Consumer Satisfaction

Study on Consumer Satisfaction on Docomo’s 3G.

INTRODUCTION

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MARKET

Market consists of all the potential customers sharing particular needs or wants

who might be willing and able to engage in exchanging to satisfy that need or

want.

MARKETING

Marketing is an old profession. But still by assuming the new dimension of a

new look and it is attracting many people to this profession although economics;

the mother science of marketing contained all the process of the market it did not

expose the idea properly.

Marketing is the one of the most dynamic field’s within the management. The

market place continually throws out fresh challenges and companions must

respond. Therefore it is not surprising that new marketing ideas keeps surfacing

to meet the new market challenges.

Here is several growing emphasis: -

A growing emphasis on quality, value and customer satisfaction.

A growing emphasis on service marketing.

A growing emphasis on relationship building and customer relation.

A growing emphasis on global thinking and on building strategic alliances

and networks.

A growing emphasis on managing business processes and integrating

business functions.

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WHAT IS MARKETING?

American association of marketing defines marketing as the performance

of those activities that are directed at satisfying human needs and wants.

In view of “Philip Kotler” the marketing is consumer-oriented activity

backed with integrated marketing approach aim to satisfy the need of the

consumer and also there-by achieving organization objectives.

Marketing is a total system of business activities designed to plan prices

promote and distribute want-satisfying product to target market to achieve

organizational objectives. This definition has two significant implications. The

entire system of business activities should be customer-Oriented customer’s

wants must be recognized and satisfied.

MARKETING MANAGEMENT

This definition of marketing rests on the following core concepts-need, wants,

and demands, products (goods, services and ideas) value, cost and satisfaction

exchange and transactions, relationship and networks, markets and marketers

and prospects.

Marketing management has the task of influencing the level, timing and

composition of demand in a way that will help the organization achieve in

objectives.

Since marketing management is also called as demand management. Marketing

mangers manage demand by carrying our marketing research, planning,

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implementation and control within marketing planning, marketing must make

decision on target makers market positioning, product development, pricing,

distribution channels, physical distribution, communication & promotion.

Importance of Marketing

Marketing studies continuously consumer demand which is varied and

dynamic.

Marketing system plays a unique role in transforming the benefits of mars

production.

Marketing is the vital connecting link between producers and consumer.

Marketing is recognized as the most significant activities in our society.

Marketing is directly responsible to maintain the equilibrium between

mars production and mars consumption.

Marketing alone can put goods and services we want and need at a door

step and satisfied our varied and innumerable needs and wants.

THE PRODUCTION CONCEPT

As per the production concept, marketing is a more appendage to production in

organization that practices those concepts, production and technology dominates

the thinking process of the people. This concept holds the customers as a rule,

supports those productions that are produced in great volume at a low unit cost,

which will result in loss marketing.

CONCEPT OF MARKETING.

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Studies reveal that different organization have different perception of marketing

and these differing perception have led to the formation of different concept of

marketing.

This four elements or often referred to as the marketing mix, which a marketer

can use to craft a marketing plan. The four Ps model is most use full when

marketing low value consumer products. Industrial products, services, high

value consumer products require adjustments to this model. Services marketing

must account for the unique nature of services. Relationship marketing attempts

to do this by looking at marketing from a long term relationship perspective

rather than individual transaction.

THE PRODUCT CONCEPT

The product concept is somewhat different from the production concept where

as the production concept speaks to win the market and profit via high volume

production and low unit cost. The product concept seeks to achieve the same

result via product excellence improve products new products and delay design

engineered products.

THE MARKETING CONCEPTS

The marketing concept was born out and the awareness that marketing start with

the determination of consumer wants and ends with the satisfaction of those

wants. A business cannot succeed by supplying products and services that are

not properly designed to serve the needs of the customer. It proclaim that the

“Entire Business has to be seem from the point of the customer”. In a company

practicing this concept all departments will recognize that there action has a

profound impact on the company’s ability to create and retains every

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departments, worker and should thing and act in same way by keeping customer,

in front.

IMPORTANT CONCEPTS

CUSTOMER SATISFACTION

Customer satisfaction refers to the feelings about the difference between what is

expected and actual experience with the purchase. Whether the buyer is satisfied

after purchase depends on the offer’s performance in relation to the buyer’s

expectation In general, satisfaction is a person’s feelings of pleasure or

disappointment resulting from comparing a product’s perceived performance in

relation to his or her expectations. If the performance falls short of the

expectations, the customer is dissatisfied. If the performance matches the

expectations, the customer is satisfied. If the performance exceeds expectations,

the customer is highly satisfied or delighted.

CUSTOMER PRECEIVED VALUE

Customer will buy from that the firm that they see as offering the highest

perceived value. Customer perceived value is difference between the

prospective customer’s evaluation of all benefits and all the cost of an

offering and the perceived alternatives.

TOTAL CUSTOMER COST

Total customer cost is the bundle of costs of customers expect to incur in

evaluating, obtaining, using and disposing of the given market offering.

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TOTAL CUSTOMER VALUE

Total customer value is the perceived monetary value of the bundle of

economic, function and psychological benefits customer expect from a

given market offering.

CUSTOMERISATION

Customerisation refers to the process wherein all the employees of the

firm are required to interact directly with the customer and end user.

Markets and Prospects:

A marketer is someone seeking a response (attention, purchase, a vote, a

donation) from another party, called the prospect. If two parties are seeking to

sell something to each other, we call them both marketers.

Needs, Wants, and Demand:

The marketers must try to understand the target markets needs, wants and

demands. Needs describe basic human requirements. People need food, air,

water, clothing and shelter to survive. People also have strong need: for

recreation education and entertainment. These needs become wants when they

are directed to specific objects that might satisfy the need. An American needs

food but wants a hamburger, French fries and soft drink.

Demands are wants for specific products backed by and ability to pay. Many

people want a Mercedes; only a few are able and willing to buy one. Companies

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must measure not only how many people want their products but also how many

would actually be willing and able to buy it.

Product of Offering:

People satisfy their needs and wants with their products. A product is any

offering that can satisfy a need or want. We mentioned earlier the major types of

basic offering, goods, services, experiences, events, persons, places, properties,

organizations, information’s, and ideas.

A brand is an offering from a known, source. A brand name such as McDonald’s

food, golden arches. These associations make up the brand image. All companies

strive to build brand strength that is a strong, favorable brand image.

Value and Satisfaction:

Te product or offering will be successful if it delivers value and satisfaction to

the target buyers. The buyer chooses between different offerings on the basis of

which is perceived to deliver the most value. We define value as a ratio between

what the customer gets and what he gives. The consumer gets benefits and

assumes cost. The benefits, the cost includes monetary cost, time cost, energy

cost and psychic cost.

Thus value is given

Value =Benefit/cost =Functional benefits + emotional benefits/monetary cost+

time cost+ energy cost +psychic cost.

The marketers can increase the value of the customers offering in several ways.

Raise benefits.

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Reduce cost.

Raise benefits and reduce cost.

Raise benefits by more then the raise in cost.

Lower benefits by less than the reduction in cost.

The customer who is choosing between two value offerings V1 & V2 will

examine the ratio V1/V2. She will favor V1 if the ratio is larger than one, she

will favor V2 if the ratio is smaller than one, and she will be indifferent if the

ratio equals one.

Exchange and Transaction:

Exchange is only one of four ways in which a person can obtain a product.

The person can self produce the product or service as when person hunts,

fishes or gathers fruit. The person can use force to get a product, as in a hold

up or burglary. The person can bag, as happens when a homeless person ask

for food. Or the person can offer a product, a service or money in exchange

for something he or she desires.

Exchange that is the core concept of marketing involves obtaining a desired

product from someone by offering something in return. For exchange

potential to exist, five conditions must be satisfied.

1. There are at list two parties.

2. Each party has something that might be of value to the other part.

3. Each party is capable of communication and delivery.

4. Each party is free to accept or reject the exchange offer.

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5. Each party believes it is appropriate or desirable to deal with the other

party.

Whether exchange actually takes place depends upon whether the two parties

can agree on terms that will leave them both better off (or at least not worse

off) than before. Exchange is value-crating process because it normally leaves

both parties better off.

Exchange is a process rather than an event. Two parties are engaged in

exchange if they are negotiating trying to arrive at manually agreeable terms.

When an agreement is reached, we say that a transaction takes place.

A transaction involves several dimensions: at least two things of value, agreed

upon conditions a time of agreement, and lace of agreements. Usually a large

system exists to supportand enforce complianceon thepart of the transactions.

Without a law of contracts people would approach transactions with some

distrust and everyone would lose.

A transaction differs from a transfer. In the transfer a give X to B but doesn’t

receive anything tangible in return. Gifts subside and charitable contribution

is all transfers. Transfers behavior can also be understood through the concept

of exchange. Typically, the transfer except to receive something in exchange

for his or her gift. For e.g. Gratitude or seeing changed behavior in the

recipient. Professional fundraisers provide benefits to donors such as thanks

you note, donor magazines, and invitation to events. Marketers have

broadened the concept of marketing to include the study of transfer behavior

as well as transaction behavior.

