Final Sip Report at Tata Teleservices - (Consumer Behavior During Taking New Mobile Connections) By-Saurabh Singh

TATA TELESERVICES
CONSUMER BEHAVIOR
DURING TAKING New
MOBILE CONNECTIONS
FINAL SUMMER INTERNSHIP REPORT
BY-
SAURABH SINGH
2008-10
CONSUMER BEHAVIOR DURING TAKING NEW MOBILE CONNECTIONS

Module B & C, 3rd floor Fortune Towers, Chandrasekharpur, Bhubaneswar - 751023
A REPORT
ON
“Consumer Behavior during Taking New Mobile Connections”
SUBMITTED BY:
SAURABH SINGH
Page 2 of 96
ACKNOWLEDGEMENT
I wish to acknowledge my indebtedness to my project guide Mr. Amitosh
Roy and my Faculty guide Prof. Tanmay Kumar Pattnaik. The project could
not have been a success without their able support and guidance. Thanking
them is a small gesture for the generosity shown.
I am grateful to SIP Coordinator, Mr. Rajkishore Naik for providing me the

chance to do my SIP in a reputed organization like ‘Tata Teleservices’. I will
always be obliged to my Company guide Mr. Amitosh Roy and faculty guide
Prof. Tanmay Kumar Pattnaik who had given their precious support and
guidance in every step of the project otherwise it would have been difficult on
my part to bring this project work to completion. I am sure the knowledge
imparted will go in a long way in enriching my career.
DATE: 16 May, 2009 Saurabh Singh

Batch of 2008-10(MBA)
Page 3 of 96
Declaration
I do hereby declare that the project entitled “Consumer Behavior during
Taking New Mobile Connections” is submitted as a part of my Summer
Internship Program for the MBA program.
The project has been done under the able guidance of Mr. Amitosh Roy, Asst.
Manager (Retail)-Tata Teleservices (Company guide) and Prof. Tanmay
Kumar Pattnaik- (Faculty guide).
This project has not been submitted in full elsewhere for the award or any
degree.
Saurabh Singh
Batch of 2008-10(MBA)
Page 4 of 96
CONTENTS:
PAGE NO. CONTENTS
3. ACKNOWLEDGEMENT
4. DECLARATION
6. ABSTRACT
7. ABOUTUT TATA TELESRVICES
8. COMPANY PROFILE
10. INTRODUCTION:
 CONSUMER BUYING BEHAVIOR

 FACTORS EFFECTING CONSUMER BUYINGBEHAVIOR
 CONSUMER BUYING DECISION PROCESS
17. ABOUT THE PROJECT
 OBJECTIVE OF THE PROJECT

 SCOPE OF THE PROJECT
 STATEMENT OF PROBLEM
2O. RESEARCH METHODOLOGY
21. LIMITATIONS OF THE STUDY
23. ANALYSIS OF MOBILR COMMUNICATION SPREAD AND ITS

IMPLICATIONS IN INDIA
32. FINDINGS
33. ANALYSIS AND INTERPRETATION

64.
CALCULATION OF SATISFACTORY SCORES
65. CHI SQUARE TEST
83. FINDINGS FROM PERCENTAGE ANALYSIS

84
FINDINGS FROM CHI SQARE TEST
Page 5 of 96
SUGGESTIONS
85.
86. CONCLUSION
87. QUESTIONNAIRE –1
90.
QUESTIONNAIRE 2
93. BIBLIOGRAPHY
Page 6 of 96
ABSTRACT
Consumer behavior during taking new mobile connections is a vast topic to

study. In order to analyze the subject minutely the topic is being divided into
three parts.
First part of my project is all about designing a suitable questionnaire so that

the various variable factors that the consumer behavior and their effectiveness
in molding the same can be studied.
The next part is dedicated to selection a suitable sample size of consumers

using mobile connections and taking their feedback through the
questionnaire.
Well in the last part of my study is devoted on doing the analysis and
interpretation from the feedback collected from the respondents. Then
application of suitable statistical tool is decided on to arrive at some results.
Based on these results, a conclusion will be drawn thereafter which will stand
as an ultimate result of my study in the concerned field so called
“CONSUMER BEHAVIOR DURING TAKING NEW MOBILE CONNECTIONS”
The services structure can be renewed based on the provide suggestions and
recommendations which can help to increase the client base and increase the
market share in the concerned field as the findings will basically revolve
around the most favored services by the investors and locate the core areas
where the services can be improved further according to the market demand.
Page 7 of 96
ABOUT TATA TELESERVICES-
Communications is the Tata Group’s largest investment and the Group’s

objective is to provide end-to-end telecommunications solutions for business
and residential customers across the nation, and internationally. The Group’s
communications activities are currently spread primarily over four
companies—Tata Teleservices Limited (TTSL) and its associate Tata
Teleservices (Maharashtra) Limited (TTML), Tata Communication (erstwhile
VSNL) and Tata Sky. Together, these companies cover the full range of
communications services, including:
Telephony Services: Fixed and Mobile
Media and Entertainment Services: Satellite TV
Data Services: Leased Lines, Managed Data Networks, IP/MPLS VPN, Dial-up
Internet, Wi-Fi and Broadband
Value-Added Services: Mobile and Broadband Content/Applications, Calling

Cards, Net Telephony and Managed Services
Infrastructure Services: Submarine Cable Bandwidth, Terrestrial Fiber

Network and Satellite Earth Stations and VSAT Connectivity
Page 8 of 96
PROFILE-
Tata Teleservices is part of the INR Rs. 2, 51,543 Crore Tata Group that has
over 80 companies, over 3, 30,000 employees and more than 3.2 million
shareholders. With a committed investment of INR 36,000 Crore (US$ 7.5
billion) in Telecom (FY 2006), the Group has a formidable presence across the
telecom value chain.
Tata Teleservices spearheads the Group’s presence in the telecom sector.

Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile
services in India with the Andhra Pradesh circle.
Beginning with its acquisition of Hughes Telecom (India) Limited in December

2002 [now renamed Tata Teleservices (Maharashtra) Limited], which provides
services in the Mumbai and Rest of Maharashtra telecom circles, the company
has swung into expansion mode and currently has a pan-India state-of-the-art
network.
Having pioneered the CDMA 2000 technology platform in India, Tata

Teleservices has established a 3G-ready robust and reliable telecom
infrastructure in partnership with Motorola, Ericsson and Lucent. The
company has also received the license from the Department of
Telecommunications to launch GSM services as well. With this launch set for
early 2009, TTSL is on the threshold of emerging as a true-play dual
technology telecom operator.
In November 2008, Tata Teleservices entered into an agreement with

Japanese telecom major NTT DOCOMO, as part of which the Japanese
company acquired a 26% stake in TTSL for USD 2.7 billion. The transaction
marks a key step in the strategic evolution of Tata Teleservices, as it moves
towards a pan-India dual network presence. On a broader level, the
transaction is also expected to mark the
Page 9 of 96
beginning of a relationship of broader co-operation between Tata companies
and the Nippon Telegraph and Telephone Corporation (NTT).
The potential benefits and synergies from the alliance with DOCOMO cut
across marketing, handset development and technical support, all of which
are expected to create new opportunities for both companies. The alliance will
also accelerate Tata Teleservices’ GSM plans and help the company penetrate
the market with advanced technology and new VAS offering.
Tata Teleservices’ bouquet of telephony services includes mobile services,

wireless desktop connections, public booth telephony and wireline services.
Other services include value-added services such as voice portal, roaming,
post-paid Internet services, 3-way conferencing, group calling, Wi-Fi Internet,
USB Modem, data cards, calling card services and enterprise services.
Some of the other products launched by the company include prepaid wireless
desktop connections, public phone booths, new mobile handsets and new
voice and data services such as BREW games, voice portal, picture messaging,
facebook, M commerce applications, polyphonic ring tones, interactive
applications like news, cricket, astrology, etc
Page 10 of 96
INTRODUCTION-
As the title of my project is “Consumer Behavior During Taking New Mobile
Connections” first of all we need to understand that “What is consumer
buying behavior?”
Before business can develop marketing strategies, they must understand what
factors influence buyer’s behavior and how they make purchase decisions to
satisfy their needs and wants. Buyers are moved by a complex set of deep and
subtle emotions.
Their behavior result from deeply held values and attitudes; their perception
of the world and their place in it, from common sense, impulse or just plain
whimsy.
There are also several stages through which the consumer exhibit before
deciding to purchase goods or services. These include 5 steps which are:
problem or need recognition, information search, alternative evaluation,
purchase and post-purchase evaluation.
IMPORTANCE OF CONSUMER SATISFACTION

The needs to satisfy customer for success in any commercial enterprise is very
obvious. The income of all commercial enterprise is derived from the payments
received for the products and services supplied to its customers. If there is no
customer there is no income and there is no business. Then the core activity
of any company is to attract and retain customers. It is therefore no surprise
that Peter F Drucker the renowned management Guru, has said “to satisfy the
customers is the mission and purpose of every business”. Satisfaction of
customer is essential for retention of customer’s and for continuous sales of
the products and services of the company to customers. This establishes the
needs for and the importance of customer satisfaction. The satisfaction of
consumers is different from one to another. Became, each consumer has the
different behavior in their life. So, the marketer satisfies the consumer, he
must very well know the behavior of consumer.
Page 11 of 96
CONSUMER BUYING BEHAVIOR
Consumer behavior refers to the mental and emotional process and the
observable behavior of consumers during searching, purchasing and post
consumption of a product or service.
Consumer behavior involves study of how people buy, what they buy, when
they buy and why they buy. It blends the elements from psychology, sociology,
socio-psychology, anthropology and economics. It also tries to assess the
influence on the consumer from groups such as family, friends, reference
groups and society in general.
Buyer behavior has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the
interplay of a number of complex variables not visible to anyone.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOR-

