INTRODUCTION

MARKETING
A market consists of all the potential customers sharing particular need or want that might be willing and able to engage to satisfy that need or want. Marketing is total plan system of business activities designed to plan, price, promote and distribute want satisfying product, service and ideas to target markets in order to achieve organizational objectives. American Marketing Association defined marketing as the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchange, that satisfy individual and organizational objectives. Marketing research is the function, which links the consumer and public of the market through information. nformation used to identify and define marketing opportunities and problems, generate and define and evaluate marketing action. Monitor monitoring performance and improve understanding of marketing is a process. Marketing research specifies the information re!uired to address the issues, design the methods of collecting information. Marketing "esearch process starts with collecting data and ends with analyzing theirs results and communicates the finding and their implications.

#enerally, the Marketing Management is mostly interested in obtaining the sales potential for each of the geographic market. t serves to help and determine the amount of sales effort that should be allocated to a specific market. Market or $ales potential must be started for a given period of time period for market potential and sales forecast. Market potential is typically referred to total sales promotion.

MARKETING FUNCTIONS
1) Functions of Exchange $elling &uying 'emand creation (rice 'etermination ) Functions of !h"sica# Su$$#" )ransportation $torage %) Functions of Changing Fo&' of !&o(uct #rading and $tandardization (ackaging )) Functions of Faci#itating *inancing "isk taking

The Ma&*eting Conce$t+

)he marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. )oday most firms have adopted the marketing concept, but this has not always been the case. n %,,- in The Wealth of Nations, Adam $mith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. .hile this philosophy is consistent with the marketing concept, it would not be adopted widely until nearly +// years later. )o better understand the marketing concept, it is worthwhile to put it in perspective by reviewing other philosophies that once were predominant. .hile these alternative concepts prevailed during different historical time frames, they are not restricted to those periods and are still practiced by some firms today.

After .orld .ar , the variety of products increased and hard selling no longer could be relied upon to generate sales. .ith increased discretionary income, customers could afford to be selective and buy only those products that precisely met their changing needs, and these needs were not immediately obvious. )he key !uestions became0

.hat do customers want1 2an we develop it while they still want it1 3ow can we keep our customers satisfied1

n response to these discerning customers, firms began to adopt the marketing concept, which involves0

*ocusing on customer needs before developing the product Aligning all functions of the company to focus on those needs "ealizing a profit by successfully satisfying customer needs over the long5term

.hen firms first began to adopt the marketing concept, they typically set up separate marketing departments whose objective it was to satisfy customer needs. 6ften these departments were sales departments with expanded responsibilities. .hile this expanded sales department structure can be found in some companies today, many firms have structured themselves into marketing organizations having a company5wide customer focus. $ince the entire organization exists to satisfy customer needs, nobody can neglect a customer issue by declaring it a 7marketing problem7 5 everybody must be concerned with customer satisfaction. )he marketing concept relies upon marketing research to define market segments, their size, and their needs. )o satisfy those needs, the marketing team makes decisions about the controllable parameters of the marketing mix.

T,E !RODUCTION CONCE!T

)he production concept prevailed from the time of the industrial revolution until the early %9+/:s. )he production concept was the idea that a firm should focus on those products that it could produce most efficiently and that the creation of a supply of low5cost products would in and of itself create the demand for the products. )he key !uestions that a firm would ask before producing a product were0

2an we produce the product1 2an we produce enough of it1

At the time, the production concept worked fairly well because the goods that were produced were largely those of basic necessity and there was a relatively high level of unfulfilled demand. ;irtually everything that could be produced was sold easily by a sales team whose job it was simply to execute transactions at a price determined by the cost of production. )he production concept prevailed into the late %9+/:s.

The Sa#es Conce$t+

&y the early %94/:s however, mass production had become commonplace, competition had increased, and there was little unfulfilled demand. Around this time, firms began to practice the sales concept <or selling concept=, under which companies not only would produce the products, but also would try to convince customers to buy them through advertising and personal selling. &efore producing a product, the key !uestions were0

2an we sell the product1 2an we charge enough for it1

)he sales concept paid little attention to whether the product actually was needed> the goal simply was to beat the competition to the sale with little regard to customer satisfaction. Marketing was a function that was performed after the product was developed and produced, and many people came to associate marketing with hard selling. ?ven today, many people use the word 7marketing7 when they really mean sales.

