Tata Indicom Final

8/3/2019 Tata Indicom Final

1/20

By: Garima U. Rambhia.


2/20

To understand consumer perceptionand preference for telecom service inrural areas.


3/20

To study and analyze consumer behaviour in rural areas.

To determine the factors which influence the purchasing

behaviour of mobile/landline phone.

To analyze customers attitude towards TATA INDICOM

service.

To determine the factors which influence the purchasingbehaviour of mobile services.

To study the customer satisfaction and understand the

current scenario of telecom sector in rural areas.


4/20

Sample size: 100 rural consumers.

Time of research : January 2011

Research Design: Descriptive research.

Age group: 23 and above.

Data collection:

o Primary data: Interview and questionnaire.

o Secondary data: Magazines, journals, manuals of

TATA INDICOM.


5/20


6/20

0

10

20

30

40

50

60

FEATURES PRICE SCHEME

FACTORS

BRAND IMAGE


7/20

PRICE

BRAND IMAGE

COVERAGE

ADVERTISEMENTS

ADVICE BY FRIENDSAND RELATIVES

ADVICE BY

DEALER/RETAILER

5%

46%1%

29%

4%

15%


8/20

NEWSPAPERRADIO

TELEVISION

WORD OF MOUTH

HOARDINGS

PAMPHLETS

60% 25%

9%

3%

1%

2%


9/20

YES

NO

70%

30%


10/20

0

10

20

30

40

50

60


11/20

EXTENT OF

CONNECTIVITY

LACK OF AWARNESS OF

THE SCHEMES

QUALITY OF SERVICES

OTHERS

58%

11%

27

%

4%


12/20

ASTROLOGY

SPORTS

BUSINESS

ENTERTAINMENT

GENERAL NEWS

28%

6%

13%

10

%

43%


13/20

0

5

10

15

20

25

30

35

40

45

50

GOOD

SERVICES

NETWORK SCHEMES VOICE QUALITY


14/20

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

COVERAGE SCHEMES SERVICES OTHERS


15/20

Reluctance on the part of the respondents to provide exact details.

Sample size may not be sufficient.

Assumptions:

The area selected is assumed to represent whole universe of Indian

rural telecom market.

Data collected are assumed to be bias free.


16/20

TATA INDICOM has not really made their presence felt

in rural areas. So the service provider should

concentrate in rural areas.

Most of the customers in rural areas are less aware ofdifferent services provided by TATA INDICOM.

Network is the main concern than the tariff plans.


17/20

Word of mouth influence the purchasing behaviour of

the target market so mobile operator should adopt some

tactic to promote word of mouth promotion.

The customers are not satisfied with services because of

the low quality, high price, poor after sales services, less

network coverage etc.


18/20

First of all more sales promotions are required for

mobile handset . Set Quality & features should be improved.

Training must be given to the retailer for increasing the

sales. Dealers should have adequate product knowledge, so

that they can compete with other companys product.


19/20

To increase the sales, the telecom service providersshould concentrate on the following aspects :

Establishment of More towers in rural market.

Availability of all types of recharge vouchers with thedealer.

More promotional activities should be made in ruralmarket such as:

1.Campaigning2. Direct Marketing3. Banner4. Advertisement by Cable.

Opening service centers.


20/20

Documents

Tata Indicom Final