SCHOOL OF

S C C M S M S

COMMUNICATION & MANAGEMENT STUDIES

SCMS CAMPUS, PRATHAP NAGAR, MUTTOM, ALUVA-683106, COCHIN

DECLARATION
I, the undersigned, hereby declare that this project report entitled A STUDY ON PERCEPTION AND ATTITUDE OF RETAIL SHOP OWNERS TOWARDS PROVIDING Wi-Fi SERVICES AT THEIR LOCATIONS has been written and submitted under the guidance of PROF.KURIAN MATHEW, and is my original work.

I understand that detection of any copying is liable to be punished in any way the school deems fit.

03 October 2011

KAVITHA P MARAR

ACKNOWLEDGEMENT

I am highy indebted to School of Communication and Managemnet Studies, Cochin for providing me a wonderful opportunity to gain practical knowledge by including this project as a part of PGDM curriculum. I would like to express my gratitude towards Prof. K J PAULOSE ( Dean, Managemnet Studies), my faculty guide Prof. KURIAN MATHEW for their kind co-operation and encouragement which helped me in the completion of this project. I would also like to express my profound gratitude and thanks to my company guide Mr ABHISHEK BHADORIA (Sr. Sales Executive, O-Zone Networks Pvt. Ltd.) who spared his valuable time for guiding me throughout the project. I also express my sincere thanks to each and every one in O-Zone Networks Pvt. Ltd., in general, who has directly or indirectly, contributed in completing this project. My sincere thanks and appreciations also go to my colleagues,who have willingly helped me out with their abilities in developing the project.

KAVITHA P MARAR

ii

EXECUTIVE SUMMARY

The project titled A study on Perception and Attitude of retail shop owners towards providing Wi-Fi services at their locations. The main objective of the study was to find out the perception and attitude of retail shop owners towards providing Wi-Fi services at their outlets and to analyse the various factors influencing in the decision process of establishing a Wi-Fi service at a retail outlet. The study was based in Bangalore and the retail shop owners were the existing clients of O-Zone Networks ltd, Bangalore. The study covered most of the outlets in areas such as Koramangala, Domlur and Indiranagar. The research methodology of the study was exploratory research and the sampling technique used for the study was cluster sampling. The sample size was 50.The tools used for the analysis of the research were pie-charts, bar charts, weighted average and cross-tabs. Following were the major findings of the survey: 42% of the respondents believed that their customers will be obliged to buy if Wi-Fi was provided. 58% of the respondents perceived Wi-Fi service as a marketing tool. 62% of the respondents believed that Wi-Fi can aid in making repeat sales. 70% of the respondents were happy with the aftersales service. 90% of the respondents perceived Wi-Fi can add value to their service. Security, Technical Support and Neutrality were the major factors in deciding the Wi-Fi provider. O-Zone need to improve its marketing focus, and should also improve its technical support provided to the customers. Also it should work on the programs to increase the awareness of both the outlet owners and the customers regarding the various beneficial aspects of Wi-Fi services.
iii

TABLE OF CONTENTS
PAGE Sl.No. 1 1.1 TITLE LIST OF TABLES LIST OF FIGURES INTRODUCTION AND THEORETICAL BACKGROUND OF THE STUDY INTRODUCTION AND THEORETICAL BACKGROUND OF THE STUDY 1.1.1 1.1.2 1.2 1.2.1 1.2.2 1.2.3 1.2.4 1.2.5 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 3 3.1 3.2 3.3 3.3.1 3.3.2 3.3.3 4 India WLAN Network Gear Market Market Opportunities for Wi-Fi LITERATURE REVIEW Indias Wi-Fi market Wireless Internet Access: 3G vs. WiFi? About Wi-Fi Consumer perception and attitude towards mobile communication What is Perception and Attitude and Why is it Important? RESEARCH METHODOLOGY OBJECTIVES OF THE RESEARCH OPERATIONALISATION OF KEY VARIABLES POPULATION OF CASE STUDIES AND THE SAMPLING PROCEDURES DATA CAPTURE INSTRUMENTS DATA COLLECTION METHODS SPECIFIC RESEARCH TECHNIQUES AND APPLICATIONS DATA ANALYSIS PROCEDURE PROFILES INDUSTRY PROFILE COMPANY PROFILE SERVICE PROFILE Features Of Wi-Fi WORKING OF Wi-Fi Uses ANALYSIS AND INTERPRETATION OF
iv

