full version A Study On Customer’S Attitude Towards Mobile Service Provider’S In Tirunelveli Essay

A Study On Customer’S Attitude Towards Mobile Service Provider’S In Tirunelveli

Category: Business

Autor: radonda_84 21 December 2009

Words: 6716 | Pages: 27

A STUDY ON CUSTOMER’S ATTITUDE TOWARDS MOBILE SERVICE PROVIDER’S IN TIRUNELVELI











A project report submitted in partial fulfillment of the award of the degree of Master of Business Administration of Madurai Kamaraj University











Done By

P.ASHOK
(Reg No. A7900143)

















Chapter No. Title Page No.



1





2



3











4
5
6
7
8
List of Tables
List of Charts
Introduction
1.1 Relevance of Project to M.B.A
1.2 About Topic/Title
1.3 About Definitions
1.4 Nature and Scope of the Project
1.5 Implication ofthe project
1.6 Chapterization

Organization Profile/Review of Literature
2.1 Industry Profile
2.2 Review of Literature

Methodology
3.1 Statement of Problem
3.2 Objectives
3.3 Approach to the Problem
3.4 Conceptual Framework
3.5 Research Design
3.6 Data Source
3.7 Data Collection
3.8 Sampling
3.8.1 Sampling Size
3.8.2 Sampling Area
3.8.3 Sampling Units
3.8.4 Sampling Method
3.9Data Analysis
3.10uestionnaire Construction
3.11Limitations of the study

Analysis of Data
Findings/Suggestions
Conclusion
Bibliography
Annexure


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LIST OF TABLES

Table No Title Page No.
1 Gender wise classification of Respondents 12
2 Age wise classification of Respondents 13
3 Income wise classification of Respondents 14
4 Service Provider 15
5 Most preferred Benefits 16
6 Level of Satisfaction 17
7 Social effect 18
8 Share of Service Provider 19
9 Surrendering of Landline Connection 20











LIST OF CHARTS

Chart No Title Page No.
1 Gender wise classification of Respondents 12
2 Age wise classification of Respondents 13
3 Income wise classification of Respondents 14
4 Service Provider 15
5 Most preferred Benefits 16
6 Level of Satisfaction 17
7 Social effect 18
8 Share of Service Provider 19
9 Surrendering of Landline Connection 20

Introduction

1.1 Relevance of the project

Research means continuous search to find hidden things. Seminar on research methodology is subject in M.B.A course. A project is done as a part fulfillment of the course and also to have real time experience in implementing concepts related to management and research methodology. It will provide lot of real time experience about problem identification, problem solving skills, team work, co-ordination, people various back ground, etc.

1.2 About the topic

Customer satisfaction is taken as the topic for the project. Title for the project is A Study on Customers Attitude towards Mobile Service Providers in Tirunelveli. Customer satisfaction is a vital one in the field of Marketing. It is the duty of the marketer to know the pulse of their changing their needs to design their products to satisfy their needs. The researcher is choosing the marketing as specialization (minor) in course of MBA. Out of researchers interest this topic is chosen

1.3 About Definitions

. Consumer Behaviour consists of activities the people engage in the process of selecting, purchasing, and using products to satisfy their needs and desires.
Attitude is the persons enduring favourable and unfavourable evaluation, emotional feeling, and action tendencies towards some object or idea.

1.4 Nature and scope of the study

The scope of the project is extended to the customers in Tirunelveli. The project will help the mobile service providers to understand the needs of the customers. The project is useful for them to design their plans and offers to retain the existing customers and to increase their subscriber’s base in the region.

1.5 Implication of the project.

This research will help the organization to understand the needs of the customers. Therefore they can promote and design their product and plans in a way to satisfy their needs.
This research helps the researcher to understand the practical implications of the concepts related to the course.

1.6 Chapterisation:

Chapter-1 Deals with a brief outline to the project by giving an introduction to the project ,to the topic, title of the project, nature and scope of the project and its implication.
Chapter-2 Deals with introduction to the organization and review of literature relevant to the topic and title.
Chapter-3 Rendering the methodology of the research, this includes scope of the project, statement of problem, objectives, research design, data collection, sampling, questionnaire construction, analytical tools adopted in the project and limitation to the project
Chapter- 4 Deals with the analysis of the collected data using various statistical tools.
Chapter- 5 Deals with summarization whole analysis as findings and suggestions
Chapter- 6. This provides the conclusion drawn by the researcher on the study.
Chapter- 7 Bibliography
Chapter- 8 Annexure



Chapter 2















Industry Profile /
Review of Literature



2.1 Industry Profile

The cellular industry in India produced a turbulent change in the field of telecommunications. Its major benefits to the consumer are freedom and choice. It provides better connectivity and coverage to their customers. International studies have shown that an increase in 1% rise in tele density there is 3% growth in GDP.

