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A PROJECT REPORT

A STUDY ON CONSUMER BUYING BEHAVIOUR IN TIKONA DIGITAL NETWORKS (P) LTD


In partial fulfillment for the award of the degree Of

MASTER OF BUSINESS ADMINISTRATION SUBMITTED BY


VISHWA KUMBH 1109670057
UNDER THE GUIDANCE OF Internal Guide: MS. EVITA SRIVASTAVA School of Management
Vishveshwarya instituted of Enggnerring & Tecnnology Gr.Noida.

AFFILIATED TO

MAHAMAYA TECHNICAL UNIVERSITY, NOIDA

CERTIFICATE

This is to certify that Vishwa Kumbh is a Post-graduate student of Vishveshwarya

Instituted of Enggnering&technology,Gr.Noida. and has successfully undergone a Summer


Internship Program (SIP), in the topic on STUDY ON CONSUMER BUYING BEHAVIOUR IN TIKONA
DIGITAL NETWORKS (P) LTD,

during the period May 2012 to July 2012 with Tikona Digital

networks Pvt. Ltd. The information submitted is true and original to the best of our knowledge.

DR.SURENDRA TIWARI Head of MBA Department Date:

Name of Supervisor: MS. EVITA SRIVASTAVA Designation: Sr. Asstt Professor Department: MBA

Vishveshwarya instituted of enggnerring & tecnnology Gr.Noida.

DECLARATION

Vishveshwarya instituted of Enggnerring & Tecnnology Gr.Noida

I hereby declare that the information presented is correct to the best of my knowledge and the analysis is as per the norms and guidelines provided for the report. I have utilized the requisite concepts and applied the required methodologies to analyze the primary data collected to reach the conclusion present in the report.

I claim the report to my indigenous work and have not been presented anywise for any purpose ,what-so-ever.

Date

Vishwa kumbh
(singnature of student)

Place

ABSTRACT

Vishveshwarya instituted of Enggnerring & Tecnnology Gr.Noida

The project for TIKONA DIGITAL NETWORKS (P) LTD is aimed for successful functioning of the organization. The researcher collected the primary information required for the study through a structured questionnaire. Website and books are the main part of secondary data. The nature of the study was descriptive. The sampling method used is convenience Sampling. The sampling size was 100 Respondents. This includes only consumers. The researcher while analyzing converted data made use of simple tabulations, percentage, correlation, chi-square test. The need of the study is to study the CONSUMER BUYING BEHAVIOUR for successful functioning of TIKONA DIGITAL NETWORKS (P) LTD. Finally, the last two chapter deal with the finding from the survey and the suggestion to the company is given followed by the conclusion.

ACKNOWLEDGEMENT

Vishveshwarya instituted of Enggnerring & Tecnnology Gr.Noida

Training is a real experience. Training for an MBA student, three months of summer training is practically more resourceful than all the management classes he had in the classroom. It is an experience, which sees one through his management career. This is mainly attributed to the fact that during these days of summer training every student comes to know about the real business world. Herein he learns how to put the lessons and the theories that he has learnt from numerous books at work. He learns business management in all ways. Firstly I would like to acknowledge our institute Vishveshwarya Instituted of Enggnering&

technology,Gr.Noida for providing me an opportunity to work on the field of Marketing. I am also


thankful to Dr.S.P Pandey (Director-VIET) on allotting his valuable time for interaction that helps in attaining proper orientation to the study. With due respect, I am sincerely thankful to Mr. Abhiram Bajpai (Zonal Sales Manager, Tikona Digital Networks) and Mr. Bhupendra Singh for the appropriate guidance, support & cooperation during this internship and in fact without them navigational assistance life would have been very difficult. I am also grateful to my faculty guide Mrs. Evita srivastva for guiding, inspiring and motivating me to work in this area.

Without his line of action, invaluable guidance and time, it would not have been possible for me to complete this project work. I would also like to thank all those who directly or indirectly helped me in my training. I would like to express thanks to all my friends who helped me in time and again in whatever possible ways during completion of the project as well as those persons from whom I have learned much more in past that help me in applying my ideas in the project report.

CONTENTS
ABSTRACT i

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ACKNOWLEDGEMENT LIST OF TABLES LIST OF FIGURES

ii iii iv

CHAPTER NO

CONTENTS

PAGE NO

1.1 Introduction 1.2 Statement of the Problem 1.3 Company Profile 1.4 Product Profile 1.5 Objectives Of The Study 1.6 Need For The Study 1.7 Scope Of The Study

1 2 3 5 8 9 10

2.1 Review of Literature

12

3.1 Research Methodology 3.2 Method Of Data Collection 3.3 Tools Of Analysis

23 25 26

4.1 Data Analysis And Interpretation 4.2 Findings Of The Study

29 54

5.1 Suggestions 5.2 Conclusion 5.3 Limitation

56 57

Bibliography Appendix

58 59

LIST OF TABLES

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TABLE.N O 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

CONTENTS Age Profile of the Sample Population Qualification of the Respondents Income Level of the customers Consumers using internet connection Showing the users intending internet connection Different uses of Internet Showing the users of particular company Existing users of Tikona wireless broadband Tikona brand awareness Source of brand awareness Users those who collect information before making purchase Word of mouth referrals by friends/ relatives Influence of Advertisements on Buying Decision of Consumers Preference by consumers regarding the features of brand Influence of Different Sources of Information on consumer buying decision Influence of different attributes of information on consumer buying decision Satisfaction with Tikona wireless broadband in comparison with other brands Tikona performance in terms of after sales service Tikona performance in terms of maintenance Tikona performance in terms of consumer expectation

PAGE. NO 30 31 32 33 34 35 36 37 38 39 40 41 42 43 45 46 47

18 19 20

48 49 50

LIST OF FIGURES

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TABLE.N O 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

