final datconsumer behaviour tata teleservicesa
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INTRODUCTION
MARKETING
A market consists of all the potential customers sharing particular need or want
that might be willing and able to engage to satisfy that need or want. Marketing is total
plan system of business activities designed to plan, price, promote and distribute want
satisfying product, service and ideas to target markets in order to achieve organizational
objectives.
American Marketing Association defined marketing as the process of planning
and executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchange, that satisfy individual and organizational objectives.
Marketing research is the function, which links the consumer and public of the
market through information. nformation used to identify and define marketing
opportunities and problems, generate and define and evaluate marketing action. Monitor
monitoring performance and improve understanding of marketing is a process.
Marketing research specifies the information re!uired to address the issues, design
the methods of collecting information. Marketing "esearch process starts with collecting
data and ends with analyzing theirs results and communicates the finding and their
implications.
#enerally, the Marketing Management is mostly interested in obtaining the sales potential
for each of the geographic market. t serves to help and determine the amount of sales
effort that should be allocated to a specific market. Market or $ales potential must be
started for a given period of time period for market potential and sales forecast. Market
potential is typically referred to total sales promotion.
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MARKETING FUNCTIONS
1) Functions of Exchange
$elling
&uying
'emand creation
(rice 'etermination
) Functions of !h"sica# Su$$#"
)ransportation
$torage
%) Functions of Changing Fo&' of !&o(uct
#rading and $tandardization
(ackaging
) Functions of Faci#itating
*inancing
"isk taking
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The Ma&*eting Conce$t+
)he marketing conceptis the philosophy that firms should analyze the needs of their
customers and then make decisions to satisfy those needs, better than the competition.
)oday most firms have adopted the marketing concept, but this has not always been the
case.
n %- in The Wealth of Nations, Adam $mith wrote that the needs of producers should
be considered only with regard to meeting the needs of consumers. hile this philosophy
is consistent with the marketing concept, it would not be adopted widely until nearly +//
years later.
)o better understand the marketing concept, it is worthwhile to put it in perspective by
reviewing other philosophies that once were predominant. hile these alternative
concepts prevailed during different historical time frames, they are not restricted to those
periods and are still practiced by some firms today.
After orld ar , the variety of products increased and hard selling no longer could be
relied upon to generate sales. ith increased discretionary income, customers could
afford to be selective and buy only those products that precisely met their changing needs,
and these needs were not immediately obvious. )he key !uestions became0
hat do customers want1
2an we develop it while they still want it1
3ow can we keep our customers satisfied1
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n response to these discerning customers, firms began to adopt the marketing concept,
which involves0
*ocusing on customer needs before developing the product
Aligning all functions of the company to focus on those needs
"ealizing a profit by successfully satisfying customer needs over the long5term
hen firms first began to adopt the marketing concept, they typically set up separate
marketing departments whose objective it was to satisfy customer needs. 6ften these
departments were sales departments with expanded responsibilities. hile this expanded
sales department structure can be found in some companies today, many firms have
structured themselves into marketing organizations having a company5wide customer
focus. $ince the entire organization exists to satisfy customer needs, nobody can neglect a
customer issue by declaring it a 7marketing problem7 5 everybody must be concerned
with customer satisfaction.
)he marketing concept relies upon marketing research to define market segments, their
size, and their needs. )o satisfy those needs, the marketing team makes decisions about
the controllable parameters of the marketing mix.
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T,E !RODUCTION CONCE!T
)heproduction conceptprevailed from the time of the industrial revolution until the early
%9+/:s. )he production concept was the idea that a firm should focus on those products
that it could produce most efficiently and that the creation of a supply of low5cost
products would in and of itself create the demand for the products. )he key !uestions that
a firm would ask before producing a product were0
2an we produce the product1
2an we produce enough of it1
At the time, the production concept worked fairly well because the goods that wereproduced were largely those of basic necessity and there was a relatively high level of
unfulfilled demand. ;irtually everything that could be produced was sold easily by a sales
team whose job it was simply to execute transactions at a price determined by the cost of
production. )he production concept prevailed into the late %9+/:s.
