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INDUSTRY-ANALYTICS

EXECUTIVE SUMMARY

The concept of “buying behavior” is of prime importance in marketing and has

evolved over the years. It is important to understand consumer buying behavior as it plays a
vital role in creating an impact on purchase of products.

The human wants are unlimited and always expect more and more. Mobile service
provider products are no exception to this behavior. This lead to constant modifications of
Mobile service provider today we see lots of service provider coming into the market
practically every year.

In this research study my findings gave me a through insight of consumer buying

behaviour towards mobile service provider. I found that consumers consider various
parameters while buying a mobile operator . Factors such as better connectivity, attractive
tariff and low entry cost plays an important role in influencing a customer for opting any
network .

The study also helps me to know what are the major factors of dissatisfaction
among the people after using a mobile operator. On the whole, the market is a very important
place to study the behavior of consumers and also Provide useful insights what a consumer
requires in a product. It is only through research that an Company will be able to study the
buying behavior of consumers.

The research work was carried out to analyse the buyer behaviour & know the
blue wave activity effectiveness and various factors that influence customer preferences for
choosing a service provider.

The factors influencing the customer for selecting a service provider were studied.
For doing so a questionnaire was prepared which accessed all the factors that are decisive in
choosing a service provider. For this research youth (Mobile users) are considered as
universe, a sample of 1080 was taken and results thereof were analysed and interpreted.

After analyzing the collected data, with the help of questionnaire, it is applied for
studying the effect of factors under considerations. It was found that various factors influence
customer preference and satisfaction towards mobile service provider. Factors like network
clarity, call rates, SMS packages, affects, customer satisfaction. Effect of these factors can be
responsible for changing of current service providers.

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Chapter I
Introduction

2
 INTRODUCTION

The telecom industry is one of the fastest growing industries in India. India has nearly
200 million telephone lines making it the largest network in the world after China , Indian
telecom industry has the highest growth rate in the world. The number of cell phones users in
India is rapidly growing .In few years; India may overcome countries like America, China etc in
number of customer using cellular services.

India is the biggest market for telecom service provider. Hence competition is huge for
acquiring market. Because of the competition, large no of options are available for customer for
selecting or choosing the service provider. Also frequency of changing the service provider has also
increased.

Every human being is a consumer of different produces. If there is no consumer, there

is no business. Therefore, it is vital to know consumer buying behaviour towards selecting
service provider and it is important decision to take to that company who want enter into
huge competition.

Consumer attitude measurements are taken on either potential buries or existing

client’s buries in order to identify their characteristics. Why should the competent market
engineer conduct consumer research? Consumer’s surverys can provide the researcher with a
wealth of information, valuable of the marketing function.

Detailed information regarding the customer buying behaviour in a market will

provide the basic platform for all marketing decisions. Marketing decision maker needs
descriptive information about the various schemes which influences more. Perhaps the most
important one is that a seller need to be aware of the relevant objective and need of consumer
and how their objectives might best be served by the products.

To satisfy the customer’s new product to be produced. Marketing is trying to

learn consumer aim to buy the ,expection from product,which factor attract more.

 Who buy the products?

 How do they buy?

 When do they buy?

 Where do they buy?

 Why do they buy?

 How often they buy?

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 It is otherwise called understand and predict human actions in their buying role. A
marketer is act as consumers while them purchasing any goods/services, and try to market
that product to an ultimate consumer. So, marketing is starts with consumer and ends with
consumer.So, today’s market is called on consumer market. It can be defined on,“All the
individuals and households who buy goods and services for personalconsumption”.
So, the consumer satisfaction is get more importance in the marketing
functions.and for that company must know the consumer buying behaviour.

Importance of consumer satisfaction

The needs to satisfy customer for success in any commercial enterprise is very
obvious. The income of all commercial enterprise is derived from the payments received for
the products and services supplied to its customers. If there is no customer there is no income
and there is no business. Then the core activity of any company is to attract and retain
customers. It is therefore no surprise that Peter Drucker the renowned management Guru, has
said “to satisfy the customers is the mission and purpose of every business”.

Satisfaction of customer is essential for retention of customer’s and for continuous

sales of the products and services of the company to customers. This establishes the needs for
and the importance of customer satisfaction. The satisfaction of consumers is different from
one to another. Became, each consumer has the different behaviour in their life. So, the
marketer satisfy the consumer, he must very well know the behaviour of consumer.

Consumer behaviour:

The term consumer behaviour may be defined as the behaviour that consumer
displays in searching for purchasing, using, evaluating, producing, services and ideas which
they expect will satisfy their needs. In other words, “It is a study of physiological, social,
physical, behaviours of all potential customer as they become aware of evaluation, purchase
and consumption and tell other about products and services”.

Various factors influence the customer while selecting the service provider. So, study of
factors influencing the customer can be helpful for the company. Service provider can concentrate on
that factor while making any decision regarding marketing strategy. Service Provider will know about
consumers preferences of various attribute which effect the purchasing decision of customers
in regard of mobile service providers. Provider will know different schemes they expect for
purchasing a new SIM.

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Six Stages to the Consumer Buying Decision Process:

1. Problem Recognition(awareness of need)—difference between the desired state and the

actual condition were deficient? I.E., see a commercial for a new pair of shoes, stimulates
your recognition that you need a new pair of shoes.

2. Information search--
 Internal search, memory.
 External search if you need more information. Friends and relatives (word of mouth).
Marketer dominated sources; comparison shopping; public sources etc.

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer

wants or does not want.

4. Purchase decision--Choose buying alternative, includes product, package, store, method

of purchase etc.

