Impact of recharge modes,advertisements,celebrity endorsement,social media etc on consumer behavior .

1. Impact of Marketing
Strategies on Consumer
Behavior – Telecom Sector.
PRESENTED BY-
SANAM V S SRIKAR
HARPREET SINGH GROVER
VIKAS SINHMAR

2. Introduction
 What is marketing ??
 Why telecom sector??
 Why this topic??
Impact of Marketing Strategies on Consumer Behavior

3. Review of Literature
Impact of Marketing Strategies on Consumer Behavior
S.N
o
Author Name Topic Result Reference
1. M.
Maruthamuthu,
A. Rajamohan
(2013)
Impact Of
Promotional Mix
Strategies on
Consumers Online
Purchasing Behavior
The studied promotional mix i.e.
Public Relation, Personal Selling,
Advertising and Sales Promotion.
www.aygrt.isrj.n
et
2. Caescu Stefan
Claudiu,
Constan-
tinescu
Mihaela.
(2012)
Strategic marketing
and quality of life.
Customer’s level of satisfaction
has relation to company,
products and services.
www.econpap
ers.repec.org
3. A.Talpau,
T.Vierasu. (2012)
Online marketing
strategies- UK and
Romania.
Study concentrated on
dynamic nature of global
market.
www.webbut.u
nitbv.ro/BU2012
/
4. Ramaswamy
Nandagopal,
Huong Ha
(2012)
Consumer attitude
and its impact
towards mobile
advertising
The consumer behavior had
impact of technological as well
as cultural variables.
www.g-
casa.com
5. Ghulam
Shabbir Khan
Niazi et al.
(2011)
Effective advertising
and its influence on
consumer buying
behavior.
The showed relation of
independent variable i.e.
emotional aspect and
dependent variable consumer
buying behavior.
www.mpra.ub.
uni-
muenchen.de
S.N
o
Author Name Topic Result Reference
6. Gajo Vanka
(2011)
Corporate branding
effects on consumer
purchase preferences
in Serbian telecom
market.
This study concentrated on
advertisement and marketing mix
strategies.
www.ideas.repe
c.org
7. Weckman,
Nina
(2009)
Customer buying
behavior: Algol
Technics.
The study of Algol customers
showed that price has a major
influence in consumer behavior.
www.theseus.fi
8. Oana Simona,
Razvan-Mihail.
(2009)
International
marketing strategies in
the globalization era.
This study emphasized on creating
balance between marketing
strategies for international as well as
local market.
www.doaj.org
9. Tomi Dahlberg,
Niina Mallat, Jan
Ondrus,
Agnieszka
Zmijewska. (2007)
Past, present and
future of mobile
payments research: A
literature review.
This paper reviewed existing mobile
payment studies, proposed a
conceptual framework with
contingencies and competitive
factors.
www.sciencedire
ct.com
10. Harper W. Boyd,
Michael L. Ray,
Edward C.
Strong. (1971)
An attitudinal
framework for
advertising strategy.
The study helped strategy makers to
reach on optimal advertisement
strategy.
www.gsb.stanfor
d.edu

4. Objectives:
Impact of Marketing Strategies on Consumer Behavior
 To study influence of marketing strategies on consumer behavior.
 To ascertain factors (Additional Benefits, Safety of transaction, near
availability, Time constraint, Assurance of service etc) influencing
consumer preference in selection of purchase mode of mobile
recharge.
 Relation of demographic factors such as age, education, gender,
social background and locality with mobile network service provider
and recharge modes.
 To gauge the changing trends and on the basis of same to
formulate a strategy that will help decision maker for policy
formation.

5. Research Methodology
Sl.No Parameter Type
1. Type of study Descriptive cum exploratory
2. Population Students and Working professionals.
3. Sampling unit Respondents who are using Smartphone, Internet, Reading newspapers
and availing telecom services.
4. Sampling technique Judgmental
5. Sample size 225
6. Instrument Questionnaire, Schedule.
7. Data collection Primary(Data obtained through questionnaire filled by respondents)
8. Technique used Frequency, mean and Cross tabulation.
Impact of Marketing Strategies on Consumer Behavior

