Final Docomo

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO
INTRODUCTION
An Overview Of Consumer Satisfaction & Buying Behavior
Consumer Satisfaction & Buying 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 Satisfaction & Buying behavior involves study of how people buy, what they buy,
when they buy and why they buy. It blends the elements from psychology, sociology,
sociopsychology, 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 Satisfaction & Buying Behaviour: Consumer buying
behaviour is influenced by the major three factors:
1. Social Factors
2. Psychological Factors
3. Personal Factors.
Social Factors
Social factors refer to forces that other people exert and which affect consumers
purchase behaviour. These social factors can include culture and subculture, roles and family,
social class and reference groups.
Psychological Factors
These are internal to an individual and generate forces within that influence her/his
purchase behaviour. The major forces include motives, perception, learning, attitude and
personality.
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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.
Definition:
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:
Need
Search
Recognition
Need
Information
Purchase
Alternative
Post
Recognition
Action
Evaluation
Purchase
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.
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:
When a person recognizes that he/she is having a difficulty that he/she is not able to
travel with his/her family member. Then recognizes that his/her must have car and needs to
buy a new car.
Information Search
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After the consumer has recognized the need, he / she will trying 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 person after recognizing that his/her need, he/she will eventually try to find
out how he/she can purchase the car. If he/she cannot make a decision his/herself then he/she
will ask a friend to help out, if the friend do not have sufficient knowledge, he/she would go
to automobile showroom of a different different company and try to get adequate information
regarding price, feature, performance and after sale service.
OBJECTIVES OF THE STUDY
To know the satisfactory level of the customers about Tata Docomo services.
To find out the percentage of respondents connected to Tata Docomo and

usage of schemes.
To know the easy availability of recharge coupons.
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To find out the priority the reason for using Tata Docomo Cell Service.
To find out that how staff behavior is?
NEED FOR THE STUDY

Tata Docomo has good market standing and companys tariff plans and services level
are good, which are largely responsible for its position. Tata Docomo has to sustain its
position against the expected stiff competition. The company has to know its customer
perception, the satisfaction level and also its competitors customer satisfaction level and
problems, which are facing their customers in order to take appropriate action. Hence, the
study titled A STUDY ON CUSTOMER SATISFACTION & BUYING TOWARDS
TATA DOCOMO CELLULAR SERVICES IN PATNA has been undertaken.
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SCOPE OF THE STUDY

In todays context both markets and marketing is complex. Cellular Phones and
mobiles have stormed the market in its fast growing world of technology. This survey under
taken for Cell Phone services will enable it to Phone. The users awareness and satisfaction
level towards Tata Docomo services.
This survey gathers information from Cell Phone users. It brings out the customer
feedback on the product.
Mainly this survey looks into the users profile and check for any relevant relation of
dependence with the variable like occupation age group of respondents.
This study restricts itself to PATNA Division. It helps to understand users
preference for the main competing brands of Cell Phone services like TATA DOCOMO
SERVICES,IDEA CELLULAR,UNINOR, VODAFONE, MTS and RELIANCE in. Sri
Kalahasti. This will benefit company in making their future marketing decisions.
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RESEARCH METHODOLOGY
MEANING OF RESEARCH:
According to D. Stephenson in the Encyclopedia of social sciences defines research
as the manipulation of thing, concepts are symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in construction of theory or in
practice of an art.
RESEARCH DESIGN:
Research Methodology include seven stages that to be followed sequentially. Those
are listed below.
1. First the problem has to be defined and determined. Knowing the need of the
study can do this.
2. The information that is required for solving the problem has to be specifically
defined.
3. In this stage source from which the information can be obtained is identified
4. The next step is to obtain information through data collection techniques.
5. The obtained information is processed to get the required output
6. The findings from the processed information are then interpreted.
7. Lastly the findings are presented.
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This can be symbolically represented as shown below
The research design is the basic framework that provides guidelines for the rest of the
research process. The research design specifies the method of data collection and analysis.
Research was undertaken in Patna during March 2014 to April 2014.
2) DATA SOURCES:
Data sources are the sources from which we get the information.
Data collected through company approved questionnaires have been used as the primary
source of data and also usage of secondary data wherever applicable.
PRIMARY DATA
To understand the customer of newspaper in terms of brand choice and brand
perceptions, primary data is necessary. By using primary data, collection method, consumers
were collected. (COLLECT or Gather consumer responses).
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This was done with the help of fully prepared structured questionnaires with a
prescribed sequence of open ended, and closed ended questions, multiple choices,
discriminate, rating and ranking to capture the appropriate responses from the respondents.
SECONDARY DATA
This was collected through oral communication. Secondary data about the company
profile and other details were collected from the company brochures through personal
discussions with the company managers .Data pertaining to newspaper industry has been
obtained through the book The Mass Media and You by Desmond A.D. Abcro.
SAMPLING PROCEDURE
A sample of 120 respondents belonging to different areas in PATNA was drawn. The
sample was divided into different groups in such a way that it will represent different
categories of the people.
SAMPLING TECHNIQUE
The location was chosen on a random basis. Even this sample was chosen by simple
random sampling. A sampling technique in which every element of the population of interest
has an equal probability of being included in this sample.
POPULATION:
All the Customers of TATA DOCOMO have been deemed as the population of the
study.
SAMPLE SIZE
The sample size is 120, and the respondents are from PATNA.
PERIOD OF STUDY
The period of study is 2 months duration (JUNE to AUGUST 2012).
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LIMITATIONS OF THE STUDY

