abhishek's final summer project report

7/30/2019 Abhishek's Final Summer Project Report

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WEST BENGAL UNIVERSITY OF TECHNOLOGY

SUMMER PROJECT REPORT

Study of different GSM & CDMA service providers to increase the

sales of Reliance GSM services in Kolkata.

At

ByABHISHEK DAS

WBUT Regn No: 071360709201002 of 2007-2008WBUT Roll No: 071360709002

ARMY INSTITUTE OF MANAGEMENT

KOLKATA


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GUIDANCE-cum-COMPLETION CERTIFICATE

This is to certify that Mr.Abhishek Das, WBUT Regn.No: 071360709201002 of 2007-2008,WBUT Roll No: 071360709002, has undertaken the project titled Study of different GSM

& CDMA service providers to increase the sales of Reliance GSM services in Kolkataunder our guidance from 1/06/08 to 31/07/08 at Reliance Web Stores Limited and hascompleted the said project successfully.

External Guides Full Signature

Organizations Seal Designation

Internal Guides Full Signature

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ACKNOWLEDGEMENT

Any work of this magnitude requires inputs, efforts and encouragement of people fromall sides. In completing my project report, I have been privileged enough to get active andkind cooperation from many without whom my endeavors would not have been asuccess.

Before I begin the report, I would like to wish my thanks to those entire people whoseconstant support and encouragement brought this project report into existence.

I take this opportunity to thank Mr. Ramnik Manhotra who had given me an

opportunity to work and to Mr. Aminesh Tiwari for helping me in suggesting such agood project.

It is my immense pleasure to acknowledge thanks to Prof. A.K Pani, Army Institute ofManagement, Kolkata, for his support and valuable guidance.

I am extremely grateful to Mr. Abhishek Singh, Mrs.Rajshree Goshal and Mr. VikashSomani for guiding me during this whole project and for giving me complete outline ofmy project and his whole hearted support.

I would also like to thank Mr. Amar (Reliance House, Chowringhee.), Mr. Arunava(Shivam Chamber, Ballygunge.), Mr. Amitava (Sarat Bose Road, Opp Nepal Sweets.)Mr. Subhasis Pal (Alipore, Burdwan Road.), Mr. Shadab Zamal (Tollygunge, NearTollygunge Phari.), Mr. Chinmay (CIT Road, Phoolbagan.), Mr. Ayan Samadar(Kalakar Street.), Mr. Jitesh Singh (Opposite AC market, Howrah), Mrs. AnuradhaChoudhary (Camac Street, Azimganj House.), Mr. Manas (BBD Bag, Stephen House.),Mr. Jotirmoy Banerjee (Chiriamore, Barrackpore.) for giving me support in theirReliance World stores.

Last but not the least; I would like to thank the whole Team ofReliance World Kolkatafor so much supportive.

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EXECUTIVE SUMMARY

This project report is all about the sales of Reliance GSM services going inside as well asoutside of Reliance World. It deals with the overview of various GSM & CDMAtechnologies, how they work, SWOT analysis of Reliance GSM, comparative analysis ofother telecom service providers in Kolkata, and scopes for increasing the sales ofReliance GSM. Other objectives include the study of consumer behavior with front-end

persons and vice versa. Understanding the requirement of the customer and to find outthe gaps between expectation of the customers and what is delivered to them is the mainaim.

In todays competitive environment, retail outlets are increasingly realizing the need tofocus on service quality as a measure to improve their competitive position. Customerbased determinants and perceptions of service quality, therefore, play an important rolewhen choosing a Retail outlet. In the project, the feedback was taken from the elevenbranches of Reliance World in the Kolkata region including (Reliance House,Chowringhee.), (Shivam Chamber, Ballygunge.), (Sarat Bose Road, Opp Nepal Sweets.)(Alipore, Burdwan Road.), (Tollygunge, Near Tollygunge Phari.), (CIT Road,Phoolbagan.), (Kalakar Street.), (Opposite AC market, Howrah), (Camac Street,Azimganj House.), (BBD Bag, Stephen House.), (Chiriamore, Barrackpore), forpreparing a SWOT analysis.

Efforts have been made to give specific recommendations wherever possible to improvethe system. One questionnaire have also been filled up by the customers visiting to thestore as well as outside to the store to have the perception of customer regarding servicesoffered by Reliance GSM at different locations in Kolkata.

