A Study on Consumer Buying Behaviour

A STUDY ON CONSUMER BUYING BEHAVIOUR IN TIKONA DIGITAL

NETWORKS (P) LTD

Submitted by

SATHYANANTHAM.U

Reg No - 40909631047

of

KARPAGA VINAYAGA COLLEGE OF ENGINEERING & TECHNOLOGY

MADHURANTHAGAM (T.k) - 603308

A PROJECT REPORT

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

IN

MARKETING MANAGEMENT

ANNA UNIVERSITY:: CHENNAI 600 025

JUNE 2011

ANNA UNIVERSITY: CHENNAI 600 025

BONAFIDE CERTIFICATE

Certified that this project report “A STUDY ON CONSUMER BUYING

BEHAVIOUR IN TIKONA DIGITAL NETWORKS (P) LTD”is the bonafide

work of “MR.SATHYANANTHAM.U” who carried out the project work under

my supervision. Certified further, that to the best of my knowledge the work

reported herein does not form part of any other project report or dissertation on the

basis of which a degree or award was conferred on an earlier occasion on this or

any other candidate.

SIGNATURE SIGNATURE

HEAD OF THE DEPARTMENT SUPERVISOR

Karpaga Vinayaga College of Engineering & Technology G.S.T.Road, Karpaga Vinayaga Nagar,Chinnakolambakkam,Palayanoor Post,Madhuranthagam (T.K),Kancheepuram District – 603308.

Karpaga Vinayaga College of Engineering & Technology G.S.T.Road, Karpaga Vinayaga Nagar,Chinnakolambakkam,Palayanoor Post,Madhuranthagam (T.K),Kancheepuram District – 603308.

INTERNAL EXAMINER EXTERNAL EXAMINER

Submitted to the university viva – voce held on ________________________

DECLARATION

I, SATHYANANTHAM.U, hereby declare that this project entitled “A

STUDY ON CONSUMER BUYING BEHAVIOUR IN TIKONA DIGITAL

NETWORKS (P) LTD” has been prepared under the guidance of

MS.R.G.NITHYA, faculty, Department of Management Studies Karpaga

vinayaga College of Engineering & Technology- Maduranthagam, in partial

fulfillment of the requirements of the MBA program of Anna University for

JUNE 2011.

Place:

Date:

SATHYANANTHAM.U

ABSTRACT

The project for TIKONA DIGITAL NETWORKS (P) LTD is aimed for

successful functioning of the organization. The researcher collected the primary

information required for the study through a structured questionnaire. Website

and books are the main part of secondary data.

The nature of the study was descriptive. The sampling method used is

convenience Sampling. The sampling size was 100 Respondents. This includes

only consumers. The researcher while analyzing converted data made use of

simple tabulations, percentage, correlation, chi-square test.

The need of the study is to study the CONSUMER BUYING BEHAVIOUR

for successful functioning of TIKONA DIGITAL NETWORKS (P) LTD.

Finally, the last two chapter deal with the finding from the survey and the

suggestion to the company is given followed by the conclusion.

ACKNOWLEDGEMENT

With profound gratitude and due regards I whole heartedly and sincerely

acknowledge with thanks the opportunity provided to me by our Respectful

Director Tmt. Meenakshi Annamalai for allowing me to do this project in

partial fulfillment for the degree of Master of Business Administration under

Anna University, Chennai.

I thank our respectable Advisor Prof. V.C. Ravichandran for his

effective advice and support for planning and processing of the project.

I thank our dedicated Principal Dr. V. Ilangovan for his valuable

suggestions and timely advice which helped me in completing this project on

schedule.

I thank our Dean (Administration) Prof. T. Rangarajalu for his

unrelenting support and guidance and useful tips for completing the project.

I thank our Dean (MBA) Prof. J. Nirmal Joseph for his remorseless

support and guidance and useful tips for completing the project.

I thank our Head of the Department Prof. Dr. V. Vaidyanathan for his

pain taking efforts and very encouraging and proper guidance without which this

project could not have been completed.

I would like to extend my hearty gratitude to My Guide, Lecturer,

Ms.R.G.Nithya for instructing, guiding and encouraging me carrying out this

project work.

I highly intended to my parents and all my dear ones without whose

constant love and encouragement all these would not have been possible.

CONTENTS

ABSTRACT i

ACKNOWLEDGEMENT ii

LIST OF TABLES iii

LIST OF FIGURES iv

CHAPTER NO

CONTENTS PAGE NO

1 1.1 Introduction

1.2 Statement of the Problem

1.3 Company Profile

1.4 Product Profile

1.5 Objectives Of The Study

1.6 Need For The Study

1.7 Scope Of The Study

1.8 Limitations Of The Study

1

2

3

5

8

9

10

11

2 2.1 Review of Literature 12

3 3.1 Research Methodology

3.2 Method Of Data Collection

3.3 Tools Of Analysis

23

25

26

4 4.1 Data Analysis And Interpretation

4.2 Findings Of The Study

29

54

5 5.1 Suggestions

5.2 Conclusion

56

57

Bibliography

Appendix

58

59

LIST OF TABLES

TABLE.

CONTENTS PAGE.NO

1 Age Profile of the Sample Population 30

2 Qualification of the Respondents 31

3 Income Level of the customers 32

4 Consumers using internet connection 33

5 Showing the users intending internet connection 34

6 Different uses of Internet 35

7 Showing the users of particular company 36

8 Existing users of Tikona wireless broadband 37

9 Tikona brand awareness 38

10 Source of brand awareness 39

11 Users those who collect information before making purchase

40

12 Word of mouth referrals by friends/ relatives 41

13 Influence of Advertisements on Buying Decision of Consumers

42

14 Preference by consumers regarding the features of brand 43

15 Influence of Different Sources of Information on consumer buying decision

45

16 Influence of different attributes of information on consumer buying decision

46

17 Satisfaction with Tikona wireless broadband in comparison with other brands

47

18 Tikona performance in terms of after sales service 48

19 Tikona performance in terms of maintenance 49

20 Tikona performance in terms of consumer expectation 50

LIST OF FIGURES

TABLE.

