Table content

Chapters. No. Chapter 1 Chapter 2 Details Rationale for the study Objective of the study Title of the project Object of the study Scope of study Company profile Company profile An overview of current market scenario The company & its product line Marketing strategies Review of literature Research Methodology Research problem Research objective Research design Method of data collection Sampling method and size Research instrument used Data analysis and data interpretation Finding & Conclusion Limitation of study Recommendations &suggestion Appendix Questionnaire Bibliography Page. no. 3 6 7 8 8 9 10 13 15 18 22 24 25 25 26 27 28 28 29 41 44 46 48 49 52

Chapter 3

Chapter 4 Chapter 5

Chapter 6 Chapter 7 Chapter 8 Chapter 9

Rationale for the study

Wireless Internet is based upon wireless technology. Broadband is often called high-speed Internet, because it usually has a high rate of data transmission. In general, any connection to the customer of 450 Mbps or more is considered broad band Internet. Wireless is preferred over wired network due to the following reasons: Lower installation and maintenance costs. Ease of replacement and upgrading. Reduced connector failure. 3

 Greater physical mobility and freedom. Broadband in India: Broadband is regularly growing in the Indian market. There are many players in the broadband market which are providing broadband to corporate and direct to home. To increase broad band connectivity Indian government Issues Reliance Broadband policy. The broadband policy includes the definition, the Technology and other important aspect of broadband in it. In India there are a large number of people who are using internet but the number of people who use broadband is much smaller than it.

Wireless in Mumbai
Wireless broad band in mumbai is huge requirement. As we know that Mumbai city is famous for IT sector, automobile and education. In this modern era every people want to finish their work in short time, for this purpose they are using internet. Opportunity of internet Reliance introduced new broadband+ with 3G technology which has high speed 3.1mbps and reliance covered city in very short period. Reliance can get Hi-speed internet with a more prolonged and Reliable connection and they can use the technology efficiently to maintain stability in the growth of their organization.

There is 2 month project duration because of college and university require 2 month project report on the basis of study curriculum of MBA degree. This two month project report plays important role in future of student because of this project experience gives little bit corporate exposure for the student. Aim of doing project in Reliance is that to know hierarchy of the company and environment of store. Study gives criteria to know how to get information from customers through questionnaire. Its mission to understand the organisat Promotional activity plays important in increasing sales volume of company. This study helps researcher to know about the competitors and strategies used by them. This project mainly helped to increase communication skills and also helped to know, how an Individual can 4

convince the customers about product and to design strategies and to develop business for the company. This experience will really help in future projects and work.

Title of the project

Analysis of Brand Awareness and Consumer Behavior of Reliance Broadband connection in Mumbai

Objective of the study:

To know consumer perception toward Reliance broadband and brand awareness. To analyse the data collected from the customers and relate them with the parameters of Reliance and make a suitable strategy for the promotion of the product according to their requirement. 7

 To promote for Reliance Wireless broadband connection in the mumbai and generate leads for the company. To find awareness about reliance 3G among the customers using wireless broadband.

Scope of Study:

Scope of study is restricted to various areas of south mumbai such as Dadar, Parel,Charniroad,Matunga,Cottengreen etc. Time frame limited two month from April to May. Study restricted to only brand awareness consumer behaviour for Reliance Broad band connection and 3G.

Company profile An overview of current market scenario

The company & its product line Marketing strategies

Company profile

Foundation of Reliance communication: Chairmans profile:

Regarded as one of the foremost corporate leaders of contemporary India, shire anal d 48, is the chairman of all listed companies of the reliance ado group, namely, reliance communications, reliance capital, reliance energy and reliance natural resources. he is also the president of the Dhirubhai Amana institute of information and communication technology, Gandhi agar an MBA from the Wharton school of the university of Pennsylvania; shire bambini is credited with pioneering several financial innovations in the Indian capital markets. He spearheaded the countrys first forays into overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Under his chairmanship, the constituent companies of the reliance ADA group have raised nearly us$ 3 billion from global financial markets in a period of less than 15 months. Shri Ambani has been associated with a number of prestigious academic institutions in India and abroad. He is currently a member of: Wharton board of overseers, the Wharton school, USA board of governors, Indian institute of management (IIM), Ahmadabad board of governors, Indian institute of technology (IIT), Kanpur executive board, and Indian school of business (ISB), Hyderabad In June 2004, shri ambani was elected as an independent member of the rajya sabha upper house, parliament of India, a position he chose to resign voluntarily on March 25, 2006.

