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              PROJECT REPORT ON

“Consumer preference for Reliance Mobile”




          nehaagarwal6jan@gmail.com




 ...
Table of contents


S.No.               Contents                 Page No.
 1           Objectives of the study            ...
1. Objectives of the study


  • To study the consumer preferences for reliance mobile.

  • To know the percentage of mal...
2. RELIANCE- ANIL DHIRUBHAI AMBANI GROUP

2.1 COMPANY OVERVIEW



          Reliance    –   Anil    Dhirubhai     Ambani  ...
National stock exchange and the Bombay Stock Exchange, it is India’s
leading integrated telecommunication company over 60 ...
late father Dhirubhai Ambani (1932-2002).

          The total investors' wealth in the four Anil Ambani Group
firms -- Re...
•   Reliance Portfolio Management
•   Reliance Natural Resources
•   Reliance Technology Ventures Ltd
•   Reliance Money
•...
8
3. Research Methodologies


          The data which we have collected      is primary data with a
sample size of 200 thro...
4. Chi square test
           If we classify a population into several categories with respect
to two attributes, we can t...
And the calculated value of chi-square is given by

                 Chi-square calculated = Σ(O-E)2 / E

Where,

O is the...
5. DATA COLLECTION AND REPRESENTATION


5.1 Gender of the consumer




                           Frequency     Percentage...
5.2 Number of people having mobile phone



                          Frequency      Percentage
              Yes         ...
5.3 Connections people have



                          Frequency          Percentage
          Airtel              60   ...
5.4 Reason to purchase any mobile connection



                                 Frequency   Percentage
            Brand ...
5.5 People have seen the advertisement of mobile connection



                            Frequency     Percentage
      ...
5.6 Advertisement people remember the most



                        Frequency    Percentage
            Airtel          ...
5.7 Reason to remember the advertisement




                                       frequency   percentage
              C...
6. Test statistics (Chi square test)


6.1. Different types of mobile connections people have


             Observed Expe...
The tabulated value of chi-square with level if significance 0.05 and
degree of freedom 6 is 12.59

Here,

Chi-square calc...
6.2. Advertisement people remember the most


               Observed Expected            O-E        (O-E)2      (O-E)2/E
...
degree of freedom 5 is 11.07



Here,

Chi-square calculated    >     Chi square tabulated

Hence, reject the null hypothe...
6.3 Reason to purchase a mobile connection



              Observed     Expected         O-E        (O-E)2         (O-E)2...
The tabulated value of chi-square with level if significance 0.05 and
degree of freedom 6 is 12.59

Here,

Chi-square calc...
6.4. Reason to remember the advertisement



              Observed     Expected        O-E         (O-E)2         (O-E)2/...
Here,

Chi-square calculated     >     Chi square tabulated

Hence, reject the null hypothesis H0 and accept alternative h...
7. Analysis and Findings


  i. There are 76% male and 24% female mobile consumers.

  ii. 93% of the population has the m...
x.   There is association between the reasons to purchase the mobile
     connections the mobile connections and number of...
8. Suggestions

  • Perform a detail demand survey at regular interval to know about
      needs and requirement of the cu...
trends and development.

•   The visibility of any product plays an important role in marketing
    the customer, aware ab...
9. Conclusion

          During the course of the project I realized that the customer
willingly answered the closed end q...
and good customer care in which RIM is lacking somewhere.

• In today’s scenario, customer is the king because he has got
...
10. Limitations

  • The responses may vary, as some people did not want to come up
      with real answers.

  • The peop...
11. Questionnaire

1. Name………………………………………………

2. Gender       Male                 Female   

3. Do you have mobile phon...
5.About the mobile connection what do you like most?

Brand name                   

Price                        

Netw...
Brand ambassador                      

Idea of delivering the message        

Frequency of advertisement            
...
12. References


Richard I. Levin, David S. Rubin, “Statistics for management”, Pearson
education, 7th edition.

www.relia...
www.reliancecommunocation.com

www.reliancemobile.com




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Transcript of "Reliance Consumer Pref"

