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and National Long Distance (NLD) telephony services. It is also a category A ISP. Aircel got the highest
rating for overall customer satisfaction and network quality in 2006 by Voice and Data.
AIRCEL LIMITED
Type Private
Founded 1999
Industry Telecom
kk
FACTORS EFFECTING CONSUMER
BUYING BEHAVIOUR
Personal
Psychological
Social
REVIEW OF
LITERATURE
YEAR AUTHOR FINDINGS
(2002) Assael H. Demographics are all significant factors associated with consumer
market search.
(2004) R. Gordon Study regarding economic choice and establish the requirement of
an interprative approach to consumer behaviour.
Unaware
Aware to so me
Listened to the name
exten t
64%
Customers satisfied by the products
purchased from the company
Completely
Completely satisfied
Somewhat satisfied
Completely dissatisfied
Somewhat satisfied
74%
Again purchased Aircel products or not according to
the past experience
D efinitely no D efinitely
10% 14%
P ro bably no t
D efinitely
26%
P ro bably
P ro bably no t
D efinitely no
P ro bably
50%
Consumers are using more these Aircel products
20% 10%
Pocket internet
22%
SMS packs
STD plans
48%
Compare our products with our Rival
Excellent
Unsatisfactory 0%
6%
Excellent
Good Good
Average 50% Average
44%
Unsatisfactory
Distributors / sales officers / sales
managers are communicated with the
customers or not
Proper to some
extent
18%
Y es Y es
44%
No
Proper to some extent
No
38%
Prices are consistent with the product value
16% 18%
Consistent
Consistent to some extent
Inconsistent
66%
Likert Scale
Statements Strongly Agree Neutral Disagree Strongly Summated
agree Disagree Score
Aircel provides more facilities 1 9 36 4 0 143
than others companies.
18%
Yes
No
82%
Preference of the respondents
Benefits Rank1 Rank2 Rank3 Rank4 Rank5 Weighted
average score
No
26%
Y es
No
Y es
74%
CONCLUSION OF THE
STUDY……
Conclusion……
Considering the potential for growth in the Telecom market and the
present market demand which is estimated to be in crores, companies
are juggling with strategies to offer brands at the right price points.
They say success will come to those brands, which offer the right price
at a value-for-money equation. Advertisement has become indispensable
part of marketing mix of any company. Developing a new product does
not suffice the purpose, unless the benefit of using the product is
communicated to the customer. Without advertising, marketing is just
like a boy standing in dark and wink an eye to a girl and feel happy that
he made a mischief but the girl never come to know about it.
Suggestions:
• The company should focus on the intensive and advertisement if it want
more and more satisfied customer.
• The company should focus on the rural area because in those areas
telecommunication sector is still growing at faster rate than the urban
areas.
• The company should focus on the call rates factor because this factor is
mostly used by the population for the comparison of any two products.
• The company should provide more and more tariff plans to the customers
than the other companies.
• The company should focus on the latest technology of internet i.e. 3G.
Any Queries