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A

PROJECT REPORT

On

“STUDY OF BUYING BEHAVIOUR OF RELIANCE INDIA MOBILE, IN

PATNA (BIHAR)”

In PATNA REGION

SUBMITTED TO

UNIVERSITY OF PUNE

FOR THE AWARD OF THE DEGREE

BACHELOR OF BUSINESS ADMINSTRATION

SUBMITTED BY:- GUIDED BY :-

Mr. VARUN KUMAR Prof.VAISHALI SHETH

THROUGH

THE PRINCIPAL

SINHGAD COLLEGE OF ARTS & COMMERCE

NARHE, PUNE-411041

2010-2011



SINHGAD COLLEGE OF ARTS & COMMERCE

NARHE, AMBEGAON, PUNE- 411041

DEPARTMENT OF BBA

CERTIFICATE

This is to certify that Mr. VARUN KUMAR of T.Y.B.B. A has Satisfactory

completed the project report in the subject of “Study of Buying Behavior of

Reliance India mobile, Patna (Bihar)” as laid down by the Pune University.

Year : 2011Sem : T.Y. B.B.A (Sem-VI)Seat No: 22Place : Pune

Principal‟s Signatur e

(Dr. K.V. BACHUTE)

Internal Examiner‟s Signature External Examiner‟signature



ACKNOWLEDGEMENT

I take this opportunity to express my gratitude towards those,whose guidance and cooperation has helped me immensely during the completionof my project. This project bears the imprint of many persons who are directlyand indirectly involved in this survey project.

I would like to thank our principal Dr. K.V. BACHUTE of Sinhgad College of Arts & Commerce for his guidance, encouragement and support.

I would also like to thanks our coordinators Mrs. Vaishali sheth for my internalproject guide, staff and non staff, faculty, our librarian, who have always been a

support and gave suggestion, have contributed a lot to this project.

Once again I express my sincere thanks and gratitude to the above stated personswho have helped me directly or indirectly.

(Mr. Varun Kumar)



DECLARATION

I here by declare that this project report entitled “Market Study of Buying

Behavior of Reliance India mobile, Patna (Bihar)” has been carried out by own

work and under the guidance of my faculty guide Mrs. VAISHALI SHETH.

This report neither full nor in part has ever been submitted for award of any other

degree of either this university or any other university.

Date:-

Place: - PUNE (Mr. Varun Kumar )



INDEX

CHAPTERS PATICULARS PAGE

NO.(FROM -TO

1.

2.

3.

4.

5.

6.

CHAPTER I

INTRODUCTION

Research Area

Objectives Placed

(a) Primary Data

(b) Secondary Data

Objectives Achieved

Hypothesis of the Study

Research Methodology & Research Plan

(a) Primary Data Collection Sources

(b) Secondary Data Collection Sources

Limitation of the Study

CHAPTER II

History

Awards

Marketing Mix: „P‟s” Details

Organizational Structure

Any Other Relevant Information

CHAPTER III

APPLICATION OF THEORY

CHAPTER IVANALYSIS OF DATA

Question

Tabular Representation

Interpretation

CHAPTER V

FINDINGS & CONCLUSIONS

CHAPTER VI

Suggestions and Recommendations

Bibliography Annexure



Chapter-1

Introduction



INTRODUCTION :-The name Reliance is synonymous with success, a story

as unique as which built the Reliance empire. It is a story of dreams becoming

reality, of vision igniting passion, and an Indian enterprise transforming itself into

a global conglomerate.

It covers the entire energy value chain, and continuing on through refining,

petrochemicals, chemical intermediates and textiles. Reliance is the first and

only private sector company from India to feature in the 2005 Fortune Global

500 list of the 'World's largest Corporations' for the second consecutive year. It

ranks amongst the world's top 200 companies in terms of profits

.

In March 2005, Reliance won the 'International Refiner of the Year' award at

the World Refining and Fuels Conference's annual awards in San Francisco.

Reliance is the first Asian company to win this award in the award's 20-year

history.

This award is a testimony to Reliance's commitment to serve the growing needs of

the Asian region by adopting new refining technology, by its tremendous capacity

creation, and through its concerns for the environment.

In the same year, Reliance emerged as 'Asia's Best Chemical Company' in Global

Finance Magazine's seventh annual survey of the World's Best Companies.



Research area:-

TO STUDY THE BUYING BEHAVIOUR OF

RELIANCE INDIA MOBILE IN:-

PATNA (BIHAR)

The research area is located:-



OBJECTIVES:-

The objectives of this study are as follows:-

1) Primary objectives 2) Secondary objectives

(1)PRIMARY OBJECTIVES

1) A project report on study of buying behavior of Reliance India Mobile.

2) To understand the perceptions of customers about brand.

(2) SECONDARY OBJECTIVES

1) To study the strength and weakness of Reliance India Mobile.

2) To find out the areas of lacking.

3) To find out difficulties aspect of market.

