CHAPTER 1 INTRODUCTION

The project basically through light on consumer perception, their buying behavior, thinking & logic behind any broadband purchase. Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Before business can develop marketing strategies, they must understand what factors influence buyers behavior and how they make purchase decisions to satisfy their needs and wants. Buyers are moved by a complex set of deep and subtle emotions. Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. The scope of the study is to find out the reasons behind the buying behavior. The main purpose of this project is to study consumers buying Behavior and develop strategies which help Tikona in increasing their market share. This study is mainly focused on various factors that affect consumers buying decision. Such as social, psychological and personal. The study will help the company in identification of strengths and weaknesses of the product and the company. The study will also help in identification of the problems in the organizations and how the company can improve the efficiency and effectiveness. Research would help the company to develop new strategies.
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This study helps to understand the satisfactory level of consumers towards the brand. This study helps in understanding the consumer attitudes and their buying motives by means of company brand image. By knowing the consumer behavior of the respondent the researcher can give its finding to the company which can help in increasing its market share and to cater the people in a better way which will help it retain and increase its reach to the people. This study helps the researcher to know when, what, how, why and where respondent buy or not. It is found out from the research that currently the scope and profit in the broadband sector is quite high but it faces the stiff competition and initially requires time to bring the customer on their side which requires certain features such as brand visibility, value added services, low cost etc. The researcher found out by his study that Tikona has many features and has the potential to grow in the market as market for the broadband player is huge but it lacks brand visibility and to some extent the manpower to cater such a spread market.

CHAPTER 2 INDUSTRY PROFILE

Indian telecom industry underwent a high pace of market liberalization and growth since 1990s and now has become the world's most competitive and one of the fastest growing telecom markets. India has the world's second-largest mobile phone user base with over 929.37 million users as of May 2012. It has the world's third-largest Internet user-base with over 121 million as of December 2011. The industry is expected to reach a size of 344,921 crore (US$62.43 billion) by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period. According to analysts, the sector would create direct employment for 2.8 million people and for 7 million indirectly. The total revenue of the Indian telecom sector grew by 7% to 283,207 crore (US$51.26 billion) for 201011 financial year, while revenues from telecom equipment segment stood at 117,039 crore (US$21.18 billion). Telecommunication has supported the socioeconomic development of India and has played a significant role to narrow down the rural-urban digital divide to some extent. It also has helped to increase the transparency of governance with the introduction of e-governace in India. The government has pragmatically used modern telecommunication facilities to deliver mass education programmes for the rural folk of India. India's telecommunication network is the third largest in the world on the basis of its customer base and it has one of the lowest tariffs in the world enabled by the hyper-competition in its market. Major sectors of the Indian telecommunication industry are telephony, internet and broadcasting. Telephonic network in the country, which is in an ongoing process of converging to next generation network, employs an extensive system of network elements such as digital telephone exchanges, mobile switching centers, media gateways and signaling gateways at the core, interconnected by a wide variety of transmission systems using media, such as optical fiber or Microwave radio relay. The access network, which connects the subscriber to the core, is highly diversified with different copper-pair, optic-fibre and wireless technologies. DTH, a relatively new broadcasting technology has attained significant popularity in the Television segment. The introduction of private FM has given a fillip to the radio broadcasting in India. Telecommunication in India has greatly been supported by the INSAT system of the country, one of the largest domestic satellite systems in the world. India possesses a diversified communications system, which links all parts of the country by telephone, Internet, radio, television and satellite.

GROWTH TREND India is today one of the largest telecom markets in the world, with an addition of more than 18 million subscribers every month. Telecom sector has continued to emerge as the prime engine of economic growth, contributing to nearly 2% of the Indian GDP. Indian telecommunication sector has undergone a major transformation through significant policy reforms, particularly under NTP 1999. Driven by various policy initiatives, the Indian telecom sector has achieved a phenomenal growth during the last few years and is poised to take a big leap in the future. The history of telephone services in India found its beginning when a 50-line manual telephone exchange was commissioned in Kolkata in the year 1882 in less than five years after Alexander Graham Bell invented the telephone. Today India has the world's second-largest mobile phone users with over 903 million as of January 2012. In recent years, the Telecom sector has been delivering strong returns on investments and steady subscriber additions. This growth has been built on wireless revolution. The industry is expected to reach a size of 344,921 Crore (US$ 68.81 billion) by 2012 at a growth rate of over 26 per cent, and generate employment opportunities for about 10 million people during the same period.

Trends in the Industry Rise in Cloud Computing: As improved broadband capacity helps to overcome network bottlenecks, cloud-based offerings from telecom operators and ICT providers will continue to grow. One Nation, One License Policy: With this, there will be no difference between Local and STD Calls. This also means that there will be no roaming charges while in India. New telecom policy is likely to be declared in June 2012. Digitization of Cable TV: This will help the government to pursue India's broadband goals and thereby help to boost economic growth. Smart devices and Digital content: As 3G will be stabilized by 2012 which will fuel 4G, smart devices like tablet, smart phone, smart TV will become a media for video and digital content consumption. Bharti recently set the trend by launching 4G services in India. The growth of Indian telecommunication sector is highly driven by supportive government policies, emerging new technologies and changing consumer behavior. The fact that the industry has made stupendous growth in recent times is reflected in the statistics below: Key Statistics Telecom Regulatory Authority of India (TRAI) has revealed that the country's mobile subscriber base has increased from 893.84 million in December 2011 to 903.73 million in January 2012. Telecom operators added 9.88 million mobile subscribers in January 2012. The overall tele-density reached 77.57 per cent.
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Broadband subscriber base increased from 13.30 million at the end of December 2011 to 13.42 million at the end of e total handset volume with 97.2 million units by 2017, registering a CAGR of around 40 per cent. Third largest in the world and the second largest among the emerging economies of Asia, the Indian Telecommunication network has emerged as a leader time and again. Owing to this growth, a large number of multinational telecommunication leaders are pouring into the nation and expressing their interest to invest in the telecom industry in India.

