A business research project on <br />Mobile shops<br /> Submitted to: Submitted by:<br /> a.K Gupta debosmita ghoshal <br /> (Lecturer) pronami sarma <br />Accman Institute of Management Rahul bagla<br /> Sandeep shyam sharma<br />EXECUTIVE SUMMARY <br />1. EXECUTIVE SUMMARY (INTRODUCTION OF TOPIC)<br />Gradual changes have been occurring in the Customer’s mind in this competitive market scenario the mobile handsets companies are mainly concentrating to set up the highly competitive strategies to compete and remain in the competition.<br />The growth of the mobile phone industry has a direct correlation to the growth of income and awareness about mobiles and need of mobiles. However, that is for the overall availability of its services and all facilities regarding it. Cheap call rate is also the important factor of increasing the growth of this sector.<br /> Here we also have to work and understand the perception of accmanians about mobile phones and its dealers. Which are mainly located at Jagat farm, Greater Noida.<br />And know about their process and their best use .A crucial competitive factor is that the Primary product and the provision of mobile parts availabity to customers should not be perceived as being separate entities. Rather, the customer demands a full range of services that also include maintenance and technical assistance to go along with the provision of mobile services and its maintenance and their interest.<br />DECLARATION<br />We all group members are Student of PGDM 2009-11, section-B Accman institute of management. Grater Noida, hereby declaring that we have completed this project under the title “CUSTOMERS OPINION ABOUT THE MOBILE CONNECTION AND MOBILE SHOPS” in Accman institute of management, greater Noida. For a period of 20days. the data and facts presented here are our original collection and not copied from anywhere else.<br />We would like thank our Respected Pro. A.K. Gupta, who always been a source of motivation and support to all the students of PGDM (ACCMAN INSTITUTE OF MANAGEMENT ). We pay our special gratitude to Pro. A.K. GUPTA (FACULTY OF BUSINESS RESEARCH) without whose help it would have been impossible to conduct such a research successfully.<br /> DEBOSMITA GHOSHAL<br /> PRONAMI SARMA<br /> RAHUL BAGLA<br /> SANDEEP SHYAM SHARMA<br />ACKNOWLEDGEMENT<br /> <br /> We would like to express our profound gratitude to Mr A.K. GUPTA (faculty of business research), under whose guidance; we gained deeper insights into the subject matter. His constant support provided the right direction to our analysis and helped us to understand the deep analysis of the subject. Without their encouragement and constant guidance we could not have finished this report.<br /> We express our heartfelt gratitude to Mr. B.K. SOAM (faculty of operation research) for his support and guidance and provided us valuable advice during project.<br /> We would also like to deeply thank to Mr RAJU BHAIYA (owner of sky communication, jagat farm), during the 20 days in which this endeavour lasted, provided us with useful and helpful assistance. Without their care and consideration, this project report would likely not have matured.<br /> Last but not least, we would like to express our sincere gratitude to all friends and accmanians studying in ACCMAN INSTITUTE OF MANAGEMENT, GR. NOIDA who aided us during the duration of our whole project in various direct and indirect ways. <br /> <br /> <br /> <br /> <br />PREFACE<br />In classroom studies main concentration is on theoretical portion while the main objective of this project is to impart practical knowledge to collage going professional students. So that whenever in future they get opportunity to work in companies, they can work with full confidence, also they can become familiar with such kind of atmosphere.<br />In today’s competitive scenario, Marketing Research plays a major role. We have chosen customers opinion about in order to get practical experience i.e. to know about interest and criteria of purchasing a mobile and its connection, how they think after purchasing, their average expenditure on it and what type of mobile connection will be best for them most of them are students and what opinion they have about using the mobile and purchasing the mobile connection. Explain them the motto behind the survey and convince them to chat with us and give information about quality and facilities of the connection and mobile they are using.