Behaviour of customers in Telecom Sectors
Transcript of Behaviour of customers in Telecom Sectors
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EXECUTIVE SUMMARY
The objective of the project is Buying behaviour of customer for different telecom
services in pune city. The project was carried out by Ac-nielsen Org Marg, Pune.
ACNielsen Corporation is the world's leading provider of market research, informationand analysis to the consumer products and services industries.
In the last few years environment in India is changing very rapidly i.e. all all environment
like economical, social, political, industrial, etc. one of its major changes is the Indian
economy is shifting from agriculture to manufacturing industry to services oriented
economy. One of such field that is opened in the past is telecomunication service. There
are both private and public sectors players. In pune region private companies are Airtel,
Reliance, Tata and government co. like BSNL are competing among them.
The project involved studying the buying behaviour of customer, segmenting the market,
deciding the sample size, preparing questionnaire, field work, and analysis of collected
data and drawing inference from the collected information etc.
The data collected during the project was secondary as well as primary data. The
secondary data was collected to create the database of the survey. The source used in
secondary data are various text books and internet.
Primary data was collected through the questionnaire filled by customers interviewed.
The analysis was carried out on the basis of the information obtained from questionnaire.
To carry this research study, data collection ( primary data) has been collected from 125
customers in area of Pune city, to know the actual facts and the market position of the
company.The survey was conducted at the various parts of pune city such as Koregaon
Park, Hadapsar, Lohegaon, Kondhwa, Kothrud, Karvenagar, Sadashiv- Peth, and
Swargate. The survey was conducted with the help of questionnaire.
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1.1Introduction to the report
I have done the summer project from Ac-nielsen Org Marg, Pune. I have done the
research project on the topic Buying behaviour of customer for different telecom
services in Pune city. I have done the research work on many other project like:
Automobile industry,
Radio and Television,
Loyalty programs,
Cement retailer,
Air compressor.
I have covered many areas of pune city such as hadapsar, pashan, swargate, yerwada,
viman-nagar, kharadi, lohegaon, chandan-nagar, kothrud, etc,. I have targeted thecustomer who are in the age of 18 or 18-plus.
Background of the study:
The main aim of the study is to know that which telecomm service consumer prefer
most, and what they want from the telecom service provider.
Background of the topic:
To know the consumer satisfaction towards telecommunication service and find out the
perception of general people towards telecom service.
Need of the study:
a). Knowledge Development.
b). To take accurate decision.
c). For the collection of Data.
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1.2 COMPANY PROFILE
Nielsen Company
Nielsen Holdings N.V.
Type Public (NYSE:NLSN)
Industry Media
Founded 1923
Headquarters New York,United States
Key people
David L. Calhoun, CEO
Susan D. Whiting, EVP
Mitchell J. Habib,EVP
ProductsMarketing research
Advertising research
Website http://www.nielsen.com/
In todays competitive market, Marketing Research has become the basis of marketing
action and drives decisions and strategies of every successful organization.
ACNielsen Corporation is the world's leading provider of market research, information
and analysis to the consumer products and services industries. More than 9,000 clients in
more than 100 countries rely on ACNielsen's dedicated professionals to measure
competitive marketplace dynamics, to understand consumer attitudes and behavior, and
to develop advanced analytical insights that generate increased sales and profits.
Company history
Arthur C. Nielsen and the companys founding
Arthur C. Nielsen founded the AC Nielsen Company in 1923 with the idea of selling
engineering performance surveys. It was the first company to offer market research. The
company expanded its business in 1932 by creating a retail index that tracked the flow of
food and drug purchases. This was the first retail measurement of its kind and for the first
time allowed a company to determine its share of the market. Arthur C. Nielsen is
credited with coining this business term.
Radio and television
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In 1936, Arthur C. Nielsen acquired the Audimeter, which measured which radio stations
a radio had been tuned to during the day. After tinkering with the device for a few years,
the company created a national radio rating service in 1942. The company collected
information on which stations were tuned to in 1,000 homes. Then, this survey data was
sold to manufacturers who were interested in the popularity of programs and
demographic information about listeners for advertising purposes. This was the birth of
audience measurement that would become the most well-known part of Nielsens
business when applied to television. Today, these are commonly referred to as Nielsen
ratings.
The company began measuring television audiences in 1950, at a time when the medium
was just getting off the ground. Just as with radio, a sampling of homes across the U.S.
was used to develop ratings. This information was collected on a device that was attached
to a television that recorded what was being watched. In 1953, the company began
sending out diaries to a smaller sample of homes (Nielsen families) within the survey
to have them record what they had watched. This data was put together with information
from the devices. This combination of data allowed the company to statistically estimate
the number of Americans watching TV and the demographic breakdown of viewers. This
became an important tool for advertisers and networks.
In the 1980s, the company launched a new measurement device known as the peoplemeter. The device resembles a remote control with buttons for each individual family
member and extras for guests. Viewers push a button to signify when they are in the room
and push it again when they leave, even if the TV is still on. This form of measurement
was intended to provide a more accurate picture of who was watching and when.
On November 18, 2008 Nielsen announced that will return to the US radio ratings
business after discontinuing the service in 1968. The new radio rating service debuted in
50 US mid-size radio markets in the spring of 2009 and the results were available in the
summer. Nielsen will use its address-based sampling (ABS) to recruit sample households.
The Nielsen-pioneered method uses randomly selected addresses rather than telephone
numbers in its domestic television measurement in order to reach the 34% of U.S.
households that are not covered by current sampling methods, including cell-phone only
and many unlisted land line phone households, according to the company.
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In July 2008, The Nielsen Company released the first in a series of quarterly reports,
detailing video and TV usage across the three screens Television, Internet and Mobile
devices. The A2/M2 Three Screen Report also includes trends in timeshifted viewing
behavior and its relationship to online video viewing, a demographic breakdown of
mobile video viewers and DVR penetration.
Mergers and acquisitions
The company was acquired by the Dun & Bradstreet Company in 1984. D&B, as it is
known today, broke Nielsen into two separate companies in 1996. These were Nielsen
Media Research, which was responsible for TV ratings, and AC Nielsen, which was
responsible for consumer shopping trends and box-office data. The Dutch publishing
company VNU (Verenigde Nederlandse Uitgeverijen) acquired Nielsen Media Research
in 1999. It later recombined the two halves of the business when it acquired AC Nielsen
in 2001. In between, it sold its newspaper properties to Wegener and its consumer
magazines to Sanoma.
In 2004, Nielsen began a joint venture called AGB Nielsen Media Research with WPP
Group's AGB Group, a European competitor which provides similar services.
VNU combined the Nielsen properties with other research and data collection units
including BASES, Claritas, HCI and Spectra. The company's publishing arm also owned
several publications including The Hollywood Reporter and Billboard magazine. VNU
began acquiring companies that added to its measurement capabilities. In 2006, it
acquired a majority stake in Buzzmetrics, a company which measures consumer-
generated media online. Under the new ownership, Nielsen bought the remaining shares
of the company in 2007. In the same year, Nielsen acquired Telephia, which measures
mobile media, and Bilesim Medya, a Turkish advertising intelligence firm.