Fig.No.3.1

10

Select awards and achievements

voted the businessman of the year in a poll conducted by the times of India tens, December 2006 11

 voted the best role model among business leaders in the biannual mood of the nation poll conducted by India today magazine, august 2006 conferred the CEO of the year 2004 in the Platt global energy awards conferred 'the entrepreneur of the decade award' by the Bombay management association, October 2002 awarded the first Wharton Indian alumni award by the Wharton India economic forum (wife) in recognition of his contribution to the establishment of reliance as a global leader in many of its business areas, December 2001 Selected by Asia week magazine for its list of 'leaders of the millennium in business and finance' and was introduced as the only 'new hero' in business and finance from India, June 1999.

Dhirubhai Ambani (1932-2002) started the reliance commercial corporation in a350 sq. ft. room with a telephone, one table and three chairs. The primary business of reliance Commercial Corporation was to import polyester yarn and export spices. He started his first textile mill at naroda, in Ahmadabad in the year 1966 (the origin of 2007). After success in the textile industry reliance slowly ventured into petroleum, petrochemicals, energy, finance, engineering and telecommunication sectors. Reliance was the first Indian company to be listed in the fortune global 500 list in 2003.

An overview of current market scenario

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Reliance communications (formerly reliance communications ventures) is one of Indias largest providers of integrated communications services. The company has more than 20 million customers and serves individual consumers, enterprises, and carriers, providing wireless, wire line, long distance, voice, data, and internet communications services through a number of operating subsidiaries. The company sells communications and digital entertainment products and services through its chain of Reliance web world retail outlets. The company's Reliance Infocomm subsidiary provides wireless communications services throughout India. Reliance Communications is part of the Reliance - Anil Dhirubhai Ambani Group. The current network expansion undertaken by Reliance is the largest wireless network expansion undertaken by any operator across the world. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometres of a pan-India. 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 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. Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life. We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers and businesses in India. We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally.

The company & its product line

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Reliance World is a chain of retail outlets in India. Managed by Reliance web store ltd. (a part of the reliance Anil Dhirubhai Ambani Group). Reliance world offers information, communication, entertainment and utility services. Reliance's fibber optic network makes it possible for these outlets to offer broadband-enabled services, besides telephony products & services. There are 234 reliance world outlets across 105 cities in India.

Reliance communication pvt. Ltd.

Reliance Communications is Indias largest information and communications service provider with over 50 million subscribers. The company is the realisation of our founders dream of bringing about a digital revolution that will provide every Indian with affordable means of communication and a ready access to information. The flagship company of the Reliance ADA group, reliance communications began operations in 1999 and has over 50 million subscribers today. It offers a complete range of integrated telecom services. These include mobile and fixed line telephony; broadband, national and international long distance services, data services and a wide range of value added services.

Product portfolio
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Reliance communication has the following consumer product lines Mobile Wireless Phone Wireless Terminal Blackberry Broad net Roaming Reliance Landline Reliance Net connect Reliance Mobile Reliance India Call Reliance Passport

Reliance Net connect

People were raring for a high-speed internet that could open up pages and download in a jiffy. BSNL had kept everyone in India waiting for the much hyped e data cards with elevated speed and a standout tariff plan. BSNL offers the lowest downtime as compared to any other services in India. With Reliance's wireless internet service speeding up, the competition has boiled up. Reliances new USB modem is 20 times faster with speed up to 3.1 mpbs. Thats great 15

especially for professionals who travel extensively. The benefit goes to the hoi polloi. Lets delve into what's on offer to realize the difference. The reliance net connect broadband is a simple plug and play option for laptops and desktops. The wireless broadband recorded the fastest uploads at a speed of up to 1.8 mbps. Further the Indian telecom major offers a seamless network across 20000 towns and 4.5 lace villages. Coming to the usb modems price, it will be available for 3500 for 2 months unlimited connection. During this period the users will be able to avail free unlimited wireless broadband internet. The offer will be available for the month of March. After this period the user will have to pay for the first month. Each net connect broadband + plan is great value for money. Choose from a range of suitable plans. Net connect Broadband Post-paid tariff Net connect Broadband Prepaid tariff

