A

SYNOPSIS REPORT
ON
CUSTOMER AWARENESS ON PRODUCT JIO
AT
RELIANCE JIO

Submitted
By
ARVPALLY ARUN KUMAR
H.T.NO: 1302-19-672-010
PROJECT SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF DEGREE
OF

MASTER OF BUSINESS ADMINISTRATION

Department of Business Administration

AURORA’S PG COLLEGE
RAMANTHAPUR
(Affiliated to Osmania University)
2019-2021
 Aurora’s PG College (MBA), Ramanthapur
Department of Management

SYNOPSIS

TITLE OF THE PROJECT : CUSTOMER AWARENESS

ON PRODUCT JIO

STUDENT NAME: ARVPALLY ARUN KUMAR

Hall Ticket Number: 1302-19-672-010

Signature of the Student:

Signature of the Guide:

 INTRODUCTION

The entitled “ CUSTOMER AWARENESS towards Reliance Jio sim with special reference

to Hyderabad District” is carried out with an objective to determine the CUSTOMER

AWARENESS on Reliance Jio sim services in Hyderabad district and to find out the

customers satisfaction towards using the services. Data were collected by survey method

through structured questionnaire with both opened and closed ended questions. For

distribution of questionnaire to the customers random sampling method was used to select the

customers and the survey was taken among those selected users. After collecting the data

from the respondents it was analyzed using Simple Percentage. In the era of information

explosion, people are to be provided with quick and timely access to information. Indian

Telecom industry is one of the fastest growing telecom markets in the world. In telecom

industry, service providers are the main drivers; whereas equipment manufacturers are

witnessing growth. The present study carried out with 100 users of Reliance Jio.

CUSTOMER AWARENESS(often abbreviated as CSAT, more correctly it is a term

frequently used in marketing. It is a measure of how products and services supplied by a

company meet or surpass customer expectation. CUSTOMER AWARENESS is defined as

"the number of customers, or percentage of total customers, whose reported experience with a

firm, its products, or its services (ratings) exceeds specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes,

and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing

Common Language in Marketing Project. In a survey of nearly 200 senior marketing

managers, 71 percent responded that they found a CUSTOMER AWARENESS metric very

useful in managing and monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers,

CUSTOMER AWARENESS is seen as a key differentiator and increasingly has become a

key element of business strategy

A business ideally is continually seeking feedback to improve customer satisfaction.

" CUSTOMER AWARENESS provides a leading indicator of consumer purchase

intentions and loyalty."  " CUSTOMER AWARENESS data are among the most frequently

collected indicators of market perceptions. Their principal use is twofold:" 

1. "Within organizations, the collection, analysis and dissemination of these data send a

message about the importance of tending to customers and ensuring that they have a

positive experience with the company's goods and services."

2. "Although sales or market share can indicate how well a firm is performing currently,

satisfaction is perhaps the best indicator of how likely it is that the firm’s customers

will make further purchases in the future. Much research has focused on the

relationship between CUSTOMER AWARENESS and retention. Studies indicate

that the ramifications of satisfaction are most strongly realized at the extremes."

On a five-point scale, "individuals who rate their satisfaction level as '5' are likely to become

return customers and might even evangelize for the firm. (A second important metric related

to satisfaction is willingness to recommend. This metric is defined as "The percentage of

surveyed customers who indicate that they would recommend a brand to friends." When a

customer is satisfied with a product, he or she might recommend it to friends, relatives and

colleagues. This can be a powerful marketing advantage.) "Individuals who rate their

satisfaction level as '1,' by contrast, are unlikely to return. Further, they can hurt the firm by

making negative comments about it to prospective customers. Willingness to recommend is a

key metric relating to customer satisfaction.

 CUSTOMER AWARENESS is defined as a customer’s overall evaluation of the

performance of an offering till date (Johnson and Fornell1991). CUSTOMER

AWARENESS is a term that has received much attention and interest among scholars and

practitioners perhaps because of its importance as a key element of business strategy and goal

for all business activities especially in today’s competitive market (Anderson et al, 1994).

According to these studies satisfaction is viewed as an “overall evaluation based on the total

purchase and consumption experience with a good or service over time (Anderson et al.

1994).
1.3 NEED FOR THE STUDY:

Reliance Jio has entered into the market of telecom service providers with freebies and more

data to the customers. In the knowledge world, Jio’s the foray into the fast evolving market

has made tremendous change in the competition, price and data availability. Jio is widely

used by the techno-savvy customers. The CUSTOMER AWARENESS is conditioned by the

price, availability and addressing the problems of the customers at once. The rural area

customers also use Reliance Jio. Even though the sector has reflected promising growth in

India but still remaining at a very low compared with international standards and this

providing tremendous opportunity for future growth in Tele-communication services. So

Reliance Jio improves the network connection and speed in rural area.

