EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
CUSTOMER RESPOND AND SATISFACTION AGAINST MARKETING STRATEGIES OF SELECTED CELLULAR SERVICE PROVIDERS IN NANDED CITY DR. SARIKA .R. LOHANA* *Assistant Director (T &P), Matoshri Pratishthan Group of Institutions Nanded, Maharashtra.
ABSTRACT In the today’s competitive world communication plays a very important role. It is like blood in the human body cellular phones have become an integral part of the growth, success and efficiency of any business. This is the technology that gives a person the power to communicate anytime, anywhere. Due to advancement in technology, now communication becomes easy and faster. The dream of the attenuation world where the entire world is a global village is not far off. Delicate communication requirements are changing rapidly as our society becomes more and more mobile. The client does not want to miss any of his calls. Hence tremendous demand of cell phones exists in developing country like India. But to study further the customers respond to the marketing strategies and their satisfaction level for the same. This paper is empirical based study based customer respond and satisfaction against marketing strategies of selected cellular service providers in Nanded City. ______________________________________________________________________________
The second phase of reforms commenced in 1991 with the announcement of new economic policy. The government delivered the manufacturer of telecom equipment in 1991. It also ahead up radio services in 1992. In 1994, basic telephony was opened to the private sector by granting operating licenses to six companies. Also part of the second phase was the introduction of the National Telecom Policy 1994. It emphasized universal service and qualitative improvement in telecom services among other objectives. An independent statutory regulatory was established in 1997, Internet services were opened up in 1998.
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The telecom sector reforms were undertaken in three phases. The first phase began in the 80’s, when private manufacturing of customer promise equipment was given a go-ahead in 1984. A proliferation of individual STD/ISD/PCO network also took place throughout the country by way of private individual franchises. Maharashtra Telephone Nigam (MTNL) was created out of the department of telecommunication (DOT) to handle the sectors of Mumbai and Delhi respectively. A high powered telecom commission was set up in 1989. Later Videsh Sanchar Nigam (VSNL) became the international service provider catering to telecom services originating from India.
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INTRODUCTION
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
The third phase & reforms began with the announcement of the new telecom policy in 1999. The theme of NTP was to usher in full competition through a restricted entry of private players in all service sectors. The policy favored the migration of existing operators from the era of fixed license fee regime to that of revenue sharing. The policy further declined the strengthen of the regulator opening up of international long distance (ILD) and National Long Distance (NLD) services to the private sector and corporation of telecom services. The year 2001 witnessed the entry of private operators in offering basic telephony and NLD services. The telecom sector began witnessing a trend of growth with these reforms basic services were opened for unlimited competition more licenses were issued to the private sector for cellular services. There has also been a considerable increase in the rate of tale density. The telecom sector has thus completely changed both in terms of coverage and efficiency of services. Provision of landlines a demand, digital telephone, exchanges and the acceptability of optic fiber and wireless technology are a few instances of the change that took instances of the change that took place in the industry. Cellular telephone services have achieved great commercial success; because users recognize the mobile telephone access can improve productivity and enhance safety. A new subscriber is opting for cellular services for personal security, safety and convenience. Increase in demand and the poor quality of existing telecommunications landline services. Mobile service providers will be benefited from the research, the ways to improve their quality of service and to support more users in their system. The present study has been made to identity the customer’s attitude towards cell phones services. Many private operators have entered in to the cellular segment to provide services. It has brought heavy competition in to the market. They have to find out the customers attitudes towards this service which could be useful to formulate new strategies policy and market their services in a better way.
In the today’s competitive world communication plays a very important role. It is like blood in the human body cellular phones have become an integral part of the growth, success and efficiency of any business. This is the technology that gives a person the power to communicate anytime, anywhere. Due to advancement in technology, now communication becomes easy and faster. The dream of the shrinking world where the entire world is a global village is not far off. Personal communication requirements are changing rapidly as our society becomes more and more mobile. The customer does not want to miss any of his calls. Hence tremendous demand of cell phones exists in developing country like India. Therefore government of India has accorded the highest priority to investment and development of the telecom sector. There are different cellular phone companies. Which provide the various communication plans with different rates and facilities? Through there are many more potential customer wants to take the use of these plan’s. But they are not aware of these plans with fair and fully capacity.
