Consumer Behaviour :Tata photon

1,323 views
1,055 views

Published on

Consumer Behaviour :Tata photon

Published in: Business, Education
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,323
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Consumer Behaviour :Tata photon

  1. 1. TATA PHOTON Ruhi priyadarshini Pragyan priyadarshini jena Kaustav chakraborty Muhammad abdulla Venkat jayendra Deepak narendran
  2. 2. OVERVIEW• Introduction• STP analysis• SWOT analysis• Consumer perception• Reason to buy TATA photon• Evaluation of product• Decision making• Overall satisfaction• Conclusion
  3. 3. INTRODUCTION• Meeting needs of business travellers• Driving growth• Players in the fray
  4. 4. TATA PHOTONProduct of Tata Teleservices Limited
  5. 5. SEGMENTATION
  6. 6. TARGETING
  7. 7. POSITIONING
  8. 8. SWOT ANALYSIS Strengths:• Brand Name – Tata Teleservices• Speed• Product Availability Weakness: • Slow Speed in Remote Areas - Only 2G Available
  9. 9. SWOT ANALYSIS (Contd.) Opportunities:• Enhancing Network in Rural Areas• Attractive Prices• Creating more Influencers Threats: • Growing Competition – Airtel, Reliance • Require Better Customer Service to Handle growing customer population.
  10. 10. CONSUMER’S PERCETION %  Tata photon is in top of mind in Data card segment of the people.  TOMA is the most important5% 5% key factor that plays role while deciding about a brand. Tata photon10%  TOMA of Tata Photon among Airtel the people is extraordinary 50% Reliance because: MTS30% • Brand name Others • Speed • Market leader (50%) • Plans • Availability
  11. 11. Elements of Perception– Sensation : Brand, Promotions– Absolute threshold : Varies,– J N D : Tariff plan and schemes– Subliminal Perception : Packaging, Design
  12. 12. REASON TO BUY TATA PHOTON % 6% 20% 47% brand influence speed 27% price
  13. 13. EVALUATION OF PRODUCTFEATURES THAT CUSTOMERS FEATURES THAT CUSTOMER LIKE THE MOST LIKE THE LEAST % %10%10% Browsing speed 10% Speed in 10% 10% 35% 30% remote Roaming areas Subscripti Prepaid 20% ons15% 25% plans 25% Customer Movies service download Online recharge Tarif plans Others
  14. 14. DECISION MAKING PROCESS Define problem Fact collection Solution finding Select solution Implement Solution Monitor solution
  15. 15. FACTORS PLAYING THE ROLE IN DECISION MAKING TOMA(Top Of Mind Awareness)of Brand “Tata Teleservices ltd” Influencer Price Initial plans The annual income (affordable or not affordable) Variety(Tata photon+, Tata photon max, etc) Dark black colour with a good shape Portable
  16. 16. OVERALL SATISFACTION % 7% 6% 13% Highly satisfied satisfied 40% moderately satisfied dissatisfied Highly dissatisfied 34%
  17. 17. CONCLUSION• People look for speed, plan, price,brand• Overall satisfaction level is- moderately satisfied• Brand plays a major factor• Needs to focus more on price and network connectivity

×