A study on Brand Preference and Brand Image of Tata Teleservices. SERVICES PROVIDED BY TATA Teleservice .Summer Internship Project .

1. Summer Internship report
on
“A study on Brand Preference and Brand
Image of Tata Teleservices”
Presented By:
Name:-Benson Benny Varghese
Enrolment no:-178320592116
Oakbrook Business School

2. Flowof presentation
Introduction of Tata Group
Major 5 Business division
Vision and Mission
Objective of Indian Oil
Competition
 Introduction of Dhruva project
Dealer’s satisfactions
Problem statement of the study
Limitations of the study
Research Objectives

3. Need of the study
Scope of the study
Research Methodology
Stastical Tools
Data Analysis
Hypothesis and Hypothesis Testing
Finding
Conclusion
Suggestions

4. The legends and their legacy
The origins of the Tata group can be traced back to 1868, when
Jamsetji Tata established a modest trading firm in Bombay. The year
2018 marks the 150th anniversary of the multihued business
institution that grew from the seed planted by the Tata Founder. The
leaders who followed in this path added new chapters to a
remarkable story of enterprise, fortitude and social responsibility
that has unfolded over 150 years
Jamsetji Tata

5. Sir Dorabji Tata
Chairman, Tata Sons (1904 – 1932): Through his endeavours in setting
up Tata Steel and Tata Power, this elder son of Jamsetji Tata was
instrumental in transforming his father's grand vision into reality. It was
also under his leadership that the Sir Dorabji Tata Trust, the premier
charitable endowment of the Tatas, was created, propelling the Tata
tradition of philanthropy.
Sir Nowroji Saklatvala
• Chairman, Tata Sons (1932 – 1938): Sir Nowroji Saklatvala became
Chairman of the Tata group in 1932, succeeding Sir Dorabji Tata. A keen
sportsman and a trusted lieutenant to Sir Dorabji, Sir Nowroji was
known for his vision and the desire to place employee welfare over
everything else.

6. Sir Dorabji Tata
chairman, Tata Sons (1938 – 1991): The late Chairman of the Tata group
pioneered civil aviation on the subcontinent in 1932 by launching the
airline now known as Air India. That was the first of many path-
breaking achievements that JRD, who guided the destiny of the group
for more than half a century, came to be remembered for
Ratan N Tata
 Chairman, Tata Sons (1991 – 2012): Ratan N Tata was the
Chairman of Tata Sons, one of the two promoter holding
companies of the Tata group, from 1991 to 2012. During his
tenure, the group’s revenues grew manifold, totalling over $100
billion in 2011-12.
•

7. Natarajan Chandrasekaran:
Who is new Tata Group chairman
Mr. Chandrasekaran, who has become the seventh chairman of the Tata
group - is the first person outside India's affluent Parsi community to be
appointed to the post.
Chandra - as Mr. Chandrasekaran is popularly called - is one of the best
known faces of the Tata Group. The 53-year-old has been the chief
executive of the high profile global IT service provider, Tata
Consultancy Services (TCS), since 2009.

8. TCShits$100billionmarketcapin2018

9. Tatacompanies
TheTatagroupcomprisesovera100operatingcompaniesspreadacrosssixcontinents.
keyTatacompaniesandtheiroperations
Promotercompanies
TataIndustries
TataSons
Realty&Infrastructure
AssociatedBuildingCompany
JUSCO
PowerlinksTransmission
TataConsultingEngineers
TataHousingDevelopmentCompany
TataPower
TataPowerDelhiDistribution
TataPowerSolar
TataPowerTrading
TataProjects
TataRealtyandInfrastructure
TRF
Voltas
Services
IndianHotels
mjunctionservices
RootsCorporation
TajAir
TataAfricaHoldings
TataBusinessExcellenceGroup
TataBusinessSupportServices
TataLimited
TataInternationalAG
TataNYK
TataServices
TataSIAAirlines(Vistara)
TataStrategicManagementGroup
TKMGlobalLogistics
TMInternationalLogistics