In 2006, VNU was acquired by a group of six private equity firms: the American
Kohlberg Kravis Roberts & Co., Thomas H. Lee Partners, Blackstone Group, Carlyle
Group and Hellman & Friedman, and Dutch equity firm AlpInvest Partners. In the same
year, the group hired David L. Calhoun, formerly of General Electric, as CEO. He
renamed VNU as The Nielsen Company in 2007.
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VNU sold its business publications division in 2006 for 320m (210m) to venture
capital group 3i, which then sold the UK division (VNU Business Publications Ltd) to
Incisive Media.
In 2008, the company acquired IAG Research which measures viewer engagement with
TV commercials. The same year Nielsen made a strategic investment in NeuroFocus, a
California firm applying neuroscience brainwave techniques for consumer research. In
2009 and 2010, Nielsen sold its business magazines; its well-known entertainment
properties went to the new company e5 Global Media. On June 3, 2010 Nielsen Holdings
filed with the SEC to raise up to $1.75 billion in an initial public offering.
In June 2010 Nielsen paired with Mckinsey to create the social media consulting
company NM Incite. Through "NM Incite," Nielsen combines its Buzzmetrics listening
platform technology with McKinsey's management consultants, to offer a broad range of
social consulting influenced by social media data and analytics. NM Incite has operations
in 13 global markets, including: US, UK, Germany, Spain, Italy, Australia, New Zealand,
China, Japan, India, Brazil, Canada and Korea.
Competitors
Rank Company
1 Nielsen Company
2 Kantar Group
3 IMS Health Inc.
4 GfK AG
5 Ipsos
6 Synovate
7 IRI8 Westat
9 Arbitron
The Nielsen Code
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In 1931, Arthur C. Nielsen, Sr., wrote the Nielsen Code, defining the principles that
would guide Nielsen to global leadership in marketing research. The Code remains
relevant today and continues to guide to company and employees practices. The 8 pillars
of this code are:
Impartiality
Thoroughness
Accuracy
Integrity
Economy
Price
Delivery
Service
Key Dates:
1923: Arthur Charles Nielsen, Sr., founds the A.C. Nielsen Company.
1935: A.C. Nielsen creates 'market share' concept.
1939: A.C. Nielsen opens office in United Kingdom.
1984: A.C. Nielsen is acquired by Dun & Bradstreet.
1987: Nielsen Media Research enters into joint venture with NPD Group, forming
NPD/Nielsen Inc.
1988: NPD/Nielsen Inc. launches National Electronic Household Panel.
1996: Dun & Bradstreet spins off A.C. Nielsen Company; ACNielsen Corporation is
formed.
1999: ACNielsen Media International is launched.
2000: VNU announces plans to acquire ACNielsen Corporation
1.3 Product profile
Telecom services
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The telecom industry has grown and evolved at an incredible pace for the last 20 years,
dramatically changing the way people communicate and transforming everyday life along
the way. This rapid growth has created a dynamic and competitive industry climate with
continually evolving technology and staggering financial stakes.
One of the fastest growing market in the world.The Indian Telecommunications network
with 621 million connections (as on March 2011) is the second largest in the world.
About 15 million connections have been added every month Share of wireless
connections is 93%of the total phones. Share of private connections is 82.3%.
There are three types of players in telecom services:
State owned companies (BSNL and MTNL)
Private Indian owned companies (Reliance Infocom, Tata Teleservices,)
Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel,
Idea Cellular, BPL Mobile, Spice Communications.
Scope of Telecom Industry
The telecom industry is growing at a great pace and the growth rate is expected to double
with every passing year. There are many new developments in the telecom sector,
including the ingress of 3G technology that the Indian market is witnessing at present.
Public Players
MTNL, BSNL, VSNL are the major Public players
Private Players
Airtel, Idea, Hutch, Tata, Reliance, BPL.Some of them are entering foreign markets
as well. The Bharti Telecom will be launching its services for the NRIs in the US with
the help of Airtel CALLHOME service.
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1.4 Statement of the problem:
The problem is to know the consumer buying behaviour towards telecom service
provider, their needs, wants in the best possible way so as to get the optimal return. So
the research will be carried out for the purpose of building optimal customer.
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1.5 Research Objective
Primary objective:
Buying behaviour of customer for different telecom services in pune city
Secondary Objective:
1). Brand awareness of customer.
2). To know the impact of brand on sales.
3). To know on what basis does the subscriber prefer any service provider.
4). To know what influence to consumer to buy the product
5). To understand the frequency and the reason behind the consumer getting switch over
to certain provider.
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1.6 RESEARCH METHODOLOGY
WHAT IS MARKETING RESEARCH?
The natural starting point is to define our subject, and so we quote the traditional
definition of the American Marketing Association. Marketing Research is__
The systematic, gathering, recording and analyzing of the data about problems
relating to the marketing of goods and services.
The systematic conduct of research requires particularly these two qualities__
Orderliness, in which the measurement are accurate and cross section is fair, and
Impartiality in analysis and interpretation.
The definition also indicates the scope of marketing research. We will modify that but
adding
Planning
Interpreting
The definition needs these stages of planning and interpreting, because__
Unless there has been planning in advance, a study would be unsystematic, and
The research has to be completed by interpreting the data for it to have meaning
and value to its user.
A research model that fulfills that definition will be presented shortly.
WHY MARKETING RESEARCH ?
It is usually said that if marketing would be a train, then market research would be
the locomotive. In other words, market research should ideally be the starting point of
any marketing exercise. Conducting any marketing exercise - be it related to pricing,
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promotion or distribution of a product or service, without researching the potential
market is as sensible as setting out to sell sand in the Sahara Desert.
MARKETING RESEARCH PROCESS: AN OVERVIEW
The marketing research process includes the systematic identification, collection,
analysis and distribution of information for the purpose of knowledge development
and decision making.
Whether you are creating a new marketing research program or perhaps revising an
existing marketing research program, what are the steps you should take?
While there are dozens of little steps along the way, each of those steps fits into one
of the 6 major steps of the marketing research process.
They are:
Step 1. Identifying and defining your problem
Step 2. Developing your approach
Step 3. Establishing research design and strategy
Step 4. Collecting the data
Step 5. Performing data analysisStep 6. Reporting and presentation
1. Identifying the Problem
If you are considering conducting marketing research, chances are you have already
identified a problem and an information need.
This step is always the first of the marketing research steps. At this point, the
problem will have been recognized by at least one level of management, and internal
discussions will have taken place. Sometimes, further definition of the issue or
problem is needed, and for that there are several tools you can use.
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2. Marketing Research Approach
Once your problem is better defined, you can move onto developing marketing research
approach, which will generally be around a defined set of objectives.
