A STUDY OF BRAND

SWITCHING BEHAVIOR WITH

SPECIAL REFERENCE TO
SELECTED CELLULAR SERVICE
PROVIDERS IN DELHI MARKET

Presentation by: Ms. Abha Kaushish

Under the guidence of Dr. Manoj Kumar
OBJECTIVES
To assess:
•The brand awareness levels.
•The relative market position of various providers
•The satisfaction level of existing customers.
•The consumer evaluation on various dimensions.
To study:
•The overall marketing strategies.
•The consumer loyalty programmese
RESEARCH DESIGN & METHODOLOGY
RESEARCH PLAN
MAIN HYPOTHESES:the cellular service
providers are operating under highly volatile
environmental conditions and have to change their
marketing mix very often.

Subsidiary hypothesis:
•The competitive advantage is ultimately created by
service provider.
•Customer brand loyalty are declining significantly.
•The competitive advantage creation is influenced by
imagination and creativity of the service providers.
•Value added services act as competitive advantages.
•Competitive advantage is highly liquid and shifting.
SAMPLING DESIGN:
SAMPLING UNIT: 16-60 AGE GROUP
SAMPLING METHODA : CONVENIENCE
AND QUOTA SAMPLING
SAMPLE SIZE : 520: 260 FEMALES & 260
MALES
Division of Groups:on the basis of income
Non working students:50
Working professionals:210
Age group 24-35 years:
•Low income group: 35
•Middle income group:35
•High income group:35
Age group 36-60 years
Low income group: 35
Middle income group:35
High income group:35
DATA ANALYSIS TECHNIQUES
•PERCENTAGE
•AVERAGE
•WEIGHTED AVERAGE
SOURCE OF DATA:
•TWO FROM CDMA: RELIANCE & TATA INDICOM
•TWO FROM GSM: VODAFONE & AIRTEL

IMPORTANCE OF RESEARCH:
•JUGGLING OF MARKETING MIX
•ASSESSING STRENGHS & WEAKNESSES
•UNDERSTANDING OF DIANAMIC ENVIRONMENT
•UNDERSTANDING REASONS FOR SWITOVER

REVIEW OF WORK ALREADY DONE

CHAPTERIZATION:
1.INTRODUCTION
2.RESEARCH METHODOLOGY & LITERATURE SURVEY
3.GROWTH OF CELLULAR SERVICES IN NEW
ECONOMY
4.EXTERNAL ANALYSIS
5.ATTITUDE DEVELOPMENT & ALTERNATIVE
EVALUATION IN BUYING
6.DATA ANALYSIS
7.CONCLUSIONS & SUGGESTIONS.
Thank you