<br />QUISTIONNARIE<br />23332113851690562864010470904967605107315033426403873500NAME: GENDER: M F MARTIAL STATUS: M UM AGE:<br />Q. 1. DO YOU USE MOBILE?<br />468312510350509302751085850A) YES B) NO<br /> <br />Q. 2. WHICH MARKET YOU PREFER MOST? <br />194056070485058940701280470A) JAGAT FARM B) KASNA PLAZA<br />197560910026405915025756230C) ATTA MARKET D) ACHHAR MARKET <br /> <br />Q.3. IN YOUR OPINION WHICH MARKET PROVIDES VARIETY AND QUALITY BOTH?<br />5977593605810020745451279490A) JAGAT FARM B) KASNA PLAZA<br />59804309080502059940895350C) ATTA MARKET D) ACHHAR MARKET <br /> <br />Q.4. IN WHICH RANGE YOUR FONE LIES?<br />60706001968502185035736600A) LESS THAN 2500 B) 2500 TO 5000<br />60706008255002167890793750C) 2500 TO 5000 D) MORE THAN 5000<br />Q.5. WHICH COMPANY’S MOBILE YOU USED?<br />59538428753901743710393700A) NOKIA B) MOTAROLA<br />59538427848401715135457200C) SAMSUNG D) OTHERS<br />Q.6. ARE YOU SATISFIED WITH ITS SERVICES?<br />57638378445503279775844550918210844550A) YES B) NO C) CAN’T SAY<br />Q.7. HOW MANY SHOPS ARE THERE IN YOUR LOCALITY?<br />5951855104140019278601041400A) 1-3 B) 3-6<br />59347109715501916232853050C) 6-9 D) 9 AND MORE<br />Q.8. WHAT IS THE CRITERIA WHEN YOU PURCHASE?<br />19281079617505709684289880A) BRAND IMAGE B) PRICE<br />19157954191005720316371700C) FEATURES D) ANY OTHER <br />Q.9. WHAT IS YOUR POST PURCHASE BEHAVIOUR?<br />1892300410845018937436678205720316617140A) SATISFIED B) UNSATISFIED C) CAN’T SAY<br />Q.10. DOES ADVERTISING PLY AN IMPORTANT ROLE WHILE BUING PRODUCT?<br />58464455143503329305514350926465482600A) YES B) NO C) CAN’T SAY <br />Q.11. IN WHICH MARKET MAXIMUM BARGAINING OCCURES?<br />58705757683502143760654050A) JAGAT FARM B) KASNA PLAZA<br />588200511049002131060457200C) ATTA MARKET D) ACHHAR MARKET<br />Q.12. WHAT ARE THE REASONS BEHIND THAT THE YOUR PREFERRENCES AMONG MARKETS?<br />59937654635502023110698500A) PRICE B) QUALITY<br />59894681576802025650482600C) VARIETY D) ALL THESE<br />Q.13. IF YOU SATISFIED WITH A SHOP OR DISTRIBUTOR DO YOU RECOMMEND IT TO YOUR FRIENDS OR CLASSMATE?<br />59893204000502082487845700A) ALWAYS B) SOME TIMES<br />59893203238502081662804310C) NOT AT ALL D) CAN’T SAY<br />Q.14. WHAT TYPE OF MOBILE CONNECTION YOU HAVE?<br />59842406921502112645565150A) POST PAID B) PRE PAID<br />Q.15. WHICH MOBILE CONNECTION YOU HAVE?<br />596519054610002236470400050A) AIRTEL B) IDEA<br />59651905524502248741913160C) RELIANCE D) ANY OTHER<br />Q.16. HOW MUCH YOU EXPENSE ON MOBILE IN A MONTH?<br />594152284455022606001006190A) LESS THAN 100 Rs. B) 100 TO 250 Rs.<br />596519013970002259965727030C) 250 TO 500 Rs. D) MORE THAN 500 Rs.<br />Q.17. IN HOW MANY DAYS YOU USUALLY GO FOR RECHARGE?<br />223647010477505977255495300A) DAILY B) 1 TO 6 DAYS<br />223774010604505977255704850C) 6 TO 15 D) MORE THAN 15 DAYS<br />Q.18. USUALLY HOW MUCH AMOUNT YOU SPEND AT A TIME?<br />2293620102870059823351041400A) LESS THAN 50 Rs. B) 50 TO 100 Rs.<br />229624210896405977593589800C) 100 TO 200 Rs. D) MORE THAN 200 Rs.<br />CONTENTS<br />RESEARCH METHODOLOGY<br />2. RESEARCH DESIGN<br />3. SAMPLING METHODS<br />4. LIMITATIONS<br /> 5. RECOMMENDATION<br /><ul><li>RESEARCH METHODOLOGY</li></ul>A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. It is a conceptual structure within which research is evaluated.<br /> According to Clifford Woody:-<br /> “RESEARCH comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.”<br />2. RESEARCH DESIGN<br /> <br />For the study college gave us opportunity to know about mobile users, their interest and expenditure on it, and finding the various ways to get them fully awareness so the can minimize the expenditure on it. For that we have conduct a survey on accmanians and mobile shop owners that what they are providing to students like they are providing free connection to student and discount to student. <br /> So main task of this study is known about expenditure by student on mobile and to know their opinion about the mobile shops and its market.<br />3. SAMPLING METHOD<br />In statistics, the term population or universe means any finite or infinite collection of individuals and sampling means a part of population or a subset from a set of units which is provided by some process or other usually by deliberate selection with the object of investigating the process or set.<br />Broadly speaking sampling method can be divided into two parts<br />PROBABILITY SAMPLING: It is a method of sampling in which the probability of unit being selected is known. It can be categorized under following subtypes:-<br />Simple Random Sampling<br />Stratified Random Sampling<br />Systematic Sampling<br />Cluster Sampling<br />NON-PROBABILITY SAMPLING: It is method of sampling in which the probability of a unit being selected is not known. It can be categorized under following subtypes:<br />Quota Sampling<br />Judgment Sampling<br />Convenience Sampling<br /><ul><li>Snow Ball Sampling</li></ul> 4. LIMITATIONS<br /><ul><li>First of all it is very difficult to get suitable & accurate data and information.
