Market Analysis of Tata PHOTON Plus

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  • Light and its nature have caused a lot of ink to flow during these last decades. Its dual behavior is partly explained by (1)Double-slit experiment of Thomas Young - who represents the photon’s motion as a wave - and also by (2)the Photoelectric effect in which the photon is considered as a particle. A Revolution: SALEH THEORY solves this ambiguity and this difficulty presenting a three-dimensional trajectory for the photon's motion and a new formula to calculate its energy. More information on https://youtu.be/mLtpARXuMbM
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Market Analysis of Tata PHOTON Plus

  1. 1. INTRODUCTION Executive Summary Wireless Data Card is a revolutionary device used to access high speed internet connectivity for mail system or any other data transfer from your Laptop, Pocket PC or mobile phone through wireless technology. It is very easy to install and use at any given place and time .There are various wireless data card available in the market which varies from each other on the basis of speed and tariff. The most widely used in the market Linksys wireless adapter, net gear, wireless router, net gear wireless adapter, ball wireless adapter, Reliance USB modem, Airtel data Card, Reliance USB Data Card and many more at variable price. It is well known to all that the Indian telecom industry has been regularly beating target i.e. it has been growing complexly, dynamically as well as competitively. In modern world, every business is growth & prospective oriented. And now-a-days one of the major issue in Indian Telecom Industry is “how to expand their own business through the latest technologies like wireless Data Card” to meet the various requirement for various purpose of people .That’s why growth of data card especially happens when business, travelers, academician and other professional needs to access email and other corporate applications during urgent trips and travels. A data card is an electronic card for data operations (storage, transfer, transformation, input, and output). Data card types Data cards can be sorted by their purposes: 1. Expansion card – printed-circuit board: inserted in a special slot in the device and used to add functions to this device. 2. Memory card or flash card: a card which is inserted into the corresponding device socket and used for data storage and transmission; 3. Identification card: a card that works by a contact/contactless interface and contains the data used for performance of various functions, for example access control in subway or offices. It is also used for prepaid services like banking and telecom; 4. Data card or "electronic card": a card dealing with e.g. geographical, climatic, road or topographical data to be displayed on the video screen of some device (computer or GPS navigator), or represented otherwise to be more convenient to use in a certain situation (for example, navigator’s vocal instructions) Lal Bahadur Shashtri Institute Of Management Page 1
  2. 2. Introduction to Tata photon +: Tata photon + is a member of Tata Teleservices limited spearheads the Tata groups presence in the telecom sector .The Tata group includes over 100 companies ,over 450,000 employee worldwide and more than 3.8 million shareholder. Incorporated in 1996, Tata Teleservices limited was the pioneer of the CDMA1x technology platform in India ,embarking on a growth path after the acquisition of hughesTele.com(India)ltd renamed Tata Teleservices by the Tata group in 2002.over the last few years the company has launched significant services CDMA mobile operations in January 2005 under the brand name Tata Indicom market-defining wireless mobile broad band services under the brand name TATA photon in 2008 and 2G GSM services under the brand name Tata DOCOMO in 2009. Tata Teleservices Limited also has a significant presence in the 2G GSM space, through its joint venture with NTT DOCOMO of Japan, and offers differentiated products and services. Tata DOCOMO was born after Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata DOCOMO received a pan-India license to operate GSM telecom services and rolled out GSM services in all the 18 telecom Circles where it received spectrum from the Government of India in the quick span of just over a year. The Study As per the Modern Marketing Management Scenario, every business want i growth & prospective customers. Likewise in this Modern society Indian Telecom Industries face lots of challenges among its number of competitors in every phase with some latest technology just like Wireless Data Card.