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INDEX

-

-

-

-

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Chapter I: The Company

1.1 Company Profile

- Overview ofReliance Anil Dhirubhai Ambani Group.Structure ofReliance ADAG.Reliance Communications.Reliance World (Reliance Web Stores Limited).Scenario of telecommunication industry in India.

Chapter II: The Project

2.1 Purpose & Scope of studyStudy of GSM & CDMA Technologies.Architecture of the GSM network.Differences between GSM & CDMA.Cellular phone subscribers in India.Company wise market share.SWOT analysis of Reliance GSM.

2.2 Methodology

Chapter III: Collection & Analysis of data

3.1 Data Collection

3.2 Data Analysis

Chapter IV: Findings & Recommendations

4.1 Conclusion

4.2 Constraints & Limitations

4.3 Recommendations

Appendices & Annexure

Bibliography

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TTHHEE CCOOMMPPAANNYY

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OVERVIEW OF RELIANCE ANIL DHIRUBHAI AMBANI GROUP

The Reliance Anil Dhirubhai Ambani Group is among Indias top three private sectorbusiness houses on all major financial parameters, with a market capitalization ofRs.325,000 crores (US$ 81 billion), net assets in excess of Rs.115,000 crores (US$ 29billion), and net worth to the tune of Rs.55,000 crores (US$ 14 billion)

Across different companies, the group has a customer base of over 100 million, thelargest in India, and a shareholder base of over 12 million, among the largest in theworld.

Through its products and services, the Reliance - ADA Group touches the life of 1 in 10Indians every single day. It has a business presence that extends to over 4,500 towns and

300,000 villages in India, and 5 continents across the world.

The interests of the Group range from communications (Reliance Communications) andfinancial services (Reliance Capital Ltd), to generation, transmission and distribution ofpower (Reliance Energy), infrastructure and entertainment.

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RELIANCE COMMUNICATIONS

Reliance Communications Limited founded by late Shri. Dhirubhai H Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani Group. Ratedamong Asias Six Topmost Valuable Telecom Companies. Reliance Communications is

Indias foremost truly integrated telecommunications service provider. Listed on theNational Stock Exchange and the Bombay Stock Exchange, it is Indias leadingintegrated telecommunication company with over 35 million customers including close toone million individual overseas retail customers, ranks among the top ten Asian Telecomcompanies. Reliance Communications corporate client includes 600 Indian and 250multinational corporations, and over 200 global carriers.

Reliance Communications business encompasses a complete range of telecom servicescovering mobile and fixed line telephony. It includes broadband, national andinternational long distance services and data services along with an exhaustive range ofvalue-added services and applications. Their constant endeavor is to achieve customer

delight by enhancing the productivity of the enterprises and individuals they serve.

The company has established a pan-India, next generation, integrated (wireless and wireline), convergent (voice, data and video) digital network that is capable of supportingbest-of-class services spanning the entire infocom value chain, covering over 6,000 townsand 300,000 villages. Reliance Communications owns and operates the worlds largestnext generation, IP enabled connectivity infrastructure, comprising over 150,000kilometers of fibre optic cable systems in India, USA, Europe, Middle East and the AsiaPacific region.

RELIANCE WORLD

Reliance World (formerly Reliance WebWorld) is a world-class nationwide chain ofretail outlets for products and services of the Reliance Anil Dhirubhai Ambani Group.It is designed to give the customer a delightful experience of the digital world ofinformation, communication, entertainment and utility services.

All Reliance World outlets are connected to Reliances countrywide optic fibre network.The Broadband Centre at Reliance World leverages this broadband network to bringinnovative digital services.

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RELIANCE WEB STORES LIMITED (RWSL)

PFS BBCenter Big TV Big Flix Mobility Business JAVA green

-MF VC -VDU 19 Stores CDMA GSM-Life Insurance- Resume

-GIC -e- learning

-Credit Card -Gaming

-DMAT -Conference-Virtual Office

SERVICES PROVIDED BY RELIANCE WEB STORES LIMITED

Broadband Surfing-Surf the Web at a scorching pace, download files at lightening speeds..Digital Services-The Digital Services Desk is where your data, documents and pictures come alive.eLearning-Learn through new, exciting methods, using technology to your advantage.eRecruitment & Training-From recruitment to retention, its an end-to-end suite of peoplemanagement solutions.

Online Gaming-If you can handle the adrenaline rush, online gaming has heaps of excitement in storefor you.

Personal Financial Services-At the PFS Desk, you will discover a wide range of financial productsReliance Phones-Stay connected with Reliance phones and accessories. Say hello to Reliance Hello

and services. and Reliance Mobile.

