FINAL PROJECT REPORT ON

A STUDY OF YOUTH PREFERENCE

TOWARDS VARIOUS MOBILE SERVICE PROVIDERS WITH REFERENCE TO AGE GROUP OF 20 TO 30 YEARS Submitted to Punjab Technical University Jalandhar In Partial fulfillment of the requirement for the award of the degree of Masters in Business Administration

Submitted by: guide:

Project

MBA IV-B (Session 2009-2011) Gain Jyoti Institute Of

Management & Technology

DECLARATION
Hereby declare that the project report entitled STUDY OF YOUTH PREFERENCE TOWARDS VARIOUS MOBILE SERVICE PROVIDERS WITH THE REFERENCE OF AGE GROUP OF 20 TO 30 YEARS submitted for the degree of Master of Business Administration, is my original work and the project report has not formed the basis for the award of any diploma, degree, associate ship, fellowship or similar other titles. It has not been submitted to any other university or institution for the award of any degree or diploma.

Place: Date:

CERTIFICATE
This is to certify that Mr.RAVI BHUSHAN MBA fourth semester of GJIMT, Mohali has completed his project report on the topic of STUDY OF YOUTH PREFERENCE TOWARDS VARIOUS MOBILE SERVICE PROVIDERS WITH THE REFERENCE OF AGE GROUP OF 20 TO 30 YEARS under the supervision of Mr.PRANJAL faculty member of GJIMT. To best of my knowledge the report is original and has not been copied or submitted anywhere else. It is an independent work done by him.

Mr. PRANJAL GJIMT Mohali

S.NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

CONTENTS
INTRODUCTION TO INDUSTRY COMPANYS PROFILE OBJECTIVES OF PROJECT REVIEW OF LITERATURE RESEARCH METHODOLOGY RESULTS AND INTERPRETATION LIMITATIONS OF STUDY CONCLUSION BIBLIOGRAPHY ANNEXURE

PAGE NO. 7 16 34 36 40 42 55 57 59 61

11.

QUESTIONNAIR

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ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom routine can substitute which is possible while working in real situations. Application of theoretical knowledge to practical situations is the bonanzas of this survey. Without a proper combination of inspection and perspiration, its not easy to achieve anything. There is always a sense of gratitude, which we express to others for the help and the needy services they render during the different phases of our lives. I too would like to do it as I really wish to express my gratitude toward all those who have been helpful to me directly or indirectly during the development of this project. I would like to thank my project guide Mr. Pranjal who was always there to help and guide me when I needed help. His perceptive criticism kept me working to make this project more full proof. I am thankful to him for his encouraging and valuable support. Working under him was an extremely knowledgeable and enriching experience for me. I am very thankful to him for all the value addition and enhancement done to me. No words can adequately express my overriding debt of gratitude to my parents whose support helps me in all the way. Above all I shall thank my friends who constantly encouraged and blessed me so as to enable me to do this work successfully.

RAVI BHUSHAN MBA

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to teach consumers in their roles as their roles as consumers. They want consumers to learn about their products, product attributes, potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the consumers needs, but the marketers objectives. The scope of my study restricts itself to the analysis of students preferences, perception of different mobile service providers. The scope of my study is also restricts itself to GJIMT only.

Chapter-1 Introduction To Industry

Telecom Industry in India

The Indian telecommunication industry is the world's fastest growing industry with 791.38 million mobile phone subscribers as of February 2011. It is also the second largest telecommunication network in the world in terms of number of wireless connections after China As the fastest growing telecommunications industry in the world, it is projected that India will have 1.159 billion mobile subscribers by 2013. Furthermore, projections by several leading global consultancies indicate that the total number of subscribers in India will exceed the total subscriber count in the China by 2013. The industry is expected to reach a size of US$76.57 billion) by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period. According to analysts, the sector would create direct employment for 2.8 million people and for 7 million indirectly.[ In 2008-09 the overall telecom equipments revenue in India stood at US$30.38 billion during the fiscal, as againstUS$25.61 billion a year before Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred byte growth in demand in countries like India and China.- Indias mobile phone subscriber base is growing at a rate of 82.2%. China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific. Compared to that India s share in Asia Pacific Mobile Phone market is 6.4%. Considering the fact that India and China have almost comparable populations, Indias low mobile penetration offers huge scope for growth. India with a strong population of over 1.2 Billion, it has become one of the most dynamic and promising telecom markets of the world. In recent times, the country has emerged as one of the fastest growing telecom markets in the world. India's telecom Industry has shown massive upsurge in the recent years in all respects of industrial growth. During2007-2011, the country witnessed the number of phones increasing more than five time and total tele-density rising from 38.2%. to 64% .From the status of state monopoly with very limited growth, it has grown in

to the level of an industry. Telephone, whether fixed landline or mobile, is an essential for the people of India. This changing phase was possible with the economic development that followed the process of structuring the economy in the capitalistic pattern. Removal of restrictions on foreign capital investment and industrial de-licensing resulted in fast growth of this sector. Till 2000, though cellular phone companies were present, fixed landlines were popular in most parts of the country. With government of India setting up the Telecom Regulatory Authority of India, and measures to allow new players country, the featured products in the segment came in to prominence. Today the industry offers services such as fixed landlines, WLL, GSM mobiles, CDMA and IP services to customers. Increasing competition among players allowed the prices drastically down by making the mobile facility accessible

to the urban middle class population, and to a great extends in the rural areas. Even for small shopkeepers and factory workers a phone connection is not an unreachable luxury. Major players in the sector are BSNL, MTNL, Bharti Teleservices, Vodafone-Essar, , Tata, Idea Cellular, etc. After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market with the five major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance Communication. All the players except Reliance offered services based on the Global System for Mobile (GSM) 4 technology. Reliance provided services based on Code Division Multiple Access (CDMA)5 technology as well as GSM. As competition in the telecom arena intensified, service providers took new initiatives to woo customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount coupons, business solutions and talk time schemes. The most important consumer segments in the cellular industry were the youth segment and the business class segment. The youth segment was the largest and fastest growing segment and was therefore targeted most heavily by cellular service providers. Bharti TeleVentures adopted celebrity endorsement as its chief promotional strategy. By 2o15 it 9

