Project Report

ON
[ THE COMPANY NAME : APPCO]

SUBJECT

Research Study of Consumer Behavior in Postpaid Customer Segment

DIRECT MARKETING AS PRACTICES

Prepared By:

CHAITANYA R. PATIL
IIIrd Module MMS (2011-2012) MUMBAI INSTITUTE OF MANAGEMENT AND RESEARCH(MIMR),WADALA(E),MUMBAI

Submitted to:

Acknowledgement
I would like to acknowledge and extend my gratitude to the following persons who have made the completion of this project possible: First of all I would like to thank our Project Coordinator Prof. VARAHAN SIR for his great help. As he is being my Project Coordinator he provided me very necessary and important guidance and support until the submission of my project. Secondly, I would like thank Prof. BERRY SIR, to provide us such a very exiting opportunity and for their good help to provide a better coordination and control among all the activities related to completion of the project. Again I would like to thank all the members of our Placement Cell to help me and other students to get placed in good and reputed company for the Summer Project. I also thank to Mr. NADEEM KHAN Sales Manager APPCO Marketing (India) Pvt. Ltd., to provide me right kind of training and information helpful to my project. I also thank all my Seniors and Friends to give me proper guidance and support for preparing the Project. Lastly, I would like to be very thankful to the whole Family of MIMR for their continuous effort in making the whole Project Activity very much learning and Interesting.

Table of Contents
2

1. Introduction
1.1 1.2 1.3 1.4

Explanation about the Topic in brief (i.e. Consumer Behavior) Reasons for selecting the Topic Importance of the Topic to the company Learning from the Topic

2. Organization Profile
2.1

Company History 2.1.1 Formation of the company 2.1.2 Scope of products and services 2.1.3 Collaborations 2.1.4 Head Office and Branches 2.1.5 Organization Chart

3. Research objectives and Scope of Research project

3.1 3.2 3.3

Problem definition Objectives of the Research project Product Scope

3

4. Research Methodology and Limitations

4.1 4.2 4.3 4.4 4.5 4.6

Research Design Hypothesis Sampling Plan Sample size determination Data collection Instrument Research Limitations

5. Analysis, Interpretation and Presentation

5.1 5.2 5.3

Method to be Adopted Analysis of Question Interpretation

6. Conclusion and Suggestions

7. Limitations

Annexure

 Bibliography

Chapter - 1

INTRODUCTION

1.1 The Topic

Research Study of Consumer Behavior in Postpaid Customer Segment Consumer Behavior:

Consumer Behavior is the study of how individuals, groups and organization select, buy, use and dispose of goods, services ideas or experience to satisfy their needs and wants.
-

By Philip Kotler.

Marketer must fully understand both the theory and reality of Consumer Behavior. A consumers buying behavior is influenced by cultural, social and personal factors. Cultural factors exert the broadest and deepest influence. 1. Cultural Factors Culture, subculture and social class are particularly important influences on consumer buying behavior. Culture is the fundamental determinant of a persons wants and behavior. The growing child acquires a set of vales, perceptions, preferences and behaviors through his or her family and other
6

key institutions. A child growing up in the United States is exposed to the following values: achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external comfort, humanitarianism, and youthfulness. A child growing up in a traditional middle-class family in India is exposed to the following values: respect and care for elders, honesty and integrity, hard work, achievement and success, humanitarianism, and sacrifice. 2. Social Factors In addition to cultural factors, social factors such as reference groups, family, and social roles and statuses affect the process of buying behavior. a) Reference Groups: A persons reference groups are all the groups that have a direct (face-to-face) or indirect influence on their attitudes or behavior. Groups having a direct influence are called membership groups. Some of these are primary groups with whom the person interact fairly continuously and informally, such as family, friends, neighbors, and coworkers. b) Family: The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two families in the buyers life. The family of orientation consists of parents and siblings. From parents a person acquires an orientation toward
7

religion, politics, and economics and a sense of personal ambition, self-worth and love.

