abhijeet rahate

8/7/2019 Abhijeet Rahate

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A study on Consumer Behaviour with special reference to

Docomo offered by Tata Teleservices, in Amravati city

EXECUTIVE SUMMARY

For my final project I selected the topic, A Study on Consumer

Behaviour with Special Reference to Docomo Offered by Tata

Teleservices, in Amravati City. I got an opportunity to work on

this project at M/S PAWAN COMMUNICATION, Amravati. The entire

project work is based on a market survey also it is done in a very

professional way fulfilling the requirements of a genuine market

survey. Professionalism is the most important part of Marketing. I

experienced it at every step of my field work. I had been

continuously guided by the M/S Pawan communication personnel

and my college guide at every step, through daily meetings and

follow ups.

It is essential to throw light on certain points:

Reasons for selecting the topic:

Today the market is very much customer centric, so it is

important to know consumer behaviour to maximise sales and

profit. This project is strongly associated with changing nature of

market conditions. This is an attempt to analyse latest wants,

desires, expectations of the consumers.

As well the market competitions is very intense and high so it is

important for a marketer to know the actual activities on market

field, this kind of market surveys play very important role in this

regards too.


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Earlier mobile was a thing of prestige and the monopoly of

wealthy people, but later on it becomes the need of life and

became popular among the all people belong to all strata of

society. So the telecom market is rapidly growing. To capture

more market share this study will be proved important.

Study of consumer behaviour is a key of success. Because

behaviour is based on psychology and once psychology of a

person is studied it becomes easier to guess the behaviour. On

the big extent market runs on the psychology of customer.

Tata Docomo is pioneer of Second Billing system, it is also a

motive of this survey to analyse the impact of this Second Billing

system on consumer behaviour.

For me the, one more important reason to select this topic is: I

got an opportunity to interact with the consumer and get a

chance to know the tendencies of them. It is a starting step of

me on the actual field of marketing, so this project teaches me a

lot of practical things which cant be learnt in classroom of four

walls.

Overview of the Survey:

This Survey is conducted on the interview method. I had

interviewed the consumer across the limited area of Amravati.

Further details are provided in Research Methodology Chapter. It

was fantastic experience to interact with different people. People

from different professions were participant of this survey. Generally

during the survey I used to meet:

Existing Customer


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Potential Customer

Existing Customer:

Existing customer is one who already using our services, if I

met to an existing customer, for me it was a chance to get feedback

about our services from him / her. As we know Tata group is the

most trusted group in our country, Tata Tele Services Ltd. always

look forward to provide its best services to the customer, such

survey became the splice between customer and company, and

company can work out over the findings extracted from such

surveys. Many respondents respond the survey with keen interest

and as we observed customer get pleased to see their serviceprovider at their door step.

Potential Customer:

For us, every non Docomo user is a potential customer,

because we find the possibility to become our customer in every

person. Those who are not using a mobile or those who are using

our competitors service are our potential customers. Our company

has designed several good tariff plans for customer according to

their requirements. I gave an in depth information about our

products to interested customer, also tried to convert interested

customer into our customer. There are many Mobile Service

Providers have their presence in the market. Through the survey we

also get to know the ground facts of competition. Competition

analysis is our one of the motives of Market Research. Converting a

prospectus into customer is quite practical approach to observeconsumer behaviour.

As mentioned in project title, the main motive behind this

Market Research was to study the Consumer Behaviour with the


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Special reference to find out Potential customer as well as try to

understand the needs ofExisting customers of Tata Docomo. For me

the outcome of my field work is to get an opportunity to work as a

marketing professional, to know the marketing techniques

practically, and to understand the buyer behaviour of customer. I

learned by experience, while conducting a survey you must be

polite, assertive and knowledgeable about your product. This

experience of my project will be proved useful in my future

professional life.

Review of earlier studies:-

I think, it is better to analyse past works before starting a new oneso I tried to take a review of earlier studies on similar topic.

I find a study on similar topic had been conducted earlier by Mr

Shailender Kumar Bharadwaj of 2007-2009 MBA batch from U.P

Technical University. His project was done for Bharti Airtel.

That project was an extensive report on how the Airtel Company

markets its strategies and how the company has been able in

tackling the tough competition and how it is cooping up by the

allegations of the quality of its products. The report began with the

history of the products and the introduction of the Airtel Company.

This report also contained the basic marketing strategies that are

used by the Airtel Company of manufacturing process, technology,

production policy, advertising, collaboration, export scenario, future

prospect and government policies. The report included some of the

key salient features of market trend issues. In todays world ofcutthroat fierce competition, it is very essential to not only exist but

also to excel in the market. Todays market is enormously more

complex. Hence forth, to survive in the market, the company not

only needs to maximize its profit but also needs to satisfy its

customers and should try to build upon from there.


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Another study was conducted by Mr. Gurpreet Singh of Graphic Era

Institute of Technology, Dehradun for Aircel.

This project was based on the study of consumer behaviour

trends, behaviour and level of satisfaction of customers.

The facts collected in the project were based on a survey

conducted by Mr. Gurpreet Singh. The project report is a

reflection of customers opinion about Aircel services. It

also contains a chapter on SWOT analysis of Aircel. The

observations made in the project are really useful for

company.

Prospective benefit:-

Every constructive work has several benefits. This project too has

the same. This project has three fold benefits,

1 Benefits to the customer,

2 Benefits to the Company

3 Benefits to Myself.

Such kinds of projects build a bridge between Customer and

Company. Generally it is found that the customers voice cant be

reached to the Company, it results into customer dissatisfaction and

leads to changing the service providers. Because of this project

customers give- direct feedback, express- expectation, Suggest-

suggestion, in this way both, Customers and Company can have the

benefits. In short, Company can provide best service and Customer

can avail best service.

For me it is one of my baby steps in the glamorous world of

Marketing. This a great experience of field work. It will be beneficial


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for me in my future professional life as I get a chance to learn

practical things which cant be learnt within the four walls of a

classroom.

Also this project gets me a chance to become familiar with Tata

Group, Tata Tele Services and M/S Pawan Communication.

I experienced one more thing during my project work that it is

always better to have theoretical knowledge about the field you are

working. Whatever the theory I refer for betterment of my project

has been discussed in the chapter Theoretical Framework.

This project report contains all the related statistic and figures.

Graphical representation of data will make it more convenient and

easy to understand. Attached appendices are very informative about

project, the same make this project report more practical oriented.

COMPANY PROFILE

TATA TELESERVICES LIMITED

Tata Teleservices Limited spearheads the Tata Groups presence in

the telecom sector. The Tata Group includes over 90 companies,

over 350,000 employees worldwide and more than 3.5 million Share

holders. Incorporated in 1996, Tata Teleservices is the pioneer of

the CDMA 1x technology platform in India. It has embarked on a

growth path since the acquisition of Hughes Tele.com (India) Ltd

renamed Tata Teleservices (Maharashtra) Limited] by the Tata

Group in 2002. It launched mobile operations

in January 2005 under the brand name Tata Indicom and today

enjoys a pan-India presence through existing operations in all of

Indias 22 telecom Circles. The company is also the market leader in

the fixed wireless telephony market. The companys network has


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been rated as the Least Congested in India for six consecutive

quarters by the Telecom Regulatory Authority of India through

independent surveys.

Tata Teleservices Limited has also become the first Indian private

telecom operator to launch 3G services in India under the

brand name Tata DOCOMO, with its recent launch in all the nine

telecom Circles where it bagged the 3G license. In association with

its partner NTT DOCOMO, the company finds itself favourably

positioned to leverage this first-mover advantage. With 3G, Tata

DOCOMO stands to redefine the very face of telecoms in India.

Tokyo-based NTT DOCOMO is one of the worlds leading mobile

operatorsin Japan, the company is the clear market leader, usedby nearly 55 per cent of the countrys mobile phone users. Tata

Teleservices Limited also has a sign ificant presence in the GSM

space, through its joint venture with NTT DOCOMO of Japan, and

offers differentiated products and services under the Tata

DOCOMO brand name. Tata DOCOMO arises out of the Tata Groups

strategic alliance with Japanese telecom major NTT DOCOMO in

November 2008. Tata DOCOMO has received a pan-India license to

operate GSM telecom servicesand has also been allotted spectrum

in18 telecom Circles. The company has rolled out GSM services in all

of these 18 telecom Circles in the quick span of just over a year.

