1

A STUDY ON THE CONSUMER PERCEPTION OF RELIANCE INDIA MOBILE(RIM). USILAMPATTI, MADURAI By M. THIRUMURUGAN (Reg No: 35103314) A PROJECT REPORT Submitted to the Department of MASTER OF BUSINESS ADMINISTRATION in the FACULTY OF ENGINEERING & TECHNOLOGY In partial fulfilment of the requirements for the award of the degree Of MASTER OF BUSINESS ADMINISTRATION IN SRM SCHOOL OF MANAGEMENT S.R.M ENGINEERING COLLEGE SRM INSTITUTE OF SCIENCE AND TECHNOLOGY (Deemed University) JUNE 2005

2 BONAFIDE CERTIFICATE

Certified that this Project report titled A Study on the consumer perception of Reliance India Mobile(RIM). Usilampatti, Madurai is the bonafide work of MR. M. THIRUMURUGAN (Reg. No. 35103314) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate. Signature of the Guide (Prof. S. Sundararajan) Signature of the HOD (Dr. Jayshree Suresh)

Signature of External Guide Name of External Guide:

ABSTRACT

The study titled A Study on the Consumer Perception Of Reliance India Mobile in Usilampatti was conducted in Usilampatti with special reference to RELIANCE INFOCOMM. The study was undertaken to know the perception level of the mobile users towards reliance mobile. The study covers various brands like Aircel, Tata Indicom, BSNL, Airtel, BPL, in relation to perception on various aspects. The survey was conducted by collection from various consumers (mobile users). Many have not preferred to buy Reliance mobile because of perceptual error on billing and coverage aspects, so proper steps should be taken to improve the awareness of Reliance India Mobile (RIM). The respondents who are using Reliance Mobiles are generally dissatisfied. The performance of RIM has to be improved to create more customer base.

3 The expectations of the consumers are quite high. Many expect high performance, zero error in billing and in need more collection centres. The experience of the consumers and their rating of the mobile are moderate, proper awareness campaigns should be given importance. As the study was limited to Usilampatti town only, it was possible for the scholar to understand the demographic profiles and consumer perception. The perception of individual consumers depends mainly on annual income, expected and actual performance of the product as well as external influencing factors like society and etc., Consumers prefer to advice of others also. Consistency in performance, level of satisfaction also has a major impact. The study of consumer perception towards mobile users gives an idea of individual preference towards the product based on various influencing factors like price, group influences, social influences and Psychological influences. And also gives an idea on rating of product done by the consumers generally etc, particularly relating to usilampatti town The main objectives of the study were to analyse the position of the Reliance India Mobile and other competitor brands (include Aircel, Airtel, BPL, Tata Indicom, BSNL) in the consumers mind, to measure the perception level with regard to price, Service, Network coverage, advertisement impact, performance, etc., to know the reason for preferring the particular brand over the other brands and finally to receive suggestions for the further improvement. The type of Research undertaken for the study was Descriptive research and the sampling design was Judgemental Sampling. Both primary and secondary data were collected by interview method and referring to the company manual and the website of the company. The statistical tools used in the study were Percentage analysis, Weighted average method, chi square test, One sample run test. The limitation of the study was that the data provided by the respondents may be false at times and it is confined to 200 consumers only.

ACKNOWLEDGEMENT If words are considered as symbols of approval of acknowledgement then let the words play the heralding role of expressing my gratitude to all those who have helped me directly (or) indirectly in this project. I express my sincere gratitude to Dr. JAYSHREE SURESH, Head of the department, SRM School of Management , for giving me the opportunity to develop this project. I express my sincere thanks to our guide Prof.S.Sundararajan, Faculty guide SRM School of Management for his valuable advice for the completion of this project.

I am greatly privilege to express Mr. Prabu, Reliance Express Reliance Infocomm, Madurai region for allowing me to do Project in this esteemed organisation for his encouragement and guidance for the completion of this project.

I wish to express my deep sense of gratitude to Mr. Ramesh, O.E. of Reliance Web World, Madurai for their timely help and guidance. I express my sincere thanks to all my friends and family members for their constant support, blessings and co-operation, which they gave me at all steps of this project work.

5 CHAPTER .NO I II III IV V VI VII VIII IX X INTRODUCTION STATEMENT OF THE PROBLEM OBJECTIVE OF THE STUDY REVIEW OF LITERATURE METHODOLOGY AND LIMITATIONS OF STUDY COMPANY PROFILE ANALYSIS AND INTERPRETATION FINDINGS SUGGESTIONS CONCLUSION 12 15 42 44 46 1 2 3 4 5 CHAPTER NAME PAGE NO.

