perception and buying behaviour

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Study on consumer perception and buying behaviour towards reliance telecom.









Rao Bilal Khan

Mr. Pradeep Joshi

Batch – 2011-13
Quantum School of Business


This is to certify that the summer training report titled,


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





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

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



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



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

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

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



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


Reliance communications Our Founder:

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


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


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

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

1 million customers in just 10 days.

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

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

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

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

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

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

communication adds a record 1.5 million subscribers in december 0’6. And more than that, Reliance Communication joins lenovo and Intel for “Internet on the move” and market capitalization tops Rs.1 lakh crore (1 trillion rupees or $24.39 billion) on Bombay stock exchange. Rather than that in the same month company offers best value on roaming A dream comes true:The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built India’s largest private sector company virtually from scratch, had stated as early as 1999: “make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility.” It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services — for enterprises as well as individuals, applications, and consulting. x

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

India’s leading integrated telecom company
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built India’s largest private sector company virtually from scratch, had stated as early as 1999: “make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility.” Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services — for enterprises as well as individuals, applications, and consulting.


Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life. Reliance Communications is the flagship compan y of the Anil Dhirubhai Ambani group (ADAG) of companies. listed on the national stock exchange and the Bombay stock exchange, It is India’s leading integrated telecommunication company with over 35 million customers.

Our business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Our constant endeavor is to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve.

Reliance Mobile (formerly Reliance India Mobile), launched on 28 december 2002, coinciding with the joyous occasion of the late Dhirubhai Ambani’s 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhai’s dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates.


Reliance Group:
Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest private sector information and communications company, with over 38 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wire line), convergent (voice, data and video) digital network, to offer services spanning the entire infocomm value chain. Other major group companies — Reliance capital and Reliance energy — are widely acknowledged as the market leaders in their respective areas of operation.


Reliance Energy Ltd.

Reliance Mutual Fund


Reliance Communications

Reliance Life Insurance

Reliance Anil Dhirubhai Ambani Group

Reliance General Insurance

Reliance Portfolio Management Service

Chairman's Profile:Anil D. Ambani

Regarded as one of the foremost corporate leaders of contemporary India,Shri Anil D Ambani, 48, is the chairman of all listed companies of the Reliance ADA group, namely, Reliance communications, Reliance capital, Reliance energy and Reliance natural Resources limited.


He is also Chairman of the board of governors of Dhirubhai Ambani institute of information and communication technology, Gandhi Nagar, Gujarat. Till recently, he also held the post of vice chairman and managing director of Reliance industries limited (RIL), India’s largest private sector enterprise. Anil D Ambani joined Reliance in 1983 as co-chief executive officer, and was centrally involved in every aspect of the company’s management over the next 22 years. He is credited with having pioneered a number of path-breaking financial innovations in the Indian capital markets. He spearheaded the country’s first forays into the overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Starting in 1991, he directed Reliance industries in its efforts to raise over US$ 2 billion. He also steered the 100-year yankee bond issue for the company in January 1997.




Reliance Communications Limited (“Reliance Communications” or “the Company”) is India’s largest integrated communications service provider in the private sector with over 28 million individual, enterprise, and carrier customers. We operate pan-india across the full spectrum of wireless, wire line, and long distance, voice, data, video and internet communication services. We also have an extensive international presence through the provision of long distance voice, data and internet services and submarine cable network infrastructure globally. As presently constituted, Reliance communications was formed by the de merger and vesting of the telecommunications undertakings of Reliance industries limited (“RIL”). The de merger and vesting became effective on december 21, 2005. our shares were listed in India on the Bombay stock exchange and national stock exchange on march 6, 2006 and our global depositary receipts were listed on the luxembourg stock exchange on august 3, 2006. 2. STRATEGIC BUSINESS UNITS The business of Reliance Communications is organized into three strategic customer facing business units: wireless, global, and broadband. In addition, one of the wholly owned subsidiaries of Reliance communications is engaged in the marketing and distribution of wireless handsets. Our strategic business units are supported by our fully integrated, state-of-the-art network and operations platform and by the largest retail distribution and customer service facilities of any communications service provider in India.