emerged the unprecedented leader commanding the largest market share in the cellular service market. .Today, The Indian telecom sector has repeatedly has throwing up strong numbers over the past few years. This has been the outcome of reduction in tariffs, availability of cheaper handsets, micro prepaid cards, the overall growth in the economy, and favorable demographics amongst others generally affirmative factors. While more sector-specific measures like a well crafted telecom policy and its timely execution has catapulted the telecom story on a high growth trajectory. We have been witness to how mobile phones, from being luxuries during the initial years of their launch, have changed to being a necessity in the urban and semi urban areas. As a consequence, Indian telecom companies have been rapidly growing in size and expanding their reach. During this turbo-changed growth, we still have a long way to go in terms of increasing coverage and

Teledensity. Owing to sheer size, growth potential and high growth of Indian telecom market, sector has been attracting and continues to attract the attention of not just the Indian conglomerates but also foreign players as is evident from number of bidders that have lined up to pick up a stake in the on going Hutch-Essar sale. The sector is expected to continue to be a star performer owing to the congenial environment within which it thrives. The targets as set out by the Department of Telecommunications (DOT) for total number of subscribers also seem well within the reach at the moment with the Indian Cellular Mobile Services Providers (CMSPs) adding about 6m subscribers each month. The Indian Telecommunications network crossed 261 million mark In March 2008 and it is now the fifth largest in the world and the second largest among the emerging economies of Asia.. Indias total mobile phone subscription touched 791.38 million towards the end of the month, the Telecom Regulatory Authority of India (TRAI) s There was a marginal drop in the number of wireline phones during the month. But the total number of phone subscribers (both wireless and wireline) rose to 826.25 million, resulting in a tele-density of 69.29. India is the fastest-growing wireless phone market in the world, and the second in terms of numbers after

10

INVESTMENT AND GROWTH In 2009-2010, the telecom industry witnessed a growth of 21% with a total revenue of Rs. 250000 crores, and the total investment rising to Rs.625000 crores. It is projected that the telecom industry will be enjoying over 150% growth in the next 4-6 years. The growth also requires a huge investment by the players in the sector. Bharti Airtel is planning to invest about $95 billion by the year 2015 Liberalization policy and some socio-economic factors are mainly responsible for the immense growth in the sales volumes. The lifestyle of the people has changed. They need to be connected to the other people all the time. With the lowering down of the tariffs the affordability of the mobile phones has increased. The finance sector has also come up with loans for handsets on 0% interest. Mobile services providers are also expanding their coverage area by installing more and more antennas and other equipments. The telecom sector in the country has already adopted the latest technological advancements to cater to the demands of the growing market. Telecom Expo India, Convergence India, VAS India and IPTV India being organized year to year. Providers have been asked to cut down their roaming rentals as well as their long distance and international call tariffs

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of 11

Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly governmentowned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), And Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions.

However, private services focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). Airtel, Vodafone-Hutch, and Idea Cellular dominate the GSM sector, while Reliance and Tata Indicom dominate the CDMA sector. Opening up of international and domestic long distance telephony services are the major growth

12

drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.

Classification of Telecommunication services 1. Basic services 2. Cellular services 3. Internet Service Provider (ISP)

Cellular Service Overview

1.

There are five private service operators in each area, and an incumbent state operator. Almost 80% of the cellular subscriber base belongs to the pre-paid segment.

2.

The DoT has allowed cellular companies to buy rivals within the same operating circle provided their combined market share did not exceed 67 per cent. Previously, they were only allowed to buy companies outside their circle.

Growth Drivers Opening up of international and domestic long distance telephony services are growth drivers in the industry. Cellular operators now get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The

13

reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand. The Key players in the Telecom Market in India Cellular Service provider: 1. 2. 3. 4. 5. 6. BSNL Airtel Vodafone Reliance Tata indicom Idea

Subscribers Wireless subscribers crosses 758 million mark Tele density reaches 64.20%

14

The total number of telephone subscribers has reached 758 million at the end of February 2011 as compared to 700.87 million in January 2011. The overall teledensityhas increased to 64.20% in February 2011 as compared to 60.52% in January 2011.In the wireless segment; 20 million subscribers have been added in February 2011 while 19.00 million subscribers were added in january2011. The total wireless Subscribers (GSM, CDMA & WLL(F)) base reaches 791..29 million at the end of March 2011. The wire line segment subscriber base stood at 39.73 million with a decrease of 0.16 million at the end of August 2007. Circle wise wire line subscriber base of service providers is given at following chart..

Market Share of the Telecom Company in India

Service Provider wise Market Share as on 28.02.2011

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Chapter-2 Companies

16

Introduction

Company Profile

INTRODUCTION Bharti Airtel, Indias leading telecom services provider, along with fifteen other global telecommunications majors, today signed a formal construction and maintenance agreement in London to build the Europe India Gateway (EIG) cable system. The first direct, highbandwidth optical-fiber submarine cable system from India to United Kingdom will cost more than US$ 700 million and significantly enhance capacity and diversity to connect India to the Middle East and Europe. The 15,000-kilometer (9,000-mile) cable system will connect 13 countries across three continents and is expected to carry commercial traffic by second quarter 2010.