LIST OF TABLES TABLE NO. 7.1 7.1.1 7.1.2 7.1.3 7.1.4 7.1.5 7.1.6 7.1.7 TABLE NAME PERCENTAGE ANALYSIS AGE LEVEL OF THE RESPONDENTS GENDER OF THE RESPONDENTS EDUCATIONAL QUALIFICATION OF THE RESPONDENTS MONTHLY INCOME LEVEL OF THE RESPONDENTS MONTH OF USING THE MOBILE SERVICES FROM A SAME BRAND BY THE RESPONDENTS BRANDS OF MOBILE SERVICES USED BY RESPONDENTS INFLUENCING FACTORS WHILE PURCHASING THE PARTICULAR BRAND PAGE 15 15 16 17 18 19 20 21 NO.

6 7.1.8 7.1.9 7.1.10 7.1.11 7.1.12 7.1.13 7.1.14 7.2 7.2.1 7.2.2 7.2.3 7.2.4 7.2.5 7.3 7.3.1 INFLUENCING PERSON TO PREFER THE SERVICES SEEN THE ADVERTISEMENT OF RIM OPINION ABOUT THE ADVERTISEMENT OF RIM LEVEL OF PERCEPTION ABOUT THE PERFORMANCE OF RIM OPINION ABOUT THE SATISFACTION OF RIM SWITCH OVER TO COMPETITORS MOBILE SERVICE RECOMMEND THEIR BRANDS TO FRIENDS AND RELATIVES CHI-SQUARE ANALYSIS AGE AND CUSTOMER PERCEPTION GENDER AND CUSTOMER PERCEPTION EDUCATIONAL QUALIFICATION AND CUSTOMER PERCEPTION MONTHLY INCOME AND CUSTOMER PERCEPTION PERIOD OF USING AND CUSTOMER PERCEPTION ONE SAMPLE RUN TEST SWITCH OVER TO COMPETITORS MOBILE SERVICE 22 23 24 25 26 27 28 29 29 31 33 35 37 39 39

LIST OF FIGURES/CHARTS REFERENCE 7.1 7.1.1 7.1.2 7.1.3 7.1.4 7.1.5 7.1.6 7.1.7 7.1.8 7.1.9 7.1.10 7.1.11 7.1.12 7.1.13 7.1.14 DESCRIPTION PERCENTAGE ANALYSIS AGE LEVEL OF THE RESPONDENTS GENDER OF THE RESPONDENTS EDUCATIONAL QUALIFICATION OF THE RESPONDENTS MONTHLY INCOME LEVEL OF THE RESPONDENTS MONTH OF USING THE MOBILE SERVICES FROM A SAME BRAND BY THE RESPONDENTS BRANDS OF MOBILE SERVICES USED BY RESPONDENTS INFLUENCING FACTORS WHILE PURCHASING THE PARTICULAR BRAND INFLUENCING PERSON TO PREFER THE SERVICES SEEN THE ADVERTISEMENT OF RIM OPINION ABOUT THE ADVERTISEMENT OF RIM LEVEL OF PERCEPTION ABOUT THE PERFORMANCE OF RIM OPINION ABOUT THE SATISFACTION OF RIM SWITCH OVER TO COMPETITORS MOBILE SERVICE RECOMMEND THEIR BRANDS TO FRIENDS AND RELATIVES PAGE NO. 15 15 16 17 18 19 20 21 22 23 24 25 26 27 28

8 CHAPTER-1 INTRODUCTON In earlier days there was no or less competition, because the demand was more than the supply. After globalization the scenario has changed entirely, many players entered in to the business and privatization came in to existence. What ever the business may be there is one mantra which is common to every one ie, consumer perception. Now-a-days even they try to delight the customers. This plays a vital role because one satisfied customer will bring many other customers. In the present media world one can take up many promotional methods. For any brand a satisfied customer is the best brand ambassador because of the trust factor. Customers will tend to believe in those words of people whom they know than that of third person in the name of a brand ambassador. This project work deals with the service industry. Servicing in India found to have a continuous growth in the past. That also divided as organized and unorganized, in the past market was filled with the unorganized services. But now the emergence of organized services benefits the customer better than ever before. To have a better understanding a detailed description is given.

CHAPTER -2

STATEMENT OF THE PROBLEM Service industry is found to have continuous growth in the past. due to the growing competition, a service company needs to undertake many steps to remain in the industry & being profitable. one of such measures is that conducting a survey to understand the consumer perception. it helps the service industry to identify the strengths and weakness of the outlet from the customers perspective.