CONTENTS PAGE.NO

1 Age Profile of the Sample Population 30

2 Qualification of the Respondents 31

3 Income Level of the customers 32

4 Consumers using internet connection 33

5 Showing the users intending internet connection 34

6 Different uses of Internet 35

7 Showing the users of particular company 36

8 Existing users of Tikona wireless broadband 37

9 Tikona brand awareness 38

10 Source of brand awareness 39

11 Users those who collect information before making purchase

40

12 Word of mouth referrals by friends/ relatives 41

13 Influence of Advertisements on Buying Decision of Consumers

42

14 Preference by consumers regarding the features of brand 44

15 Influence of Different Sources of Information on consumer buying decision

45

16 Influence of different attributes of information on consumer buying decision

46

17 Satisfaction with Tikona wireless broadband in comparison with other brands

47

18 Tikona performance in terms of after sales service 48

19 Tikona performance in terms of maintenance 49

20 Tikona performance in terms of consumer expectation 50

CHAPTER 1

1.1 INTRODUCTION

Before business can develop marketing strategies, they must understand what

factors influence buyers behaviour and how they make purchase decisions to satisfy their needs

and wants. Buyers are moved by a complex set of deep and subtle emotions.

Consumer behaviour is the study of when, why, how, and where people do or do not buy a

product. It blends elements from psychology, sociology, social anthropology and economics. It

attempts to understand the buyer decision making process, both individually and in groups.

Consumer behaviour refers to the mental and emotional process and the observable behaviour

of consumers during searching, purchasing and post consumption of a product or service.

It studies characteristics of individual consumers such as demographics and behavioural

variables in an attempt to understand people's wants. It also tries to assess influences on the

consumer from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing

the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset

for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning

of marketing through the re-affirmation of the importance of the customer or buyer. A greater

importance is also placed on consumer retention, customer relationship management

personalisation, customisation and one-to-one marketing. Social functions can be categorized

into social choice and welfare functions.

1.2 STATEMENT OF THE PROBLEM

As we know that customer is the king of any business, It is essential to understand customer

expectations their preferences towards the product and their needs and wants. Without

understanding consumer behaviour no companies can survive.

It serves as a feedback from the consumer and provide the companies the message regarding

the consumer attitudes, companies position, competition, opinions of the consumer regarding

the product etc.

Now a days almost all the companies involves in collecting the data from consumers regarding

their product and brand. They employee marketing people to let them know consumer

behaviour.

By keeping all this points in mind, as consumer behaviour plays a vital role for any

organization, this project “A STUDY ON CONSUMER BUYING BEHAVIOUR IN TIKONA

DIGITAL NETWORKS PVT LTD”, does the same.

1.3 COMPANY PROFILE

Tikona Digital Networks (TDN) is engaged in building the next generation wireless broadband

services for home and enterprise customers in India. TDN has an all India Class-A ISP license

granted by the Ministry of Communications, Govt. of India, for this purpose. TDN envisions a

powerful Broadband-enabled India and will make all possible contribution to make this

happen.

TDN would also be building a comprehensive services framework that can deliver leading

edge voice, video, IT applications and multimedia content services over any broadband or IP-

centric network. Such a framework can be outsourced by service providers globally, who

desire to offer next generation services to their customers. TDN has engaged the best-in-class

technology partners to build the required capability frameworks.

Innovation is our driving force and we create environment for the young talent in our company

to conceive and incubate new ideas in order to develop and deliver useful services and

solutions for our customers, thereby sustaining our competitive advantages.

TDN was founded in mid 2008 by veterans from the telecom industry, who have built some of

the largest networks in India for mobile, enterprise, broadband and DTH services. TDN is

adequately funded by top-end global investors and is committed to comply with the highest

standards of corporate governance.

Prakash Bajpai

Founder,MD&CEO

Prakash Bajpai has a rich 31 years of experience in IT and Telecom Industry. He has been

instrumental in building and leading organizations and business with revenueof more than

$2billion.

An engineering graduate from Delhi University, Prakash started his career with IBM as an

electronics engineer. He then moved to Phillips, where he was involved in the launch of color

TV transmission in India. He was one of the first few employees of Tata Telecom. His

experience cuts across geographies as he worked with AT&T Network Systems in the US. Post

returning to India, he spearheaded the Marketing, Sales & Network Planning activities at Tata

Lucent Technologies. He then joined Hughes Telecom as President & CEO where he

pioneered India's first Integrated Broadband Network in Maharashtra & Goa. He also led

Hughes Telecom to launch India's first IPO (US$ 225 m) in the telecom sector. Prior to

launching Tikona, Prakash was the President and CEO at Reliance Communications, where he

was responsible for the Broadband, Enterprise, Data Center, PCO and DTH businesses of the

company.

Prakash has also attained graduation from a number of in-house Management Programs

conducted by the AT&T School of Business Management including mini-MBA in Financial

Management

Tarun Kumar

Chief Technology Officer

Tarun has over 19 years of industry experience spanning in IT, broadband and digital broadcast

technologies. He has successfully deployed and managed operations of many technology

intensive projects including enterprise and retail broadband BSS, cutting edge Interactive IPTV

over metro Ethernet network, service delivery platforms for New-age products and broadband

radio access networks.

Tarun is an electronics and communication engineer with M Tech (Integrated Electronics)

from Indian Institute of Technology (1990 batch).

1.4 PRODUCT PROFILE

Tikona sells the services to peoples as a wireless broadband. It employees 4G technology

through which consumers are able to access the internet without any wire but with a high

download speed of 2mbps.

Tikona provides this services to consumers via various schemes

Circuit breaker plans

Fixed monthly plans

Unlimited plans

Details CB499 CB299 CB49

Monthly plan charges 499 299 49

Installation charges 500 500 500

Modem rental 0 0 50

Free usage 5000 1000 100

Guaranteed maximum bill amount 999 999 999

Subscription amount 1102 881 661

Maximum PC Registration 8 8 8

Maximum simultaneous PC connections 8 8 8

2 MBPS CIRCUIT BREAKER PLANS

FIXED MONTHLY CHARGE PLANS

Details FMC599 FMC799 FMC1499 FMC2499

Monthly plan charges 599 7899 1499 2499

Installation charges 500 500 500 500

Bonus Bandwidth of

2Mbps(MBs/month)

4000 8000 15000 50000

Speed beyond Free usage 256 512 750 1024

Charges during NILL NILL NILL NILL

Subscription amount 1213 1433 2205 3308

Maximum PC Registration 8 8 8 8

Maximum simultaneous PC 2 3 4 5

UNLIMITED USAGE PLANS

Details UNLTD

549

UNLTD

649

UNLTD

799

UNLTD1

399

UNLTD

3499

UNLTD

1649

Plan charges 549 649 799 1399 3499 1649

Installation

charges

500 500 500 500 500 250

Download

speed

300 600 750 1024 2048 300

Subscription

amount

1157 1267 1433 2095 4411 2095

Maximum PC

registration

8 8 8 8 16 8

Maximum

simultaneous

PC

connections

2 2 2 4 6 2

1.5 OBJECTIVES OF THE STUDY

To study the buying behaviour of the consumers.

