ACKNOWLEDGMENT

I want to show my sincere gratitude to all those who made this study possible. First of

all I am thankful to the helpful staff and the faculty of Army Institute of Management

and Technology. One of the most important tasks in every good study is its critical

evaluation and feedback which was performed by our supervisor Prof M Yaseen

Khan. I am very thankful to our supervisor for investing his precious time to discuss

and criticize this study in depth, and explained the meaning of different concepts and

how to think when it comes to problem discussions and theoretical discussions. My

sincere thanks go to my family members, who indirectly participated in this study by

encouraging and supporting me.

Rouble Guleria

Course- MBA07

EXECUTIVE SUMMARY

A brand is the identity of a specific product, service, or business. A brand can take

many forms, including a name, sign, symbol, color combination or slogan. Brand

perception means how customers perceive the image of a brand. Effective brand

names build a connection between the brand’s personality and customers, as it is

perceived by the target audience. Favorable brand perception helps to motivate the

consumers to generate sales and unfavorable brand perception demotivates the

customers to buy the product. This study is conducted on Reliance Broadband

connection to check how customers view it as a product and how satisfied are they

with the services provided. The weak areas of this company are found out which

can help to improve the brand perception of the product and bring a favorable

change in the behavior of the customers. This study tries to understand the buying

intentions of customers. It also helps to understand the brand loyalty towards data

cards. Those parameters are identified that play the most important role in a

consumer’s choice of buying data cards. Careful brand management seeks to make

the product or services relevant to the target audience.

TABLE OF CONTENTS

S NO. TOPICS PAGE NO.

1. CHAPTER-1 INTRODUCTION(1.1) Introduction and literature review

2. CHAPTER-2 RESEARCH METHODOLOGY (2.1) Research problem (2.2) Research objective (2.3) Research design (2.4) Data collection (2.5) Scope of the study (2.6) Limitation of the study

3. CHAPTER-3 DATA ANALYSIS

4. CHAPTER-4 FINDINGS

5. CHAPTER-5 CONCLUSION & SUGGESTION

6. CHAPTER-6 BIBLIOGRAPHY

INTRODUCTION

BRAND:

A brand is the identity of a specific product, service, or business. A brand can take

many forms, including a name, sign, symbol, color combination or slogan. The

word brand began simply as a way to tell one person's cattle from another by

means of a hot iron stamp. A legally protected brand name is called a trademark.

The word brand has continued to evolve to encompass identity - it affects the

personality of a product, company or service.

BRANDING:

The central concern of brand building literature experienced a dramatic shift in the

last decade. Branding and the role of brands, as traditionally understood, were

subject to constant review and redefinition. A traditional definition of a brand was:

“the name, associated with one or more items in the product line that is used to

identify the source of character of the item” (Kilter 2000). The American

Marketing Association (AMA) definition of a brand is “a name, term, sign,

symbol, or design, or a combination of them, intended to identify the goods and

services of one seller or group of sellers and to differentiate them from those of

competitors”. Within this view, as Keller (2003a) says, “technically speaking, then,

whenever a marketer creates a new name, logo, or symbol for a new product, he or

she has created a brand”.

He recognizes, however, that brands today are much more than that. As can be

seen, according to these definitions brands had a simple and clear function as

identifiers. Before the shift in focus towards brand s and the brand building

process, brands were just another step in the whole process of marketing to sell

products. “For a long time, the brand has been treated in an off-hand fashion as a

part of the product” (Urde 1999).. Kotler (2000) mentions branding as “a major

issue in product strategy”. As the brand was only part of the product, the

communication strategy worked towards exposing the brand and creating brand

image.

LITERATURE REVIEW

Brand is the personality that identifies a product, service or company (name, term,

sign, symbol, or design, or combination of them) and how it relates to key

constituencies: Customers, Staff, Partners, Investors etc.

Some people distinguish the psychological aspect, brand associations like thoughts,

feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become

linked to the brand, of a brand from the experiential aspect.

The experiential aspect consists of the sum of all points of contact with the brand

and is known as the brand experience. The psychological aspect, sometimes

referred to as the brand image, is a symbolic construct created within the minds of

people, consisting of all the information and expectations associated with a

product, service or the company(ies) providing them.

