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CHAPTER 1INTRODUCTION TO THE

PROJECT

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INTRODUCTION TO THE PROJECT

This project is related to “Organisational buying behavior for Tata Teleservises Maharashtra Limited”. Nowadays consumer is a king of market. Organisational buying behavior is the most important concept for any company by which many company formulate there marketing strategies. Thus project conducted in Pune city in Maharashtra state. The Pune city is one of the main IT Hub in India.

The Indian Internet Market Dynamics and Forecast (2008-2014) report analyses the latest developments in the fast growing Internet market of India by the main players and provides a market forecast until 2014. ROA Holdings and Optimum forecast that India's internet market is to reach as high as 868.47 million users by 2014, with an estimated compound annual growth rate (CAGR) of 20.45%. During 2008, more than 112 million subscribers were added, increasing the penetration from 20.31% to 29.76% in 2008.

In today’s market each & every firm is selling identical products, which are differentiated bybrands. The sole aim of every company is to promote their brands using different strategies inorder to earn revenue and to occupy a major market share. According to the “consumer reports” a person encounters approximately 247 images per day, but probably do not noticeeven half of them, neither gets exposed to it. This means that mere proximity or visibility ofthe message is not sufficient for the customer to notice it. Since it is not possible for thehuman brain to process so many messages all at once, the viewer often finds it difficult todecode the message communicated by the company, and thus the purpose of the wholecommunication goes in vain and gets wasted.

As the foreign companies, new technologies & consumers prospects towards innovative products, Every Electronics products are coming with internet facilities and trends towards internet usage is becoming high and high, that’s why the organisations also taking help of internet to decreasing the workload. They are extremely higher user of internet services than an individual consumer. Therefore there is a need to Internet service Providers (ISP’s) to grab this market.

PROJECT TITLE

“A STUDY OF ORGANISATIONAL BUYING BEHAVIOR FOR TATA TELESERVICES MAHARASHTRA LIMITED”

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OBJECTIVES BEHIND THE PROJECT

Primary Objectives

1. To find the major factors that influencesorganisations to takedecision of purchasing an Internet connection

2. To identify the factors that affects theorganisations into switching the service provider.3. To understand the buying process followed by the organisations for the new internet

connection

Secondary Objectives

1. To find the most preferred service provider in Pune.2. To find out the customers response towards the TTL.

LOCATION

This project is conducted at Pune city,PimpriChinchwadare the main area where researcher did this project.

DURATION

The project was conducted for 8 weeks starting from 12th May 2015 up to 4th July 2014.

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CHAPTER 2THEREOTICAL

BACKGROUOND

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ORGANISATIONAL BUYING BEHAVIOR

Organization buying is the decision-making process by which formal organizations establish the

need for purchased products and services and identify, evaluate, and choose among alternative

brands and suppliers.

Organisational buying is very similar to individual buyer behaviour with some contextual differences. Organisations buy in furtherance of organisational objectives, such as to manufacture and deliver goods and services to members, customers or the community.

Organisational buying is heavily influenced by derived demand, that is, demand for an end

product or for a product or service sold by the buyer’s customers. The demand for components

by a manufacturer will be dependent on demand coming from their customers, the retailers and

wholesalers, who in turn are reacting to demand from their customers, the consumers. Overall

consumer demand may in turn be impacted by economic, social, political and technological

factors in the environment.

Need to understand:

Whyorganisations made the purchases that they make? What factors influence organizational buying (B2B)?

Different groups or individuals may play one or more of the following roles: Users: these are the people who will directly use or consume or require the product or

service in order to undertake their operational duties. Influencers: these are individuals or groups who help specify the requirements or provide

information to help evaluate the alternatives. People who provide technical input are usually in this group.

Buyers: these individuals and groups have the formal authority to select vendors and undertake the actual purchase transaction. They may take a major role in the negotiations on price and conditions of supply.

Deciders: These individuals have formal or informal authority to select the final supplier. May be the same as Buyers in routine purchases.

Gatekeepers: These individuals informally or formally control the flow of information or access to other groups involved in the buying process.