9 I. This project work aims to reveal the level of consumer perception towards the services offered by RIM . II. The study is to mainly focus on different attributes that contribute to consumer perception and to provide suggestions to improve the quality of service been rendered and to focus on building market share. CHAPTER -3 OBJECTIVES OF THE STUDY This study is undertaken with the following objectives. 1. To identify the attributes of various telecom services that influences on an individuals choice among alternatives. 2. To identify the attractiveness of the RIM advertisements. 3. To identify the reason for the brand preference over the competing brands and their services. 4. To find out the consumer opinion on schemes and tariffs of various service providers. 5. To identify the awareness level of Reliance India Mobile. CHAPTER -4 SERVICE INDUSTRY Communication is one the critical infrastructure requirements of country, India , with its one billion people , over 500 districts , around 5,000 villages and age metropolitan cities having population equivalent to that many countries needs an

intensive infrastructure to serve such a population . India operates one of the largest telecom networks. As of the beginning or 2000, there were telephone lines in country

10 approximately 50 available lines is much higher in cities than in the remote villages. At present the density in rural areas is rural to 0.5 lines per hundred proximately 60% of Indian villages have village telephone lines. India had been witnessing a very high telecom growth with phone connections growing at 22 percent and 100 percent for cellular and internet services. TELECOM REGULATORY AUTHORITY OF INDIA (TRAI) The TRAI at allows the body to set telecom tariffs and fix terms and additions under which operators can interconnect with each other. IT also seeks the government to seek recommendations from TRAI before issuing a license. A new elate authority separates form TRAI has been set up decide on disputes between government and private players.

CHAPTER -5 RESEARCH METHODOLOGY

5.1 RESEARCH DESIGN

It is a conceptual structure within which research should be conducted. Thus the preparation of such a design facilitates research to be as efficient as possible and will yield max information.

5.1.1

Sources of Data The task of collecting data begins after a research problem has been defined

and plan is chalked out. This study pertains to collection of data from primary and secondary sources.

11 5.1.2 Primary Data Data are collected for the first time for a specific purpose in mind using the questionnaire method. Questionnaire through personal contact and telephone calls.

5.1.3

Secondary Data The data that already collected and published are referred through the

company sales guide and following websites.

www.relianceinfo.com www.bsn.in/telecomnwesanalysis.asp www.hinduonnet.com www.indiatelcomnews.com

5.1.4

Type of Research Here in order to meet the research objectives, descriptive research

design is used.

5.1.4.1 Descriptive Research Design Descriptive research design includes surveys and fact findings, enquires of different kinds. The major purpose of Descriptive research is description of state of affairs, as it exists at present. In social business research we quiet often use the term Ex post facto research for descriptive studies.

The main characteristics of this method is that the researcher has no control over the variable; he can only report what has happened or what is happening. Most Ex

12 post facto research projects are used for descriptive studies in which the researcher seeks to measure such items, for example, frequency of shopping, consumer preferences on products or services.

Descriptive Research method will be applicable to the existing problem. Here the study is conducted for a fact i.e, to know the A Study On The Consumer Perception Of Reliance India Mobile in Usilampatti So the process was conducted through questionnaire.

5.1.4.2 Information required

Demographic profiles of the respondents Information on factors influencing respondents while choosing a particular brand and their services. On which brand the respondents are interested in and the reason why they are stick on to the particular brand. Whether they will switch over to other brands.

5.1.4.3 Instrument Design Questionnaire Design Designing and implementing the question is one of the most interesting and challenging tasks of conducting research and analysis. This questionnaire has revealed the importance of the above.

Questionnaire

This method of data collection is quiet popular particularly in case of big enquiries. Private individuals are adopting it.

13

Research workers, private and public organisations and even by government. In this method, a questionnaire is sent to the persons concerned with the request to answer the questions and return the questionnaire. A questionnaire consists of number of questions printed or typed in a definite order on a form.

The researcher has used questionnaire for the following purposes

For analysing the consumer perception towards RIM and other competitors brand Services. To study the interest and awareness level towards the Reliance India Mobile. To know the different set of consumers opinion towards the particular brand and identifying the reason for choosing the particular brand over the other brands.

5.1.4.4 Research Plan

Data source Research Approach Research Instrument Contact method Sample size

: Primary and Secondary data : Survey method : Questionnaire : Direct Person / Telephone Calls : 200

5.2 Sampling Design

14

A sample plan is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample.

After deciding the research approach and instrument the next stage is to design a sampling plan. The selected respondents from the total population constitutes what is technically called a sample and the selection process is called Sampling technique. The sampling plan calls for the following decisions such as

1. 2. 3. 4. 5.

Population Sampling Frame Sampling Unit Sampling method Sample Size

5.2.1 Population

The first step in the sampling process is the definition of the population, which can be defined in terms of elements, sampling units, extend and time. For the present study undertaken the population was consumers who using various mobile services like Aircel, Airtel, BSNL, BPL, Tata Indicom.

5.2.2 Sampling Frame

15 A sample frame is a means of representing the elements of the population. Here it is a infinite population. Some of them are direct contact, consumer database lists.

5.2.3 Sampling Unit It goes a head with who is to be surveyed. Here the sampling unit is restricted to mobile users of Aircel, Airtel, BSNL, BPL, Tata Indicom.

5.2.4 Sampling Method Judgemental Sampling method in Non Probability Sampling is used in this study.

5.2.5 Sample size The Sample size selected for the survey is 200.

5.3 STATISTICAL TOOLS To analyse the data the following tools were applied: Percentage Analysis Chi square Test One sample run test

16

5.4 LIMITATIONS OF THE STUDY

The Survey was limited to usilampatti town only. The Study covers five variants of competing brands that includes Aircel, BSNL, Airtel, BPL, Tata Indicom.