Tata DOCOMO marks a significant milestone in the Indian telecom

landscape, and has already redefined the very face of telecoms in

India, being the first to pioneer the per-second tariff optionpart of

its Pay for What You Use pricing paradigm. Tokyo-based NTT

DOCOMO is one of the worlds leading mobile operatorsin the

Japanese market, the company is the clear market leader, used by

over 50 per cent of the countrys mobile phone users.

The Tata Teleservices Limited bouquet comprises four other brands

as wellVirgin Mobile, Walky (which is the brand for fixed


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wireless phones), the Photon family (the companys brand that

provides a variety of options for wireless mobile broadband access,

and T24. TTSL recently entered into a strategic partnership

agreement with Indian retail giant Future Group to offer mobile

telephony services under a new brand nameT24on the GSM

platform. The exciting new brand was unveiled in February and the

company announced the commercial launch of GSM operations

under the brand name T24 in June, starting with the city of

Hyderabad. It has now launched T24

GSM services in Kolkata and Bhubaneswar as well. Today, Tata

Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd,

serves over 84 million customers in more than 450,000 towns andvillages across the country, with a bouquet of

Telephony services encompassing Mobile Services, Wireless Desktop

Phones, Public Booth Telephony and Wire line Services. In December

2008, Tata Teleservices announced a unique reverse equity swap

strategic agreement between its telecom tower subsidiary, Wireless

TT Info-Services Limited, and Quippo Telecom Infrastructure

Limitedwith the combined entity kicking off operations with 18,000

towers, thereby becoming the largest independent entity in this

spaceand with the highest tenancy ratios in the industry. Today,

the combined entitywhich has been re-christened as VIOM

Networkshas a portfolio of nearly 45,000 towers. TTSLs bouquet

of telephony services includes mobile services, wireless desktop

phones, public booth telephony, wire line services and enterprise

solutions

TATA DOCOMO

Tata DOCOMO is Tata Teleservices Limited's telecom service on the

GSM platform-arising out of the Tata Group's strategic alliance with


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Japanese telecom major NTT DOCOMO in November 2008. Tata

Teleservices has received a license to operate GSM telecom services

in 19 of India's 22 telecom Circles-and has also been allotted

spectrum in 18 telecom circles. Of these, it has already rolled out

services in all the 18 Circles that it received spectrum in from the

Government of India-Tamil Nadu, Kerala, Orissa, Karnataka, Andhra

Pradesh, Maharashtra, Mumbai, Madhya Pradesh-Chhattisgarh,

Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP

(East), UP (West), Gujarat, Himachal Pradesh and Rajasthan.

Tata DOCOMO has also become the first Indian private operator to

launch 3G services in India, with its recent launch in all the nine

telecom Circles where it bagged the 3G license. In association with

its partner NTT DOCOMO, the Company finds itself suitably

positioned to leverage this first-mover advantage. With 3G, Tata

DOCOMO stands to redefine the very face of telecoms in India.

Tokyo-based NTT DOCOMO is one of the world's leading mobile

operators-in Japan, the company is the clear market leader, used by

nearly 55 per cent of the country's mobile phone users.

NTT DOCOMO has played a major role in the evolution of mobile

telecommunications through its development of cutting-edge

technologies and services. Over the years, technologists at DOCOMO

have defined industry benchmarks like 3G technology, as also

products and services like i-Mode, e-wallet and a plethora of

lifestyle-enhancing applications. Last year itself, while most of the

rest of the industry was only beginning to talk of 4G technology and

its possible applications, DOCOMO had already concluded conducting

4G trials in physical geographies, not just inside laboratories!

DOCOMO is a global leader in the VAS space, both in terms of

services and handset designs, particularly integrating services at the

platform stage. The Tata Group-NTT DOCOMO partnership will see


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offerings such as these being introduced in the Indian market

through the Tata DOCOMO brand.

Tata DOCOMO has also set up a Business and Technology

Coordination Council', comprising of senior personnel from both

companies. The council is responsible for the identification of key

areas where the two companies will work together. DOCOMO, the

world's leading mobile operator, will work closely with the Tata

Teleservices Limited management and provide know-how to help the

company develop its GSM business.

On the CDMA platform, despite being the latest entrant, Tata

Indicom has already established its presence and is the fastest -

growing pan-India operator. Incorporated in 1996, Tata Teleservices

is the pioneer of the CDMA 1x technology platform in India. Today,

Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra)

Ltd, serves over 84 million customers in more than 450,000 towns

and villages across the country, with a bouquet of telephony

services encompassing Mobile Services, Wireless Desktop Phones,

Public Booth Telephony and Wire line Services.

THE TATA GROUPPROFILE

Tata is a rapidly growing business group based in India with

significant international operations. Revenues in 2007-08 are

estimated at $70.8 billion USD, of which 61 per cent is from

business outside India. The Group employs around 350,000 people

worldwide. The Tata name has been respected in India for 140 years

for its adherence to strong values and business ethics.


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The business operations of the Tata Group currently encompass

seven business sectors: communications and information

technology, engineering, materials, services, energy, consumer

products and chemicals. The Group's 27 publicly listed enterprises

have a combined market capitalisation of some $60 billion, among

the highest among Indian business houses, and a shareholder base

of 3.2 million. The major companies in the Group include Tata Steel,

Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata

Chemicals, Tata Tea, Indian Hotels and Tata Communications.

The Group's major companies are beginning to be counted

globally. Tata Steel became the sixth largest steel maker in the

world after it acquired Corus. Tata Motors is among the top five

commercial vehicle manufacturers in the world and has recently

acquired Jaguar and Land Rover. TCS is a leading global software

company, with delivery centres in the US, UK, Hungary, Brazil,

Uruguay and China, besides India. Tata Tea is the second largest

branded tea company in the world, through its UK-based subsidiary

Tetley. Tata Chemicals is the world's second largest manufacturer of

soda ash. Tata Communications is one of the world's largest

wholesale voice carriers.

In tandem with the increasing international footprint of its

companies, the Group is also gaining international recognition.

Brand Finance, a UK-based consultancy firm, recently valued the

Tata brand at $11.4 billion and ranked it 57th amongst the Top 100

brands in the world. Business week ranked the Group sixth amongst

the "World's Most Innovative Companies" and the Reputation

Institute, USA, recently rated it as the "World's Sixth Most Reputed

Firm."

Founded by Jamsetji Tata in 1868, the Tata Group's early years

were inspired by the spirit of nationalism. The Group pioneered


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several industries of national importance in India: steel, power,

hospitality and airlines. In more recent times, the Tata Group's

pioneering spirit has been showcased by companies like Tata

Consultancy Services, India's first software company, which

pioneered the international delivery model, and Tata Motors, which

made India's first indigenously developed car, the Indica, in 1998

and recently unveiled the world's lowest-cost car, the Tata Nano, for

commercial launch by end of 2008.

The Tata Group has always believed in returning wealth to the

society it serves. Two-thirds of the equity of Tata Sons, the Tata

Group's promoter company, is held by philanthropic trusts which

have created national institutions in science and technology, medical

research, social studies and the performing arts. The trusts also

provide aid and assistance to NGOs in the areas of education,

healthcare and livelihoods. Tata companies also extend social

welfare activities to communities around their industrial units. The

combined development-related expenditure of the Trusts and the

companies amounts to around 4 per cent of the Group's net profits.

Going forward, the Group is focusing on new technologies and

innovation to drive its business in India and internationally. The

Nano car is one example, as is the Eka supercomputer (developed

by another Tata company), which in 2008 is ranked the world's

fourth fastest. The Group aims to build a series of world class, world

scale businesses in select sectors. Anchored in India and wedded to

its traditional values and strong ethics, the Group is building a

multinational business which will achieve growth through excellence

and innovation, while balancing the interests of its shareholders, its

employees and wider society.