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ORGANISATIONAL BUYING PROCESS

Buying Step Business to Business Consumer

Problem recognition

Anticipates and plans for purchase on a routine basis

Reacts to needs when they arise

General need description

Extensive, objective cost-benefit analysis

Limited analysis of benefits; concern with total cost

Product specification

Precise technical description using techniques such as value analysis

Description more in terms of benefits

Information/ Supplier search

Extensive search that extends to the search for supplier

Limited search – geographically and in terms

of sourcesProposal

solicitationFormal, such as in a tender process if

large volumes or values involved May be verbal

Buying Step Business to Business Consumer

Supplier selection

Made after extensive evaluation of objective information

Limited analysis with subjective and anecdotal

information influencing the decision

Order-routine specification

Routine calculation of re-order points as well as time and place of delivery Not routine

Post-purchase performance

review

Extensive comparison made and feedback given, concern with quality

management at sourceLittle basis for comparison

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The Buygrid Framework for Organizational Buying Situations

Buying Behavior:

Buying behavior requires a high involvement of decision making. We have two types of buyer

behavior:

Complex Buying Behavior:-

First the consumer develops beliefs about the product then attitudes and then makes a thoughtful

choice, or, when the consumer is aware of significant differences among brands.

Reducing Buyer Behavior (Dissonance):- In this case the consumer first acts and then develops

beliefs and ends up with a set of attitude

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FACTORS INFLUIENCING BUYING BEHAVIOUR:

Environmental factorsExpected demand for the product that the buying organization is selling, expected shortages for the item, expected changes in technology related to the item etc. are the environmental factors that will have an effect.

Organizational factorsChanges in purchasing department organization like centralized purchasing, decentralized purchasing and changes in purchasing practices like  long-term contracts, relationship purchasing, zero-based pricing, vendor-performance evaluation are the organization factors of importance to marketers.

Interpersonal factorsThese factors are the relationship between buyers and sales representatives of various competitor companies.

Individual factorsThese factors related to the buyer. What sort of ways of interacting and service are appreciated by the buyers and what ways are considered as irritants? Marketers have to understand the reactions of buyers.

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COMPANY PROFILE

CHAPTER 3COMPANY PROFILE

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Vision

To be the most admired Telecom service provider in Maharashtra and Goa.

Mission

We will become the most admired company delivering sustainable value by –

Balancing the needs of all stakeholders and encouraging value creation throughout the organization

Continuously satisfying customers’ growing needs and expectations with innovative and customized cutting edge solutions

Creating an engaged and empowered workforce committed to delivering high performance

TATA TELESERVICES

Tata Teleservices Maharashtra Limited (TTML) spearheads the Tata group's presence inthe telephony sector in the telecom circles of Maharashtra (including Mumbai) and Goa. TTML commenced landline operations in 1998 and today has the largest wire line base in Mumbai and Maharashtra amongst all private operators. It commenced full mobility wireless services on the CDMA1X platform in 2004-05.

The Company also has a significant presence in the GSM space, through its joint venture with NTT DOCOMO of Japan, and offers differentiated products and services under the TATA DOCOMO brand name. Tata DOCOMO arises out of the Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. The Company rolled out its GSM services under the brand name TATA DOCOMO in Mumbai, Maharashtra and Goa.Tata DOCOMO marks a significant milestone in the Indian telecom landscape, and has already redefined the very face of telecoms in India, being the first to pioneer the per second tariff option

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part of its ‘Pay for What You Use’ pricing paradigm. Tokyo based NTT DOCOMO is one of the world’s leading mobile operators—in the Japanese market, the company is the clear market leader, used by over 50 per cent of the country’s mobile phone users. With a full portfolio of products and services for different categories of retail and enterprise consumers, and an excellentNetwork backed by good customer care, TTML is well positioned to lead the market.

The company has been rated as the no. 1 wireless operator in terms of overall customer satisfaction across Maharashtra (including Mumbai) and Goa, in surveys commissioned by the Telecom Regulatory Authority of India (TRAI).The company is listed on the Bombay Stock Exchange (BSE) and National Stock Exchange (NSE), and has around 500,000 shareholders.

TATA DOCOMO

Tata DOCOMO is Tata Teleservices Limited's telecom service on the GSM platform—arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a license to operate GSM telecom services in 19 of India's 22 telecom Circles—and has also been allotted spectrum in 18 telecom Circles. Of these, it has already rolled out services in all the 18 Circles that it received spectrum in from the Government of India—Tamil Nadu, Kerala, Orissa, Karnataka, Andhra Pradesh, Maharashtra, Mumbai, Madhya Pradesh-Chhattisgarh, Haryana-Punjab, Kolkata, Rest of West Bengal, Jharkhand, Bihar, UP (East), UP (West), Gujarat, Himachal Pradesh and Rajasthan.