People engaged in branding seek to develop or align the expectations behind the

brand experience, creating the impression that a brand associated with a product or

service has certain qualities or characteristics that make it special or unique. A

brand is therefore one of the most valuable elements in an advertising theme, as it

demonstrates what the brand owner is able to offer in the marketplace. The art of

creating and maintaining a brand is called brand management.

Careful brand management seeks to make the product or services relevant to the

target audience. Brands should be seen as more than the difference between the

actual cost of a product and its selling price - they represent the sum of all valuable

qualities of a product to the consumer.

A brand which is widely known in the marketplace acquires brand recognition.

When brand recognition builds up to a point where a brand enjoys a critical mass

of positive sentiment in the marketplace, it is said to have achieved brand

franchise. One goal in brand recognition is the identification of a brand without the

name of the company present. For example, Disney has been successful at

branding with their particular script font (originally created for Walt Disney's

"signature" logo), which it used in the logo for go.com

Consumers may look on branding as an important value added aspect of products

or services, as it often serves to denote a certain attractive quality or characteristic.

From the perspective of brand owners, branded products or services also command

higher prices. Where two products resemble each other, but one of the products has

no associated branding (such as a generic store-branded product), people may often

select the more expensive branded product on the basis of the quality of the brand

or the reputation of the brand owner.

Brand awareness

Brand awareness refers to customers' ability to recall and recognize the brand

under different conditions and link to the brand name, logo, jingles and so on to

certain associations in memory. It helps the customers to understand to which

product or service category the particular brand belongs and what products and

services are sold under the brand name. It also ensures that customers know which

of their needs are satisfied by the brand through its products (Keller). Brand

awareness is of critical importance since customers will not consider your brand if

they are not aware of it.

'Brand love', or love of a brand, is an emerging term encompassing the perceived

value of the brand image. Brand love levels are measured through social media

posts about a brand, or tweets on sites such as Twitter. Becoming a Facebook fan

of a particular brand is also a measurement of the level of 'brand love'.

TYPES OF BRAND NAMES:

Brand names come in many styles. A few include:

Acronym: A name made of initials such as UPS or IBM

Descriptive: Names that describe a product benefit or function like Whole Foods

or Airbus

Alliteration and rhyme: Names that are fun to say and stick in the mind like

Reese's Pieces or Dunkin' Donuts

Evocative: Names that evoke a relevant vivid image like Amazon or Crest

Neologisms: Completely made-up words like Wii or Kodak

Foreign word: Adoption of a word from another language like Volvo or Samsung

Founders' names: Using the names of real people,and founder's name like

Hewlett-Packard or Disney

Geography: Many brands are named for regions and landmarks like Cisco and

Fuji Film

Personification: Many brands take their names from myth like Nike or from the

minds of ad execs like Betty Crocker

BRAND IDENTITY

Brand identity means the outward expression of a brand, including its name,

trademark, communications, and visual appearance. Because the identity is

assembled by the brand owner, it reflects how the owner wants the consumer to

perceive the brand - and by extension the branded company, organization, product

or service. This is in contrast to the brand image, which is a customer's mental

picture of a brand. The brand owner will seek to bridge the gap between the brand

image and the brand identity.

Effective brand names build a connection between the brand personalities as it is

perceived by the target audience and the actual product/service. The brand name

should be conceptually on target with the product/service (what the company

stands for). Furthermore, the brand name should be on target with the brand

demographic. Typically, sustainable brand names are easy to remember, transcend

trends and have positive connotations. Brand identity is fundamental to consumer

recognition and symbolizes the brand's differentiation from competitors.

Brand identity is what the owner wants to communicate to its potential consumers.

However, over time, a product's brand identity may acquire (evolve), gaining new

attributes from consumer perspective but not necessarily from the marketing

communications an owner percolates to targeted consumers. Therefore, brand

associations become handy to check the consumer's perception of the brand.

Brand identity needs to focus on authentic qualities - real characteristics of the

value and brand promise being provided and sustained by organizational and/or

production characteristics.