VDO Messaging Service (VMS)- Find your way to peoples hearts through their mailboxes.VDO Resume-Now employers can now 'meet' job seekers without scheduling interviews.Video Conferencing-Who says you have to travel out of station to meet 'outstation' people? .Virtual Office-This is your broadband-enabled personal office space within Reliance World.

Enterprise Services- Looking to leverage technology and reach for enterprise solutions?

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SCENARIO OF TELECOMMUNICATION INDUSTRY IN INDIA.

The Indian telecommunications has been zooming up the growth curve at a feverish pace,emerging as one of the key sectors responsible for India's resurgent economic growth.India is set to surpass US to become the second largest wireless network in the worldwith a subscriber base of over 300 million by April, according to the Telecom RegulatoryAuthority of India (TRAI). The wireless subscriber base that currently stands at 250.93million surpassing that of the US to become the second wireless network in the world.The year 2007 saw India achieving significant distinctions: having the world's lowest callrates (2-3 US cents), the fastest growth in the number of subscribers (15.31 million in 4months), the fastest sale of million mobile phones (in a week), the world's cheapestmobile handset (US$ 17.2) and the world's most affordable colour phone (US$ 27.42)and largest sale of mobile handsets (in the third quarter).

Segment-wise growth

Wireless segment has emerged as the preferred mode of telephone service by theconsumers, reflected in the rising share of mobile phone connections to total connections.The share of mobile phones has increased from 71.69 per cent at the end of March 2006to 87.68 per cent at the end of May 2008. While total mobile subscriber base was 277.92million, wire line subscriber base was 39.05 million. Consequently, overall tele-densityhas increased to 27.59 per cent at the end of May 2008. India is likely to be secondlargest mobile market in the BRIC nations, with 560 million mobile users representingthe next great growth curve for both mobile and interactive marketing industries,

according to a report by eMarketers. Also, private sector has become the dominant playerin the industry. While public sector companies added 53.6 million subscribers during1998-2007, private companies have added a whopping 133.58 million subscribers duringthe same period. The dominance has been much more pronounced in the mobile market,where private operators have added 124.68 million subscribers, while public sectoroperators added only 31.79 million subscribers.

Investment

The booming domestic telecom market has been attracting accelerating amount ofinvestment. During April 2000 to March 2008, cumulative FDI inflows into the Indian

telecommunications sector amounted to US$ 3.84 billion, accounting for 6.81 per cent ofthe total FDI inflows into the country. In fact, the surge in mobile services market islikely to see investment worth about US$ 24 billion by 2010, going by industry estimates.This is understandable, when seen that the number of mobile subscribers is estimated toincrease to 600 million by 2012, according to Standard Chartered Bank, implying amobile in the hands of every second person in the country.

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TTHHEE PPRROOJJEECCTT

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PURPOSE & SCOPE OF STUDY

To understand the basic expectation of the telecom service subscribers.

To evaluate the gathered suggestions received from customers, store managersand front desk executives to boost the sales of Reliance GSM.

To prepare a SWOT analysis on the basis of feedback received.

To study the market share of other GSM service providers in Kolkata. To study the customer behavior by observing them in the stores.

To identify the customer demand in Reliance World.

To observe the product promotion efforts by the outlet employees.

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STUDY OF GSM & CDMA TECHNOLOGIES

GSM and CDMA are the two main competing network technologies deployed by cellularservice providers world over. Understanding the pros and cons of both the technologies

will help one to make right decision according to ones requirement.

GSM (Global System for Mobile Communications) originated in Europe in 1990. TheGSM Association is an international organization founded in 1987, dedicated todeveloping, providing and overseeing the worldwide wireless standard of GSM.

While CDMA (Code Division Multiple Access) is a proprietary standard designed byQualcomm Inc in United States and has been the dominant network standard for NorthAmerica and parts of Asia. It became an international standard in 1995.

However now, GSM networks have penetrated the United States and the CDMA

networks have spread in other parts of the world. People of both the camps claim thattheir architecture is superior to the other.

The Technology:Mobile personal communication systems use microwave frequencies above 800 MHz fortransmission and reception. All service providers operate in some pre allocated frequencybands according to international standards. For operating in these microwave frequenciesthere are following access methods:

FDMA (Frequency Division Multiple Access) - FDMA puts each call on aseparate frequency.

TDMA (Time Division Multiple Access) - TDMA assigns each call a certainportion of time on a designated frequency.