To understand how these factors influence consumers buying decision.

To understand the consumers perception towards the brand.

To know how the Company has been encountering the aggressive marketing strategies

of competitors.

To determine whether there is any deviation between the features of the brand and the

acceptance of the consumers.

To find out what marketing strategies should be undertaken to increase the market

share of the brand.

1.6. NEED FOR THE STUDY

Before business can develop marketing strategies, they must understand what factors in-

fluence buyers behaviour and how they make purchase decision to satisfy their needs

and wants.

This study aims towards collecting information about consumers Psychology towards

wireless internet connection and thus helping Tikona in understanding customers nature

and help in developing strategies which will thus help them in increasing their business.

This study helpful to know in which stage the brand would be in industrial

life cycle.

This study is also helpful to know in which feature the brand excels and where they are

lacking in.

It is done to understand what consumers consider while going for purchasing a wireless

internet broadband connection.

Suggestion regarding the brand are drawn using this study.

By this study we came to know how the organization retaining and sustaining its cus-

tomer.

1.7. SCOPE OF THE STUDY

The main purpose of this project is to study consumers buying

behaviour and develop strategies which help Tikona in increasing their market share.

This study is mainly focused on various factors that affect consumers buying decision.

Such as social, psychological and personal.

The survey was conducted among different groups and all possible local areas in Chen-

nai were considered for the study. The sample size was of 100 people who included

people from various age groups and different income levels. The data was collected

through filling of questionnaire and interview.

The survey helped in understanding the various factors that influenced the buying deci-

sions of the customers and understanding their needs when it comes to wireless broad-

band internet connection.

This study helps to understand the satisfactory level of consumers towards the brand.

This study helps in understanding the consumer attitudes and their buying motives by

means of company brand image.

1.8. LIMITATIONS OF THE STUDY

This study is restricted to marketing area.

Time is the major limitation of this study .

This study is performed only for a period of 90 days.

Convenience sampling is used in this study.

Less number of consumer’s are taken as sample in this study i.e. 100 Respondents.

Information collected is ineffective for consideration becasuse due to less number of

samples.

CHAPTER 2

2. REVIEW OF LITERATURE

LITERARY REVIEW:

Psychologists have long been interested in the topics of buying and shopping

behaviour. Some major perspectives in psychology such as behaviourism and cognitivism have

formulated different theories to explain buying motivation and behaviour. The behaviourists

stress the process of operant conditioning and individual’s history of reinforcement, while the

cognitive approach puts its accent on individual’s free will and intentional, voluntary action.

The views of these two perspectives can be examined in terms of the nature of buying

behaviour and the process of choice.

With regard to the nature of buying behaviour, the behaviourists consider it as a

response to a reinforcer. One of the famous behaviourist, Alhadeff (1982) represents buying

behaviour as the outcome of the relative strengths of conflicting approach and escape

behaviours, each of which is determined by its own reinforcers. Etc. On the other hand, the

cognitive perspective views buying behaviour as more voluntary, rational and intentional in

nature rather than mere response to the environment. People buy what they want to buy and

their reasons for buying embrace "whatever consideration induced, inclined, weighed with or

decided them to buy" (Beck, 1975). Etc.

Based on their different conception about the nature of buying behaviour, the behaviourist

and the cognitive theorists have different views on the process of choice when buying. The

behaviourists propose that consumer choice begins with an external stimulus such as an

advertising message or word-of-mouth communication. Etc. However, the cognitive

psychologists adopt a different approach to explain the process of choice. They consider the

choice of buying as a rule-following behaviour Etc.

To the behaviourists, therefore, choice of buying is simply a behaviour, the only way of

acting in a given set of circumstances defined in terms of controlling contingencies. On the

other hand, the cognitive theorists present choice of buying as an outcome of internal, mental

deliberation and psychological decision. Actually, although the behaviourists and the cognitive

theorists have different ideas of the content of choice, they do share similar view on the

unconscious feature of choice (rather involuntary response to discriminative stimulus and the

following of rules).

THEORITICAL REVIEW:

Consumer is the king and it is the consumer who determines what a business is. Therefore, a

sound marketing program should start with a careful analysis of the habits, attitudes, motives

and needs of consumers.

Consumer behaviour is prerequisite though the process is highly complicated. At the

same time, a firm’s ability to establish and maintain satisfying exchange relationships depends

on the level of understanding of buying behaviour. Thus, buying behaviour is the decision

process and acts of people involved in buying and using products.

Need for Understanding Consumer Behaviour

Knowledge of consumer behaviour would render immense help for planning and implementing

marketing strategies.

Secondly, the proof of establishing consumer orientation in the marketing. This is known only

when marketing mix is developed to include positive answers to the questions listed in the be-

ginning of this chapter.

Thirdly, by gaining a better understanding of the factors that affect buyer behaviour, marketers

are in a better position to predict how consumers will respond to marketing strategies.

Finally, consumer is the principal—a priori of business. The efficiency with which a free mar-

ket system of enterprise operates, in the last analysis, depends upon the extent of consumer

understanding possessed by the business cannot possibly fulfill its obligations in a meaningful

and responsive manner. This is exactly the reason why consumer behaviour is given impor-

tance in modern marketing.

Consumer Decision Behaviour

It is a usual behaviour with most consumers to seek the objective of creating

maintaining a collection of goods and services that provides current and future satisfaction.

The various types of consumer decision-making vary considerably and are

classified as follows:

1. Routine response behaviour.

2. Limited decision-making, and

3. Extensive Decision-making.

1. Routine decision behaviour - is usually found in the cases of frequently purchased and

low-cost items. Lengthy search for products is not attempted and hence the decision effort

needed is only minimum. Though consumers are branding conscious. They are also aware of

alternative brands, for instance, if you intended to buy a particular would switch over to a

second preferred brand of their choice. Thus, products that are bought through routine response

behaviour are purchased quickly with very little mental effort.

2. Limited decision-making - is pertinent in the case of purchases made by the consumers less

frequently. The investment needed also will be comparably high. Hence, the consumers may

acquire information about all possible brands and some amount of mental exercises would

follow to arrive at a decision about all possible brands and some of a television set makes the

consumer to examine various models and brands, make casual enquiries with the neighbor-

owners and discuss with family members is also considered at length. Thus, limited decision-

making requires a moderate amount of time for information gathering and deliberation.

3. Extensive decision-making _is required when a consumer wants to purchase unfamiliar

products which is totally new, having high unit value and bought preferably once in his life

time. Before such a product is bought, the consumer uses many criteria for evaluating

alternative brands and substitute products and spends much time in seeking information and

deciding on the purchase. Decisions on construction complex type of consumer decision-

making behaviour. An interesting but a notable point in this connection is that the type of

decision-making need not necessarily remain constant. The following illustrates the variations

more clearly.