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SIGNIFICANCE OF THE STUDY
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The area of study i.e. “Customer respond and satisfaction against marketing strategies of
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
Selected cellular service providers in Nanded City” This will be helpful to them to take appropriate decision selecting the best among the available brand. This will increase the customer base in the field of cell phones and Comparative picture will be available to the customers. After the liberalization of telecom sector in 1994 the Indian cellular market witnessed a surge in cellular services. By 2005 there were a total 12 players in the market with the five major players being. 1) Bharti – Tele -venture Limited (BHARTI) 2) Bharat Sanchar Nigam Limited (B.S.N.L.) A competition in the telecom arena intensified service provider took new initiatives to woo customers prominent among these were celebrity endorsement locality rewards, discount coupes business solutions and talk time schemes. The most important consumer segments in the cellular industry were the youth segments and the business class segments. The youth segments were largest and fastest growing segment and were therefore targeted most heavily by cellular service provider. Mobile phone has become an essential and important device for communication in the modern days. Mobile phone communication is a part of telecommunication which come in the form of oral communication. Mobile device are growing popularly with reduction in prices and improved functioning. Consumers prefer the flexibility and virility of mobile phone devices. Mobile phone facility easy and faster means of communications and one can communicate with family, friends, and the business. Any were anytime at a reasonable cost.
Data was collected from the reliable sources, from customers who are more experienced getting customer’s services. To be more precise, natural curiosity in the field and subject were the reasons behind the selection of this topic. The researcher has chosen Nanded City as the place of study, being a resident in Nanded City . The population of the Nanded city is 9 lakhs approximately. The Literacy percentage of the city is 48.17% and the per capita income the population is Rs. 2,123. People major occupation in the city is agriculture and 60.3% of population is in this field. People residing in these areas belong to middle income as well as upper middle income group.
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Marketing strategy is a field of study in research, which is a subject of interest to many who understand research. Here finds are based on the initiative taken by the companies to launch their product in the market and analyzing the customer aware about those areas. The researcher being a student of marketing has more interest in this marketing strategy research area. When consumer preferences as the subject of study was chosen, his natural choice of product was cellular phones. The final object of marketing strategy is the customer should avail the opportunities provides by the companies in the forms of offers and promotional activities, but this can be accomplishes only if customers are aware.
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RATIONAL FOR SELECTION
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
Reliability refers to the degree to which data collected method or methods will yield consistent finding similar observation would be made or steps taken the same type of questions was used during all these sessions in order to increase the reliability. Validity is defined as the extent to which data collection method or accurately measures what they were intended to measure. Steps taken for validity data was collected with open ended questions by structured questionnaire. OBJECTIVES FOLLOWING ARE THE MAIN OBJECTIVES OF THE PRESENT STUDY 1. To Study the marketing strategy of BSNL cellular phone company and aware to the customer in Nanded. 2. To study the marketing strategy of Airtel cellular phone company and aware to the customers in Nanded 3. To study the comparative analysis of BSNL and Airtel cellular phone company. HYPOTHESIS 1.Customers are unknown about Marketing strategy of BSNL and Airtel Cellular Phone Companies. 2. Satisfaction level of the customers are different. RESEARCH METHOLOGY
DATA COLLECTION
II.
PRIMARY DATA
Primary data was collected through observation, questionnaires and interviews. Along with Filling up of questionnaire interviews in local language with customer was done. The data is selected as a major primary data collection method, since the aim of the study is the customers perceived service quality and how it is related to customer satisfaction our main focus is thus the customer.
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I.