NUMBER vi-vii viii-ix 1 2

5 7 12 12 13 14 14 15 16 17 17 18 18 18 19 19 20 21 22 23 24 24 25 27

4.1 5 5.1 5.2 6 6.1

DATA ANALYSIS AND INTERPRETATION OF DATA FINDINGS AND CONCLUSIONS FINDINGS CONCLUSIONS SUGGESTIONS AND RECOMMENDATIONS SUGGESTIONS AND RECOMMENDATIONS BIBLIOGRAPHY APPENDIX

28-58 59 60 62 63 64

LIST OF TABLES

PAGE Sl.No. 3.1 3.2 4.1 4.2 TITLE Tariff plans Voucher details Responses for customer obligation to buy SPSS output of the responses for Wi-Fi as a marketing tool
v

NUMBER 25 26 29 30

4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 Sl.No. 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24

Responses to Wi-Fi will make consumers stay longer in the oulet. SPSS output for Wi-Fi will aid in repeat sales Satisfaction level with the aftersales service The performance ratings of O-Zone Responses for Wi-Fi as a value-added service Responses for Wi-Fi will aid in increasing footfall Responses to the idea of providing Wi-Fi as free/ on charge Ratings of attributes of O-Zone as a Wi-Fi provider Awareness about Wi-Fi technology Consumer happiness with service Outlets revenue changes with Wi-Fi service provision Aftersales service * Consumer happiness Cross-tabulation Providing wifi * Repeat sales Cross-tabulation Consumer awareness about Wi-Fi TITLE Consumers frequency of usage Consumers likeness towards Wi-Fi at retail outlets Consumers feeling about Wi-Fi can retail outlets Factors deciding a Wi-Fi provider Response of consumers towards Wi-Fi as an obligation to buy Awareness about Wi-Fi hotspots Sources of information Respondents feeling about Wi-Fi at cheaper rates

32 34 35 37 39 40 41 42 43 44 45 47 48 49 PAGE NUMBER 50 51 52 53 54 55 55 56

vi

LIST OF FIGURES

PAGE Sl.No. 4.1 4.2 4.3 4.4 4.5 TITLE Responses for customer obligation to buy Responses towards Wi-Fi as a marketing tool Responses to Wi-Fi will make consumers stay longer in the outlet Responses for Wi-Fi will aid in repeat sales Satisfaction level with the aftersales service
vii

NUMBER 29 31 32 34 36

4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18

The performance ratings of O-Zone Responses for Wi-Fi as a value-added service Responses for Wi-Fi will aid in increasing footfall Responses to the idea of providing Wi-Fi as free/ on charge Ratings of attributes of O-Zone as a Wi-Fi provider Awareness about Wi-Fi technology Consumer happiness with service Outlets revenue changes with Wi-Fi service provision Consumer awareness about Wi-Fi Consumers frequency of usage Consumers likeness towards Wi-Fi at retail outlets Consumers feeling about Wi-Fi can retail outlets Factors deciding a Wi-Fi provider

38 39 40 41 43 44 45 46 49 50 51 52 53

PAGE Sl.No. 4.19 4.20 4.21 4.22 TITLE Response of consumers towards Wi-Fi as an obligation to buy Awareness about Wi-Fi hotspots Sources of information Respondents feeling about Wi-Fi at cheaper rates NUMBER 54 55 56 57

viii

ix