manoj and ashish project 4

8/7/2019 Manoj and Ashish Project 4

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A

Project Report on

Purchase Influencing Factor

Under the guidance of

Prof. Kiran RK

Submitted by

Ashish Tailor Manoj Sharma

Reg. No. 520930183 Reg. No. 520952847

In the partial fulfillment of the requirement

For the award of the degree of

MBA

Marketing

April-2011

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PREFACE

This project provides a student with an opportunity to understand in full

the real life working environment, which is a bit different from normal

theory classes. Our class knowledge attains maturity and perfection

through application in the practical field application of management

principle in all branches whether personnel, finance, information

technology etc results in more sufficient and effective utilization of

Available resources. One learns through practice, management in best

learn if the students, handles it systematically, practical training issupposed to serve as a starting point will held the student gain off

confidence and a familiarity with the subject.

The project is an integral part of MBA course in Institute of Business

Management and Research (IBMR), Ahmedabad. My topic of study

was PURCHASE INFLUENCING FACTORS I have no hesitation

in saying that this study has given me the confidence to face the real

Market world. I have tried my best to do honesty and justice to the topic

and any weakness and shortcomings are unintentional and are regretted.

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ACKNOWLEDGEMENT

The success behind the completion of any good job is the support and the

joint team effort of a number of people. There are many persons without

help and cooperation; this project would not have been successful.

Guidance, cooperation and inspiration are the important factors in the

accomplishment of an assigned task. Our deepest sense of gratitude,profound respect and sincere thanks to Prof. & Dr. R.K. BALYAN (Dean

of IBMR, Ahmedabad) and Academic Director Prof. B.N. Mehta, for

providing an opportunity of preparing and allowing us to use the

resources of the institution during this project. Without help, it would not

have been possible for me to reach this stage of the project.

Our special thanks to Prof. Poonam Arora project guide who has beenthere for us throughout this entire project. She always had the answers to

our queries, be it regarding the departmental matters or be it regarding

any concept or terminology on the field. Their warmth support, practical

guidance and easy explanations not only regarding the project matters but

others too add to success of this project. Their continuous interaction and

support made it possible for the successful completion of the project. At

last we are obliged with the Institute of Business Management and

Research, Ahmedabad.

We would also like to thank our parents and friends for all their time-to-

time assistance. Last but not the least we would like to thank God

because without his divine grace nothing would have been possible.

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Ashish Tailor Manoj Sharma

Reg. No. 520930183 Reg. No. 520952847

Bonafide Certificate

Certified that this project report titled Purcahse Influencing Factorsis the bonafide work ofAshish Tailor (Reg. No. 520930183) and Manoj

Sharma (Reg. No. 520952847) who carried out the project work under

my supervision.

Signature Signature

Prof. B.N. Mehta Prof. Poonam Arora/ Prof. Kiran

Academic Director Project Guide

IBMR, Ahmedabad IBMR, Ahmedabad

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Examiners Certification

The project report ofAshish Tailor and Manoj Sharma on Purcahse

Influencing Factors is approved and is acceptable in quality and form.

Internal Examiner External Examiner

Name: - Name:-

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TABLE OF CONTENTS

PAGE NO.

1. Objectives 10

2. Methodology 11

3. Vision, Mission and Ambition 12

4. Introduction of the company 13

5. Investor relationship 18

6. History of company 22

7 Data analysis 28

8. SWOT analysis 29

9. BCG Matrix. 44

10. Ansoff Matrix 45

11. Porters Model analysis 48

12. PEST analysis 52

13. Major players 58

14. Competitive Tactics of MTS 62

15. Competitive Analysis 63

16. Marketing strategy 65

17. Corporate strategy 68

18. Products offered by MTS 72

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19. Servoqual 80

20. Conclusion 84

21. Recommendation 85

22. Annexure & Bibliography 87-93

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INTRODUCTIO N OF THE TOPIC

Factors that affect the consumer choice-

1.Culture

2. Friends

3. Attitude

4. Religion

5. Price

6. Advertisement

Factors that totally influencing the behavior of the buyers.

Consumer behavior is affected by many uncontrollable factors. Just

think, what influences you before you buy a product or service? Your

friends, your upbringing, your culture, the media, a role model or

influence from certaingroups?

Culture is one factor that influences behavior. Simply culture is defined

as our attitudes and beliefs. But how are theseattitude and beliefs

developed? As an individual growing up, a child is influenced by their

parents or brothers, sister and other family member who may teach them

what is wrong or right. They learn about theirreligion and culture, which

helps them develop these opinions, attitudes and beliefs. These factors

will influence their purchase behavior however other factors like groups

of friends, or people they look up to may influence their choices

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OBJECTIVE OF THIS STUDY

The Indian communication scenario has transformed into a multilayer,

multi product Market with varied market size and segments. With the

basic phone service the value Chain has split into domestic/local calls,long distance players and international long Distance players. Apart from

having to cope with the change in structure and culture. MTS has to gear

itself to meet competition in various segments basic services, long

Distance, international long distance and Internet Service Provision . It

has forayed into mobile service.

1. To find out the vision, mission and ambition of MTS

2. What marketing strategies MTS is implementing to increase the

market share?

3. To find competitors of MTS and the market share of the competitors

4. To find out how MTS react to the technology changes in

communication sectors.

5. To find out the factors that affects the purchasing decision.

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ResearchMethodology

1. Primary Data Sources-

Information collected firsthand from such sources as historical

documents, literary texts, Artistic works, experiments, surveys and

interviews .These all are the most important Sources to collect the data.

These data are relevant collected from the primary sources.

2. Secondary Data Sources-

A secondary source is a report on the findings of the primary source

while not as authoritative As the primary sources, the secondary source

often provides a broad back ground and readily Improves ones learning

curve. Most text books are secondary sources. They report and

summarize

1. Internet

2. Newspaper

3. Magazine

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These all are the major secondary sources for collecting the data, data

collection by these Methods sometimes are not relevant.

3. Sampling -

Sampling is used during the project is cluster sampling.

Vision, Mission and Ambition

1. Vision :

Booming and prosperous India driven by hundreds of millions success

MTS will be the Driving force for bringing New India into the field of

opportunities. His drive for progress Arises from our deep urge to

explore to create to achieve, to change to improve.

2. Mission :

Enable New Indias continuous renewal we believe the power of

connectivity will Provide New India with a new sense of identify and

opportunity .We will provide the Connectivity in a simple effective and

affordable manner.

3. Ambition:

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We will encourage the use of connectivity to rise above social cultural,

occupational And economic challenges, thus becoming the undisputed

champion of those who have The courage to go against all odds.

COMPANY INTRODUCTION

Sistema Shyam TeleServices Ltd.