The Sa#es Conce$t+
&y the early %94/:s however, mass production had become commonplace, competition
had increased, and there was little unfulfilled demand. Around this time, firms began to
practice the sales concept the
goal simply was to beat the competition to the sale with little regard to customer
satisfaction. Marketing was a function that was performed after the product was
developed and produced, and many people came to associate marketing with hard selling.
?ven today, many people use the word 7marketing7 when they really mean sales.
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CONSUMER -E,A.IOUR+
2onsumer behavior is stated as the behavior that consumer display in searching
for, purchasing, using, evaluating and disposing of products, services and ideas that theyexpect will satisfy their needs. )he study of 2onsumer &ehavior is concerned not only
with whatconsumers buy/butalso withwhy they buy it, when and how they buy it, and
how often they buy it0 t is concerned with learning the specific meaning that products
hold for consumers. 2onsumer research takes places at every phase of consumption
process, before the purchase, during the purchase and after the purchase.
)he term 2onsumer is used to denote two different kinds of consumers, entitled
i.e., (ersonal or ndividual 2onsumer and 6rganizational consumer. )he (ersonal
consumer is the individual who buys goods and services for his own use or for his
household usage. )hey buy goods for ultimate consumption, hence they are called ad
?nd BsersC or Bltimate BsersC.
According to 'avid Dondon and Albert E. 'ella &itta 2onsumer &ehaviour may
be defined as the (ecision $&ocess an( $h"sica# acti2it" in(i2i(ua# engage in 3hen e
2a#uating/ ac4ui&ing/ using an( (is$osing of goo(s an( se&2ices50
According to (hilip Fotler consumer behavior is defined as all psychological,
social and physical behavior of potential customer as they become aware of evaluate,
purchase, consume and tell others about products and services
)he scope of consumer behavior includes not only the actual buyer and his act of
buying but also various roles played by different individuals and the influence they exert
on the final purchase decision. ndividual consumer behavior is influenced by economic,
social, cultural, psychological and personal factors. here as organizational consumer
behavior is influenced by environmental, organizational, interpersonal and individual
factors.
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CONSUMER !URC,ASE DECISIONS+
A decision is the selection of an action from two or more alternative choices.2onsumer decision to purchase the goods from the available altelrnative choices is known
as 2onsumer purchase decisionG.
)he various options of the consumer may be classified into five main types of
decisions. )hey are
%. hat to buy1
+. 3ow much to buy1
4. here to buy1
8. hen to buy1
@. 3ow to buy1
)he participants in the buying decision may be classified as the in initiator, influencer,
decider, buyer and users. )he marketing management should initiate all the participants in
the purchase decision to make the purchases of his product at different stages and through
different marketing strategies.
According to $iebert the three recognized stages in decisions making of adoption
process are0
10 !&e 6 Decision stage0 0 Decision stage0 %0 !ost 6 Decision stage0
)he various steps in the decision making process include
%. (erceived want or desire and involvement level.
+. nformation search.
4. ?valuation of alternatives.
8. (urchase decision and (ost purchase ?xperience and behavior.
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.ARIOUS T7!ES OF CONSUMER -U7ING -E,A.IOUR+
%. 2omplex &uying &ehavior
+. 'issonance H "educing buying behavior
4. 3abitual buying behavior.
8. ;ariety seeking buying behavior.
)here are number of reasons why the study of consumer behavior developed as separate
marketing discipline. Marketers had long noted that consumer did not always act or react,
as marketing theory would suggest. )he size of the consumer market is the country was
vast and constantly expanding> millions of dollars were being spent on goods and services
by millions of people. 2onsumer preferences were changing and becoming highly
diversified.
