PROJECT REPORT

ON

Impact of marketing strategies on consumer

behavior in Telecom Sector

SCHOLAR

SUPERVISOR

Sanam V S Srikar

(4131003)

Dr. Neeraj Kaushik

Harpreet Singh Grover

(4131020)

Associate Professor

Vikas Sinhmar

(4131031)

SUBMITTED TO

DEPARTMENT OF BUSINESS ADMINISTRATION

NIT KURUKSHTETRA
APRIL, 2014

TABLE OF CONTENTS
INTRODUCTION........................................................................................................... 3
REVIEW OF LITERATURE.............................................................................................. 4
OBJECTIVES OF THE STUDY.......................................................................................... 6
RESEARCH DESIGN...................................................................................................... 6
DATA ANALYSIS........................................................................................................... 7
CONCLUSION............................................................................................................. 22
RECOMMENDATIONS................................................................................................. 23
QUESTIONNAIRE........................................................................................................ 24

Introduction:
Marketing is a managerial process by which organizations, groups or individuals get what they
need and want by identifying, providing, communicating and delivering value to others and
marketing strategy is used to maximize limited resources of an organization to capture, grow and
retain the customer base which is created by market research based on consumer needs,
preferences and taking competitors strategies in consideration.[Philip Kotler: Marketing
Management].
This paper examines the relationship between influence of independent variables i.e.
advertisement modes (Tele, Newspaper, Internet based ads) and available channels (Recharge
shops, Online portals, Mobile apps) for product or service with dependent variable i.e. consumer
buying behavior. The sample sizes of 200 students as well as 50 recharge store owners in city
Kurukshetra, Haryana, India are involved in our research.
Findings of our study on Impact of marketing strategies on consumer buying behavior in
concern with telecom sector. demonstrate that consumer make purchase using the option which
is convenient to them rather which has been shown in advertisements and the influence of
various advertisement modes. It will involve whether synchronization can be done between
customers and marketers.
Because of increasing standard of life, today internet has become a necessary part of daily life.
When it comes to online marketing practices, the internet is the newest, fastest and one of the
most efficient ways of doing business. Corporate world is shifting from television ads to internet
based advertisements like video ads on YouTube, web banners, pop-up windows etc. Apart from
this the other preferable modes for marketing are advertisements, which are displayed on
prominent applications used in smart phones and text messages which are sent in collaboration
with the mobile service provider. Though the conventional medium like television, radio and
newspaper based marketing havent lost their charm.
Because of these changing trends, major players on internet like Google and Facebook generate
major portion of their revenue through publishing advertisements on their websites and on their
Smartphone applications on various platforms.

Review of Literature:
S.
No

Author Name

Year

1.

M.
2013
Maruthamuthu,
A. Rajamohan

Impact Of Promotional
Mix Strategies

2.

Caescu Stefan
Claudiu,
Constantinescu
Mihaela.

2012

3.

A.Talpau,
T.Vierasu.

2012

4.

Ramaswamy
Nandagopal,
Huong Ha

2012

Topic

Result

Reference

The study showed that how online marketing

companies became successful by getting close to
the consumers and satisfying through their
products according to the consumers need through
four factors of promotional mix i.e. Public
Relation, Personal Selling, Advertising and Sales
Promotion.

www.aygr
t.isrj.net

Strategic marketing and

quality of life.

The link between quality of life and marketing is

relationship marketing and it focuses on building
long term relationships with clients based on their
level of satisfaction felt in relation to company,
products and services.

www.econ
papers.rep
ec.org

Online marketing
strategies- UK and
Romania.

An organization needs to set very well its target

market, continuously monitor its direct
competitors and needs to be able to keep up with
online marketing best practices which are
incredibly dynamic because of globalization.

www.web
but.unitbv.
ro/BU201
2/

Consumer attitude
towards mobile
advertising and its
impact on consumers
behavioral intention.

The work showed that attitude of respondents

toward mobile advertisements was positive with
informative as most significant factor of marketing
mix. However, the results were influenced not
only with the technological infrastructure but also
with other cultural variables.

www.gcasa.com

On Consumers Online
Purchasing Behavior

5.

Ghulam
Shabbir Khan
Niazi et al.

2011

Effective advertising
and its influence on
consumer buying
behavior.

The results show that independent variable;

emotional response creates variation in the
consumer buying behavior which is dependent
variable with t-value [11.164], on the other hand tvalues of environmental response creates no
variation in the consumer buying behavior at (p >
0.05).

www.mpr
a.ub.unimuenchen.
de

6.

