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CONSUMER BUYING BEHAVIOUR WITH A FOCUS ON PERCEPTION TOWARDS POCKET Click to edit Master subtitle style INTERNET IN AIRCEL

COMMUNICATION
PRESENTED BY:
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KAMALPREET KAUR

INTRODUCTION ABOUT TELECOM INDUSTRY AND AIRCEL


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TELECOM INDUSTRY
The word telecommunication was adapted from the French word telecommunication. It is a compound of the Greek prefix tele-meaning 'far off', and the Latin communicate, meaning 'to share'. Telecommunication is the transmission of signals over a distance for the purpose of communication. In modern times, this process almost always involves the sending of electromagnetic waves by electronic transmitters but in earlier years it may have involved the use of smoke signals. Today, telecommunication is widespread and devices that assist the process, such as the television, radio and telephone, are common in many parts of the world. There is also a vast array of networks that connect these devices, including computer networks, public telephone networks, radio networks and television networks. Computer communication across the Internet, such as e-mail and instant messaging, is just one of many examples of telecommunication. The basic elements of a telecommunication system are: A transmitter that takes information and converts it into a signal for transmission A transmission medium over which the signal is transmitted A receiver that receives and converts the signal back into usable information
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EMPLOYMENT STATUS
With the coming of more and more projects, the telecom industry is going for high scale recruitments. There is a huge demand for software engineers, mobile analysts, and hardware engineers for mobile handsets. Besides, there are ample opportunities for marketing people whose services are required to capture more and more customer base. The new projects, setting up of new service bases, expansion of coverage areas, network installations, maintenance, etc are providing more and more employment opportunities in the telecom sector.

MAJOR PLAYERS IN TELECOM INDUSTRY AND THEIR MARKET SHARE


Public and Private Players MTNL, BSNL, VSNL are the major Public Players, whereas Airtel, Aircel, Idea, 4/22/12 Vodafone, Tata, Reliance, BPL are the leading Private Players in the country. Some

MARKET SHARES OF THE LEADING PUBLIC AND PRIVATE PLAYERS


GROUP COMPANY WISE % MARKET SHARES
Name of the Company Airtel Vodafone
63340024

Total Sub Figures


88382758

% market share 33.04 % 23.68 % 15.95 % 14.96 % 6.27 % 3.87 % 1.50 % 0.75 %

BSNL
42673357

Idea cellular
40016153

Aircel
16761397

Reliance
10353841

MTNL
4003807

BPL

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2007303

GRAPH SHOWING COMPANY WISE % MARKET SHARE

T 1% Figures otal Sub 1% 6% 15% 4% 33%

16%

24%

1 Bharti Airtel 4 ID EA 8M N T L

2 Vodafone Essar 5 Aircel 9 BPL

3 BSN L 6R eliance T elecom

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ABOUT AIRCEL

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INTRODUCTION

A mobile phone service provider in India.


Its a Joint Venture between

- Maxis Communications Berhad, Malaysia (74%)


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- Apollo Hospital Enterprise Ltd, India (26%).

Indias fifth largest GSM mobile service provider with a subscriber base of over 27.7 million. (as of October 31, 2009).
Registered member of WiMAX forum nationally & internationally.

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TRODUCTION [contd.]

Offers both Prepaid & Postpaid GSM service across India.

It has a market share of 12.8% of all the GSM operators in the edit Master subtitle style Click tocountry.

As of date, Aircel is present in 18 of the total 23 telecom circles - (areas include)


East India West Bengal, Assam, Bihar & Jharkhand, Orissa. South India Karnataka, Kerala, Tamil Nadu, Andhra Pradesh. West India Mumbai, Maharastra, Goa North India Himachal Pradesh, Delhi & NCR, J&K, U.P (east &

west).
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OUR GOALS AND VALUES


CUSTOMERS: Our customers are our most valued assets. We will strive to exceed their expectations at all time by providing them with superior services that embody value, innovation, quality and care. PEOPLE: Our people are our greatest resources. We will attract, train and retain the best. We will challenge them to develop their full potential in the context of our company goals. INTEGRITY: We will maintain and strive for the highest levels of personal and professional integrity and honesty in all ours dealings. We will keep our promises. RESPECT: We will treat with respect and dignity all people we deal with. EXCELLENCE: We are committed to excellence in all what we do. There will be no place for mediocrity. WORK: We will promote a work environment that embraces creativity, promotes empowerment, encourages team work, innovation, prudent risk taking, honest and open communication and respectful iconoclasm.
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Challenges for Aircel


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Business Challenge Consumer Challenge

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Business Challenge

7 well established players in the market.


