Telecommunication is one of the most vital of all infrastructure services today .It is not only essential for the growth and development of every other sector of the economy with the interest of the world, Indian mobile industry is growing at a rate of 82.2%. The all GSM subscriber base continued to grow aggressively in, achieving a subscriber base of 115.3 million in February 2007 up from 110.5 million in January [Link] cellular industry all over the world has been witnessing very high growth rates in subscriber base in recent years Brand equity is sustainable value added to brand name in the market and in the customers mind. Measuring brand equity is important because understanding why consumers choose a particular brand and the extent to which consumers are loyal to brand is crucial to successful branding strategies. This market research of brand equity was under taken to analyze the brand equity of various service providers in Bangalore In this study researcher has attempted to analyze the brand value of various mobile service providers in Kamataka by collecting data from various customers. Valuable information about the loyalty of the customer towards various mobile service providers, user perception with respect to the brand, advertisement recall, perceived quality of various brands and also the highest brand which has got the brand equity were collected and analyzed The data’s were collected from 150 customers of six brands in Karnataka and used as samples of the study. Data’s been collected through personal discussion and structured questionnaire As per the study, it is hypothetically tested and found that the customer segment does not influence on the choice of service providers. As per the responses analyzed, the attributes of the product is the major factor leads to the choice of mobile service provider.52 % of the respondent says AIRTEL is the leading and number one brand, 29%says HUTCH and 19% said BSNL is the leading brand in Kamataka, The factors considered in ranking the brand by customers are network, offers after sales and customer care, value added services and call costs. AIRTEL, HUTCH and BSNL are the brands which is having more brand loyalty. AIRTEL is the leading brand which shows a high recollection of advertisement. Out of 150 respondents 74 respondents could recollect the AIRTEL advertisement .49 is HUTCH, 19 is TATA INDICOM, 2, 2 and 4 is respectively for SPICE, BSNL and RELIANCE.[Link]. PARTICULARS CHAPTER 1: INTRODUCTION 1.1 INTRODUCTION TO THE RESEARCH TOPIC CHAPTER 2: RESEARCH DESIGN 2.1. REVIEW OF THE LITERATURE 2.2 STATEMENT OF THE PROBLEM 2.3 RESEARCH OBJECTIVES 2.4 TYPE OF RESEARCH 2.5 | RESEARCH PURPOSE 2.6 SCOPE OF THE STUDY 2.7 DATA COLLECTION DESIGN 2.8 HYPOTHESIS 2.9 SAMPLING TECHNIQUE 2.10 SAMPLING SIZE 2.11 SAMPLING DESIGN 2.12 INSTRUMENTATION TECHNIQUE, 2.13 METHOD OF DATA COLLECTION 2.14 LIMITATION OF THE STUDY (CHAPTER 3:PROFILE OF THE INDUSTRIES 3.1. INDIAN MOBILE MARKET 3.2. CELLULAR MARKET STRUCTURE 3.3 GSM MARKET OVERVIEW 3.4 MILE STONES 3.5 SWOT ANALYSIS OF MOBILE INDUSTRY iii PAGE NO 10 il u a 12 12 12 13 14 14 14 15 16 17 17 2 27 29 32CHAPTER 4: ANALYSIS AND INTERPRETATION OF DATA CHAPTER 5: SUMMARY OF FINDINGS CONCLUSIONS AND 5A a2 53 54 55 RECOMMENDATION FINDINGS SUGGESTIONS CONCLUSION BIBLIOGRAPHY ANNEXURE 34 65 66 70 B 5 71LIST OF TABLE S TABLE DETAILS PAGE NO NO. 4A CHI SQUARE TEST TABLE 35 4B CALCULATION OF CHI SQUARE TEST 36 4:1 AGE OF RESPONDENTS. 38 4:2 OCCUPATION OF THE RESPONDENTS: 39 4:3 BRAND USAGE 40 4:4 TYPE OF CONNECTION a1 4:5 TIME OF USAGE a2 4:6 BRAND LOYALTY-SPICE 43 4:7 BRAND LOYALTY-HUTCH 44 4:8 BRAND LOYALTY-AIRTEL 45, 4:9 BRAND LOYALTY-BSNL_ 46 4:10 | BRAND LOYALTY-TATA INDICOM 47 4:11 | BRAND LOYALTY-RELIANCE. 48 4:12 | BRAND SWITCHING BY CUSTOMERS. 49 4:13 BRAND SWITCHING 50 4:14 CUSTOMERS PREFERENSES 51 4:15 | TOP BRANDS 52. 4:16 | ADVERTISEMENT RECALL 53 4:17 | RECOLLECTION OF ADVERTISEMENT 54 4:18 | BRAND OPINION BY SPICE CUSTOMERS 55, 4:19 | BRAND OPINION BY HUTCHCUSTOMERS 56 4:20 | BRAND OPINION BY AIRTEL CUSTOMERS 57, 4:21 | BRAND OPINION BY BSNL CUSTOMERS 58 4:22 | BRAND OPINION BY TATA INDICOM CUSTOMERS 59) 4:23 | BRAND OPINION BY RELIANCE CUSTOMERS. 60. 4:24 | BRAND USAGE- STUDENTS 61 4:25 | BRAND USAGE BUSINESS CLASS 62. 4:26 BRAND USAGE EMPLOYEES 63 4:27 BRAND UASGE COMPARISON 64 LIST OF CHARTSCHART DETAILS PAGE NO NO 3:1 MOBILE INDUSTRY REVENUE CHART. 19 = TYPE OF SUBSCRIBERS 20 3:3 PENETRATION OF MOBILE TELEPHONEY IN INDIA 23 GROWTH OF MOBILE SUBSCRIBER 24 MOBILE TELE DENSITY 25, GSM VS CDMA 25 MOBILE PHONES VS FIXED LINES. 26 FUTURE OF MOBILE INDUSTRY 7 TELE DENSITY FUTURE 7 COMPARISSON OF MOBILE TARRIFF 28, COMPARISON OF VAS REVENUE 31 AGE OF RESPONDENTS 38, OCCUPATION OF THE RESPONDENTS 39 BRAND USAGE 40 TYPE OF CONNECTION 41 TIME OF USAGE a2 BRAND LOYALTY-SPICE a3 BRAND LOYALTY-HUTCH 44 BRAND LOYALTY-AIRTEL 45, BRAND LOYALTY-BSNL 46 BRAND LOYALTY-TATA INDICOM, 47 BRAND LOYALTY-RELIANCE 48 BRAND SWITCHING BY CUSTOMERS 49 BRAND SWITCHING 50 CUSTOMERS PREFERENSES 51 TOP BRANDS. 52, ADVERTISEMENT RECALL 53 RECOLLECTION OF ADVERTISEMENT. 54 BRAND OPINION BY SPICE CUSTOMERS 55, BRAND OPINION BY HUTCHCUSTOMERS: 56 BRAND OPINION BY AIRTEL CUSTOMERS 57 BRAND OPINION BY BSNL CUSTOMERS 58 BRAND OPINION BY TATA INDICOM CUSTOMERS 59. BRAND OPINION BY RELIANCE CUSTOMERS 60 BRAND USAGE- STUDENTS 61 BRAND USAGE BUSINESS CLASS 62 BRAND USAGE EMPLOYEES 63 64 viCHAPTER 1 RESEARCH INTRODUCTIONIn the present Indian scenario the booming industry in the service sector is telecommunication .the expansion of the telecom industry in India has been fueled by massive growth in mobile phone users which had reached to a level of 53.38 million users in May 05. There are many service providers competing cach other to hold the highest market share in this particular domain. Henceforth the very purpose of this research is to identify the brands which have the high brand equity in Kamataka This research is organized to analyze the Brand equity of cellular service providers in Karnataka and to suggest various strategies to improve the brand image of the various brands, Analysis helped to revealed the present market potential and trend in the market The method developed during the study is unique for various companies. Companies can repeat the study in the future using the same statistical methods developed by the rescarcher Recommendations and suggestions consist of interpretation of meaningful statistical information and views of the researcher. Business Research is a continuous process; it does not end with one study because business environment is changing exponentially Brand equity is sustainable value added to brand name in the market and in the customers mind measuring brand equity is important because understanding why consumers choose a particular brand and the extent to which consumers are loyal to brand is crucial to successful branding strategies. This market research of brand equity was under taken to analyze the brand equity of various service providers in Bangalore Lam glad to be a part of research as it helps to enhance my own professional knowledge and expertise. Globalization had made the world a smaller space and being a part of this, competitive world we are exploiting new places, new markets, and new business ventures, which have definitely changed the concept of being identified as the developing country. Being a part of this wider objective makes me the research interesting and enjoyable. 