MAJOR COMPETITORS Bharti Airtel BSNL MTS Tata Communications You Telecom Reliance Hathway

MARKET SHARE 1.BSNL With 53.15% of market share and 2.32 million subscribers to its credit, BSNL Broadband services are accessible on DSL technology on a national basis covering 198 cities. It is at par in context of infrastructure facilities compared to the advanced countries. The subscribers can access Video multicasting, Audio and Video conferencing, Distance learning, texting, etc through its Subscriber Service Selection System (SSSS) portal. 2. MTNL With 0.59 mn subscribers under its cover and 13.56% of market share, MTNL functions only in the profitable zones of Delhi, NCR and Mumbai. MTNL's TriBand is India's 'always-on' data connectivity that assists communication services entailing broadband access and has the competence of download rate of upto 2Mbps with guaranteed minimum rate of 256 kilo bits per second to residential telephone users.
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3. Bharti Airtel Bharti Airtel has 0.58 mn subscribers under its network belt and enjoys a considerable market share of 13.25%. One of the Asia's foremost incorporated telecom firm with operations centered in India, Bangladesh and Sri Lanka. Since its incorporation, Bharti Airtel has been at the vanguard of expertise and has led the way for several modernizations in the Indian telecom sector. The Telemedia business unit of the firm offers IPTV, telephone facilities and broadband services in 89 cities of India. The firm has 0.58 mn subscribers to its credit with marketshareof13.25%. 4. Tikona Tikona has more than 204,000 subscribers under its network coverage and offers several advantages to its users. Some of them are prompt network, instant access, no disconnections, Always-on mode, fixed monthly charges and enhances servers and routers. Its cable modems are structured to take benefit of the high bandwidth competences of the cable structure which allows a connection speed faster than the conventional dial-up. Tikona Internet Service is dependent on DOCSIS (Data Over Cable Services Interface Specifications) set of rules. This protocol offers a standard of protection equivalent to or superior than the one offered by its competitors. 5. Tata Communications The communication provider offers its quality services to over 193,000 Indian subscribers. The firm has an extensive set-up coverage and distributor base. The various broadband solutions offered by Tata Communications are VoIPLi, VTS, VoIP Link Ready and VTS Prime. 6. You Telecom

With around 146,000 users to its credit, YOU Broadband, owned by You Telecom, is one of the initial ISO 9001:2000 licensed internet firms. It guarantees quality services to its customers with greater downloading and uploading speed. It is among one of the firm to have end-to-end network setting and a power to keep its clients connected even while they are traveling. 7. Reliance Communications

With the customer base of 85,000. Reliance Communications aims at offering a unique broadband experience to its users. The firm constantly keeps on reinventing itself and its products and services by adding value to it.
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GOVERNMENT POLICIES The coming year will be great for broadband, there are quite a few significant strides being undertaken by the government. National Telecom Policy 2012 has 'Broadband on Demand' vision and intends to leverage telecom infrastructure to offer internet and web economy in order to ensure equitable and inclusive development across the country, both in rural and urban areas. Broadband is gaining popularity across the globe clearly it is 'speed' that is going to be the killer app to excite customers with a wireless broadband service. NTP 2012 aims to strengthen e-governance and mobile governance in key social sectors such as health, education, and agriculture. Government envisages to offer citizen centric democratic governance through the help of technology. Government intends to provide affordable and reliable broadband-on-demand by 2015 and to achieve 175 mn broadband connections by 2017 and 600 mn by the year 2020 at minimum 2 Mbps download speed and to make available higher speeds of at least 100 Mbps on-demand. This compelling experience. Broadband telephony in India has a great opportunity. 4G LTE will rule the opportunity is going to be great boon for other internet service providers in India. Government has already set to provide national optic fiber network to all village panchayats by 2014. It has a dream to provide broadband access for all by 2020. These prominent initiatives will throw open umpteen opportunities in the Indian broadband market. Broadband is the key driver for many other technologies. Industry consensus that India would become the second largest mobile broadband market globally, when mobile broadband picks up there will be greater scope for development. At present, internet growth in India is sluggish for both retail and enterprises. The pricing structure is high, and the usage based pricing model has in a way deterred the retail users from using latest internet multimedia services like VoIP, video sharing, streaming etc. Poor quality of service is also one of the critical deterring factors. Demand in India is driving the broadband market, it will become more exciting due to more coverage and competitive pricing. It will offer good returns as compared to voice services. Broadband market is strengthening day by day in all terms of subscribers, technological advancements and spending on it. And India is completely set for a great broadband story, we need to wait and watch as to how it develops.

CHAPTER 3 COMPANY PROFILE

Tikona Digital Networks (TDN) is engaged in building the next generation wireless broadband services for home and enterprise customers in India. TDN has an all India Class-A ISP license granted by the Ministry of Communications, Govt. of India, for this purpose. TDN envisions a powerful Broadband-enabled India and will make all possible contribution to make this happen. TDN would also be building a comprehensive services framework that can deliver leading edge voice, video, IT applications and multimedia content services over any broadband or IPcentric network. Such a framework can be outsourced by service providers globally, who desire to offer next generation services to their customers. TDN has engaged the best-in-class technology partners to build the required capability frameworks. Innovation is our driving force and we create environment for the young talent in our company to conceive and incubate new ideas in order to develop and deliver useful services and solutions for our customers, thereby sustaining our competitive advantages. TDN was founded in mid 2008 by veterans from the telecom industry, who have built some of the largest networks in India for mobile, enterprise, broadband and DTH services. TDN is adequately funded by top-end global investors and is committed to comply with the highest standards of corporate governance.

Vision Our vision is to be a leading Broadband and IT services company, offering innovative products and solutions to home, enterprise and other customers in India and globally. We believe that our next generation services will change the way India lives, transacts, communicates and we believe that we can make a significant contribution towards a powerful Broadband enabled India.