Very High Moderate Very Low

Factors Influencing Consumer Buying Behaviour

Several factors determine the buying behaviour of consumers. These factors may be

classified as follows:

Extended Consumer Decision-makingLimited Consumer Decision-makingRoutine Consumer Decision-making

Level of Prior Experience

Frequency of Purchase

Amount of Perceived Risk

Time Pressure

Degree of Search

(1) Personal Factor:

These include factors unique to a particular person. Numerous personal factors

influence purchase decisions:

(a) Demographics

Individual characteristics such as age, sex, race, ethnicity, income, occupation and

family life cycle are called demographics. These have a bearing on who is involved in family

decision-making.

(b) Life styles

Life style means an individual’s pattern of living expressed through activities, interests

and opinions. Life style patterns include the ways people spend-time, the extent of their

interaction with others, and their general outlook on life and living, people partly determine

their own life styles and partly these are shaped by personality and demographics.

(c) Situation. Situational factors are influences resulting from circumstances, time and

location that affect the consumer buying behaviour.

(2) Social factors: The factors that other people exert on buying behaviour are called

social factors. These factors are as follows

(a) Roles and Family Role means the activities that a person is supposed to perform. A

person occupies several positions and, therefore, he/she has many roles.

(b) Reference Group A reference group is any group that exercises a positive are

three major types of reference groups—membership, aspiration and dissociative. A reference

group may serve as an individual, point of comparison and source of information.

(c) Opinion leader

The reference group members who provides information about a specific share

that interests members of the group is called opinion leader. An opinion leader is likely to be

most influential when consumers have high product involvement buy low product knowledge,

when they share the attitudes and values of the opinion leader and when the product details are

numerous and complicated.

(d) Social Class

A social class means an open group of individuals with similar social rank.

Quite often people in a society are classified into upper, middle and lower classes on the basis

of their income and occupation. Consumers belonging to a particular social class tend to have

common behavioural patterns. They may have similar attitudes and values. Social class has an

impact on spending and saving an individual buys and uses.

(e) Culture and Sub-cultures

Culture is the aggregate of customs, beliefs, values, and objects that a society

uses to cope with its environment and passes on to future generations. Culture permeates our

daily life and therefore influences buying behaviour. Our culture determines what we want and

wear, where we reside and travel. It also influences how we buy and use products. Cultural

changes affect marketing mix.

(3) Psychological factors:

Factors that operate within individuals and determine their general behaviour

are as follows:

(a) Perception

Perception is the process of selecting, organizing and interpreting information to

derive meaning. Different people perceive the same thing at the same time in different ways.

(b) Motives

A motive means an internal force that orients a person’s activities towards need

satisfaction. A set of motives affects a buyer’s actions. Motives that influence where a person

buys products on a regular basis are known as patronage motives. These include location,

price, variety, service and behaviour of sale people. Marketers use depth interviews, projection

and other methods to know and understand the motives of buyers

(c) Learning

Changes in an individual’s behaviour due to information and experience are

called learning. A consumer tends to repeat purchase actions which create satisfaction.

Inexperienced buyers use price as an indicator of quality more advertisements, salespersons,

friends and relatives. They also learn by buying and using products.

(d) Attitudes

Attitude refers to an individual’s enduring evaluation, feelings and behavioural

tendencies toward an object or idea. An individual’s attitudes remain generally stable and do

not vary from moment to moment. Attitudes play a significant role in determining consumer

behaviour.

(e) Personality

Personality refers to a set of internal traits and distinct behavioural tendencies

that result in consistent patterns of behaviour. An individual’s personality is the outcome of

heredity and personal experiences. It makes the individual unique. Some individuals are

introverts, dogmatic, compulsive and ambitious while others are quite opposite in nature.

Personality influences the type of brand and products purchased.

(f) Self-concept

Self-concept of self-image means a person’s perception or view of himself.

Individuals develop and alter their self=concept through interaction of social and

psychological dimensions. Research shows that a buyer purchases products that reflect and

enhance the self-concept. A person’s self-concept may also influence selection of products

category and brand.

Consumer Buying decision Process

The process which consumers proceed while making their buying decisions is known

as the consumer buying decision process. This process consists of five stages a s shown in

following fig.

Arrows connect all the elements in the decision process and show the impact of

demographics, social factors, and psychological factors upon the process.

Arrows show feedback. (a) Shows the impact of social and psychological

factors

(b) Shows the impact of a purchase on social and psychological factors such as

social class.

Roles and Family

The stages in consumer buying decision process are below:

1. Problem Recognition

Stimulus Problem Awareness

Information Search

Evaluation of

Alternatives

Purchase Decision

Post-purchase

Behaviour

Person Specific Influences

Social & Psychological Influences

A buyer recognizes the problem when he becomes aware of the desired state and an actual

condition. The speed with which a consumer recognizes the problem can be quite fast or slow.

Sometimes, a person has a problem or need but is unaware of it. Marketers use advertising,

personal selling and other methods to help trigger recognition of such needs or problems.

2. Information search

After recognizing the problem or need, a buyer search for product information that can

resolve the problem or satisfy the need. There are two types of information search. In the

internal search which is our self and external search which consists of friends, relatives, and

media. Marketers repeat advertisements and use visuals to increase consumer learning of

information.

3. Evaluation of alternatives

A successful information search yields a number of brands that a buyer views as

possible alternatives. This group of products/brands is called the buyer’s evoked set. Various

objective and subjective characteristics that are important to the buyer are used to evaluate the

alternatives. Cost and warranty are examples of objective criteria whereas brand image and

style are examples of subjective characteristics.

4. Purchase

In this stage the buyer chooses the product or brand to be bought. Product availability

may influence which brand is purchased. The terms of sale (price, delivery, warranty,

maintenance agreement, installation and credit arrangement) are settled finally, the actual

purchase takes place.

5. Post-purchase behaviour

After the purchase, the buyer begins evaluating the product to ascertain if its actual

performance meets the expectations. Many criteria used in evaluating alternatives are applied

again for this purpose. The outcome of this stage is either satisfaction of dissatisfaction.

Shortly after purchasing an expensive product, a buyer doubts whether he make the right

decision.

Buying Motives of Consumers

A buying motive means what induces a customer to buy a product. There is a buying

motive behind every purchase. But the motive may differ from one buyer to another. Buying

motives may be classified as follows:

1. Internal and External Motives

Internal buying motives are inherent in the minds of consumers. They arise from the

basic needs like hunger, safety, comfort, pleasure, etc. internal buying motives may be rational

or emotional.