1 hope the companies will benefit from my studies and findingsCHAPTER 2 RESEARCH DESIGNRESEARCH DESIG! Research is a systematic and logical study of an issue or a problem to arrive at accurate results, research the job of collecting, recording and analyzing relevant data to arrive at decisions. The present study is systematic, objective and exhaustive search for studies of the facts Relevant to a problem in the field of marketing. The search for the facts may be through either Unscientific method “© Scientific method Unscientific method consists of imaginations, blind belief or impression rather than the facts. Scientific method is the systematic approach to seek facts. It is objective, precise and arrives at conclusion on the basis of certain evidences. Hence the research for the facts should be made by scientific method to arrive at accurate results. The present research study is selected to study the influencing factors for buying behaviors. 2:1 LITERATURE REVIEW What is Brand Equity? The value of a brand, From a consumer perspective, brand equity is based on consumer attitudes about positive brand attributes and favorable consequences of brand use There are many different definitions of brand equity, but they do have several factors in common: Monetary Value. The amount of additional income expected from a branded produet over and above what might be expected from an identical, but unbranded product. For example, grocery stores frequently sell unbranded versions of name brand products. The branded and unbranded products are produced by the same companies, but they carry ageneric brand or store brand label like Kroger’s or Albertson’s. Store brands sell for significantly less than their name brand counterparts, even when the contents are identical. This price differential is the monetary value of the brand name. Intangible. The intangible value associated with a product that can not be accounted for by price or features. Nike has created many intangible benefits for their athletic products by associating them with star athletes. Children and adults want to wear Nike's products to feel some association with these star athletes (“be like Mike” - for Michael Jordan). It is not the physical features that drive demand for their products, but the marketing image that has been created. Buyers are willing to pay extremely high price premiums over lesser known brands which may offer the same, or better, product quality and features. Perceived Quality. The overall perceptions of quality and image attributed to a product, independent of its physical features. Mercedes and BMW have established their brand names as synonymous with high-quality, luxurious automobiles. Years of marketing, image building, brand nurturing and quality manufacturing has lead consumers to assume a high level of quality in everything they produce. Consumers are likely to perceive Mercedes and BMW as providing superior quality to other brand name automobiles, even when such a perception is unwarranted. The overall description of brand equity incorporates the ability to provide added value to company’s products and services. This added value can be used to company’s advantage to charge price premiums, lower marketing costs and offer greater opportunities for customer purchase. A badly mismanaged brand can actually have negative brand equity, meaning that potential customers have such low perceptions of the brand that they prescribe less value to the product than they would if they objectively assessed all its attributes/features. One of the best examples of brand equity is in the soft drink industry. Without a brand name and all of the marketing dollars that have gone into it, Coca-Cola would be nothing more than flavored water. Due to the company’s long-term marketingefforts and protection, enhancement and nurturing of their brand name, Coke is one of the most recognizable brands in the world. However, even this marketing giant has trouble capitalizing on its own brand equity when handled improperly (e.g. New Coke). If someone suddenly took their brand name and brand equity away from them, Coke would lose hundreds of millions, if not billions, of dollars. This includes lost sales, lost marketing dollars and lost promotions, additional marketing costs to promote a new brand, and significantly lower awareness and trial rates for their new brand. How to Use Brand Equity to the companies Advantage? Brand equity can provide strategic advantages to company in many ways: * Allow company to charge a price premium compared to competitors with less brand equity, + Strong brand names simplify the decision process for low-cost and nonessential products. + Brand name can give comfort to buyers unsure of their decision by reducing their perceived risk. + Maintain higher awareness of products. * Use as leverage when introducing new products. © Often interpreted as an indicator of quality. + High brand equity makes sure products are included in most consumers consideration set. + Brand can be linked to a quality image that buyers want to be associated with. © Offera strong defense against new products and new competitors. * Can lead to higher rates of product trial and repeat purchasing due to buyers” awareness of brand, approval of its image/reputation and trust in its quality.Brand names are company assets that must be invested in, protected and nurtured to maximize their long-term value to company. Brands have many of the same implications as capital assets (like equipment and plant purchases) on a company's bottom line, including the ability to be bought and sold and the ability to provide strategic advantages. How to Measure Brand Equity? Most evaluations of brand equity involve utility estimation. Specifically, an attempt to measure the value (utility) of a product's features and price level and also measure the overall utility of a product when including brand name, The difference between total utility and the utility of the product features is the value of the brand. In other situations, the utility of the brand is measured directly and added to the feature utilities to produce an overall utility for the product. Besides utilities, contributing factors such as current awareness levels of each brand, overall perceptions of each brand, and brands currently used should be measured, It is also useful to obtain estimates of marketing, advertising and promotional expenses for the major brands in the market. Together with utility estimates, this information provides a more complete picture of the relative value of each brand and allows understanding the major forces driving brand equity: product features, price, market awareness, market perceptions and expenditures to build and support those brands. Use of Brand Equity Data Market simulations are one means of putting brand equity information to use. Using estimated utilities, we can simulate market preferences for our products and those of the competition. Various scenarios can be created which involve the introduction of new products or modifications to existing products to determine the effects of these changes on market preferences. This information can be used to test:+ Extension of product lines with and without the use of an existing brand name. + Introduction of new products