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O-8ECTI.ES OF T,E STUD7+
%. )o examine the factors influencing purchase decisions towards ;arun motors
products.
+. )o examine the decision maker and the point of decision for purchase.
4. )o find out how promotional schemes are influencing the purchase decisions of
;arun motors products.
8. )o examine the consumer awareness of ;arun motors J services.
@. )o identify the factors influencing the brand preference towards )ata ndicom.
-. )o examine the influence of media and effectiveness of advertising on the
purchase decisions of ;arun motors customers.
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SCO!E OF T,E STUD7+
)he scope of project work is to get the opinions from respondents on the issues
mentioned earlier. t is limited to the tri cities of arangal.
)he present study is to know the buyerCs preference in knowing their behaviour in
the using of ;arun motors services and their decision making levels.
RESEARC, MET,ODO9OG7+
6nce the objective is identified the next step is to collect the data which is
relevant to the problem identified and analyze the collected data in order to find out the
hidden reasons for the problem. )here are two methods to collect the data namely,
1) !RIMAR7 DATA
)he primary data is original in nature and is collected first hand. )he study is
conducted through !uestionnaire and through personal interview of customers.
) SECONDAR7 DATA
t is the data already existing, which has gone through some standard analysis. )he
secondary data was collected through textbooks, newspapers J journals and ebsiteK.
Sa'$#e Si:e+ )he sample size was %//.
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9IMITATIONS FOR T,E STUD7+
%. $tudy was limited to 3L'?"A&A' city only.
+. $ample size is only %// so, we cannot generalize .
4. )he study is limited to the public amongst the consumer behaviorC of varun
motorsG.
8. "espondents might have not responded with the actual feelings of facts in filling
up of the !uestions.
@. )he study was limited upto 8@ days only.
-. )his study is restricted to ;arun motors only it cannot be compared with other
companies.
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T,EORITICA9 FRAME ;ORK
The consu'e&
)he term consumer is used to devote two different kinds of consuming entities.
)hey are0
%= ndividual 2onsumer
+= 6rganizational 2onsumer.
)he individual consumer is the individual who buys goods and services for his
own use of household. ndividual consumers buy the goods for the ultimate consumption
and hence, they are called as end users or ultimate users.
)he organizational consumer encompasses private business, #overnment agencies
and institutions, all of which buy goods and services in order to run their institution.
)herefore, the organizational consumer is not the ultimate consumer. 3e plays an
intermediary role between the process and ultimate consumption.
Consu'e& -eha2io&+
According to (hilip Fotler consumer behavior is all psychological, social and
physical behavior of potential customers as they become aware of, evaluate, purchase,
consume and tell others about products and servicesG.
2onsumer behavior is defined as the behavior that consumers discipline in
searching for purchasing, using, evaluating, and disposing of products and services and
ideas they except will satisfy their needs. )he study of consumer behavior is concerned
not only with that consumers buy, but also with why they buy it> it is concerned with
learning the specific meanings that products hold for consumers.
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2onsumers vary tremendously in age, education, tastes and other factors.
Marketers must understand how consumers transform marketing and other marketing
inputs into buying responses. 2onsumer behavior is influenced by the buyerCs
characteristics and by the buyerCs decision process. &uyer characteristics include four
major factors0 cultural, social, personal and psychological.
2ulture is the most basic determinant of a personCs wants and behavior. t includes
basic values, perceptions, preferences, and behaviors that a person learns from family and
other important institutions. Marketers try to truck cultural shifts that might suggest new
ways to serve consumers. $ub5cultures are cultures with in culturesG that has distinct
values and life styles. $ocial classes are sub5cultures whose members have similar social
prestige based on occupation, income, education, wealth and other variables. (eople with
different cultural, sub5cultural and social class characteristic develop different product
and brand preferences. Marketers may want to focus their marketing programmers on
these special needs of certain groups.
