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This is to certify that Mr. VARUN KUMAR of T.Y.B.B. A has Satisfactory completed the project report in the subject of Study of Buying Behavior of Reliance India mobile, Patna (Bihar) as laid down by the Pune University. Year : Sem : Seat No: Place : 2011 T.Y. B.B.A (Sem-VI) 22 Pune

Principals Signature (Dr. K.V. BACHUTE) Internal Examiners Signature External Examinersignature

I take this opportunity to express my gratitude towards those ,whose guidance and cooperation has helped me immensely during the completion of my project. This project bears the imprint of many persons who are directly and indirectly involved in this survey project.

I would like to thank our principal Dr. K.V. BACHUTE of Sinhgad College of Arts & Commerce for his guidance, encouragement and support.

I would also like to thanks our coordinators Mrs. Vaishali sheth for my internal project guide, staff and non staff, faculty, our librarian, who have always been a support and gave suggestion, have contributed a lot to this project.

Once again I express my sincere thanks and gratitude to the above stated persons who have helped me directly or indirectly.

(Mr. Varun Kumar)


I here by declare that this project report entitled Market Study of Buying Behavior of Reliance India mobile, Patna (Bihar) has been carried out by own work and under the guidance of my faculty guide Mrs. VAISHALI SHETH.

This report neither full nor in part has ever been submitted for award of any other degree of either this university or any other university.

Date:Place: - PUNE (Mr. Varun Kumar )






CHAPTER I INTRODUCTION Research Area Objectives Placed (a) Primary Data (b) Secondary Data Objectives Achieved Hypothesis of the Study Research Methodology & Research Plan (a) Primary Data Collection Sources (b) Secondary Data Collection Sources Limitation of the Study


CHAPTER II History Awards Marketing Mix: Ps Details Organizational Structure Any Other Relevant Information CHAPTER III APPLICATION OF THEORY CHAPTER IV ANALYSIS OF DATA Question Tabular Representation Interpretation CHAPTER V FINDINGS & CONCLUSIONS CHAPTER VI Suggestions and Recommendations Bibliography Annexure





Chapter-1 Introduction

INTRODUCTION :-The name Reliance is synonymous with success, a story

as unique as which built the Reliance empire. It is a story of dreams becoming reality, of vision igniting passion, and an Indian enterprise transforming itself into a global conglomerate. It covers the entire energy value chain, and continuing on through refining, petrochemicals, chemical intermediates and textiles. Reliance is the first and only private sector company from India to feature in the 2005 Fortune Global 500 list of the 'World's largest Corporations' for the second consecutive year. It ranks amongst the world's top 200 companies in terms of profits . In March 2005, Reliance won the 'International Refiner of the Year' award at the World Refining and Fuels Conference's annual awards in San Francisco. Reliance is the first Asian company to win this award in the award's 20-year history. This award is a testimony to Reliance's commitment to serve the growing needs of the Asian region by adopting new refining technology, by its tremendous capacity creation, and through its concerns for the environment.

In the same year, Reliance emerged as 'Asia's Best Chemical Company' in Global Finance Magazine's seventh annual survey of the World's Best Companies.




The research area is located:-

OBJECTIVES:The objectives of this study are as follows:1) Primary objectives 2) Secondary objectives

1) A project report on study of buying behavior of Reliance India Mobile. 2) To understand the perceptions of customers about brand.


1) To study the strength and weakness of Reliance India Mobile. 2) To find out the areas of lacking. 3) To find out difficulties aspect of market. 4) To know the performance of Reliance India Mobile. 5) To determine level of customer satisfaction.

ACHIEVED OBJECTIVES:- The researcher has tries to achieve all the stated Objectives to the maximum possible extent.


All respondent are RIM users.

RIM is the most favorite among the users.

The study covers a partial market of the company.

All respondents have the knowledge of operating mobile.

All RIM users are having GPRS enabled in handsets.

RESEARCH METHODOLOGY :Research methodology is used to find new fact and knowledge. The purpose of research is to discover answer to questions through the application of scientific procedures of collecting data.