The respondents were less interested in answering the questionnaire, as they felt that it was an interruption to their regular work.

The number of respondents was limited to 200 only. Some of the respondents are not open in giving their opinions. This is normal in any field study.

CHAPTER -6 COMPANY PROFILE

Reliance Infocomm will offer a complete range of telecom services, covering mobile and fixed line telephony including broadband, national and international long distance services, data services and a wide range of value added services and applications that will enhance productivity of enterprises and individuals. Reliance IndiaMobile, the first of Infocomm's initiatives was launched on December 28, 2002, the 70th birthday of the Reliance group founder, Shri. Dhirubhai H. Ambani. This marks the beginning of Reliance's dream of ushering in a digital revolution in India by becoming a major catalyst in improving quality of life and changing the face of

17 India. It aims to achieve this by putting the power of information and communication in the hands of the people of India at affordable costs.

Reliance Infocomm will extend its efforts beyond the traditional value chain to develop and deploy telecom solutions for India's farmers, businesses, hospitals, government and public sector organisations. Reliance is India's largest mobile service provider with over 8 million subscribers as on June 30, 2004. Reliance IndiaMobile (RIM), its mobile service was commercially launched on May 1, 2003 and became the largest mobile service in seven months. RIM is now available in over 1100 cities and towns across India and will increase its coverage to over 5000 cities and towns by the end of financial year 2005. Within a short span of one year, RIM has earned many accolades. RIM was voted "India's Most Trusted Telecom Brand" by AC Nielsen Survey for Brand Equity - The Economic Times, 2003. The "Monsoon Hungama" of July 2003 set a world record in adding one million mobile subscribers in just 10 days. Nearly 90 per cent of the handsets on RIM network are data enabled with access to R World suite of hundreds of Java applications, which is again very unique in the world. With innovative pricing and attractive multimedia enabled handsets, RIM was instrumental in making mobile phones affordable to common people and increasing India's teledensity. Spurred by the innovative offerings from RIM, the total number of mobile subscribers in India grew from 12 million in January 2003 to 37 million in June 2004, with Reliance garnering market share of 22 per cent.

18 Reliance Infocomm's pan India wireless network runs on CDMA2000 1x technology, which offers superior voice and data experience compared to other competing technologies. CDMA 2000 1x utilises the scarce radio spectrum more efficiently, resulting affordable mobile services. It also offer improved voice clarity, higher data speeds of up to 144 Kbps and seamless migration to new generation mobile technologies. Reliance Group The Reliance Group founded by Dhirubhai H. Ambani (1932-2002) is India's largest business house with total revenues of over Rs 99,000 crore (US$ 22.6 billion), cash profit of Rs 12,500 crore (US$ 2.8 billion), net profit of Rs 6,200 crore (US$ 1.4 billion) and exports of Rs 15,900 crore (US$ 3.6 billion). The Group's activities span exploration and production (E&P) of oil and gas, refining and marketing, petrochemicals (polyester, polymers, and intermediates), textiles, financial services and insurance, power, telecom and infocom initiatives. The Group exports its products to more than 100 countries the world over. Reliance emerged as India's Most Admired Business House, for the third successive year in a TNS Mode survey for 2003. Reliance Group revenue is equivalent to about 3.5% of India's GDP. The Group contributes nearly 10% of the country's indirect tax revenues and over 6% of India's exports. Reliance is trusted by an investor family of over 3.1 million - India's largest. The Reliance Group Companies include: Reliance Industries Limited, Reliance Capital Limited, Reliance Industrial Infrastructure Limited, Reliance Telecom Limited, Reliance Infocomm Limited, Reliance General Insurance Company Limited, Indian Petrochemicals Corporation Ltd. and Reliance Energy Ltd.

19

CHAPTER -7 DATA ANALYSIS AND INTERPRETATION ANALYSIS FOR MOBILE USERS 7.1 PERCENTAGE ANALYSIS Table 7.1.1 Age Level of the Respondents S.No. Age Level No. of Respondents %

1 2 3

Upto 30 yrs. 31 40 yrs. Above 40 yrs. Total

57 84 59 200

28.5 42 29.5 100

FIG: 7.1.1

Age Level of the Respondents

P e rc e n ta g eo fR e s p o n d e n ts 45 40 35 30 25 20 15 10 5 0 42

28.5

29.5

Upto 30 yrs.

31 40 yrs.

Above 40 yrs.