4) To know the performance of Reliance India Mobile.

5) To determine level of customer satisfaction.

ACHIEVED OBJECTIVES:- The researcher has tries to achieve all the stated

Objectives to the maximum possible extent.



HYPOTHESIS OF STUDY

All respondent are RIM users.

RIM is the most favorite among the users.

The study covers a partial market of the company.

All respondents have the knowledge of operating mobile.

All RIM users are having GPRS enabled in handsets.



RESEARCH METHODOLOGY :-

Research methodology is used to find new fact and knowledge. The purpose of

research is to discover answer to questions through the application of scientific

procedures of collecting data.

Sources of Data collection

1. Primary Data:

Primary data are those, which are collected by the research himself for first time &

they are original in character. For this research primary data were collected through

questionnaire. A questionnaire consists of a number of questions printed or typed

in a form or set of forms. The primary data for this project has been derived on

following lines:-

Two Method for collection of primary data:-> Observation

-> Survey Method

Research instrument: - Personal interview

-Mail questionnaire

Types of questions: Open ended

Contact: Personal

Area covered: Patna

Sample size 100

Sampling unit Customers



2. Secondary Data:

Secondary data are those which have already been used by other persons for their

purpose and are published. Collection of secondary data has the advantage of being

less expensive and less time consuming. The sources of secondary data used for

this research were:-

Old reports and journals of the company.

Employees of the organization.

Any published document.

Company‟s website. (www.relianceinfo.com)



Limitations of study:-

Respondent were unwilling to share some of the crucial information

like the benefits given to them by a company.

Researcher‟s time and respondent‟s time did not match.

Some of the respondents skipped the questions which thereby created

the difficulty while tabulating and interpreting the data.

The sample size chosen show only part marketing.

Unawareness of the survey in the minds of people, as much there was

some difficulties in collection of data.



CHAPTER-:2

COMPANY

PROFILE



COMPANY PROFILE:-

Country INDIA

Employees 9,500

Date of Establishment2006

Market Cap Rs. 370,687.7 crores (April 11, 2008) (RelianceIndustries Ltd.)

Address Reliance Industries Limited, Makers Chambers -IV, Nariman Point, Mumbai 400 021,Maharashtra, India

Branches Chennai, New Delhi, Hyderabad, Jaipur,Mumbai, Chandigarh, Ludhiana, Orissa, UP andWest Bengal



Mission:-

We will create world-class benchmarks by:

Meeting and exceeding Customer expectations with a segmented approach

Establishing, re-engineering and automating Processes to make themcustomer centric, efficient and effective

Incessant offering of Products and Servicesthat are value for money and excite customers

Providing a Network experience that isbest in the industry

Building Reliance into an iconic Brand whichis benchmarked by others and leads industryin Intention to Purchase and Loyalty

Developing a professional Leadership teamthat inspires, nurtures talent andpropagates RCOM Values bypersonal example

Vision

By 2015, be amongst the top 3 most valued

Indian companies, providing Information, Communication& Entertainment services, and being theindustry benchmark in Customer Experience, Employee

Centricity and Innovation.



Company History:-

Reliance Capital Limited (RCL) was incorporated in year 1986 atAhmedabad in Gujarat as Reliance Capital & Finance Trust Limited. The

name RCL came into effect from January 5, 1995. In 2002, RCL shifted itsregistered office to Jamnagar in Gujarat before it finally moved to Mumbaiin Maharashtra, in 2006. In 2006, Reliance Capital Ventures Limited mergedwith RCL and with this merger the shareholder base of RCL rose from 0.15million shareholders to 1.3 million.RCL entered the Capital Market with amaiden public issue in 1990 and in subsequent years further tapped thecapital market through rights issue and public issues. The equity shares wereinitially listed on the Ahmedabad Stock Exchange and The Stock ExchangeMumbai. Presently the shares are listed on The Stock Exchange Mumbai andthe National Stock Exchange of India.

RCL in the initial years engaged itself in steady annuity yielding businessessuch as leasing, bill discounting, and inter-corporate deposits. Later, in 1993diversified its business in the areas of portfolio investment, lending againstsecurities, custodial services, money market operations, project financeadvisory services, and investment banking. RCL was accredited a Category1 Merchant banker by the Securities Exchange Board of India (SEBI). It had

lead managed/co-managed 15 issues of an aggregate value of Rs. 400 croreand had underwritten 33 issues for an aggregate value of Rs. 550 crore. Allthese companies were listed on various exchanges. RCL obtained itsregistration as a Non-banking Finance Company (NBFC) in December 1998.In view of the regulatory requirements RCL surrendered its MerchantBanking License.RCL has since diversified its activities in the areas of assetmanagement and mutual fund; life and general insurance; consumer financeand industrial finance; stock broking; depository services; private equity andproprietary investments; exchanges, asset reconstruction; distribution of financial products and other activities in financial services.