Consumer buying behavior is influenced by the major three factors:
1. Social Factors
2. Psychological Factors
3. Personal Factors.
A. SOCIAL FACTORS
Social factors refer to forces that other people exert and which affect
consumers’ purchase behavior. These social factors can include culture and
subculture, roles and family, social class and reference groups.
Example:
By taking into consideration Reference group, these can influence/ affect the
consumer buying behavior. Reference group refers to a group with whom an
individual identifies herself/ himself and the extent to which that person
assumes many values, attitudes or behavior of group members. Reference
Page 12 of 96
groups can be family, school or college, work group, club membership,
citizenship etc.
Reference groups serve as one of the primary agents of consumer

socialization and learning and can be influential enough to induce not only
socially acceptable consumer behavior but also socially unacceptable and even
personal destructive behavior. For example, if fresher student joins a college /
university, he/she will meet different people and form a group, in that group
there can be behavior patterns of values, for example style of clothing,
handsets which most of group member prefer or even destructive behavior
such as excessive consumption of alcohol, use of harmful and addictive drugs
etc. So, according to how an individual references him / her to that particular
reference group, this will influence and change his/her buying behavior.
B. PSYCHOLOGICAL FACTORS
These are internal to an individual and generate forces within that influence
her/his purchase behavior. The major forces include motives, perception,
learning, attitude and personality.
Example:
Attitude is an enduring organization of motivational, emotional, perceptual

and cognitive processes with respect to some aspect of our environment.
Consumer form attitude towards a brand on the basis of their beliefs about
the brand. For example, consumers of Sony products might have the belief
that the products offered by Sony are durable; this will influence those
customers to buy Sony products due to this attitude towards the brand.
C. PERSONAL FACTORS
These include those aspects that are unique to a person and influence
purchase behavior. These factors include demographic factors, lifestyle, and
situational factors.
Page 13 of 96
Example:
Lifestyle is an indicator of how people live and express themselves on the basis
of their activities, interests, and opinions. Lifestyle dimension provide a
broader view of people about how they spend their time the importance of
things in their surroundings and their beliefs on broad issues associated with
life and living and themselves. This is influenced by demographic factors and
personality.
E.g. A CEO or Manager is likely to buy more formal clothes, ties and shoes or
PDAs and less informal clothes like jeans as compared to a Mechanic or Civil
engineer. So according to their lifestyle and profession, the buying behavior of
people differs from one another.
CONSUMER BUYING DECISION PROCESS

Consumer buying decision process is the processes undertaken by
consumer in regard to a potential market transaction before, during
and after the purchase of a product or service.
Consumer decision making process generally involves five stages-:
Problem Recognition
Purchase decision making process begins when a buyer becomes aware of an

unsatisfied need or problem. This is the vital stage in buying decision process,
because without recognizing the need or want, an individual would not seek to
buy goods or service.
Page 14 of 96
There are several situations that can cause problem recognition, these
include:
 Depletion of stock
 Dissatisfaction with goods in stock
 Environmental Changes
 Change in Financial Situation
 Marketer Initiated Activities
Example:
It’s when a person recognizes that she cannot make a call from her mobile
phone that’s when she recognizes that her phone has been damaged i.e. the
phone has hardware problems and needs to be repaired or buying a new
piece.
Information Search
After the consumer has recognized the need, he / she will try to find the
means to solve that need. First he will recall how he used to solve such kind of
a problem in the past, this is called nominal decision making. Secondly, a
consumer will try to solve the problem by asking a friend or goes to the market
to seek advice for which product will best serve his need, this is called limited
decision making.
Sources of information include:
 Personal sources
 Commercial Sources
 Public sources
 Personal experience
Example: (continuing from previous…)
The user of the phone after recognizing that her phone is damaged, she will
eventually try to find out how she can repair her phone. If she cannot repair it
herself she will ask a friend to help out, if the friend cannot solve the problem
Page 15 of 96
she will go to mobile repair shop, if they also cannot repair it then she will try
to find which mobile phone is good and that can serve her need. In this
process of information collection it will yield awareness of set of brands of
mobile connections she can buy.
Alternatives evaluation
Consumers’ evaluates criteria refer to various dimension; features,

characteristics and benefits that a consumer desires to solve a certain
problem. Product features and its benefit is what influence consumer to
prefer that particular product. The consumer will decide which product to buy
from a set of alternative products depending on each unique feature that the
product offers and the benefit he / she can get out of that feature.
When that user got enough information concerning the different brands of
mobile connections available in the market, she will decide which kind of a
mobile phone and brand she’s going to buy depending upon her need for that
particular mobile, either a mobile for multimedia and entertainment,
Smartphone or classic phone.
Purchase Action
This stage involves selection of brand and the retail outlet to purchase such a
product. Retail outlet image and its location are important. Consumer usually
prefers a nearby retail outlet for minor shopping and they can willingly go to a
far away store when they purchase items which are of higher values and
which involve higher sensitive purchase decision. After selecting where to buy
and what to buy, the consumer completes the final step of transaction by
either cash or credit.
Page 16 of 96
After selecting brand of the phone and model from different alternatives of
mobile connections, she will make a final decision of where to buying that
phone and make the final transaction procedures.
Post-purchase Actions
Consumer favorable post-purchase evaluation leads to satisfaction.

Satisfaction with the purchase is basically a function of the initial
performance level expectation and perceived performance relative to
those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer experiencing
post purchase dissatisfaction. If the consumer’s perceived performance level is
below expectation and fail to meet satisfaction this will eventually cause
dissatisfaction, and so the brand and/ or the outlet will not be considered by
the consumer in the future purchases. This might cause the consumer to
initiate complaint behavior and spread negative word-of-mouth concerning
that particular product.
If she decided to buy a multimedia phone she will try to compare the quality
of music it provides and pictures taken if they meet her expectations. If she
will find that her expectation are meeting she will be satisfied, if she found
that there are more additional features that she did not expect this mobile
phone to have, she will be delighted, otherwise, she will be dissatisfied.
Since my title is “Consumer behavior during taking new mobile

connections”, I need to do the survey of existing/new consumers of the
service of different cellular service providers. Hence, my project is totally based
on comparative analysis of different attributes shaping the consumer behavior
during taking new mobile connections. Till date I have completed the survey of
150 consumers of different cellular service providers and I got many
Suggestions & Recommendations from the customers.
Page 17 of 96
OBJECTIVE-
Objectives of the study:
1. To ascertain the attributes which influenced the customer’s in selecting a

particular cell phone services provider.
2. To study the consumer’s satisfaction towards different cellular service
providers.
3. To assess the general problems faced by the cellular service users.
4. To offer valuable suggestions to improve the customer base of Tata
Indicom.
Need of the study:
Exchange of information becomes the necessity of life to a common man.

In the modern world an individual tends to communicate anything to
everything right from the place where he/she stands. Even while riding a
vehicle he / she wants to communicate within a fraction of second at quick
speed with clear voice, without any disturbance like line crossing, out of order,
etc ; most of which lack in the connectivity given by the department of tele-
communication. Cellular service providers emerge as a boon quench such a
thirst, thus by providing facilities, which a common man cannot imagine.
Though the telecom industry has its origin in the recent past and the growth
has been excellent.
Day by day many new competitors enter the market with new attractive
schemes, provide additional facilities, add new features to existing ones,
reduce the charges of incoming and outgoing calls, introduce varieties of
handsets, models a healthy competition that benefits the subscribers. Hence
in this context, it is important to study the various attributes or factors which
shape the consumers mind during taking or switching over to new mobile
connections.
Page 18 of 96
In terms of value- addition to the organization, this study will definitely help
the Company to grow in future.
As, we all are aware of the fact that a fierce competition is going on, in order to
stay alive in the market place. In this situation, one competitor tries to
penetrate through the loop holes of the other competitor. This project will
visualize all sorts of loop holes which the Tata Indicom possesses right now
and will also give a complete insight to all types of problems such as, whether
the products & services are competent enough to fight back their competitor’s
products & services or not.
Scope of this study:
The present study is contained to Bhubaneswar and it is decided to consider

Airtel, Tata Indicom and other cell phone service rendered to the customers.
In Bhubaneswar there are six cellular services available - Airtel, Aircel Tata
Indicom, BSNL, Vodafone and Reliance Comm. The main objectives of this
study is to analyze the customer behavior during taking new mobile
connections and consumers of different cellular service providers of
Bhubaneswar city has been taken for the current research work.
Statement of problem:
In our country the growth of service marketing especially telecom industry is

still in its infancy stage, as compared to the industrially advanced countries. It
is for the fact that the economy of our country has been in the developing
stage. There are various cellular service services providers in our country and
they are playing an essential role in fulfilling the needs of the customers.
Now-a-days, the customers are more dynamic. Their taste, needs and
preference can be changing as per current scenario. Hence the development of
cellular industry mainly depends on the customer satisfaction. However the
following questions may arise regarding customer satisfaction
Page 19 of 96
1. Does the cell industry satisfy the social responsibility?
2. What are the expectations by the customer’s regarding service
provided by the cell phone service provider?
3. Whether the service provided by cell phone industry is satisfying
the customers?
4. Are the facilities available adequate to satisfy the customers?
REVIEW OF LITERATURE
A brief literature would be of immense help to the researcher in gaining
insight into selected problem. The researcher would gain good background
knowledge of the problem by reviewing certain studies.
A reference to these entire studies will be related in the context of the shaping
the present study.
1. Samuel, “customer satisfaction for cellular services, a study with a

reference to BPL and Aircel mobile connections and services”, an
unpublished M.Phil. Dissertation, submitted to Bharathiar University,
Coimbatore, December 2002.
2. Sree Nandhini, in her study shows that attitude of the respondents using
cell connections was not influenced by either education or occupation
and income.
3. Sree Nandhini, “an investigation of user perception and altitude to
cellular phone in Coimbatore”, an unpublished submitted to
Bharathiar University, December, 2001.
4. P. Adhavan (2003), in his study “existing customer relation” found that
the dealer’s service regarding Aircel cellular is highly satisfactory.
5. Hutchison’s managing director Asin Ghosh 2005 says in the article,
“Telecommunication” telecommunication is such a huge sector and
it is so easy to be reduced by its different points, but thankfully we
were”
6. Asin Glosh, “telecommunication” business world 27th January 2003.
Page 20 of 96
RESEARCH METHODOLOGY –
Research is a systematic effort to gain new knowledge.
Research is a movement of knowledge from known to unknown from the