CONTENTS Age Profile of the Sample Population Qualification of the Respondents Income Level of the customers Consumers using internet connection Showing the users intending internet connection Different uses of Internet Showing the users of particular company Existing users of Tikona wireless broadband Tikona brand awareness Source of brand awareness Users those who collect information before making purchase Word of mouth referrals by friends/ relatives Influence of Advertisements on Buying Decision of Consumers Preference by consumers regarding the features of brand Influence of Different Sources of Information on consumer buying decision Influence of different attributes of information on consumer buying decision Satisfaction with Tikona wireless broadband in comparison with other brands Tikona performance in terms of after sales service Tikona performance in terms of maintenance Tikona performance in terms of consumer expectation

PAGE. NO 30 31 32 33 34 35 36 37 38 39 40 41 42 44 45 46 47 48 49 50

CHAPTER 1 1.1 INTRODUCTION


Vishveshwarya instituted of Enggnerring & Tecnnology Gr.Noida

Before business can develop marketing strategies, they must understand what factors influence buyers behaviour and how they make purchase decisions to satisfy their needs and wants. Buyers are moved by a complex set of deep and subtle emotions. Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. Consumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

1.2 STATEMENT OF THE PROBLEM

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As we know that customer is the king of any business, It is essential to understand customer expectations their preferences towards the product and their needs and wants. Without understanding consumer behaviour no companies can survive. It serves as a feedback from the consumer and provide the companies the message regarding the consumer attitudes, companies position, competition, opinions of the consumer regarding the product etc. Now a days almost all the companies involves in collecting the data from consumers regarding their product and brand. They employee marketing people to let them know consumer behaviour. By keeping all this points in mind, as consumer behaviour plays a vital role for any organization, this project A STUDY ON CONSUMER BUYING BEHAVIOUR IN TIKONA DIGITAL NETWORKS PVT LTD, does the same.

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1.3 COMPANY PROFILE


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Tikona Digital Networks (TDN) is engaged in building the next generation wireless broadband services for home and enterprise customers in India. TDN has an all India Class-A ISP license granted by the Ministry of Communications, Govt. of India, for this purpose. TDN envisions a powerful Broadband-enabled India and will make all possible contribution to make this happen.

TDN would also be building a comprehensive services framework that can deliver leading edge voice, video, IT applications and multimedia content services over any broadband or IP-centric network. Such a framework can be outsourced by service providers globally, who desire to offer next generation services to their customers. TDN has engaged the best-in-class technology partners to build the required capability frameworks.

Innovation is our driving force and we create environment for the young talent in our company to conceive and incubate new ideas in order to develop and deliver useful services and solutions for our customers, thereby sustaining our competitive advantages.

TDN was founded in mid 2008 by veterans from the telecom industry, who have built some of the largest networks in India for mobile, enterprise, broadband and DTH services. TDN is adequately funded by top-end global investors and is committed to comply with the highest standards of corporate governance. Prakash Bajpai Founder,MD&CEO

Prakash Bajpai has a rich 31 years of experience in IT and Telecom Industry. He has been instrumental in building and leading organizations and business with revenueof more than $2billion.

An engineering graduate from Delhi University, Prakash started his career with IBM as an electronics engineer. He then moved to Phillips, where he was involved in the launch of color TV transmission in India. He was one of the first few employees of Tata Telecom. His experience cuts across geographies as he worked with AT&T Network Systems in the US. Post returning to India, he 11 spearheaded the Marketing, Sales & Network Planning activities at Tata Lucent Technologies. He then joined Hughes Telecom as President & CEO where he pioneered India's first Integrated Broadband Network in Maharashtra & Goa. He also led
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Hughes Telecom to launch India's first IPO (US$ 225 m) in the telecom sector. Prior to launching Tikona, Prakash was the President and CEO at Reliance Communications, where he was responsible for the Broadband, Enterprise, Data Center, PCO and DTH businesses of the company.

Prakash has also attained graduation from a number of in-house Management Programs conducted by the AT&T School of Business Management including mini-MBA in Financial Management

Tarun Kumar Chief Technology Officer

Tarun has over 19 years of industry experience spanning in IT, broadband and digital broadcast technologies. He has successfully deployed and managed operations of many technology intensive projects including enterprise and retail broadband BSS, cutting edge Interactive IPTV over metro Ethernet network, service delivery platforms for New-age products and broadband radio access networks.

Tarun is an electronics and communication engineer with M Tech (Integrated Electronics) from Indian Institute of Technology (1990 batch).

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1.4 PRODUCT PROFILE

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Tikona sells the services to peoples as a wireless broadband. It employees 4G technology through which consumers are able to access the internet without any wire but with a high download speed of 2mbps.

Tikona provides this services to consumers via various schemes

Circuit breaker plans Fixed monthly plans Unlimited plans

2 MBPS CIRCUIT BREAKER PLANS Details Monthly plan charges Installation charges Modem rental Free usage Guaranteed maximum bill amount Subscription amount Maximum PC Registration Maximum simultaneous PC connections CB499 499 500 0 5000 999 1102 8 8 CB299 299 500 0 1000 999 881 8 8 CB49 49 500 50 100 999 661 8 8

FIXED MONTHLY CHARGE PLANS

Details Monthly plan charges 13 Installation charges

FMC599 599 500

FMC799 7899 500

FMC1499 1499 500

FMC2499 2499 500

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Bonus Bandwidth of 2Mbps(MBs/month)

4000

8000

15000

50000

Speed beyond Free usage Charges during Subscription amount Maximum PC Registration Maximum simultaneous PC

256 NILL 1213 8 2

512 NILL 1433 8 3

750 NILL 2205 8 4

1024 NILL 3308 8 5

UNLIMITED USAGE PLANS

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Details

UNLTD 549

UNLTD 649 649

UNLTD 799 799

UNLTD13 99 1399

UNLTD 3499 3499

UNLTD 1649 1649

Plan charges

549

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Installation charges Download speed

500

500

500

500

500

250

300

600

750

1024

2048

300

Subscription amount Maximum PC registration Maximum simultaneous PC connections

1157

1267

1433

2095

4411

2095

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1.5 OBJECTIVES OF THE STUDY


The study the buying behaviour of the consumers Tikona digital network connection. know how the Company has been encountering the aggressive marketing strategies of competitors. find out what marketing strategies should be undertaken
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to increase the market share of the brand

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To understand how these factors influence consumers buying decision. And understand what consumers consider while going for purchasing a wireless internet broadband connection understand the consumers perception towards the company. Tikona digital network. To determine whether there is any deviation between the features of the brand and the acceptance of the consumers.
.

