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Study on consumer perception and buying behaviour towards reliance telecom.

Transcript of perception and buying behaviour







Rao Bilal KhanMBA (SEM. III)

Mr. Pradeep Joshi

Batch 2011-13Quantum School of Business


This is to certify that the summer training report titled,


AND BUYING BEHAVIOR OF CONSUMERS TOWARDS RELIANCE MOBILE is an original work carried out by Mr. Rao Bilal Khan, a student of MBA 3rd Semester of QUANTUM SCHOOL OF BUSINESS, ROORKEE, (Batch 2011-2013). This Project report has been submitted in partial fulfillment of award of MASTER OF BUSINESS ADMINISTRATION.





Words are indeed inadequate to convey my deep sense of gratitude to all those who have helped me in completing this summer project to the best of my ability. Being a part of this project has certainly been a unique and a very productive experience on my part. I am really thankful to Mr.Tanveer Ahmad for making all kinds of arrangements to carry the project successfully and for guiding and helping me to solve all kinds of quarries regarding the project work. His systematic way of working and incomparable guidance has inspired the pace of the project to a great extent. I would like to thank my mentor and project coordinator, Mr.Pradeep Joshi for assigning me a project of such a great learning experience and acquainting me with real life project financing and appraisal.

Last but not least I would like to thank all the employees of Reliance Communication who have directly or indirectly helped me with their moral support for the completion of my project.



CONTENTSExecutive Summary Objectives of study 1. About Company 2. About Topic 3. Research Methodology a) Sample size b) Sample unit/profile c) Method of Sampling d) Location e) Parameters of Study f) Method of data collection g) Tools h) Limitations 4. Analysis & findings 5. Recommendations 6. Conclusions 7. Bibliography



The study is oriented towards the consumer behaviour of the existing and new Reliance subscriber and the study focuses on the services offered by the company.

The study was gauge into the consumers mind and understand the various consumption related aspects of individuals. The study of consumer behaviour will help to know the psychological, social and physical behaviour of all potential consumers as they become aware of evaluate , purchase , consume and tell others about products and services.

The objective of the study is to understand behavioural pattern of potential consumer ,consumer perception, brand awareness buying motives and their expectations and satisfaction level to delight them. Information is collected from different sources. The primary information is collected through interviewing the customers with the help of questionnaire.



To understand consumer perception about product and services. To understand the consumer satisfaction level about product and services. To know the market potential of Reliance Communication product and services. To analyze the brand awareness.


A COMPANY PROFILEReliance communications Our Founder:

Few men in history have made as dramatic a contribution to their countrys economic fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. fewer still have left behind a legacy that is more enduring and timeless As with all great pioneers, there is more than one unique way of describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of men, the architect of Indias capital markets, the champion of shareholder interest. But the role Dhirubhai cherished most was perhaps that of Indias greatest wealth


creator. In one lifetime, He built, starting from the proverbial scratch, Indias largest private sector enterprise. when Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300 (around Rs 14,000). Over the next three and a half decades, He converted this fledgling enterprise into a Rs 60,000 crore colossusan achievement which earned reliance a place on the global fortune 500 list, the first ever Indian private company to do so. Dhirubhai is widely regarded as the father of Indias capital markets. in 1977, when reliance textile industries limited first went public, The Indian stock market was a place patronized by a small club of elite investors which dabbled in a handful of stocks. Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to participate in the unfolding reliance story and put their hard-earned money in the reliance textile IPO, promising them, in exchange for their trust, substantial return on their investments. It was to be the start of one of great stories of mutual respect and reciprocal gain in the Indian markets. Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest growth stories in corporate history anywhere in the world, and went on to become Indias largest private sector enterprise. Through out this amazing journey, Dhirubhai always kept the interests of the ordinary shareholder uppermost in mind, in the process making millionaires out of many of the initial investors in the reliance stock, and creating one of the worlds largest shareholder families. On November 15th 1999, Reliance info COM begins its project planning. The founder of RELIANCE INFOCOMM, Dhirubhai Ambani dream was make a phone call cheaper than a postcard and you will usher in a revolutionary transformation in the lives of millions of indians. In 2000, optic fiber laying process commences in Gujarat, Andhra Pradesh and Maharashtra.


In 2001, first media convergence node made ready for electronics at Jaipur. In 2002, first base transceiver station (BTS) made ready for electronics. Then in same year company obtains international long distance license from Govt. of India. After that they establish 1 st point of interconnect in New Delhi and on december 27, Honorable Prime Minister of India Atal Bihari Vajpayee inaugurates RELIANCE INFOCOMM. Then year 2003 starts which was the most successful year for Reliance Communications. Following are the achievements they got in the year 2003. cities On January 15, Company introduces Dhirubhai Ambani pioneer offer for Reliance India Mobiles service and launched Reliance web world in top 16. On March 31 co. launched international long distance services. On April 25 Reliance introduces its co lour handsets. On May 1, they launched Reliance India Mobiles commercially in top 92

cities with 1 million customers. On June 10, they launched Indias first wireless point of sale (POS). On July 1, they introduced Monsoon Hungama Offer; they sold Instant multimedia mobile phones and connection for just Rs.501 which sets world record by acquiring

1 million customers in just 10 days.

And then after 2 days they launched R Connect Internet connection cable.On August 26, they launched reliance india phone fixed wireless phone and terminal.

On September 20,Navratri a data service in world posts a world record

of 10 million downloads on the first day of launch. ix

On October 6, company launched integrate d broadband centre at reliance web

world, Bangalore. In the month of november customer base touched 5 million and in the

same month company migrates to unified license regime and launched national roaming and international SMS to 159 countries.Recent milestone that Reliance Communication gets is that in year 2007,Reliance

communication adds a record 1.5 million subscribers in december 06. And more than that, Reliance Communication joins lenovo and Intel for Internet on the move and market capitalization tops Rs.1 lakh crore (1 trillion rupees or $24.39 billion) on Bombay stock exchange. Rather than that in the same month company offers best value on roaming A dream comes true:The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest private sector company virtually from scratch, had stated as early as 1999: make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting. x

Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life.

Indias leading integrated telecom companyThe Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built Indias largest private sec