Airtel is the only Indian service provider to be a part of this consortium, and will be operating the cable landing station in Mumbai. The other members of the EIG cable consortium include AT&T, BT, C&W, Djibouti Telecom, Du, Gibtelecom, IAM, Libyan Telecom, MTN Group Ltd., Omantel, PT Comunicaes-S.A, Saudi Telecom Company, Telecom Egypt, Telkom SA Ltd, and Verizon Business. The state-of-the-art, next generation cable system is designed

17

to provide up to 3.84 terabits (Tbps) using dense-wavelength-division-multiplexing (DWDM) technology to provide upgradeable transmission facilities that support Internet, ecommerce, video, data and voice. The EIG consortium has signed construction and supply agreements with Alcatel-Lucent and Tyco Telecommunications. Bharti Airtel formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's largest mobile phone and Fixed Network operators. With more than 118 million subscriptions as of 13th February 2010[2] It offers its mobile services under the Airtel brand and is headed by Sunil Mittal. The company also provides telephone services and Internet access over DSL in 14 circles. The company complements its mobile, broadband & telephone services with national and international long distance services. The company also has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore. The company provides reliable end-to-end data and enterprise services to the corporate customers by leveraging its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs, ISP and international bandwidth access through the gateways and landing station. Airtel is the largest cellular service provider in India in terms of number of subscribers. Bharti Airtel owns the Airtel brand and provides the following services under the brand name Airtel: Mobile Services (using GSM Technology), Broadband & Telephone Services (Fixed line, Internet Connectivity(DSL) and Leased Line), Long Distance Services and Enterprise Services (Telecommunications Consulting for corporates).Leading international telecommunication companies such as Vodafone and SingTel held partial stakes in Bharti Airtel In April 2006 Bharti Global Limited was awarded a telecommunications license in Jersey in the Channel Islands by the local telecommunications regulator the JCRA. In September 2006 the Office of Utility Regulation in Guernsey awarded Guernsey Airtel with a mobile telecommunications license. In May 2007 Jersey Airtel

and Guernsey Airtel announced the launch of a relationship with Vodafone for island mobile subscribers. In July 2007, Bharti Airtel signed an MoU with Nokia-Siemens for a 900 million dollar expansion of its mobile and fixed network.[3] In August 2007, the company announced it will be launching a customized version of Google search engine that will provide an 'array of services' to its broadband customers.

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INTRODUCTION A DREAM COME TRUE The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest private sector company virtually from scratch, had stated as early as 1999: Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fibre optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting.

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Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life. Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom and Flag Telecom, is part of Reliance Communications Ventures (RCoVL). According to National Stock Exchange data, Anil Ambani controls 66.75 per cent of the company, which accounts for more than 1.36 billion shares of the company.[1]Reliance Infocomm is an Indian telecommunications company. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising of power (Reliance Energy), financial services (Reliance Capital) and telecom initiatives of the Reliance ADA Group. Reliance Infocomm is currently managed by Anil Dhirubhai Ambani.It uses CDMA2000 1x technology HISTORY Dhirubhai Ambani founded reliance Infocomm. Between 1999 to 2002 Reliance Infocomm built 60,000 km of fiber optic backbone in India. This network was commissioned on December 28, 2002. FOOTPRINT At present, Reliance Telecom's GSM cellular services are available in 340 towns within its eight-circle footprint. Reliance's CDMA services are available in 19 states and cover about 65% of the country, state wise. Reliance Infocomm also offered for the first time in India, mobile data services through its R-World mobile portal. This portal leverages the data capability of the CDMA 1X network. BUSINESS REVIEW Third-quarter net income fell 57 percent from a year ago to 4.8 billion rupees ($106 million), . While that beat the 3.6 billion rupee average analysts estimate compiled by Bloomberg, sales and earnings before interest, tax, depreciation and amortization missed projections. EBITDA declined 8 percent from a year earlier to 16.68 billion rupees in the third quarter, according to the statement. Net sales fell 5.9 percent to 48.2 billion rupees, missing the 52.7 billion rupees average of 31 analyst estimates. Reliance ADA Group, whose market value lunged $2.6 billion on Feb. 9, said last week federal investigators examined its officials as part a probe into a government sale of telecom airwaves.

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TATA TELESERVICES INTRODUCTION Incorporated in 1996, Tata Teleservices 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 name Tata Indicom and today enjoys a pan-India presence through existing operations in all of India's 22 telecom Circles. The company is also the market leader in the fixed wireless telephony market. The company's network has been rated as the 'Least Congested' in India for six consecutive quarters by the Telecom Regulatory Authority of India through independent surveys. Tata Teleservices Limited has also become the first Indian private telecom operator to launch 3G services in India under the brand name Tata DOCOMO, with its recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner NTT DOCOMO, the Company finds itself favorably positioned to leverage this first-mover advantage. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operatorsin Japan, the company is the clear market leader, used by nearly 55 per cent of the country's mobile phone users. Tata Teleservices Limited also has a significant 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 Group's 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 all of these 18 telecom Circles in the quick span of just over a year. 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 optionpart of its 'Pay for What You Use' pricing paradigm. Tokyobased NTT DOCOMO is one of the world's leading mobile operatorsin the Japanese market, the company is the clear market leader, used by over 50 per cent of the country's mobile phone users.

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The Tata Teleservices Limited bouquet comprises four other brands as wellVirgin Mobile, Walky (which is the brand for fixed wireless phones), the Photon family (the company's brand that provides a variety of options for wireless mobile broadband access, and T24. TTSL recently entered into a strategic partnership agreement with Indian retail giant Future Group to offer mobile telephony services under a new brand nameT24on the GSM platform. The exciting new brand was unveiled in February and the company announced the commercial launch of GSM operations under the brand name T24 in June, starting with the city of Hyderabad. It has now launched T24 GSM services in Kolkata, Bhubaneswar, Lucknow and Ahmedabad. Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves over 85 million customers in more than 450,000 towns and villages across the country, with a bouquet of telephony services encompassing Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline Services.