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Developing marketing strategy in the Nanded city of Cellular phones selected for the study to the level of customer , to up-keep the customer base and to increase cellular phone business . To gain also better understanding of relationship between service quality and customer satisfaction, qualitative, research is found more appropriate for study along with of a small qualitative study.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
The data sought range from beliefs, opinions, attitudes to general background information on individuals such as gender age, education and income as these all characters will affect on customers satisfaction feelings and marketing strategy of the companies. III SECONDARY DATA Secondary data has been collected by companies website, news papers journals and magazines. Broachers and pamphlets provided by the companies at their outlets. IV RESEARCH DESIGN The emphasis here is on studying a situation or a problem on order to explain the relationship between variables. Studies that establish causal relationship between variables may be termed explanatory studies . V RESEARCH APPROACH Since the purpose is to given a better understanding of the relationship between services quality and customers satisfaction, qualitative research is found to be more appropriate for this study. Generalization is not the purpose of the study but rather a qualitative research is conducted to gain a deeper and detailed understanding of regarding issue. Additionally, to support the possible finding of the qualitative study, small quantitative study has been conducted. This helps us in two ways, first to ensure validity of the qualitative data by seeing if we can reach similar conclusion from the quantitative approaches and secondary we can confirm the presence of the services quality variables in customers services. VI RESEARCH AREA The research area in Nanded city in which Airtel and BSNL are the major player of Cellular phone companies.
Research strategy applied in this study is survey. The survey strategy is a popular and common strategy in business research that is usually associated with the deductive approach. Survey allows the collection of large amount of data from a sizable population in a highly economic way. Questionnaire structured observations and structure interview are often falls into this strategy in order to support the result of the case small quantitative survey was done as any way of further confirming our findings. For the survey purpose a questionnaire is designed according to the objectives developed based on the research questions and frame references.
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Research Strategy will contain clear objective, derived from research questions specify the sources from which researchers intend to collect the data and consider the constraints that researcher will in enviably have such as access to data , time , location, and money , ethical issues.
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VII RESEARCH STRATEGY
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
VIII.SAMPLING Convenient sampling method was used to select the households for the purpose of this study. The size of the sample was restricted to 100 in this area. LIMITATIONS The study is an attempt to point out the cellular phone companies and their services in the Nanded city, in this study to study about the customer satisfaction facilities to the customer. It has gone into depth research to full fill the satisfaction level of the customers. Following are the limitation of the study. 1. The usual limitations of resources in terms of money and time at the disposal of the researcher have contributed to limit the scope of the study. 2. The present study is limited in Nanded city. In this city two major cellular phone companies are provide their services. 3. All the information furnished by the customers was treated as correct 4. Considering the size of the universe the size of the sample users of cellular phones is not adequate enough. Considering the time and other factors as constrains study was limited to 100. 5. In study of this kind, the purpose could be better served by Using regression analysis. But they have not been done.
S.Kalaivani (2003) - "Customers Attitude towards cell phone services in communication system". Customer satisfaction is measuring the scale of the creditability of the services provided by any organization cellular services are not an expectation to it. The survey gave an opportunity to get the feedback of customer about the cell phone services offered by the service provider.
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Gadepali Radhakrishna ( 2004 ) "Consumer Behaviour And Marketing Planning, A case study of mobile communication system in Delhi State”. Consumer behavior and marketing planning of mobile telecommunication system and mobile cellular phone services; in the process of making a decision to purchase or are the mobile telecommunication services or mobile cellular phone services, the consumer is exposed to varied sources of information on various handset available in the market and the use of handsets and the various cellular operators who provide cellular services to the customer.
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On the topic of marketing strategy of cellular phone companies, a study with reference to Nanded city. A cellular phone is a new trend in today's world. To get the based researcher has collected some review literature published till date.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
The results of the survey have created a good image for the service providers. Majority of the responds have given a favorable opinion towards the service. The survey indicates that same problem exists that deserve the attention of the service providers. They need to bridge the gap between the service promised and services offered. BSNL must improve the quality of services to comate with the private service provider. The overall customers attitude towards cell phone services is that they are satisfied with the existing services but still they want more services to be provided. P.Ruthra Priya -"Satisfaction Derived by the Airtel Subscribers in Coimbatore". Airtel is one of the leading mobile service providers and has a strong subscriber base in Coimbatore district. Hence the present study has been carried on by the researches with a view to measure the level of satisfaction derived by the subscribers of Airtel network on its various services and to find out the factors that influence the satisfaction derived by subscribers of Airtel network in Coimbatore City. Mrs. B.Kalpana (2006 ) -"Promotional Strategies of cellular service : A customer perspective". study the customer awareness about promotional tools and customer Idea's, opinion and preferences about promotional tools.