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Tata Group Commitment

From customer to community, the Tata Group invests in

resources for the various markets and communities it serves. The

Tata Group's philanthropic trusts and global community initiatives

develop and sustain services that promote health and education,

leadership and technical training, and arts and sports programs.

INTRODUCTION TO THE ORGANIZATION

UNDER STUDY:

M/S PAWANCOMMUNICATION

M/S PAWAN COMMUNICATION is one of the channel partners of

TTSL, Situated at Old Cotton Market, Amravati Bearing Code No-

ROMTSMHF 1109. This outlet of TTSL was incepted in 2005. For that

time they were the only channel partner in and for Amravati District.

Now this outlet is known as the TVS (True Value Shoppe) as they

provide all the services related to TTSL exclusively. Now they have

two outlets and a CSC (Customer Service Centre).

TATA TELESERVICES is a well known TELECOM INDUSTRY in

INDIA. It is operated in india since 2003 ie since last 7 years. It is

the 2nd CDMA operator across INDIA and it is the 6th TELECOM

operator across INDIA. One of the channel partners of TTSL, M/S

PAWAN COMMUNICATION Situated at Old Cotton Market, Amravati

Bearing Code No-ROMTSMHF 1109. This outlet of TTSL was incepted


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in 2005. For that time they were the only channel partner in and for

Amravati District. Now this outlet is known as the TVS (True Value

Shoppe) as they provide all the services related to TTSLexclusively. Now they have two outlets and a CSC (Customer

Service Centre).

When we mate owner of M/S PAWAN COMMUNICATION that time we

didnt thought that working under a firm of TTSL having its turn over

not more than 6,00,000/- per month grossly ie 70,00,000/- p.a.

grossly would be that much exciting and tedious. When we mate &

spoke to owner of this firm Mr. Chetan P. Soni that time only saidnot to consider it a kidding job , you will come to know how difficult

it is to sell and market rather than buying.

M/S PAWAN COMMUNICATION is a TTSL channel partner bearing

many awards for their

Target Achievement Neatness, Cleanliness, Hygiene Long Term Association Customer Satisfaction Family One Golden Club Member.

It sounds nice to hear all these Achievement but it takes hard ships

to grab. M/S PAWAN COMMUNICATION multi service outlet of TTSL

for Amravati providing all the things required for betterment of

company. Their services will be discussed in next pages.


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INDUSTRY PROFILE

With a subscriber base of more than 680 million, the Mobile

telecommunications system in India is the second largest in the

world and it was thrown open to private players in the 1990s. The

country is divided into multiple zones, called circles (roughly along

state boundaries). Government and several private players run local

and long distance telephone services. Competition has caused prices

to drop and calls across India are one of the cheapest in the

world.[34] The rates are supposed to go down further with new

measures to be taken by the Information Ministry. [35] In September

2004, the number of mobile phone connections crossed the numberof fixed-line connections and presently dwarfs the wire line segment

by a ratio of around 20:1.[5] The mobile subscriber base has grown

by a factor of over a hundred and thirty, from 5 million subscribers

in 2001 to over 680 million subscribers as of Sep 2010 [5] (a period

of less than 9 years) . India primarily follows the GSM mobile

system, in the 900 MHz band. Recent operators also operate in the

1800 MHz band. The dominant players are Airtel, Reliance

Infocomm, Vodafone, Idea cellular and BSNL/MTNL. There are many

smaller players, with operations in only a few states. International

roaming agreements exist between most operators and many

foreign carriers.

India is divided into 23 telecom circles. They are listed below.

y Assamy Andhra Pradeshy Bihar & Jharkhandy Chennaiy Delhi & NCRy Gujarat & Daman & Diu


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y Haryanay Himachal Pradeshy Jammu and Kashmiry Karnatakay Kerala & Lakshadweepy Kolkatay Madhya Pradesh & Chhattisgarhy Maharashtra (excluding Mumbai) & Goay Mumbaiy North Eastern States (Arunachal Pradesh, Manipur, Meghalaya,

Mizoram, Nagaland, & Tripura)

y Orissay Punjaby Rajasthany Tamil Nadu excluding Chennai & Puducherryy Eastern Uttar Pradeshy Western Uttar Pradesh & Uttarakhandy West Bengal (excluding Kolkata), Andaman & Nicobar Islands

& Sikkim

The following table gives details regarding the subscriber base of

each Mobile Service Provider in India as of 31 December 2010


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Operator Subscriber base. Market Share

Bharti Airtel 152,495,219 20.27%

Reliance Communications 125,652,127 16.7%

Vodafone 124,255,120 16.52%

BSNL 86,709,537 11.53%

Tata Teleservices 84,233,398 11.20%

Idea 81,778,655 10.87%

Aircel 50,168,811 6.67%

Unitech 18,510,049 2.46%

Sistema

8,433,667 1.12%

Videocon

7,319,603 0.97%

MTNL 5,342,039 0.71%

Loop 3,044,579 0.40%

S_Tel 2,315,524 0.31%

HFCL Infotel 1,611,723 0.21%

Etisalat 264,899 0.04%

All India 752,190,678 100%

A list of ten states (including the metros Mumbai, Kolkata and

Chennai in their respective states) with the largest subscriber base

as of Oct 31st 2010 is given below


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StateSubscriber

base

Population

(01/08/2010)

Mobile phones

per 1000

population

Uttar

Pradesh 92,867,835 199,415,992 427

Maharashtra 84,543,727 110,351,688 707

Tamil Nadu

63,671,528 67,773,611 881

Andhra

Pradesh 54,000,379 84,241,069 600

West Bengal

51,901,967 90,524,849 520

Bihar 46,311,291 97,560,027 430

Karnataka 43,802,688 58,969,294 709

Gujarat 40,158,662 58,388,625 618

Rajasthan

38,649,784 67,449,102 535

Madhya

Pradesh 38,295,896 72,362,313 489

India 706,691,164 1,188,783,351 580


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THEORETICAL FRAMEWORK

IMPORTANCE OF THEORY IN PRACTICAL

CONTEXT:

Theory plays an important role in practical life; I experienced

it during my Project. Sometime it is said that theory is different from

practical and less useful also, but my experience proved it contrary.

While working on the field you must know the theoretical

background of your work. As far as marketing is concerned, it is

important to have familiarity with Marketing Management Theory.

Theory is like a sharp weapon and without it one cannot go on

the battle field. Marketing Management has several terms and

concepts so sound theoretical knowledge is essential. So in this

chapter theoretical background is being discussed.

Marketing Management

Marketing Management: Importance

Marketing is indeed an ancient art; it has been practiced in

one form or other, since the days of Adam & Eve. Today, it has

become the most vital function in the world of business.

Marketing is a social process by which individuals and groups

obtain what they need and want through creating, offering, and

freely exchanging products & services of value with others.

Marketing has often been described as the art of selling

products, but people are surprised to hear that the most

important part of marketing is not selling! Selling is the only tip

of the marketing iceberg.


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A) Marketing Management: Definition

American Marketing Association

Marketing is the process of planning & executing the

conception, pricing, promotion, and distributing of ideas, goods,

and services to create exchanges that satisfy individual and

organizational goals.

Peter Drucker

The aim of marketing is to make selling superfluous. The aim

of marketing is to know and understand the customer so well that

the product or service fits him and sells itself. Ideally, marketing

should result in a customer who is ready to buy. All that should

be needed then is to make the product or service available.

Thus, coping with exchange process calls for a considerable

amount of work and skill. Marketing management takes place

when at least one party to a potential exchange thinks about the

means of achieving desired responses from other parties.

Marketing management is seen as the art and science of choosingtarget markets and getting, keeping, and growing customers

through creating, delivering, and communicating superior

customer value.

B) Marketing Management: Scope

Marketing is typically seen as the task of creating, promoting,

and delivering goods and services to customers and business.

Marketers are skilled in stimulating demand for a companys

products, but this is too limited a view of the tasks marketers

performs. Just as production and logistics professionals are

responsible for supply management; marketers are responsible


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demand management. Marketing managers seek to influence the

level, timing, and composition of demand to meet the

organizations objectives.