with and without brand name affiliation + Estimate the monetary value of each brand. Using the conjoint utilities, you calculate the price differential that your brand could charge versus your competitors if all companies offered the same features. + Determine the effects of improving brand equity or reducing your investment in a high-equity brand. + Estimate the impact of moving into new geographic areas where your brand name is unknown or has negative perceptions. + Estimate the effects of co-branding with a company who has more or less brand equity than does your brand. + Track brand equity over time for your company and your competitors. Stop slides in your own brand equity before it can severely impact your company and adjust your strategy to counteract changes in competitors’ brand equity. + Measure effectiveness of your advertising and marketing campaigns to build brand image Does Brand Equity Vary Across Customers? Brand equity does vary across individuals, as we would expect, and we can measure these differences. The data collected in brand equity studies can also be used to segment the market into various groups based on the benefits they seek. Using the utility estimates from the conjoint models, we can identify benefit segments in your market. These segments can then be compared to each other to highlight differences in brand equity between various types of product users, different levels of price-sensitivity, different levels of feature importance. Demographic and psychographic profiles of these benefit segments can ultimately be used to target specific advertising messages to groups of potential purchasers based on the desires of those groups. Coupons might be sent to those in the most price-sensitive segments, while detailed product literature might be sent to those who place more value on specific features of your products.Brand equity refers to the inherent in a well-known brand name from customer's perspective. Brand equity is a added value bestowed on the product by the brand name .it can be conceptualized from three different perceptive At the firm level it is the incremental cash flow arising from the use of the brand name. At the trade level, itis the leverage from the use of brand name. At the consumer level, it occurs when the customer is familiar with the brand and holds some favorable, strong and unique association in the memory consumer based brand equity arises from consumer being more likely to be aware of some brands in addition to possibly preferring some brands over others .brand equity can also be defined as a set of assets (liabilities) linked to a brand’s name symbol that adds to (or subtracts from) the value provided by the product/service to a firm and /or to that of firm’s customers The major associations are, Brand loyalty . . Brand associations Perceived quality (different from perceived 2 quality) S BRAND EQUITY Other brand A S characteristicsIndividual determining factors can help increase brand equity or they can influence it negatively, as happens with products with low perceived quality. Determining factors are also heavily interrelated, for example, brand perception is an assumed precursor to effectiveness in other determining factors. A well-known brand encourages the perception of high quality (long-term brand survival brings us to conclude that the product must be well made, just as we would assume for services). Consequently, perceived quality significantly influences brand loyalty. In highly competitive situations, high brand equity represents a positive differential that ensures certain stability in a company's product strategies over time. A brand's protective shield allows products to be constantly reinvented within an environment providing credibility, legitimacy and affection for the product - thus helping to reduce risk and uncertainty for the company. Furthermore, the presence of brands with strong personalities means that benefits (to the purchaser/user as well) go well beyond the simple values communicated by the brand. These benefits are essentially seen as the simplification of information processing, greater confidence in product selection and as brand satisfaction. In highly competitive systems, therefore, demand analysis expressed for a given market becomes essential in order to define the brand identity to pursue through suitable brand policies aimed at developing solid brand equity. 2:2 STATEMENT OF THE PROBLEM Brand equity is sustainable value added to brand name in the market and in the customers mind measuring brand equity is important because understanding why consumers choose a particular brand and the extent to which consumers are loyal to brand is crucial to successful branding strategies, This market research of brand equity was under taken to analyze the brand equity of various service providers in Bangalore 102:3 RESEARCH OBJECTIVES * + + + tt To identify the customer segment s and its influence on the choice of service providers To identify the brand loyalty of various service providers brands To identify the user perception with respect to brand value Advertisement recall of various brands To identify the perceived quality of various brands To identify the major three service providers having more brand equity in Karnataka 2:4 TY H Marketing research is the systematic and objective search for and analysis of information relevant to the identification and solution of any problem in the field of marketing. Type of research is the research design and plan, structure and strategy of investigi concemed so as to obtain the answers to research questions and to control the variance, it is the blue print for the collection, measurement and analysis of data. 2:5 RESEARCH PURPOSE. The purpose of this research is to study about the various cellular providers in Karnataka and to identify their brand equity .the study was descriptive in nature because from the data various deductions could be made like To identify the customer segment s and its influence on the choice of service providers To identify the brand loyalty of various service providers brands To identify the user perception with respect to brand value Advertisement recall of various brands ‘To identify the perceived quality of various brands To identify the major three service providers having more brand equity in Karnataka Ml236 SCOPE OF THE STUDY Scope means the areas that are covered. Scope of the study states the areas that are considered for research. this research leads to find out the satisfaction level of customers of different service providers ,customers expectation and opinion about the service providers 2:7 DATA COLLECTION DESIGN The data / information collected from the various sources were divided into two parts. They are: a. Primary source b. Secondary source Primary source a. Face to face interview b. Questionnaire See annexure for questionnaire Secondary source The secondary data is the information, which already exists. The secondary data was collected from journals, magazines, books, dissertations, and observation of respondents. The research specific information was less available more emphasis was given on the primary data. 2:8 HYPOTHESIS | Hoa: The customer segment does not influence the brand choice. 