5. Purchase--May differ from decision, time lapse between 4 & 5 product availability.

6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive

Dissonance, have you made the right decision. This can be reduced by warranties, after sales
communication etc.

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 Customer behavior is to know about the customer’s way to obtain, use and
dispose products. It's important for marketing to know the customer behavior by using
different strategies. There are so many different ways to influence customers like new
products, promotions, advertisement, good quality and price etc. Customer behavior analysis
is based on consumer buying behaviour, with the customer playing the three distinct roles of
user, payer and buyer. Relationship marketing is an influential asset for customer behaviour
analysis as it has a keen interest in the re-discovery of the true meaning of marketing through
the re-affirmation of the importance of the customer or buyer. Customer behaviour analysis
aims to ultimately improve business performance through an understanding of past and
present customers so as to determine and identify future customers and their behaviour.

Customer-Focused Marketing

All marketing is done with the customer in mind. Marketing can in fact be
referred to as an on-going conversation occuring between business and customer. It is
therefore necessary for businesses to gain in-depth knowledge of their relative customers so
that the best marketing strategies can be employed in order to attract these potential
buyers. This can effectively be done by performing activities such as customer behaviors
analysis to ensure customer retention. Listed below are a number of tips to
aid businesses striving towards customer retention through marketing efforts:

1. Marketing as a Conversation:

Direct interaction with customers isnecessary to essentially find out what it is that they are
wanting. This marketing conversation involves a process running from action - reaction -
feedback - repeat. Businesses need to be willing to take
the time to listen to their customers as this can ensure a business of putting something up for
offer which is of great worth amongst their targeted consumers, and is relative to their
particular needs and desires. It is required for businesses to constantly perform marketing
promotion so that these customers will come back for more. Giving satisfaction to first-time
buyers can prove effective for a business in the long-run for the reason that by giving
customers what they desire the first time round, customer retention is encouraged through this
form of customer loyalty.

2. Active Customers:

Making customers feel as though they are in control is an effective strategy in customer-
focused marketing. This is done by transforming consumers into active customers who are
given the ability to make choices for themselves by actively engaging in promotions and,
hereby, deciding on the best possible products and services their money can buy. Customer
retention is encouraged through this interaction with customers which aids in

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customer loyalty. Businesses need to make each and every one of their customers feel good
about themselves by givingthemsomething to do. Therefore, retaining customers means
keeping them happy by keeping them active.

3. Determining Future Customer Behaviour:

This is most effectively done through an analysis of the actual behaviour of

past and present customers. Actual behaviour needs to be differentiated from demographic
behaviours (which are implied consumer characteristics). Actual behaviour is, as such, better
at predicting the future which is done by keeping a watch over the actions customers perform
with regard to online purchases and the products they purchase over the Internet.

4. Allocating Resources for Marketing:

Businesses need to take their budget into consideration when allocating resources for
promotions. It is well-known amongst businesses that some marketing activities will generate
higher profits than others and data therefore needs to be created by interacting with customers
in order to consequentially identify themost profitable promotions, which will be delivered to
the right customer at the right time, without wasting time or money. Hereby, effective
marketing means avoiding unprofitable promotion which will as such mean not reaching the
right customers and wasting money. Customer buying behaviourProcess by which
individual search for select, purchase, use and dispose of goods and services, in
satisfaction of their needs and wants.

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REVIEW OF LITERATURE

8
 Need for the study

Uninor is the new telecom industry who want to enter in the Indian market and
India has biggest market for telecom service provider. Hence competition is huge for acquiring
market. Because of the competition, large no of options are available for customer for selecting or
choosing the service provider. Also frequency of changing the service provider has also increased.
Because of that uninor want to study youth buying behaviour which helps uninor to know
what are the major factors of dissatisfaction among the people after using a mobile operator.
On the whole, the market is a very important place to study the behavior of consumers and
also Provide useful insights what a consumer requires in a product. It is through research that
a Company will be able to study the buying behaviour of consumers. Which helps company in
developing various new attractive schemes, provide additional facilities, add new features to
existing ones, reduce the charges for incoming and outgoing calls, and which attracts youth
towards company .which may help to increase customers of the company.

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 Statement of problem:

In our country the growth of service marketing especially mobile phone

industry is still in its infancy stage, as compared to the industrially advanced
countries. It is for the fact that the economy of our country has been in the
developing stage. There are various mobile phones services provider’s in our
country and they are playing an essential role in fulfilling the needs of the
customers.

Now-a-days, the customers are more dynamic. Their taste, needs and
preference can the changing as per current scenario. Hence the development of
cellular industry mainly depends on the customer satisfaction. However the
following questions may arise regarding customer satisfaction.

1. To find which Factors influence more at time of buying?

2. What are all expectations by the customer’s regarding service provided

by the cell phone service provider?

3. Whether the service provided by cell phone industry is satisfying the

customers?

4. Are the facilities available adequate to satisfy the customers?

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 Objectives

Primary :

To make a study on consumer buying behavior towards mobile service providers with
special reference to youth segment in Pune city.

Secondary :

1. To study their satisfaction level of customers of different mobile service providers

available in Pune area.

2. To study the importance of various attribute which effect the purchasing

decision of customers in regard of mobile service providers.

3. To find out the expectation of the existing possessing and prospective

customers of the company.

4. To study the which media of Advertisement create more awareness in the customers.

5. To study the satisfaction level of the customers on overall performance of using

Mobile service providers.

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 Scope of the study

The scope of the study objective is to examine the various factors which play
their part in customer buying behavior and the major dissatisfaction areas for the customers.
The study considered the youth area of pune city.