Marketing people are involved in marketing 10 types of entities:goods, services, experiences, events, persons, places, properties,

organizations, information and ideas.

Goods

Physical goods constitute the bulk of most countries

production and marketing effort. Each year US companies alone

market billions of canned and frozen food products, millions of

tons of steel, millions of hair dryers, cars, television sets,

machines, and various other mainstays of a modern economy.

Services

Services include the work of airlines, hotels, car rental firms,

barbers, and beauticians, maintenance and repairs people, dog

kennels as well as professionals working within or for companies,

such as accountants, lawyers, engineers, doctors, softwareprogrammers, and management consultants. Many market

offerings consist of a variable mix of goods and services.

Experiences

By orchestrating several services and goods, a firm can create,

stage, and market experiences. Walt Disney Worlds Magic

Kingdom represents experimental marketing: customers visit a

fairy kingdom, a pirate ship, or a haunted house. There is also a

market for customized experiences, such as spending a week at a

baseball camp playing with some retired baseball greats, paying

to conduct the Chicago Symphony Orchestra for five minutes.


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Events

Marketers promote time-based events, such as the Olympics,

company anniversaries, major trade shows, sports events, and

artistic performances. There is a whole profession of meetingplanners who work out the details of an event and make sure it

comes off perfectly.

Persons

Celebrity marketing is a major business. Today every major

film star has an agent, a personal manager, and ties to a public

relations agency. Artists, CEOs, musicians, physicians, lawyers

and other professionals are also getting help from celebrity

marketers.

Places

Places like cities, states, regions, and whole nations compete

actively to attract tourists, factories, company headquarters, and

new residents. Place marketers include economic development

specialists, real estate agents, commercial banks, local businessassociations, and advertising and public relations agencies.

Properties

Properties are intangible rights of ownership of either real

property (real estate) or financial property (stocks & bonds).

Properties are bought & sold, and this requires marketing. Real

estate agents work for property owners or sellers or buy

residential or commercial real estate. Investment companies and

banks are involved in marketing securities to both institutional &

individual investors.


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Organizations

Organizations actively work to build a strong, favourable

image in the minds of their target publics. Companies spend

money on corporate identity ads. Universities, museums, andperforming arts organizations all use marketing to boost their

public images and to compete for audiences and funds.

Information

Information can be produced and marketed as a product. This

is essentially what schools and universities produce and distribute

at a price to parents, students and communities. Encyclopaedia

and most of the notification books market information. We buy

software and CDs and we visit the internet for information. The

production, packaging and distribution of information are one of

our societys major industries.

Ideas

Every market offering includes a basic idea. In the Factory,

we make cosmetics; in the stores we sell the hope Products andservices are the platforms for delivering some ideas or benefits.

Social marketers are busy promoting such ideas as Say no to

drugs, Save the rain forest, Avoid Plastics, etc.

C) Marketing Management: Concepts

Different organizations to business give rise to different concepts

of marketing. Firms vary in their perceptions about business, and

their orientations to the marketplace. This has led to the

emergence of many different concepts of marketing which are

enumerated as given below:

1. The exchange concept


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2. The production concept

3. The product concept

4. The sales concept

5. The marketing concept

1.The Exchange Concept:

The Exchange concept of marketing holds that the exchange of

a product between the seller and the buyer is the central idea of

marketing. While exchange does form a significant part of the

marketing, to view marketing as mere exchange, will result in

missing out the essence of the marketing. Marketing is much

broader than exchange. Exchange, at the best, covers the

distribution aspect and the price mechanism. The other important

aspects of marketing, such as, concern for customers, generation

of value satisfactions, creative selli ng, and integrated action for

serving the customer, are completely overshadowed in the

exchange concept.

2.The Production ConceptAccording to the production concept, marketing is a mere

appendage to production. In the organizations that practice thisconcept, production dominates the thinking process. It is believed

that marketing can be managed by managing the production. The

concept holds that consumers would, as a rule, support those

products that are produced in a great volume at a low unit cost.

Naturally, all the efforts are focused on the production only. It is


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assumed that lower cost will automatically bring all the customers

at the doors for buying purpose. In actual practice, however, this

does not happen in most of the cases. The organizations do not

get the assumed customer patronage. Customers, after all, are

motivated by a variety of considerations in their purchases,

besides price. As a result, the production concept fails to serve as

the right marketing philosophy for an enterprise.

3. The Product Concept

The product concept is different from production concept.

Whereas the production concept seeks to win markets and profits

via high volume of production and low unit cost, the productconcept seeks to achieve the same results by product excellence,

improved products, and new products and ideally designed and

engineered products. Organisations that subscribe to the product

concept assume that consumers would automatically vote for

products of high quality. They concentrate on the product

excellence; they spend their time & money on research and

development, and bring out many new products.

4. The Sales Concept

The sales concept maintains that the company has to

aggressively promote and push its products; it cannot expect its

products to get picked up automatically by the customers. Heavy

advertising, high-power personal selling, large-scale sales

promotion, heavy price discounts, and strong publicity are the

normal tools use by organizations that rely on this concept.Companies practicing the sales concept assume that selling is

synonymous with the marketing. In reality, there is a great deal

of difference between selling and marketing.


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y Product - A tangible object or an intangible service that ismass produced or manufactured on a large scale with a

specific volume of units. Intangible products are service based

like the tourism industry & the hotel industry or codes-based

products like cell phone load and credits. Typical examples of

a mass produced tangible object are the motor car and the

disposable razor. A less obvious but ubiquitous mass produced

service is a computer operating system. Packaging also needs

to be taken into consideration.

y Price The price is the amount a customer pays for theproduct. It is determined by a number of factors including

market share, competition, material costs, product identity

and the customer's perceived value of the product. The

business may increase or decrease the price of product if other

stores have the same product.

y Place Place represents the location where a product can bepurchased. It is often referred to as the distribution channel. It

can include any physical store as well as virtual stores on the

Internet. Place is not exactly a physical store where it is

available Place is nothing but how the product takes place or

create image in the mind of customers. It depends upon the

perceptions of customers.

y Promotion- represents all of the communications that amarketer may use in the marketplace. Promotion has four

distinct elements: advertising, public relations, personal selling


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and sales promotion. A certain amount of crossover occurs

when promotion uses the four principal elements together,

which is common in film promotion. Advertising covers any

communication that is paid for, from cinema commercials,

radio and Internet adverts through print media and billboards.

Public relations are where the communication is not directly

paid for and includes press releases, sponsorship deals,

exhibitions, conferences, seminars or trade fairs and events.

Word of mouth is any apparently informal communication

about the product by ordinary individuals, satisfied customers

or people specifically engaged to create word of mouth

momentum. Sales staff often plays an important role in wordof mouth and Public Relations.

Consumer Behaviour:

Consumer behaviour involves the psychological processes that

consumers go through in recognizing needs, finding ways to solve

these needs, making purchase decisions (e.g., whether or not to

purchase a product and, if so, which brand and where), interpret

information, make plans, and implement these plans (e.g., by

engaging in comparison shopping or actually purchasing a product).

Sources of influence on the consumer. The consumer faces

numerous sources of influence.


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Often, we take cultural influences for granted, but they are

significant. An American will usually not bargain with a store

owner. This, however, is a common practice in much of the World.

Physical factors also influence our behaviour. We are more likely to

buy a soft drink when we are thirsty, for example, and food

manufacturers have found that it is more effective to advertise their

products on the radio in the late afternoon when people are gettinghungry. A persons self-image will also tend to influence what he or

she will buyan upwardly mobile manager may buy a flashy car to

project an image of success. Social factors also influence what the

consumers buyoften, consumers seek to imitate others whom they

admire, and may buy the same brands. The social environment can

include both the mainstream culture (e.g., Americans are more

likely to have corn flakes or ham and eggs for breakfast than to

have rice, which is preferred in many Asian countries) and a

subculture (e.g., rap music often appeals to a segment within the

population that seeks to distinguish itself from the mainstream

population). Thus, sneaker manufacturers are eager to have their

products worn by admired athletes. Finally, consumer behaviour is


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influenced by learningyou try a hamburger and learn that it

satisfies your hunger and tastes good, and the next time you are

hungry, you may consider another hamburger.

