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ON
SCHOLAR
SUPERVISOR
Sanam V S Srikar
(4131003)
(4131020)
Associate Professor
Vikas Sinhmar
(4131031)
SUBMITTED TO
TABLE OF CONTENTS
INTRODUCTION........................................................................................................... 3
REVIEW OF LITERATURE.............................................................................................. 4
OBJECTIVES OF THE STUDY.......................................................................................... 6
RESEARCH DESIGN...................................................................................................... 6
DATA ANALYSIS........................................................................................................... 7
CONCLUSION............................................................................................................. 22
RECOMMENDATIONS................................................................................................. 23
QUESTIONNAIRE........................................................................................................ 24
Introduction:
Marketing is a managerial process by which organizations, groups or individuals get what they
need and want by identifying, providing, communicating and delivering value to others and
marketing strategy is used to maximize limited resources of an organization to capture, grow and
retain the customer base which is created by market research based on consumer needs,
preferences and taking competitors strategies in consideration.[Philip Kotler: Marketing
Management].
This paper examines the relationship between influence of independent variables i.e.
advertisement modes (Tele, Newspaper, Internet based ads) and available channels (Recharge
shops, Online portals, Mobile apps) for product or service with dependent variable i.e. consumer
buying behavior. The sample sizes of 200 students as well as 50 recharge store owners in city
Kurukshetra, Haryana, India are involved in our research.
Findings of our study on Impact of marketing strategies on consumer buying behavior in
concern with telecom sector. demonstrate that consumer make purchase using the option which
is convenient to them rather which has been shown in advertisements and the influence of
various advertisement modes. It will involve whether synchronization can be done between
customers and marketers.
Because of increasing standard of life, today internet has become a necessary part of daily life.
When it comes to online marketing practices, the internet is the newest, fastest and one of the
most efficient ways of doing business. Corporate world is shifting from television ads to internet
based advertisements like video ads on YouTube, web banners, pop-up windows etc. Apart from
this the other preferable modes for marketing are advertisements, which are displayed on
prominent applications used in smart phones and text messages which are sent in collaboration
with the mobile service provider. Though the conventional medium like television, radio and
newspaper based marketing havent lost their charm.
Because of these changing trends, major players on internet like Google and Facebook generate
major portion of their revenue through publishing advertisements on their websites and on their
Smartphone applications on various platforms.
Review of Literature:
S.
No
Author Name
Year
1.
M.
2013
Maruthamuthu,
A. Rajamohan
Impact Of Promotional
Mix Strategies
2.
Caescu Stefan
Claudiu,
Constantinescu
Mihaela.
2012
3.
A.Talpau,
T.Vierasu.
2012
4.
Ramaswamy
Nandagopal,
Huong Ha
2012
Topic
Result
Reference
www.aygr
t.isrj.net
www.econ
papers.rep
ec.org
Online marketing
strategies- UK and
Romania.
www.web
but.unitbv.
ro/BU201
2/
Consumer attitude
towards mobile
advertising and its
impact on consumers
behavioral intention.
www.gcasa.com
On Consumers Online
Purchasing Behavior
5.
Ghulam
Shabbir Khan
Niazi et al.
2011
Effective advertising
and its influence on
consumer buying
behavior.
www.mpr
a.ub.unimuenchen.
de
6.
Gajo Vanka
2011
Corporate branding
effects on consumer
purchase preferences in
Serbian telecom market.
www.idea
s.repec.org
7.
Weckman,
2009
Customer buying
behavior: Algol
Technics.
www.thes
eus.fi
2009
International marketing
strategies in the
globalization era.
www.doaj.
org
2007
www.scie
ncedirect.c
om
1971
An attitudinal
framework for
advertising strategy.
www.gsb.s
tanford.ed
u
Nina
8.
Oana Simona,
RazvanMihail.
9.
Tomi
Dahlberg,
Niina Mallat,
Jan Ondrus,
Agnieszka
Zmijewska.
10.
Harper W.
Boyd,
Michael L.
Ray,
Edward C.
Strong.
Objectives:
5
Research design:
Sl.No
Parameter
Type
1.
Type of study
2.
Population
3.
Sampling unit
4.
Sampling technique
Judgmental
5.
Sample size
225
6.
Instrument
Questionnaire, Schedule.
7.
Data collection
8.
Technique used
Data Analysis
1. Below table is showing number of respondents, useful questionnaires and its
distribution to urban and rural area.
6
225
209
Urban
169
Rural
40
143
Self employed
15
Private jobs
45
PSU jobs
3. Age groups breakup of the respondents is shown in the table and chart below.
<20
56
20-25
123
25-30
23
>30
165
Female
44
11
Upto 12th
49
Upto Graduation
80
69
6. Frequency table below shows how many respondents use which companys mobile.
This breakup clearly shows that Samsung is the leading brand in the market followed by Nokia.