Awards and Achievements: -

Conferred the „CEO of the Year 2004‟ in the Platts Global Energy Awards

Rated as one of „India‟s Most Admired CEOs‟ for the sixth consecutive year

in the Business Barons – TNS Mode opinion poll, 2004.

Conferred „The Entrepreneur of the Decade Award‟ by the BombayManagement Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton IndiaEconomic Forum (WIEF) in recognition of his contribution to theestablishment of Reliance as a global leader in many of its business areas,December 2001.

Selected by Asiaweek magazine for its list of „Leaders of the Millennium inBusiness and Finance‟ and was introduced as the only „new hero‟ in

Business and Finance from India, June 1999.



Company Overview:-

Reliance Capital

Reliance Capital is one of India‟s leading and fastest growing private sector financial servcompanies, and ranks among the top 3 private sector financial services and banking compin terms of net worth.

The company has interests in asset management and mutual funds, life and general insuraprivate equity and proprietary investments, stock broking and other activities in financialservices.

For more information click here: www.reliancecapital.co.in, www.reliancemutual.com, www.reliancelife.co.in, www.reliancegeneral.co.in

Reliance Communications Limited

The flagship company of the Reliance – ADA Group, Reliance Communications Limitedrealization of our founder‟s dream of bringing about a digital revolution that will provide Indian with affordable means of communication and a ready access to information.

The company began operations in 1999 and has over 50 million subscribers today. It offercomplete range of integrated telecom services. These include mobile and fixed line telephbroadband, national and international long distance services, data services and a wide rang

value added services and applications aimed at enhancing the productivity of enterprises aindividuals.

http://www.reliancecapital.co.in/

http://www.reliancemutual.com/

http://www.reliancelife.co.in/

http://www.reliancegeneral.co.in/

http://www.reliancegeneral.co.in/

http://www.reliancelife.co.in/

http://www.reliancemutual.com/

http://www.reliancecapital.co.in/



Business mix of Reliance Capital

Asset Management Mutual Fund, Portfolio Management, Offshore Fund

Insurance Life Insurance, General Insurance

Commercial Finance Mortgages, Loans against Property , Business Loans, Loansfor Commercial Vehicles, Loans for ConstructionEquipment, Auto Loans, Loans against shares

Broking and Distribution Equities, Commodities and Derivatives, WealthManagement Services, Portfolio Management Services,Investment Banking, Foreign Exchange and OffshoreInvestment, Third Party Products

Other Businesses Asset Reconstruction, Institutional Broking, Private Equity,Exchanges, Venture Capital



MARKETING MIX

The major marketing mix are ;-

(1)

Product(2) Price

(3) Place

(4) Promotion

These variables are known as the marketing mix or as 4 P‟s of marketing

The Marketing Mix

Product Place

Target

Market

Price Promotion



:-

The product is the physical product or service offered to theconsumer. In the case of physical products, it also refers to anyservices or conveniences that are part of the offering.Productdecisions include aspects such as function, appearance, packaging,service, warranty, etc

RELIANCE PRODUCT :-

.Reliance Base Phone



Reliance Mobile

Reliance Data Card



Reliance Voucher, E-Recharge

Reliance PCO



Reliance Broad Band

Reliance Big-Tv



Pricing:-Pricing decisions should take into account profit margins and the

probable pricing response of competitors. Pricing includes not only the list

price, but also discounts, financing, and other options such as leasing.

Price of various product:-

Reliance CDM mobile- Rs.1200, Rs.1600, Rs.2300/-

Reliance Data card- Rs.1599/-

Reliance Voucher - 1).Start up voucher- Rs 500/-

2).Refill voucher-Rs 200,333.555,1122, 1666/-

3).Reliance to Reliance voucher – Rs 51/-

Reliance E-Recharge- Rs 100, Rs 150, Rs 200/-

Reliance PCO- Call at Rs .1 per minute

Reliance Broad-Band- Rs 499/-

Reliance Big-TV.- Rs 1790/-



STD CALLING CARD:-

MRP TALKTIME VALIDITY ON NET(NIGHT) OTHER

Rs.95 84.66 15 days 1.25

Rs.115 102.35 15 days 1.20

Rs. 125 111.25 15 days 1.20

Rs. 225 200.25 30 days 1.10

Rs.280 249.20 30 days 1.10

Rs525 467.25 30 days Rs.0.40 Rs.1.00

Rs.650 578.50 30 days FREE Rs.1.00

RELIANCE MOBILE HAN-SETMOBILE CUSTOMER PRICE RETAILER

PRICE

RD LG 3000 1199/- 1165/-

RD LG 3500 1299/- 1265/-

RD LG 3600 1799/- 1690/-

RD LG 3600 2699/- 2540/-



PLACE :-

The places where Reliance India mobile has set Up in New Mumbai.

Branches:- Chennai, New Delhi, Hyderabad, Jaipur, Mumbai, Chandigarh,Ludhiana, Orissa, UP and West Bengal.