10. Defence&Aerospace
TALManufacturingSolutions
TASEC
TataAdvancedMaterials
TataAdvancedSystems
TataTechnologies
FinancialServices
TataAIALifeInsurance
TataAIGGeneralInsurance
TataAssetManagement
TataCapital
TataInvestmentCorporation
Manufacturing
IndianSteelandWireProducts
JaguarLandRover
JAMIPOL
NatSteelHoldings
RallisIndia
TataAutocompSystems
TataBlueScopeSteel
TataCeramics
TataChemicals
TataChemicalsEurope
TataChemicalsMagadi
TataChemicalsNorthAmerica
Consumer&Retail
InfinitiRetail
InzperaHealthsciences
Landmark
TataAG
TataGlobalBeverages
TataCoffee
TataSky
TataUniStore
TitanCompany
Communications&ITeS
Nelco
TataClassEdge
TataCommunications
TataConsultancyServices
TataElxsi
TataInteractiveSystems
TataTeleservices
TataTeleservices
(Maharashtra)

11. CORE VALUES:
Tata has always been values-driven. These values continue to direct the growth and business
of Tata companies. The five core Tata values underpinning the way they do business are:
 Pioneering: They will be bold and agile, courageously taking on challenges, using deep
customer insight to develop innovative solutions.
 Integrity: They will be fair, honest, transparent and ethical in there conduct; everything
they do must stand the test of public scrutiny.
 Excellence: They will be passionate about achieving the highest standards of quality,
 Unity: They will invest in there people and partners, enable continuous learning, and build
caring and collaborative relationships based on trust and mutual respect.
 Responsibility: They will integrate environmental and social principles in there businesses,
ensuring that what comes from the people goes back to the people many times over.

12. PURPOSE:
At the Tata group they are committed to improving the quality of life of the
communities they serve. they do this by striving for leadership and global
competitiveness in the business sectors in which they operate.
There practice of returning to society what they earn evokes trust among
consumers, employees, shareholders and the community. they are committed
to protecting this heritage of leadership with trust through the manner in
which they conduct there business.

13. VISION:
To be globally significant in each of there chosen businesses by
2025.
They will offer unparalleled value to create customer delight
and enhance business productivity.
Mission:
To be the most reliable global network for customers and
suppliers, that delivers value through products and services. To
be a responsible value creator for all of there stakeholders.

14. • .
WIRELESS COMMUNICATION (1897)
EXAMPLES OF WIRELESS COMMUNICATION:
• •Short Distance - TV controlled by remote
• •Long Distance - area Radio Communication
MOBILE COMMUNICATION:(1995)
BROADBAND COMMUNICATION:(2007)
NEXT GENERATION NETWORK
HISTORY OF INDIAN TELECOMMUNICATION:

15. TELECOMPLAYERSIN INDIAN MARKET:
Bharti Airtel
Reliance Communication
Reliance Jio
Vodafone
BSNL
Tata Teleservices Ltd

16. Company Profile
 Founded in 1996, TTSL is a subsidiary of conglomerate Tata Group.
 In 1996, Tata Teleservices Limited was the pioneer of the CDMA technology platform
in India.
 In November 2010, Tata Teleservices Limited became the first private telecom
Operator to launch 3G services in India.
 TTSL was named ‘The Best Emerging Markets Carrier’ by Telecom Asia in 2010
 Received 8 awards at the World HRD Conference
 It also provides wireless phone service through a joint venture with Japan-based NTT
DoCoMo, which bought 26% of the company in 2009 for for $2.7 billion.

17. CORPORATE PHILOSOPHY OF TTSL
More personal communication.
Real time access
E-communication One-to- one “personal
Gives birth to a new world of communications culture
Freedom to enjoy communications anytime, anywhere with anyone

18. SERVICES PROVIDED BY TATA Teleservice

19. ENTERPRISE CONNECTIVITY:
Photon.
Centrex
GSM EPABX
International Bridging Services
Internet Leased Line (ILL)

20. ENTERPRISE CONNECTIVITY:
Leased Line.
Managed Hosting
PRI
MPLS VPN
SIP Trunk

21. MOBILITY SOLUTIONS:
Mobile Device Management.
Inetrnet of Things (IoT) SOLUTIONS
Asset Tracking
Fleet Tracking
School Bus Tracking
Workforce Tracking