Long time required to complete this project.</li></ul>5. RECOMMENDATOIN<br /> <br /> Higher authorities should provide help and opportunity to the students who are preparing the projects on their company or organization, here organization can think upon these<br /> Suggestions:-<br />1. Making a special team to help the research students.<br />2. Give information to their student, employees, workers and staff to help and provide information to research students.<br />3. Provide sufficient and important data and information to the research students, and these information should be reliable and accurate.<br />Verified respondents<br />S. No.NameSexAge1Abhishek TiwariM222Akansh gargM223Abhilasha GuptaF274Ankit GuptaM235Akhil Srivastava M226Ankur singhM237Ashwini guptaM248Bani mehetaF249Vandana jainF2410Akshat srivastavaM2511Chandan aggarwalM2312ChandraprakashM2313Deepak KumarM2514Deepak TewatiaM2315Davesh LodhaM2416Dharamveer SinghM2517Dimple KhannaF2318Disha KhandelwalF2019Depanshu gargM2020Divya JaiswalF2221Disha ThakurF2222Gunjan BarathiF1923Geetanjali MethiF2024Gajender singhM23S. No.NameSexAge25Ganga AggarwalF2726Himanshu ChopraM2527Jeevan SethM2128Jitender mamodiyaM2529Karanjeet TanwarM1730Kishore GuptaM2831Kirti SinghF1932Kanishka ChoudharyF2333Kritika agnaniF2234Kamla KothariF2435Khusboo RathodF2136Lavyani KesarwaniF2237Lovesh WardhaniM2338Lokesh RanjanM1939Manisha SahaF2340Manish JaatM2441Mridul JohriM2442Naresh SinghviM2543Nikita sinhaF2644Ridhima SinghalF2545Neha VermaF2246Nandani PradhanF1847Sneha JhaF2848Sonu JaipuriyaM2149Sameesh KankariyaM2250Siddharth SainiM22<br />Synopsis<br />Objective:To know customers opinion about the mobile connection and mobile shops.<br />Researchers:Rahul, Sandeep, Pronami, Debosmita.<br />Research Guide:Prof A.K Gupta<br />Project Duration:20 days<br />Area of Research:Accman institute of management.<br />Sample Unit:Students<br />Sample size:50<br />Methodology:Descriptive research and conclusive research (Random sampling)<br />Sample tool used:Questionnaire<br />Objective<br />To analyse the behaviour of customers visiting Sky Communication for their mobile recharge.<br />To know the motivating factors of consumers in purchasing products From Sky Communications. <br />To know how brand preference is formed in purchasing from Sky Communications among consumers.<br />To analyse marketing strategies of Sky Communications.<br />To ascertain the level of brand loyalty and brand image associated by consumer with a brand name ‘Sky Communications’ and the reason for this.<br />To measure the level of satisfaction in the customers of Sky Communications.<br />To study the consumer perception towards Sky Communications.<br />Consumer<br />Behaviour<br />Introduction<br />All of us are consumers. We consume things of daily use; we also consume and buy these products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or industrial goods.<br />What we buy, how we buy, where and when we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, beliefs, values motivation, personality, social class and many other factors that are both internal and external to us.<br />CONSUMER BEHAVIOUR<br />Consumer behaviour is the study of how people buy, what they buy, when they buy and why they buy. It blends elements from psychology, sociology, socio-psychology, anthropology and economics. It attempts to understand the buyer decision processes/buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.<br />Belch and Belch define consumer behaviour as 'the process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires'.<br />Although it is important for the firm to understand the buyer and accordingly evolve it marketing strategy, the buyer or consumer continues to be an enigma – sometimes responding the way the marketer wants and on other occasions just refusing to buy the product from the same marketer. For this reason, ht buyers’ mind has been termed as a black box, the marketer provides stimuli but he is uncertain of the buyer’s response. This stimulus is a combination of product, brand name, colour, style, packaging, intangible services, merchandizing, shelf display, advertising, distribution, publicity and so forth.