6. Respondent Profile
Total number of
responders
225
Total useful
questionnaires
209
Service Provider No of
Users
Percentage
Airtel 63 30.1
Vodafone 40 19.1
Idea 18 8.7
BSNL 18 8.7
Tata Docomo 52 24.9
Reliance 5 2.4
Impact of Marketing Strategies on Consumer Behavior
No of SIM Cards Number
1 127
2 71
3 8
OEM Number Percentage
Samsung 74 35.4
Nokia 47 22.5
Micromax 27 12.9
Apple 15 7.2
Blackberry 6 2.9
Age Number
<20 56
20-25 123
25-30 23
>30 7
Primary engagement Numb
er
Students 143
Self employed 15
Private jobs 45
PSU jobs 4
Gender Number
Male 165
Female 44
Education Number
Upto 10th 11
Upto 12th 49
Upto
Graduation
80
Masters and
Above
69
Locality Number
Urban 169
Rural 40

7. Data Analysis
Impact of Marketing Strategies on Consumer Behavior
Purpose Frequency Percentage
Calls 200 95.7
Messages 54 25.8
Data Plan 148 70.8
Others 0 0
SMEAN(Gender) * SMEAN(Any Two Primary Use Of
Balance Calls) Crosstabulation
Count
SMEAN(AnyTwoPrimar
yUseOfBalanceCalls)
Totalyes no
SMEAN(Ge
nder)
male 158 7 165
female 42 2 44
Total 200 9 209
SMEAN(Gender) * SMEAN(Datapalns)
Crosstabulation
Count
SMEAN(Data palns) Tot
alyes no
SMEAN(Gen
der)
male 122 43 165
female 26 18 44
Total 148 61 209
SMEAN(Gender) * SMEAN(Msgs)
Crosstabulation
Count
SMEAN(Msgs)
Totalyes no
SMEAN(Gen
der)
male 39 126 165
female 15 29 44
Total 54 155 209

8. SMEAN(Age) * SMEAN(DoYouWatch Full Advts)
Crosstabulation
SMEAN(Do
YouWatch
Full Advts)
TotalYes no
SMEAN(Age) <20 Count 37 19 56
% within
SMEAN(Age)
66.1% 33.9% 100.0%
20-25 Count 42 81 123
% within
SMEAN(Age)
34.1% 65.9% 100.0%
25-30 Count 4 19 23
% within
SMEAN(Age)
17.4% 82.6% 100.0%
>30 Count 2 5 7
% within
SMEAN(Age)
28.6% 71.4% 100.0%
Total Count 85 124 209
% within
SMEAN(Age)
40.7% 59.3% 100.0%
SMEAN(Gender) * SMEAN(HowManySimCardsDoYouUse) Crosstabulation
No of SIM Cards 1 2 3 More Total
SMEAN
(Gender)
Male Count 101 55 6 3 165
% within
SMEAN(Gender)
61.2% 33.3% 3.6% 1.8% 100.0
%
female Count 26 16 2 0 44
% within
SMEAN(Gender)
59.1% 36.4% 4.5% .0% 100.0
%
Total Count 127 71 8 3 209
% of total 60.8% 34.0% 3.8% 1.4% 100.0
%
Impact of Marketing Strategies on Consumer Behavior

9. Crosstab
SMEAN(AccTo
YouWhich
TypeOfAdvts
AreMost
Effective TV)
Totalyes no
SMEAN
(Age)
<20 Count 49 7 56
% within
SMEAN(Age)
87.5% 12.5% 100.0%
20-25 Count 100 23 123
% within
SMEAN(Age)
81.3% 18.7% 100.0%
25-30 Count 20 3 23
% within
SMEAN(Age)
87.0% 13.0% 100.0%
>30 Count 6 1 7
% within
SMEAN(Age)
85.7% 14.3% 100.0%
Total Count 175 34 209
% within
SMEAN(Age)
83.7% 16.3% 100.0%
Crosstab
SMEAN(AccToYou
Which
TypeOfAdvtsAre
MostEffectiveTV)
Totalyes no
SMEAN(Gender) male Count 135 30 165
% within
SMEAN(Gender)
81.8% 18.2% 100.0
%
female Count 40 4 44
% within
SMEAN(Gender)
90.9% 9.1% 100.0
%
Total Count 175 34 209
% within
SMEAN(Gender)
83.7% 16.3% 100.0
%
Impact of Marketing Strategies on Consumer Behavior

