Consumer Behaviour Towards

Advertisements and During

Buying New Mobile Connections

Presented By:
Preeti Singh Kang
MBA-II(B) 5840
 Synopsis
 Introduction to the project
1. Objectives
2. Need and scope of the study
3. Problem Statement
4. Null Hypothesis
 Company Profile
 Industry Profile
 Research Design
1. Research methodology
2. Limitations of the study
 Key Findings
 Chi Square Test
 Suggestions
 Summary and conclusion
 GSM vs. CDMA
 GSM: Global System  CDMA: Code Division
for Mobile Comm. Multiple Access.
(1991) (1995)
 Various players:  Various Players:
 Airtel  Tata Indicom
 Vodafone  Reliance CDMA
 Aircel  Virgin Mobile
 Idea  BSNL & MTNL: HLL
 Tata DoCoMo  HFCL (Connect)
 Reliance GSM
 GSM vs. CDMA
 Number of different channels allotted to a
given bandwidth.

 Costs

 Degree of harm and interference

 Greater privacy
 Consumer Behaviour
 Mental and emotional process during
selecting, purchasing and post
consumption of services.
 Factors Affecting Consumer Buying
Behaviour:
 Social Factors
 Psychological Factors
 Personal Factors
 Consumer Buying
Decision Process

Problem Information
Recognition Search

Post Purchase Alternative

Action Evaluation

Purchase
Action
 Advertising and
Consumer Behaviour

 Advertising:
 Creates Awareness
 Communicates information and emotions
 Persuades
 Reminds the customers of its presence
 Over the time contributes towards the loyalty
of the brand and the brand equity.
 Statement of the problem
 Problem Areas include:
 How receptive are the customers to the
advertisements?
 How should the company reach out to its
customers?
 What are the expectations and the
satisfaction level of the customers from the
service providers?
 Objectives
 To study the various factors influencing
the customers to choose a particular
service provider.
 To study the consumer satisfaction.
 To study the various problems faced by
the mobile users.
 To offer valuable suggestions to improve
the customer base of Tata Indicom.
 Need and Scope
of the Study
 NEED:  SCOPE:
 New competitors, new  Consumers of different
services, so its important service providers: Airtel,
to study the key attributes Vodafone, Idea, Tata
that shape the consumer Indicom, Reliance, BSNL
mind. of PATIALA City are
 To help grow the taken for the current
organisation as a whole research work.
when it comes to value
addition.
 To combat fierce
competition.
 ASSUMPTIONS
There is no significant relationship
between:
 Gender and Level of satisfaction.
 Qualification and Level of satisfaction.
 Income and Level of satisfaction.
 Age and Level of Satisfaction.
 Type of connection and the Satisfaction.
TATA TELESERVICES LTD
 Telecommunications in TATA GROUP:
 Tata Teleservices Limited
 Tata Teleservices (Maharashtra) Limited
 Tata Communication
 Tata Sky
 Tata Teleservices first to launch CDMA
services in India
 Entry into GSM market.
 Virgin Mobile
 Tata DoCoMo
TATA TELESERVICES LTD.
 TTSL operates under the following brand
names in the telecom industry:
 Tata Indicom (CDMA Mobile operator)
 Tata DoCoMo (GSM Mobile operator)
 Virgin Mobile (CDMA Mobile operator)
 Virgin Mobile (GSM Mobile operator)
 Tata Sky (DTH Satellite TV provider)
 Tata Photon, Tata Photon + (Mobile
Broadband Services)
 Telecom industry in India
 History
• 50 line manual telephone exchange in Kolkata in
1882
• In 1947, 82000 telephone connections across
India, 3.05 million in 1984.
• Cellular services launched in India in 1995.
 Prospective Future Ahead
• 11th 5 year Plan (2007-12) seeks to achieve 600
million phone connections, making investment of
USD 73 Billions.
• Revenue to rise to USD 54 billions by 2012 from
USD 31 billion as in 2008
 Research Design
 Research Methodology: Descriptive
Research
 Nature of the Data Used:
• Primary
• Secondary
 Sampling technique: Convenience
Sampling
 Sample Size: 150
 Area of study: Patiala City Only
 Limitations of the Study
 Study restricted to Patiala city only.
 Small sample size.
 Lack of awareness among customers.
 Gap between what respondents say and
what they do.
 Hesitation in sharing the accurate
information among customers.
 Emotional quotient can never be measured
accurately.
 Demographic Analysis
 Age Group  Education Level
 Demographic Analysis
 Income Group
 Use of mobile phone  Service Providers
 Factors affecting  Motivators in Buying
choosing of Services. Behaviour
 Services Provided by
 Most Effective way of
TATA INDICOM reaching out to
Customers
 Most peculiar Aspect  Is Tata Photon a
of TATA INDICOM product of TATA
Advertisement. INDICOM?
 Reasons for finding  What keeps you loyal
Difficulty in usage to your brand?
 Chi Square Test
 Chi – square test (X2) = Σ (O – E)2 / E
 Degrees Of Freedom = V = (R – 1) (C -1)
• Where,
•  ‘O’ = Observed Frequency
•  ‘E’ = Expected Frequency
•  ‘R’ = Number of Rows
•  ‘C’ = Number of Columns
 For all the chi-square test the table
value has taken @ 5% level of
significance.
ANALYSIS ON THE RELATIONSHIP BETWEEN
GENDER AND SATISFACTION WITH
REGARDING THE CELL PHONE SERVICE PROVIDER

X2 = Σ (O-E)2 / E = 2.066
Number of degree of freedom:
ndf = (row-1) (column –1)
= (1) (2)
=2
Table value of x2 at 5% level of significance = 5.99

Conclusion: Since the calculated value (2.066) is less

than the tabulated value, we accept the null
hypothesis that there is no significant relationship
between gender and the level of satisfaction.
 Similarly, it was concluded that:
 there is no significant relationship
between Qualification and the level of
satisfaction.
 there is no significant relationship
between Income and the level of
satisfaction.
 there is a significant relationship between
Age and the level of satisfaction.
 that there is no significant relationship
between the Type of Connection and the
level of satisfaction.
 Suggestions
 More educative advertising campaigns
(television).
 Outdoor Campaigning.
 Seminars and demonstrations in
educational institutes.
 More catchy advertisements.
 Promotional schemes (commission basis)
 Customer care service and handsets to be
improved.
 Suggestions
 Viral marketing concepts to be introduced.
 Information should be more readily
available (Device up gradation)
 Making the brand availability easier.
 SWOT ANALYSIS
STRENGTH: Technically robust network structure
and the latest technology

THREAT: Upcoming WEAKNESS:

CDMA Players, Unsatisfactory
should do network coverage
Something to and poor
differentiate signal strength
itself

OPPORTUNITY: ready technological platform

for 3-G technology favor to give its customers
new and improved services
 Conclusion
 With the increase in the number of players in the
Telecom Industry each provider is trying to gain
a competitive edge over others. India is rapidly
evolving on the lines of other developed
countries in the sphere of telecom service, so if
TATA INDICOM wants to leverage this
opportunity it should give due attention to
increasing its customer base rapidly which would
be possible only with increased customer
awareness, better advertising strategies and
improved services.
Thank You!!