CDMA (Code Division Multiple Access) - CDMA gives a unique code to eachcall and spreads it over available frequencies.

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ARCHITECTURE OF THE GSM NETWORK

A GSM network is composed of several functional entities, whose functions andinterfaces are specified. Figure 1 shows the layout of a generic GSM network. The GSM

network can be divided into three broad parts. The subscriber carries the Mobile Station.The Base Station Subsystem controls the radio link with the Mobile Station. TheNetwork Subsystem, the main part of which is the Mobile services Switching Center(MSC), performs the switching of calls between the mobile users, and between mobileand fixed network users. The MSC also handles the mobility management operations.Not shown is the Operations and Maintenance Center, which oversees the properoperation and setup of the network. The Mobile Station and the Base Station Subsystemcommunicate across the Um interface, also known as the air interface or radio link. TheBase Station Subsystem communicates with the Mobile services Switching Centeracross the A interface.

Figure 1. General architecture of a GSM network

Mobile Station

The mobile station (MS) consists of the mobile equipment (the terminal) and a smartcard called the Subscriber Identity Module (SIM). The SIM provides personalmobility, so that the user can have access to subscribed services irrespective of aspecific terminal. By inserting the SIM card into another GSM terminal, the user is

able to receive calls at that terminal, make calls from that terminal, and receive othersubscribed services.

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The International Mobile Equipment Identity (IMEI) uniquely identifies the mobileequipment. The SIM card contains the International Mobile Subscriber Identity (IMSI)used to identify the subscriber to the system, a secret key for authentication, and otherinformation. The IMEI and the IMSI are independent, thereby allowing personalmobility. The SIM card may be protected against unauthorized use by a password orpersonal identity number.


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Base Station Subsystem

The Base Station Subsystem is composed of two parts, the Base Transceiver Station(BTS) and the Base Station Controller (BSC). These communicate across thestandardized Abis interface, allowing (as in the rest of the system) operation betweencomponents made by different suppliers. The Base Transceiver Station houses the

radio transceivers that define a cell and handles the radio-link protocols with theMobile Station. In a large urban area, there will potentially be a large number of BTSsdeployed, thus the requirements for a BTS are ruggedness, reliability, portability, andminimum cost. The Base Station Controller manages the radio resources for one ormore BTSs. It handles radio-channel setup, frequency hopping, and handovers, asdescribed below. The BSC is the connection between the mobile station and theMobile service Switching Center (MSC).

Network Subsystem

The central component of the Network Subsystem is the Mobile services SwitchingCenter (MSC). It acts like a normal switching node of the PSTN or ISDN, and

additionally provides all the functionality needed to handle a mobile subscriber, suchas registration, authentication, location updating, handovers, and call routing to aroaming subscriber. These services are provided in conjunction with several functionalentities, which together form the Network Subsystem. The MSC provides theconnection to the fixed networks (such as the PSTN or ISDN). Signaling betweenfunctional entities in the Network Subsystem uses Signaling System Number 7 (SS7),used for trunk signaling in ISDN and widely used in current public networks.The Home Location Register (HLR) and Visitor Location Register (VLR), togetherwith the MSC, provide the call-routing and roaming capabilities of GSM. The HLRcontains all the administrative information of each subscriber registered in thecorresponding GSM network, along with the current location of the mobile. Thelocation of the mobile is typically in the form of the signaling address of the VLRassociated with the mobile station. The actual routing procedure will be described later.There is logically one HLR per GSM network, although it may be implemented as adistributed database.

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The Visitor Location Register (VLR) contains selected administrative informationfrom the HLR, necessary for call control and provision of the subscribed services, foreach mobile currently located in the geographical area controlled by the VLR.Although each functional entity can be implemented as an independent unit, allmanufacturers of switching equipment to date implement the VLR together with theMSC, so that the geographical area controlled by the MSC corresponds to thatcontrolled by the VLR, thus simplifying the signaling required. Note that the MSCcontains no information about particular mobile stations --- this information is stored inthe location registers. The other two registers are used for authentication and securitypurposes. The Equipment Identity Register (EIR) is a database that contains a list of allvalid mobile equipment on the network, where its International Mobile EquipmentIdentity (IMEI) identifies each mobile station. An IMEI is marked as invalid if it hasbeen reported stolen or is not type approved. The Authentication Center (AuC) is aprotected database that stores a copy of the secret key stored in each subscriber's SIM

card, which is used for authentication and encryption over the radio channel.