BRANDING APPROACHES:

COMPANY NAME

Often, especially in the industrial sector, it is just the company's name which is

promoted (leading to one of the most powerful statements of branding: saying just

before the company's downgrading, "No one ever got fired for buying IBM"). This

approach has not worked as well for General Motors, which recently overhauled

how its corporate brand relates to the product brands. Exactly how the company

name relates to product and services names is known as brand architecture.

Decisions about company names and product names and their relationship depends

on more than a dozen strategic considerations.

In this case a strong brand name (or company name) is made the vehicle for a

range of products (for example, Mercedes-Benz or Black & Decker) or a range

of subsidiary brands (such as Cadbury Dairy Milk, Cadbury Flake or Cadbury

Fingers in the United States).

INDIVIDUAL BRANDING

Each brand has a separate name (such as Seven-Up, Kool-Aid or Nivea Sun

(Beiersdorf)), which may compete against other brands from the same company

(for example, Persil, Omo, Surf and Lynx are all owned by Unilever).

ATTITUDE BRANDING AND ICONIC BRANDS

Attitude branding is the choice to represent a larger feeling, which is not

necessarily connected with the product or consumption of the product at all.

Marketing labeled as attitude branding include that of Nike, Starbucks, The Body

Shop, Safeway, and Apple Inc.. In the 2000 book No Logo, Naomi Klein describes

attitude branding as a "fetish strategy."

"A great brand raises the bar -- it adds a greater sense of purpose to the experience,

whether it's the challenge to do your best in sports and fitness, or the affirmation

that the cup of coffee you're drinking really matters." - Howard Schultz (president,

CEO, and chairman of Starbucks)

The color, letter font and style of the Coca-Cola and Diet Coca-Cola logos in

English were copied into matching Hebrew logos to maintain brand identity in

Israel.

Iconic brands are defined as having aspects that contribute to consumer's self-

expression and personal identity. Brands whose value to consumers comes

primarily from having identity value are said to be "identity brands." Some of these

brands have such a strong identity that they become more or less cultural icons

which makes them "iconic brands." Examples are: Apple, Nike and Harley

Davidson. Many iconic brands include almost ritual-like behaviour in purchasing

or consuming the products.

There are four key elements to creating iconic brands (Holt 2004):

"Necessary conditions" - The performance of the product must at least be

acceptable, preferably with a reputation of having good quality.

"Myth-making" - A meaningful storytelling fabricated by cultural insiders. These

must be seen as legitimate and respected by consumers for stories to be accepted.

"Cultural contradictions" – It occurs when there is some kind of mismatch between

prevailing ideology and emergent undercurrents in society. In other words a

difference with the way consumers are and how they wish they were.

"The cultural brand management process" - Actively engaging in the myth-making

process in making sure the brand maintains its position as an icon.

"NO-BRAND" BRANDING

Recently a number of companies have successfully pursued "no-brand" strategies

by creating packaging that imitates generic brand simplicity. Examples include

the Japanese company Muji, which means "No label" in English (from

"Mujirushi Ryohin" – literally, "No brand quality goods"), and the Florida

company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products

are not branded. This no-brand strategy means that little is spent on advertisement

or classical marketing and Muji's success is attributed to the word-of-mouth, a

simple shopping experience and the anti-brand movement. "No brand" branding

may be construed as a type of branding as the product is made conspicuous

through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in

Venezuela during the 80´s is another good example of no-brand strategy. It was

simple recognized by the color of the cap of this cleaning products company.

DERIVED BRANDS

In this case the supplier of a key component, used by a number of suppliers of the

end-product, may wish to guarantee its own position by promoting that component

as a brand in its own right. The most frequently quoted example is Intel, which

positions itself in the PC market with the slogan (and sticker) "Intel Inside".

BRAND EXTENSION AND BRAND DILUTION

The existing strong brand name can be used as a vehicle for new or modified

products; for example, many fashion and designer companies extended brands

into fragrances, shoes and accessories, home textile, home decor, luggage,

(sun-) glasses, furniture, hotels, etc.

Mars extended its brand to ice cream, Caterpillar to shoes and watches,

Michelin to a restaurant guide, Adidas and Puma to personal hygiene. Dunlop

extended its brand from tires to other rubber products such as shoes, golf balls,

tennis racquets and adhesives.