External buying motives are those which a customer learns or acquires from his

environment. Social status, social acceptance, achievement, etc. are examples of such motives.

Income, education, occupation, religion, culture, family and social environment influence

external motives.

2. Rational and Emotional Motives

Buying motives are those which are based on logical reasoning and

consideration of economic consequences. They include the cost, durability and dependability

of the product/service.

Emotional buying motives are based on personal feelings. These motives

include ego, prestige, love and affection, status, pride, etc.

3. Product and Patronage Motives

Product motives are of two types-primary and secondary. Primary buying

motives are the reasons due to which consumers buy one class of products rather than another.

These motives arise directly from human needs and wants. These include the desire for health,

beauty, knowledge, relaxation, recognition, etc.

Secondary or selective buying motives induce consumers to buy certain kinds of

products. These include desire for convenience, dependability, durability, economy, versatility,

etc.

CHAPTER 3

3.1 RESEARCH METHODOLOGY

The purpose of the research methodology is to describe the research procedure. This includes

the overall design, the sampling procedure, the data collection method analysis procedures.

This section is important because it is hard to discuss methodology without using technical

terms. Yet, most of the reader will not understand the technical language. This study was made

based on primary data. Distributing the questionnaire to the respondents collected the data. The

questionnaire containing questions relating to socio- economic status of the respondents.

RESEARCH DESIGN:

A research design is the specification of methods and procedure for acquiring the

information needed to structure or to solve problem. It is the overall operational pattern of

frame work of the project that stipulates procedures.

A research design is therefore defined as “A plan, structure and strategy of investigation

conceived so as to obtain answers to research question and control vacancies.”

Descriptive Research Design:

Descriptive research is contract to explorative research is marked by the prior

formulation of specific research question. The problem, perhaps as a result of an exploratory

study, before the project is initiated. He should be able to define clearly what he wants to

measures and to setup appropriate and specific means for measuring it. Descriptive research

design includes surveys, fact findings, and enquiries of different kinds.

The main characteristic of this method is that researcher has no control over the variable. He

can only report what has happened or what is happening. Most EX-POST FACTO research

projects are used for descriptive studies in which the researcher seeks to measure such items.

Descriptive research will be applicable to the existing problems.

RESEARCH INSTRUMENT

The research instrument used in this study “structured questionnaire”. Structured

questionnaire are those questionnaire in which there are predetermined question relating to the

aspect for which the researcher collects data. The questions are presented with exactly the

same wording in the same order to all the respondents.

QUESTIONNAIRE DESIGN

The structured questionnaire for appraisal system with the following types of questionnaire

open ended, multiple choice, types of questions.

AREA OF STUDY

The area of study is confined to employees of TIKONA Digital Networks (P) Ltd, Chennai.

SAMPLING METHOD

The sampling method involved is convenient sampling method.

CONVENIENT SAMPLING

Convenient sampling is also known as purposive are deliberate sampling.

This sampling method involves purposive or deliberate selection of particular unit of the

universe for constituting a sample which represents the universe. When population elements

are selected for inclusion in sample based on the case access, it can be called convenience

sampling.

SAMPLE

Sample denotes only a part of the conclusions are drawn on the basis of entire

universe.

SAMPLE SIZE

The sample size is restricted to 100 employees. The sample questionnaire consists of closed

ended quetionnaire.

3.2 DATA COLLECTION METHODS

DATA SOURCES

Data sources can be classified into two types namely.

*Primary data

*Secondary data

PRIMARY DATA

Primary data consists of original information collected for specific

purpose. In this study, primary data has been used. To obtain the primary data a well structured

both open ended and close ended questionnaire was prepared to get the response. The

respondents were given up the questionnaire and made them fill it to get their response.

SECONDARY DATA

Secondary data can be defined as the information already existing some where

having been collected for some other purpose. In this study the secondary information is

obtained from the various books, articles and from the company.

TOOLS FOR DATA COLLECTION

The following tools were used for data collection.

A. Questionnaire

B. Personal interview

3.3 TOOLS OF ANALYSIS

The statistical tools and test used for this study are.

Simple percentage analysis

Chi-square test.

Correlation Analysis

SIMPLE PERCENTAGE ANALYSIS:

Simple percentage analysis is used for analysis of the data that is collected for

research work, simple percentage are often used in data presentation for the simplify, numbers,

through the use of percentages, the data are reduced in standard form with base equal to which

it facilitates the relative comparisons.

Simple percentage method = no. of respondents / total no. of samples * 100.

CHI-SQUARE TEST:

The chi-square test is one of the most useful non-parametric tests used in statistical

analysis. The chi-square test was first used by Karl Pearson in 1900; it is used to compare the

observed and expected frequencies. It is important to keep in mind that the chi-square test only

tests whether two variables are independent. It cannot address questions of which is greater or

less. Using this chi-square test, we cannot evaluate directly the hypothesis, the test can only

test whether the two variables are independent or not.

A set of expected frequencies is desired under the assumption that the null hypothesis

is true. This test enables us to find of the deviation of the expected frequency from theoretical

ones is just by chance or due to the inadequacy of the theory to fit the data.

Oi (I = 1, 2, 3,….., n) be the set of observed frequencies and

Is E i (I = 1, 2, 3……, n) be the set of expected frequencies, then Karl Pearson’s

chi-square statistics is given by

N

X2 = ∑ ( Oi –Ei )2 /Ei

I=1/Ei

This statistics has a constraint that

n n

∑ Oi = ∑ Ei

i=1 i=1

If the above calculated X2 value is less than the tabulated X2 the value, we accept the null

hypothesis. While comparing the calculated value of X2 with the table value we have to

determine the degree of freedom. The degrees of freedom may be considered as the number of

independent observations in the sample minus number of k observations which can be

estimated using the independent observations . The degree of freedom

V=n-k n n

Since we have that ∑ Oi = ∑ Ei = N, the total frequency, can find one observation say

nth i=1 i=1

Observation using the remaining (n-1) observations, ∑n=n-∑Ei, = 1, 2, 3….n-1

Hence, the above-defined chi-square has n-1 degrees of freedom. The observed chi-square

value should be compared with the tabulated chi-square with (n-1) degrees of freedom.

CORRELATION ANALYSIS:

Correlation analysis deals with the association between two or more variable . It does not tell

anything about cause and effect relationship.