Gajo Vanka

2011

Corporate branding
effects on consumer
purchase preferences in
Serbian telecom market.

This study suggested that corporate branding plays

vital role to capture consumer base and corporate
branding is the result of marketing mix strategies
i.e. Product, Price, Place and Promotion.

www.idea
s.repec.org

7.

Weckman,

2009

Customer buying
behavior: Algol
Technics.

The study of Algol customers assisted in making

marketing decisions. Customers liked low-price
offering given by the preferred supplier and most
of the information gathered was from customer
visits as well as from sales team.

www.thes
eus.fi

2009

International marketing
strategies in the
globalization era.

The decisive theme of the study is that

organizations should find the appropriate ways to
subordinate themselves to the local market
conditions; they should Endeavour to conceive a
marketing mix ensuring all premises as for
meeting the local demands, using innovation at all
levels to achieve ultimate goal.

www.doaj.
org

2007

Past, present and future

of mobile payments
research: A literature
review.

This paper reviewed existing mobile payment

studies, proposed a conceptual framework with
four contingencies (changes in Social, Cultural,
Economic and Legal) and Five competitive factors
(Consumer power, Merchant power, Traditional ePayment and New e-Payment service) and
outlined roadmaps for future research in nine
specific research areas.

www.scie
ncedirect.c
om

1971

An attitudinal
framework for
advertising strategy.

The learning of this study is that the hierarchy of

demand factor will have major impact on
consumer brand choice and Main intention was to
make advertising decision makers in arriving in
arriving at a comprehensive strategy of attitudinal
change.

www.gsb.s
tanford.ed
u

Nina

8.

Oana Simona,
RazvanMihail.

9.

Tomi
Dahlberg,
Niina Mallat,
Jan Ondrus,
Agnieszka
Zmijewska.

10.

Harper W.
Boyd,
Michael L.
Ray,
Edward C.
Strong.

Objectives:
5

1. To study influence of marketing strategies on consumer behavior.

2. To ascertain factors (Additional Benefits, Safety of transaction, near availability, Time

constraint, Assurance of service etc) influencing consumer preference in selection of

purchase mode of mobile recharge.
3. Impact of demographic factors such as education, gender, social background and locality
in selection of purchase mode of mobile recharge.
4. To gauge the changing trends and on the basis of same to formulate a strategy that will
help decision maker for policy formation.

Research design:
Sl.No

Parameter

Type

1.

Type of study

Descriptive cum exploratory

2.

Population

Students and Working professionals.

3.

Sampling unit

Respondents who are using Smartphone, Internet, Reading

newspapers and availing telecom services.

4.

Sampling technique

Judgmental

5.

Sample size

225

6.

Instrument

Questionnaire, Schedule.

7.

Data collection

Primary(Data obtained through questionnaire filled by

respondents)

8.

Technique used

Frequency, Cross tabulation.

Data Analysis
1. Below table is showing number of respondents, useful questionnaires and its
distribution to urban and rural area.
6

Total number of responders

225

Total useful questionnaires

209

Urban

169

Rural

40

2. This table here below represents primary engagement of respondents. Since we

have collected most of the data from the NIT Kurukshetra thus most of the
respondents are students.
Primary engagement
Students

143

Self employed

15

Private jobs

45

PSU jobs

3. Age groups breakup of the respondents is shown in the table and chart below.
<20

56

20-25

123

25-30

23

>30

4. Gender Breakup of the sample.

Male

165

Female

44

5. Qualification breakup of sample.

Upto 10th

11

Upto 12th

49

Upto Graduation

80

Masters and Above

69

6. Frequency table below shows how many respondents use which companys mobile.

This breakup clearly shows that Samsung is the leading brand in the market followed by Nokia.

Name
Samsung

Nokia
Micromax
Apple
Blackberry
Others

Frequency

Percent

74

35.4

47

22.5

27

12.9

15

7.2

2.9

40

19.1

7. More than 50 % of our respondent were using only one SIM card.
Number of SIM Cards people keep

Frequency
10

127

71

8. The chart below represents the breakup of network service providers among respondents.

Name

Frequency

Percent

Airtel

63

30.1

Vodafone

40

19.1

Idea

18

8.7

BSNL

18

8.7

Tata Docomo

52

24.9

Reliance

2.4

9. The frequency analysis of usage of balance shows almost all the users use
balance for calls as main purpose and interesting fact is after that trend has shifted
from Messages to Data plans.
11

Purpose

Frequency

Percentage

Calls

200

95.7

Messages

54

25.8

Data Plan

148

70.8

Others

10. This frequency table shows factors you consider while choosing service provider
and it is visible that call rate and signal strength play key role while selecting the
network service provider.
Factor

Frequency

Percent

Call Rate

74

35.4

Data Plan

40

19.1

Signal Strength

69

33.0

Pay Per Second

11

5.3

Popularity of Brand

4.3

Others

2.9

11. As shown in the crosstab results below, single SIM cards usage is favored in
case of males which is nearly 60 % of the total both male and female population.