  1. 1. A PROJECT REPORT ON “Consumer preference for Reliance Mobile” nehaagarwal6jan@gmail.com 1
  2. 2. Table of contents S.No. Contents Page No. 1 Objectives of the study 4 2 Reliance-An Overview 5 3 Research methodologies 10 4 Chi square test 11 5 Data collection and representation 13 6 Test statistics 19 7 Analysis and findings 28 8 Suggestions 30 9 Conclusion 32 10 Limitations 34 11 Questionnaire 35 12 References 38 2
  3. 3. 1. Objectives of the study • To study the consumer preferences for reliance mobile. • To know the percentage of males and females that are aware about mobile service providers. • To know mostly which segment of people are aware about mobile service providers. • To know the reason of using a particular mobile connection. • To know how much advertisement affects people to buy mobile connections. 3
  4. 4. 2. RELIANCE- ANIL DHIRUBHAI AMBANI GROUP 2.1 COMPANY OVERVIEW Reliance – Anil Dhirubhai Ambani Group offers communications, financial services, power, infrastructure, healthcare, and entertainment services. It provides integrated telecommunication services, which include mobile and fixed line telephony, broadband, national and international long distance, voice, data, and video; and asset management and mutual funds, life and general insurance, private equity and proprietary investments, stock broking, and other activities in financial services. The company also engages in the generation, transmission, distribution, and trading of electricity; building and operation of metro systems, buildings, roads, sea links, airports, and power projects; film processing, production, exhibition, and digital cinema; and health services. In addition, Reliance – Anil Dhirubhai provides radio network, animation, music, sports, online games, movie rental and download, social networking platform, mobile games, and user-generated content services. The company serves customers in India, the Middle East, Asia, Europe, the United States, and the Asia Pacific. Reliance – Anil Dhirubhai Ambani Group is based in Navi Mumbai, India. 2.2 INDIA’S LEADING INTEGRATED TELECOM COMPANY Reliance communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) OF Companies. Listed on the 4
  5. 5. National stock exchange and the Bombay Stock Exchange, it is India’s leading integrated telecommunication company over 60 million customers. Business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services along with an exhaustive range of value-added services and applications. Their constant endeavour is to achieve customer delight by enhancing the productivity of the enterprise and individuals they serve. Reliance Mobile (formerly Reliance India Mobile), launched on 28 December2002, coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, they can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates. They endeavour to further extend our efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society. 2.3 ANIL DHIRUBHAI AMBANI GROUP MARKET SHARE Ambani is the chairman of Reliance Capital, Reliance Communications and Chairman & Managing Director, Reliance Energy, and was formerly Vice Chairman and Managing Director of Reliance Industries Limited. His personal stake in Reliance Communications is 66%. Reliance group is India's largest business house, founded by Anil's 5
  6. 6. late father Dhirubhai Ambani (1932-2002). The total investors' wealth in the four Anil Ambani Group firms -- Reliance Communications (RCOM), Reliance Capital (RCL), Reliance Energy (REL) and Reliance Natural Resources Ltd (RNRL) has reached 1,42,384 crore rupees, while total promoter holding is estimated at about Rs 87,000 crore. Anil's wealth comes mostly from his over 65 per cent stake in RCOM, which has a market cap of about Rs 1,03,000 crore. He also has over 50 per cent in RCL (market cap of Rs 24,000 crore), 35 per cent in REL (market cap of Rs 12,700 crore) and close to 54 per cent in RNRL, which has a market cap of about Rs 2,600 crore.His net worth subsequently plunges by over 60% owing to poor stock market condition in India led by ADAG stocks. 2.4 External links • Reliance Airlines Venture • Dhirubhai Ambani Institute of Information and Communication Technology • Forbes.com: Forbes World's Richest People • Reliance ADAG • Reliance India Call • Reliance Communications • Reliance Energy • Reliance Capital • Reliance World • Reliance Life Insurance • Reliance General Insurance • Reliance Mutual Fund 6
  7. 7. • Reliance Portfolio Management • Reliance Natural Resources • Reliance Technology Ventures Ltd • Reliance Money • Reliance Health • Adlabs Films • Adlabs Cinemas 7
  8. 8. 8
  9. 9. 3. Research Methodologies The data which we have collected is primary data with a sample size of 200 through the questionnaire method from the students of IMS Hostel ghaziabad . Statistical tools applied • Pie chart distribution • Chi square test 9