Location of Telecommunication Map of India:-



Main Office:-

Maharashtra:- Reliance Communication Ltd.

B-Block 2nd Floor,Wing 5

Dhirubhai Ambani Knowledge City

Navi – Mumbai.

Research area-

Bihar:- Patna, Location Map

of Telecommunication



PROMOTION:-

Promotion decisions are those related to communicating and selling to potentialconsumers. Since these costs can be large in proportion to the product price, abreak-even analysis should be performed when making promotion decisions. It isuseful to know the value of a customer in order to determine whether additionalcustomers are worth the cost of acquiring them.

Promotion decisions involve:-

Advertising

Public relations

Personal selling

Sales promotion

Exhibitions

http://en.wikipedia.org/wiki/Exhibitions

http://en.wikipedia.org/wiki/Exhibitions



Organisational Structure:-



OTHER RELEVANT INFORMATION:-

Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D Ambani, 50, is the chairman of all listedcompanies of the Reliance ADA Group, namely, Reliance Communications,Reliance Capital, Reliance Energy and Reliance Natural Resources. He isalso the president of the Dhiru bhai Ambani Institute of Information andCommunications Technology, Gandhi nagar.

An MBA from the Wharton School of the University of Pennsylvania, Shri

Ambani is credited with pioneering several financial innovations in theIndian capital markets. He spearheaded the country‟s first forays into

overseas capital markets with international public offerings of globaldepositary receipts, convertibles and bonds. Under his chairmanship, theconstituent companies of the Reliance ADA group have raised nearly US$ 3billion from global financial markets in a period of less than 15 months. ShriAmbani has been associated with a number of prestigious academicinstitutions in India and abroad.

He is currently a member of :

Wharton Board of Overseers, The Wharton School, USA Board of Governors, Indian Institute of Management (IIM),

Ahmedabad Board of Governors, Indian Institute of Technology (IIT), Kanpur Executive Board, Indian School of Business (ISB), Hyderabad In June 2004, Shri Ambani was elected as an Independent member of

the Rajya Sabha – Upper House, Parliament of India, a position hechose to resign voluntarily on March 25, 2006.



Founder - Chairman's Message :-

A New Reliance For A New World

If the last century was about meeting human needs, the new millennium is

about matching human aspirations.We live in a world where the young arereaching higher, dreaming bigger and demanding more; a world that ischallenging the limits of hope and possibility. Nowhere is this morestrikingly visible than in India – a country that wakes up every morning alittle younger in age, but infinitely more ambitious in spirit.India‟s

demographic transition is an extraordinary moment in world history. Today,over 600 million young people, or more than 1 in 2 Indians, are below theage of 25. In 15 years, this number is set to touch 700 million, making Indiathe largest community of youth anywhere in the world. New India shows the

impatience of youth; the desire for real and rapid change -- for a quality of life that is second to none.Transportation, communications, energy,information, entertainment, technology, education, healthcare and personalfinance, New India wants world-class products and services.

Reliance Anil Dhirubhai Ambani Group embodies the spirit of this newresurgent India. Our goal is not just to build a great enterprise for ourstakeholders, but, more importantly, to build a great future for our countryand the world at large; to give hundreds of millions of people the power tofulfill their dreams, shape their own destiny, and the means to realize their

true and diverse potential. Energy and communications, financial servicesand infrastructure, new economy and old --- our businesses will span theentire varied landscape of emerging human aspirations. We will work withcommitment and resolve to create pathways that connect ambition toachievement, promise to performance, potential to reality....

We will bridge the gap between quantity and quality; leveraging our strengthin managing large-scale operations even as we deliver best-of-class productsand services to our consumers. Focussing on the burgeoning aspirations of our young consumers will remain one of our key driving values. We willrethink every business process, product and service from the standpoint of the consumer – with a commitment to enhance experience at every touchpoint.



Our founder, the legendary DhirubhaiAmbani, gave us a simple mantra forentrepreneurship: “Think big. Think fast. Think Ahead.” We will think

bigger. We will think faster. But, most important of all, we will Think Better – to stay ahead of competition and of our times. Welcome to the RelianceAnil DhirubhaiAmbani Group. It is the New Reliance for the New World!

Anil DhirubhaiAmbaniGroup Chairman & CEO.

Reliance Communications Limited:-

Reliance Communications is India‟s largest information and communicationsservice provider with over 50 million subscribers. The company is therealisation of our founder‟s dream of bringing about a digital revolution thatwill provide every Indian with affordable means of communication and aready access to information. \The flagship company of the Reliance – ADAGroup, Reliance Communications began operations in 1999 and has over 50million subscribers today. It offers a complete range of integrated telecomservices. These include mobile and fixed line telephony, broadband, national

and international long distance services, data services and a wide range of value added services and applications aimed at enhancing the productivity of enterprises and individuals.