Consumer Choice and Decision Making: Problem Recognition. One

model of consumer decision making involves several steps. The first

one is problem recognitionyou realize that something is not as it

should be. Perhaps, for example, your car is getting more difficult

to start and is not accelerating well. The second step is

information searchwhat are some alternative ways of solving the

problem? You might buy a new car, buy a used car, take your car in

for repair, ride the bus, ride a taxi, or ride a skateboard to work.

The third step involves evaluation of alternatives. A skateboard is

inexpensive, but may be ill-suited for long distances and for rainy

days. Finally, we have the purchase stage, and sometimes a post-

purchase stage (e.g., you return a product to the store because you

did not find it satisfactory). In reality, people may go back and forth

between the stages. For example, a person may resume alternative

identification during while evaluating already known alternatives.

Consumer involvement will tend to vary dramatically depending on

the type of product. In general, consumer involvement will be

higher for products that are very expensive (e.g., a home, a car) or

are highly significant in the consumers life in some other way (e.g.,

a word processing program or acne medication).

It is important to consider the consumers motivation for buying

products. To achieve this goal, we can use the Means -End chain,

wherein we consider a logical progression of consequences of

product use that eventually lead to desired end benefit. Thus, for

example, a consumer may see that a car has a large engine, leading

to fast acceleration, leading to a feeling of performance, leading to a

feeling of power, which ultimately improves the consumers self -


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esteem. A handgun may aim bullets with precision, which enables

the user to kill an intruder, which means that the intruder will not be

able to harm the consumers family, which achieves the desired end-

state of security. In advertising, it is important to portray the

desired end-states. Focusing on the large motor will do less good

than portraying a successful person driving the car.

Information search and decision making. Consumers engage in both

internal and external information search. Internal search involves

the consumer identifying alternatives from his or her memory. For

certain low involvement products, it is very important that

marketing programs achieve top of mind awareness. For example,

few people will search the Yellow Pages for fast food restaurants;

thus, the consumer must be able to retrieve ones restaurant from

memory before it will be considered. For high involvement products,

consumers are more likely to use an external search. Before buying

a car, for example, the consumer may ask friends opinions, read

reviews in Consumer Reports, consult several web sites, and visit

several dealerships. Thus, firms that make products that are

selected predominantly through external search must invest in

having information available to the consumer in neede.g., through

brochures, web sites, or news coverage.


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y Variety seeking (where consumers seek to try new brands notbecause these brands are expected to be better in any way,

but rather because the consumer wants a change of pace,

and

y Impulse purchasesunplanned buys. This represents asomewhat fuzzy group. For example, a shopper may plan to

buy vegetables but only decide in the store to actually buy

broccoli and corn. Alternatively, a person may buy an item

which is currently on sale, or one that he or she remembers

that is needed only once inside the store.

A number of factors involve consumer choices. In some cases,

consumers will be more motivated. For example, one may be more

careful choosing a gift for an in-law than when buying the same

thing for one self. Some consumers are also more motivated to

comparison shop for the best prices, while others are more

convenience oriented. Personality impacts decisions. Some like

variety more than others, and some are more receptive to

stimulation and excitement in trying new stores. Perception

influences decisions. Some people, for example, can taste the

difference between generic and name brand foods while many

cannot. Selective perception occurs when a person is paying

attention only to information of interest. For example, when looking

for a new car, the consumer may pay more attention to car ads than

when this is not in the horizon. Some consumers are put off by

perceived risk. Thus, many marketers offer a money back

guarantee. Consumers will tend to change their behaviour through

learninge.g., they will avoid restaurants they have found to be

crowded and will settle on brands that best meet their tastes.

Consumers differ in the values they hold (e.g., some people are

more committed to recycling than others who will not want to go


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through the hassle). We will consider the issue of lifestyle under

segmentation.

The Family Life Cycle: Individuals and families tend to go through

a "life cycle:" The simple life cycle goes from

For purposes of this discussion, a "couple" may either be married or

merely involve living together. The breakup of a non-marital

relationship involving cohabitation is similarly considered equivalent

to a divorce.

In real life, this situation is, of course, a bit more complicated. For

example, many couples undergo divorce. Then we have one of thescenarios:

Single parenthood can result either from divorce or from the death

of one parent. Divorce usually entails a significant change in the

relative wealth of spouses. In some cases, the non-custodial parent

(usually the father) will not pay the required child support, and even


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if he or she does, that still may not leave the custodial parent and

children as well off as they were during the marriage. On the other

hand, in some cases, some non-custodial parents will be called on to

pay a large part of their income in child support. This is particularly

a problem when the non-custodial parent remarries and has

additional children in the second (or subsequent marriages). In any

event, divorce often results in a large demand for:

y Low cost furniture and household itemsy Time-saving goods and services

Divorced parents frequently remarry, or become involved in other

non-marital relationships; thus, we may see

Another variation involves

Here, the single parent who assumes responsibility for one or more

children may not form a relationship with the other parent of the

child.

Integrating all the possibilities discussed, we get the following

depiction of the Family Life Cycle:


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Generally, there are two main themes in the Family Life Cycle,

subject to significant exceptions:

y As a person gets older, he or she tends to advance in his orher career and tends to get greater income (exceptions:

maternity leave, divorce, retirement).

y Unfortunately, obligations also tend to increase with time (atleast until ones mortgage has been paid off). Children and

paying for ones house are two of the greatest expenses.

Note that although a single person may have a lower income than a

married couple, the single may be able to buy more discretionary

items.

Note that although a single person may have a lower income than a

married couple, the single may be able to buy more discretionary

items.

Family Decision Making: Individual members of families often serve

different roles in decisions that ultimately draw on shared family

resources. Some individuals are information gatherers/holders, whoseek out information about products of relevance. These individuals

often have a great deal of power because they may selectively pass

on information that favours their chosen alternatives. Influencers do

not ultimately have the power decide between alternatives, but they

may make their wishes known by asking for specific products or


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causing embarrassing situations if their demands are not met. The

decision maker(s) have the power to determine issues such as:

y Whether to buy;y Which product to buy (pick-up or passenger car?);y Which brand to buy;y Where to buy it; andy When to buy.

Note, however, that the role of the decision maker is separate from

that of the purchaser. From the point of view of the marketer, this

introduces some problems since the purchaser can be targeted by

point-of-purchase (POP) marketing efforts that cannot be aimed at

the decision maker. Also note that the distinction between the

purchaser and decision maker may be somewhat blurred:

y The decision maker may specify what kind of product tobuy, but not which brand;

y The purchaser may have to make a substitution if thedesired brand is not in stock;

y The purchaser may disregard instructions (by error ordeliberately).

It should be noted that family decisions are often subject to a great

deal of conflict. The reality is that few families are wealthy enough

to avoid a strong tension between demands on the familys

resources. Conflicting pressures are especially likely in families with

children and/or when only one spouse works outside the home. Note

that many decisions inherently come down to values, and that there

is frequently no "objective" way to arbitrate differences. One spouse

may believe that it is important to save for the childrens future; the

other may value spending now (on private schools and computer

equipment) to help prepare the children for the future. Who is right?


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There is no clear answer here. The situation becomes even more

complex when more partiessuch as children or other relativesare

involved.

Some family members may resort to various strategies to get their

way. One is bargainingone member will give up something in

return for someone else. For example, the wife says that her

husband can take an expensive course in gourmet cooking if she can

buy a new pickup truck. Alternatively, a child may promise to walk it

every day if he or she can have a hippopotamus. Another strategy is

reasoningtrying to get the other person(s) to accept ones view

through logical argumentation. Note that even when this is done

with a sincere intent, its potential is limited by legitimate differencesin values illustrated above. Also note that individuals may simply try

to "wear down" the other party by endless talking in the guise of

reasoning (this is a case of negative reinforcement as we will see

subsequently). Various manipulative strategies may also be used.

