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