& it is a major issue in each telecom industry in India even if this competition can’t leave the Tata Teleservices . Because growth of data card especially happens when business, travelers, academician and other professional needs to access email and other corporate applications during urgent trips and travels. As we are all well aware of that now-a-days the telecom industry has been recognized world over as an important tool for socio economic development medium for each & every nation. On the other hand Internet service act as one of the prime support of services needed for the rapid growth of various sector of economy in the modern society & it has become especially more important in recent year because of enormous growth of information technology and for the smooth operation of the every business corporate goal .Today an Internet Service is an essential aspect of every field like Entertainment, Education, Hospital , Science & technology etc. So, every people probably mass youth age group people want to use internet in their daily life. There are various ways for internet service accessing but today it has become more & more easier than previously through data card. And it resulted in creating lots of competitor in Data Card / internet operator in telecom sector. On the other hand there is a big question mark in internet users mind to use which data card operator. However everyone knows that Tata Teleservices is a world famous cellular service in telecom industry, but people even some of its customer might not listen / use its Data Card facility. Lal Bahadur Shashtri Institute Of Management Page 2
  3. 3. Our group has undertaken to do a “ Market Survey on TATA photon+ data card.” For the basic purpose to Analyze the Market Performance of TATA photon + Data Card as well as to enhance the Promotion of TATA photon + Data Card. Feature & Plans of Tata Photon + Data Card Tata Teleservices has launched high speed internet USB Data Card as same as Broadband access speed. Tata photon+ data Card connects with Laptop and Desktop, just plug in and connect to internet server. Tata photon+ Data Card Provide you 3G Broadband Speeds while roaming abroad. Tata photon+ Data Card Features: Gets you high-speed connectivity to the internet through the Tata EDGE network. It is easy to install-just plug in and you are ready, no CDs require. Support 3G, HSDPA 7.2 Mbps, and GSM quad-band: 850 900 / 1800 / 1900 and gives 3G Broadband speeds when you travel abroad. It works with your preferred VPN software, to give you secure access to your company server & internet and have many different tariff plans, so you can choose the one that meets your requirement. It saves you from high internet charges on your hotel bills. Also it gets you high-speed connectivity to the internet through the Vodafone EDGE network along with support SMS, supports Micro SD card up to 2GB and can be used in any Laptop or PC. Tata photon + Data Card Plans: Here are two types of Data Card Plans. 1. Postpaid Plans 2. Prepaid Plans. TARGET MARKETING Tata Teleservices is adopting multi-segment approach .They are offering a series of differentiated products to their respective markets. POSITIONING In marketing positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product brand or organization .Effective Brand Positioning is contingent upon identifying and communicating brands uniqueness, differentiation and verifiable value. “Positioning is not what you do to a product, it is what you do to the mind of prospect.”Generally, the brand positioning process involves: 1. Identifying the business direct competition. 2. Understanding how each competitor is positioning their business today. 3.Comparing the companies positioning to its competitors to identify viable areas for differentiation. Lal Bahadur Shashtri Institute Of Management Page 3
  4. 4. 4. Developing a distinctive, differentiating and value-based brand positioning statement, key messages and customer value propositions. Place: maximum outlets and service centers Product: Verities available for various groups Promotion: Various schemes for pre-paid and post-paid MARKETING MIX: A longer term marketing strategy is underpinned by careful planning and a successful marketing mix. The marketing mix is a combination of many features that can be represented by the four Ps. • Product - features and benefits of a good or service• Place - where the good or service can be bought• Price - the cost of a good or service• Promotion - how customers are made aware of a good or service. PRODUCT • A product with many different features provides customers with opportunities to chat, play games, send and receive pictures, change ring tones, receive information about travel and sporting events, obtain billing information - and soon view video clips and send video messages. • Photon+ live ! provides on-the-move information services PLACE Tata photon+ operates over 1500 of its own stores .• It also sells through independent retailers. e.g. Carphone Warehouse. • Customers are able to see and handle products they are considering buying. • People are on hand to ensure customers’ needs are matched with the right product and to explain the different options available. PRICE Tata indicom wants to make its services accessible to as many people as possible: from the young, through apprentices and high powered business executives, to the more mature users Lal Bahadur Shashtri Institute Of Management Page 4