Clear objectives developed in Step 1 will lend themselves to better marketing research
approach development. Developing your approach should consist of honestly assessing
you and your teams market research skills, establishing a budget, understanding your
environment and its influencing factors, developing an analysis model, and formulating
hypotheses.
3. Marketing Research Design
Based upon a well-defined approach from Step 2, a framework for the designing your
marketing research design should be apparent.
Marketing research design is the most encompassing of all steps in the marketing
research process, requiring the greatest amount of thought, time and expertise and
is the point at which those less experienced with market research will obtain
assistance from an internal market research expert or perhaps partner with an external
marketing research provider.
Since the intelligence eventually gained from the research is so closely related to theselected marketing research design, this is the single most important step in the
research process and the step most vulnerable to common marketing research errors.
4. Marketing Research Data Collection
Marketing research data collection (often called survey fielding) is the point at which
the finalized questionnaire (survey instrument) is used in gathering information
among the chosen sample segments. There are a variety of data collection
methodologies to consider.
Selecting which is the most appropriate marketing research data collection
methodology for a particular research project takes place during Steps 2 & 3 of the
marketing research process.
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5. Survey Data Analysis
Any survey data analysis will depend on how the survey questionnaire was
constructed. Less complex survey data analysis can be handled with any of a number
of office suite tools, while more complex questionnaire data analysis requires
dedicated market research analysis programs.
6. Market Research Reports
Market research reports and presentations are easily the second most important step,
if not the first. Any critical information and knowledge that comes from your market
research investment will be limited by how your market research reports are
presented to decision makers.
1. Research Design:
Research Design is the plan, structure and strategy of investigation conceived so as to
obtain answers to research questions and to control variance. A research design is the
specification of methods and procedures for acquiring the information needed. It is
the overall operational pattern of the project that stipulates what information is to be
collected from which sources by what procedures.
A. Type of study: Different types of research designs have emerged on account of the
different perspectives from which a research study can be viewed. However, a
frequently used classification system is to group research designs under three
categories
i. Exploratory Research:
A exploratory study is generally based on the secondary data that are readily
available. It does not have a formal and rigid design as the researcher may have to
change his focus or direction, depending on the availability of new ideas and
relationship among variables.
ii. Descriptive Research:
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Descriptive studies are undertaken in many circumstances. When the researcher is
interested in knowing the characteristics of certain groups such as age, sex,
educational level, occupation or income, a descriptive study may be necessary.
The objective of such a study is to answerwho, what, when, where and how of the
subject under investigation. Descriptive studies are well-structured. Descriptive
studies can be divided into two broad categoriescross-sectional and longitudinal.
iii. Casual Research:
The method of agreement states that when two or more cases of a given
phenomenon have one and only one condition may be regarded as the cause (or
effect) of the phenomenon.
In this project, Descriptive Research Design has been used.
B. Nature of study.
The nature of the Research was totally quantitative. Quantitative in the sense that all
the facts and figures collected in the research are totally based on the percentage of
the sample size.
C. Types of Questionnaire.
The questionnaire which was formed was a well structured questionnaire.
D. Type of questions.
a) Open-ended questions: An open-ended or simply open or free answer
question gives the respondent complete freedom to decide the form, length and detail
of the answer. Open questions are preferred when the researcher is interested in
knowing what is uppermost in the mind of the respondent.
b) Dichotomous questions: It may be pointed out that dichotomous questions are
most convenient or least bothersome to respondents, who have simply to indicate
their choice from the two possible answers. As such, these questions require the
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minimum possible time of the respondents. Also, answers to such questions are easy
to edit, tabulate and interpret.
YES_______________ NO_______________
c) Multiple-choice questions: In the case of multiple-choice questions, the
respondent is offered two or more choices. The marketing researcher exhausts all the
possible choices and the respondent has to indicate which one is applicable in his
case.
E. Type of Analysis.
It was clear that the information collected for the research was completely
quantitative. So the analysis of the data was statistically done.
2. Sources of Information.
a) Secondary Source: Secondary marketing research, or desk research, already exist
in one form or another. It is relatively cheap, and can be conducted quite quickly
.However, it tends to have been collected for reasons other than for the problem or
objective at hand. So it may be untargeted, and difficult to use to make comparisons
(e.g. financial data gather on Australian pensions will be different to data on Italian
pensions). There are a number of such sources available to the marketer, and the
following list is by no means conclusive:
i. Trade associations
ii. National and local press Industry magazines
iii. National/international governments
iv. Websites
v. Informal contacts
vi. Trade directories
vii. Published company accounts
viii. Business libraries
ix. Professional institutes and organizations
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x. Omnibus surveys
xi. Previously gathered marketing research
xii. Census data
xiii. Public records
I have obtained secondary data from the internet.
b) Primary Source: Primary marketing research is collected for the first time. It is
original and collected for a specific purpose, or to solve a specific problem. It is
expensive, and time consuming, but is more focused than secondary research. There
are many ways to conduct primary research. We consider some of them:
i. Interviews
ii. Mystery shopping
iii. Focus groups
iv. Projective techniques
v. Product tests
vi. Diaries
vii. Omnibus Studies
The primary data for the study was collected by personal interviews of the
respondents.
3. Plan for Primary Data Collection.
i. Research technique. I have collected primary data through
descriptive type and performed survey which was purely a sample survey, then
through direct communication with the respondent through the personal interview
have obtained the primary data.
ii. Contact Method. The sample size and the sample elements were clear
to me. So the contact method selected was direct contact to the respondent by
reaching to their place and taking interview. It means the contact method was direct
approach to the respondent.
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iii. Research Instrument. The research instrument used was the
questionnaire. The Questionnaire used had open as well as closed ended
questionnaire.
4. Sample Design.
a) Population - population of Pune City.
b) Sample element - Well-structured questionnaire
c) Sample size - The overall sample size for the study was 125 including
the different kinds of respondent.
d) Sample extent - The survey was conducted in Pune city only. The area
covered under the survey was Koregaon Park, Hadapsar, Lohegaon, Kondhwa,
Kothrud, Karvenagar, Sadashiv Peth, and Swargate.
e) Sampling procedure - The sampling procedure was selective random
sampling.
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1.7LIMITATION
1). The research is conducted in a limited area i.e. the geographical area was limited to
some area of pune region only.
2). The internet information can be irrelevant.
3). Time is a major constraint.
4). The respondent will be limited so cannot be treated as a whole population.
5). The respondent may be biased.
6). Due to language problem it is possible that the respondents are not be able to
understand the questionnaire and can cause misleading results.
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2.1 Concepts and Definition
Market:
The concept of exchange leads to the concept of a market.
A market consists of all the potential customers sharing a particular need or want,
who might be willing & able to engage in exchange to satisfy that need or want.
Thus the size of the market depends upon the number of persons who exhibit the need
that have resources that interest others and are willing to offer these resources in
exchange for what they want.