Time duration for the study was limited to 2 months.
The study was restricted to PATNA.
A convenience sample was taken from PATNA and the sample was restricted to 120
customers.
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COMPANY PROFILE
TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM platform
arising out of the Tata Group's strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate
GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum
in 18 telecom Circles. TTSL and has already rolled out its services in various circles.
The launch of the TATA
DOCOMO brand marks
a significant milestone
Indian telecom landscape, as it stands to redefine the very face of telecoms in India. Tokyo
based NTT DOCOMO is one of the worlds leading mobile operators-in the Japanese market,
the company is clearly the preferred mobile phone service provider with a 50 percent market
share.
NTT DOCOMO has played a major role in the evolution of mobile telecommunications
through its development of cutting-edge technologies and services. Over the years,
technologists at DOCOMO have defined industry benchmarks like 3G technologies, as also
products and services like the i-mode TM, mobile payment and a plethora of lifestyleenhancing applications. Today, while most of the rest of the industry is only beginning to talk
of LTE technology and its possible applications, DOCOMO has already started conducting
LTE trials in physical geographies, not just inside laboratories.
DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in terms of
services and handset designs, particularly integrating services at the platform stage. The Tata
Group-NTT DOCOMO partnership will see offerings such as these being introduced in the
Indian market under the TATA DOCOMO brand.
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TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee,
comprising of senior personnel from both companies. The committee is responsible for
identification of the key areas where the two companies will work together. DOCOMO, the
worlds leading mobile operator will work closely with Tata Teleservices Limited
management and provide know- how on helping the company develop its GSM business.
Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already established its
presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata
Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. Today Tata
Teleservices Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37 million
customers in more than 320,000 towns and villages across the country offering a wide range
of telephony services including Mobile Services, Wireless Desktop Phones, Public Booth
Telephony and Wire-line Services.
HISTORY
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NTT Docomo holds 26% share in the jointly formed company. It has also emerged as the first
mobile operator in India to have re-introduced per second pulse, after Loop Mobile
(formerly BPL Mobile) discontinued their 'pay per second' service which was introduced in
2004.From October 2009 TRAI announced that TATA Tele service is India's no.1 Tele service
brand Tata Teleservices Limited spearheads the Tata Groups presence in the telecom sector.
The Tata Group had revenues of around US $75 billion in financial year 2008-09, and
includes over 90 companies, over 3,50,000 employees worldwide and more than3.5million
shareholders.
Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology
platform in India. It has embarked on a growth path since the acquisition of Hughes Tele.com
(India) Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It
launched mobile operations in January 2005 under the brand Tata.
Indicom and today enjoys a pan-India presence through existing operations in all of Indias
22 telecom Circles. The company is also the market leader in the fixed wireless telephony
market with its brand Walky. The company has recently introduced the brand Photon to
provide a variety of options for wireless mobile broadband access. The companys network
has been rated as the Least Congested in India for last five consecutive quarters by the
Telecom Regulatory Authority of India through independent surveys.
Tata Teleservices Limited now also has a presence in the GSM space, through its joint
venture with NTT DOCOMO of Japan, and offers differentiated products and services under
the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata Groups strategic
alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA DOCOMO
has received a pan-India license to operate GSM telecom servicesand has also been allotted
spectrum in 18 telecom Circles. The company has rolled out GSM services in 14 of Indias 22
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telecom Circles in a quick span of under six months. The company plans to launch pan-India
operations by the end of FY 2009-10.
TATA DOCOMO marks a significant milestone in the Indian telecom landscape, and has
already redefined the very face of telecoms in India, being the first to pioneer the per- second
tariff option-part of its Pay for What You Use pricing paradigm. Tokyo based NTT
DOCOMO is one of the worlds leading mobile operators-in the Japanese market, the
company is the clear market leader, used by over 50 per cent of the ountrys mobile phone
users.
Today, Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, serves
over 58 million customers in more than 410,000 towns and villages across the country, with a
bouquet of telephony services encompassing mobile services, wireless desktop phones, public
booth telephony, wire line services and enterprise solutions.
In December 2008, Tata Teleservices Limited announced a unique reverse equity swap
strategic agreement between its telecom tower subsidiary, Wireless TT Info-Services Limited,
and Quippo Telecom Infrastructure Limited-with the combined entity kicking off operations
in early 2009 with 18,000 towers, thereby becoming the largest entity in this space-and with
the highest tenancy ratios in the industry. The WTTILQuippo combine is targeting over
50,000 towers by the end of FY 2010-11.
BRAND INFORMATION
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The brand Tata Docomo

It is almost impossible to disintegrate brand Tata Docomo from the corporate Tata
Docomo. Brand values are the company values and vise versa.
Brand Vision: It goes without saying that the brand vision of Tata Docomo mirrors the
companys vision. The brand mission statement is...... To be the most customer-focused
mobile service brand, continuously innovating to help liberate our customers from the
shackles of time & space.
TATA DOCOMO - Brand Values
Innovate. Stimulate. Liberate....

It is these brand values, which have made us a formidable player in the telecom industry.
Innovations that stimulate the customer and liberate him from the shackles of time and space
are the core of our brand. This is what we strive for. Nothing more, nothing less, nothing else.
TATA DOCOMO - Brand Mission
The India footprint Tata Docomo
Anywhere connectivity - bringing India closer.

The Technology Advantage Tata Docomo
Tomorrow's technology to enrich today.
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The Customer Focus Tata Docomo
Make a single interaction a lasting relationship.

The Employee Focus Tata Docomo
Nurture the roots that nurture our Tata Docomos.