1.6. NEED & SCOPE FOR THE STUDY


Before business can develop marketing strategies, they must understand what factors influence buyers behaviour and how they make purchase decision to satisfy their needs and wants. 16 This study aims towards collecting information about consumers Psychology towards wireless internet connection and thus helping Tikona in understanding customers nature and help in developing strategies which will thus help them in increasing their business.
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This study helpful to know in which stage the brand would be in industrial life cycle. It is done to understand what consumers consider while going for purchasing a wireless internet broadband connection. By this study we came to know how the organization retaining and sustaining its customer. The main purpose of this project is to study consumers buying behaviour and develop strategies which help Tikona in increasing their market share. This study is mainly focused on various factors that affect consumers buying decision. Such as social, psychological and personal. The survey was conducted among different groups and all possible local areas in Noida were considered for the study. The sample size was of 100 people who included people from various age groups and different income levels. The data was collected through filling of questionnaire and interview. The survey helped in understanding the various factors that influenced the buying decisions of the customers and understanding their needs when it comes to wireless broadband internet connection. This study helps to understand the satisfactory level of consumers towards the brand. And also understanding the consumer attitudes and their buying motives by means of company brand image.

CHAPTER 2

2. REVIEW OF LITERATURE
LITERARY REVIEW: 17 Psychologists have long been interested in the topics of buying and shopping behaviour. Some major perspectives in psychology such as behaviourism and cognitivism have formulated different theories to explain buying motivation and behaviour. The behaviourists stress the process of

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operant conditioning and individuals history of reinforcement, while the cognitive approach puts its accent on individuals free will and intentional, voluntary action. The views of these two perspectives can be examined in terms of the nature of buying behaviour and the process of choice.

Based on their different conception about the nature of buying behaviour, the behaviourist and the cognitive theorists have different views on the process of choice when buying. The behaviourists propose that consumer choice begins with an external stimulus such as an advertising message or word-of-mouth communication. Etc. However, the cognitive psychologists adopt a different approach to explain the process of choice. They consider the choice of buying as a rule-following behaviour Etc.

To the behaviourists, therefore, choice of buying is simply a behaviour, the only way of acting in a given set of circumstances defined in terms of controlling contingencies. On the other hand, the cognitive theorists present choice of buying as an outcome of internal, mental deliberation and psychological decision. Actually, although the behaviourists and the cognitive theorists have different ideas of the content of choice, they do share similar view on the unconscious feature of choice (rather involuntary response to discriminative stimulus and the following of rules).

THEORITICAL REVIEW: Consumer is the king and it is the consumer who determines what a business is. Therefore, a sound marketing program should start with a careful analysis of the habits, attitudes, motives and needs of consumers. Consumer behaviour is prerequisite though the process is highly complicated. At the same time, a firms ability to establish and maintain satisfying exchange relationships depends on the level of understanding of buying behaviour. Thus, buying behaviour is the decision process and acts of people involved in buying and using products.

Need for Understanding Consumer Behaviour


Knowledge of consumer behaviour would render immense help for planning and implementing 18 marketing strategies.

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Secondly, the proof of establishing consumer orientation in the marketing. This is known only when marketing mix is developed to include positive answers to the questions listed in the beginning of this chapter. Thirdly, by gaining a better understanding of the factors that affect buyer behaviour, marketers are in a better position to predict how consumers will respond to marketing strategies. Finally, consumer is the principala priori of business. The efficiency with which a free market system of enterprise operates, in the last analysis, depends upon the extent of consumer understanding possessed by the business cannot possibly fulfill its obligations in a meaningful and responsive manner. This is exactly the reason why consumer behaviour is given importance in modern marketing.

Consumer Decision Behaviour


It is a usual behaviour with most consumers to seek the objective of creating maintaining a collection of goods and services that provides current and future satisfaction. The various types of consumer decision-making vary considerably and are classified as follows: 1. Routine response behaviour. 2. Limited decision-making, and 3. Extensive Decision-making.

1. Routine decision behaviour - is usually found in the cases of frequently purchased and low-cost items. They are also aware of alternative brands, for instance, if you intended to buy a particular would switch over to a second preferred brand of their choice. Thus, products that are bought through routine response behaviour are purchased quickly with very little mental effort. 2. Limited decision-making - is pertinent in the case of purchases made by the consumers less frequently. The investment needed also will be comparably high. Hence, the consumers may acquire 19 information about all possible brands and some amount of mental exercises would follow to arrive at a decision about all possible brands. Thus, limited decision-making requires a moderate amount of time for information gathering and deliberation.

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3. Extensive decision-making _is required when a consumer wants to purchase unfamiliar products which is totally new, having high unit value and bought preferably once in his life time. Before such a product is bought, the consumer uses many criteria for evaluating alternative brands and substitute products and spends much time in seeking information and deciding on the purchase. An interesting but a notable point in this connection is that the type of decision-making need not necessarily remain constant. The following illustrates the variations more clearly. Degree of Search Level of Prior Experienc e Frequency of Purchase Amount of Perceived Risk Time Pressure

Extended Consumer Decisionmaking Limited Consumer Decisionmaking Routine Consumer Decisionmaking Very High Moderate Very Low

Factors Influencing Consumer Buying Behaviour


Several factors determine the buying behaviour of consumers. These factors may be classified as follows:

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(1)

Personal Factor:
These include factors unique to a particular person. Numerous personal factors influence

purchase decisions: (a) Demographics Individual characteristics such as age, sex, race, ethnicity, income, occupation and family life cycle are called demographics. These have a bearing on who is involved in family decision-making. (b) Life styles Life style means an individuals pattern of living expressed through activities, interests and opinions. Life style patterns include the ways people spend-time, the extent of their interaction with others, and their general outlook on life and living, people partly determine their own life styles and partly these are shaped by personality and demographics. (c) Situation. Situational factors are influences resulting from circumstances, time and location that affect the consumer buying behaviour.