Tata DOCOMO has also become the first Indian private operator to launch 3G services in India, with its recent launch in all the nine telecom Circles where it bagged the 3G license. In association with its partner NTT DOCOMO, the Company finds itself suitably positioned to leverage this first-mover advantage. With 3G, Tata DOCOMO stands to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile operators—in Japan, the company is the clear market leader, used by nearly 55 per cent of the country's mobile phone users.

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NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technology, as also products and services like i-Mode, e-wallet and a plethora of lifestyle-enhancing applications. Last year itself, while most of the rest of the industry was only beginning to talk of 4G technology and its possible applications, DOCOMO had already concluded conducting 4G trials in physical geographies, not just inside laboratories!

DOCOMO is a global leader in the VAS space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market through the Tata DOCOMO brand.

Tata DOCOMO has also set up a 'Business and Technology Coordination Council', comprising of senior personnel from both companies. The council is responsible for the identification of key areas where the two companies will work together. DOCOMO, the world's leading mobile operator, will work closely with the Tata Teleservices Limited management and provide know-how to help the company develop its GSM business.

On the CDMA platform, despite being the latest entrant, Tata Indicom has already established its presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform in India. Today, Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves over 84 million customers in more than 450,000 towns and villages across the country, with a bouquet of telephony services encompassing Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wireline Services.

FIVE CORE VALUES

The Tata Group has always sought to be a value-driven organisation. These values continue to direct the Group's growth and businesses. The five core Tata values underpinning the way we do business are:

1. INTEGRITY: We must conduct our business fairly, with honesty and transparency . Everything we do must stand the test of public scrutiny.

2. UNDERSTANDING: We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve.

3. EXCELLENCE: We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide.

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4. UNITY: We must work cohesively with our colleagues across the Group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation.

5. RESPONSIBILITY: We must continue to be responsible, sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.

GROWTH AND DEVELOPMENT

TTSL pioneered the CDMA 3G1x technology platform in India. The company has established a robust and reliable telecom infrastructure that ensures quality in its services. It has partnered Motorola, Ericsson, Lucent and ECI Telecom to deploy a reliable and technologically advanced network. TTSL's telephony services include mobile services, fixed wireless phones (FWP), public booth telephony and wire line services. Among its value-added services are voice portal, roaming, post-paid internet services, three-way conferencing, group calling, wi-fi internet services and data services.

AREA OF OPERATION

Products and Services

We offer CDMA wireless services (comprising of CDMA mobile and CDMA fixed wireless services) and wire-line services in the Maharashtra (including Goa) and the Mumbai metropolitan Circles, along with internet services and value added services.

CDMA based Mobile Services

We provide CDMA based mobile services to our subscribers. We also offer domestic roaming to our CDMA mobile subscribers, who can avail of these services within the Maharashtra Circle and the Mumbai metropolitan Circle, and pursuant to certain arrangements with TTSL, within the 17 circles where TTSL operates. We have currently tied up with certain International Service Providers and are in the process of tying up with more international operators. We expect to commence International roaming in the near future. We provide our CDMA mobile subscribers with short messaging services, national and international long distance services and call management services (including call forwarding and caller identification services).We also provide value added services as discussed below. The subscribers have an option to avail of the

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mobile services through our various post paid and pre paid schemes. The tariffs in these schemes may vary across time based on the market conditions and competitive pressures.

CDMA based Fixed Wireless Services

We provide CDMA based fixed wireless services wherein we provide subscribers with a wireless instrument with enhanced voice and data features. This service is primarily a technologically advanced substitute to the traditional wire line phone offering numerous customer friendly and technological benefits over traditional wire-line services. These include, among others, ease of providing connections, allowing portability with customer premises, absence of cable related disruptions in services and allowing telephone number portability within the service area. Fixed wireless services also allow us to provide features such as short messaging services, choice of ring tones, in-built phone book, speaker phone, LCD display and internet connectivity. Fixed wireless services are a cost efficient method of rolling out our services and we primarily target medium to high usage customers including small and medium enterprises and small office home office customers. We provide our CDMA fixed wireless subscribers with national and international long distance services and call management services (including call forwarding and caller identification services). We also provide value added services as discussed below. In addition to these voice-based services, we provide our fixed wireless customers with Internet services and intend to provide various data application services in the future.

