MARKET RESEARCH WHITE PAPER PRESENTATION BRAND SWITCHING IN CELLULAR SERVICE INDUSTRY BY: BHAVIK FADIA (16)
OBJECTIVE <ul><li>To know the present status of brand switching in cellular service industry. </li></ul><ul><li>To study t...
HYPOTHESIS <ul><li>H0: High price leads to brand switching in cellular service industry </li></ul><ul><li>H1: Malpractices...
INTRODUCTION <ul><li>The last four-five years have brought about a great change in the consumer preferences for cellular s...
RESEARCH METHODOLGY <ul><li>Type of research : </li></ul><ul><li>Exploratory & Descriptive  </li></ul><ul><li>Type of samp...
QUESTIONAIRE <ul><ul><li>1. How long have you been using cell phone? </li></ul></ul><ul><ul><li>< 6 months </li></ul></ul>...
CONT… <ul><li>4. If you use only one kind of cellular connection (S) /service, how long you have  been associated with it ...
CONT… <ul><li>6.What is your monthly cell phone billing expense (in Rs.)?   _________ </li></ul><ul><li>< 500 </li></ul><u...
CONT…. <ul><li>9. Do various pricing plans and incentive schemes by various operators motivate you to switch? </li></ul><u...
<ul><li>12. What factor play major role if you decide to switch to another operator? </li></ul><ul><li>Pricing  </li></ul>...
CONCLUSION  <ul><li>Pricing: Service providers should start concentrating on differentiating their products. This could pa...
LIMITATION  <ul><li>Scope  </li></ul><ul><li>Sample size </li></ul><ul><li>Bias response </li></ul><ul><li>Lack of earlier...
THANK YOU
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  1. 1. MARKET RESEARCH WHITE PAPER PRESENTATION BRAND SWITCHING IN CELLULAR SERVICE INDUSTRY BY: BHAVIK FADIA (16)
  2. 2. OBJECTIVE <ul><li>To know the present status of brand switching in cellular service industry. </li></ul><ul><li>To study the importance of various factors which contribute to brand switching </li></ul><ul><li>To study opportunities and challenges arise out of brand switching </li></ul>
  3. 3. HYPOTHESIS <ul><li>H0: High price leads to brand switching in cellular service industry </li></ul><ul><li>H1: Malpractices leads to brand switching in cellular service industry </li></ul><ul><li>H2: Competition in service leads to brand switching in cellular service industry </li></ul><ul><li>H3: Inconveniences in location of outlet leads to brand switching in cellular service industry </li></ul><ul><li>H4: Response to service failures leads to brand switching in cellular service industry. </li></ul><ul><li>H5: Negative response to service failure leads to brand switching in cellular service industry </li></ul>
  4. 4. INTRODUCTION <ul><li>The last four-five years have brought about a great change in the consumer preferences for cellular services . </li></ul><ul><li>Those who have had a great going in the last few years are fighting hard to retain their new supremacy. </li></ul><ul><li>The cellular services industry is perhaps the most happening place in terms of new value added services launched, upgraded products and innovative marketing techniques. </li></ul>
  5. 5. RESEARCH METHODOLGY <ul><li>Type of research : </li></ul><ul><li>Exploratory & Descriptive </li></ul><ul><li>Type of sample : </li></ul><ul><li>Judgemental sampling </li></ul><ul><li>Size of Sample : </li></ul><ul><li>100 Respondent (users) </li></ul><ul><li> </li></ul><ul><li>Data Collection : </li></ul><ul><li>Primary </li></ul><ul><li>Secondary </li></ul>
  6. 6. QUESTIONAIRE <ul><ul><li>1. How long have you been using cell phone? </li></ul></ul><ul><ul><li>< 6 months </li></ul></ul><ul><ul><li>6 months to 1 year </li></ul></ul><ul><ul><li>1 year to 2 year </li></ul></ul><ul><ul><li>> 2 year </li></ul></ul><ul><ul><li>2. What is the kind of cellular connection you use and brand of your device </li></ul></ul><ul><ul><li>provider? </li></ul></ul><ul><ul><li>a. Post paid </li></ul></ul><ul><ul><li>b. Prepaid </li></ul></ul><ul><ul><li>3. Which brands of cellular service providers you are aware of? </li></ul></ul><ul><ul><li>Hutch </li></ul></ul><ul><ul><li>Airtel </li></ul></ul><ul><ul><li>RIM </li></ul></ul><ul><ul><li>MTNL </li></ul></ul><ul><ul><li>Tata Indicom </li></ul></ul><ul><ul><li>BPL </li></ul></ul>