22. MARKETING SOLUTIONS:
Toll Free Services
Call Register Services
Hosted IVR
SMS Solutions
Live Chat
Digital Survey

23. ENTERPRISE COLLABORATION:
Conferencing
Document Management System
Prep Test

24. Introductionofthetopic
“A study on Brand Preference and Brand Image of Tata Teleservices”
 As customer are the key for creating the Brand, so understanding
customer behaviour towards brand image of Tata Teleservice and
Customer preferences over other competitors in Telecom industry.
To know how Brand Image of Tata works on his other product.
How Brand preference works on Consumer buying behavior.
point of view of customer judging a product

25. Limitationsof thestudy
The investigation was carried out in Ahmedabad city only, owing to
time and cost limitations.
Sample size who narrows to 50 due to time and cost constrains.
This inspection was attended among Tata customers only for
obtaining buyer response; further survey among users of others is
suggested.

26. Objectiveof thestudy
Objective:-
Primary Objective
To study Brand Preference of Tata Teleservice
To study Brand Image of Tata Teleservices
Secondary Objective
To find the factors that satisfies customers to opt for Tata Teleservice

27. Needand Scopeof thestudy
Need of the study:
As customer are the key for creating the Brand, so understanding customer
behaviour towards brand image of Tata Teleservice and Customer preferences
over other competitors in Telecom industry.
Scope of the study:
Measuring the creditability of Brand Image of Tata in City like Ahmedabad.
Accessing the satisfaction level of customers towards Tata Teleservices.
Knowing the most preferred product of Tata Teleservice by customers.

28. ResearchMethodology
Research design:
A studies design is solely & easy basic body work or plan for a have a
look at the guides the gathering of statistics and evaluation of the
information.
Research designs are classified into three traditional categories:
Exploratory, descriptive and causal, the selection of the most
appropriate layout relies upon largely upon the objectives of the studies.
Descriptive research:
Sample design:
All sample designs fall in to one among two categories; possibility or
non-possibility sampling. In this research, non-probability sampling
techniques adopted, wherein the chances of choose individuals from the
populace into the pattern are unknown.

29. Sampling plan:
Data : Primary records
Researcher layout : Survey
Researcher instrument : Questionnaire
Method of touch : personal
Sampling method:
Convenience sampling method of non – chance sampling is followed in these
studies. Convenience pattern are samples drawn at the ease of the interviewer.
Accordingly, the handiest regions to a researcher in terms of time and effort turns
out to be “high visitors” areas consisting of a purchasing mails or busy pedestrian
intersections. The choice of the area and consequently, prospective respondent is
issue as opposed to objective. Sample size – 50.

30. Methods of data collection:
Data collection is an essential aspect of any kind of studies has a look at in
accurate data series can impact the results of a look at ultimately because
invalid consequences.
There are forms of records collections strategies the ones are:
1. Quantitative Data collection Method.
2. Qualitative Data collection Method.
The quantitative facts series methods relay on random sampling and its
consists of interviews, pc assisted, private interviewing (CAPI),
questionnaires.
 For this challenge I actually have chosen quantitative statistics series
method, it consists of open ended and near ended questions.

31. Sources of data collection:
Two strategies are used to collect the information this is,
1. PRIMARY DATA
2. SECONDARY DATA
Primary data: The number one statistics is gathered with the assist of a well-
defined, established questionnaire via asking head to head questions.
Secondary statistics: In secondary statistics we get records for the assets like
company profiles, industry profiles from the net, journals.

32. Frame work of analysis:
Percentage method is adapted to analysis the records as a result the
interpretation is primarily based on results acquire via percentage
methods. Based on high percentage of values conclusions or inferences
had been drawn.
Period of the study:
The take a look at is finished between 06.06.2018 to 16.07.2018 the
practise of the questionnaire takes about 40 days.
Stastical tools used for analysis:
The researcher contains out evaluation through numerous statistical
gear. The statistical evaluation is beneficial for drawing inference from
the gathered information.
Percentage
Bar diagram and pie chart
Chi square test
T-test