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DIFFERENCE BETWEEN GSM & CDMA

GSM CDMA1.In case of GSM you can choose a handsetseperately from a wide variety available in themarket. It should be GSM 900/1800 compatiblefor use in India.

Then buy a pre-paid or post-paid SIM card(Subscriber Identity Module that contains useraccount information) from any of the GSMService Providers like Airtel, Hutch, Idea,MTNL, BSNL, Aircel, Spice etc. Just insertthis SIM into your handset and start talking.

1. Handset is network locked. You buy apackage from the Service Provider like Relianceor Tata Indicom that includes a handset and apre-paid or post-paid plan.

Earlier it was difficult to change the handset andkeep the same number but now to change aReliance handset in future, you just need ahandset change card costing a nominal amount.

T-SIM enabled handsets of Tata Indicom can bechanged easily.

2. A very large range of handsets to choosefrom as the big handset companies like Nokia,Motorola, SonyEricsson, LG, Samsung etc. aremarketing their products through independentdistribution and retail network.

2. Choice of handsets is limited to the modelsoffered by the Service Provider. Although bothReliance and Tata have now a range of entrylevel, mid-segment and features rich advancehandsets available with them.

3. You can easily change the service providerand continue with the same handset.

3. You can't change service provider andcontinue with the same handset. It could betechnically possible but not easy.

4.In GSM different frequencies are used acrossdifferent cells but that does not mean that voiceclarity is necessarily compromised. Actually itdepends upon the location and network traffic

too.

4.Voice clarity is supposed to be better inCDMA network as it uses same frequencyacross all cells.

5. EDGE (Enhanced Data Rates for GSMEvolution) enabled GSM networks arecomparable in terms of downloads speed.Please note an EDGE enabled handset is alsorequired.

5. Data Transfer Speed is traditionally more incase of CDMA. BREW (Binary RuntimeEnvironment for Wireless) technology, which isexclusive to CDMA, networks enables fasterdata downloads.

6. GSM service providers are better networkedglobally to offer international roaming. But youmust check for roaming call rates and coveragein the regions or countries where you visitfrequently.

6. Check for International roaming tie-ups if youtravel abroad frequently. Also check for thecoverage in the region where you intend to useyour cell phone within India.

Tata is soon launching T-SIM to enableinternational roaming with one world one

number concept.

7. If you travel to other countries you can evenuse your same GSM cell phone abroad if it is aquad-band phone (850/900/1800/1900 MHz).By purchasing a local SIM card with call valueand a local number in the country you arevisiting, you can make calls against the card tosave yourself international roaming chargesfrom your home service provider.

7. CDMA phones that are not card-enabled donot have this capability.

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COMPANY WISE MARKET SHARE

Group Company Total Subscribers

Airtel(GSM) 61984721

Reliance (CDMA +GSM) 45453213

Vodafone Essar(GSM) 44126243

BSNL(GSM + WLL) 40787682

Tata (CDMA) 24330231

IDEA(GSM) 24001573

Aircel(GSM) 10610428

Spice(GSM) 4210669

.MTNL(GSM + WLL) 3531478

BPL(GSM) 1294762

HFCL (CDMA) 298809

Shyam (CDMA) 107104

Total (All India) 260736913

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SWOT ANALYSIS OF RELIANCE GSM

(The SWOT Analysis is based on the responses obtained from the Store Managers & front

desk executives of 11 Reliance World outlets in Kolkata.)

STRENGTH

Call tariff is less, i.e. lower tariff.

Special Tariff Vouchers (STV) with multiple options. E.g.- Power recharge Rs101 (3months), Rs301 (9 months), Rs365 (1 year).

Wide coverage.

Attractive offers. Attractive postpaid plans-99, 299,399,440,499.

Closed User Group (CUG).

Attractive prepaid offers.

Frequent service camps.

Small Top-ups (10,20)

Customer care prompt.

PRBT/VAS costs less.

Decline in STD rates- Rs 1.00/min

103 recharge, 222-life time.

In recharge 111, less call rates.

Penetration in Northeast India.

Attractive gifts.

GPRS packs.

SMS packages.

Offers-weekend masti & combo packs.

Availability of Blackberry handsets in cheap & attractive prices.

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WEAKNESS

Backend centric process.

Bill payment problem for postpaid connections

Call drops at some locations.

Backhand server is low sometimes.

Balance deduction.

More connection charges or security deposits.

Less talk time as compare to other telecom service providers.

SIM lock problem.

OPPORTUNITIES

Wide coverage. Attractive postpaid plans-99, 299,399,440,499.