Sistema Shyam Teleservices Limited (formally known as Shyam telelink

limited) Limited (STL) was awarded the license to operate Basic

Telephony Services in Rajasthan under the fixed license fee regime in

1996. Sistema Shyam Teleservices Limited (formally known as

Shyam telelink limited) started its basic telephone services in Rajasthan

under the brand name RAINBOW in June 2000 at Jaipur. The

company migrated to the Unified License Regime in November 2003. In

the Unified License Regime, the company can provide basic as well as

mobile telephony services in the Telecom Circle of Rajasthan.

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Shyam offers its services in more than 100 cities, and has one of the best

brand recalls in Rajasthan Shyam offers to its customers, services based

on multiple technologies, which has been possible because of exhaustive

optical fiber backbone of over 3,500 Kms. This has helped STLL to grow

as an integrated service provider.

Presently the company has received the licenses for all 22 circles in

India. Sistema Shyam Teleservices Limited (formally known as Shyam

telelink limited) has brought the best technology to the doorstep of the

people of Rajasthan. STL has tied up with various world leaders like

lucent Technologies, IIT Chennai, IBM, Sun Microsystems etc. The

company is listed on the Delhi, Mumbai, Kolkata, Saurastra, and other

national stock exchanges .The basic objective of Sistema Shyam

Teleservices Limited (formally known as Shyam telelink limited) is to

provide one window access to Basic Telephony, Broadband Internet,

Entertainment, and E/M- Commerce through high speed state-of-the-art-

network. Sistema Shyam Teleservices Limited (formally known as

Shyam telelink limited) is providing connectivity to its subscribers using

both wireless and wired media in access network. The wireless

connectivity is being provided using Code Division Multiple Access

(CDMA), and or CorDECT.

Russian Telecoms and holding firm Sistema acquired a 10% stake in

Sistema Shyam Teleservices Limited (formally known as Shyam telelink

limited) for a total cash consideration of US$ 11.4 million at the end of

September 2007. Sistema, aims to become one of India's top five mobile

operators and have 60m subscribers by 2017.Sistema is the largest

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private sector consumer services company in Russia and the CIS. It was

founded in 1993, today it has the 7th largest subscriber base in the

World, and the corporation develops and manages a portfolio of market-

leading businesses in selected service-based industries. In total,

companies controlled by Sistema serve more than 80 million consumers

in Russia, the CIS and Eastern and Western Europe. Sistema's shares are

listed under the symbol "SSA" on the London Stock Exchange, under the

symbol "AFKS" on the Russian Trading System (RTS) and the Moscow

Interbank Currency Exchange (MICEX), and under the symbol "SIST"

on the Moscow Stock Exchange (MSE).In October 2007, Sistema signed

a share purchase agreement for the acquisition of an additional 41% stake

in Sistema Shyam Teleservices Limited(formally known as Shyam

telelink limited)and a call option agreement, which gives Sistema the

right to increase its stake in Sistema Shyam Teleservices Limited

(formally known as Shyam telelink limited)from 51% up to a maximum

of 74%. the Russian company has been scouting for a foothold in India

for several years now. Earlier, Sistema had tried to pick up a stake in

Aircel Cellular, but the deal fell through. It was also in race for

Hutchison's stake in Hutch-Essar. Sistema, which was founded in 1993,

is the largest private sector consumer services company in Russia. Later

in December 2007, Sistema received an approval for the acquisition ofthe blocking stake in Sistema Shyam Teleservices Limited (formally

known as Shyam telelink limited) from the Foreign Investment

Promotion Board (FIPB) of India. As a result of the acquisition of

the additional 41% stake, the overall purchase price totaled US$ 58.1

million. By June 2008 Sistema has upped its stake in Shyam Telelink, to

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telephony. The current tele-density trend shows that there is still

immense potential for Fixed & Mobile Services in Rajasthan province.

The total number of phones in Rajasthan had surpassed the figure of 9.86

Million by March 2007. The total phones consists 76% Mobile phones

and 24% fixed phones. The main competitors in Wire line Fixed

Telephony are BSNL and Airtel and in Mobile Telephony (GSM

/CDMA), faces competition from Airtel, Vodafone, Reliance, Tata and

Idea. The Company is having very aggressive plans to move forward in

Broadband product category by deploying ADSL network in the state.

Sistema Introduction:

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Sistema is the largest public diversified corporation in Russia and in CIS,

which manages fast growing companies operating in the consumer

services sector and has over 100 million customers. Sistema develops and

manages market-leading businesses in selected service-based industries.

Since its inception in 1993 Sistema has evolved into an international

group with expanding geographical representation focusing on consumer

services, through organic as well as inorganic growth. Subsequent to an

IPO in February 2005, 19% of its shares are traded on London Stock

Exchange in the form of Global Depository Receipts (GDR) under the

symbol SSA. It is also listed on the Moscow Stock Exchange and the

Russian trading System.

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I nvestor Relations :

Sistema Shyam Tele Services Limited Equity Structure:-

Sistema (LSE : SSA)

73.71%

Shyam Group 23.79%

Public 2.5%

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ABOUT THE COMPANY

Sistema Shyam Tele Services (SSTL) is a joint venture company

between Sistema {LSE: SSA} of Russia and Shyam Group of India.

Sistema is the majority share holder in this joint venture with a 73.71%equity stake, along with the Shyam Group, holding a 23.79% stake and

the rest 2.5% being public partake. SSTL has spectrum to provide mobile

telephony services in all the 22 circles across the country. Presently

SSTL offers mobile telephony services in the Rajasthan, Tamil Nadu,

Kerala as well as the Kolkata circles. In a recent development, SSTL tied

up with Mobile Tele Systems OJSC of Russia to bring the globally

acclaimed telecom brand-MTS-to India. MTS is the 8th largest telecom

brand in the world and has recently been voted as the 71st ranked brand

out of 100 top global brands in the world by Mill ward Brown.

GROUP STRUCTURE

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On August 14, 2006, MTS Board of Directors unanimously approved

the implementation Of the Companys new management structure in

order to strengthen the strategic and Operational functions through the

creation of a simple and transparent structure. The change appropriated

fiscal responsibility on the business unit level through the Introduction of

KPI targets required to be completed by the respective management.

The structure now includes:

Corporate Center with control over strategic and investment

decisions, as well as brand development, on Group level.

Business unit MTS Russia with control over operations in

the ten macro-regions;

Business unit MTS Ukraine;

Business unit Foreign subsidiaries with oversight over

MTS operations in Uzbekistan, Turkmenistan, Armenia and Belarus.

