MARKETING RESEARCH PROJECT

To determine the effectiveness of the current advertising campaign by Uninor

PRESENTED BY: (Group 5) AVINASH TALARI BISHWAJEET MANDAL RAKESH KUMAR

Primary objectives of the study
y To analyze the effectiveness of current advertisement

campaigning strategy by Uninor

Secondary objectives of the study
y To study how the customer choose their respective telecom

services y To find the awareness among the customers about Uninor and its new plans y To find out the problems faced by the users of any telecom network
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y To analyze the position of Uninor against its competitors y To analyze the loyalty status of the consumers y To find out the strength and weakness of Uninor and its

competitors

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EXPECTATIONS
RESEARCH QUESTIONS AND HYPOTHESIS
y RQ1:What is the choice of the customer with respect to telecom

services? y H1a:Students prefer offers than services. y H1b:Adults prefer services than offers.
y RQ2:What is the awareness of customers about uninor and its

new plans? y H2: Customers are aware of the services offered by uninor.
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EXPECTATIONS(contd )
y RQ3:What are the problems faced by Customers? y H3: Customers are facing mainly the network problem. y RQ4:What is the position of uninor against its competitors? y H4: uninor is the fastest growing telecom company among the

recently launched telecom service providers.
y RQ5:What is the loyalty status of the consumers? y H5a: People of age group 15-35 are not loyal. y H5b:People of age above 30 are very much loyal.

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EXPECTATIONS(contd.)
y RQ6:What is the strength and weakness of uninor ? y H6a: The strength of uninor is its good network. y H6b:The weakness of uninor is lack of expertise in Indian market.

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PROPOSED METHODOLOGY
y Research Design y Field Work y Questionnaire y Sampling y Analysis

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Research Design

‡ Exploratory research design-This will help to find out more insight about mobile consumer behavior. ‡ Focus Group Interviews(10-12 members) ‡ Likert scale ‡ Descriptive research design- This will help to find out best course of action among relevant actions. ‡ E-mail interviews

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Field Work
Data Source: Primary 

Residents of IIT Kanpur 

Non students  Faculty  Staff
Students 
Under 

Graduate  Post-Graduate
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Field Work (Contd.)
y Secondary data

Web sites

www.netratings.com www.nielsenmedia.com www.voicendata.coil.com
Magazines/Journals My Mobile

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QUESTIONNAIRE
‡ A structured questionnaire will be designed in order to get the

needful information, which will be utilized to do the data analysis.
‡ Initially a qualitative research is conducted on a few members of

population to identify the attributes related to customer satisfaction .

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SAMPLING
‡ Target Population
o

Residents of IIT Kanpur using mobile telecom service.

‡ Sampling Technique:
o

Stratified Sampling  Strata I: Non students-Faculty  Strata II: Non students-Staff  Strata III: Under Graduate S  Strata IV: Post-Graduate S

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SAMPLING (contd).
Sampling Design: The sampling design mainly consists of the sample taken for the study along with the sample size, sample frame and sampling method. Sample Universe: All customers using any telecom network will be taken as the sample universe. Sample Size: From the universe, sample sizes of 100 customers would be selected for the purpose of the study.
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SAMPLING (contd).
Sample Frame: The customers were selected on a random basis from which the respondents were selected based on convenience.

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ANALYSIS

y Analysis of Data will be done using SPSS.

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