One is impression management, where one tries to make ones side

look good (e.g., argue that a new TV will help the children see

educational TV when it is really mostly wanted to see sports

programming, or argue that all "decent families make a contribution

to the church"). Authority involves asserting ones "right" to make a

decision (as the "man of the house," the mother of the children, or

the one who makes the most money). Emotion involves making an

emotional display to get ones way (e.g., a man cries if his wife will

not let him buy a new rap album).

The Means-End Chain: Consumers often buy products not

because of their attributes per se but rather because of the ultimate

benefits that these attributes provide, in turn leading to the

satisfaction of ultimate values. For example, a consumer may not be


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particularly interested in the chemistry of plastic roses, but might

reason as follows:

The important thing in a means-end chain is to start with an

attribute, a concrete characteristic of the product, and then logically

progress to a series of consequences (which tend to become

progressively more abstract) that end with a value being satisfied.

Thus, each chain must start with an attribute and end with a value.

An important implication of means-end chains is that it is usually

most effective in advertising to focus on higher level items. For

example, in the flower example above, an individual giving the

flowers to the significant other might better be portrayed than the

flowers alone.

Attitudes: Consumer attitudes are a composite of a consumers (1)

beliefs about, (2) feelings about, (3) and behavioural intentions

toward some objectwithin the context of marketing, usually a


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brand, product category, or retail store. These components are

viewed together since they are highly interdependent and together

represent forces that influence how the consumer will react to the

object.

Beliefs: The first component is beliefs. A consumer may hold both

positive beliefs toward an object (e.g., coffee tastes good) as well as

negative beliefs (e.g., coffee is easily spilled and stains papers). In

addition, some beliefs may be neutral (coffee is black), and some

may be differ in valance depending on the person or the situat ion

(e.g., coffee is hot and stimulates--good on a cold morning, but not

well on a hot summer evening when one wants to sleep). Note also

that the beliefs that consumers hold need not be accurate (e.g., that

pork contains little fat), and some beliefs may, upon closer

examination, be contradictory.

Affect: Consumers also hold certain feelings toward brands or

other objects. Sometimes these feelings are based on the beliefs

(e.g., a person feels nauseated when thinking about a hamburger

because of the tremendous amount of fat it contains), but there may

also be feelings which are relatively independent of beliefs. For

example, an extreme environmentalist may believe that cutting

down trees is morally wrong, but may have positive affect toward

Christmas trees because he or she unconsciously associates these

trees with the experience that he or she had at Christmas as a child.

Behavioural intention: The behavioural intention is what the

consumer plans to do with respect to the object (e.g., buy or not

buy the brand). As with affect, this is sometimes a logical

consequence of beliefs (or affect), but may sometimes reflect other

circumstances--e.g., although a consumer does not really like a

restaurant, he or she will go there because it is a hangout for his or

her friends.


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Changing attitudes is generally very difficult, particularly when

consumers suspect that the marketer has a self-serving agenda in

bringing about this change (e.g., to get the consumer to buy more

or to switch brands). Here are some possible methods:

y Changing affect: One approach is to try to change affect,which may or may not involve getting consumers to change

their beliefs. One strategy uses the approach of classical

conditioning try to pair the product with a liked stimulus.

For example, we pair a car with a beautiful woman.

Alternatively, we can try to get people to like the

advertisement and hope that this liking will spill over into the

purchase of a product. For example, the Pillsbury Doughboy

does not really emphasize the conveyance of much

information to the consumer; instead, it attempts to create a

warm, fuzzy image. Although Energizer Bunny ads try to get

people to believe that their batteries last longer, the main

emphasis is on the likeable bunny. Finally, products which are

better known, through the mere exposure effect, tend to be

better likedthat is, the more a product is advertised and

seen in stores, the more it will generally be liked, even if

consumers to do not develop any specific beliefs about the

product.

y Changing behaviour: People like to believe that theirbehaviour is rational; thus, once they use our products,

chances are that they will continue unless someone is able to

get them to switch. One way to get people to switch to our

brand is to use temporary price discounts and coupons;

however, when consumers buy a product on deal, they may

justify the purchase based on that deal (i.e., the low price)

and may then switch to other brands on deal later. A better

way to get people to switch to our brand is to at least


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temporarily obtain better shelf space so that the product is

more convenient. Consumers are less likely to use this

availability as a rationale for their purchase and may continue

to buy the product even when the product is less conveniently

located.

y Changing beliefs: Although attempting to change beliefs isthe obvious way to attempt attitude change, particularly when

consumers hold unfavourable or inaccurate ones, this is often

difficult to achieve because consumers tend to resist. Several

approaches to belief change exist:

y Change currently held beliefs: It is generally very difficultto attempt to change beliefs that people hold, particularlythose that are strongly held, even if they are inaccurate. For

example, the petroleum industry advertised for a long time

that its profits were lower than were commonly believed, and

provided extensive factual evidence in its advertising to

support this reality. Consumers were suspicious and rejected

this information, however.

y Change the importance of beliefs: Although the sugarmanufacturers would undoubtedly like to decrease the

importance of healthy teeth, it is usually not feasible to make

beliefs less important--consumers are likely to reason, why,

then, would you bother bringing them up in the first place?

However, it may be possible to strengthen beliefs that favour

us--e.g., a vitamin supplement manufacturer may advertise

that it is extremely important for women to replace iron lost

through menstruation. Most consumers already agree with

this, but the belief can be made stronger.

y Add beliefs: Consumers are less likely to resist the additionof beliefs so long as they do not conflict with existing beliefs.

Thus, the beef industry has added beliefs that beef (1) is

convenient and (2) can be used to make a number of creative


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dishes. Vitamin manufacturers attempt to add the belief that

stress causes vitamin depletion, which sounds quite plausible

to most people.

y Change ideal: It usually difficult, and very risky, to attemptto change ideals, and only few firms succeed. For example,

Hard Candy may have attempted to change the ideal away

from traditional beauty toward more unique self expression.

One-sided vs. two-sided appeals: Attitude research has shown

that consumers often tend to react more favourably to

advertisements which either (1) admit something negative about the

sponsoring brand (e.g., the Volvo is a clumsy car, but very safe) or

(2) admits something positive about a competing brand (e.g., a

competing supermarket has slightly lower prices, but offers less

service and selection). Two-sided appeals must, contain overriding

arguments why the sponsoring brand is ultimately superiorthat is,

in the above examples, the but part must be emphasized.

Perception: Our perception is an approximation of reality. Our

brain attempts to make sense out of the stimuli to which we are

exposed. This works well, for example, when we see a friend

three hundred feet away at his or her correct height; however, our

perception is sometimes offfor example, certain shapes of ice

cream containers look like they contain more than rectangular ones

with the same volume.

Subliminal stimuli: Back in the 1960s, it was reported that on

selected evenings, movie goers in a theatre had been exposed to

isolated frames with the words Drink Coca Cola and Eat Popcorn

imbedded into the movie. These frames went by so fast that people

did not consciously notice them, but it was reported that on nights

with frames present, Coke and popcorn sales were significantly

higher than on days they were left off. This led Congress to ban the


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use of subliminal advertising. First of all, there is a question as to

whether this experiment ever took place or whether this information

was simply made up. Secondly, no one has been able to replicate

these findings. There is research to show that people will start to

giggle with embarrassment when they are briefly exposed to dirty

words in an experimental machine. Here, again, the exposure is so

brief that the subjects are not aware of the actual words they saw,

but it is evident that something has been recognized by the

embarrassment displayed.

Organizational Buyer: A large portion of the market for goods

and services is attributable to organizational, as opposed to

individual, buyers. In general, organizational buyers, who make

buying decisions for their companies for a living, tend to be

somewhat more sophisticated than ordinary consumers. However,

these organizational buyers are also often more risk averse. There

is a risk in going with a new, possibly better (lower price or higher

quality) supplier whose product is unproven and may turn out to be

problematic. Often the fear of running this risk is greater than the

potential rewards for getting a better deal. In the old days, it used

to be said that You cant get fired for buying IBM. This attitude is

beginning to soften a bit today as firms face increasing pressures to

cut costs.