]

Reliance Entertainment :-

India is standing on the threshold of an experience and entertainmenteconomy. It is at the cross roads of an exciting phase that will shape its

cultural and social framework forever. Reliance Entertainment has evolvedout of the group‟s vision of meeting young India's aspirations and assuming aleadership position in communications, media and entertainment. RelianceEntertainment is geared to create a significant presence in businesses acrossvarious vectors of content, internet, broadcast and retail services andplatforms for distribution. The company strives to create converged servicesand platforms for masses to access innovative, cutting-edge content. Key



content initiatives include production and strategic collaboration in areassuch as gaming, movies, animation, music, broadcast, DTH and user-generated content, amongst others.

For more information click here: www.rbe.co.in

Corporate Social Responsibility

Organizations, like individuals, depend for their survival, sustenance andgrowth on the support and goodwill of the communities of which they are anintegral part, and must pay back this generosity in every way they can...

This ethical standpoint, derived from the vision of our founder, lies at theheart of the CSR philosophy of the Reliance – ADA Group.

While we strongly believe that our primary obligation or duty as corporateentities is to our shareholders – we are just as mindful of the fact that thisimperative does not exist in isolation; it is part of a much larger compactwhich we have with our entire body of stakeholders: From employees,customers and vendors to business partners, eco-system, local communities,and society at large. We evaluate and assess each critical business decision orchoice from the point of view of diverse stakeholder interest, driven by theneed to minimize risk and to pro-actively address long-term social, economic

and environmental costs and concerns.

For us, being socially responsible is not an occasional act of charity or thatone-time token financial contribution to the local school, hospital orenvironmental NGO. It is an ongoing year-round commitment, which isintegrated into the very core of our business objectives and strategy. Becausewe believe that there is no contradiction between doing well and doing right.Indeed, doing right is a necessary condition for doing well.

[

http://www.rbe.co.in/

http://www.rbe.co.in/



Reliance Business :-

India ‟s leading integrated telecom company Reliance Communications is the

flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies.Listed on the National Stock Exchange and the Bombay Stock Exchange, it isIndia‟s leading integrated telecommunication company with over 100 millioncustomers.

Our business encompasses a complete range of telecom services covering mobileand fixed line telephony. It includes broadband, national and international longdistance services and data services along with an exhaustive range of value-addedservices and applications. Our constant endeavour is to provide an enhancedcustomer experience and achieve customer satisfaction by ups caling theproductivity of the enterprises and individuals we serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 December2002, coinciding with the joyous occasion of the late Dhirubhai Ambani‟s 70thbirthday, was among the initial initiatives of Reliance Communications. It markedthe auspicious beginning of Dhirubhai‟s dream of ushering in a digital revolution

in India. Today, we can proudly claim that we were instrumental in harnessing thetrue power of information and communication, by bestowing it in the hands of thecommon man at affordable rates.

We endeavour to further extend our efforts beyond the traditional value chain by

developing and deploying complete telecom solutions for the entire spectrum of society.

Wireless Reliance Mobile

With over 100 million subscribers across India, RelianceMobile is India‟s largest mobile service brand. RelianceMobile services now cover over 24,000 towns, 6 lakhvillages, and still counting.

We have achieved many milestones in this short journey. In2003, AC Nielsen voted Reliance Mobile (formerlyReliance India Mobile) as India‟s Most Trusted TelecomBrand. In July 2003, it created a world record by addingone million subscribers in a matter of just 10 days throughits „Monsoon Hungama‟ offer.



What sets Reliance Mobile apart is the fact that nearly 90 per cent of our handsetsare data-enabled, and can access hundreds of Java applications on Reliance MobileWorld.Reliance Mobile has ushered in a mobile revolution by offering advancedmultimedia handsets to the common man at very affordable rates. This innovativelow pricing has increased the number of mobile phone users and its result is clearlyreflected in the meteoric rise in India‟s tele-density over the past four years.Our pan-India wireless network runs on CDMA2000 1x technology, which hassuperior voice and data capabilities compared to other cellular mobiletechnologies. CDMA2000 1x is more cost-effective as it utilises the scarce radiospectrum more efficiently than other technologies do. Enhanced voice clarity,superior data speed of up to 144 kbps and seamless migration to newer generations

of mobile technologies are some of its key differentiator.

Policies:-

Code of Conduct Code of Conduct For Directors And Senior Management

The Board of Directors (the "Board") and the senior management of Reliance CapitLimited ("Reliance Capital") subscribe to the following Code of Conduct adopted bthe Board. They would:

1. Use due care and diligence in performing their duties of office and in exercis

their powers attached to that office2. Act honestly and use their powers of office, in good faith and in the best

interests of Reliance Capital as a whole3. Not make improper use of information nor take improper advantage of their

position as a Director.4. Not allow personal interests to conflict with the interests of Reliance Capital5. Not engage in conduct likely to bring discredit upon Reliance Capital6. Be independent in judgment and actions, and to take all reasonable steps to b

satisfied as to the soundness of all decisions taken by the Board of Directors7. Ensure the confidentiality of information they receive whilst being in office oDirector and is only disclosed if authorized by the company, or the person frowhom the information is provided, or as required by law

Besides, the Code of Ethics, all Business Policies of Reliance Capital apply to

http://www.reliancecapital.co.in/pdf/Code_of_Conduct.pdf

http://www.reliancecapital.co.in/pdf/Code_of_Conduct.pdf



Directors holding executive positions and executives in senior management

.

