A

Research Paper
On

“A STUDY OF CONSUMER BEHAVIOR TOWARDS

IDEA CROSSLAND, KOLHAPUR”

Submitted by
Ms. Jyoti Sanjay Yadav
Assistant Professor
Rajarambapu Institute of Technology, Rajaramnagar
&
MISS. Neha Ashok Sawardekar
(Management Student Roll No- 1540031)
Dept. of Mgt. Studies,
Rajarambapu Institute of Technology, Rajaramnagar

Submitted To
Coordinator
“5th International Conference on Digitalization:
Impact on Indian Society”  

Organized by
Department of Management Studies (MBA)
Rajarambapu Institute of Technology
Rajaramnagar, Dist. - Sangli
 On
2-4 March. 2017

Abstract:-
The title of the study is “Study of the Consumer Behavior towards Idea
Crossland”.
This study was conducted under the Idea Crossland. Idea Crossland is the Leading
Service provider Company. The study was carried out in and around Kolhapur City and
duration was of 45 Days.
During the study I have visited to the respondents who are currently using and
used in the past the various Idea Company’s Product Like Prepaid, Postpaid, Netsetter,
Wi-Fi.
Each respondent has given his feedback and suggestion which can be help to
identify the consumer behavior for purchasing different Idea Products/Services. Some of
the respondent needs more information about different Schemes or plans,4G Devices
launched by Idea which has given me to show them at the time of interview and show
satisfactory responses regarding purchased of different Idea Service/Products.
Apart from this project I have done different assignments given by Idea Cross
land like they gave me there customer’s numbers datasheet and I call them for 4G SIM
Up gradation, for new postpaid connection, for Prepaid to Postpaid and for Port into Idea
etc.
1.1 Objectives of study:
1. To identify the factors influencing to select the service providers.
2. To evaluate the service quality offered by various service providers.
3. To show the customers satisfaction and its correlates with its competitors.
4. To identify the switching behaviour and customer loyalty antecedents and
consequences in the Idea.
1.2 Problem Statement:
As there are a large number of customer preference different GSM operators, the study
was conducted in Kolhapur city to know consumer behavior towards Idea Crossland. So
that it would help to Idea Crossland to identify the consumer behavior.

1.3 IMPORTANCE OF THE STUDY:

1. The study facilitates in understanding consumer behaviour.
2. It helps to explore most preferred GSM Operator.
3. This practice is useful to identify factors influencing buying decision.
4. The study helps in modifying the product as per consumer.
1.4 RESEARCH METODOLOGY:
1.4.1Data Collection Method:
Primary data:
It is original data, first hand and for the specific purpose of the research project.
For this project, I have used the following common research instrument:-
Questionnaire and Personal Interview.
Secondary data:
It was collected to add the value to the primary data. Data regarding Idea and Idea
Crossland Office history, its profile and other necessary records and information was
collected by referring to website, magazines, annual reports, reference books, etc.
1.4.2Sample design:
Sample Unit: - Kolhapur city.
Sample Size: - 40 respondents.
Sample Media: - personal interviews.
Sampling Method & Design:-Random sampling method & Descriptive research.
2.1 Introduction of Idea Crossland:
Idea Cellular Ltd, a PAN India GSM operator is one of the largest mobile services
operators in India with a strong subscriber base of more than 100 million customers.
 Ranked among the top 10 country operators in the world, Idea operators in all 22
circles across India, providing voice, data, Smartphone and many other services.
Due to the company’s strong partnership with 400global operators, it not only
offers seamless coverage domestically but also to customers travelling internationally in
over 200 countries.
As of 2015, IDEA Cellular was ranked and still continues to be the no.1 Mobile
Number portability operator in India. Being the highest gainer, the company successfully
acquired the maximum number of new subscribers than any other mobile operator in
India.
IDEA Cellular is an Aditya Birla Group Company, India’s first multinational
corporation.
2.2 Business Presence:

Voice

Data- 2G, 3G And 4G

Smartphone

Value Added Service

Roaming

2.3 Few of our value added customers

1. Tata Motors Ltd.
2. Infosys Technology Ltd.
3. Cognizant Technology Solutions
4. Mahindra & Mahindra Ltd.
DATA ANALYSIS AND INTERPRETATION
3.1 Introduction-
After collecting the various data regarding problem of consumer behaviors with
special reference to Idea Crossland, the data is systematically arranged in tabular form
and by using these tables various types of diagrams are used for interpretation. On the
basis of analysis carried out by different ways interpretation is made and thus, this helps
to find out strengths and weakness of the company. By knowing this the company can
remove their weak points to achieve success of more profit.
Table No. 3.1:-Influencing factors for connect with Idea