Customers consider various factors for purchasing of Reliance jio. The factors they consider

are based on certain demographic variables such as income, age, occupation etc. It also

depends on attributes and life Performance of the customer buying behavior becomes

essential to get a competitive edge.

Some of the areas that are considered are:

* Consumer recognition of a problem in their lives and the attempt to solve it by buying

something.

*How consumers search for things that they need.

*How consumers evaluate the products that they buy.

*What is the impact on dissatisfaction on consumer purchases?

*How do consumers make purchase decisions?

*What kinds of advertising is the most effective

SCOPE OF THE PROJECT

The scope of the study is that to find out the level of CUSTOMER AWARENESS Reliance

Jio. To identify the customer’s views regarding quality, quantity, free service and price. In

telecommunication sector wider scope available in the world. This research will include data

collection and methodology through interviews and direct observation as a tool to identify the

specific problems within the organization and trying to find out the subsequent remedies for

this.

OBJECTIVES OF THE STUDY

 To know about the awareness level of the customer towards Reliance Jio sim

 To identify the CUSTOMER AWARENESS level towards Reliance Jio sim

 To find out the factors influencing the customer.

 To identify the reason to buy the Reliance Jio sim

 To give opinion about the Reliance Jio services

 To know the CUSTOMER AWARENESS level with the services provided.

 To analyze satisfactions level based on demographic profile.

 To analyze the determinants of customer satisfaction.

 RESEARCH METHODOLOGY

The present study is made to analyze the customer’s preference towards Reliance Jio.

It also aims to analyze the extent of satisfaction level of Reliance Jio. Questionnaires

have been entrusted to 500 respondents for data collection but only 468 questionnaires

were found complete for extracting information.

Research methodology is purely and simply basic frame work for a study that guiders

the collection of data and analysis of the data. In customer surveys adopted this

description research design in collection and analyzing of the data.

METHODOLOGY

The primary data have collected for the research work. A pretested questionnaire was

administered to the respondents with direct questions. The answers given by the

respondents were recorded and used for analysis purpose.

Sample Size: The total sample respondent was random basis. The sample size was

100 people through the questionnaire method.

 The main source of data for the study is Primary Data.

 Secondary data was collected from journals, magazines, relevant research articles on

customer satisfaction, article, thesis etc.

 Primary data was gathered from customers of JIO by preparing a structured

questionnaire.

 Convenience sampling method is used to collect the data from the respondents.
  Structured questionnaire is prepared which consists of the statements related to