For exchange to take place, five conditions must be satisfied.
There are at least two parties.
Each party has something that might be of value the other party.
Each party is capable of communication & delivery.
Each party is free to accept or reject the offer.
Each party believes it is appropriate or desirable to deal with other party.
Five main types of customer markets
Consumer markets
Industrial markets
Reseller markets
Government & Nonprofit markets
International markets
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Consumer is made aware pf them through advertising. The classic examples of known
but unsought goods are life insurance, cemetery plots, gravestones and encyclopedias.
Unsought goods require substantial marketing efforts in the form of advertising and
personal selling. Some of the most sophisticated personal selling techniques have
developed from the change to sell unsought goods.
Marketing:
Marketing is a societal process by which individuals and groups obtained what they need
and went through creating, offering and freely exchanging product and services of value
with others.
For a managerial definition: marketing has often been described as the art of selling
product. The most important of marketing is not only selling but selling is only the tip of
the marketing iceberg.
MARKETING RESEARCH:
The systematic gathering, recording, analyzing, and use of data relating to the transfer
and sale of goods and services from producer to consumer.
Branding:
In marketing, a brand is the symbolic embodiment of all the information connected with
a product or service. A brand typically includes a name, logo and other visual elements
such as images or symbols. It also encompasses the set of expectations
Associated with a product or service, which typically arise in the minds of people. Such
people include employees of the brand owner, people involved with distribution, sale or
supply of the product service, and ultimate consumers.
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Brand is the proprietary visual, emotional, rational, and cultural image associated with a
company or a product. The purpose of having people remember the brand name and have
positive associations with that brand is to make their product selection easier and enhance
the value and satisfaction they get from the product.
A traditional advertising method used to create an acquired response from a are not
purchases for the sole purpose of having people remember the brand name and have
positive associations with that brand is to make their product selection easier and enhance
the value and satisfaction they get from the product.
A traditional advertising method used to create an acquired response from a target
audience based on cumulative impressions and positive reinforcement. These ads are not
purchase for the sole purpose generating a click or visitor. They are geared towards
increased product or company name awareness and lifelong customers.
It is a promise a pledge of quality. It is the essence of a product, including why it is great,
and how it is better than all competition products. It is an image it is a combination of
words and letters, symbols, colors.
Various term related to brand are:
1) Brand. A brand is the identification of a product it can be in the form of name,
symbol or design etc.
2) Brand name. The part of brand which can be spoken is called brand name. in other
words we can say it is the verbal part of a brand.
3) Brand mark. The part of brand which cannot be spoken but can be recognized is
known as brand mark.
4) Trade mark. A part of brand which is given legal protection is called trade mark.
Advantages of Brand name
1) Helps in product differentiation. With branding marketer can differentiate his
product from the competitors product.
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2) Helps in Advertising. With the brand name advertising become more effective as
it not only makes people aware about the features of product but also about
brand which can provide these benefits.
3) Differential pricing. With established brand name the firm can easily change
high price for its product as compared to competitors product.
4) Easy Introduction of new product. The companies which use their companys
name then it becomes very easy for such company to popularize the new product
it is planning to introduce.
Advantages to Customers
1) Helps in identification of product. Branding helps the customers to select the
products easily as the brand which is giving them satisfaction can be selected
easily over the competitor product.
2) Ensures Quality. Brand name gives quality assurance and customers can buy
branded goods with no doubts about qualities of product.
3) Status symbol. Use of branded goods adds to status symbol of customers and
adds to their confidence level.
Sale promotion:
Sales promotion refers to any activity designed to boost the sales of a product or service.
It may include an advertising campaign, increased PR activity, a free- sample setting up
competitions with attractive prizes, temporary price reductions, door-to-door calling,
telephone-selling, personal letters on other methods.
In marketing, sales promotion is on one of the four aspects of promotion. (The other three
parts of the promotional mix are advertising, personal selling, and publicity/public
relations) sales promotions are non-personal promotional efforts that are designed to
Have an immediate impact on sales. Sales promotion is media and non-media marketing
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communications employed for pre-determined, limited time to increase consumer
demand, stimulate market demand or improve product availability.
Sales promotion consist of a diverse collection of incentives tools, mostly short
term, designed to stimulate quicker or greater purchases of particular products or services
by consumer or the trade.
Whereas advertising offers a reason to buy, sales promotion offers an incentive
to buy. Sales promotion includes tools for consumer promotion (samples, coupons, cash
refund, prices off, premiums, prizes, Total market potential patronage rewards, free trials,
warranties, tie in promotions, cross promotion point of purchase display and
demonstration); trade promotion (price off, advertising, and display allowances, and free
goods); and business and sales force promotion (trade shows and conventions, contests
for sales representative, and specialty advertising).
Sales promotion tools are used by most of the organization, including
manufacturer, distributor, retailers, trade association, and nonprofit organization.
ADVERTISING
Advertising is a form of communication used topersuade an audience (viewers, readers
or listeners) to take some action with respect to products, ideas, or services. Most
commonly, the desired result is to drive consumer behavior with respect to a commercial
offering, although political and ideological advertising is also common. Advertising
messages are usually paid for by sponsors and viewed via various traditional media;
including mass media such as newspaper, magazines, television commercial, radio
advertisement,outdoor advertisingordirect mail; ornew media such as websitesand text
messages.
Commercial advertisers often seek to generate increased consumptionof theirproducts or
services through "Branding," which involves the repetition of an image or product name
in an effort to associate certain qualities with the brand in the minds of consumers.Non-
commercial advertisers who spend money to advertise items other than a consumer
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product or service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizationsmay rely on free modes ofpersuasion,
such as apublic service announcement(PSA).
1. The non-personal communication of information usually paid for & usually
persuasive in nature, about products (goods & services) or ideas by identified
sponsor through various media. (Arenes 1996)
2. Any paid form of non-personal communication about an organization, product,
service, or idea from an identified sponsor. (Blech & Blech 1998)
3. Paid non-personal communication from an identified sponsor using mass media to
persuade influence an audience. (Wells, Burnett, & Moriaty 1998)
TARGETING
A target market is a group of customers that the business has decided to aim its
marketing efforts and ultimately its merchandise
Marketers have outlined four basic strategies to satisfy target markets: undifferentiated
marketing ormass marketing, differentiated marketing, concentrated marketing, and
micromarketing/ niche marketing.
Mass marketing is a market coverage strategy in which a firm decides to ignore marketsegment differences and go after the whole market with one offer. It is type of marketing
(or attempting to sell through persuasion) of a product to a wide audience. The idea is to
broadcast a message that will reach the largest number of people possible. Traditionally
mass marketing has focused on radio, television and newspapers as the medium used to
reach this broad audience.
For sales teams, one way to reach out to target markets is through direct marketing. This
is done by buying consumer database based on the segmentation profiles you have
defined. This database usually comes with consumer contacts (e.g. email, mobile no.,
home no., etc.).