(2) Social factors: The factors that other people exert on buying behaviour are called social
factors. These factors are as follows (a) Roles and Family Role means the activities that a person is supposed to perform. A person occupies several positions and, therefore, he/she has many roles. (b) Reference Group A reference group is any group that exercises a positive are three major types of reference groupsmembership, aspiration and dissociative. A reference group may serve as an individual, point of comparison and source of information. 21 (c) Opinion leader

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The reference group members who provides information about a specific share that interests members of the group is called opinion leader. An opinion leader is likely to be most influential when consumers have high product involvement buy low product knowledge, when they share the attitudes and values of the opinion leader and when the product details are numerous and complicated. (d) Social Class A social class means an open group of individuals with similar social rank. Quite often people in a society are classified into upper, middle and lower classes on the basis of their income and occupation. Consumers belonging to a particular social class tend to have common behavioural patterns. They may have similar attitudes and values. (e) Culture and Sub-cultures Culture is the aggregate of customs, beliefs, values, and objects that a society uses to cope with its environment and passes on to future generations. Our culture determines what we want and wear,. It also influences how we buy and use products. Cultural changes affect marketing mix.

(3) Psychological factors:


Factors that operate within individuals and determine their general behaviour are as follows:

(a) Perception Perception is the process of selecting, organizing and interpreting information to derive meaning. Different people perceive the same thing at the same time in different ways.

(b) Motives A motive means an internal force that orients a persons activities towards need satisfaction. A set of motives affects a buyers actions. Motives that influence where a person buys 22 products on a regular basis are known as patronage motives. These include location, price, variety, service and behaviour of sale people. Marketers use depth interviews, projection and other methods to know and understand the motives of buyers

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(c) Learning Changes in an individuals behaviour due to information and experience are called learning. A consumer tends to repeat purchase actions which create satisfaction. Inexperienced buyers use price as an indicator of quality more advertisements, salespersons, friends and relatives. They also learn by buying and using products.

(d) Attitudes Attitude refers to an individuals enduring evaluation, feelings and behavioural tendencies toward an object or idea. An individuals attitudes remain generally stable and do not vary from moment to moment. Attitudes play a significant role in determining consumer behaviour.

(e) Personality Personality refers to a set of internal traits and distinct behavioural tendencies that result in consistent patterns of behaviour. An individuals personality is the outcome of heredity and personal experiences. It makes the individual unique.. Personality influences the type of brand and products purchased. (f) Self-concept Self-concept of self-image means a persons perception or view of himself. Individuals develop and alter their self=concept through interaction of social and psychological dimensions. Research shows that a buyer purchases products that reflect and enhance the selfconcept. A persons self-concept may also influence selection of products category and brand.

Consumer Buying decision Process


The process which consumers proceed while making their buying decisions is known as the 23 consumer buying decision process. This process consists of five stages a s shown in following fig. Arrows connect all the elements in the decision process and show the impact of demographics, social factors, and psychological factors upon the process.

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Arrows show feedback. (a) Shows the impact of social and psychological factors (b) Shows the impact of a purchase on social and psychological factors such as social class. Problem Awareness Informatio n Search Evaluation of Alternatives Purchase Decision Post-purchase Behaviour Roles and Family Person Specific Influences Social & Psychologic al Influences

Stimulus

The stages in consumer buying decision process are below: 1. Problem Recognition
A buyer recognizes the problem when he becomes aware of the desired state and an actual condition. The speed with which a consumer recognizes the problem can be quite fast or slow. Sometimes, a person has a problem or need but is unaware of it. Marketers use advertising, personal selling and other methods to help trigger recognition of such needs or problems.

2. Information search
After recognizing the problem or need, a buyer search for product information that can resolve the problem or satisfy the need. There are two types of information search. In the internal search which is our self and external search which consists of friends, relatives, and media. Marketers repeat advertisements and use visuals to increase consumer learning of information.

3. Evaluation of alternatives
A successful information search yields a number of brands that a buyer views as possible alternatives. This group of products/brands is called the buyers evoked set. Various objective and subjective characteristics that are important to the buyer are used to evaluate the alternatives. Cost and warranty are

examples of objective criteria whereas brand image and style are examples of subjective characteristics. 24

4. Purchase

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In this stage the buyer chooses the product or brand to be bought. Product availability may influence which brand is purchased. The terms of sale (price, delivery, warranty, maintenance agreement, installation and credit arrangement) are settled finally, the actual purchase takes place.

5. Post-purchase behaviour
After the purchase, the buyer begins evaluating the product to ascertain if its actual performance meets the expectations. Many criteria used in evaluating alternatives are applied again for this purpose. The outcome of this stage is either satisfaction of dissatisfaction. Shortly after purchasing an expensive product, a buyer doubts whether he make the right decision.

Buying Motives of Consumers


A buying motive means what induces a customer to buy a product. There is a buying motive behind every purchase. But the motive may differ from one buyer to another. Buying motives may be classified as follows: 1. Internal and External Motives Internal buying motives are inherent in the minds of consumers. They arise from the basic needs like hunger, safety, comfort, pleasure, etc. internal buying motives may be rational or emotional. External buying motives are those which a customer learns or acquires from his environment. Social status, social acceptance, achievement, etc. are examples of such motives. Income, education, occupation, religion, culture, family and social environment influence external motives.

2. Rational and Emotional Motives Buying motives are those which are based on logical reasoning and consideration of economic consequences. They include the cost, durability and dependability of the product/service. Emotional buying motives are based on personal feelings. These motives include ego, prestige, love and affection, status, pride, etc.