 Survey to know the various factor taken into consideration by the youth at the time of
buying.

 Understanding customer behaviour and perception towards mobile service providers.

 Survey for satisfaction of customers towards their mobile service providers.

 Research was carried out to understand customers needs and preferences to know the youth
switching factor to another service provider.

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 CHAPTER II
PROFILE OF THE ORGANISDATION

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 PROFILE OF THE ORGANISDATION

About the company:

Type Joint Venture

Industry Telecommunications

Founded 2009
Add Gurgaon, India
Stein-Erik Vellan
(CEO)
Key people
Sanjay Chandra
(Chairman)
Wireless
Products Telephone
Internet
Employees 2,000

Telenor (67.25%)
Parent
Unitech Group (32.75%)

Website Uninor.in

Company logo: Company details:

Uninor is the joint venture between Telenor(67.25%) and Unitech Group(32.75%)

companies.Uninor started Mobile services in India in December 2009 focusing on the GSM
technology.India’s 8th nation-wide mobile operator operating in 13 out of 22 telecom circles
in the country.Testing of network in the circles of Kolkata and Rest of Bengal is going on and

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services will be launched by March 2010.Hub Head Offices at Pune, Mumbai, Goa, Delhi,
Kochi, Chennai, Bangalore, Hyderabad, Kolkata, Patna, Mumbai, Lucknow, Guwahati,
Chandigarh, Indore,etc.

About the Parent Companies:

Telenor
67.25%

Unitech Group
32.75%

Uninor
100%

Telenor:

Telenor is founded in 1855, Telenor is the largest company in Norway, with

headquarters located at Fornebu, close to Oslo. An International wireless carrier with
operations in Scandinavia, Eastern Europe and Asia.It is the 6th largest mobile phone operator
in the world, with more than 172 million subscribers.

Unitech:

Unitech Group is India’s second largest real estate investment company, and has recently
claimed to be the largest real estate builder in the country.Based in New Delhi and ranks
1484 in Forbes Global 2000 companies, 32nd in India. Its construction business includes
highways, roads, powerhouses, transmission lines, and it has residential projects called
Unitech Cities/Uni World, in cities like Mumbai, Delhi, Kolkata, Chennai, Hyderabad,
Bangalore, Kochi, Noida , Greater Noida, Agra, Lucknow, Varanasi, Gurgaon and

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Ghaziabad.Formed by Ramesh Chandra and originally formed as United Technical
Consultant Private Ltd in 1972 as a soil investigation company.

Infrastruture of the company:

Uninor is Sharing his towers with-Wireless-TT Info Service Ltd, Quippo

Telecom Infrastructure Ltd.Uninor make tie up with telecom, network and radio services-
Alcatel, Lucent, Huawei Technologies India, Nokia Siemens Networks and Ericsson.

IT services and Infrastructure - Wipro Technologies.Uninor’s Network will

managemened by- Huawei, Ericsson and ZTE and Charging solutions for prepaid and
postpaid customers- Telcordia.

Uninor is a mobile telephony and network operator in India. The company holds a pan-India UAS
license to offer telecommunications services in each of India’s 22 circles. It has also received
spectrum to roll out these services in 21 of the 22 telecom circles. From November 2009, Uninor will
be owned 67.25% by Norwegian telecom giant Telenor, and 32.75% by Unitech. Uninor has started
mobile services in India at the end of 2010, focusing on the GSM technology.

EARLY DAYS:

The company Unitech Wireless was until 2009 a subsidiary of Unitech Group, holding a wireless
services licence for all 22 Indian telecom circles since 2008. In early 2009, Unitech Group and
Telenor agreed on a majority take-over by Telenor of Unitech's wireless business, including Unitech
Wireless' national-wide mobile license. By March, May and November, Telenor acquired a 33%, 49%
and 60% stake in Unitech Wireless, respectively. In September, the mobile operation changed its
name to Uninor. On October 19 the Indian Cabinet Committee of Economic Affairs (CCEA)
announced that it has approved Telenor's acquisition of up to 74% in Unitech Wireless, and the
shareholder's agreement sets a 67.25% Telenor ownership in Uninor

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History:

The company Unitech Wireless was until 2009 a subsidiary of Unitech Group, holding a
wireless services licence for all 22 Indian telecom circles since 2008. In early 2009, Unitech
Group and Telenor agreed on a majority take-over by Telenor of Unitech's wireless business,
including Unitech Wireless' national-wide mobile licence. By March, May and November,
Telenor acquired a 33%, 49% and 60% stake in Unitech Wireless, respectively. In
September, the mobile operation changed its name to Uninor. On October 19 the Indian
Cabinet Committee of Economic Affairs (CCEA) announced that it has approved Telenor's
acquisition of up to 74% in Unitech Wireless, and the shareholder's agreement sets a 67.25%
Telenor ownership in Uninor.

Presently Uninor is India's eighth nation-wide mobile operator, in a competitive landscape of

13 nation-wide or regional mobile operators. The company is targeting an 8% pan-Indian
market share, and the opening of one million retail points.

In order to reduce time-to-market, Uninor will outsource infrastructure and back-end services
to partner organizations with established core competencies. The operational model is low-
cost with a gradual network-build up, infrastructure sharing, GSM equipment at competitive
cost, full-scale IT-outsourcing and a long term cost and capex efficiency.

Uninor headquarter is located in Gurgaon, and 11 regional hubs covering one or more of the total of
22 telecom circles.