- Reliance Communications - Airtel

- Vodafone Essar Click to edit Master subtitle style - BSNL - Idea Cellular - Tata teleservices - MTS

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Very high Level of Awareness among the existing.

Consumer Challenge

Complicated challenge for a tightly regulated category that makes most offerings look quite identical.

Finding space in the consumers mind Click to edit Master subtitle communication with style besieged by noisy parity, almost like commodity offerings.

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Awards

In 2006 Customer satisfaction & Network quality by Voice and Data.

In Click2007 Best Mid-Size Companies. to edit Master subtitle style

In 2008 Best regional operator by Tele.net.

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Awards

In 2009 honored by CMAI INFOCOM National Telecom Award for, Excellence in Marketing of New Telecom Service.

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In 2009 honored at the World Brand Congress for - Brand Leadership in Telecom, - Marketing Campaign & - Marketing Professional of the Year.

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Services

Aircel Business Solutions (ABS), part of Aircel, an


registered member of WiMAX forum provides services

- Multi Protocol Label Switching and Virtual Private Networks (MPLS VPNs), - Voice over Internet Protocol (VoIP) & Click to edit Master subtitle style - Managed Video Services.

Value Added Services include


Music On call Aircel Pocket Internet Voice Station Subscription Services MMS

- Missed Call Alerts - Dialer Tunes - Live Astrology - Doctor On call

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NEED,SCOPE,OBJECTIVE AND METHODOLOGY

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The Internet has grown tremendously during the past years. It radically changes the way people live, work and consume. It represents a tremendous opportunity as well as threats. Internet usage in India continues to grow at a slow but steady pace, both in breadth and depth. The penetration of the internet among urban Indians stands at 9% now, assuming the total urban population at 336 million. Unlike the '70s and '80s when business-related travel was not seen much, the '90s, particularly the dawn of the twenty-first century, has witnessed intensive business travels, and this is gaining momentum with time. India too is on the move and wants to stay connected anytime, anywhere-whether on a train or bus, in a hotel or conference hall, within India or abroad. Meeting this need of business travelers are data cards, USB modems and pocket internet that have become the preferred solution,even before wireless mobile broadband is introduced in the country. In this already competitive market, it becomes essential for Internet providers to understand the different factors that affect people using the pocket Internet as a new product for internet connection There are many benefits that attract people to choose pocket internet for access to the internet as convenience, time saving, wireless connectivity and possibly affordable.

NEED OF POCKET INTERNET

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SCOPE OF THE STUDY


This study has been done within the Jalandhar. In this study primary data has been collected with the help of questionnaire.

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OBJECTIVES OF THE STUDY


The objectives of the study are as follows:To study and analyze the consumer perception regarding the pocket internet of Aircel communication.
v

To study the factors that plays the most important role in a consumers choice of buying internet connection.
v

To study the consumer satisfaction level regarding the pocket internet of aircel communication.
v

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RESEARCH METHODOLOGY
Research methodology is a design to systematically solve the problem. In research methodology, we not only talk of research methods but also consider the logic behind the methods. The purpose of the methodology section is to describe the research procedure. It includes the overall research design, the sampling procedures, the data collection method, the field methods and analysis procedures.

RESEARCH DESIGN
Exploratory and descriptive research design. The data is analyzed in a tabular form and easy to understand manner.
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SAMPLING DESIGN

The data was collected from various customers by the use of sample survey method. The following factors have to be decided within the scope of sampling plan: Sample Size: It indicates the number of units to be surveyed. So to get the more reliable results the sample size is 50 customers. Sampling Procedure: This refers to the procedure by which the respondents should be chosen. The respondents were selected on the basis of convenience sampling. Research Instrument: For the purpose of research, a structured questionnaire was developed.

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DATA COLLECTION
Research has collected necessary information to fulfill this report through primary data and secondary data. Primary Data:- The primary data are those, which are collected afresh and for the first time, and thus happen to be original in character. There are several methods of collecting primary data, particularly in surveys and descriptive researches. To collect primary data a questionnaire was made . This data has been collected from the field work i.e. approaching the customers through the questionnaire. The questionnaires were filled by the respondents. Secondary Data: - The secondary data are those which have already been collected by someone else and which have already been passed through the statistical process. In case of secondary data the nature of data collection work is merely that of compilation. Secondary data includes history of company. It also includes journal and books on the topic under study. To get information about industry and company, many web sites were also visited.
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TOOLS OF ANALYSIS

Data collected would be analyzed by method of percentages

To analyze the data obtained with the help of questionnaire would be depicted by: Percentage and Pie-Charts.