  5. 5. .• It offers various pricing structures to suit different customer groups. • Monthly price plans are available as well as prepay options. Phone users can top up their phone on line. PROMOTION Tata Photon works with icons to communicate its brand values.  Advertising on TV, on billboards, in magazines and in other media outlets reaches large audiences and spreads the brand image and the message very effectively. This is known as above the line promotion.  Stores have special offers, promotions and point of sale posters to attract those inside the stores to buy.  Tata Photon stores, its products and its staff all project the brand image.  Tata Photon actively develops good public relations by sending press releases to national newspapers and magazines to explain new products and ideas. Lal Bahadur Shashtri Institute Of Management Page 5
  6. 6. OBJECTIVE OF THE STUDY  To find out customer loyalty for Tata photon+ as well as analyze the cause why customer prefer other data card instead of Tata photon +.  To study important factors in purchasing of Data card.  To study preference for using Data card based upon people occupation.  To do comparative market analysis of the market conditions in the Data card Market.  To estimate potential buyer for Data card services. Lal Bahadur Shashtri Institute Of Management Page 6
  7. 7. RESEARCH METHODOLOGY Research is an organized and systematic way of finding answers to questions. Without a proper wellorganized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which works as a base for drawing conclusion and getting result DATA COLLECTION METHOD The data has been collected with the help of surveys carried out with the working professionals of leading companies. Feedbacks were collected with the help of a questionnaire & it contained various questions regarding their company. Participants were given this questionnaire and asked to give their feedback on the basis of their experience with the company. Sources of Data: Primary and Secondary Data 1. Primary Data: Information collected through structured questionnaire. 2. Secondary Data: Annual Reports, Internet Data, Social Sites Sampling Sampling method used is Stratified Sampling. In stratified sampling the entire population is divided into number of strata like income, sex education etc .A random sample is then drawn from each strata such that size of sample drawn from each strata is proportional to size of strata., Sampling Population: - Consumer using internet services Sample Size: 59 ANALYTICAL TOOLS: The primary information collected through questionnaires is analysed with the help of output table and graphs that is made on the basis of responses given by the customers by using suitable statistical software. Microsoft excel has been used in the research. Also analysis is done using SPSS. Lal Bahadur Shashtri Institute Of Management Page 7
  8. 8. MARKET ANALYSIS Monopolistic Market As in the retail industry, firms have many competitors, but each one sells a slightly different product or services. Many small and big businesses operate under conditions of monopolistic competition, including small independently held shops and corporate houses. In the case of retail industry, each one offers something different and possesses an element of uniqueness, but all are essentially competing for the same customers. Characteristics Monopolistically competitive markets exhibit the following characteristics: 1. Each firm makes independent decisions about price and output, based on its product, its market, and its costs of production. 2. Knowledge is widely spread between participants, but it is unlikely to be perfect. 3. The entrepreneur has a more significant role than in firms that are perfectly competitive because of the increased risks associated with decision making. 4. There is freedom to enter or leave the market, as there are no major barriers to entry or exit. 5. A central feature of monopolistic competition is that products are differentiated. 6. Firms are price makers and are faced with a downward sloping demand curve. Because each firm makes a unique product, it can charge a higher or lower price than its rivals. The firm can set its own price and does not have to „take' it from the industry as a whole, though the industry price may be a guideline, or becomes a constraint. This also means that the demand curve will slope downwards. 7. Firms operating under monopolistic competition usually have to engage in advertising. Firms are often in fierce competition with other (local) firms offering a similar product or service, and may need to advertise on a local basis, to let customers know their differences. 8. Monopolistically competitive firms are assumed to be profit maximises because firms tend to be small with entrepreneurs actively involved in managing the business. 9. There are usually a large numbers of independent firms competing in the market. Lal Bahadur Shashtri Institute Of Management Page 8