20 Table 7.1. 2 Gender of the Respondents No. of Respondents 154 46 200

S.No. 1 2

Gender Male Female Total

% 77 23 100.0

FIG : 7.1.2

Chart 2 Gender of the Respondents

77
80

Percentage of Respondents

60 40 20 0

23

Male

Female

21 Table 7.1.3 Educational Qualification of the Respondents

S.No. 1 2 3

Educational Qualification High School Graduates Post Graduates Total

No. of Respondents 55 79 66 200

% 27.5 39.5 33.0 100.0

FIG : 7.1.3

Educational Qualification of the Respondents Percentage of Respondents

50 40 30 20 10 0 High School 27.5

39.5 33

Graduates

Post Graduates

22

Table 7.1.4 Monthly Income Level of the Respondents S.No. 1 2 3 4 Monthly Income Level Upto Rs. 5,000 Rs. 5,001 Rs.10,000 Rs. 10,001 Rs.15,000 Above Rs. 15,000 Total No. of Respondents 86 44 38 32 200 % 43 22 19 16 100.0

FIG : 7.1.4

Monthly Income Level of the Respondents

50
Percentage of Respondents

43 22

40 30 20 10 0
Upto Rs.5,000

19

16

Rs. 5,001 Rs. 10,001 Above Rs. Rs.10,000 Rs.15,000 15,000

23 Table 7.1.5 Month of Using the mobile services from a same brand by the Respondents No. of Respondents 88 49 63 200

S.No. 1 2 3

Using months Upto 5 months 6 -12 months Above 1 year Total

% 44 24.5 31.5 100.0

FIG:7.1.5

Months of Using the mobile services of same brand by the Respondents

44 45 40 35 30 25 20 15 10 5 0 Upto 5 months

31.5 24.5

P ercentage of R espondents

6-12 months

Above 1year

24 Table 7.1. 6 BRANDS OF MOBILE SERVICES USED BY RESPONDENTS No. of Respondents 92 22 43 18 10 15 200

S.No. 1 2 3 4 5 6

Brand Name Aircel Airtel BSNL BPL TATA RIM Total

% 46 11 21.5 9 5 7.5 100.0

FIG : 7.1.6

BRANDS OF MOBILE SERVICES USED BY RESPONDENTS

50

46

Percentage of Respondents

40 30 20 10 0 Aircel Airtel BSNL BPL TATA RIM

21.5 11 9 5 7.5

25 Table 7.1. 7 Influencing factors while Purchasing the Particular Brand

S.No. 1 2 3 4 5 6 7

Influencing Factors Tariff Brand name Coverage Value added services Schemes Performance Others Total FIG : 7.1.7

No. of Responses 164 60 176 33 42 48 15 538

% 30.5 11.2 32.7 6.2 7.8 8.9 2.7 100.0

Influencing factors while Purchasing the particular Brand

32.7

35 30 25 20 15 10 5 0
Ta

30.5

Percentage of R espondents

11.2 6.2 7.8 8.9 2.7

ri f f

ge

es

es

ce an rm

na

ic

ve

he

rv

Co

an

se

Sc

Br

Va

lu

ad

de

Pe

rfo

th e

ra

rs

26 Table 7.1.8 Influencing Person To Prefer The Services No. of Respondents 84 64 6 46 200

S.No. 1 2 3 4

Influencing Person Friends Sales executives Relations Self Total

% 42 32 3 23 100.0

FIG : 7.1.8

Influencing Person to Prefer The service

42
45 40

32 23

Percentage of Respondents

35 30 25 20 15 10 5 0

Friends

Sales executives

Relations

Self

27

Table 7.1. 9 Seen the Advertisement of Reliance India mobile No. of Respondents 167 33 200

S.No. 1 2

Opinion Yes No Total

% 83.5 16.5 100.0

FIG : 7.1.9
Seen the Advertisement of Reliance India Mobile

83.5 90 80 70 60 50 40 30 20 10 0 Yes No 16.5

Percentage of Respondents

28 Table 7.1. 10 Opinion about the Advertisement of Reliance India mobile No. of Respondents 37 73 49 8 167

S.No. 1 2 3 4

Opinion Highly Attractive Attractive Moderately Attractive Not Attractive Total

% 22.2 43.7 29.3 4.8 100.0

FIG : 7.1.10

Opinion about the Advertisement of Reliance India Mobile P e rc e n ta g e o f R e s p o n d e n ts