Organizational buyers come in several forms. Resellers involve

either wholesalers or retailers that buy from one organization and

resell to some other entity. For example, large grocery chains

sometimes buy products directly from the manufacturer and resell

them to end-consumers. Wholesalers may sell to retailers who in

turn sell to consumers. Producers also buy products from sub-

manufacturers to create a finished product. For example, rather

than manufacturing the parts themselves, computer manufacturers


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often buy hard drives, motherboards, cases, monitors, keyboards,

and other components from manufacturers and put them together to

create a finished product. Governments buy a great deal of things.

For example, the military needs an incredible amount of supplies to

feed and equip troops. Finally, large institutions buy products in

huge quantities. For example, UCR probably buys thousands of

reams of paper every month.

Organizational buying usually involves more people than individual

buying. Often, many people are involved in making decisions as to

(a) whether to buy, (b) what to buy, (c) at what quantity, and (d)

from whom. An engineer may make a specification as to what is

needed, which may be approved by a manager, with the final

purchase being made by a purchase specialist who spends all his or

her time finding the best deal on the goods that the organization

needs. Often, such long purchase processes can cause long delays.

In the government, rules are often especially stringente.g.,

vendors of fruit cake have to meet fourteen pages of specifications

put out by the General Services Administration. In many cases,

government buyers are also heavily bound to go with the lowest

price. Even if it is obvious that a higher priced vendor will offer a

superior product, it may be difficult to accept that bid.


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OBJECTIVES & SCOPE OF PROJECT

Project work cannot be done without objectives. For any

organization it is very important to know the ground facts about its

product(s)/service(s). This particular project has specific objectives

of analysis of facts for designing of future marketing strategies. This

project has a wide scope , because it covers many aspects at the

same time for example, Consumer behaviour, Consumer

Satisfaction, Competition Analysis etc. The data collected in this

project is very important for the organization. It is not just a

theoretical submission but it has collection of facts and figures.

As mentioned in Executive Summary the project is a splice

between Company and Customer, so for the both sides the project is

important. For example, through the survey, customer gets a

chance to know the latest plans and products of company, as well in

the survey customer reflects their views regarding to service of Tata

Docomo. The survey reflects the customers attitude towards the

Tata Docomo.

The role and utility of market information is immense for any

firm. Often a marketer/firm will need specific market information for

solving a particular marketing problem.

The Management Thesis study helps me to check whether the theory

and practice actually matches. Organizational exposure helps me to

know how effectively they performed in the market.

As this project has objectives beneficial to Company and Customer,

it is also important for me as a Management Trainee. Because

through this project I get a chance to work on Marketing Field.


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OBJECTIVES OF THE PROJECT

Primary Objective:-

y To Study Consumer Behaviour.y To Analyse overall market environment .Secondary Objectives:-

yTo understand the marketing strategies used by thecompetitors

y To get the feedback from existing customers.y To get suggestions from the customers.y To know the customers opinion about the competitors of Tata

Docomo

y To find out the attributes that affects the buying behaviour ofthe TATA Docomo services.

y To find the customers attitude towards TATA Docomoservices.

SCOPE OF THE PROJECT

This project is a kind of research work, several benefits flow to

the firm from such study. In fact, no area/aspect of marketing that

does not benefit from it . As discussed above, collected data is

important for company. Render the services according to customers

need is key of success to todays customer centric market. The


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consumer behaviour study can solve many issues, and help to retain

customer for long time or forever.

In todays cutthroat competition negligence for market

competition is not an affordable thing for any organization, as thisproject deals with competition analysis it will be proved useful to

company.

Today, for any organization or firm to survive in this

competitive world depends on its ability to be dynamic and be

different from the competition to be unique in the industry.

Customer Satisfaction helps every organization to keep the existing

customer and to build new customer. This research is aimed atprofiling the standard customer with an aim to increase the network

and improve company-customer relations. The information gathered

through this research can be used by the company to improve its

services and became more customers friendly. This can increase the

goodwill of the company and its overall performance.

Thus this study is aimed to provide the management with some

knowledge about its status in market both in terms of sales andcustomer awareness. The research also aims to provide some ideas

to improve the companys present condition. The following can be

the scope for the study:

1. To understand the consumer thinking process for TataDocomo services.

2. To gain knowledge about pre and post purchase behaviour ofconsumer.

3. To understand the influence of sales promotion of thecompany and does this has any association in their buying

pattern incurred through this.


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Thus, such study may also be described as the systematic

and objective identification, collection, analysis, and dissemination of

information for the purpose of assisting management in decisionmaking related to the identification and solution of problems and

opportunities in marketing.

The scope of the project is wide because of its multi aspects

approach.

RESEARCH METHODOLOGY

The success of the analysis mostly depends on the

methodology on which it is carried out. The appropriate

methodology will improve the validity of the findings. It is very

important to have a suitable research methodology. For my

Management thesis entitled A Study on Consumer Behaviour

with Special Reference to Docomo Offered by Tata

Teleservices, in Amravati City., I collected primary and

secondary data to analyze and identify the impact of the

promotional strategies and sales volume and customer satisfaction

in the Organization.

Area of the study:

The study was mainly concentrated in limited area of Amravati

city.

Research Design:


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Descriptive Research: Descriptive research includes survey

and fact-findings enquire of different kinds involving a detailed

survey by a questionnaire issuing to respondents/customers of

Tata Docomo Services.

y Data Collection:The study is based on the data collected through primary and

secondary sources.

Primary Data:

An interview schedule was designed to collect primary data

from various mobile users i.e. customers by a questionnaire

survey.

Secondary Data:

Secondary data was collected from journals, magazines, web

sites and from other relevant publications.

Sampling Design:

The sampling design mainly consists of the sample taken for

the study along with the sample size, sample frame and

sampling method.

Sample Universe:

All customers using mobile connection in Amravati was taken

as the sample universe.

People residing in Amravati: Salaried, businessmen,

professionals, households, students and others.

Sample Size:

From the universe, sample sizes of 100 customers were selected for

the purpose of the study.

Sample Unit:


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The customer in the age group of 18 to 60 years is taken as

the sample unit.

Sample Frame:

The customers were selected on a random basis fro m whichthe respondents were selected based on convenience.

Sampling Method:

Convenience sampling was used, based on the willingness and

availability of the respondents. The study was conducted in

residential areas.

Research period

The time for the project is approximately 1 month in which the

collection of data, interpretation, analysis, conclusion and the

objectives of the study should be justified.

STATISTICAL TOOLS

The aim is to present a clear idea of research procedure that will be

followed in the study. The study is causal in nature as it studiesConsumer Behaviour with Special Reference to Docomo Offered by

Tata Teleservices, in Amravati City.

Hypothetical testing and correlation are the statistical tools helpful

to study Consumer Behaviour with Special Reference to Docomo

Offered by Tata Teleservices, in Amravati City.

Hypothetical testing begins by making assumption about the

population parameter. Then we gather sample data and determine

sample statistic. To test the validity of our hypothesis the difference

the hypothesized population parameters is calculated. If the a ctual


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value is large, we reject our hypothesis. If the value is small we

accept it. And Chi-Square test is undertaken to test the hypothesis.

Correlation is a statistical tool that helps to measure and analyze the

degree or extent to which two or more variables fluctuate with

reference to one another.

In other words, if the change in one variable affects a change in the

other variable, the variables are said to be correlated.


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DATA ANALYSSIS AND INTERPRETATION

1. Do you use Mobile?

PERCENTAGE

YES 97 97 %

NO 3 3%

TOTAL 100 100%

Analysis:

97% consumer use mobile, where 3% dont use the same.

Interpretation:

Above analysis shows that majority of people use mobile.

Yes

97%

No

3%

Mobil

r


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2.Which service do you use?Name of Service

Provider

N0. OF RESPONDENT PERCENTAGE

Tata Docomo 20 20%Airtel 23 23%

BSNL 14 14%

Reliance 19 19%

Vodafone 14 14%

Idea 10 10%

TOTAL 100 100%

Analysis:

20% customer use Tata Docomo where remaining 80% use other

services.

Interpretation:

Above analysis shows that there is intense competition existed in

market.