Brand Initiatives Our aim, through media buying and planning, is to create year round impact. With the
objective of Strengthening our brand, we work with strategic communication partners on
campaigns like sponsorship of the Tata Docomo International Indian Film Academy awards
and the television programs Tata Docomo Rocks India, Tata Docomo Star Singer and
Tata Docomo Andhra Idol. We seek engagement with subscribers on a variety of levels,
from major celebrity fashion shows to small local events timed to coincide with new product
offerings.
Since August 2003, we have commissioned a Brand Track Index Study to evaluate the health
of our brand. The Brand Track Index Study is a monthly study conducted by TNS, a
marketing consultant engaged by us to evaluate our brand using face-to-face interviews on a
random sample of mobile users a well as those Intending to purchase mobiles within the next
three months. According to the study our brand is perceived as reliable/trustworthy and one
that offers cheaper and good promotional offers. We have improved our rating in the Brand
Track Index calculated by the study in the past year reflecting, we believe, the growing
strength of our brand.
The main communication medium for the Tata Docomo brand is television, where we seek
strategic Tata Docomo brand coverage in various formats. Billboards and hoardings are used
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as a secondary medium, customized for specific regional preferences to communicate

effectively at the local level. We also use other mass communication media such as the press
and radio to communicate price plans and other tactical and customer information.
All our key initiatives are subjected to a rigorous testing and launch process to ensure
accountability for all advertising spend and improve the chances of success of a new product.
This process is followed up with extensive briefing of call center agents and sales personnel
and real-time tracking of the impact of the communication and feedback from subscribers.
OUR VALUES
We will leverage our strength in executing complex global- scale projects to make leading
edge information and communication services affordable by all individual consumers and
business in India. We will offer unparalleled value to create customer delight and enhance
business productivity. We will also generate value for our capabilities beyond Indian borders
while enabling millions of Indias knowledge workers to deliver their services globally.
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SERVICES OF TATA DOCOMO

Tata Docomo offers a wide range of cellular services and products. Its post-paid and pre-paid
services are supported by a variety of package plans to suit the needs of different customers:
M-coupon These are electronic discount coupons that customers can get on their mobiles
which they can use is places such as restaurants and pubs.
Voice courier Tata Docomo subscribers can send messages in their own voice to select
GSM subscribers all across the country and to any land line or cellular subscriber in the US
and Canada at a fraction of STD and ISD rates.
M-Chat An instant-messaging service that enables subscribers to chat with their friends in
MSN, Yahoo and ICQ from Tata Docomo mobile (using the SMS feature). Tata Docomo's Mchat enables subscribers to chat with all the three chat rooms, MSN, Yahoo and ISQ, without
having to tag along a laptop or computer with net connection.
SMS in 9 Indian languages Apart from English Tata Docomo subscribers can send and
receive SMS in 9 Indian languages - Hindi, Gujarati, Marathi, Bengali, Telugu, Tamil,
Malayalam, Kannada and Punjabi.
GPRS / MMS Tata Docomo Delhi was the first mobile phone operator to launch GPRS
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services in Delhi. It's 3G-compatible network supports General Packet Radio Service
(GPRS), which allows subscribers to access Internet websites and information portals on Tata
Docomo mobile. Tata Docomo was the first company in the country to launch GPRS in
November 2002. It showcased EDGE (Enhanced Data Rates for GSM Evolution) in Delhi, in
July 2004. With EDGE, subscribers can enjoy live television with a data download rate of
over 160 kbps. Tata Docomo subscribers also have a richer experience while watching movie
previews, multimedia messages with video attachments, web-infotainment, high-speed video
downloads, java game downloads and other Internet-based multi-media experiences on their
EDGE-enabled mobile phones. Customer Service and Innovation are the drivers of this
Cellular Brand. With GPRS currently available on all its networks, for both pre and post
paid customers, TATA DOCOMO Cellular is the first company to commercially launch next
generation EDGE technology (a 3G technology) for its Delhi circle.
Ring-Tone With this facility subscribers can download ringtones on their handsets. They
just have to select the Ring-Tone out of the available ones and it will be sent to them. Tata
Docomo also offers the facility of sending the Ring-Tone as a gift to a friend of yours.
Cricket commentary Tata Docomo also provides the facility of cricket commentary to its
customers. Now you dont require a TV set or a radio to listen to the commentary, you just
need a handset and an Tata Docomo card and you listen to the cricket commentary.
Caller-Tunes- Tata Docomo provides its customers the access of this facility and let the
caller listen to the exciting songs instead of the boring tring-tring.
Railway Reservation- The subscribers of Tata Docomo can make ticket reservation and
other enquiries related to railways by just dialing 456.
Star interview- By dialing 456 one can listen to the interviews of various movie stars on
his/her mobile phone.
News- Tata Docomo subscribers can keep themselves updated with the recent developments
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going around the world using this service.

Jokes- Subscribers listen to funny jokes by just dialing 456. This service can also be used to
send jokes to friends and relatives.
Astrology- TATA DOCOMO also recently launched Ganesha Speaks by Bejan Daruwalla, a
LIVE astrology service that can be accessed by dialing 181.
Commodity market- Tata Docomo subscribers can keep themselves updated with the prices
prevailing in the commodity market by just dialing 456.
MARKETING MIX
4PS OF MARKETING MIX :
Product
Price
Place
Promotion.
PRODUCT :
TATA DOCOMO having good range of services. Tata Docomo provides both postpaid and
prepaid services. Tata Docomo having good quality network which provides clarity in voice.
PRICE:
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both
prepaid and postpaid.
PLACE
It having good range of channels of distribution: As Tata already exist in this field of
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telecommunications as Tata Indicom. It has wide range of channels of distribution to sell