A principal concept in target marketing is that those who are targeted show a strong
affinity orbrand loyalty to that particularbrand. Target Marketing allows the marketer /
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sales team to customize their message to the targeted group of consumers in a more
focused manner.
SEGMENTATION
Market segmentation is a concept in economics and marketing. A market segment is a
sub-set of a market made up of people or organizations with one or more characteristics
that cause them to demand similar product and/or services based on qualities of those
products such as price or function. A true market segment meets all of the following
criteria: it is distinct from other segments (different segments have different needs), it is
homogeneous within the segment (exhibits common needs); it responds similarly to a
market stimulus, and it can be reached by a market intervention. The term is also used
when consumers with identical product and/or service needs are divided up into groups
so they can be charged different amounts for the services. The people in a given segment
are supposed to be similar in terms of criteria by which they are segmented and different
from other segments in terms of these criteria. These can be broadly viewed as 'positive'
and 'negative' applications of the same idea, splitting up the market into smaller groups.
Examples:
Gender
Price
Interests
While there may be theoretically 'ideal' market segments, in reality every organization
engaged in a market will develop different ways of imagining market segments, and
create Product differentiation strategies to exploit these segments. The market
segmentation and corresponding product differentiation strategy can give a firm a
temporary commercial advantage.
Positioning
Once a market segment has been identified (via segmentation), and targeted (in which the
viability of servicing the market intended), the segment is then subject to positioning.
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Positioning involves ascertaining how a product or a company is perceived in the minds
of consumers.
This part of the segmentation process consists of drawing up a perceptual map, which
highlights rival goods within one's industry according to perceived quality and price.
After the perceptual map has been devised, a firm would consider the marketing
communications mix best suited to the product in question.
BUYING BEHAVIOUR
Introduction
An important part of the marketing process is to understand why a customer or buyer
makes a purchase. Without such an understanding, businesses find it hard to respond to
the customers needs and wants. Marketing theory traditionally splits analysis of buyer or
customer behavior into two broad groups for analysis Consumer Buyers and Industrial
Buyers.
Consumer Buying Behaviour refers to the buying behavior of the ultimate consumer. A
firm needs to analyze buying behavior for:
Buyers reactions to a firms marketing strategy has a great impact on the firms
success.
The marketing concept stresses that a firm should create a Marketing Mix (MM)
that satisfies (gives utility to) customers, therefore need to analyze the what,
where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process (For complex decisions).
The 6 stages are:
1. Problem Recognition (awareness of need)--difference between the desired state
and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger
stimulates your need to eat.
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Can be stimulated by the marketer through product information--did not know
you were deficient? I.E., see a commercial for a new pair of shoes, stimulates
your recognition that you need a new pair of shoes.
2. Information search--
o Internal search, memory.
o External search if you need more information. Friends and relatives (word
of mouth). Marketer dominated sources; comparison shopping; public
sources etc.
3. Evaluation of Alternatives--need to establish criteria for evaluation, features the
buyer wants or does not want. Rank/weight alternatives or resume search. May
decide that you want to eat something spicy, Indian gets highest rank etc.
If not satisfied with your choices then return to the search phase. Can you think of
another restaurant? Look in the yellow pages etc. Information from different
sources may be treated differently. Marketers try to influence by "framing"
alternatives.
4. Purchase decision--Choose buying alternative, includes product, package, store,
method of purchase etc.
5. Purchase--May differ from decision, time lapse between 4 & 5, product
availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by warranties,
after sales communication etc.
After eating an Indian meal, may think that really you wanted a Chinese meal
instead.
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3 Data Analysis
Q.7. Have you purchased your card under any scheme
Total no. of respondent Yes No
125 80 45
64% 36%
Table no:- 3.1
Fig no:- 3.1
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 80 respondent have bought
SIM card under scheme, which implies that most of the people get attracted towards the
schemes and it also shows that most of the people are well aware of promotion in market.
And only 45 respondent have not purchased there SIM card under any scheme.
Q. 8. How many cards do you have?
Total no. of respondent One SIM card More than one SIM card
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125 50 75
40% 60%
Table no:-3.2
Fig no:-3.2
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, only 50 respondent using one
SIM card and other 75 respondent using more than one SIM card, which implies that
most of the people enjoying the different SIM card alternatively and they well aware of
their uses.
People are not depend on single SIM card.
Q9. How many service providers are you aware of?
Top
of the
Mind
Airtel Vodafone Reliance Idea Tata
Docomo
Aircel Uninor Virgin BSNL
115 50 50 45 60 10 15 5 10
32% 14% 14% 12% 17% 3% 4% 1% 3%
Table no:- 3.3
Fig no:-3.3
INTERPRETATION:
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According to the survey, out of 125 respondents surveyed, 115 respondents are well
aware of Airtel. It implies that Airtel service provider has communicate their product very
effectively which becomes the strong image in the mind of people.
And Virgin service provider has only 5 respondent out of 125 respondents, which is
lowest compare to other service provider. It implies that they requred some innovative
idea to reach up to the mind of people.
Q 10.Which service provider you like the most?
Airtel Vodafone Reliance Idea Tata Docomo Virgin
40 10 15 10 30 10
35% 8% 13% 9% 26% 9%
Table no:-3.4
Fig no:-3.4
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 40 respondents like Airtel. It
implies that people get more satisfied with Airtel service provider.
And 10 respondents out of 125, which is least in number, likes Vodafone, Idea, and
Virgin. It implies that people are not satisfied with the performance or service.
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Q 11. Which service provider you dont like and why?
BSNL Airtel Vodafone Reliance Idea Tata
Docomo
Virgin Aircell
5 30 15 35 15 5 15 5
4% 24% 12% 28% 12% 4% 12% 4%
Table no :- 3.5
Fig no :-3.5
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 35 respondent doesnt like the
Reliance service, which implies that some people doesnt have positive image, they
looking for some more improvements in there services.
While 5 respondents out of 125, doesnt like BSNL, Tata Docomo, and Aircell services
Q.12. What are the influencers when you purchase a mobile service provider
Recommended
by family and
friends
Call rates SMS rates Brand name Brand
ambassado
r
other
50 100 55 35 5 10
20% 39% 21% 14% 2% 4%
Table No:- 3.6
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Fig No :-3.6
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 100 respondents get
influenced by the call rates which implies that people mostly looking for those offer
which are directly related to their needs.
While 5 people are influenced by Brand ambassader which implies that this promotional
tools is equally important to creat the demand in market.
Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it
provides the schemes that you are looking for?