2x? (critical) Hila: The customer segment influences the brand choice. L2xX? (critical) =Method of analysis The data collected through questionnaire and the records available was examined in detail. It was further classified and tabulated with the help of Microsoft Excel for the purpose of analysis to generalize percentages Statistical tools if test and Sign test are used for testing the hypothesis The non-parametric tests used for the testing the hypothesis is “Chi-square test” (m*n tables) and Sign test It is suitable for the test for independence of attributes. Chi-square test #=TIOEj)*£Lj] = Observed number of cases categorized in the category E= Expected number of cases in the i th category under Ho 2:9 SAMPLING TECHNIQUE Sampling is a systematic approach of selecting a few elements (a sample) from entire collection unit (a population) in order to make some reference about the total population. It is a small specimen or a segment of the whole population, representing its general qualities as for as possible. Non probability sampling In non-probability sampling, the chance of any particular unit in the population being selected is unknown, since the randomness is not involved in the selection process. The three most frequently used non-probability designs are judgment, convenience and quota sampling. 13Convenient sampling As its name implies, convenient sampling refers to collection of information from the members of the population who are conveniently available to the research. The convenient sampling method was used for the purpose of data collection. A sample was chosen keeping in mind the objectives of the research and time constraints, convenience-sampling method was usual for choosing this sample size. With the use of a series of focus survey of One Hundred and fifty (150) samples were chosen. 2:10 SAMPLING SIZE. One Hundred and fifty (150) samples were collected from various mobile phone users from Karnataka state were used for the studies. 2:11 SAMPLING DESIGN Sampling plan:-An integral component of a research design is the sampling plan, specifically it addresses three questions. Whom to survey? (Sampling unit) How many to survey? (Sample size) How to select them? (Sampling procedure) 2:12 INSTRUMENTATION TECHNIQUES Data was collected with the help of using questionnaires. A questionnaire, which is also known familiarly as an interview schedule with a format containing a list of questions sequentially ordered to obtain information relevant to the objectives of the study, was developed. Structure and undisguised questionnaire was chosen as the questions could be 14presented with exactly the same order to all the respondents. The reason for standardization was to ensure that all respondents were replying to the same question. ‘The questionnaire for research included a combination of the following kinds of question Close-ended Open-ended Direct question + Multiple choice The questionnaire proved out to be very helpful in conducting the survey. 2:13 METHOD OF DATA COLLECTION The data’s were collected by contacting the respondents personally at their respective places (colleges, homes, outlets etc). And few of the information gathered were through mailed questionnaires for the places where I weren’t in a stage to travel down to those far away places. The survey was conducted for 30 days from 8" April to 3“ May 07. 2:14 QUESTIONNAIRE DESIGN. Questionnaire was framed by taking expert opinion and the reference of various articles and research reports 2:15 LIMITATION OF THE STUDY 15v The study is time consuming and quite expensive The study was confined to few selected areas which were the sample environment For a survey conducted on subject like this, the sample size should be more than 500, since time was a major constrain, the sample size was restricted to 100 Since the area is vast, the researcher could contact only limited number of respondents ‘When a group of respondents are answering the questions their responses are mutual through cross — reference and this may have caused myopia in data, which deal individual perception The researcher has collected data using the questionnaire and therefore the study is limited to the data collected ‘The results of the study will be applicable only to the towns of similar habitations ‘The consumer buying behavior may change in future due to various factors 16CHAPTER 3 INDUSTRY PROFILE INDUSTRY PROFILEThe cellular industry all over the world has been witnessing very high growth rates in subscriber base in recent years. For developing countries in particular, cellular services are becoming a very significant proportion of the overall telecom infrastructure. The mechanics of competition within this market involve complex feedback effects between individual service providers and with their operating environment, and these forces play an important role in governing the growth of this industry. The All India GSM subscriber base continued to grow aggressively in February, achieving a subscriber base of 115.3 million in February 2007, up from 110.5 million in January 2007 - recording an addition of nearly 4.9 million during the month under review. ‘There was an overall growth of 4.4% over the previous month. 3:1 The Indian Mobile Telephony Market India is going through a telecom revolution, especially in the wireless telephony segment. The adoption of mobile telephony remains unparallel in scope, as users from diverse segments increasingly choose to exercise the option of personal mobility. The user base has been adding 3-4 million subscribers per month (on an average) and recently the mobile subscriber base crossed The 100 million mark in April 2006, The success of the market can be gauged from the fact that mobile user base has surpassed the PC user base in India and very soon the Indian market will have more mobile users than TV viewers. India is rapidly moving towards being an evolved mobility market with no distinction between market incumbents and challengers. The growing intensity of competition has led to more services for the end user at lower prices. This has had an effect of stimulating demand and thus increasing the category adoption rate, As more users have been added to the subscriber base, it has led to a further downward pressure on operator costs. This has led to further cost benefits to the end user, fuelling further growth in the subscriber base. The growing subscriber base has also augured well for industry revenues, which have risen consistently over the last four 18quarters. However the other side to this growth is that ARPU’s (Average Revenue per User) have been correspondingly declining quarter on quarter. The average industry ARPU has fallen from Rs. 375 for Sept °05 quarter to Rs. 347 for June 2006 quarter, a fall in ARPU of Rs. 28 per subscriber since Sept ’05 (a decline of 7%) CHART.3:1 ii Revenue (Rs. Crove) -+-ARPU (Rs) Sept 05 Qtr Dec 06 Qtr Mar'06 Qtr. Jun'06 Qtr, While the decline in ARPU” has been accelerated by the recent marketing interventions like lifetime-free schemes; this has been a consistent trend for some time. It is also a function of the structure of the Indian mobility market. At 80%, the pre-paid segment completely dominates this Indian mobility market. CHART.3:2 Subscribers- Prepaid vs. Postpaid Market Split 19Pre-paid has been a good platform on which the market had grown very fast, as it creates a volume based platform for tariff reduction. Operators have had a strong focus on the pre-paid segment as the cost of customer