Consumer Perception

Towards Telecom
Services
In Ahmedabad

Prepared By –
Utkarsh Singh (B-144)
Yogendra Singh Badoriya (B-156)
 Telecom Industry : Quick Facts
Total telecom 429.72 million
subscribers :
Wireless subscribers : 391.76 million
Wire line subscribers : 37.94 million
Tele density : 36.98 %
India’s Rural Mobile Phone 100 Million
Users :

TRAI (Telecom Regulatory Authority Of India)

• (MISSION Statement) To ensure that the interests of consumers are
protected and at the same time to nurture conditions for growth of
telecommunications, broadcasting and cable services.

• Functions :
1. Recommendatory Functions
2. Mandatory Functions
3. Other functions
Specific targets mentioned in the NTP 1999 are:

• To achieve a tele-density of 7 by the year 2005 and 15 by the year

2010.

• Encourage development of telecom in rural areas making it more

affordable by modifying the tariff structure suitably.

• Increase rural tele-density from the current level of 0.4 to 4 by the year
2010.

• Achieve telecom coverage of all villages in the country and provide

reliable media to all exchanges by the year 2002.

• Provide high speed data and multimedia capability using technologies

including ISDN to all towns with a population greater than 2 lakhs by
the year 2002.
 Services Provided by Telecom Sector

1. Basic Services

2. VAS (Value Added Services)

a. Value Added Services that stand alone from
operational perspective.
b. Value Added Services provided as an
optional
service along with voice service.
Type of Service Providers

1. GSM (Global System for Mobile)

2. CDMA (Code Division Multiple Access)

 Major Players
As Per November 2009

Market Share of GSM Players

Market Share of CDMA Players

Reliance 62%
Tata Teliservices 36%
Others 2%
Market Share of All Players (Over all and Rural)
Data in Percentage
 RESEARCH OBJECTIVES

• To determine the factors which influence the purchasing behavior

of mobile connection.

• To determine the marketing process elements which influence the

purchasing behavior of mobile connection.

• To understand the improvement and customer preference in

telecom services.

• To study customer satisfaction and understand the current market

scenario in telecom sector.
 Sample size:
During the project study we attached to near about 200 people of
Ahmedabad. These people belongs to the different parts of the city.

Assumptions:
• The area selected is assumed to represent Ahmedabad telecom
market.

• Data collected are assumed to be bias free from side of

respondents.

• Whole research and analysis part based on data collected is carried

out under unbiased environment and without any influence of any
factor which can lead to deviation in result.
 Sampling
Sample Size : 200
Sample Frame : Ahmedabad City
Sampling Method : Simple Random Sampling
Constraints : Time, No. of respondent, Biased opinion
Sampling Error : Response - 172
Non-response - 28
Survey Method : Questionnaire

Population Attributes

1. Age
2. Gender
3. Marital Status
4. Working Status
5. Educational Qualification
 Hypothesis

• Customers are self driven while purchasing a mobile connection.

• Print media is the most effective advertisement medium which

influence the customer to purchase a mobile connection.

• Television is the most effective advertisement medium which

influence the customer to purchase a mobile connection.

• There is some choice in the market for telecom service providers.

 Findings
1. Among respondents Public service holders are the most sensitive
towards tariff price.

2. Student and Housewife value the Television Ads for purchasing

the mobile connection.

3. Students and private service holders are concerned and value the
brand image for purchasing the mobile connection.

4. In case of word of mouth, Students, housewives, private service

holders value it for purchasing the mobile connection.

5. Public service holders, Students and housewives are highly

influence by any scheme, free sampling, rebate for purchasing the
mobile connection.

6. Customers are most concern about network for purchasing the

mobile connection.