In the most generic sense, marketers seek to elicit a behavioral response from

another party. A business firm wants a purchase candidate wants a vote a

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church wants and active members, and social; action group want the

passionate adoption undertaken to elicit desired responses from as target

audience.

To affect successful exchange, marketer analyzes what each party expects

from the transaction. Simple exchange situation can be mapped by showing

the two actors and the want and offerings following between them. Suppose

caterpillar, the world largest manufacturer of earths moving equipments.

These benefits listed in the top of the exchangemap in figure including high

quality equipments, a fair price,on timedelivery, good financing terms and

good parts and service. The items on this want list are not equally important

and may vary from buyer to buyer. One of the caterpillar tasks is to discover

the relative importance of these different wants to the buyer.

CONSTRUCTION OF WANT LIST

1. High quality, durable equipment.

2. Fair price.

3. on time delivery of equipments.

4. Good financing terms.

5. Good part and services.

Caterpillar Construction Co

(Marketer) (Prospect)

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CATERPILLAR WANT LIST

1. Good price for equipments.

2. On time payment.

3. Good word of mouth.

Relationship & Networks:

Transactions marketing is part of a larger idea called relationship marketing.

Relationship marketing has the aim of building long term mutually satisfying

relations with key parties- customers, suppliers, and distributors in order to

earn and retain their long-term preferences and business. Marketers

accomplish this why promising and delivering high quality products and

services at fair prices to the other parts over time. Relationship marketing

builds economic, technical and social ties among the parties. If cut downs on

transactions move from being negotiated each time to being a matter of

routine.

The ultimate outcome of relationship marketing is the building of unique

company asset called a marketing network. A marketing network consists of

the company and its supporting stake-holders (customers, employees,

suppliers, distributors, retailers ad agencies, universities, scientists and other)

with whom it has build mutually profitable business relationships,

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increasingly, competition is not between companies but rather between

companies networks with the prize going to the company that has build the

better network. The operating principle is simple. Build and effective

relationships with key stakeholders and profits will follow.

Marketing Channels:

To reach a target market, the marketers use three kinds of marketing channels.

The marketers use columniations channels to deliver and receive messages

from targetbuyers. They include newspapersmagazines, radio, T.V, mail,

telephone, billboards, poster, Cads, audiotapes and the internet. Beyond these,

communications are conveyed by facial expressions and clothing the look for

retail stores, and many other media. Marketers increasingly adding dialogue

channels (e-mail and toll free numbers) to counter balance the mere normal

monologue channels (such as ads).

The marketer uses distribution channels to display or deliver the physical product

or services to the buyer or user. They are physical distribution channels and

services distribution channels. They include warehouses transportation vehicles

and various trade channels such as distributors, wholesalers, and retailers. The

marketer also uses selling channels to effect transactions with potential buyers.

Whereas marketing channels connect the marketer to the target buyers, the

supply chain describes a longer channels stretching from raw materials to

components to final products that are carried to final buyers. The supply chain

for women’s purses start with hides training operation, cutting operations,

manufacturing, and the manufacturing channels bringing products to customers.

The supply chain represents a value generated by the supply chain. When a

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company acquires competitors or moves up stream or downstream its aim it to

capture a higher percentage of supply chain value.

COMPETITION

Competition includes all the actual and potential rival offerings and substitutes

that a buyer might consider. Suppose an automobile company is planning to buy

steel from U.S steel or other integrated steel mills in the U.S or abroad, or go to

mini such a Nucor to buy steel at a cost savings or buy aluminum for certain

parts of the cars to lighten the cars weight or buy engineered plastics for hamper

instead of steel.

Clearly U.S steel would be thinking too narrowly competition if it thought only

of other integrated steel companies. Infect U.S steel is more likely to be hurt in

the long run by substituted products than by its immediate steel company rivals.

U.S steel also must consider whether to make substitute products or stick only to

those applications where steel offers superior performance.

We can distinguish four levels of competitions based on degree of products

unsuitably.

Brand competition: a companysees its competitors as other

companies offering a similar product and services to the same

consumers at similar prices.

Industry competition : a company sees its competitors as all

companies making the same product or class of product.

Form competition : a company sees its competitors as all

companies manufacturing products that supply the same service.

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Generic competition : a company sees its competitors as all

companies that compete for the same consumers dollars.

Marketing Environment:

Competition represents only one force in the environment in which the marketer

operates. The marketing environment includes the immediate actors involved in

producing distributing and promoting the offering. The main actors are the

company, suppliers, distributors, dealers, and the target customers. Includes in

the suppliers such as marketing research agencies, banking and insurance

companies, transportation and telecommunication companies include with

distributors and dealers are agents brokers, manufacturer , representatives, and

other who facilitate findings and selling to customers.

The broad environment consists of six components,

1. Demographic environment.

2. Economic environment.

3. Natural environment.

4. Technological environment.

5. Political environment.

6. Socio-cultural environment.

These environments contain forces that can have a major on the actors in the task

environment. Market actors must play close attention to the trends and

developments in these environments and make adjustments to timely adjustments

to their marketing strategies.

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IMPORTANCE OF 4P’s IN MARKETING

Once the customer needs or wants are determined, the marketer has to satisfy

them. The first aspect of this implementation is the product itself, which is the

ultimate basis for the customers to determine whether his or her needs are being

met. The marketer must, therefore, match the product as closely as possible to

those needs. This may be accomplished by offering a tailor made existing

product by radically changing the product by modifying its features or its

packaging or even by describing the product in a different way. The second

aspect is the delivery system the producer must get the product within reach of

customers in a timely manner. Third the customer must to communicate with the

customer and persuade the customer to purchase the product, perhaps by using

and advertisement. Fourth the product must be priced right so that the customers

can afford it and is willing to choose it from among competing offer.

These separate aspects may be categorized in a no. of ways. One customary

framework is 4p: “product, price, place and promotion.”

Product:

Product refers to the product related elements and includes both goods and

services. A product maybe defined as everything both favorable and unfavorable

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that a person receives in an exchange. A product may be tangible goods alike a

pair of shoes, or services like a haircut, and ideas like “don’t litter” or any

combination of these three. Packaging style co lour options and size are some

typical product features. Just as important are intangible such as services, the

sellers image the manufacturer’s reputation and the way consumers believed

others will view that product.

Price is split off and elements worth of separate consideration, although this may

overemphasize its importance.

Price:

Price is the split off and elements work of separate consideration although this

may overemphasize its importance.

Price is the key to revenues, which in turn is the key to profits for an

organization. Revenue is the price charged to customers multiplied by the no of

units sold. Revenue is what pays for every activity of the company, production,

finances, sales, distribution and so on. What’s left over is profit. Managers

usually strive to charge a price the will earn as fair profit.

To earn profit managers must choose a price that is not too high or too low. A

price that equals the perceived value will be less than the cost. Lost sales mean

lost revenue. Conversely if aprice is too low, it may beperceived great value for

the consumer but the firm loses revenue it could have earned.

Place:

Place refers to delivering the product to the customer to consume it. This term

includes channels of distribution, transportation, warehousing, and inventory

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control.In marketing mix “place” has a great impact. Manufacturers work doesn’t

stop after producing a product and set a price for it. They should send the product

the final consumer. Without this there is no use of producing goods or services.

Promotion:

Promotion to delivering the message to the consumer about the product. The “P”

covers advertising, personal selling, sales promotion, publicity, public relations

exhibition and demonstration used in promotion. This system of announcement

of the commonsense of the product in the market to help of the potential

consumer to learn about the product. It is also important like product, price and

place in the marketing mix.

The 4ps offer just one, albeit frequently used, approach to marketing. Some

pundits propose just two factors the “offering”(product andprice)and “the

methods and tools” (including distribution and promotion). Still others argue for

the need to subdivide these categories further, differentiating. For e.g. between

sales and advertising as forms of promotion. Perhaps the most significant

criticism of the four P’s approach is that it emphasizes the inside our view

instead of the outside in approach. Nevertheless, the 4p offer a memorable useful

to the major categories of marketing activity as well as framework with in which

they can be used.

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BRAND EQUITY AND ADVERTISING

A brand is a name, term, sign, symbol or design, or a combination of them,

intended to identify the goods or services of one seller or group of sellers and to

differentiate them from those of competitors.

Brand equity:Brands vary in the amount of power and value they have in the

market place. At one extreme are brands that are not known by most buyers.

Then there are brands for which buyer has a fairly high degree of brand

awareness. Beyond this are brands with a high degree of brand acceptability.

Then there are brands that enjoy a high degree of brand preference. Finally there

is brand that commands a high degree of brand loyalty. Says Aakar. “My acid

test is whether a housewife intending to buy Heiny tomato ketchup a store,

finding it to be out of stock will walk out of the store to buy it elsewhere.”