Mission TDN mission is to raise the benchmarks of customer experience in the country for all times to come. TDN will endeavor to deliver enhanced customer experience through innovation, by use

of cutting edge technology and by extensive knowledge dissemination to members of its customer support teams. Corporate Social Responsibility We imbibe in high standards of social and civic responsibility, as we firmly believe that we should contribute to the society in which we operate. We aim at providing the community our technologies and solutions to support them in their growth and development. TDN is deeply committed to the cause of reducing the digital divide that exists in the country across geographies and different socio-economic segments. In this regard, TDN plans to extend Broadband and IT services at marginal costs to schools, healthcare institutes and government or non-government establishments engaged in providing services to masses that do not have access to such services.

REACH Currently service is available in following cities: Ahmedabad Chennai Jabalpur Mumbai Rajkot Agra Coimbatore Jaipur Meerut Surat Allahabad Delhi Kanpur Nagpur Vadodara Bengaluru Hyderabad Kolkata Pune Varanasi Bhopal Indore Lucknow Raipur Vizag

FUTURE LAUNCH Tikona plans to launch TD-LTE-based 4G wireless broadband services in Gujarat, Himachal Pradesh, Rajasthan, Uttar Pradesh (East) and Uttar Pradesh (West) in October 2012.Malaysia's mobile operator Axiata has been holding discussions with Tikona and may pick up a stake in the company. Tikona offers wireless broadband services to home consumers, small businesses and educational institutions across the country.

VALUE Customer first

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Our core business strategy is guided by customer value, customer sensitivity and customer convenience. Respect for talent We will create and maintain a transparent and respectful work environment that helps in attracting, retaining and nurturing the best talent. We encourage an open work culture that is conducive to making work joyful. Win win for all We work for the success of our customers, investors, employees and our ecosystem partners. We believe in empowering, motivating, appreciating and inculcating a sense of ownership among the members of Tikona eco-system. Integrity We are accountable to all our stakeholders, regulators, government and customers and believe in adopting a culture of ethical business practices, transparency and highest standards of corporate governance. LEADERSHIP TEAM Prakash Bajpai Founder, MD & CEO Tarun Kumar Chief Technology Officer Heramb Ranade, Chief Marketing Officer Rakesh Khurmi, Chief Financial Officer
Yugal Sharma, Chief Operating Officer

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PRODUCT PROFILE
Tikona sells the services to peoples as a wireless broadband. It employees 4G technology through which consumers are able to access the internet without any wire but with a high download speed of 2mbps. TIKONA is available in 2 segments. 1. For Home It is our constant Endeavour to offer a range of innovative internet technology products and services to our home, enterprise and SME customers. Customers will find the innovative features of our products useful in more than one way - superior speed, convenience of using internet wirelessly from anywhere in the office or home, relief from wireless security hassles, peace of mind with assured control on bills are few examples, and all this while saving substantial cost. We are committed to create a superior value for our customers at all times.

2. For Enterprises Tikona Enterprise Solutions offers the following products and services to business.

Direct to Office Leased Line: For near 100% Internet uptime with link load balancing and failover routing. Differential Access: For customized bandwidth per user group. Secured Office Wi-Fi: Allows employees to work from anywhere in the office using devices such as tablets, notebooks, smartphones. Secured Boardroom Internet: For easy and secure guest Internet access. Video Conferencing Traffic Offload: For simplifying and optimizing your MPLS VPN bandwidth.

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UNLIMITED PLANS

1. MONTHLY SUPER SAVER DETAILS DOWNLOAD SPEED(KBPS) MONTHLY RENTAL INSTALLATION CHARGES SUBSCRIPTION AMOUNT MAXIMUM PC REGISTRATION ADULM1024 1024 799 1000 2100 2 ADULM1024 2048 999 1000 2300 2 ADULM1024 4096 1499 1000 2800 2

2. QUARTERLY SUPER SAVER 50% INSTALLATION CHARGES WAIVED OFF

DETAILS DOWNLOAD SPEED(KBPS QUARTERLY RENTAL SUBSCRIPTION AMOUNT

ADULQ1024 1024 2399 3300

ADULQ2048 2048 2999 4000

ADULQ4096 4096 4499 5700

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3. HALF YEARLY SUPER SAVER 100% INSTALLATION CHARGES WAIVED OFF DETAILS DOWNLOAD SPEED(KBPS QUARTERLY RENTAL SUBSCRIPTION AMOUNT ADULH1024 1024 4799 5400 ADULH2048 2048 5999 6800 ADULH4096 4096 8999 10200

4. ANNUAL SUPER SAVER 100% INSTALLATION CHARGES WAIVED OFF + SAVE 1 MONTH RENTAL DETAILS DOWNLOAD SPEED(KBPS QUARTERLY RENTAL SUBSCRIPTION AMOUNT ADULH1024 1024 8799 9900 ADULH2048 2048 10999 12400 ADULH4096 4096 16499 18600

5. BILL FREE PLANS UPTO 2 Mbps Details DOWNLOAD SPEED USAGE TO BE USED IN 20 M(GBS) SUBSCRIPTION AMOUNT MAX. PC REGISTRATIONS ADBF512K 512 60 ADBF750K 750 50 ADBF1024K 1024 40 ADBF2048K 2048 30

3300 6

3300 6

3300 6

3300 6

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6. BILL FREE PLANS UPTO 4 Mbps Details Unifi399 9 3999 Unifi499 9 4999 60 Unifi599 9 5999 75 Unifi799 9 7999 125 Unifi999 9 9999 175 Unifi1499 9 14999 300

SUBSCRIPTION AMOUN USAGE TO BE 40 USED IN 36 M(GBS) MAX. PC 10 REGISTRATION S

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CHAPTER 4 LITERATURE SURVEY

1. ARTICLE: Stimulus- Organism- Response reconsidered. An evolutionary step in modeling consumer behavior Author name: Jacob Jacoby, Department of Marketing, New York UNIVERSITY Publish in journal of consumer psychology 12 (1) Review: The need to evolve visual depictions of our consumer behavior model is addressed. Previous models are being criticized constructed that fails to build on prior theory and lack parsimony, coherence, comprehensiveness & flexibility. More revolutionary movement in consumer behavior is encouraged. 2. ARTICLE: Consumer behavior The psychology of Marketing Author name: Carl parner, Department of Marketing Marshall School of Business Review: This article is about the significance and application of study of consumer behavior in the field of marketing. In this article various factor about the consumer behavior is explained. 3. ARTICLE: Situational variable & consumer behavior Author name: Russell W. Belk Published in the journal or consumer research

Review: It suggests that explicit recognitions of situational variables can be substantially enhance the ability of understanding consumer behavior. A full description about consumer behavior is explained. 4. Author: Alhadeff, Behavioral scientist in 1982. Review: He presented buying behavior as the outcome of the relative strengths of conflicting approach and escape behaviors, each of which is determined by its own reinforces. Etc. On the other hand, the cognitive perspective views buying behavior as more voluntary, rational and intentional in nature rather than mere response to the environment.