<br />Further today’s customer is being greatly influenced by the media especially electronic. Technological developments in the field of information, biotechnology and genetics, and intensive competitions in all products and services are also impacting consumer choices.<br />FACTORS INFLUENCIG CONSUMER BEHAVIOUR<br />The factors that influence consumer behavior can be classified into internal factors and external environmental factors. External factors do not affect the decision process directly, but percolate or filter through the individual determinants, to influence the decision process.<br />The individual determinants that affect consumer behaviour are:<br />Motivation and involvement<br />Attitudes<br />Personality and self concept<br />Learning and memory<br />Information processing<br />The external influences or factors are:<br />Cultural influences<br />Sub-cultural influences<br />Social class influences<br />Social group influences<br />Family influences<br />Personal influences<br />Other influences<br />MODELS OF CONSUMER BEHAVIOUR<br />We have already seen that there are many factors which influence the decision making of consumers. There are various consumer models which help in the under standing of consumer behavior. They are formulated by different economist and management scientist based on various ideas. They are:<br />Economic Model<br />Psychological Model<br />Input process output Model<br />Sociological Model<br />Hawrath Sheth Model<br />Sociological Model<br />Engel-Blackwell-Kollath Model<br />Model of family decision making<br />Nicosia Model<br />A model of industrial buying behaviour<br />TOOLS TO STUDY CONSUMER BEHAVIOUR<br />It is important to marketer to regularly study buyer behaviour. The different tools available to him or her are:<br />Surveys<br />This is the most common technique used in studying consumer behaviour. It involves the use of questionnaires. Different scaling techniques like Likert and Thurstone are used to measure consumer attitudes. The problem with survey methodology is that it gives to marketer only conscious response of the customer.<br />Projective Techniques<br />To throw the customer off his or her conscious level and to get know subconscious-level responses, projective techniques like word association, picture association and thematic appreciation tests have been used. This provides valuable information on his or her product or brand and about the customer’s lifestyle and self concept.<br />Focus Group Discussions<br />This is another qualitative technique used to assess how customers perceive the product and use situations. It also provides the marketer with valuable information on the target market.<br />OUTLET SELECTION AND PURCHASE<br />As the number of product and brands are increasing in the market, so are the retail outlets and it becomes very confusing for the customers to choose the retail stores. The selecting of a retail store also involves almost the same process as selecting a brand. A retail outlet relates to a service or a product which caters to the consumer. The retail trade occurs from the stores but, it also occurs from catalogues, direct mail via print media, television and radio. Retailing is also done in weekly markets which are put up in different areas of a city on different days. It is also done from consumer, by means of various media. It has become very challenging and exciting, both for consumers and marketers. The consumer may give first preference to the store or the product or, he may give equal importance to both. Sometimes one prefers a store first, where he can get friendly and logical advice to buy the product or brand of second priority, if he is assured of proper service and proper guidance, rather than buying a product of his choice on first priority and missing out on other important aspects of purchase.<br />PURCHASE BEHAVIOUR<br />We have seen that in many products, decision-making is a very lengthy process, and takes a very long time. The problem is recognized and a lot of information is gathered. After this is done, the last two stages of decision-making, that is, the purchase and post purchase come into play. Purchase is very important as it generates revenue, and post purchase gives us an idea of the likes and dislikes of the consumer. Post purchase behaviour also establishes s link between the marketer and the target market segment.