50 45 40 35 30 25 20 15 10 5 0

43.7 29.3 22.2

4.8

Highly Attractive

Attractive

Moderately Attractive

Not Attractive

29 Table 7.1. 11 Level of Perception about the performance of Reliance India mobile

S.No. 1 2

Level of Perception Medium Level High Level Total

No. of Respondents 136 64 200

% 68 32 100.0

FIG : 7.1.11

Level of Perception about the performance of Reliance India Mobile

68
70

P e r c e n ta g e o f R e s p o n d e n ts

60 50 40 30 20 10 0

32

Medium Level

High Level

30 Table 7.1.12 Opinion about the Satisfaction of RIM No. of Respondents 4 11 0 15

S.No. 1 2 3

Opinion Very Satisfied Satisfied Dissatisfied Total

% 26.7 73.3 0 100.0

FIG : 7.1.12

Opinion about the Satisfication of RIM

80 70 60 50 40 30 20 10 0

73.3

Percentage of Respondents

26.7 0

Very Satisfied

Satisfied

Dissatisfied

31 Table 7.1. 13 Switch Over to Competitors Mobile service No. of Respondents 122 63 185

S.No. 1 2

Opinion Yes No Total

% 65.9 34.1 100.0

FIG : 7.1.13

Switch Over to Competitors Mobile service P ercentage of R esp ondents

70 60 50 40 30 20 10 0

65.9

34.1

Yes

No

32 Table 7.1. 14 Recommend Their Brands to Friends and Relatives No. of Respondents 116 53 31 200

S.No. 1 2 3

Recommend Certainly Uncertain Will Not recommend Total

% 58 26.5 15.5 100.0

FIG : 7.1.14
Recommend Their Brands to Friends and Relatives
58 60

Percentage of Respondents

50 40 30 20 10 0 Certainly

26.5 15.5

Uncertain

Will Not recommend

33

7.2

CHISQUARE ANALYSIS

TABLE NO. 7. 2. 1 AGE AND CUSTOMER PERCEPTION TOWARDS VARIOUS MOBILE SERVICES+ (TWO-WAY TABLE )

S.No. 1 2 3

Age Below 30 Yrs 31 to 40 yrs Above 40 yrs Total

Level of Perception Medium High (>30) (30) 26 31 55 24 105 29 35 95

Total 57 84 59 200

Null Hypothesis (H0)

There is no significant relationship between age and customer Perception towards Using Mobile services.

Alternative Hypothesis (H1)

There is close significant relationship between age and customer Perception towards Using Mobile services.

34

CHI-SQUARE (2) CALCULATION :

Calculated 2 value Degree of freedom Table value Significant result

= = = =

4.71 2 5.991 Significant at 5% level

INFERENCE

It is found from the above analysis that calculated chi-square value is lesser than the table value at 2 degree of freedom and null hypothesis accepted So, we conclude that, there is no close significant relationship between the age and Customer Perception towards Using mobile services.

35

TABLE NO. 7. 2. 2 GENDER AND CUSTOMER PERCEPTION TOWARDS VARIOUS MOBILE SERVICES ( TWO-WAY TABLE )

S.No. 1 2

Sex Male Female Total

Level of Perception Medium High 122 25 147 32 21 53

Total 154 46 200

Null Hypothesis (H0)

There is no significant relationship between Gender and customer Perception towards Using Mobile services.

Alternative Hypothesis (H1)

There is close significant relationship between Gender and customer Perception towards Using Mobile services.

36

CHI-SQUARE (2) CALCULATION :

Calculated 2 value Degree of freedom Table value Significant result

= = = =

11.816 1 3.841 Significant at 5% level

INFERENCE

It is found from the above analysis that calculated chi-square value greater than the table value at 1 degree of freedom and null hypothesis rejected. So, we conclude that, there is close significant relationship between the Gender and Customer Perception towards Using Mobile services.

TABLE NO. 7.2. 3 EDUCATIONAL QUALIFICAITON AND CUSTOMER PERCEPTION

37 TOWARDS USING MOBILE SERVICES ( TWO-WAY TABLE )

S.No. 1 2 3

Educational Qualification High School Graduate Post Graduate Total

Level of Perception Medium 25 28 24 77 High 30 51 42 123

Total

55 79 66 200

Null Hypothesis (H0)

There is no significant relationship between Educational Qualification and customer Perception towards Using Mobile services.

Alternative Hypothesis (H1)

There is close significant relationship between Educational Qualification and customer Perception towards Using Mobile services.

CHI-SQUARE (2) CALCULATION :

38 Calculated 2 value Degree of freedom Table value Significant result = = = = 1.503 2 5.991 Significant at 5% level

INFERENCE

It is found from the above analysis that calculated chi-square value is lesser than the table value at 2 degree of freedom and null hypothesis accepted. So, we conclude that, there is no close significant relationship between the Educational Qualification and Customer Perception towards Using Mobile services

TABLE NO. 7.2.4 MONTHLY INCOME AND CUSTOMER PERCEPTION TOWARDS USING MOBILE SERVICES ( TWO-WAY TABLE )

39

S.No. 1 2 3 4

Monthly Income Upto Rs.5,000 Rs. 5,001 Rs.10,000 Rs. 10,001 Rs.15,000 Above Rs. 15,000 Total

Level of Perception Medium High 37 21 18 15 91 49 23 20 17 109

Total 86 44 38 32 200

Null Hypothesis (H0)

There is no significant relationship between Income Level and customer Perception towards Using Mobile

Alternative Hypothesis (H1)

There is close significant relationship between Income Level and customer Perception towards Using Mobile services

CHI-SQUARE (2) CALCULATION :

Calculated 2 value Degree of freedom Table value Significant result

= = = =

0.36 3 7.815 Significant at 5% level

40 INFERENCE

It is found from the above analysis that calculated chi-square value is lesser than the table value at 3 degree of freedom and null hypothesis accepted. So, we conclude that, there is no close significant relationship between the Income Level and Customer Perception towards Using Mobile services.