The Foreign Direct Investment in the Telecom Industry is in a positive trend. It increases from Rs532 crores in the year 2003-2004 to Rs2355 crores in the year 2006-2007. It clearly reveals that the competition in this sector is very high. All players are striving hard to retain their customers by the introduction of attractive schemes and offers.

GSM (Global System for Mobile Communication) and CDMA (Code Division Multiple Access) are the two main mobile technologies used in cellular service. Normally GSM networks operate in 900 MHz or 1800 MHz. SIM card is the important feature of GSM. It is a small smartcard contains subscriber information and phonebook. CDMA is a form of multiplexing which divide signals by random pseudo codes instead of dividing the signals by time or frequency.

In accordance with the mobile subscribers statistics in the year 2006, Bharti Airtel Ltd, continues to be the single largest Mobile service provider in India with 26,267,593 subscribers representing 28% of the GSM Market. State owned BSNL-CellOne follows Airtel with 20,536,253 subscribers controlling 22.56% of the GSM Market (excludes MTNL). Hutch occupies the third slot with 13,700,199 subscribers representing 15.05% of the GSM Market.







2.2 Review of Literature

Townsend (2002) mentions that the diffusion of the mobile phone in to the public is the fastest of any technology in history. Such a rapidly evolving and wide spread communication technology and medium has important social implications.

Weilenmann and Larsson conducted field study of public views of mobiles in Sweden. Their study shed light on how the mobile phone is used as a tool for social interaction apart from being used as a device for communication. Palen, Salzman and youngs (2000) studied the behavior of new mobile users over a period of six weeks. This study reveals that mobile phones which are used for safety reasons at the beginning are used for social interactions after a period of time.

Aoki and Downes (2002) enumerate the groups as the cost-conscious, Safety conscious, Dependent, Sophisticated and practical users. The cost-conscious group use mobiles to save money. The safety conscious people use mobiles for their own security. The dependent user is one who is reliant on their phones. The sophisticated users feel the mobile as a necessity thing to function in this world. The practical users believes a mobile phone gives Cost savings, Time efficiency and Safety benefits.







Chapter 3
















Methodology






3.1 Statement of the Problem

Consumer Behavior has gained importance for managers of both Profit and Nonprofit organizations. The knowledge of what the customer thinks will provide a competitive edge among their competitors. This research study focuses to find out customer’s attitude towards this service, which could be useful to formulate new strategies and market their services in a better way.

3.2 Objectives

1. To find the customer’s attitude towards the mobile service providers
2. To find the impact of Mobile services on socioeconomic changes.

3.3 Approach to the problem

Customers attitude about their service provider is to be studied in Tirunelveli. The Mobile phone users in Thiagaraja Nagar, Maharaja Nagar are taken as the sample area. The sample size of 50 is to be taken. Questionnaire will be used for data collection and it is to be framed using Likert’s scale method. Percentage analysis is used for analyzing the collected data.
3.4 Conceptual Framework





3.5 Research Design

Research design specifies the methods and procedures for conducting a particular study. A good design will make sure the information gathered is consistent with the objective of the study. This research is based on descriptive research design. Field survey method is used for this research

3.6 Data Source

The Data for the research can be collected in two ways. They are

1. Primary Data
2. Secondary Data.

Primary Data
The primary data is to be collected from the mobile users in the sampling area through survey.

Secondary Data

The Secondary data is collected from the websites of Service provides, Department of Telecommunications.

3.7 Data Collection Method

The Primary Data is collected from the respondents in the Sample area by Survey method using Questionnaire. In this method list of questions will be asked to the respondents. Likerts scale technique is used for designing the Questionnaire



3.8 Sampling
Sample Size

The sample size refers to the number of sampling units that will be selected from the population for research. The sample size for this research is taken as 50.

Sample Area

The Sample area refers to the region to which the sampling units belong. The Sample Area for this research is Thiagaraja Nagar, Maharaja Nagar, and KTC Nagar.

Sample Units

The Sample units refer to the individual members chosen from a total population as respondents in a research study. The Sample Units for this research are the users of mobile in the Sample Area.

