A

PROJECT REPORT ON“TO STUDY THE PERCEPTION AND BUYING BEHAVIOR

OF CONSUMERS TOWARDS RELIANCE MOBILE”

SUBMITTED IN THE PARTIAL FULFILMENT OF“MASTER OF BUSINESS

ADMINISTRATION”

(TWO YEAR FULL TIME PROGRAMME)

SUBMITTED BY UNDER THE SUPERVISION OF

Rao Bilal Khan Mr. Pradeep JoshiMBA (SEM. III)

Batch – 2011-13 Quantum School of Business

CERTIFICATE

This is to certify that the summer training report titled, “TO STUDY THE PERCEPTION

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.

(SIGNATURE) (SIGNATURE) INTERNAL GUIDE H.O.D.

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ACKNOWLEDGEMENT

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.

RAO BILAL KHAN MBA 2ND YEAR

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CONTENTS

Executive Summary Objectives of study

1. About Company2. About Topic 3. Research Methodology

a) Sample sizeb) Sample unit/profilec) Method of Samplingd) Locatione) Parameters of Studyf) Method of data collectiong) Toolsh) Limitations

4. Analysis & findings5. Recommendations

6. Conclusions7. Bibliography

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EXECUTIVE SUMMARY :

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 consumer’s 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.

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OBJECTIVE OF STUDY :

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.

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A

COMPANY PROFILE

Reliance communications

Our Founder:

Few men in history have made as dramatic a contribution to their country’s 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 India’s capital markets, the champion of shareholder

interest.

But the role Dhirubhai cherished most was perhaps that of India’s greatest wealth creator.

In one lifetime, He built, starting from the proverbial scratch, India’s 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 colossus—an achievement which earned

reliance a place on the global fortune 500 list, the first ever Indian private company to do

so.

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Dhirubhai is widely regarded as the father of India’s 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 Dhirubhai’s extraordinary vision and leadership, Reliance scripted one of the

greatest growth stories in corporate history anywhere in the world, and went on to

become India’s 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 world’s 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 1st 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.

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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 India’s 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.

On October 6, company launched integrated 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 0’6. 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 India’s largest private sector company virtually from scratch,

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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

Dhirubhai’s 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.

Today, Reliance Communications is revolutionizing the way India communicates and

networks, truly bringing about a new way of life.

India’s leading integrated telecom company

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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 India’s 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.”

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.

Today, Reliance Communications is revolutionizing the way India communicates and networks,

truly bringing about a new way of life.

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani group (ADAG)

of companies. listed on the national stock exchange and the Bombay stock exchange, It is India’s

leading integrated telecommunication company with over 35 million customers.

Our business encompasses a complete range of telecom services covering mobile and

fixed line telephony. It includes broadband, national and international long distance

services and data services along with an exhaustive range of value-added services and

applications. Our constant endeavor is to achieve customer delight by enhancing the

productivity of the enterprises and individuals we serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 december 2002,

coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was

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among the initial initiatives of Reliance Communications. It marked the auspicious

beginning of Dhirubhai’s dream of ushering in a digital revolution in India.

Today, we can proudly claim that we were instrumental in harnessing the true power of

information and communication, by bestowing it in the hands of the common man at

affordable rates.

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Reliance Group:

Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest

private sector information and communications company, with over 38 million

subscribers. It has established a pan-India, high-capacity, integrated (wireless and wire

line), convergent (voice, data and video) digital network, to offer services spanning the

entire infocomm value chain.

Other major group companies — Reliance capital and Reliance energy — are widely

acknowledged as the market leaders in their respective areas of operation.

Reliance Energy Ltd. Reliance Mutual Fund

   

                Harmony Reliance Communications

 

Reliance Life Insurance Reliance Anil Dhirubhai Ambani Group

   

Reliance General InsuranceReliance Portfolio Management Service

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Chairman's Profile:-

Anil D. Ambani

Regarded as one of the foremost corporate leaders of contemporary India,Shri Anil D

Ambani, 48, is the chairman of all listed companies of the Reliance ADA group, namely,

Reliance communications, Reliance capital, Reliance energy and Reliance natural

Resources limited.