Small Top-ups (10,20)

Offers-weekend masti & combo packs.

THREATS

Price sensitive competition.

Chota Recharge option with other service providers.

Network coverage area across the nation. Customer care service outlets are lesser.

Balance deduction in case of prepaid connection.

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METHODOLOGY

Research Methodology is a way to systematically solve the research problem. In it westudy the various steps that are generally adopted by a researcher in studying his researchproblem along with the logic behind them.

RESEARCH DESIGN-

Exploratory research studies are also termed as formulative research studies; themain purpose of such studies is that of formulating a problem for more preciseinvestigation or of developing the working hypotheses from an operational point ofview.

SAMPLING TECHNIQUE-

Non-probability sampling is a sampling technique in which the organizers of the

inquiry purposively choose the particular units of universe for constituting a sampleon the basis that the small mass that they so select out of a huge one will be typical orrepresentative of the whole.

SOURCE OF INFORMATION-

PRIMARY DATA

INTERVIEW: - Semi-structured interviews are conducted with a fairly open

framework, which allow for focused, conversational, two-way communication. Theycan be used both to give and receive information. Relevant topics are initially

identified and the possible relationship between these topics and the issues such asavailability, expense, and effectiveness become the basis for more specific questions,which do not need to be prepared in advance. Not all questions are designed andphrased ahead of time. The majority of questions are created during the interview,allowing both the interviewer and the person being interviewed the flexibility toprobe for details or discuss issues.

QUESTIONNAIRE: - A series ofclosed ended & open-ended questions were askedto individuals to obtain statistically useful information.

SECONDARY DATA

Internet &

Books

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*Both primary and secondary data collection methods are used for the study.
http://en.wikipedia.org/wiki/Open_ended_questionhttp://en.wikipedia.org/wiki/Open_ended_question


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DATA COLLECTION

The data collection is a critical part of a study. Data can be based on primary data, which

is collected through interviews, observations and experiments, and secondary data, whichare collected through documented data from literature, articles, and documents fromprevious studies and statistics.

In my study, I have chosen to use both primary and secondary data. Primary data is usedin the form of questionnaires and interviews. The questionnaire is used in order to obtainthe detailed information of the study. The template of the questionnaire is found in theappendix.

Interviews, on the other hand, are used for gaining an understanding of the problem areaand to get new angles of approach. Therefore, I have interviewed several customers as

well as employees in the organization, as for example customer visiting inside the store,user of Reliance GSM at different location at Kolkata as well as employees of differentdepartments.

I have chosen to use semi-structured interviews, i.e. interviews where we only usedcertain topics as guidelines, in order to enable the respondents to define their view ofreality.

Secondary data can be obtained in libraries, databases, books, journals, articles, etc. Forrelatively recent topics that are under rapid development it is harder to find up-to-dateinformation in the books than for older and more traditional topics. Therefore, it is

recommended that greater focus be put on searches in journals and Internet Search.Secondary data used in this study is mainly data from Internet and newspapers.Secondary data was collected regarding the company profile, scenario of telecomindustry in India, technology familisation to both GSM & CDMA technologies.

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ANALYSIS OF CUSTOMER FEEDBACK QUESTIONNAIRE

Q. Which of the factor, you generally give most importance before taking a new mobileconnection from a particular telecom service provider.

Tariff rates. Network coverage.

Offers and plans. Customer care service.

0

5

10

15

20

25

30

35

40

Tarif f rates Netw ork

coverage

Offers and

plans

Customer

care service

Q. What made you choose Reliance GSM connection?

Low tariffs Attractive offers & plans.

Influenced by advertisements.

Others advising.

Other reasons.

0

10

20

30

40

50

60

Cheap tariffs

Attractive offers &

plans

Influenced by

advertisements

Others advising

Other reasons

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Q: Which connection do you prefer?

Postpaid Prepaid

Postpaid

31%

Prepaid

69%

Q: Do the sales executive was aware to all features of products asked by you and giveyou appropriate response and solutions?

Yes. No.

Yes

82%

No

18%

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Q: How would you rank the behavior of staffs at customer care and other desk?

Excellent. Very good.

Satisfactory. Not adequate.

More training required.

Q: How would you rank the availability of products at Reliance World stores?

Excellent. Very Good.

Good. Average.

0

5

10

15

20

25

30

Excellent Very good Good Average

Availability of products at Reliance World stores

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CUSTOMERS FEEDBACK CORRESPONDING TO SERVICES PROVIDED BY

RELIANCE GSM.