available place to the required place.
Research methods:
Those methods which are used by the researcher during the course of
studying are research problem are termed as research methods.
Research methodology:
The research methodology, not only the research methods are but also
consider the logic behind the methods. They are in the contest of our research
studied. And explain why we are using a particular method or techniques and
we are not using others.
Descriptive research design:
In includes surveys, and facts finding enquires of different kinds. The major
purpose of descriptive research is description of state of affairs as it exists at
present. The main character of this method is that the researcher has no
control over the variables. He can report what has happened? Or what is
happening?
Nature of data:
In this study primary data are used.
Collection of data:
The data were collected from the respondents through the distribution of
questionnaire.
Area of the study- This study covers Bhubaneswar city only.
Sample size - The sample size covered for the purpose of this study is 190.
Page 21 of 96
DEVELOPING THE QUESTIONNAIRE:
The following four questions need to be answered in designing an effective set
of questions or a questionnaire:
1) Will the respondent have the information/knowledge needed to answer the

questions?
2) Will the respondent understand the questions?
3) Will the respondent likely to give a true answer?
4) Will the formulation of the question bias the response
Basically in the beginning some sample questionnaires were developed and

where administered directly on the clients. This was the trail method included
for pilot testing and the final questionnaires were prepared thereafter
assessing the feedback and result of the test.
In the initial phase of my survey I developed a questionnaire, but later I

realized that a single questionnaire is not sufficient to judge all the
variable factors governing consumer behavior during taking new
connections, so for this purpose I framed another questionnaire.
Page 22 of 96
Tools for analysis:
Along with the usual statistical tools such as tables, percentages, bar-
charts, I have used chi-squire test for analyzing the data and arriving at the
conclusion.
Limitations of the study -
Though the detailed investigation is made in the present study, still there are
following limitations.
 This study is restricted only to the Bhubaneswar. So, the results may not
be applicable to other areas.
 This study is based on the prevailing customer’s satisfaction. But the
customer’s satisfaction may change according to time, fashion,
technology, development, etc.
 As per the population of the study is huge, a sample size of 190 sample
respondents is only covered till now.
 Lack of awareness about the Company’s products & services among the
customers may hamper the primary data collection.
 Data collection of exact data for the research is not possible because
there is a gap between what respondent say and what they actually do.
 Information provided by the customers may not be accurate. They may
hide some of the information at the time of filling up the questionnaires.
Page 23 of 96
ANALYSIS OF MOBILE COMMUNICATION SPREAD AND ITS
IMPLICATIONS IN INDIA
History of Cellular Telephony in India
Initially Department of Telecommunications (Dot) was the only monopoly
operator in the country. Telecommunication sector was recognized by the
Government of India as one of the few basic infrastructure sectors for the
country. Under the Government policy of economic liberalization, privatization
and competition in India, private sectors have been allowed to enter the public
telecommunication field (where Government was a monopoly). In 1992
telecommunication sector in India was liberalized to bridge the gap through
government spending and to provide additional resources for the nation’s
telecom target. The objective of the reform was making the
telecommunications within the reach of all, thereby achieving universal
service, covering all villages and bringing the telecommunication services to
the world standard, while protecting the defense and security needs of the
country.
In 1993 the telecom industry got an annual foreign investment of Rs 20.6

million. In 1994 license for providing cellular mobile services was granted by
the Government of India for the Metropolitan cites of Delhi, Mumbai, Kolkata
and Chennai. Initially Cellular mobile services were duopoly (i.e. not more
than two cellular mobile operators could be licensed in each telecom circle),
under a fixed license fee. In 1995, government opened up 19 more telecom
circles and issued mobile licenses.
To regulate and settle disputes Telecom Regulatory Authority of India was set
up in 1997 and in 1999 National Telecom Policy was announced by the
Government of India. In order to speed up the development of the telecom
sector, all telecom services were opened up for private sector participation.
Unrestricted entry is allowed in the basic services, national and international

long distance service, in global mobile personal communication by satellite
(GMPCS) service, VSAT and Public Mobile Radio Trunked Service (PMRTS). All
Page 24 of 96
telecom sectors under Dot was handed over to new public Sector Undertaking
viz, Bharat Sanchar Nigam Limited (BSNL) which was registered under
Company’s Act in 1st October 2005.BSNL covers the entire country except
Delhi and Mumbai Metros which are under Mahanagar Telephone Nigam
Limited (MTNL).
Major Service providers in India

Two different technologies are deployed by the mobile operators in India
namely GSM and CDMA.The GSM service providers are Bharti, BSNL, Hutch,
IDEA, Aircel, Reliance, Spice, MTNL and BPL, whereas the CDMA service
providers are TATA, HFCl, Shyam, and Reliance. Figure 1 shows the market
share of each service provider in India. India’s mobile market is dominated by
foreign companies for high end telecom equipments, handsets; transmission
equipments etc., Nokia, Samsung, and Motorola are the three important
vendors for handsets. Other vendors who have their share in this market are
L.G, Alcatel, Sony Ericsson, Siemens, National Panasonic, Philips, Mitsubishi,
and Sagem.
MOBILE SUBSCRIBER STATISTICS

Recently, mobile connections in India have crossed the 100- million mark,
which means over nine in 100 Indians have a phone. Adding on to this
benevolent and happy information, telecom companies are anticipating the
number will nearly treble in the next two years. According to a survey, by
2006, the cellular networks are expected to cover 3, 50,000 (out of 6, 07,000)
villages, covering 450 million people.
Page 25 of 96
Market Share of both mobile and wire line Service Providers in India
GSM Subscribers
The cumulative All India GSM subscriber base rose to 72.12 million in April
2006 from 69.19 million in March 2006 which is a growth of 4.23% for a
month under review. Table I shows the subscribers growth rate for one month
along with market share of each provider with coverage
CDMA Mobile Subscribers

The total cumulative all India CDMA subscriber base rose by 0.97 million from
23.25 million in March 2006 to 24.22 million in April 2006, representing a
growth of 4.2% in the month under review.
TELECOM IN RURAL INDIA

India has an urban population of about 26.8% and rural population is about
73.2%. And there are over 600,000 villages in India. But a vast section of the
rural sector is still cut off from the benefits of telecom services. The rural
population of around 700 million is waiting for its share of economic growth.
Initially the big telephone companies focused only on urban centers, which
they felt were more profitable. However,
Page 26 of 96
this mindset is gradually changing with the realization that there is equal, if
not bigger money in rural areas.
FUTURE OF MOBILE COMMUNICATION IN INDIA

India initially started with GSM technology for mobile communication. Being a
technology neutral country, India later allowed for CDMA technology also. Now
2.75G EDGE technologies has been implemented and used. BSNL has got
license for bringing 3G into operation. Trials are being conducted for 3G
implementation in the four metropolitan cities of India. Commercial 3G will be
started by March 2007
With the dwindling revenues of the operators from the data and voice there is
a need to look at newer applications to fuel growth of the telcos.TV on Mobile
has emerged as a solid and potent answer to this consumer yearning. South
Korea, China, South Africa, Australia and Europe have seen this need and
have acted upon the same by implementing TV on Mobile.
India is around the corner for implementation of similar technology for the
benefit of consumers, operators, content providers and Government. It
promises to be a USD 1 billion industry by 2010, if roadmaps are created and
implemented properly.
DETAILS ABOUT SERVICE PROVIDERS:

Aircel:
Aircel is now a period part of Maxis, an international conglomerate and the
leading cellular service provider in Malaysia with over 7 million subscribers
and a firm commitment to providing seamless connectivity and superior
technology to every customer. A recipient of multiplicity accolades, maxis has
been deemed as the brand of the year 2006 in Malaysia. Aircel is rapidly
spreading across the state of Tamilnadu with connectivity in 1000 towns and
11,000 villages, serving, serving over 50 lakh happy subscribers. Known for its
superior tariff offering and cutting-edge technology, Aircel has recently been
honored as the No.1 operator across a metro circles for customer satisfaction
by Voice and Data magazine’s survey in 2006. Currently, Aircel has a marked
presence in the North and North East circles of the country including rest of
Page 27 of 96
West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir, Himachal
Pradesh and Bihar.
Bharti Airtel:
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The
Bharti Group has a diverse business portfolio and has created global brands
in the telecommunication sector. Bharti has recently forayed into retail
business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash &
carry business. It has successfully launched an international venture with EL
Rothschild Group to export fresh agro products exclusively to markets in
Europe and USA and has launched Bharti AXA Life Insurance Company Ltd
under a joint venture with AXA, world leader in financial protection and
wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and
the first private telecom services provider with a footprint in all the 23 telecom
circles. Bharti Airtel since its inception has been at the forefront of technology
and has steered the course of the telecom sector in the country with its world
class products and services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBU’s) – Mobile
Services, Airtel Telemedia Services & Enterprise Services. The mobile business
provides mobile & fixed wireless services using GSM technology across 23
telecom circles while the Airtel Telemedia Services business offers broadband
& telephone services in 94 cities. The Enterprise services provide end-to-end
telecom solutions to corporate customers and national & international long
distance services to carriers. All these services are provided under the Airtel
brand.
BSNL
Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7th largest
Telecommunications Company providing comprehensive range of telecom
services in India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband,
Carrier service, MPLS-VPN, VSAT, VolP services, IN Services etc. Within a
span of five years it has become one of the largest public sector units in India.
BSNL has installed Quality Telecom Network in the country and now focusing
on improving it, expanding the network, introduces 3g new telecom services
with ICT applications in villages and wining customer’s confidence. Today, it
has about 47.3 million line basic telephones.
Page 28 of 96
capacity, 4 million WLL capacity, 20.1 million GSM capacity, more than 37382
fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 km of OFC Cable,
63730 km of Microwave Network connecting 602 Districts, 7330 cities/towns
and 5:5 Lakh villages.
BSNL is the only service provider, making focused efforts and planned
initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is
no telecom operator in the country to beat its reach with its wide network
giving services in every nook and corner of country and operates across India
except Delhi and Mumbai. Whether it is inaccessible areas of Siachen glacier
and North-eastern region of the country, BSNL serves its customers with its
bouquet of telecom services. BSNL is number one operator of India in all
services in its license area. The company offers vide ranging and most
transparent tariff schemes designed to suite every customer.
BSNL cellular service, Cellone, has more than 17.8 million cellular customers,
garnering 24 percent of all mobile users as its subscribers. That means that
almost every fourth mobile user in the country has a BSNL connection. In
basic services, BSNL is miles ahead of its rivals, with 35.1 million basic phone
subscribers, that is, 85 percent share of the subscriber base and 92 percent
share in revenue terms. BSNL has more than 2.5 million WLL subscribers and
2.4 million internet customers who access internet through various modes
namely, Dial-Up, Leased Line, DIAS, Account Less Internet (CLI). BSNL has
been adjudged as the number one ISP in the country.
BSNL has set up a world class multi-gigabit, multi-protocol convergent IP