He is also Chairman of the board of governors of Dhirubhai Ambani institute of

information and communication technology, Gandhi Nagar, Gujarat.

Till recently, he also held the post of vice chairman and managing director of Reliance

industries limited (RIL), India’s largest private sector enterprise.

Anil D Ambani joined Reliance in 1983 as co-chief executive officer, and was centrally

involved in every aspect of the company’s management over the next 22 years.

He is credited with having pioneered a number of path-breaking financial innovations in

the Indian capital markets. He spearheaded the country’s first forays into the overseas

capital markets with international public offerings of global depositary receipts,

convertibles and bonds. Starting in 1991, he directed Reliance industries in its efforts to

raise over US$ 2 billion. He also steered the 100-year yankee bond issue for the company

in January 1997.

BRAND PROFILE

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1. INTRODUCTION

Reliance Communications Limited (“Reliance Communications” or “the Company”) is

India’s largest integrated communications service provider in the private sector with over

28 million individual, enterprise, and carrier customers. We operate pan-india across the

full spectrum of wireless, wire line, and long distance, voice, data, video and internet

communication services. We also have an extensive international presence through the

provision of long distance voice, data and internet services and submarine cable network

infrastructure globally. As presently constituted, Reliance communications was formed

by the de merger and vesting of the telecommunications undertakings of Reliance

industries limited (“RIL”). The de merger and vesting became effective on december 21,

2005. our shares were listed in India on the Bombay stock exchange and national stock

exchange on march 6, 2006 and our global depositary receipts were listed on the

luxembourg stock exchange on august 3, 2006.

2. STRATEGIC BUSINESS UNITS

The business of Reliance Communications is organized into three strategic customer

facing business units: wireless, global, and broadband. In addition, one of the wholly

owned subsidiaries of Reliance communications is engaged in the marketing and

distribution of wireless handsets. Our strategic business units are supported by our fully

integrated, state-of-the-art network and operations platform and by the largest retail

distribution and customer service facilities of any communications service provider in

India.

A. WIRELESS

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We offer CDMA and GSM based wireless services, including mobile and fixed wireless

voice, data, and value added services for individual consumers and enterprises. Our

primary brands are Reliance mobile for the mobile portfolio of services and Reliance

hello for the fixed wireless portfolio of services. Our voice services comprise both local,

and national and international long distance calling. Our data services comprise wireless

multimedia over the “click, browse, and select” Reliance mobile world platform, wireless

internet access (Reliance Net connect), and wireless data VPNs for connecting devices

such as point-of-sale, lottery and ATM terminals. We also offer public calling

Office (“PCO”) and coin collection box services over our wireless network through

independent retail operators of such facilities.

Our presence in the wireless market increased significantly with the commercial launch

nationwide of our CDMA based services in mid-2003. Within three years, we have

become the largest provider of wireless communication services in the country, As

measured by voice and data minutes of use. As at september 30, 2006, we had 26

million wireless customers in aggregate, representing a 20.5% market share of the all-

India wireless market. We had the largest in-service base of multimedia-enabled handsets

(over 18 million) and the largest number of unique users of such services (8.1 million

customers). In addition, we are the largest PCO operator in the private sector with a

52.8% market share (as at june 30, 2006).

B. GLOBAL

We offer national and international long distance calling services. We operate this

business unit primarily on a wholesale basis, offering carriage and termination to other

carriers as well as on an inter segment basis to other business units of reliance

communications. In overseas markets, we offer a retail virtual calling card service for

calls to India (Reliance IndiaCall) and other international destinations. This service is

currently active in the united states, Canada, the United Kingdom, and Australia.