A. WIRELESS We offer CDMA and GSM based wireless services, including mobile and fixed wireless voice, data, and value added services for individual consumers and enterprises. Our


primary brands are Reliance mobile for the mobile portfolio of services and Reliance hello for the fixed wireless portfolio of services. Our voice services comprise both local, and national and international long distance calling. Our data services comprise wireless multimedia over the “click, browse, and select” Reliance mobile world platform, wireless internet access (Reliance Net connect), and wireless data VPNs for connecting devices such as point-of-sale, lottery and ATM terminals. We also offer public calling Office (“PCO”) and coin collection box services over our wireless network through independent retail operators of such facilities. Our presence in the wireless market increased significantly with the commercial launch nationwide of our CDMA based services in mid-2003. Within three years, we have become the largest provider of wireless communication services in the country, As measured by voice and data minutes of use. As at september 30, 2006, we had 26 million wireless customers in aggregate, representing a 20.5% market share of the allIndia wireless market. We had the largest in-service base of multimedia-enabled handsets (over 18 million) and the largest number of unique users of such services (8.1 million customers). In addition, we are the largest PCO operator in the private sector with a 52.8% market share (as at june 30, 2006). B. GLOBAL We offer national and international long distance calling services. We operate this business unit primarily on a wholesale basis, offering carriage and termination to other carriers as well as on an inter segment basis to other business units of reliance communications. In overseas markets, we offer a retail virtual calling card service for calls to India (Reliance IndiaCall) and other international destinations. This service is currently active in the united states, Canada, the United Kingdom, and Australia. We entered the long distance market in India in mid-2003, and have become the largest carrier of international voice minutes, with a market share of over 40%. In addition, we have over 800,000 active customers for our Reliance IndiaCall service, a unique overseas consumer franchise. Usage of Reliance IndiaCall accounts for around 40% of total retail market calls from the united states to india. xvii

FLAG and FALCON provide unique on-net global connectivity and our long term customers include more than 200 global carriers and more than 400 large enterprises. Through FLAG and FALCON, we are the largest provider of international bandwidth in the Middle East and asia. Ownership of these assets further allows us to leverage our strengths in the Indian market. C. BROADBAND We offer the most complete portfolio of enterprise voice, data, video, internet and IT infrastructure services of any operator in India. these services include: national and international private leased circuits, broadband internet access, audio and video conferencing, MPLS-VPN, centrex, and managed internet data centre (“IDC”) services. We offer unique, value added products and services to large and medium enterprises for their communications, networking, and IT infrastructure needs across the country. We are the clear market leader in the highest growth segments of the market, comprising MPLS-VPN, Centrex, and IDC services. We launched our enterprise broadband services in the first half of 2005, focusing initially on the top 30 cities in India. In these cities, We are leveraging our existing metro fibre optic networks to establish direct building connectivity on-net. we currently have over 270,000 buildings directly connected to our network and over 425,000 access lines.

3. PRINCIPLE OPERATING COMPANIES Reliance Communications Limited is a major operating company and is also the holding company for the other major operating companies in the group. Reliance communications provides CDMA-based wireless, wire line, broadband, and long distance services in India and overseas. Its major assets are the CDMA wireless network, transmission networks used in its business, and the contact centres. xviii

FLAG Telecom Group Limited (“FLAG”) is a wholly owned subsidiary of Reliance Communications. FLAG provides international connectivity services and infrastructure. Its major assets are the FLAG and FALCON submarine cable systems. Reliance Telecom Limited (“RTL”) and Reliable Internet Services Limited (“RISL”) are wholly owned subsidiaries of Reliance Communications. RTL provides GSM-based wireless services in 7 Circles, while RISL provides GSM-based wireless services in 1 further Circle. RTL and RISL own the GSM wireless networks in their respective Circles. Reliance Communications Infrastructure Limited (“RCIL”) is a wholly owned subsidiary of Reliance Communications. RCIL provides wireless multimedia (Reliance mobile world) and internet access (Reliance Netconnect) services to customers of reliance communications. It also undertakes wireless handset distribution and marketing and IDC services.