c) Role and Status: A person participates in many groups family, clubs and organizations. Groups often are an important source of information and help to define norms for behavior. We can define a persons position in each group to which he belongs in terms of role and status. A role consists of the activities a person is expected to perform. Each role carries a status. A senior vice president of marketing has more status than a sales manager, and a sales manager has more status than an office clerk. 3. Personal Factors A buyers decisions are also influenced by personal characteristics. These include the buyers age and stage in the life cycle; occupation and economical circumstances; personality and self-concept; and lifestyle and vales. Because many of the characteristics have a very direct impact on consumer behavior, it is important for markets to follow them closely. a) b) c) Age and stage in the life cycle Occupation and economic circumstances Personality and self-concept
8

d)

Lifestyle and values

Key Psychological processes

The starting point for understanding consumer behavior is the stimulusresponse model. Marketing and environmental stimuli enter the consumers consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase and decisions. The marketers task is to understand what happens in the consumers consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key psychological processes1. Motivation 2. Perception 3. Learning 4. Memory - fundamentally influences consumer responses.

Key Psychological Process

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1.2 Reason for selecting the Topic

Customer is a king of Market. There was a time years ago, whatever the seller produces, he sells in the market and the customer has to buy the same. But in the current scenario due to the keen competition in the market, the situation has changed. Now seller has to produce what customers want, to sustain in the market. In the same way to know what customers want, one has to observe the behavior of the customer. This is the reason why this topic is given importance for selection. Once marketer understands the mentality, thought process and reaction for certain product, he can easily grab the market share. Sales are largely bases on the Customers then the product and services offered by the marketer. The study of consumer behavior helps in (1) Product Development and Improvement (2) Launching of new Product (3) Deciding and targeting to particular Market Segment (4) Estimating Advertisement and branding Budget.

1.3 Importance of the Topic to the company

There are mainly two important Assets for any marketing company, i.e. customers and clients. Such companies need to understand the customers behavior toward the brand they are marketing for. Such a Cobra Group also understands the same and hence study of Consumer Behavior is very much important for the company.

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2.1 COMPANY HISTORY 2 Chapter 2.1.1 Formation of the company

ORGANISATIONAL PROFILE

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APPCO Southeast Asia's Leading Face-to-face Marketing Experts

TURNKEY OUTSOURCED SOLUTIONS TO TAKE BRANDS DIRECT TO CHOSEN TARGETS.

Established in Southeast Asia since 1995, the APPCO Group is a market leader in providing a turnkey outsourced solution for companies who wish to engage in Personal Selling or Sales Promotion activities. As Face-to-face Marketing experts, we provide the strategy consultation, the method and the fulfillment to enable our clients to take their brand, product or services direct to their chosen customer. The APPCO Group operates throughout Southeast Asia, including Malaysia, Singapore, Thailand, Indonesia, India and Philippines. And has a valuable collective resource of over 1,000 full-time personnel, all highly skilled

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and trained in sales and promotional work. The APPCO Group is a member of the Cobra Group, which is internationally established in 20 countries.

The benefits of working with APPCO

APPCO is a market leader in the Face-to-Face Marketing Industry. Major companies and corporations appoint APPCO for our expertise and ability to deliver measurable results.
Cost on Acquisition Model

APPCO operates on a Cost on Acquisition model.

Sales training

APPCO provides detailed and comprehensive sales training to all levels of Sales Teams.
Brand building

Trademarked as the 'Human Commercial ', APPCO's sales team is trained to carry your brand and message to your chosen customer. Sales marketed through branded 'event sites' also work in increasing brand awareness and presence.
Volume sales

APPCO is exceptionally skilled and has vast experience in high volume, transactional sales. APPCO can deploy a scalable nationwide sales force for a client within months.

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What is APPCOs Turnkey Solution?