There is a difference between brand extension and line extension. A line extension

is when a current brand name is used to enter a new market segment in the existing

product class, with new varieties or flavors or sizes. When Coca-Cola launched

"Diet Coke" and "Cherry Coke" they stayed within the originating product

category: non-alcoholic carbonated beverages. Procter & Gamble (P&G) did

likewise extending its strong lines (such as Fairy Soap) into neighboring products

(Fairy Liquid and Fairy Automatic) within the same category, dish washing

detergents.

The risk of over-extension is brand dilution where the brand looses its brand

associations with a market segment, product area, or quality, price or cachet.

MULTI-BRANDS

Alternatively, in a market that is fragmented amongst a number of brands a

supplier can choose deliberately to launch totally new brands in apparent

competition with its own existing strong brand (and often with identical product

characteristics); simply to soak up some of the share of the market which will in

any case go to minor brands. The rationale is that having 3 out of 12 brands in such

a market will give a greater overall share than having 1 out of 10 (even if much of

the share of these new brands is taken from the existing one). In its most extreme

manifestation, a supplier pioneering a new market which it believes will be

particularly attractive may choose immediately to launch a second brand in

competition with its first, in order to pre-empt others entering the market.

Individual brand names naturally allow greater flexibility by permitting a variety of

different products, of differing quality, to be sold without confusing the consumer's

perception of what business the company is in or diluting higher quality products.

Once again, Procter & Gamble is a leading exponent of this philosophy, running

as many as ten detergent brands in the US market. This also increases the total

number of "facings" it receives on supermarket shelves. Sara Lee, on the other

hand, uses it to keep the very different parts of the business separate — from Sara

Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business,

Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses

Rodeway for its own cheaper hotels).

Cannibalization is a particular problem of a "multibrand" approach, in which the

new brand takes business away from an established one which the organization

also owns. This may be acceptable (indeed to be expected) if there is a net gain

overall. Alternatively, it may be the price the organization is willing to pay for

shifting its position in the market; the new product being one stage in this process.

PRIVATE LABELS

With the emergence of strong retailers, private label brands, also called own

brands, or store brands, also emerged as a major factor in the marketplace.

Where the retailer has a particularly strong identity (such as Marks & Spencer in

the UK clothing sector) this "own brand" may be able to compete against even the

strongest brand leaders, and may outperform those products that are not otherwise

strongly branded.

INDIVIDUAL AND ORGANIZATIONAL BRANDS

There are kinds of branding that treat individuals and organizations as the products

to be branded. Personal branding treats persons and their careers as brands. The

term is thought to have been first used in a 1997 article by Tom Peters. Faith

branding treats religious figures and organizations as brands. Religious media

expert Phil Cooke has written that faith branding handles the question of how to

express faith in a media-dominated culture. Nation branding works with the

perception and reputation of countries as brands.

CROWDSOURCING BRANDING

These are brands that are created by the people for the business, which is opposite

to the traditional method where the business create a brand. This type of method

minimizes the risk of brand failure, since the people that might reject the brand in

the traditional method are the ones who are participating in the branding process

Brand is an expectation that connects through emotions, by differentiating the

experience

The key to manage brands and how people behave around them is to manage the

perceptions of the brand. The conscious and sub conscious elements of the brand

need to be managed, the only can the perceptions around the brand be managed,

whether it is for the executives, staff, customers or competition.

MANAGING BRAND PERCEPTIONS

The trigger points of perception:

Identity

Feeling

Attraction

Energy

Growth

Spirit

Renewal

BENEFITS OF USING THE TRIGGER POINTS OF PERCEPTION:

Defines how exactly people perceive the brand

Defines how exactly people behave around the brand

Defines the strength of brand clarity

Identifies the absolute unique brand personality

Defines how people identify with your brand

Clarifies what they associate with your brand

Uses sub conscious anchors and links

Provides the illogical emotional connection

CONSUMER BEHAVIOUR The standard discrete choice models prevalent in IO

literature assume that consumers are aware of all the products, and as a result those

models only address variation in the choice sets across markets (in fact, it is an

important source of identification in these models). However, there is some recent

research in IO that focuses on other sources of variation to estimate more realistic

demand specifications. Anupindi, Dada, and Gupta (1998) and Conlon and

Mortimer (2007) study variation in consumer choice sets generated by the presence

of stock outs. In Katz (2007), the variation comes from the fact that consumers

restrict their attention to a subset of products before making a choice.