$ocial factors also influence a buyerCs behavior. A person references groupCs
family, friends, social organizations, professionals associations, strongly affects product
and brand choices. )he personCs position with in each group can be defined in terms of
role and status. A buyer chooses products and brands that reflect his or her role and status.
)he buyerCs age lifecycle stage, occupation, economic circumstances, lifestyle,
personality and other personal characteristic influence buying decisions. Loung
consumers have different needs and a want from older consumerCs the needs of young
married couples differ from those of retires0 consumers with higher income by differently
from those who have less to spend. 2onsumer lifestyles the whole pattern of acting
influence of buyers choices.
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*inally, consumer5buying behavior is influenced by four major psychological
factors0 motivation, perception, learning and attitude. ?ach of these factors provides a
different perspective the workings of the buyers black boxG.
Motivation is the driving force with in individuals that implies them to action with
this driving force is produced by a state of uncomfortable tension, which exists as the
result of an unsatisfied need. All individuals sub conscious drive to reduce needed5
included tension results in behavior that he or she anticipates will satisfy needs and thus
bring about a more comfortable state.
(erception is the process by which individuals select, organize and interpret
stimuli into a meaningful and coherent picture of the world. (erception as strategy
implications for markets, because consumers make decisions based on what they
perceive, rather than based on objective reality.
2onsumer learning is the process by which individuals ac!uire the purchase and
consumption knowledge and experience they apply to future related behavior. hile
some learning is nternational, much learning is incidental> basic elements that contribute
to an understanding of learning, motivation, cues, response and reinforcement.
hen it comes to attitude formation, it is useful to remember that attitudes are
learned, and that different learning theories provide uni!ue insights as to how attitudes
initially may be found. Attitude formation is facilitated and experience of friends and
family members, and exposure to mass media. n addition, it is likely that an individual
personality plays a major role in attitude formation. )hese same factors also have an
impact on attitude changes.
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A personCs buying behavior is the result of the complex interplay of all these
cultural, social personal and psychological factors. Marketers cannot control many of
these factors, but they are useful in identifying an understanding the consumers that
marketers are drying to influence.
FACTORS INF9UENCE T,E CONSUMER -E,A.IOR+
2onsumer varies tremendously in their ages. ncome, education5 level, mobility
pattern, tastes and preferences. Around two decades ago, it was argued, that economic
was marketing mother discipline this is because it was seen that the consumer purchasing
decisions are governed by their income and mental forces creates desire and wants in the
minds of consumerCs. &y the above behavior of the consumer is strongly influenced by
number of factors such as economic, psychology, sociology, socio5psychology, cultural
and anthropology.
Econo'ics !s"cho#og" Socio#og"
Socio) CU9TURA9 AND ANT,RA!O9OG7+
2ultural factors they broadcast and deepest influence in consumer behavior the
marketer needs to understand the role played by the buyers culture, subculture, cross
culture and social culture.
Cu#tu&e+2ulture is most basic cause of a personCs wants and behavior culture is
defined as the some, total of direct the consumerCs behavior of members of a
particular society. &y our definition it is easy to see how an understanding of
various culture of society help marketers predicts acceptance of their products.
Su?cu#tu&e+ $ubculture is defined as distinct cultural group that exists as on
indefinable segment with in a large more complex society. ?ach culture contains
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smaller subculture or groups of people with shared values systems based on
common life experience and situation. )he following sections examine a number
of important sub culture category nationality, religion, geographic location, race,
age and sex.
C&oss cu#tu&e+ 2ross culture consumer analysis is defined as the effort to
determine to what extent the consumer of two or more nations and similar or
different such analysis can provide marketers with an understanding of the
psychological social and cultural characteristics of the foreign consumer. )hey
target so that they can design effective marketing strategies for each of the
specific national markets involved.
Socia# c#ass+Almost every society has some form of social class structure. )he
social class is identified as the division of memberCs of the society in to distinct
states so that members of each class have relatively the same statues similar
values. nterest, behavior and members of all other classes have more or less
status.
