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Study of Consumer Behavior Towards Internet Data Card

Study of Consumer Behavior Towards Internet Data Card

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Published by PRADIPTO DEY
Growth on the Data Cards. Especially happen when business travelers, academicians as well as other professionals need to access emails and corporate applications during urgent trips.

Now, what kind of a company enters an industry with competitors already entrenched? Which ones actually succeed? The answer to both the questions is Reliance Infocomm now known as Reliance Communication. Reliance Infocomm is a confident and smart company that was able to enter a saturated and highly competitive industry, and emerge at the top. The cut-throat competition in the telecommunication sector of India posed a great threat to the development of Reliance Infocomm. When Late Dhirubhai Ambani charted out the mission for Reliance Infocomm in late 1999 he had a clear game plan to position itself on the platform of affordable as well as world class information and communication service highlighting unparalleled value to create customer delight and enhance business productivity.

The project aims to identify the problems faced by Reliance Communication in the data card market. Customers often feel that service providers do not deliver what they promise. They feel players should present the terms and conditions and tariff plans/schemes in clear terms. The research we conducted also supports this fact. We have suggested a marketing plan for Reliance data card along with other suggestions for Reliance Communication to face the competition in the near future and the long run.

Introduction of Project

The objective of the study is to understand the consumer’ pre, post, during perception of data card and consumer buying behaviour and attitude for Reliance data card. To understand the former part, we created a focused group questionnaire and conducted a focused Group Discussion (FGD) on data card; we analyzed the questionnaire and the FGD to create an extensive questionnaire understanding the buying behavior of consumers of Reliance data card and other brands. We had a Fishbein analysis done on the 64 respondents from Kolkata to identify how much of buying intension is due to attributes and how much due to influence by referrals. We further extended the study to understand the perceptual mapping of brands. Our analysis has revealed that the consumer is satisfied with the brand Reliance data card and its attributes. However Reliance has not performed well with the customers who are considerably concerned about internet connection speed. This following detailed analysis is presented in our assignment.

Growth on the Data Cards. Especially happen when business travelers, academicians as well as other professionals need to access emails and corporate applications during urgent trips.

Now, what kind of a company enters an industry with competitors already entrenched? Which ones actually succeed? The answer to both the questions is Reliance Infocomm now known as Reliance Communication. Reliance Infocomm is a confident and smart company that was able to enter a saturated and highly competitive industry, and emerge at the top. The cut-throat competition in the telecommunication sector of India posed a great threat to the development of Reliance Infocomm. When Late Dhirubhai Ambani charted out the mission for Reliance Infocomm in late 1999 he had a clear game plan to position itself on the platform of affordable as well as world class information and communication service highlighting unparalleled value to create customer delight and enhance business productivity.

The project aims to identify the problems faced by Reliance Communication in the data card market. Customers often feel that service providers do not deliver what they promise. They feel players should present the terms and conditions and tariff plans/schemes in clear terms. The research we conducted also supports this fact. We have suggested a marketing plan for Reliance data card along with other suggestions for Reliance Communication to face the competition in the near future and the long run.

Introduction of Project

The objective of the study is to understand the consumer’ pre, post, during perception of data card and consumer buying behaviour and attitude for Reliance data card. To understand the former part, we created a focused group questionnaire and conducted a focused Group Discussion (FGD) on data card; we analyzed the questionnaire and the FGD to create an extensive questionnaire understanding the buying behavior of consumers of Reliance data card and other brands. We had a Fishbein analysis done on the 64 respondents from Kolkata to identify how much of buying intension is due to attributes and how much due to influence by referrals. We further extended the study to understand the perceptual mapping of brands. Our analysis has revealed that the consumer is satisfied with the brand Reliance data card and its attributes. However Reliance has not performed well with the customers who are considerably concerned about internet connection speed. This following detailed analysis is presented in our assignment.

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Published by: PRADIPTO DEY on Apr 06, 2009
Copyright:Attribution Non-commercial

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10/19/2010

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