  9. 9. Demand Analysis The growth and expansion of any industry sector depends on its like-ness among the masses, and its availability to its consumers. In this section of the report, we present data analysis done on the basis of the survey we conducted to study market share of Tata Photon. We surveyed 59 consumers through questionnaire. The survey was conducted in Delhi, within the age group of 15-55 years, keeping in mind that majority of cream consumers lie in this range. A brief description of our sample is as follows: DEMOGRAPHIC ANALYSIS:  AGE(years): 16-22—40% 23-29—38% 30-36—5% 37-43—6% 44-50—5% >50—6%  GENDER: Male—62% Female—38% Lal Bahadur Shashtri Institute Of Management Page 9
  10. 10.  OCCUPATION: <15000—5% 15000-25000—15% 25000-35000—15% >35000—65%  EDUCATIONAL QUALIFICATION: Student-56% Business-5% Service-29% Housewife-6% Others-3%  FAMILY MONTHLY INCOME(in thousands):s Under graduate-11% Graduate-58% Post graduate-24% Higher qualification-5% Others-2% Lal Bahadur Shashtri Institute Of Management Page 10
  11. 11.  WORK EXPERIENCE(in years): 0-1—61% 1-3—21% 3-5—8% >5—10% FACTORS AFFECTING THE PURCHASING DECISION OF DATACARD (%): It can be inferred from the below charts that speed & connectivity are the two most important influencing factors in selecting a data card for a customer. The other important factors are tariff plans, price & billing policies of the company. So the company has to emphasize on the network coverage as the most important factor.  TARIFF PLANS: Not affected at all-2% Least affected-2% Neutral-16% Affected-42% Significantly affected-38%  PRICE Not affected at all-2% Least affected-6% Neutral-22% Affected-45% Significantly affected-24% Lal Bahadur Shashtri Institute Of Management Page 11
  12. 12.  SPEED Not affected at all-2% Least affected-0% Neutral-11% Affected-28% Significantly affected-59%  CONNECTIVITY Not affected at all-2% Least affected-2% Neutral-9% Affected-29% Significantly affected-58%  BRAND AMBASSADOR OF THE PRODUCT Not affected at all-43% Least affected-34% Neutral-19% Affected-4% Significantly affected-0% Lal Bahadur Shashtri Institute Of Management Page 12
  13. 13.  ADVERTISEMENTS Not affected at all-32% Least affected-25% Neutral-32% Affected-8% Significantly affected-4%  CUSTOMER SERVICE Not affected at all-2% Least affected-12% Neutral-24% Affected-38% Significantly affected-24%  BILLING POLICIES Not affected at all-2% Least affected-6% Neutral-17% Affected-56% Significantly affected-19% Lal Bahadur Shashtri Institute Of Management Page 13
  14. 14. INFLUENCE OF ADVERTISING: Q. How do you know about TATA PHOTON data card? It can be inferred from the above chart that advertisement is an important factor for brand recognition as 48% of the respondents knew about the product through advertisements. Then, when asked about which kind of advertisement they like, the response was as such: Visual-67% Audio-13% Print-20% It shows that the most effective medium for advertising is the visual media though print & audio have also some significance. SOME OTHER PARAMETERS ABOUT DATA CARD USERS:  REASON BEHIND USING DATA CARD: Connectivity on the move-53% Easy to carry-30% Better speed-16% Other-1% Lal Bahadur Shashtri Institute Of Management Page 14
  15. 15. The reason behind using the data card according to most of the respondents was ‘connectivity on the move’.  FREQUENCY OF USING INTERNET: Most of the respondents are the daily internet users. Everyday-93% Twice a week-5% Once a week-0% Monthly-2%  PLAN USED: Post paid-39% Pre paid-61% Most of the data card use the pre paid plans. When inquired about this they responded in following manner: Cost effective-43% Range of tariff plans-22% Convenience-32% Others-3% The above chart depicts that the reason behind using prepaid plan for most users was cost effectiveness & convenience in changing the tariff plan. Lal Bahadur Shashtri Institute Of Management Page 15
  16. 16.  AVERAGE DATA USED (MONTHLY): <1GB—1% 1-2GB—20% 2-4GB—18% 4-6GB—20% Above 6GB—41% Most of the respondents are frequent users of internet. This also shows in the monthly uses as 41% of the users have their usage in excess of 6GB. Lal Bahadur Shashtri Institute Of Management Page 16