infrastructure that provides convergent services like voice, data and video
through the same Backbone and Broadband Access Network. At present there
are 0.6 million Data One broadband customers. The company has vast
experience in Planning, Installation, network integrating and maintenance of
Switching and Transmission Networks and also has a world class ISO 9000
certified telecom training institute.
Scaling new heights of success, the present turnover of BSNL is more than
Rs.351, 820 million (US $8 billion) with net profit to the tune of Rs.99, 390
million (US $2.26 billion) for last financial year. The infrastructure asset on
telephone alone is worth about Rs.630, 000 million (US $14.37 billion). BSNL
plans to expand its customer base from present 47 million lines to 125 million
Page 29 of 96
lines by December 2007 and infrastructure investment plan to the tune of
Rs.733 crores (US $16.67 million).
Reliance
The late Dhirubhai Ambani dreamt of a digital India – an India where the
common man would have access to affordable means of information and
communication. Dhirubhai, who single-handedly built India’s largest private
sector company virtually from scratch, had stated as early as 1999:”Make the
tools of information and communication available to people at an affordable
cost. They will overcome the handicaps of illiteracy and lack of mobility”.
It was with this belief in mind that Reliance Communications (formerly

Reliance Info Comm) started laying 60,000 route kilometers of a pan-India
fiber optic backbone. This backbone was commissioned on 28 December
2002, the auspicious occasion of Dhirubhai’s 70th birthday, though sadly
after his unexpected demise on 6th July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both

wireless and wire line) and convergent (voice, data and video) digital network.
It is capable of delivering a range of services spanning the entire Info Comm
(information communication) value chain, including infrastructure and
services – for enterprises as well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India
communicates and networks, truly bringing about a new way of life.
Tata Teleservices
Tata Teleservices is part of the INR Rs.120000 Crore (US$ 29 billion) Tata
Group, that has over 87 companies, over 330,000 employees and more than
2.8 million shareholders. With a committed investment of INR 36,000 Crore
(US$ 7.5 billion) in Telecom (FY 2006), the group has a formidable presence
across the telecom value chain.
Starting with the major acquisition of Hughes Tele.com (India) Limited [now
renamed Tata Teleservices (Maharashtra) Limited] in December 2002 the
company swung into an expansion mode. With the total investment of
Rs.19,924 Crore, Tata Teleservices has created a pan India presence spread
across 20 circles that includes Andhra Pradesh, Chennai, Gujarat, Karnataka,
Page 30 of 96
Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab,
Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala,
Kolkata, Madhya Pradesh and West Bengal.
Tata Teleservices has a strong workforce of 6000. In addition, TTSL has

created more than 20,000 jobs, which will include 10,000 indirect jobs
through outsourcing of its manpower needs.
Today, Tata Teleservices Limited along with Tata Teleservices (Maharashtra)

Limited serves over 21 million customers in over 4000 towns. With an
ambitious rollout plan both within existing circles and across new circles, Tata
Teleservices offers world-class technology and user-friendly services in 20
circles.
TTML Organization
Tata Teleservices Maharashtra Limited (TTML) spearheads the Tata Group’s
presence in the Indian telecom sector by being the premier telecommunication
service provider, licensed, to provide services in Maharashtra (including
Mumbai) and Goa. Formerly Hughes Tele.com (India) ltd., the company was
renamed to Tata Teleservices Maharashtra Ltd subsequent to the acquisition
of 70.83% equity shareholding by TATA Group in December 2002. The
company’s shares are traded on the Bombay Stock Exchange (BSE) and the
National Stock Exchange (NSE).
Tata communications Ltd. unites the industry and market expertise VSNL,
VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit, VGSL
and CIPRIS to become the leading integrated provider of telecommunications
solutions. The global reach and industry expertise of Tata communications
drives and delivers a new world of communications. The company leverages its
Tata Global Network, vertical intelligence and leadership immerging markets
to deliver value-driven, globally managed solutions.
Vodafone
Vodafone, the world’s leading international mobile communications company,
has fully arrived in India brand will be lunched in India from 21st September
onwards. The popular and endearing brand, Hutch, will be transitioned to
Vodafone across India. This marks a significant chapter in the evolutic brand
Page 31 of 96
change over the next few weeks will be unveiled nationally through a high
profile campaign covering all important media.
Vodafone, the world’s leading mobile telecommunication company, completed

the acquisition of Hutchison Essar in May 2007. Asim Ghosh, managing
director, Vodafone Essar, said “We have had a great innings as Hutch in India
and today marks a new begin that created Hutch, but an acceleration into the
future with Vodafone’s global expertise..” the Vodafone mission is to be the
communications leader in an increasingly connected world – enriching
customers lives, helping increased by delivering their total communication
needs.
About Vodafone Essar Limited:

Vodafone Essar in India is a subsidiary of Vodafone Group plc and
commenced operations in 1994 when its predecessor Hutchison tele Vodafone
Essar now has operations in 16 circles covering 86% of India’s mobile
customer base, with over 34.1 million customers. Over the year, Vodafone
Essar, under the hutch brand, has been named the Most Respected Telecom
Company, the Best Mobile sender effective advertiser of the year. Vodafone is
the world’s leading international mobile communications company.
It now has operation network with over 200 million customers worldwide.
Vodafone has partnered with the Essar Group as its principal joint venture
partner. The Essar Group is a diversified business corporation with interests
spanning the manufacturing and service sectors like steel, energy,
construction. The group has an asset base of over Rs.400 billion and employer
over 20,000 people.
Page 32 of 96
CONCLUSION
India has one of the world’s largest telecommunication networks. The telecom
story continues to be the best evidence of the efficacy of the reforms process.
In just six years, the number of mobile subscribers has gone from just about
one million to 100 million, a subscriber base that only four other countries
China, the US, Japan and Russia can boast of. None can doubt the correlation
between this explosive growth in numbers and the steep decline in the cost of
the mobile phone and of its usage. Effective tariffs have dropped from over
Rs.14 a minute to Re 1, bringing the phone within reach of people even below
the middle-class. The Government may have, therefore, landed itself a winner
in the mobile phone, but the task of taking telecom to the other 90 per cent of
the population will call for even greater innovation in policymaking, technology
and marketing.
Still three-fourths of the land mass is not illuminated by a cellular signal and
the price of the instrument is beyond the reach of a substantial section of the
population let alone the charges for its use. These issues, of course, can be
resolved by decisive policy action, such as a creative use of the Universal
Services Obligation fund that now has over Rs.70 billion, releasing adequate
spectrum to operators in the metros, and a proactive investment policy that
invites many more equipment manufacturers to set up base in this country.
The road for India achieving the top most position in telecommunication is no
longer a dream as India is nearing China in all aspects in few years India will
over power all countries and achieve its target of top most position in telecom
industry.
Page 33 of 96
MAIN TEXT
Since my title of my project is “consumer behavior during taking or
switching over to new mobile connections”, I am doing the survey on both
existing as well as new customer who have subscribed to different cellular
service providers in Bhubaneswar to know the attributes which shape the
consumer behavior during taking new mobile connections.
FINDINGS –
Apart from demographic Questions, My first questionnaire contains 12
questions in a structured way. My second questionnaire contains 14
questions. After doing the survey of about 190 customers; following findings
are described as follows:
Page 34 of 96
ANALYSIS AND INTERPRETATION
TABLE NO.-1
CONSUMER PREFERENCE TOWARDS CELL PHONE

SERVICE PROVIDERS
NAME OF THE
S.NO CELLULAR NUMBER OF PERCENTAGE
SERVICE RESPONDENTS OF
PROVIDER RESPONDENTS
1. AIRCEL 26 13.68
2. AIRTEL 65 34.21
3. TATA INDICOM 17 8.94
4. RELIANCE 39 20.52
5. BSNL 34 17.89
6. VODAFONE 9 4.736
TOTAL 190 100
INFERENCE:
Most of the respondents are using Airtel (34.21%) and 20.52% of the respondents are
using Reliance Com. About 17.89% are using BSNL, while 13.68% are using Aircel.
Others are used different cell phone service provider.
Page 35 of 96
Page 36 of 96
TABLE NO: 2
Consumer’s preference towards cell phone service providers on the basis of age group
UPTO 25 YEARS 25-35 YEARS 35-55 YEARS MORE THAN 55 TOTAL

YEARS
NAME OF
S.NO CELLULAR
NO. % OF NO. % OF NO. % OF NO. % OF NO. % OF
SERVICE
OF RESPON- OF RESPON- OF RESPON- OF RESPON- OF RESPON-
PROVIDER
RESPON- DENTS RESPON- DENTS RESPON- DENTS RESPON- DENTS RESPON- DENTS
DENTS DENTS DENTS DENTS DENTS
AIRCEL
1. 11 13.75 6 10 8 18.18 1 16.67 26 13.68
AIRTEL
2. 32 40 15 25 16 36.36 2 33.33 65 34.21
TATA 13.75
3. INDICOM
11 4 6.67 2 4.54 0 0 17 8.94
RELIANCE
4. 13 16.25 17 28.33 8 18.18 1 16.67 39 20.52
5.
BSNL
7 8.75 15 25 10 22.72 2 33.33 34 17.89
6.
VODAFONE
6 7.5 3 5 0 0 0 0 9 4.736
TOTAL 80 100 60 100 44 100 6 100 190 100
INFERENCE:
 Among respondents up to 25 years of age group, majority of them (i.e. 40%) are using
Airtel followed by Reliance users (20%).
 Consumers in the age group of 25 – 35 years 28.33% of respondents mostly prefer
Reliance and 25% of the respondents are using BSNL.
 36.36% of customers, who are in the age group of 35 – 55 years are using Airtel.
 In (above – 55 years) 33.33% respondents are using Airtel and BSNL .16.67% of
respondents are using Reliance and Aircel.
Page 37 of 96
Page 38 of 96
TABLE NO: 3
COMPOSITION OF RESPONDENTS ON THE BASIS OF

