Consumer Behaviour BSNL

8/10/2019 Consumer Behaviour BSNL

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Introduction to the study

Consumer behaviour refers to the

mental and emotional processes and the

observable behaviour of consumers during

searching, purchasing, and post consumption of

product or service.

A study of consumer behaviour in

any area would investigate what kinds ofconsumers buy or would buy product? What

features do they look for? What benets they

seek? !ow much are they willing to pay? !ow

many are likely to buy now? "o they wait for

prices to come down? #he answers to these can be

investigated through consumer research and

provide manufacturers with important data for

determining features and promotional strategy

etc.

#raditionally, consumers have been

dened very strictly in terms of economic goods

and services wherein a monetary e$change is

involved. #his concept, over a period of time, has

been broadened.

%or a variety of reasons, the study

of consumer behaviour has developed as an

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important and separate branch in marketing

discipline. &cholars of marketing had observed

that consumers did not always behave as

suggested by economic theory.

Objectives'(. #he primary ob)ective of study is to know

consumer behaviour about mobile service

providers.

*. #o know percentage of consumers using

di+erent mobile services.

Scope'

(.#he area of scope of study involves &angli,

ira), -aysingpur, olhapur, and /une.

*.#he study is concerned only to understand the

consumer behaviour of mobile users towards

service providers.

Limitation'

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(.#ime re0uired for data collection is usually

high and not su+icient time available in actual

research.

*. 1t is di+icult to reach widely dispersed

sample.

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Consumer Behaviour

Defnition2Consumer behaviour refers to the

mental and emotional processes and the physical

activities of people who purchase and use goods

and services to satisfy particular needs and

wants.

Disciplines involved in the study o consumer

behaviour

#he discipline of consumer behaviour has

borrowed heavily from concepts developed in

other disciplines of study such as psychology,

sociology, social psychology, cultural anthropology

and economics.

Psychology is the study of individual which

includes motivation, perception, attitudes, and

personality and learning theories. All these factors

are critical to an understanding of consumer

behaviour and help us to comprehend

consumption related needs of individuals, their

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actions and responses to di+erent promotional

messages and products and the way their

e$periences and personality characteristics

in3uence product choice.

Sociology is the study of groups. When

individuals from groups, their actions are some

times 0uit di+erent from the actions of those very

individuals when they are operating alone. #he

in3uences of group memberships, family and

social class on consumer behaviour are important

for the study of consumer behaviour.

Social Psychology is a combination of sociology

and psychology and studies how an individual

operates in a group. 1t also studies how those

whose opinions they respect such as peer,

reference groups, their families and opinion

leaders in3uence individuals in their consumption

behaviour.

Cultural nthropology is the study of human

beings in society. 1t e$plores the development of

core beliefs, values and customs that individuals

inherit from their parent and grandparents, which

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in3uence their purchase and consumption

behaviour. 1t also studies subcultures and helps

compare consumers of di+erent nationalities and

cultures.

!conomics" An important aspect of the study of

economics is the study of how consumers spend

their funds, how they evaluate alternatives and

how they make decisions to get ma$imum

satisfaction from their purchases.

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Consumer Behaviour

pplication in #ar$eting

Selecting %arget #ar$et"

A review of market opportunities often helps

in identifying distinct consumer segments with

very distinct and uni0ue wants and needs.

1dentifying these groups, learning how they

behave and how the make purchase decisions

enables the marketer to design and market

products or services particularly suited to their

wants and needs.

#ar$eting&mi' decisions"

4nce unsatised needs and wants are

identied, the marketer has to determine the right

mi$ of a product, price, distribution and

promotion. Consumer behaviour study is veryhelpful in nding answers to many 0uestions.

Product"

#he marketer designs the product or

services that would satisfy unfullled needs or

wants. %urther design regarding the product

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concern to si5e, shape and features. #he

marketer also to decide about packaging

important aspect of service, warranties and

accessories etc.