CONSUMER -E,A.IOUR+
2onsumer behavior is stated as the behavior that consumer display in searching for, purchasing, using, evaluating and disposing of products, services and ideas that they expect will satisfy their needs. )he study of 2onsumer &ehavior is concerned not only with what consumers buy/ but also with why they buy it, when and how they buy it, and how often they buy it0 t is concerned with learning the specific meaning that products hold for consumers. 2onsumer research takes places at every phase of consumption process, before the purchase, during the purchase and after the purchase. )he term 2onsumer is used to denote two different kinds of consumers, entitled i.e., (ersonal or ndividual 2onsumer and 6rganizational consumer. )he (ersonal consumer is the individual who buys goods and services for his own use or for his household usage. )hey buy goods for ultimate consumption, hence they are called ad A?nd BsersC or ABltimate BsersC. According to 'avid Dondon and Albert E. 'ella &itta 2onsumer &ehaviour may be defined as 1the (ecision $&ocess an( $h"sica# acti2it" in(i2i(ua# engage in 3hen e 2a#uating/ ac4ui&ing/ using an( (is$osing of goo(s an( se&2ices50 According to (hilip Fotler consumer behavior is defined as 1all psychological, social and physical behavior of potential customer as they become aware of evaluate, purchase, consume and tell others about products and services )he scope of consumer behavior includes not only the actual buyer and his act of buying but also various roles played by different individuals and the influence they exert on the final purchase decision. ndividual consumer behavior is influenced by economic, social, cultural, psychological and personal factors. .here as organizational consumer behavior is influenced by environmental, organizational, interpersonal and individual factors.

CONSUMER !URC,ASE DECISIONS+

A decision is the selection of an action from two or more alternative choices. 2onsumer decision to purchase the goods from the available altelrnative choices is known as 2onsumer purchase decisionG. )he various options of the consumer may be classified into five main types of decisions. )hey are %. +. 4. 8. @. .hat to buy1 3ow much to buy1 .here to buy1 .hen to buy1 3ow to buy1

)he participants in the buying decision may be classified as the in initiator, influencer, decider, buyer and users. )he marketing management should initiate all the participants in the purchase decision to make the purchases of his product at different stages and through different marketing strategies. According to $iebert the three recognized stages in decisions making of adoption process are0 10 !&e 6 Decision stage0 0 Decision stage0 %0 !ost 6 Decision stage0

)he various steps in the decision making process include %. (erceived want or desire and involvement level. +. nformation search. 4. ?valuation of alternatives. 8. (urchase decision and (ost purchase ?xperience and behavior.

.ARIOUS T7!ES OF CONSUMER -U7ING -E,A.IOUR+

%. 2omplex &uying &ehavior +. 'issonance H "educing buying behavior 4. 3abitual buying behavior. 8. ;ariety seeking buying behavior. )here are number of reasons why the study of consumer behavior developed as separate marketing discipline. Marketers had long noted that consumer did not always act or react, as marketing theory would suggest. )he size of the consumer market is the country was vast and constantly expanding> millions of dollars were being spent on goods and services by millions of people. 2onsumer preferences were changing and becoming highly diversified.

O-8ECTI.ES OF T,E STUD7+

%. )o examine the factors influencing purchase decisions towards ;arun motors products. +. )o examine the decision maker and the point of decision for purchase. 4. )o find out how promotional schemes are influencing the purchase decisions of ;arun motors products. 8. )o examine the consumer awareness of ;arun motors J services. @. )o identify the factors influencing the brand preference towards )ata ndicom. -. )o examine the influence of media and effectiveness of advertising on the purchase decisions of ;arun motors customers.

SCO!E OF T,E STUD7+

)he scope of project work is to get the opinions from respondents on the issues mentioned earlier. t is limited to the tri cities of .arangal. )he present study is to know the buyerCs preference in knowing their behaviour in the using of ;arun motors services and their decision making levels.