Correlation value shall always lie between +1 and -1. it shows there is perfect positive

correlation between variables. When r=0, there is no correlation.

r =cov (x,y) /s.d (x)* s.d(y)

r-correlation Coefficient

x & y are variables

CHAPTER 4

4.1 DATA ANALYSIS & INTERPRETATION

The data after collection has to processed and analyzed in accordance with the outline laid

down for the purpose at the time of developing the research plan. This is essential for a

scientist study and for ensuring that we have all the relevant data. Processing implies editing,

coding, classification and tabulation of collected data so that they acquiescent to analysis.

The term analysis refers to the computation of certain measures along with searching for

patterns of relationships that exits among data groups. Thus, “In the process of analysis,

relationships or difference supporting of conflicting with original or hypothesis should be

subjected to statistical tests of significance to determine with that validity data can be said to

indicate any conclusions.”

Analysis of data in general way involves no: of closely related operation that performed

with the purpose of summarizing the collected data and organizing them in such manner that

the answers the research questions.

1. Age Profile of the Sample Population

TABLE NO: 1 Age Profile of the Sample Population

Attributes No.of Respondents Percentage

Less than 18 Years 9 9

Between 18-23 Years 23 23



More than 45 Years 8 8

FIGURE NO: 1 Age Profile of the Sample population

05

10152025

3035404550

Less than 18Years

Between 18-23 Years

Between 23-28 Years

Between 28-45 Years

More than 45Years

Age group of respondents

Per

cen

tag

e

Inference:

It is found that 69% of respondents are in the age group 18-28 years, 14% are in the age

group of 28 to 45 years, only few respondents are in age group who are less than 18 years and

more than 45 years.

2. Qualification of the Respondents

TABLE NO: 2 Qualification of the Respondents


10th pass or below 8 8

Higher Secondary level 18 18

Graduate 42 42

Post Graduate 32 32

FIGURE NO: 2 Qualification of the Respondents

05

10

15202530

354045

Belowsecondary

level

HigherSecondary

level

Graduate PostGraduate

Qualification

Per

cen

tag

e

Inference:

It is found that 26% of the respondents are below higher secondary level, 42% are

graduates and 32% are post graduates.

3.Income Level of the customers

TABLE NO: 3 Income Level of the customers

Attributes No. of Respondents Percentage

Less than 10,000 14 14

10,000-20,000 24 24

20,000-40,000 34 34

Greater than 40,000 28 28

FIGURE NO: 3 Income Level of the customers

0

5

10

15

20

25

30

35

40

Less than10,000

10,000-20,000

20,000-40,000

Greater than40,000

Monthly Income

Per

cen

tag

e

Inference:

It is found that 14% of the respondent’s monthly income is less than Rs. 10000, 24% is

in between 10000 and 20000, 34% is in between 20000 and 40000, 28% is greater than 40000.

4. Do you have an internet connection?

TABLE NO: 4 Showing the users of internet connection


Yes 69 69

No 31 31

FIGURE NO: 4 Showing the users of internet connection

Inference:

It is found that 69% of the respondents are having internet connection and 31% are not

having internet connection.

69%

31%

YesNo

5. If No, are you looking for an internet connection?

TABLE NO: 5 Showing the users intending internet connection


Yes 65 65

No 35 35

FIGURE NO: 5 Showing the users intending internet connection

Inference:

It is found that 65% of the respondents who are not having internet connection are looking

for internet connection, while 35% don’t have any idea of purchasing a new one.

65%

35%

YesNo

6. For what purpose do you use internet?

TABLE NO: 6 Different uses of Internet


Research/Studies 8 8

Job search 22 22

Emails 35 35

Chatting 25 25

Downloading 10 10

FIGURE NO: 6 Different uses of Internet

Inference:

It is found that 8% of the respondents use internet for research, 22% for searching jobs,

35% for checking mails, 25% for chatting and 10% for downloading.

8%

22%

35%

25%

10%

Research/StudiesJob searchEmailsChattingDownloading

7. Which internet connection you are using currently?

TABLE NO: 7 Showing the users of particular company

Atttributes No.of Respondents Percentage

Airtel 25 25

Bsnl 33 33

Reliance 18 18

Mts 9 9

Others 15 15

FIGURE NO: 7 Showing the users of particular company

25%

33%

18%

9%

15%

AirtelBsnlRelianceMtsOthers

Inference:

It is found that 25% of the respondents use airtel service, 33% are using BSNL, 18%

are using reliance, 9% are using MTS and 15% are using other services.

8. Have you used Tikona wireless broadband?

TABLE NO: 8 Existing users of Tikona wireless broadband


Yes 25 25

No 75 75

FIGURE NO: 8 Existing users of Tikona wireless broadband

25%

75%

YesNo

Inference:

It is found that 25% of the respondents are using Tikona and 75% are not the users of

Tikona product.

9. If No, are you aware of the Tikona wireless broadband?

TABLE NO: 9 Tikona brand awareness


Yes 87 87

No 13 13

FIGURE NO: 9 Tikona brand awareness

87%

13

YesNo

Inference:

It is found that 87% of the respondents are aware of Tikona and only 13% are

unaware of the existence of Tikona product.

10. If Yes, how do you came to know about this brand?

TABLE NO: 10 Source of brand awareness


Pamphlets 8 8

Newspaper/magazines 31 31

Sales Executives 42 42

Any other source 19 19

FIGURE NO: 10 Source of brand awareness

8%

31%

42%

19%

PamphletsNewspaper/magazinesSales ExecutivesAny other source

Inference:

It is found that 8% of the respondents came to know about the brand through TV ads,

31% through newspapers, 42% through sales executives, 19% through other sources.

11. Did you collect any information before making purchase?

TABLE NO: 11 Users those who collect information before making purchase


Yes 90 90

No 10 10

FIGURE NO: 11 Users those who collect information before making purchase

90%

10%

YesNo

Inference:

It is found that 90% of the respondents collected information before making a purchase

decision while 10% did not collect any information.

12. Have your friends/ relatives opinions influenced you to buy Tikona wireless

broadband?

TABLE NO: 12 Word of mouth referrals by friends/ relatives


Strongly agree 33 33

Agree 26 26

Neutral 11 11

Disagree 23 23

Strongly disagree 7 7

FIGURE NO: 12 Word of mouth referrals by friends/ relatives

33%

26%

11%

23%

7%

Strongly agreeAgreeNeutralDisagreeStrongly disagree

Inference:

It is found that 33% of the respondents strongly agree that friends had a major influence in

purchase decision, 26% agree, 11% are neutral, 23% are disagree and 7% strongly disagree

that friends had a major influence in purchase decision.