12

SMEAN(Gender) * SMEAN(HowManySimCardsDoYouUse) Crosstabulation

SMEAN(HowManySimCardsDoYouUse)
1
SMEAN(Gender)

Male

Count

More

Total

101

55

165

% within SMEAN(Gender)

61.2%

33.3%

3.6%

1.8%

100.0%

% within

79.5%

77.5%

75.0%

100.0%

78.9%

48.3%

26.3%

2.9%

1.4%

78.9%

26

16

44

% within SMEAN(Gender)

59.1%

36.4%

4.5%

.0%

100.0%

% within

20.5%

22.5%

25.0%

.0%

21.1%

12.4%

7.7%

1.0%

.0%

21.1%

127

71

209

60.8%

34.0%

3.8%

1.4%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

60.8%

34.0%

3.8%

1.4%

100.0%

SMEAN(HowManySimCards
DoYouUse)
% of Total
female

Count

SMEAN(HowManySimCards
DoYouUse)
% of Total
Total

Count
% within SMEAN(Gender)
% within
SMEAN(HowManySimCards
DoYouUse)
% of Total

12. This table shows that age group 20-25 is watching most advertisements and
almost 20 % people are more who are not watching advertisements than those who
are watching advertisements.

13

SMEAN(Age) * SMEAN(DoYouWatchAdvts) Crosstabulation

SMEAN(DoYouWatchAdvts)
Yes
SMEAN(Age)

<20

Count

no

Total

37

19

56

% within SMEAN(Age)

66.1%

33.9%

100.0%

% within

43.5%

15.3%

26.8%

17.7%

9.1%

26.8%

42

81

123

% within SMEAN(Age)

34.1%

65.9%

100.0%

% within

49.4%

65.3%

58.9%

20.1%

38.8%

58.9%

19

23

17.4%

82.6%

100.0%

4.7%

15.3%

11.0%

1.9%

9.1%

11.0%

28.6%

71.4%

100.0%

2.4%

4.0%

3.3%

1.0%

2.4%

3.3%

85

124

209

40.7%

59.3%

100.0%

100.0%

100.0%

100.0%

40.7%

59.3%

100.0%

SMEAN(DoYouWatchAdvts)
% of Total
20-25

Count

SMEAN(DoYouWatchAdvts)
% of Total
25-30

Count
% within SMEAN(Age)
% within
SMEAN(DoYouWatchAdvts)
% of Total

>30

Count
% within SMEAN(Age)
% within
SMEAN(DoYouWatchAdvts)
% of Total

Total

Count
% within SMEAN(Age)
% within
SMEAN(DoYouWatchAdvts)
% of Total

13. With increase in age the percentage of people who are watching advertisements on TV is
decreasing and people with age group 20-25 watch most of the advertisements on TVs.

14

Crosstab
SMEAN(AccToYouWhichTypeOfAd
vtsAreMostEffectiveTV)
yes
SMEAN(Age)

<20

Count

no

Total

49

56

% within SMEAN(Age)

87.5%

12.5%

100.0%

% within

28.0%

20.6%

26.8%

23.4%

3.3%

26.8%

100

23

123

% within SMEAN(Age)

81.3%

18.7%

100.0%

% within

57.1%

67.6%

58.9%

47.8%

11.0%

58.9%

20

23

% within SMEAN(Age)

87.0%

13.0%

100.0%

% within

11.4%

8.8%

11.0%

9.6%

1.4%

11.0%

85.7%

14.3%

100.0%

3.4%

2.9%

3.3%

2.9%

.5%

3.3%

175

34

209

83.7%

16.3%

100.0%

100.0%

100.0%

100.0%

83.7%

16.3%

100.0%

SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
20-25

Count

SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
25-30

Count

SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
>30

Count
% within SMEAN(Age)
% within
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total

Total

Count
% within SMEAN(Age)
% within
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total