STAGES IN T,E -U7ER DECISION !ROCESS
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2onsumer makes many buying decisions everyday. Most large companies research
consumers buying decisions. )hey want to answer the !uestions in great what consumer
buy, where they buy, how and how much buy, when they buy and why they buy. e can
now examine the stage buyer pass through to reach a buying decision.
nformation
$earch
?valuation ofAlternatives
(urchase
'ecision
+/
(roblem
"ecognition
(ost (urchase &ehavior
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ANA97SIS @ INTER!RETATION
)he total numbers of respondents of the survey %// are from arangal )ri5cities
only.
)he main aim of the survey is to know the satisfaction level of 2onsumer
&ehavior of the ;arun motors existing customers and consumers.
)he data collected is through primary source, through interviewing the concerned
respondents by giving them a structured !uestionnaire, which includes few open H ended
!uestions.
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
@. hat is the reason for choosing this service 1
No0 of Res$on(ents !e¢age
ider network coverage %/ %/N
?conomically priced -/ -/N
&rand image %@ %@N
Ouality $ervice %@ %@N
)otal %// %//N
No. of Respondents
10%
60%
15%
15%
+ider net)or covera-e
"cono#ica$$ priced
&rand i#a-e
'a$it Service
Inte&$&etation+
*rom the above table it is observed that -/N of respondents said that they choose
it by economically priced, %@N of the respondents choose it from brand image,%@N of
respondents choose it from !uality service and %/N of the respondents choose it from
wider network coverage .
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
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Ta?#e
%@. 'o you recommend this product to your friends or colleagues0
No0 of Res$on(ents !e¢age
Les I/ I/N
o +/ +/N
2anCt say // //N
)otal %// %//N
No. of Respondents
es
No
2an8t sa
Inte&$&etation+
*rom the above analysis it is observed that I/N of respondents said that they will
recommend the product to their friends and colleagues and +/N of respondents said that
they will not recommend to others.
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CONC9USIONS
-/N of the respondents are subscribers of )ata ndicom, and they are using post5paid
service
8@N of respondents are in middle income group with average income of "s.@,///5
,///.
/N of the respondents came to know about the ;arun motors from electronic
media .
I@N of the respondents are using this service as part of their occupation to keep in
contact and communicate with their colleagues.
-/N of respondents are influenced by the friends who appear to be the prime
motivators in making their purchase decisions influence consumer behavior of the
respondents.
9/N of the respondents believe the tariff structure is reasonable.
@N of the respondents are satisfied with the existing features that are been provided
by the )ata ndicom, to itCs post5paid, pre5paid users.
9@N of the respondents said that they are satisfied with the time limit given in terms
of bills and recharge cards.
9/N of the respondents said that they are fully satisfied with the !uality of service
been provided by the ;arun motors for its products.
-/N of the respondents said that they choose it as it is economically priced.
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SUGGESTIONS
;arun motors should create more awareness about its products and services .
;arun motors should increase coverage of its cellular services by installing more
towers, and increase its coverage in semi5urban, and rural areas in the state.
)he service needs to be improved for further growth.
;alue added services like easy down loads of games, news, ring tones, and other
triviaG should be introduced for the customers.
$pecial promotion schemes to be launched especially for the youth segment .
6nline billing should be introduced and regular bill updates to be provided
through $M$ for the convenience of the customers
.
;arun motors should focus on after sale services.
Ouality of service need to be further strengthened in terms of !uality of
connectivity.
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UESTIONNAIRE
ame of the "espondent 0
Age 0
#ender 0
Address 0
Signatu&e
%. hat type of service you are using 1
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%/. ho has influenced you, in purchase decision towards ;arun motors product0
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-I-9IOGRA!,7
-OOKS
Marketing Management 5 (hilip Fotler.