13. Has the advertisement insisted major influence in your buying decision?

TABLE NO: 13 Influence of Advertisements on Consumer’s buying decision


Strongly agree 23 23

Agree 11 11

Neutral 22 22

Disagree 9 9

Strongly disagree 35 35

FIGURE NO: 13 Influence of Advertisements on Consumer’s buying decision

23%

11%

22%9%

35%


Inference:

It is found that 23% of the respondents strongly agree that advertisement had a major

influence in purchase decision, 11% agree, 22% are neutral, 9% are disagree and 35% strongly

disagree that advertisement had a major influence in purchase decision.

14. What are the features you look in a product before making purchase decision? Give

preferences.

TABLE NO: 14 Preference by consumers regarding the features of brand

Particulars Strongly

agree

Agree Neutral Disagree Strongly

disagree

Brand

Credibility

32 28 16 14 10

Price &

Discount

36 24 14 14 12

After Sales

Service

38 32 12 10 8

Value for

Money

28 34 16 14 8

Add on

features

26 32 28 8 6

FIGURE NO: 14 Preference by consumers regarding the features of brand

32%

30%

17.2%

12%

8.8%


Inference:

It is found that 32% of the respondents strongly agree that features had a major influence

in purchase decision, 30 % agree, 17.2% are neutral, 12% are disagree and 8.8% strongly

disagree that friends had a major influence in purchase decision.

15. Whom do you consult while buying a wireless internet broadband connection?

TABLE NO: 15 Influence of Different Sources of Information on consumer buying decision


Friends 43 43

Relatives 21 21

Internets 12 12

Newspaper/Magazines 19 19

Any other source 5 5

FIGURE NO: 15 Influence of Different Sources of Information on consumer buying decision

43%

21%

12%

19%5%

FriendsRelativesInternetsNewspaper/MagazinesAny other source

Inference:

It is found that 43% of the respondents are influenced by their friends, 21% by relatives, 12%

by internets, 19% by newspapers and 5% by Any other source while making purchase

decision.

16. Rate the following attributes according to the importance you give while buying a

wireless internet broadband connection?

TABLE NO: 16 Influence of different attributes of information on consumer buying decision


Brand name of the company 5 5

Net Speed 25 25

Area wise Connectivity 10 10

Price of the product 15 15

Monthly Tariff plans 45 45

FIGURE NO: 16 Influence of different attributes of information on consumer buying decision

5%25%

10%

15%

45% Brand name of the

companyNet SpeedArea wise ConnectivityPrice of the productMonthly Tariff plans

Inference:

It is found that 5% of the respondents are influenced by brand name of the company,

25% by net speed, 10% by area wise connectivity, 15% by price of the product, and 45% by

monthly tariff plans available while making purchase decision.

17. How satisfied are you with Tikona wireless broadband compared with the others

substitutes available in the market?

TABLE NO: 17 Satisfaction with Tikona wireless broadband in comparison with other brands


Highly satisfied 12 12

Satisfied 28 28

Neutral 53 53

Dissatisfied 5 5

Highly dissatisfied 2 2

FIGURE NO: 17 Satisfaction with Tikona wireless broadband in comparison with other

brands

12%

28%

53%

5% 2%

Highly satisfiedSatisfiedNeutralDissatisfiedHighly dissatisfied

Inference:

It is found that 12% of the respondents are highly satisfied with product, 28%

are satisfied, 53% are neutral, 5% are dissatisfied and 2% is highly dissatisfied with product.

18. How would you rate Tikona Performance as your expectation on 5 points scale?

a) After sales service

TABLE NO: 18 Tikona performance in terms of after sales service



Satisfied 25 25

Neutral 46 46

Dissatisfied 12 12


FIGURE NO: 18 Tikona performance in terms of after sales service

15%

25%

46%

12% 2%

Highly satisfiedsatisfiedNeutralDissatisfiedHighly dissatisfied

Inference:

It is found that 15% of the respondents are highly satisfied with after sales service of the

product, 25% are satisfied, 46% are neutral, 12% are dissatisfied and 2% is highly dissatisfied

with after sales service of the product.

b)Maintenance

TABLE NO: 19 Tikona performance in terms of maintenance



Satisfied 28 28

Neutral 53 53

Dissatisfied 5 5


FIGURE NO: 19 Tikona performance in terms of maintenance

12%

28%

53%

5% 2%

Highly satisfiedsatisfiedNeutralDissatisfiedHighly dissatisfied

Inference:

It is found that 12% of the respondents are highly satisfied with maintenance of

product, 28% are satisfied, 53% are neutral, 5% are dissatisfied and 2% is highly dissatisfied

with maintenance of product.

c) Product as per expectation

TABLE NO: 20 Tikona performance in terms of consumer expectation



Satisfied 28 28

Neutral 43 43

Dissatisfied 10 10


FIGURE NO: 20 Tikona performance in terms of consumer expectation

Inference:

It is found that 18% of the respondents are highly satisfied with product, 28% are

satisfied, 43% are neutral, 10% are dissatisfied and 1% is highly dissatisfied with product.

18%

28%43%

10% 1%

Highly satisfiedSatisfiedNeutralDissatisfiedHighly dissatisfied

CHI-SQUARE TEST:

Particulars Strongly

agree

Agree Neutral Disagree Strongly

disagree

Total

Brand

Credibility

32 28 16 14 10 100

Price &

Discount

36 24 14 14 12 100

After Sales

Service

38 32 12 10 8 100

Value for

Money

28 34 16 14 8 100

Add on

features

26 32 28 8 6 100

Total 160 150 86 60 44 500

NULL HYPOTHESIS: H0

There is no significant difference between the features of the brand and the acceptance of the

consumers.

ALTERNATIVE HYPOTHESIS: H1

There is significant difference between the features of the brand and the acceptance of the

consumers.

Calculated value of chi-square=19.528

Tabulated value of chi-square at 5% level of significance=26.3

Since Tabulated value > Calculated value

Null Hypothesis Accepted. There is no significant difference between the features of the

brand and the acceptance of the consumers.

CORRELATION ANALYSIS:

NULL HYPOTHESIS:

There is no significant difference in the purchase influenced by the word of the mouth

referrals of friends and the purchase influenced by the advertisements.

ALTERNATIVE HYPOTHESIS:

There is significant difference in the purchase influenced by the word of the mouth

referrals of friends and the purchase influenced by the advertisements.

X Y XY X2 Y2

33 23 759 1089 529

26 11 286 676 121

11 22 242 121 484

23 9 207 529 81

7 35 245 49 1225

100 100 1739 2464 2440

r= cov(x,y)/s.d(x)*s.d(y)

r= -0.578

Since the value of r is negative,

Alternative hypothesis get accepted. There is significant difference in the purchase

influenced by the word of the mouth referrals of friends and the purchase influenced by

the advertisements.

4.2 FINDINGS OF THE STUDY

Majority of the respondents are in the age group of 18 to 28 years. This group forms the

major target segment of Tikona Broadband.