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Consumer Decision Behavior It is a usual behavior with most consumers to seek the objective of creating maintaining a collection of goods and services that provides current and future satisfaction. The various types of consumer decision-making vary considerably and are classified as follows: 1. Routine response behavior. 2. Limited decision-making, and 3. Extensive Decision-making.

1. Routine decision behavior - is usually found in the cases of frequently purchased and lowcost items. Lengthy search for products is not attempted and hence the decision effort needed is only minimum. Though consumers are branding conscious. They are also aware of alternative brands, for instance, if you intended to buy a particular would switch over to a second preferred brand of their choice. Thus, products that are bought through routine response behavior are purchased quickly with very little mental effort. 2. Limited decision-making - is pertinent in the case of purchases made by the consumers less frequently. The investment needed also will be comparably high. Hence, the consumers may acquire information about all possible brands and some amount of mental exercises would follow to arrive at a decision about all possible brands and some of a television set makes the consumer to examine various models and brands, make casual enquiries with the neighbor-owners and discuss with family members is also considered at length. Thus, limited decision-making requires a moderate amount of time for information gathering and deliberation. 3. Extensive decision-making -is required when a consumer wants to purchase unfamiliar products which is totally new, having high unit value and bought preferably once in his life time. Before such a product is bought, the consumer uses many criteria for evaluating alternative brands and substitute products and spends much time in seeking information and deciding on the purchase. Decisions on construction complex type of consumer decisionmaking behavior. An interesting but a notable point in this connection is that the type of decision-making need not necessarily remain constant. The following illustrates the variations more clearly.

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Factors Influencing Consumer Buying Behavior Several factors determine the buying behavior of consumers. These factors may be classified as follows:

1. Personal Factor: These include factors unique to a particular person. Numerous personal factors influence purchase decisions: (a) Demographics Individual characteristics such as age, sex, race, ethnicity, income, occupation and family life cycle are called demographics. These have a bearing on who is involved in family decision-making. (b) Life styles Life style means an individuals pattern of living expressed through activities, interests and opinions. Life style patterns include the ways people spend-time, the extent of their interaction with others, and their general outlook on life and living, people partly determine their own life styles and partly these are shaped by personality and demographics. (c) Situation. Situational factors are influences resulting from circumstances, time and location that affect the consumer buying behavior. (2) Social factors:
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The factors that other people exert on buying behavior are called social factors. These factors are as follows (a) Roles and Family Role means the activities that a person is supposed to perform. A person occupies several positions and, therefore, he/she has many roles.

(b) Reference Group A reference group is any group that exercises a positive are three major types of reference groupsmembership, aspiration and dissociative. A reference group may serve as an individual, point of comparison and source of information.

(c) Opinion leader The reference group members who provides information about a specific share that interests members of the group is called opinion leader. An opinion leader is likely to be most influential when consumers have high product involvement buy low product knowledge, when they share the attitudes and values of the opinion leader and when the product details are numerous and complicated.

(d) Social Class A social class means an open group of individuals with similar social rank. Quite often people in a society are classified into upper, middle and lower classes on the basis of their income and occupation. Consumers belonging to a particular social class tend to have common behavioral patterns. They may have similar attitudes and values. Social class has an impact on spending and saving an individual buys and uses. (e) Culture and Sub-cultures Culture is the aggregate of customs, beliefs, values, and objects that a society uses to cope with its environment and passes on to future generations. Culture permeates our daily life and therefore influences buying behavior. Our culture determines what we want and wear, where we reside and travel. It also influences how we buy and use products. Cultural changes affect marketing mix.

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(3) Psychological factor Factors that operate within individuals and determine their general behavior are as follows: (a) Perception Perception is the process of selecting, organizing and interpreting information to derive meaning. Different people perceive the same thing at the same time in different ways. (b) Motives A motive means an internal force that orients a persons activities towards need satisfaction. A set of motives affects a buyers actions. Motives that influence where a person buys products on a regular basis are known as patronage motives. These include location, price, variety, service and behavior of sale people. Marketers use depth interviews, projection and other methods to know and understand the motives of buyers (c)Learning Changes in an individuals behavior due to information and experience are called learning. A consumer tends to repeat purchase actions which create satisfaction. Inexperienced buyers use price as an indicator of quality more advertisements, salespersons, friends and relatives. They also learn by buying and using products. (d) Attitudes Attitude refers to an individuals enduring evaluation, feelings and behavioral tendencies toward an object or idea. An individuals attitudes remain generally stable and do not vary from moment to moment. Attitudes play a significant role in determining consumer behavior. (e)Personality Personality refers to a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior. An individuals personality is the outcome of heredity and personal experiences. It makes the individual unique. Some individuals are introverts, dogmatic, compulsive and ambitious while others are quite opposite in nature. Personality influences the type of brand and products purchased. (f)Self-concept Self-concept of self-image means a persons perception or view of himself. Individuals develop and alter their self concept through interaction of social and psychological
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dimensions. Research shows that a buyer purchases products that reflect and enhance the selfconcept. A persons self-concept may also influence selection of products category and brand.

