The purpose of the study is to understand consumer behavior of telecom customers in India and to check the loyalty of the customers post Jio‘s entry into the market. The paper also focuses on various counter actions that are being taken by other telecom providers to sustain in the market. The segment of study is mainly the youth (aging from 18-30). The study is conducted primarily in Punjab and partly in Delhi and Indore. The study also analyses the customer satisfaction of different telecom providers in India. The study involves analyzing these factors from the respondents with the help of Random sampling technique. The paper also discusses the marketing concept of Carpet Bombing and how it is being used by Jio.

1. A CRITICAL STUDY ON CONSUMER BEHAVIOUR AND
CONSUMER LOYALTY POST JIO’s CARPET BOMBING
STRATEGIES
Capstone Presentation
Submitted By
Harshit Nagar (11308337)
Sumit Rawat (11302086)
Waseem Akram (11303139)

2. Introduction
Objectives:
• To analyze the satisfaction of customers from Jio’s services.
• To study the effects of promotional activities of telecom companies on buying
decisions of customers.
• To analyse the impact of carpet bombing strategies adopted by Jio on
consumer behavior.
• To find out the most desired services of customers from telecom companies in
India.
• To check the degree of loyalty of customers of telecom companies.

3. Hypothesis of the Study:
• There is no relationship between age of the respondents and satisfaction
level of the respondents.
• There is no relationship between marketing activities of a company and
buying decisions of Indian customers.
• There is no relationship between price, quality and buying decisions of
Indian customer.
• There is no relationship between age of customers and their behavior or
loyalty.

4. RESEARCH METHODOLOGY
Scaling:
• In this research paper we have mainly used Ordinal and Interval scale in
the questionnaire.
• Ordinal Scale is ranking of responses.
• Our survey shows how they will rate particular telecom operators, hence it
will give the clear idea on their interest.

5. Data Analytical Tools:
• Correlation- We have used Correlation to find out the effects of price and
how much is it related to Jio and if it is positively or negatively correlated.
• Regression- Regression estimates are used to explain the relationship
between one dependent variable and one or more independent variables.

6. Sampling:
• Population of interest- The dominated consumer base of Jio is young
population aged between 18-30.
• Sampling Method- We have used Random Sampling method.
• Sample Size- We have collected 182 responses from people of Punjab,
Delhi and MP. The most prominent location of study is Punjab.

7. Indian Telecom Industry:
• India's telecommunication network is the second largest in the world by
number of telephone users (both fixed and mobile phone) with 1.206
billion subscribers.
• India has the world's second-largest Internet user-base. As on 30
September 2017, there were 324.89 million internet subscribers in the
country.

8. Major Players
• Idea-Vodafone
• Airtel-Tata Docomo-Telenor
• Jio
• BSNL

9. Carpet Bombing:
• The logic of carpet bombing is that if you throw enough explosives in the
vicinity of the target, you might just get the target.
Consumer Behaviour:
• Consumer behaviour is the study of individuals, groups, or organizations
and all the activities associated with the purchase, use and disposal of
goods and services, including the consumer's emotional, mental and
behavioural responses that precede or follow these activities.

10. ANALYSIS
From the inputs of 182 respondents, we took 159 into consideration as
part of our filtration process and the eligibility question was based on the
number of respondents having 4G smartphone and age limit 18-30.
The further analysis was carried out from 159 eligible respondents

11. 58 responses from Jalandhar
48 from Ludhiana
43 from Indore
33 from Delhi, NCR

12. 1. To check the relationship between age and
satisfaction
• We took 159 respondents aged 18-30 and asked the question relating to
the satisfaction level of their operators. Five levels of satisfaction are
converted into three levels as Very satisfied and satisfied clubbed into
Satisfied, Very Dissatisfied and Dissatisfied into Dissatisfied, Neither
Satisfied not Dissatisfied remained unchanged.

14. • we took Jio users (78 Respondents) which account to 49% of the total
respondents within the age limit to check the satisfaction from the particular
services, hence using correlation of Age and Satisfaction of Jio users
• Now correlation between age and satisfaction shows a very little negative
correlation, which means that as the age of respondents increases, the
satisfaction level decrease but to a very small amount. Hence age is very little
correlated with the satisfaction level of respondents.

15. • the regression analysis of Age and satisfaction level of respondents that how
much each variable tells the change in relationship.
• We took age as the dependent variable and satisfaction as independent. from
the above analysis we can conclude that satisfaction level is only 5% of age of
respondents, hence there are other variables which we have not taken in our
observation that can better tell the relationship between the satisfaction level
of respondents.

16. Separate Interpretation of Airtel and Jio
Airtel Jio

17. • From the above tables we know that out of 78 respondents of Jio 58 are
satisfied from the services which accounts to 74.4% of total users, while 9
are Dissatisfied which is 11.5% of users and also 11 are neutral with 14.1%,
hence from the interpretation we can assume the majority of Jio users are
contented and satisfied from the services
• Airtel having 36 respondents out of which 7 were Dissatisfied and 20 were
Satisfied whereas 9 were neutral
• We can see that 20 out of 36 respondents were found to be satisfied from
the services which accounts to 55.6% of total Airtel users. And 19.4% were
found to be dissatisfied from the services.
• If we compare the stats with Jio we can get the clear idea that the age
group 18-30 were more inclined towards the services of Jio then towards
Airtel.

18. 2. Relationship between price, quality and buying
decisions Indian customer
• We interpreted the results from the help of the following two questions

20. • We have discussed about the price and service quality for respondents, here
when asked what would they prefer, the results were split with 50% going for
average services with low pricing and 50% for better services with higher pricing.
• One of the reason could be that half of our respondents may be financially sound
enough to spend more on better services and other 50% may not be using data
as effectively as after the inception of Jio because not every respondent need
1GB data per day but they are more concentrated on low cost calls.
• But then in other question we asked the respondents about the preference in a
service provider.
• Here the results were interesting, 43% were in favor of better network, another
31% wanted better offers whereas 17% had focused on low cost.
• From here we can interpret the respondents selected the particular service
provider because of these three major factors, better network, good offers and
low cost. That is one of the main reasons the respondents chose Jio over other
service providers as it came in the category of ―Better Services with Lower
Price‖.
• Hence if the price and quality of service are kept high it can have a major impact
on the customers buying decisions.

21. 3. To check the relationship between marketing
activities and consumer buying decisions

22. • 64.3% Yes
• 35.7% No
• Important for making customers aware of new plans.

23. 4. Relationship between Age and Network
Preference

24. • 49% of users have Jio. 22.6% having Airtel, while 13.8% have Vodafone .
• Most of the respondents are from age group 21-23, So getting into more
details we have analyzed these 3 ages individually.

25. 21 Years Age
22 Years
23 Years

26. Major Findings
• In our study, we found that the buying decisions of majority of
people(64.3%) are affected by the service provider’s marketing and
promotional campaigns.
• Small relation(5%) between the age of consumer and satisfaction level.
Competitor Analysis:
• Jio has 74.4% satisfied customers and Airtel is having 55.6%, hence people
are more satisfied from the services provided from Jio.

27. Major Findings cont....
Customer Needs:
• Better network (43.4%), atttractive offers (31.3%) and low cost (17.6%).
• Better services at average prices.

28. Limitations and Future Scope
• The study can be extended by focusing on higher age groups.
• One can also involve non 4G users.
• Role of government agencies like TRAI and competitor analysis.
• Pricing strategies.

29. Thank You