Tata Docomo

20%

Airtel

23%

BSNL

14%

Reliance

19%

Vodafone

14%

Idea

10%

Available Servies


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If Tata Docomo

3.Which is your age group?AGE GROUP NO. OF RESPONDENT PERCENTAGE

16-26 9 45%

27-37 6 30%

38-48 3 15%

49 AND ABOVE 2 10%

TOTAL 20 100%

Analysis: 45 % Tata Docomo user belong to 16-26 years age

group and 27-37 years age group customer are 30% as well

remaining 25% customer belong to 38 years to above age group.

Interpretation: Above analysis shows that Tata Docomo is most

popular among youngsters where it is less preferable among aged

class.

16-26

45%

27-3730%

38-48

15%

49 AND

A O

E

10%

Customers' Age Group


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4.What is your profession?

PROFESSION NO. OF

RESPONDENTS

PERCENTAGE

STUDENT 9 45%

SELF EMLOYED 5 25%

EMPLOYESS 4 20%

OTHERS 2 10%

TOTAL 20 100%

Analysis: 45% percent of customers are Student , while remaining

65% are Self employed and employees.

Interpretation: Tata Docomo Services are popular among

students.

Student

45%

Sele Emloyed

25%

Employess

20%

Other

10%

Prof

ionof

tomer


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5.What make you think to use Tata Docomo?REASON TO USE

TATA DOCOMO

NO. OF

RESPONDENTS

PERCENTAGE

Second Billing 9 45%

Prompt service 6 30%

Schemes 4 20%

Advertising 1 5%

Total 20 100%

Analysis: 45% consumer prefers Tata Docomo because of Second

Billing system, where 55% use it because of Prompt Service,

Schemes, and Advertising.

Interpretation: Above analysis shows that Second Billing system is

most popular feature to make Tata Docomo popular, as well Tata

Docomos prompt service is another most popular reason to use.

Secon ill ing

45%

Prompt Service

30%

Schemes

20%

dvertising

5%

Reason to se

ata ocomo


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6.What do you do if you have a problem?ACTIVITY NO. OF

RESPONDENT

PERCENTAGE

CALL CUSTOMER CAR

E12 60%

EMAIL TO HELP DESK 1 5%

CONTACT TATA

DOCOMO TRUE VALUE

SHOPPE

6 30%

OTHER 1 5%

TOTAL 20 100%

Analysis: 60% customer prefer to call the customer care to solve

the problem, where 30% customer like to contact to Tata Docomo

True Value Shoppe and 5% customer lodge their complaint via Email

and 5% customer solve their problem by other ways.

Interpretation: Above analysis shows that calling to customer care

is a easiest way to make complaints, also con tacting to the Tata

CALL CUSTOME

CA E

60%

EMAIL TO HEL

ESK

5%

CONTACTTATA

OCOMO TRUE

ALUE SHO E

30%

OTHER

5%

Way To Approach Tata Docomo


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Docomo True Value Shoppe is a preferable method of lodging

complaint, making a email is comparatively less popular way to

make complaint.

7.Do you get satisfied after approaching to Docomo?RESULT NO. OF RESPONDENT PERCENTAGE

YES 18 90%

NO 2 10%

TOTAL 20 100%

Analysis: 90% customers get satisfied with Tata Docomo customer

support and 10% are not satisfied with it.

Interpretation: Majority of customers are satisfied with Tata

Docomo customer support, still there is a wide scope for

improvement.

YES

90%

NO

10%

Satisfaction after Approaching Tata

Docomo


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8.How do you rank customer service of Docomo?RANK NO. OF RESPONDENTS PERCENTAGE

EXCELLENT 6 30%GOOD 12 60%

AVERAGE 1 5%

POOR 1 5%

TOTAL 20 100%

Analysis: 30% of customers feel that the services are excellent and

60% of customers feel that the services are good & 5% customer

think that the services average and poor.

Interpretation: On the good extent customer rank Tata docomo

services are excellent; at a big quantity customer feels that services

are good while there are a few customers are less happy with Tata

Docomo services.

EXCELLENT

30%

G ! ! "

60%

A#

ERAGE

5%

P $ $ R

5%

Ranking of Tata Docomo Services


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9.What recharge method do you use?RECHARGE METHOD NO. OF RESPONDENTS PERCENTAGE

PAPER RECHARGE 10 50%

EASY R

ECHARG

E8 40%

ONLINE RECHARGE 2 10%

TOTAL 20 100%

Analysis: 50% customer prefers paper recharge method while 40%

&10% customer prefer easy and online recharge method

respectively.

Interpretation:

Paper Recharge is most popular recharging method among all the

methods.

PAPERRECHARGE

50%EASYRECHARGE

40%

ONLINE

RECHARGE

10%

Recharging Method


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10. What is your overall opinion about Tata DocomoServices?

OPINION NO. OF RESPONDENT PERCENTAGE

EXCELLENT 6 30%

GOOD 11 55%

AVERAGE 2 10%

POOR 1 5%

TOTAL 20 100%

Analysis: 30% customers over all opinion about Tata Docomo

Services is Excellent, where 55% thing that Good services provided

by Tata Docomo, with 10% and 5% percent customer think that

services are Average and poor.

Interpretation: Most of the people think that services provided by

Tata Docomo are good and excellent.

EXCELLENT

30%

GOOD

55%

A%

ERAGE

10%

POOR

5%

Overall Opinion


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11. Will you recommend Tata Docomo Services?RECOMMENDATION NO. OF RESPONDENT PERCENTAGE

YES 13 65%

NO 7 35%TOTAL 20 100%

Analysis: 65% customer say Yes to recommend Tata Docomo

Services while 35% said No to recommend.

Interpretation: Majority of existing customer agreed to

recommend Tata Docomo Services, a very few quantity deny to

recommendation.

YES

65%

NO35%

Recommendation of Tata Docomo


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Questions for customer of other than Docomo:

12. Why dont you use Tata Docomo?REASON NO. OF RESPONDENT PERCENTAGE

SATISFIED WITH

PRESENT SERVICE

8 10%

USING OTHER

SERVICE FROM A

LONG TIME

20 25%

DONT WANT TO

CHANGE NO.

28 35%

NOT AWARE ABOUTTATADOCOMOS

TARIFF PLANS

24 30%

TOTAL 80 100%

Analysis: Only 10% customer are satisfied with current services

where 25% customer are use it because they are using present

service from long time, 35 % customer dont want to change their

S&

TISFIE ' WITH

( RESENT SERVICE

10%

USINGOTHER

SERVICE FROM)

LONGTIME

25%

DONT W)

NTTO

CH)

NGE NO.

35%

NOT)

W)

RE&

0 OUT

TATADOCOMOS

TARIFF ( LANS

30%

Reason for not using Tata Docomo


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number, while 30% people are unaware about Tata Docomo tariff

plans.

Interpretation: Above analysis shows that there is very less

quantity of customer satisfied with current services, Aboveinformation shows that Tata Docomo Services can Capture above

market with application of a special marketing plan.

13. If Mobile Portability get Started would you like tobe ported into Tata Docomo?

POSSIBILITY OF

PORTABILITY

NO. OF RESPONDENT PERCENTAGE

YES 52 65%

NO 28 35%

TOTAL 80 100%

Analysis: 65% of customers want to get ported in Tata Docomo,

while 35% want to stay with current service provider.

Yes

65%

No

35%

Possibility ofPortability


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Interpretation: If the portability get started there will be a good

quantity of competitors customer to be ported into Tata Docomo.

FINDINGS

1. 97 out of 100 respondents are mobile user.2. On the big extent customers are happy with Tata Docomo

Services.

3. Among youngsters Tata Docomo Services are more popular.4. Market is quite competent with presence of many major players.5. There is a wide scope for improvement in services as market is

quite competent, strong need to understand needs of unhappy

customers.

Hypothesis:

1. Selection of Tata Teleservices is affected by the age of thecustomer.

The youth is more attracted towards Tata Docomo as it has

many attractive plans and scheme for this segment.

2. Selection of Tata Teleservices is affected by Gender.Gender bias is not a big issue in the selection of TTSL.


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3. There exists a positive relationship between Docomo PurchaseIntention & Various schemes available.

4. There exi

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