CONSUMER BUYING BEHAVIOUR

Reliance Jio paid interest in providing the best and cheapest Internet data services, so their target audience
became the one’s having SmartPhone, looking for high-speed internet connection. Not only this they also
created a demand for 4G enabled smartphones as their services could only be availed using that.
Not only is Jio targeting people using smartphones but also the industries which require the use of digital
technology. Bridging the gap between customer merchants and the final consumer.

According to Soumya Stephen A and Remya S, who conducted A STUDY ON CUSTOMER

SATISFACTION TOWARDS JIO SIM( 2018). concluded that the Customer is the king-pin in the
market. It is the customer who determines the growth, prosperity and even existence of enterprise. The use
of JIO SIM has increased. JIO SIM is arguably one of the most important things to happen to the Indian
telecom industry in the last five odd years. The majority of customers are satisfied with JIO SIM. But the
reliance company should target at the rest of the customers who are not satisfied. While Compared with
other mobile SIM. JIO SIM has a number of advantages like low cost, minimum call rate, high speed etc.
Thus, at the end of the study, the strong areas and weak areas of JIO SIM were identified from the
customer’s perspective. The SIM availability and low cost being the strong areas and low speed being the
weak areas.
As part of Jio’s introductory offer, Reliance Jio tapped into the consumer’s interest by marketing its
free voice and data plans till 31st December. Some of the offers which influenced Customer buying
motives for Jio are as follows

 All Jio services free till December 31, 2016

From Monday, September 5, Jio's entire bouquet of apps and services (including data and voice) was
available absolutely free to everyone in the country. The introductory, or 'welcome offer' as Mukesh
Ambani termed it, was until December 31, 2016.
 Voice calls go absolutely free
All voice calls to be free; no Jio customer paid for any voice call.
 No roaming charges
It was a good bye to roaming charges. Jio customers were not charged any roaming charges within India.
 Tariff plans starts at Rs 19
Jio offered 10 tariff plans starting at Rs 19 a day for occasional users, Rs 149 a month for low data users
and Rs 4,999 a month for heavy data users.
 Base tariff 1/10th of other telecom operators
The base 4G LTE data rate on Jio network became 1/10th of other players at Rs 50 per GB.
 4G smartphones starting at Rs 2,999 launched
Customers no longer needed to shell out big bucks for 4G smartphones. The company has launched new
4G smartphones starting at Rs 2,999 under its Lyf brand.
 Student discounts
The company offered 25% extra data to students holding valid ID cards.
Reliance Jio runs on the principle that ‘Indians are cost-sensitive. Even though they may have money, if
they find something cost-effective they will go and try it, it is in the DNA.’  The cheapest LTE phones are
offered in association with Reliance Jio to attract consumers on a large scale.

CUSTOMER RELATIONSHIP MANAGEMENT (CRM):

The art of managing the organization’s relationship with the customers and prospective clients refers to
customer relationship management. It is an approach to managing a company's interaction with current and
potential customers. Customer relationship management includes various strategies and techniques to
maintain healthy relationships with the organization’s existing as well as potential customers.
Organizations must ensure customers are satisfied with their products and services for higher customer
retention.
customer relationship management is one of the biggest reasons for the success of Reliance Jio.

 After the commercial rollout of Jio in September 2016, Jio offered free services to its customers for 3
months. This plan worked as the trump card for Jio to acquire the customers. Within one month, Jio
was able to acquire 16 million subscribers.

 The users were provided with the best experience, which was never provided by any telecom service
provider. The unlimited high-speed, 4G data with unlimited calling was unimaginable to the customers.

 On the occasion of the new year in 2017, they extended the free services to the users for another 3
months. Jio became the first-ever telecom company to provide 6 months of free service to customers.
In just two and a half years into the business, Jio gained more than 300 million active subscribers. It
 took more than 19 years for its competitor, Bharti Airtel to reach such a number. Such was the power
of Jio.
 The customers became its preacher. Jio got more and more business through positive customer reviews
and user experience. This added as a boon to its tremendous growth.

 By Slashing the prices to 1/10th the existing cost, Jio got ahead with revenue, which was the major
factor in getting such a leap in the market.

 Jio support offers its customers to register any complaints through their Customer Care Number 198
(toll free). If the customer is calling from other numbers the can reach out JioCare on 1800 889 9999.

 JIO also solves customer issues on its personal browser , where a customer can chat , whatsapp, email
and even can call for the Customer Care service.

 And also the browser provides the required nearest service center to its customers, by the help of
google map a customer can easily locate the service center next to him.

 Reliance Jio Fiber offers a 100% refund if the customer is not satisfied with their service. They will
not charge customers a single penny for 30days which customers have used.

 In case of a defect, the Consumer with a valid claim to the authorized service center of Company, the
Device care team will direct the customer to visit the nearest Jio Centre. The Jio Centre will validate
the JioFi device for defect and if the JioFi device is found to be defective, replacement or repair of the
JioFi device shall be provided to the customer.
Any doubts regarding the warranty claim can be easily resolved in the company website.