TATA DOCOMO services.
PROMOTION:
Advertising: TATA DOCOMO following different style of advertising pattern in TVs and
newspapers. Due to that reason it was reaching public very fast.
ADVERTISING MEDIA CHANNELS:
India - Tata Docomo, the youngest among telecom players in India to offer GSM, is presently
banking on its services to garner visibility and a share in the telecom pie. The launch of Tata
Docomo also announced the intention of the brand to associate with the thought 'do'. Tata
Docomo, for the first time in the country, offered pay-per-second billing; though other
telecom providers have followed suit since. The company has carried out a few adverts that
highlight the brand's unique features and some other topical advertising during Ganesh
Chaturthi and Diwali. The latest from the GSM provider is the 'Friendship Express' TVC.
The ad opens inside train, where everyone is doing their own thing. A couple of the travelers
don't like the solemn mood and start humming the Docomo tune. Slowly and steadily, others
pitch in and soon most of the train is singing along. The ad ends with the super, 'Why walk
alone when we can dance together'.
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THEORATICAL BACKGOUND
What is Customer Satisfaction?
Everyone knows what satisfaction is, until asked to give a definition' Then, it seems
nobody knows. This quote from Richard L. Oliver, respected expert and longtime writer and
researcher on the topic of customer satisfaction, expresses the challenge of defining this most
basic of customer concepts. Building from previous definitions' Oliver offers his own formal
definition:
Satisfaction is the consumer's fulfillment response. It is a judgment that a product or
service feature, or the product or service itself, provides a pleasurable level of consumptionrelated fulfillment.
In less technical terms, we translate this definition to mean that satisfactorily is the
customers' evaluation of a product or service in terms of whether that product or service has
met their needs and expectations. Failure to meet needs and expectations is assumed to result
in dissatisfaction with the product or service
In addition to a sense of fulfillment in the knowledge that one's needs have been
met, satisfaction can also be related to other types of feelings, depending on the particular
context or type of service. For example, satisfaction can be viewed as contentment-more. of
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a passive response that consumers may associate with services they don't think a lot about or
services that they receive routinely over time' Satisfaction may also be associated with
feelings of pleasure for services that make the consumer feel good or are associated with a
sense of happiness. For those services that really surprise the consumer in a positive way,
satisfaction may mean delight. And in some situations, where the removal of a negative leads
to satisfaction, the consumer may associate a sense of relief with satisfaction.
It is also important to recognize that although we tend to measure consumer
satisfaction at a particular point in time as if it were static, satisfaction is a dynamic, moving
target that may evolve over time, influenced by a variety of factors. Particularly when
product usage or the service experience takes place over time, satisfaction maybe rightly
variable depending on which point in the usage or experience cycle one is focusing on.
Similarly, in the case of very new services or a service not previously experienced, customer
expectations may be barely forming at the point of initial purchase, these expectations will
solidify as the process unfolds and the consumer begins to form his or her perceptions.
Through the service cycle the consumer may have a variety of different experiences, some
good, some not good-and each will ultimately impact satisfaction.
What Determines Customer Satisfaction?
Customer satisfaction is influenced by specific product or service features and by
perceptions Of quality as suggested by Figure 4.1. Satisfaction is also influenced by
customers' emotional responses, their attributions, and their perceptions of equity.
Product and Service Features
Customer satisfaction with a product or service is influenced significantly by the
customer's evaluation of product and services features. For a service such as a resort hotel,
important features might include the pool area, access to golf facilities, restaurants, room
comfort and privacy, helpfulness, and courtesy of staff, room price, and so forth. In
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conducting satisfaction, studies, most firms will determine through some means (often focus
groups) what the important features and attributes are for their service and then measure
perceptions of those features as well as overall service satisfaction. Research has shown that
customers of services will make trade-offs among different service features (for example,
price level versus quality, versus friendliness of personnel versus level of customization),
depending on the type of service being evaluated and the criticality of the service.
Consumer Emotions
Customers' emotions can also affect their perceptions of satisfaction -with products
and services. These emotions can be stable, preexisting emotions-for example, mood state or
life satisfaction. Think of times when you are a very happy stage in your life (such as when
you are on vacation), and your good, happy mood and positive frame of mind have
influenced how you feel about the services you experience. Alternatively, when you are in a
bad mood your negative feelings may carry over into how you respond to services, causing
you to overreact or respond negatively to any little problem.
Specific emotions may also be induced by the consumption experience itself,
influencing a consumer's satisfaction with the service. Research done in a river-rafting
context showed that the river guides had a strong effect on their customers' emotional
responses to the trip and that those feelings (both positive and negative) were linked to
overall trip satisfaction. positive emotions such has, happiness pleasure, elation, and a sense
of warm-heartedness enhanced customers' satisfaction with the rafting trip. In turn, negative
emotions such as sadness, sorrow, regret, and anger led to diminished customer satisfaction.
Overall, in the rafting context, positive emotions had a stronger effect than negative ones.
Similar effects of emotions on satisfaction were found in a Finnish study that looked at
consumers' satisfaction with a government labor bureau, service.l6 In that study, negative
emotions including anger, depression, guilt, and humiliation had astrong effect on customers,
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dissatisfaction ratings.
Attributions for Service Success or Failure
Attributions-the perceived causes of events-influence perceptions of satisfaction as
well. When they have been surprised by an outcome (the service is either much better or
much worse-than expected), consumers tend to look for the reasons, and their assessments of
the reasons can influence their satisfaction' For example, if a customer of a weight-loss
organization fails to lose weight as hoped for, she will likely search for the for the causes
was it something she did, was the diet plan ineffective, or did circumstances simply not allow
her to follow the diet regimen-before determining her level of satisfaction or dissatisfaction
with the weight-loss company. For many services customers take at least partial
responsibility for how things turn out.
Even when they don't take responsibility for the outcome, customer satisfaction may
be influenced by other kinds of attributions. For example, in research done in a travel agency
context it was found that customers were less dissatisfied with a pricing error made by the
agent if they felt the reason was outside the agent's control or if they felt it was a rare
mistake, unlikely to occur again.
Perceptions of Equity or Fairness
Customer satisfaction is also influenced by perceptions of equity and fairness.2o
Customers ask them selves: Have I been treated fairly compared with other customers'? Did
other customers get better treatment, better prices, or better quality service? Did I pay a fair
price for the service? Was I treated well in exchange for what I paid and the effort I
expended? Notions of fairness are central to customers' perceptions of satisfaction with
products and services. The example of Sears Auto Centers division illustrates consumers'
strong reactions to unfair treatment. Over a decade ago the division was charged with
defrauding customers in 44 states by performing unnecessary repairs. Sears employees had
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been rewarded based on the quantity of repairs sold resulting in substantial unnecessary
charges to customers. The $27-million Sears paid settling complaints and the additional loss
of business all resulted from extreme dissatisfaction of its customers over the unfair
treatment.
Other Consumers, Family Members, and Coworkers
In addition to product and service features and one's own individual feelings and
beliefs, consumer satisfaction is often influenced by other people.22 For example,
satisfaction with a family vacation trip is a dynamic phenomenon, influenced by the reactions
and expressions of individual family members over the duration of the vacation. Later, what
family members express in terms of satisfaction or dissatisfaction with the trip will be
influenced by stories that are retold among the family and selective memories of the events.
Similarly, the satisfaction of the rafters in Figure 4.2 is certainly influenced by individual
perceptions, but it is also influenced greatly by the experiences, behavior, and view's of the
other rafters. In a business setting, satisfaction with a new service or technology-for example,
a new customer relationship management software service-will be influenced by individuals'
personal experiences with the software itself, but also by what others say about it in the
company, how others use it and feel about it, and how widely it is adopted in the
organization. In Chapter 12 we will come back to this topic as we look at strategies for
involving and managing other consumers to maximize satisfaction in the service experience.
National Customer Satisfaction Indexes
Because of the importance of customer satisfaction to firms and overall quality of
life, many countries how have a national index that measures and tracks customer
satisfaction at a macro level.23 Many public policymakers believe that these measures could
and should be used as tools for evaluating the health of the nation's economy, along with
traditional measures of productivity and price. Customer satisfaction indexes begin to get at
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the quality of economic output, whereas more traditional economic indicators tend to focus
only on quantity. The first such measure was the Swedish Customer Satisfaction Barometer
introduced in 1989. Through out the 1990s similar indexes were introduced in Germany
(Deutsche Kundenbarometer, or DK, in 1992), the United States (American Customer
Satisfaction Index, ACSI, in 1994), and Switzerland (Swiss Index of Customer Satisfaction,
SWICS, in 1998).
CONSUMER BUYING DECISION PROCESS