MARITAL STATUS
MARITAL NUMBER OF PERCENTAGE
S.NO STATUS RESPONDENTS OF
RESPONDENTS
1. MARRIED 92 48.42
2. UNMARRIED 98 51.57
TOTAL 190 100
INFERENCE:
The married respondents using mobile connections are about 48.42%, and the
unmarried respondents using mobile connections are about 51.57%.
Page 39 of 96
Page 40 of 96
TABLE NO: 4

EDUCATION QUALIFICATION
S.NO EDUCATIONAL NUMBER OF PERCENTAGE
QUALIFICATION RESPONDENTS OF
RESPONDENTS
1. UNDERGRADUATE 38 20
2. GRADUATE 89 46.84
3. POST GRADUATE 26 13.68
4. PROFESSIONAL 37 19.47
TOTAL 190 100
INFERENCE:
The majority of the respondents 46.84% (graduates) are
Using mobile connections and 20% (undergraduates) respondents are using mobile
connections.
Page 41 of 96
EDUCATION QUALIFICATION
Page 42 of 96
TABLE NO: 5

OCCUPATION
S.NO OCCUPATION NUMBER OF PERCENTAGE
RESPONDENTS OF
RESPONDENTS
1.
BUSINESS 48 25.26
2.
PROFESSIONAL 12 6.31
3.
EMPLOYEE 70 36.84
4.
HOME MAKER 8 4.21
5.
STUDENT 52 27.36
TOTAL 190 100
INFERENCE:
The employees are using mobile connections in 36.84% and the students are using
mobile connections in 27.36% only.
Page 43 of 96
Page 44 of 96
TABLE NO: 6
COMPOSITION OF RESPONDENTS ON THE BASIS OF INCOME (PER MONTH)
S.NO INCOME NUMBER OF PERCENTAGE

RESPONDENTS OF
RESPONDENTS
1. BELOW 5000 52 27.36
2. BETWEEN 5000- 28 14.736

10000
3. BETWEEN 10000- 76 40
15000
4. BETWEEN 15000- 21 11.05

20000
5. ABOVE 20000 13 6.84
TOTAL 190 100
INFERENCE:
About 27.36% of respondents get monthly income as less than Rs.5,000 and about
14.736 % of respondents get monthly income between Rs. 5000-10000, and 40% of
respondents are get monthly income as between Rs.10000-15000.
Page 45 of 96
Page 46 of 96
TABLE NO: 7
TABLE SHOWING VARIOUS FACTORS INDUCING TO

PURCHASE THE MOBILE CONNECTIONS
S.NO INFLUENCING NUMBER OF PERCENTAGE

FACTOR RESPONDENTS OF
RESPONDENTS
1. FAMILY 38 20
MEMBER
2. NEIGHBOURS 9 4.73
3. RELATIONS 21 11.052
4. FRIENDS 79 41.57
5. ADVERTISEMENT 16 8.42
6. DEALERS 19 10
7. OTHERS 8 4.21
TOTAL 190 100
INFERENCE:
On the basis of purchasing the cellular connections 41.57% of the respondents are
induced by their friends, and neighbors have the least effect on the respondents
(4.73%) in inducing them to buy a particular mobile connection.
Page 47 of 96
Page 48 of 96
TABLE NO: 8

PURPOSE OF PURCHASE OF THE CELL CONNECTIONS
S.NO P PURPOSE NUMBER OF PERCENTAGE

RESPONDENTS OF
RESPONDENTS
1. FOR 26 13.68
BUSINESS
2. FOR 164 86.315

PERSONAL
TOTAL 190 100
INFERENCE:
It can be inferred from here that 13.68% of the respondents are using their cellular
connection for their business, and 86.315% of the respondents are using cellular
connection c for their personal usage.
Page 49 of 96
Page 50 of 96
TABLE NO: 9
CONSUMER’S PREFERENCE TOWARDS CELL PHONE SERVICE PROVIDER ON THE BASIS

OF SCHEME
s. no Service Prepaid Post paid Total

providers
No. of Percentage No. of Percentage No. of Percentage
Respondents of respondents of respondents of
Respondents Respondents Respondents
1. Aircel 24 15.18 2 6.25 26 13.68
2. Airtel 51 32.28 14 43.75 65 34.21
3. BSNL 27 17.08 7 21.87 17 8.94
4. Reliance 31 19.62 8 25 39 20.52
5. Tata 16 10.12 1 3.125 34 17.89

Indicom
6. Vodafone 9 5.69 0 0 9 4.736
Total 158 32 190 100
INFERENCE:
In prepaid, majority of the respondents are using Airtel (32.28%), 19.62% of the respondents are using Reliance
Comm, 4.736% of the respondents are only using Vodafone. In post paid, majority of the respondents 43.75%
are using Airtel while the least used cellular service in this category is Vodafone (0%).
Page 51 of 96
Page 52 of 96
TABLE NO: 10

USEFULNESS OF MOBILE CONNECTIONS
S.NO USAGE NUMBER OF PERCENTAGE

RESPONDENTS OF
RESPONDENTS
1. INCOMING 8 4.21
2. OUTGOING 7 3.68
3. BOTH 171 90
4. SMS 4 2.105
TOTAL 190 100
INFERENCE:
About 90% of the respondents are using cell connections for incoming and
Outgoing both, but only 2.105% of respondents are only using cell connections for SMS.
Page 53 of 96
Page 54 of 96
TABLE NO: 11
INFLUENCING FACTORS TO PURCHASE THE CELL PHONE

(ANOTHER VIEW)
S.NO FACTORS NUMBER OF PERCENTAGE

RESPONDENT OF
S RESPONDENT
S
1. BRAND IMAGE 88 46.31
2. AVAILABILITY 8 4.21
3. CUSTOMER CARE 28 14.73

SERVICE
4. SERVICE 42 22.10
CHARGES
5. PRICE 24 12.63
190 100
TOTAL
INFERENCE:
46.31% of respondents are purchasing the particular service by its brand image, and
22.10% of respondents are choosing the particular service provider by their service charges.
Page 55 of 96
Page 56 of 96
TABLE NO: 12
CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PERFORMACE OF THE MOBILE

CONNECTION SEVICE PROVIDERS
s.no NAME OF HIGHLY SATISFACTORY NON- TOTAL

THE CELL SATISFACTORY SATISFACTORY
PHONE
SERVICE
NO. OF PERCE- NO. OF PERCE- NO. OF PERCE- NO. OF PERCE-
PROVIDER RESPO- NTAGE RESPO- NTAGE RESPO- NTAGE RESPO- NTAGE
NDENTS OF NDENTS OF NDENTS OF NDENTS OF
RESPO- RESPO- RESPO- RESPO-
NDENTS NDENTS NDENTS NDENTS
1. AIRCEL 2 3.70 19 22.61 5 9.61 26 13.68
2. AIRTEL 31 57.40 18 21.42 16 30.8 65 34.21
3. BSNL 4 7.407 21 25 9 17.30 34 17.89
4. RELIANCE 8 14.81 19 22.61 12 23.07 39 20.52

Comm
5. TATA 3 5.56 5 5.95 9 17.30 17 8.94

INDICOM
6. VODAFONE 6 11.11 2 2.38 1 1.92 9 4.736
TOTAL 54 100 84 100 52 100 190 100
INFERENCE:
From the above table it can be inferred that in highly satisfied customer segment Airtel is
leading with about 57.40% of the respondents while Tata Indicom is lagging behind with
only5.56% of the respondents. In the satisfied customer segment Aircel and Reliance Comm
are enjoying 22.61% share.
Page 57 of 96
In the non-satisfied customer segment Reliance Comm is the loser with around 23.07% of
the customers.
Page 58 of 96
TABLE NO: 13
CONSUMER’S SATISFACTION LEVEL THE BASIS OF PERIODICAL OFFERS

PROVIDED BY THE SERVICE PROVIDERS
S.N NAME OF HIGHLY SATISFACTORY NON- TOTAL
THE CELL
O SATISFACTORY SATISFACTORY
PHONE
SERVICE
PROVIDER
NO. OF PERCENTAGE NO. OF PERCENTAGE NO. OF PERCENTAGE NO. OF PERCENTAGE
RESPONDE- OF RESPONDE- OF RESPONDE- OF RESPONDE- OF
RESPOND- RESPOND- RESPOND- RESPOND-
NTS NTS NTS NTS
ENTS ENTS ENTS ENTS
1. AIRCEL 10 25.64 11 12.35 5 8.06 26 13.68
2. AIRTEL 18 46.15 33 37.07 14 22.58 65 34.21
3. BSNL 5 12.82 11 12.35 18 29.03 34 17.89
4. RELIANC 3 7.69 21 23.59 15 24.19 39 20.52

E
5. TATA 0 0 9 10.11 8 12.90 17 8.94

INDICO
M
6. VODAF- 3 7.692 4 4.49 2 3.22 9 4.736

ONE
TOTAL 39 100 89 100 62 100 190 100
INFERENCE:
Page 59 of 96
On the basis of periodical offers 46.15% of Airtel respondents are highly satisfied, and no
percentage of respondents is highly satisfied in Tata Indicom. 37.07% of the respondents
are satisfied (average) of the Airtel’s periodical offers. 29.03% of the respondents are
dissatisfied of the BSNL’s periodical offers and 9% of respondents are only dissatisfied
about the Vodafone’s periodical offers.
Page 60 of 96
TABLE NO: 14
Page 61 of 96
CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGES OF SERVICE PROVIDERS
S.N NAME OF HIGHLY SATISFACTORY NON- TOTAL