  17. 17. SPSS ANALYSIS T-test for gender Group Statistics Factors affecting in purchasing a datacard Gender N Mean Std. Deviation Std. Error Mean Male 36 4.17 1.000 .167 Female 23 4.09 .733 .153 Male 36 3.83 1.028 .171 Female 23 3.96 .825 .172 Male 36 4.42 .906 .151 Female 23 4.35 .885 .184 Male 36 4.31 .980 .163 Female 23 4.52 .730 .152 Male 36 1.67 .793 .132 Female 23 2.22 .902 .188 Male 36 2.14 1.175 .196 Female 23 2.57 .896 .187 Male 36 3.78 .989 .165 Female 23 3.91 .668 .139 Male 36 3.64 1.150 .192 Female 23 3.83 .984 .205 Tariff Price Speed Connectivity Brand Ambassador Advertisement Customer Care Billing Policies t-Test for Equality of Means Levene's Test for Equality of Variances Factors affecting in purchasing a datacard Tariff F Equal variances assumed Sig. 3.999 t .050 df Sig. (2-tailed) 57 .743 .352 55.814 .726 -.483 57 .631 -.507 Equal variances not .329 53.954 .614 .287 57 .775 assumed Price Equal variances assumed .608 .439 Equal variances not assumed Speed Equal variances assumed Lal Bahadur Shashtri Institute Of Management .031 .861 Page 17
  18. 18. Equal variances not .289 47.868 .774 -.908 57 .368 -.968 55.538 .337 -2.465 57 .017 -2.395 42.547 .021 -1.485 57 .143 -1.576 55.097 .121 -.576 57 .567 -.627 56.771 .533 -.644 57 .522 -.667 52.179 .508 assumed Connectivity Equal variances assumed 1.165 .285 Equal variances not assumed Brand Equal variances assumed Ambassador .017 .897 Equal variances not assumed Advertisement Equal variances assumed 1.793 .186 Equal variances not assumed Customer Care Equal variances assumed 3.327 .073 Equal variances not assumed Billing Policies Equal variances assumed 2.046 .158 Equal variances not assumed H0 (Null Hypothesis): There are no difference between the opinion of Male and Female H1 (Alternative Hypothesis): There are difference between the opinion of Male and Female. We can see from the analysis that there is no major difference in the opinion of male and female except in the case of Brand Ambassador as a factor affecting the purchase decision. From the T-test we can see that in the survey opinion of Male and Female the P value (significance level) is less than .05 for Brand Ambassador as a factor affecting the purchase decision. Hence in this case null hypothesis is rejected. Lal Bahadur Shashtri Institute Of Management Page 18
  19. 19. ANOVA ANALYSIS FOR AGE GROUP Descriptives Factors affecting in purchasing a Data Card Tariff Price Speed Connectivity Brand Ambassador Advertisement N 16-22 23-29 30-36 37-43 44-50>50 Total 16-22 23-29 30-36 37-43 44-50>50 Total 16-22 23-29 30-36 37-43 44-50>50 Total 16-22 23-29 30-36 37-43 44-50>50 Total 16-22 23-29 30-36 37-43 44-50>50 Total 16-22 23-29 Lal Bahadur Shashtri Institute Of Management Mean Std. Deviation Std. Error 24 24 2 4 2 3 59 24 24 2 4 2 3 59 24 24 2 4 2 3 59 24 24 2 4 2 3 59 24 24 2 4 2 3 59 24 24 4.04 4.21 4.50 4.25 3.50 4.33 4.14 3.96 3.75 4.50 4.00 3.50 4.00 3.88 4.29 4.38 4.00 4.75 5.00 4.67 4.39 4.21 4.33 5.00 4.75 5.00 5.00 4.39 1.92 1.92 2.50 1.50 1.00 2.00 1.88 2.46 2.25 .908 .977 .707 .957 .707 .577 .899 1.042 .944 .707 .816 .707 1.000 .948 1.042 .875 .000 .500 .000 .577 .891 1.062 .816 .000 .500 .000 .000 .891 .830 .881 2.121 .577 .000 1.000 .873 1.285 .897 .185 .199 .500 .479 .500 .333 .117 .213 .193 .500 .408 .500 .577 .123 .213 .179 .000 .250 .000 .333 .116 .217 .167 .000 .250 .000 .000 .116 .169 .180 1.500 .289 .000 .577 .114 .262 .183 Page 19
  20. 20. Customer Care Billing Policies 30-36 37-43 44-50>50 Total 16-22 23-29 30-36 37-43 44-50>50 Total 16-22 23-29 30-36 37-43 44-50>50 Total 2 4 2 3 59 24 24 2 4 2 3 59 24 24 2 4 2 3 59 3.50 2.25 1.00 1.67 2.31 3.67 4.04 3.50 3.75 4.00 3.67 3.83 3.83 3.63 5.00 3.50 4.00 2.67 3.71 .707 .957 .000 .577 1.087 1.007 .806 .707 .957 .000 .577 .874 1.129 .970 .000 1.732 .000 .577 1.084 .500 .479 .000 .333 .141 .206 .165 .500 .479 .000 .333 .114 .231 .198 .000 .866 .000 .333 .141 ANOVA Factors affecting in purchasing a datacard Between Groups Sum of Squares df Mean Square 5 .316 Within Groups 45.333 53 46.915 58 1.711 5 .342 Within Groups 50.458 53 .952 Total 52.169 58 2.034 5 .407 Within Groups 44.000 53 .830 Total 46.034 58 3.992 5 .798 Within Groups 42.042 53 .793 Total 46.034 58 3.003 5 .601 Within Groups 41.167 53 .777 Total 44.169 58 8.133 5 1.627 60.375 53 1.139 Between Groups Price Between Groups Speed Between Groups Connectivity Between Groups Brand Ambassador Advertisement Sig. .855 Total Tariff 1.582 F Between Groups Within Groups Lal Bahadur Shashtri Institute Of Management .370 .867 .359 .874 .490 .782 1.007 .423 .773 .0573 1.428 .229 Page 20
  21. 21. Total 68.508 58 2.097 5 .419 Within Groups 42.208 53 .796 Total 44.305 58 7.477 5 1.495 Within Groups 60.625 53 1.144 Total 68.102 58 Between Groups Customer Care Between Groups Billing Policies .527 .755 1.307 .275 H0 (Null Hypothesis): There are no difference between the opinion of various age groups H1 (Alternative Hypothesis): There are difference between the opinion of various age groups. The significance value of all factors is greater than .05. Hence for all the age groups there is not much of a difference in important given for the various factors affecting the choice of data card. For Income Group Descriptive Factors affecting in purchasing a datacard N Mean Std. Deviation Std. Error <15000 8 4.50 .756 .267 25000-35000 11 3.45 .934 .282 38 4.26 .860 .140 59 4.14 .899 .117 <15000 2 3.50 .707 .500 15000-25000 8 4.25 .707 .250 25000-35000 11 3.36 1.027 .310 >35000 38 3.97 .944 .153 Total 59 3.88 .948 .123 <15000 2 4.00 1.414 1.000 15000-25000 8 4.50 .756 .267 25000-35000 11 3.64 .924 .279 >35000 38 4.61 .790 .128 Total Connectivity .000 Total Speed .000 >35000 Price 4.00 15000-25000 Tariff 2 59 4.39 .891 .116 2 4.00 1.414 1.000 <15000 Lal Bahadur Shashtri Institute Of Management Page 21