  10. 10. 4. Chi square test If we classify a population into several categories with respect to two attributes, we can then use a chi-square test to determine whether the two attributes are independent of each other. Managers also encounter situations in which it is useful to test for the equality of more than two population means. Many times managers need to know whether the differences they observe among several sample proportions are significant or only due to chance. So it is a test of hypothesis in which we can state null hypothesis and alternative hypothesis as follows: The null hypothesis H0=there is no association between two factors And the alternative hypothesis H1=there is association between two factors The chi-square hypothesis test is also defined by the term correlation r. If r=0, there is no correlation or there is no association between the two factors. If r not equals to zero then there is some correlation and as well as association between two factors. Degrees of freedom in a chi-square test of independence is given as: Dof = n-1 Where, n is the number of rows taken into consideration. 10
  11. 11. And the calculated value of chi-square is given by Chi-square calculated = Σ(O-E)2 / E Where, O is the observed frequency and E be the expected frequency of the sample. If the calculated value of chi-square is greater than the tabulated value of chi-square then reject the null hypothesis H0 and accept the alternative hypothesis H1. If the calculated value of chi-square is smaller than the tabulated value of chi-square then accept the null hypothesis H0 and reject the alternative hypothesis H1. 11
  12. 12. 5. DATA COLLECTION AND REPRESENTATION 5.1 Gender of the consumer Frequency Percentage Male 152 76 Female 48 24 Total 200 100 Frequency of the consumers according to the gender 12
  13. 13. 5.2 Number of people having mobile phone Frequency Percentage Yes 186 93 No 14 7 total 200 100 Frequency of consumers with or without mobile phone 13
  14. 14. 5.3 Connections people have Frequency Percentage Airtel 60 30 Bsnl 16 8 Idea 22 11 Reliance 47 24 Vodafone 45 22 Tata indicom 8 4 Any Other 2 1 Total 200 100 Percentage of connections people have 14
  15. 15. 5.4 Reason to purchase any mobile connection Frequency Percentage Brand Name 40 20 Network 40 25 Brand Ambassader 51 8 After Sales Services 16 10 Customer care services 20 16 Call Rates 31 20 Any Other 22 1 Total 200 100 15
  16. 16. 5.5 People have seen the advertisement of mobile connection Frequency Percentage Yes 195 97.5 No 5 2.5 Total 200 100 Percentage of people who have see or not seen the advertisement 16
  17. 17. 5.6 Advertisement people remember the most Frequency Percentage Airtel 22 11 Bsnl 16 8 Idea 41 21 Reliance 31 16 Vodafone 50 24 Tata Indicom 40 20 Total 200 100 17
  18. 18. 5.7 Reason to remember the advertisement frequency percentage Creativity 48 24 brand ambassador 49 24 idea of delivering message 22 11 frequency of advertisement 51 26 Logical reason 30 15 Total 200 100 Percentage showing reason to remember the advertisement 18
  19. 19. 6. Test statistics (Chi square test) 6.1. Different types of mobile connections people have Observed Expected O-E (O-E)2 (O-E)2/E Frequency frequency O E Airtel 60 28.57 31.43 987.84 34.57 BSNL 16 28.57 -12.57 158.00 5.53 Idea 22 28.57 -6.57 43.16 1.51 Reliance 47 28.57 18.43 339.66 11.88 Vodafone 45 28.57 16.43 269.94 9.45 Tata 8 28.57 -20.57 423.12 14.80 indicom Others 2 28.57 -26.57 705.96 24.71 Total 200 102.45 Our test hypothesis is H0 = There is no association between the preference of consumers regarding the mobile connections and the number of consumers. H1 = There is association between the preference of consumers regarding the mobile connections and number of consumers. The calculated value of chi-square = 102.45 The degree of freedom is (n-1) that is 6 since the value of n is 7. 19
  20. 20. The tabulated value of chi-square with level if significance 0.05 and degree of freedom 6 is 12.59 Here, Chi-square calculated > Chi square tabulated Hence, reject the null hypothesis H0 and accept alternative hypothesis H1. Decision: There is association between the preference of consumers regarding the mobile connections and number of consumers. And consumer preferences for mobile connections are different. 20
  21. 21. 6.2. Advertisement people remember the most Observed Expected O-E (O-E)2 (O-E)2/E frequency frequency N E Airtel 22 33.33 -11.33 128.36 3.85 BSNL 16 33.33 -17.33 300.32 9.01 Idea 41 33.33 7.67 58.82 1.76 Reliance 31 33.33 -2.33 5.42 0.16 Vodafone 50 33.33 16.67 277.88 8.33 Tata 40 33.33 6.67 44.48 1.33 Indicom Total 200 24.44 Our test hypothesis is H0 = There is no association between the advertisement of the mobile connections people remember and the number of consumers. H1 = There is association between the advertisement of the mobile connections people remember and number of consumers. The calculated value of chi-square = 24.44 The degree of freedom is (n-1) that is 5 since the value of n is 6 . The tabulated value of chi-square with level if significance 0.05 and 21