RESEARC, MET,ODO9OG7+
6nce the objective is identified the next step is to collect the data which is relevant to the problem identified and analyze the collected data in order to find out the hidden reasons for the problem. )here are two methods to collect the data namely, 1) !RIMAR7 DATA )he primary data is original in nature and is collected first hand. )he study is conducted through !uestionnaire and through personal interview of customers. ) SECONDAR7 DATA t is the data already existing, which has gone through some standard analysis. )he secondary data was collected through textbooks, newspapers J journals and .ebsiteK.

Sa'$#e Si:e+ )he sample size was %//.

%/

9IMITATIONS FOR T,E STUD7+

%. $tudy was limited to A3L'?"A&A' city only. +. $ample size is only %// so, we cannot generalize . 4. )he study is limited to the public amongst the Aconsumer behaviorC of varun motorsG. 8. "espondents might have not responded with the actual feelings of facts in filling up of the !uestions. @. )he study was limited upto 8@ days only. -. )his study is restricted to ;arun motors only it cannot be compared with other companies.

%%

%+

T,EORITICA9 FRAME ;ORK The consu'e& )he term consumer is used to devote two different kinds of consuming entities. )hey are0 %= ndividual 2onsumer

+= 6rganizational 2onsumer.

)he individual consumer is the individual who buys goods and services for his own use of household. ndividual consumers buy the goods for the ultimate consumption and hence, they are called as end users or ultimate users.

)he organizational consumer encompasses private business, #overnment agencies and institutions, all of which buy goods and services in order to run their institution. )herefore, the organizational consumer is not the ultimate consumer. 3e plays an intermediary role between the process and ultimate consumption.

Consu'e& -eha2io&+ According to (hilip Fotler consumer behavior is all psychological, social and physical behavior of potential customers as they become aware of, evaluate, purchase, consume and tell others about products and servicesG. 2onsumer behavior is defined as the behavior that consumers discipline in searching for purchasing, using, evaluating, and disposing of products and services and ideas they except will satisfy their needs. )he study of consumer behavior is concerned not only with that consumers buy, but also with why they buy it> it is concerned with learning the specific meanings that products hold for consumers.

%4

2onsumers vary tremendously in age, education, tastes and other factors. Marketers must understand how consumers transform marketing and other marketing inputs into buying responses. 2onsumer behavior is influenced by the buyerCs characteristics and by the buyerCs decision process. &uyer characteristics include four major factors0 cultural, social, personal and psychological. 2ulture is the most basic determinant of a personCs wants and behavior. t includes basic values, perceptions, preferences, and behaviors that a person learns from family and other important institutions. Marketers try to truck cultural shifts that might suggest new ways to serve consumers. $ub5cultures are cultures with in culturesG that has distinct values and life styles. $ocial classes are sub5cultures whose members have similar social prestige based on occupation, income, education, wealth and other variables. (eople with different cultural, sub5cultural and social class characteristic develop different product and brand preferences. Marketers may want to focus their marketing programmers on these special needs of certain groups. $ocial factors also influence a buyerCs behavior. A person references groupCs family, friends, social organizations, professionals associations, strongly affects product and brand choices. )he personCs position with in each group can be defined in terms of role and status. A buyer chooses products and brands that reflect his or her role and status. )he buyerCs age lifecycle stage, occupation, economic circumstances, lifestyle, personality and other personal characteristic influence buying decisions. Loung

consumers have different needs and a want from older consumerCs the needs of young married couples differ from those of retires0 consumers with higher income by differently from those who have less to spend. 2onsumer lifestyles the whole pattern of acting influence of buyers choices.