O THE SATISFACTORY SATISFACTORY
CELLULAR
SERVICE
NO. OF PERCEN NO. OF PERCEN NO. OF PERCEN NO. OF PERCEN
PROVIDE RESPON- TAGE RESPON- TAGE RESPON- TAGE RESPON- TAGE
R DENTS OF DENTS OF DENTS OF DENTS OF
RESPO RESPO RESPO RESPO
NDENTS NDENTS NDENTS NDENTS
1. AIRCEL 8 20 11 13.58 7 10.14 26 13.68
2. AIRTEL 15 37.5 28 34.56 22 31.9 65 34.21
3. BSNL 6 15 12 14.81 16 23.18 34 17.89
4. RELIANCE 7 17.5 17 20.98 15 21.73 39 20.52
5. TATA 1 2.5 9 11.11 7 10.14 17 8.94

INDICOM
6. VODAFONE 3 7.5 4 4.93 2 2.89 9 4.736
TOTAL 40 100 81 100 69 100 190 100
INFERENCE:
On the basis of outgoing call charges, 37.5% of Airtel respondents are highly satisfied and
only 2.5% of respondents are satisfied for the outgoing call charges and Tata Indicom.
34.56% of respondents are satisfied (average) about the outgoing call charges of Airtel and
4.93% of respondents only satisfied (average) in Vodafone’s outgoing call charges. 31.9% of
respondents are dissatisfied about the outgoing call charges of Airtel, 2.89% of the
respondents are only dissatisfied about the outgoing call charges of Vodafone.
Page 62 of 96
TABLE NO: 15
Page 63 of 96
CONSUMER’S ATTITUDE TOWARDS THE
IMPORTANCE OF HAVING A MOBILE CONNECTION
S.NO NATURE NUMBER OF PERCENTAGE

RESPONDENTS OF
RESPONDENTS
1. NECESSITY 128 67.36
2. STATUS 21 11.05
3. LUXURY 9 4.736
4. COMPULSION 32 16.842
TOTAL 190 100
INFERENCE:
67.36% of the respondents are states that mobile connections are necessity, and 4.736% of respondents are only
states that mobile connections are luxury.
Page 64 of 96
CONSUMER’S ATTITUDE TOWARDS THE
IMPORTANCE OF HAVING A MOBILE CONNECTION
NECESSITY STATUS LUXARY COMPULSION
17%
5%
11%
67%
Page 65 of 96
CALCULATION OF SATISFACTORY SCORES
The Respondents were asked to state their level of satisfaction relating to some factors. Based on their
responses the satisfaction score obtained by each respondent was found out. Points or scores were allocated
based on the response. For each of the factor three levels of satisfaction were assigned namely high, medium
and low. For high satisfied three points were given, for satisfied two and for not satisfied one point was given.
The total scores secured by each respondent were thus arrived at. All the one hundred ninety respondents were
classified based on their level of satisfaction. Those who have obtained up to 5 points were classified under low
satisfaction category, Respondents with 3 – 8 points were classified under medium satisfaction category and
those with more than 8 points were classified under high satisfaction category.
The various factors on which the satisfaction level of the respondents was judged were as follows-:
Highly Satisfactory Satisfactory Non-Satisfactory

 Performance
 Periodical offers
 Schemes
 Outgoing call charges
NUMBER OF RESPONDENTS AND LEVEL OF

SATISFACTION
LEVEL OF NO. OF
SATISFACTION RESPONDENTS
HIGH SATISFACTION 27
MEDIUM SATISFACTION 131
LOW SATISFACTION 32
TOTAL 190
Page 66 of 96
CHI-SQUARE TEST
Chi-square test is one of the simplest and most widely used nonparametric
tests in statistical work. This test was first used by Karl Pearson in the year
1900. The quantity describes the magnitude of the discrepancy between
theory and observation. It is a method to test the relationship between the
theoretical (hypothesis) & the observed value.
Chi – square test (X2) = Σ (O – E)2 / E
Degrees Of Freedom = V = (R – 1) (C -1)

Where,
 ‘O’ = Observed Frequency

 ‘E’ = Expected Frequency
 ‘R’ = Number of Rows
 ‘C’ = Number of Columns
For all the chi-square test the table value has taken @ 5% level
of significance.
Page 67 of 96
TABLE NO. 1
CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

GENDER AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER
GENDER LEVEL OF SATISFACTION
TOTAL
HIGH MODERATE LOW
MALE 23 97 38 158
FEMALE 9 18 5 32
TOTAL 32 105 43 190
HO: There is no significant relationship between gender and level

of satisfaction.
H1: There is significant relationship between gender and level of

satisfaction.
O E O-E (O-E)2 (O-E)2/E

23 26.6105 -3.6105 13.036 .49
97 87.316 9.864 93.8 1.074
38 35.8 2.2 4.84 .135
9 5.39 3.61 13.03 2.417
18 17.7 0.3 .09 5.085
5 7.242 -2.242 5.027 .6941
TOTAL 9.8951
Page 68 of 96
X2 = Σ (O-E)2 / E = 9.851
Number of degree of freedom:
ndf = (row-1) (column –1)

= (1) (2)
=2
2
Table value of x at 5% level of significance = 5.99
Conclusion:
HO is rejected since the calculated value of x2 (9.8951) is more than the table
value of x2(5.99) hence there is a significant relationship between level of
satisfaction and gender.
Page 69 of 96
TABLE NO. 2

AGE AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER
AGE LEVEL OF SATISFACTION
TOTAL
HIGH MODERATE LOW
UPTO 25 11 56 13 80
25-35 9 34 17 60
35-55 4 35 5 44
GREATER THAN 0 4 2 6
55
TOTAL 24 129 37 190
HO: There is no significant relationship between age and level of

Satisfaction.
H1: There is significant relationship between age and level of

Satisfaction.
Page 70 of 96
O E O-E (O-E)2 (O-E)2/E
11 10.105 0.9 0.81 .080
9 7.6 1.4 1.96 .26
4 5.6 -1.6 2.56 .46
0 .8 -0.8 .64 .8
56 54.3 1.7 2.89 .053
34 40.73 -6.73 45.29 1.11
35 29.9 5.1 26.01 .87
4 4.07 -0.07 .0049 .0012
13 15.6 -2.6 6.76 .43
17 11.7 5.3 28.09 2.4
5 8.6 -3.6 12.96 1.506
2 1.17 .83 .69 .59
TOTAL 8.56
X2 = Σ (O-E)2 / E = 8.56

ndf = (row-1) (column
= (4-1) (3-1)
= 6
Table value of x2 at 5% level of significant = 12.59
Conclusion:
HO is accepted since the calculated value of x2 (8.56) is lesser than the table
value of x2 (12.59) hence there is no significant relationship between level of
satisfaction and age.
Page 71 of 96
TABLE NO:3

MARITAL STATUS AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER
MARITAL LEVEL OF SATISFACTION TOTAL

STATUS
HIGH MODERATE LOW
MARRIED 23 51 18 92
UNMARRIED 14 67 17 98
TOTAL 37 118 35 190
HO: There is no significant relationship between marital status and
level of satisfaction.
H1: There is significant relationship between marital status and level
of satisfaction.
Page 72 of 96
O E O-E (O-E)2 (O-E)2/E
23 17.9 5.1 26.01 1.45

14 19.08 -5.08 25.8 1.35
51 57.1 -6.1 37.21 .65
67 60.86 6.14 37.7 .619
18 16.94 1.06 1.12 0.067
17 18.05 -1.05 1.1025 .057
TOTAL 4.193
X2 = Σ (O-E)2 / E = 4.193

= (1) (2)
=2
Table value of x2at 5% level of significant = 5.99
Conclusion:
HO is accepted since the calculated value of x2 (4.193) is less than the table
value of (5.99) hence there is no significant relationship between level of
satisfaction and marital status.
Page 73 of 96
TABLE NO. 4

EDUCATIONAL QUALIFICATION AND SATISFACTION WITH
REGARDING THE CELL PHONE SERVICE PROVIDER
EDUCATIONAL LEVEL OF SATISFACTION TOTAL

QUALIFICATION
HIGH MODERATE LOW
UNDERGRADUATE 11 9 18 38
GRADUATE 22 25 42 89
POST GRADUATE 8 7 11 26
PROFESSIONAL 12 15 10 37
TOTAL 53 56 81 190
HO: There is no significant relationship between educational qualification

and level of satisfaction.
H1: There is significant relationship between educational qualification

Page 74 of 96
O E O-E (O-E)2 (O-E)2/E
11 10.6 .4 .16 .01509

22 24.82 -2.82 7.95 .320
8 7.25 .75 .5625 .078
12 10.32 1.68 2.82 .273
9 11.2 -2.2 4.84 .432
25 26.23 -1.3 1.69 .064
7 7.7 -0.7 .49 .063
15 10.9 4.1 16.81 1.54
18 16.2 1.8 3.24 .2
42 37.9 4.1 16.81 .44
11 11.08 -0.08 .0064 .00058
10 15.8 -5.8 33.64 2.12
TOTAL 5.55
X2 = Σ (O-E)2 / E = 5.5

=(3) (2)
=6
Table value of x2 at 5% level of significant = 12.59
Conclusion:
HO is accepted since the calculated value of x2 (5.55) is less than the table
value of x2 (12.59) hence there is no significant relationship between level of
satisfaction and educational qualification.
Page 75 of 96
TABLE NO. 5

MONTHLY INCOME AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER
MONTHLY LEVEL OF SATISFACTION TOTAL

INCOME
HIGH MODERATE LOW
BELOW 5000 5 44 3 52
BETWEEN 5000- 7 15 6 28
10000
BETWEEN 8 52 16 76
10000-15000
BETWEEN 4 13 4 21
15000-20000
ABOVE 20000 1 7 5 13
TOTAL 25 131 34 190
HO: There is no significant relationship between monthly income

