CUSTOMER BUYING BEHAVIOUR ABOUT THE AIRCEL PRODUCTS

IN DELHI CIRCLE

Presented By:- Presented To:-Nitin singla Ms. Shaveta Gupta (1393) (Lecturer in Management)

INTRODUCTION TO THE COMPANY

INTRODUCTION OF AIRCEL Aircel is a mobile phone service provider in India. It offers both prepaid and postpaid GSM

cellular phone coverage throughout Tamil Nadu (including Chennai), Andhra Pradesh, Assam, West Bengal, Jammu and Kashmir, Himachal Pradesh & Mumbai. Aircel was founded by NRI businessman C Sivasankaran. Aircel is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India. It is India’s seventh largest GSM mobile service provider with a subscriber base of over 21 million. It has a market share of 6.3% among the GSM operators in the country. As on date, Aircel is present in 17 telecom circles and with licences secured for the remaining 10 of the 23 telecom circles, the company plans to become a pan-India operator by 2009. Additionally, Aircel has also obtained permission from Department of Telecommunications (DoT) to provide International Long Distance (ILD) and National Long Distance (NLD)

telephony services. It is also a category A ISP. Aircel got the highest rating for overall customer satisfaction and network quality in 2006 by Voice and Data.

AIRCEL

LIMITED

Type PrivateFounded 1999

Headquarters Chennai, India

Key People Gurdeep Singh, COO

Industry Telecom

Products Mobile Telecommunication Operator

Website http://www.aircel.com/

PRODUCTS OF AIRCEL 1.Prepaid Start-up Kit Fun-do Pack Business Card-Ratecutter Recharge Vouchers E Recharge2.Postpaid  Plan 50 Double Benefit 100 Plan Double Plus 250 Plan Double Plus 450 Plan Plan 125 Add on Packs3.POCKET INTERNET

INTRODUCTION TO THE PROJECT

CONSUMER BUYING BEHAVIOUR PROCESS

kk

FACTORS EFFECTING CONSUMER BUYING BEHAVIOUR

Personal

Psychological Social

REVIEW OF LITERATURE

YEAR AUTHOR FINDINGS

(2002) Assael H. Demographics are all significant factors associated with consumer market search.

(2004) R. Gordon Study regarding economic choice and establish the requirement of an interprative approach to consumer behaviour.

(2006) AvantGo Study that purchasing decisions is followed by brand name.

(2006) Chirayath S. In this study new product development to introduce better, innovative and customized products to the consumer.

Need, Scope and Objective of the study

• Need:-This study mainly focuses on understanding the purchase behavior of the buyers and potential buyers in the particular segment. The research highlights the various aspects of the customer demand for telecommunication segment.. This research figures out the factors influencing the purchase decision, place of purchase, problems encountered by buyers, usage pattern, brand perceptions etc. All these things are essential for the effective marketing decision-making.

• Scope:-. To know the consumer buying behaviour about the different products of Aircel, the scope is limited to the Gurgaon and Delhi. The people of Gurgaon and Delhi only has been consulted to know why consumer buying behaviour about the different products of Aircel.

Objectives of the StudyTo study the various factors influencing the

purchase decision of telecommunication brands.

To find out the problems encountered by the customers during purchase and post purchase of brands

To estimate the brand preferences of the consumers.

To understand the need and usage pattern of the consumers with regards to brands

FINDINGS OF THE STUDY

Consumer Awareness of Aircell and Aircel`s products

Completely aware Aircel's and

Aircel's products22%

Aware to some extent64%

Unaware4%

Listened to the name10%

Completely aware Aircel's and Aircel's products

Aware to some extent

Unaware

Listened to the name

Customers satisfied by the products purchased from the company

Completely satisfied14%

Somewhat satisfied

74%

Completely

dissatisfied

12%

Completely satisfied

Somewhat satisfied

Completely dissatisfied

Again purchased Aircel products or not according to the past experience

Definitely14%

Probably 50%

Probably not26%

Definitely no10%

DefinitelyProbably Probably notDefinitely no

Consumers are using more these Aircel products

10%

22%

48%

20%

Pocket internet

SMS packs

Aircel to Aircel free packs

STD plans

Compare our products with our Rival

Excellent0%

Good50%Average

44%

Unsatisfactory6%

Excellent

Good

Average

Unsatisfactory

Distributors / sales officers / sales managers are communicated with the

customers or not

Yes44%

No38%

Proper to some extent18%

Yes

No

Proper to some extent

Prices are consistent with the product value

18%

66%

16%

Consistent

Consistent to some extent

Inconsistent

Likert ScaleStatements Strongly

agreeAgree Neutral Disagree Strongl

y Disagre

e

Summated Score

Aircel provides more facilities than others companies. 1 9 36 4 0 143

Frequency of contact to provide information about new products or services 1 27 10 12 0 133

Aircel is better than other telecommunication companies 0 8 14 13 15 185

Aircel’s provides good network coverage 1 33 12 4 0 119

Aircel provides high speed of internet connectivity 27 20 3 0 0 76

Aircel provides good services to the customers 3 20 25 2 0 126

Customer care service provided by the Aircel gives the satisfaction to the

customers or not

82%

18%

Yes

No

Preference of the respondentsBenefits Rank1 Rank2 Rank3 Rank4 Rank5 Weighted

average score

Good network 5 27 12 5 1 120

High internet speed 29 12 7 2 0 82

Fast dialing speed 5 7 14 16 8 165

Excellent recharge plans 11 3 17 11 8 152

Affordable call rates 0 1 0 16 33 231

Total 50 100 150 200 250 750

Advertisement gives full detail to the customers about the different products of

Aircel or not

Yes74%

No26%

Yes

No

CONCLUSION OF THE STUDY……

Conclusion…… Considering the potential for growth in the Telecom market and the

present market demand which is estimated to be in crores, companies are juggling with strategies to offer brands at the right price points. They say success will come to those brands, which offer the right price at a value-for-money equation. Advertisement has become indispensable part of marketing mix of any company. Developing a new product does not suffice the purpose, unless the benefit of using the product is communicated to the customer. Without advertising, marketing is just like a boy standing in dark and wink an eye to a girl and feel happy that he made a mischief but the girl never come to know about it.

Suggestions:• The company should focus on the intensive and advertisement if it

want more and more satisfied customer.• The company should focus on the rural area because in those

areas telecommunication sector is still growing at faster rate than the urban areas.

• The company should focus on the call rates factor because this factor is mostly used by the population for the comparison of any two products.

• The company should provide more and more tariff plans to the customers than the other companies.

• The company should focus on the latest technology of internet i.e. 3G.

Any Queries