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COMPANY PROFILE:

MTS is the leading mobile phone operator in Russia and CIS. A top 10

global mobile operator. One of the 100 most powerful brands in the

world. MTS, together with its subsidiaries, expanded its total subscriber

base to over 95 million as at december31, 2008.

The Russian regions together with Ukraine, Uzbekistan, Turkmenistan,

Armenia and Belarus, in which MTS and its associates and subsidiaries

are licensed to provide GSM services, constitute a total population of

more than 230 million people. Continued development of our value

added services (VAS) and high speed networks.

It is focused on delivering the highest quality products and services to its

customer base, Including VAS services such as: Voicemail, Text, SMS,

MMS, Internet, News, Entertainment, Email, Ring-back tones etc. MTS

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this joint venture with a 73.71% equity stake, along with the Shyam

Group, holding a 23.79% stake and the remaining 2.5% being held by the

public. SSTL has been allocated spectrum to provide mobile telephony

services in 22 circles across the country. Presently SSTL offers voice &

data services in Rajasthan, Bihar/Jharkhand, Kolkata, West Bengal &

Sikkim, Chennai, Tamil Nadu, Kerala, Karnataka, Mumbai,

Maharashtra/Goa, Haryana/Delhi & NCR. With the launch of the Andhra

Pradesh circle, SSTL will be in 12 circles.

Highlights

MTS, the mobile telecom service of SSTL, has seen its subscriber

base cross Million in April 2010 and the numbers continue to grow

exponentially.

MTS has completed a year of its operation in India in March

2010. It is the fastest growing telecom brand in the country.

The high-speed mobile broadband service, MBlaze, was launched

in November 2009 and has seen tremendous market acceptance with

over 70,000 satisfied customers in a Short span of time. In April

2010, MTS launched MTS TV for MBlaze customers.

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SSTL was the FIRST telecom company to launch mobile

broadband internet services with speeds up to 3.1 Mbps in Jharkhand

in April 2010.

MTS unveiled its green data centre in Chennai in April 2010.

In April 2010, Sistema JSFC has been recognized as the Best

Russian company of 2009 operating i

MTS now has 5 Million subscribers n India.

.

Gurgaon, India - 23 June 2010. MTS, the mobile telephony services

brand of Sistema Shyam Teleservices Limited (SSTL), has crossed the

milestone of 5 million subscribers In India. To mark the milestone

achievement, MTS has offered Unlimited MBlazer to the new and

existing customers of its mobile broadband service, MBlaze. Brand MTS

has notched up a milestone subscriber base, increasing from 1 million To

5 million subscribers in just 361 days. MTS also launched its data

services in November 2009 and already has over 100 thousand

subscribers.

Commenting on the occasion, Mr. Vsevolod Rozanov, President and

Chief Executive Officer of SSTL said, This achievement is a reflection

of the speed and spirit of MTS to achieve its special place in Indian

market. We are determined to offer the new data products, further

enriching their telecom experience.

On this special occasion MTS is launching a Special Offer for its

increasing and loyal customers. MTS mobile high speed internet service,

MBlaze will be introducing another innovative product Unlimited

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MBlazer with which customers can avail unlimited data access for 30

days at a price of Rs 999/-. This is a first of its kind offering in wireless

high speed data services and is applicable for new and

Existing users.

Speaking on the achievement, Mr. Leonid Musatov, Chief Marketing

Officer of SSTL said, We are proud to have been able to reach out to 5

million Indians through Our products and services. As a special token of

gratitude for our loyal customers, we will be offering the special voice

and data products for our existing and new subscribers.

MTS is continues to expand its presence across India by offering quality

voice and data services at the most competitive and affordable price.

MTS is a front-runner in introducing world-class, cutting-edge

technologies in India to enhance the customers experience. The current

EVDO technology is at par with the 3G services, which are yet to be

rolled out by other telecom operators. MTS has recently been conferred

with Fastest Growing Data Operator Award by CMAI at the National

Telecom Awards 2010.

[Shyam Sistema] CDMA Wireless service provider in a release just

minutes ago has created history in India offering FREE calls to all MTS

subscribers within Rajasthan for a whopping 999 days. Offer valid for

new as well as existing customers on recharging for Rs 999 where in you

will get talk time worth Rs 500 and Lifetime.

Using MBlaze dongles and HSD (high speed data) compatible handsets,

MTS customers can enjoy live and on demand video; high quality audio

or video downloads; and can access news, entertainment, sports and

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MBlaze also offers free surfing on popular websites such as Yahoo,

Wikipedia and Make My Trip.

The company has tied up with Hewlett Packard for a deal, according

to which if you purchase an HP laptop, you can get MBlaze post paid

or pre paid for Rs 1,000.

MTS India the CDMA teleservices from Sistema-Shyam Teleservices

Limited (SSTL) has planned to roll out postpaid plans

in Rajasthan circle. MTS India, is a new player in the sector and

within a short span of just 18 months, MTS has shocked the

marketing gurus by attracting as many as 3 million subscribers in

eleven circles which include Chennai, Rajasthan, Kolkata, Delhi andKarnataka to name a few.

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Postpaid Plans

MBlazer Unlimited 999 RCV Rs. 999/- unlimited usage with a

validity of 30 days

Mblazer Unlimited 999 FRC Rs. 999/- unlimited usage with a

validity of 30 days

MTS Dealers in Gurgaon:

MTS Broadband service available in Gurgaon, the Sixth largest city ofIndia located in state Haryana. Gurgaon is the well known financial

center. Here is the list Of MTS Broadband Dealers in Gurgaon city and

nearest areas.

MTS Dealers in West Bengal:

West Bengal, the fourth most populous state of India, will experiencethe hi speed Broadband Internet connection with unlimited plans and

speed of 3.1 Mbps. MTS broadband is the Broadband service provider in

India with very good speed and at affordable Tariff.

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MTS Dealers in Salem:

Salem is another major city of Tamil Nadu state with population more

than 15 lakh. MTS has its mobile as well as broadband service in Salem

City .MTS Offers Hi Speed wireless internet with speed up to 3.1

Mbps.

MTS Dealers in Faridabad:

Faridabad is the district place in Haryana located near Delhi. Now MTS

Broadband Mblaze service is available in Faridabad. with 3.1 Mbps

Speed.

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1. Are you aware of of MTS product?

This survey represents that 82 respondent are aware of the MTS product.

2. If yes how do you come to know about this product?

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After analyzing this graph we can say that advertisement is major factor

.People came to know about MTS by advertisement.

3.Have you used MTS product?

This survey represent that 46 respondents used this product but 54

respondents never used this product.

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3. If you are a customer of the MTS product. How long have you been buying it.

\

This graph represents that 7 have been using it since 6 month,11 have been using

from 0- 1 year,13 have been using it from 1-2 year and 15 have been using since 2

years.

