated differently; the extent of difference determines how differently cases are treated. The point here is that if one is able to sufficiently distinguish two cases, comparative research conclusions will not be very helpful. Secondary analysis of quantitative data is relatively widespread in comparative research, undoubtedly in part because of the cost of obtaining primary data for such large things as a countrys policy environment. A typical method of comparing welfare state is to take balance their levels of spending on social welfare. Comparative research is a methodology in the social sciences that aims to make comparisons across different countries and cultures. A major problem in comparative research is that the data sets in different countries may not use the same categories, or define categories differently.

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TELECOMMUNICATION :
Telecommunication is one of the fastest growing service industries in the world. While the accent of growth is one the value added service, such as e-mail, cellular phones etc in the developed countries. This sector a crucial role in spurring growth, especially industrial and service, in any economy. Multinational companies are investing in developing countries because of huge latest demand. Telephone penetration has reached saturation levels in the developed world. Telecommunication historically has been a state initiated and controlled sector in all countries. The last two decades has witnessed a restricting of the entire sector across the globe, in terms of privatization and competition. Opening up of economics and privatization in the developing countries has triggered influx of foreign capital and technology. Telecom density is only 2 per 100, which is less than that of China (4.5 per 100) and the world average (10 per 100). Cellular penetration is also low at 0.1% compared to China (1.1%) and Malyasia (2%). To improve penetration will imply an investment of over Rs.600 billion in next 5 years. The industry had received the Telecom Policy of 1994 with enthusiasm. It was hoped that this would usher in a new era in the telecom Sector. Unfortunately, delays in implementation and resulting confusion have derailed the same. The initial enthusiastic responses to building have given way to litigation and subsequent delays. Out of the 22 circles made available to the private sector for basic telecom service, only 2 are operational after 5 years. Despite all the delays, India has managed to take steps towards privatization and introduction of competition in basic telecom services. The government has announced a new telecom policy, which clarifies the future role of Department of Telecommunication.
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The new ISP policy will promote the use of internet. All this aims to promote investment in the telecom sector. The sector will undergo a dramatic transformation in the next 3-5 years. The building process was also adversely affected by Himachal futuristic which submitted bids of Rs. 850 Bn for 9 licenses leading in an impasse. The solution formulated by the policy makers to copies number of licenses per company ostensibly, to avoid competition also led to confusion. The bids were made on optimistic demand estimates, which have not yet materialized. This has resulted in most of the companies facing cash losses. Most of the Indian partners do not have the strength to withstand long genestations and selling out to their foreign collaborators. The new telecom policy has addressed this issue also. A number of MNCs set up joint ventures for manufacture of telecom equipment in the last 3 years. The capacity builds up outstripped demand from the service providers. Due to resource crunch, DOT (the dominant single buyer) delayed placing orders. This resulted in an adverse impact on the bottom-line. A shake out local players (includingsome PSUs) who are technologically not competitive is bound to happen.

TRAI (TELECOM REGULATORY AUTHORITY OF INDIA ) :

The Telecom Regulatory Authority of India or TRAI (established 1997) is the independent regulator established by the Government of India to regulate the telecommunications business in India. The TRAI, which draws regulatory power from the TRAI Act of 1997 (Amended 2000), is responsible for:
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Notwithstanding anything contained in the Indian Telegraph Act,1885,the functions of the Authority shall be to(a) Make recommendations, on a request from the licensor, on the following matters, namely: (i) need and timing for introduction of new service provider; (ii) terms and conditions of license to a service provider; (iii) revocation of license for non-compliance of terms and conditions of license: (iv)measures to facilitate competition and promote efficiency in the operation of telecommunication services so as to facilitate growth in such services. (v) technological improvements in the services provided by the service providers. (vi) type of equipment to be used by the service providers after inspection of equipment used in the network. (vii)measures for the development of telecommunication technology and any other matter relatable to telecommunication industry in general. (viii) efficient management of available spectrum.

(b) Discharge the following functions, namely:(i) ensure compliance of terms and conditions of license; (ii) not withstanding anything contained in the terms and conditions of the license granted before the commencement of the Telecom Regulatory Authority (Amendment) Ordinance,2000, fix the terms and conditions of inter-connectivity between the service providers;
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(iii) ensure technical compatibility and effective inter-connection between different service providers. iv) regulate arrangement amongst service providers of sharing their revenue derived from providing telecommunication services; (v) lay down the standards of quality of service to be provided by the service providers and ensure he quality of service and conduct the periodical survey of such service provided by the service providers so as to protect interest of the consumers of telecommunication services; (vi) lay down and ensure the time period for providing local and long distance circuits of telecommunication between different service providers; (vii) maintain register of interconnect agreements and of all such other matters as may be provided in the regulations; (viii) keep register maintained under clause (viii) open for inspection to any member of public on payment of such fee and compliance of such other requirement as may be provided in the regulations;

