Overview of past thesis

Submitted by: Rahmath Rahman S4 MBA No: 32 On: - 13th Feb 2012 Submitted to: Prof. Jabir Moosa

PROJECT TITLE:A study on target marketing with reference to AIRTEL mobile communication among college students in MALAPPURAM district.

INTRODUCTION:Cellular phones have become the part and parcel of every human being. There has been a great increase in number of mobile companies and operators in India. New companies are entering in India. The number of mobile users is also increasing; it includes persons from all age groups. Among them students are exclusive users of mobile services.

OBJECTIVES: Primary Objectives:

To determine the factors that influences the college students in taking a particular mobile connection.

To rate various service providers on the basis of parameters like coverage, offer etc so as to determine the position of Airtel in relation to each of these parameters.

Secondary Objectives
To determine major reasons as to why students change their mobile connections. To determine frequency of recharge in a month. To determine the service provider whose recharge coupons are sold out more frequently than others among college students. To determine the service provider whose promotional activities are more effective in a particular locality.

 To find out the major events in colleges so as to associate promotion policies with it.

RESEARCH METHODOLOGY: Type of research: The study uses descriptive research to know the state of affairs as it exists at present. Population: The population of the study consists of college students and retailers in Malappuram district. Source of data: The study uses primary data via questionnaire and interview schedule. Secondary data are collected from journals , websites magazines and library book Sampling method: The study uses convenient sampling method. Sample size: The sample size chosen by the researcher is 150 college students and 50 retailers. Tools for analysis: The researcher has used percentages and ranking method as tools for doing analysis. Area of study: The area of study was Malappuram district. Limitations of the study: Sample size was limited. Prejudice of some respondents Difficulties in making respondents understand the purpose of the study.

 Time constraints

FINDINGS

Most of the students using their present connection have been using it for one year.

Most students are influenced by friends and family for choosing their particular connection. Majority customers consider coverage while selecting connection. Main reason for changing connection is low coverage. BSNL was ranked better for coverage. Vodafone was ranked first for offers and call charges. Airtel was ranked first for recharge facilities and brand name. Majority of retailers deals with all types of mobile connection.

SUGGESTIONS New youth oriented promotional activities should be introduced in local areas of Malappuram. Coverage should be increased as it is the prime factor considered for choosing connection. Airtel is required to introduce distinctive offers to compete with other operators.

CONCLUSION

Hence this study was a successful attempt to analyze various factors which influence the students while choosing a mobile connection. And also the study have met all its objectives in a clear manner.