Amandeep Singh Maewale (2004) :- Marketing strategies of cellular operators in Punjab and Chandigarh. The study has been made for finding the marketing strategy adopted by the cellular companies in Punjab and Chandigarh region, with the help of survey method the study was made. It was concluded that there is impact of marketing strategy on the customer of cellular operators.
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G. Radha Krishna (2006) :- Advertising companies strategies and issues; A case of mobile service sector. The paper initially gives the platform for the discussion of promotional mix elements such as personal advertising , sales promotion and advertising aspects in service sector and its relative importance. Then the article explores the role of advertising in services and in particular advertising of some of mobile telephone companies services offers, are discussed. This article aims at identifying the issues and selling points that a cellular company wishes to include in an advertising campaign.
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L. Shashi Kumar Sharma & D.S. Chaubey – (2007) "Consumer Behaviour towards mobile service providers; An Empirical Study". The communication service in Uttar Pradesh, India have witnessed a phenomenal change over the last few years. The number of competitors has increased significantly. The study indicates that the level of consumer satisfaction depends on the demographic characteristics of the customers. Hence, there is a need to improve their services in order to meet the expectations on the future generation. Almost all the customers are of the opinion that mobile services have a bright future. Therefore it can be concluded that there is a scope for mobile service providers in the city. Consumer’s perception about the impact of mobile service in bringing the social change is not significant with their age, education qualification and income level where as there is a significant about impact of mobile service in bringing the social change and their sex category. Finally it is also suggested that mobile service providers should excuse due care before introducing new services.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
Marketing strategy is the course of action in achieving marketing objectives. If aims in allocating the available resources in an optimum manner. The market is full of substitute products and competitors. The marketing executives adopt different strategies in different segments. The following are some of the marketing strategies. 1) AIRTEL Bharati Tele ventures limited was incorporated on July 7, 1995 for promoting investment in telecommunication services. Its subscribers operate telecom services across Idea. Bharati Tele venture is India's leading private sector provider of telecommunication services based on stray customer base consisting of approximately 10.20 million total customer which constitute approximately 9.41 million mobile and approximately 787.000 fixed line customer. BUSINESS STRATEGY Bharati Tele ventures strategic objectives is to capitalize on the growth opportunities that the company b4live are available in the Indian telecommunication market and consolidate its position to be the leading integrated telecommunications services provider in key markets with a focus on providing mobile services. Business line – THE HINDU New Delhi – Sep – 15 Bharati to bring all telecom services under Airtel brand. BHARATI Tele-ventures said that it was unifying all it telecom services under the flagship brand Airtel. The move is aimed at protecting the company as an integrated telecom services, player and offering Bharati customers a single window interface for all communication needs. The company has developed the following strategies to achieve its strategies objectives:Focus on maximizing revenues and margins.
Offer multiple telecommunications services to provide customers with a "are-stop shop" solution. Position itself to tap data transmission opportunities and offer advanced mobile data services. Focus on satisfying and retaining customers by ensuring high level of customer’s satisfaction. Coverage strength of its strategic and financial partners;
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Capture maximum telecommunications revenue potential with minimum geographical coverage.
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Emphasize on human resource development to achieve operator efficiencies.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
Bharati Tele-ventures vision for its mobile business is, "To make mobile communications a way of life and be the customers first choice". The mission is to meet the mobile communication needs of the customer through – 1)
Error free service.
2)
innovative products and services and
3)
cost efficiency
The company's strategic objective is to consolidate its leadership position amount the mobile services providers in India. 2. BHARAT SANCHAR NIGAM LIMITED (B.S.N.L.) Established on October 1-200, Bharat Sanchar Nigam limited (BSNL) has grown into one of the largest public sector undertaking with a turnover of $4.6 billion. With a network of 45 million lines with 35 million telephone connections BSNL accounts for more than 85% the market share in telecom sector. Keeping pace with the global trends, BSNL has been expanding its basic network to provide affordable and affective communications. In addition, the BSNL has also providing a variety of value-added services. Besides there has been enormous emphasis on rural connectivity and various initial have been taken increase the Tele density of the country. Considering the rising expectations of the customers, BSNL introduced intelligent network (IN).