TELECOMMUNICATION:
Telecommunication is one of the fastest growing service industries in the world. While the accent of growth is one the value added service, such as e-mail, cellular phones etc in the developed countries. This sector a crucial role in spurring growth, especially industrial and service, in any economy. Multinational companies are investing in developing countries because of huge latest demand. Telephone penetration has reached saturation levels in the developed world. Telecommunication historically has been a state initiated and controlled sector in all countries. The last two decades has witnessed a restricting of the entire sector across the globe, in terms of privatization and competition. Opening up of economics and privatization in the developing countries has triggered influx of foreign capital and technology.
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 The rapid growth in the telecom sector can be attributed to the various pro-active and positive policy measures taken by the government as well as the dynamic and entrepreneurial spirit of the various telecom service providers both in private and public sector. The telecom sector has shown impressive growth during the past decade. Two striking features of this growth viz. increasing preference for mobile phones and higher contribution of private sector in the incremental growth have predominated the telecom sector. The share of mobile phones (including WLL mobile) has overtaken the share of landlines with 62% in the total number of phones. The private sector's contribution is also increasing rapidly. Currently more than 30 lakh phones are being added each month and it is targeted that by the end of 2008 the total number of phones may reach a level of 350 million taking the tele-density to more than 30% which is currently at 24.63%.

CLASSIFICATION OF TELECOMMUNICATION SERVICES 1.Basic services 2.Cellular services 3.Internet Service Provider (ISP)

CELLULAR SERVICE:
There are five private service operators in each area, and an incumbent state operator. Almost 80% of the cellular subscriber base belongs to the pre-paid segment. The DOT has allowed cellular companies to buy rivals within the same operating circle provided their combined market share did not exceed 67 per cent. Previously, they were only allowed to buy companies outside their circle.

GROWTH FACTORS:
Opening up of international and domestic long distance telephony services are growth drivers in the industry. Cellular operators now get substantial revenue From these services, and compensate them for reduction in tariffs on air time, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.
.

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THE KEY PLAYERS IN THE TELECOM MARKET:

Cellular Service provider:
Airtel Vodafone BSNL Reliance Tata indicom

INTRODUCTION TO THE COMPANY:

AIRTEL:

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Bharti Airtel, usually referred to simply as "airtel", is an Indian telecommunications company that operates in 19 countries across South Asia, Africa and the Channel Islands. It operates a GSM network in all countries, providing 2G or 3G services depending upon the country of operation. Airtel is the fifth largest telecom operator in the world with over 190 million subscribers as of September 30, 2010. It is the largest cellular service provider in India, with over 143 million subscribers as of September 30, 2010.Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom. It has a 29.00% market share of the GSM mobile service in India. Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an agreement with Germany's Siemens to manufacture the company's push-button telephone models for the Indian market. In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his company became the first in India to offer push-button telephones, establishing the basis of Bharti Enterprises. This first-mover advantage allowed Sunil Mittal to expand his manufacturing capacity elsewhere in the telecommunications market. By the early 1990s, Sunil Mittal had also launched the country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal won a bid to build a cellular phone network in Delhi. In 1995, Sunil Mittal incorporated the cellular operations as Bharti Tele-Ventures and launched service in Delhi. In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In 2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the company was listed on Mumbai Stock Exchange and National Stock Exchange of India. In 2003, the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to Andaman and Nicobar.

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In 2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel began operating in Bangladesh and 16 African countries.Today, Airtel is the largest cellular service provider in India and fifth largest in the world.

BSNL:

Bharat Sanchar Nigam Limited (abbreviated BSNL)is a state-owned telecommunications company headquartered in New Delhi, India. BSNL is one of the largest cellular service provider, with over 75 million subscribers as of October 2010 and the largest land line telephone provider in India. However, in recent years the company's revenue and profit plunged into heavy losses due to intense competition in Indian telecom sector. BSNL is India's oldest and largest Communication Service Provider (CSP). Currently it has a customer base of 90 million as of June 2008.It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by Mahanagar Telephone Nigam Limited (MTNL). As of June 30, 2010 BSNL commanded a customer base of 27.45 million Wireline and 72.69 million Wireless subscribers.
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BSNL then known as Department of Telecom had been a near monopoly during the socialist period of the Indian economy. During this period, BSNL was the only telecom service provider in the country MTNL was present only in Mumbai and New Delhi). During this period BSNL operated as a typical state-run organization, inefficient, slow, bureaucratic, and heavily unionised. As a result subscribers had to wait for as long as five years to get a telephone connection.The corporation tasted competition for the first time after the liberalisation of Indian economy in 1991. Faced with stiff competition from the private telecom service providers, BSNL has subsequently tried to increase efficiencies itself. DoT veterans, however, put the onus for the sorry state of affairs on the Government policies, where in all state-owned service providers were required to function as mediums for achieving egalitarian growth across all segments of the society. The corporation (then DoT), however, failed miserably to achieve this and India languished among the most poorly connected countries in the world. BSNL was born in 2000 after the corporatisation of DoT. The efficiency of the company has since improved little a bit. However, the performance level is nowhere near the private players. The corporation remains heavily unionised and is comparatively slow in decision making and its implementation, which largely acts at the instances of unions without bothering about outcome. Management has been reactive to the schemes of private telecom players.Over the past ten years BSNL's management is not able to absorb Group A(ITS) officers, who are working in BSNL illegally as borrowed staff. BSNL board having cronyism in its attitude, has not relieved unabsorbed ITS officers from BSNL despite knowing the fact that their deputation in BSNL is over on 22/12/2008 and they are to be delieved from BSNL as per Department of Personnel and Training (DOPT) Order dated 26/11/2006. DOPT Order dated 26/11/2006 inter-alia states that (1) On completion of deputation period, the deputationist officers will be deemed to have been relieved from the borrowing organisation; (2) If deputationist officers do not report back to the parent department, the disciplinary action must be initiated against him; and (3) The perion of overstay on deputation shall not be treated as qualifying service for the purpose of retirement benefits. This is how the unabsorbed ITS officers are sitting illegally in BSNL depite clear orders. This has considerably reduced the ability of management to take risks and get rewarded in open telecom field. Though it offers services at lowest tariffs, the private players continue to notch up better numbers in all areas, years after year. BSNL has been providing connections in both urban and rural areas. Pre-activated Mobile connections are available at many places across India. BSNL has also unveiled cost-effective broadband internet access plans (DataOne) targeted at homes and small businesses. At present BSNL enjoy's around 60% of market share of ISP services.

VODAFONE:

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Vodafone Essar, usually referred to simply as Vodafone, is a cellular operator in India that covers 23 telecom circles in India. It was formerly known as Hutchison Essar. It is based in Mumbai.[2] Vodafone Essar is the Indian subsidiary of Vodafone Group 67% and Essar Group 33%. It is the second largest mobile phone operator in terms of revenue behind Bharti Airtel, and third largest in terms of customers.[3] The company now has operations across the country with over 113.77 million customers. On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8 billion.[4] The transaction closed on May 8, 2007. Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros. Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 23 of the country's 23 licence areas. It is among the top three GSM mobile operators of India. Vodafone Essar will launch third-generation (3G) services in the country in the January-March quarter of 2011 and plans to spend up to $500 million within two years on its 3G networks.

NEED AND SCOPE:

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Telecom sector is growing at a highest rate ever. This sector is striving to tap almost each potential customer to render its services. Having mobile has been become the need of every person. Nowadays everybody wants to enjoy these services. With liberalization, privatization and globalization after 1991,so many companies are operating in India hence the market is quite competent With so much competition prevailing ,companies are interested to know the customers perception towards various mobile services so as to work on it and capture the market. The main objective of the study is to find out the competitive edge of one company over other. Which company is having the highest market share, what are the different services are offered by them, how brand conscious. And brand loyal they are, what are customers perception of different factors of different mobile service providers etc. The Indian mobile market is growing rapidly, and along with it the demand for content and applications for handsets. According to the cellular operators association of India (COAI), the mobile subscriber base in GSM and CDMA has grown from 88.48 million in January 2006 to 93 million (GSM 65.2 million, CDMA 27.82 million) in February. As per COAI, the GSM mobile industry holds 77 percent of the total mobile market in India and accounts for 74 percent of additions. Rising demand for handsets has led operators to offer services other than voice calls. Thus, the content or value-added services (vas) market comprising music, wallpapers, web, ring tones and gaming is growing rapidly. TRAI has put mobile sector revenues at around Rs 25,000 crore for fy05 comprising both voice and data services. These revenues have been growing at a compounded annual rate of 40 percent over the last five years. Revenues from vas such as SMS, ring tones and ringback tones were about 10 percent of that recorded last year.