Just pay Rs. 3500/- and get a reliance net connect broadband+ USB modem. Choose any plan of your choice and get: free rental for the first month.

Table No. - 3.1 Net connect broadband+ post-paid tariff plans.

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Fig. No.-3.2 Net connect Broadband+ Coverage Cities

Ahmadabad Ajmer Bangalore Bhopal Chandigarh Chennai Coimbatore Delhi Ernakulum Erode Guntur Hyderabad Indore Jaipur Kakinada Kolkata Kota Luck now Ludhiana Mumbai Mysore Nagpur Patiala Pune Rajahmundry Salem Surat Thiruvananthapuram Tripura Udaipur Ujjain Vadodara Vapid Vijayvada Visakhapatnam

Marketing Strategy
Market strategy of the reliance is based on place and consumer behaviour. Reliance wants to cover as much as area from individual and corporate sector, mainly student and IT sector. We can understand market strategy of reliance under 4 heads that are bellow. Segmentation Positioning Real positioning Psychological positioning

Segmentation
In the wireless data card market there exist different categories of customers who have different needs and are willing to pay different amount for the product that meets their demand. Introduction of upgraded version of wireless data card for instance Vodafone recently launched wireless data card specially meant for those who frequently travel abroad would help Reliance identify the needs of the customers and take advantage of the segment which has not yet been targeted by the company. Price sensitivity, importance of attributes, point 84 of purchase

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decision makers and customers influenced by additional features are the factors on which we will segment the upgraded internet data card market.

Positioning
Market research results have been analyzed in section 12 of the report. The following conclusions from the survey help us in identifying the positioning of the Upgraded version of wireless data card:

Target market: The target market has been identified as the customers who are concerned about the attributes of the internet data card but are not willing to shift from the current price band to a higher price band.

Competitor Brands: The competitor brands have been discussed in Section 8 The upgraded data card will be competing with brands like Tata-Indicom and Vodafone. Choice Criteria As per our findings the 3 factors on grouping attributes post factor analysis that contribute to the data card Purchase decisions are: Factor 1 Product attributes (Net speed, Signal strength, Ease of Use) Factor 2 Price Sensitivity (Price, Tariff plans And Offers/Discounts) Factor 3 Point of Purchase (Availability in Stores and Package Design)

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Real Positioning In the survey conducted, Reliance had the top of the mind recall of 44%. This shows that Reliance has an excellent real positioning in the wireless data card market and Reliance data card leverage this positioning in the target market. Psychological Positioning Reliance data card will primarily alter the attributes importance in the target segment by increasing the importance of attributes internet speed, signal strength etc and decreasing the importance of price. This will be consistent with its strategy

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Review of Literature
Branding
The central concern of brand building literature experienced a dramatic shift in the last decade. Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition. A traditional definition of a brand was: the name, associated with one or more items in the product line that is used to identify the source of character of the item (Kilter 2000, p. 396). The American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors (p. 404). Within this view, as Keller (2003a) says, technically speaking, the n, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand (p. 3). He recognizes, however, that brands today are much more than that. As can be seen, according to these definitions brands had a simple and clear function as identifiers. Before the shift in focus towards brand s and the brand building process, brands were just another step in the whole process of marketing to sell products. For a long time, the brand has been treated in an off-hand 20

fashion as a part of the product (Urde 1999, p. 119). Kotler (2000) mentions branding as a major issue in product strategy (p. 404). As the brand was only part of the product, the communication strategy worked towards exposing the brand and creating brand image.