There are following five stages in consumer buying decision Process.
1. Problem identification:The buying process starts when the buyer recognizes a problem or need. The need can be
triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a Particular need. By gathering
information from a number of consumers, Marketers can identify the most frequent stimuli
that spark an interest in a product category. They can then develop marketing strategies that
trigger consumer interest.
2. Information Search:The consumer tries to collect information regarding various products/service. Through
gathering information, the consumer learns about completing brands and their features.
Information may be collected form magazines, catalogues, retailers, friends, family members,
business association, commercial, chamber of commerce, telephone directory, trade fair etc.
Marketers should find out the source of information and their relative degree importance to
the consumers.
3. Evaluation of alternative:There is no single process used by all consumers by one consumer in all buying situations.
26 | P a g e
There is several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product solutions. The
marketer must know which criteria the consumer will use in the purchase decision.
4. Choice of purchasing decision:From among the purchase of alternatives the consumer makes the solution. It may be to buy
or not to buy if the decision is to buy. The other additional decisions are:
Which types of bike he must buy from whom to buy a bike? How the payment to be made?
And so on.
The marketer up to this stage has tried every means to influence the purchase behavior, but
the choice is properly consumers. In the evaluation stage the consumer forms preferences
among the brands in the choice set. The consumer may also form an intention to but the most
preferred brand.
5. Post Purchase Behavior:After purchase the product, the consumer will experience the same level of product. The
Marketers job not end when the product is buying must monitor post-purchase satisfaction,
post-purchase action, post-purchase use and disposal.
Post Purchase Satisfaction:The buyer, S satisfaction is a function of closeness between the buyer, S expectation and the
products Perceiver performance. The larger the gap between expectation and performance,
the greater the consumer dissatisfaction.
Post purchase Action:The Consumer, S satisfaction or dissatisfaction with the product influence subsequent
behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing
the product again. Dissatisfaction consumer may abandon and return the product.
27 | P a g e
Post-Purchase Use or Disposal:The marketer should also monitor new buyers use and dispose of the product. If the
consumer store the product in a close, the product is probably not very satisfying. If the
consumer throws the product away, the marketer needs to know how they dispose of it;
especially it can be hurt the environment.
CHARACTERISTIC OF BUYER BEHAVIORS
The chief characteristics of the buyers behaviors are as Follow:(1)
It consists of mental and physical activities which consumers undertake to get

goods and services and obtain satisfaction from them.
(2)
It includes both observable activities such as walking through the market to

examine merchandise and making a purchase and mental activities-such as forming
attitudes, perceiving advertising material, and learning to prefer particular brands.
(3)
Consumer behaviors are very complex and dynamic to constantly changing. And
therefore, management need to adjust with the change otherwise market may be lot.
(4)
The individuals specific behaviors in the market place is affected by internal factor,
such as need , motives, perception, and attitudes, as well as by external of
environment influences such as the family social groups, culture, economics and
business influences.
AN OVERVIEW OF CONSUMER BUYING BEHAVIOUR

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.
Consumer behaviour involves study of how people buy, what they buy, when they buy and
why they buy. It blends the elements from psychology, sociology, sociopsychology,
28 | P a g e
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 behaviour 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 Behaviour:

Consumer buying behaviour is influenced by the major three factors:
1. Social Factors
2. Psychological Factors
3. Personal Factors.
Social Factors
Social factors refer to forces that other people exert and which affect consumers
purchase behaviour. These social factors can include culture and subculture, roles and family,
social class and reference groups.
Psychological Factors
These are internal to an individual and generate forces within that influence her/his
purchase behaviour. The major forces include motives, perception, learning, attitude and
personality.
Personal Factors
These include those aspects that are unique to a person and influence purchase
behaviour. These factors include demographic factors, lifestyle, and situational factors.
Definition:
29 | P a g e
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.
Need 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.
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:
When a person recognizes that he/she is having a difficulty that he/she is not able to
travel with his/her family member. Then recognizes that his/her must have car and needs to
buy a new car.
Information Search
After the consumer has recognized the need, he / she will trying 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
30 | P a g e
The person after recognizing that his/her need, he/she will eventually try to find
out how he/she can purchase the car. If he/she cannot make a decision his/herself then he/she
will ask a friend to help out, if the friend do not have sufficient knowledge, he/she would go
to automobile showroom of a different company and try to get adequate information
regarding price, feature, performance and after sale service.
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 cars
available in the market, he/she will decide which kind of car and also which company or
brand he/she is going to buy depending upon his/her need.
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.
After selecting company or brand of the car and model from different alternatives of
cars, he/she will make a final decision of where to buying that car and make the final
31 | P a g e
transaction procedures.
Post-purchase Actions
Consumer favourable 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 consumers 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 behaviour and spread negative word-ofmouth concerning that particular product.
If he/she decided to buy a car he/she will try to compare the performance, speed,
mileage and comfort of the particular car, whether they meet his/her expectations. If he/she
would find that his/ her expectations are meet she will be satisfied, if she found that there are
more additional features that he/she did not expect this car to have, she will be delighted,
otherwise she will be dissatisfied.
32 | P a g e
DATA ANALYSIS AND INTERPRETATION

AGE
TABLE-1
AGE
15-20
20-35
35-50
Above50
Total
NO OF RESPODENTS
21
50
42
7
120
PERCENTAGE
9.16
41.6
35.00
5.30
100
INFERENCE:
Most of the cell phone users age between 20-35years have taken within 41.60% we
have observe the above table for 50 years persons having 5.4%.
33 | P a g e
MAJOR CUSTOMER FOR TATA DOCOMO SERVICES

TABLE-2
CUSTOMERS
STUDENTS
EMPLOYEES
BUSINES PEOPLES
OTHERS
Total
NO.OF RESPONDENTS
18
35
55
12
120
PERCENTAGE
15.00
29.17
45.84
10.00
100
INFERENCE:
Most of the business people are using the Tata Docomo services 45.84% and 29.12%
Employees, 15%of students and 10% of others are using Tata Docomo services.
FROM HOW MANY YEARS ARE YOU CUSTOMER FOR TATA

DOCOMO SERVICE.
TABLE-3
34 | P a g e
NO.OF
CUSTOMERS
Below one year
1-2years
2-5years
Above 5years
Total
PERCENTAGE
RESPONDENTS
30
52
34
21
120
10.83
43.33
28.33
17.51
100
INFERENCE:
Most of the cell phone users have taken Tata Docomo service 1-2 yrs is 47.5%, 2-5 yrs
customers are 45%, above 5 yrs are 17.5% and fresh customers are 9.17%
WHICH TYPE OF SREVICES ARE YOU HAVING.

TABLE - 4
35 | P a g e
NO. OF
SERVICES
Pre paid
Post paid
Total
PERCENTAGE
RESPONDENTS
97
23
120
80.83
19.17
100
INFERFERENCE:
Most of the respondents are using Pre Paid service 80.83% and Post paid service
respondents are 19.17%.
ARE YOU SATISFIED WITH THE TATA DOCOMO

NETWORK
36 | P a g e
TABLE-5
CUSTOMERS
Highly satisfied
Satisfied
Neutral
Dis satisfied
Total
NO. OF RESPONDENTS
30
53
36
1
120
PERCENTGE
25.00
44.17
30.00
0.83
100
INFERENCE:
Majority of the respondents 44.17% are satisfied with the Tata Docomo network and
0.83% respondents are dissatisfied.
37 | P a g e
ARE YOU SATISFIED WITH THE SALES AFTER SERVICES PROVDE

BY TATA DOCOMO
TABLE-6
Customer
Highly satisfied
Satisfied
Neutral
Totol
NO.OF RESPONDENTS
20
53
47
120
PERCENTAGE
16.67
44.16
39.17
100
INFERENCE:
Majority of the respondents are satisfy with sales after services 44.17%,highly satisfied
respondents are 16.16% and no respondents are dissatisfied.
38 | P a g e
ARE YOU SATISFIED WITH THE OFFERS PROVIDE BY TATA

DOCOMO
TABLE 7
CUSTOMERS
Highly satisfied
Satisfied
Neutral
Dis satisfied
Total
NO.OF RESPONDENTS
23
47
46
4
120
PERCENTAGE
19.17
39.16
38.33
3.40
100
INFERENCE:
Majority of the respondents 39.17% are satisfied with the Tata Docomo
services,38.14% respondents are neutral,19.16% respondents are highly satisfied and3.33%
respondents are dissatisfied with the Tata Docomo services.
39 | P a g e
ARE YOU SATISFIED WITH THE TATA DOCOMO CALL

RATES
TABLE-8
NO.OF
CUSTOMERS
Highly satisfied
Satisfied
Neutral
Dis satisfied
Total
PERCENTAGE
RESPONDENTS
13
58
47
2
120
10.83
48.33
39.17
1.60
100
INFERENCE: Majority of the respondents 48.33%satified with Tata Docomo call

rates,10.83% are highly satisfied and 1.67% respondents are dis satisfied.
40 | P a g e
ARE YOU SATISFIED WITH THE CALLER TUNES PROVIDED