Marketing strategy is inseparably interlinked with. Marketing objectives Each, objective can be achieved in number of ways for example the objectives is to increase the sale revenue by 10% can achieved more frequently while formulating the marketing strategy are should be carefully look in the segment proper selection of target market and assembling the marketing mix. The target market shows to when the firm, broadly the fallowing strategies can be effectively managed on. Product Strategy Price strategy
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The (ITC) Indian Telephone cark is a smart prepaid facility for making local STD, or ISD calls for any telephone all one need to do is dial access code and ID number from any BSNL Telephone, and get connected. Among other intelligent Network services are virtual private network, tale-voting to conduct opinion polls. Account calling card and universal number. This provides a unique number nation wide.
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Promotional strategy
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
Physical distribution strategy Thus depending upon the unique situation requirements feed by every firm may select either confers nation strategy. Defensive strategy or niche strategy in the light of the following broader marketing strategic could be fallowed in cellular companies marketing. Most of the main mobile operators worldwide have been offering prepaid price plans for customers, an alternative to the traditionally post paid (contract with monthly subscription) plan. (Market Reshare.Com.) DATA ANALYSIS AND INTERPRETATION In this chapter an attempt is made to the distribution of the sample respondent on the basis of Education of the customers, Occupation of the customers, Annual income of the customers cellular phone companies and their prepaid, post paid & Life user cellular phone cellular phone companies & their call rates in prepaid, post paid & Long life. Marketing strategy aware by the users of cellular phone depends upon the personal characteristics of the consumer apart from various other factor stated in the previous chapter. This chapter is an analysis on the impact of personal factors on consumer preference aligning with the marketing strategy adopted by the companies to boost their product in the market. TABLE-5.1 COMPETITION THREAT BY OTHER COMPANIES Airtel
BSNL
Total Frequency
Percentage
1
Price
12
2
14
14%
2
Brand
24
1
25
25%
3
Customer preference
21
1
22
22%
4
Advertisement
7
5
13
13%
5
After sales services
4
4
8
8%
6
Schemes
6
13
19
19%
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Threats
199
Sr.No.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
TOTAL
74
26
100
100%
Source : primary Data As evidence in table 4 -1 shows that Airtel is having much threat from BSNL i.e due to brand 13% and BSNL is having threat of Airtel because of schemes 24% other areas are also found to some extent. 30 24
25
21 20 15
Airtel BSNL
12
10
7 5
5
2
1
1
Brand
Customer preference
0 Price
Advertisement
CHI-SQUARE TEST FOR CELLULAR PHONE CONSUMER PREFERENCE BASED
E
(O-E) ^2
(O-E)^2/E
12
10.36
5.57
0.54
24
18.50
30.25
1.64
21
16.28
22.28
1.37
7
9.62
6.86
0.71
4
5.92
3.67
0.62
200
O
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ON COMPETITION THREAT BY OTHER COMPANIES
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
6
14.8
77.44
5.23
2
3.64
2.67
0.73
1
6.5
30.25
4.65
1
5.72
22.28
3.90
5
3.38
2.62
0.78
4
2.08
3.69
1.77
13
4.94
64.96
13.15 35.09
A NULL hypothesis on the preference of Cellular Phones by the consumers of different Competition threat by other company was framed. So there is no significant difference between the customer’s preference of cellular phone and Competition threat by other company. The null hypothesis was tested by using chi-square (X)^2 test of significance. Calculated value = 35.09
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Critical value at 5% level of significance is 11.09 at (2-1)(6-1) degrees of freedom. Therefore hypothesis is rejected. As the hypothesis has been rejected. It is concluded that there is significant difference between the consumer preference of cellular phone and competition threat between the companies.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
TABLE – 5.2 CUSTOMER PREFERRING SERVICES PREPAID, POST PAID AND LONG LIFE FREE OF THE CELLULAR PHONE COMPANIES Sr.No.