Reliance Communication is having the 2nd highest share in the market but it has been noticed there market share is falling for various reasons which are discussed below:-


1. High Competition

This table shows that there are five main competitors of Reliance Communications:A. Bharti B. BSNL C. Hutch( now Vodafone) D. MTNL E. VSNL+ Tata No doubt they are having good growth in long distance and data segment but in wireless segment there mobile market share is going down. As they are showing more growth in wireless segment, their Reliance net connect and Reliance PCO share has increased but their Mobile share has shown a subsequent decline.


Tata is providing more promotional offers and schemes which are helping them to capture more market shares of CDMA and in GSM there is cut throat competition, user can switch to any other network except some of them not because they are brand loyal but they don’t want to change their number because some or the other reason.

2. Problems in the dealer and distributor’s end COMPANY




This is the sales cycle which is followed by the reliance communication. most of the distributor’s are not able to recover their previous claims from the market so that is why they are not taking the supply from the company and which is causing problem in dealer’s end also. Even if dealer does want to take the supply of the product they won’t be able to take the supply easily.


. One of the other main problems is that they are getting low margins as compared to others so that is not motivating the distributors and dealers to sell their product 3. Other Problems a. Getting more complaints about the handset. b. Sometime there is late supply of the product. c. Giving less competitive scheme to the dealers which are preferred by them.

However, given Aircel’s lesser known brand name nationally and scale of operations, it may command lesser premium as seen in the recent hutch-vodafone deal. Also, given xxii

unclarity in reliance communications plans for GSM business and unstable guidelines, It may be a while before the deal actually takes place. So, we put our study confined to first research problem that is the high competition. The second objective of this study is to identify: • • • • Factors that influence the customer to stick with their network. Major features that are needed by every customer. Efficiency of after sales service by their network. Factors which help in increasing their sales.

1. RESEARCH INSTRUMENT:• Visited the reliance customers across Roorkee region and gathered information required as per the questionnaire. • For employing a strong base to the research I tried to enquire the schemes and features of various operators and how satisfied the customers they are already having them.




Primary data has been collected by me in the form of questionnaire and observation, and I also collected the information from the experts of Reliance Company. These are the basic methods of collecting primary data which is sufficient for all research objectives. • SECONDARY DATA

Secondary data sources like catalogue of the company and various internet sites such as and reliance 3. SAMPLING TECHNIQUES:Area of the study was Roorkee. 100 respondents were interviewed.

: Type of Research • • : Methodology Research Question : • Measuring perception of the customers towards companies using various marketing techniques for study the perception and buying behavior of consumers towards Reliance Mobile. xxiv • Route ride on different routes Descriptive Research (Survey Method)

Sampling technique : Sample Size : Samplings Areas : Primary Data

Convenience sampling

• •

100 Roorkee

• •

Responses through questionnaires Survey method used to collect the data.

ABOUT THIS RESEARCH Descriptive Research is also termed as qualitative research in well established fields of the study, hypotheses usually are drawn from the ideas developed or glimpsed in previous research studies or are derived form the theory. hypotheses are tentative answers to the questions that serve as guides for most research projects. for example: a candy manufacturer might state a hypothesis that consumers will prefer crushed peanuts inside of whole peanuts in a particular candy bar , research could them be used to determine if the hypothesis was correct. Too little is known however about consumer’s reaction to stimuli to permit the formulation of sound hypotheses in many specific situations, As a result much marketing research is of exploratory nature in which we have to explore the market to


find out the problem .and then we find proper solutions for that by applying conclusive research emphasis is placed on finding hypotheses relative to new products or marketing practices that can be changed profitably. SURVEY METHOD WAS ADOPTED IN ORDER TO TAKE THE RESPONSES FROM THE CUSTOMERS CONVENIENCE SAMPLING WAS DONE. SURVEY METHOD: The respondents were approached personally and requested to fill up a questionnaire consisting of 10 questions. The questionnaire was close ended. CONVENIENCE SAMPLING: Convenience sampling is based on the convenience of the researcher. The respondents are include in the sample on the account of their availability at the spot where the survey ids being conducted. The sample taken for this study was also as per the convenience the majority of respondents chosen were students and others were also youngsters of the same age group who were easily available at the same place for the survey.