Consumer buying decision Process The process which consumers proceed while making their buying decisions is known as the consumer buying decision process. This process consists of five stages a s shown in following fig. Arrows connect all the elements in the decision process and show the impact of demographics, social factors, and psychological factors upon the process. Arrows show feedback (a) shows the impact of social and psychological factors (b) Shows the impact of a purchase on social and psychological factors such as social class.

Stimulus

Problem Awareness

Informatio n Search

Evaluation of Alternatives

Purchase Decision

Post-purchase Behaviour

Person Specific Influences

Social & Psychological Influences

The stages in consumer buying decision process are below: 1. Problem Recognition A buyer recognizes the problem when he becomes aware of the desired state and an actual condition. The speed with which a consumer recognizes the problem can be quite fast or slow. Sometimes, a person has a problem or need but is unaware of it. Marketers use advertising, personal selling and other methods to help trigger recognition of such needs or problems. 2. Information search

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After recognizing the problem or need, a buyer search for product information that can resolve the problem or satisfy the need. There are two types of information search. In the internal search which is our self and external search which consists of friends, relatives, and media. Marketers repeat advertisements and use visuals to increase consumer learning of information. 3. Evaluation of alternatives A successful information search yields a number of brands that a buyer views as possible alternatives. This group of products/brands is called the buyers evoked set. Various objective and subjective characteristics that are important to the buyer are used to evaluate the alternatives. Cost and warranty are examples of objective criteria whereas brand image and style are examples of subjective characteristics. 4. Purchase In this stage the buyer chooses the product or brand to be bought. Product availability may influence which brand is purchased. The terms of sale (price, delivery, warranty, maintenance agreement, installation and credit arrangement) are settled finally, the actual purchase takes place.

5. Post-purchase behavior After the purchase, the buyer begins evaluating the product to ascertain if its actual performance meets the expectations. Many criteria used in evaluating alternatives are applied again for this purpose. The outcome of this stage is either satisfaction of dissatisfaction. Shortly after purchasing an expensive product, a buyer doubts whether he make the right decision.

Buying Motives of Consumers A buying motive means what induces a customer to buy a product. There is a buying motive behind every purchase. But the motive may differ from one buyer to another. Buying motives may be classified as follows: 1. Internal and External Motives Internal buying motives are inherent in the minds of consumers. They arise from the basic needs like hunger, safety, comfort, pleasure, etc. internal buying motives may be rational or emotional.
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External buying motives are those which a customer learns or acquires from his environment. Social status, social acceptance, achievement, etc. are examples of such motives. Income, education, occupation, religion, culture, family and social environment influence external motive. 2. Rational and Emotional Motives Buying motives are those which are based on logical reasoning and consideration of economic consequences. They include the cost, durability and dependability of the product/service. Emotional buying motives are based on personal feelings. These motives include ego, prestige, love and affection, status, pride, etc. 3. Product and Patronage Motive Product motives are of two types-primary and secondary. Primary buying motives are the reasons due to which consumers buy one class of products rather than another. These motives arise directly from human needs and wants. These include the desire for health, beauty, knowledge, relaxation, recognition, etc

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CHAPTER 5 OBJECTIVES OF THE STUDY

To suggest strategies for increasing sales in identified areas. To understand how different factors influence consumers buying decision. To determine whether there is any deviation between the features of the brand and the acceptance by the consumers.

SCOPE OF THE STUDY

The main purpose of this project is to study consumers buying Behavior and develop strategies which help Tikona in increasing their market share. This study is mainly focused on various factors that affect consumers buying decision. Such as social, psychological and personal. The study will help the company in identification of strengths and weaknesses of the product and the company. The study will also help in identification of the problems in the organizations and how the company can improve the efficiency and effectiveness. Research would help the company to develop new strategies. This study helps to understand the satisfactory level of consumers towards the brand. This study helps in understanding the consumer attitudes and their buying motives by means of company brand image.

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CHAPTER 6 RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY To suggest strategies for increasing sales in identified areas. To understand how different factors influence consumers buying decision. To determine whether there is any deviation between the features of the brand and the acceptance by the consumers.

The purpose of the research methodology is to describe the research procedure. This includes the overall design, the sampling procedure, and the data collection method analysis procedures. Research methodology is a systematic way, which consists of series of action steps, necessary to effectively carry out research and the desired sequencing to these steps. The marketing research is a process of involves a no. of inter-related activities, which overlap and do rigidly follow particular sequence. It consists of the following steps:-

Formulating the objective of the study

Objectives
Designing the methods of data collection Selecting the sample plan Collecting the data Processing and analyzing the data Reporting the findings

Research Design

Sample Design

Data Collection
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Data Analysis

Report of findings

DESCRIPTIVE RESEARCH DESIGN: Descriptive research studies are those studies which are concerned with described the characteristics of particular individual. In descriptive as well as in diagnostic studies, the researcher must be able to define clearly, what he wants to measure and must find adequate methods for measuring it along with a clear cut definition of population he want to study. Since the aim is to obtain complete and accurate information in the said studies, the procedure to be used must be carefully planned. The research design must make enough provision for protection against bias and must maximize reliability, with due concern for the economical completion of the research study. It can be of two types: SURVEY RESEARCH: Interviewing persons on one to one basis using a structured questionnaire. EXPERIMENTAL RESEARCH: Selecting matched group, subjecting them to diff. treatments, observing them for causal research.

POPULATION Population is defined as all present and potential users of product & services. The population under study is Broadband users of pune region.

SAMPLING UNIT Sampling unit considered under study is the geographical unit. Broadband users of Pune are considered for study.

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SAMPLE SIZE: The substantial portions of the target customer that are sampled to achieve reliable result are 500. The time limitation compled me to select 100 respondents as sample size.

SAMPLING METHOD: In this marketing research project, I am using purposive sampling method. . It requires prior knowledge of the population. The selection is done according in the same proportion.

SAMPLE TECHNIQUE I have taken the Statistical tool of percentage method to analysis and interpretation of the collected data.

AREA OF STUDY The area of study is confined to kothrud, pimpri-chinchwad and vimannagar in pune.