H1: There is significant relationship between monthly income
Page 76 of 96
O E O-E (O-E)2 (O-E)2/E
5 6.84 -1.84 3.3856 0.49
7 3.7 3.3 10.89 2.94
8 10 -2 4 .4
4 2.8 1.2 1.44 .514
1 1.71 -0.71 0.5041 .2947
44 35.9 8.1 65.61 1.82
15 19.30 -4.3 18.49 0.96
52 52.4 -0.4 .16 .00305
13 14.5 -1.5 2.25 .16
7 8.96 -1.96 3.8416 .428
3 9.30 -6.3 39.69 4.2
6 5.01 .99 .98 .196
16 13.6 2.4 5.76 .4
4 3.8 .2 .04 .01
5 2.32 2.68 7.1824 3.096
TOTAL 15.91175
2
X = Σ (O-E)2 / E = 15.91175

= (4) (2)
=8
2
Table value of x at 5% level of significant = 15.507
Conclusion:
HO is accepted since the calculated value of X2 (15.91175) is more
than the table value of X2 (15.507) hence there is a significant relationship
between level of satisfaction and monthly income.
Page 77 of 96
TABLE NO. 6
CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE

PROVIDERS AND
SATISFACTION
SERVICE LEVEL OF SATISFACTION TOTAL
PROVIDERS
HIGH MODERATE LOW
AIRCEL 4 19 3
26
AIRTEL 11 44 10
65
BSNL 0 26 8
34
RELIANCE 6 21 12
39
TATA 0 11 6
INDICOM 17
VODAFONE 2 6 1
9
TOTAL 23 127 40 190
HO: There is no significant relationship between service providers

H1: There is significant relationship between service providers

Page 78 of 96
O E O-E (O-E)2 (O-E)2/E
4 3.147 0.853 0.728 0.231
11 7.87 3.13 9.8 1.24
0 4.116 -4.116 16.94 4.116
6 4.72 1.28 1.638 0.347
0 2.06 -2.06 4.24 2.06
2 1.09 0.91 0.82 0.75
19 17.38 1.62 2.62 0.1507
44 43.45 .55 0.302 0.0069
26 22.72 3.28 10.8 0.48
21 26.07 -5.07 25.7 0.99
11 11.36 -0.36 0.1296 0.0114
6 6.016 -0.016 0.000256 0.0000425
3 5.47 -2.47 6.1009 1.11
10 13.7 -3.7 13.69 0.99
8 7.16 0.84 0.70 0.09
12 8.21 3.79 14.36 1.75
6 3.6 2.4 5.76 1.6
1 1.9 -0.9 0.81 0.43
TOTAL 16.35
Page 79 of 96
2
X2 = Σ (O-E) / E = 16.35

=(5) (2)
= 10
2
Conclusion:
HO is accepted since the calculated value of X2 (1.35) is less than the table
value of X2 (18.307) hence there is no significant relationship between level of
satisfaction and cellular service provider.
Page 80 of 96
TABLE NO. 7

THE USE OF MOBILE CONNECTION AND SATISFACTION LEVEL
PURPOSE LEVEL OF SATISFACTION TOTAL
HIGH MODERATE LOW
BUSINESS 6 11 9 26
PERSONAL 22 114 28 164
TOTAL 28 235 37 190
HO: There is no significant relationship between the use of mobile

connection and level of satisfaction.
H1: There is significant relationship between the use of mobile connection
Page 81 of 96
O E O-E (O-E)2 (O-E)2/E
6 3.83 2.17 4.7089 1.229
22 24.17 -2.17 4.7089 0.195
11 17.105 -6.105 37.27 2.18
114 107.9 6.1 37.21 0.345
9 5.06 3.94 15.52 3.07
28 31.93 -3.93 15.44 0.5
TOTAL 7.519
2
X2 = Σ (O-E) / E = 7.519

=(2) (1)
=2
2
Conclusion:
HO is rejected since the calculated value of X2 (7.519) is more than the table
value of X2 (5.991) hence there is a significant relationship between the level
of satisfaction and use of mobile connection.
Page 82 of 96
TABLE NO. 8

TYPE OF CONNECTION AND SATISFACTION
TYPE OF LEVEL OF SATISFACTION TOTAL

CONNECTION
HIGH MODERATE LOW
POST PAID 5 17 10 32
PREPAID 27 110 21 158
TOTAL 32 127 31 190
HO: There is no significant relationship between types of connection

and the level of satisfaction.
H1: There is significant relationship between types of connection

and the level of satisfaction.
Page 83 of 96
O E O-E (O-E)2 (O-E)2/E
5 5.39 -0.39 0.1521 0.028
27 26.61 0.39 0.1521 0.0057
17 21.39 -4.39 19.27 0.9
110 105.6 4.4 19.36 0.183
10 5.22 4.78 22.84 4.38
21 25.8 -4.8 23.04 0.893
TOTAL 6.389
2
X2 = Σ (O-E) / E = 6.389

=(2) (1)
=2
2
Conclusion:
HO is rejected since the calculated value of x2 (6.389) more than the table
value of x2 (5.99) hence there is a significant relationship between level of
satisfaction and the type of connection.
Page 84 of 96
FINDINGS, SUGGESTIONS AND CONCLUSION
INTRODUCTION:
This chapter is allocated to express the findings and conclusions in this
study. Statistical tools are applied to analyze the data. It includes the result of
each and every tables, charts and tests.
FINDINGS FROM PERCENTAGE ANALYSIS:
 On the basis of consumer preference, majority of the peoples are
preferred Airtel.
 On the basis of age group, most of the respondents (40%) are using
Airtel, who are in the category of up to 25 years.
 On the basis of marital status mostly unmarried respondents are using
cell connections than married respondents.
 On the basis of educational qualification, most of the graduates are using
cell connections.
 On the basis of occupation, the employees are only used cell connections
in more level.
 On the basis of family income, 27.36% of the respondents are using cell
connections, which get family income of less than Rs.5, 000.
 Majority of the peoples buy the cell connections by influencing their
friends.
 8.42% of respondents are only influenced by advertisements.
 Majority of the peoples are using cell connections for personal usage.
 Majority of the peoples are using prepaid scheme.
 Majority of the peoples are using cell connections for both incoming and
outgoing.
 Majority of the peoples are seeking brand image, for their service
provider.
 On the basis of performance, only two and three people are highly
satisfied with Aircel and Tata Indicom respectively.
 Only one person is dissatisfied about the performance of Vodafone
service provider.
 On the basis of periodical offers, majority of the peoples highly satisfied
in Airtel.
 On the basis of outgoing call charges, majority of people are highly
satisfied in Airtel.
Page 85 of 96
 Only one person is highly satisfied about the outgoing call charges of
Tata Indicom.
 On the basis of consumer’s attitude, majority of the people are states
that cell connections are necessity to all.
 4.36% of the respondents are only states that cell connections are
luxury.
FINDING FROM CHI-SQUARE TEST:

 Chi-square test reveals that there is no significant relationship between
satisfaction level and age.
 Chi-square test shows that there is no significant relationship between
satisfaction level and gender.
 Chi-square test indicates that there is no significant relationship between

the marital status and level of satisfaction.
 Chi-square test showing that there is no significant relationship between

education and level of satisfaction.
 Chi-square test shows that there is a significant relationship between

monthly income and level of satisfaction.
 Chi-square test indicates that there is no significant relationship between

service provider and satisfaction level.
 Chi-square test shows that there is a significant relationship between the

type of connection and level of satisfaction.
Page 86 of 96
SUGGESTIONS
 Tata Indicom and Vodafone should try to expand their customer’s

network.
 Vodafone and BSNL should try to attract the young people. (Up to
25years)
 Aircel, Tata Indicom and Vodafone should try to attract old peoples also.
 All the service providers are made good advertisements for their service.
Because, advertisements are take little part for influencing the
consumers.
 All the service providers should try to increase post paid users.
 75% of the peoples are unaware about the various services rendered by
their service provider. So the service providers should try to make
awareness of their customer services to their customers.
 Reliance, Tata Indicom should attract the customers by reducing their

price.
 Airtel, Reliance customers are highly dissatisfied about the performance

of the service provider. So they should try to add some advanced features
towards their services.
 Tata Indicom and Vodafone should give periodical offers to their

customers.
 Tata Indicom should decrease their outgoing call charges.
Page 87 of 96
CONCLUSION:
This is an information era significance of information cannot be over
emphasized. This study attempts to find out the factors effecting consumer
behavior and the satisfaction of consumer regarding cell phone service
providers.
This decade, most of the peoples using cell connections. So, service providers
are increasing in more level. So service provider are should over come another
one’s competition. So, it leads to adding new features, schemes, periodical
offers to their service. So, the consumers get maximum benefit from their
service provider.
Now-a-days, cell connections are a necessity to all. Because, along with
bridging the communication gap it has given a sense of safety to the men and
women also. And only few persons feel that cell connections are luxury one.
India is rapidly evolving on the lines of other developed countries in the sphere
of telecom service, so Tata if Indicom wants to leverage this opportunity it
should give due attention on increasing its customer base rapidly.
S – The strength of Tata Indicom lies in its technically robust network

structure. It has almost all the latest technology needed for giving the
customer a smooth and flaunt less service.
W – The weakness of Tata Indicom lies in its unsatisfactory network coverage

as compared to telecom leaders such as Bharti Airtel and BSNL. Its one major
weakness is its poor signal strength in many interior areas. So it should give
attention to this aspect.
O – It has a ready technological platform for 3-G technology. It can leverage it

in its favor to give its customers new services across its network.
T – The possible threat to Tata Indicom comes from BSNL, Reliance and
upcoming new CDMA players. It should strive hard to differentiate itself from
others in a meaningful way. The perception of the general mass is also not
very favorable about it, so it should actively involve itself in branding itself.
Page 88 of 96
QUESTIONNAIRE: 1
Dear Sir/Madam,
I am conducting a survey on consumer (existing/new) behavior during taking new mobile-connections.