Tata is the direct competitor with Reliance, both CDMA operators in India. The company provides unified telecommunication solutions including mobile, fixed wireless, fixed line and broadband. Other competitors are Vodafone, Airtel, Aircel, Idea, MTNL, BSNL providing GSM based mobile telephony. The company was first in India to provide free intra network calling within city limits. They launched a unique scheme providing lifetime rental free connectivity on its mobile and fixed wireless for a one time charge.Tata Teleservices is part of the INR Rs. 315000 Crore (US$ 70 billion) Tata Group, that has over 87 companies, over 250,000 employees and more than 2.8 million shareholders. With a committed investment of INR 36,000 Crore (US$ 7.5 billion) in Telecom (FY 2006), the Group has a formidable presence across the telecom value chain. Tata Teleservices spearheads the Groups presence in the telecom sector. Incorporated in 1996, Tata Teleservices was the first to launch CDMA mobile services in India with the Andhra Pradesh circle. Starting with the major acquisition

of Hughes Tele.com (India) Limited [now renamed Tata Teleservices (Maharashtra) Limited] in December 2002 the company swung into an expansion mode. With the

total Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India presence spread across 20 circles that include Andhra Pradesh, Chennai, Gujarat, 22

Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has established a robust and reliable 3G ready telecom infrastructure that ensures quality in its services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a reliable, technologically advanced network. The company, which heralded convergence technologies in the Indian telecom sector, is today the market leader in the fixed wireless telephony market with a total customer base of over 8.8 million.Tata Teleservices bouquet of telephony services includes Mobile services, Wireless Desktop Phones, Public Booth Telephony and Wire line services. Other services include value added services like voice portal, roaming, post-paid Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling card services and enterprise services. Some of the other products launched by the company include prepaid wireless desktop phones, public phone booths, new mobile handsets and new voice & data services such as BREW games, Voice Portal, picture messaging, polyphonic ring tones, interactive applications like news, cricket, astrology, etc.

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BSNL

INTRODUCTION Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a public sector communications company in India. It is the India's telecommunication company with 11.14% market share as on February , 2011. Its headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, and New Delhi. It has the status of Mini-ratna - a status assigned to reputed Public Sector companies in India.

Bharat Sanchar Nigam Limited (abbreviated BSNL; is a state-owned-telecommunicaion company headquartered in New Delhi India BSNL is one of the largest Indian celluler providers, with over 86.4 million subscribers as of March 2011, and the largest land linetelephone provider in India. However, in recent years the company's revenue and market share plunged into heavy losses due to intense competition in Indian telecommunications sector. It has footprints throughout India except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL.. BSNL's earnings for the Financial Year ending March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with net profit of INR 78.06b (US$ 1.90 billion). Today, BSNL is India's largest Telco and one of the largest Public Sector Undertaking with estimated market value of $ 100 Billion. The company is planning an IPO with in 6 months to offload 10 % to public. Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five 24

years it has become one of the largest public sector unit in India. BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and wining customer's confidence. Today, it has about 47.3

million line basic telephone capacity, 4 million WLL capacity, 20.1 Million GSM Capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5 Lakhs villages. BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL serves its customers with its wide bouquet of telecom services.BSNL is numero uno operator of India in all services in its license area. The company offers vide ranging & most transparent tariff schemes designed to suite every customer.BSNL cellular service, Cell One, has more than 17.8 million cellular customers, garnering 24 percent of all mobile users as its subscribers. That means that almost every fourth mobile user in the country has a BSNL connection. In basic services, BSNL is miles ahead of its rivals, with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent share in revenue terms. BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who access Internet through various modes viz. Dial-up, Leased Line, DIAS, Account Less Internet(CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country. BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data and video through the same Backbone and Broadband Access Network. At present there are 0.6 million Data One broadband Customers. The company has vast experience in Planning, Installation, network

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integration and Maintenance of Switching & Transmission Networks and also has a world class ISO 9000 certified Telecom Training Institute. Scaling new heights of success, the present turnover of BSNL is more than Rs.32045billion (US $ 7 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion) for last

Financial year. The infrastructure asset on telephone alone is worth about Rs.630,000 million (US $ 14.37 billion).BSNL plans to expand its customer base from present 84 millions lines to 175 million lines by December 2012 and infrastructure investment plan to the tune of Rs. 733 crores (US$ 16.67 million) in the next three years. The turnover, nationwide coverage, reach, comprehensive range of telecom services and the desire to excel has made BSNL the No. 1 Telecom Company of India. History The foundation of Telecom Network in India was laid by the British sometime in 19th century. The history of BSNL is linked with the beginning of Telecom in India. In 19th century and for almost entire 20th century, the Telecom in India was operated as a Government of India wing. Earlier it was part of erstwhile Post & Telegraph Department (P&T). In 1975 the Department of Telecom (DoT) was separated from P&T. DoT was responsible for running of Telecom services in entire country until 1985 when Mahanagar Telephone Nigam Limited (MTNL) was carved out of DoT to run the telecom services of Delhi and Mumbai. It is a well known fact that BSNL was carved out of Department of Telecom to provide level playing field to private telecoms.Subsequently in 1990s the telecom sector was opened up by the Government for Private investment, therefore it became necessary to separate the Government's policy wing from Operations wing. The Government of India corporatised the operations wing of DoT on October 01, 2000 and named it as Bharat Sanchar Nigam Limited (BSNL).BSNL operates as a public sector.

26

IDEA

Idea Cellular Limited was incorporated in 1995. The company is among the top four mobile telephony players in India with an 11 per cent all-India subscribers market share. More importantly, it ranks third in terms of wireless revenue market share at 12.7 per cent. Idea ranks second with 20.8 per cent revenue market share in nine service areas where it holds 900MHz spectrum and which derive 48 per cent of industry's gross revenues (based on gross revenues for UAS and mobile licenses only, for December 2009 quarter, as released by TRAI). The market positioning of Idea reflects the str ength of its brand considering the fact that Idea added 14 out of its total 22 service areas in the past four years. Today it is a pan-India player with commercial operations in all 22 service areas. Its subscriber base has grown multifold from 7.37 million in March 2006 to 63.82 million in March 2010. Idea holds 16 per cent stake in Indus Towers, a joint venture with other telecom majors Bharti Airtel and Vodafone. Indus Towers is the world's largest tower company with over one lakh towers. In 2007, Idea was listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE). Idea enjoys a market leadership position in many of its operational areas. It offers GPRS on all its operating networks for all categories of subscribers, and was the first company in India to commercially launch the next generation EDGE technology in Delhi in 2003. As a pioneer in technology deployment, it has been at the forefront through the adoption of bio fuels to power its base stations, and by employing satellite connectivity to reach inaccessible rural areas in Madhya Pradesh. Idea has been a leader in the introduction of value-added services, and there are many firsts to its credit, including a voice portal 'Say Idea', Idea TV, voice chat and instant messenger. Tariff plans have been customer-friendly, catering to the unique needs of different customer segments, for instance the 'Women's Card' caters to the special needs of women on the move, and 'Youth Card' covers the emerging youth segment.