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*inally, consumer5buying behavior is influenced by four major psychological factors0 motivation, perception, learning and attitude. ?ach of these factors provides a different perspective the workings of the buyers black boxG. Motivation is the driving force with in individuals that implies them to action with this driving force is produced by a state of uncomfortable tension, which exists as the result of an unsatisfied need. All individuals sub conscious drive to reduce needed5 included tension results in behavior that he or she anticipates will satisfy needs and thus bring about a more comfortable state. (erception is the process by which individuals select, organize and interpret stimuli into a meaningful and coherent picture of the world. (erception as strategy implications for markets, because consumers make decisions based on what they perceive, rather than based on objective reality. 2onsumer learning is the process by which individuals ac!uire the purchase and consumption knowledge and experience they apply to future related behavior. .hile some learning is nternational, much learning is incidental> basic elements that contribute to an understanding of learning, motivation, cues, response and reinforcement. .hen it comes to attitude formation, it is useful to remember that attitudes are learned, and that different learning theories provide uni!ue insights as to how attitudes initially may be found. Attitude formation is facilitated and experience of friends and family members, and exposure to mass media. n addition, it is likely that an individual personality plays a major role in attitude formation. )hese same factors also have an impact on attitude changes.

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A personCs buying behavior is the result of the complex interplay of all these cultural, social personal and psychological factors. Marketers cannot control many of these factors, but they are useful in identifying an understanding the consumers that marketers are drying to influence. FACTORS INF9UENCE T,E CONSUMER -E,A.IOR+ 2onsumer varies tremendously in their ages. ncome, education5 level, mobility pattern, tastes and preferences. Around two decades ago, it was argued, that economic was marketing mother discipline this is because it was seen that the consumer purchasing decisions are governed by their income and mental forces creates desire and wants in the minds of consumerCs. &y the above behavior of the consumer is strongly influenced by number of factors such as economic, psychology, sociology, socio5psychology, cultural and anthropology. Socio< Econo'ics !s"cho#og" Socio#og" $s"cho#og" #roup MeedCs 'emand motivation $ociety conformity to group normCs &elief, cast #roup systemCs $upply (ersonality $ocial class influence role attitude leader towards wealth ncome (urchasing ?astern status power 1) ECONOMIC FACTORS+ (erception (ower Eoint family behavior ;alues anth&o$o#og" Cu#tu&a#

%-

?conomic as discipline is said to be a traditional one. ?conomic will be playing vital role in consumer behavior generally human beings will have number of wants and desires. 3owever, the satisfying sources of these desires are very limited. )herefore, they are not able to satisfy all their desires they have so the consumerCs will satisfy their desires. According to economic condition if the purchasing power is high, they will satisfy their desires at maximum level otherwise they will search alternatives. ) !S7C,O9OGICA9 FACTOR=S+ *our major psychological factorCs motivation, perception, personality ad attitude further influences a person buying choice. Moti2ation+ Motivation can be described as the driving force with individuals

that implies them to action the driving force is produced by a state of tension which exists because of unfulfilled need. !e&ce$tion+ (erception is defined as the process by which an individual select organizer and interpret stimuli into a meaningful and element pictures of the world. 9ea&ning+ 2onsumer learning is the process by which individual ac!uire the purchase and consumption knowledge and experience that apply to future related behavior learning occurs through the interplay of drives, stimulus, responses and reinforcement. !e&sona#it"+ (ersonality is depending as that inner psychological characteristic that both determines and reflected how a person responds to his or her environment. Attitu(e+ A personCs consistency favorable or unfavorable evaluationCs feelings and tendencies towards an object or idea. %) SOCIO9OG7+ %,

Man is a social human being existing with in a society. $ociety is one of the most dominate and complex types of social organ status each society has it own set at values, beliefCs and cultures which will have. &earing on the behalf of its members. A person who living in the society should amend the principles and beliefs so consumer behavior is also influenced by its environments, society to take decisions about their needs the above sociologist have identified that there is relationship between social class and consumption pattern of the consumerCs. )) SOCIO !S7C,O9OG7+ )he consumer is living in a social environment is influenced the consumer being a member of several groupCs and organization how is having some limitations in his behavior. )he constant interaction between the individuals and the organizations, which he is a member. All these information leave some imprint on his mind influencing him in his day to day life and conse!uently.