3. Product and Patronage Motives 25 Product motives are of two types-primary and secondary. Primary buying motives are the reasons due to which consumers buy one class of products rather than another. These motives

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arise directly from human needs and wants. These include the desire for health, beauty, knowledge, relaxation, recognition, etc. Secondary or selective buying motives induce consumers to buy certain kinds of products. These include desire for convenience, dependability, durability, economy, versatility, etc.

CHAPTER 3
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3.1 RESEARCH METHODOLOGY

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The purpose of the research methodology is to describe the research procedure. This includes the overall design, the sampling procedure, the data collection method analysis procedures. This section is important because it is hard to discuss methodology without using technical terms. Yet, most of the reader will not understand the technical language. This study was made based on primary data. Distributing the questionnaire to the respondents collected the data. The questionnaire containing questions relating to socio- economic status of the respondents.

RESEARCH DESIGN:
A research design is the specification of methods and procedure for acquiring the information needed to structure or to solve problem. It is the overall operational pattern of frame work of the project that stipulates procedures. A research design is therefore defined as A plan, structure and strategy of investigation conceived so as to obtain answers to research question and control vacancies.

Descriptive Research Design: Descriptive research is contract to explorative research is marked by the prior formulation of specific research question. The problem, perhaps as a result of an exploratory study, before the project is initiated. He should be able to define clearly what he wants to measures and to setup appropriate and specific means for measuring it. Descriptive research design includes surveys, fact findings, and enquiries of different kinds. The main characteristic of this method is that researcher has no control over the variable. He can only report what has happened or what is happening. Most EX-POST FACTO research projects are used for descriptive studies in which the researcher seeks to measure such items. Descriptive research will be applicable to the existing problems.

RESEARCH INSTRUMENT
27 The research instrument used in this study structured questionnaire. Structured questionnaire are those questionnaire in which there are predetermined question relating to the aspect for which the

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researcher collects data. The questions are presented with exactly the same wording in the same order to all the respondents.

QUESTIONNAIRE DESIGN
The structured questionnaire for appraisal system with the following types of questionnaire open ended, multiple choice, types of questions.

AREA OF STUDY
The area of study is confined to customers of TIKONA Digital Networks (P) Ltd, New delhi.

SAMPLING METHOD
The sampling method involved is convenient sampling method.

CONVENIENT SAMPLING Convenient sampling is also known as purposive are deliberate sampling. This sampling method involves purposive or deliberate selection of particular unit of the universe for constituting a sample which represents the universe. When population elements are selected for inclusion in sample based on the case access, it can be called convenience sampling.

SAMPLE Sample denotes only a part of the conclusions are drawn on the basis of entire universe.

SAMPLE SIZE The sample size is restricted to 100 customers. The sample questionnaire consists of closed ended quetionnaire.

28 DATA SOURCES

3.2 DATA COLLECTION METHODS

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Data sources can be classified into two types namely. *Primary data *Secondary data PRIMARY DATA Primary data consists of original information collected for specific purpose. In this study, primary data has been used. To obtain the primary data a well structured both open ended and close ended questionnaire was prepared to get the response. The respondents were given up the questionnaire and made them fill it to get their response.

SECONDARY DATA Secondary data can be defined as the information already existing some where having been collected for some other purpose. In this study the secondary information is obtained from the various books, articles and from the company.

TOOLS FOR DATA COLLECTION

The following tools were used for data collection.

A. Questionnaire B. Personal interview

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3.3 TOOLS OF ANALYSIS


The statistical tools and test used for this study are.
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Simple percentage analysis Chi-square test. Correlation Analysis

SIMPLE PERCENTAGE ANALYSIS:


Simple percentage analysis is used for analysis of the data that is collected for research work, simple percentage are often used in data presentation for the simplify, numbers, through the use of percentages, the data are reduced in standard form with base equal to which it facilitates the relative comparisons. Simple percentage method = no. of respondents / total no. of samples * 100.

CHI-SQUARE TEST:
The chi-square test is one of the most useful non-parametric tests used in statistical analysis. The chi-square test was first used by Karl Pearson in 1900; it is used to compare the observed and expected frequencies. It is important to keep in mind that the chi-square test only tests whether two variables are independent. It cannot address questions of which is greater or less. Using this chi-square test, we cannot evaluate directly the hypothesis, the test can only test whether the two variables are independent or not. A set of expected frequencies is desired under the assumption that the null hypothesis is true. This test enables us to find of the deviation of the expected frequency from theoretical ones is just by chance or due to the inadequacy of the theory to fit the data. Oi (I = 1, 2, 3,.., n) be the set of observed frequencies and Is Ei (I = 1, 2, 3, n) be the set of expected frequencies, then Karl Pearsons chiN X2 = ( Oi Ei )2 /Ei I=1/Ei 30 square statistics is given by

This statistics has a constraint that n n Oi = Ei


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i=1

i=1

If the above calculated X2 value is less than the tabulated X2 the value, we accept the null hypothesis. While comparing the calculated value of X2 with the table value we have to determine the degree of freedom. The degrees of freedom may be considered as the number of independent observations in the sample minus number of k observations which can be estimated using the independent

observations . The degree of freedom

V=n-k

Since we have that Oi = Ei = N, the total frequency, can find one observation say nth i=1 i=1 Observation using the remaining (n-1) observations, n=n-Ei, = 1, 2, 3.n-1 Hence, the above-defined chi-square has n-1 degrees of freedom. The observed chi-square value should be compared with the tabulated chi-square with (n-1) degrees of freedom.

CORRELATION ANALYSIS:
Correlation analysis deals with the association between two or more variable . It does not tell anything about cause and effect relationship. Correlation value shall always lie between +1 and -1. it shows there is perfect positive correlation between variables. When r=0, there is no correlation. r =cov (x,y) /s.d (x)* s.d(y) r-correlation Coefficient x & y are variables

CHAPTER 4
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4.1 DATA ANALYSIS & INTERPRETATION

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The data after collection has to processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientist study and for ensuring that we have all the relevant data. Processing implies editing, coding, classification and tabulation of collected data so that they acquiescent to analysis. The term analysis refers to the computation of certain measures along with searching for patterns of relationships that exits among data groups. Thus, In the process of analysis, relationships or difference supporting of conflicting with original or hypothesis should be subjected to statistical tests of significance to determine with that validity data can be said to indicate any conclusions. Analysis of data in general way involves no: of closely related operation that performed with the purpose of summarizing the collected data and organizing them in such manner that the answers the research questions.