  22. 22. 15000-25000 11 3.73 .905 .273 38 4.55 .828 .134 59 4.39 .891 .116 <15000 2 3.00 .000 .000 15000-25000 8 1.88 .991 .350 25000-35000 11 2.36 .674 .203 >35000 38 1.68 .842 .137 Total 59 1.88 .873 .114 <15000 2 3.50 .707 .500 15000-25000 8 2.38 .916 .324 25000-35000 11 3.00 1.265 .381 >35000 38 2.03 .972 .158 Total 59 2.31 1.087 .141 <15000 2 3.50 .707 .500 15000-25000 8 4.00 .756 .267 25000-35000 11 3.18 .982 .296 >35000 38 4.00 .805 .131 Total 59 3.83 .874 .114 <15000 2 3.50 .707 .500 15000-25000 8 4.25 .886 .313 25000-35000 11 2.91 1.136 .343 >35000 38 3.84 1.027 .167 Total Billing Policies .263 Total Customer Care .744 >35000 Advertisement 4.63 25000-35000 Brand Ambassador 8 59 3.71 1.084 .141 ANOVA Factors affecting in purchasing a datacard Between Groups Sum of Squares df Mean Square 3 2.273 Within Groups 40.096 55 46.915 58 4.650 3 1.550 Within Groups 47.519 55 .864 Total 52.169 58 8.409 3 2.803 Within Groups 37.624 55 .684 Total 46.034 58 6.582 3 2.194 39.452 55 .717 Between Groups Price Between Groups Speed Connectivity Sig. .729 Total Tariff 6.820 F Between Groups Within Groups Lal Bahadur Shashtri Institute Of Management 3.118 .033 1.794 .159 4.098 .011 3.059 .036 Page 22
  23. 23. Total 46.034 58 6.539 3 2.180 Within Groups 37.631 55 .684 Total 44.169 58 Between Groups 11.160 3 3.720 Within Groups 57.349 55 1.043 Total 68.508 58 6.169 3 2.056 Within Groups 38.136 55 .693 Total 44.305 58 Between Groups 10.140 3 3.380 Within Groups 57.962 55 1.054 Total 68.102 58 Between Groups Brand Ambassador Advertisement Between Groups Customer Care Billing Policies 3.185 .031 3.568 .020 2.965 .040 3.207 .030 H0 (Null Hypothesis): There are difference between the opinion of various income groups H1 (Alternative Hypothesis): There are no difference between the opinion of various income groups. The significance value of all factors is less than .05 except Price as a factor affecting the choice of a data card. Hence for all the income groups there is not much of a difference in importance given for the various factors affecting the choice of data card except in the case of price where p value is greater than .05. There is some difference in the opinion of various income groups in case of price of data card as people with higher income are not much affected by price as compared to lower income groups. For Occupation Factors affecting in purchasing a datacard Service N Mean Std. Deviation Std. Error 4.17 .857 .202 Business 3 3.67 .577 .333 Student 34 4.09 .965 .166 House wife 3 4.67 .577 .333 Other Tariff 18 1 5.00 . . Lal Bahadur Shashtri Institute Of Management Page 23
  24. 24. Total .221 3 4.00 1.000 .577 Student 34 3.76 .987 .169 House wife 3 4.33 .577 .333 1 5.00 . . 59 3.88 .948 .123 18 4.33 .840 .198 3 5.00 .000 .000 Student 34 4.35 .981 .168 House wife 3 4.33 .577 .333 Other 1 5.00 . . Total 59 4.39 .891 .116 Service 18 4.61 .608 .143 Business 3 5.00 .000 .000 Student 34 4.18 1.029 .176 House wife 3 4.67 .577 .333 Other 1 5.00 . . Total 59 4.39 .891 .116 Service 18 1.72 .669 .158 Business 3 1.33 .577 .333 Student 34 2.00 .921 .158 House wife 3 2.33 1.528 .882 Other 1 1.00 . . Total 59 1.88 .873 .114 Service 18 1.94 .938 .221 Business 3 1.67 1.155 .667 Student 34 2.53 1.107 .190 House wife 3 3.00 1.000 .577 Other 1 1.00 . . Total 59 2.31 1.087 .141 Service 18 4.00 .767 .181 Business 3 3.67 .577 .333 Student 34 3.76 .987 .169 House wife 3 3.67 .577 .333 Other 1 4.00 . . Total 59 3.83 .874 .114 Service 18 3.72 .958 .226 Business 3 3.00 1.732 1.000 Student Billing Policies .938 Business Customer Care 3.94 Service Advertisement 18 Total Brand Ambassador .117 Other Connectivity .899 Business Speed 4.14 Service Price 59 34 3.68 1.121 .192 Lal Bahadur Shashtri Institute Of Management Page 24
  25. 25. House wife 3 4.67 .577 .333 Other 1 4.00 . . Total 59 3.71 1.084 .141 Mean Square F ANOVA Factors affecting in purchasing a datacard Between Groups Sum of Squares df 4 .587 Within Groups 44.569 54 .825 Total 46.915 58 2.441 4 .610 Within Groups 49.729 54 .921 Total 52.169 58 1.603 4 .401 Within Groups 44.431 54 .823 Total 46.034 58 4.148 4 1.037 Within Groups 41.886 54 .776 Total 46.034 58 3.225 4 .806 Within Groups 40.944 54 .758 Total 44.169 58 8.427 4 2.107 Within Groups 60.082 54 1.113 Total 68.508 58 .854 4 .214 Within Groups 43.451 54 .805 Total 44.305 58 4.383 4 1.096 Within Groups 63.719 54 1.180 Total Tariff 2.347 68.102 58 Between Groups Price Between Groups Speed Between Groups Connectivity Between Groups Brand Ambassador Between Groups Advertisement Between Groups Customer Care Between Groups Billing Policies Sig. .711 .588 .663 .621 .487 .745 1.337 .268 1.063 .384 1.893 .125 .265 .899 .929 .454 H0 (Null Hypothesis): There are no difference between the opinion of people of various occupations. H1 (Alternative Hypothesis): There are difference between the opinion of people of various occupations. Lal Bahadur Shashtri Institute Of Management Page 25