A).Not at all willing to go for it
Airt
el
Relian
ce
Ide
a
Tata
Docom
o
Vodafon
e
Unin
or
Airc
el
Virgi
n
T
24
Etisala
te
MT
S
Ste
l
15 55 20 10 40 30 25 25 25 25 20 50
5% 16% 6% 3% 12% 9% 7% 7% 7
%
7% 6% 15
%
Table no:-3.7 A
Fig No:-3.7 A
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INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 50 respondents will not got for
Stel even it include the same facility what the customers like , which implies that there is
huge loss of customers for Stel service provider. They need to enter with new attractive
schemes to compete with market.
While 10 respondents are not willing to go for it, which shows the positive sign for Tata
docomo service because they are least in numbers compare to other.
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Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it
provides the schemes that you are looking for?
B). Probably will not go for it
Relianc
e
Idea Vodafone Uninor Aircel Virgin T 24 Etisalate MTS Stel
10 10 15 15 5 5 10 15 15 5
9% 10% 14% 14% 5% 5% 10% 14% 14% 5%
Table no:-3.7 B
Fig no:-3.7 B
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 15 respondent has given there
mark for Vodafone, Uninor, Etisalate, and MTS, which shows they may not purchse the
same service for the next time even it include the same facility what the customers like. Itimplies the bad service provided by these services.
While only 5 respondents has mark to Aircell, Virgin, and Stel, which implies positive
sign as it is the lowest vote compare to other service provider.
Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it
provides the schemes that you are looking for?
C).Not sure at the moment
Airte
l
Reliance Idea Tata
Docom
o
Vodafone Unino
r
Airce
l
Virgin T
24
Etisalat
e
MT
S
Stel
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20 5 35 10 25 15 20 15 25 15 5 5
10% 2% 18% 8% 13% 8% 10% 8% 13% 8% 2% 3%
Table no:-3.7 C
Fig no:-3.7C
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 35 respondents are not sure at
the moment for the Idea service. It implies that people are not sure about to subscribe the
Idea service even it include the same facility what the customers like as they are not able
to satisfied there customers up to level of there needs.
While only 5 respondents are not sure at the moment to subscribe Reliance, MTS, and
Stel as customers have large number of substitute, they are looking for new schemes or
better service.
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Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it
provides the schemes that you are looking for?
D).Probably will go for it
Airte
l
Reliance Idea Tata
Docomo
Vodafone Unino
r
Aircel Virgin T
24
Etisalate MT
S15 25 20 25 15 5 10 5 10 10 20
8% 14% 11% 14% 8% 3% 5% 3% 5
%
6% 11%
Table no:-3.7 D
Fig No :-3.7D
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 25 respondents probably go
for Reliance, and Tata Docomo if it include the same facility what the customers likes, it
implies that customer have some fath with this service providers.
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While , out of 125 respondents surveyed, only 5 respondents probably go for Uninor,
Aircel, BSNL, and MTNL, it implies that tere are many area to improve.
Q.13. Would you like to purchase the SIM Card even at a higher price in future, if it
provides the schemes that you are looking for?
E). Definitely willing to go for it
Airtel Reliance Tata
Docomo
Vodafone Uninor Aircel MTS Stel
45 5 15 15 10 10 10 15
36% 4% 12% 12% 8% 8% 8% 12%
Table no :- 3.7D
Fig no.:-3.7 D
INTERPERTATION:
According to the survey, out of 125 respondents surveyed, 45 respondents definetaly
willing to go for Airtel if it include the same facility what the customers likes, it implies
the strong market captured by Airtel aervice provider and it also shows that it has a better
service compare to others.
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While out of 125 respondents surveyed, only 5 respondents definetaly willing to go for
Reliance if it include the same facility what the customers likes, it implies the poor
service image made in the mind of customer.
Q.14. Please tell us, what would be your buying behavior for different service
provider in different situation:A). whatever is cost price
Airtel Reliance Vodafone Idea Uninor Tata
Docomo
Aircel Etisalate
35 5 5 10 10 15 5 5
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39% 5% 5% 11% 11% 17% 6% 6%
Table no:-3.8 A
Fig no :-3.8 A
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 35 respondents will subscribe
Airtel service at whatever the cost. It shows the brand loyalty of customer. They become
use to of Airtel service.
While only 5 respondents will subscribe Reliance, Vodafone, Aircel, and Etisalate at thewhatever the cost, which implies that there is strong competition in the market for them.
Q.15. Please tell us, what would be your buying behavior for different service
provider in different situation.
B).Even if it costs more than any other brand
Airte
l
Relianc
e
Vodafone Ide
a
Unino
r
Tata
Docom
o
Airce
l
Virgin Etisalat
e
MT
S
10 20 15 10 10 25 10 5 5 5
9% 17% 13% 9% 9% 22% 9% 4% 4% 4%
Table No :-3.8 B
Fig no :-3.8 B
INTERPERTATION:
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According to the survey, out of 125 respondents surveyed, 25 respondents will go for
Tata Docomo even if it costs more than any other brand,it implies that impact of image or
impact good service in the mind of subscriber.
While only 5 respondents will go for Virgin, Etisalate, and MTS.
Q.15. Please tell us, what would be your buying behavior for different service
provider in different situation.:
C).Only if it costs same as the cheapest brand
Airtel Reliance Virgin Idea Uninor Docomo Aircel Virgin T
24
Etisalate MTS
40 15 20 15 15 25 15 20 15 20 20
Table no :-3.8 C
Fig no :-3.8 C
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 40 respondents will subscribe
Airtel service only if it costs same as the cheapest brand, which implies that people are
interested to have Airtel service only if they satisfied with cost.
While 15 respondents will subscribe Reliance, Uninor, Aircel, and T 24 only if it costs
same as the cheapest brand.
Q.15. Please tell us, what would be your buying behavior for different service
provider in different situation.:
D). I would not buy it at all.
Airte
l
Relianc
e
Vodafone Ide
a
Unino
r
Tata
Docom
Aircel Virgin T
2
Etisalat
e
MT
S
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o 4
10 40 20 30 40 20 30 35 4
0
40 45
Table no :-3.8 D
Fig no :-3.8 D
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 45 respondents whould not
buy MTS and Stel at all. This shows negative image in the mind of customer. They
requier some strong innovative idea and some new promotional event to increse the
customer.
While only 10 respondents whould not buy the Airtel service at all, it implies positive
sign as it is lowest in number of respodents compare to others.
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Q.15. Please tell us, what would be your buying behavior for different service
provider in different situation.
E). COST of SIM card
Expensive than other brand About the same as others Cheaper in comparison to
others
30 35 50
26% 30% 44%
Table no:-3.8 E
Fig no:-3.8 E
INTERPRETATION:
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According to the survey, out of 125 respondents surveyed, 50 respondents said cheaper in
cost compare to other brands about the service provider they currently using. It implies
that most of the people prefer to buy there SIM card at lowest price.
While 30 respondents said expensive in cost compare to other brands about the service
provider they currently using. It implies that in competitive market still there people who
purchase there SIM card in expensive rate. They prefer only better service.
Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agrees):
A). technically good
TECHNICALLY GOOD
Ratings
on
Average
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
4 3 3 4 5 3 2 3
Table no :-3.9 A
Fig no:- 3.9 A
INTERPRETATION:
According to the survey, and on the basis of average ratings people has given 5 rating to
the Tata Docomo service and 2 to the Virgin service, it implies that Tata Docomo is
technically good as compare to others.
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Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree):
B).Well performance
WELL PERFORMANCE
Ratings
on
Average
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
5 4 4 4 5 2 1 2
Table no:-3.9B
Fig no :-3.9 B
INTERPRETATION:
According to the surveyed respondents and on the basis of average 5 ratings has given to
Airtel, and Tata Docomo and 1 to the Virgin service, which implies that people are well
satisfied with Airtel and Tata Docomo telecommunication service as compare to others.
Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree):
C).Good discount offer
Good discount offers
Ratings
on
Average
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
3 3 4 5 5 1 1 2
Table no :-3.9 C
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Fig no:-3.9 C
INTERPRETATION:
According to the surveyed respondents, and on the average basis, people has given 5
mark to Reliance and Tata Docomo service, which implies that this services has better
promotional as compare to others. While Aircel and Virgin has lowest rating, which
implies that people need some more or new discount offers.
Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree):
D). Nice storage capacity (SMS storage, etc)
NICE STORAGE CAPACITY
Ratings
on
Average
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
5 4 5 5 4 3 1 3
Table no:- 3.9 D
Fig no :- 3.9 D
INTERPRETATION:
According to surveyed people and on average basis, respondent has given 5 mark to
Airtel, Idea, and Reliance service, which implies that it has nice storage capacity compare
to Virgin telecommunication service as people has given 1 mark to this service provider.
Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree):
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E) Better GPRS facility
Better GPRS facility
Ratings
on
Average
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
2 3 3 4 5 2 1 1
Table no: - 3.9 E
Fig no:-3.9 E
INTERPRETATION:
According to the surveyed people, and on the basis of average, people has given 5 rating
to Tata Docomo service, it implies that it has better GPRS facility compare to others as it
has highest mark as compare to others.
While people has given 1 rating to Virgin and Uninor service, which implies wide area to
improve the services.
Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree):
F). More demand in market
More demand in market
Ratings
on
Average
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
5 4 3 5 4 1 1 3
Table no:-3.9 F
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Fig no :- 3.9 F
INTERPERTATION:
According to the surveyed people, and on the basis of average, people has given 5 to
Airtel and Reliance service, which imples that there is more demand in market compare
to others. It shows the buyer are more satisfied with this service and it also indicate that
there is a wide network of Airtel and Reliance service.
Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agree):
G).Nice availability of SIM card in market
Nice availability
Ratings
on
Average
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
5 4 5 5 5 2 1 3
Table no :- 3.9 G
Fig no:-3.9 G
INTERPERTATION:
According to the surveyed people, and on the basis of average, people has given 5 to
Airtel, Reliance, Idea, and Tata Docomo, which implies that people are not facing any
problem as far as availability is concern. It shows the better services done by this
different services.
Q.18. Please mark under the rating 1 to 5(where 5 is the best or strongly agrees):
H). Availability of recharge voucher
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Availbility of recharge voucher
Ratings
onAverage
basis
Airtel Vodafone Idea Reliance Tata
Docomo
Aircel Virgin Unino
5 2 2 5 4 1 1 2
Table no :- 3.9 H
Fig no :- 3.9 H
INTERPERTATION:
According to the surveyed people, and on the basis of average, people has given 5 to
Airtel and Reliance services, it imples that people get recharge voucher very easily as
compare to others.
Q.19. Do you find your recharge voucher easy to use?
yes no
110 15
88% 12%
Table no :-3.10
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Fig no :- 3.10
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 110 respondents said there
recharge vouchere is easy to use, it implies that all the service provider doing well to
make customer easy in the matter of recharge voucher.
While only 15 respondents facing the problem in recharge voucher.
Q.20. Does recharge voucher affects your buying decision and how?
Yes No
50 75
40% 60%
Table no :- 3.11
Fig no :-3.11
INTERPRETATION:
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According to the survey, out of 125 respondents surveyed, 75 respondents said they
doesnt get affected by recharge voucher while they purchasing the mobile service
provider. It implies that some people are not concern with recharge voucher.
While 50 respondents said they concern recharge voucher while they purchasing any
mobile service provider.
Q.21. Do you consider customer care services while purchasing SIM card?
yes No
60 65
48% 52%
Table no: - 3.12
Fig no:-3.12
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 60 respondents said they
consider customer care service while purchasing the SIM card, it implies that the service
provider must give importance to the customer care services as it maintain the good
relationship with users and they remain happy.
While 65 respondents said they do not consider customer care service, as they give
importance only to the service provider.
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Q.22. What you looking most while you considering customer care services.
Easy to dial Fast connection Toll free
service
More
informative
Others
50 95 50 55 10
19% 37% 19% 21% 21%
Table no :- 3.13
Fig no :-3.13
INTERPERTATION:
According to the survey, out of 125 respondents surveyed, 95 respondents said they
looking fast connection as the most important factor while considering customer care
services. It implies that there should not be delay in hearing there problems.
While 10 respondents said some different important factor.
Q.23. What was the name of last service provider?
BSNL Airtel Vodafone Reliance Idea Tata
Docomo
10 10 10 5 30 10
14% 13% 13% 7% 40% 13%
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Table no :- 3.14
Fig no :- 3.14
INTERPERTATION:
According to the survey, out of 125 respondents surveyed, 30 Idea respondent who have
switch their service provider to other. It implies that there is poor after sales service
provided by the Idea telecom service.
While only 5 Reliance respondent get switch to other service provider.
Q.25. please answer accordingly about different service provider. We would like to
know your awareness about same?
A). NOT HEARD BEFORE TODAY
Airtel Vodafone Idea Uninor Aircel Virgin Etisalat
e
MTS Stel T 24
15 5 10 20 15 20 55 30 60 50
5% 2% 4% 7% 5% 7% 20% 11% 21% 18
Table no:- 3.15 A
Fig no :- 3.15 A
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 55 respondents not heard
Etisalate before surveyed. It implies that the Etisalate telecomunication service need to
invent some new promotion tools.
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While only 5 respondents not heard reliance telecomunication service which shows very
strong awarness among people. It has better communication process to reach up end user.
Q.25. please answer accordingly about different service provider. We would like to
know your awareness about same?
B). KNOW JUST A LITTLE ABOUT
Reliance Vodafone Idea Uninor Tata
Docomo
Aircel Virgin Etisalate MTS Stel T 2
25 15 10 15 15 20 20 15 10 10 25
14% 8% 6% 8% 8% 11% 11% 8% 6% 6% 14%
Table No:-3.15 B
Fig No:-3.15 B
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 25 respondents know just a
little about Reliance and T 24, it implies that people are aware but dont have complete
information about the same. Reliance and T24 telecommunication service need to be
effective communication with people.