This last paper is close to a large body of literature in marketing known as

consideration set literature, focused on incorporating the variation in the consumer

choice set into discrete choice models (Manski 1977 was the first to introduce it).

In this literature, two interpretations of the choice set are possible. First, consumers

might be unaware of the existence of some products, and their choice set consists

of all the products they are aware of. Alternatively, consumers might face

cognitive costs or constraints of having to consider a large number of products in

their choice, and therefore they might restrict their attention to a smaller subset of

products before making a choice. Both interpretations have been considered in the

literature to study the effect of advertising on the consumer choice set.

We believe RCOM offers a solid and long term India investment opportunity,

because it has been building an infrastructure with latest technologies, for

economies of scale, and has lined-up diverse services for stability in revenue

sources, and actively acquired other companies where RCOM did not have depth.

Therefore, we believe in the growth potential of RCOM, and the business will

generate cash flows in the coming years.

Reliance Communications has a reliable, high-capacity, integrated (both wireless

and wire line) and convergent (voice, data and video) digital network. It is capable

of delivering a range of services spanning the entire infocomm (information and

communication) value chain, including infrastructure and services — for

enterprises as well as individuals, applications, and consulting.

Pre Paid:

Chat & Play

Basic Plan

Prepaid Tariffs

E-Recharge

SMS Top-up card

Get Started Kit

Online Recharge

Post Paid:

On-net Talk time Pack

Get Started Kit

MARKETING STRATEGY

Market strategy of the reliance is based on place and consumer behaviour. Reliance

wants to cover as much as area from individual and corporate sector, mainly

student and IT sector. We can understand market strategy of reliance under 4 heads

that are bellow.

Segmentation

Positioning

Real positioning

Psychological positioning

SEGMENTATION

In the wireless data card market there exist different categories of customers who

have different needs and are willing to pay different amount for the product that

meets their demand. Introduction of upgraded version of wireless data card for

instance Vodafone recently launched wireless data card (Globe totter) specially

meant for those who frequently travel abroad would help Reliance identify the

needs of the customers and take advantage of the segment which has not yet been

targeted by the company. Price sensitivity, importance of attributes, customers

influenced by additional features are the factors on which we will segment the

upgraded internet data card market.

POSITIONING

Market research results have been analyzed in the report ahead. The following

conclusions from the survey help us in identifying the positioning of the data card

TARGET MARKET

The target market has been identified as the customers who are concerned about

the attributes of the internet data card but are not willing to shift from the current

price band to a higher price band.

COMPETITOR BRANDS

The data card will be competing with brands like Tata-Indicom and Vodafone.

REAL POSITIONING

In the survey conducted, Reliance had the top of the mind recall of 44%. This

shows that Reliance has an excellent real positioning in the wireless data card

market and Reliance data card leverage this positioning in the target market.

PSYCHOLOGICAL POSITIONING

Reliance data card will primarily alter the attributes importance in the target

segment by increasing the importance of attributes internet speed, signal strength

etc and decreasing the importance of price. This will be consistent with its strategy

RESEARCH METHODOLOGY

RESEARCH PROBLEM

Study and analysis of post sales perception of consumer towards Internet

Data cards especially Reliance Internet Data cards.

To understand the buying intention of customers and analyze the effect of

non-attribute factors. To understand the brand loyalty of customers towards

Data cards. Identify the parameters that play the most important role in a

consumer’s choice of buying Data cards.

OBJECTIVE OF THE STUDY:

To know consumer perception toward Reliance broadband and brand

awareness.

To analyse the data collected from the customers and relate them with the

parameters of Reliance and make a suitable strategy for the promotion of the

product according to their requirement.

RESEARCH DESIGN

A research design is the specification of methods and procedure for acquiring

information needed.