  26. 26. The significance value of all factors is greater than .05. Hence for all the occupation groups there is not much of a difference in importance given for the various factors affecting the choice of data card. Lal Bahadur Shashtri Institute Of Management Page 26
  27. 27. COMPETITOR ANALYSIS Preference of different companies according to the given parameters Price Tata Photon 33% Airtel 13% MTS MBlaze 23% Reliance Net-Connect 13% Vodafone BSNL 3G-Card 6% 13% We observed that from the given sample 33% of the consumer preferred Tata photon + as extremely competitive in the price segment followed by Mts blaze. Speed Lal Bahadur Shashtri Institute Of Management Page 27
  28. 28. Tata Photon 17 % Airtel 50 % MTS MBlaze 10 % Reliance Net-Connect 8% Vodafone 13 % BSNL 3G-Card 2% 50% of the people taking the survey rated airtel datacard best in terms of speed followed by Tata Photon+. Connectivity Tata Photon 21% Airtel 54% MTS MBlaze 6% Reliance Net-Connect 2% Vodafone BSNL 3G-Card 17% 0% Considering connectivity Airtel again emerged as the winner with 54% of respondent voting for it followed by Tata photon+. Lal Bahadur Shashtri Institute Of Management Page 28
  29. 29. Network Tata Photon 19% Airtel 47% MTS MBlaze 4% Reliance Net-Connect 6% Vodafone 21% BSNL 3G-Card 2% Airtel network emerged best in terms of network coverage Customer Services Tata Photon 25% Airtel 38% MTS MBlaze 17% Reliance Net-Connect 4% Lal Bahadur Shashtri Institute Of Management Page 29
  30. 30. Vodafone BSNL 3G-Card 15% 2% From the data we observed that 39% of the respondent considered airtel to provide best customer services with 38% voting for it followed by Tata Photon+ Billing Policies Tata Photon 21% Airtel 26% MTS MBlaze 17% Reliance Net-Connect 9% Vodafone 11% BSNL 3G-Card 17% Policies of airtel in terms of billing the client was considered the best followed by Tata Photon + Tariff Plans Available Lal Bahadur Shashtri Institute Of Management Page 30
  31. 31. Tata Photon 33% Airtel 21% MTS MBlaze 17% Reliance Net-Connect 10% Vodafone 17% BSNL 3G-Card 2% Tariff plans offered by Tata photon + were considered best with 33% of the respondent voting for it followed by airtel. Brand of Data Card customer use Tata Photon 38% MTS Blaze 10% Reliance Net-Connect 12% Airtel 18% Vodafone 10% BSNL 3G Card 12% Maximum of the customer surveyed preferred using Tata photon+ with 38% of the respondent voting for it followed by Airtel Data Card. Lal Bahadur Shashtri Institute Of Management Page 31
  32. 32. CONCLUSION  A major sample of surveyed customers comprised of Students and Service class.  Data collected showed that connectivity and speed were the most important parameter according to consumer to go for a Data Card followed by price and tariff plans  Data collected showed that Brand Ambassador did not play a major role in influencing the choice of the data card.  61% of the respondent who use data card prefer prepaid plans compared to postpaid reason being convenience in changing tariff plans and cost effectiveness.  Brand ambassador of the product does not affect the sale of data card.  Data collected showed that majority of the respondents have data usage in excess of 6 GB a month. Opinion of the respondent for price as a factor affecting the choice of the data card varies in accordance to the income group.For high income group price was not such an important factor but for lower income group it was.  There was no major difference in opinion of male and female but this was not to be seen in the case of brand ambassador.  The competition in the data card sector is very high with major telecom giants entering the market segment providing consumer with cheaper prices and better services.  In the competitive analysis, we can see that respondent preferred Tata photon Data card when it comes to price and tariff plan and maximum of the respondent prefer Tata Photon + Data card. Lal Bahadur Shashtri Institute Of Management Page 32
  33. 33. RECOMMENDATIONS        Their tariff plans are one of the best in the market so they can continue with them. The Tata Photon+ provides one of the best price range in the competitive market as per the survey which is a very redeeming factor. There is no need to heavily invest on brand ambassadors for promotions as simple advertising can also help to improve the sales. Only 17% of the respondents felt that Tata photon + provided high speed .As speed of internet is very important factor they have to work on this domain. Again connectivity is a very important factor and only 21% of the respondents felt that Tata Photon+ provided better connectivity. So they have to focus on providing better connectivity for the customers. Billing policies and Customer services are two another important domains that Tata Photon+ need to work on. The most important features of a data card are connectivity, speed and tariff plan as per the respondents. Hence Tata Photon+ should continue to work keeping in mind these features. Lal Bahadur Shashtri Institute Of Management Page 33