LIMITATIONS OF THE STUDY


Although full efforts have been made in this study, still because of following limitations a more detailed research is required to reach to the effective conclusion. Senior officers of the company were very busy in their routine schedules and so it was very difficult to get the information regarding the organization.

As I did my summer project in the month of July that was the time of summer vacations in schools and colleges. My topic was related to internet and the students are the important source to get the information regarding the internet. So it was very difficult to get the accurate information and it also requires the delay of my project. 4/22/12

INTRODUCTION ABOUT THE SUBJECT


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An Introduction Behavior:-

to

Consumer

IMPORTANCE OF STUDY CONSUMER BEHAVIOUR

Consumer Behavior is the study of who acquires, consumes and disposes of products (goods, services, ideas, images, brands) and where, when, how, and why they do so. Marketers must understand their consumers' behaviors before they develop marketing strategy (e.g., segmentation, targeting, positioning, and the marketing mix).

OF

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
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3G 3G of wireless technologies. It comes with vastly improved enhancements over previous wireless technologies like: High-Speed transmission Advanced multimedia access 3G is mostly used with mobile phones & handsets as a means to connect the phone to the Internet or other IP networks in order to make voice and video calls, to download & upload data and to surf the net

Meaning is the third generation

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How is 3G Better ?
3G has the following enhancements over 2.5G & previous networks: Several times higher data speed; Enhanced audio and video streaming; Video-conferencing support; Web and WAP browsing at higher speeds; IPTV (TV through the Internet) support.

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Requirements for using 3G ?


q

First thing you require is a device (e.g. a mobile phone) that is 3G compatible.

This is where the name 3G phone comes from - a phone that has 3G functionality; nothing to do with the number of cameras or the memory it has. An example is the iPhone 3G. 3G phones commonly have two cameras since the technology allows the user

to have video calls, for which a user-facing camera is required for capturing him/her. Unlike with Wi-Fi which you can get for free in hotspots, you need to be

subscribed to a service provider to get 3G network connectivity. We often call this kind of service a data plan or network plan.
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Your device is connected to the 3G network through its SIM card (in the case of a mobile phone) or its 3G data card (which can be of different types: USB, PCMCIA etc.), which are both generally provided/sold by the service provider.
q

Through that you get connected to the Internet whenever you are within a 3G network. Even if you are not in one, you can still use 2G or 2.5G services provided by the service provider.
q

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3G Coverage :- Aircels 3G service is currently available in the following cities/towns in 24 telecom circles.
Telecom Circle State/Region No. of Towns Cities/Towns

Andhra Pradesh

Andhra Pradesh

Hyderabad

Assam

Assam

Guwahati,Tinsukia

Bihar

Bihar

Patna

Jammu & Kashmir

Jammu & Kashmir

Srinagar

Karnataka

Karnataka

Bangalore

Kerala

Kerala

13

Kochi/Ernakulam,Kozhikode,Palakkad,Thiruvananthapuram,Malappuram,Ollur, Thrissurand 4 other towns

Meghalaya Orissa Tamil Nadu Orissa Tamil Nadu EasternUttar Pradesh

1 1 2 2

Shillong Bhubaneswar Chennai,Coimbatore Lucknow,Allahabad

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Uttar Pradesh (East)

3G POCKET INTERNET Aircel Pocket Internet:Bolder, Better

Bigger,

Aircel is offering to his subscribers a new product pocket internet on which they can downloads Wallpaper of their favorite stars', latest Polyphonic Ringtones, MP3 tones, True tones, Music Videos, Movie videos, Themes, Movie Themes and Mobile games only on Aircel pocket internet. Whats more, activating this service is free and browsing the portal is charged just @10p/10Kb
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FEATURES OF PI
Rich in graphics Focus on Videos/music Heavy rich quality content 3D Icons, Rich Banners More of Subscription service Pocket Apps & Pocket Games Social Media (Facebook, twitter etc. ) Email Sports News Weather

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3G VS 2G
3G is the next step in mobile telephony after 2G. With a 2G phone, you could make calls and perform basic data handling, such as SMS/MMS and e-mail. A 3G phone on a 3G network does all this and much more at superfast speeds.