>) CU9TURA9 AND ANT,RA!O9OG7+ 2ultural factors they broadcast and deepest influence in consumer behavior the marketer needs to understand the role played by the buyers culture, subculture, cross culture and social culture. Cu#tu&e+ 2ulture is most basic cause of a personCs wants and behavior culture is defined as the some, total of direct the consumerCs behavior of members of a particular society. &y our definition it is easy to see how an understanding of various culture of society help marketers predicts acceptance of their products. Su?cu#tu&e+ $ubculture is defined as distinct cultural group that exists as on indefinable segment with in a large more complex society. ?ach culture contains %I

smaller subculture or groups of people with shared values systems based on common life experience and situation. )he following sections examine a number of important sub culture category nationality, religion, geographic location, race, age and sex. C&oss cu#tu&e+ 2ross culture consumer analysis is defined as the effort to determine to what extent the consumer of two or more nations and similar or different such analysis can provide marketers with an understanding of the psychological social and cultural characteristics of the foreign consumer. )hey target so that they can design effective marketing strategies for each of the specific national markets involved. Socia# c#ass+ Almost every society has some form of social class structure. )he social class is identified as the division of memberCs of the society in to distinct states so that members of each class have relatively the same statues similar values. nterest, behavior and members of all other classes have more or less status.

STAGES IN T,E -U7ER DECISION !ROCESS

%9

2onsumer makes many buying decisions everyday. Most large companies research consumers buying decisions. )hey want to answer the !uestions in great what consumer buy, where they buy, how and how much buy, when they buy and why they buy. .e can now examine the stage buyer pass through to reach a buying decision.

(roblem "ecognition

nformation $earch

?valuation of Alternatives

(urchase 'ecision

(ost (urchase &ehavior

+/

ANA97SIS @ INTER!RETATION
)he total numbers of respondents of the survey %// are from .arangal )ri5cities only. )he main aim of the survey is to know the satisfaction level of 2onsumer &ehavior of the ;arun motors existing customers and consumers. )he data collected is through primary source, through interviewing the concerned respondents by giving them a structured !uestionnaire, which includes few open H ended !uestions.

+%

Ta?#e<1 %. .hat type of service you are using1 No0 of Res$on(ents 8/ -/ %// !e&centage 8/N -/N %//N

(repaid $ervice (ost paid $ervice )otal

40% Prepaid Service Post paid Service 60%

Inte&$&etation+ *rom the above table it is observed that majority of the respondents -/N are using post5paid service, and 8/N of the respondents are using pre5paid service.

++

Ta?#e< +. )o which income group do you belong 1 No0 of Res$on(ents 4@ 8@ %4 /, %// !e&centage 4@N 8@N %4N /,N %//N

4,///H @,/// @,/// H ,,/// ,,/// H %/,/// Above %/,/// )otal

No. of Respondents

7% 13% 35% 3,00 5,000 5,000 7,000 7,000 10,000 Above 10,000

45%

Inte&$&etation+ *rom the above table it is observed that most of the respondents 8@N are in the income group of "s.@,/// H ,,///, 4@N of the respondents are in the income group of "s.4,/// H @,///, %4N of respondents are in the income group of "s,,///5%/,/// and ,N of respondents are in the income group of above "s.%/,///.

+4

Ta?#e<% 4. )o which occupation group do you belong 1 No0 of Res$on(ents +@ @/ %/ %@ %// !e&centage +@N @/N %/N %@N %//N

#ovt. ?mployee (rivate ?mployee $elf employee &usiness man )otal

No. of Respondents

15% 5%

10%

!ovt. "#p$o%ee Private "#p$o%ee Se$f e#p$o%ee &'siness #an

50%

Inte&$&etation+ *rom above analysis it is observed that @/N of the respondents are private employees , +@N of the respondents are #ovt. employees, %@N of respondents are business man, and remaining %/N of respondents are self employed.