4. Do you think the advertisement of MTS product has major influence in your

buying decision

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13 respondent are agree that advertisement has major role in buying the MTSproduct but 11 are average.

5. Please specify about the following factors which influence your purchase

decision.

Quality is major factor to buy this and afterward family and friends opinion is change

our decision.

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6. Please specify your satisfactory level of MTS product based on

the following features.

1..price 2.quality 3.brand name 4.availability 5.speciality

11 respondent are satisfied by its brandname ,but 11 respondent are

satisfied by its high quality.

7. How satisfied are you with MTS product compared with others in

the market?

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13 respondent are highly satisfied,but 12 are dissatisfied after using this

product.

8. Has your friend/ relative opinion influence you to by MTS

product.

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SWOT ANALYSIS

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Strengths of the company :

Experience in Russia:

MTS is having a huge experience in this field of business as they have

been showing their presence since 1993 and a great customer experience

in Russia and in other countries. Experience of MTS will help huge

market.The cellular telephony market is presently expanding at a

phenomenal / whopping rate every year and there is still vast scope for

MTS to enter /expand in thismarket.

Other opportunities:

India is the second-largest telecommunications market in terms of sheer

numbers of potential subscribers, and one of the fastest growing in the

world .An expand in Indian economy with increased focus on the

services sector. Population mix moving favorably towards a younger

age profile. Urbanization with increasing incomes.MTS can cover all the

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22 telecom circles of India through its adequate strategies n Investment

in network Coverage. Creating customer awareness of its products

through advertising them to plan their strategy for Indian market

accordingly.

Pan I ndia footprint :

MTS is going to offer the most expansive roaming network. Letting you

roam Anywhere in India with its Pan-India presence, and trot across the

globe with International Roaming spread in over the networks. The

mobile services group Provides CDMA mobile services across India in

11 telecom circles.

Low tariff plan:

MTS is coming with one of most cheapest tariffs in telecom sector by

providing paisa second call and in some region plan gets even cheaper

paisa 2 seconds.MTS is also launching a very different and attractive

Scheme i.e...100000 minute free talk time with every new connection.

Innovative schemes:

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Sistema Shyam Teleservices have launched a special offer in Rajasthan,

wherein a MTS mobile customer can make unlimited outgoing calls to

any MTS mobile within the state for 999 days just by paying Rs. 999.

Weakness of this company

New e ntrant in Indian Telecom Market :

As MTS is a new entrant in the Indian telecom sector not having a good

customer base, it will face to a cut throat competition from competitors..

Price competition for TATA and AIRCELL :

MTs will face competition from TATA and AIRCELL because they are

also having some better scheme than MTS.

DOCOMO is providing paisa second to almost all the circles by justgetting a voucher. AIRCELL is also coming up with very attracting

packages with low tariffs.

Least Brand Retail in customers mind in India:

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As the company is a new entrant in the Indian cellular market customer

will have a perception of had network and not a good customer service.

Less Network coverage across telecom circle s of India :

As MTS is spreading its network coverage very fastly amongst all the

circles when they operates but still it is facing a had network coverage

problem.

Opportunities for the company

Latest technology and low cost advantage:

MTS can enjoy its latest technology and low cost advantage. The number

of cities, towns and villages it has covered already works to its advantage

as putting more base situations for cellular coverage in these area comes

with negligible marginal cost. Besides such cost advantages, it has also

other cost advantages for the latest cellular technology.

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Huge market:

The cellular telephony market is presently expanding at a phenomenal /

whopping rate every year and there is still vast scope for MTS to

enter /expand in this market.

Besides there is a vast rural segment where the cellular service have not

made much head way and many customers are looking towards MTS for

providing service to them. With its presence even in the remotest areas,MTS can gain a big market share in this segment.

Other opportunities:

India is the second-largest telecommunications market in terms of sheer

numbers of potential subscribers, and one of the fastest growing in the

world .An expanding Indian economy with increased focus on the

services sector. Population mix moving favorably towards a younger age

profile. Urbanization with increasing incomes. MTS can cover all the 22

telecom circles of India through its adequate strategies n Investment in

network Coverage.

T hreats for the company

Competition from other cellulars :

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It is time for MTS to improve/expand its cellular services.

Fierce and cut-throat Competition is already in place with the markets

ever abuzz with several tariff reductions an announcement of attractive

packages, trying to grab most of the mind share of the king- the

consumer, whose benefits are increasing with passing of everyday. If

MTS will not be innovative and agile, its cellular service will be a flop. It

needs to be proactive with attractive packaging, pricing and

marketing policies lest its presence in the market be treated with disdain

by the private cellular companies. The launch of WLL services by

Reliance communication has aggravated the situation.

Other threats :

1. A new entrant in the market.

2. Less product awareness in the market.

3. Brand perception.

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BCG MATRIX FOR MTS

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BCG Matrix is used to find out the relative growth prospects

of the product line MTS lies in Question marks category because it

market growth is high but its current Market share is low. Company has

to decide whether to move to cash cows category or to Stars category

with high market growth and high market share.

ANSOFF MATRIX

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To portray alternative corporate growth strategies,IgorAnsoff conceptualized a matrix that focused on the firms present

andpotential products and markets /customers.

He called the four product-market strategic alternatives.

Market penetration (existing market + existing product),

Market development (existing product + new market),

Product development (existing market + new product), and

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Diversification (new product + new market)

The company should follow all four strategies depending on the demand

and Product as indicated in the matrix. The company perhaps needs to

focus more on the comparatively neglected area of diversification.

Market penetration:

Market penetration is the name given to a growth strategy

where the business focuses on selling existing products into existing

markets. As it is been clear from the above definition that market

penetration is the strategy were company try to maintain their share

in the existing market with their existing products .As MTS is a new

entrant in the Indian cellular market, SO they are not into the market

penetration strategy.

Market development :

Market development is the name given to a growth strategy where

the business seeks to sell its existing products into new markets. As MTS

has target a new market for its product so they are following the market

development strategy in which they have exported there product to India.

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Company has already made its presence in Uzbekistan, Belarus, Russia,

Ukraine, Armenia, and Turkmenistan and now in India.

Product development:

Product development is the name given to a growth strategy

where a business aims to introduce new products into existing markets.

About product development we are not sure whether they follow the

product development strategy or not.

Diversification:

Diversification is the name given to the growth strategy where

a business markets new products in new markets.

PORTERS MODEL :

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The industry structure has become relatively unfavorable compared to

earlier monopolistic time in Russia and other countries where MTS

operate

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distance carriers, and those that provide only gateway links. Some

integrated players operate in all segments. The intensity Of competitive

pressures across the chain is reflected in the downward spiral being

Witnessed in tariffs and prices to customer. The value chains for cellular

mobile service and Internet Service Providers (other than cable based net

connections) are similar in as much as the calls reach the destination

through similar local loop, long distance and international gateway.