Pune:

Uninor- the Indian arm of Norway’s Telenor group—is entering the Maharashtra and Goa
circle and will begin to offer services from the second quarter of this year. The company
plans to raise debt to the tune of Rs 9,400 crore, Olav Sande, executive vice-president,

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Western Hub, Uninor said. In India, the company is targeting an 8% market share by 2018
and hopes to be cash flow positive in the next five years.

The company has its presence in eight circles and expects to launch services in 22 more
circles by the year-end. That would require funds to the tune of Rs 15,500 crore. The parent
company Telenor has already infused equity to the tune of Rs. 6,136 crore and the rest will be
raised as debt, Sande said.

Since its launch in December 2009, the company has acquired a 3.55 million-subscriber base
by February-end 2010.Telenor owns 67.25 % in Uninor and the remaining equity belongs to
real estate major Unitech. Uninor is the brand name for Unitech Wireless—the JV between
Telenor and Unitech.

Uninor, which has been a new entrant in the Indian market, did not bid for the 3G auctions.
“Our business model is not to go for 3G. 3G and 4G is more about data and broadband. 3G
may be good for urban cities but it will take another 3-5 years

Quality Policy

Telenor Group's ambition is to be a leading global mobile operator, while delivering

attractive returns to our shareholders.

To deliver on our ambitions, the Telenor Group’s main focus areas in 2010-2012 are to:

1. Capture growth in our three regions

2. Strengthen operational performance and leverage Group scale and competence

3. Ensure capital discipline

Through the Going Dynamic process, we link strategy to quarterly performance monitoring
and forecasting. In addition, a combined financial and non-financial scorecard has been
established at Group level. For all operating companies in the Group, the main ambition is to
maintain or improve revenue market share while improving cash flow margins. This will
yield an increase in Group cash flow over the period.

Telenor Group should maintain or improve our position in the following non-financial areas:

 Customer satisfaction

 Brand preference

 Human resources: Strength of our leadership pipeline

 HSSE: Total Recordable Injury Frequency

 Climate change: Carbon intensity of our operations.

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Quality Objectives   :

Capture growth in our three regions

Telenor Group’s main growth initiative in the coming years is to develop our India operation
according to the established business plan.

In addition, Telenor will:

1. Maintain or improve voice market share and further develop data positions in our
existing markets

Fixed and mobile voice represents two-thirds of Telenor’s revenues and the strategic focus is
to keep or improve our voice positions. We will do this through churn-reducing initiatives
like attractive price plans that target customer segments more precisely, and new distribution
concepts.

In addition to defending and growing our voice revenues, the focus will be on capturing the
significant growth potential coming from data and Internet. Within our footprint, we will
increase our focus on small-screen data services by leveraging netbooks (small PCs) and
mobile phones as access devices.

Additionally, we will develop sustainable mobile broadband business and pricing models.

2. Capture value-creating opportunities from related communication services, with

primary focus on M2M communications and financial services

Telenor sees the potential for value-added services to support our core voice and data
services. We are likely to succeed with services that leverage our key telecom network,
technology skills, customer base, and distribution strengths.

Our two main priorities are in the areas of Machine-to-Machine (M2M) communication and
in providing a select set of financial services to the un- and under-banked population in our
emerging markets.

3. Capture value-creating opportunities emerging from telecom/media/IT convergence,

primarily through third-party applications and services

Outside the Nordic countries, Telenor positions itself more as an access provider and service
enabler than a full-service ICT and integrated media and telecoms company. We control
many valuable assets that can be further developed and exploited together with third-party
developers and content producers to defend and expand our core revenues.

19
 By opening up communications enablers to third parties and allowing them to integrate with
their software and Internet services, Telenor will grow revenues in adjacent industries as well
as increase demand for our core voice and data services.

4. Capture local and regional consolidation opportunities

The next three years may present attractive consolidation opportunities in our regions.
Telenor will need strategic and financial flexibility to exploit these opportunities.

4P’s Of Uninor:

Product- Prepaid GSM mobile services in 13 circles out of 22 circles in India.

Price- '24X7 Badalta Discount Plan (DP)’

First recharge of 49 then call @50p/min

First recharge of 28 then call @60p/min

Promotion- Slogan- ‘Ab mera number hai’

Brand Ambassador- Young, Energetic, Ambitious youth

1. Place- 10 circles of 22 Indian telecom circles- in cities like Mumbai, Delhi,

Kolkata, Chennai, Hyderabad, Bangalore, Kochi, Noida
, Greater Noida, Agra, Lucknow, Varanasi, Gurgaon , Ghaziabad, Maharashtra and Goa,
Mumbai Gujarat, Kolkata and West Bengal.

'24X7 Badalta Discount Plan (DP)':

Under the '24X7 Badalta Discount Plan (DP)', customers will be able to avail a
discount on their calls that ranges from 5% to as much as 60%, depending on their location
and time at which they call - so simply by crossing a street, at the next local station or 1 hour
later at the same location. This discount will be applicable on a standard base call rate of 50
paisa per minute for any local call, Uninor-to-Uninor or Uninor-to-any other operator. This
means a 1-minute local call could cost as low as 20 paisa and never more than 50 paisa.

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Key Highlights of Uninor operations in Maharashtra and Goa

 Uninor GSM mobile services will be available in 475 towns across Maharashtra and
Goa.
 Footprint of 90 million potential subscribers across Maharashtra and Goa.
 Access to Uninor services available from 24500 retail points of sale, 184 distributors,
over 25 exclusive shops
 Dynamic pricing plan will ensure discounts available at 50p/min upto 60% per call.
Customers can thus call for as low as 20 paise per min

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Different Promotion Activities:

Blue Wave Promotional Activity for create awareness in the market & brand
empowerment,.