Name
Samsung
Nokia
Micromax
Apple
Blackberry
Others
Frequency
Percent
74
35.4
47
22.5
27
12.9
15
7.2
2.9
40
19.1
7. More than 50 % of our respondent were using only one SIM card.
Number of SIM Cards people keep
Frequency
10
127
71
8. The chart below represents the breakup of network service providers among respondents.
Name
Frequency
Percent
Airtel
63
30.1
Vodafone
40
19.1
Idea
18
8.7
BSNL
18
8.7
Tata Docomo
52
24.9
Reliance
2.4
9. The frequency analysis of usage of balance shows almost all the users use
balance for calls as main purpose and interesting fact is after that trend has shifted
from Messages to Data plans.
11
Purpose
Frequency
Percentage
Calls
200
95.7
Messages
54
25.8
Data Plan
148
70.8
Others
10. This frequency table shows factors you consider while choosing service provider
and it is visible that call rate and signal strength play key role while selecting the
network service provider.
Factor
Frequency
Percent
Call Rate
74
35.4
Data Plan
40
19.1
Signal Strength
69
33.0
11
5.3
Popularity of Brand
4.3
Others
2.9
11. As shown in the crosstab results below, single SIM cards usage is favored in
case of males which is nearly 60 % of the total both male and female population.
12
Male
Count
More
Total
101
55
165
% within SMEAN(Gender)
61.2%
33.3%
3.6%
1.8%
100.0%
% within
79.5%
77.5%
75.0%
100.0%
78.9%
48.3%
26.3%
2.9%
1.4%
78.9%
26
16
44
% within SMEAN(Gender)
59.1%
36.4%
4.5%
.0%
100.0%
% within
20.5%
22.5%
25.0%
.0%
21.1%
12.4%
7.7%
1.0%
.0%
21.1%
127
71
209
60.8%
34.0%
3.8%
1.4%
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
60.8%
34.0%
3.8%
1.4%
100.0%
SMEAN(HowManySimCards
DoYouUse)
% of Total
female
Count
SMEAN(HowManySimCards
DoYouUse)
% of Total
Total
Count
% within SMEAN(Gender)
% within
SMEAN(HowManySimCards
DoYouUse)
% of Total
12. This table shows that age group 20-25 is watching most advertisements and
almost 20 % people are more who are not watching advertisements than those who
are watching advertisements.
13
<20
Count
no
Total
37
19
56
% within SMEAN(Age)
66.1%
33.9%
100.0%
% within
43.5%
15.3%
26.8%
17.7%
9.1%
26.8%
42
81
123
% within SMEAN(Age)
34.1%
65.9%
100.0%
% within
49.4%
65.3%
58.9%
20.1%
38.8%
58.9%
19
23
17.4%
82.6%
100.0%
4.7%
15.3%
11.0%
1.9%
9.1%
11.0%
28.6%
71.4%
100.0%
2.4%
4.0%
3.3%
1.0%
2.4%
3.3%
85
124
209
40.7%
59.3%
100.0%
100.0%
100.0%
100.0%
40.7%
59.3%
100.0%
SMEAN(DoYouWatchAdvts)
% of Total
20-25
Count
SMEAN(DoYouWatchAdvts)
% of Total
25-30
Count
% within SMEAN(Age)
% within
SMEAN(DoYouWatchAdvts)
% of Total
>30
Count
% within SMEAN(Age)
% within
SMEAN(DoYouWatchAdvts)
% of Total
Total
Count
% within SMEAN(Age)
% within
SMEAN(DoYouWatchAdvts)
% of Total
13. With increase in age the percentage of people who are watching advertisements on TV is
decreasing and people with age group 20-25 watch most of the advertisements on TVs.
14
Crosstab
SMEAN(AccToYouWhichTypeOfAd
vtsAreMostEffectiveTV)
yes
SMEAN(Age)
<20
Count
no
Total
49
56
% within SMEAN(Age)
87.5%
12.5%
100.0%
% within
28.0%
20.6%
26.8%
23.4%
3.3%
26.8%
100
23
123
% within SMEAN(Age)
81.3%
18.7%
100.0%
% within
57.1%
67.6%
58.9%
47.8%
11.0%
58.9%
20
23
% within SMEAN(Age)
87.0%
13.0%
100.0%
% within
11.4%
8.8%
11.0%
9.6%
1.4%
11.0%
85.7%
14.3%
100.0%
3.4%
2.9%
3.3%
2.9%
.5%
3.3%
175
34
209
83.7%
16.3%
100.0%
100.0%
100.0%
100.0%
83.7%
16.3%
100.0%
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
20-25
Count
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
25-30
Count
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
>30
Count
% within SMEAN(Age)
% within
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
Total
Count
% within SMEAN(Age)
% within
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
15
14. As shown in table below within the group percentage of females who watch advertisements
is 10 % more than males and is nearly 91%.