METHOD OF DATA COLLECTION:

There are many methods of data collection in a survey. These are basically divided

in two main types of methods. These are: -

1. Primary data collection.

2. Secondary data Collection.

PRIMARY DATA COLLECTION

It is the method of data collection in which the marketers collect the data very first

time or we can say that the collected data is fresh or first-hand data. We can collect

primary data by: -

Directly by the customer.

By observation method.

By telephonic Interview method.

By e-mailing the queries & etc.

SECONDARY DATA COLLECTION

It is a method of data collection in which the collected data is not fresh data, i.e.

data is collected from the report of any research, from internet or from any

government offices etc. These types of data collection methods are basically used

when the sample size is very large.

In this study, primary data collection method has been used.

SAMPLE UNIVERSE:

Sample universe was from Greater Noida

SAMPLING TECHNIQUE:

There is random sampling

SAMPLING SIZE:

200

INSTRUMENTS USED:

Survey questionnaire

The Reliance information brochure

SCOPE OF STUDY

Scope of study is restricted to Greater Noida

Study is restricted to only Reliance Broadband connection.

LIMITATIONS OF THE STUDY

Time constraint

Customers may have given wrong information, so information may be less

reliable

Lack of interest from the respondent’s side

DATA ANALYSIS

1. What is your age?

Table No.6.1 Age analysis of the customers.

Fig no. 6.1 Age analysis of the customers]

Interpretation:

S.No. Age of customers (year) Percentage%

1 Less than 18 7%

2 18-23 33%

3 23-28 50%

4 28-45 7%

5 Greater than 45 1%

Maximum number of customers are existing in the category which has age limit

23-28 years, that means there is huge potential to use broad band internet in

Greater Noida

2. What is your occupation?

Table no. 6.2 job analysis of the customers

Figure no: 6.2

Job analysis of the customers

Interpretation

S.No. Occupation of customers Percentage %

1 Govt service 6.66%

2 Private Service 20%

3 Business man 33.33%

4 Student 40%

7%

20%

33%

40% Govt service

Private Service

Business man

Student

There is huge capacity to use internet by students and after them, business men are

in majority in operating broad band connection in Greater Noida

3. How often do you get connected to internet?

Table no.6.3 Frequency analysis of internet uses by customers

S.No. Uses of customers Percentage%

1 At regular intervals 13%

2 Once a day 27%

3 Twice a day 33%

4 All time 27%

Figure no: 6.3 Frequency analysis of internet uses by customers

Interpretation

Majority of customers are using internet twice in a day and all time users are

sharing the same percentage with users of once in a day so there is chance to

increase user capacity at regular intervals customers.

4. What type of data card do you prefer to buy?

Table No.6.4 Analysis of wireless vs. wire line.

S.N. Mode of connection Percentage%

1 Wireless 73%

2 Wire line 27%

Figure no: 6.4 Analysis of wireless Vs wire line.

Interpretation

Here 73% customers prefer wireless broad band connection.

5. Which brands of data card are you aware of?

Table no.6.5 Percentage analysis of Brand awareness

S.n. Brand name Percentage %

1 Reliance 30%

2 Tata-Indicom 40%

3 Vodafone 10%

4 Airtel 20%

Figure no: 6.5 Percentage analysis of Brand awareness

Interpretation

In case of brand awareness majority of the customers are aware of TATA

INDICOM, followed by Reliance’s awareness.

6. Which of the following brand are you using?

Table no.6.6 Analysis of brand percentage in Greater Noida

S.n Brand name Percentage %

1 Reliance 27%

2 Tata-Indicom 20%

3 Airtel 13%

4 BSNL 40%

Figure no: 6.6 Analysis of brand percentage in Greater Noida

Interpretation

Large number of customers are using BSNL broad band, i.e., 40% customers are

using it, 27% are using Reliance and remaining others are using other brands.

7. How do you know about Reliance broadband?

Table no.6.7Analysis of mode of promotion

S.n. Medium Percentage%

1 friends 13%

2 family 7%

3 retailer 13%

4 Advertisements 40%

5 magazines or newspapers 20%

6 cyber café 7%

Figure no: 6.7 Analysis of mode of promotion

Interpretation

Advertisement is the best medium to create awareness about product in large

extent, which is the strong point of Reliance, because this company is spending a

lot of money on promotion of the product.