  22. 22. degree of freedom 5 is 11.07 Here, Chi-square calculated > Chi square tabulated Hence, reject the null hypothesis H0 and accept alternative hypothesis H1. Decision: There is association between the advertisement of the mobile connections people remember and number of consumers. And consumer remember different different advertisement. 22
  23. 23. 6.3 Reason to purchase a mobile connection Observed Expected O-E (O-E)2 (O-E)2/E frequency frequency N E Brand 40 28.57 11.43 130.64 4.57 Price 31 28.57 2.43 5.90 0.206 Network 40 28.57 11.43 130.64 4.57 Brand 51 28.57 22.43 503.10 17.61 ambassador After sales 16 28.57 -12.57 158.00 5.53 service Customer 20 28.57 -8.57 73.44 2.57 care service Other 2 28.57 -26.57 705.97 24.71 total 200 59.77 Our test hypothesis is H0 = There is no association between the reasons to purchase the mobile connections and the number of consumers. H1 = There is association between the reasons to purchase the mobile connections the mobile connections and number of consumers. The calculated value of chi-square = 59.77 The degree of freedom is (n-1) that is 6 since the value of n is 7. 23
  24. 24. The tabulated value of chi-square with level if significance 0.05 and degree of freedom 6 is 12.59 Here, Chi-square calculated > Chi square tabulated Hence, reject the null hypothesis H0 and accept alternative hypothesis H1. Decision: There is association between the reasons to purchase the mobile connections the mobile connections and number of consumers. It means consumers prefer any mobile connections on the basis of certain factors. 24
  25. 25. 6.4. Reason to remember the advertisement Observed Expected O-E (O-E)2 (O-E)2/E frequency frequency N E Creativity 48 40 8 64 1.6 Brand 49 40 9 81 2.02 ambassado r Idea of 22 40 -18 324 8.1 message Frequency 51 40 11 121 3.02 of ads. Logical 30 40 -10 100 2.5 reason Total 200 17.24 Our test hypothesis is H0 = There is no association between the reasons to remember the advertisement and the number of consumers. H1 = There is association between the reasons to remember the advertisement the mobile connections and number of consumers. The calculated value of chi-square = 17.24 The degree of freedom is (n-1) that is 4 since the value of n is 5. The tabulated value of chi-square with level if significance 0.05 and degree of freedom 4 is 9.488 25
  26. 26. Here, Chi-square calculated > Chi square tabulated Hence, reject the null hypothesis H0 and accept alternative hypothesis H1. Decision: There is association between the reasons to remember the advertisement the mobile connections and number of consumers. It means consumers remember the advertisement of any mobile connections because of factors described. 26
  27. 27. 7. Analysis and Findings i. There are 76% male and 24% female mobile consumers. ii. 93% of the population has the mobile phone and 7% do not have. iii. Out of total population 30% uses airtel, 4% tata indicom, 22% Vodafone, 24% reliance, 11% idea, 8% bsnl and 1% others. iv. Out of the total population 20% have the reason to buy different connections as brand name, 25% network, 8% brand ambassador, 10% after sales service, 16% customer care services, 20% call rates and 1% have other reasons. v. 97% of the population has seen the advertisement and 3% not before buying the mobile connections. vi. Out of the total population 11% remembers the advertisement of airtel, 8% bsnl, 21% idea, 16% reliance, 24% Vodafone and 20% tata indicom. vii.24% of the population have creativity as the reason to remember the advertisement, 24% brand ambassador, 11% idea of delivering the message, 26% frequency of advertisements and 15% have any other logical reason. viii.There is association between the preference of consumers regarding the mobile connections and number of consumers. And consumer preferences for mobile connections are different. ix. There is association between the advertisement of the mobile connections people remember and number of consumers. And consumer remember different different advertisement. 27
  28. 28. x. There is association between the reasons to purchase the mobile connections the mobile connections and number of consumers. It means consumers prefer any mobile connections on the basis of certain factors. xi. There is association between the reasons to remember the advertisement the mobile connections and number of consumers. It means consumers remember the advertisement of any mobile connections because of factors described. 28