various aspects of services provided by JIO such as messages, voice calls, 4G

internets etc. The sample size is of 200 respondents

REVIEW OF LITERATURE
Customer Awareness (CA) refers to the Awareness of customers with one another, with a
company or a brand. The initiative for Awareness can be either consumer- or company-led or
the medium of Awareness can be on or offline.
Unlike marketing terms such as positioning, customer Awareness has not been traced to a
single source. Customer Awareness has been discussed widely online; hundreds of pages
have been written, published, read and commented upon. Numerous high-profile conferences,
seminars and roundtables have either had CE as a primary theme or included papers on the
topic.
Customer Awareness marketing places conversions into a longer term, more strategic context
and is premised on the understanding that a simple focus on maximising conversions can, in
some circumstances, decrease the likelihood of repeat conversions (Customer Awareness
interview with Richard Sedley). CE aims at long-term Awareness, encouraging customer
loyalty and advocacy through word-of-mouth.
Online customer Awareness is qualitatively different from offline Awareness as the nature of
the customer’s interactions with a brand, company and other customers differ on the internet.
Discussion forums or blogs, for example, are spaces where people can communicate and
socialise in ways that cannot be replicated by any offline interactive medium. Customer
Awareness marketing efforts that aim to create, stimulate or influence customer behaviour
differ from the offline, one-way, marketing communications that marketers are familiar with.
Although customer advocacy, for example, has always been a goal for marketers, the rise of
online user generated content can take advocacy to another level.
The concept and practice of online Customer Awareness enables organisations to respond to
the fundamental changes in customer behaviour that the internet has brought about, as well as
to the increasing ineffectiveness of the traditional 'interrupt and repeat', broadcast model of
advertising. Due to the fragmentation and specialisation of media and audiences, as well as
the proliferation of community- and user generated content, businesses are increasingly
losing the power to dictate the communications agenda. Simultaneously, lower switching
costs, the geographical widening of the market and the vast choice of content, services and
products available online have weakened customer loyalty.
So today, leveraging customer contributions is an important source of competitive advantage
– whether through advertising, user generated product reviews, customer service FAQs,
forums where consumers can socialise with one another or contribute to product
development.
Amazon recently re-branded into 'serving the world's largest engaged online community', the
World Federation of Advertisers (WFA) has created a 'Blueprint for Consumer-Centric
Holistic Measurement' and the Association of National Advertisers (ANA), American
Association of Advertising Agencies (AAAA) and the Advertising Research Foundation
(ARF), have put together the 'Awareness Steering Committee' to work on the customer
Awareness metric. Nielsen Media Research, IAG Research and Simmons Research are also
all in the process of developing a CE definition and metric.
Online customer Awareness refers to:
1. A social phenomenon enabled by the wide adoption of the internet in the late 1990s
and taking off with the technical developments in connection speed (broadband) in the
decade that followed. Online CE is qualitatively different from the Awareness of
consumer’s offline.
2. The behavior of customers that engage in online communities revolving, directly or
indirectly, around product categories (cycling, sailing) and other consumption topics.
It details the process that leads to a customer’s positive Awareness with the company
or offering, as well as the behaviors associated with different degrees of customer
Awareness.
3. Marketing practices that aim to create, stimulate or influence CE behaviour.
Although CE-marketing efforts must be consistent both online and offline, the internet
is the basis of CE-marketing.(Eisenberg & Eisenberg 2006:72,81)
4. Metrics that measure the effectiveness of the marketing practices which seek to
create, stimulate or influence CE behavior.
Definition
In March 2006, the Advertising Research Foundation announced the first definition of
customer Awareness the first definition of CE at the re: think! 52nd Annual ARF Convention
and Expo:
"Awareness is turning on a prospect to a brand idea enhanced by the surrounding context."
However, the ARF definition was criticized by some for being too broad.
Customer Awareness can also refer to the stages consumers travel through as they interact
with a particular brand. This Customer Awareness Cycle, or Customer Journey, has been
described using a myriad of terms but most often consists of 5 different stages: Awareness,
Consideration, Inquiry, Purchase and Retention. Marketers employ Connection Strategy to
speak to would-be customers at each stage, with media that addresses their particular needs
and interests. When conducting Search Engine Marketing & Search Engine Optimization, or
placing advertisements, marketers must devise media and/or keywords and phrases that
encourage customer flow through the Customer Awareness Cycle, towards Purchase.
Because the various definitions often focus on entirely different aspects of CE, they are not in
every case competing definitions but, rather, illuminate CE from different perspectives. Eric
Peterson's definition for example frames CE as a metric: "Awareness is an estimate of the
degree and depth of visitor interaction against a clearly defined set of goals."
At the moment the ARF, World Federation of Advertisers,[7] Nielsen Media Research, IAG
Research and Simmons Research are in the process of developing a definition and a metric
for CE.
2.1 ARTICLES

Article: 01

Title : The impact of virtual mirroring on customer satisfaction

Author:

PeterGloor,AndreaFronzettiColladon,GianniGiacomelli,TejasvitaSaran,Francesca

Grippa

Journal :Business Research

Volume :VOL 75 Issue: 2

Year and Date of Publication : February 2017

Abstract:

We investigate the impact of a novel method called “virtual mirroring” to promote

employee self-reflection and impact customer satisfaction. The method is based on measuring

communication patterns, through social network and semantic analysis, and mirroring them

back to the individual. Our goal is to demonstrate that self-reflection can trigger a change in

communication behaviors, which lead to increased customer satisfaction. We illustrate and

test our approach analyzing e-mails of a large global services company by comparing

changes in CUSTOMERAWARENESSassociated with team leaders exposed to virtual

mirroring (the experimental group). We find an increase in CUSTOMERAWARENESSin

the experimental group and a decrease in the control group (team leaders not involved in the

virtual mirroring process). With regard to the individual communication indicators, we find

that CUSTOMERAWARENESSis higher when employees are more responsive, use a

simpler language, are embedded in less centralized communication networks, and show more

stable leadership patterns.

Keywords :Communication patterns, Semantic analysis, Social network analysis,

Mirroring, Feedback, Customer satisfaction

Highlights :

 We studied email communication behaviors within a large company, over two

years.

 Providing communication feedback to employee’s increases customer satisfaction.

 CUSTOMER AWARENESSis higher when employees are faster in responding to

emails.

 CUSTOMER AWARENESSis higher when employees use a simpler language.

 Providing more stable contact points is beneficial to customer satisfaction.