Sources of Data collection

1. Primary Data:
Primary data are those, which are collected by the research himself for first time & they are original in character. For this research primary data were collected through questionnaire. A questionnaire consists of a number of questions printed or typed in a form or set of forms. The primary data for this project has been derived on following lines:Two Method for collection of primary data:-> Observation -> Survey Method Research instrument: - Personal interview -Mail questionnaire Types of questions: Contact: Area covered: Sample size Sampling unit Open ended Personal Patna 100 Customers

2. Secondary Data:
Secondary data are those which have already been used by other persons for their purpose and are published. Collection of secondary data has the advantage of being less expensive and less time consuming. The sources of secondary data used for this research were: Old reports and journals of the company. Employees of the organization. Any published document. Companys website. (

Limitations of study:-

Respondent were unwilling to share some of the crucial information

like the benefits given to them by a company.

Researchers time and respondents time did not match. Some of the respondents skipped the questions which thereby created
the difficulty while tabulating and interpreting the data.

The sample size chosen show only part marketing. Unawareness of the survey in the minds of people, as much there was
some difficulties in collection of data.


COMPANY PROFILE:Date of Establishment 2006

Market Cap

Rs. 370,687.7 crores (April 11, 2008) (Reliance Industries Ltd.)


Reliance Industries Limited, Makers Chambers IV, Nariman Point, Mumbai 400 021, Maharashtra, India Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana, Orissa, UP and West Bengal






Mission:We will create world-class benchmarks by:

Meeting and exceeding Customer expectations with a segmented approach Establishing, re-engineering and automating Processes to make them customer centric, efficient and effective Incessant offering of Products and Services that are value for money and excite customers Providing a Network experience that is best in the industry Building Reliance into an iconic Brand which is benchmarked by others and leads industry in Intention to Purchase and Loyalty Developing a professional Leadership team that inspires, nurtures talent and propagates RCOM Values by personal example

By 2015, be amongst the top 3 most valued Indian companies, providing Information, Communication & Entertainment services, and being the industry benchmark in Customer Experience, Employee Centricity and Innovation.

Company History:

Reliance Capital Limited (RCL) was incorporated in year 1986 at Ahmedabad in Gujarat as Reliance Capital & Finance Trust Limited. The name RCL came into effect from January 5, 1995. In 2002, RCL shifted its registered office to Jamnagar in Gujarat before it finally moved to Mumbai in Maharashtra, in 2006. In 2006, Reliance Capital Ventures Limited merged with RCL and with this merger the shareholder base of RCL rose from 0.15 million shareholders to 1.3 million.RCL entered the Capital Market with a maiden public issue in 1990 and in subsequent years further tapped the capital market through rights issue and public issues. The equity shares were initially listed on the Ahmedabad Stock Exchange and The Stock Exchange Mumbai. Presently the shares are listed on The Stock Exchange Mumbai and the National Stock Exchange of India.

RCL in the initial years engaged itself in steady annuity yielding businesses such as leasing, bill discounting, and inter-corporate deposits. Later, in 1993 diversified its business in the areas of portfolio investment, lending against securities, custodial services, money market operations, project finance advisory services, and investment banking. RCL was accredited a Category 1 Merchant banker by the Securities Exchange Board of India (SEBI). It had lead managed/co-managed 15 issues of an aggregate value of Rs. 400 crore and had underwritten 33 issues for an aggregate value of Rs. 550 crore. All these companies were listed on various exchanges. RCL obtained its registration as a Non-banking Finance Company (NBFC) in December 1998. In view of the regulatory requirements RCL surrendered its Merchant Banking License.RCL has since diversified its activities in the areas of asset management and mutual fund; life and general insurance; consumer finance and industrial finance; stock broking; depository services; private equity and proprietary investments; exchanges, asset reconstruction; distribution of financial products and other activities in financial services.

Awards and Achievements:

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards

Rated as one of Indias Most Admired CEOs for the sixth consecutive year in the Business Barons TNS Mode opinion poll, 2004. Conferred The Entrepreneur of the Decade Award by the Bombay Management Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a global leader in many of its business areas, December 2001.

Selected by Asiaweek magazine for its list of Leaders of the Millennium in Business and Finance and was introduced as the only new hero in Business and Finance from India, June 1999.

Company Overview:-

Reliance Capital
Reliance Capital is one of Indias leading and fastest growing private sector financial services companies, and ranks among the top 3 private sector financial services and banking companies, in terms of net worth. The company has interests in asset management and mutual funds, life and general insurance, private equity and proprietary investments, stock broking and other activities in financial services. For more information click here:,,,

Reliance Communications Limited

The flagship company of the Reliance ADA Group, Reliance Communications Limited, is the realization of our founders dream of bringing about a digital revolution that will provide every Indian with affordable means of communication and a ready access to information. The company began operations in 1999 and has over 50 million subscribers today. It offers a complete range of integrated telecom services. These include mobile and fixed line telephony, broadband, national and international long distance services, data services and a wide range of value added services and applications aimed at enhancing the productivity of enterprises and individuals.