Other Business:-

Reliance BPO:-

Reliance BPO is a premium BPO & KPO service provider offering cutting edge solutionsto global Communications, BFSI, Utility and Entertainment industries.

Mudra Communications Pvt. Ltd.:-As a part of Reliance ADA Group Ltd., Mudrarose to become the third largest agency in the country in a short span of 9 years. Today,the Mudra Group, with more than 125 clients nationwide with three creative agencies,eight full service offices, seven specialized business units and an integrated mediaoffering, has a portfolio of some of India's biggest brand.

NIS Sparta :-

NIS Sparta is a division of Mudra Communications Pvt. Ltd., a Reliance ADA group

organization. NIS Sparta is Asia's leading training, education and learning solutionsprovider. We partner organizations in achieving their mission critical goals through

enhanced effectiveness of their people and processes, using proven methodologies.



Competitors:-

1 Reliance 5) MTS

2) Vodafone 7) Idea

3) BSNL 8) Videocon

4) Uninor 9) Aircel

5) Tata Doccomo 10) Airtel



Board of Director:-

From Annual Report – FY 2009

Shri Anil D. Ambani - Chairman

Promoter, non-executive and non-independent Director

Prof. J Ramachandran

Independent Director

Shri S.P. Talwar


Shri Deepak Shourie


ShriA.K.Purwar


http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#ada

http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#ram

http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#talwar

http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#deepak


http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#ak

http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#ak


http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#talwar

http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#ram

http://www.rcom.co.in/Rcom/aboutus/overview/overview_bod.html#ada



CHAPTER:- 3

APPLICATION

OF

THEORY



CUSTOMER BEHAVIOUR:-

Customer behavior is the study of how individuals groups and

organizations select, buy, use and dispose of goods, services, ideas or

experiences to satisfy their needs and wants.

What influence customer behavior?

Customer buying behavior is influenced by cultural, social and

personal factors. Cultural factors exert the broadest deepest influence.

Cultural factors:

Culture, sub culture and social class are particularly important

influences on consumer buying behavior. Cultural is a fundamentaldeterminant of a person wants and behavior. The growing child

acquires perception preferences and behavior through his her family

and other key.

Each culture consists of smaller sub cultures that provide more

specific identification and socialization for their members. A sub

culture includes nationality, religion, racial groups and geographic

regions.

The form of social classes, relatively homogenous and enduring

division in a society which is hierarchiely ordered in whose member

share similar values, interest and behavior. One classic depiction of

social classes in United States.

Defined as seven ascending levels as follows

(1) Lower lowers

(2) Upper lowers

(3) Working classes

(4) Middle classes

(5) Upper middle

(6) Lower upper

(7) Upper upper



Social factors:

In addition to cultural factors, customer behavior is influenced

by such social as a reference group, families and social roles

status.

Personal factors:

Buyer decision is also influenced by personal characteristics.

These include the buyers a age and stage in a life- cycle,

occupation economies circumstances, personality and self

concept and life style and values.

Buying decision process:

It includes:

(1) Problem recognition

(2) Information research

(3) Evaluation of alternatives

(4) Purchase decision.

(5) Post purchase decision.

Consumer buying process



Consumer Buying Behaviour:-

What influences consumers to purchase products or services? The consumerbuying process is a complex matter as many internal and external factors have an

impact on the buying decisions of the consumer.

When purchasing a product there several processes, which consumers go through.These will be discussed below.

1. Problem/Need Recognition

How do you decide you want to buy a particular product or service? It could be

that your DVD player stops working and you now have to look for a new one, allthose DVD films you purchased you can no longer play! So you have a problem ora new need. For high value items like a DVD player or a car or other lowfrequency purchased products this is the process we would take. However, forimpulse low frequency purchases e.g. confectionery the process is different.

2. Information search

So we have a problem, our DVD player no longer works and we need to buy a newone. What‟s the solution? Yes go out and purchase a new one, but which brand?

Shall we buy the same brand as the one that blew up? Or stay clear of that?Consumer often go on some form of information search to help them through theirpurchase decision. Sources of information could be family, friends, neighbourswho may have the product you have in mind, alternatively you may ask the salespeople, or dealers, or read specialist magazines like What DVD? to help with theirpurchase decision. You may even actually examine the product before you decideto purchase it.



