FROM,
SUBMITTED BY
ARPITA TEWARY
1
ACKNOWLEDGEMENTS
First of all I would like to thank the Management at Vodafone for giving me the
opportunity to do my two month project training in their esteemed organization. I
am highly obliged to the marketing manager at vodafone. I would like to express
my gratitude to area Sales Manager, who has provided me with guidance,
inspiration, perspective and stimulating discussion, throughout the writing of this
report. His constant review and excellent suggestions throughout the project are
highly commendable. A study like this cannot be completed without help of other
persons. And therefore I would like to express my gratitude to provide me crucial
guidance in the analytical part of this Project. My heartfelt thanks goes to Mr.
Koushik. Mukherjee (sales manager) and to all the executives who helped me gain
knowledge about the actual working and the processes involved in various
departments. I would like to express my heartfelt thanks to the director of MID,
Dr. N.C. Ghosh & also to our principal, Dr. A.K. Ghosh. I would like to express
my gratitude towards our H.O.D. Mr. B.Chandra who had helped me lot in
preparing this project report. I would like to forward my gratitude to my internal
guide Mr. Avijit Aditya & to all the marketing faculties of MID, Rajbandh .
Finally, I would like to convey my gratitude to my friends & family members &
other faculty members who always endured me and stood with me and without
whom I could not have envisaged the completion of my project.
2
Students’ Declaration
I, Ms Arpita Tewary. hereby declare that the Project Work titled Consumer Buying
Behavior with a focus on perception towards internet data card is the original work
Date:
3
EXECUTIVE SUMMARY
applications as well as personal requirements during urgent trips and travels. Now,
Which ones actually succeed? The answer to both the questions is VODAFONE
company that was able to enter a saturated and highly competitive industry, and
emerge at the top. The project aims to identify the problems faced by Vodafone in
the internet data card market. Customers often feel that service providers do not
deliver what they promise. They feel players should present the terms and
conditions and tariff plans/schemes in clear terms. The research we conducted also
supports this fact. We have suggested a marketing plan for Vodafone data card
along with other suggestions for VODAFONE to face the competition in the near
4
Contents
Pg. no.
1. About Vodafone……………………………………………………..
2. Introduction of project………………………………………………
3. Litrature Survey………………………………………………………..
3.2.1 Vodafone……………………………................
3.2.5 Airtel…………………………………………….
5. Data Analysis……………………………………………………………
7. Annexure…………………………………………………………………
8. Bibliography………………………………………………………………
5
6
About Vodafone
The name Vodafone comes from “Voice data fone” HQ in Berkshire, England, is
the world’s leading international mobile communications group with
29Million revenues 27 countries, 303 million customers, 40 partner
networks. Advanced mobile telecommunications services provided by
vodafone are 3G, data related services. The Joint venture - 67% stake by
HTIL and 33% owned by Essar.HTIL – Li Ka-Shing , Essar – Ruia
Family.HTIL is HK Based Telecom Company and Essar is India based
diversified corporation 4th largest cellular operator in India 74.08 million
customer.
Vodafone’s Objective
8
Introduction of Project
The objective of the study is to understand the consumer’s pre, post behavior,
during perception of data card and consumer buying behavior and attitude for
Vodafone data card. To understand the former part, the researcher created a
behavior of consumers of Vodafone data card and other brands. The researcher had
an analysis done on the 600 respondents from Durgapur, Asansol & Burdwan to
identify how much of buying intension is due to attributes and how much due to
influence by referrals.
The research analysis had revealed that the consumers are satisfied with the brand
Vodafone data card and its attributes. However, Vodafone has not performed well
with the customers who are considerably concerned about internet connection with
its cost and tariff plans. This following detailed analysis is presented in the project
report.
9
LITERATURE
SURVEY
Rao (2000), in her article named “Internet service providers in India”, provides a
broad view of the role of an Internet service provider (ISP) and the factors to be
considered before entering the ISP market. Describes the Internet/ISP scene within
India and discusses the configuration of local, regional and national level ISPs, and
the supporting infrastructure. She also identifies the various success factors. The
global Internet scenario is discussed regarding the phases of the Internet in India,
i.e. pre and post commercialization. The main players are described: ERNET,
NICNET, STPI, VSNL,MTNL, Satyam Infoway and Bharti-BT. The financial and
legal implications are highlighted in the Indian context. Many companies entered
the nascent ISP business in India due to deregulation. Building local content,
foreknowledge of new Internet technologies, connecting issues, competitiveness,
etc. would help in their sustainability. She concludes that though many companies
entered the nascent ISP businesses in India due to deregulation, many of them are
unlikely to survive in the longer term.