Business mix of Reliance Capital Asset Management Insurance Commercial Finance Mutual Fund, Portfolio Management, Offshore Fund Life Insurance, General Insurance Mortgages, Loans against Property , Business Loans, Loans for Commercial Vehicles, Loans for Construction Equipment, Auto Loans, Loans against shares Equities, Commodities and Derivatives, Wealth Management Services, Portfolio Management Services, Investment Banking, Foreign Exchange and Offshore Investment, Third Party Products Asset Reconstruction, Institutional Broking, Private Equity, Exchanges, Venture Capital

Broking and Distribution

Other Businesses

MARKETING MIX The major marketing mix are ;(1) (2) (3) (4) Product Price Place Promotion

These variables are known as the marketing mix or as 4 Ps of marketing

The Marketing Mix



Target Market




The product is the physical product or service offered to the consumer. In the case of physical products, it also refers to any services or conveniences that are part of the offering.Product decisions include aspects such as function, appearance, packaging, service, warranty, etc



.Reliance Base Phone

Reliance Mobile

Reliance Data Card

Reliance Voucher, E-Recharge

Reliance PCO

Reliance Broad Band

Reliance Big-Tv

Pricing:-Pricing decisions should take into account profit margins and the
probable pricing response of competitors. Pricing includes not only the list price, but also discounts, financing, and other options such as leasing.

Price of various product: Reliance CDM mobile-

Rs.1200, Rs.1600, Rs.2300/-

Reliance Data card-


Reliance Voucher - 1).Start up voucher- Rs 500/2).Refill voucher-Rs 200,333.555,1122, 1666/3).Reliance to Reliance voucherRs 51/Reliance E-RechargeRs 100, Rs 150, Rs 200/-

Reliance PCO-

Call at Rs .1 per minute

Reliance Broad-Band-

Rs 499/-

Reliance Big-TV.-

Rs 1790/-


MRP Rs.95 Rs.115 Rs. 125 Rs. 225 Rs.280 Rs525 Rs.650

TALKTIME 84.66 102.35 111.25 200.25 249.20 467.25 578.50

VALIDITY 15 days 15 days 15 days 30 days 30 days 30 days 30 days

ON NET(NIGHT) 1.25 1.20 1.20 1.10 1.10 Rs.0.40 FREE


Rs.1.00 Rs.1.00

RELIANCE MOBILE HAN-SET MOBILE PRICE RD LG 3000 RD LG 3500 RD LG 3600 RD LG 3600 CUSTOMER PRICE 1199/1299/1799/2699/RETAILER 1165/1265/1690/2540/-

PLACE :The places where Reliance India mobile has set Up in New Mumbai. Branches:- Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh, Ludhiana, Orissa, UP and West Bengal.

Location of Telecommunication Map of India:-

Main Office:Maharashtra:- Reliance Communication Ltd. B-Block 2nd Floor,Wing 5 Dhirubhai Ambani Knowledge City Navi Mumbai.

Research areaBihar:- Patna, Location Map of Telecommunication

PROMOTION:Promotion decisions are those related to communicating and selling to potential consumers. Since these costs can be large in proportion to the product price, a break-even analysis should be performed when making promotion decisions. It is useful to know the value of a customer in order to determine whether additional customers are worth the cost of acquiring them. Promotion decisions involve:Advertising

Public relations

Personal selling

Sales promotion


Organisational Structure:-


Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani, 50, is the chairman of all listed companies of the Reliance ADA Group, namely, Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources. He is also the president of the Dhiru bhai Ambani Institute of Information and Communications Technology, Gandhi nagar. An MBA from the Wharton School of the University of Pennsylvania, Shri Ambani is credited with pioneering several financial innovations in the Indian capital markets. He spearheaded the countrys first forays into overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Under his chairmanship, the constituent companies of the Reliance ADA group have raised nearly US$ 3 billion from global financial markets in a period of less than 15 months. Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad. He is currently a member of :

Wharton Board of Overseers, The Wharton School, USA Board of Governors, Indian Institute of Management (IIM), Ahmedabad Board of Governors, Indian Institute of Technology (IIT), Kanpur Executive Board, Indian School of Business (ISB), Hyderabad In June 2004, Shri Ambani was elected as an Independent member of the Rajya Sabha Upper House, Parliament of India, a position he chose to resign voluntarily on March 25, 2006.