APPCO's Turnkey Solution is a comprehensive strategy to answer all your Personal Selling or Sales Promotion needs. Whatever your chosen target markets, we provide the following Turnkey Solutions to obtain optimum measurable results. APPCO Turnkey Solution Step 1: Strategy Consultation Strategy Consultation is our two-pronged approach to deciding on the best course of action for your brand, product or service or whether you need to build, replace or complement your existing sales force. Step 2: Selection, Training and Management Once we've decided on a suitable course of action, we move on to the selection, training and management of a face-to-face sales team. APPCO has an extensive Sales Force thought out SE Asia all full time and highly skilled in all aspects of face-to-face marketing.

Step 3: Execution
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The right avenue to the customer The third step of our Turnkey Solution is determining the best and most effective avenue to approach your targeted market. APPCO is highly experienced in taking specialized marketing programmes directly to the customer via face -to face Residential, Business or Event marketing routes. Step 4: Measurable Results The final step involves obtaining, collating and disseminating measurable results for all marketing programmes. APPCO guarantees results and these are measured through Sales, Lead Generation, Data Collection and Completed Questionnaires depending on the specific client requirements.

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2.1.2

Scope of product and services

APPCO is marketing based company. It is working in this field since1995. APPCO has been marketing for more than 50 clients (company). All the clients are broadly classified in 5 categories by the company. They are as follows: 1) Financial Clients 2) Telecommunication Clients 3) FMCG Clients 4) Charitable Organization 5) Other Industries

1. Financial clients:
With a vast experience spanning 10 years, our Financial Services arm runs as a specialized division within the Group, working with some of the largest international financial institutions like Standard Chartered Bank and HSBC. Our typical Routes to Market for financial services corporate sales include:

B2B Business-to-Business marketing Event marketing

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Experience in Corporate Sales:

Corporate Credit Card marketing Corporate Charge Card marketing Business loans

Clients they have worked with:

Standard Chartered Bank HSBC American Express (AMEX) Citibank ABN Amro Bank United Overseas Bank (UOB) AmBank Development Bank of Singapore (DBS)

2. Telecom Clients:
With a vast experience spanning 10 years, our Telecom arm runs as a specialized division within the Group. Our typical Routes to Market to targeted customers include:

Residential door-to-door marketing Neighborhood residential events Event marketing

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Experience in Consumer Sales:

Consumer post paid mobile line sales, including 3G Consumer internet/Broadband sales Wireless Internet sales including HSDP Home fixed line and related services Consumer IDD discount sales

Clients they have worked with:

TATA INDICOM Telekom Malaysia TM Net Maxis Celcom Digi Time Telecom SingTel SingNet StarHub Pacific Internet

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3. FMCG clients:

For the FMCG sector, APPCO provides skilled manpower to assist with brand or product promotions, demonstrations and sales. APPCO scope of work

Super market sampling and trial of product Street promotions Shopping-centre promotions Event and trade show promotions

Clients weve worked with:

Unilever Red Bull Nestle F&N

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Walls Dumex

4. Charitable organization: The APPCO Group has established a specialized division called Support Direct to assist charities and non-profit organizations to create awareness for their work and to raise much needed funds. Charities they have worked with: UNICEF Thailand (United Nations Child Fund) UNICEF Indonesia WWF Malaysia (Worldwide Fund for Nature) WWF Indonesia The National Heart Foundation of Indonesia The National Heart Foundation of Singapore MAKNA (Majlis Kanser Nasional) NKF (National Kidney Foundation of Malaysia) The BUDIMAS Charitable Foundation- Malaysia Club Rainbow Singapore Singapore Cancer Society EMCC (Eagles Mediation and Counseling Centre Singapore )

21

4. Other Industries: All programs are tailor-made for different industries and sectors whether you are an established corporation seeking a large scale marketing program or an SME looking to do a small test market of your product or service, we can lend our skills to anyone who requires a face-to-face sales force targeted towards consumers or businesses. Other clients they have worked with:

Alarm companies Satellite TV companies Cable TV companies Hospitality and leisure outlets Energy Companies (Gas and electricity) Utility Companies

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2.1.3

Collaborations

The APPCO Group is a member of the Cobra Group, which is internationally established in 20 countries. Under the head of collaborations, APPCO gets collaborated with all their Clients got collaborated with APPCO, being the client. TATA INDICOM got collaborated with APPCO for its Postpaid Sales Division. After 1 year of hiring Services for Sales and marketing activity with APPCO, TATA INDICOM closed its Direct Sales Agent (DSA) Department because what ever its DSA sales in a weak APPCO provide that much sales in a day. This is how APPCO collaborate and provide the performance with their tailor-made techniques of marketing. If there is any company who does not fall in the four above mentioned categories, it is also to be treated specially and according to product and selling process APPCO design the selling and marketing system.