  29. 29. 8. Suggestions • Perform a detail demand survey at regular interval to know about needs and requirement of the customer. • The company should make hindrance free arrangement for its customer/retailers to make any feedback or suggestions as and when they feel. • Company should pay a special attention towards its customers through a good customized communication system network for individuals and more specifically to its customers through their preferred communication channel. • The company should focus to bring some latest and most advanced technology and variety of schemes rather then bring second and repeat same old one. It is always better to be first than being better. • The company must be aware of and keep at least the latest knowledge of its primary competitors in market and try to market perfect anticipated efforts to meet the same. • The company should also use time to time some more and new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole. • The company should be always in a position to receive continuous feedback and suggestion from its customers/consumers as well as from the market and try to solve it without any delay to establish its own good credibility. • The company must set-up a good marketing intelligence system network to attack any important initiative to catch the fast growing 29
  30. 30. trends and development. • The visibility of any product plays an important role in marketing the customer, aware about it and is vital for the growth and development of any product. • For their advertisement they can also introduce a brand ambassador because most of the consumers remember advertisement because of their brand ambassador. • As far ac RIM is concerned; its doing a good job but, it has to remain aware of the efforts being made by its competitors like Vodafone and airtel as they are also investing heavily on improving their visibility. • As far as Rim is concerned it’s doing a good job but, it has to remain aware of the efforts being made by it’s competitors like Vodafone and airtel ; as they are also investing heavily on improving their visibility. 30
  31. 31. 9. Conclusion During the course of the project I realized that the customer willingly answered the closed end questions. From the analysis of the data collected I have reached the following conclusions: • RIM is most popular amongst its users mainly because of its low tariff plans, varied schemes, its unique services like R-World, and low cost of possession. Thus it should focus on keeping the cost low so that it can capture the major part of the market. But most of the consumers prefer Airtel as their 1st preference, then Reliance. • We come to the conclusion that visibility affects the sales of project in a very special way and in terms of the advertisements reliance is lacking behind, it is at number 4 mostly consumers remember the advertisement because of the frequency of add and brand advertisement. • The secret behind being the market leader is being innovative, and to be the first to introduce new ideas services and latest technology. • After acquiring a new customer, there is lot of importance of its retention also. This can be done only by providing proper services 31
  32. 32. and good customer care in which RIM is lacking somewhere. • In today’s scenario, customer is the king because he has got various choices around him. If you are not capable of providing him the desired result he will definetly switch over to the other provider. Therefore to survive in the cutthroat competition, you need to be the best. Customer is no more loyal in today’s scenario, so you need to be always on your toes. • We feel that there is cut throat competition between RIM, Vodafone, Idea, BSNL, Airtel and TATA indicom in terms of customer acquisition, so to be on top of mind of the customers they need to do something outstanding every time. 32
  33. 33. 10. Limitations • The responses may vary, as some people did not want to come up with real answers. • The people were busy in their own work so they might not have given actual responses. • Limitations of time. • The survey is conducted only in IMS hostel that is not convenient. • Small sample size. 33
  34. 34. 11. Questionnaire 1. Name……………………………………………… 2. Gender Male  Female  3. Do you have mobile phone? Yes  No  4. Which connection do you have? Airtel  BSNL  Idea  Reliance  Vodafone  Tata Indicom  Others  34
  35. 35. 5.About the mobile connection what do you like most? Brand name  Price  Network  Brand ambassador  After sales service  Customer care service  Any other(please specify)  6. Have you seen any advertisement of mobile connections? Yes  No  7. Advertisement of which mobile connection do you remember the most? Airtel  BSNL  Idea  Reliance  Vodafone  Tata Indicom  Other  8. What attracted you most in the advertisement? Creativity  35
  36. 36. Brand ambassador  Idea of delivering the message  Frequency of advertisement  Any logical reason  9. Any suggestions …………………………………………………………………………… …………………………………………………………………………… …………………………………………………………………………… ……………………… 36
  37. 37. 12. References Richard I. Levin, David S. Rubin, “Statistics for management”, Pearson education, 7th edition. www.reliance.com 37
  38. 38. www.reliancecommunocation.com www.reliancemobile.com 38

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