8. How satisfied are you with Reliance Data card?

Table no.6.8 Analysis of satisfaction level of customers

S.n. Satisfaction of customers Percentage%

1 Highly Satisfied 30%

2 Moderately Satisfied 25%

3 Neither satisfied nor dissatisfied 12%

4 Moderately Dissatisfied 20%

5 Highly dissatisfied 13%

Figure no: 6.8 Analysis of satisfaction level of customers

Interpretation

Satisfaction of customers towards Reliance data card is good from above graph.

About 55% customers are satisfied with it.

9. Why did you purchase Reliance broadband connection?

Table no.6.9 Analysis of key factor of purchasing of USB

S.n. Purchase factors Percentage%

1 Price 20%

2 Easy handling 3%

3 Net Speed 34%

4 Signal Strength 20%

5 Availability in store 3%

6 Tariff plan 13%

7 Offer/Discount 7%

Figure no: 6.9 Analysis of key factor of purchasing of USB

Interpretation

Reliance broad band internet connection is famous for high speed of the data card,

so due to this reason selling rate of Reliance is growing day by day.

10-where do you want to use your internet?

Table no.6.10 Analysis of area

S.n. Area Percentage%

1 In city wise 27%

2 All over India 73%

Figure no: 6.10Analysis of area.

Interpretation

Majority of customers are using Reliance data card in nation because there are no

roaming charges in using data card all over India.

FINDINGS

Huge market potential in the present generation

Majority of the customers are satisfied, due to high speed internet and no

roaming charges

The frequency of using internet is twice a day

Brand awareness is most in the case of TATA Indicom, followed by

Reliance

The most popular mode of medium to promote is advertisements

Plan of broadband connection is costly, so it should be revised

CONCLUSION

The brand perception of reliance broadband connection is favorable due to high

speed and absence of roaming charges. But 13% of the customers are still

dissatisfied due to poor connectivity and expensive charges. Therefore there is a

need to offer different packages to improve upon the weak areas and the brand

perception as well.

SUGGESTIONS

It is seen that Reliance being no 1 brand, still had certain areas where improvement

or changes are required

Specific individuals should be appointed in the entire web world store for

specific product.

The company should start offering more bundle offers such as giving SIM

Card with broad band.

Ex: Airtel and Tata- indicom

Company should promote their new offers, because it was found that very

few customers are aware of the promotional offers by the company.

The customer grievance handling mechanism should be well built to

improve brand perception among customers

QUESTIONNAIRE

1. What is your age?

Less Than 18 _

18-23 years _

23-28 years _

28-45 years _

Greater Than 45 _

2. What is your occupation?

Government Service _

Private Service _

Business Self-Employed _

Student _

3. How often do you get connected to Internet?

At irregular intervals _

Once a day _

Twice a day _

All time _

4. What type of data card you preferred to buy?

Wireless _

Wire line _

5. Which brands of data card you are aware of?

Reliance _

Tata-Indicom _

Vodafone _

Airtel

6. Which of the following brands are you using?

Reliance _

Tata-Indicom _

Vodafone _

Airtel _

BSNL _

7. How do you know about Reliance broadband?

1-Friends ___ _

2-Family ___ _

3-Retailer ___ _

4-Advertisements ___ _

5-Packaging ___ _

6-Magazines or newspapers ___ _

7-Cyber café ___ _

8-Offer/Discountsant ___ _

8. How satisfied are you with Reliance Data card? (If used)

Highly Satisfied _

Moderately Satisfied _

Neither satisfied nor dissatisfied _

Moderately Dissatisfied _

Highly dissatisfied _

9. Why do you purchase Reliance broadband connection?

1. Price

2. Easy handling

3. Net Speed

4. Signal Strength

5. Availability in store

6. Tariff plan

7. Offer/Discount

10-Are you want to use your internet?

1 In city wise

2 All over India

BIBLIOGRAPHY

BOOKS

Marketing Management - Phillip Kotler

MAGAZINES

Business Today

Advertising & Management

WEBSITES

www.google.com

www.rcom.co.in

www.wikipedia.com

www.broadbandindia.com