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2.1.4

Head office and Branches

Head office (worldwide)

The Cobra Group Studio 320, Highgate Studios 53-79 Highgate Road London NW5 ITL United Kingdom

Head office (India)

Appco Marketing India Pvt. Ltd. B 27/302 3rd Floor Commerce Centre, Bhd Crystal Plaza, New Link Road, Andheri W, Mumbai 400053

Head office (Malaysia)

Appco Sdn Bhd Lot M-1, Mezzanine Floor Block B, HP Tower No. 12, Jalan Gelenggang Bukit Damansara 50490 Kuala Lumpur

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Head office (Singapore)

Appco Pte Ltd 34B Circular Rd Singapore 049390

Head office (Indonesia)

PT Appco Direct Deutsche Bank Building Suite 801 Fl. 8, Jl Imam. Bonjol No 80. Jakarta Pusat

Head office (Thailand)

APPCO Limited 159, Serm-Mit Tower Floor 17, Unit 1703/2-3 Sukhumvit 21 (Asoke) Road North Klong Toey, Wattana Bangkok 10110

Head office (Philippines)

Appco Direct Intl Inc. Regus Office Suites 27th Floor, Tower 2 The Enterprise Center No. 6766, Ayala Avenue Corner Paseo de Roxas Makati City 1

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Organization Chart

All over the world APPCO follows the same organizational structure, shown bellow, followed by the MUMBAI Branch.

The figure bellow is the Organizational Chart for the MUMBAI Branch of the Appco.

Chapter -

3 Research objectives & 26 Scope of Research project

27

CH-3

Research objectives &

Scope of Research project

Introduction: Research always starts with a question or a problem. Its purpose is to answer to questions through the application of the scientific methods. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies. Once the problem is defined properly then one can easily chalk out the Objectives for the research.

3.1 Problem Definition

A problem well defined is half-solved Poorly defined problems create confusion and do not allow the researcher to develop a good research design. The first step in research is formulating a research problem. It is the most important stage in applied research as poorly defined problems will not yield useful results.

28

It may be mentioned that the problem formulation from the researchers point of view represents translating the management problem into a research problem. In order to formulate an appropriate research problem on the basis of a management problem, it is necessary to have a meaningful dialogue between the researcher and the manager. Without a meaningful dialogue, the problem is likely to be defined poorly. The research carried out on that basis will hardly have any value for the management. After a problem has been chosen, the next task is to formulate it precisely. This too needs a good deal of care on the part of marketing researchers. Formulation implies a clear statement or definition of the problem. A complete problem definition must specify each of the following: 1. Sample and sampling units 2. Time and space boundaries 3. Product features, and consumer preferences 4. Specific environmental conditions Taken together these four aspects identify who, when, where, and what of the research. Here at APPCO my research project was undertaken with its Client TATA INDICOM. With the respect of the respective head under Problem Definition my research project is defined as follows:

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Research Study of Consumer Behavior in Postpaid Customer Segment

30

3.2 Objectives of the Research Project

The subject matter for this research Project is to study the behavior of the customer regarding the Post paid connections offered by TATA INDICOM in MUMBAI. This project consists of different objectives. They are as follows:

To know the test and preferences of consumer for the Postpaid products

To know the current market share of Postpaid connections

To measure the customer satisfaction regarding the post paid connection

To understand the reaction of consumers by listening to the Brand

To know the sex ratio of TATA INDICOM users

To know the current market player and competitors

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 To study the customers thought process

32

3.3 Product Scope

Scope of TATA INDICOM postpaid Product marketed by APPCO: Appco had started Marketing and sales for TATA INDICOM from

2004 from Mumbai. Appco successfully hit the market in the postpaid sector.
Right now Appco is marketing for TATA INDICOM in MUMBAI, Chennai, Calcutta and Bangalore. In all this regions Appco is running very successfully due to their strategic marketing methods. Appco is now focusing towards Delhi, Ahmadabad, Punjab and other regions of Maharashtra. For this further development Appco has conducted recently the test marketing in Ahmadabad and Sholapur. The results ware satisfactory for the test marketing conducted at these areas.