Few customers are as brand loyal. Aaker distinguished levels of customer

attitude towards his or her brand, from lowest to highest. Brand equity is highly

related to how many customers are in classes 3, 4 or 5. It is also related according

to Aaker, to the degree of brand name reconviction, perceived brand quality,

strong mental and emotional associations, and other assets such as patents, trade

marks and channel relationships. Certain companies base their growth on

acquiring and building rich brand portfolios.

Grand metropolitan acquired various Pillsbury brands, green giant vegetables.

Hagen Dazes ice cream, and Burger king, Nestle acquired Row tree. Five times

its book value. Companies do not normally list brand equity on their balance

sheets because of the arbitrariness of the estimate. But clearly brand equity

relates to the price premium the brains commands times the extra volume it

moves over and average brand.The world’s 10 most valuable brands in 1997

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were (in rank order) Coca Cola, MARLBORO, IBM, Mc Donald’s Disney, Sony,

Kodak, Intel, Gillette and Budweiser, Coca Cola’s brand equity is $48 billion

Marlboro’s $47 billion and IBM $24 billion.

High brand equity provides a number of competitive advantages:

The company will enjoy reduced marketing costs because of

consumer brand awareness and loyalty.

The company will have more trade leverage in beginning with

distributors and retailers because customers expect them to carry

the brand.

The company cans chare a higher price than its competitors

because the brand has higher perceived quality.

The company can more easily launch extension because the brand

name high credibility.

The brand offers the company some defense against price

competition.

A brand name needs to be carefully managed so that its equity doesn’t

depreciate. This requires maintaining or improving brand awareness

perceived quality and functionality and positive associations.

These tasks require continuous R&D investments, skilled advertising, and

excellent trade & consumer’s service. Canada Dry and Colgate Palmolive

have appointed “brand equity managers” to guard the brands image

association and quality and managers from hurting the brand. That’s why

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some companies put their branding in the brands of an entirely different

company that can focus only on brand management and nothing else.

Advertising:Advertising is any paid from of non-personal presentation and

promotion of ideas, goods or services by anidentified sponsor. Advertisers

include not only business firm bit also museums, charitable organization and

got agencies that direct message to target public. Ads are a cost effective way

to disseminate messages, whether to build preference for coca-cola or to

educate people to avoid hard drugs.Organization handles these advertising in

different ways. In small companies someone handles advertising in the sales

or marketing department, who works with an advertising agency. A large

company will have then set up its own advertising department, whose manger

reports to the vice president of marketing. The advertising department’s job is

to propose ads and campaigns and handle direct mail advertising, dealer

displays and other forms of advertising. Most companies use an outside

agency to help create advertising campaigns and to select and purchase media.

In developing a program, marketing managers must always start by

identifying the target markets and buyers motives. Then they can make the 5

major decisions in developing and advertising program. Known as the five

MS: Mission what are the advertising objectives? Money: how much can be

spent? Message: what messages should be spent? Media: what media should

be used? Measurement how should the result be evaluated?

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DISTRIBUTION CHANNELS

Too many US manufacturers think their job is done once the product

leaves the factory. They should pay attention tohew the productmoveswithin

in the foreign country. They should take a whole channel view of the problem

of distribution products to final users. The figure shows the three major links

between sellers and ultimate users. In the first link sellers international

marketing headquarters the export department or international divisions

makes the decision, makes the decisions on channels and other marketing mix

elements.

The second link channels between nations get the product to the boarders

of the foreign nations. The decisions made in the link include the type of

intermediaries (agents, trading companies) that will be used, the type of

transportation (air, sea) and the financing and risk arrangements.

The third link channels within foreign nations get the products from their

entry point to final buyer and users.

Within country distribution channels vary considerablycountries. To sell soap

in Japan, Procter and Gamble (P&G) has to work through one of the most

complicated distribution system in the world. It must sell to a general

wholesaler, who sells to a product wholesale, who sells to a product specially

wholesaler, who sells to a regional. Who sells a to a local wholesaler, who

finally sells to a retailer. All these distribution levels can mean that the

consumer’s price ends up double on triple the importers price. If P&G takes

to soap to tropical Africa, the company might sell to an import wholesaler

who sells to several jobbers, who sell to petty traders (mostly women)

working in local markets.

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Another difference lies in the size and character of retail units abroad. Large

scale retail chains dominate the U.S. seine but much foreign retailing is in the

hands of small independent retailers. In India, millions of retailer operate tiny

shops or sell in open markets. Their markets up are high, but people must

shop daily for small amounts and are limited to whatever quantity can be

carried home on foot or on bicycle. Most homes lock storage and refrigeration

space to keep food fresh. Packaging costs are kept low in order to keep prices

low. In India, cigarettes are often brought single. Breaking bulk remains an

important function of intermediaries and helps perpetuate the long channels of

distributions, which are a major obstacle to expansive of large scale retailing

in developing countries.The real price is brought down through haggling.

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SELLER

SELLERS International marketing Headquarters

CHANNELS Between nations

CHANNEL Within foreign FINAL BUYER


CONSUMER BEHAVIOUR

Right from the time there has been exchange of goods and services between

the buyers and sellers, the ultimate success of all economic activities has

primarily depended on the producer manufacturing and selling goods and

services desired by the target consumer. The ultimate decision of whether or not

to purchase a product or services and from whom to buy has always been vested

in the hands of the final consumers. The study of consumer behavior is

comparatively a new research field. Basically human beings have been sociable

in nature and their buying decision for freedom of choice is determined by the

influence of the individual consumer and the society in question.

A consumer market can be defined as all the individuals and households

who buy goods and services for personal consumption. This means are the

persons and primarily to families, which will purchase either goods or services

for personal and primarily to families, which will purchase either goods or

services for personal consumption can be said to be a part of the consumer

market.

Consumer behavior can be defined as” all psychological social and

physical behavior of all potential consumers as they become aware of evaluate

purchase consume and tell others about the products and services”.

A consumer buying behavior is influenced by cultural, social, potential

and psychological factors. Cultural factors exert the broadcast and deepest

influences.

Marketers have to go beyond the various influences on buyers and develop

and understanding of how consumers actually make their buying

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decisions.Epically marketers must identify who makes the buying decisions, the

types of buying decision and the steps in the buying process.

We can distinguish five roles people might play in a buying

decision:

Initial- A person who suggest the idea of buying the product or services.

Influencer- A person whose view or advice influences the decision.

Decider- A person who decides on any component of a buying decision.

Whether to buy, how to buy or where to buy.

Buyer- A person who makes the actual purchase.

User- A person who consumers or users the product or services.

Assail distinguished four types of consumers buying behavior based of the

degree of buyer involvement and the degree of differences among brands.

Complex consumer behavior:

This process involves a 3-steps process; first the buyer develops beliefs

about the product. Second the consumer develops attitudes about the product.

Third the consumer makes thoughtful choices. Consumers engage in complex

buying behavior when they are highly involved in a purchase and aware of

significant differences among brands. This is usually the case when the product

is expensive, brought infrequently, risky and highly self expensive.

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Dissonance:

Reducing buyer behavior sometimes the consumer is highly involved in a

purchased but sees little differences in brands. The high involvements are based

on the fact that the purchase is expensive, infrequent and risky. In this case, the

buyer will shop around to learn what is available but fairly, quickly, perhaps

responding a good price or to purchase conveniences. After the purchase the

consumer mightexperience dissonance that status from noticing certain

disquieting features or hearings favorable things about other brands:

Habitable buying behavior:

Consumer has little involvement in this product category. If the consumer

keeps reaching for the same brand, it is out of habit not strong brand loyalty.

With low cost products, consumer’s behavior does not pass through the normal

sequence of belief, attitude, and behavior. Consumers do not search extensively

of information evaluates characteristics and makes a decision on which brand to

buy. Instead they are passive receipts of information in television or print ads. Ad

repetition creates brand familiarity rather than brand conviction.

Variety seeking buying behavior:

Some buying situations are characterized by low involvement but

significant brand differences. Here consumers often do a lot of brand switching.

The consumer array reaches for another brand out of a wish for a different taste.

Brand switching occurs for the sake of variety rather than dissatisfaction.

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MARKET CAN BE MAINLY DIVIDED INTO

TWO: -

OPERATIONAL MARKETING

Operational marketing executes functions to attract and keeps customers

and to maximize the value derived from them as well as to satisfy the

customer with promote services and meeting the customer expectionious

organization marketing includes the determination of the marketing mix.

STRATEGIC MARKETING

Strategic marketing attempts to determine, how an organization competes

against its competition in a market place. In particular, it aims at

generating a competitive advantage relative to its competitors.

BENEFITS OF CUSTOMERISATION TO A FORM

Providing the quality to match the customer requirement.

Work towards total customer satisfaction and maximum customer delight.

Help to focus on customer needs so as to add value and offer benefits to

the customer.

To identify new customer, new market segments and new application for

existing products.

CUSTOMER FOCUS

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Many companies today have a customer focus (or customer orientation).