Wire-line Services

In addition to CDMA based mobile and CDMA based fixed wireless services; we also provide traditional wire-line services. In this market segment, we focus primarily on corporate and high usage subscribers. We offer internet services to our wire-line customers and also provide TDMA fixed wireless services as part of our wire-line services to a limited number of subscribers. We are currently the leading private operator of wire-line services in the Maharashtra and Mumbai metropolitan circles based on the number of wire-line subscribers as at 31 March 2005. We offer national and international long distance services, integrated services digital network (ISDN) services that allow data transmissions using end-to-end digital connectivity, digital subscriber line (DSL) services, videoconference services, web-conference services as well as virtual private network services for cost-effective communications within a specified user group.

Internet Offerings

The Company is a Category A (National) ISP Licensee and offers a broad range of Internet-related product offerings including DSL, postpaid dial-up Internet access and content services.

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The company also provides Wireless Internet Connectivity through its Vdata Card facility. This card once fitted into notebook PC/Laptop, allows user to connect to the Internet, send and receive e-mails, connect to a corporate network, and make voice calls, without the need for a network cable or phone line. Since April 2005, the Company discontinued Wi-Fi Service (which was commenced in July 2003) and has agreed to transfer the Wi-Fi business and assets to Videsh Sanchar Nigam Limited

Tata Indicom Conference Call Service

We offer audio-conference service since 2001 under the ―Tata Indicom Conference Call Service‖. Because of a large number of corporate, more than 70% of conferencing revenue comes from customers within the Mumbai Circle. Outside Mumbai, the customer base is spread across all metros of India and users are all across the globe.

Points of Presence of this service have been created in 11 cities (Ahmedabad, Bangalore, Chennai, Delhi,Goa, Gunthur, Hyderabad, Nagpur and Vijaywada, Kolkata, Jamshedpur).

Marketing, Distribution and Customer Services:

Marketing

We market our services under the Tata Indicom brand name which we have been permitted to use by Tata Sons Limited and are focused on leveraging and further developing this brand as a means of customer acquisition and retention. We believe that our brand has been developed to suggest attractive products and services for subscribers at competitive rates, which are simple to comprehend and clearly communicated. In our marketing efforts, we focus on customer acquisition and retention, improving the yield per customer and focusing on each customer segment. We place a strong emphasis on customer development and loyalty and aim to differentiate ourselves on the basis of providing competitive tariff packages to attract and retain subscribers and enhance consumer experience by offering better quality and superior range and value of our services.

The Company has launched Innovative marketing campaigns, a recent one being the ‗Non Stop Mobile‘ for Tata Indicom prepaid mobiles. Despite being the sixth mobile operator in the mobile market the Company was able to achieve 29% Incremental Market share for the month of November 2005.

The Company also launched EMI schemes on the Tata Indicom postpaid mobiles for Corporate Customers along with various value added services like Enterprise Bulk SMS Services etc. and customized tariff structures which have helped the Company expand it‘s corporate customer base.

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Distribution

We use a multi-channel distribution strategy, deployed through a network of franchisees, distributors and retailers, to make our products and services available to our subscribers. We have strategically aligned our marketing initiatives with that of TTSL and certain other Tata group companies to target the high-end corporate subscriber segment by providing customized integrated telecommunications solutions. The Company has also set its own branded retail channel under the brand name ‗True Value Shoppe‘ which has helped increasing its reach in the market. The Company also has its own branded showrooms ‗True Value Hub‘ which sells all the products and services of the Company under the Tata Indicom Brand including Fixed Wireless Services, Wired line Services, Mobiles, Internet, Recharge Vouchers, Mobile Accessories and Value Added Services. The Company currently has 88 True Value Shoppes in the Mumbai Metro Circle and 97 in the Maharashtra Circle. The Company also has 3 True Value Hubs in Mumbai. We also leverage the retail distribution network of other Tata group companies such as retail showrooms, franchisee and retail network and malls belonging to various Tata group companies, to market our services.

Commissions

For our various services, we pay a fixed commission/ margin to our retailers and franchisees with graded incentives based on volumes and choice of tariff plans. These commissions are however subject to reversal and adjustments in the event that the subscriber discontinues with our services within a period of six months of activation of services.