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Chapter -

4 Research Methodology & Limitations

34

Ch-4 Research Methodology & Limitations

4.1

Research Design:
Research Design is the plan, structure and strategy of investigation

conceived so as to obtain answers to research questions and to control variance. Descriptive Research The type of research Design for this Research Project is Descriptive Research. Under the head of the Descriptive Research this project is based on the cross sectional studies. The cross sectional studies are of two types: 1. Field studies 2. Surveys This research is based on the surveys. The complete research design is formulated with the following steps: 1. Identify and define the problem
35

2. 3. 4. 5. 6. 7. 8.

Choice of Research Design Determining sources of Data Designing data collection Forms Determining sampling design and sampling size Organizing and conducting the field survey Processing and analyzing the collected data Interpretation and conclusion

4.2

Formulate a Hypothesis:
Conventional approach to hypothesis testing is to set up two hypotheses

instead of one in such a way that if one hypothesis is true, the other is false. Two hypotheses, for this research, are as follow:
1. 2.

Null Hypothesis H0: Customers are satisfied. Alternative Hypothesis HA: Customers are not satisfied.

4.3

Sampling Plan
4.3.1 Type of sampling method adopted Stratified random sampling A stratified random sample is one where the population is divided into

mutually exclusive and mutually exhaustive strata or sub-group and then a

36

simple random sample is selected within each of the strata or sub-groups. Thus, for the purpose of this research project, the population of MUMBAI is divided in to the sub-groups on the basis of their income level. And from each strata 10 samples are drawn or tested.

37

4.4

Sample size determination

Practical method According to this approach, a sample size of less than a few hundred units

is not chosen. This is because when a field survey is undertaken, interviewers are appointed, trained and asked to conduct field investigations. Since all this would cost substantially, it would not be worth it for the marketing researcher if only a small sample is chosen. In light of this method the sample size was decided to be 10 samples for each strata or sub-groups.

4.5

Data collection Instruments

There are two main methods by which primary data can be collected are:
1.

Observation

2. Communication Observation Observation is one of the methods of data collection. It is used to get both past and current information. For example, instead of asking respondents about their current behavior, we may observe it and record our observations. Although it is not possible to observe past behavior, we may observe the result of such behavior. In a way, secondary data reflect the results of the past behavior of people as also of past occurrences.
38

Communication The communication method, in effect, is the method of designing questionnaires with a view to collect the requisite information.

Instruments From the above both data collection method, Questionnaire

(Communication method) is selected as the instrument for collecting the data as the respondents are directly interviewed by the researcher. The same questionnaire is attached as an annexure to this report. Questionnaire Design: From basic aspects of measurement and meaning, we proceed to their application in designing the instruments for seeking and recording data. Data may be obtained by either observing or asking for them, and forms are needed for field used in observation and interviewing. The accuracy and relevancy of the data gathered depend heavily on the questionnaire. Function of questionnaires: Questionnaire is simply a formalized schedule to obtain and record specified and relevant information with tolerable accuracy and completeness. In other words, it directs the questioning process and promotes clear and proper recording.

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Steps for developing a Questionnaire

4.6 Research Limitations:

One must be aware of these limitations in advance so that one is clear about what Research can and cannot do:

40

 First, very many times, marketing research tends to be fragmentary in its approach as a result of which it becomes difficult to have an overall perspective in which a marketing problem is to be viewed and studied.