3. Evaluation of different purchase options.

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush?Consumers allocate attribute factors to certain products, almost like a point scoringsystem which they work out in their mind over which brand to purchase. Thismeans that consumers know what features from the rivals will benefit them andthey attach different degrees of importance to each attribute. For example soundmaybe better on the Sony product and picture on the Toshiba , but picture clarity ismore important to you then sound. Consumers usually have some sort of brandpreference with companies as they may have had a good history with a particularbrand or their friends may have had a reliable history with one, but if the decisionfalls between the Sony DVD or Toshiba then which one shall it be? It could be thatthe a review the consumer reads on the particular Toshiba product may have tipped

the balance and that they will purchase that brand.

4. Purchase decision

Through the evaluation process discussed above consumers will reach their finalpurchase decision and they reach the final process of going through the purchaseaction e.g. The process of going to the shop to buy the product, which for some

consumers can be as just as rewarding as actually purchasing the product. Purchaseof the product can either be through the store, the web, or over the phone.

Post Purchase Behaviour

Ever have doubts about the product after you purchased it? This simply is postpurchase behaviour and research shows that it is a common trait amongstpurchasers of products. Manufacturers of products clearly want recent consumersto feel proud of their purchase, it is therefore just as important for manufacturers toadvertise for the sake of their recent purchaser so consumers feel comfortable thatthey own a product from a strong and reputable organisation. This limits postpurchase behaviour. i.e. You feel reassured that you own the latest advertisedproduct.



Buying Decision process

Factors influencing the behaviour of buyers.

Consumer behaviour is affected by many uncontrollable factors. Just think, whatinfluences you before you buy a product or service? Your friends, your upbringing,your culture, the media, a role model or influences from certain groups?

Culture is one factor that influences behaviour. Simply culture is defined as ourattitudes and beliefs. But how are these attitudes and beliefs developed? As anindividual growing up, a child is influenced by their parents, brothers, sister andother family member who may teach them what is wrong or right. They learn abouttheir religion and culture, which helps them develop these opinions, attitudes andbeliefs (AIO) . These factors will influence their purchase behaviour however otherfactors like groups of friends, or people they look up to may influence their choicesof purchasing a particular product or service. Reference groups are particulargroups of people some people may look up towards to that have an impact on



consumer behaviour. So they can be simply a band like the Spice Girls or yourimmediate family members. Opinion leaders are those people that you look up tobecause your respect their views and judgements and these views may influenceconsumer decisions. So it maybe a friend who works with the IT trade who mayinfluence your decision on what computer to buy. The economical environmentalso has an impact on consumer behaviour; do consumers have a secure job and aregular income to spend on goods? Marketing and advertising obviously influenceconsumers in trying to evoke them to purchase a particular product or service.

Peoples social status will also impact their behaviour. What is their role withinsociety? Are they Actors? Doctors?Office worker?and mothers and fathers also?Clearly being parents affects your buying habits depending on the age of thechildren, the type of job may mean you need to purchase formal clothes, theincome which is earned has an impact. The lifestyle of someone who earns

£250000 would clearly be different from someone who earns £25000. Alsocharacters have an influence on buying decision. Whether the person is extrovert(out going and spends on entertainment) or introvert (keeps to themselves andpurchases via online or mail order) again has an impact on the types of purchasesmade.

Types of buying behavior:-

There are four typical types of buying behaviour based on the type of products thatintends to be purchased. Complex buying behaviour is where the individualpurchases a high value brand and seeks a lot of information before the purchase ismade. Habitual buying behaviour is where the individual buys a product out of habit e.g. a daily newspaper, sugar or salt. Variety seeking buying behaviour iswhere the individual likes to shop around and experiment with different products.So an individual may shop around for different breakfast cereals because he/shewants variety in the mornings! Dissonance reducing buying behaviour is whenbuyer are highly involved with the purchase of the product, because the purchase isexpensive or infrequent. There is little difference between existing brands anexample would be buying a diamond ring, there is perceived little differencebetween existing diamond brand manufacturers.



To summarise:-

• There are five stages of consumer purchase behaviour

• Problem/Need Recognition • Information search.• Evaluation of purchases. • Purchase decision.• Post purchase behaviour. • Culture has an impact on the company. • Marketers should take into account Maslows hierarchy of needs.

Buying Customer Factor



CHAPTER:-4ANALYSIS

OF

DATA



QUESTIONNAIRE FOR CUSTOMER

Q1. Do you use Internet (GPRS) Service in your mobile?

Yes 22Occasionally 68

Seldom 6

No 4

INTERPRETATION:-It is found that maximum people use GPRS service

occasionally because of high rate of telecom operators, use of e-services Is not as

more as mobile users.

Yes

Occasionally

Seldom

No



Q2. Do you use Value Added Service (VAS) Service in your mobile?

Yes 81

Occasionally 9

Seldom 6

No 4

INTERPRETATION:-It is found that maximum percentage of user use VAS

because it has maximum benefited to the user and its suitable and economical.