TABLE NO. 7.2.5

PERIOD OF USING AND CUSTOMER PERCEPTION TOWARDS USING MOBILE SERVICES ( TWO-WAY TABLE )

S.No. 1 2 3

Using months

Level of Perception Medium High 33 22 28 83 55 27 35 117

Total 88 49 63 200

Upto 5 months 6 -12 months Above 1 year Total

Null Hypothesis (H0)

There is no significant relationship between using period and customer Perception towards Using Mobile services

41

Alternative Hypothesis (H1)

There is close significant relationship between using period and customer Perception towards Using Mobile services

CHI-SQUARE (2) CALCULATION :

Calculated 2 value Degree of freedom Table value Significant result

= = = =

1.12 2 5.991 Significant at 5% level

INFERENCE

It is found from the above analysis that calculated chi-square value is lesser than the table value at 2 degree of freedom and null hypothesis accepted. So, we conclude that, there is no close significant relationship between the using period and Customer Perception towards Using Mobile services

42

7.3

ONE SAMPLE RUN TEST

TABLE NO.7.3.1 Switch Over to Competitors Mobile service No. of Respondents 122 63 185

S.No. 1 2

Opinion Yes No Total

% 65.9 34.1 100.0

One sample run text: YYYYYYYYYY NNNNNN 1 YYYYYYYY YYYYYY 7 NN NN 14 YYYYY YYYYY 22 NNNNNN NNNNN 29 30 31 32 33 34 35 23 YYYYYYYY 24 NN 25 26 27 NNN 28 YYY 15 NNN 16 17 YYYY 18 NNNN 20 YYYYYY 21 NNN 8 YYYYYYY 9 NNNNN 10 11 12 NNN 13 YYYYYYY NN 2 3 YYYYY 4 N 5 YYYYYYY 6 NNNN NNNN YYYYY NNN YYYYYYY

YYYYYYY

YYYYYYYYYYY

43

YYYY 36

NN 37

YYYYY 38

NNN 39

Ho: Preference towards Switch over to competitors Mobile services. Ho: Preference towards not Switch over to competitors Mobile services. N1 = number of yes = 122 N 2 = number of no = 63 Total number of respondents = 185 Ur= 2n1.n2 + 1 n1+n2 = 2x122x63 + 1 122+63 = 15372 + 1 185 = 84.091

$r =2n1.n2(2n1.n2-n1-n2) (n1+n2)2 x (n1+n2-1)

$r = 233454564 6297 $r =37.071

44

= 6.088 Z = r Ur $r = 39 - 84.091 6.088 Z = -7.406

Calculated value > table value Therefore we reject null hypothesis INFERENCE:

Number of runs (39) lies within the rejected region. There fore, we can reject The null hypothesis. Thus it is inferred that the preference Switch over to competitors Mobile services CHAPTER-8 FINDINGS

8.1 Findings of the Study 8.1.1. Findings on mobile using Segment 1. 42 of the respondents using Mobile Services being surveyed are among the age group of 31 to 40 and 28.5 of the Mobile users are coming under the age group above 40 years. (Refer the Tab no.7.1.1)

45

2. 3.

The respondents who belongs to male gender constitutes 77%. (Tab no. 7.1.2) 39.5% of the Mobile users are graduates and 33% of the Mobile users are Postgraduates. (Tab no. 7.1.3)

4.

The respondents who belongs to the income category upto 5000 constitutes 43%, 5001 to 1000 constitutes 22% , 10001 to 15000 constitutes 19% & above 15,000 constitutes 16%. (Tab no. 7.1.4)

5.

68.5% of the respondents are using same mobile service below 1 year. .7.1.5)

(Tab no

6.

Major factors influenced respondents while using the particular mobile service are Tariff (30.5%), Brand name (11.5%), coverage (30.7%), value added services (6.2%),schemes (7.8%), Performance (8.9%), others (2.7%). (Tab no. 7.1.7)

7. 8.

42 of the respondents are preferred Mobile service by Friends.( Tab no .7.1.8) 16.5% of the respondents had not seen the advertisement of Reliance India Mobile. (Tab no. 7.1.9)

8.1.2. Findings on RIM Segment 1. 83.5% of the respondents had seen the advertisement of Reliance India Mobile. (Tab no. 7.1.9) 2. 96.2% of the respondents felt that the advertisement appeared attractive. (Tab no. 7.1.10) 3. 64 of the respondents are having high perception level on the Reliance India Mobile.( Tab no. 7.1.11)

46 4. In 200 respondents only 15 (Tab no. 7.1.12) of the respondents are satisfied in RIM.