Founder - Chairman's Message :A New Reliance For A New World If the last century was about meeting human needs, the new millennium is about matching human aspirations.We live in a world where the young are reaching higher, dreaming bigger and demanding more; a world that is challenging the limits of hope and possibility. Nowhere is this more strikingly visible than in India a country that wakes up every morning a little younger in age, but infinitely more ambitious in spirit.Indias demographic transition is an extraordinary moment in world history. Today, over 600 million young people, or more than 1 in 2 Indians, are below the age of 25. In 15 years, this number is set to touch 700 million, making India the largest community of youth anywhere in the world. New India shows the impatience of youth; the desire for real and rapid change -- for a quality of life that is second to none.Transportation, communications, energy, information, entertainment, technology, education, healthcare and personal finance, New India wants world-class products and services. Reliance Anil Dhirubhai Ambani Group embodies the spirit of this new resurgent India. Our goal is not just to build a great enterprise for our stakeholders, but, more importantly, to build a great future for our country and the world at large; to give hundreds of millions of people the power to fulfill their dreams, shape their own destiny, and the means to realize their true and diverse potential. Energy and communications, financial services and infrastructure, new economy and old --- our businesses will span the entire varied landscape of emerging human aspirations. We will work with commitment and resolve to create pathways that connect ambition to achievement, promise to performance, potential to reality.... We will bridge the gap between quantity and quality; leveraging our strength in managing large-scale operations even as we deliver best-of-class products and services to our consumers. Focussing on the burgeoning aspirations of our young consumers will remain one of our key driving values. We will rethink every business process, product and service from the standpoint of the consumer with a commitment to enhance experience at every touch point.

Our founder, the legendary DhirubhaiAmbani, gave us a simple mantra for entrepreneurship: Think big. Think fast. Think Ahead. We will think bigger. We will think faster. But, most important of all, we will Think Better to stay ahead of competition and of our times. Welcome to the Reliance Anil DhirubhaiAmbani Group. It is the New Reliance for the New World! Anil DhirubhaiAmbani Group Chairman & CEO.

Reliance Communications Limited:Reliance Communications is Indias largest information and communications service provider with over 50 million subscribers. The company is the realisation of our founders dream of bringing about a digital revolution that will provide every Indian with affordable means of communication and a ready access to information. \The flagship company of the Reliance ADA Group, Reliance Communications began operations in 1999 and has over 50 million subscribers today. It offers a complete range of integrated telecom services. These include mobile and fixed line telephony, broadband, national and international long distance services, data services and a wide range of value added services and applications aimed at enhancing the productivity of enterprises and individuals.

Reliance Entertainment :India is standing on the threshold of an experience and entertainment economy. It is at the cross roads of an exciting phase that will shape its cultural and social framework forever. Reliance Entertainment has evolved out of the groups vision of meeting young India's aspirations and assuming a leadership position in communications, media and entertainment. Reliance Entertainment is geared to create a significant presence in businesses across various vectors of content, internet, broadcast and retail services and platforms for distribution. The company strives to create converged services and platforms for masses to access innovative, cutting-edge content. Key

content initiatives include production and strategic collaboration in areas such as gaming, movies, animation, music, broadcast, DTH and usergenerated content, amongst others. For more information click here:

Corporate Social Responsibility

Organizations, like individuals, depend for their survival, sustenance and growth on the support and goodwill of the communities of which they are an integral part, and must pay back this generosity in every way they can... This ethical standpoint, derived from the vision of our founder, lies at the heart of the CSR philosophy of the Reliance ADA Group. While we strongly believe that our primary obligation or duty as corporate entities is to our shareholders we are just as mindful of the fact that this imperative does not exist in isolation; it is part of a much larger compact which we have with our entire body of stakeholders: From employees, customers and vendors to business partners, eco-system, local communities, and society at large. We evaluate and assess each critical business decision or choice from the point of view of diverse stakeholder interest, driven by the need to minimize risk and to pro-actively address long-term social, economic and environmental costs and concerns. For us, being socially responsible is not an occasional act of charity or that one-time token financial contribution to the local school, hospital or environmental NGO. It is an ongoing year-round commitment, which is integrated into the very core of our business objectives and strategy. Because we believe that there is no contradiction between doing well and doing right. Indeed, doing right is a necessary condition for doing well.