We entered the long distance market in India in mid-2003, and have become the largest

carrier of international voice minutes, with a market share of over 40%. In addition, we

have over 800,000 active customers for our Reliance IndiaCall service, a unique overseas

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consumer franchise. Usage of Reliance IndiaCall accounts for around 40% of total retail

market calls from the united states to india.

FLAG and FALCON provide unique on-net global connectivity and our long term

customers include more than 200 global carriers and more than 400 large enterprises.

Through FLAG and FALCON, we are the largest provider of international bandwidth in

the Middle East and asia. Ownership of these assets further allows us to leverage our

strengths in the Indian market.

C. BROADBAND

We offer the most complete portfolio of enterprise voice, data, video, internet and IT

infrastructure services of any operator in India. these services include: national and

international private leased circuits, broadband internet access, audio and video

conferencing, MPLS-VPN, centrex, and managed internet data centre (“IDC”) services.

We offer unique, value added products and services to large and medium enterprises for

their communications, networking, and IT infrastructure needs across the country. We are

the clear market leader in the highest growth segments of the market, comprising MPLS-

VPN, Centrex, and IDC services.

We launched our enterprise broadband services in the first half of 2005, focusing initially

on the top 30 cities in India. In these cities, We are leveraging our existing metro fibre

optic networks to establish direct building connectivity on-net. we currently have over

270,000 buildings directly connected to our network and over 425,000 access lines.

3. PRINCIPLE OPERATING COMPANIES

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Reliance Communications Limited is a major operating company and is also the

holding company for the other major operating companies in the group. Reliance

communications provides CDMA-based wireless, wire line, broadband, and long distance

services in India and overseas. Its major assets are the CDMA wireless network,

transmission networks used in its business, and the contact centres.

FLAG Telecom Group Limited (“FLAG”) is a wholly owned subsidiary of Reliance

Communications. FLAG provides international connectivity services and infrastructure.

Its major assets are the FLAG and FALCON submarine cable systems.

Reliance Telecom Limited (“RTL”) and Reliable Internet Services Limited

(“RISL”) are wholly owned subsidiaries of Reliance Communications. RTL provides

GSM-based wireless services in 7 Circles, while RISL provides GSM-based wireless

services in 1 further Circle. RTL and RISL own the GSM wireless networks in their

respective Circles.

Reliance Communications Infrastructure Limited (“RCIL”) is a wholly owned

subsidiary of Reliance Communications. RCIL provides wireless multimedia (Reliance

mobile world) and internet access (Reliance Netconnect) services to customers of

reliance communications. It also undertakes wireless handset distribution and marketing

and IDC services.

RESEARCH PROBLEM

xviii

Reliance Communication is having the 2nd highest share in the market but it has been noticed

there market share is falling for various reasons which are discussed below:-

1. High Competition

This table shows that there are five main competitors of Reliance Communications:-

A. Bharti

B. BSNL

C. Hutch( now Vodafone)

D. MTNL

E. VSNL+ Tata

No doubt they are having good growth in long distance and data segment but in wireless

segment there mobile market share is going down. As they are showing more growth in

xix

wireless segment, their Reliance net connect and Reliance PCO share has increased but

their Mobile share has shown a subsequent decline.

Tata is providing more promotional offers and schemes which are helping them to

capture more market shares of CDMA and in GSM there is cut throat competition, user

can switch to any other network except some of them not because they are brand loyal

but they don’t want to change their number because some or the other reason.

2. Problems in the dealer and distributor’s end

COMPANY

DISTRIBUTER’S END

DEALER’S END

CUSTOMER’S END

This is the sales cycle which is followed by the reliance communication. most of the

distributor’s are not able to recover their previous claims from the market so that is why

xx

they are not taking the supply from the company and which is causing problem in

dealer’s end also. Even if dealer does want to take the supply of the product they won’t

be able to take the supply easily.