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DATA SOURCES Data sources can be classified into two types namely. PRIMARY DATA Primary data can be collected through questionnaire. The questionnaire can be classified into four main types. Structured non disguised questionnaire Structured disguised questionnaire. Non structured non disguised questionnaire Non structured disguised questionnaire. Primary data Secondary data

For my market study, I have sleeted structured non-disguised questionnaire because my questionnaire is well structured, listing of questions are in a prearranged order and where the object of enquiry is revealed to the respondents. To making a well-structured questionnaire, we have adopted three types of questions. Dichotomous questions Multiple choice questions These types of questions are easy to understand and easy to give required answers.

SECONDARY DATA Secondary data means data that are already available i.e. they refer the data which have already been collected and analyzed by someone else. When the researcher utilizes secondary data, than he has to look into various sources from where he can obtain them, in this case he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may either be published data or unpublished data. Internal sources data within the organization External sources Online database Various publications of the central, state and local government;
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Various publications of foreign government or of international bodies and their subsidiary organizational;

Books, magazines and newspapers; Reports and publications of various associations connected with business san industry, stock exchanges etc.;

TOOLS FOR DATA COLLECTION The following tools were used for data collection. A. Questionnaire B. Personal interview Tools of Analysis The statistical tools and test used for study are as follows: Simple percentage analysis Chi-square test. Correlation Analysis

Out of these techniques, I have selected Simple percentage analysis.

SIMPLE PERCENTAGE ANALYSIS: Simple percentage analysis is used for analysis of the data that is collected for research work, simple percentage are often used in data presentation for the simplify, numbers, through the use of percentages, the data are reduced in standard form with base equal to which it facilitates the relative comparisons. Simple percentage method = no. of respondents / total no. of samples * 100.

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LIMITATIONS OF THE STUDY Time was the major limitation of this study. This study was performed only for a period of 60 days. Closed ended questionnaire was used. Less number of consumers are taken as sample in this study as a sample i.e. 100 Respondents.

Information collected may be ineffective because the respondents may be biased and does not want to reveal the accurate information.

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CHAPTER 7 DATA ANALYSIS & INTPRETATION

The data after collection has to processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientist study and for ensuring that we have all the relevant data. Processing implies editing, coding, classification and tabulation of collected data so that they acquiescent to analysis. The term analysis refers to the computation of certain measures along with searching for patterns of relationships that exits among data groups. Thus, In the process of analysis, relationships or difference supporting of conflicting with original or hypothesis should be subjected to statistical tests of significance to determine with that validity data can be said to indicate any conclusions. Analysis of data in general way involves no: of closely related operation that performed with the purpose of summarizing the collected data and organizing them in such manner that the answers the research questions.

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1. Are you currently using any internet connection? TABLE NO: 1 Table Name: Current users of internet connection

Attributes Yes No

No. of Respondents 69 31

Percentage 69 31

Graph No. : 1 Graph Name: Current users of internet connection

31%

Yes No 69%

Interpretation: It is found that 69% of the respondents are having internet connection and 31% are not having internet connection.

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2. What is your age? TABLE No. 2 TABLE Name: Age Profile of the Sample Population Attributes Less than 18 Years Between 18-23 Years Between 23-28 Years Between 28-45 Years More than 45 Years No. of Respondents 9 15 18 41 17 Percentage 9 15 18 41 17

Graph No. 2 Graph Name: Age Profile of the Sample Population

9

17

15

less than 18 18-23 23-28 28-45 more than 45

18 41

Interpretation: It is found that 33% of respondents are in the age group 18-28 years, 41% are in the age group of 28 to 45 years, and only 9% respondents are in age group who are less than 18 years and 17% respondent more than 45 years.
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3. What is your monthly income? TABLE No: 3 Table name: Income Level of the customers Attributes Less than 10,000 10,000-20,000 20,000-40,000 Greater than 40,000 No. of Respondents 5 24 39 32 Percentage 5 24 39 32

Graph no: 3 Graph name: Income Level of the customers

5 32 24

less than10000 10000-20000 20000-40000 moe than 40000

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Interpretation: It is found that 5% of the respondents monthly income is less than Rs. 10000, 24% is in between 10000 & 20000, 39% is in between 20000 & 40000 and 32% is greater than 40000.

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4. What is the purpose for your internet usage? TABLE NO: 4 Table Name: Different uses of Internet Attributes Research/Studies Job search Emails Chatting Downloading No. of Respondents 8 14 5 31 42 Percentage 8 14 5 31 42

Graph no.: 4 Graph name: Different uses of Internet

8 42 14 research/studies 5 job search email chatting downloading 31

Interpretation: It is found that 8% of the respondents use internet for research, 14% for searching jobs, 5% for checking mails, 31% for chatting and 42% for downloading.
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5. Which internet service are you using currently? TABLE NO: 5 Table Name: Users of particular company Attributes Airtel Bsnl Reliance Mts Others No. of Respondents 25 33 18 9 15 Percentage 25 33 18 9 15

Graph no.: 5 Graph name: Users of particular company

15% 25% 9% Airtel Bsnl Reliance Mts 18% 33% Others

Interpretation: It is found that 25% of the respondents use Airtel service, 33% is using BSNL, 18% are using reliance, 9% are using MTS and 15% are using other service
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6. Are you aware of the Tikona wireless broadband?