0

10

20

30

40

50

60

70

80

90

Yes

OccasionallySeldom

No

Series 1



Q3. Since how many years you are using Reliance mobile?

Less than 1 year 21

1-2 years 52

2-3 years 15

More than 3 years 12

INTERPRETATION:-It is found that maximum percentage of user is using RIM

since 1-2 years. Reliance has maximum coverage area and reliable service to the

maximum town, cities.

Less than 1 yaer 1-2 years 2-3 years More than 3 years

0

10

20

30

40

50

60

Series 1



Q4 Which type of voucher you generally use for prepaid service?

RS.399 19

RS.875 9

RS.215 15

Other 57

INTERPRETATION:-It is found that maximum percentage of user use other

voucher for prepaid service. As others vouchers has maximum rate of price.

RS.399

RS.875

RS.215

Others



Q5 Why you use Reliance India Mobile?

Network coverage 67

Tariff Plans/ Range 10

Economical 19

Customer care support 4

INTERPRETATION:-It is found that maximum percentage of user use RIM

because of its network coverage and its economical pack within circle and

outcircle .its gives a maximum benefited to the customer.

Series 1

0

10

20

30

40

50

60

70

Network

Coverage Tarif

Plans/Range EconomicalCustomer Care

Support

Series 1



Q6 How you came to know about Reliance India Mobile?

Television 22

Newspaper 54

Friends and Relatives 14

Others 10

INTERPRETATION:-It is found that maximum percentage of user came to know

about RIM through newspaper. as it‟s a best source of advertisement.

Television

Newspaper

Friends & Relatives

Others



Q 7. Which service you use by Reliance India Mobile?

Postpaid 36

Prepaid 64

INTERPRETATION:-It is found that maximum percentage of user use Prepaid

service by RIM. Prepaid service is reliable and easy to use. Its economically one.

0

10

20

30

40

50

60

70

PostpaidPrepaid



Q8. How you rate Reliance India Mobile?

Good 60

Average 28

Bad 12

INTERPRETATION:-It is found that maximum percentage of users finds RIM

good. As it‟s a economical and good coverage area.

0

10

20

30

40

50

60

Good Average Bad

Series 1



Q 9. Are you satisfied with Customer Care Service?

Yes 72

No 18

INTERPRETATION:-It is found that maximum percentages of user are satisfied

with Customer Service. Rim has good call center service and maximum agent forservices.

0

10

20

30

40

50

60

70

80

Having Mobile Not having mobile



CHAPTER:- 5

Findings

And

CONCLUSION



Finding and Conclusion: -

It is found that maximum percentage of user came to know about RIM

through Newspaper.

It is found that maximum percentage of user use RIM because of its

network coverage.

Promotional strategies in comparison to competitors is Used less.

It is found that maximum percentage of user use Prepaid services by RIM.

It is found that maximum percentage of user are using RIM since 1-2 years.

Reasonable price of product rather than its competitors.

Different variety of products. Product range is very good.

Maximum percentage of user use VAS in RIM.



CHAPTER-6

Suggestion

and

Recommendations



SUGGESTION AND RECOMMENDATIONS:-

Still there are few customer who are not satisfy with the service of service

provider, so reliance should give their service to the level best.

More attention should be given on postpaid service and more plans should

be introduced.

The network coverage should be improved over the period of time.

Much attention should be given on GPRS service.

Advertisement on Value Added Services should be increased.

The customer care executive should be more efficient in handling the

customer and also more friendly.



BIBLIOGRAPHY

www.google.com

www.relianceinfo.com

www.indiacellular.com

www.tataindicom.com

www.worldmarketanalysis.com

BOOKS:-

Philip Kotler – Marketing management.

Kothari C.R- Research Methodology, Edition 2004, New Age International

Publication, 2nd

Edition.

MAGAZINES

BUSINESS AND ECONOMY

http://www.google.com/

http://www.relianceinfo.com/

http://www.indiacellular.com/

http://www.tataindicom.com/

http://www.worldmarketanalysis.com/

http://www.worldmarketanalysis.com/

http://www.tataindicom.com/

http://www.indiacellular.com/

http://www.relianceinfo.com/

http://www.google.com/



ANNEXURE



Questionnaire

1. Are you satisfy with Customer Care Service.?

2. Is this effective for house…….?

3. How many times use the Reliance ………………?

4. Do you use Value Added Services in your mobile?

5. How did you get the information?

6. Which service you use by Reliance India Mobile?

1) Prepaid 2) Post paid

7. How you rate Reliance India Mobile?

A) Good b) Average c) Bad

8. What benefits do you consider while choosing Reliance India mobile?

9. Which type of demonstration is provided by the company?

10. Is it cost effective with others?

11. Why you use Reliance India Mobile?

Network Coverage

Economical

Tariff Plans /Range

Customer Care Support

Other………….



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