acquisition is very low compared to the post- paid segment. Another reason for the strong focus on customer acquisition has been to up the network valuations, which are largely assessed based on the number of users on it. However the flip side is that, customer retention has become very difficult. Loyalties in the prepaid segment are low due to the low switching costs and it is not uncommon for user to routinely change their numbers and service providers. Pre-paid subscribes are also low usage subscribers who contribute only 25-30% ARPU’s as compared to the post-paid IMRB Research segment. Source: Another aspect to the mobility market has been the constant decline in the call rates; initially this reduction has been helpful in further increasing the subscriber base and expanding the Minutes of Use of the existing base. 3:2 Cellular Market Structure in India 20As in other countries, in India, the Cellular Mobile Service Providers (CMSPs) are licensed to operate in designated geographical operating areas. The service areas include four metro areas and 18 circles categorized as A, B and C. The categorization is based on the revenue potential with category C circles in the lower end of the scale. For example the metros account for 40% of the subscriber population, with Category-A, B and C accounting for 33%, 23% and 4% respectively. As in most of the other countries, Indian cellular market adopted a duopoly market with licenses given to two Cellular Mobile Service Providers (CMSPs). The first digital cellular service started in the metros in 1995. A year later, licenses were awarded to two CMSPs in each of the 18 circles. The third and fourth operator licenses have been issued recently and the license holders are expected to commence their services soon [12]. Currently, only 900 MHz of the Global Systems for Mobile (GSM) band has been allocated for cellular services, though the government is considering the Release of 1800 MHz band for cellular operations soon. The CMSPs had to pay an entry fee and subsequently annual license fee as a percentage of their revenue to the Department of Telecommunications. The entry and license fees varied according to the service area, highest for metros and lowest for Category-C circles. Some of the CMSPs could not fulfill their licensing obligations and their licenses were revoked leading to a monopoly situation in certain areas. Apart from these charges, each CMSP has to share the revenue with the long distance operators for carrying inter-service area calls. In profitable metros and circles, the competition is severe and the market is split between the two operators. In a price-cap regulated market, the operators use appropriate pricing strategy to win customers and win market share. In highly price-elastic markets, such as in India, as the service provider reduces the price, the subscriber base increases considerably, and so is the network traffic. The increased network traffic decreases the performance and the quality of service, inviting customers to switch [3]. Recently being a new entrant in a metro area, the government operator reduced the airtime charges to such an extent that the subscriber base increased suddenly leading to poor network performance. The 21operator did not have enough network capacity to handle calls leading to blocking of calls, with frustrated customers switching over immediately to competitors. The operators also have to resort to non-pricing competition strategies to win customers. In India, CMSPs offer a variety of service plans as a means to attract new customers. Different service plans include: pre-paid calling card schemes, discounted airtime rates for evening and night time calls, discounted roaming charges, no or minimum activation fees, and reduced mobile to mobile long distance call rates. The service providers incur additional advertising and infrastructure cost for implementing these plans. Short Message Service (SMS) and Wireless Application Protocol (WAP) service are fast catching up. For example, in India, about $00,000 SMS messages are being carried by a service provider in ‘one metro area alone, When the sector moves over to an oligopoly market, the operators have to provide improved quality of service and value added services in order to survive and gain market share. Larger operators who have experience and infrastructure may be able to provide a higher quality of service and other value-added service at a lower price. They also have access to larger project financing for enlarging their networks and services. For example, a single large operator now has license to operate in 14 service areas in the country with the largest footprint to cover most of the areas of the country. Mergers and acquisitions are commonplace as the operators are consolidating their revenues to survive in the market places [5]. CHART.3:3 22if mi India India is one of the fastest growing mobile markets in the world, In April 2006 mobile subscriber base crossed 100 million Indian Mobile Telephony Market Mobile services launched in India addition commercially ‘August 1995 1995-2001, December 2002 2005 CHART.3:4 23100.0 9 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 20 3:5 1ential increase in mobile tele-density is a strong indicator growing penetration 241995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006" CHART.3:6 MORE THAN TWO-THIRD OF MOBILE SUBSCRIPTIONS ARE WITH GSM OPERATORS 25Total Mobile Subscribers = 75.94 Million 100% = Total Subscribers in 2005 CHART.3:7 hare of Mol increasin; Market of the future 26millions Mobile telephones will rule the Indian telecom market in next five years [EE Moti Phones (caGR - 85%) Fived Phones (CAGR ~11%) lobile phones are no more a luxury, but a necessity, Even a auto rickshaw driver 1s amobile now 1996. 1997 1998 1999 2000 2001 2002 2003 2004 CHART.3:8 India is well poised for a strong growth in the telecom sector in the coming years due to the expanding middle class aMobile subscriber base (2004- 2010) millions 200 India is expected to have the third largest mobile user base, behind China and the US, by 2007 2004 2010 CHART.3:9 Tele-Density (2004- 2008) coed Indian cellular market would account for 11% of the overall Asia 7.02 Pacific and Japan market by 2009 2004 2008 CHART.3:10 Comparison of mobile tariff 28Per Minute Cellular Tarrifs (in US cents) 3:3 GSM MARKET OVERVIEW + GSM is the fastest growing communications technology of all time. + The billionth GSM user was connected in QI 2004 - just a dozen years after the commercial launch of the first GSM networks + The second billionth GSM user was connected in Q2 2006 - just two and a half years after the first billion. * Today, GSM accounts for 82% of the global mobile market. + 29% of the global population use GSM technology. + The GSM Association currently has operator members in 218 countries and territories. 