Media promotions:

Newspaper

Print and Broadcast ads

Motion Pictures

Brochure and booklets

Posters

Billboards

POP displays,Logos etc.

Mission of Company:

 The company is targeting for 8% market share in India by 2018.

 The country will have over 1.2 billion customers by 2018 as against 540
million now.
 Thus Uninor is targeting for 80 million customers by 2018.
 Break-even in 3 years
 Positive operating cash flow within 5 years in India.
 Targeting youth as well as all the ambitious people.
 Selective specialization targeting strategy
 First priority is to roll out across the country; a credible market share can be
built only after that. They hope to launch across the entire country by the end
of the year

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 CHAPTER III
RESEARCH DESIGN AND
METHODOLOGY

RESEARCH METHODOLOGY

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Introduction:

The research is a systematic gathering, recording and analyzing the data related to
the problems in marketing of goods and services.Marketing research involves the diagnosis
of the information, needs and the selection of relevant interrelated variables about which
valid and reliable information is gathered,recorded and analyzed.Research is the only way to
find out the potential of the products in the market. It helps us to find the market condition of
any product and choice of the end user. Because the survival of large number of companies
has become hard in this competitive age.

Customer is attracted only towards the product with low price and high quality. So
the company that will satisfy both, primary and secondary motives of customer can only
survive in this new millennium. Research design is the determination and statement of the
general research approach or strategy adopted for a particular project. It is the heart of
planning. If the design adheres to the research objective it will ensure that the client’s need is
served. The study of the consumer’s behaviour is Exploratory and Descriptive type of
research, which is useful to find the most likely alternatives.

Methodology is an essential aspect of any project or research. It enables the

researches look at the problem in a systematic, meaningful and orderly way. Methodology
comprises the sources of data, selection of data, various designs and techniques used for
analyzing the data.

Effective marketing study involves five steps:

 Define the problem and study objectives

 Develop the study objectives
 Collect appropriate information
 Analyze the information
 Present the findings

Research definition:

Definition of Research Methodology: Research methodology is a tool to systematically solve

the research problem. It may be understood as a science of studying how research is done
scientifically.
Types of Research:
The research involved both qualitative dimension of work and knowledge. The quantities
approach involved generation of large chunk of data, which are analyzed on various
parameters, while the qualitative approach was to analyze the data, take the information out
and discard the unnecessary details.

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The target was to contact the respondents and analyze their requirements. The survey is
concerned with the subjective assessment of attitude, opinion of the people about the service
provider.
Research approach:
The research approach consists of personal interview of the customers through the use of
research instrument like structured questionnaire and interview method. While designing the
questionnaire care had to be taken in formulating and sequencing the questions so that it
allows logical thinking process for the respondent. Use of both close-ended and open-ended
questions was made so that analysis becomes easy and respondents can freely answer the
questions.

Research Methodology:

The methodology consists of:

1. Collection of data

2. Sampling Design

3. Statistical tools

4. Limitations

1. Collection of data

 Primary source

 Secondary source

Primary data:

Primary data has been collected directly from the field. Primary data was gathered by the
means of interviewing the respondents with the use of questionnaire that I prepared. Survey is
the research approach using this research project. Surveys are the best source of descriptive
research. The research instrument chosen was a questionnaire for the collecting the primary
data. Questionnaire was the most popular and useful method for surveying. It helps in
collecting the information from the framed question, to get maximum necessary data required

for the research. Questionnaire contained 16 no of questions, which included open and

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close ended questions. The questions are subjective and objective in nature. Thus, the
questions helped in various ways. Survey method is undertaken to find the customer
satisfaction and opinion. A survey was conducted among the youth of Pune City by the aid of
well structured questionnaire. The population for the study consists of youth who are using
cell phones in Pune City.

The sampling unit for the study is 240, which includes the cell phone
users in Pune City. The sampling size includes male and female users from different
occupation, age. Here, convenient sampling technique has been adopted for collecting the
primary data.

Secondary data:

Secondary data means data that is already available that is they refer to the data which
have already been collected and analyzed by someone else. Secondary data was mainly
collected from company records, marketing personnel, business magazines & brochures,
internet and references from Library. The data was then categorized into various groups and
then I deduced the pattern of relationship that existed among the data groups. For this, editing
was done to assure that the data was accurate, consistent with other facts gathered.

2.Sampling Design:
A sampling design is a definite plan for obtaining a sample from a given population.
It refers to the technique or procedure the researcher would adopt in selecting for the samples.
Sample design is determined before the data is collected.

1.Sample size:

The sample size consisted of around 240 respondents. It included those customers having
age between 17 to 40 from Pune city only.

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2. Universe:

The universe consists of the existing youth in pune. hence the universe can be
geographical area of Pune.

3. Sampling Technique:
I used “Convenient sampling” to select those respondents who were in age group 17 to
40 and aware of various mobile services.

4. Research Period:

Research work is only carried for 2 weeks.

5. Research Instrument:

It is the tool used to collect the data and for my research. The researcher have to
consider the different facts keeping in mind such that a least biased conclusion can be drawn
and for that researcher opted for questionnaire method where two types of questions were put
forward viz. Open ended and close ended questions. Open ended questions allows the
respondents to answer in their own words where as in close ended, a probable set of answers
are given from where a conclusion is to be drawn for the definite objective.

6. Research Process:

Research is a process of systematic and in depth study for any particular topic subject to
collection, compilation, presentation and interpretation of relevant details or data. Research
refers to search of knowledge. It is a scientific and systematic search for pertinent
information on a specific topic.