This implies that the company focuses its activities and product on

customer demands generally there are three ways of doing this: the

customer – driven approach, the sense of identifying market changes and

the product innovation approach.

A formal approach to this customer-focused marketing is known as SIVA

(solution, information, value, access). This system is basically the four Ps

renamed and reworded to provides a customer focus.

The SIVA model provide a demand/ customer centric version alternative to the

well –known 4Ps supply side model (product, promotion, prices, place) of

marketing management.

PRODUCT - SOLUTION

PROMOTION - INFORMATION

PRICE - VALUE

PLACE - ACCESS

GOALS

Attract new customer by promising superior value keep and grow current

customer by delivering satisfaction marketing tends to be seen as a creative

industry, which includes advertising, distribution and selling it is also concerned

with anticipating the customer future needs and wants, often though market

research essentially marketing is the process of creating or reorganizing an

28


organization to be successful in selling a product or services that people not only

desire, but are willing to buy.

PRODCUT FOCUS

In a product innovation approach, the company pursues product innovation, and

then tries to develop a market for the product. Product innovation drives the

process and marketing research is conducted primarily to ensure that a profitable

market segment(s) exists for the innovation. When pursuing a product

innovation approach, marketers must ensure that they have a varied and multi-

tiered approach to product innovation. . Many firms, such as research and

development focused companies, successfully focus on product innovation.

Some even question whether it is marketing

DIFFUSION OF INNOVATIONS RESEARCH EXPLORES HOW AND WHY PEOPLE

ADOPT NEW PRODUCTS, SERVICES AND IDEAS.

WITH CONSUMERS' ERODING ATTENTION SPAN AND WILLINGNESS TO GIVE

TIME TO ADVERTISING MESSAGES, MARKETERS ARE TURNING TO FORMS

OF PERMISSION MARKETING SUCH AS BRANDED CONTENT, CUSTOM

MEDIA AND REALITY MARKETING.

A RELATIVELY NEW FORM OF MARKETING USES THE INTERNET AND IS

CALLED INTERNET MARKETING OR MORE GENERALLY E-MARKETING,

AFFILIATE MARKETING, DESKTOP ADVERTISING OR ONLINE MARKETING.

IT TARGETS ITS AUDIENCE MORE PRECISELY, AND IS SOMETIMES CALLED

PERSONALIZED MARKETING OR ONE-TO-ONE MARKETING.

CUSTOMER RELATIONSHIP MANAGEMENT

29


In order to overcome the challenges faced as they attempt cultivate and manage

customers many marketers have turned to a business concept known as

Customer Relationship Management (CRM). CRM is a strategic approach

whose goal is to get everyone in an organization, not just the marketer, to

recognize the importance of customers. This is accomplished in part by

ensuring that a customer receives accurate information and has a consistent and

satisfying experience every time he/she interacts with a company.

While CRM is generally used to manage Existing Customers, it also has

application for other customer groups. This is often possible due to the amount

of information that is obtained and subsequently retained when Former

Customers were considered Existing Customers. Additionally, CRM can serve

an integral role in helping to locate Potential Customer.

But while maintaining close and consistent relationships with customers through

all contact points makes good business sense, accomplishing this has often been

a challenge. So while CRM is now widely adopted and is becoming an essential

tool for most business organizations

AIDA :

AIDA IS THE ORIGINAL SALES TRAINING ACRONYM, FROM THE LATE 1950'S,

WHEN SELLING WAS FIRST TREATED AS A PROFESSIONAL DISCIPLINE, AND

SALES TRAINING BEGAN. AIDA IS EVEN MORE RELEVANT TODAY. IF YOU

REMEMBER JUST ONE SALES OR SELLING MODEL, REMEMBER AIDA. OFTEN

CALLED THE 'HIERARCHY OF EFFECTS', AIDA DESCRIBES THE BASIC

PROCESS BY WHICH PEOPLE BECOME MOTIVATED TO ACT ON EXTERNAL

STIMULUS, INCLUDING THE WAY THAT SUCCESSFUL SELLING HAPPENS AND

SALES ARE MADE.

30


VALUE AND SATISFACTION

The product or offering will be successful if it delivers value and satisfaction to

the target buyers. The buyer chooses between different offerings on the basis of

which is perceived to deliver the most value. We define value as a ratio between

what the customer gets and what he gives. The consumer gets benefits and

assumes cost. The benefits, the cost includes monetary cost, time cost, energy

cost and psychic cost.

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32


RESEARCH METHODOLOGY

TITLE OF THE STUDY

Evaluation of Consumer Satisfaction on Docomo 3G (Arva Communication)

STATEMENT OF THE PROBLEM

A Research problem in general refers to the difficulty, which a researcher

experiences in the context of either a theoretical or practical situations and wants

to obtain a solution for the same. It is rightly said that a problem clearly stated is

a problem half solved. Thus defining research problems properly is a

prerequisite for any study and a step of highest importance.

SCOPE OF THE STUDYThe study is exclusively conducted to gather information about the Consumer

Satisfaction. The study is confined to the city of Bangalore, as it is the fastest

growing city in India and represents a huge market for tele-communication with

increasing literacy rate and corporate people are spending more percentage of

income on refreshments. The respondents’ chosen were a mix of sex, ages,

occupation, household & students from various parts of Bangalore city.

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OBJECTIVES:

1) To study the various factors & influence Customers to

choose Docomo over other Service providers which effect the selection of

network providers

2) To know about different services of

Docomocompared to other service providers and Satisfaction of the

Consumer.

3) To study the customers attitudes towards Docomo and

its Services.

4) To study customers attitude about pricing strategies

and tariff plans.

5)To study the most effective media in advertising Docomo’s Services.

34


METHODS OF DATA COLLECTION:

Detailed customer studies are required for determining the size of the

market and to understand the influence of quality, price and other trends

like pre & post purchase attitudes etc., the survey method has been

adopted for data collections, and drafted questionnaire was prepared pre-

tested and finalized. Direct interview method or survey research approach

has been adopted. Our target populations for this research from which the

data are to be gathered are carefully chosen. Here in our research a

population is an aggregation of elements. Out of two available designs we

have chosen the probability sample that is simple random sampling it is

precisely defined system that permits no arbitrary or biased selection.

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Industry profile

36


The Tata group comprises over 90 operating companies in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The group has operations in more than 80 countries across six continents, and its companies export products and services to 85 countries.

The total revenue of Tata companies, taken together, was $67.4 billion (around Rs319,534 crore) in 2009-10, with 57 per cent of this coming from business outside India. Tata companies employ around 395,000 people worldwide. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics.

Every Tata company or enterprise operates independently. Each of these companies has its own board of directors and shareholders, to whom it is answerable. There are 28 publicly listed Tata enterprises and they have a combined market capitalisation of about $95.45 billion (as on February 24, 2011), and a shareholder base of 3.5 million. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Global Beverages, Indian Hotels and Tata Communications.

Tata Steel became the tenth-largest steel maker in the world after it acquired Corus, later renamed Tata Steel Europe. Tata Motors is among the top five commercial vehicle manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a leading global software company, with delivery centres in the US, UK, Hungary, Brazil, Uruguay and China, besides India. Tata Global Beverages is the second-largest player in tea in the world. Tata Chemicals is the world’s second largest manufacturer of soda ash and Tata Communications is one of the world’s largest wholesale voice carriers.

In tandem with the increasing international footprint of Tata companies, the Tata brand is also gaining international recognition.

37


Brand Finance, a UK-based consultancy firm, recently valued the Tata brand at $11.22 billion and ranked it 65th among the world's Top 100 brands. Business Week magazine ranked Tata 17th among the '50 Most Innovative Companies' list and the Reputation Institute, USA, in 2009 rated it 11th on its list of world's most reputable companies.

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of nationalism. It pioneered several industries of national importance in India: steel, power, hospitality and airlines. In more recent times, its pioneering spirit has been showcased by companies such as TCS, India’s first software company, and Tata Motors, which made India’s first indigenously developed car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata Nano.

Tata companies have always believed in returning wealth to the society they serve. Two-thirds of the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts that have created national institutions for science and technology, medical research, social studies and the performing arts. The trusts also provide aid and assistance to non-government organisations working in the areas of education, healthcare and livelihoods. Tata companies also extend social welfare activities to communities around their industrial units. The combined development-related expenditure of the trusts and the companies amounts to around 4 per cent of the net profits of all the Tata companies taken together.

Going forward, Tata is focusing on new technologies and innovation to drive its business in India and internationally. The Nano car is one example, as is the Eka supercomputer (developed by another Tata company), which in 2008 was ranked the world’s fourth fastest. Anchored in India and wedded to traditional values and strong ethics, Tata companies are building multinational businesses that will achieve growth through excellence and innovation, while balancing the interests of shareholders, employees and civil society.

38


Archives play a pivotal role in preserving the history of any organisation. The idea of establishing a storehouse of Tata records was originally conceived by JRD Tata: while assigning the task of penning the group’s history to mark the centenary celebrations of Jamsetji Nusserwanji Tata’s first venture – the Empress Mills in Nagpur – JRD felt the lacuna of not having a central repository of records.