3:4 MILE STONE: 1991-National telecom policy formed, telecom equipment sector liberalized 291992-value added services like paging and very small aperture terminals(VATs)opened to private sector; foreign investment guidelines initiated 1994-giudlines for private sector participation in basic services and cellular services 1996-first round cellular services and basic services launched 1997-telecom authority of India formed 1998-internet service providers’ policy announced, second round of bids completed 1999-new telecom policy, migration from license fees to revenue sharing 2000-national long distance opened, long distance tariff reduced 2001-fourth round of basic service licenses and cellular license finalized 2002-international long distance opened up to private sector VAS- Definition & Market Size Mobile value-added services (VAS) are those services that are not part of the basic voice offer and are availed off separately by the end user. They are used as a tool for differentiation and allow the mobile operators to develop another stream of revenue. The nature of value added services change over time. A VAS may become commoditized and becomes so common place and widely used that it no longer provides meaningful differentiation on a relative basis. For example several mobility operators & other stakeholders in the industry no longer consider P2P SMS as a form of VAS. However for the purpose of estimating the market size we have taken P2P into account, though we also feel that P2P SMS is ceasing to be a Meaningful tool for service differentiation. Current market size 30The current market as of November 2006 for mobile VAS in India is estimated at Rs. 2850 core. The current VAS market is expected to grow by 60% for the next year and at the end of 2007 should be close to Rs 4560 core. Current Growth & Future Potential for Different VAS To understand the reasons behind the current popularity and predict the future potential for these services, we have grouped Mobile VAS into three broad heads, based on the nature of the service offering. Entertainment VAS- Entertainment VAS is designed for mass appeal and extensive usage. These provide entertainment for leisure time usage. An example of these kinds of services is Jokes, Bollywood Ring tones & games. These services are currently very popular and are driving the revenues for the Indian mobile VAS market Info VAS- These are the services which provide useful information to the end user. The user interest comes in from the personal component of the content. E.g. Information on movie tickets, news, banking account etc. These also include productivity services like missed call information which brings back lost business opportunity for the operators. They also include user request for information on other product categories like real-estate, education etc. MCommerce VAS (Transactional services) - mCommerce VAS allow the use to conduct a transaction using the mobile phone. These services are in a very nascent phase and are not really available to most users. Examples of this kind of service are buying railway tickets or movie tickets through the mobile phone. CHART.3:11 a1Composition of VAS Revenue Game & Data Others 3% P2A & A2P 15% Ringtone’ Download 35% 323:5 SWOT ANALYSIS OF CELLULAR MOBILE INDUSTRY STRENTHS * Huge wirel ccriber potential Fastest growing mobile market Consumers are ready to pay for the cutting edge services India possesses cheap labor to attract foreign investments + + + Telecom softwares,telecom professionals ,telecom infrastructure and telecom services are the key players in shaping today’s economy * Revenue sharing strategies are leading to mergers and acquisitions ,helping companies to enter new business opportunities, and generate employment sboosting the countries economy + Government has started relaxing rules for foreign participants, * Lowest tariff rates in the world WEAKNESSES * Market strongly regulated by government body ~the telecom regulatory authority of India (TRAIT) Existence of entry barriers for private companies High cost of service provision + + + Low-income country like India cannot afford to replicate Expensive telecom infrastructure OPPORTUNITIES: * India as Asia’s third largest economy, is adding at least one million new mobile phones users every month + Mobile phone user base hitting a saturation point in big cities * Income level in the rural areas rising due to the robust agriculture out put %* Share of the rural market in the countries mobile population is however, less than 15% Timely policy and regulatory initiatives taken by the government to encourage foreign players 33* Cellular phone now being used as the common man’s phones * Rapid growth expected in the telecom and related services Increased availability of brand with has open doors to new schemes making efficient usage, providing value added services and generating profits + Foreign investment in form of equity or technology THREATS * High level of risks, uncertainty and cost associated with the cellular sector Weak intellectual property right protection Software and digit content piracy Cost of handset also deters a lot of buyers from opting for the service China’s early liberalization And the fast growing economy may prove to be hindrance for India + + + HH OF Threats from WLL service providers and also from the satellite phones 34CHAPTER 4 ANALYSIS AND INTERPRETATION OF DATA 35OBJECTIVE: To find out whether the customer segments influences the selection of brands. Hypothesis testing Step 1 HO: The customer segment does not influence the brand choice LEX? (critical) H1: The customer segment influences the brand choice L2X2 (critical) Step 2. The level of significance is 5% Step3 Test statistics TABLE: 4:4 Chi-square test table BRANDS |SPIC | AIRTEL | HUTCH] BSN | TATA RELIANC [TOTAL E L INDICO |E M SEGMEN' STUDENTS |6 25 A 7 z 7 66 BUSINESS | 2 7 5 7 7 8 36 EMPLOYEE |4 10 9 10 6 9 48 Ss TOTAL. 12 42 33 28 16 19 150 Chi => [(Oij-Eijy Eii] O = Observed number of cases categorized in the category E (Expected number of cases in the ith category under Ho) 36With correction factor ‘The correction factor is being used because some of the values in the chi squire table are below 5 Chi? = 5, ((Oij-Bij-5¥ ii] TABLE: 4:B ((O- O(Observed | E(expected Ojj-Eij Ojj-Eij E)-.5)SQ_ | ((O-E)-.5)2/ frequency frequency) | Oij-Eij SQUIRE _| ROOT (JO-E}}-.5 | U ia 6 5.28 0.72 0.5184 0.72 0.0484 | 0.00916667_ 25 18.48 6.52 42.5104 6.52 36.2404 | 1.96106061 19 14.52, 4.48 20.0704 4.48 15.8404 | 1.09093664 cil 12.32, 1.32 1.7424 1.32 0.6724 | 0.05457792 3 7.04 ~4.04 16.3216 4.04 12.5316 | 1.78005682 2 8.36. 6.36 | __ 40.4496 6.36 34.3396 | 4.10760766 2 2.88 0.88 0.7744 0.88 0.1444 | 0.05013889_ Zz 10.08 -3.08 9.4864 3.08 6.6564 | 0.66035714 5 7.92 -2.92 8.5264 2.92 5.8564 | 0.73944444_ 7 672 0.28 0.0784 0.28 0.0484 | 0.00720238 Zz 3.84 3.16 9.9856 3.16 7.0756 | 1.84260417. 8 4.56 3.44 11.8336. 3.44 8.6436 | 1.89552632_ 4 3.84 0.16 0.0256 0.16 0.1156 | 0.03010417_ 410 13.44 3.44 11.8336. 3.44 8.6436 0.643125, 9 10.56. 1.56 2.4336. 