5. They expect good coverage in particular area. (Tab no. 7.1.7)

CHAPTER-9 SUGGESTION

9.1

SUGGESTION AND RECOMMENDATIONS

Most of the respondents are not aware the schemes of Reliance India Mobile. Because of that they (especially students level customers) perceive RIM service schemes are not useful. This reason cause major influences some customers to go for competitors brand. So proper communication can be given to the public and proper positioning (schemes) can be done in order to remove the constraint. (Psychological Positioning).

Many of the respondents opinion is that Air-cell services are more facilities than RIM service. Because the bill centres of the Air-cell contain more than RIM. It is the running advantage for the competitor, that they had positioned their services. So the company can clearly differentiate the services, features, particularly schemes aspect in this case (can be said as Unique service Positioning) through the comparative advertisements, network shows. So that the competitors advantage can be broken tactically.

Though RIM service are good coverage in ussilampatti town. But schemes and bill collecting centres are not good. So the company can try to improve the schemes and open more bill collecting centres, so that the RIM service can be improved.

47

The company can open more service outlets at various places apart from dealers point by giving franchise to outsiders. So that the service network can be expanded rapidly which aids the company to increase the market share quickly.

The company can go for providing plus 1 service to the customers in order to make the customers to the delighted customers. (Eg: - Birthday wishes through SMS, Yearly get together of consumers at Dealership point with entertainment and competitions, Free General Check up camps for the service, small social activities and etc.,), So that in the long run it create more references and consumer base. And it enhances relationship marketing.

Efforts to be taken to popularise the appropriate publicity measures.

service, service differentiation through

Care should be taken to improve the service efficiency that aids to retain the existing customers.

CHAPTER -10 CONCLUSION In this competitive world, every company has to make valuable decision for profit maximisation through sales maximisation. Every organisation should strive to make consumer satisfaction its work culture. In order to ensure development of such a culture, the initiative has to come from the top management who, by their thinking, direction and action, should convey clear message down the line without any ambiguity. It should not happen that the organisation keeps this lofty objective only for publicity and lip service and actual actions are oriented in some other directions. The management should ensure that the staffs are trained to service the customer in a way that leaves a lasting impression on him.

48

In the Mobile service industry, service differentiation only highlights the company from the competitors. The project is done for Reliance India Mobile (RIM). The project identifies the Consumer perception of Reliance India Mobile in usilampatti town. It also provides some strategies to increase consumer preference on RIM and makes the consumers satisfied . The organisation should ensure that its systems like quality, performance, service and compliant and designed to achieve excellence and customer delight. It is obvious that if these suggestions are implemented, RIM can place a dominant position in the minds of the customers. BIBLIOGRAPHY Kotler Philip, Principles of Marketing, Sultan Chand and Company Ltd., New Delhi, 2002. Kothari C.R., Research Methodology, Wishwa Prakashan, New Delhi, 1985(Reprint 2003). D. Aaker, V. Kumar, and G. Day - Marketing Research, Singapore, John Wiley & Sons (ASIA) Pte Ltd, Seventh Edition, 2003. Gilbert A. Churchill, Jr., Marketing Research Methodological Foundations, USA, The Dryden Press, Fifth Edition, 1991. Richard .I. Levin, David S. Rubin, Statistics for Management, USA, Prentice-Hall, Inc, Seventh Edition, 2002. WEBSITES

www.relianceinfo.com www.bsn.in/telecomnwesanalysis.asp www.hinduonnet.com www.indiatelcomnews.com

49 A STUDY ON THE CONSUMER PERCEPTION OF RELIANCE INDIA MOBILE IN USILAMPATTI TOWN Respondent No.____________ 1. Name :____________________________________________________

2. Occupation :____________________________________________________ 3. Age 4. Gender : : a) Male b) Female

5. Educational qualification : a) High School b) Graduate : 5,00110,000 10,001-15,000 15,000 & above c) Post Graduate d) Others_____________

6. Monthly income level Under 5,000

7. Specify the mobile service you are having : mobile service :- ________________ 8. Year of purchase :- _____________________

What are the factors you considered while using your service? 1. tariff 2. Brand name 3. coverage 4. value added service 10. 5. schemes 6. Performance 7. Others:-____________________

9. Who influenced you to prefer The service?

50 a) Friends b) sales executives d) Others (please specify):- ______________

c) Relations

10. Have you seen the advertisement of the RIM? a) Yes b) No

if Yes, is the advertisement attractive? a) Highly attractive b) Attractive c) Moderately d) Not attractive attractive

11. Are you satisfied with the RIM SERVICE? A) Very satisfied B) Satisfied C) Dissatisfied If dissatisfied, please specify the reasons

12. If you come across a new service from a competitor, will you switch over? a) Yes b) No

13. Will you recommend Their brand to you friends and relatives? A) Certainly B) Uncertain C) Will not recommend

14. Opinions and suggestions : ________________________________________________________________________

51 ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ________

15. Address for communication :- ___________________________________________ ___________________________________________ ___________________________________________ ___________________________________________ Tel: _______________________________________ Mob: ______________________________________

THANK YOU