Customer Care

We believe that our business success is closely linked to customer satisfaction. We strategically focus on developing strong customer relationships and loyalty. Our customer care department redresses customer queries in accordance with standardized policies and procedures. We are easily accessible to our customers through our call centers, toll-free telephone numbers, interactive voice mail system, website, e-mail and facsimile. Presently our call centre services have been outsourced to Serwizsol Limited, a subsidiary of Tata Sons Limited. We continuously evaluate the access mechanisms for improving our response time. We have a standardized complaint management system and ensure that our employees are given continuous training to ensure satisfactory customer care.

Billing Services

We bill our customers on a monthly basis and provide our subscribers with a range of payment choices for their convenience, including making payment through the internet, credit cards, drop

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boxes and bill junction. We have deployed the Kenan Arbor BP billing system of Lucent for postpaid subscribers, which is part of a centralised billing system we share with TTSL. The prepaid customers are serviced through our IN system procured from Alcatel.

Product range & variety

1. Leaseline/ILL2. PRI3. Broadband4. Centrax5. Widax6. LBR/UBR7. Colocation8. GPS services9. Tata photon 3G

10. Tata photon max wifi

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11. Sim Cards

Competitors

Reliance BSNL Airtel Vodafone Idea Syscon Tikona Hathway

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BOARD OF DIRECTORS

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Company Branches and offices

MUMBAI

Corporate OfficeTata Teleservices (Maharashtra) LimitedD 26, TTC Industrial Area, Sanpada, Turbhe.Navi Mumbai 400 703.

Registered officeTata Teleservices (Maharashtra) LimitedVoltas Premises, T.B. KadamMarg, Chinchpokali, Mumbai 400 033.

PUNE

Corporate officeTata Teleservices (Maharashtra) Limited3rd Floor, The MetropoleBuilding, Next to Inox Multiplex, Bund Garden Road,Pune 411 001.

Regisered OfficeTata Teleservices (Maharashtra) LimitedAl-Aqmar Building, 5- Ganeshkhind Road,Shivaji Nagar, Pune 411005.

CHAPTER 4

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Research step Related to the project

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Define research & formulate problemOrganisational Buying Behavior towards

Internet services of Tata Teleservices Maharshtra Limited

Research Design Descriptive Research

Determining sample design

Location – Pune,PimpriChinchwad

Sample unit – SME’s

Sample Size – 120

Sampling Method – Convenient Sampling

CollectTheData

Primary data-collection

The primary data collected through questionnaires administered to a sample of

120 respondents selected from the Pune city &PimpriChinchwad. Questionnaire

was pre-Designed and pre-tested before it was administered. Pilot study was done by

the researchers.

Secondary data Website & reference book, from various newspapers to analyze data.

Analysis of collected data

After the data collection from both sources i.e. from primary sources and secondary

sources the data has been edited and analyzed and findings extracted from this

collected data. The Tables, Bar Diagrams, Pie Charts area used to present

the collected data graphically.

Generalization & interpretation Interpretation of data is done after question in this project

Preparation of report Prepare the final report

SCOPE OF THE PROJECT:-

The scope of this project is only limited to Pune city&PimpriChinchwad area but in future it can be extended

The time scope of the project is limited on for June and July month, whatever the result are found it is only for this time.

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This study can be extended to understand the switching behavior of a particular Internet service provider.

LIMITATIONS OF THE PROJECT

The limitations of this Project are as follows:-

Biased reply of respondents

Lot of Confidential data.

Time constraint

After collecting all the data, the most confusing part was to understand which

data lies under which Chapter.

The Analysis part took lots of brain storming.

The data entry in an appropriate manner was difficult.

The formatting in the word document took lots of time.

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CHAPTER 5

DATA ANALYSYS & INTERPRETATION

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1. Do you have internet connection?

Internet Connection

yesNo

Inference

From above table we can infer that, Out of 120 customers 120SME’s have Internet Connection.

Interpretation

So the researcher can interpret that most of the respondents are already using Internet Services.

Sr.no Internet connection No. of customers Percentage1 Yes 120 1002 No 0

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2. Which company’s connection you are using ?

Sr.No. Name of company Subscribers Percentage1 VODAFONE 24 212 AIRTEL 20 173 IDEA 20 174 BSNL 16 145 TATA DOCOMO 14 126 RELIANCE 14 127 UNINOR 8 7

Airtel17%

BSNL14%

VODAFONE21%

IDEA17%

TATA DOCOMO12%

RELIANCE12%

UNINOR7%

Chart Title

Inference

From this data we can inferthat the market share of various telecom companies, such as Vodafone is the market leader with 21 % of market share whereas idea and airtel is at 2nd

position having market share of 17% then BSNL with 14% , tatadocomo and reliance with 12 % and at last uninor with 7 %.