Dey (2004), in her article talks about the discussions between the Federal
Communications Commission (FCC) and communications policy makers and
regulators in other countries and how they have gleaned several clusters of issues
where further research would directly benefit them. Recently, there have been two
notable shifts. First, as the acceptance of the competition model over the monopoly
model for telecommunications markets takes deep effect in regulators all over the
15
world, questions regarding process and procedure for regulation are becoming ever
more urgent. This paper discusses current questions regarding decision making,
enforcement, and understanding consumer issues that arise often in the FCC's
discussions with other regulators. Second, technological change is potentially
shifting market definitions. In the FCC's discussion with other regulators over the
last two years, the overlap of wireline telecom, wireless telecom and cable
television has become more pronounced.
Singh (2005), in his article “The role of technology in the emergence of the
information society in India” describes the role that information and
communication technologies are playing for Indian society to educate them
formally or informally which is ultimately helping India to emerge as an
information society. Though India has a huge population, the illiteracy rate is also
huge in this country. The paper has taken an approach to find the historical
situation and present the prevailing scenario as well as the change that are taking
place with the application of ICT to the advantage of the society in different areas
including daily life. India is making all out efforts to be counted among the
developed nations of the world. The article also describes the considerable
attention India is taking for application of technology, development of
infrastructure and human resource for meeting national needs. Basically India is
building an information society. Technology has helped society to cut across the
traditional boundaries for getting converted into an emerging information society.
The study concludes that The Indian software and services industry has
significantly helped to boost the Indian economy. In IT-enabled services too, India
has been clearly perceived to be the dominant hub. The Indian software sector is
being recognized as the single largest contributor to incremental market
capitalization in India but the sector is still small in terms of contribution to GDP,
16
especially when compared to other large sectors in the economy like agriculture
and manufacturing. Similarly, the telecommunication sector has contributed a lot
but still has a considerable way to go. The paper also enforces that comparisons of
India’s telecommunication statistics with those of developed and other emerging
economies show that the country is still far behind its contemporaries.
Cygnus Business Consulting & Research Pvt. Ltd. (2008), in its “Quarterly
Performance Analysis of Companies (April-June 2008)” has analysed the Indian
telecom industry in the awake of recent global recession and its overall impact on
the Indian economy. The analysis is done in the background of wake of global
recession and rising inflation. Cygnus estimates, the Indian telecom industry is
expected to maintain the growth trajectory in the next quarter as well. With almost
5-6m subscribers are being added every month, and the country is witnessing wild
momentum in the telecom industry.
Mani (2008) addresses a number of issues arising from the growth of telecom
services in India since the mid-1990s. It also discusses a number of spillover
effects for the rest of the economy and one of the more important effects is the
potential to develop a major manufacturing hub in the country for telecom
equipment and for downstream industries such as semiconductor devices. The
telecom industry in India could slowly become an example of the service sector
acting as a fillip to the growth of the manufacturing sector. A beginning towards
this has been made. The formation of a Telecom Equipment Export Forum and the
announcement of the Indian Semiconductor Policy 2007 are steps in this direction.
19
Success crucially depends on the response of the private sector to these incentives.
Given the importance that a regulatory agency can play in this crafting, no effort
should be lost in strengthening the powers of the TRAI. The benefits to the Indian
economy from having both a strong services and manufacturing segments in the
telecom sector cannot be undermined.
Sharma (2009) deals with the major challenges faced by India’s telecom
equipment manufacturing sector, which lags behind telecom services. Only 35% of
the total demand for telecom equipment in the country is met by domestic
production. This is not favourable to long-term sustained growth of the telecom
sector. The country is also far behind in R&D spending when compared to other
leading countries. India needs to see an increase in R&D investment, industry-
academia-government partnership, better quality doctoral education and incentives
to entrepreneurs for start-ups in telecom equipment manufacturing. In 2006-07,
65% of the total consumption of equipment was met through imports. This trend
has far-reaching implications for the economy and should not be allowed to
20
continue for long. In a country like India which has a problem of massive
unemployment, the manufacturing sector should be promoted to create more
employment opportunities.