Consumer Behaviour
The standard discrete choice models prevalent in IO literature assume that consumers are aware of all the products, and as a result those models only address variation in the choice sets across markets (in fact, it is an important source of identification in these models). However, there is some recent research in IO that focuses on other sources of variation to estimate more realistic demand specifications. Anupindi, Dada, and Gupta (1998) and Conlon and Mortimer (2007) study variation in consumer choice sets generated by the presence of stock outs. In Katz (2007), the variation comes from the fact that consumers restrict their attention to a subset of products before making a choice. This last paper is close to a large body of literature in marketing known as consideration set literature, focused on incorporating the variation in the consumer choice set into discrete choice models (Manski 1977 was the first to introduce it). In this literature, two interpretations of the choice set are possible. First, consumers might be unaware of the existence of some products, and their choice set consists of all the products they are aware of. Alternatively, consumers might face cognitive costs or constraints of having to consider a large number of products in their choice, and therefore they might restrict their attention to a smaller subset of products before

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making a choice. Both interpretations have been considered in the literature to study the effect of advertising on the consumer choice set. We believe RCOM offers a solid and long term India investment opportunity, because it has been building an infrastructure with latest technologies, for economies of scale, and has lined-up diverse services for stability in revenue sources, and actively acquired other companies where RCOM did not have depth. Therefore, we believe in the growth potential of RCOM, and the business will generate cash flows in the coming years. Reliance Infocomm launched into the market with a package called the Dhirubhai Ambani Pioneer Offer which provided with the lowest airtime rates and value added services for free. Reliance Infocomm reduced the rates of outgoing calls, while the competitors charged at rates as high as Rs.7 (US$0.15) per minute. All incoming calls were free.

For Reliance Infocomm this meant faster adoption of Reliance services across India, because of the very low long distance rates, made possible by low costs, since the calls would be carried entirely through the Reliance owned network, thus avoiding profit sharing with any other carrier. Value added services like voice mail, call waiting, call holding, call divert. 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. Pre Paid:

Chat & Play Basic Plan Prepaid Tariffs E-Recharge SMS Top-up card 22

Get Started Kit Online Recharge

Post Paid:

On-net Talk time Pack Get Started Kit How to Sign On Bill Payments

By December, 2001 the user base of mobile users in India had grown to around 5 million. By the time Reliance Infocomm was launched it had grown to around 12 million. Two other service providers, who had entered the mobile market late, 23 could not cope up with the competition, and were taken over by other global service providers.

Research problem
Research Objective Research design Method of Data Collection Sampling method and size 23

Research Instrument used

Research Methodology
Research problem
Study and analysis of post sales perception of consumer towards Internet Data cards especially Reliance Internet Data cards. To understand the market segmentation and Pune market for uses of data card Map the Data card market and competitive positioning within it. To understand the buying intention of and analyze the effect of non-attribute factors. To understand the brand loyalty of customers towards Data cards. Identify the parameters that play the most important role in a consumers choice of buying Data cards using Factor and Cluster analysis.

Research Objective
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 To know consumer perception toward Reliance broadband and brand awareness. To analyse the data collected from the customers and relate them with the parameters of Reliance and make a suitable strategy for the promotion of the product according to their requirement. To promote for Reliance Wireless broadband connection in the Pune and generate leads for the company.

Research design
A research design is the specification of methods and procedure for acquiring information needed. According to my research design I have performed the following step in the project. To decide the objective of the research To determine the most suitable method of research To determine the source of the data collection To determine suitable sampling design and sample size To conduct the survey for data collection To process and analyze data

Fig. No.-5.1 Process of marketing research

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Method of data collection:

There are many methods of data collection in a survey. These are basically divided in two main types of methods. These are: 1. Primary data collection. 2. Secondary data Collection.

Primary data collection

It is the method of data collection in which the marketers collect the data very first time or we can say that the collected data is fresh or first-hand data. We can collect primary data by: Directly by the customer. 26

 By observation method. By telephonic Interview method. By e-mailing the queries & etc.