Interpretation From the above data research can interpret that, vodafone is the 1 st preferred company fallowed by Idea and airtel at 2nd preferred and BSNL is 3rd preferred and tatadocomo and reliance is 4th preferred brand and at last uninor is 5th preferred .

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3. From which source you get information about tatadocomo?

Sr No Source No. Of respondents Percentage 1 family 16 132 Friends 40 343 advertisement 40 334 sales person 8 75 Retailer 16 136 other 0 0

Inference

From the above 13% customers get information from family, 34% customers get from friends and again 33% customers get Information from advertisement, 7% from sales person, 13% from retailers.

Interpretation

So researcher can interpret that advertisements and friends are the major sources of information for the customers.

13%

33%

33%

7%

13%

1 family 2 friends 3 advertisement4 sales person 5 retailer 6 other

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4. How you analyze the mobile service provider?

Sr No Source no. Of respondents percentage 1 call rates 40 332 network 44 373 value added service 4 34 internet speed 26 225 brand image 6 5

33%

37%

3%

22%

5%

analysis of source call rates network value added service internet speed brand image other

Inference

from this data, 37% respondents analyze mobile service provider on the basis of network coverage, 33% respondents analyze on the basis of call rates, 22% internet speed , 5% brand image in market, and 3% value added service.

Interpretation

from this data researcher can interpret that, network coverage and call rates are the two major factors that customer take into consideration for analyzing the alternatives fallowed by internet speed and brand image.

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8. Do you like to switch to another brand with additional features?

Sr.No. like to switch No. of customers Percent1 yes 48 412 no 68 59

Inference

From the above data 41% respondents like to switch another brand if company will provide additional features and 59 % respondents will don’t want to switch their current mobile network brands.

Interpretation

From the above, researcher can interpret that most of the subscribers are loyal to their brand and there is small percentage of subscribers who switch their brand.

yes 41%

no59%

Switching of brands

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9. Which factor affects you to go for switching the brand?

Sr. No factors No. of Customers percentage 1 poor network coverage 34 282 high call rates 28 233 frequent network problem 24 204 family influences 10 95 friend influences 20 176 other 4 3

28%

23%20%

8%

17% 3%

poor network coverage high call rates frequent network problem family influences friend influences other

Inference

From the above data 28% respondents switch their brand because of poor network coverage, 23% respondents switch brand because of high call rates, 20% respondents switch their brand because of frequent network problem, 9% respondents change their brand because of family influence, 13% respondents switch their brand because of friends influences and 3% are other factors.

Interpretationpoor network coverage, Frequent Network Problems, High call rates, Influence from family and friends are the most important factors which affects the switching behavior and for buying new service provider.

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10. Scale the factors which would influence your purchasing decision

Rating of influencing factors from 1 to 5 ( 1 being highly uninfluenced and 5 being highly influenced )

Ratings

Factors

1Highly uninfluenced

2Uninfluenced

3neutral

4Influenced

5Highly influenced

Brand name 0 18 26 46 30Call rates 0 2 16 28 74Network 0 0 8 20 92Customer care service 2 12 28 46 32Internet speed 0 6 16 30 68SMS packs 2 16 42 34 26Internet packs 0 6 22 38 54

Availability in retail stores

0 2 16 50 52

From above information we can infer that –

BRAND NAME

Out of 120 customers, 30 customers highly influenced by Brand name, 46 customers only influenced by brand name, 46 customers are neutral, 18 customers are uninfluenced and there is no customers who is highly uninfluenced.

CALL RATES

Out of 120 customers, 74 customers highly influenced by call rates , 28 customers only influenced , 16 customer are neutral, 2 customers are uninfluenced and there is no customers who is highly uninfluenced.

NETWORK

Out of 120 customers, 92 customers highly influenced by network , 20 customers only influenced, 8 customer are neutral, no customers are uninfluenced and there is no customers who is highly uninfluenced.

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INTERNET SPEED

Out of 120 customers, 68 customers highly influenced by internet speed , 30 customers only influenced , 16 customers are neutral, 6 customers are uninfluenced and there is no Customer who is highly uninfluenced.