Reliance Business :India s leading integrated telecom company Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias leading integrated telecommunication company with over 100 million customers. Our business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Our constant endeavour is to provide an enhanced customer experience and achieve customer satisfaction by ups caling the productivity of the enterprises and individuals we serve. Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates. We endeavour to further extend our efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society. Wireless Reliance Mobile With over 100 million subscribers across India, Reliance Mobile is Indias largest mobile service brand. Reliance Mobile services now cover over 24,000 towns, 6 lakh villages, and still counting. We have achieved many milestones in this short journey. In 2003, AC Nielsen voted Reliance Mobile (formerly Reliance India Mobile) as Indias Most Trusted Telecom Brand. In July 2003, it created a world record by adding one million subscribers in a matter of just 10 days through its Monsoon Hungama offer.

What sets Reliance Mobile apart is the fact that nearly 90 per cent of our handsets are data-enabled, and can access hundreds of Java applications on Reliance Mobile World.Reliance Mobile has ushered in a mobile revolution by offering advanced multimedia handsets to the common man at very affordable rates. This innovative low pricing has increased the number of mobile phone users and its result is clearly reflected in the meteoric rise in Indias tele-density over the past four years. Our pan-India wireless network runs on CDMA2000 1x technology, which has superior voice and data capabilities compared to other cellular mobile technologies. CDMA2000 1x is more cost-effective as it utilises the scarce radio spectrum more efficiently than other technologies do. Enhanced voice clarity, superior data speed of up to 144 kbps and seamless migration to newer generations of mobile technologies are some of its key differentiator.


Code of Conduct Code of Conduct For Directors And Senior Management The Board of Directors (the "Board") and the senior management of Reliance Capital Limited ("Reliance Capital") subscribe to the following Code of Conduct adopted by the Board. They would: 1. Use due care and diligence in performing their duties of office and in exercising their powers attached to that office 2. Act honestly and use their powers of office, in good faith and in the best interests of Reliance Capital as a whole 3. Not make improper use of information nor take improper advantage of their position as a Director. 4. Not allow personal interests to conflict with the interests of Reliance Capital 5. Not engage in conduct likely to bring discredit upon Reliance Capital 6. Be independent in judgment and actions, and to take all reasonable steps to be satisfied as to the soundness of all decisions taken by the Board of Directors 7. Ensure the confidentiality of information they receive whilst being in office of Director and is only disclosed if authorized by the company, or the person from whom the information is provided, or as required by law Besides, the Code of Ethics, all Business Policies of Reliance Capital apply to

Directors holding executive positions and executives in senior management

Other Business:Reliance BPO:Reliance BPO is a premium BPO & KPO service provider offering cutting edge solutions to global Communications, BFSI, Utility and Entertainment industries.

Mudra Communications Pvt. Ltd.:-As a part of Reliance ADA Group Ltd., Mudra
rose to become the third largest agency in the country in a short span of 9 years. Today, the Mudra Group, with more than 125 clients nationwide with three creative agencies, eight full service offices, seven specialized business units and an integrated media offering, has a portfolio of some of India's biggest brand.

NIS Sparta :NIS Sparta is a division of Mudra Communications Pvt. Ltd., a Reliance ADA group organization. NIS Sparta is Asia's leading training, education and learning solutions provider. We partner organizations in achieving their mission critical goals through enhanced effectiveness of their people and processes, using proven methodologies .

Competitors:1 Reliance 5) MTS

2) Vodafone

7) Idea


8) Videocon

4) Uninor

9) Aircel

5) Tata Doccomo

10) Airtel

Board of Director:From Annual Report FY 2009 Shri Anil D. Ambani - Chairman Promoter, non-executive and non-independent Director Prof. J Ramachandran Independent Director Shri S.P. Talwar Independent Director Shri Deepak Shourie Independent Director ShriA.K.Purwar Independent Director


CUSTOMER BEHAVIOUR:Customer behavior is the study of how individuals groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.