15

14. As shown in table below within the group percentage of females who watch advertisements
is 10 % more than males and is nearly 91%.
Crosstab
SMEAN(AccToYouWhichTypeOfAd
vtsAreMostEffectiveTV)
yes
SMEAN(Gender)

male

Count

no

Total

135

30

165

% within SMEAN(Gender)

81.8%

18.2%

100.0%

% within

77.1%

88.2%

78.9%

64.6%

14.4%

78.9%

40

44

% within SMEAN(Gender)

90.9%

9.1%

100.0%

% within

22.9%

11.8%

21.1%

19.1%

1.9%

21.1%

175

34

209

83.7%

16.3%

100.0%

100.0%

100.0%

100.0%

83.7%

16.3%

100.0%

SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
female

Count

SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
Total

Count
% within SMEAN(Gender)
% within
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total

15. The below ables shows that females are males are nearly equal who use
balance primarily for making calls where as in case of messages females consume
more balance for sending text messages than males and both are also using
balance for data plans.

16

SMEAN(Gender) * SMEAN(AnyTwoPrimaryUseOfBalanceCalls)
Crosstabulation
Count
SMEAN(AnyTwoPrimaryUseOfBal
anceCalls)
yes
SMEAN(Gender)

male
female

Total

no

Total

158

165

42

44

200

209

SMEAN(Gender) * SMEAN(Msgs) Crosstabulation

Count
SMEAN(Msgs)
yes
SMEAN(Gender)

no

Total

male

39

126

165

female

15

29

44

54

155

209

Total

SMEAN(Gender) * SMEAN(Datapalns) Crosstabulation

Count
SMEAN(Datapalns)
yes
SMEAN(Gender)

male
female

Total

no

Total

122

43

165

26

18

44

148

61

209

16. Nearly 63% males and 81 % females suggests that endorsement by celebrity improves sales.
17

SMEAN(Gender) * SMEAN(DoYouFeelPromotionByCelebrityImproveSales)
Crosstabulation
Count
SMEAN(DoYouFeelPromotionByC
elebrityImproveSales)
yes
SMEAN(Gender)

no

male

105

60

165

36

44

141

68

209

female
Total

Total

17. Age group of 20-25 is the one which is mostly influenced by the celebrity endorsement and
age group above 30 is not in the favor of promotion by celebrity.
SMEAN(Age) *
SMEAN(DoYouFeelPromotionByCelebrityImproveSales)
Crosstabulation
Count
SMEAN(DoYouFeelPromotionByC
elebrityImproveSales)
Yes
SMEAN(Age)

Total

<20

35

21

56

20-25

89

34

123

25-30

16

23

141

68

209

>30
Total

no

18. Below shown table shows almost 70 % urban population are in favor of promotion by
celebrity where as in rural area, only 52% people are influenced with celebrity promotion.
18

SMEAN(Locality) *
SMEAN(DoYouFeelPromotionByCelebrityImproveSales) Crosstabulation
Count
SMEAN(DoYouFeelPromotionByC
elebrityImproveSales)
yes
SMEAN(Locality)

No

Total

Urban

120

49

169

Rural

21

19

40

141

68

209

Total

19. The below shown table explains the obvious fact that monthly recharge upto 10th and 12th
students is less than 500 where as trend is nearly reversed in case of graduates and master or
above masters respondents.

SMEAN(Qualification) * SMEAN(YourMonthlyRecharge) Crosstabulation

Count
SMEAN(YourMonthlyRecharge)
<100
SMEAN(Qualification)

Total

100-200

200-500

>500

Total

Upto 10th

11

Upto 12th

12

18

14

49

Upto Graduation

12

35

28

80

Masters and Above

33

23

69

26

42

84

57

209

20. Most of respondents who are upto 10th said they listen advertisements on FM radio, upto 12th
they suggested TV for the same though people in graduation or above they watched
advertisements on TV as well on internet based mediums.

19

SMEAN(Qualification) * SMEAN(HowDoYouWatchMostOfTheAdvts) Crosstabulation

Count
SMEAN(HowDoYouWatchMostOfTheAdvts)
newsp
tv

aper

mobile
radio

magazine

hoardings

pamphlets

internet

apps

others

SMEAN(Qualification) Upto 10th

Upto 12th

22

12

Upto Graduation

34

10

29

Masters and Above

36

22

94

19

24

61

Total

21. The below shown TV suggests that none of the qualification based group favored their
service providers on social network site.
SMEAN(Qualification) * SMEAN(DoYouEndorseYourServiceProviderOnSocialNetworkingSites)
Crosstabulation
Count
SMEAN(DoYouEndorseYourServicePr
oviderOnSocialNetworkingSites)
yes
SMEAN(Qualification)

Total

no

Total

Upto 10th

11

Upto 12th

15

34

49

Upto Graduation

25

55

80

Masters and Above

19

50

69

61

148

209

20

22. Other than upto 10th students all qualification based groups said they feel annoyed with
promotional messages and calls.