CUSTOMERS CARE SERVICES

Out of 120 customers, 32 customers highly influenced by customers care services, 46 customers only influenced by, 28 customers are neutral, 12 customers are uninfluenced and there is only 2 Customer who is highly uninfluenced.z SMS PACKOut of 120 customers, 26 customers highly influenced by SMS packs , 34 customers only influenced , 42 customers are neutral, 16 customers are uninfluenced and there is only 2 Customer who is highly uninfluenced.

INTERNET PACKS

Out of 120 customers, 54 customers highly influenced by internet pack, 38 customers only influenced, 22 customers are neutral, 6 customers are uninfluenced and there is no Customer who is highly uninfluenced.

AVAILABILTY AT RETAIL STORES

Out of 120 customers, 52 customers highly influenced by customers care services, 50 customers only influenced, 16 customers are neutral, 2 customer is uninfluenced and there is no Customer who is highly uninfluenced.

Interpretation:

From the above data researcher can interpret that Network coverage and call rates are the major product factors that influence the purchasing behaviour of the customer.

Internet speed and availability of recharges at retail stores also plays a major role whereas customer care service and sms packs are not that impactful to the purchasing behaviour of thencustomer.

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11. Do you think Tata DoCoMo is good service provider?

38%

62%

yes no

Inference

From this data 38% respondents think that Tata docomo is good service provider and 62% think that it is not good service provider.

Interpretation

From above data researcher can interpret that Tata docomo has to improve their services because most of the respondents think that docomo is not good service provider.

Sr . No answer respondents percentage 1 yes 46 382 no 74 62

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12. From how many months you are using Tata docomo?

Sr.no. No. of months respondents percentage 1 from 6 months 3 212 from 12 months 2 143 from 12 months 5 36

4more than 18 months 4 29

21%

14%

36%

29%

Chart Titlefrom 6 months from 12 months from 18 months more than 18 months

Interpretation

From the above data most of customer using tatadocomo from 18 months

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13. Which factor influenced you to buy service of tatadocomo?

Sr. No. factors No. of Customers percentage

1 Network coverage 2 14

2 Internet Data 8 57

3 call rates 3 22

4 customer care 1 7

5 value added services 0 0

14%

57%

21%7%

Network coverage Internet Data call rates customer care value added services

Inference From the above data 57% of customer buy Tata Docomo service because of internet data, then 22% customer buy tatadocomo because of calle rates, 14% customer buy because of network coverage and 7% customer because of customer care service.

Interpretation

From the above data researcher can interpret that most of the customer are internet user that’s why they influenced by internet data

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14. Are you satisfied with the service of Tata docomo?

43%

57%

yes no

Interpretation From the above data researcher can interpret that most of the customer are not satisfied with Tata docomo.

15. Rate the following services of tatadocomo?

( 5 being the highest and 1 being lowest)

1 2 3 4 5

Sr.no. satisfaction respondents percentage 1 yes 6 432 no 8 57

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Network 1 3 6 2 2

Call rates 2 2 5 3 2

Value added services 4 4 2 2 2

Internet 1 1 6 4 2

Sms packs 3 5 3 2 1

Customer care service 4 4 3 1 2

Interpretation

From the above data researcher can interpret that most of the respondents think that-

1. The network coverage of docomo is average.2. Call rates of Tata docomo is also average.3. Value added services are bad.4. Internet services are good.5. Sms packs are also good.6. Customers care service not good

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FINDINGS

It is found that most of the customers are belonging to age group of 18- 25. Network coverage, play the pivotal role in Purchasing switching the service

provider followed by call rates, internet packs, availability at stores, customer care services, SMS packs and brand image which plays the least important role.

Most of the respondents are availing the mobile service users. According to the study, the most preferred service provider is Vodafone

(21%).Idea and Airtel occupies the second place with Consumer preference of 17%, followed by BSNL (14%), Reliance (12%), Tata Docomo (12%) and the least preferred operator is Uninor (7%).

Advertisements and friends are the major sources of information for the customers.

59% of respondents are loyal to the company and about 41% of respondents should switch their connection.

From the above data researcher can interpret that most of the customer are internet user that’s why they influenced by internet data

Poor network coverage, Frequent Network Problems, High call rates, Influence from family and friends are the most important factors which affects the switching behavior and for buying new service provider.

Most of the respondents think that Tata docomo is not a good service provider.

