Service Marketing Project

Topic:
JIO’s Digital Life- A Survey

Content

Sl. No. Topics Pg. No

1. Introduction 2

2. Statement of the Problem, Literature of Review 3

3. Objective, Research Methodology 4

4. Research Instruments, Contact Method, Result 5-6

5. Hypothesis 6-8

6. Conclusion 9

7. Reference 9
 Introduction
The Indian telecom business has witnessed tremendous market liberalization and expansion since
the 1990s, and it is now the most robust and fastest-growing communications market in the
world. In terms of fixed and mobile phone consumers, as well as Internet users, India's
telecommunications network is the world's second largest. Telecommunications have improved
India's socioeconomic development and, to some extent, have helped to bridge the digital divide
between rural and urban areas. Some of India's major telecom operators include Airtel,
Vodafone-Idea, BSNL, MTNL, Reliance Communications, etc.
About the Company:
Mukesh Ambani launched Reliance Jio Infocomm Limited, also known as Jio, which is India's
largest telecommunications firm. The company was founded in 2007 as Infotel Broadband
Services Limited (IBSL), and Reliance Industries Limited purchased a 95 percent ownership in
IBSL in 2010. After that, IBSL was rebranded to Reliance Jio Infocomm Limited, which we now
know as Reliance Jio. Reliance Jio, one of India's largest network providers, has taken the globe
by storm with its marketing and commercial strategy. It has had a tremendous impact on India's
digital ecosystem transformation. It began operations as a telecommunications company in 2016
and garnered more than 50 million users in exactly 83 days. Focused on giving India the chance
to benefit from the digital revolution by connecting everyone by offering the finest quality of
connectivity at the lowest cost. According to the most recent report published by TRAI (Telecom
Regulatory Authority of India), the company rolled out for a commercial launch in September
2016 and now has a full-life subscriber base of 398.31 million. Jio offers free high-speed internet
[4G], extensive communication capabilities, and a variety of digital services. Jio intends to give
access to innovative and empowering digital content, applications, and services at any time and
from any location, driving India into global leadership in the digital economy. Jio’s plays a key
role in success of telecom sector.

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The study's objectives are to discover the factors that cause customers to favor Jio, their degree
of satisfaction, and to assess the demographic profile of Jio users. The research methodology to
be used in the project will be both primary and secondary.

Problem Statement
It’s necessary to satisfy the customer’s need. It is difficult for a company to survive in a long run
without satisfying its customer. Even though the company offers the service in free of cost. So,
we wanted to study the service preference as well as customer satisfaction of Jio users as it plays
a key role in the telecom sector.

Review of Literature
1) Bank of America Merrill Lynch [2016]: According to a research, 96 percent of
customers were happy with Jio's signal quality, whereas only 66% were happy with data
speeds. According to the report, 26% of users use Jio as their main SIM, while 21% use it
as a backup SIM. According to the research, 55 percent of people prefer Jio's service. It is
faster than other services.

2) Jobin George et al., [2016]: In their study titled "A survey on JIO customer experience
in South Karnataka," they found SIM card allocation, activation time, and customer
service as key strengths, whereas call bandwidth and 4G performance were regarded as
bad areas. Consumers are fairly devoted and value for money, according to them.

3) R.Sornapriya and M. Sathiya [2017]: According to their "Client Satisfaction towards

Reliance Jio Network" study, 52 percent of respondents are pleased with Jio offerings,
and 64 percent feel network coverage must be enhanced.

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 4) KR Mahalaxmi and Suresh Kumar N [2017]: As per their analysis, "Changing the
Indian Telecom Sector: Reliance Jio," JIO's special offers encourage more people to use
the network, and the vast majority of respondents [97 percent] were happy with Jio's
offerings.

Objective

Jio dominated the telecommunications industry, practically obliterating all of the other
businesses. Some communication companies, such as Aircel and Uninor, have exited or filed for
bankruptcy in India due to heavy competition and pressure. To understand this better we look
into the objective of our project. They are:
1. The purpose of this research is to look at the demographic profile of Jio subscribers.
2.To determine Jio customers' service preferences.
3. To determine how satisfied Jio subscribers are.

Research Methodology
 The research approach is a strategy and technique that includes everything from basic
ideas to specific data collecting, analysis, and interpretation procedures.
 As a result, the character of the research problem being addressed is supported.
Quantitative and qualitative research are the two most used research methods. Both
categories serve distinct functions.
 In this project, we determine the factors that cause users to prefer Jio and their degree of
satisfaction in the Bhubaneswar, Odisha region.
 First, we developed a systematic questionnaire to collect data from a sample of a certain
number of respondents. 

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  Journals and websites were used to collect secondary data. These data provided us with a
general concept of how to proceed, which was critical in setting up our analysis and
assisting us in additional research.
 We concentrated our primary study on various age groups in the Bhubaneswar and then
distributed this type randomly among 100 people and collected data.

Research Instruments
In our analysis, we used the Chi-Square test. When market researchers are faced with one of the
following circumstances where they must estimate how well an observed distribution fits a
predicted distribution, they typically utilize the Chi-Square test. This is commonly referred to as
a "fitness-of-fit" test. They must determine whether two random variables are independent of one
another.

Contact Method
Surveys, experiments, and observation are examples of contact methods. In order to perform
these surveys, data is gathered in a particular specific way. Mail, telephone, focus groups, are
what was used in the project as contact methods.