32 1. Age Profile of the Sample Population 2.

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TABLE NO: 1 Age Profile of the Sample Population Attributes Less than 18 Years Between 18-23 Years Between 23-28 Years Between 28-45 Years More than 45 Years No.of Respondents 9 23 46 14 8 Percentage 9 23 46 14 8

FIGURE NO: 1 Age Profile of the Sample population


50 45 40 35 30 25 20 15 10 5 0 Less than 18 Between 18- Between 23- Between 28- More than 45 Years 23 Years 28 Years 45 Years Years Age group of respondents

Inference: It is found that 69% of respondents are in the age group 18-28 years, 14% are in the age group of 28 to 45 years, only few respondents are in age group who are less than 18 years and more than 45 years.

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3. Qualification of the Respondents 4.
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TABLE NO: 2 Qualification of the Respondents Attributes 10 pass or below Higher Secondary level Graduate Post Graduate
th

No.of Respondents 8 18 42 32

Percentage 8 18 42 32

FIGURE NO: 2 Qualification of the Respondents

45 40 35 30 25 20 15 10 5 0 Below secondary level Higher Secondary level Graduate Post Graduate

Percentage

Qualification

Inference: It is found that 26% of the respondents are below higher secondary level, 42% are graduates and 32% are post graduates.

34 3.Income Level of the customers

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TABLE NO: 3 Income Level of the customers

Attributes Less than 10,000 10,000-20,000 20,000-40,000 Greater than 40,000

No. of Respondents 14 24 34 28

Percentage 14 24 34 28

FIGURE NO: 3 Income Level of the customers

40 35 30
Percentage

25 20 15 10 5 0 Less than 10,000 10,00020,000 20,00040,000 Greater than 40,000

Monthly Income

Inference: It is found that 14% of the respondents monthly income is less than Rs. 10000, 24% is in between 10000 and 20000, 34% is in between 20000 and 40000, 28% is greater than 40000.

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4. Do you have an internet connection?

TABLE NO: 4 Showing the users of internet connection

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Attributes Yes No

No.of Respondents 69 31

Percentage 69 31

FIGURE NO: 4 Showing the users of internet connection

31%

Yes No 69%

Inference: It is found that 69% of the respondents are having internet connection and 31% are not having internet connection.

5. If No, are you looking for an internet connection?

36 TABLE NO: 5 Showing the users intending internet connection

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Attributes Yes No

No.of Respondents 65 35

Percentage 65 35

FIGURE NO: 5 Showing the users intending internet connection

35%

Yes No 65%

Inference: It is found that 65% of the respondents who are not having internet connection are looking for internet connection, while 35% dont have any idea of purchasing a new one.

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6. For what purpose do you use internet? TABLE NO: 6 Different uses of Internet

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Attributes Research/Studies Job search Emails Chatting Downloading

No.of Respondents 8 22 35 25 10

Percentage 8 22 35 25 10

FIGURE NO: 6 Different uses of Internet

10%

8% 22% Research/Studies Job search Emails Chatting Downloading 35%

25%

Inference: It is found that 8% of the respondents use internet for research, 22% for searching jobs, 35% for checking mails, 25% for chatting and 10% for downloading.

38 7. Which internet connection you are using currently?

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TABLE NO: 7 Showing the users of particular company

Atttributes Airtel Bsnl Reliance Mts Others

No.of Respondents 25 33 18 9 15

Percentage 25 33 18 9 15

FIGURE NO: 7 Showing the users of particular company

15% 25% 9% Airtel Bsnl Reliance Mts 18% 33% Others

Inference: It is found that 25% of the respondents use airtel service, 33% are using BSNL, 18% are using reliance, 9% are using MTS and 15% are using other services.

39 8. Have you used Tikona wireless broadband?

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TABLE NO: 8 Existing users of Tikona wireless broadband

Attributes Yes No

No.of Respondents 25 75

Percentage 25 75

FIGURE NO: 8 Existing users of Tikona wireless broadband

25%

Yes No

75%

Inference: It is found that 25% of the respondents are using Tikona and 75% are not the users of Tikona product.

40 9. If No, are you aware of the Tikona wireless broadband?

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TABLE NO: 9 Tikona brand awareness Attributes Yes No No.of Respondents 87 13 Percentage 87 13

FIGURE NO: 9 Tikona brand awareness

13

Yes No

87%

Inference: It is found that 87% of the respondents are aware of Tikona and only 13% are unaware of the existence of Tikona product.

41 10. If Yes, how do you came to know about this brand?

TABLE NO: 10 Source of brand awareness


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Attributes Pamphlets Newspaper/magazines Sales Executives Any other source

No.of Respondents 8 31 42 19

Percentage 8 31 42 19

FIGURE NO: 10 Source of brand awareness

19%

8%

31%

Pamphlets Newspaper/magazines Sales Executives Any other source

42%

Inference: It is found that 8% of the respondents came to know about the brand through TV ads, 31% through newspapers, 42% through sales executives, 19% through other sources.

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11. Did you collect any information before making purchase?

TABLE NO: 11 Users those who collect information before making purchase

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Attributes Yes No

No.of Respondents 90 10

Percentage 90 10

FIGURE NO: 11 Users those who collect information before making purchase

10%

Yes No

90%

Inference: It is found that 90% of the respondents collected information before making a purchase decision while 10% did not collect any information.

