Final mrp


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Final mrp

  1. 1. Synopsis MAJOR RESEARCH PROJECT Titled ”Factor Affecting Selection of Mobile Phone Network Service Provider” ( With Special Reference to Rural Customer)A Research Synopsis submitted as partial fulfillment for the award of the Degree of Masters of Business Administration (2010-2012)GUIDED BY: SUBMITTED BY:Prof. Neetu jain vijay singh chouhan PGDM Vth trimster INDEX 1
  2. 2. S. No. Page No.1. Introduction 3-62. Review of Literature 7-83. Rationale of the study 9-104. Objectives of the study 11-125. Research Methodology 13-14 a) Data Collection b)The sample c)The tools of data analysis6. References 15-16 2
  3. 3. INTRODUCTIONTelecome company 3
  4. 4. Tele communications sector is now universally recognized as one of the prime movers of themodern economy. The availability of adequate infrastructure facilities is critical for accelerationof the economic development of any country. The Government of India recognizes that theprovision of a world-class telecommunications and information infrastructure is the key to rapideconomic and social development of the country. Telecommunications is critical not only for thedevelopment of the information technology industry but also has widespread implications for theentire economy of the country. The telecom infrastructure in India has grown at a rapid pace after1994 when the New Telecom Policy, 1994 came into force. Cellular mobile services were one ofthe first areas to be opened up to private competition. The whole country was divided into 4metropolitan cities and 19 telecom circles, which were roughly analogues with the states of India.Cellular licenses were awarded to the private sectors – first in the metropolitan cities of Delhi,Mumbai, Kolkata and Chennai in 1994 and then in the 19 telecom circles in 1995. The subscriberbase in the mobile phone services market in India, the world’s fastest growing telecom market,surpassed 232 million subscribers by the end of 2007. There has been unhindered growth inIndian telecom market.Smaller town and rural areas have been pushing the demand for mobile services. In comparisonto a tale-density of nearly 33 percent in urban areas it is barely 5 percent in the rural areasthereby indicating huge scope for growth. The Telecom Regulatory Authority of India (TRAI)2010, data shoes that rural Mobile Phone Connections stood at 48 million by the end of2007.With a total subscriber base of 232 million rural subscribers form a formidable block of 21percent or over one-fifth of the total mobile pone user base in India.From a status symbol a few years back, the mobile phone is now a part of life for masses.Experts attribute the high acceptance level of technology to high income levels and consumerbehavior. The mobile phone network service providers need to study this market and analyze thefactors influencing the selection of mobile phone network service provider to penetrate in thismarket. The proper understanding of customer’s perception of products helps the marketers todirect their marketing effort in right direction with respect to product, promotion, price anddistribution strategies. Service Provider Company 4
  5. 5. Airtel“Bharti Airtel” formerly known as Bharti Tele-Ventures Limited (BTVL) is among Indiaslargest mobile phone and Fixed Network operators. With more than 60 million subscriptions asof 13th February 2008. [2] It offers its mobile services under the Airtel brand and is headed bySunil Mittal. The company also provides telephone services and Internet access over DSL in 14circles. The company complements its mobile, broadband & telephone services with national andinternational long distance services. The company also has a submarine cable landing station atChennai, which connects the submarine cable connecting Chennai and Singapore. The companyprovides reliable end-to-end data and enterprise services to the corporate customers byleveraging its nationwide fiber optic backbone, last mile connectivity in fixed-line and mobilecircles, VSATs, ISP and international bandwidth access through the gateways and landingstation. Reliance A DREAM COME TRUEThe Late Dhirubhai Ambani dreamt of a digital India — an India where the common man wouldhave access to affordable means of information and communication. Dhirubhai, who single-handedly built India’s largest private sector company virtually from scratch, had stated as earlyas 1999: “Make the tools of information and communication available to people at an affordablecost. They will overcome the handicaps of illiteracy and lack of mobility.” Tata Indicom 5
  6. 6. Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an IndianConglomerate. It runs the brand name Tata Indicom in India in various telecom circles of India.The company forms part of the Tata Groups presence in the Telecommunication Industry inIndia, along with Tata Teleservices (Maharashtra) Limited (TTML) and VSNL.TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile services inIndia, specifically in the state of Andhra Pradesh. BSNLBharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited)is a public sector communications company in India. It is the Indias largest telecommunicationcompany with 25.14% market share as on December 31, 2007. Its headquarters are at BharatSanchar Bhawan, Harish Chandra Mathur Lane, Jan path, New Delhi. It has the status of Mini-ratna - a status assigned to reputed Public Sector companies in India. VODAFONEVodafone Assar, previously Hutchison Assar is a cellular operator in India that covers 16telecom circles in India Despite the official name being Vodafone Essar; its products are simplybranded Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughoutIndia and is especially strong in the major metros. 6