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PORTERS ANALYSIS

Threat from competitors : (High)

As there is a huge competition in the market, MTS will face a

cut throat competition from its well stabled competitors, As reliance is

already there in the CDMA market with more than 3.95 % of market

share.

Customer bargaining power : (High)

Lack of differentiation amongst the service providers:

MTS provides the same service what others provide this lack ofdifferentiation gives customer a edge to bargain with service provider,

they can switch to any other provider any time they want. Cut throat

competition also offers a great deal to bargain. And the switching cost is

also very low; all these situations are creating problems in the growth of

company.

Suppliers bargaining power: (Low)

Bargaining power is the ability to influence the setting of

prices. The more concentrated and controlled the supply, the more power

it wields against the market.MTS will have a variety of suppliers to

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choose from, because most of the suppliers would be eying to get the

contract to be the supplest of the company. Branded suppliers are having

a bargaining

Power because their products have captured the vast market, As the

switching cost is very High in this field which gives company a strong

point.

Threat of substitutes: (High)

Market for MTS, Because there are already players exist with a huge

market share with bet the threat of the substitutes for MTS is very high

in Indian brand perception ,It will take time for MTS to win the trust of

its customer and gain market share.

Buyers willingness is very low about the company,

substitutes are there and they are very strong in the market. Performance

of the substitute is very in the market so MTS will have to prove they

have strong competitor to survive in the market.

Threat of new entrant (High)

Threat of new entrant is always there for a company as

MTS is itself a new entrant In the cellular market, if any other provider

enters the market with a new strategy that will affect the overall strategy

of the company, cost of infrastructure cost will go and other cost will also

go up with this.

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PEST ANALYSIS

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It is a systematic examination of all 4 levels of the environment with at

least three purposes: Detecting important economic, social, cultural,

environmental, health, technological, and political trends, situations, and

events.

Identifying the potential opportunities and threats for the institution.

Implied by these trends, situations, and events. Gaining an accurate.

Understanding of your organizations strength and limitations.

A PEST analysis of the macro environment indicates that economic (a

phone call being a cheaper way to stay in touch than outstation travel

For example) and social factors (working outside the home town) have

Forced the pace of utilization of technology (Public Call Offices, mobilePhones, networked companies).Increasing customer awareness Has

raised expectations and vocal demands are being articulated for

consumer rights; such political factors have in turn impacted the

competitive environment by way of entry of private players, independent

regulation, and a policy framework tilted towards a level playing field for

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new entrants. A near environment analysis indicates that the competitors

are becoming active resource rivals (political and financial) apart fromapplying. Pressures as customer rivals. The Customer has, needless to

say, benefited from increased choice from within the communications

services basket itself.

Political factor :

High entrant fees in 3G market:

In India legal obligations are there regarding 3G auction and bidding

which limits it to the existing players and not available to the new

entrants this political factor forbids the MTS entry in to 3G services.

Reduction in tariff plan :

Earlier the tariff rates were higher due to high taxes, but now it has

become lowest in the world by tax reforms.

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Extension of license period :

Government has replaced the license fees with revenue sharing scheme

And extended the license period from 10 year to 20 years. A company

Can merge with another operator only after 3 years of receiving license.

This rule can be eased to help MTS merge with established players.

Economical factor:

India has a very high potential in all areas of its economy, it is one of the

Most vibrant and fastest growing telecom market in the world enjoys the

Sturdy growth rate of 10 million mobile users every month .India

has a moderate but still a healthy growth rate which will provide a good

Base for MTS to grow with growing economy.

The Gross Domestic Product (GDP) in India expanded at an annual rate

Of 7.20 percent in the last quarter.

Inflation rate is also a key factor for MTS as inflation rate is 16.22% in

India, company is keeping this factor into the consideration to get the

Most of the benefits. Another economic factor for MTS will be the Cost

of 3G license, as in India the cost of getting a 3G license is Very high.

Social factors :

Perception of new entrant in the market:

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As MTS is a new brand in the Indian market it will be facing problemsRegarding the perception of a new entrant, this image will adversely

affect the buying capacity of customers, they will think about the

Network, and the kind of service they will get after sale.

Social status:

Anything customers buy that reflects their social status ,as MTS does

Not have a reputation in this market although it has a strong customer

Base in Russia and a great image of its products ,people will be

conscious about their social status this will affect companys growth

adversely.

Word of mouth advertising:

Company will have a threat of mouth advertisement in which people will

Get to know about the companys performance it can affect the growth

Of the company.

Other social factors:

MTS is employing young and dynamic professionals to attract young

Generation .MTS are focusing on the neglected segments of the society,

Providing mobile PCO (chalta phirta PCO) to physically challenged

Individuals. Connect A-school A, Hospitals coin collection boxes and

Information kiosks at airports and bus stands.

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MTS is focusing its attention on society such as family, friends,

Colleagues, neighbors and the media by providing attractive schemes.MTS is targeting the young generation in the country.

Technological factor:

The business in a country is greatly influenced by the technological

Development. The technology adopted by the industries determines the

type and quality of goods and services to be produced and the type and

quality of plant and equipment to be used.

As MTS has seen its competitors and the kind of technology being used

By them, so company is aiming to come up with something new that is

Not been available to its competitors.

MTS use its technology in many ways, they have:-

MTS is the only company with CDMA technology based services.

Other CDMA players in the countryalso have GSM spectrum.

3G Technology:

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MTS is all set to launch third generation (3G) technology-based mobile

TV services in the country over the next few weeks. Though otherCellular providers have also launched mobile TV services, the uptake

Has not been great since most of the existing offerings are based on a 2G

Platform.

GPRS /WAP:

MTS Connect service provides a simple and convenient access to

the Internetthrough the technology of data transfer GPRS/EDGE.

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M ajor Players in Telecom Industry

1. RELIANCE

2. BHARTI AIRTEL LIMITED

3. TATA TELESERVICES

4. IDEA CELLULER

5. VODAFONE

6. BSNL

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Analysis of telecom players

Telecom industry is a vast field today we include fixed phone, wireless

phone, internet service, VSAT, DTH and service providers in telecom

industry but for my convenience I focus only wireless phone service

only. In wireless service there are many companies out of them few are

below---

1.RELIANCE COMMUNICATION

Reliance Communication Limited is a part of the Reliance Anil Dhiru bhai Ambani Group. Reliance Communication is Indias largest

integrated fully Converged communications service provider in the

private sector with an individual, enterprise & customer base of over 40

million. Reliance Communication is one of the top two operators in the

Indian wireless market, the largest growing wireless market in the world.