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12. Have your friends/ relatives opinions influenced you to buy Tikona wireless broadband? TABLE NO: 12 Word of mouth referrals by friends/ relatives

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Attributes Strongly agree Agree Neutral Disagree Strongly disagree

No.of Respondents 33 26 11 23 7

Percentage 33 26 11 23 7

FIGURE NO: 12 Word of mouth referrals by friends/ relatives

7% 23% 33% Strongly agree Agree Neutral Disagree 11% 26% Strongly disagree

Inference: It is found that 33% of the respondents strongly agree that friends had a major influence in purchase decision, 26% agree, 11% are neutral, 23% are disagree and 7% strongly disagree that friends had a major influence in purchase decision.

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13. Has the advertisement insisted major influence in your buying decision? TABLE NO: 13 Influence of Advertisements on Consumers buying decision

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Attributes Strongly agree Agree Neutral Disagree Strongly disagree

No.of Respondents 23 11 22 9 35

Percentage 23 11 22 9 35

FIGURE NO: 13 Influence of Advertisements on Consumers buying decision

23% 35% Strongly agree Agree 11% Neutral Disagree Strongly disagree 9% 22%

Inference: It is found that 23% of the respondents strongly agree that advertisement had a major influence in purchase decision, 11% agree, 22% are neutral, 9% are disagree and 35% strongly disagree that advertisement had a major influence in purchase decision.

45 14. What are the features you look in a product before making purchase decision? Give preferences.

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TABLE NO: 14 Preference by consumers regarding the features of brand

Particulars

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Brand Credibility Price & Discount After Service Value for Money Add on features

32 36

28 24 32

16 14 12

14 14 10

10 12 8

Sales 38

28 26

34 32

16 28

14 8

8 6

FIGURE NO: 14 Preference by consumers regarding the features of brand

8.8% 12% 32% Strongly agree Agree Neutral 17.2% Disagree Strongly disagree 30%

Inference: It is found that 32% of the respondents strongly agree that features had a major influence in purchase decision, 30 % agree, 17.2% are neutral, 12% are disagree and 8.8% strongly disagree that friends had a major influence in purchase decision.

46 15. Whom do you consult while buying a wireless internet broadband connection?

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TABLE NO: 15 Influence of Different Sources of Information on consumer buying decision

Attributes Friends Relatives Internets Newspaper/Magazines Any other source

No.of Respondents 43 21 12 19 5

Percentage 43 21 12 19 5

FIGURE NO: 15 Influence of Different Sources of Information on consumer buying decision

5% 19% 43% Friends Relatives Internets 12% Newspaper/Magazines Any other source 21%

Inference: It is found that 43% of the respondents are influenced by their friends, 21% by relatives, 12% by internets, 19% by newspapers and 5% by Any other source while making purchase decision.

47 16. Rate the following attributes according to the importance you give while buying a wireless internet broadband connection?
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TABLE NO: 16 Influence of different attributes of information on consumer buying decision

Attributes Brand name of the company Net Speed Area wise Connectivity Price of the product Monthly Tariff plans

No.of Respondents 5 25 10 15 45

Percentage 5 25 10 15 45

FIGURE NO: 16 Influence of different attributes of information on consumer buying decision


5% 25% 45% Brand name of the company Net Speed Area wise Connectivity 10% 15% Price of the product Monthly Tariff plans

Inference: It is found that 5% of the respondents are influenced by brand name of the company, 25% by net speed, 10% by area wise connectivity, 15% by price of the product, and 45% by monthly tariff plans available while making purchase decision.

48 17. How satisfied are you with Tikona wireless broadband compared with the others substitutes available in the market?
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TABLE NO: 17 Satisfaction with Tikona wireless broadband in comparison with other brands Attributes Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied No.of Respondents 12 28 53 5 2 Percentage 12 28 53 5 2

FIGURE NO: 17 Satisfaction with Tikona wireless broadband in comparison with other brands

5%

2%

12% Highly satisfied Satisfied 28% Neutral Dissatisfied Highly dissatisfied

53%

Inference: It is found that 12% of the respondents are highly satisfied with product, 28% are satisfied, 53% are neutral, 5% are dissatisfied and 2% is highly dissatisfied with product.

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CHI-SQUARE TEST:

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Particulars

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

Total

Brand Credibility Price Discount After Service Value Money Add features Total

32

28

16

14

10

100

& 36

24

14

14

12

100

Sales 38

32

12

10

100

for 28

34

16

14

100

on 26

32

28

100

160

150

86

60

44

500

NULL HYPOTHESIS: H0 There is no significant difference between the features of the brand and the acceptance of the consumers.

ALTERNATIVE HYPOTHESIS: H1 There is significant difference between the features of the brand and the acceptance of the consumers. Calculated value of chi-square=19.528 Tabulated value of chi-square at 5% level of significance=26.3 Since Tabulated value > Calculated value Null Hypothesis Accepted. There is no significant difference between the features of the brand and the acceptance of the consumers.

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CORRELATION ANALYSIS:

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NULL HYPOTHESIS: There is no significant difference in the purchase influenced by the word of the mouth referrals of friends and the purchase influenced by the advertisements. ALTERNATIVE HYPOTHESIS: There is significant difference in the purchase influenced by the word of the mouth referrals of friends and the purchase influenced by the advertisements. X 33 26 11 23 7 100 Y 23 11 22 9 35 100 XY 759 286 242 207 245 1739 X2 1089 676 121 529 49 2464 Y2 529 121 484 81 1225 2440

r= cov(x,y)/s.d(x)*s.d(y) r= -0.578 Since the value of r is negative, Alternative hypothesis get accepted. There is significant difference in the purchase influenced by the word of the mouth referrals of friends and the purchase influenced by the advertisements.