27

Idea has won numerous awards and is the only Indian GSM operator to win the prestigious GSM Association Award consecutively in the best mobile technology category for the Best Billing and Customer Care Solution both in 2006 and in 2007, even in the face of international competition.

NFRASTRUCTURE VENDORS
The infrastructure vendors are Siemens and Motorola.

LAUNCH OF SERVICE
Launched over six years ago under the memorable brand name of "Idea", the Company offers cellular services in Punjab and Karnataka. Idea Karnataka launched its services in April 1997.

Pre-paid /post-paid Service

Idea Communications Limited is presently operating Cellular Phone Services in the states of Punjab and Karnataka. The pre-paid service in Karnataka operates under the brand name "Simple" and In Punjab under the brand name Idea.

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VODAFONE ESSAR

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16 telecom circles in India Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros.Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 16 of the country's 23 licence areas. Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16 telecom circles in India . Despite the official name being Vodafone Essar, its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros.Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 16 of the country's 23 licence areas. OWNERSHIP: Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals, 15%. On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8 billion . The transaction closed on May 8, 2007.

29

PREVIOUS BRANDS: In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide, consolidating its services under a single identity. The Company entered into agreement with NTT Do Como to launch i-mode mobile Internet service in India during 2007.The company used to be named Hutchison Essar, reflecting the name of its previous owner, Hutchison. However, the brand was marketed as Hutch. After getting the necessary government approvals with regards to the acquisition of a majority by the Vodafone Group, the company was rebranded as Vodafone Essar. The marketing brand was officially changed to Vodafone on 20 September 2007.On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition exercises in recent times. Vodafone Essar is spending somewhere in the region of Rs 250 crores on this high-profile transition being unveiled today. Along with the transition, cheap cell phones have been launched in the Indian market under the Vodafone brand. There are plans to launch co-branded handsets sourced from global vendors as well.A popular daily quoted a Vodafone Essar director as saying that "the objective is to leverage Vodafone Group's global scale in bringing millions of low-cost handsets from across-the-world into India."While there is no revealing the prices of the lowcost Vodafone handsets, the industry is abuzz that prices might start at Rs 666, undercutting Reliance Communications' much-hyped 'Rang Barse' with cheap handsets beginning at Rs 777.Meanwhile, Vodafone Essar sources said there would be no discounts or subsidized handset offers -- rather handset-bundled schemes for customers.Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the country, is expected to provide several Vodafone handsets in India. Earlier this year, Vodafone penned a global low-cost handset procurement deal with ZTE.

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GROWTH OF HUTCHISON ESSAR (1992-2005): In 1992 Hutchison Whampoa and its Indian business partner established a company that in 1994 was awarded a licence to provide mobile telecommunications services in Mumbai (formerly Bombay) and launched commercial service as Hutchison Max in November 1995. Analjit Singh of Max still holds 12% in company.By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had acquired interests in six mobile telecommunications operators providing service in 13 of India's 23 licence areas and following the completion of the acquisition of BPL that number increased to 16. In 2006, it announced the acquisition of a company that held licence applications for the seven remaining licence areas. In February 2007, Hutchison Telecom announced that it had entered into a binding agreement with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests in Hutchison Essar Limited for a total cash consideration (before costs, expenses and interests) of approximately US$11.1 billion or HK$87 billion.1992: Hutchison Whampoa and Max Group established Hutchison Max2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR acquisition2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh and Chennai2003: Acquired AirCel Digilink (ADIL - Essar Subsidiary) which operated in Rajastan, Uttar Pradesh East and Haryana telecom circles and renamed it under Hutch brand2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh West' and 'West Bengal'2005: Acquired BPL, another mobile service provider in India2008: Vodafone acquired Dishnet Wireless, a service provider in Orissa and has successfully launched its services in the following circle.2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2G network.Hutch was often praised for its award winning advertisements which all follow a clean, minimalist look. A recurrent theme is that its message Hello stands out visibly though it uses only white letters on red background. Another recent successful ad campaign in 2003 featured a pug named Cheeka following a boy around in unlikely places, with the tagline,

31

VIRGIN MOBILE

Virgin Mobile launched its operations as a mobile virtual network operator (MVNO) in November 1999. As we are an MVNO, we operate a virtual network providing a broad range of mobile communications services to our customers over T-Mobile's network under our non-exclusive, minimum ten year term, telecommunications supply agreement with T-Mobile, signed in January 2004.We market our services and products under the Virgin Mobile brand, which benefits from the strength of the Virgin brand. We believe the Virgin brand has a broad appeal among the UK population; in 2005 Virgin was the number one most admired brand in the UK (Source: HPI Research). The Virgin Mobile brand is now a distinct and established brand in the UK. Our overall customer proposition and market positioning are based on our brand values. We offer a broad range of mobile communications products and services, including mobile voice and non-voice services, including SMS, MMS and 3G, and entertainment services over the Virgin Mobile Bites portal including games, information and music services, and international roaming. We offer our products and services through approximately 5,000 outlets in the UK, including Virgin Mobile Stores within Virgin Megastores, The Carphone Warehouse, The Link, Dixons, Phones 4u, Curry's, Comet, Tesco, Asda, John Lewis, Argos, TOMO, Woolworths, Toys R Us and Ryman plus hundreds of independents mobile phones dealers and available via Shop Direct, Littlewoods, Grattan and Empire home shopping channels. Virgin Mobile Pay Monthly (contract) is currently available in Virgin Mobile Stores, The Car phone Warehouse, The Link, Phones 4u and at concessions in WHSmith and at today.