Secondary data collection

It is a method of data collection in which the collected data is not fresh data, i.e. data is collected from the report of any research, from internet or from any government offices etc. These types of data collection methods are basically used when the sample size is very large. In this particular survey I have used the primary data collection method to collect the data. In this particular method I directly went to meet to the customers and collected data

Sample universe:
Sample universe was from south mumbai.

Sampling technique:
There is random sampling

Sampling size: Instruments Used:

150

Basically for this project, there are following instruments used: Survey questionnaire 27

 The Reliance information brochure Direct approach to customers instead of using any secondary mediums Like telephones or internet. Survey questionnaire is a very important instrument for any researcher to collect the requisite information. The questionnaire helps him to get a brief knowledge about a particular subject. With the help of questionnaire, further analysis and able to make a decision and categorize each factor present in the questionnaire in a proper manner. Reliance wireless broadband survey questionnaire where each questions carry equal weight age that helped me to take my decision in the end. Apart from the questionnaire, another important tools which was Reliance Information Brochure. It involves all the benefits of Reliance and its wireless connection that was sufficient for a customer to get a brief idea about sample form of data collection by direct approach to the customers.

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1. What is your age?

Table No.6.1 Age analysis of the customers.

S.No. 1 2 3 4 5 Age of customers(year) less than 18 18-23 23-28 28-45 greater than 45 Percentage% 7% 33% 50% 7% 1%

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Fig no. 6.1 Age analysis of the customers

5% 0 3% 3 le sth n1 s a 8 1 -2 8 3 7 % 7 % 1 %
c t gr s ae oie

5% 0 4% 0
p r e ag ec n t e

3% 0 2% 0 1% 0 0 %

2 -2 3 8 2 -4 8 5 g a rth n4 re te a 5

Interpretation: As in graph there is result that maximum number of customers are existing in that category which has age limit 23-28 years means there is huge potential to use broad band internet in Mumbai.

2. What is your occupation?

Table no. 6.2 job analysis of the customers

S.No. 1 2 3 4 Occupation of customers govt service private service business man Student Percentage % 6.66% 20% 33.33% 40% 30

Figure no: 6.2 Job analysis of the customers

7% 20% Govt service Private Service Business man Student

40%

33%

Interpretation From the survey there is huge capacity to use internet by student and after it, Business man are majority in operating broad band connection in Mumbai.

3. How often do you get connected to internet?

Table no.6.3 Frequency analysis of internet uses by customers

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S.No. 1 2 3 4

Uses of customers at regular intervals once a day twice a day all time

Percentage% 13% 27% 33% 27%

Figure no: 6.3 Frequency analysis of internet uses by customers

40% 30% perc entage% 20% 10% 0% 13% 27%

33%

27%

Atreg lar u in tervals On a d ce ay Twicead ay All tim e

frequenciesofus es

Interpre ation

Analysis of this graph in Mumbai market majority of customers are using internet twice in a day and all time users are getting percentage same with once a day so there is chance to increase uses capacity in at regular intervals customers and in once in a day.

4. What type of data card, you preferred to buy?

Table No.6.4 Analysis of wireless vs. wire line.

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S.N. 1 2

Mode of connection Wireless Wire line

Percentage% 73% 27%

Figure no: 6.4 Analysis of wireless Vs wire line.

p entag erc e%

8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 %

7% 3

2% 7

W le s ire s W lin ire e

m ode of c onnec tion

Interpretation In this graph there are number of user demanding and using wireless connection rather wire line broad band connection here 73% customers are using wireless broad band connection.

5. Which brands of data card you are aware of? Table no.6.5 Percentage analysis of Brand awareness
S.n. Brand name Percentage % 33

1 2 3 4

Reliance Tata-Indicom Vodafone Airtel

30% 40% 10% 20%

Figure no: 6.5 Percentage analysis of Brand awareness

Interpretation In case of brand awareness most of the customers know about Reliance Tata indicom and other player but percentage of Tata indicom is high.