10. SMEAN(Gender) * SMEAN(Do You Feel Promotion By Celebrity Improve Sales)
Crosstabulation
SMEAN(DoYouFeelPromotionByCele
brityImproveSales)
Totalyes no
SMEAN(Gender) male 105 60 165
female 36 8 44
Total 141 68 209
SMEAN(Age) * SMEAN(Do YouFeel Promotion By
Celebrity Improve Sales) Crosstabulation
SMEAN(DoYouFeelPr
omotionByCelebrityI
mproveSales)
TotalYes no
SMEAN(Age) <20 35 21 56
20-25 89 34 123
25-30 16 7 23
>30 1 6 7
Total 141 68 209
SMEAN(Locality) * SMEAN(Do You Feel Promotion By
Celebrity Improve Sales) Crosstabulation
SMEAN(DoYouFeelProm
otionByCelebrityImprov
eSales)
TotalYes No
SMEAN(Locality) Urban 120 49 169
Rural 21 19 40
Total 141 68 209
SMEAN(Qualification) * SMEAN(YourMonthlyRecharge) Crosstabulation
SMEAN(YourMonthlyRecharge)
Total<100 100-200 200-500 >500
SMEAN(Qualificati
on)
Upto 10th 4 4 2 1 11
Upto 12th 12 18 14 5 49
Upto
Graduation
5 12 35 28 80
Masters and
Above
5 8 33 23 69
Total 26 42 84 57 209
Impact of Marketing Strategies on Consumer Behavior

11. SMEAN(Qualification) * SMEAN(HowDoYouWatchMostOfTheAdvts) Crosstabulation
SMEAN(HowDoYouWatchMostOfTheAdvts)
Totaltv
News
paper radio magazine hoardings pamphlets internet mobile apps others
SMEAN(Qualifica
tion)
Upto 10th 2 0 8 0 0 0 1 0 0 11
Upto 12th 22 3 12 1 1 0 9 1 0 49
Upto
Graduation
34 10 2 2 2 0 29 0 1 80
Masters and
Above
36 6 2 0 1 2 22 0 0 69
Total 94 19 24 3 4 2 61 1 1 209
Impact of Marketing Strategies on Consumer Behavior
SMEAN(Qualification) * SMEAN(OverallSatisfactionWithService) Crosstabulation
SMEAN(OverallSatisfactionWithService)
Total
highly
dissatisfied dissatisfied neutral satisfied
highly
satisfied
SMEAN(Qualificati
on)
Upto 10th 1 3 6 1 0 11
Upto 12th 7 11 23 7 1 49
Upto
Graduation
2 9 29 30 10 80
Masters and
Above
3 3 26 33 4 69
Total 13 26 84 71 15 209

12. SMEAN(Qualification) *
SMEAN(DoYouFeelAnnoyedWhenYouGetPromotionalMsgs)
Crosstabulation
SMEAN(DoYouFeelAnnoyed
WhenYouGetPromotionalMs
gs)
Totalyes no
SMEAN(Qualific
ation)
Upto 10th 1 10 11
Upto 12th 32 17 49
Upto
Graduation
65 15 80
Masters and
Above
53 16 69
Total 151 58 209
Impact of Marketing Strategies on Consumer Behavior
SMEAN(Qualification) *
SMEAN(DoYouEndorseYourServiceProviderOnSocialNetworkingSites)
Crosstabulation
SMEAN(DoYouEndorseYour
ServiceProviderOnSocialNet
workingSites)
Totalyes no
SMEAN(Qualificati
on)
Upto 10th 2 9 11
Upto 12th 15 34 49
Upto
Graduation
25 55 80
Masters and
Above
19 50 69
Total 61 148 209

13. Conclusion
 Samsung leading brand followed by Nokia.
 Main use of balance is calls and changing trends.
 Our study shows that age group 20-25 is watching most advertisements.
 Our study showed that within the group percentage of females watch more advertisements as compare
to males.
 Females consume more balance on text messages.
 Nearly 63% males (165) and 81 % females (44) suggests that endorsement by celebrity improves sales.
Impact of Marketing Strategies on Consumer Behavior

14.  Age group above 30 least influenced by the celebrity endorsement.
 Crosstab results showed almost 70 % urban and 52% rural population is influenced with celebrity
promotion.
 None of the qualification based group favored their service providers on social network site.
 Other than “upto 10th students” all qualifications based groups said they feel annoyed with promotional
messages and calls.
Impact of Marketing Strategies on Consumer Behavior

15. suggestions
 The strategies should be area specific.
 Since 20-25 are watching most of the ads celebrities should be such that they
can connect.
 Use Word of mouth and social networking sites.
 There is a greater need of customized offers.
 Timely feedback is very necessary.
 Refund policies and customer care departments should be both efficient and
effective.
 Internet both threat as well as opportunity.
 Call rate matters.
 Mixed response in case of recharge modes.
 International plans.
 Scope for further studies is in consumer buying behavior.
Impact of Marketing Strategies on Consumer Behavior

16. Impact of Marketing Strategies on Consumer Behavior
Thank You