Second, marketing research is criticized on the ground that it becomes too superficial and faulty in industry. While the principles of marketing research are good based on scientific lines, in industry, marketing research is very often used by those who have had no formal training in the subject. Such persons avoid using detailed investigations and sophisticated techniques which require both time and patience on the part of marketing researchers.

Third, there is an absence of a meaningful dialogue between the marketing management and the marketing research team. As a result, marketing researchers get divorced from the main stream of marketing. This denies them any opportunity to think that research is the be all and end all. This attitude further reduces the utility of research to the management.

Fourth, marketing research is not an exact science. There are several imponderables which come in the way of getting accurate results.

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Chapter -

5 Analysis, Interpretation & Presentation

42

1. Do you have mobile connection?

Objective: To know whether the person have any mobile connection or not. Table:

Base 200 respondents

Graph:

Mobile Users
YES NO

Interpretation:

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According to research out of 200 respondents 172 are using mobile phones and rest 28 are not using.

Percentage of mobile users are 86% and that of not using mobile are 14% It shows very big difference between the two figures for using and not using mobile. This also shows the mobile popularity as one of the regular gadgets of human life.

2. Which Cellular Connection is currently used?

Objective: to know the cellular connection most preferable by the users. Table:

Base 200 respondents

Graph:

CONNECTIONIN US E
4% 8% AIRTEL BSNL 25% 24% 17% 22% VODAFONE IDEA RELIANCE TATA INDICOM

44

Interpretation:

According to research out of 200 respondents 50 are using TATA INDICOM cellular service and it is the highest among the all cellular services.

Percentage of TATA INDICOM users are 25% and that shows the brand popularity in the market.

Reliance is the least used by the respondents that of 8 respondents comes to 4%.

3. Are you using Prepaid or Postpaid?

Objective: To know whether the person is using prepaid connection or post paid one. Table:

Answer Pre-paid Post-paid

No. of Respondent 181 19

Percentage 90.5% 9.5%

Base 200 respondents

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Graph:

10%

Pre-paid Post-paid

90%

Interpretation:

According to research out of 200 respondents 191 are using Prepaid services and rests 19 are using Postpaid.

Percentages of Prepaid users are 90.5% and that of postpaid users are 14%.

It shows very big difference between the two figures for using and not using mobile.

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4. How much is your Monthly Expenditure on mobile phone?

Objective: To know how much a person spending on mobile recharges and bills. Table: Answer < 150 150-350 350-500 > 500 No. of Respondent 48 44 76 32 Percentage 24% 22% 38% 16%
Base 200 respondents

Graph:

16%

24%

<150 150-350 350-500

38%

22%

>500

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Interpretation:

According to research out of 200 respondents highest users fall in to the category of monthly expenses among 350-500 that is 78 users and their percentage is 38%

It shows that the average expanses of the mobile users are among 350-500.

5.

Rating of TATA INDICOM services over some parameters.

Objective: To know which kind of services customers likes most . Table: Features Rank Rank allotted 3(average) 64 32 31 25 75 22.7

1(best)

Coverage 10 Call Charges 60 Roaming Facility 93 Schemes 66 Customer care 5 Percentage 23.4 Base 200 respondents

2(good) 25 48 59 89 25 24.6

4(poor) 53 38 11 15 30 14.7

5(worst) 48 22 6 5 65 14.6

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Graph:

Interpretation:

According to research out of 200 respondents the Overall ratings comes to the end that TATA INDICOM is Good at its services overall.

Average percentage comes Highest was 24.6 for Rank 2 i.e. Good.

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6.

Since from the Respondent is using TATA INDICOM?

Objective: To know how much Cellular Service Switcher the respondent is. Total no. of Respondents using TATA INDICOM are 50. Table: Answer < 1month 1-3 months 3-6 months > 6 months No. of Respondent 5 14 26 5 Percentage 10% 28% 52% 10% Base 200 respondents

Graph:

50

Interpretation:

According to research out of 200 respondents 50 are using TATA INDICOM out of that there are 26 respondents who Says that they are using TATA INDICOM Since 3-6 months. This is the period in which the maximum respondents has fall.