. One of the other main problems is that they are getting low margins as compared to

others so that is not motivating the distributors and dealers to sell their product

3. Other Problems

a. Getting more complaints about the handset.

b. Sometime there is late supply of the product.

c. Giving less competitive scheme to the dealers which are preferred by

them.

RESEARCH OBJECTIVE

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However, given Aircel’s lesser known brand name nationally and scale of operations, it

may command lesser premium as seen in the recent hutch-vodafone deal. Also, given

unclarity in reliance communications plans for GSM business and unstable guidelines, It

may be a while before the deal actually takes place.

So, we put our study confined to first research problem that is the high competition.

The second objective of this study is to identify:

Factors that influence the customer to stick with their network.

Major features that are needed by every customer.

Efficiency of after sales service by their network.

Factors which help in increasing their sales.

RESEARCH METHODOLOGY

1. RESEARCH INSTRUMENT:-

Visited the reliance customers across Roorkee region and gathered

information required as per the questionnaire.

For employing a strong base to the research I tried to enquire the schemes and

features of various operators and how satisfied the customers they are already

having them.

2. DATA COLLECTION:-

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PRIMARY DATA

Primary data has been collected by me in the form of questionnaire and observation, and

I also collected the information from the experts of Reliance Company. These are the

basic methods of collecting primary data which is sufficient for all research objectives.

SECONDARY DATA

Secondary data sources like catalogue of the company and various internet sites such as

google.com and reliance communication.co.in.

3. SAMPLING TECHNIQUES:-

Area of the study was Roorkee.

100 respondents were interviewed.

RESEARCH METHODOLOGY

Type of Research

:

Descriptive Research

(Survey Method)

Methodology

:

Route ride on different routes

Research Question :

Measuring perception of the customers towards companies using various

marketing techniques for study the perception and buying behavior of

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consumers towards Reliance Mobile.

Sampling technique Convenience sampling

Sample Size

:

100

Samplings Areas

:

Roorkee

Primary Data

:

Responses through questionnaires

Survey method used to collect the data.

RESEARCH APPLIED: DESCRIPTIVE RESEARCH

ABOUT THIS RESEARCH

Descriptive Research is also termed as qualitative research in well established fields of

the study, hypotheses usually are drawn from the ideas developed or glimpsed in previous

research studies or are derived form the theory. hypotheses are tentative answers to the

questions that serve as guides for most research projects. for example: a candy

manufacturer might state a hypothesis that consumers will prefer crushed peanuts inside

of whole peanuts in a particular candy bar , research could them be used to determine if

the hypothesis was correct.

Too little is known however about consumer’s reaction to stimuli to permit the

formulation of sound hypotheses in many specific situations, As a result much marketing

research is of exploratory nature in which we have to explore the market to find out the

xxiv

problem .and then we find proper solutions for that by applying conclusive research

emphasis is placed on finding hypotheses relative to new products or marketing practices

that can be changed profitably.

SURVEY METHOD WAS ADOPTED IN ORDER TO TAKE THE RESPONSES

FROM THE CUSTOMERS CONVENIENCE SAMPLING WAS DONE.

SURVEY METHOD:

The respondents were approached personally and requested to fill up a questionnaire

consisting of 10 questions. The questionnaire was close ended.

CONVENIENCE SAMPLING: Convenience sampling is based on the convenience of

the researcher. The respondents are include in the sample on the account of their

availability at the spot where the survey ids being conducted. The sample taken for this

study was also as per the convenience the majority of respondents chosen were students

and others were also youngsters of the same age group who were easily available at the

same place for the survey.

ANALYSIS AND INTERPRETATION

Q1. Are you satisfied with Reliance Company Network?

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70% of the customers are satisfied with the Reliance and 30% of are not satisfied with it.

Q2. Which connection would you prefer (except Reliance)?

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Apart from Reliance, 30% of customers want to go with Bharti, 25% wants to prefer

Vodafone, 10% wants to prefer B.S.N.L, 15% wants to prefer M.T.N.L. and 20% wants

to prefer V.S.N.L. or Tata.