 It is an art of scientific investigation.

27
  Movement from known to unknown.

 Voyage of discovery.

 Original contribution to the existing stock of knowledge making for its

advantage.

Steps Of Research Process:

1. Define research process

2. Review the literature

3. Design research(including sample design)

4. Collect data(executive)

5. Analysis of data

6. Interpret the report

3. Statistical tools
For analyzing the data, statistical tables and percentages were used.

4. Limitations

 The study was confined within specific regions of Pune city only.
 The sample size was limited so the results obtained from the study may not be
generalized for the whole population.
 The time period of the study was not sufficient to measure the consumers’
response effectively and reach to a more valid conclusion.
 The unwillingness of some respondents to impart with vital information regarding
their experience, opinions was also a barrier.

28
  The casual attitude of the respondents regarding the imparting of information desired
also proved to be a barrier.
 Only specific and limited sample are studied so the findings may be subjective to the
experiences of the samples.

DATA COMPILATION AND ANALYSIS:

After data collection it was tabulated, followed by analysis and interpretation to reach the
conclusion.

Data analysis is a process of gathering, modelling and transforming data with the goal of
highlighting useful information, suggesting conclusions and supporting decision making.
Data analysis has multiple facets and approaches encompassing diverse techniques under a
variety of names in different businesses science and social science domain.

Marketing study and research focuses on understanding the behaviours, preferences,

whims of consumers in the market place. Businesses cannot be successful if they cannot meet
the demands of customers. To meet the needs, finding out what customers want from your
products will be the most crucial marketing study and research activities.

Analysis Tools:

Tables: - One & Two way tables.

Graphs: - Bar

Charts: - Pie

29
Q.1. Which type of mobile connection do you use?

SR No. Type Of Connection No. Of

respondent
1 Prepaid

2 Postpaid

Connection type
Post Paid
17%

Prepaid
83%

Interpretation:

According to the survey:

It is easily clear that majority of the youth prefer using prepaid services. 83% of the youth
prefer to use the Prepaid services, and 17% of youth uses the Postpaid services.

Conclusion:

As the data given above clearly represents that youth like to use the prepaid services
than the postpaid services given by various mobile service providers.

30
Q.2. How many mobile service providers (sim cards) are you using currently?

Sr. No. No. Of Sim Cards Using No. Of respondent

1 One
2 Two
3 Three
4 More than three

No. of Sim Cards

More Than 3
5%
3
12%
1
43%

2
41%

Interpretation:

According to the survey:

Here, 42% respondents have using one service provider, and 41% respondents using two service
providers. Whereas 12% respondents uses three service providers and remaining 5% use more
than three service providers.

Conclusion:

Above graph shows that maximum users like to use one or two service providers.
Less users like to use more than two service providers.

31
Q.3. Which schemes attracts you most?
a) Free talktime b) Free SMS
c) GPRS d) Other specify ________________________

Sr. No. Various schemes No Of Respondent

1 Free Talktime
2 Free SMS
3 GPRS
4 Other Specify

32
 14%

35%
Free talktime
20% Free SMS
GPRS
Other specify

31%

Interpretation:

According to the survey:

It can be seen that 35% respondents like the free talktime scheme use ,31% user like the
free sms scheme. ,gprs facility is liking about 20% then other facilities at 14%.

Conclusion:

The graph shows that maximum numbers of respondents like free talktime scheme and
that youth like the free sms schemes.

33
Q.4. Rank the following factors which influence you to buy the service of your choice?

(Rank from 1 to 4, 1 being the highest)

Call rates Network service

Attractive schemes Brand Image

Figure -Factors influencing customer

700

600

500

400 Call Rates

Network
300 VAS
Brand Name
200

100

0
a b c d

Interpretation:

Maximum respondents gave highest rank to the Network services followed by call rates. Brand name
is the least important factor while selecting the network provider.

34
Q.5. Which advertisement media impact most on your buying decision?

a) TV advertisements b) Hoardings

c) Newspapers d) Word of mouth

e) Other

Sources of awareness about service

providers

5% TV
Advirtisement

Hoardings
40%
36%
Newspaper

Mouth Publicity

12% 8% others

Interpretation:

The main sources of awareness about service providers are TV advertisements(40%) and Word of
mouth(36%), others include Newspapers, Hoardings, etc.

35
Q.6.Is there any impact of celebrities on your purchasing decision?

a)Yes b)No

24; 24%

YES
NO

76; 76%

Interpretation:

Most of the people donot have any impact of celebrities on there purchasing.

36
Q.7.From where do you purchase your SIM card?

a)Nearest retailer b)Company outlets

c)Mall d)Other

17%

8% Nearest reatiler
Company outlet
Mall
57% Other places

17%

Interpretation:

59% people like to buy SIM card from nearest retailer ,while 18% from company outlets,and
8% from mall,18% buy in other places.

37
Q.8. From Whom advice you deicide to purchase your SIM card ?

a)Family members b)Friends

c)Retailer d)Other

14; 14%

5; 5%
39; 39%
family member
friend
retailer
other

42; 42%

Interpretation:

Most Of the means 42% youth use buy there SIM card by taking friends advice,and then they
buy taking family advice i.e 39%,5% youth take the retailer advice .

38
Q.9. From how long you are availing the services of this particular service provider?

a) 1 year b) 2 year

c)3 year d)More than 3 year

25%
28%

1
2
3
>3

23%
24%

Interpretation:

Most of the youth are loyal to his service provider.