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Today, in 2006 we have more than 4 million customers* who are attracted by our simple, honest, good value proposition whether they choose to Pay Monthly or Pay As You Go - high standards of customer service, and our compelling brand and humorous advertising. Virgin Mobile employs approximately 1,400 staff at three sites, Trowbridge, London and Daventry, and has an outsourced customer service centre operated by approximately 200 staff in Middlesbrough. Virgin Mobile's customers were found to be the most-satisfied mobile consumers in the pre-pay sector for two years running in 2005 and 2004, according to the surveys by J.D. Power and Associates. Virgin Mobile is also featured in `The Sunday Times 100 Best Companies to Work For list 2005 and is part of the FTSE4Good Index. Virgin Mobile started life as a joint venture between Virgin and T-Mobile. In January 2004 in connection with the settlement of various disputes involving Virgin Mobile, T-Mobile and certain Virgin Group companies, Virgin purchased from TMobile all of the shares that T-Mobile owned in Virgin Mobile. In July 2004 Virgin Group sold down some of this holding in Virgin Mobile, offering 62,500,000 shares through an Initial Public Offering priced at 200p. Virgin Mobile's shares were listed on the London Stock Exchange on 26 July 2004 and subsequently included in the FTSE 250 index. In December 2005, Virgin Mobile's board received an approach from ntl Incorporated (the holding company of ntl:Telewest) with an offer to buy the company. Discussions led to a recommended cash bid of 372p a share and on July 4th 2006 ntl Incorporated completed its acquisition of Virgin Mobile. The completion of this deal creates the first UK company able to offer a quadruple play to customers. This new company will be able to offer mobile and fixed line telephony, broadband internet and television, putting it in an unrivalled position in the communications industry.

33

Chapter-3 Objectives

34

OBJECTIVES OF THE STUDY

The subject matter for this research Project is to study the students preference towards the various mobile service providers in GJIMT. This project consists of different objectives. They are as follows: To find out the youth preference level associated with different mobile service providers. To find out the youth satisfaction towards the various service providers. To know which advertisement media puts more impact on the buying decision of youth.

35

Chapter-4 Review of Literature

36

REVIEW OF LITERATURE
The changing role of mobile communications is reflected in the increasing use of mobile devices for e-commerce purposes. Supported by the penetration of mobile devices and the evolution of mobile technologies, mobile commerce promises to change the way certain business-to-consumer (B2C) activities are conducted. Focusing on B2C markets, this paper underlines the critical role of consumer behaviour research in mobile commerce and investigates, through an exploratory research approach, the critical success factors towards mobile commerce diffusion. To that end, an online consumer survey ran in three European countries (Finland, Germany and Greece). The results showed that mobile commerce (m-commerce) penetration in Europe is in its infancy. In addition, significant differences regarding consumer attitudes towards mobile commerce were observed among the countries investigated. Lower prices, improved security, improved devices and effective customer support, proved to be the critical success factors towards accelerating mcommerce consumer adoption. It is concluded that the customisation of the marketing mix to the specific characteristics of each target market is a key success factor for mobile operators in Europe. With advances in wireless networking, devices, applications and middleware, a new area of applications has emerged. Termed mobile commerce, these applications have attracted some interest among researchers, developers, carriers, and content providers. One major issue is the location management support that is needed by many location-intensive mobile commerce applications, such as user and location-specific mobile advertising, mobile inventory management, wireless-business reengineering, and mobile financial services. In this paper, we address the location requirements of m-commerce applications from the user, provider and networking perspectives. We also discuss how such requirements may be supported by the exiting and emerging wireless networks. We also present and 37

discuss several open and interesting research problems. This paper describes a world first development of a multipoint videophone system over third generation wireless cellular phone services using the 3G-324M circuit-based international

standard protocol. A multipoint TV phone system comprises a control server and a multipoint control unit (MCU), and enables multipoint conferencing systems over 3G324M. The picture quality is 176 by 144 picture size format (QCIF) and 10fps at 64kbps constant bitrate. The control server unit controls the conference reservations from the users, and MCU controls audio/visual processing of mixing audio and video data. Up to eight people can join the same meeting using 3G-visual terminals over 3G-324M; also, simultaneously, 60 3G-visual terminals can be connected to the system, and the number of terminals can be extensible according to market demand. In this paper, the system architecture is described. Since this system enables audiovisual communications anywhere and at anytime, audio-visual communications are expected to penetrate the market. The internet and the mobile phone - two technological advancements that have profoundly affected human behaviour in the last decade - have started to converge. The products of this association are mobile data services. Using a variety of platforms, services are being created to enable mobile devices to perform many activities of the traditional internet, albeit in a reduced format for mobile devices. One area of activity is mobile (m-) banking (one of the first areas of commercial transaction on the wireless internet). Banking is an area that has extended in many different ways in recent years, including telephone and online banking. M-banking provides yet another channel for banking services, and in emerging markets, provides some possibility for becoming a primary channel. This paper examines the strategic implications of m-banking and the strategic positioning of m-banking services in different markets. The paper concludes with a discussion of the future for m-banking services. The significance of ubiquitous computing is rapidly growing on a global scale with the current trend towards mobile computing, computer networks, and wireless communication in business and personal usecombine framework for location-aware applications to global mobile networks. This paper presents the 38

design for a context-aware mobile information system (CAMIS). The system will support users with location-specific information services and applications. The