<br />Purchase is important to the marketer as the product was planned, produced, priced, promoted and distributed after a lot of effort. If purchase does not take place, the marketer has failed in his marketing effort. He then needs to change the marketing mix. He has to change entire strategy, as the ultimate aim of the marketer is to float a product which will generate revenue and bring satisfaction to the customers. Purchase is important for his success, for achieving his objectives and for formulating competitive strategies against the competitors. It marks the end of his search, end of his efforts and chooses the brand of his choice for expected benefits.<br />POST PURCHASE Behaviour<br />It is important for the marketer to know whether his product is liked by the consumer or not. He wants the feedback about his product so that corrective action, if necessary, can be taken, and the marketing mix be modified accordingly. Post purchase behaviour is the reaction of the consumers; it gives an idea of his likes and dislikes, preferences and attitudes and satisfaction towards the product. It indicates whether or not the purchase motives have been achieved. Purchase is the means and post purchase is the end. Post purchase behaviour indicates whether or not repeat purchase will be made, whether the customer will recommend the product to others or not. It indicates whether long term profits can or cannot be expected. All this can be found out by the post purchase behaviour or the customers. Post purchase is the last phase in the decision making process.<br />CONSUMER BEHAVIOR ANALYSIS<br />OF CUSTOMERS visiting <br />Sky communicationsINTRODUCTION<br />In this chapter an attempt is made to study about behaviour of consumers of consumers at Jagat Farm in Greater Noida.<br />ANALYSIS OF DATA<br />Table No. 1<br />Sex wise classification of the respondents.<br />CategoryNo. ofRespondentsPercentageMale2856Female2244Total100100 %<br />Chart no.1:- Sex wise classification of the respondents <br />Interpretation<br />We have surveyed 50 people from which 22 were female and 28 were men. We considered all the population as the participants in the survey. As mobile has become a necessity in the today’s world. Each and every person in the survey carried a mobile and helped in analysing the customer requirements.<br />Table No. 2<br />Showing the marital status of the customers <br />StatusNo. of RespondentsPercentageUnmarried4794%Married36%Total50100%<br />Chart No. 2<br />Interpretation<br />Through this survey we found out that 94% of the population out of 50 people we surveyed are unmarried. It gives us a clear indication that the shops visited here are mostly by students. As the student population in this area is the dominating factor due to presence of colleges in this area. <br />Table 3<br />The following table is representing the different age groups to which the respondents are belonging.<br />AgeNo. Of respondentsPercentageBelow 1812%18-2048%20-22612%22-242142%Above 241836%Total50100%<br />Chart No. 3<br />Interpretation<br />Through the study we found that population lying between the age group 22-24 are the most frequent visitors to the mobile shops. The population above the age of 24 also do visit the mobile shops on regula basis.<br />Table – 4<br />Product wise classification of customers:<br />ProductNo. Of respondentsPercentageRecharge3162%New Simcard1020%New Handset612%Handset Repair36%Total50100%<br />Chart -4<br />Interpretation<br />We have surveyed the population to find out that the people visiting the Jagat farm visit the mobile shops for various reasons. After surveying we discovered that 31 customers come to buy the recharge for their respective connection. Customers come for to buy new simcards & handsets as well as for getting their mobile handsets repaired. This provides a clear indication that most customer are coming for recharging their connections.<br />Table – 5<br />The following table is showing the no. of customers aware of products & services available in the various mobile shops in Jagat farm Greater Noida.<br />StatusNo of respondentsPercentageYes4080%No1020%Total50100%<br />Chart – 5<br />Interpretation<br />It is known by the survey that only about 20% of the customers are aware of the products and services that the can avail in the mobile shops. The rest 80% of the population is unaware about the various kinds of products and services available in the mobile shops for them.