1.56 1.1236 | 0.10640152 410 8.96 1.04 1.0816 1.04 0.2916 | 0.03254464 6 5.12 0.88 0.7744 0.88 0.1444 | 0.02820313, 9 6.08 2.92 8.5264 2.92 5.8564 | 0.96322368. TOTAL 16.0022818 Step 4 Degrees of freedom = (t-1). (c-1), here r= number of rows and ¢ = number of columns +1). (61) =10 37Critical value = Chi (Probability under Ho, Degrees of freedom) Ch? (.05, 10) = 18.31 Step 5 Since Chi2 value calculated is less than the critical value, H0 is accepted. Chi? (calculated) < Chi? (Critical value) 16.00 < 1831 Conclusion From the above test we can conclude that the customer segments does not influence the brand choice .As per the responses analyzed, the attributes of the product is the major factor leads to the choice of mobile service provider AGE OF RESPONDENTS TABLE: 4:1 AGE OF RESPONDENTS 38Age Numbers % 15-25 59 39% 26-35 42 28% 36-45 30 20% 46and above 19 13% CHART: 4:1 ‘AGE OF RESPONDANTS: 13% 28% 35 1136-45 mi 46and above INSIGHTS: Out of 150 respondents were studied, 39% of the respondents were between the age of 15 to 25, 28% were26-35, 20% were 36-45 and 13 % were the above 46 years old OCCUPATION OF THE RESPONDENTS TABLE: 4:2 —CATEGORY NUMBERS % STUDENTS 66 44% BUSINESS 36 24% EMPLOYEES 48 32% CHART: 4:2 ‘Occupation 32% 44% 24% ts ployees INSIGHTS: The respondents of the study mainly segmented to three category they are students .self employed and employees. Out of the total population 44% of the respondents were students, 32% were employees and 24%were business people BRAND USAGE TABLE: 4:3 40BRAND USAGE BRAND CUSTOMERS % SPICE 12 8% HUTCH 33 22% AIRTEL 42 27% BSNL 28 195% TATA INDICOM 16 11% RELIANCE, 19 135% CHART: 4:3 BRAND USAGE, 8% SPICE BHUTCH AIRTEL mBSNL TATA INDICOM RELIANCE INSIGHTS: Six brands were used for the research .By using the convenient sampling method,27% of the customers were using AIRTEL ,22% were using HUTCH,19% BSNL,13% RELIANCE,11%TATA INDICOM AND 8% were using spice TYPE OF CONNECTION. TABLE: 4:4 41TYPE OF CONNECTION CONNECTION NUMBERS % PREPAID 88 58% POSTPAID 64 42% CHART: 4:4 ‘TYPE OF CONNECTION PREPAID mPOSTPAID | INSIGHTS: From the total population 58% of the respondents were using prepaid connection and remaining 42% were using post paid connection TIME OF USAGE TABLE: 4:5 42TIME OF USAGE Yrs NUMBERS % o-lYrs 38 25% 1-3Yrs 63 42% 4-5Yrs 33 22% 5 Yrs and above 16 11% CHART: 4: 5 TIME OF USAGE 1% 25% 22% 42% DO-Wrs BT3VIs M4-S¥rs OS Yrs and above | IGHTS: 42% of the respondents were using the same brand in between 1-3 yrs ,25% were using between 0-1 yrs ,22% were4-5 yrs and 11% were using this brand for more than 5 years BRAND LOYALTY - SPICE TABLE: 4:6 43Yrs NUMBERS % 0-1Yrs 6 50% 1-3Yrs 3 25% 4-5Yrs 2 17% 5 Yrs and above 1 8% CHART: 4:6 LOYALTY-SPICE 8% 1% 50% 25% AYrs -3Yrs m4-5Yrs m5 Yrs and above INSIGHTS: 50% of the SPICE customers are using this brand between 0-1 years, 25%of them are using between 1-3 years 17% were between 4-5 yrs 8% of them are using this brand for 5 years and above BRAND LOYALTY- HUTC 44TABLE: 4:7 Yrs NUMBERS % 0-1Yrs 4 12% 1-3Y1s 10 30% 4-5Yrs 13 40% 5 Yrs and above 6 18% LOYALTY -HUTCH 18% 12% 30% 40% m0-1Yrs 01-3¥rs @4-5Yrs 05 Yrs ve NSIGHTS: 40% of the HUTCH customers are using this brand between 0-1 years, 30%of them are using between 1-3 years 40% were between 4-5 yrs 18% of them are using this brand for 5 years and above BRAND LOYALTY- AIRTEL TABLE: 48 45Yrs NUMBERS % 0-1¥rs 4 10% 1-3Yrs ul 26% 45Y15 "7 40% 5 Yrs and above 10 24% CHART:4: 8 LOYALTY-AIRTEL 24% aoe 26% 40% 4-5Yrs m5 Yrs and above INSIGHTS: 10% of the AIRTEL customers are using this brand between 0-1 years, 26%of them are using between 1-3 years 40% were between 4-5 yrs 24% of them are using this brand for 5 years and above BRAND LOYALTY- BSNL TABLE: 4: 9 46Yrs NUMBERS = % 0-1Yrs 4 14% 1-3Y18 8 29% 4-5Y1s W 39% 5 Yrs and above 5 18% CHART: 4: 9 LOYALTY-BSNL 18% 14% 29% 30% [Do-tYrs @1-9¥rs 114-5Yrs 05 Yrs and above I HT: 14% of the BSNL customers are using this brand between 0-1 years, 29%of them are using between 1-3 years 39% were between 4-5 yrs 18% of them are using this brand for 5 years and above TABLE:4: 10 47Yrs NUMBERS % 0-1Yrs 5 31% 1-3Yrs 7 4-5Yts 4 25% 5 Yrs and above 0 CHART: 4:10 LOYALTY-TATA INDICOM 0% 44% 9 0-1¥rs m1-3Yrs @ 4-5Yrs 215 Yrs and above INSIGHTS: 31% of the TATA INDICOM customers are using this brand between 0-1 years, 44%of them are using between 1-3 years 25% were between 4-5 yrs . BRAND LOYALTY- RELIANCE TABLE: 4: 11 48Yrs NUMBERS % 0-1Yrs 5 26% 1-3Yrs 8 42% 4-5Yrs 6 32% 5 Yrs and above 0 CHART: 4: 11 LOYALTY-RELIANCE 0% 32% 26% 42% 00-1Yrs 0 1-3Yrs m4-5Yrs 05 Yrs and above INSIGHTS: 26% of the RELIANCE customers are using this brand between 0-1 years, 42%of them are using between 1-3 years 32% were between 4-5 yrs BRAND ICTH! BY TOMER: TABLE: 12 49BRAND SWICTHING STATUS NUMBERS YES 79 NO 1 CHART: 4: 12 BRAND SWICTHING ar 53% [BYES = NO, INSIGHTS: Out of 150 populations 53 % of the respondents says they were swhiched their service providers and 47% say they haven’t switched the brands 50TABLE: 4: 13 BRAND NUMBERS SPICE 24 HUTCH 20 AIRTEL iz BSNL 6 TATA INDICOM 9 RELIANCE 8 CHART: 4: 13 BRAND SWICHING 30 2. 2 20 20 8 on 10 e 8 [] : U ot |_ SPICE HUTCH AIRTEL BSNL = TATA __ RELIANCE INDICOM NUMBERS BRAND INSIGHTS: This figure represents the intensity of switching by the customers. out of the 79 switched customers,24 customers are switched from SPICE ,20 from hutch,12 from AIRTEL , 6,9,8, from the following brand respectively BSNL ,TATA INDICOM and RELIANCE CUSTOMER PREFERENCES, TABLE: 4:14 51CUSTOMER PREFERENCES PREFERENCES NUMBERS NETWORK 143, ROAMING: 128, OFFERS 132 CUSTOMER CARE 98 CALL COST 110 CHART: 4: 14 CUSTOMER PREFERENCES 160 140 ., 120 110 & 100 5 20 e at) 3 40 20 ° NETWORK " ROAMING c "CUSTOMER CALL cost CARE PREFERENCES INSIGHTS: This figure represents preferences of various customers and also the factors they are expecting from the service providers .The various factors are Network, Roaming, Offers, Customer cate, Call cost. And also these are the number of customer's which are given the opinion respectively143, 128, 132, 98 and110. TOP BRANDS. TABLE: 4: 15 TOP BRANDS BRAND NUMBERS 52AIRTEL 7 HUTCH 44 BSNL 29 CHART: 4: 15 TOP BRANDS BSNL 19% aay sinoe, 52% Hurcl 29% [AIRTEL G HUTCH o BSNL INSIGHTS: Based on the analysis conducted 52 % of the respondents said AIRTEL is the leading and number one brand .29%says HUTCH and 19% said BSNL is the leading brand in Karnataka. ADVERTISEMENT RECAL TABLE: 4:16 BRAND NUMBERS 53SPICE 2 HUTCH 49 AIRTEL 74 BSNL 2 TATA INDICOM 19 RELIANCE 4 CHART: 4:16 ADVERTISEMENT RECALL 80 - 4 70+ _-° 49 & 50 2 40 2 30 is 20 1 2 2 oo — SPICE HUTCH AIRTEL BSNL TATA RELIANCE INDICOM BRANDS Ti HT! This chart explains the advertisement recall of various brands. The figure is given here is the number of respondents who could recollect the advertisement in the first glance -AIRTEL is the leading brand which created a high recollection of advertisement . ‘7T4tespondents could recollect the AIRTEL advertisement .49 is HUTCH,19 is TATA INDICOM ,2,2 and 4 is respectively for SPICE ,BSNL and RELIANCE. RECOLLECTION OF ADVERTISEMENT TABLE: 4: 17 PARTIALLY 41 54FULLY 109 CHART: ADVERTISEMENT RECALL 27% 73% PARTIALLY o FULLY IGHTS: 73% of the respondents were recollected the advertisement fully and 27% of the respondents were recollected partially BRAND OPINION BY SPICE CUSTOMERS. SPICE, ENES lo NETWORK] 22|82[ 40 55AFTER SALES 1s|__s8|__59| 10 5 VALUE ADDED is|__si|__62|_ 17 5 ROAMING 10\] ae 251| Geet 1s eee 3G |e 8 OFFERS 9{ 21] sil 27| 12 CHART: BRAND OPINION-SPICE 90 EL NETWORK 70 AFTERSALES | g E 5 VALUE ADDED 5 & 40 ROAMING 3 0) : 1m OFFERS 20 | mls 10 ° 1 2 3 4 5 RATING INSIGHTS: This figure shows the “brand opinion” of the brand SPICE. The opinions were given based on the various aspects they are Network, after sales services, value added services, roaming and offers. The rating were given 1-5 which means 1 is worst,2 is bad 3 is average ,4 is good and 5 is excellent, Bars are representing each factor for the opinion. Numbers are given to each bars which represents the numbers of respondents which is provided the opinion BRAND OPINION BY HUTCH CUSTOMERS TABLE: 4:19 HUTCH aNETWORK 10 68 65 ul 6 AFTER. SALES 4 