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4.2 FINDINGS OF THE STUDY

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Majority of the respondents are in the age group of 18 to 28 years. This group forms the major target segment of Tikona Broadband. Majority of the respondents who use internet connections are educated people who have completed either graduation or post graduation. Mostly respondents whose monthly income is greater than Rs.20000 are using internet connection. 70% of the respondents are having internet connections at home. 65% of the respondents who are not having internet connection are looking for internet connection, while 35% dont have any idea of purchasing a new one. Majority of the respondents use internet for chatting, downloading and checking mails. Only few use it for searching jobs and research purposes. Majority of the respondents are using reputed broadband services like BSNL, Reliance, Airtel. Only few use new services like MTS and others. While majority of the respondents are aware of the existence of Tikona Broadband, only few respondents have used it. Majority of the respondents came to about this brand through sales executives and pamphlets issued along with newspapers. Majority of the respondents collect all the relevant information necessary before making purchase. Nearly 60% of the respondents are influenced by their friends and relatives while making a purchase decision. Majority of the respondents are not influenced by the advertisements while making purchase decision. Monthly tariff plans and net speed are the important factors taken into consideration while making purchase decision. 40% of the customers are satisfied with Tikona broadband while only 7% are dissatisfied with this product, all others response is neutral. 40% of the respondents are satisfied with after sales service while only very few are dissatisfied with the after sales service. 40% of the customers are satisfied with the maintenance of Tikona broadband while only 7% 52 are dissatisfied, all others response is neutral

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Nearly 50% of the respondents are satisfied as the product meets the expectation of the customers while 43% of the respondents feel neutral. There is no significant difference between the features of the brand and the acceptance of the consumers. There is significant difference in the purchase influenced by the word of the mouth referrals of friends and the purchase influenced by the advertisements.

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CHAPTER 5 5.1 SUGGESTIONS

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Most of the respondents came to know about this brand only through sales executives. Steps can be taken to improve the awareness of the product among people. Majority of the respondents are using reputed brands like BSNL, Reliance etc. Steps can be taken to make Tikona a reputed brand. Tikona is bought by majority of the people for its low tariff plan and high net speed. This shall be maintained. Further this brand is available only in major cities like Chennai, Bangalore, Mumbai etc. Steps can be taken to promote the product in other parts of India. Advertisements play a meager role in influencing people in making a purchase decision. Only friends and relatives play a major role in influencing people. Steps can be taken to improve advertisements in television and radio to promote the product. Respondents are satisfied with the after sales service of the product, feel that the product is easy to maintain and also the product meets the expectation of the customers. This shall be maintained.

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5.2 CONCLUSION

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Consumer behaviour plays a vital role recent days so the researcher carefully under takes the survey of consumers to find out its effect on TIKONA DIGITAL NETWORKS PVT LTD on the basis of that survey. All the things are mostly favourable to Tikona, the Tikona should continue the same strategy. Tikona should concentrate on sales promotional activities & recruits additional number of employees in service department in order to provide uninterrupted service to consumers. Tikona have a good brand image among consumers so in order to retain the consumers and to sustain the image it is recommended that the organization should follow the suggestions as given above in the project.

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.8. LIMITATIONS OF THE STUDY

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This study is restricted to marketing area. Time is the major limitation of this study . This study is performed only for a period of 90 days. Convenience sampling is used in this study. Less number of consumers are taken as sample in this study i.e. 100 Respondents. Information collected is ineffective for consideration becasuse due to less number of samples.

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BIBLIOGRAPHY

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Dr. GUPTA C.B. Dr. N. RAJAN NAIR. Marketing Management, New Delhi Sultan Chand & Sons, Publishers 2003.

KOTHARI. C.R. Research methodology, New Delhi, New Age International

GUPTA S.P., STATISTICAL METHODS, New Delhi, Sultan Chand & Sons, Publishers 2003

PHILIP KOTLER, Kevin LANE KELLER, ABRAHAM KOSHY, MITHILESHWAR Marketing Management,13th Edition, New Delhi, Pearson Education, 2008

LEON G. SCHIFFMAN, LESLIE LAZAR KANUK, Consumer Behaviour,9th Edition, New Delhi, Prentice Hall of India Pvt. Ltd., 2007

ANNEXURES
57

QUESTIONNAIRE

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Respected madam/sir, As a part of my project I would like to gather some information from you Which will help me in an in depth study of project. The information provided by You will be kept confidential and will be used for academic purpose only. I would be obliged if you co-operate with me in filling the questionnaire. 1. Name .

2. Gender

a) Male b) Female

3. Age

a) Less than 18 years b) Between 18-23 years c) Between 23-28 years d) Between 28-45 years e) More than 45 years

4. Qualification of the Respondents a) 10th pass or below b) Higher secondary level c) Graduate d) Post Graduate

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5. Monthly Income of the Family

a) Less than Rs. 10,000

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b) Between Rs. 10,000-Rs. 20,000 c) Between Rs. 20,000-Rs. 40,000 d) More than Rs. 40,000

6. Do you have an internet connection?

a) Yes b) No

7. If No, are you looking for an internet connection?

a) Yes b) No

8. For what purpose do you use internet?

a) Research/Studies b) Job Search c) Emails d) Chatting e) Downloading

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9. Which internet connection you are using currently?

a) Airtel

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b) Bsnl c) Reliance d) Mts e) others

10. Have you used Tikona wireless broadband?

a) Yes b) No

11. Are you aware of the Tikona wireless broadband?

a) Yes b) No

12. If Yes, how do you came to know about this product?

a) Advertisements b) Newspapers/ Magazines c) Company Sales Executives d) Any other source

13. Do you collect any information before making purchase?

a) Yes b) No

60 14. Have your friends/ relatives opinions influenced you to buy Tikona wireless broadband?

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a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree

15. Has the advertisement insisted major influence in your buying decision? a) Strongly agree b) Agree c) Neutral d) Disagree e) Strongly disagree

16. What are the features you look in a product before making purchase decision? Give preferences. a) Brand credibility b) Price and discount c) After sales services d) Value for money e) Add on features

17. Whom do you consult while buying a wireless internet broadband connection?

a) Friends b) Relatives c) Internets d) Newspaper/ Magazines e) Any other source

61 18. Rate the following attributes according to the importance you give while buying a wireless internet broadband connection?
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a) Brand name of the company b) Net Speed c) Area wise Connectivity d) Price of the product e) Monthly Tariff plans

19. How satisfied are you with Tikona wireless broadband compared with the others substitutes available in the market? a) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied

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