SMEAN(Qualification) * SMEAN(DoYouFeelAnnoyedWhenYouGetPromotionalMsgs) Crosstabulation

Count
SMEAN(DoYouFeelAnnoyedWhenYouGetPro
motionalMsgs)
yes
SMEAN(Qualification)

no

Total

Upto 10th

10

11

Upto 12th

32

17

49

Upto

65

15

80

53

16

69

151

58

209

Graduation
Masters and
Above
Total

23. Graduates and above qualified age groups showed satisfied behavior where as mostly all
group favored neutral state.
SMEAN(Qualification) * SMEAN(OverallSatisfactionWithService) Crosstabulation

Count

SMEAN(Qualification)

Total

SMEAN(OverallSatisfactionWithService)
highly
highly dissatisfied

dissatisfied

neutral

satisfied

satisfied

Total

Upto 10th

11

Upto 12th

11

23

49

Upto Graduation

29

30

10

80

Masters and Above

26

33

69

13

26

84

71

15

209

Conclusion

21

Our studies suggest that number of respondents, useful questionnaires and its distribution
to urban and rural area and since we have collected most of the data from the NIT
Kurukshetra thus most of the respondents are students.
The breakup of students shows that Samsung is the leading brand in the market followed
by Nokia and more than 50 % of our respondents were using only one SIM card.
The frequency analysis of usage of balance shows almost all the users use balance for
calls as main purpose and interesting fact is after that trend has shifted from Messages to
Data plans.
It is visible from the frequency tables that call rate and signal strength play key role while
selecting the network service provider.
Crosstab results suggested that single SIM cards usage is favored in case of males which
is nearly 60 % of the total both male and female population.
Our study shows that age group 20-25 is watching most advertisements and almost 20 %
people are more who are not watching advertisements than those who are watching
advertisements.
Also it was deducted that with increase in age the percentage of people who are watching
advertisements on TV is decreasing and people with age group 20-25 watch most of the
advertisements on TVs.

Our study showed that within the group percentage of females who watch advertisements
is 10% more than males and is nearly 91%.

Results showed that females and males are nearly equal who use balance primarily for
making calls where as in case of messages females consume more balance for sending
text messages than males and both are also using balance for data plans.

Nearly 63% males and 81 % females suggests that endorsement by celebrity improves
sales.

Age group of 20-25 is the one which is mostly influenced by the celebrity endorsement
and age group above 30 is not in the favor of promotion by celebrity.

Crosstab results showed almost 70 % urban population are in favor of promotion by

celebrity where as in rural area, only 52% people are influenced with celebrity
promotion.

We deduced from the studies that monthly recharge upto 10th and 12th students is less than
500 where as trend is nearly reversed in case of graduates and master or above masters
respondents.

Most of respondents who are upto 10th said they listen advertisements on FM radio, upto
12th they suggested TV for the same though people in graduation or above they watched
advertisements on TV as well on internet based mediums.
22

Results leads to a deduction that none of the qualification based group favored their
service providers on social network site.

Other than upto 10th students all qualification based groups said they feel annoyed with
promotional messages and calls.

Graduates and above qualified age groups showed satisfied behavior where as mostly all
group favored neutral state.

Recommendations:

Instead of endorsing by celebrity they should concentrate on reducing the

price of service and should try to make a balance of both.

Word of mouth and social networking sites are potential source of marketing
thus should be taken care of properly.

There Is a greater need of customized offers.

Timely feedback is very necessary.

Refund policies and customer care departments should be both efficient and
effective.

Companies should also consider internet as both threat as well as opportunity

as it avails option of making free calls and texts once you subscribe the
service.

Call rate is also as usual al time preferred factor while choosing service
provider. So it should be reasonable along with good signal strength.

Unlike expected respondents has given mixed respondents in case of

recharge modes, however to boost internet based recharge options they
should increase awareness, assure security and should make it bit more
beneficial as compared to traditional ways.

International plans should also be marketed along with domestic plans.