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Price6

#he second important component of

marketing mi$ is price. arketers must

decide what price to charge for the product or

service. #hese decisions will in3uence the

3ow of revenue to the company.

Distribution"

#he ne$t decision relates to distribution

channel, that is, where and how to o+er

production services for sale. &hould the

products be sold through all the retail outlets

or only through selected ones? &hould the

marketer use only the e$isting outlets, which

also sale competing brands, or should new

e$clusive outlets selling only the marketer7s

brands be created? 1s the location of retail

outlets important from consumer7s point of

view? &hould the company think of direct

marketing?

#he answers to these 0uestions are furnished

by consumer behaviour research.

Promotion"

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1t is concerned with marketing

communications to consumers. #he more

important promotion methods are advertising,

personal selling etc. arketer has to decide

which method would be suitable.

Consumer (esearch Process

Consumer research process involves si$ ma)or

steps.

(. "ening research ob)ectives

*. Collecting and evaluating secondary data

8. /rimary research design

9. Collecting primary data

:. Analysing data and

;.


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Service providers in India

Bharti Airtel

Reliance Communications

Bharat Sanchar Nigam Limited

Vodafone Essar

Idea Celluar

Tata Teleservices

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Service providers in India

Bharti irtel

=harti Airtel formerly known as =harti #ele2

>entures imited @=#> is among 1ndiaBs largest

mobile phone operators. With more than ;

million subscriptions as of (8th %ebruary *D,

the company is one of the worldBs fastest growing

telecom companies. 1t o+ers its mobile services

under the Airtel brand. #he company is the E&

operator only. #he company complements its

mobile, broadband F telephone services withnational and international long distance services.

#he company also has a submarine cable landing

station at Chennai, which connects the submarine

cable connecting Chennai and &ingapore.

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http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mobile_phone


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(eliance Communications

1t is the 3agship company of the


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Bharat Sanchar )igam

Limited

=harat &anchar Kigam imited @known as

=&K, 1ndia Communications Corporation

imited is a public sector communications

company in 1ndia

=&K is 1ndiaBs oldest and largest

Communication &ervice /rovider @C&/. Currently

=&K has a customer base of ;D.: million @=asic F

obile telephony. 1t is throughout 1ndia e$cept in

the metropolitan cities of umbaiand Kew "elhi

which are managed by #K

#ain Services provided by BS)L

=&K $ed services

=&K provides almost every telecom service,

however following are the main #elecom &ervices

being provided by =&K in 1ndia62

(. *niversal %elecom Sevices6 %i$ed wireline

services F Wireless in ocal loop @W using

C"A #echnology called bfone and #arang

respectively. =&K is dominant operator in $ed

line.

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http://en.wikipedia.org/wiki/Public_sectorhttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/MTNLhttp://en.wikipedia.org/wiki/Public_sectorhttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/MTNL


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*. Cellular #obile %elephone Services6 =&K is

ma)or provider of Cellular obile #elephone

services using E& platform under brandname

Cellone. /re2paid Cellular services of =&K are

know as G$cel.

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8. Internet6 =&K is providing internet as

dial2up connection @&ancharnet and A"&2

=roadband "ataone. =&K has around :I

marketshare in broadband in 1ndia. =&K has

planned aggressive rollout in broadband for

current nancial year.

9. Intelligent )et+or$ ,I)-6 =&K is providing

1K services like tele2voting, toll free calling,

premium calling etc.

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http://en.wikipedia.org/wiki/Sancharnethttp://en.wikipedia.org/wiki/Sancharnet


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.odaone !ssar

>odafone Gssar, previously known as

!utchison Gssar. "espite the o+icial name being

>odafone Gssar, its products are simply branded

>odafone. 1t o+ers both prepaidand postpaid E&

cellular phonecoverage throughout 1ndia and is

especially strong in the ma)or metros.