Crosstab
SMEAN(AccToYouWhichTypeOfAd
vtsAreMostEffectiveTV)
yes
SMEAN(Gender)
male
Count
no
Total
135
30
165
% within SMEAN(Gender)
81.8%
18.2%
100.0%
% within
77.1%
88.2%
78.9%
64.6%
14.4%
78.9%
40
44
% within SMEAN(Gender)
90.9%
9.1%
100.0%
% within
22.9%
11.8%
21.1%
19.1%
1.9%
21.1%
175
34
209
83.7%
16.3%
100.0%
100.0%
100.0%
100.0%
83.7%
16.3%
100.0%
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
female
Count
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
Total
Count
% within SMEAN(Gender)
% within
SMEAN(AccToYouWhichTyp
eOfAdvtsAreMostEffectiveTV
)
% of Total
15. The below ables shows that females are males are nearly equal who use
balance primarily for making calls where as in case of messages females consume
more balance for sending text messages than males and both are also using
balance for data plans.
16
SMEAN(Gender) * SMEAN(AnyTwoPrimaryUseOfBalanceCalls)
Crosstabulation
Count
SMEAN(AnyTwoPrimaryUseOfBal
anceCalls)
yes
SMEAN(Gender)
male
female
Total
no
Total
158
165
42
44
200
209
no
Total
male
39
126
165
female
15
29
44
54
155
209
Total
male
female
Total
no
Total
122
43
165
26
18
44
148
61
209
16. Nearly 63% males and 81 % females suggests that endorsement by celebrity improves sales.
17
SMEAN(Gender) * SMEAN(DoYouFeelPromotionByCelebrityImproveSales)
Crosstabulation
Count
SMEAN(DoYouFeelPromotionByC
elebrityImproveSales)
yes
SMEAN(Gender)
no
male
105
60
165
36
44
141
68
209
female
Total
Total
17. Age group of 20-25 is the one which is mostly influenced by the celebrity endorsement and
age group above 30 is not in the favor of promotion by celebrity.
SMEAN(Age) *
SMEAN(DoYouFeelPromotionByCelebrityImproveSales)
Crosstabulation
Count
SMEAN(DoYouFeelPromotionByC
elebrityImproveSales)
Yes
SMEAN(Age)
Total
<20
35
21
56
20-25
89
34
123
25-30
16
23
141
68
209
>30
Total
no
18. Below shown table shows almost 70 % urban population are in favor of promotion by
celebrity where as in rural area, only 52% people are influenced with celebrity promotion.
18
SMEAN(Locality) *
SMEAN(DoYouFeelPromotionByCelebrityImproveSales) Crosstabulation
Count
SMEAN(DoYouFeelPromotionByC
elebrityImproveSales)
yes
SMEAN(Locality)
No
Total
Urban
120
49
169
Rural
21
19
40
141
68
209
Total
19. The below shown table explains the obvious fact that monthly recharge upto 10th and 12th
students is less than 500 where as trend is nearly reversed in case of graduates and master or
above masters respondents.
Total
100-200
200-500
>500
Total
Upto 10th
11
Upto 12th
12
18
14
49
Upto Graduation
12
35
28
80
33
23
69
26
42
84
57
209
20. Most of respondents who are upto 10th said they listen advertisements on FM radio, upto 12th
they suggested TV for the same though people in graduation or above they watched
advertisements on TV as well on internet based mediums.
19
aper
mobile
radio
magazine
hoardings
pamphlets
internet
apps
others
Upto 12th
22
12
Upto Graduation
34
10
29
36
22
94
19
24
61
Total
21. The below shown TV suggests that none of the qualification based group favored their
service providers on social network site.
SMEAN(Qualification) * SMEAN(DoYouEndorseYourServiceProviderOnSocialNetworkingSites)
Crosstabulation
Count
SMEAN(DoYouEndorseYourServicePr
oviderOnSocialNetworkingSites)
yes
SMEAN(Qualification)
Total
no
Total
Upto 10th
11
Upto 12th
15
34
49
Upto Graduation
25
55
80
19
50
69
61
148
209
20
22. Other than upto 10th students all qualification based groups said they feel annoyed with
promotional messages and calls.
no
Total
Upto 10th
10
11
Upto 12th
32
17
49
Upto
65
15
80
53
16
69
151
58
209
Graduation
Masters and
Above
Total
23. Graduates and above qualified age groups showed satisfied behavior where as mostly all
group favored neutral state.