Also there is a scope for further studies in regard to repurchase behavior,

types of plans related to services etc.

QUESTIONNAIRE:
S.No:
Impact of marketing strategies on consumer behavior in Telecom Sector
Dear Respondent,
23

We are working on a research project named Impact of marketing strategies on consumer

behavior in Telecom Sector, it will help the marketers of telecom sector to attract and retain
more customers for the same product/services.
1. Name: ______________________
2. Email Id: ____________________________
3. Locality:
a. Urban
b. Rural
4. Gender: a. M b. F
5. Age (yrs): a. <20
b. 20-25 c. 25-30 d. >30
6. Qualification: a. Up to 10th b. Up to 12th c. Up to Graduation d. Masters and above.
7. Primary Engagement:
a. Student
b. Self Employed
c. Private Job
d. PSU Job
e. Other (Please Specify) _________
=====================================================================
8. Name of Your Mobile Manufacturer:
a. Samsung
b. Nokia
c. Micromax
d. Apple
e. Blackberry
f. Others
_____
9. OS:
a. Android
b. Symbian
c. Windows
d. RIM
e. IOS
f. Others_____
10. Model No. of Mobile: _____________ 10.1. Version of OS: ______________________
11. Do you use internet on your phone:
a. Yes
b. No
=====================================================================
12. Type of service do you use:
a. Pre-paid
b. Post-Paid
13. Type of data pack you use:
a. 2G
b. 3G
c. NA
14. How many SIM cards do you use:
a.1
b. 2
c. 3
d. More
15. Primary network service provider: a. Airtel
b. Vodafone c. Idea d. BSNL
e. Tata Docomo
f. Reliance
g.
Others____
16. How long have you been using the service of this company?
a. <1 month
b.1 - 6 months
c. 6 months to 1 yr
d.1 to 3 yrs
e. > 3 yrs
17. Do you feel associated with this brand:
a. Yes
b. No
18. Factor you consider while choosing service provider: a. Call rate
b. Data plan
c. Signal Strength d. Pay per second
e. Popularity of brand
f. Others______
19. Do you use internet based messages more than normal messages: a. Yes b. No
20. Do you use internet based calls more than normal calls:
a. Yes b. No
=====================================================================
21. Your monthly recharge (in Rs): a. < 100
b. 100-200 c. 200-500
d. >500
22. Any 2 primary use of balance: a. Calls
b. Msgs c. Data plans
d. Others____
23. Preferred mode of recharge:
(1- Least Important, 2- Less Important, 3- Neutral, 4-Important, 5-Most Important)
1
2
3
4
5
Top up cards
Flexi
Online portals
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Balance transfer
ATM

24. Acc to you, reason behind less usage of online recharge service:
(1- Least Important, 2- Less Important, 3- Neutral, 4-Important, 5-Most Important)
1
2
3
4
5
Security
Complex Transaction
Lack of internet access
Unawareness
No extra benefits
==========================================================================
25. Do you watch full ads or skip them in between
a. Yes
b. No
If yes, proceed
If no, go to Question No: 28
26. How do you watch most of the advertisements: a. TV b. Newspaper
c. Radio
d.
Magazine e. Hoardings f. Pamphlets g. Internet h. Mobile apps i. Others_____
27. According to you which types of advertisement are most effective: (Select any two)
a. TV
b. Newspaper c. Radio
d. Magazine
e. Hoardings
f. Pamphlets
g. Internet
h. Mobile
i. Others________________
28. Do you feel promotion by celebrity improves sale:
a. Yes
b. No
29. Do you endorse your service provider on social network sites: a. Yes
b. No
30. Do you feel good when specifically you get promotional offers: a. Yes
b. No
31. Do you feel annoyed when you get promotional calls/messages: a. Yes
b. No
32. Do you feel the need of customized offers:
a. Yes
b. No
33. Do you think there should be referral bonus: a. Yes
b. No
34. Are you satisfied with their refund policy in case of conflict:
a. Yes
b. No
35. Do they take any feedback:
a. Yes
b. No
36. Experience: (1- Highly Dissatisfied, 2-Dissatisfied 3-Neutral 4-Satisfied, 5-Highly
Satisfied
1
2
3
4

Overall satisfaction with customer care services

Overall satisfaction with the charges of the service
Overall satisfaction with the service
25

37. Do you recommend your service provider to the others:

a. Yes
b. No
38. Any suggestion to improve service:
___________________________________________
_________________________________________________________________________

Thank You.

26