system uses the concept of a non-intrusive Push to deliver information to mobile users using cell-broadcast technology. Web services are driving the next generation of mobile computing applications by providing a thick abstraction layer that masks the operating systems for any given device from the developer. Major platform vendors are now rolling out revolutionary tools aimed at simplifying the creation and deployment of web services. The authors have created a mobile web service based on the flexible services architecture model for mobile communication. This paper presents a new approach to building flexible services architecture (FSA) based web services, and outlines the details of a sample web service that the authors have developed using the flexible services architecture. The translator web service developed by the authors demonstrates the flexibility and applicability of the FSA. This approach could be quite helpful for developing any web service and for building mobile communication applications. Mobile devices in the IEEE 802.11 wireless local area network (WLAN) have the ability to transmit data frames at one of four transmission rates 1Mb/s, 2Mb/s, 5.5Mb/s and 11Mb/s. This is because the commercial WLAN transceivers are equipped with several modulation schemes. According to the characteristics of the modulation scheme, a higher transmission rate will result in a smaller transmission range and longer time consumption on data frame transmission. If the channel environment is relatively clear and the transmission distance is short, one should choose a higher transmission rate for data transmission to maximise channel utilisation. On the contrary, a lower transmission rate should be selected to minimise the frame loss and frame error probabilities if the bit error rate is high. Therefore, the problem of choosing a proper transmission rate to accommodate a varying environment is a new and valuable problem in the wireless LANs. To our knowledge, it is very difficult and impractical to formalise an indoor environment since the channel status is quite unstable and unpredictable.

39

Chapter-5 Research Methodology

40

RESEARCH METHODOLOGY
Research is a careful investigation or inquiry especially through search for new facts in branch of knowledge: market research specifies the information. Required to address these issues: designs the method for collecting information: manage and implements the data collection process analyses the results and communicates the finding and their implications.

Survey design:
The study is a cross sectional study because the data were collected at a single point of time. For the purpose of present study a related sample of population was selected on the basis of convenience.

Sample Size and Design:

A sample of 75 people was taken on the basis of convenience. The actual respondents were contacted on the basis of random sampling.

Research Period:
Research work is only carried for 3 or 4 weeks.

Research Instruments
This work is carried out through self-administered questionnaires. The questions included were open ended, dichotomous and offered multiple choices.

Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases: Primary Source: The data has been collected directly from respondent with the help of structured questionnaires. Secondary Source: The secondary data was collected from internet and references from Library.

Data Analysis: The data is analyzed on the basis of suitable tables by using
mathematical techniques. The technique that I have used is bar graphs, Pie Charts and Digrams.

41

Chapter-7 Data Analysis & Interpretation

42

DATA ANALYSIS AND INTERPRETATION

DEMOGARPHIC FEATURES OF RESPONDENTS 1. Gender:

PARTICULARS MALE FEMALE Total NUMBER 56 19 75 %AGE 75% 25% 100

INTERPRETATION: The pie chart shows that out of 75 respondents 56 are male and 19 are female..

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2 Which Cellular Service you are using?

PARTICULARS Airtel Vodafone BSNL Reliance Idea Virgin Tata Inducom Other Services Total Respondents 21 9 21 19 4 0 1 0 75

Service Providers
25 20 15 10 5 0 Airtel BSNL Idea Vodafone Reliance Virgin

INTERPRETATION: All the respondents had mobile connections except virgin the bar chart

shows that Airtel and BSNL has the maximum respondents Reliance is on third and Vodafone at no fourth .

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3. Which connections you are having?

Connection type Pre-paid Post-paid Total

No. of respondents 63 12 75

%AGE 95% 5% 100

INTERPRETATION: out of 75 respondents 63 respondents use pre-paid connection and only 12 respondents use post-paid connections . .

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4(a). From where you get the information about the cellular service you are using?
Source Friends Dealers Advertisement Media Others Total No. of respondents 41 8 17 9 75 %AGE 61% 12% 25% 2% 100

INTERPRETATION: Out of 75 respondents 61% of respondents get the information about the cellular service from the friends and 25% from the advertisement..

4(b). If advertising media, then which of the following?

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Media TV Newspaper Hoardings Others Total

NO.OF RESPONDENTS 9 6 2 0 17

%AGE 53% 12% 35% 0 100

INTERPRETATION: The 53% of respondents are using TV media 35% are using Hoardings

and 12% of respondents are using newspapers

5. From how long you are availing the service of these particular service providers?
47

Respondents 1 year 2 year 3 year More then 3 years Total 21 27 11 16 75

INTERPRETATION:Out of 100 respondents 79 respondents were satisfied with the services of there particular service providers while only 21 were not satisfied.

6. Would you like to change your current service provider in future?

Will Change No. of respondents %AGE

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Yes NO Total

18 57 75

24% 76% 100

INTERPRETATION: Out 100 respondents 61 respondents were attracted by the coverage facility, 21 by call charges, 2 by roaming charges, 14 by G.P.R.S while 2 were attracted by others.

7. Rank the facility that attracts you most w.r.t your service provider on 1 to 5-likert scale?
Factor Most satisfied Satisfied Neutral Dissatisfied Most dissatisfied total

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Recharge/billing facility Network coverage Internet services/GPRS Call charges Roaming facility SMS MMS VAS

22 29 16 8 9 19 11 11

40 27 40 26 25 33 16 33

10 13 11 30 31 13 28 19

3 4 5 7 6 7 16 5

2 3 4 4 3 4 4

75 75 75 75 75 75 75 75

Factor Analysis
KMO and Bartlett's Test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .902 Bartlett's Test of Sphericity Approx. Chi-Square df Sig. 702.253 28 .000

In this table the null hyphpthesis is rejected by the Bartletts test of sphericity.The approximate chi-square is 702.253 with 28 degree of freedom. Which significant at the 0.05 level. The value of KMO statistic .902 is >.5 Thus a factor analysis may be considered an appropriate technique for analyzing the correlation matrix.