+8

Ta?#e<) 8. 3ow did you come to know about ;arun motors 1 No0 of Res$on(ents ,/ /@ /@ +/ %// !e&centage ,/N /@N /@N +/N %//N

?lectronic media (rint media "oad shows *riends )otal

No. of Respondents

0% "$ectronic #edia 5% 5% 70% Print #edia Road s(o) s *riends

Inte&$&etation+ *rom the above table it is observed that ,/N of the respondents came to know about ;arun motors from electronic media, +/N of them came to know from friends, @N of them came to know from print media and @N of them came to know road shows.

+@

Ta?#e<> @. .hat is the reason for choosing this service 1

.ider network coverage ?conomically priced &rand image Ouality $ervice )otal

No0 of Res$on(ents %/ -/ %@ %@ %//

!e&centage %/N -/N %@N %@N %//N

No. of Respondents

15%

10%

+ider net) or, covera-e 15% "cono#ica$$% priced &rand i#a-e .'a$it% Service

60%

Inte&$&etation+ *rom the above table it is observed that -/N of respondents said that they choose it by economically priced, %@N of the respondents choose it from brand image,%@N of respondents choose it from !uality service and %/N of the respondents choose it from wider network coverage .

+-

Ta?#e<A %. *or what purpose do you use this service most 1 No0 of Res$on(ents / 9/ %/ %// !e&centage /N 9/N %/N %//N

)o keep in touch )o communicate with colleagues As a status symbol )otal

No. of Respondents

10% 5%

0%

0o ,eep in to'c( 0o co##'nicate )it( co$$ea-'es As a stat's s%#bo$ 0o be easi$% accessib$e

/5%

Inte&$&etation+ *rom the above analysis it is observed that 9/N of the respondents are using this service to communicate with their colleagues and %/N of the respondents are using it as a status symbol.

+,

Ta?#e<B ,. s it necessary to have a )elephone connection as part of your occupation1

Les Mo )otal

No0 of Res$on(ents ,@ +@ %//

!e&centage ,@N +@N %//N

5%

1es No

75%

Inte&$&etation+ *rom the above table it is observed that ,@N of the respondents said that it is necessary to have a telephone connection as a part of their occupation and +@N of the respondents said that it is not necessary as a part of their occupation.

+I

Ta?#e<C I. .ho has influenced you, in purchase decision towards ;arun motors (roduct0

2olleagues *riends *amily Members 6thers )otal

No0 of Res$on(ents 4/ -/ /@ /@ %//

!e&centage 4/N -/N /@N /@N %//N

No. of Respondents

5%

5% 30% 2o$$ea-'es *riends *a#i$% 3e#bers 4t(ers

60%

Inte&$&etation+ *rom the above table it is observed that -/N of the respondents said that they are influenced by the *riends to purchase decision of ;arun motors , 4/N of the respondents said that they are influenced by colleagues, @N of respondents said that they are influenced by family members, and @N of respondents said that they are influenced by others.

+9

Ta?#e<D 9. .hat is your opinion on the )ariff structure offered by ;arun motors 1

nexpensive "easonable ?xpensive )otal

No0 of Res$on(ents %/ 9/ // %//

!e&centage %/N 9/N //N %//N

No. of Respondents

0%

10%

6ne7pensive Reasonab$e "7pensive

50%

Inte&$&etation+ *rom the above table it is observed that 9/N of the respondents said that the tariff structure is reasonable, and %/N of the respondents said that it is inexpensive compared to others.

4/

Ta?#e<1E %/. 'o you face any problems in terms of connectivity and easy roaming in "ural areas 1

Mo )o some extent )otal

No0 of Res$on(ents I/ +/ %//

!e&centage I/N +/N %//N

No. of Respondents

10%

10%

1es No 0o so#e e7tent

/0%

Inte&$&etation+ *rom the above analysis it is observed that I/N of the respondents are not facing any problems in the rural areas, and +/N of the respondents are facing some problem to some extent.

4%

Ta?#e<11 %%. 'oes the time limit or grace period given to you to pay the bills or recharge cards

is sufficient to you1

Les Mo )otal

No0 of Res$on(ents 9@ /@ %//

!e&centage 9@N /@N %//N

5%

1es No

55%

Inte&$&etation+ *rom the above table it is observed that 9@N of the respondents said that they are sufficient with the time given in terms of bills and recharge cards, and /@N of the respondents said that the time limit is not sufficient. .