33. Dataanalysis
Do You Intend to continue relationship with current Tata Teleservices
provider?
From the above table and chart, it interprets that of 50 customers of
Tata Teleservice a majority 46% will continue their relationship with Tata
Teleservice, while there are 40% who may or may not continue
relationship with Tata Teleservice which is alarming situation.
Particular
No.of
responded %
yes 23 46
No 7 14
maybe 20 40
Total 50 100
23
7
20
46
14
40
YES NO MAYBE
No.of respondend %

34. Dataanalysis
Which Tata Teleservices product do you prefer/use in your organization?
• From the above table and pie chart, it infers that of the 50 customers
surveyed, most of them prefer Broadband and Internet Lease Line than
any other service of Tata Teleservice.
Particular
No.of
responded %
Broadband 16 32
Internet
Lease Line 17 34
Telephone 4 8
Dongle 9 18
Other 4 8
Total 50 100
32%
34%
8%
18%
8%
Broadband
Internent Lease Line
Telephon
Dongle

35. Dataanalysis
From which source do you get information about Tata Teleservices
business services?
From the above table and pie chart, it infers that of the 50 customers
surveyed, most of them get Information about Tata Teleservices through
Websites and then through word of mouth which is by friends.
Particular
No.of
responded %
Advertisement 5 10
Friend 17 34
Website 21 42
Social Media 4 8
Newsletter 3 6
Total 50 100
10%
34%
42%
8%
6%
Advertisement Friend Website
Social Media Newsletter

36. HypothesisandHypothesisTesting
Age and consumer using Tata Teleservices
• H0 = There is no significant relation between age and consumer using
Tata Teleservices.
• H1 = There is a significant relation between age and consumer using Tata
Teleservices.
t-Test: Two-Sample Assuming Unequal Variances
Variable 1 Variable 2
Mean 24.7 25.4
Variance 35.18974359 46.26666667
Observations 40 10
Hypothesized Mean Difference 0
df 13
t Stat -0.298307215
P(T<=t) one-tail 0.385091613
t Critical one-tail 1.770933396
P(T<=t) two-tail 0.770183225
t Critical two-tail 2.160368656
P Value -:- 0.770183225
P value is 0.770183225 which is greater than 0.5 therefore null hypotheses is rejected.
Hence, our hypothesis is rejected as, there is a relation between Age and consumer
using Tata Teleservices.

37. HypothesisandHypothesis Testing
Gender and consumer using Tata Teleservices
• H0 = There is no significant relation between Gender and consumer using
Tata Teleservices.
• H1 = There is a significant relation between Gender and consumer using
Tata Teleservices.
Correlation Coefficient Value: - 0.226774
Correlation Coefficient value r is 0.226774 which is Positive and far to 1
which means there is a Positive relation between both the variables.
Hence, our hypothesis is rejected as, there is a relation between gender
and consumer using Tata Teleservices.

38. HypothesisandHypothesis Testing
Marital Status and consumer using Tata Teleservices.
• H0 = There is no significant relation between Marital Status and
consumer using Tata Teleservices.
• H1 = There is a significant relation between Marital Status and consumer
using Tata Teleservices.
Correlation Coefficient Value: - -0.0965
Correlation Coefficient value r is -0.0965 which is negative and far to 1
which means there is a Negative relation between both the variables.
Hence, our hypothesis is rejected as, there is a relation between marital
Status and consumer using Tata Teleservices.

39. HypothesisandHypothesis Testing
Qualification and consumer using Tata Teleservices
• H0 = There is no significant relation between Qualification and consumer
using Tata Teleservices.
• H1 = There is a significant relation between Qualification and consumer
using Tata Teleservices
Correlation Coefficient Value: - 0.199083
Correlation Coefficient value r is 0.199083 which is Positive
and far to 1 which means there is a Positive relation between
both the variables. Hence, our hypothesis is rejected as, there
is a relation between qualification and consumer using Tata
Teleservices

40. HypothesisandHypothesis Testing
Business verticals and consumer using Tata Teleservices
• H0 = There is no significant relation between Business verticals and
consumer using Tata Teleservices.
• H1 = There is a significant relation between Business verticals and
consumer using Tata Teleservices.
Correlation Coefficient Value: - 0.179839
Correlation Coefficient value r is 0.179839 which is Positive and far to 1
which means there is a Positive relation between both the variables.
Hence, our hypothesis is rejected as, there is a relation between
business verticals and consumer using Tata Teleservices.