Q3. Monthly usage of the customer:-

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10% of customers spend less than Rs200 on there monthly expense on there Mobile

Calls, 25% spend less than Rs400, 40% spend less than Rs500, 20% spend less than

Rs1000 and 5% spend more than Rs1000.

Q4. How’s Reliance Network?

xxviii

25% of customers replied that the network of Reliance is Excellent, 25% replied Good,

37% said satisfactory and 13% said poor.

Q5. Are Call charges affordable to you?

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40% of the Reliance customers said that Call Charges are affordable, 60% said that it is

not affordable. According to them Rs1.20 call charges are high that is also reliance to

reliance and on other network it is Rs2 so it should be brought down.

Q6. Do you need My Tunes and R World facility on mobile phone?

xxx

80% of customers said yes that they want MyTunes and R World facility on mobile

phone and 20% said they don’t want this facility.

Q7. Are R World charges affordable?

xxxi

40% said that charges are affordable, 50% said that charges are not affordable and 10%

said they have no idea about that.

Q8. How’s there after sales services?

xxxii

12% said that their after sales services are excellent, 15% said that it is good, 38% said

that it is satisfactory and 35% said that it is poor.

Q9. Is Reliance introduces promotional offers as many as its competitors introduces

frequently?

xxxiii

25% said that Reliance introduces promotional offers frequently, 67% said that company

not introduces that much frequently, and 8% didn’t know about it.

Q10. Do you think that Reliance have variety of Handsets?

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50% of customers said that Reliance has variety of Handsets, but 50% still not satisfied

with varieties available.

Q11. What grade you want to give to Reliance for their overall performance?

xxxv

20% of people say that their overall performance is above than 90%. 30% of customers

say that their performance is good, majority of the people goes for satisfactory

performance and 15% of them believe that they are poor.

xxxvi

LIKERT SCALE:-

Statement SA

(Strongly

agree)

A

(Agree)

NA-DA

(Neither

agree nor

Disagree)

D

(Disagree)

SD

(Strongly

disagree)

Wide range of

handsets

10 20 15 40 15

Additional Services

(e-Services)

10 25 30 25 10

Good offers / Scheme 20 35 20 10 15

After Sales services 10 15 10 40 25

Good Network 25 40 10 15 10

Availability of Web

Worlds

20 35 15 20 10

Conclusion:-

Above analysis shows the different variance of mobile phone subscribers in all

around. It shows that most of the reliance customers are fully satisfied with the network

accessibility. However, they are high dissatisfied with their customer care as well as after

sales services.

FINDINGS

xxxvii

1. People consider reliance as the most economic service provider which has an excellence in

network accessibility. However they are not satisfied with the range of handsets reliance

offers.

2. People buy Reliance mobile because of its economic services especially reliance to

reliance. Usually if any customer wishes to buy any expensive mobile handset he/she

generally avoids buying reliance. so in nutshell, People buy reliance to enjoy its service not

the handsets or any other thing.

1. Factors that influence the customers to stick with their products:

Low call rates, more and more promotional schemes like reliance to reliance free, message

card and full talk time etc are the main factors which influence the customer to stick with

their products.

2. Major features that are needed by every customer:

My Tunes and Reliance Mobile World or R World are the only major features that are

needed by every customer.

3. Efficiency in after sales service by their network:

Their efficiency in after sales service is getting poor. People are facing so many problems in

the handset and customer care people are up to the mark in solving the customer problems,

4. Factors which help in increasing their sales:

xxxviii

I. More advertising for awareness of product and promotional offers and also for the

retention process.

II. More promotional offers to be introduced.

III. Charge low call rates as compare to others and,

IV. Make recharge coupons easily available.

CONCLUSION

xxxix

Reliance mobile telephony service providers (both GSM and CDMA) have fulfilled to meet

the customer satisfaction benchmarks set by us, According to private survey done using

Roorkee area. In areas like overall satisfaction, network availability, billing and customer

care where they are of great importance, people are ready to give even 80% marks to them.

