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A Research Synopsis submitted as partial fulfillment for the award of the Degree of Masters of Business Administration
(2010-2012)
GUIDED BY: SUBMITTED BY: Prof. Neetu jain vijay singh chouhan PGDM Vth trimster
INDEX
S. No. Page No. 1. Introduction 3-6
2.
Review of Literature
7-8
3.
9-10
4.
11-12
5.
Research Methodology a) Data Collection b)The sample c)The tools of data analysis
13-14
6.
References
15-16
INTRODUCTION
Telecome company
Tele communications sector is now universally recognized as one of the prime movers of the modern economy. The availability of adequate infrastructure facilities is critical for acceleration of the economic development of any country. The Government of India recognizes that the provision of a world-class telecommunications and information infrastructure is the key to rapid economic and social development of the country. Telecommunications is critical not only for the development of the information technology industry but also has widespread implications for the entire economy of the country. The telecom infrastructure in India has grown at a rapid pace after 1994 when the New Telecom Policy, 1994 came into force. Cellular mobile services were one of the first areas to be opened up to private competition. The whole country was divided into 4 metropolitan cities and 19 telecom circles, which were roughly analogues with the states of India. Cellular licenses were awarded to the private sectors first in the metropolitan cities of Delhi, Mumbai, Kolkata and Chennai in 1994 and then in the 19 telecom circles in 1995. The subscriber base in the mobile phone services market in India, the worlds fastest growing telecom market, surpassed 232 million subscribers by the end of 2007. There has been unhindered growth in Indian telecom market. Smaller town and rural areas have been pushing the demand for mobile services. In comparison to a tale-density of nearly 33 percent in urban areas it is barely 5 percent in the rural areas thereby indicating huge scope for growth. The Telecom Regulatory Authority of India (TRAI) 2010, data shoes that rural Mobile Phone Connections stood at 48 million by the end of 2007.With a total subscriber base of 232 million rural subscribers form a formidable block of 21 percent or over onefifth of the total mobile pone user base in India. From a status symbol a few years back, the mobile phone is now a part of life for masses. Experts attribute the high acceptance level of technology to high income levels and consumer behavior. The mobile phone network service providers need to study this market and analyze the factors influencing the selection of mobile phone network service provider to penetrate in this market. The proper understanding of customers perception of products helps the marketers to direct their marketing effort in right direction with respect to product, promotion, price and distribution strategies.
Tata Indicom
Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian Conglomerate. It runs the brand name Tata Indicom in India in various telecom circles of India. The company forms part of the Tata Group's presence in the Telecommunication Industry in India, along with Tata Teleservices (Maharashtra) Limited (TTML) and VSNL. TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile services in India, specifically in the state of Andhra Pradesh.
BSNL
Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a public sector communications company in India. It is the India's largest telecommunication company with 25.14% market share as on December 31, 2007. Its headquarters are at Bharat Sanchar Bhawan, Harish Chandra Mathur Lane, Jan path, New Delhi. It has the status of Miniratna - a status assigned to reputed Public Sector companies in India.
VODAFONE
Vodafone Assar, previously Hutchison Assar is a cellular operator in India that covers 16 telecom circles in India Despite the official name being Vodafone Essar; its products are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros.
REVIEW OF LITERATURE
A brief review of the existing literature relevant to the study has been given below.
Bhatia, T...K (2000) These villages and small towns which were once unimportant dots on
maps are now grring the attention of global marketing giants and media planners .thanks to globalization, economic liberalization, it revolution, Indian diasporas ,female power and improving infrastructure middle class rural India today has more disposable income than urban India. Rural marketing s gain ing new heights in addition to rural advertising
Velayudhan.S K (2002). The study of the different brand elements have varying roles in
reinforcing the value of the brand and its relevance to the customer groups .visual messages appeal the most to rural audiences . study on recall of pictorial advertisements as compared to noncompared to non-pictorial advertisements indicate how much more effective they are with rural consumers as competed to urban consumers
RATIONALE OF STUDY
Today every company of Telecom communication Sector is growing with rapid rate and there is also cut-throat competition present in this market. The telecom sectors play a vital role in the development of modern economy.
India is a combination of urban and rural areas .Our 30% population live in urban area and 70% Population live in rural area in India .Rural Population is dependent on agriculture and urban Population is dependent industrialization. Thats the reason they are so far of technology. And this time most of the company established network toward for a good communication networking. We all very well know that rural area consumer Purchasing power is very low. There is some major reason to behind it. To solve this type of Problem Company provide very reasonable price to provide recharge voucher in rural areas. And we all know that this time mobile set are very much cheap. So every rural consumer purchasing power are very getting very strong. in the current period . So we can say that this time rural area and rural areas technology developing very much way .
10
OBJECTIVE OF STUDY
11
To study the perception of rural consumers towards various mobile phone network service providers To identify the factors influencing the selection of mobile phone network service provider by rural consumer
12
RESEARCH METHODOLOGY
The Study
13
To analyze the consumer behavior of rural consumer for selection of a mobile phone service providing company
The Sample
The sample size of the study will be 120 respondents those who are the rural consumers using different to mobile phone services
The Tools Data collection- Self designed questionnaire will be used for collecting the data from the
customers.
Data Analysis Appropriate statistical tools will be used for analyzing the collected data
14
REFERENCE
15
Bhatia .T.K.(2000): Advertising in Rural India: Language, Marketing communication ,and consumerism Tokyo press,Tokyo,Japan Velayudhan , S.K. ( 2002 ) Rural Marketing ,Targeting the Non Urban Consumer .Response books sage Publications, New Delhi . Venkatesh , G.(sep 2004 ) Technology, Innovation and Rural Development IIBM Management Review Zhang,X and Fan, a new approach and evidence from rural India American Journal of Agricultural economics .86 (2) (May 2004 ) : 492-501
By P seo, C Ranganathan Y Badad.. Telecom communication Policy 2008 volume 32 Issue 3-4 Pg:182-196 the level of model of consumer retention in the us mobile communication service market available from www.linkinghub.elsevier.com
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