39
Q.10.Do you want to change your current service provider?

a) No b) Yes

If Yes, Specify to which operator you want to switch to and why_______________

Change of existing service providers

yes
22%

No
78%

Interpretation:

It is seen from the data that majority of the respondents i.e.78% are not willing to change their service
provider and continue using the same whereas only 22% are willing to change their existing service
provider. .

FINDINGS:

40
1. Most of the youth preferred prepaid connections than post-paid connections.
2. Reason for using the particular networks are,
Airtel --- Better network and low call rates.
Reliance --- Low call rates, SMS packages.
Vodafone --- Better network Coverage.
Idea --- Good network coverage.
Aircel --- GPRS services.
3. Most of youth like that free talktime and the free SMS schemes.
4. Maximum number of youth was attracted towards the low call rates and the attractive packages
like SMS, free talk time, Hello Tunes etc.
5. T.V. advertisements and word of mouth were the best media that had more impact on the youths
buying decisions.
6. There is very less impact of using celebrities to promote brand.
7. Youth are like to buy SIM cards from Nearest retailer.There is less responses to the
company outlets andmall to buy the cards.
8. Majority of youth choose there service provider by taking advice of there friend & family
members.
9. Majority of youth was loyal to its particular service provider and was using the connection for
more than one year.
10. Mostly the youth was satisfied with their existing service providers, and were not willing to
change their service provider.

SUGGESTIONS:

41
1. Service providers should emphasise more on value added services such as Free talk time, SMS ,

Hello tunes etc to attract youth.

2. Working class youth wants better network, so network coverage should be improved.

3. Students prefer low cost recharge vouchers. Hence such recharge vouchers should be introduced.

4. Free local on net calls should be introduced to increase users from youth segment.

5. T.V. Advertisements and Word of mouth should be used to publicise the brand more effectively.

6. Call rates must be minimised for some specific timings to attract the youth.

7. Low charges on internet usage and download can bring in more users from the youth segment.

8. Youth are attracted by giving low rates for special group.

9. SIM will be available at each and every store because youth like to buy from nearest retailer they

don’t want purchase from special outlet of company.

CONLUSION

42
 India has tremendous potential and strength in telecom sector.Nowdays the
competition between telecom sector is too much higher .Uninor needs to reform its rules,
create more global awareness, change its policies in favor of more opportunities and
encourage its major players to invest in the economy.

Youth are mainly concentrate on the call rate and the network coverage.therefore
the call rates will be low and network availability, good range of coverage is
important.Attractive schemes will be attract more to the youth.they donot think about the
brand image.

This project hopefully has provided the necessary cushion to take the study
further and encourage the company to consider expanding its network and
increasing its subscriber’s base.

UNINOR PROMOTIONAL BLUE WAVE ACTIVITY

43
Uninor telecommunications launches its services in Maharashtra with Blue Wave
promotional activity. The activity held during June 2nd to 7th 2010. Activity started with
formation of human logo followed by 6 days intensive promotion across Maharashtra and
Pune.
Uninor announced the commercial launch of its global GSM service in Maharashtra and Goa
with the radical new concept of Dynamic Pricing (DP). Branded as '24X7 Badalta Discount
Plan', Uninor will offer call discounts that will change from 5% to 60% with location and
with time - with each cell phone tower broadcasting a different discount. At the same
location, the discount will change every hour. Through the launch of its service, more than 90
million customers across Maharashtra will now be able to avail Uninor's superior GSM
service. With its own network in 13 of the largest states in India and pan-India roaming
already tied up, Uninor customers in Maharashtra will be on a national mobile network from
day one.

Key Highlights of Uninor operations in Maharashtra and Goa

o Uninor GSM mobile services will be available in 475 towns across Maharashtra
and Goa
o Footprint of 90 million potential subscribers across Maharashtra and Goa
o Access to Uninor services available from 24500 retail points of sale, 184
distributors, over 25 exclusive shops
o Dynamic pricing plan will ensure discounts available at 50p/min up to 60% per call.
Customers can thus call for as low as 20 paise per min

Together with towns across Maharashtra and Goa, Uninor's services were also
simultaneously rolled out in Kolkata, West Bengal and Gujarat. With this launch, Uninor's
services are now available in 13 telecom circles in India covering the states of Uttarakhand,
Uttar Pradesh, Bihar, Jharkhand, West Bengal, Orissa, Tamil Nadu, Karnataka, Kerala,
Andhra Pradesh, Maharashtra, Goa and Gujarat, touching population footprint of over 900-
million pan-India.
"This is a big day for Uninor as we enter some of the most promising and competitive
markets of India. We make a start in Maharashtra with Dynamic Pricing - a concept that ends
the tariff raj and puts the power in the hands of the customer." said Rajiv Bawa, Executive
Vice-President, Corporate Affairs, Uninor. "We are still set on bucking the trend and that is
how we will compete - through innovation, quality, flexibility and by relentlessly putting the
customer first - one customer at a time".

44
Mr. Olav Sande, Executive Vice-President, Mumbai Hub said, "The launch in Maharashtra
and Goa is an extremely important milestone for us. This takes us a step closer towards being
a true pan-India operator and helps us serve our customers even better. We have always put
our customers first. The success of our dynamic pricing plan in other circles clearly suggested
that customers believe that this pricing is just right for them. The extension of 24X7 Badalta
Discount Plan (DP) in Maharashtra and Goa is thus based on relevant consumer feedback.
We strongly believe that customers in the new circles will accept this in a big way."