  7. 7. CONT… <ul><li>4. If you use only one kind of cellular connection (S) /service, how long you have been associated with it ?______months </li></ul><ul><li>< 6 months </li></ul><ul><li>6 months to 1 year </li></ul><ul><li>1 year to 2 year </li></ul><ul><li>> 2 year </li></ul><ul><li>5. Which according to you is most important use of your mobile? Rank increasing order of significance? </li></ul><ul><li>Making outgoing local calls </li></ul><ul><li>Receiving calls </li></ul><ul><li>SMS </li></ul><ul><li>Making STD/ISD calls </li></ul><ul><li>Playing games on it </li></ul><ul><li>Listening music </li></ul>
  8. 8. CONT… <ul><li>6.What is your monthly cell phone billing expense (in Rs.)? _________ </li></ul><ul><li>< 500 </li></ul><ul><li>>500 </li></ul><ul><li>>1000 </li></ul><ul><li>>1500 </li></ul><ul><li>7. Does advertising tend to affect your purchase preference? </li></ul><ul><li>Yes </li></ul><ul><li>No </li></ul><ul><li>can’t say </li></ul><ul><li>8. Which one of the above-mentioned brands is best? Please give support for the for your answer </li></ul><ul><li>________________________________________________________ </li></ul><ul><li>________________________________________________________ </li></ul>
  9. 9. CONT…. <ul><li>9. Do various pricing plans and incentive schemes by various operators motivate you to switch? </li></ul><ul><li>Yes </li></ul><ul><li>No </li></ul><ul><li>10. How do you rate your service operator on scale of </li></ul><ul><li> (1-5)? (1being worst 5best) </li></ul><ul><li>________ </li></ul><ul><li>11. Do you believe in being with your cell phone operator or </li></ul><ul><li> seeking the best deal in the market and switch? </li></ul><ul><li>Be with same operator </li></ul><ul><li>Switch </li></ul><ul><li>Cant say </li></ul>
  10. 10. <ul><li>12. What factor play major role if you decide to switch to another operator? </li></ul><ul><li>Pricing </li></ul><ul><ul><li>High price </li></ul></ul><ul><ul><li>Price increases </li></ul></ul><ul><ul><li>Unfair pricing </li></ul></ul><ul><ul><li>Deceptive pricing </li></ul></ul><ul><li>Inconvenience </li></ul><ul><ul><li>Location/hours of availability of cards </li></ul></ul><ul><ul><li>Wait for service </li></ul></ul><ul><li>Core service failure </li></ul><ul><ul><li>Service mistakes – network problem </li></ul></ul><ul><ul><li>Billing error </li></ul></ul><ul><ul><li>Faulty service </li></ul></ul><ul><ul><li>Connection errors </li></ul></ul><ul><li>Service encounter failure </li></ul><ul><ul><li>Unresponsive customer care executive and employees </li></ul></ul><ul><ul><li>Uncaring attitude toward customers </li></ul></ul><ul><ul><li>Unknowledgeable employees and customer care </li></ul></ul><ul><li>Response to service failure </li></ul><ul><ul><li>Negative responses to service failure complain </li></ul></ul><ul><ul><li>No response </li></ul></ul><ul><ul><li>Reluctant response </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>found better services </li></ul></ul><ul><li>Ethical problem </li></ul><ul><ul><li>cheating in billing </li></ul></ul><ul><ul><li>hard selling </li></ul></ul>
  11. 11. CONCLUSION <ul><li>Pricing: Service providers should start concentrating on differentiating their products. This could pay off in the long term. </li></ul><ul><li>Brand building: Brand building in the current scenario it may seem futile but because of the cut throat competition and low differentiation fighting on price front would be ineffective. That is when branding will become one of the significant factors in attracting new customers. </li></ul><ul><li>Promotional campaign </li></ul><ul><li>Incentives </li></ul>
  12. 12. LIMITATION <ul><li>Scope </li></ul><ul><li>Sample size </li></ul><ul><li>Bias response </li></ul><ul><li>Lack of earlier studies on the topic </li></ul>
  13. 13. THANK YOU

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