Article : 02

Title : Modeling CUSTOMER AWARENESSwith new product design using a flexible

fuzzy regression-DEA algorithm

Author :Salman Nazari-Shirkouhi,AbbasKeramati

Journal : Applied Mathematical Modeling

Volume : VOL 76 Issue: 3

Year and Date of Publication : 16 January 2017

Abstract :

Success of new products highly depends on CUSTOMERAWARENESSand meeting

the customer needs is vital in new product development. By incorporating customer needs in

design and development, organizations could improve productivity of their new products and

drop risks of new product market. Hence, design teams search for methods to model

CUSTOMERAWARENESSwhen setting the associated product design attributes. To do so,

different approaches have been developed in the literature to model the relationship between

CUSTOMERAWARENESSand product design parameters. In this paper, 16 well-known

fuzzy regression (FR) models are used to understand the relationship between

CUSTOMERAWARENESSand new product design. The design of FR models is based on

4P marketing mix (product, price, place, and promotion) concept in fuzzy environments.

Then, a flexible algorithm is presented based on index of confidence, error measures, and

data envelopment analysis (DEA) to select the best FR model. The applicability and

usefulness of the proposed algorithm is experimented through an actual case study where the

flexible algorithm is applied to predict CUSTOMERAWARENESSand new product design

in freezer refrigerator industry.

Keywords : Customer satisfaction; Product design; 4P marketing mix; Fuzzy regression;

Data envelopment analysis

Highlights :

 The current research discusses a use of fuzzy regression-DEA algorithm for modeling

customer satisfaction

 This paper develops a proposed methodology for setting the associated product design

attributes

 The 16 well-known fuzzy regression models are used to model the relationship

between CUSTOMERAWARENESSand new product design

 The proposed algorithm is experimented through an actual case study in freezer

refrigerator industry.
Article : 03

Title : Utilizing CUSTOMER AWARENESSin ranking prediction for personalized

cloud service selection

Author :ZeyuanWang, DeshengWu, David L. Olson

Journal : Decision Support Systems

Volume : Volume 93 Issue: 7

Year and Date of Publication : January 2017

Abstract :

With the rapid development of cloud computing, cloud service has become an

indispensable component of modern information systems where quality of service (QoS) has

a direct impact on the system's performance and stability. While scholars have concentrated

their efforts on the monitoring and evaluation of QoS in cloud computing, other service

selection characteristics have been neglected, such as the scarcity of evaluation data and

various customer needs. In this paper, we present a ranking-oriented prediction method that

will assist in the process of discovering the cloud service candidates that have the highest

customer satisfaction. This approach encompasses two basic functions: ranking similarity

estimation and cloud service ranking prediction that takes into account customer's preference

and expectation. The comparative experimental results show that the proposed method

outperforms other competing methods.

Keywords : Cloud service; QoS ranking; Collaborative filtering; Similarity computation;

Customer satisfaction

Highlights :

 We present a ranking-oriented prediction method intended to assist in

discovering cloud service candidates with highest customer satisfaction.

 Our proposed approach encompasses both ranking similarity estimation and

cloud service ranking prediction, considering customer preferences and

expectations.

 A CUSTOMERAWARENESSfunction is presented to determine preference

values regarding pairs of services.

 We show that the proposed method outperforms other competing methods.

Article : 04

Title : Employee display of burnout in the service encounter and its impact on customer

satisfaction

Author : Magnus Söderlund

Journal : Journal of Retailing and Consumer Services

Volume :VOL96 Issue: 9

Year and Date of Publication : Available online 4 November 2018

Abstract :

This study examines if employee display of burnout symptoms in service encounters

has an impact on customer satisfaction. An experimental approach was used in which the

employee's display of burnout (absent vs. present) and the service performance level (low vs.

high) were the manipulated factors. The results show that employee display of burnout had a

negative impact on customer satisfaction, that this effect was mediated by customers’

appraisals of the employee's emotional state, and that the effect was stronger under the

condition of low service performance.

Keywords : Service encounters; Emotional display behaviors; Employee burnout;

Employee happiness; Service performance; Customer satisfaction

 BIBLIOGRAPHY

BOOK

1. Philip kotler and Gary Armstrong for “Principles of marketing”

2. G.C. Beri for “marketing research”, Leon G Shiftman for “consumer behavior”

3. Alderian palmer for “services marketing”

JOURNAL

1. Journal of service marketing, vol. 31 issue: 2, pp.119-130.

2. Xueming Luo of customer social responsibility, CUSTOMERAWARENESSand

market value, Journal of marketing, 70 (4), 1-18, 2006.

NEWSPAPER

1. The Hindu newspaper Dr. P. Jayasubramanian Mrs. M. shanthi, “

CUSTOMERAWARENESSlevel” September 25, 2012.

2. The Times Of India Bintaabubakar, “ CUSTOMERAWARENESSwith supermarket

retail shopping” October 12, 2011

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