Tata Central Archives (TCA) was launched by JRD Tata in Bombay (now Mumbai) in January of 1991; it became a division of Tata Services in 1997. In 2001, the archives moved to Pune. Housed in the lush green precincts of Tata Management Training Centre, TCA was formally inaugurated by Ratan Tata, Chairman, Tata Sons, on February 13, 2001.

TCA is responsible for preserving the rich history of the Tata group for future generations. It is a goldmine of information, a repository of important documents – correspondence, photographs, awards, trophies, medals, citations, paintings, video and audio clips, etc amongst other material that relate to the genesis as well as development of the Tata organisation and its manifold activities.

Apart from Tata history, the archives also hold a sizeable number of documents on Indian industrialisation and correspondence with national leaders such as Dadabhai Naoroji and Mahatma Gandhi. This material is of tremendous use to researchers and historians who are able to view preserved records from a number of years past. For instance, the oldest documents in the archives are the annual reports of Jamsetji Tata’s first venture, the Central India Weaving and Manufacturing Company, dating back to 1875.

39


TCA has developed significant expertise in the restoration and preservation of old records. This is a challenge faced by several large businesses and archival institutions that need to develop in-house processes to take care of archival material that includes paper, leather bindings, photographs, paintings, etc with historical, sentimental, financial or legal value. One of the services that TCA offers is workshops and training programmes on this topic.

One of TCA’s main aims is to provide an insight into the group’s history right from its inception and to appreciate the quality of the people who shaped it. The archives not only provide employees with an insight into the history and tradition of their organisation but also serve as a central point of information for researchers and students.

The records of Jamsetji N Tata and JRD Tata hold a place of pride in these archives. The exhibition hall displays the life of Jamsetji Nusserwanji Tata (1839-1904), founder of the house of Tata with a special focus on his industrial ventures and philanthropic work. The display has been categorised into several sections that include the Tata family, phases of Jamsetji’s life, three textile mills, Esplanade House, Indian Institute of Science, Tata Iron and Steel Company, Taj Mahal Hotel and the Tata Electric Companies.

Another interesting offering is the exact replication of JRD Tata’s Mumbai office and display of his medals such as the Bharat Ratna, UN Population award and the Padma Vibhushan. Other important exhibits include the original agreement of the JN Tata Endowment scholarship awarded to KR Narayanan, former President of India and memorabilia like the chairs used by Jamsetji Tata. Restored photographs

and relevant documents enhance the depth of each section. TCA has brought together scattered records that were under the custody of various offices of the Tata companies. Some of the records date back to the early years of the last century. The documents are first fumigated and then laminated for special protection. To keep pace with the rapid changes taking place in the

40


field of information technology, TCA has initiated the computerisation of its reference material. Important and much-thumbed records are entered into computers and also microfilmed. The carton boxes used to keep the documents are made to order and termite-proof. History lies treasured in these carefully preserved files at the archives.

Mergers and actns

Given below is a list of the various companies that have been merged with or have been acquired by Tata companies. For a year-wise listing

Tata company

Acquired company

Country

Stake acquired

Value Year

Indian Hotels

Campton Place Hotel

US $58 million

April 2007

Ritz-Carlton hotel

US $170 million

November 2006

Starwood group (W Hotel)

Sydney 100 per cent(wholly-owned)

$29 million

December 2005

The Pierre US $9 million

Lease of property

July 2005

Regent Hotel (renamed

India Effective 100 per cent

Rs450 crore

September 2002

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Taj Lands End)

stake

Rallis India (through Tata Chemicals)

Metahelix Life Sciences

India 53.5 per cent

Rs99.5 crore

December 2010

Tata Autocomp Systems

Wündsch Weidinger

Germany

Euro7 million

September 2005

Tata Chemicals

British Salt

UK 100 per cent (wholly-owned)

£93 million (approximately Rs650 crore)

December 2010

General Chemical Industrial Products

US 100 per cent stake

January 2008

Brunner Mond

UK 63.5 per cent

Rs508 crore

December 2005

36.5 per cent

Rs290 crore

March 2006

Indo Maroc Phosphore SA (IMACID)

Morocco

Equal partner

$38 million (Rs166 crore)

March 2005

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Hind Lever Chemicals

India Amalgamation

June 2004

Tata Communications(formerly VSNL)

BT Group's (BT) Mosaic business

UK 100 per cent

£0.5 million

January 2010

NeotelSouth Africa

30 per cent

January 2009

China Enterprise Communications Limited (CEC)

China

50 per cent equity interest

June 2008

Transtel Telecoms (TT)

South Africa

$33 million

April 2007

Tata Power Broadband

India September 2005

Teleglobe International

US July 2005

Tyco Global Network

US November 2004

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Dishnet DSL's ISP division

India March 2004

Gemplex US July 2003

Tata Consultancy Services

Citigroup Global Services

US 100 per cent

$512 million

December 2008

Tata Infotech

India February 2006

Comicrom Chile November 2005

Pearl Group

UK Structured deal

October 2005

Financial Network Services

Australia

October 2005

Phoenix Global Solutions

India March 2004

Aviation Software

India March 2004

44


Development Consultancy India (ASDC)

Airline Financial Support Services India (AFS)

India January 2004

Tata Global Beverages(Formerly Tata Tea Limited)

Grand Russia 33.2 per cent

March 2009

Vitax and Flosanatrademarks

Poland April 2007

Joekels Tea Packers

South Africa

Africa 33.3 per cent

GBP0.91 million

September 2006

Eight O' Clock Coffee Company

US 100 per cent(wholly-owned)

$220 million(Rs1015 crore)

June 2006

JEMCA Czech Republic

Assets: intangible and tangible

GBP11.60 million

May 2006

Good Earth

US 100 per cent

$31 million

October

45


Corporation & FMali Herb Inc

(wholly-owned)

2005

Tetley group

UK 100 per cent (wholly-owned)

GBP271 million

February 2000

Tata Industries

Indigene PharmaceuticalsInc

US <30 per cent

July 2005

Tata Interactive

Tertia Edusoft Gmbh

Germany

90 per cent

January 2006

Tertia Edusoft AG

Switzerland

90.38 per cent

Tata International

Bachi Shoes India

India 76 per cent

December 2010

Euro Shoe Components

India 76 per cent

December 2010

Tata Metaliks

Usha Ispat, Redi Unit

India 100 per cent(wholly-owned)

Rs115 crore

January 2006

Tata Motors

Hispano Carrocera SA

Spain Remaining 79 per cent

October 2009

Jaguar and Land

UK $2.3 billion

March 2008

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Rover brands

(approximately)

Tata Finance

India Merger April 2005

Hispano Carrocera

Spain 21 per cent

Euro12 million(Rs70 crore)

February 2005

Daewoo CommercialVehicle Company

Korea 100 per cent(wholly-owned)

KRW120 billion ($102 million, Rs465 crore)

March 2004

Tata Motors European Technical Centre plc

Miljøbil Grenland / Innovasjon

US 50.3 per cent

Kroner 12 million (Rs9.40 crore)

October 2008

Tata Power

Geodynamics

Australia

10 per cent

$37.5 million

September 2008

Acquired Coastal Gujarat Power

India April 2007

PT Kaltim Prima Coal and PT

Indonesia

30 per cent equity stake

June 2007

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Arutmin Indonesia

Tata Projects

Artson Engineering

India January 2008

Tata Steel Rawmet Industries

India Rs101 crore

March 2007

Corus UK 100 per cent

January 2007

Millenium Steel

Thailand

67.11 per cent

$167 million(Baht6.5 billion)

April 2006

NatSteel Asia

Singapore

100 per cent (wholly-owned)

S$468.10 million

February 2005

Tata Sons Tata Communications

India February 2002

Tata Sons through TCS

Computer Maintenance Corporation (CMC)

India November 2001

Tata Technologies

INCAT International

UK August 2005

Tata Teleservices

Hughes Telecom (India)

India 50.83 per cent

Rs858.83 crore

December 2002

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Telco Construction Equipment Company (Telcon)

Serviplem SA

Spain 79 per cent

March 2008

Lebrero SA

Spain 60 per cent

March 2008

Trent Landmark India 76 per cent

$24.09 million (Rs103.60 crore)

August 2005

TRF Hewitt Robins International

UK £3 million April 2010

Dutch Lanka Trailer Manufacturers

Sri Lanka

51 per cent

$8.67 million

July 2009

York Transport Equipment (Asia)

Singapore

51 per cent stake

October 2007

Voltas Rohini Industrial Electricals

India 51 per cent

Rs62 crore

August 2008

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Company profile

TATA DoCoMo, usually referred to as DoCoMo (not to be confused with NTT Docomo), is a Tata Teleservices Limited (TTSL) owned cellular service provider on the GSM platform-arising out of theTata Group's strategic joint venture with Japanese telecom giant NTT Docomo in November 2008. Tata Teleservices received a pan-India license to operate GSM telecom services, under the brand "TATA DoCoMo". Tata Docomo launched GSM services on 24 June 2009. It first launched in South India and currently operates in 18 of 23 telecom circles.[1] Tata Teleservices is the country's fourth largest operator in terms of wireless subscribers (including both CDMA and GSM), after Bharti Airtel, Reliance Communications and Vodafone.[2]

Tata DOCOMO offers both prepaid and postpaid GSM cellular phone in 18 circles. It has become very popular with its one second pulse especially in semi-urban and rural areas. They are launching their service from the south of India to central, east and north.