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ANALYSIS AND INTERPRETATION

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1. Study of age wise distribution of the respondents.


Age Below 17 17-22 22-27 Above 27 Total No. of respondents 2 4% 34 68% 11 22 % 3 6% 50 100% % of respondent % of respondents

Analysis and Interpretation: - From the above table and figure it is clear that the people between age group of 17-22 are the main purchasers of internet connection. They account for more then 4/22/12

2. Study of gender wise distribution of respondents.


Gender Male Female Total No. of Respondents 27 23 50 Gender wise distribution of % of respondent % of Respondents 54% 46% 100%

Analysis and Interpretation: - From the above data it is clear that Males are good purchasers of internet connection than females. As 54% of the respondents are males who were interested to use internet than females who were 46%
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3.Study of Occupation wise distribution of respondents.


Occupation Student Employee Professional Businessman Housewife Total No. of Respondents 24 10 7 6 3 50 % of Respondents 48% 20 % 14% 12% 6% 100%

% of respondent

Analysis and Interpretation: - From the above data it has been interpreted that majority of the students are using the internet. As 48% of the respondents are students using the internet services followed 20% of employee used the internet. It is clear from the survey that most of the people are students and employee used 4/22/12 the internet for large time.

4.Study of respondents who know about aircel 3G.


Particulars Yes No Total No. of Respondents 33 17 50
% of respondent

% of Respondents 66% 34% 100%

Analysis and Interpretation: - From the above data it has been interpreted that about 66% of the respondents who know about aircel 3G through advertisement and other sources and only 34 % are those who dont know about aircel 3G. So it is clear from the survey that majority of customers know about it. It means that company has done well in its advertisement and publicity. 4/22/12

5.Study of respondents who know about pocket internet earlier.


Particulars Yes No Total Number of Respondents 38 12 50 % of respondent % of Respondents 76% 24% 100%

Analysis and Interpretation: - From the above data it has been interpreted that about 76% of the respondents who know about pocket internet earlier through advertisement and other sources and only 24 % are those who dont know about pocket internet earlier. So it is clear from the survey that majority of customers 4/22/12 know about pocket internet.

6.Study of sources through which respondents know about pocket internet.

Sources TV Advertisement Print Advertisement Outdoor Media Retailer Total

Number of Respondents 29 3 15 3 50

% Respondents 58% 6% 30 % 6% 100%

% of respondent

Analysis and Interpretation: - From the above data, it is interpreted that most of the respondents know about pocket internet through TV advertisement. As 58% of respondents know about pocket internet through TV advertisement followed by 6% of respondents through print advertisement and 30% through outdoor media and 6% through retailers. So it is clear from the survey that TV is the most effective source for any new product. 4/22/12

7.Study of factors that are considered by the respondents while purchasing internet connection.
Factors Price Easy handling Net Speed Signal Strength Total Number of Respondents 6 3 39 2 50 % of Respondents 12% 6% 78% 4% 100%

% of respondent

Analysis and Interpretation: - From the above data, it is interpreted that most of the respondents giving importance to price and net speed. As 12% of respondents give preference to price followed by 78% of customer preferred net speed and 4% preferred signal strength. So marketer should put more focus of highlighting these main 4/22/12 attributes.

8.Study of the satisfaction level of respondents regarding the product(pocket internet).


Particulars Excellent Good Fair Not interesting Not relevant for prospect Total No. of Respondents 10 25 9 5 1 50
% of respondents

% of Respondents 20% 50% 18% 10% 2% 100%

Analysis and Interpretation: - It has been interpreted from the above data that most of the respondents rated the pocket internet as good or an average product. From the figure it is clear that about 18% of respondents found it as fair product followed by 50% 4/22/12as good product for them. found it

9.Study of respondents who are using GPRS enabled handset.


Particulars Yes No Total Number of Respondents 38 12 50 % of Respondents 76% 24% 100%

% of respondent

Analysis and Interpretation: - The above data shows that the most of respondents are using the GPRS enabled handset. From the figure it is clear that about76 % of the customers are using the handsets which are compatible with GPRS. So its a great opportunity for the company to promote their product in this big market. 4/22/12

10.Study of respondents who convert to buying the product instantly.


Particulars Yes No Total Number of Respondents 32 18 36% 50 100% % of Respondents 64%

% of respondents

Analysis and Interpretation: - From the above data it is interpreted that there are still 36% of respondent who do not want to convert their product due to some reasons that 4/22/12 we will know in the next table and 64% was ready to buy the product instantly.