Tick under the appropriate column corresponding to services provided by Reliance GSM.

Services Excellent VeryGood

Good Satisfactory Poor

Tariff rates

Networkcoverage

Customercare

Value addedservices

Types of

RCVsAvailability ofRCVs

Prepaid offers

Postpaidoffers

STD rates

Roamingcharges

Local rates

Power

rechargesSMS charges

Life timeoffers

Value formoney

Offers duringfestivals

Impact ofadvertisement

Outletenvironment

Attractivegifts

Level ofsatisfaction

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Tariff Rates

Excellent

25%

Very good

45%

Good

19%

Satisfactory

10%

Poor

1%

Network Coverage

Excellent

6%Very good

20%

Good

41%

Satisfactory

25%

Poor

8%

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Value Added Services

Excellent

19%

Very good

25%Good

37%

Satisfactory

16%

Poor

3%

Types of Recharge Vouchers

Excellent

37%

Very good

30%

Good

22%

Satisfactory

10%

Poor

1%

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Prepaid Offers

Excellent

20%

Very Good

36%

Good

24%

Satisfactory

17%

Poor

3%

Postpaid Offers

Excellent

28%

Very Good

35%

Good

19%

Satisfactory

16%

Poor

2%

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STD Rates

Excellent

24%

Very Good

36%

Good

25%

Satisfactory

11%

Poor

4%

Local Rates

Excellent

17%

Very Good

35%Good

24%

Satisfactory

19%

Poor

5%

SMS Charges

Excellent

12%

Very Good

32%Good

37%

Satisfactory

15%

Poor

4%

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Roaming Charges

Excellent

18%

Very Good

27%Good

38%

Satisfactory

14%

Poor

3%

Power Recharges

Excellent

21%

Very Good

31%

Good

36%

Satisfactory

10%

Poor

2%

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Outlet Environment

Excellent

14%

Very Good

18%

Good

27%

Satisfactory

38%

Poor

3%


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Life-time Offers

Excellent

22%

Very Good

42%

Good

22%

Satisfactory

12%

Poor

2%

Offers During Festivals

Excellent

25%

Very Good

37%

Good

22%

Satisfactory

13%

Poor

3%

Attractive Gifts

Excellent

20%

Very Good

36%

Good

29%

Satisfactory

13%

Poor

2%

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Impact of Advertisement

Excellent

6% Very Good

19%

Good

41%

Satisfactory

31%

Poor

3%

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FFIINNDDIINNGGSS&&

RREECCOOMMMMEENNDDAATTIIOONNSS

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CONCLUSION

Understanding consumer behavior and knowing customer are never simple. Customersmay say one thing but do another. They may not be in touch with their deeper motivation.

They may respond to influences that change their mind at the last minute. A consumersbuying behavior is influenced by cultural, social, personal, and psychological factors.Marketing and environmental stimuli enter the buyers consciousness. The buyerscharacteristics and decision process lead to certain purchase decisions. The marketerstask is to understand what happens in the buyers consciousness between the arrival ofoutside stimuli and the buyers purchase decisions. So, studying customer provide cluesfor developing new product, product features, prices, channels, messages, and othermarketing-mix elements.

In this project the consumer behavior is figured out by collecting the primary data i.e. byfilling up of questionnaires and interviewing front desk executives, store managers, and

the customers in and out of the stores. A survey was carried out to know customersinterest. Regarding the most importance given before taking a new connection, mostnumber of customer thinks network coverage is most vital as many of them are officegoers and they might have faced the problems regarding the network connectivity whilethey are in office. 43% of respondent has chosen Reliance GSM connection because of itstariff rates (which is lesser than that of other telecom service providers in India).Regarding the preference for the type of connection, more than half of the respondentsprefer prepaid connection. Majority of the customers experienced that the front deskexecutives are aware of all features of products asked by them and give them appropriateresponse and solution. According to them the behaviour of the staffs in stores is verygood. About the availability of products at Reliance world stores, most number of

respondent thinks that its very good i.e. the products are available at most of the time.

Customers visiting to the store were satisfied with the facilities available at the RelianceWorld. Some complaints were made regarding not availability of services on time. Theydemanded for wide range of handsets of various brands like NOKIA, LG, Sony Ericssonand Samsung having good features at medium price range. The prime area ofimprovement is after sales service offered by Reliance World, a considerable segment ofcustomers visiting to the store were dissatisfied with delay in available of services.