BY TATA DOCOMO
TABLE-9
ROAMING
FACILITY
Highly satisfied
Satisfied
Neutral
Dis satisfied
Total
NO. OF RESPONDENTS
PERCENTAGE
10
34
56
20
120
8.34
28.33
46.67
16.66
100
INFERENCE:
Majority of the respondents 46.67% are neutral with the caller tune provided by Tata
Docomo cellular service and 16.67% respondents are dis satisfied.
ARE YOU FEELING AN TATA DOCOMO SCHOOL ADVRETISEMENT

TABLE-10
41 | P a g e
CUSTOMERS
Highly satisfied
Satisfied
Neutral
Dis satisfied
Total
NO. OF RESPONDENTS
PERCENTAGE
61
41
18
0
120
50.83
34.17
15.00
0
100
INFERENCE:
Half of the respondents 50.83% are highly satisfied with Tata Docomo school
advertisement and no respondents are dis satisfied with the Tata Docomo school advetisment.
WHO RECOMMENDED TATA DOCOMO SRERVICE TO YOU

TABLE-11
CUSTOMERS
Friends
Dealers
Your self
NO.OF RESPONDENTS
27
38
49
PERCENTAGE
22.5
31.67
40.83
42 | P a g e
Others
TOTAL
6
120
5.00
100
INFERENCE:
Majority of the respondents 40.83% arte self recommended and 22.5%
friends,31.67% dealers and others are5%.
WOULD YOU LIKE TO CONTINUE WITH IEDA SERVICES

TABLE-12
CUSTOMERS
Yes
No
Total
NO.OF RESPONDENTS
85
35
120
PERCENTGE
70.83
29.17
100
43 | P a g e
INFERENCE:
Majority of the respondents 70.83% are continuing with Tata Docomo services and
29.17% are dis continuing the Tata Docomo services.
IN YOUR POINT OF YOU VIEW MAIN COMPETITORS FOR TATA

DOCOMO SERVICES
TABLE-13
NO.OF
CUSTOMERS
TATA DOCOMO
AIR TEL
VODAFONE
PERCENTAGE
RESPONDENTS
24
51
38
20.00
42.50
31.60
44 | P a g e
TATA DOCOMO
5.83
TOTAL
120
100
I
NFERENCE: Majority of the respondents 42.5% TATA DOCOMO CELLULAR
SERVICES services are competitors, 31.67% Vodafone are competitors and 20% of TATA
DOCOMO and reliance and tata indicom are no competition with the Tata Docomo services .
RANKS OF TATA DOCOMO SERVICES COMPARED WITH

COMPITETORS
45 | P a g e
TABLE-14
RANKS
NO.OF RESPONDENTS
PERCENTAGE
1st
2nd
3rd
Cant say
Total
16
24
13.33
20.00
25.00
41.67
100
30
50
120
INFERENCE: Majority of the respondents 41.67% cant say their opinion,25% of

respondents are giving 3rd rank and 13.33% of respondents giving 1st ran k with the Tata
Docomo services compared with competitors.
46 | P a g e
ARE YOU ENJONG WITH TATA DOCOMO ADVERTISMENT

TABLE-15
CUSTOMERS
NO.OF RESPONDENTS
PERCENTAGE
Yes
98
81.67
No
Total
22
120
18.33
100
INFERENCE:
Majority of the respondents 81.67% are enjoying with Tata Docomo advertisement
and 18.33% are dis satisfied with Tata Docomo advertisement.
47 | P a g e
ARE SATISFIED WITH CUSTOMER CARE SUPPORT PROVIDED BY

TATA DOCOMO SERVICES
TABLE-16
CUSTOMERS
NO.OF RESPONDENTS
PERCENTAGE
Highly satisfied
21
17.5
Satisfied
Neutral
Dis satisfied
51
43
5
42.5
35.83
4.17
Total
120
100
INFERENCE:
Majority of the respondents 35.83% are satisfied with customer care support provided
by Tata Docomo services, 4.17% of dis satisfied by customer care support provided by Tata
Docomo services.
48 | P a g e
YOU FEELING ABOUT TATA DOCOMO POWER SERVICES

TABLE-17
NO.OF
Customer
PERCENTAGE
Highly satisfied
Satisfied
Nuetral
RESPONDENTS
19
43
47
15.83
35.83
39.17
Dissatisfied
11
9.17
Total
120
100
INFERENCE:
Majority of the respondents 39.17%are neutral in their feeling about Tata Docomo
power services and 9.16% are dissatisfied with Tata Docomo power services.
ARE YOU SATISFY THE NIGHT BALANCE TIMING FOR TATA

DOCOMO
SERVICES COMPARE WITH OTHER

COMPITETORS
49 | P a g e
TABLE-18
CUSTOMERS
NO.OF RESPONDENTS
PERCENTAGE
Yes
39
32.5
No
Total
81
120
67.5
100
INFERENCE:
50 | P a g e
Majority of the respondents 67.5% are satisfied with the night balance timings and 32.5% are
dissatisfied with night balance timings of Tata Docomo net work compared with other
FINDINGS
services.
Based on age, most of the cell phone users age between20-35years have taken
within 41.0%.
Major customers 45.83% business people, students 15%, employees 29.17% and
others are 10% Tata Docomo customers.
Half of the users of Tata Docomo services have been in usage for 1 years.
Prepaid is the most prioritized by users compared to post paid services.
Coverage, tariff of Tata Docomo is the main reason to divert many users from
other services followed by coverage area.
All top up coupons available in the market.
Every users is satisfied with overall issues of monthly bills.
The main competitions are, TATA DOCOMO CELLULAR SERVICES, docomo,