Sampling Method

The researcher is going to adopt Non Probabilistic Convenient Sampling for the study. Most accessible population is taken for the research.

3.9 Data Analysis

The tools which are used for Data Analysis are

1. Percentage
2. Tabulation
3. Bar Diagram


3.10 Questionnaire Construction

The Questionnaire used for this survey is constructed one. The following were the criteria used to design the questionnaire.
• Available schemes
• Cost
• Coverage
• Fast connection
• Security and privacy



3.11Limitations:

Geographical Limitations:
The geographical area is limited to those specified area in Thirupparankundram.
Temporal Limitations:
The overall research is limited to a time period. The time duration of study is limited to March 2008.
Analytical Limitation:
It is qualitative analysis. The analysis of data will be done using percentage analysis. It is limited to this analysis only.











Chapter 4















Analysis of Data



4.1 Gender wise classification of Respondents

The table below shows the classification of respondents based on their Gender.
Table 4.1 Gender wise classification of respondents
Gender Respondents Percentage
Male 31 62
Female 19 38
Total 50 100

Figure 1 Gender wise classification of Respondents



Inference
It shows that 62% of respondents are male and 38% of respondents are female.





4.2 Age wise classification of Respondents
The table shows the classification of respondents based on their age
Table 4.2 Age wise classification of Respondents.
Age Respondents Percentage
Below30 18 36
30-40 8 16
40-50 12 24
50-60 7 14
Above 60 5 10
Total 50 100





Figure 2 Age wise classification of Respondents


Inference

It reveals that 36% of respondents are below 30 years of age, and 24% of respondents are in the age between 40 and 50 years, 16% and 14% of respondents lies in the age 30-40 and 50-60 years and 10% of respondents has the age above60.



4.3Income wise classification of Respondents
The table shows the classification of respondents based on their Income.
Table 4.3 Income wise classification of Respondents

Income / month Respondents Percentage
Below 5000 6 12
5000-10000 10 20
10000-15000 8 16
Above 15000 26 52
Total 50 100

Figure 3 Income wise classification of Respondents



Inference

It shows that 52% of the respondents have the income above Rs 15000. 20% of respondents has the income in the range of Rs5000- 10000. 16% of respondents has the income in the range of Rs10000 to Rs15000. Only 12% of respondents has the income below Rs5000.

4.4 Service Provider
The data in the table shows the percentage of respondent’s preference to the service provider

Table 4.4 Preference to Service Provider
Service Provider Respondents Percentage
a. Using BSNL 18 36
b. Using Vodafone 5 10
c. Using Airtel 15 30
d. Using Aircel 7 14
e. Using Reliance 5 10
Total 50 100

Figure4 Respondents preference to Service provider


Inference

It shows that 36% of respondents use BSNL and 30% of respondents use Airtel followed by Aircel which has 14% share. Remaining 20% is shared equally by Vodafone and Reliance.


4.5 Most preferred Benefits
The data in the table reveals the most preferred benefits from their service provider.

Table 4.5 Most Preferred benefit of Customer
Benefit No of Respondents Percentage
1.Low cost 19 38
2. Security 14 28
3. Wide courage 11 22
4. Fast connection 6 12
Total 50 100
Figure 5 Most preferred benefits of Respondents


Inference

The Low cost is the most preferred benefit by 38% of respondents. The Security and Coverage is by almost equal percentage of respondents. The fast connection is preferred by less number of respondents.

4.6 Level of Satisfaction
The data in the table shows the satisfaction level of the respondents from their service provider.

Table 4.6 Level of satisfaction from their service provider.
Level of Satisfaction No of Respondents Percentage
Highly satisfied 13 26
Satisfied 31 62
Neither satisfied nor dissatisfied 6 12
Dissatisfied 0 0
Highly Dissatisfied 0 0
Total 50 100

Figure 6 Level of satisfaction from their service provider

Inference

Most of the respondents (62%) are satisfied from their existing service provider. 26% of respondents of respondents are highly satisfied. Only 12% of respondents are neither satisfied nor dissatisfied. None of the respondents are dissatisfied from their service provider.
4.7 Social effect
The data in the table shows the respondents opinion about the effect of Mobile service on social change.
Table 4.7 Respondents opinion about the effect of Mobile service on social change.
Social effect No of Respondents Percentage
Deep Positive Effect 5 10
Positive 37 74
No effect 6 12
Deep Negative Effect 0 0
Negative Effect 2 4
Total 50 100

Figure 7 Respondents opinion about the effect of Mobile service on social change.