Customers were satisfied with the ambiance of the store. To realize goals, promotionalproducts programs must be carefully planned, taking into consideration the audience,

budget and, of course, the ultimate result to be gained.

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Lastly I want to state, as Reliance Communications is one of the leading companies atTelecom Industry in India and have a wide range of products and services for allsegments of users, the same it should be focused on providing quick services and betterafter sales services.


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CONSTRAINTS & LIMITATIONS

As the product is only one year old and the services are available in only eightstates, hence a small sample of people (customers) could be interviewed.

Difficulty in collection of data as had to wait for the sample customers.

The selection of customers to cover the various strata of the society was tediousand time consuming.

Getting accurate responses from the respondents due to their inherent problemswas difficult. They were partial, and refused to cooperate because of their beingbusy and sometimes arrogant while waiting for service delivery.

While taking interview of customers sometimes were directly refusing to fill thequestionnaire.

As there are no outbound activities, therefore it becomes difficult to interact withthe reliance users outside the store, which was extremely necessary for theconduct of this project especially to get information about the awareness ofcustomers and to calculate the market potential.

Respondents were hesitant and reluctant to reveal the entire information as thoughrevealing truth may lower their self-esteem.

Researchers own limited capabilities like personal biases, interpretation errors orlimited knowledge to understand the respondents view points also one of themajor limitations of the project.

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RECOMMENDATIONS

Need more on air promotion.

More Handset Bundle Offers(HBO).

Security deposit should be at par with Reliance CDMA or other service providers.

Certification Test & Product training should be conducted on a regular basis as wellas routine visit of RTL officials should be there to overcome the grass root problemsfaced by front desk executives.

Upgrading the customer care services.

Increasing the numbers of offers during service camps.

After sales services should be improved.

Offers like CDMA should be same as Reliance GSM.

More number of service camps should be arranged. Number of various RCVs should be increased.

Network should be strong.

More number of attractive VAS should be introduced.

Attractive gifts with new connections.

Customer care services are to be improved further at numbers*333 (for postpaid)*369 (for prepaid).

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AAPPPPEENNDDIICCEESS&&

AANNNNEEXXUURREE

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FEEDBACK QUESTIONNAIRE

Customer Profile

Name:-.......... Sex:-... Age:-..

Occupation:-...

Monthly Income:- Less than Rs 5,000/- Between Rs 5,000/- Rs10, 000/-

Between Rs 10,001/- Rs 25,000/- More than Rs 25,001/-

Q. Which of the factor, you generally give most importance before taking a new mobileconnection from a particular telecom service provider.

Tariff rates. Network coverage.

Offers and plans. Customer care service.

Q. What made you choose Reliance GSM connection?

Cheap tariffs Attractive offers & plans.

Influenced by advertisements. Others advising.

Other reasons -....... (Please specify.)

Q: Which connection do you prefer?

Postpaid Prepaid

Q: Do the sales executive was aware of all features of products asked by you and giveyou appropriate response and solutions?

Yes. No.

Q: How would you rank the behavior of staffs at customer care and other desk?


Satisfactory. Not adequate.

More training required (Please specify.)

Q: How would you rank the availability of products at Reliance World stores?


Good. Average.

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Tick under the appropriate column corresponding to services provided by Reliance GSM.

Services Excellent VeryGood

Good Satisfactory Poor

Tariff rates

Networkcoverage

Customercare

Value addedservices

Types ofRCVs

Availability ofRCVs

Prepaid offers

Postpaid

offersSTD rates

Roamingcharges

Local rates

Powerrecharges

SMS charges

Life timeoffers

Value formoney

Offers duringfestivals

Impact ofadvertisement

Outletenvironment

Attractivegifts

Level ofsatisfaction

Suggestions: -

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Websites: -

www.google.com

www.relianceadagroup.com

www.india-cellular.com www.gsmworld.com

en.wikipedia.org/wiki/GSM

www.gsm.org

Books: - Marketing Management - Philip Kotler

Research Methodology- C.R Kothari
http://www.google.com/http://www.google.com/http://www.google.com/http://www.relianceadagroup.com/http://www.relianceadagroup.com/http://www.relianceadagroup.com/http://www.india-cellular.com/http://www.gsmworld.com/http://www.gsmworld.com/http://www.gsmworld.com/http://www.gsm.org/http://www.gsm.org/http://www.gsm.org/http://www.gsm.org/http://www.gsmworld.com/http://www.india-cellular.com/http://www.relianceadagroup.com/http://www.google.com/

abhishek's final summer project report

Documents