TABLE NO: 6 Table name: Tikona brand awareness Attributes Yes No No. of Respondents 87 13 Percentage 87 13

Graph no.6 Graph name: Tikona brand awareness

13

yes no

87

Interpretation: It is found that 87% of the respondents are aware of Tikona and only 13% are unaware of the existence of Tikona broadband.
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7. Have you tried Tikona wireless broadband? TABLE no. 7 Table name: Users of Tikona wireless broadband Attributes Yes No No. of Respondents 19 81 Percentage 19 81

Graph no. : 7 Graph name: Users of Tikona wireless broadband

19

yes no

81

Interpretation: It is found that 19% of the respondents have tried Tikona and 81% have not the used Tikona broadband services

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8. How do you come to know about this brand? TABLE NO: 8 Table name: Source of brand awareness Attributes Pamphlets Newspaper/magazines Sales Executives Any other source No. of Respondents 8 31 42 19 Percentage 8 31 42 19

Graph no: 8 Graph name : Source of brand awareness

19%

8%

31%

Pamphlets Newspaper/magazines Sales Executives Any other source

42%

Interpretation: It is found that 8% of the respondents came to know about the brand through pamphlets ,31% through newspapers & magazines, 42% through sales executives, 19% through other source.
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9. What are the features you look in a product before making purchase decision? Give preferences. TABLE NO: 9 Table name: Preference by consumers regarding the features of brand Particulars Strongly agree Agree Neutral Disagree Strongly disagree

Brand Credibility Price & Discount After Sales Service Value for Money Add on features

32 36 38 28 26

28 24 32 34 32

16 14 12 16 28

14 14 10 14 8

10 12 8 8 6

Graph no : 9 Graph name: Preference by consumers regarding the features of brand

8.8% 12% 32% Strongly agree Agree Neutral 17.2% Disagree Strongly disagree

30%

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Interpretation: It is found that 32% of the respondents strongly agree that features had a major influence in purchase decision, 30 % agree, 17.2% are neutral, 12% are disagree and 8.8% strongly disagree that friends had a major influence in purchase decision.

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10. Whom do you consult while buying a wireless internet broadband connection? TABLE NO: 10 Table name: Influence of Different Sources of Information on consumer buying decision Attributes Friends Relatives Internets Newspaper/Magazines Any other source No. of Respondents 43 21 12 19 5 Percentage 43 21 12 19 5

Graph no:10 Graph name: Influence of Different Sources of Information on consumer buying decision

5% 19% 43% Friends Relatives Internets 12% Newspaper/Magazines Any other source 21%

Interpretation: It is found that 43% of the respondents are influenced by their friends, 21% by relatives, 12% by internets, 19% by newspapers and 5% by any other source while making purchase decision.

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11. Rate the following attributes according to the importance you give while buying a wireless internet broadband connection? TABLE NO: 11 Table name: Influence of different attributes of information on consumer buying decision Attributes Brand name of the company Net Speed Area wise Connectivity Price of the product Monthly Tariff plans No. of Respondents 5 25 10 15 45 Percentage 5 25 10 15 45

Graph no.11 Graph name: Influence of different attributes of information on consumer buying decision

5% 25% 45%

Brand name of the company Net Speed Area wise Connectivity 10% Price of the product Monthly Tariff plans

15%

Interpretation: It is found that 5% of the respondents are influenced by brand name of the company, 25% by net speed, 10% by area wise connectivity, 15% by price of the product, and 45% by monthly tariff plans available while making purchase decision
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12. How satisfied are you with Tikona wireless broadband compared with the others substitutes available in the market? TABLE NO: 12 Table name: brands Attributes Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Satisfaction with Tikona wireless broadband in comparison with other

No. of Respondents 12 28 53 5 2

Percentage 12 28 53 5 2

Graph no :12 Graph name : Satisfaction with Tikona wireless broadband in comparison with other brands

5%

2%

12% Highly satisfied Satisfied 28% Neutral Dissatisfied Highly dissatisfied

53%

Interpretation: It is found that 12% of the respondents are highly satisfied with product, 28% are satisfied, 53% are neutral, 5% are dissatisfied and 2% is highly dissatisfied with product.
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13. How would you rate Tikona Performance as your expectation on 5 points scale? a) After sales service TABLE NO: 13 Table name: Tikona performances in terms of after sales service Attributes Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied No. of Respondents 15 25 46 12 2 Percentage 15 25 46 12 2

Graph no: 13 Graph name: Tikona performances in terms of after sales service
12% 2% 15% Highly satisfied satisfied 25% 46% Neutral Dissatisfied Highly dissatisfied

Interpretation: It is found that 15% of the respondents are highly satisfied with after sales service of the product, 25% are satisfied, 46% are neutral, 12% are dissatisfied and 2% is highly dissatisfied with after sales service of the product.
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B) Maintenance TABLE NO: 14 Table name: Tikona performances in terms of maintenance Attributes Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied No. of Respondents 12 28 53 5 2 Percentage 12 28 53 5 2

Graph no: 14 Graph name: Tikona performances in terms of maintenance

5% 2% 12% Highly satisfied satisfied 28% 53% Neutral Dissatisfied Highly dissatisfied

Interpretation: It is found that 12% of the respondents are highly satisfied with maintenance of product, 28% are satisfied, 53% are neutral, 5% are dissatisfied and 2% is highly dissatisfied with maintenance of product.

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c) Product as per expectation TABLE NO: 15 Table name: Tikona performances in terms of consumer expectation Attributes Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied No. of Respondents 18 28 43 10 1 Percentage 18 28 43 10 1

Graph no. : 15 Graph name : Tikona performances in terms of consumer expectation

10% 1%

18% Highly satisfied Satisfied Neutral

43%

28%

Dissatisfied Highly dissatisfied

Interpretation: It is found that 18% of the respondents are highly satisfied with product, 28% are satisfied, 43% are neutral, 10% are dissatisfied and 1% is highly dissatisfied with product.

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CHAPTER 8 OBSERVATION & FINDINGS

FINDINGS OF THE STUDY

Objectives Q.no 1.To suggest the 2,3,8 strategies to increase the sales
Suggestion Major Findings 33% of the respondents Tikona should are in the age group of young people. 18-28 years.

target

39% of the respondents are having the income in between 20000-40000.

Tikona should continue to provide services at low price & higher data speed.

42% of the respondents came to know about the brand through salesperson.

It should project itself as a national player & should increase the no. of ads and salesperson.

2. To understand 4,5,10 how different factors influences consumer buying decision.

31% & 42% respondents are using internet for chatting & downloading resp. 25% & 33% respondents are using reputed brands namely Airtel & BSNL resp.

It should continue to provide higher speed data at lower prices.

It should project itself as a national player & invest in branding.

Friends & relatives accounts to 64% in buying process.