What influence customer behavior? Customer buying behavior is influenced by cultural, social and personal factors. Cultural factors exert the broadest deepest influence. Cultural factors: Culture, sub culture and social class are particularly important influences on consumer buying behavior. Cultural is a fundamental determinant of a person wants and behavior. The growing child acquires perception preferences and behavior through his her family and other key. Each culture consists of smaller sub cultures that provide more specific identification and socialization for their members. A sub culture includes nationality, religion, racial groups and geographic regions. The form of social classes, relatively homogenous and enduring division in a society which is hierarchiely ordered in whose member share similar values, interest and behavior. One classic depiction of social classes in United States. Defined as seven ascending levels as follows (1) Lower lowers (2) Upper lowers (3) Working classes (4) Middle classes (5) Upper middle (6) Lower upper (7) Upper upper

Social factors: In addition to cultural factors, customer behavior is influenced by such social as a reference group, families and social roles status.

Personal factors: Buyer decision is also influenced by personal characteristics. These include the buyers a age and stage in a life- cycle, occupation economies circumstances, personality and self concept and life style and values. Buying decision process: It includes: (1) Problem recognition (2) Information research (3) Evaluation of alternatives (4) Purchase decision. (5) Post purchase decision.

Consumer buying process

Consumer Buying Behaviour:What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. When purchasing a product there several processes, which consumers go through. These will be discussed below.

1. Problem/Need Recognition
How do you decide you want to buy a particular product or service? It could be that your DVD player stops working and you now have to look for a new one, all those DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. confectionery the process is different.

2. Information search
So we have a problem, our DVD player no longer works and we need to buy a new one. Whats the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often go on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbours who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? to help with their purchase decision. You may even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options.

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshiba , but picture clarity is more important to you then sound. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be that the a review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand.

4. Purchase decision
Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the purchase action e.g. The process of going to the shop to buy the product, which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone.

Post Purchase Behaviour

Ever have doubts about the product after you purchased it? This simply is post purchase behaviour and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase, it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organisation. This limits post purchase behaviour. i.e. You feel reassured that you own the latest advertised product.

Buying Decision process

Factors influencing the behaviour of buyers.

Consumer behaviour is affected by many uncontrollable factors. Just think, what influences you before you buy a product or service? Your friends, your upbringing, your culture, the media, a role model or influences from certain groups? Culture is one factor that influences behaviour. Simply culture is defined as our attitudes and beliefs. But how are these attitudes and beliefs developed? As an individual growing up, a child is influenced by their parents, brothers, sister and other family member who may teach them what is wrong or right. They learn about their religion and culture, which helps them develop these opinions, attitudes and beliefs (AIO) . These factors will influence their purchase behaviour however other factors like groups of friends, or people they look up to may influence their choices of purchasing a particular product or service. Reference groups are particular groups of people some people may look up towards to that have an impact on

consumer behaviour. So they can be simply a band like the Spice Girls or your immediate family members. Opinion leaders are those people that you look up to because your respect their views and judgements and these views may influence consumer decisions. So it maybe a friend who works with the IT trade who may influence your decision on what computer to buy. The economical environment also has an impact on consumer behaviour; do consumers have a secure job and a regular income to spend on goods? Marketing and advertising obviously influence consumers in trying to evoke them to purchase a particular product or service. Peoples social status will also impact their behaviour. What is their role within society? Are they Actors? Doctors?Office worker?and mothers and fathers also? Clearly being parents affects your buying habits depending on the age of the children, the type of job may mean you need to purchase formal clothes, the income which is earned has an impact. The lifestyle of someone who earns 250000 would clearly be different from someone who earns 25000. Also characters have an influence on buying decision. Whether the person is extrovert (out going and spends on entertainment) or introvert (keeps to themselves and purchases via online or mail order) again has an impact on the types of purchases made.

Types of buying behavior:There are four typical types of buying behaviour based on the type of products that intends to be purchased. Complex buying behaviour is where the individual purchases a high value brand and seeks a lot of information before the purchase is made. Habitual buying behaviour is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour is where the individual likes to shop around and experiment with different products. So an individual may shop around for different breakfast cereals because he/she wants variety in the mornings! Dissonance reducing buying behaviour is when buyer are highly involved with the purchase of the product, because the purchase is expensive or infrequent. There is little difference between existing brands an example would be buying a diamond ring, there is perceived little difference between existing diamond brand manufacturers.

To summarise: There are five stages of consumer purchase behaviour

Problem/Need Recognition Information search. Evaluation of purchases. Purchase decision. Post purchase behaviour. Culture has an impact on the company. Marketers should take into account Maslows hierarchy of needs.