12 40 62 32 VALUE ADDED 9 18 44 59 20 ROAMING 10 = 58 = iz OFFERS 8 27 60 37 18 CHART: 4: 19 BRAND OPINION -HUTCH a0 70 ss 65 NETWORK AFTER SALES, CUSTOMEF 8 1 2 3 RATING 0, 60 fe ‘a 50 ad 3 30 20 2 a *o10,2%8 ° | 9 37 32 [ 18 6 4 5 (VALUE ADDED) (ROAMING 1m OFFERS: This figure shows the “brand opinion” of the brand HUTCH. The opinions were given based on the various aspects they are Network, after sales services, value added services, roaming and offers. The rating were given 1-5 which means 1 is worst,2 is bad ,3 is average ,4 is good and 5 is excellent, Bars are representing each factor for the opinion, ‘Numbers are given to each bars which represents the numbers of respondents which is provided the opinion BRA PINION BY AIRTELCUSTOMER: TABLE: 4: 20 AIRTEL 1 2 3 4 5 NETWORK. iti |i 29) |e |e 68 =AFTER SALES La 18 a 48 VALUE ADDED 10 [23 | 64 53) ROAMING s{ 21 65/56 OFFERS 16 30 61 43 BRAND OPINION-AIRTEL 80 1 0 a) 1 60 @ 50 2 5 40 e a 3 23o4 20 16 10 10 ee oo J L 1 2 3 4 5 RATING INSIGHTS: This figure shows the “brand opinion” of the brand AIRTEL. The opinions were given based on the various aspects they are Network, after sales services, value added services, roaming and offers. The rating were given 1-5 which means 1 is worst,2 is bad ,3 is average ,4 is good and 5 is excellent. Bars are representing each factor for the opinion. Numbers are given to each bars which represents the numbers of respondents which is provided the opinion B PINION BY BSNL CUSTOMER: TABLE: 4: 21 BSNL 1 2 3 4 5 NETWORK 10 19. 67 54AFTER SALES 8 27 60 37 18 VALUE, ADDED 9 21 58 50 12 ROAMING 2 18 50 80 OFFERS 4 8 21 68 49 CHART: 4: 21 BRAND OPINION-BSNL. 20, 20 20 ae com | ao 855 7 AFTER SALES 2 50 | Gs VALUE ADDED] g ROAMING 3 1 OFFERS 8 4 5 INSIGHTS: This figure shows the “brand opinion” of the brand BSNL. The opinions were given based on the various aspects they are Network, after sales services, value added services, roaming and offers. The rating were given 1-5 which means 1 is worst,2 is bad ,3 is average ,4 is good and 5 is excellent, Bars are representing each factor for the opinion. Numbers are given to each bars which represents the numbers of respondents which is provided the opinion BRAND OPINION BY TATA INDICOM CUSTOMERS TABLE: 4: 22 TATA INDICOM 59i NETWORK 10 38 54 40 8 AFTER SALES 8 29 59 38 16 VALUE ADDED 10 18 61 43 18 ROAMING 10 38 60. 30 12 OFFERS 921 65. 39 16 CHART: 4: 22 BRAND OPINION-TATA INDICOM 0) 65 NETWORK 59°60, 60 AFTER SALES 5. o ee Ady"? 39 VALUE ADDED 40 3 A i) CDROAMING 3 20. ’ 1618 4g |m OFFERS 105 10109 dl! i 10 oT 2 3 4 5 1 INSIGHTS: RATING This figure shows the “brand opinion” of the brand TATA INDICOM. The opinions were given based on the various aspects they are Network, after sales services, value added services, roaming and offers. The rating were given 1-5 which means 1 is worst,2 is bad ,3 is average ,4 is good and 5 is excellent. Bars are representing each factor for the opinion, Numbers are given to each bars which represents the numbers of respondents which is provided the opinion RAND O} ELL ‘(OMER: TABLE: 4: 23 RELIANCE i 2 3 4 5 NETWORK 6 9[2s[ ol 49AFTER SALES 10 38 58 34, 10 VALUE ADDED 10 36 64 25 15 ROAMING . a 69 EE] 12 OFFERS, 17 51 62, 15 5 CHART: . : * F - ey 49 3 30 25] 5} ; 20 7 5 10109 . 2 ~ and : ; | a saan INSIGHTS: This figure shows the “brand opinion” of the brand RELIANCE. The opinions were given based on the various aspects they are Network, after sales services, value added services, roaming and offers. The rating were given 1-5 which means 1 is worst,2 is bad ,3 is average ,4 is good and 5 is excellent. Bars are representing each factor for the opinion. Numbers are given to each bars which represents the numbers of respondents which is provided the opinion BRANDUSAGE- S' TABLE: 4:24 ENTS BRANDUSAGE STUDETS:BRAND STUDENTS SPICE 6 HUTCH 19 AIRTEL | 25 BSNL — TATA INDICOM 3 RELIANCE 2 BRAND USAGE-STUDENTS COSPICE @ HUTCH D AIRTEL BSNL mi TATA INDICOM o RELIANCE INSIGHTS: This figure shows that, out of 66 student respondents 37% uses AIRTEL brand ,29%uses HUTCH,17%uses BSNL,9% uses SPICE ,5% uses TATA INDICOM, and 3% uses RELIANCE as their service providers BRANDUSAGE- BUSINESS CLASS TABLE: 4:25 BRANDUSAGE BUSINESS CLASS 62BRAND BUSINESS CLASS. SPICE HUTCH AIRTEL BSNL TATA INDICOM RELIANCE Joe }a} a] afer |io CHART: 325 BRAND USAGE-BUSINESS CLASS. 6 23% 7 14% on 19% 19% OSPICE m HUTCH G AIRTEL O BSNL m@ TATA INDICOM oj RELIANCE INSIGHTS: This figure shows that, out of 36 business class customers 19% uses AIRTEL brand , 14%uses HUTCH,19%uses BSNL,6% uses SPICE ,19% uses TATA INDICOM, and 23% uses RELIANCE as their service providers BRAND USAGE-EMPLOYEES BRAND USAGE EMPLOYEES BRAND. EMPLOYEES 63SPICE HUTCH AIRTEL BSNL 1 TATA INDICOM RELIANCE hola |S|S}o}a CHART: 4: 26 BRAND USAGE-EMPLOYEES 21% SPICE @ HUTCH 0 AIRTEL GBSNL m@ TATA INDICOM o RELIANCE. INSIGHTS: This figure shows that, out of 48 Employees 20% uses AIRTEL brand ,19%uses HUTCH,21%uses BSNL,8% uses SPICE ,13% uses TATA INDICOM, and 19% uses RELIANCE as their service providers BUSINESS BRAND/ STUDENT | CLASS SEGMENT S (66) (36) EMPLOYEES(48)SPICE (12) 6 2 4 HUTCH(33) = = 9 AIRTEL(42) Puy = 10 BSNL (28) i 7 10 TATA INDICOM(16) 3 rl 6 RELIANCE(19) ed 8 9 CHART: 4:27 ero usncccouPanson 0 STUDENTS(66) : a BUSINESS ad Metassae 2? w CO EMPLOYEES(48) z a " ‘Ika : ; : cena Cares aieiay) Ga aA ee INDICOM(16) a INSIGHTS: This figure shows the comparison of the usage of various brands between the three segments of respondent’s -Bars represents the three segments of customers. This figure shows that students which shows more attachment towards AIRTEL, HUTCH, BSNL and SPICE. In the business class RELIANCE, TATA INDICOM, BSNL and AIRTEL are the leading brands respectively .In the case of employees, AIRTEL, BSNL, RELIANCE and HUTCH are the leading respectively. 65CHAPTER 5 SUMMARY OF FINDINGS CONCLUSIONS AND RECOMMENDATION 66Out of 150 respondents were studied, 39% of the respondents are between the age category of 15 to 25, 28% are 26-35, 20% are 36-45 and 13 % are the above 46 years old. As per the hypothetical testing of customer segments and its influence on brand choice reveals that the customer segments does not influence the brand choice .As per the responses analyzed, the attributes of the product is the major factor leads to the choice of mobile service provider. The respondents of the study mainly segmented to three categories they are students, self employed and employees. Out of total population, 44% of the respondents were students, 32% were employees and 24%were business people. Out of Six brands and 150 respondents used, 27% of the customers are using AIRTEL, 22% are using HUTCH, 19% BSNL, 13% RELIANCE, 11%TATA INDICOM and 8% are using spice. 58% of the respondents are using prepaid connection and remaining 42% are using post paid connection, 42% of the respondents have been using the same brand from 1-3 yrs ,25% are using between 0-1 yrs ,22% are 4-5 yrs and 11% are using their brand for more than 5 years, 50% of the SPICE customers are using this brand between 0-1 years, 25%of them. are using between 1-3 years 17% were between 4-5 yrs 8% of them are using this. brand for 5 years and above. 40% of the HUTCH customers are using this brand between 0-1 years, 30%of them are using between 1-3 years 40% were between 4-5 yrs 18% of them are using this brand for 5 years and above. 67