>odafone Gssar is owned by>odafone:*I, GssarEroup88I, and other 1ndian nationals, (:I. 1numbai, it was earlier known by the name 4range

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http://en.wikipedia.org/wiki/Prepaidhttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Cellular_phonehttp://en.wikipedia.org/wiki/Vodafonehttp://en.wikipedia.org/wiki/Essar_Grouphttp://en.wikipedia.org/wiki/Essar_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Orange_(telecoms)http://en.wikipedia.org/wiki/Prepaidhttp://en.wikipedia.org/wiki/GSMhttp://en.wikipedia.org/wiki/Cellular_phonehttp://en.wikipedia.org/wiki/Vodafonehttp://en.wikipedia.org/wiki/Essar_Grouphttp://en.wikipedia.org/wiki/Essar_Grouphttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Orange_(telecoms)


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Idea Celluar

1t initially started in (HH: as a )oin venture

between the #atas,Aditya =irla EroupandA#F#.

#he company has its retail outlets under the L1dea

nB ML banner. #he company has also been the rst

to o+er 3e$ible tarrif plans for prepaid customers.

1t also o+ers E/


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%ata %eleservices

#ata #eleservices imited @##& is part of the

#ata Eroup of Companies, an 1ndian

Conglomerate. 1t runs the brand name #ata

1ndicom.

##& was incorporated in (HH: and was the rst

company to o+er C"A obile services in 1ndia,

specically in the state of Andhra /radesh.

1n &eptember *N, #ata 1ndicom launched the

#alk World plan, an 1nternational ong "istance

/lan.

#ata is the direct competitor with


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(an

$Operator %echnology

Subscribers

,in millions-

( Airtel E&, G"EG:*.H; O9;P

@Kovember *N

* odafone E&, G"EG8D.:; O9DP

@Kovember *N

9 =&K E&, E/


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1n cellular service there are two main competing

network technologies6 Elobal &ystem for obile

Communications @E& and Code "ivision

ultiple Access @C"A.

Data %ranser Speed" C"A has been

traditionally faster than E&, though both

technologies continue to rapidly leapfrog along

this path.

India1s mobile subscriber gro+th & 0S#

versus CD# 2 3444 & 3445

Qea

r

E&

&ubscribers@millions

E&

Annualgrowth

C"A

&ubscribers@millions

C"A

Annualgrowth

*

8.( H9I 2 2

*

(:: N;I 2 2

*

*(.: H(I .D 2

*

8**. ((I ;.9 NI

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*

98N.9 NI (.H NI

*

::D.: :NI (H.( N:I

*

;(:.9 DI 99.* (8(I

*N

(D. N(I D:. H*I

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6indings"

(. #here are wide di+erences in service

providers preferred by consumers.*.Airtel is most preferred service provider by

consumers.

8.%amily members or friends in3uence to wide

e$tent on selection of service provider by

consumer.

9. &ome consumers are not satised with

customer care service provided by service

provider and call rates.

Consumer perception about particular serviceprovider get a+ected due to marketing strategyused by service provider

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Suggestions"

(.#o attract more number of consumers service

provider should reduce their calling rates and

provide schemes fre0uently.

*.%re0uent network problems should be solved

properly.

8./romises made by service provider should be

fullled to increase or at least maintainnumber of consumers.

#he company has to know the target customer andtheir taste and preferences and accordinglymodify their service

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Conclusion"

Consumer behaviour in3uences new product

development and success and failure of business.

Companies had to engage in e$tensive marketing

research to identify unsatised consumer needs,

as consumers are highly comple$ as individuals

have very di+erent needs. &o to design product or

service and develop suitable marketing strategies

that would satisfy consumers, they have to rst

study consumers and consumption related

behaviour in depth.

ore number of consumers in need of

innovative products with lower calls rates and

more facilities provided. &ervice provide have to

think of this otherwise consumers are ready to

switch2o+ to other.

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Bibliography

#ar$eting #anagement

By Philip 7otlar

8ebibliography

Sources o Internet

Consumer Behaviour BSNL

Documents

Transcript of Consumer Behaviour BSNL