It should continue to provide incentives & free installation to existing & new users resp.

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3. To determine 9,11 whether there is any deviation between the features of the brand and the acceptance by the consumers.

10% respondent feels continuous connectivity is important while making purchase of broadband. 45% respondent look for tariff plans wile purchasing broadband connection. 40% of the respondents are satisfied with after sales service while only very few are dissatisfied with the after sales service

24X7 technician& call centers should be employed and all major buildings & areas should be connected. It should continue to provide low plan and try to penetrate the market.

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CHAPTER 9 CONCLUSION
Consumer behavior will play a vital role in recent days so that the researcher carefully under took a survey among the consumer to find out the same in TIKONA DIGITAL NETWORKS PVT LTD on the basis of that survey. All the things are mostly favorable to Tikona. The Tikona should continue the same strategy. Tikona should concentrate on sales promotional activities & recruits additional number of employees in service department in order to provide uninterrupted service to consumers. Tikona have a good brand image among consumers so in order to retain the consumers and to sustain the image it is recommended that the organization should follow the suggestions as given above in the project.

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CHAPTER 10 SUGGESTION
1. OBJECTIVE: To suggest the strategies to increase the sales. FINDINGS 41% of the respondents are in the age group of 28-45 years. 39% of the respondents are having the income in between 20000-40000. 42% of the respondents came to know about the brand through salesperson.

SUGGESTION: Tikona should target young people. Tikona should continue to provide services at low price & higher data speed. It should project itself as a national player & should increase the no. of ads and salesperson.

IMPLEMENTATION: The organization should associate itself with youth & project itself as a dynamic brand and increase its presence across the nation by the help of print media, TV ads

2. OBJECTIVE: To understand how different factors influences consumer buying decision. FINDING: 31% & 42% respondents are using internet for chatting & downloading resp. 25% & 33% respondents are using reputed brands namely Airtel & BSNL resp. Friends & relatives accounts to 64% in buying process.

SUGGESTION: It should continue to provide higher speed data at lower prices. It should project itself as a national player & invest in branding.
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It should continue to provide incentives & free installation to existing & new users resp.

IMPLEMENTATION: The organization should purchase its own dedicated line which will reduce its dependence on Airtel and will able to provide better & cheaper in future and it will reduce the cost and help in expanding its reach to smaller cities also.

3. OBJECTIVES: To determine whether there is any deviation between the features of the brand and the acceptance by the consumers

FINDINGS: 10% respondent feels continous connectivity is important while making purchase of broadband. 45% respondent look for tariff plans wile purchasing broadband connection. 40% of the respondents are satisfied with after sales service while only very few are dissatisfied with the after sales service

SUGGESTION: 24X7 technicians should be employed and all major buildings & areas should be connected. It should continue to provide low plan and try to penetrate the market.

IMPLEMENTATION The organization should recruit salesperson, network engineer ad increase its reach to larger area & building by establishing transmitting devices at regular distances.

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BIBLIOGRAPHY

Dr. GUPTA C.B. Dr. N. RAJAN NAIR. Marketing Management, New Delhi Sultan Chand & Sons, Publishers 2003.

KOTHARI. C.R. Research methodology, New Delhi, New Age International

GUPTA S.P., STATISTICAL METHODS, New Delhi, Sultan Chand & Sons, Publishers 2003 PHILIP KOTLER, Kevin LANE KELLER, ABRAHAM KOSHY, MITHILESHWAR Marketing Management, 13th Edition, New Delhi, Pearson Education, 2008

LEON G. SCHIFFMAN, LESLIE LAZAR KANUK, Consumer Behavior, 9th Edition.

New Delhi, Prentice Hall of India Pvt. Ltd., 2007 Marketing Research- Dilip M. Sarwate

NEWSPAPER The Economics Times

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ANNEXURE QUESTIONNAIRE

Respected sir/madam As a part of my project I would like to gather some information from you Which will help me in an in depth study of project. The information provided by You will be kept confidential and will be used for academic purpose only. I would Be obliged if you co-operate with me in filling the questionnaire.

Name .

1. Do you have an internet connection? a) Yes b) No

2. What is your age? a) Less than 18 Years b) Between 18-23 Years c) Between 23-28 Years d) Between 28-45 Years e) More than 45 Years

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3. Monthly Income of the Family a) Less than Rs. 10,000 b) Between Rs. 10,000-Rs. 20,000 c) Between Rs. 20,000-Rs. 40,000 d) More than Rs. 40,000

4. For what purpose do you use internet? Give rating.

Rank 1 research Job search email chatting downloading

Rank 2

Rank 3

Rank 4

Rank 5

5. Which internet connection you are using currently? a) Airtel b) Bsnl c) Reliance d) Mts e) Others

6. Are you aware of the Tikona wireless broadband? a) Yes b) No

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7. Have you used Tikona wireless broadband? a) Yes b) No

8. How do you come to know about this product? Rate it.

Rank 1 Advertisements Newspapers/ Magazines Company Sales Executives Any other source

Rank 2

Rank 3

Rank 4

Rank 5

9. What are the features you look in a product before making purchase decision? Give preferences.

Rank 1 Brand credibility Price and discount After sales services Value for money Add on features

Rank 2

Rank 3

Rank 4

Rank 5

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10. Whom do you consult while buying a wireless internet broadband connection? Give preferences. Rank 1 Friends Relatives Internet Newspaper/ Magazines any other source Rank 2 Rank 3 Rank 4 Rank 5

11. Rate the following attributes according to the importance you give while buying a wireless internet broadband connection?

Rank 1 Brand name Net Speed Area wise Connectivity Price of the product Monthly Tariff plans

Rank 2

Rank 3

Rank 4

Rank 5

12. How satisfied are you with Tikona wireless broadband compared with the others substitutes available in the market? a) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied
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13. How would you rate Tikona Performance as your expectation on 5 points scale? a) After sales service b) Maintenance c) Product as per expectation Rank 1 After sales service Maintenance Product as per expectations Rank 2 Rank 3 Rank 4 Rank 5

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