  34. 34. Appendix Questionnaire for Comparative Analysis of TATA Photon Data card Part A: Personal information (Demographic Profile) (Just tick the required boxes) 1)Age 16-22 23-30 31-40 41-50 More than 50 2) Gender Male Female 3) Educational Qualification: Under-Graduate Graduate Post-Graduate Higher Qualification If any other, please mention: ………………………………………………………………….. 4) Occupation: Services Business Housewives Student Others If any other, please mention: …………………………………………………………..……… 5) Family Monthly Income: Under 15000 15000-25000 25000-35000 Above 35000 1-3 years 3-5 years > 5 years 6) Work Experience: 0-1 years Lal Bahadur Shashtri Institute Of Management Page 34
  35. 35. Part B: S. No. Particulars 7 Do you use internet? 9 No Do you own PC/Laptop? 8 Yes Do you presently own data card? 10 If yes, are you satisfied with it? 11 Is data card a necessity for you? 12 Do you change your Data card frequently? 13 Is income a major factor in selecting a particular brand? 14 Is price of the product/plan the most important factor in selecting a particular brand? 15 Does the brand ambassador of a product influence you in going for a particular brand? 16 Are you influenced by the different advertisements in buying the product that a brand goes for? 17 Have you experienced any discomfort due to the poor connectivity of your data card? 18 Have you ever introduced our product to anyone? 19 Are you happy with the functioning of your data card? 20 Have you seen Tata Photon Advertisement? Part C: TATA Photon Data card (Just tick the required boxes) 21) How satisfied are you with your present data card? Highly dissatisfied Dissatisfied Neutral Satisfied Highly satisfied Don’t own a data card 22) How much the following factors affect you in purchasing a data card? Lal Bahadur Shashtri Institute Of Management Page 35
  36. 36. S.No. Particulars Not affected at all a) b) c) Neutral Affected Significantly affected Price Speed Connectivity d) Least affected Brand Ambassador of the product Advertisements by the brand Customer Service Billing Policies Tariff Plans e) f) g) h) 23) How you know about Tata Photon data card? Advertisements Internet Friends Others If any other, please mention: ………………………………………………………………… 24) Which type of advertisement you like the most for Data plans/Tata Photon? Visual Audio Print 24a) Tell any particular tune/symbol/colour/TV or print advertisement that you can recall for TATA Photon. ………………………………………………………………………………………………….. ………………………………………………………………………………………………….. 25) Which are the main reasons behind your decision to buy dongle? Connectivity on the move Easy to carry Better Speed Others If any other, please mention: ………………………………………………………………….. 26) What is the frequency of your net use? Lal Bahadur Shashtri Institute Of Management Page 36
  37. 37. Everyday Twice a week Once a week Once a month 27) According to you how much data you use by doing surfing or downloading? <1GB 1-2GB 2-4GB 4-6GB Above 6GB 28) Which plan do you use? Prepaid Post-paid 29) Why do you use the above mentioned plan? Cost Effective Range of Tariff plan Convenience Others If any other, please mention: ………………………………………………………………….. Part D: Competitor Analysis 30) Rate the different companies according to the parameters on the following scale: 1: Highly Satisfactory 4: Dissatisfactory S.No. Parameters 2: Satisfactory 5: Highly Dissatisfactory 3: Neutral Tata Airtel MTS Reliance Vodafone BSNL Photon MBlaze Net3GConnect Card a) Price b) Speed c) Connectivity d) Network e) Customer Services f) Billing Policies g) Tariff Plans Available 31)Which brand of data card do you presently use? Tata Photon Airtel MTS Blaze Vodafone Lal Bahadur Shashtri Institute Of Management Reliance Net-Connect BSNL 3G Card Page 37
  38. 38. 32) Which feature of your data card is better than other data cards? Connectivity Tariff Plans Customer Service Speed 33) Any ideas that you would like to suggest which would help Tata Photon in serving you better. ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… …………………………………………………………………………… Lal Bahadur Shashtri Institute Of Management Page 38
  39. 39. REFERENCES  Dominick Salvatore, Managerial Economics  Anderson, Sweeney, Williams, 11th Edition, Statistics for Business and Economics.  Bajpai Naval, Business Statistics.  www.tataphoton.net.in/index.html  www.tataphotonplus.co.in Lal Bahadur Shashtri Institute Of Management Page 39

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