51

Chapter -

6 Conclusion & Suggestions

52

Conclusion
For TATA INDICOM We can see from the Consumer Research that most of the respondents are using TATA INDICOM but they are just using it because it is available in the market at the affordable and comparative Prices. Another Reason for the Maximum sales is APPCO. Marketing Experts at APPCO are very much trained that they can go at any door and can sell the product. What ever the sales generated by the DSA Department of TATA INDICOM in a week, APPCO provides in a day only. If we look at to the survey research one can find that TATA INDICOM is not the best Cellular service provider in India because apart from the basic cellular services and the tariff plans, its not good at any point. Because most of the respondents have rated it as average more. And of course the survey research always reflects the truth. The average rating for the company is being Good. Some respondents commented that TATA INDICOM is very worst at Coverage and Customer care Support.

53

For APPCO APPCO has very well marketing network all over the world and in the same way the company is also performing well. We can measure the performance of the company on the basis of the satisfaction realized by the client company. If the clients are happy with the services provided by the APPCO then we can say that the company is well in its performance. And of course clients in India and abroad are very much happy and satisfied by the marketing and advertising services of the company. In fact the TATA INDICOM has closed its DSA department for post paid because of the good sales realization from APPCO.

APPCO is also engaged in India for the sales and marketing of Finance and charity products offered by the clients. They are also satisfied with the services provided by company.

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Suggestions

For TATA INDICOM

o

Well I suggest TATA INDICOM to increase the Quality and Capacity of both, cellular services as well as other related services such as Customer care support and roaming etc.

Company has got a good span over Indian Market but they need some more investment on the above suggested topics to sustain NO.1 in the market.

TATA INDICOM is running successfully in Indian market so it can diversify its business to other countries by the way of mergers and amalgamations.

For APPCO
o

APPCO is outstanding at its services but still they have to improve at the point of Training and Development of their Marketing People
55

because APPCO performing outside India has got well trained Human Resource so that it can meet the requirements of the corporate sales.

o APPCO is selling and marketing the products and services of only 3 types of clients in India and India is Basket of so many Indian and foreign Brands. Thus APPCO can do marketing activity for so many brands.

The incentive structure of APPCO is not favorable for Indian Market because it only provides the Incentives to the marketing people for the sales generated by them. So they need to revise the Salary and Incentive structure and form it according to the requirements of the Indian sales persons.

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57

Questionnaire
for Study of Consumer Behavior in Postpaid Customer Segment

Personal Information:
A. Full Name:___________________________________________________ B. Contact NO.:________________
C.

Mob:__________________

Sex:

Male

Female

D. Occupation: Student Job Business Housewife Retired Unemployeed

E. Monthly Income:_______________

Details about TATA INDICOM:

1. Do you have any mobile connection? Yes No 2. How many mobile connections do you have? 1

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2 3 >3

59

3.

Are you using prepaid / postpaid connection? Pre-paid Post-paid

4.

Which Mobile connection currently using? TATA INDICOM Idea BSNL Reliance Vodafone

5.

Since from you are using TATA INDICOM? (If any) < 1 month 1 3 months 3 6 months > 6 months

6.

Rating of TATA INDICOM services over some parameters. 1 i) ii) iii) iv) v) Coverage Call Charges Roaming Facility Schemes Customer Care
1=best 2=good 3=average 4=poor 5=worst

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7.

How much is your Monthly expenses on Mobile Phones? < 150 150 350 350 500 > 500

8.

In future do you wish to buy TATA INDICOM Post paid? Yes No

9.

Any special comment or suggestion for TATA INDICOM: ____________________________________________________________ ____________________________________________________________ __

Date: ___/___/_______ Signature Place: ______________

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Bibliography

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BIBLIOGRAPHY

Books Marketing Research G. C. Beri

Research Methodology C. R. Kothari

Principles of Marketing Philip Kotler Websites:

http://www.google.com http://www.TATA INDICOM.in

http://en.wikipedia.org

Other Marketing research related sites.

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