Tata DOCOMO had about 42.34 million users at the end of December 2010.[3]

On 5 November 2010, Tata DOCOMO became the first private sector telecom company to launch 3G services in India .

3G

On 19 May 2010, the 3G spectrum auction in India ended. Tata Docomo paid 5864.29 crores for spectrum in 9 circles. The circles it will provide 3G in are Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh & Chhattisgarh, Maharashtra(excluding Mumbai), Punjab, Rajasthan and Uttar Pradesh (east) & Uttarakhand

50

http://en.wikipedia.org/wiki/Indian_rupee


Apalya Technologies, has been selected by Tata Docomo as their exclusive partners for providing mobile TV services on 3G platform across India. Apalya's technology will be used to provide high quality mobile TV services on Tata Docomo's 3G platform enabling subscribers to view television channels at a higher resolution and speed

On 5 November 2010, Tata DOCOMO became the first private sector telecom company (third overall) to launch 3G services in India. The company will be investing USD 500 million in network roll out nationally.

On January 9, 2011, it was reported by an industry source that Docomo and Aircel agreed to jointly roll out 3G networks in the areas where they both have spectrum. This would be one of the first deals of network sharing in the Indian market. Nokia Siemens Networks is carrying out a pilot for Tata Docomo and Aircel in the state of Punjab.

In the spectrum auction held last year, Aircel won 3G spectrum in 13 of India's 22 circles (service areas), while Tata was awarded 3G licenses in nine circles. This deal would give both companies 3G coverage in 19 telecom circles of India. The will not have coverage on 3 circles - Delhi, Himachal Pradesh and Mumbai. The companies have three circles in common - Karnataka, Kerala and Punjab.Tata Docomo's HSPA+ 3G network, set up with the assistance of NTT Docomo, supports high-speed internet access with speeds of up to 21.1 Mbps. The network also supports high definition voice for superior quality voice calls.[7]

3G Coverage

Tata DOCOMO’s 3G service is currently available in the following cities in 9 telecom circles[8]:

Ambala, Bahadurgarh, Bhiwani, Jind, Karnal, Panipat, Pinjore, Sonipat, Thanesar, Yamunanagar

Karnataka

Bangalore, Belgaum, Hubli-Dharwad, Mangalore, Manipal, Mysore, Shimoga, Udupi.

Kerala

Kochi/Ernakulam, Thiruvananthapuram,Kollam

51


Madhya Pradesh

Bhopal, Indore, Jabalpur, Gwalior

Maharashtra

Kolhapur, Latur, Nagpur, Pune, Shirdi, Palghar, Boisar, Saphale, Virar, Vasai.

Punjab

Abohar, Adampur, Barnala, Batala, Bhatinda, Chandigarh, Fazilka, Gobindgarh, Gurdaspur, Hoshiarpur, Jalandhar, Kapurthala, Kotkapura, Malerkotla, Mandi, Moga, Mohali, Muktsar, Panchkula, Patiala, Phagwara, Rajpura, Sangrur

Rajasthan

Alwar, Kota, Udaipur

Uttar Pradesh (West)

Western Uttar Pradesh

Aligarh, Hapur, Mathura, Moradabad, Meerut, Modinagar, Muzaffarnagar, Rampur, Saharanpur,

Uttarakhand

Dehradun, Haridwar, Roorkee

KEY DEVELOPMENTS FOR TATA DOCOMO LTD.

Tata DoCoMo Ltd Launches its 3G Services in Hubli, Dharward and Belgaum01/24/2011

Tata DoCoMo Ltd. has launched its 3G services in Hubli, Dharward and Belgaum. Tata DOCOMO's HSPA+ 3G Network supports high-speed Internet access with speeds of up to 21.1 Mbps.

Tata DoCoMo Ltd. Launches 3G Services in Maharashtra Circle11/22/2010

Tata DoCoMo Ltd. formally launched its 3G services. The 3G network, set up with assistance of NTT Docomo, supports high speed internet access with speed up to 21.1 mbps and also supports High-Definition voice (HD voice) for a superior voice experience on calls. 3G is next generation of mobility with its better voice clarity, fewer call drops and high speed internet, the impact is likely to have on consumers lives is much greater. The company also announced

52


attractive and innovative plans like small screen plan and large screen plan, for consumer to upgrade to 3G life. The plan option are ranging from INR 750 to INR 200 offering 750 to 5,000 free call minutes.

Tata DoCoMo Ltd. Launches 3G Services in Rajasthan11/9/2010

Tata DoCoMo Ltd. launched its 3G services on mobile phones in Rajasthan telecom circle. The company said that 3G services will enable richer communication through video calls and SMSes will add the advantage of adding mobility to the power of the internet, and will enable millions to start accessing the true power of the internet. The introductory service portfolio includes applications like video-SMS, video-streaming, mobile television, ultra-high-speed data transfer, route-finder, live Aarti and much more. Tata DOCOMO's HSPA+3G network, set up with the assistance of NTT DOCOMO, supports high speed internet access with speeds of up to 21.1 Mbps. The network also supports High-Definition voice (HD Voice) for a superior voice experience on calls. The company also announced plans on 3G data services on mobile phones and dongles. The voice plans are competitively priced and as an invitational offer, all purchases and recharges of 3G services done before December 31, 2010 will get an additional 100 MB of free data per month for the first two months. This is designed to help the consumer discover the 3G services that are relevant and use for the customer at no extra cost.

53


54


DATA AND ANALYSIS

AGE No. of Respondents

percentage

18-25

15 30

26-30

24 48

31-35

4 8

36-40

4 8

Above 40

3 6

Total

50 100

55


18-25 26-30 31-35 36-40 Above 40 Total0

10

20

30

40

50

60

70

80

90

100

No. of RespondentspercentageNo. of Respondentspercentage

56


Table representing the age group of the respondents

Analysis: Among the 50 respondents, 30% respondents are of the age group of 18 – 25, 56% respondents are of the age of 26 – 30, 8% of the respondents each in the age group of 31 – 35 & 36 – 40, 6% of the respondents are above 40 years of age.

Graph representing the age group of the respondents

18-25 26-30 31-35 36-40 Above 40 Total0

10

20

30

40

50

60

70

80

90

100

No. of Respondentspercentage

Interpretation: Maximum of 48% of respondents are of the age group of 26 – 30 years

57


Table representing the gender

Gender No. of Respondednts Percentage

Male 27 54

Female 23 46

Total 50 100

Analysis: According to the above table 54% of respondents are male & 46% of the respondents are female.

Graph representing the gender of the respondents

No. of Respondednts Percentage0

10

20

30

40

50

60

70

80

90

100

Female Male

58


According to the below graph, maximum of 54% of the respondents are male.Table representing the profession

Particulars No. of respondents Percentage

Businessman 3 6

Self employed professional

2 4

Shop owner/ petty trader 7 14

Student 18 36

Executive 15 30

Supervisor 1 2

Management level 3 6

Others 1 2

Total 50 100

59


Analysis: according to the table above, 6% of the respondents are businessman, 4% are self employed, 14% are shop owners/petty traders, 36% are students, 30% are executives, 2% are supervisory level employees, 6% are management level employees & 2% belong to other proffesion

Business

man

Self e

mployed pro

fessio

nal

Shop owner/

petty t

rader

Studen

t

Execu

tive

Superv

isor

Manag

emen

t lev

el

Others0

5

10

15

20

25

30

35

40

No. of respondentsPercentage

60


According to the graph, the maximum number of respondents are studentTable representing mothly household income


Below Rs.15000 5 10

Rs.15000 – Rs.20000, 24 48

Rs.20000 – Rs.30000, 12 24

Rs.30000-Rs.40000, 6 12

Rs.40000- Rs.50000, 3 6

Above Rs.50000 0 0

Total 50 100

Below Rs.15000

Rs.15000 – Rs.20000,

Rs.20000 – Rs.30000,

Rs.30000-Rs.40000,

Rs.40000- Rs.50000,

Above Rs.50000

0

5

10

15

20

25

30

35

40

45

50


According to the graph the majority of 48% of the respondents have the monthly household income of Rs.15000-Rs.20000

61


Table representing the mobile connection users


Yes 50 100

No 0 0

Total 50 50

According to the table 100% of the respondents are mobile connection users, against 0% of non user