10. Study of the reasons for which instant purchase was not done.
Reasons Low net speed Setting problems Difficult to connect with PC Costly Not relevant for prospect Not easily available in store Handset is not GPRS enabled Total No. of Respondents 15 13 1 12 6 2 1 50 % of Respondents 30% 26 % 2% 24 % 12 % 4% 2% 100%

% of respondent

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11. Study of the respondents perception regarding the overall service of the Aircel
Particulars Excellent Very Good Fairly Good Average TOTAL No. of Respondents 15 7 12 16 50 % of Respondents 30 % 14 % 24 % 32% 100%

% of respondent

Analysis and Interpretation: - From the above data it has been interpreted that majority of customers of Aircel rated the Aircel services as Average. According to figure it is clear that about 32% of customers rated Aircel as Average service provider followed by 30% rated it as excellent and 24% rated as fairly good. Very 4/22/12 less customers about 14% rated Aircel services as very good .

FINDINGS, SUGGESION AND CONCLUSION

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FINDINGS OF THE STUDY:Most of the people know about pocket internet earlier. Majority of the respondents come to know about pocket internet through TV advertisement and print advertisement. Majority of the respondents prefer good net speed as the most important factor for buying internet connection. Most of buyer rated Aircel pocket internet as a good product. Most of the respondents were using GPRS enabled handset. Most of the respondents were not interested to buy the product due to low net speed as compared to other competitors in the market. Most of the consumers were not satisfied with the services provided by Aircel because it is very costly.

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RECOMMENDATIONS:On the basis of conclusions drawn & enumerated in previous pages, an attempt has been made to suggest the following recommendations. Pocket internet had the big limitation of not being able to be used with laptop or PC. This is a big reason that customers are not using pocket internet. So the company should try to solve this problem by making discussion with technical department. The second reason for less customers using pocket internet is related to cost factor.10 paisa/10KB i.e. 10Rs./1MB and 10,000 Rs /1GB. The charges were very high in comparison to competitors like BSNL that provides unlimited browsing @200 Rs/month and Vodafone 5 paisa/10kb.The company should introduce some new tariff plans so that customers can use the aircel internet services at cheaper rates. The company should introduce plans like BSNL such as unlimited browsing at some fixed amount. On introduction of internet @98 Rs the customers were in confusion that whether there would be additional down load charges or not. The aircel website has not been up dated till this date to give right information. Websites should have been updated well in advance to avoid confusions.
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Majority of the customers said they need internet only for 5-6 days in a month. So that customers demanded for pocket internet@14 Rs. But it was found that this product is not available in the market. So the company should focus on introduce this product in the market as early as possible. Many customers were receiving repeated sms congratulating them for activation of net but net was not working at all. Employees at aircel outlet were also not trained to handle those problems. Many retailers of aircel are not much aware about the plans of pocket internet. In the survey there were very less respondents who know about pocket internet through retailer. So the company should focus on motivate the retailer to sell the pocket internet by giving some gift items like one air conditioner with the sale of 1000 vouchers of pocket internet in one month, one washing machine with the sale of 500 vouchers of pocket internet in one month one microwave oven with the sale of 250 vouchers of pocket internet in one month. Many customers are not using the internet services of aircel because of low net speed as compared to other competitors in the market. So the company needs to maintain the good net speed as compared to other competitors to increase the users of internet.

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CONCLUSION
Telecom sector is a growing sector in our country. Aircel communication is also a leading company in the country. It has the widest range of products and the services. As I did summer project for eight weeks in AIRCEL COMMUNICATION,JALANDHAR. Aircel introduced its product pocket internet in the market. This is a great experience for me to understand the consumer behavior regarding the purchase of internet connection. In this time span I tried my best to understand the consumer behavior by gathering the information and data from the sources available to come at a solid conclusion on the basis of the analysis. After the survey following points have come into light at the end. 76% of the people know about pocket internet earlier. 58% of the respondents know about pocket internet through TV advertisement and 30% through outdoor media. 78% of the respondents prefer good net speed as the most important factors for buying internet connection.
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50% of buyer rated Aircel pocket internet as a good . It is also clear that few respondents treated it as not interesting product. It means product has some limitations 76% of the respondents were using GPRS enabled handset. So its a great opportunity for the company to promote their product in this big market. Most of the respondents were not interested to buy the product or to convert the product instantly due to low net speed as compared to other competitors in the market. Most of the consumers were not satisfied with the services provided by Aircel because it is very costly.

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Thank You
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