Understanding consumer behavior in rural market for telecom
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The document discusses the telecom sector in India, with a focus on rural areas. It notes that over two-thirds of India's population lives in rural areas, where telecom penetration has been limited. It suggests that telecom providers should focus on rural India by offering affordable call rates and expanded network coverage. It also notes that rural customers have low awareness of different providers and services, and are more influenced by word of mouth recommendations.
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![[object Object],[object Object],[object Object],[object Object],[object Object],Total telecom subscribers : 638.05million Wireless subscribers : 601.22 million Wire line subscribers : 36.83 million Tele density : 54.10 % India’s Rural Mobile Phone Users : >100 Million](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Understanding consumer behavior in rural market for telecom
- 1. by B.Sandeep PGDM-RM
- 5. Wire less Wire line
- 11. Inference : Since customers are very much concerned about the features, TATA Indicom should look forward to impart more features in the coming models.
- 12. Inference: Customers are willing to spend more than 1500 i.e. around 2000 on mobile phone. They are ready to pay an additional price for the features.
- 13. Inference: Telecom service providers should concentrate more on signal strength and the price as they are given much importance by the customer while selecting a telecom service.
- 14. Inference: In rural areas since most of population constitute illiterates, Specific promotional activities should be adopted to get along with the customers.
- 15. Inference: In Rural, Media is not playing a major role in creating awareness about the products and services of TATA Indicom. So separate promotional activities should be designed which enable customers to know more about the products and services.
- 16. Inference: TATA Indicom is being preferred because of its economical tariff plans. And customers are expecting the same from the company in the coming future .
- 17. Inference: Pay per call is famous among the other plans since it has been in the market for a long time. Customers are also impressed with the fares of the plan.
- 18. Inference: Extent of connectivity and awareness of schemes are the major issues for which TATA Indicom is not being preferred by the customers.
- 19. Inference: From the above graph we can understand the affordability of the consumers. So telecom service providers should come up with new plans which fall into above mentioned category.
- 20. Inference: From the graph we can interpret that per call charges of TATA Indicom are highly satisfactory and also the per call charges of the other telecom service providers are not as good as TATA Indicom.
- 21. Inference: From the graph, we can interpret that most of the respondents who are availing Airtel & Idea, BSNL are highly satisfied with the wide network coverage (signal strength) where as the respondents who are availing TATA Indicom are dissatisfied with the same.
- 22. Inference: Majority of the respondents who are availing TATA Indicom are satisfied with schemes where as the respondents availing Airtel,Idea,BSNL are dissatisfied with the same.
- 23. Inference: Most of the customers are interested in value added services related to entertainment such as Mp3 tones, dialer tones etc and general news related to their regions. Youngsters are showing interest in value added services related to sports.
- 24. Inference: Customers don’t want to migrate to new service providers unless they are dissatisfied with the current service provider. More the consumer is satisfied with the products and services of the company eventually more they will become loyal to the company.
- 25. Inference: Extent of connectivity and the better schemes (in sense Economical &Value creating) offered by the alternative service provider are the major reasons for withdrawing from the current service provider.
- 26. Inference: Most of the customers are expecting good tariff plans and wide network coverage from their respective telecom service provider.
- 30. THANK YOU