Most of the respondents are not satisfied with Tata docomo.

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SUGGESTIONS

From the study, it is abundantly clear that Network coverage and Call rates lead the consumers to switch the service provider. So, Tata docomo need to satisfy the Consumer with minimum call rates and better Network coverage.

Tata docomo should invest more on improving their network coverage in order to retain their consumers.

Tata docomo have to provide more offers for family and friends. Enticing offers still hold a major sway

Tata docomo should satisfy their current consumers by providing them innovative offers.

Tata docomo should accept valid feedbacks from consumers regularly and make sure that they satisfy the consumers.

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CONCLUSION

The study reveals that network coverage and call rates plays the most important role in purchasing new mobile connection followed by internet speed, Customer care service availability in stores and internet packs, SMS Packs and brand name which plays the least important role also advertisements and friends also influence the buying behaviour fallowed by family , sales executive and relatives.After analyzing the findings of the study, I suggest that Tata Docomo should concentrate more on increasing network stability and setting tariff rates competitively. The findings also suggest that managers of these mobile operators should shift focus on building corporate image and analyze more carefully the reason for consumers to switch brands in this industry in order to increase loyalty among these consumers.

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BIBLIOGRAPHY

Books:-

Philip Kotler, Keller Lane, Abraham BCoshy, MithileshwarJha, Marketing Management, Person Education, New Delhi, 2006, 12th edition. Page 144 – 160

Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri and EhsanulHaque, “Principle of

Marketing”, Pearson Education Pvt. Ltd., New Delhi, 13th Edition, Copyright © 2010

Consumer behavior 4th edition, David l. loudan and Albert j. dellabitta.

Naresh K. Malhotra, Satyabhushan Dash, “Marketing Research and Applied

Orientation”, Pearson Education Pvt. Ltd., New Delhi, 6th Edition, Copyright © 2010

G. C Beri ,”Marketing Research”, 4th Edition, Published by Tata MacGaw Hill Education

Pvt. Ltd., New Delhi, Copyright © 2008

Websites:-

1. www.google.com

2. www. Wikipedia.com

3. www.tatadocomo.com

4. www.tatateleservices.com

5. www.tatatel.com

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ANNEXURE

QUESTIONNAIRE

Questionnaire on Organisational Buying Behavior for Tata Teleservices Maharashtra Limited in Pune and PimpriChinchwad.

Dear respondents,

My name is Gholap Ritesh Malhari and I am pursuing my MBA course. As part of the curriculum, I am required to do a research on Organisational Buying Behavior in telecom sector . I need to ask some questions in this regard, and in the process I would be taking some of your valuable time. All information provided by you shall be used for academic purpose only.

1. Type of organization IT BPO/KPO Insurance Manufacturing Banking Other____________________2. Do you have Internet connection? Yes No3. Which company’s connection do you have? TTML/TCL Reliance BSNL Airtel Vodafone Idea Tikona Syscon Hathway4. From which source you get information about TTML/TCL?

( ) Website ( ) Clients ( ) advertisement( ) sales person ( ) retailer ( ) other___________

5. How you analyze the Internet service provider?

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( ) Plans ( ) High end Connectivity( ) internet speed ( ) value added services ( ) Brand Name ( ) other_____________

6. Do you like to switch to another brand with additional features? Yes No7. Which factor affects you to go for switching the brand?

( ) poor Connection ( ) Network Failure

( ) Higher Tariff Plans( ) Employee Influences

( ) Client Influences ( ) Other______________

8. Scale the factors which would influence your purchasing decision (rate from 1 to 5, 1 being least and 5 being the highest)

1 2 3 4 5Brand NamePlansInternet speedHigh End ConnectivityCustomer care servicesValue added servicesDiscounted PlansService Level AssuranceBill payment structure

9. Do you think TTML/TCL is good Internet service provider?

( ) yes ( ) No

10. From how many months you are using TTML/TCL service?( ) Less than 1 year ( ) 1-3 years( ) more than 3 years

11. Which factor influenced you to buy service of TTML/TCL?( ) Plans ( ) Service ( ) Discounts

( ) Internet Speed( ) Connectivity12. Are you satisfied with the service of Tata docomo?

( ) Yes ( ) No

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13. Rate the following services of Tata docomo?

( 5 being the highest and 1 being lowest )

1 2 3 4 5

Network

Plans

Value added services

Internet Speed

Connectivity

Customer care service

Service