TATA DOCOMO and reliance, among them TATA DOCOMO CELLULAR
SERVICES and Vodafone gives more computations in PATNA.
Half of users of cell phone are engaged with voice communication of instead
SMS, GPRS, MMS, and internet.
Coverage is the main reason for using in rural areas TATA DOCOMO cell services
.
Most of the customers mainly 87.5% want to YOUR SELF go for TATA
DOCOMO services.
51 | P a g e
Majority of the respondents are not satisfied with night timings offers
52 | P a g e
SUGGESTIONS AND RECOMMENDATIONS

To reduce the coverage problem extension of tower capacity, location of new towers
at problematic areas is necessary.
If we advice to develop the packages, which engages more customers in SMS and
internet along with voice communication. It also helps reducing competition from the
other services.
Customer care should be answerable to customers at any time with out delay.
Take steps to solve the customers request as early as possible.
TATA DOCOMO should think about to concentrate on student segment with attractive
offers.
53 | P a g e
CONCLUSION
At last I conclude that the project report undertaken by me is satisfactory and the
work has got very good response from the respondents. The coverage and tariff provided by
the company are very much beneficial to respondents. In the process, majority of the
respondents are very positive towards the TATA DOCOMO SERVICES. According to my
research, all the respondents are provided with better service by the company.
54 | P a g e
QUESTIONNAIRE
1.Name :
2.Gender
Male
3.Age?
Female
[
(A) 15-20
B) 20-35
C) 35-50
D) Above 50
4. Major Customer For Tata Docomo Services?

A) Students
B) Employees
C) Business People
D) Others
5. From How Many Years Are You Customer For Tata Docomo Services?
A)Below 1 Year
C) 2-5 Years
B)1-2 Years
D) Above 5 Years
6.Which Type Of Services Are You Having ?

A) Post Paid
B) Prepaid
7. Are You Satisfied With The Tata Docomo Network?

A) Highly Satisfied
B) Satisfied
C) Neutral
D) Dissatisfied
8. Are You Satisfied With The Sales After Services Provided By Tata Docomo ? [
A) Highly Satisfied
B) Satisfied
C) Neutral
D) Dissatisfied
9. Are You Satisfied With The Offers Provided By Tata Docomo?
55 | P a g e
A) Highly Satisfied
C) Neutral
B) Satisfied
D) Dissatisfied
10.Are You Satisfied With The Call Rates Provided By Tata Docomo?
[
A) Highly Satisfied
B) Satisfied
C) Neutral
D) Dissatisfied
11.Are You Satisfied With The Caller Tunes Provided By Tata Docomo ?
A) Highly Satisfied
B) Satisfied
C) Neutral
D) Dissatisfied
12. You Are Feeling An Tata Docomo School Advertisement?

A)Highly Satisfied
B)Satisfied
C)Neutral
D)Dissatisfied
13.Who Recommended Tata Docomo Services To You?

A)Friends
B)Dealers
C)Yourself
D)Others
14.Would You Like To Continue With Tata Docomo Services?

A)Yes
B)No
15. In Your Point Of View Main Competitors For Tata Docomo Services?
A) Airtel
B) MTS
C) Vodafone
E) Reliance
E) Tata Docomo
F) Tata Indicom
56 | P a g e
16. Rank of Tata Docomo sevices compared with competators ?

[
A)1
B)2
C)3
D)cant say
17.Are you satisfied with customer care support provded by Tata Docomo services ?
[
A)Highly Satisfied
B)Satisfied
C)Neutral
D)Dissatisfied
18.Your feeling about Tata Docomo power services?
]
A)Highly Satisfied
B)Satisfied
C)Neutral
D)Dissatisfied
19.Are you enjoying Tata Docomo advertisements?

A)Yes
B)No
20.Are you satisfy the night balance timings for Tata Docomo services compare
With other compotators?
A)Yes
B)No
Any suggestions to Tata Docomo Company?
Place:
57 | P a g e
Date :
Signature
BIBLIOGRAPHY
1. PHILIP KOTLER MARKETING MANAGEMENT the millennium edition, New
Delhi, Prentice-Hall India, Tenth Edition.
2. C.R KOTHARI QUANTITATIVE TECHNIQUES New Delhi, Vikas publishing House
Pvt.Ltd., 1978, Third Edition.
3. C.R KOTHARI RESEARCH METHODOLOGY New Delhi Wishwa prakashan, 2000,
Second Edition.
4. S.P GUPTHA STATISTICAL METHODS Sultan chand & Co., New Delhi.
Web sites:
www.google.com
www.ask.com
58 | P a g e

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ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

Example: (continuing from previous)

OBJECTIVES OF THE STUDY

To find out the percentage of respondents connected to Tata Docomo and

To know the easy availability of recharge coupons.

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

To find out that how staff behavior is?

NEED FOR THE STUDY

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

SCOPE OF THE STUDY

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

This can be symbolically represented as shown below

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

LIMITATIONS OF THE STUDY

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

The brand Tata Docomo

Innovate. Stimulate. Liberate....

The India footprint Tata Docomo

Anywhere connectivity - bringing India closer.

Tomorrow's technology to enrich today.

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

The Customer Focus Tata Docomo

Make a single interaction a lasting relationship.

Nurture the roots that nurture our Tata Docomos.

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

as a secondary medium, customized for specific regional preferences to communicate

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

SERVICES OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

going around the world using this service.

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

telecommunications as Tata Indicom. It has wide range of channels of distribution to sell

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

CONSUMER BUYING DECISION PROCESS

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

It consists of mental and physical activities which consumers undertake to get

It includes both observable activities such as walking through the market to

AN OVERVIEW OF CONSUMER BUYING BEHAVIOUR

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

Factors Affecting Consumer Buying Behaviour:

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

Consumer buying decision process is the processes undertaken by consumer in regard

Example: (continuing from previous)

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMO

MAJOR CUSTOMER FOR TATA DOCOMO SERVICES