41. ChisquaretestHypotheses
The chi-square statistic is 2.9753. D.F = 4 Tabulated value 9.488
Since calculated Value Of chi square-2.9753 its critical or Tabulated
Value 9.488 the null hypothesis is accepted.
Manufacturing Service Others Row Totals
YES 3 (2.99) [0.00] 13 (11.65) [0.16] 7 (8.36) [0.22] 23
NO 1 (1.04) [0.00] 2 (4.05) [1.04] 5 (2.91) [1.50] 8
Maybe 6 (5.97) [0.00] 24 (23.30) [0.02] 16 (16.73) [0.03] 46
Column
Totals 10 39 28
77 (Grand
Total)
H0: Brand Preference is independent of Business Vertical
H1: Brand Preference is independent of Business Vertical

42. ChisquaretestHypotheses
The chi-square statistic is 3.4084. D.F = 2 Tabulated value 5.991
• Since calculated Value Of chi square-3.4084 its critical or Tabulated Value
5.991 the null hypothesis is accepted .
H0: Brand Preference is independent of Gender
H1: Brand Preference is not independent of Gender
Gender Yes No Maybe Total
Male 21 (18.40) [0.37] 5 (5.60) [0.06] 14 (16.00) [0.25] 40
Female 2 (4.60) [1.47] 2 (1.40) [0.26] 6 (4.00) [1.00] 10
Total 23 7 20 50

43. ChisquaretestHypotheses
• The chi-square statistic is 1.94, D.F = 6 Tabulated value 12.59
• Since calculated Value Of chi square 1.94 its critical or Tabulated Value 12.59
the null hypothesis is accepted.
•
H0: Brand Preference is independent of age group
H1: Brand Preference is not independent of age group
Age Yes No Maybe total
18-25 11 (10.56)
[0.02]
3 (3.84) [0.18] 10 (9.60) [0.02]
24
26-35 3 (3.96) [0.23] 2 (1.44) [0.22] 4 (3.60) [0.04] 9
36-55 5 (4.40) [0.08] 1 (1.60) [0.23] 4 (4.00) [0.00] 10
above-55 3 (3.08) [0.00] 2 (1.12) [0.69] 2 (2.80) [0.23] 7
total 22 8 20 50

44. Finding
Tata Teleservice is the second most preferred brand in telecom sector after
Airtel.
The customers get attracted by Marketing and Sales schemes. Like they are
doing events, advertising and the new thing is they do digital marketing in
this generation.
Tata Teleservice is offering many products Smart Office ION, SIP Trunk,
MDM, Sales application, school bus tracking, toll services etc. These are the
unique product of Tata Teleservice.
Most of the customers are satisfied with helpline services, billing pattern
and time taken to solve complaints.

45. Conclusion
Tata Teleservice is one of the most preferred brand, but it needs to improve many things to get top
position in market which are listed below.
To get the preference of consumers, the network coverage is another asset for the
company’s image, which needs to be preserved in future. Following are the
recommendation for Network improvement
• Plant towers in Baroda and Rajkot which can fetch them very high profit as these
are two of the most populated and developed cities in Ahmedabad.
• The Network should be as good comparing to the competitors like Airtel and
Vodafone.
About Services and products offered by Tata Teleservice, these are the
features they need to improve
• Enterprise connectivity and mobility solution should be more advertised
so that more demand of it is created.
• Value added services should be good enough to give competition to other
players in market.
• Activation process which is about long should be reduced so that
customers get the activated services very quickly.

46. Suggestions
After Completing this report my suggestion is to there are many ways
we can boost the marketing campaign by the merge the all Tata Sons
Companies in the one roof so that its minimize cost of the company and
the work speed will be increase by this step.
Try to maintain regular interaction with exiting customers to know there
need and problem.
Service and support at customer care end should be improved.
The offers which are most liked by customers should be maintained
Schemes and offers should be ass innovative Airtel and Reliance Jio .