Total Percentag
Sr. No Factors Influence Respondents e
1 Network 10 24
2 Service 4 10
3 Plans 7 17
4 All of These 20 49
5 Total 40 100

Factors Influencing

24%

49%
10%

17%

GRAPH 3.1: Graph Shows influencing factors for connect with Idea
(Data Source: Primary Data)
INTERPRETATION:
Analysis indicates that 49% respondents were said that they influence to connect with
Idea because of Ideas’ network, service and plans all three factors are influence them.
Idea network is better than Airtel so it’s most influencing factor to the customers.
Table No. 3.2:- Better Communication service from its Competitors

Communication Total Percentag

Sr. No Service Respondents e
1 Highly Satisfied 17 42
2 Satisfied 15 37
3 Neutral 7 18
4 Highly Dissatisfied 1 3
5 Dissatisfied 0 0
6 Total 40 100

Communication Service
18% 3%

43%

38%

GRAPH 3.2: Graph Shows Better Communication service from its Competitors
(Data Source: Primary Data)
INTERPRETATION:
Analysis shows that 42% respondents were highly satisfied for Idea provides better
communication service from its competitors. And 3% respondents are highly dissatisfied
with idea communication service. Highly satisfied customers are said that Idea executives
give better communication and well service to the walk-in customers.
Table No. 3.3: New Scheme of Idea

Total Percentag
Sr.No Know about Idea Respondent e
1 Reference Group 10 25
2 Advertise 7 17
3 Calling 23 58
4 Total 40 100

GRAPH 3.3: Graph Shows New Scheme of Idea

(Data Source: Primary Data)

INTERPRETATION:
Analysis indicates that 58% respondents know Idea new schemes by Calling. 25%
respondents come from the reference group. And 17% are known by the advertise. In
calling Idea Employees are called their customers daily for postpaid, new 4G devices and
for Idea new schemes so most of the customers were known by the calling.
Table No. 3.4: High Priced Plan

Total
Sr.No High Priced Plan Respondents Percentage
1 i-Plan 14 35
2 Easy share plan 2 5
3 Limited Netsetter Plan 24 60
4 Total 40 100

GRAPH 3.4: Graph Shows High Priced Plan

(Data Source: Primary Data)

INTERPRETATION:
Analysis indicates that 60% respondents were canceling their connection because of
Limited Netsetter Plan. Because today most customers are used internet on laptop, PC
etc. so for that they need a Netsetter, in Idea Most respondents were said that they cancel
their connection because of this plan.
 4.1 Findings:
1. The 49% respondents are mentioned that, the influencing factors to connect
with Idea are Network, Plans and Service provided by the Idea Crossland.
2. Average 79% respondents are satisfied with the communication service
provided by the Idea Crossland than its competitors.
3. As per finding it shows that most of the consumers are come to know about
new schemes of Idea through calling, so it means the advertisement is not
effective.
4. As per findings 60% respondents are mention that limited Netsetter plan is
high priced plan that means it shows that consumers are price conscious.

4.2 Conclusion:
From this study it can be concluded that,the consumer behaviour in Idea
Crossland is satisfactory. The consumers are price conscious.the company uses various
consumer behaviour practices like influence consumer by giving extra
benefits,gifts,customized products, maintaining interaction with the consumers
regularly and providing good quality products etc.
Consumer behaviour has certain impact on profitability of the company.
There are various factors affecting the consumer behaviour like working environment
of the company,support from top management and coordination among different
departments of the company.also communication of the company representatives.

4.3 Suggestions:
1. The company must go for more promotional activities like social media
marketing,content marketing rather than TV advertisement,Hordings etc.
2. The company should adapt new technology for conduct consumer behaviour
survey like JAD.
3. The company has to focus more on young generation by providing them
customized products.
Reference:

Books:

1) Philip Kotler, Gary Armstrong Principles of Marketimg Macmillan India Limited,

New Delhi 3rd Edition 2007.
2) Kothari C R. “Research methodology methods and techniques”, Wishwa Prakashan,
1998.
3) PHILIP KOTLER, Marketing management, Eastern economy edition, 10th edition,
2010.

Websites:

1) http://www.IdeaCellular.com

2) http://www.scribd.com

3) http://www.managementstudyguide.com