Result
 Objective – 1: (R1) To study the demographic profile of Jio users
The following parameters are used to study the demographic information of Jio users:

Gender Male: 57.75%

Female: 42.25%

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 Age Group 20 – 30 years - 88.73%
30-40 years - 5.63%
Users > 40 years - 4.23%
Users < 20 - 1.41%

Occupation Private employees - 47.89%

Students - 43.66%
Own business - 7.04%
Government employee - 1.41%
Monthly mobile expenditure using Simple 67.61% users spend (Rs.)100-500
Percentage 18.31% users spend (Rs.)500-1000
8.45% users spend (Rs.)1000-1500
2.82% users spend (Rs.)1500-2000

From the above demographic table, we observe that from the survey with sample size 100,
majority of JIO users are MALE and belong to the age group of 20-30. Private employees are the
key users and 67.61% users spend Rs 100 -500 per month.

 Objective – 2: (R2) To determine Jio customers' service preferences.

High internet speed 45.07%

Minimum Cost of the SIM 28.17%
Availability 9.86%
More Validity 0
Free call and Data 16.90%

It is clear from the table that a large proportion of people desired to use JIO. JIO's High Internet
Speed was chosen by the majority of users above its Calling service. Additionally, calling being
the second reason why people use JIO

 Objective – 3: (R3) To determine how satisfied JIO subscribers are.

In the responses of the users of Bhubaneswar, it was seen that-
‾ 61.97% users have rated their satisfaction level - 4
‾ 32.39% users have rated their satisfaction level - 5
‾ 5.63% users rated – 3
‾ 1.43% users rated - 2, this is because of the problem mainly lies in the validity and
connectivity.

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 Hypothesis
Our goal was to test the following hypothesis using the following objectives. -
Hypothesis 1 – Is there an association between Gender and Preferred sim service?
Ha: Gender is associated with the Preference sim of service.

H0: Gender is not associated with the Preference sim of service.

Ha: Alternate Hypothesis

H0: Null Hypothesis

Result –
Observed Frequency:        
Count of which mobile services do you
use? Which Mobile Services do you use?  
Gender Airtel JIO Others Grand Total
Female 10 30 5 45
Male 14 41   55
Grand Total 24 71 5 100
         
     
Expected Frequency: Airtel JIO Others  
Female 10.8 31.95 2.25  
Male 13.2 39.05 2.75  
         
Chi-Sq. Statistics Airtel JIO Others  
0.11901408 3.36111111
Female 0.059259259 5 1  
Male 0.048484848 0.09737516 2.75  
         
Test stat(chi sq.) 6.44      
(row-1)*(column-
d.f 1) 2    
ALPHA 0.05      
Critical Value 5.99    
Since, Test Statistics > Critical Value i.e. 6.44 > 5.99, so Null Hypothesis is rejected and we
accept the alternate hypothesis and conclude that there is an association between gender and sim
preference.

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Hypothesis 2 – Whether Occupation is association to Sim preference

Ha: Occupation is associated with SIM preference.

H0: Occupation is not associated with SIM preference.

Ha: Alternate Hypothesis

H0: Null Hypothesis

Result –
         
Observed Frequency:        
Count of Which Mobile data Service
do you use? Which Mobile Services do you use?  
Occupation Airtel JIO Others Grand Total
Business 2 5 1 8
Government Employee   1   1
Private Employee 8 34 2 44
Student 14 31 2 47
Grand Total 24 71 5 100
         
         
Expected Frequency: Airtel JIO Others  
Business 1.92 5.68 0.4  
Government Employee 0.24 0.71 0.05  
Private Employee 10.56 31.24 2.2  
Student 11.28 33.37 2.35  
         
         
Chi-Sq. Statistics Airtel JIO Others  
0.08140845
Business 0.003333333 1 0.9  
0.11845070
Government Employee 0.24 4 0.05  
0.24384122 0.01818181
Private Employee 0.620606061 9 8  
0.16832184
Student 0.655886525 6 0.05212766  
         

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 Test stat(chi sq.) 3.152157627      
d.f (row-1)*(column-1) 6    
ALPHA   0.05    
Critical Value     12.59  

Since, Test Statistics < Critical Value i.e. 3.15 < 12.59, so Alternate Hypothesis is rejected and
we accept the Null hypothesis and conclude that there is no association between Occupation and
sim preference.

Conclusion:
 According to the research, the majority of JIO users are men, between the ages of 20 and
30.
 The lot of users belong to the Students community.
 On average, the majority of consumers spend between Rs.100 and Rs.500 every month
on their mobile phones.
 It's fascinating to see that most people choose JIO SIM due of the faster internet speeds
rather than calling.
 The majority of customers recommended that validity should be enhanced and call
connectivity be improved.
 Other service providers may be able to sway the market in the future by implementing
competing techniques.
 As a result, JIO must build goodwill and strengthen its worthiness in order to avoid
consumer switchover.
 JIO has the strong foothold in the market because of their internet connectivity as
compared to Airtel. So, if these problems afore mentioned is cured then the services of
JIO will surely be on top.

Reference
1) Quora

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2) Sornapriya R and Sathiya M, “Customer Satisfaction towards Reliance Jio Network”,
Asian Journal of Managerial Science, ISSN: 2249-6300, Vol. 6, No. 1, 2017, pp.21-27.
3) Mahalaxmi KR and Suresh Kumar N, “Changing the Indian telecom sector : Reliance
Jio”,
4) https://en.wikipedia.org/wiki/jio
5) https://www.jio.com/

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