Communalities VAR00001 VAR00002 VAR00003 Initial 1.000 1.000 1.000 50 Extraction .801 .360 .779

VAR00004 VAR00005 VAR00006 VAR00007 VAR00008

1.000 1.000 1.000 1.000 1.000

.783 .849 .805 .903 .882

Extraction Method: Principal Component Analysis. This Table shows the application of principal component analysis. Under communalities initial column show that the communality for each variable v1 to v8 is 1.00 the eigenvalues for the factors are expected in decreasing order of magnitude as go from factor 1 to factor 8. Total eigenvalue for a factor indicate the total variance attributed to that factor. Communality: It is the amount of variance a variable shares with all the other variables being considered. This is also the proportion of variance explained by the common factors. Eigenvalue: The eigenvalue represents the total variance explained by each factor

Total Variance Explained

Compone nt 1 2 3 4

Total 6.161 .792 .377 .213

Initial Eigenvalues % of Cumulative Variance % 77.017 77.017 9.905 86.922 4.717 91.639 2.662 94.301

Extraction Sums of Squared Loadings % of Cumulative Total Variance % 6.161 77.017 77.017

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5 6 7 8

.186 .127 .075 .067

2.323 1.588 .944 .844

96.625 98.213 99.156 100.000

Extraction Method: Principal Component Analysis.

In This Table the total variance accounted for by all the factors is 8, which is equal to the number of variables. Factor 1 account for a variance of 6.161, which is 77.017 percent of the total variance. According to this only those factors with eigenvalues greater than 1.00 are retained; the other factors are not included in the model. An eigenvalue represents the amount of variance associated with the factor. Hence only factors with a variance greater than 1.0 are included. Factors with variance less than 1.0 are no better than a single variable. So we can see that the eigenvalue >1.0 result in 1 factors being extracted. This means that one factors most appropriate .

Component Matrix(a) Component VAR00001 VAR00002 VAR00003 VAR00004 VAR00005 VAR00006 52 1 .895 .600 .883 .885 .922 .897

VAR00007 VAR00008

.950 .939

Extraction Method: Principal Component Analysis. a 1 components extracted.

V 01 service related factor such as Recharge/billing facility Network coverage Internet services/GPRS Call charges Roaming facility SMS MMS VAS Which has rank first and its variance percentage value is 77.017

53

Scree Plot

Eigenvalue

0 1 2 3 4 5 6 7 8

Component Number

A scree plot is a plot of the eigenvalue against the number of factors in order of extraction. The shape of the plot is used to determine the number of factors .Typically the plot has a distinct break between the steep slope of factors, with large eigenvalue and a gradual trailing off associated with the rest of the factors. Evidence indicates that the point at which the scree begins denotes the true number of factors. From the scree plot a distinct break occur at three factors. Finally from the cumulative percentage of variance accounted for, we can see that the first factors account for 77.017 % of the variance, and the gain achieved in going to one factors is marginal. This situation indicates this factor is most appropriate. Thus this factors appear to be reasonable in this situation.

54

Chapter-6 Limitations

55

LIMITATIONS

No project has the complete study there are some limitations in every project. The limitations of this project are: The project has only 75 respondents as the sample size which may be not enough for this project, but with this to find 75 respondents who are using Mobile services in GJIMT is also not easy. . The biases of the respondents and the interviewer might have crept in while conducting survey. Generally the respondents were busy in their works and were not interested in responding. The respondents in the study may not represent the true characteristics of the target audience. The research is conducted in the present prevailing conditions and there can be fluctuations.

56

Chapter-8 Conclusion

57

Conclusion
Few years back mobile connections were not common among the youth. But with the mobile revolution now we can find almost every youth with mobile phone. Most of the youth prefer prepaid connections than postpaid connections. Most preferred cellular company amongst the youth is airtel and the least preferred company is reliance. Mostly the youth are satisfied with the services provided by the different cellular companies. Maximum number of respondents was attracted towards the coverage facility and the least like the roaming services. T.V. and internet are the best media advertisements that put more impact on the youth buying decisions Maximum number of youth are loyal to there particular service providers and they were using there connections since 2 years.

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Chapter-9 Bibliography

59

BIBLIOGRAPHY
BOOKS:
Marketing Research G. C. Beri Research Methodology C.R Kothari Principles of Marketing Philip Kotler

Web Resources:
www.trai.gov.in http://www.tataindicom.com/t-aboutus-ttsl-organization.aspx http://www.rcom.co.in/webapp/Communications/rcom/Aboutus/aboutus_home.jsp http://www.ideacellular.com/IDEA.portal? _nfpb=true&_pageLabel=IDEA_Page_AboutIdea http://www.bsnl.co.in/about.htm www.virgin.com www.airtel.com www.virgin.com www.vodafone.com www.voip.com

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Chapter-10 Annexure

61

QUESTIONNAIRE
For STUDY OF YOUTH TOWARDS VARIOUS MOBILE SERVICE PROVIDERS WITH THE REFERENCE OF AGE GROUP 20 TO 30 YEARS
Dear Respondent, This questionnaire is part of a research study and the data collected will not be shared to any other individual or organization without the explicit permission of the respondents. 1. Genders: a) Male 2. (b) Female

Which Cellular service you are using? a) Airtel c) BSNL e) Idea g) Tata indicom (b) Vodafone (d) Reliance (f) Virgin (h) Other Services (b) Post paid

3. Which connection you are having? a) Pre paid

4. From where you get the information about the cellular service you are using? (a) Friends (c) Advertising Media (b) Dealers d) Others

If advertising media, then which of the following: a) TV c) Hoardings (b) Newspaper (d) Others

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5. From how long you are availing the services of this particular service provider? a) 1 year c) 3 years b) 2 years d) More than 3 years

6. Would you like to change your current service provider in future? Yes No If yes then why 7. Rank the facility which attracts you most w.r.t. your service provider on 1 to 5 Likert scale

Factors Recharge/Billing Facility Network Coverage Internet Services\ GPRS Call Charges Roaming Facility SMS Services MMS VAS(Stock, Cricket etc

Most satisfied

Satisfied

Neutral

Dissatisfied

Most dissatisfied

Name _______________________ Contact No: ______________________________ Thank you for your cooperation

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