But they are having very high no. of complaints about solving their problems. according to

the customers, customer care people are not aware of their problems and they take so much

of time in solving their queries.

Earlier there was also less promotional schemes are provided as compare to the other

networks but now a day’s Reliance is also introducing the new best schemes which are good

for the customers, like low call rates and many others. so, Tata who is there main competitor

in CDMA is therefore capturing the market by providing more talk time, less call rates and

better promotional schemes. BSNL is also one of the main competitors in CDMA but we

didn’t include it because they are not giving the services in Delhi.

They have to take several measures to further enhance customer satisfaction and to keep

customers forefront of international technology.

RECOMMENDATIONS

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The promotional schemes attract the customer to buy a particular brand. therefore the

company should come out with new and innovative schemes so that volume can be

increased.

To create brand image, to build good relations with the customers and to retain

customer loyalty, RELIANCE COMMUNICATIONS LTD. should ensure that their

mobiles are delivered on time and new no. should not take much time to get start so

that it will cause inconvenience to customers.

As we all know that a mobile has become the necessity of life for each & every

person today & in a market like Roorkee where education and employment level is

high. So, we should provide the customers with low tariffs & more economical plans

in order to capture the market.

The dealer recommendations influence the buyer’s decision to purchase a particular

brand. So they should stress on “RELATIONSHIP MARKETING” to attain

credibility in the market.

They should also give the preference towards those people who spend less towards

their recharge and want to keep the mobile phone as they think mobile is their

necessity because they are also part of the market share and are more in number.

LIMITATIONS

xli

1) A small sample size of more than 100 reliance customers was considered due to

time and resource constraints.

2) The scope of the project is limited to the Roorkee so, we

can not say that the same response will exist throughout India.

3) Some of the customers were not co-operative in giving correct

information even if they were aware of various features and

schemes of reliance.

4) Human error during recording, tabulation and printing error

could be present.

BIBLIOGRAPHY

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The following are research materials that were used in compiling the content of this project-

SITES:-

www.reliancecommunications.co.in

www.google.co.in

www.livemint.com

www.yahoosearch.com

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ANNEXURE

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QUESTIONARE

Name:

Q1.) Please specify your gender.

a) Male b) Female

2) Please specify your age-group.

a) 20-25 b) 25-30 c) 30-35 d) 35-40 e) above 40

Q3. Are you satisfied with the reliance connection?

1. Yes

2. No

If No, then reason:

Q4. Which connection would you prefer (except reliance)?

1. Bharti (Airtel)

2. Vodafone (earlier Hutch)

3. B.S.N.L

4. M.T.N.L

5. VSNL or Tata

Q5. How much you spend on mobile in a month?

1. 200-400

2. 401-600

3. 601-800

4. 801-1000

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5. Above 100

Q6. Please Rate the Reliance network?

1. Excellent

2. Good

3. Satisfactory

4. Poor

Q7. Are Call charges affordable for you?

1. Yes

2. No

3. Can’t say

Q8. Are R world charges affordable?

1. Yes

2. No

3. Can’t say

Q9. Is Reliance introduces promotional offers as many as its competitors introduces

frequently?

1. Yes

2. No

3. Can’t say

Q10. Do you think that Reliance have variety of handsets?

1. Yes

2. No

3. Can’t say

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Q11What grade you want to give to Reliance for their overall performance?

1. A> 90%

2. B>75%

3. C>60%

4. D>50%

Q12. Please tick your degree of agreement with the statement.

Statement SA

(Strongly

agree)

A

(Agree)

NA-DA

(Neither

agree nor

Disagree)

D

(Disagree)

SD

(Strongly

disagree)

Wide range of

handsets

Additional Services

(e-Services)

Good offers / Scheme

After Sales services

Good Network

Availability of Web

Worlds

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