Buying Customer Factor



Q1. Do you use Internet (GPRS) Service in your mobile? Yes Occasionally Seldom No 22 68 6 4

Yes Occasionally Seldom No

INTERPRETATION:-It is found that maximum people use GPRS service occasionally because of high rate of telecom operators, use of e-services Is not as more as mobile users.

Q2. Do you use Value Added Service (VAS) Service in your mobile? Yes Occasionally Seldom No 81 9 6 4

90 80 70 60 50 40 30 20 10 0 Yes Occasionally Seldom No Series 1

INTERPRETATION:-It is found that maximum percentage of user use VAS because it has maximum benefited to the user and its suitable and economical.

Q3. Since how many years you are using Reliance mobile? Less than 1 year 1-2 years 2-3 years More than 3 years 21 52 15 12





Series 1



0 Less than 1 yaer 1-2 years 2-3 years More than 3 years

INTERPRETATION:-It is found that maximum percentage of user is using RIM since 1-2 years. Reliance has maximum coverage area and reliable service to the maximum town, cities.

Q4 Which type of voucher you generally use for prepaid service? RS.399 RS.875 RS.215 Other 19 9 15 57

RS.399 RS.875 RS.215 Others

INTERPRETATION:-It is found that maximum percentage of user use other voucher for prepaid service. As others vouchers has maximum rate of price.

Q5 Why you use Reliance India Mobile? Network coverage Tariff Plans/ Range Economical Customer care support 67 10 19 4

70 60 50 40 30 20 10 0 Network Coverage Tarif Plans/Range Series 1 Economical Customer Care Support Series 1

INTERPRETATION:-It is found that maximum percentage of user use RIM because of its network coverage and its economical pack within circle and outcircle .its gives a maximum benefited to the customer.

Q6 How you came to know about Reliance India Mobile? Television Newspaper Friends and Relatives Others 22 54 14 10

Television Newspaper Friends & Relatives Others

INTERPRETATION:-It is found that maximum percentage of user came to know about RIM through newspaper. as its a best source of advertisement.

Q 7. Which service you use by Reliance India Mobile? Postpaid Prepaid 36 64

70 60 50 40 30 20 10 0 Postpaid Prepaid

INTERPRETATION:-It is found that maximum percentage of user use Prepaid service by RIM. Prepaid service is reliable and easy to use. Its economically one.

Q8. How you rate Reliance India Mobile? Good Average Bad 60 28 12



40 Series 1 30



0 Good Average Bad

INTERPRETATION:-It is found that maximum percentage of users finds RIM good. As its a economical and good coverage area.

Q 9. Are you satisfied with Customer Care Service? Yes No 72 18

80 70 60 50 40 30 20 10 0 Having Mobile Not having mobile

INTERPRETATION:-It is found that maximum percentages of user are satisfied

with Customer Service. Rim has good call center service and maximum agent for services.


Finding and Conclusion: -

It is found that maximum percentage of user came to know about RIM through Newspaper.

It is found that maximum percentage of user use RIM because of its network coverage.

Promotional strategies in comparison to competitors is Used less. It is found that maximum percentage of user use Prepaid services by RIM. It is found that maximum percentage of user are using RIM since 1-2 years. Reasonable price of product rather than its competitors. Different variety of products. Product range is very good. Maximum percentage of user use VAS in RIM.

CHAPTER-6 Suggestion and Recommendations


Still there are few customer who are not satisfy with the service of service
provider, so reliance should give their service to the level best.

More attention should be given on postpaid service and more plans should
be introduced.

The network coverage should be improved over the period of time. Much attention should be given on GPRS service. Advertisement on Value Added Services should be increased. The customer care executive should be more efficient in handling the
customer and also more friendly.



Philip Kotler Marketing management. Kothari C.R- Research Methodology, Edition 2004, New Age International
Publication, 2nd Edition.



1. Are you satisfy with Customer Care Service.? 2. Is this effective for house.? 3. How many times use the Reliance ? 4. Do you use Value Added Services in your mobile? 5. How did you get the information? 6. Which service you use by Reliance India Mobile? 1) Prepaid 2) Post paid

7. How you rate Reliance India Mobile? A) Good b) Average c) Bad 8. What benefits do you consider while choosing Reliance India mobile? 9. Which type of demonstration is provided by the company? 10. Is it cost effective with others? 11.Why you use Reliance India Mobile?

Network Coverage Economical Tariff Plans /Range Customer Care Support Other.