Reliance com is one of the largest wealth craters with market

capitalization of over Rs.1, 00,000 Cr.

Reliance Communication has the largest capacity network in the country,

the most future ready integrated and converged network that can support

even following 3G, 4G telephony and broadband services. More than half

of the Worlds population connects with each other on the Reliance

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network. Every Third call that comes in India is carried on Reliances

network. Reliance Communication is the preferred network of over onemillion customers in USA, UK, Canada, Australia and New Zealand.

2.AIRTEL

Bharti Airtel Limited is a leading Indian telecommunication service

provider with 49.01 million customers. The company has three strategic

business units i.e. mobile services, broadband and telephone services

and enterprise services.

Mobile services unit consists largest portion of the company business,

both in terms of total revenues and total customers, Bharti, Airtel offers

mobile services In all 23 telecom circles of India and is therefore the first

private mobile Services operator to have an all India presence. The

Companys mobile Customer base accounts for a 22.9% share of the

overall wireless (GSM+CDMA) market as on march 31, 2007 and has a

presence in 4676 census towns and in 2,07,327non-cenus towns and

villages, covering an addressable population of 59% of the total

population.

Broadband and Telephone Services (B&TS) provides a wide gamut of

voice And data services through a wire line network. Bharti Airtel is the

first private Operator to provide fixed line and broadband services over

the same copper Wire. It provides innovative, cost effective solutions for

corporate, small business enterprises and individual homes. Given the

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high cost of creating a Wire line network, B&TS has adopted a focused

approach to network creation and customers acquisition. CurrentlyB&TS provides services in 94 cities Across 22 telecom circles. The unit

had 1.75 million voice customers. It has a capacity of more than 3

million tags with a cumulative investment of over Rs.40 bn.

3. TATA INDICOM

TTML is a part of the Rs. 1, 20,000 crore (US $ 29 billion) Tata group

that has over 87 companies, over 3, 30,000 employs and More than 2.8

million shareholders. Most of the people think that TTML and TATA

Indicom both are the same companies but it is not true, TTML is a listed

Company and it is a SBU of TATA Indicom, and TTML presence in

Maharashtra and Goa only.

Formally huge tele.com (India) ltd. That company was renamed to Tata

Teleservices Maharashtra Limited, subsequently to the acquisition of

70.85% equity shareholding by Tata group in December 2002.

TTML provides mobile, fixed wireless phone (FWP), public telephone

booths and wire line services. Broad band data network & application

services include leased line, DSL, Wi-Fi, Ethernet, managed gatewayservices and conferencing services. TTML is a market leader in

commercial, residential and PCO market in Maharashtra circle.

4. IDEA

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MTS is offering all these services at cheap and affordable prices as

compared to its competitors in order to break through the telecommarket captured by its competitors.

COMPETATIVE ANALYSIS

COMPETITR ANALYS

Service provider Subscribers market share in %

Share in % Revenue market

1 BSNL 12% 9%

2 Reliance 17.90% 15.20%

3 Bharti 22.60% 29.10%

4 Vodafone 17.4% 20.8%

5 Idea 11% 12.7%

6 MTNL 0.16% 2.80%

7 TATA 9.3% 7.2%

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8 Aircel 5.90% 4%9 MTS 0.02% 0.03%

10 Spice 2.49% N.A

11 HFCL 0.10% N.A

As it is clear from above data that MTS has to go a long way because

Players already exist in the market having strong and huge market share

With latest technology and with better customer services, As MTSs close

Competitors are Tata Docomo, Aircel and Spice with a strong customer

Base and a better market share of 9.3%, 5.90% and 2.49% where MTSs

Market share is only02% .Close competitors are having similarities in

Their services as Tata Docomo provides the same call rate toits

Subscribers as MTS provides and Aircel also have some innovative

Schemes like pocket internet and targeting the young generation of the

Market as MTS has done, MTS is planning its strategies

accordingly.MTS is coming up with more creative ideas by providing

Services at low tariffs and innovative schemes like 1000000 minutes on

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Every new connection to capture the market. Currently MTSs revenue

Share & market share is .02% & .03%.To outflank the competitors.

MTS is trying to be as faster as they can in terms of covering the market

By entering all the circles, currently they are present in 11 circles of

India and expanding very fast.

MARKETING STRATEGY

NG STRATE

The brand was developed to attract customers in variety of culture and

socio-Geographic and income segments with a consistent message of

quality and leadership. To facilitate the further growth and recognition ofthe brand, MTS recently adopted new brand standards to communicate

the brand consistently in all massaging and reinforce its perception as a

strong trustworthy and quality focused company.

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MTS developed its products to meet the customers needs beyond the

cultural, socio-geographic and income constraints.MTS studied the current market scenario in Telecom market and

designed its strategies and product development according to the

prevalent conditions in the market.

MTS created its brand awareness among customers by large scale

promotions in forms of advertisements on TVs, newspapers and

hoardings across cities.MTS is trying to create a good image in

customers mind as a strong, trustworthy and quality focused

company.MTS broken through the fierce competition in telecom market

as it says Badlo life ka plan.

To break through heavy competition in telecom market by launching its

cheap calling plans and affordable internet connection services.MTS is

adopting various effective promotional schemes like Advertising

On TVs, News papers and hoardings on Metro stations and highways to

attract Customers attention.

CORPORATIVE STRATEGY

MTS primary goal is to be the leading communication operator in India,

Providing its customers with mobile and high internet access at home and

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on the move. For this company is trying to move beyond the mobile

access. The development of MTS beyond mobile access is part of ourstrategic.

Initiative 3i Companys direction is basically based on three main

principles:

Integration

Internet

Innovation

Integration :

In integration company is basically trying to develop new pipeline sand

Customer touch points .company aims to provide comprehensive

integrated service portfolio for all of their customers. Communication

needs, through both fixed line and wireless access. The networks and

platforms company is developing will create a seamless and

unsurpasseduser experience.

Internet :

For internet facilities company is trying to offer universal connectivity to

its customers because customer increasingly expects faster and broader

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Connectivity. Company is trying to create smarter pipelines so the

customers can realize full benefits of todays technology and to competewith other brands.

Innovation :

Differentiating MTS from its competitors by offering a unique mix of

products and services, MTS will offer exclusive devices, distinct

packages and services.

Principles and strategy

In order to become a socially responsible business, MTS adopts certain

key principles which aim to advance the stable development of society,

an increase in prosperity and the establishment of a competitive

economy. The expectations of all outside parties that MTS deals with

were taken into account in establishing these principles. They represent along-term commitment of MTS to socially responsible business

practices.