OBJECTIVES OF STUDY: To know the market share of various companies of telecom sector in Punjab.
To know the various factors attributing to competitive edge of one mobile serviceprovider over others. To know whether the Youth want to change their current mobile service provider when they are permitted to retain the current mobile phone number that they had. To know the importance of price of different mobile service providers used by different customers.
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To know the importance of quality of service of different mobile service providers used by different customers To know the importance of availability in different states in terms of roaming of different mobile service providers used by different customers. To know the perception of different factors of different mobile service providers.

LIMITATIONS OF THE STUDY:

The research is conducted in a limited area. The internet information can be irrelevant. . Smaller sample may not always give better results. Sample may not be true representative of the whole population. The possibility of biased responses cant be ruled out. Lack of availability of full information. Lack of interest of respondents

DATA ANALYSIS AND INTERPRETATION

Subscription of customers with current Mobile service provider:
Figure showing percentage of respondents subscribed with different Mobile Service Providers:

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INTERPRETATION: :- From the data collected, we came to know that 38% respondents
are subscribed with Airtel,17% respondents are subscribed with Vodafone,24% and 12% are associated with BSNL and Idea respectively. From this data, it is clear that more respondents are associated with Airtel.

MODE OF SUBSCRIPTION:

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8 Prepaid Postpaid 96

INTERPRETATION: The above chart clearlly shows that ,most of the customers are prepaid customers,and there are very few who belong to the other segment i.e. postpaid customers.

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 SOURCES OF BRAND RECOGNITION:

Figure showing the sources from where the customers got acquainted with these companies:

50 40 30 20 10 0

INTERPRETATION: From the data collected, we find that 43% become aware about
their mobile service provider from their friends/family, 16% gets information from Electronics Media, 22% from Mobile phone retailers,10%, 9% from print media and other sources respectively. It is the word of mouth of friends that make aware most of the customers about their mobile service provider.

FACTORS INFLUENCING PURCHASE:

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4% 44%

9%

15% 28%

MARKET AVAILABILITY TARIFF PLANS NETWORK COVERAGE CUSTOMER SERVICES

INTERPRETATION: Its shows that the most important factors which influence a customer to go for a particular
mobile service provider are Market availability/accessibility,Network coverage, Tariff plans and Customer services.

Chart showing no. of months the respondent have been using the current mobile phone services:

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50 40 30 20 10 0 LESS 3-6 6-12 MORE THAN 3 MONTHS MONTHS THAN 1 MONTHS YEAR VODAFONE BSNL AIRTEL

INTERPRETATION: The values shows that most of the customers are using there current mobile service for more than one year and in this particular group most of the customers are airtel or bsnl customers.so its clear that both the company i.e. airtel and bsnl are retained there trust in between there customers.

Switching Habits of Customers :

Respondents were asked if they are permitted to retain the current mobile phone number that they have, then they would change their current mobile service provider :

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SELECTION OF BRAND:

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USAGE OF MOBILE SERVICES FOR ANYTHING BEYOND MAKING CALLS AND TEXT MESSAGING:

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IMPORTANCE OF VARIOUS FACTORS IN A MOBILE SERVICE PROVIDER:

respondents were asked to rank the importance of various factors on a 5 point scale in a mobile service provider. the rank given by them are:
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SUGGETIONS & FINDINGS: According to the survey, the majority of the sample group are using AIRTEL,followed by BSNL and VODAFONE as close competitors. Majority of the sample group are prepaid subscribers.
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 The main source of service provider recognition are FRIENDS & FAMILY. The retail outlets and mass media also contribute to the communication. The network coverage ,tariff plans ,easy accessibility and good customer services are the biggest factors which influence the selection of a particular provider. Maximum respondent were using there mobile service providers for more than one year. Mobile service providers should provide the facility of portability of number. Mobile service providers should provide the web access at cheaper cost. Telecom market is quite competitive so mobile service providers should provide the services at cheaper cost. Mobile service providers should focus on providing better network coverage Especially BSNL. Mobile service providers should provide various schemes for their existing customers. Tariff plan for STD and ISD calls should be reduced Roaming call rates should be minimized. Tariffs plans for calling on other network should also be low.

CONCLUSION:

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 Telcom sector is a booming sector .Its a Quite competetive market with so many companies venturing here and its really not easy to find capture the market. There were various facts we can conclude from the survey we did, like AIRTEL is the leader in the market because of its good network a way to

coverage and easily availability. Most of the customers who are associated with BSNL are due to its comparatively low cost and roaming charges. Vodafone is gaining market share due to its low call cost with good network. Docomo is also gaining market shares because of its low call cost and provides web access at cheaper cost. Some of the mobile service providers should focus on better

network coverage,especially BSNL. Mobile service providers should also provide various schemes for their existing customers were the main suggestion given by the respondents.

CONSUMER BEHAVIOUR ON SOFT DRINK

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