  7. 7. REVIEW OF LITERATUREA brief review of the existing literature relevant to the study has been given below. 7
  8. 8. Bhatia, T...K (2000) These villages and small towns which were once unimportant dots onmaps are now grring the attention of global marketing giants and media planners .thanks toglobalization, economic liberalization, it revolution, Indian diasporas ,female power andimproving infrastructure middle class rural India today has more disposable income than urbanIndia. Rural marketing s gain ing new heights in addition to rural advertisingVelayudhan.S K (2002). The study of the different brand elements have varying roles inreinforcing the value of the brand and its relevance to the customer groups .visual messagesappeal the most to rural audiences . study on recall of pictorial advertisements as compared tonon-compared to non-pictorial advertisements indicate how much more effective they are withrural consumers as competed to urban consumersVenkatesh G. (Sep 2004):.Lack of rural development means lack of infrastructure, and solack of distribution facilities. This is very well recognized factor and probably responsible forlack of interest on the part of marketing companies .Till date, reach to rural population has beenownership of TV exists, lack of electricity of limited access to electricity has been a problem /Soreach of media has been low /.Due to low literacy level, reach of print media is also low .So,radio outdoor .cinema etc and other localized advertising activities only have to be relied uponNeedless to say ,that these media have there own limitations .Ranganathan (2008), studied the two-level model of customer retention in US mobiletelecommunications service market and found that retaining existing customer is less expensiveand difficult than recruiting new customer in mature market. The Study focused onunderstanding the factors related to customer retention behavior, both behavioral factors such asswitching costs and customer satisfaction and demographic factors.The review of existing studies suggests that there is a lack of studies to analyze the behavior ofcollege students towards subscribing to the services of mobile phone network service providers.This study is an attempt to fill this gap and also, carry forward the work done in this context. 8
  9. 9. RATIONALE OF STUDYToday every company of Telecom communication Sector is growing with rapid rate and there isalso cut-throat competition present in this market. The telecom sectors play a vital role in thedevelopment of modern economy. 9
  10. 10. India is a combination of urban and rural areas .Our 30% population live in urban area and 70%Population live in rural area in India .Rural Population is dependent on agriculture and urbanPopulation is dependent industrialization. That’s the reason they are so far of technology. Andthis time most of the company established network toward for a good communicationnetworking.We all very well know that rural area consumer Purchasing power is very low. There is somemajor reason to behind it. To solve this type of Problem Company provide very reasonable priceto provide recharge voucher in rural areas. And we all know that this time mobile set are very much cheap. So every rural consumerpurchasing power are very getting very strong. in the current period . So we can say that this timerural area and rural areas technology developing very much way. 10
  11. 11. OBJECTIVE OF STUDYThis study aimed to achieve the following objectives: 11
  12. 12. • To study the perception of rural consumers towards various mobile phone network service providers • To identify the factors influencing the selection of mobile phone network service provider by rural consumer 12
  13. 13. RESEARCH METHODOLOGYThe Study 13
  14. 14. To analyze the consumer behavior of rural consumer for selection of a mobile phone serviceproviding companyThe SampleThe sample size of the study will be 120 respondents those who are the rural consumers usingdifferent to mobile phone servicesThe ToolsData collection- Self designed questionnaire will be used for collecting the data from thecustomers.Data Analysis – Appropriate statistical tools will be used for analyzing the collected data 14
  15. 15. REFERENCE 15
  16. 16. • Bhatia .T.K.(2000): “Advertising in Rural India: Language, Marketing communication ,and consumerism” Tokyo press,Tokyo,Japan• Velayudhan , S.K. ( 2002 ) Rural Marketing ,Targeting the Non Urban Consumer .Response books sage Publications, New Delhi .• Venkatesh , G.(sep 2004 ) “Technology, Innovation and Rural Development” IIBM Management Review Zhang,X and Fan, a new approach and evidence from rural India “American Journal of Agricultural economics .86 (2) (May 2004 ) : 492-501• By P seo, C Ranganathan Y Badad.. Telecom communication Policy 2008 volume 32 Issue 3-4 Pg:182-196 the level of model of consumer retention in the us mobile communication service market available from 16