Inference

Nearly 75% of the respondent’s opinion is that the Mobile service made a positive effect in the society. Ten percentage of respondents has said it made a Deep Positive effect in the society.
4.8 Share of service provider
The table below shows the share of each service provider based on the income levels of people.

Table 4.8 Share of each service provider based on the income levels of people.
Service Provider Income Less than Rs10000 Income Above Rs10000
BSNL 4 14
Vodafone 3 2
Airtel 4 11
Aircel 3 4
Reliance 2 3

Figure 8 Share of each service provider based on the income levels of people.


Inference

The table clearly reveals that Number of subscribers for BSNL and Airtel is significantly higher at higher income levels when compared with low income groups. Whereas in the case of other service providers this share remains almost equal.


4.9 Surrendering of Landline Connection

The table below shows the percentage of Respondents who surrendered the landlines after they are connected through Mobile Services.

Table 4.9 Percentage of Respondents who surrendered the landline connection

Response No of Respondents Percentage
Disconnected 16 32
Not Disconnected 34 68

Figure 9 Percentage of Respondents who surrendered the landlines


Inference

The Percentage of customers who are surrendering their landline connection after purchasing the mobile is 32%, which poses a threat to the Landline service providers.





Chapter 5











Findings / Suggestions



5.1 Findings


• Most of the Respondents are Male.

• 36% of the Respondents belongs to age group below 30years

• 52% of the respondents have the income above Rs15000

• Nearly 36% of respondents have BSNL as their Service Provider.

• Nearly 30% of respondents have Airtel as their Service Provider.

• Low cost is the most preferred benefits of customers from their service provider.

• 62% of respondents are satisfied by their present service provider and 26% are highly satisfied.

• 74% of people responded positively about the effect of mobile service provider on social change.

• Number of subscribers for BSNL and Airtel is significantly higher at higher income levels when compared with low income groups

• Nearly 32% of people disconnected the Landline connection after the purchase of mobile phones.







Suggestions

• The service providers should provide attractive plans at low cost.

• The service provider should target the new mobile buyers, because majority of customers are satisfied with their present service provider.

• The BSNL and Airtel should offer attractive plans to cater the needs of Low income groups.

• The service provider should provide the value added services at optimal cost to differentiate itself from others.

• GPRS services can be enhanced.











Chapter 6








Conclusion





Conclusion

The mobile penetration among the people in India is still positive. Many foreign players are also planned to enter in to this sector. So to remain competitive and to maintain its position they should provide attractive plans and schemes. The perfect balance has to be achieved between the call rates and the rates for value added services. If they do so they can make a lot.
















Chapter 7
















Bibliography










BIBLIOGRAPHY

• Dr.S.Banumathy And S.Kalaivani(2006), Customer’s Attitude Towards Cellphone Services In Communication System, Indian Journal Of Marketing Vol Xxxvi No 3 Pp- 31-36

• L.Shashi Sharma and D S Chaubey (2007), Consumer Behaviour towards Mobile Service Providers An Emperical Study, The Icfai Journal of Marketing Management, Vol VI No 1 Pp 41-51

• Marketing Management - Philip Kotler

• www.trai.gov.in











Chapter 8

















ANNEXURE





Questionnaire

Dear Respondents,
I am doing my MBA Degree course in Thiagarajar School of Management at Madurai. As a partial fulfillment of this degree programme, I am doing this research study. So I request you to furnish the details in the Questionnaire. Details provided by you will be kept confidential.

With regards
P.Ashok


1. Name

2. Age

3. Gender

4. Educational Qualification Higher Secondary

Graduate

Post Graduate

5. Family Income (per month) Up to 5000

5000 to 10000

10000 to 15000

Above 15000



6. Which mobile service do you use?

BSNL Vodafone Airtel Aircel Reliance

7. Which scheme you have opted?

Prepaid scheme Postpaid scheme

8. Did you have Landline connection before availing mobile service?

Yes No

9. If Yes, Do you have Landline connection now?

Yes No


10. Which benefit do you feel the best from the following

Low cost Security and Privacy

Wide Coverage Fast Connection

11. What is your level of satisfaction?

Highly Satisfied Satisfied Neutral

Dissatisfied Highly Dissatisfied

12. What is your opinion about the effect of mobile service on Social Change?

Deep positive effect Positive effect No effect

Deep negative effect Negative Effect







Thank You