No. of respondents Percentage0

10

20

30

40

50

60

70

80

90

100

YesNo

62


According to the graph, all the respondents are mobile connection users

Table representing the mobile connection used


Aircel 6 12

Airtel 9 18

BSNL 1 2

IDEA 4 8

Reliance 2 4

Tata DOCOMO 8 16

Virgin Mobiles 1 2

Vodafone 19 38

Total 50 100

According to the table 12% of the respondents are Aircel users, 18% Airtel users, 2% are BSNL users, 8% of them are Idea users, 4% of them are Reliance users, 16% of them are Tata DOCOMO users, 2% of them are Virgin Mobile users, 38% of them are Vodafone users

63


Aircel

Airtel

BSNL

IDEA

Relian

ce

Tata

DOCOMO

Virgin M

obiles

Vodafone

0

5

10

15

20

25

30

35

40


According to the graph, majority of the respondents i.e 38% of them use Vodafone

64


Table representing the monthly expenditure on mobile connection

Particulars No. of Respondents Percentage

Below Rs.500 10 20

Above Rs.500 28 56

1000 – 1500 5 10

1500 – 2000 4 8

Above 2000 3 6

Total 50 100

According to the table 20% of them spend below Rs.500 0n mobile connection, 56% of then above Rs.500, 105 of them Rs.1000 – Rs.1500, 85 of them Rs.1500 – Rs.2000, 6% of them above Rs.2000

Below Rs.500 Above Rs.500 1000 – 1500 1500 – 2000 Above 20000

10

20

30

40

50

60

70

80

90

PercentageNo. of Respondents

According to the graph majority of 56% of the respondents spend above Rs.500 on their mobile connection.

65


Table showing the 3G Satisfaction o f the respondents

Particulars No of respondents Percentage

Yes 50 100

No 0 0

Total 50 100

According to the table 100% of the respondents are Satisfied by 3G Technology

No. of respondents Percentage0

10

20

30

40

50

60

70

80

90

100

YesNo

According to the graph all the respondents are Satisfied by 3G.

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Table showing the response in the previous table is yes, then which brand of 3G operators comes 1st to the mind of respondents

Particular No. of respondents Percentage

Aircel 4 8

Airtel 21 42

BSNL 3 6

Idea 4 8

Reliance 0 0

Tata DOCOMO 16 32

Vodafone 2 4

Total 50 100

According to the table 8% of the respondents say Aircel comes to the mind 1st when they are asked about 3G, 42% say its Airtel, 6% say its BSNL, 8% say its Idea, 0% reliance, 32% DOCOMO, 4% say its Vodafone.

No. of respondents

AircelAirtelBSNLIdeaRelianceTata DOCOMOVodafone

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According to the graph majority of 42% of the respondents agree that Airtel brand comes to the mind 1st when 3G is stated

Table showing the awareness of the respondents about DOCOMO 3G.


Yes 50 100

No 0 -

Total 50 100

According to the table 100% of the respondents are Satisfied DOCOMO 3G.

No. of respondents

Percentage

0

10

20

30

40

50

60

70

80

90

100

Yes

No

YesNo

According to the graph all the respondents are Satisfied by DOCOMO 3G.

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Table showing how the respondents got to know about DOCOMO 3G


Television 28 56

Radio 5 10

Newspapers/ Magazines 12 24

Hoardings 4 8

Friends & collegues 0 0

Total 50 100

According to the table 56% of the respondents became aware of DOCOMO 3G through Television, 10% through Radio, 24% through Newspapers & Magazines, 8% through Hoardings.

Telev

ision

Radio

Newsp

aper

s/ M

agaz

ines

Hoardin

gs

Frien

ds & co

llegu

es0%10%20%30%40%50%60%70%80%90%

100%

PercentageNo. of respondents

According to the graph majority of 56% of the respondents became aware of DOCOMO 3G through Television

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Table showing if the respondents recall any ads of DOCOMO 3G


Yes 36 72

Maybe 12 24

No 2 4

Total 50 100

According to the table 72% of the respondents recall the ads of DOCOMO 3G, 12% of them are not sure of recalling the ads, 4% however do not recall the ads.

Yes

Maybe

No

0 20 40 60 80 100 120


According to 72% of the respondents recall the advertisements of DOCOMO 3G.

Table showing if the respondents have replied yes in the previous table where do they recall seeing the DOCOMO 3G ad.

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Television 17 47.22

Hoarding 4 11.11

Mall 1 2.77

Retail store 5 13.88

Newspaper/Magazine 9 25

Total 36 100

According to the table 47.22% of the respondents recall seeing the ad on TV, 11.11% on the hoardings, 2.77% at the malls, 13.88% at a retail store, 25% on newspapers/ magazines.

Television

Hoarding

Mall

Retail store

Newspaper/Magazine

0 5 10 15 20 25 30 35 40 45 50

PercentageNo of respondents

According to the graph majority of 47.22% of the respondents recall seeing the DOCOMO 3G ad on the television

Table showing if the people know the who is the brand ambassador of DOCOMO 3G.


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Some Model 11 22

Some Actor/Actress 8 16

Sportsperson 2 4

Don’t know 13 26

Don’t have one 16 32

Total 50 100

According to the table 22% of the respondents say some model is the brand ambassador of DOCOMO 3G, 16% say its some actor/ actress, 4% say it’s a sports person, 26% of them don’t know, 32% say it doesn’t have a brand ambassador,

Graph: Graph representing if the people know the who is the brand ambassador of DOCOMO 3G.

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Some Model

Some Actor/Actress

Sportsperson

Don’t know

Don’t have one

0 5 10 15 20 25 30 35


According to the graph 32% of the respondents agree that DOCOMO 3G has no brand ambassador

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Table showing response of the respondents to the question that does ads play important role in creating awareness of the product.


Yes, very much 24 48

To an extent 6 12

May or may not 7 14

Not so much 3 6

Not at all 10 20

Total 50 100

According to the table, which shows response of the respondents to the question that does ads play important role in creating awareness of the product, 48% of the respondents say it plays a very impotant role, 12% agree to an extent, 14% say it may or may not play a important role, 6% say not so much & 205 say it not at all plays an important role

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GRAPH: Graph representing response of the respondents to the question that does ads play important role in creating awareness of the product

Yes, very much

To an extent

May or may not

Not so much

Not at all

0 5 10 15 20 25 30 35 40 45 50


According to the graph, the majority of 48% of the respondents agree very much that, ads play important role in creating awareness of the product

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Table showing if the DOCOMO 3G ads are effective enough to create awareness about it to the masses


Strongly agree 6 12

Agree 12 24

Neither agree nor disagree

9 18

Disagree 19 38

Strongly disagree 4 8

Total 50 100

Analysis: according to the table 12% of the respondents strongly agree, 24% agree, 18% neither agree nor disagree, 38% disagree & 8% strongly disagree that DOCOMO 3G ads are effective enough to create awareness about it to the masses

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Graph: Graph representing if the DOCOMO 3G ads made them satisfied to get the connection.

Strongly agreeAgreeNeither agree nor disagreeDisagreeStrongly disagree

Interpretation: according to the graph, majority of 24% agree that DOCOMO 3G made them satisfied to get the connection.

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Table showing what comes to the respondents mind when they hear the name DOCOMO


Exclusively for present generation

7 14

Low tariffs 18 36

Innovative schemes 2 4

Associated with a popular brand

0 0

New brand 9 18

Not a reliable brand 9 18

Nothing 5 10

Total 50 100

Analysis: According to the table, 14% of the respondents say name DOCOMO reminds them that its exclusively for present generation, 36% agree its low tariffs, 4% say its their innovative schemes that comes to the mind, 18% say it’s the new brand, 18% say its not areliable brand & 10% say nothing comes to the mind when they when the hear the brand name DOCOMO.

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Exclu

sively

for p

rese

nt gen

erati

on

Low ta

riffs

Innova

tive sc

hemes

Associa

ted w

ith a

popular b

rand

New b

rand

Not a re

liable

brand

Nothin

g0

5

10

15

20

25

30

35

40

No of respondentsPercentage

Interpretation: according to the graph majority of 36% of the respondents agree when they hear the brand DOCOMO low tariffs comes to their mind

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Table showing the responses on whom does the respondents think is a target customer of DOCOMO 3G


Youths 22 44

Professionals 15 30

Businessmans 13 26

Others 0 0

Total 50 100

Analysis: According to the analysis, 44% of the respondents say that the target customer of DOCOMO 3G are youths, 30% say its for professionals, whereas 26% agree that the target customers are businessmen.

Graph: Graph representing the responses on whom does the respondents think is a target customer of DOCOMO 3G

Youths

Professionals

Businessmans

Others

0 5 10 15 20 25 30 35 40 45


Interpretation: according to the analysis & graph the majority of the respondents are of the opinion that the target customers of DOCOMO 3G are the youths.