Kindly spare some of your valuable time to go through the questionnaire & give your view on this topic.
The information provided by you would be kept confidential & only be used for improving customer
service.
1) Please name the cellular service/connection you are currently using.

a) Airtel b) Tata Indicom c) Vodafone
d) B.S.N.L e) Reliance Comm. f) Aircel
2) What factors influenced you in purchasing the cellular brand you are currently using. Rate the factors on a
scale of 1-4.
a) Price/Tariff plan/ Offers
b) Brand name
c) Availability in store
d) Signal Strength
3) While purchasing your preferred brand of cellular connection what sort of features you look forward in your
cellular service brand?
a) Network coverage
b) Tariff
c) Price-Validity ratio
d) Value added services
4) What is your preference?

a) Post-paid b) Pre-paid
5) For what reasons you opted for the above plan

a) Convenience/Handset
b) Cost control
c) Value added services
d) Discounts/Attractive schemes
Page 89 of 96
6) How satisfied are you with the cellular service brand you own.
Please tick the appropriate option s given below.
a) Extremely satisfied
b) Somewhat satisfied
c) Somewhat dissatisfied
d) Dissatisfied
7) Did you experience any problem with your preferred cellular service brand?
a) Yes
b) No
If yes please specify ______________________________________
8) If yes was the problem effectively taken care off immediately?

a) Yes
b) No
9) Did you switched over to any other network .if please specify the number of times.
a) 1 □ b) 2 □ c) 3 □ d) 4 □ e) more than 4 □
10) How likely you are to recommend your preferred cellular service brand to your friends and relatives.
a) Very Likely
b) Somewhat Likely
c) Somewhat Unlikely
d) Very Unlikely
11) If you are a existing customer of Tata Indicom then which type of value added services do you want to
incorporate in Tata Indicom
____________________________________________________________________
12) As per your opinion how can you improve the existing brand you are using? Any recommendations for Tata
Indicom if you have to.
______________________________________________________________________________________________
______________________________________________________________________________
Page 90 of 96
13) Personal details (Put tick mark (√) in appropriate box.)
a) Name _____________________ ________________________________ ______
b) Age □ 0-25yrs □ 25-35yrs □ 35-55yrs □ > 55yr.
c) Gender: □ Male □ Female
d) Occupation: _____________________
e) Qualification:
Undergraduate □ Graduate □ Post-graduate □ Professional degree (Specify) __
f) Income group Monthly income
i. Below 5000
ii. Between 5000-10000
iii. Between 10000-15000
iv. Between 15000-20000
v. Above -20000
Date:
Thanking You
Tata Indicom
Signature:
QUESTIONNAIRE: 2
Page 91 of 96
Dear Sir/Madam,
I am conducting a survey on consumer (existing/new) behavior during taking new mobile-connections.

Kindly spare some of your valuable time to go through the questionnaire & give your view on this topic.
The information provided by you would be kept confidential & only be used for improving customer
service.
1. Please name the cellular service/connection you are currently using

a) Airtel □ b) Tata Indicom □ c) Vodafone □
d) B.S.N.L □ e) Reliance Comm □ f) Aircel □
2. Who influenced you to by the particular cell phone service provider?

a) Family Member □ b) Neighbors □ c) Relations □ d) Friends □
e) Advertisement □ f) Dealers □ g) Others□
3. Why do you buy the mobile connection?
a) For business □ b) For personal □
4. Which type of scheme is most preferable by you?

a) Prepaid □ b) Postpaid □
5. If you have postpaid / prepaid connection mention Scheme, Name & Monthly rental charges.
____________________________________________________________________
6. For which purpose are you using your mobile connection (Service Provider) mainly for?
a) Incoming □ b) Outgoing □
c) Both □ d) SMS Messaging □
7. Are you aware of the following details relating in your mobile connection
(Pre / Postpaid connection)
S. No Aware Neutral Unaware

a) Scheme □ □ □
b) Balance of Talk charges □ □ □
c) Periodical offers □ □ □
8. Are you influenced by the following factors relating in your connection?

S. No Aware Neutral Unaware
a) Monthly rental charges □ □ □
b) Charges for cell connections to land lines □ □ □
c) Signal of tower Networking □ □ □
d) Cost of scheme □ □ □
e) Incoming (in days) □ □ □
Page 92 of 96
f) Number of outgoing calls □ □ □
g) Outgoings call charges □ □ □
9. What factor influenced you to decide your Cellular service provider?

a)Brand Image □
b)Availability □
c)Customer care service □
d)Service charges □
10. Satisfaction level about your cell phone service provider?
S. No Highly Satisfied Satisfied Non-Satisfied

a)Price □ □ □
b) Performance □ □ □
c) Schemes □ □ □
d) Periodical Offers □ □ □
e) Out going call Charges □ □ □
11. Do you face any difficulty in your cell phone connection?

a) Yes □
b) No □
12. If yes, please point out the problem?

a) Coverage □
b) Service □
c) Clarity □
d) Busy network □
e) Others □
13. You consider owing a mobile connection as a -

a) Necessity □
b) Status □
c) Luxury □
d) Compulsion □
14. What is your valuable suggestion / opinion about your cell

phone service provider ?
____________________________________________________________________
Page 93 of 96
15.Personal details (Put tick mark (√) in appropriate box.)
g) Name _____________________ ________________________________ ______
h) Age □ 0-25yrs □ 25-35yrs □ 35-55yrs □ > 55yr.
i) Gender: □ Male □ Female
j) Marital status: married □ unmarried □
k) Occupation: _____________________
l) Qualification:
Undergraduate □ Graduate □ Post-graduate □ Professional degree (Specify) __
m) Income group Monthly income
vi. Below 5000
vii. Between 5000-10000
viii. Between 10000-15000
ix. Between 15000-20000
Date:
Thanking You
Tata Indicom
Signature:
Page 94 of 96
BIBLIOGRAPHY -
BOOKS-
 Philip Kotler, Marketing Management, 11th Ed, Princeton-Hall India

2003
 Marketing Research-Naresh .K.Malhotra
 Marketing Management : ICMR Publication
 Business Research methods : ICMR Publication
 Marketing Management - V.S. Ramaswamy,
 Research Methodology - C.R.Kothari
 Operation Research – Vittal
 Business Week
 The Times
 Market Areas Analysis (Author: Dr. Jean-Paul Rodriguez).
JOURNALS-
 Business India
 4Ps of Marketing
INTERNET SOURCE-
 http: www.google.com
 http:www.wikipedia.org
 http: www.yahoo.com
 http: www.economicstimes.indiatimes.com
 http :www.thehindubusinessline.com
 http :www.thehindubusinessline.com
 www.tataindicom.com
Page 95 of 96
Page 96 of 96

Final Sip Report at Tata Teleservices - (Consumer Behavior During Taking New Mobile Connections) By-Saurabh Singh

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Final Sip Report at Tata Teleservices - (Consumer Behavior During Taking New Mobile Connections) By-Saurabh Singh

Hochgeladen von

Copyright:

Verfügbare Formate

TATA TELESERVICES

CONSUMER BEHAVIOR DURING TAKING NEW MOBILE CONNECTIONS

I am grateful to SIP Coordinator, Mr. Rajkishore Naik for providing me the

DATE: 16 May, 2009 Saurabh Singh

7. ABOUTUT TATA TELESRVICES

 CONSUMER BUYING BEHAVIOR

17. ABOUT THE PROJECT

 OBJECTIVE OF THE PROJECT

2O. RESEARCH METHODOLOGY

21. LIMITATIONS OF THE STUDY

23. ANALYSIS OF MOBILR COMMUNICATION SPREAD AND ITS

33. ANALYSIS AND INTERPRETATION

65. CHI SQUARE TEST

83. FINDINGS FROM PERCENTAGE ANALYSIS

Consumer behavior during taking new mobile connections is a vast topic to

First part of my project is all about designing a suitable questionnaire so that

The next part is dedicated to selection a suitable sample size of consumers

Communications is the Tata Group’s largest investment and the Group’s

Telephony Services: Fixed and Mobile

Media and Entertainment Services: Satellite TV

Value-Added Services: Mobile and Broadband Content/Applications, Calling

Infrastructure Services: Submarine Cable Bandwidth, Terrestrial Fiber

Tata Teleservices spearheads the Group’s presence in the telecom sector.

Beginning with its acquisition of Hughes Telecom (India) Limited in December

Having pioneered the CDMA 2000 technology platform in India, Tata

In November 2008, Tata Teleservices entered into an agreement with

Tata Teleservices’ bouquet of telephony services includes mobile services,

IMPORTANCE OF CONSUMER SATISFACTION

FACTORS AFFECTING CONSUMER BUYING BEHAVIOR-

Reference groups serve as one of the primary agents of consumer

Attitude is an enduring organization of motivational, emotional, perceptual

CONSUMER BUYING DECISION PROCESS

Consumer decision making process generally involves five stages-:

Purchase decision making process begins when a buyer becomes aware of an

Sources of information include:

Example: (continuing from previous…)

Consumers’ evaluates criteria refer to various dimension; features,

Example: (continuing from previous…)

Consumer favorable post-purchase evaluation leads to satisfaction.

Example: (continuing from previous…)

Since my title is “Consumer behavior during taking new mobile

1. To ascertain the attributes which influenced the customer’s in selecting a

Need of the study:

Exchange of information becomes the necessity of life to a common man.

Scope of this study:

The present study is contained to Bhubaneswar and it is decided to consider

In our country the growth of service marketing especially telecom industry is

1. Samuel, “customer satisfaction for cellular services, a study with a

Research is a movement of knowledge from known to unknown from the

Descriptive research design:

In this study primary data are used.

1) Will the respondent have the information/knowledge needed to answer the

2) Will the respondent understand the questions?

3) Will the respondent likely to give a true answer?

4) Will the formulation of the question bias the response

Basically in the beginning some sample questionnaires were developed and

In the initial phase of my survey I developed a questionnaire, but later I

Limitations of the study -

In 1993 the telecom industry got an annual foreign investment of Rs 20.6

Unrestricted entry is allowed in the basic services, national and international

Major Service providers in India

MOBILE SUBSCRIBER STATISTICS

CDMA Mobile Subscribers