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The study entitled “A Study on the consumer preference on various mobile connections
and buyer behavior” was conducted in Chennai with special reference to RELIANCE
INFOCOMM. The study was undertaken to know the preference level of consumers towards
various mobile connections.
Both primary and secondary data was collected by interview method and referring the
company manual and website of the company. The statistical tool used in the study was
percentage analysis, weighted average Method, chi square test, one sample run test.The
limitation of the study was that the data provided by the respondents may be false at times
and it is confined to 200 consumers only and conducted in Chennai only.
Communication is the life blood of This project deals with the service
modern businesses and a part in life style. industry. Servicing in India is found to
Telecommunications industry grown from have a continuous growth in the past. That
earth to sky in a short span of time.In the also divided as organized and unorganized,
earlier day s th ere was no o r le ss in the past market was filled with the
competition because the demand was more uno rgan ized service s. But n ow the
than supply. After globalization the emergence of organized services benefits
scenario has changed entirely, many the customer than ever before. To have a
players entered in to the business and
better understanding a detailed description
privatization came into existence. What
is given.
ever the business may be there is one in
common consumer preference.
Statement of the Problem
Now-a-days even they try to delight the
customers. This plays a very vital role Service industry is found to have
because one satisfied customer will bring continuous growth in the past Due to the
many other customers. In the present growing competition; a service company
media world one can take u p many needs to undertake many steps to remain
promotional methods. For any brand a in the industry and being profitable. One
satisfied customer is the best ambassador of such measures is that conducting a
because of the trust factor. Customers will survey to understand the consumer
tend to believe in those words of people preference. It helps the service to identify
whom they know than that of third person the strengths and weaknesses of the outlet
in the name of brand ambassador. from the customers’ perspective. This
1 15-25 76 38
2 25-35 65 32.5
3 Above 35 59 29.5
The Respondents are high Level of the age group between 15-25 years. The age
level above 35 years has the least number of respondents.
1 Aircel 60 30
2 Airtel 34 17
3 Hutch 33 16.5
4 BSNL 30 15
5 Tata Indicom 3 1.5
6 RIM 40 20
Total 200 100
Table 1.3 Showing Tennure of Using Mobile Fervice from a Same Brand
2 6 - 12 Months 71 35.5
3 1-2 Yrs 44 22
4 Above 2 Yrs 64 32
FIG 1.3 Tennure of using the same mobile service form a same brand
35.5 % of the Respondents are using the same mobile service for 6 – 12 Months and
32% of the respondents use it for more than 2 years.
1 Prepaid 116 58
2 Postpaid 84 42
1 Tarrif 154 31
4 Schemes 33 6.5
5 Performance 38 7
6 Others 25 6
Major factors influenced respondents while using the particular mobile service
are Coverage (35.4% ), Tarrif (31% ), Schemes (6.5% ), Brand Name (14.1% ), Performance
(7% ) and others (6% ).
1 Voice 80 40
2 SMS 68 34
3 VAS 43 21.5
4 Internet/GPRS 6 3
5 MMS 3 1.5
Out of the 200 respondents 40% of them’s primary usage of mobile connection is
voice(Speaking) , 34% of the respondent’s primary usage is sending SMS , 21.5% have a
mobile connection for the Value Added Service that the service provider
3 Internet/GPRS 28 14
4 Others 9 4.5
58% of the Respondents expect changes in the outgoing rates and 23.5% of the
respondents expect changes in the SMS Tarrif.
1 Excellent 41 20.5
2 Good 116 58
3 Moderate 42 21
4 Poor 1 0.5
1 15-25 5 13
2 25-35 15 37
3 Above 35 20 50
Total 40 100
The Respondents are high Level of the age group Above 35 years that is 20 Respondents.
The age level between 15-25 have the least number of respondents.
Table 1.10 Month of Using Mobile Services from RIM by the Respondents
1 Upto 6 Months 2 5
2 6 - 12 Months 5 12
3 1-2 Yrs 12 30
4 Above 2 Yrs 21 53
Total 40 100
53 % of the Respondents are using the same mobile service for More than 2 Yrs and
30% of the respondents use it for 1-2 Years.
1 Prepaid 29 72
2 Postpaid 11 28
Total 40 100
1 Tarrif 6 10
3 Coverage 38 63.3
4 Schemes 7 11.7
5 Performance 5 8.3
Total 60 100
Major factors influenced respondents while using the particular mobile service are
Coverage (63.3% ) , Schemes (11.7), Tarrif (10% )and Brand Name(6.7% ) and Performance
(8.3% ) .
1 Outgoing Rates 12 30
2 SMS Tarrif 19 48
3 Internet/GPRS 7 17
4 Others 2 5
Total 60 100
48% of the respondents expect changes in the SMS Tarrif and 30% of the respondents
expect changes in Outgoing Rates.
1 Excellent 12 30
2 Good 23 57.5
3 Moderate 5 12.5
4 poor 0 0
Total 40 100
53.3% of the Respondents feel that the service of RIM is good and 33.3 % of the
respondents feel that the service of RIM is Excellent.
15-25 9 16 22 3 24 2 76
25-35 24 13 5 13 10 0 65
Above 35 27 5 6 14 6 1 59
Total 60 34 33 30 40 3 200
Null Hypothesis (Ho) - There is No significant Relationship Between Age and Brands
of mobile Connections used by Respondents
Degrees of Freedom = 3
It is found from the above analysis that calculated Chi-Square value is lesser than
the table value at 2 degrees of freedom and null Hypothesis accepted. There is no close
significant relationship between the age group and Brands of mobile connections Used
by Respondents