CONSUMER BEHAVIOUR ANALYSIS

August 24, 2011

CONSUMER BEHAVIOUR ANALYSIS REPORT ON MARKETING ANALYSIS OF

BSNL
PREPARED BYSOUMAK PALIT(11202201) DEBASIS MISHRA(11202202) SOUMENDRA MOHANTY(11202203) SHAMPA SEN(11202204)

CONSUMER BEHAVIOUR ANALYSIS

August 24, 2011

BUYING DECISION PROCESS: THE FIVE STAGE MODEL

CONSUMER BEHAVIOUR ANALYSIS

August 24, 2011

INTRODUCTION TO BSNL
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, MPLSVPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading 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.

MAIN SERVICES PROVIDED BY BSNL

BSNL Provides almost every telecom service, how ever following are the main telecom services being provided by BSNL in India. Universal Telecome Services :- Fixed wire line services and wireless in local loop(WLL) using CDMA Technology called B-fon e and Tarang respectively.BSNL is a dominal operator in fixed line. As on December 31,2007 , BSNL had 81% market share of fixed line. * Cell One * BSNL Mobile * Ex-cel * Pre-Paid Mobile

CONSUMER BEHAVIOUR ANALYSIS

August 24, 2011

BUYING DECISION PROCESS:FIVE STAGE MODEL RELATED TO BSNL

Consumers generally pass through five stages in buying the product which is recognized by five stage model of buying decision process. The psychological process play an important role in understanding how consumers actually make their buying decision process. The five stage model are as follows: Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase behavior

Now if we relate it to BSNL we have the following explanations:PROBLEM RECOGNITION: Generally the buying process starts when the buyer recognizes a problem or need triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need by gathering a number of informations from number of customers. So ,relating to the telecom sector every individual wants to keep a mobile so that they can stay in touch with the people. So here the customer develops requirement to purchase an SIM card. It may also happen that customer is not satisfied with the SIM they are presently using in their cells and they want to switch to other card to get more benefits. SO marketers in BSNL have to recognize the needs of the customers by basic research and trigger them. As the population is growing in large numbers the needs are growing, so we have to develop such strategies so that it be reached to all people and too trigger their demands nad make them satisfied.

CONSUMER BEHAVIOUR ANALYSIS INFORMATION SEARCH:

August 24, 2011

We can distinguish between two levels of involvement with search. At this levelperson simply becomes more receptive to information about the product. At the next level, the person may enter an active information search: looking for reading material, phoning friends, going online and visiting stores to learn product.

Information about the consumers will turn into four groups: Personal: family, friends, neighbors, acquaintances Commercial: advertising, websites, salespersons, dealers,packaging. Public: mass media, consumer-rating organizations Experimental: handling, examining, using the product

In relation to BSNL we can see that consumers can be affected by the above relations. BSNL has to set themselves so that all can get information and get motivated towards the product. There are many competitors in this market. So the information provided by BSNL performs a different function in influencing the buying in decision. EVALUATION OF ALTERNATIVES: Some basic concepts will help us understand consumer evaluation process. First, the consumer is trying to satisfy a need. Second, the consumer is looking for certain benefits from the product solution. Third, the consumer sees each product with varying alternatives for delivering the benefits sought to satisfy this need.

Market segmentation highly depends on finding the alternatives. In relation to BSNL we have to see that consumers have a lot of alternatives as different schemes are coming to market by different company. Customers different find the alternatives as they have plenty of alternatives. So as marketers we have to take care so that customers should be more willing to purchase BSNL sim and enjoy the facilities by the providers.

CONSUMER BEHAVIOUR ANALYSIS PURCHASE DECISION:

August 24, 2011

In the evaluation stage, the consumers forms the preferences among the brands in the choice set. The consumer may also an intention to the buy the most valued brand. They take the following sub decisions:1. 2. 3. 4. Dealer Quantity Timing Payment method So BSNL should see that all the above points are taken into account and the process is done so as that it is available in all areas and they should deal in all these facilities so that they are ahead of the BSNL. POSTPURCHASE BEHAVIOUR: After the purpose, the consumer might experience dissonance the stems from noticing certain disquieting features or hearing favoulable things about other brands and will be alert to information that supports his or decision. BSNL Marketers job doesnt end with the purchase. Marketers must monitor post purchase satisfaction, post purchase actions, and post purchase product uses.

CONSUMER BEHAVIOUR ANALYSIS

August 24, 2011

CONSUMER BEHAVIOUR ANALYSIS

August 24, 2011

CONSUMER BEHAVIOUR ANALYSIS

What is Consumer Buying Behavior?
Definition of Buying Behavior: Buying Behavior is the decision processes and acts of people involved in buying and using products. Need to understand:

Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

CONSUMER BEHAVIOUR ANALYSIS

August 24, 2011

Buyers reactions to a firms marketing strategy has a great impact on the firms success. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy. Marketers can better predict how consumers will respond to marketing strategies.

CONSUMER BUYING BEHAVIORS: Since telephone has become a basic need for all households , we see all categories of people be it young or old using a cell phone. Now a days consumers are very analytical in selecting the service providers .they are a tech savvy, looking for maximum services at a reasonable price. The actual buyers of BSNL are mainly the households for landline connections as well as corporate firms for broadband facilities provided at cheap tariffs and rates. It is a subjective concept .With respect to our market observation it has been observed that the buying behavior of customer usually lies with the earning head of a family .In our Indian market it has been noticed that the purchase decisions are taken by the head of the family. Here in case of BSNL since it is a very necessary item its purchasing decisions are vested with earning member of the family and subsequently with the youth generation of the family. The main influential factors that lead a consumer to purchase a product are advertisement, positioning, and social environment of an individual. The main influential factor for BSNL is the reliability, trustworthiness and brand name. The customer being rational tries to seek whatever information is available regarding a product in the market. BSNL being a reputed brand information are available on the internet, social networks, emails, web-media etc. Various informations like the terms and conditions, tariffs, product availability, etc .There are various alternatives like Airtel, Vodafone, Idea, Aircel, Reliance etc. Bsnl has conducted evaluation process regarding number of subscribers in relation to prepaid and post paid schemes. It frequently evaluates its consumer response to its various product. BSNLs point of evaluation usually takes place after sales through sms services, telecalling services etc.