Q1. Are you satisfied with Reliance Company Network?






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

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


20% 30%




Bharti (Airtel) Vodafone (earlier Hutch) B.S.N.L. M.T.N.L. V.S.N.L. or Tata
Apart from Reliance, 30% of customers want to go with Bharti, 25% wants to prefer Vodafone, 10% wants to prefer B.S.N.L, 15% wants to prefer M.T.N.L. and 20% wants to prefer V.S.N.L. or Tata. Q3. Monthly usage of the customer:-


5% 20%




< Rs200 < Rs1000

< Rs400 > Rs1000

< Rs500

10% of customers spend less than Rs200 on there monthly expense on there Mobile Calls, 25% spend less than Rs400, 40% spend less than Rs500, 20% spend less than Rs1000 and 5% spend more than Rs1000.

Q4. How’s Reliance Network?


13% 25%

37% 25%





25% of customers replied that the network of Reliance is Excellent, 25% replied Good, 37% said satisfactory and 13% said poor.

Q5. Are Call charges affordable to you?






40% of the Reliance customers said that Call Charges are affordable, 60% said that it is not affordable. According to them Rs1.20 call charges are high that is also reliance to reliance and on other network it is Rs2 so it should be brought down.

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






80% of customers said yes that they want MyTunes and R World facility on mobile phone and 20% said they don’t want this facility.

Q7. Are R World charges affordable?







Can't Say

40% said that charges are affordable, 50% said that charges are not affordable and 10% said they have no idea about that.

Q8. How’s there after sales services?










12% said that their after sales services are excellent, 15% said that it is good, 38% said that it is satisfactory and 35% said that it is poor.

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


8% 25%




Can't Say

25% said that Reliance introduces promotional offers frequently, 67% said that company not introduces that much frequently, and 8% didn’t know about it.

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







Can't Say

50% of customers said that Reliance has variety of Handsets, but 50% still not satisfied with varieties available.

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



35% 30%

A (>90)

B (>75)

C (>60)

D (>50)

20% of people say that their overall performance is above than 90%. 30% of customers say that their performance is good, majority of the people goes for satisfactory performance and 15% of them believe that they are poor.


LIKERT SCALE:Statement SA (Strongly agree) Wide range of 10 10 20 10 25 20 25 35 15 40 35 A (Agree) NA-DA (Neither agree nor 40 25 10 40 15 20 Disagree) 15 30 20 10 10 15 D (Disagree) SD (Strongly disagree) 15 10 15 25 10 10

handsets Additional Services (e-Services) Good offers / Scheme After Sales services Good Network

Availability of Web 20 Worlds

Conclusion:Above analysis shows the different variance of mobile phone subscribers in all around. It shows that most of the reliance customers are fully satisfied with the network accessibility. However, they are high dissatisfied with their customer care as well as after sales services.



1. People consider reliance as the most economic service provider which has an excellence in network accessibility. However they are not satisfied with the range of handsets reliance offers. 2. People buy Reliance mobile because of its economic services especially reliance to reliance. Usually if any customer wishes to buy any expensive mobile handset he/she generally avoids buying reliance. so in nutshell, People buy reliance to enjoy its service not the handsets or any other thing. 1. Factors that influence the customers to stick with their products: Low call rates, more and more promotional schemes like reliance to reliance free, message card and full talk time etc are the main factors which influence the customer to stick with their products. 2. Major features that are needed by every customer: My Tunes and Reliance Mobile World or R World are the only major features that are needed by every customer. 3. Efficiency in after sales service by their network: Their efficiency in after sales service is getting poor. People are facing so many problems in the handset and customer care people are up to the mark in solving the customer problems,

4. Factors which help in increasing their sales:


I. More advertising for awareness of product and promotional offers and also for the retention process. II. More promotional offers to be introduced. III. Charge low call rates as compare to others and, IV. Make recharge coupons easily available.