4+

Ta?#e<1 %+. Are you satisfied with the existing features offered by )ata ndicom 1

Les Mo )o some extent 2anCt say )otal

No0 of Res$on(ents ,@ // +@ // %//

!e&centage ,@N //N +@N //N %//N

No. of Respondents

0% 5% 1es 0% No 0o so#e e7tent 2an8t sa% 75%

Inte&$&etation+ *rom the above table it is observed that ,@N of the respondents are satisfied with the existing features offered by )ata ndicom, and +@N of the respondents are satisfied to some extent .

44

Ta?#e<1% %4. 'o you wish to have any new features in this service0 No0 of Res$on(ents %/ 9/ %// !e&centage %/N 9/N %//N

Les Mo )otal

No. of Respondents

10%

1es No

50%

Inte&$&etation+ *rom the above analysis it is observed that 9/Nof respondents said that they do not wish to have new features, and %/N of respondents would like to have new features.

48

Ta?#e<1) %8. Are you satisfied with the !uality of ;arun motors services being provided 1

)otal Les Mo )o some extent 2anCt say

%// No0 of Res$on(ents 9/ %/ // //

%//N !e&centage 9/N %/N //N //N

No. of Respondents

1es No 0o so#e e7tent 2an8t sa%

Inte&$&etation+ *rom the above analysis it is observed that 9/N of the respondents said that they are satisfied with the !uality of service provided by the company and %/N of respondents are not satisfied with the !uality of service .

4@

Ta?#e<1> %@. 'o you recommend this product to your friends or colleagues0

Les Mo 2anCt say )otal

No0 of Res$on(ents I/ +/ // %//

!e&centage I/N +/N //N %//N

No. of Respondents

1es No 2an8t sa%

Inte&$&etation+ *rom the above analysis it is observed that I/N of respondents said that they will recommend the product to their friends and colleagues and +/N of respondents said that they will not recommend to others.

4-

CONC9USIONS
-/N of the respondents are subscribers of )ata ndicom, and they are using post5paid service 8@N of respondents are in middle income group with average income of "s.@,///5 ,,///. ,/N of the respondents came to know about the ;arun motors from electronic media . I@N of the respondents are using this service as part of their occupation to keep in contact and communicate with their colleagues. -/N of respondents are influenced by the friends who appear to be the prime motivators in making their purchase decisions influence consumer behavior of the respondents. 9/N of the respondents believe the tariff structure is reasonable.

,@N of the respondents are satisfied with the existing features that are been provided by the )ata ndicom, to itCs post5paid, pre5paid users.

9@N of the respondents said that they are satisfied with the time limit given in terms of bills and recharge cards.

9/N of the respondents said that they are fully satisfied with the !uality of service been provided by the ;arun motors for its products.

-/N of the respondents said that they choose it as it is economically priced.

4,

SUGGESTIONS
;arun motors should create more awareness about its products and services .

;arun motors should increase coverage of its cellular services by installing more towers, and increase its coverage in semi5urban, and rural areas in the state.

)he service needs to be improved for further growth.

;alue added services like easy down loads of games, news, ring tones, and other triviaG should be introduced for the customers.

$pecial promotion schemes to be launched especially for the youth segment .

6nline billing should be introduced and regular bill updates to be provided through $M$ for the convenience of the customers . ;arun motors should focus on after sale services.

Ouality of service need to be further strengthened in terms of !uality of connectivity.

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FUESTIONNAIRE
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-I-9IOGRA!,7

-OOKS
Marketing Management 5 Marketing Management 5 (hilip Fotler.<%%th edition= pretice hall .illiam.E $tanton

'r.''.$harma.Marketing "ersearch $ulthan 2hand J 2o.Mew 'elhi5+//, #.$chiff man,2onsumer &ehaviour <-th edition=,(ernitile 3all of ndia Mew 'elhi %99, 2.".Fothari "esearch Methodology Manoj (rakasan,Mew 'elhi +///.

MAGAGINES
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