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Table showing the impact of DOCOMO 3G ads on the respondents


Has influenced me to buy it

2 4

I’ll consider buying in future

7 14

It didn’t influence me much, I may or may not buy it

16 32

Just like the ad 3 6

I will not buy it 5 10

No it hasn’t influenced me

9 18

Don’t know /cant say 8 16

Total 50 100

Analysis: According to the analysis, DOCOMO 3G ads have influenced 4% of the respondents to buy it, 14% would consider buying it in the future, 32% of them are not very much influenced, they may or may not buy it, 6% of them jus like the advertrisement, 10% of them will not buy it, it hasn’t influenced 18% of the respondents, 16% of them are unsure of any influence on them or not

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Graph: Graph representing the impact of DOCOMO 3G ads on the respondents

Has influen

ced m

e to buy i

t

I’ll co

nsider

buying i

n future

It didn’t i

nfluence

me much

, I may

or may

not buy i

t

Just lik

e the a

d

I will

not buy i

t

No it hasn

’t influen

ced m

e

Don’t know /c

ant s

ay05

101520253035


Interpretation: Based on the analysis & the graph, 32% of the respondents says the DOCOMO 3G ad didn’t influence much & they may or may not buy it in future

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Table showing if the respondents are Satisfiedby various features of DOCOMO 3G.


Yes 9 18

No 33 66

Maybe 8 16

Total 50 100

Analysis: According to the table 18% of the respondents are Satisfiedby various features of DOCOMO 3G, against 66% who are not aware & 16% of them might or might be aware.

Graph: Graph representing if the respondents are aware of the various features of DOCOMO 3G.

YesNo

Maybe

0

10

20

30

40

50

60

70

No of respondents

Percentage


Interpretation: According to the analysis & above graph majority of 66% of the respondents are not aware of the various features of DOCOMO 3G.

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SUGGESTIONS:

The company should introduce cost effective range of plans

The company should concentrate on advertisement to increase the sales.

The company should upgrade the handling of the outlets

The company should come out with innovative ideas to get the good

Network

The company should expand their distribution channel by adding more

number of authorized dealers.

The company should expand their authorized service center

Fluctuations are good sign to the company because the risk is taking after

knowing the competition in the market so Docomo 3G has to maintain

the same method of combined leverage.

Decrease in sales is not a good signed to the company so the company has

to adopt aggressive sales policy through sales promotion activity to

increase sales as well as earning capacity.

The Company should keep a Complaint box to the opinion whether the

Cosumer is Satisfied by the Service or not.

FINDINGS

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It is inferred that sample is mostly bias towards adults and middle age

respondents.

It is analyzed that most of the respondents are Graduate.

It can be inferred that most of the respondents fall under the income group

less than Rs. 20,000.

It can be analyzed that most of the respondents came to know from Person

to Person communication.

It is observed that the best way of advertising Docomo 3G from Television

It is inferred that major city Docomo is having good market in Bangalore.

It is inferred that Youth are most satisfied with the network of Docomo.

It is inferred that most of the respondent’s feedback is Excellent towards

Docomo 3G

It is inferred that most selling connection is Docomo 3G.

It is inferred that the best criteria to select the distributor is after sale

service.

It is inferred that monthly sale of Docomo 3G is 200-300.

It is inferred that number of years worked in Arva communication is 5-

10years

It is inferred that more are satisfied with their work in Arva

communication.

It is inferred that most customer attitude towards Docomo 3G is Excellent.

It is inferred that respondents are Satisfied by 3G services of Docomo.

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SUMMARIES, CONCLUSION& LIMITATION

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The main objective of this project was to make a comparative study between Docomo 3G and network providers. During the course of this project, I learned that, Docomo is one of the most used connection. Further more, the price was the main factor of the customer. They wanted Docomo to come out with a new plan that has more features. It has to have a good connectivity and network. The various recommendation and suggestion that can of use to Docomo have already been discussed earlier. The markets for Docomo 3G will always exist and will continue to grow as long there people purchase a 3g connection, which has good connectivity and network. So that they can use this service happily. Thus, there is a lot of scope for improvement for Docomo 3G both in terms of market share as well as profit margins.

I personally learnt quite a few things during the course of this project.

Firstly, I got work for a few days with a very prestigious company and got an

inside picture of how things are done in the work place.

Secondly, during the survey I met many professionals and intellectuals,

which was very fruitful in terms of gaining knowledge about the industry as a

whole. Thus, the overall experience was memorable.

LIMITATION

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Wanted to show the complete graphical representation.

Wanted to show the managerial level in order wise.

Company social objectives towards society.

Wanted to predict the future sales of the company.

Wanted to show the distribution outlets throughout India.

Wanted to show the research data of the company Docomo throughout the

world.

Wanted to show Arva communications relationship with the company

Tata Docomo

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Convenience sampling

Sampling method where the items that are most conveniently available are selected as part of

the sample. It is not appropriate to apply statistical analysis to samples selected in this manner.

Questionnaires and interviewing schedule

It is the tool used to collect primary data. The questionnaire consists of 15 questions. The

questions have been framed after analyzing the various factors that record customers

satisfaction for which the respondents would feel free and easy to answer. The questionnaires

are either directly given to the respondents of the questions is communicated and time is given

to the respondents to answer them.

Questionnaires were prepared keeping in the view of the objectives. 50 respondents were

selected randomly and questionnaires are filled that contains questions relating to the problem.

The information or raw data is tabulated, analyzed and interpreted; conclusions are then drawn

on this basis. Graphs have been drawn on the basis of percentage. Secondary Data are also

collected to support the study.

. Interpretation and Inferences:

All the interpretation and inferences made in this study are based on using

simple stat ist ical tools l ike percentage, rat ing and scaling techniques. The

graphs are drawn on the basis of percentage. The analysis is made on two

basis namely from the customers view point and non users view point.

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QUESTIONNAIRE

I MOHAMMED LATHEEF student of HASANATH Degree College, Bangalore, studying in 6th Semester BBM is conducting a survey as part of academic project work. I have opt the topic “A study of CONSUMER SATISFACTION OF DOCOMO 3G. so please co-operate by answering the following questions, so that I can conduct my survey and prepare a project report. I assure you that all the data collected from you will be used only for the purpose of study & will be confidential.

SECTION 1: PERSONAL INFORMATION

1) Name:2) Address:

3) Mobile no:

4) Age : 18 – 25 26 – 30 31 – 35 36 – 40 Above 40

5) Gender: Male Female

6) Education: SSLC +2/PUC Undergraduate Graduate post graduate

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7) Occupation: Businessman Self Employed Professional Student

8) Which connection do you own:

Airtel Aircel Vodafone Docomo BSNL Reliance Anyother

9) For which reason you have choosen Docomo

Affordable pack Network strength 3G connection Exciting Plans and Offer

10) If you posses Docomo Connection what are the reasons you choose Docomo over other connection

Best Internet Plans Best call rates for Docomo to Docomo Stong Network Strenght Best SMS plan Quality Services

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SECTION 2: Main Questionnaire

What do you like most about Docomo? Amazing offers and plan Informative promotional activity Quality service from customer care and retail outlet Strong network even in remote areas

What do you dislike most about docomo? Yes No

Are you satisfied with the call rates (local,ISD,STD) of Docomo in comparision with other network operaters?

Yes No

To what extent are you satisfied with service provided by Docomo in Comparison with other connections?

Extremely satisfied Not at all satisfied Best compared to other networks

How did you come to know know the source about Docomo 3G services? Print media –news paper Visual media-tv ads Friends and colleagues Family and relatives

What according to you will be the most effective source to spread information about services/advertisement of Docomo?

Print media Visual media Boardings and hoarding Word of mouth

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Pamplets

Are you aware of new offer’s and services of DOCOMO 3G.? Yes, I do Maybe No, I don’t

Can you tell me any Suggestions/Comments on how to improve DOCOMO service,Pricing Statergy,Advertisement Statergy- So Docomo can rule the don’t have one.

Do you think advertisements play a important role in creating awareness about a particular product/service? Yes, very much To an extent May or may not Not so much Not al all

Do you think ads of DOCOMO 3G are effective enough to create awarenessabout it to the masses? Strongly agree Agree Neither agree nor disagree Disagree

What comes to your mind when you hear the name DOCOMO 3G.

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Exclusively for present generation Low tariffs Innovative schemes Associated with a popular brand New brand Not a reliable brand Nothing

Whom do u think is the target customer for DOCOMO 3G. Youths Professionals Businessman Other.

What impact does DOCOMO 3G. ad has on you.? Has influenced me to buy it I’ll consider buying it in future It didn’t influence much, I may or may not buy it. Just like the ad I will not buy it No, it hasn’t influenced me. Don’t know/cant say.

Rate the following services of Docomo between (1-10) 3G browsing speed Call rates Network Customer care Assistance and response

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BIBLOGRAPHY

Marketing management by Philip Kotler.

Market management by Sexen.

www.google.com

www.yahoo.com

www.docomo.com

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http://www.docomo.com/

http://www.yahoo.com/

http://www.google.com/

Consumer Satisfaction

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Transcript of Consumer Satisfaction