Responsible business practices:

MTS works hard to achieve its responsible business practice principles.

MTS plans and executes its business activities in such a way that it has

succeeded in bringing about changes in society, has improved the social

climate. Society.

Responsibilities of a mobile operator:

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As the largest mobile operator in Russia and the CIS, MTS main

responsibility is to provide all users with high quality, innovative andaffordable products and communication infrastructure services.

Equal opportunities:

We make a committed investment to the business of creating equal

opportunities for all. We are committed to providing everyone with the

same access to modern technology, innovative products and services so

that everyone can realize his/her potential. One of the key features ofMTSactivities in this respect is the creation of the same conditions and

opportunities for people living both in remote regions of the country and

in large cities.

Innovation:

We believe that it is possible to achieve our aim of improving the quality

of peoples lives through the universal and wide-ranging introduction ofInnovative technologies, products and services. The spread of innovation

and its use in everyday life engenders an innovative way of thinking,

which in turn stimulates the development of society, encourages

economic growth allows countries and global societies to integrate and

creates the successful society of the future.

Encouraging economic growth and a prosperous society:

MTS growth strategy is based on significant investment in the

development of the countrys telecommunication infrastructure. This is

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essential for key strategic products to be successful on a country-wide

level. As the largest mobile operator in Russia and the CIS, MTS strivesto develop the advanced technological segment of the economy and to

make the country more attractive for investors.

MTS supports government initiatives aimed at improving quality of life,

increasing the prosperity of society and each of its citizens. We cooperate

with the government to realize these initiatives.

Responsibility to the society at large:

All of MTS local activities are based exclusively on the local legislation

in force and the legal norms of the relevant governing bodies, health and

safety standards and labor rights.

Long term investment:

We understand that investment in social development is a long term

investment. This activity not only encourages the development of societybut also creates the conditions for the Company to enjoy stable growth.

Oriented towards results:

One of the key principles of MTS with regard to social policy is its

commitment to achievable and measurable results. As far as our

Company is concerned, this means putting into practice our policy of

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meaningful social investment. Such investment always has a planned

result and is aimed at solving the most pressing social problems, alwayskeeping societys best interests in mind.

Access to information:

We recognize that an essential condition for our social policy to be

realized effectively is to maintain constant dialogue with representatives

of our partners and consumers. MTS is willing and interested in holding

this dialogue. As a public company, we keep society informed aboutaspects of our business activities in accordance with the regulations of

the Russian legislation and international standards of public companies.

One basic instrument we can use to keep society informed about our

social activities is annual social responsibility reports. We plan to

introduce this practice and our reports will be published on the

Companys website for public access. MTS policy on social

responsibility is based on a constant analysis of the current business

processes of the Company and the extent to which they conform to our

socially responsible principles. We plan and execute projects over and

above the legally required minimum, and our aim is to increase the

positive influence that MTS can have on society. Our constant aim is to

increase the effectiveness of our social policy. Therefore, we carefully

study the best Russian and global practices in social responsibility and

remain open to cooperation with experts and investment organizations.

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Products offered by MTS:

MTS has three products in wireless broadband segment:

1. Mblaze Premium

Plug & Play enabled

Speed up to 3.1 MBPS

Fastest upload at a speed up to 1.8 MBPS

2. Mblaze Standard:

Plug & Play enabled


Fastest upload at a speed up to 2.0 MBPS

3. Mbrowse:

Plug & Play enabled


Cutting edge CDMA 1x technology.

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Product:

Product of a company includes its finished product readily available in

the market for customers purchases.MTS has launched its various

products in the market like its connection kits, wireless USB Modem i.e.

Mblaze and mobile handsets, MTS is offering these product to provide

services, as per now company has recorded a good response from its

customers and continually coming up with different schemes to attract

more customers. As MTS says that their product is strong as compare to

its competitors but they need some time to grab the audience, as

company has shown strong presence wherever they have started their

operations. Their product is strong because of their low tariffs and

innovative schemes like get unlimited MTS to MTS minutes free for 999

days by just investing 999, and 1000000 minutes free on every new

connection. Company will offer their products and services in future as

well.

Price:

As per the examination done by the MTS before pricing its product, earlier

Company was planning to come up with an idea of 1 paisa a second call

with a slogan of pay for seconds you talk but they rejected this scheme

when they saw a Air cell and other service provider coming with the same

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the company decided to offer a paisa second call, which no one else is

providing except Tata Docomo, is also having some obligations to get thecalls at a paisa second.Company has also priced its internet data card,

as the MTS is providing two data cards one as they call it standard data

card priced for Rs 1999 and other premium data card priced for Rs2299.

As of now company is not focusing much on its profitability as they want

to build a strong customer base in India as they have built in other

countries, company is sticking with their pricing strategy and not

planning to raise the prices of their products.

Promotion:

Promotion is the life of any company and same for the MTS, company is

trying to grab the market by their promotion of 10, 00,000 minutes free to

new subscribers of MTS and this strategy seems working for them, apart

from this strategy company is planning to sign a celebrity to create an

image in the mind of the target audience, company is also targeting the

road side hoardings and advertisement in television and on radios.

Place:

Place is also a major determinant for a products success or failure.MTS is

now setting up in India and targeting the Indian youth by providing low

tariff plans and various internet services. MTS has launch edits various

products in Major metro cities like Delhi, NCR, Kolkata, Mumbai and so

other. Company has also targeted the rural area of the country like Bihar

.Distribution part of MTS comprises of a chain of distribution i.e.

Manufacturer-distributor-retailer-consumer.MTS connections are

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available in most of telecom retail shops in various major cities like

Delhi and Mumbai.

People:

People refers to the individuals associated with the company and who are

Affected with the decisions of the company. MTSs people includes its

Employees, its stakeholders, its loyal customers.MTS is trying to retain

its

talented and skilled employees and motivate them by incentives and

making them comfortable in professional environment.MTS is attracting

new customers by providing luring schemes and low tariffs and seeking

forward to retain them by their excellent services and schemes.

Process:

In case of MTS, the process includes bringing its products i.e.

Connection kits and wireless broadband USB modem in the market for

customers.

Physical evidence:

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In case of MTS physical evidence includes tangible products that reach

the hands of final customer, i.e. sim cards, modems, cell phones etc.these products are the first and the most important evidence of

companys service and commitment to the customers.

Company uses the model :

Manufacturer distributorretailerconsumer

This model is being used by the company to serve its customer. companyis trying to make the functioning of their system as smoth as they can to

deliver best services .

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SERVICE GAP MODEL

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SERVOQUAL

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1. Reliability:

A customer expects MTS to provide a product on which he can rely and

when he has any problem with the product, his problem is addressed

properly on time. MTS is seeking to provide quality products and

services to win customer reliability. As company planning to setup a

huge customer care to solve this issue.