Majority of the respondents who use internet connections are educated people who

have completed either graduation or post graduation.

Mostly respondents whose monthly income is greater than Rs.20000 are using internet

connection.

70% of the respondents are having internet connections at home.

65% of the respondents who are not having internet connection are looking for internet

connection, while 35% don’t have any idea of purchasing a new one.

Majority of the respondents use internet for chatting, downloading and checking mails.

Only few use it for searching jobs and research purposes.

Majority of the respondents are using reputed broadband services like BSNL, Reliance,

Airtel. Only few use new services like MTS and others.

While majority of the respondents are aware of the existence of Tikona Broadband,

only few respondents have used it.

Majority of the respondents came to about this brand through sales executives and pam-

phlets issued along with newspapers.

Majority of the respondents collect all the relevant information necessary before mak-

ing purchase.

Nearly 60% of the respondents are influenced by their friends and relatives while mak-

ing a purchase decision.

Majority of the respondents are not influenced by the advertisements while making pur-

chase decision.

Monthly tariff plans and net speed are the important factors taken into consideration

while making purchase decision.

40% of the customers are satisfied with Tikona broadband while only 7% are dissatis-

fied with this product, all others response is neutral.

40% of the respondents are satisfied with after sales service while only very few are

dissatisfied with the after sales service.

40% of the customers are satisfied with the maintenance of Tikona broadband while

only 7% are dissatisfied, all others response is neutral.

Nearly 50% of the respondents are satisfied as the product meets the expectation of the

customers while 43% of the respondents feel neutral.

There is no significant difference between the features of the brand and the acceptance

of the consumers.

There is significant difference in the purchase influenced by the word of the mouth re-

ferrals of friends and the purchase influenced by the advertisements.

CHAPTER 5

5.1 SUGGESTIONS

Most of the respondents came to know about this brand only through sales executives.

Steps can be taken to improve the awareness of the product among people.

Majority of the respondents are using reputed brands like BSNL, Reliance etc. Steps

can be taken to make Tikona a reputed brand.

Tikona is bought by majority of the people for its low tariff plan and high net speed.

This shall be maintained.

Further this brand is available only in major cities like Chennai, Bangalore, Mumbai

etc. Steps can be taken to promote the product in other parts of India.

Advertisements play a meager role in influencing people in making a purchase deci-

sion. Only friends and relatives play a major role in influencing people. Steps can be

taken to improve advertisements in television and radio to promote the product.

Respondents are satisfied with the after sales service of the product, feel that the prod-

uct is easy to maintain and also the product meets the expectation of the customers.

This shall be maintained.

5.2 CONCLUSION

Consumer behaviour will play an vital role in recent days so that the researcher

carefully under took an survey among the consumer to find out the same in TIKONA

DIGITAL NETWORKS PVT LTD on the basis of that survey.

All the things are mostly favourable to Tikona, the Tikona should continue the same

strategy. Tikona should concentrate on sales promotional activities & recruits additional

number of employees in service department in order to provide uninterrupted service to

consumers.

Tikona have a good brand image among consumers so in order to retain the consumers

and to sustain the image it is recommended that the organization should follow the suggestions

as given above in the project.

BIBLIOGRAPHY

Dr. GUPTA C.B. Dr. N. RAJAN NAIR. Marketing Management, New Delhi Sultan

Chand & Sons, Publishers 2003.

KOTHARI. C.R. Research methodology, New Delhi, New Age International

GUPTA S.P., STATISTICAL METHODS, New Delhi, Sultan Chand & Sons, Publish-

ers 2003

PHILIP KOTLER, Kevin LANE KELLER, ABRAHAM KOSHY, MITHILESHWAR

Marketing Management,13th Edition, New Delhi, Pearson Education, 2008

LEON G. SCHIFFMAN, LESLIE LAZAR KANUK, Consumer Behaviour,9th Edition,

New Delhi, Prentice Hall of India Pvt. Ltd., 2007

ANNEXURES

QUESTIONNAIRE

Respected madam/sir,

As a part of my project I would like to gather some information from you

Which will help me in an in depth study of project. The information provided by

You will be kept confidential and will be used for academic purpose only. I would

be obliged if you co-operate with me in filling the questionnaire.

1. Name ………………………………………………….

2. Gender

a) Male

b) Female

3. Age

a) Less than 18 years

b) Between 18-23 years

c) Between 23-28 years

d) Between 28-45 years

e) More than 45 years

4. Qualification of the Respondents

a) 10th pass or below

b) Higher secondary level

c) Graduate

d) Post Graduate

5. Monthly Income of the Family

a) Less than Rs. 10,000

b) Between Rs. 10,000-Rs. 20,000

c) Between Rs. 20,000-Rs. 40,000

d) More than Rs. 40,000

6. Do you have an internet connection?

a) Yes

b) No

7. If No, are you looking for an internet connection?

a) Yes

b) No

8. For what purpose do you use internet?

a) Research/Studies

b) Job Search

c) Emails

d) Chatting

e) Downloading

9. Which internet connection you are using currently?

a) Airtel

b) Bsnl

c) Reliance

d) Mts

e) others

10. Have you used Tikona wireless broadband?

a) Yes

b) No

11. Are you aware of the Tikona wireless broadband?

a) Yes

b) No

12. If Yes, how do you came to know about this product?

a) Advertisements

b) Newspapers/ Magazines

c) Company Sales Executives

d) Any other source

13. Do you collect any information before making purchase?

a) Yes

b) No

14. Have your friends/ relatives opinions influenced you to buy Tikona wireless broadband?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree

e) Strongly disagree

15. Has the advertisement insisted major influence in your buying decision?

a) Strongly agree

b) Agree

c) Neutral

d) Disagree

e) Strongly disagree

16. What are the features you look in a product before making purchase decision?

Give preferences.

a) Brand credibility

b) Price and discount

c) After sales services

d) Value for money

e) Add on features

17. Whom do you consult while buying a wireless internet broadband connection?

a) Friends

b) Relatives

c) Internets

d) Newspaper/ Magazines

e) Any other source

18. Rate the following attributes according to the importance you give while buying a wireless

internet broadband connection?

a) Brand name of the company

b) Net Speed

c) Area wise Connectivity

d) Price of the product

e) Monthly Tariff plans

19. How satisfied are you with Tikona wireless broadband compared with the others

substitutes available in the market?

a) Highly satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly dissatisfied

20. How would you rate Tikona Performance as your expectation on 5 points scale?

a) After sales service

b) Maintenance

c) Product as per expectation

A Study on Consumer Buying Behaviour

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