6. Which of the following brand are you using?

Table no.6.6 Analysis of brand percentage in Mumbai

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S.n 1 2 3 4

Brand name Reliance Tata-Indicom Airtel BSNL

Percentage % 27% 20% 13% 40%

Figure no: 6.6 Analysis of brand percentage in Mumbai

p entag erc e%

4% 0 3% 5 3% 0 2% 5 2% 0 1% 5 1% 0 5 % 0 %

4% 0 2% 7 2% 0 1% 3

R elianc e

T ataIndic om A irtel

BN S L
B dn e ran am

Interpretation From above graph there is result that in Pune market there is large number of customers are using BSNL broad band in means 40% customers are using BSNL broad band and remains 60% other.

7. How do you know about Reliance broadband? Table no.6.7Analysis of mode of promotion

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S.n. 1 2 3 4 5 6

Medium friends family retailer Advertisements magazines or newspapers cyber caf

Percentage% 13% 7% 13% 40% 20% 7%

Figure no: 6.7 Analysis of mode of promotion

p rc n g % e e ta e

4% 0 3% 5 3% 0 2% 5 2% 0 1% 5 1% 0 5 % 0 %

4% 0

frie d ns fa ily m 2% 0

1% 3

1% 3 7 %

re ile ta r 7 % a v rtis m n d e e e ts m g zin so n w p p rs aa e r e sae

md m e iu

c b r c f ye a

Interpretation There is an advertisement only medium to create awareness about product in large extent which is the strong point of the Reliance because of this company is spending a lot of money on promotion of the product. 36

8. How satisfied are you with Reliance Data card?

Table no.6.8 Analysis of satisfaction level of customers

S.n. 1 2 3 4 5 Satisfaction of customers Highly Satisfied Moderately Satisfied Neither satisfied nor dissatisfied Moderately Dissatisfied Highly dissatisfied Percentage% 30% 25% 12% 20% 13%

Figure no: 6.8 Analysis of satisfaction level of customers

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% g a t n c r e p

30% 25% 20% 15% 10% 5% 0%

3% 0 2% 5 1 %1 % 2 3
Highly Satisfied M oderately Satisfied Neither satisfied nor dissatisfied Highly dissatisfied

satisfaction levels

Interpretation Satisfaction of customers towards Reliance data card is good from above graph. Only 40% customers are satisfied with Reliance because customer service of the Reliance is very bad they dont give so much important to the customer.

9. Why do you purchase Reliance broadband connection? Table no.6.9 Analysis of key factor of purchasing of USB
S.n. 1 2 3 4 5 6 7 Purchase factors Price Easy handling Net Speed Signal Strength Availability in store Tariff plan. Tariff plan Offer/Discount Percentage% 20% 3% 34% 20% 3% 13% 7%

Figure no: 6.9 Analysis of key factor of purchasing of USB

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Interpretation Reliance broad band internet connection is famous for high speed of the data card so due to this reason high selling rate of Reliance is growing day by day with net signal.

10-where, you want to use your internet. Table no.6.10 Analysis of area
S.n. 1 2 Area In city wise All over India Percentage% 27% 73%

Figure no: 6.10Analysis of area.

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7% 3 8% 0 7% 0 6% 0 5% 0 4% 0 3% 0 2% 0 1% 0 0 %

2% 7

P r e ag % ec n t e

In c yw e it is A o e In ia ll v r d

Ae ra

Interpretation Number of customers is using Reliance data card in nation wise because of there is no any rooming charge in using data card all over India.

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Finding
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Services provided by Retailers: All the retailers are dealing in all services i.e. providing Recharge Voucher, SIM, Tariff Voucher and broad band connection of all the telecom companies present in south mumbai zone. Satisfaction: Most of the customers are satisfied from Reliance web world but there is some area like customer service and customer relationship require for improvement. From research most of the youth are attract towards web world so satisfaction level should be improve. Problems: In some area of the Pune there is network problem with RCOMM, on the other hand they found its competitors viz. Airtel, BSNL, TATA indicom network connectivity of very good to good level. Plan of the broad band connection is very coastally according to customer so plan should be change. Support from company: Most of the retailers told that they are supported by the companies personnel & companies helpline. All companies provide POP (Point of presence) at right time and in adequate number. Claim process:In case of RCOMM process is very slow if there is any complain by Customer Company took more for solving the problem other hand Airtel and Tata they try to solve as soon as possible.