Reliance mobile telephony service providers (both GSM and CDMA) have fulfilled to meet the customer satisfaction benchmarks set by us, According to private survey done using Roorkee area. In areas like overall satisfaction, network availability, billing and customer care where they are of great importance, people are ready to give even 80% marks to them. But they are having very high no. of complaints about solving their problems. according to the customers, customer care people are not aware of their problems and they take so much of time in solving their queries. Earlier there was also less promotional schemes are provided as compare to the other networks but now a day’s Reliance is also introducing the new best schemes which are good for the customers, like low call rates and many others. so, Tata who is there main competitor in CDMA is therefore capturing the market by providing more talk time, less call rates and better promotional schemes. BSNL is also one of the main competitors in CDMA but we didn’t include it because they are not giving the services in Delhi. They have to take several measures to further enhance customer satisfaction and to keep customers forefront of international technology.



The promotional schemes attract the customer to buy a particular brand. therefore the company should come out with new and innovative schemes so that volume can be increased.

To create brand image, to build good relations with the customers and to retain customer loyalty, RELIANCE COMMUNICATIONS LTD. should ensure that their mobiles are delivered on time and new no. should not take much time to get start so that it will cause inconvenience to customers.

As we all know that a mobile has become the necessity of life for each & every person today & in a market like Roorkee where education and employment level is high. So, we should provide the customers with low tariffs & more economical plans in order to capture the market.

The dealer recommendations influence the buyer’s decision to purchase a particular brand. So they should stress on “RELATIONSHIP MARKETING” to attain credibility in the market.

They should also give the preference towards those people who spend less towards their recharge and want to keep the mobile phone as they think mobile is their necessity because they are also part of the market share and are more in number.



1) A small sample size of more than 100 reliance customers was considered due to time and resource constraints. 2) The scope of the project is limited to the Roorkee so, we can not say that the same response will exist throughout India. 3) Some of the customers were not co-operative in giving correct information even if they were aware of various features and schemes of reliance. 4) Human error during recording, tabulation and printing error could be present.


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





Name: Q1.) Please specify your gender. a) Male b) Female

2) Please specify your age-group. a) 20-25 b) 25-30 c) 30-35 d) 35-40 e) above 40 Q3. Are you satisfied with the reliance connection? 1. Yes 2. No If No, then reason: Q4. Which connection would you prefer (except reliance)? 1. Bharti (Airtel) 2. Vodafone (earlier Hutch) 3. B.S.N.L 4. M.T.N.L 5. VSNL or Tata Q5. How much you spend on mobile in a month? 1. 200-400 2. 401-600 3. 601-800 4. 801-1000 5. Above 100 Q6. Please Rate the Reliance network?


1. Excellent 2. Good 3. Satisfactory 4. Poor Q7. Are Call charges affordable for you? 1. Yes 2. No 3. Can’t say Q8. Are R world charges affordable? 1. Yes 2. No 3. Can’t say

Q9. Is Reliance introduces promotional offers as many as its competitors introduces frequently? 1. Yes 2. No 3. Can’t say

Q10. Do you think that Reliance have variety of handsets? 1. Yes 2. No 3. Can’t say Q11What grade you want to give to Reliance for their overall performance? 1. A> 90%


2. B>75% 3. C>60% 4. D>50% Q12. Please tick your degree of agreement with the statement. Statement SA (Strongly agree) Wide range of A (Agree) NA-DA (Neither agree nor Disagree) handsets Additional Services (e-Services) Good offers / Scheme After Sales services Good Network Availability of Web Worlds D (Disagree) SD (Strongly disagree)


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