2. Assurance:

Customer expects complete assurance from the company regarding

quality of products, effective service and grievance handling.MTS is

assuring quality products and excellent customer care service. But still

company has not managed to provide the desired services by customers,

as their expectation is to get service which offers a clear but the bestservice but as per the current data costumers are not satisfied with service

of the company.

3. Tangibles:

Tangibles refer to the products which have a physical appearance which

one can touch and see. A customer rely more on tangibles i.e. products in

hand rather than services which are intangibles. Company is providing

mobile handsets and its high speed internet data card and showing its

physical presence, but the physical presence is not that effective as per

the costumers expectation.

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4. Empathy:

As MTS trying to be more empathetically by understanding the fact that

consumers of today want calls at low prices and company is promising

that they are providing their services at the best possible price. A

customer always expects that the company should understand his

viewpoints and needs and provide him products according to his

needs.MTS is high on empathy because it has designed its products withkeeping customer s needs in mind.

5. Responsiveness:

Company promises that they are 100 % with their responsiveness by

saying the company is offering a 24*7 services, company says they stand

when their costumer wants them to stand for them but the reality is far

from what company says, as their customer service base is not strong in

India because still customers facing a bad connectivity problem and a

bad costumer care problem.

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SERVICE TRIANGLE OF MTS

External marketing :

MTS is coming up with variety of schemes to come in relation with its

Costumers, schemes like10, 00,000 minutes free to the new subscribers.As the company s pricing strategy that to offer law tariffs to create a

customer base because once the customer base will get crated then it will

be easier for them to expand. Their promotional activities say Badlo life

ka plan and use a congestion free network and this is their

communication strategy as well.MTS has done external marketing by

setting a promise to customers for providing quality products and

services and is doing large scale promotions by medium of mass media

like TV s, newspapers, hoardings etc.

Internal marketing:

MTS involves training its employees to meet the benchmarks of the

customer service and is following various motivational techniques to

motivate its employees so that they give their best and provide the

quality service promised to its customers. Company is employing young

and dynamic people within their organization to feed the target audience

and to encourage the participation of their employees company is

offering them very attractive salary packages and incentive schemes.

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Interactive marketing:

Interactive marketing is the moment of truth where things get clear about

what company offers and up to what extent they deliver these services,

with MTS they said they will deliver the best services what they serve in

Russia and in other countries but when we spoke to some of the

costumers of MTS they said services are good they always have the

problem of voice breaking and call disconnection, company replies to

this by saying they are setting up latest technology to overcome these

issue it will take some time and problem will be rectified.

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RECOMMENDATIONS

MTS should do its product promotion on a very large to make

people aware of MTS existence in Indian Telecom Market.

Company should offer such a strong customer service that when a

customer uses should be able realize the service is going to be the

best, as such there is no such services being provided by the

company.

Company should ask for suggestion from people by various

promotion Strategies, they can do one thing that when people call

to costumer care they should add another feature of press this

button to provide suggestion.

Although company has started its operations in the various rural

sector but not putting more emphasis to those areas ,they should do

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more promotional strategy in those area because their tariffs are

very low and can play a major role to win customers .

As the product has proven a strong product in the Rajasthan region

they should use this win and should tell the target audience about

their customer base and customer experience.

More live promotions like bringing its costumers into their

promotion that will create a sense of trust amongst the users of the

service.

As the company has no costumer base in India but is a successful

brand in Russia they should also bring this fact in the mind of

people by the way promotion.

They should also categories s their product by serving different

scheme according to the sector, as in India children below 16 and

people above the age of 50 don t call frequently, company can give

them such a different product, by saying product according to the

people .

Company should do its promotion on a large scale to show their

presence in the market as done by Vodafone.

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And last but not the least company should always looking for

something different then what is available today, as of now can doone thing that when people buy recharge coupons they can provide

then double messages free with the talk time, lets say for example,

if I get a coupon of 25 with talk time of 20 companies can offer

them 40 messages free along with coupon s this is just an advice

from our side .

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ANNEXURES

&

Questionnaire

Respected madam/sir,

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

information from you which will help me in an in depth study of project.

The information provided by you will be kept confidential and will be

used for academic purpose only. I would be obliged if you co-operate

with me in filling the questionnaire.

1. NAME:

AGE:

Below 20.

20-30...

30-40..

Above 40.

Gender:

Male

Female

2.( a) Are you aware of the MTS Products?

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Yes

No

b) If yes, how do you come to know about this product?

Advertisement

Friends

Retail shop

Sales executives

Any other source (Specify)

3. Have you used MTS Products?

Yes

No

4. If you are a customer of MTS products, how long have you been

buying it?

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Below 6 months

1.1 year

1-2 year

Above 2 year

5. Do you think the advertisement of MTS Products has a major

influence in your buying decision?

Strongly agree

Agree

Average

Disagree

Strongly disagree

6. Please rate the following factors which influence your purchase

decision.

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103/107

(Strongly agree-5, Agree-4, Neutral-3, Disagree-2, and Strongly Disgree-

1)

No Factors

I Price of the product

Ii Quality of the product

Iii Availability of the product

iv. Brand name of the company

v. Previous Experience

vi Advertisements

vii Family/friends opinion

viii Sales promotional activities

7. Please rate your satisfactory level of MTS Products based on the

following features. (Highly satisfied-5, Satisfied- 4, Normal-3,Poor-

2,Very poor-

103


104/107


105/107

9. HOW satisfied are you with MTS product compared with others in

the market?

1. Highly satisfied ( )

2. Satisfied ( )

3. Neutral ( )

4. Dissatisfied ( )

5. Highly dissatisfied ( )

10 Has your friend /relative opinion influenced you to buy MTS

products

1. Strongly agree

2. Agree

3. Average

4. Disagree

5. Strongly disagree

105


106/107

BIBLIOGRAPHY

Websites:

www.mtsindia.in

www.mtsgsm.com

http://www.sistema.com/businesses/telecom/shyam

http://www.itvarnews.net/news/9660/MTS.html

www.isourceupdates.com

106
http://www.mtsindia.in/http://www.mtsgsm.com/http://www.sistema.com/businesses/telecom/shyamhttp://www.itvarnews.net/news/9660/MTS.htmlhttp://www.isourceupdates.com/http://www.mtsindia.in/http://www.mtsgsm.com/http://www.sistema.com/businesses/telecom/shyamhttp://www.itvarnews.net/news/9660/MTS.htmlhttp://www.isourceupdates.com/


107/107

Others:

Annual Report

Interview of Respondents

manoj and ashish project 4

Documents