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Conclusion
From data analysis there is huge market in youth generation; youth are using large extent to internet. Majority of student know about data card and they are also using in large numbers. Using habit of internet in youth twice in a day and most of youth like to use wireless internet data card. Tata indicom data card is very famous but market position of BSNL is top position. Promotional activity of Reliance is very strong but its satisfaction level towards Reliance data card is very low. Net speed of the broad band connection plays important role to purchase of internet data card and most of the customers like to purchase nation wise plan in data card which has no rooming charge.

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44

Limitation of study
A time constraint was first limitation because of only 2 month; there is no chance to study entire market The sample size to 150 because most of the people may give wrong in formation. In certain cases there was limited response from the responded, so those responses may not good for research.

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46

Suggestion
The study brought to the notice that Reliance being no 1 brand still had certain area where improvement or changes would be beneficial for the company. Specific individuals should be appointed in the entire web world store for specific product. The company should start offering more bundle offers such as giving SIM Card with broad band and also bag. Ex: Airtel and Tata- indicom are providing Company should promote their promotion offers, because it was found that very few customers are aware of the promotional offers by the company. Company should ensure that the retailers in reliance products are themselves informed intially to convince people about benefits of relaince and its USP.

Recommendation:
Brand quality and awareness is the key commanding factors for the high sales achieved by Reliance largely it has been viewed as reliable brand, Reliance remains No 1. Working under brand Reliance, the task of representing Reliance at a retail shop in f.c. road area in Pune city. The project was completed within a span of 12 weeks. The experience has been both knowledge sharing and corporate experience. Understanding of the consumer behavior at the time of purchasing the product like mobile or data card in future. There are no difficulties to get data from customers because of company name. It is one of the most widely used brand s. this made my work easier in the market.

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 Questionnaire

Bibliography

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Questionnaire Customer Survey: Questionnaire

Name: Date: Name of interviewer:

1. What is your age?

Less Than 18 18-23 years 23-28 years 28-45 years Greater Than 45 _ _ _ _ _

2. What is your occupation?

Government Service Private Service Business Self-Employed Student _ _ _ _

3. How often do you get connected to Internet?

At irregular intervals Once a day Twice a day All time _ _ _ _

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4. What type of data card you preferred to buy?

Wireless Wire line _
_

5. Which brands of data card you are aware of?

Reliance Tata-Indicom Vodafone Airtel _ _ _

6. Which of the following brands are you using?

Reliance Tata-Indicom Vodafone Airtel BSNL _ _ _ _ _

7. How do you know about Reliance broadband?

1-Friends 2-Family 3-Retailer 4-Advertisements 5-Packaging 6-Magazines or newspapers 7-Cyber caf 8-Offer/Discountsant ___ _ ___ _ ___ _ ___ _ ___ _ ___ _ ___ _ ___ _

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8. How satisfied are you with Reliance Data card? (If used)
Highly Satisfied Moderately Satisfied Moderately Dissatisfied Highly dissatisfied _ _ _ _

Neither satisfied nor dissatisfied _

9. Why do you purchase Reliance broadband connection?

1. Price 2. Easy handling 3. Net Speed 4. Signal Strength 5. Availability in store 6. Tariff plan 7. Offer/Discount

10-Are you want to use your internet?

1 In city wise 2 All over India _ _

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Bibliography
Books Marketing Management - Phillip Kotler Marketing Research - Toll & Hawkins Magazines Business Today Advertising & Management Newspapers Economic Times Hindustan Times Websites
www.google.com www.rcom.co.in www.wikipedia.com www.broadbandindia.com www.google.com Ambani, Dhirubhai. Reliance Communication. 1999. http://www.rcom.co.in/Communications/Aboutus/aboutus_home.html. Reliance communication- Timeline http://www.rcom.co.in/webapp/Communications/rcom/Aboutus/aboutus _milestones.jsp Products http://www.rcom.co.in/webapp/Communications/rcom/index.jsp

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