Shah (February, 2009), has analysed Indian telecom industry and studied the
sector keeping in mind three companies; namely Bharti, R.Comm and idea in the
background of recent global meltdown. The study suggests that though there is no
sign of slowdown in this sector, but surely a strong turmoil is going on in the
industry. The study states that the sector is fairly immune from the current
economic downturn & does provide a good defensive bet in medium term. With
the help of newer technologies, wireless penetration is expected to increase in the
near future, which is basically fuelling the growth of the sector. While the 3G /
Broadband adoption would ensure long term growth momentum,the article has
thoroughly investigated about the intense competitive scenario, pricing pressure,
high capital intensity & substantial regulatory uncertainties currently faced by the
industry. The article has also described the cause of being relatively safe of this
industry. The causes described by Shah are increasing rural coverage, rising
affordability, declining handset/subscription costs, substantially low tariffs &
established brand/distribution. However, the study also cautions the telecom
industry that a steeper economic slowdown could start impacting the subscriber
usage patterns as well as operator capital investments & thereby could substantially
restrict revenue growth rate.
21
Definition of internet
The Internet is a worldwide, publicly accessible series of interconnected computer
networks that transmit data by packet switching using the standard Internet
Protocol (IP). It is a "network of networks" that consists of millions of smaller
domestic, academic, business, and government networks, which together carry
various information and services, such as electronic mail, online chat, file transfer,
and the interlinked web pages and other resources of the World Wide Web
(WWW).
Common uses of the Internet
E-mail
World Wide Web
Remote Access
Collaboration
Streaming Media
File Sharing
Voice Telephony
The Deterrents
All players are competing with each other to give affordable tariff rates for their
data cards. But still the rates are very high when compared to countries like the
UK. In the UK, wireless broadband connection through 3G technology costs about
£10 per month and that too with a data download speed faster than 256Kbps.
23
International travelers who have used data cards with faster speed are not satisfied
with data cards and USB modems services offered in India. So, in India, data cards
mean accessing a bare minimum net connectivity only for a sizable population.
That is why it is said that data cards have not exactly taken off in India.
world. In telecom industry, service providers are the main drivers; whereas
and Vodafone are some of the companies that are expected to spur the growth in
EBDITA and PAT are expected to grow by 32% and 34% respectively in AMJ09
as cost expenses are being control by major companies like Airtel and Reliance.
The major booster is the wireless mobile subscriber base; crossing over 261m in
March 2009. Other services like Internet subscriber base has also provided
significant impetus with its subscriber base reaching over 11m in March 2009.
25
An Internet Data card is a modem which can be connected to the PCs or Laptops
any where any time to get connected with the internet. A data card comes with
different verities and models, some of the models of data cards of different service
3.2.1 Vodafone
Vodafone has few models in the data card category, these are:
Connect to Internet, the wireless way with Vodafone Mobile Connect EDGE Data
Card in India. Get quick, simple and secure access to the Internet. And your
company server.
26
Easy VPN connectivity, to give us secure access to our company server and
intranet
connections required
Comes with a choice of tariff plans, so one can pick the one that suits you
best
Supports SMS
rental (Rs)
Free data 500MB 1GB
Usage 5p / 5p / 10KB
charges 10KB
27
ii. Vodafone Mobile Connect USB Modem
Connect USB Modem you get real-time access to information. Plus, the
Vodafone Internet USB stick comes without any installation hassles. Just plug
the Vodafone USB modem into our laptop and get connected to the internet and
even your company server, at a speed that’s three times faster than our wired
dial-up connection. That’s not all – this Vodafone USB Modem gives us 3G
Features:
28
Easy to install & simple to use – no wires, phones lines or cable
connections required
Comes with a choice of tariff plans, so we can pick the one that suits
best
Supports SMS
Charges
Tariff Plans
rental (Rs)
Free data 500MB 1GB
Usage 5p / 5p / 10KB
charges 10KB
29
Now you can make the most of a mobile internet connection for our laptop or
desktop. With the Vodafone Mobile Connect 3G USB Stick one can work from
Just plug it into your laptop and get connected to the internet and even your
company server, at a speed that's faster than our traditional dial up connection.
That’s not all – the Vodafone Mobile Connect 3G USB Stick also gives us 3G
network.
Works with your preferred VPN software, to give us secure access to your
Has many different tariff plans, so we can choose the one that meets our
requirements.