Cellular Phone Co.
Prepaid
Post paid
Long life
1
Airtel
38
20
16
2
BSNL
10
9
07
3
Total Frequency
48
29
23
4
Percentage
48%
29%
23%
Source : primary Data Table –4.2 show customer preferring services of the brand. The Airtel customer prefer prepaid 38 %, Post paid 20 % and Long life 16 % and BSNL users 10 % prefer prepaid , 9% postpaid , Long time 7 % to some extent. 40
38
35 30
20
Prepaid
20
Post paid
16
Long life
15 9 7
5 0 Airtel
BSNL
202
10 10
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25
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
TABLE – 5.3 USERS AWARENESS FOR MARKETING STRATEGY Sr.No.
Marketing strategy
Airtel
BSNL
Total Frequency
Percentage
1
Quality Product
6
8
14
14%
2
Cheap price
14
10
24
24%
3
Easy available
10
5
15
15%
4
Good services
14
3
17
17%
5
Product differentiate
30
4
34
34%
TOTAL
74
26
100
100%
Source: primary Data Table –4.3 shows Marketing strategy aware by the customers. It is found customers are aware about the Product differentiate of Airtel 30%, Good service 14% , Cheap price 14%where for BSNL are aware about good service 3%, Cheap price 10%, Product differentiate 4% to some extent. 16 14
14
12 10
8
Airtel
8 6 6
BSNL
5
4
3
2 0 Quality Product
Cheap price
Easy available
Good services
203
10 10
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14
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
CHI-SQUARE TEST FOR CELLULAR PHONE CONSUMER PREFERENCE BASED ON MAREKTING STRATEGY AWARE BY THE CUSOMER O
E
(O-E) ^2
(O-E)^2/E
6
10.36
19.01
1.83
14
17.76
14.14
O.86
10
11.10
1.21
0.11
14
12.58
2.02
0.16
30
25.16
23.43
0.93
8
3.64
19.01
5.22
10
6.24
14.14
2.27
5
3.9
1.21
0.31
3
4.42
2.02
0.46
4
8.84
23.43
2.65 14.12
Critical value at 5% level of significance is 9.49 at (2-1)(5-1) degrees of freedom. Therefore hypothesis is rejected. As the hypothesis has been rejected. It is concluded that there is significant difference between the consumer preference cellular phone and Marketing strategies aware to the customer.
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The null hypothesis was tested by using chi-square (X)^2 test of significance. Calculated value = 14.12
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A NULL hypothesis on the preference of Cellular Phones by the consumers of different Marketing strategy aware by the customer was framed. So there is no significant difference between the customer’s preference of cellular phone and Marketing strategy aware by the customer.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
TABLES 5.5 REASONS FOR SELECTING THE BRAND Airtel
BSNL
Total Frequency
Percentage
1
Advertisement
24
5
29
29%
2
Family member
13
2
15
15%
3
friends
12
4
16
16%
4
Offers and schemes
28
4
30
32%
5
Brand name
19
10
29
29%
6
Others
6
1
7
7%
TOTAL
74
26
100
100%
Table –III-5 shows reason for selection of brand cellular phone. The Airtel brand was mostly influenced by brand at 6%, and it was followed by advertisement at 24%, family members at 12%, friends at 12%, Offers and schemes at 28% and other reasons with 6% respectively. The BSNL brand was mostly influenced by brand at 1%, and it was followed by advertisement at 5%, family members at 2%, friends at 4%, Offers and scheme at 4% and other reasons with 1% to some extent.