<br />Table:6<br />The following table is showing the no. of customer’s satisfaction with the services of the shopkeeper.<br />StatusNo. Of RespondentsPercentageExcellent48%Good1326%Average2346%Bad1020%Total50100%<br />Chart –6<br />Interpretation<br />We can interpretate from the data that most of the customers range the services of the mobile shops in the cateogry good or average. But the no. of unsatisfied customers in terms of bad service is 10 as compared to excellent service which is 4. It is adviseable to the mobile shop owners to raise the standards of the services they provide.<br />Table – 7<br />The following table shows by which means of media did the customers came to know about the mobile shops in Jagat farm.<br />MediaNo of respondentsPercentageNewspaper12%Pamphlets1122%Friends3570%Others36%Total50100%<br />Chart- 7<br />Interpretation<br />Our survey revealed that the customer came across various factors of media. These forms of media informed the customers about the presence of the the mobile shops in Jagat farm. The most effective form of media was the word of mouth through which the 70% of the population was informed. <br />Table – 8<br />The following table shows the factors which influenced the customers in purchasing the products from the mobile shops.<br />FactorsNo of RespondentsPercentageCompany image1122%Quality1428%Advertisements1224%Collection1326%Total100100%<br />Chart – 8<br />Interpretation<br />What makes the customer come back to the same shop is the quality of service and product that the customer receives. Another factor that affects this process is the presence of competitors in the same locality. By the survey it was revealed that the most customers are quality conscious. But Factors like advertisement, image of the company, price also effect the purchasing process of the customers. <br />Table – 9<br />The following table shows the no. of customers who got immediate response on complaints registered, i.e. the complaints resolved.<br />StatusNo. Of RespondentsPercentageYes3672%No1428%Total50100%<br />Chart – 9<br />Interpretation<br />The survey also revealed that 72% of the people feel that Sky Communications services are excellent. All their complaints are met with wonderful service. As soon as the complaints were registered, the Sky Communication acts on that and satisfies customers. Only 28% of population thinks that the service of Sky Communication is not up to the mark. Most of the customers are satisfied, which was the main aim of the survey.<br />Table – 10<br />Showing the customers rating on the salesman relationship:<br />RatingNo of respondentspercentageExcellent510%Good2346%Average2040%Poor24%Total50100%<br />Chart – 10<br />Interpretation<br />The customers visiting the mobile shops in Jagat farm are satisfied with the salesmen hired and working in these shops. About 46% of the population feels the salespersons response to them was good and similarly 40% of population feels that the response of the salesperson to them was average. This can be seen like this that there is still scope of improvement in the quality of services provided by the salesman. <br />Table – 11<br />The following table shows whether the respondents will insist their well wishers, friends and relatives to buy from the shops in the Jagat Farm, Greater Noida. <br />StatusNo of RespondentsPercentageYes2652%No1020%Don’t know1428%Total50100%<br />Chart – 11<br />Interpretation<br />The last question makes us to believe that the customers visiting Jagat Farm are not too loyal and trustworthy. They advertise that these shops by mouth to mouth publicity.<br />Conclusion<br />To conclude the overall responses of the customers of Sky Communications is good. The overall performances in all areas are satisfactory.<br />During the study it was found that the following factors such as making charges, salesman responsiveness, ornaments designs, price etc. has satisfactorily influenced consumer behaviour.<br />Further, there is some kind of promotion activities required to hold the present customers and make new customers.<br />References<br />Books referred to:<br />Marketing Management – Kotler & Keller<br />Marketing Management - A. Vinod<br />Business world<br />Websites visited:<br />www.wikipedia.org<br />www.scribd.com<br />www.slideshare.com<br />www.managementparadise.com<br />www.pdfgeni.com<br />