Launching with massive distribution

On launch day, Uninor connections will be available at over 24500 points of sale through 184
distributors and at 25 exclusive shops in Maharashtra and Goa.
For customers this means a Uninor connection is available right next door. At a supermarket,
a kirana shop, a chemist, a corner mobile outlet or a full service exclusive Uninor shop;
definitely a considerable spread for a brand on launch day.

A radical new concept

'24X7 Badalta Discount Plan' or Dynamic Pricing plan will offer customers changing
discounts on their calls based on traffic on the network. Dynamic Pricing rides on
sophisticated technology that puts the customer in control.
Discounts are calculated by an intelligent 'Discount Engine' that relies on state-of-the-art IT
systems to continuously monitor traffic at every tower in the network. Applicable discounts
based on real time network traffic at every individual tower are broadcast to all mobile phone
screens under the coverage of that tower. The system also ensures that the discount at which a
call is originated is maintained through the duration of the call - even if the customer moves
from the coverage of that tower to the next.
Under the '24X7 Badalta Discount Plan (DP)', customers will be able to avail a discount on
their calls that ranges from 5% to as much as 60%, depending on their location and time at
which they call - so simply by crossing a street, at the next local station or 1 hour later at the
same location. This discount will be applicable on a standard base call rate of 50 paisa per
minute for any local call, Uninor-to-Uninor or Uninor-to-any other operator. This means a 1-
minute local call could cost as low as 20 paisa and never more than 50 paisa.

45
And a network that is brand new

Uninor's network is brand new with the most modern equipment and the very latest IT
systems. It's a congestion free network powered by the latest technology anyone can deploy
today. For customers, this will mean superior voice quality, less call drops, maximum first
attempt dials and a much better experience overall on our network.

For Uninor though, it will always be people more than numbers

"Ab mera number hai" or "My time is now" is the voice of the Uninor customer - an aspiring
individual eager to succeed. Our tagline isn't our directive to the customer. We will not sell
dreams or tell our customers what to do. They know what they want, and we are simply here
to help.
"We're breaking records in terms of footprint, speed and distribution. But more than numbers
and statistics, this launch is first and foremost about individuals. Our business is about people
- whose dreams and aspirations we will help fulfill with our services," said Olav Sande.
Uninor will not employ big celebrity brand ambassadors. The Uninor hero will be the
everyday young achiever making it on their own grit.

Launching from the streets

In terms of the launch too, Uninor will stand out as a different kind of player, launching its
service from the street, from where the customers are. In these days, a blue wave of people,
from within Uninor, from its Executive Vice President onwards to the last employee and its
extended resources had celebrated the launch in the streets.
"I believe we will be reaching more people directly in Maharashtra than any other operator at
launch. We will color the streets of Maharashtra blue in the coming days," said Olav Sande.

The blue wave project kick started on 2nd June by formation of a human logo. It was for the
first time in the history of Indian telecom industry that such human logo was created.

Blue wave consisted of approximately 800-900 people. It consisted of 20 platoons each

consisting of 30 members. These platoons stormed the entire Pune city with all the promoters
and team leaders.

46
The members of these platoons have to visit each retail outlet and explain them about
UNINOR gsm cards features and services. Along with these platoons there were Drummers
to entertain people all along the streets of Pune. All the promoters along the streets gave
information of Uninor to the people passing by.

The whole Pune city was painted blue by this activity of six days of continuous promotion of
Uninor.

The main objectives of our promotion were as follows:

 To attract more customers.

 To reach all the people in the respective area.

 Sales growth with new product.

 Introducing new schemes that previously not marketed.

 To tell the degree of differentiation of product to customers.

 To tell customers that how it is cost effective.

 To provide Brand awareness

 To make relationship between customer & company.

47
 BIBLIOGRAPHY

BOOKS:

 Marketing Research – G. C. Beri

 Research Methodology – C.R Kothari
 Principles of Marketing – Philip Kotler

WEB RESOURCES:

 www.uninor.com

 www.trai .gov.in

 www.wikipedia.com

 www.knowthis.com

48
 ANNEXURE

QUESTIONNAIRE

Name - Age -

Qualification/Occupation - Gender -

Q.1. which type of mobile service plan do you have?

a) Prepaid b) Post paid

Q.2. How many mobile service providers (Sim cards) are you using currently ?
a) One b) Two

c) Three d) More than 3

Please specify,

Service providers name Reason for using the services

1) ______________ _______________________
2) ______________ _______________________
3) ______________ _______________________
4) ______________ _______________________

49
Q.3. Which schemes attracts you most?
a) Free talktime b) Free SMS
c) GPRS d) Other specify ________________________

Q.4. Rank the following factors which influence you to buy the service of your choice?

(Rank from 1 to 4, 1 being the highest)

Call rates Network service

Attractive schemes Brand Image

Q.5. Which advertisement media impact most on your buying decision?

a) TV advertisements b) Hoardings

c) Newspapers d) Word of mouth

e) Other

Q.6.Is there any impact of celebrities on your purchasing decision?

a)Yes b)No

Q.7.From where do you purchase your SIM card?

a)Nearest retailer b)Company outlets

c)Mall d)Other

Q.8. From Whom advice you deicide to purchase your SIM card ?

a)Family members b)Friends

c)Retailer d)Other

Q.9. From how long you are availing the services of this particular service provider?

a) 1 year b) 2 year

50
c)3 year d)More than 3 year

Q.10.Do you want to change your current service provider?

a) No b) Yes

If Yes, Specify to which operator you want to switch to and why_______________

Q.11.Please Give your suggestion to improve service of service provider

___________________________________________________________________________

___________________________________________________________________________

51