SMEAN(Qualification) * SMEAN(OverallSatisfactionWithService) Crosstabulation
Count
SMEAN(Qualification)
Total
SMEAN(OverallSatisfactionWithService)
highly
highly dissatisfied
dissatisfied
neutral
satisfied
satisfied
Total
Upto 10th
11
Upto 12th
11
23
49
Upto Graduation
29
30
10
80
26
33
69
13
26
84
71
15
209
Conclusion
21
Our studies suggest that number of respondents, useful questionnaires and its distribution
to urban and rural area and since we have collected most of the data from the NIT
Kurukshetra thus most of the respondents are students.
The breakup of students shows that Samsung is the leading brand in the market followed
by Nokia and more than 50 % of our respondents were using only one SIM card.
The frequency analysis of usage of balance shows almost all the users use balance for
calls as main purpose and interesting fact is after that trend has shifted from Messages to
Data plans.
It is visible from the frequency tables that call rate and signal strength play key role while
selecting the network service provider.
Crosstab results suggested that single SIM cards usage is favored in case of males which
is nearly 60 % of the total both male and female population.
Our study shows that age group 20-25 is watching most advertisements and almost 20 %
people are more who are not watching advertisements than those who are watching
advertisements.
Also it was deducted that with increase in age the percentage of people who are watching
advertisements on TV is decreasing and people with age group 20-25 watch most of the
advertisements on TVs.
Our study showed that within the group percentage of females who watch advertisements
is 10% more than males and is nearly 91%.
Results showed that females and males are nearly equal who use balance primarily for
making calls where as in case of messages females consume more balance for sending
text messages than males and both are also using balance for data plans.
Nearly 63% males and 81 % females suggests that endorsement by celebrity improves
sales.
Age group of 20-25 is the one which is mostly influenced by the celebrity endorsement
and age group above 30 is not in the favor of promotion by celebrity.
We deduced from the studies that monthly recharge upto 10th and 12th students is less than
500 where as trend is nearly reversed in case of graduates and master or above masters
respondents.
Most of respondents who are upto 10th said they listen advertisements on FM radio, upto
12th they suggested TV for the same though people in graduation or above they watched
advertisements on TV as well on internet based mediums.
22
Results leads to a deduction that none of the qualification based group favored their
service providers on social network site.
Other than upto 10th students all qualification based groups said they feel annoyed with
promotional messages and calls.
Graduates and above qualified age groups showed satisfied behavior where as mostly all
group favored neutral state.
Recommendations:
Word of mouth and social networking sites are potential source of marketing
thus should be taken care of properly.
Refund policies and customer care departments should be both efficient and
effective.
Call rate is also as usual al time preferred factor while choosing service
provider. So it should be reasonable along with good signal strength.
QUESTIONNAIRE:
S.No:
Impact of marketing strategies on consumer behavior in Telecom Sector
Dear Respondent,
23
Balance transfer
ATM
24. Acc to you, reason behind less usage of online recharge service:
(1- Least Important, 2- Less Important, 3- Neutral, 4-Important, 5-Most Important)
1
2
3
4
5
Security
Complex Transaction
Lack of internet access
Unawareness
No extra benefits
==========================================================================
25. Do you watch full ads or skip them in between
a. Yes
b. No
If yes, proceed
If no, go to Question No: 28
26. How do you watch most of the advertisements: a. TV b. Newspaper
c. Radio
d.
Magazine e. Hoardings f. Pamphlets g. Internet h. Mobile apps i. Others_____
27. According to you which types of advertisement are most effective: (Select any two)
a. TV
b. Newspaper c. Radio
d. Magazine
e. Hoardings
f. Pamphlets
g. Internet
h. Mobile
i. Others________________
28. Do you feel promotion by celebrity improves sale:
a. Yes
b. No
29. Do you endorse your service provider on social network sites: a. Yes
b. No
30. Do you feel good when specifically you get promotional offers: a. Yes
b. No
31. Do you feel annoyed when you get promotional calls/messages: a. Yes
b. No
32. Do you feel the need of customized offers:
a. Yes
b. No
33. Do you think there should be referral bonus: a. Yes
b. No
34. Are you satisfied with their refund policy in case of conflict:
a. Yes
b. No
35. Do they take any feedback:
a. Yes
b. No
36. Experience: (1- Highly Dissatisfied, 2-Dissatisfied 3-Neutral 4-Satisfied, 5-Highly
Satisfied
1
2
3
4
Thank You.
26