While only 10 respondents know just a little about MTS and Stel telecommunication
service.
Q.25. please answer accordingly about different service provider. We would like to
know your awareness about same?
C). KNOW SOMETHING ABOUT
Reliance Vodafone Idea Uninor Tata Aircel Virgin Etisalate MTS Stel Ai
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Docomo
30 20 20 20 25 15 10 5 10 5 25
16% 11% 11% 11% 14% 8% 5% 3% 5% 3% 13
Table no :-3.15 C
Fig no :-3.15 C
INTERPRETATION:
According to the survey, out of 125 respondents surveyed, 30 respondents know
something about Reliance telecommunication service, it implies better awareness
compare to others.
While only 5 respondents know something about Etisalate and Stel telecomunication
service, which implies the poor promotion by these services.
Q.25. please answer accordingly about different service provider. We would like to
know your awareness about same?
D). VERY FAMILIAR
Airtel Reliance Vodafone Idea Uninor Tata
Docomo
Aircel Virgin Stel
80 45 30 55 15 70 20 5 5
25% 14% 9% 17% 5% 22% 6% 1% 1%
Table No:-3.15 D
Fig No :- 3.15 D
INTERPRETATION:
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According to the survey, out of 125 respondents surveyed, 80 respondents are very
familier about the Airtel service, it implies better promotion tools and better service
provided by the Airtel service provider compare to others.
While only 5 respondents are very familier about the Virgin and Stel telecomunication
service, which is the lowest vote as compare to the other services.
3.2 SWOT Analysis
Strength
High customer potential
High growth rate -60% increase p.a.
Allowed fdi limit ranging from 74%-100%
High roi as easier to create economies of scale
Liberalization effort by government
Lower capital expenditure
Weakness
Poor telecom structure
Late adopters of new technology
Most competitive market
Market strongly regulated by the government
Opportunities
3G and 4G services available
More quality services
Value added services. Boost to telecom manufacturing companies
Telecom equipment exports
Horizontal Integration
Threats
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Telecom Policies
Declining average revenue per user
Content Piracy
4.1 Findings
1: Most of the people purchasing there SIM card under scheme,
Airtel : Most of the people are aware of this service and even they using it. People aregetting well network connection and service. They are well satisfied. Only the problem
they are facing is the price. There is less promotional scheme for this service. Most of the
people are loyal to the Airtel service. People are facing the problem in customer care
service as they need fast connection. There should be some schemes for GPRS facility.
Reliance: people are well aware of Reliance telecommunication service. It is found that
the Reliance telecommunication is the cheapest brand than other in terms of money. It has
nice availability in market. There is no negetive response as far as price is concern. The
big problem the respondent facing are there network connectivity. Reliance service need
to improve in GPRS and customer care service. There is problem in protability to the
respondents.
Vodafone: most of the people are know something about Vodafone service. It facing the
problem in network and in promotional schemes. It has better international service. There
is huge opportunity to improve in the field of GPRS, and promotional scheme.
Tata Docomo: it has betterGPRS facility. Most of the people like this service. Still there
is less chemes to the people. It has better customer care service. The price of Tata
Docomo is reasonable. It has huge demand in market.
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Idea: some respondents has subscribed Idea service. It has better network connection.
There is less promotional scheme. It is compartivly high in price. It is poor in sms and
calling schemes.
Uninor: only some people know about the Uninor telecom service. It has less
promotional scheme. There is strong compition in the market, it has to come up with new
innovative idea. Because of less number of awareness among people. The schemes are
little complicated to the people.
MTS: there are less people who knows about MTS telecom service. It is costly compare
to other service provider.
Now about Etisalate, Stel and T 24, people are not aware of this service provider, it
implies that there is lack of promotion schemes and people are not even communicated
about this.
People are getting switch because they are not getting the better schemes like SMS pack,
call rates, roaming rates and international calls, etc.
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4.2 Conclusion
According to the survey, we can conclude that there is huge compition in market.
People are well known of different services and schemes. There patteren of buying
behaviour becoming very dynamic. They are not depend on one perticular service or
schemes. They have large number of opportunities to satisfied there needs.
They are not only depend on sales but also on after sales service like customer
care service. People has wide option to select particular product. Now a days people are
not only concerning callings or call rate even they are also considering the recharge
voucher, customer care, network, GPRS, etc.
Most of the people are not remains loyal to any service provider. Some people getaffected through brand name. now a days people are more aware of there telecom service
provider. Still in this compititive environment, in private sector, Airtel leading the 1st rank
in market as most of the people prefer Airtel service. Reliance leading the 2nd rank.
In some territories connectivity, there is a problem faced by the customer. Most
of the area are now growing as IT hub in that area connectivity are the major problem
related to telecom service.
In most of the are customer are more satiesfied by Tata Docomo, Idea, Vodafone
and Unonor because of their better GPRS service, network connection, Billing process,
etc.
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Star
Airtel
Reliance.
Question marks
Uninor
MTS
Cash cow
Vodafone
Tata Docomo
Idea
DOGS
T24
HIGH
Low
Low
High
4.3 SUGGESTIONS/ RECOMMENDATIONS:
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o In competitive environment, telecom service companies should reduce call rates
and SMS charges.
o They should reduce the international and roaming charges.
o The company or service provider should think upon the network connection. It
should improve the network connection in Rural area.
o They should improvement in customer care service. It should be fast in
connection and easy to dial the numbers. It should be more informative.
o There should be transparency in billing process.
o There should be better internet connection facility to the users as there should be
quick response of request.
BIBLIOGRAPHY
Marketing Management by Phillip Kotler
Strategic Management by David A. Aaker
Marketing Research by G. C. Beri
Research Methodology by Dr. Mahesh Kulkarni
Business Studies by Poonam Gandhi
WEBLIOGRAPHY
http://www.nielsen.com
http://www.telecomservice.com
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QUESTIONNAIRE
Name of respondent:
Address
Email IDAge:
Q.1. Education:
1. Illiterate 2. Literate but no formal schooling
3. School up to 4 years 4. School 5 to 9 years
5. SSC/HSC 6. Some college but not graduate
7. Graduate / post graduate general 8. Graduate / post graduate professional
Q.2. Occupation:
o Unskilled worker
o Skilled worker
o Petty trader
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o Shop owner
o Businessmen/industrialist no. of employees(none)
o Businessmen/industrialist no. of employees(1-9)
o Businessmen/industrialist no. of employees(10 )
o Self employed professional
o Clerical/ Sales man
o Supervisory level
o Officer / executives- junior
o Officer / executives- middle/ senior
o Student
Q.3. which of the following groups best describes your households total monthly
income.
a) 10,000 or less d) 30,001-40,000 g) 90,001-1, 00,000
b) 10,001-20,000 e) 40,001-60,000 h) 100001 or more
c) 20,001-30,000 f)