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REASONS
205
Sr.No.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
30 25
28 24
20 15
13
AIRTEL
12
BSNL
10 5
4
5
4
2
0 Advertisement
Family member
friends
Offers and schemes
E
(O-E) ^2
(O-E)^2/E
24
21.46
2.54
0.12
13
11.10
3.61
0.33
12
11.84
0.03
0.00253
28
23.68
18.66
0.79
19
21.46
6.05
0.28
6
5.18
0.67
0.13
5
7.54
6.45
0.86
24
3.9
3.61
0.93
4
4.16
0.03
0.01
4
8.32
18.66
2.24
10
7.54
6.05
0.8
1
1.82
0.67
0.37 6.86
206
O
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CHI-SQUARE TEST FOR CELLULAR PHONE CONSUMER PREFERENCE BASED ON REASONS OF SELECTINFG THE BRAND
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
A NULL hypothesis on the preference of Cellular Phones by the consumers of different Reasons of selecting the brand by the customer was framed. So there is no significant difference between the customer’s preference of cellular phone and Reasons of selecting the brand by the customer. The null hypothesis was tested by using chi-square (X)^2 test of significance. Calculated value = 6.86 Critical value at 5% level of significance is 11.07 at (6-1)(2-1) degrees of freedom. Therefore hypothesis is accepted. As the hypothesis has been accepted. It is concluded that there is NO significant difference between the consumer preference of cellular phone and Reasons of selection the brand CONCLUSION AND SUGGESTION 1.Effective advertisement is the should be used to convey the product knowledge among the area segment. 2. These operators have put the different tariff plans in the market, which are not clear and transparent and having the much more confusion increases. This is affecting the decision making ability of customer and increases ambiguity. 3. The awareness level of customer is very poor; therefore they are not able to put their requirements clearly. So, modification of advertisement should used to cover the market. 4. While selecting the cell phone operator, the minimum rate of calling and the network coverage plays an important role. The decisions of maximum number of customers are influenced by these two factors.
5. Reasons for selection of brand cellular phone. The Airtel brand was mostly influenced by brand at 6%, and it was followed by advertisement at 24%, family members at 12%, friends at 12%, Offers and schemes at 28% and other reasons with 6% respectively. The BSNL brand was mostly influenced by brand at 1%, and it was followed by advertisement at 5%, family members at 2%, friends at 4%, Offers and scheme at 4% and other reasons with 1%. SUGGESTION 1) In the today’s competitive world all cellular phone companies have need the increase the female cellular phone user. Give to the offer to female cellular phone user and increase the level of female cellular phone user. 2) Cellular phone companies have needed the give the services in minimum rate. Overall decrease the expenses of the cellular phone on monthly base.
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5. Marketing strategy aware by the customers. It is found customers are aware about the Product differentiate of Airtel 30%, Good service 14% , Cheap price 14%where for BSNL are aware about good service 3%, Cheap price 10%, Product differentiate 4% to some extent.
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3) BSNL has needed to introduce the talk time recharge coupons from Rs. 10.
EXCEL International Journal of Multidisciplinary Management Studies Vol.2 Issue 3, March 2012, ISSN 2249 8834 Online available at http://zenithresearch.org.in/
4) Cellular phone companies have needed the give post paid service in minimum rate. 5) Airtel have need the reduce the post paid plans price. 6) All cellular phone companies are needed to charge their strategy about the post paid user. 7) Give the offer the post paid user and improve the post paid user. 8) Effective advertisements: - It is found that majority of the customers are aware of cellular services through T.V. advertisement. It is worthwhile to note that there are advertisements at comparatively lower cost and hence the applicability and use such media can be thought of to create awareness about the services of cellular companies. 9) Media selection: - It is found that the advertisement plays a dominant role not only in influencing the customer but also remain as leady tool. Hence, irrespectively of the different media the cellular companies have to make effective advertisement not only to attract more customers but also to play significant role in the purchase decision of customers. 10) Disclosing full Information: - On the basis of the above complaint it is recommended to cellular companies to take appropriate steps to provide all the information about the product and service. Most of cell phone users have the problem in network coverage. To cover come this problem, the service provider most install more towers where they are not having their where service area coverage. REFERENCE 1.www.airtel.in 2. www.bsnl.co.in 3. www.slideshare.net/rahulogy/marketing-strategy-comparison-of-airtel-and-hutch 4. www.slideshare.net/kedarp83/report-on-airtel-its-strategies
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5www.alttc.bsnl.co.in/altzine/vol_29032006/marketing.html