Supports SMS
30
Supports Micro SD card upto 2 GB.
Price
While other service providers charge Rs.1500 + tax for the same service, BSNL
charge only Rs.400+tax that also including voice rental!! And it is truly
No other service provider allows you to take the data card on rental basis.
Bharat Sanchar Nigam, Limited - BSNL - has option to take the card on rental,
The user is never away from a BSNL CDMA tower. If the subsriber have WLL
coverage or FWT coverage in your area, the data card will work perfectly.
31
As only Bharat Sanchar Nigam, Limited - BSNL - has coverage in lot of places
which are very remote and rural areas, this service is best suited for people
All other service providers ask us to purchase the data card and we do not have
any alternatives if you wish to discontinue. There is no way one can return the
data card to get your money. But for BSNL one can give the data card back
after the minimum rental period and will get the security deposit back.
No caps, no limits. we can go online 24x7. Need not worry on the bills and we
know how much to pay every month as it is NOT based on the monthly traffic
or hourly usage. No confusing tariff tables and nothing complicated. Simple and
affordable.
The BSNL data card is Huawei - EC 321 which is the latest one and support
It support Voice and SMS, Incoming Calling Display, ring prompt, call
receiving while data service online (for this function Call Waiting service must
32
Tariff / Other
no STD) -
Advance rental for 3 Rs. 450
months -
Service tax - Rs. 87.00
Monthly charges of BSNL data card Rs.400 - if you buy the card and Rs.550 if
you take the card on rental basis. Rate of BSNL data card for purchase Rs.2800
The speed is mainly depend on the distance from the BSNL CDMA tower. If
we are near the tower we may get speed of 120 kbps, if we are away from the
33
It offers Internet at 2.4 Mbps data rate. EVDO (Evolution Data Optimize, 3G
network (Latest version of EVDO provides up to 7.2 Mbps Internet, but its not
this service on testing and unofficial basis like Reliance’s and Tata’s WIMAX.
BSNL EVDO comes as both USB Modem (Pen Drive like) and PCMCIA Card
form factor. BSNL started this service from small towns and some rural places
in South India and gradually expanding to all major cities in India. As BSNL is
availability of 2.4 EVDO connections depends on the city and the area in the
city where EVDO tower is present. Depending on the availability of the tower
in your area or your wish, you could choose between two speeds. Either EVDO
(2.4 Mbps) or CDMA 1x (144Kbps). Please note whatever you choose, the card
or modem will require to be pre configured at BSNL exchange for that. The
service totally depends on the area of availability and the signal you are getting.
The maximum practical speed is 1.5 Mbps (which I consider is very good).
34
However if the tower (in your area or the area you move) is not EVDO
speed of 144 Kbps. BSNL EVDO provides roaming also however it’s available
EV-DO Device cost Rs 7,500 , Either USB Modem or PCMCIA card cost Rs.
3500 on out right purchase. For rental basis, you will have to give Rs. 1500
deposit (Rs. 1000 refundable) and the monthly modem rent will be Rs. 200.
for 7,500 Rs at the Begining) 600 Rs / Month (On rental for device) Tariff for
EVDO (2.4 Mbps) is Rs. 550 + Tax/month unlimited download Tariff for
download. Only above two tariff plans are available and Yes it’s too cheap than
will have to pay 3500 + 550 or 250 plus tax. For Rental Basis we will have to
Now, stay connected to the internet from the comfort of your homes, offices, or
wherever you are with Tata Indicom. Presenting Vdata Card & Plug 2 Surf
35
(USB Modem), 2 innovative solutions that function as a wireless network
connection, a mobile phone and a modem. All in one and that too, with
Now Surf the internet, intranet or the extranet with consistent & high speeds.
Stay connected across the Tata indicom network 20 circles & 3500 cities
Actual internet speed will be dependent on multiple factors like time of the day,
The Plug 2 Surf / Vdata card offers data transfer and access at high speeds.
Just switch on your PC / laptop and get connected, so don't miss out on any
36
Connects directly to the Tata Indicom network with the minimal user steps
Now you can make and receive voice calls without any hassles. All you need
to do is connect the earphone jack provided with the Plug 2 Surf / Vdata
Send messages while we are connected on our voice call or internet mode.
Useful for being online, and being able to send and receive message.
Laptops Laptops
37
Speeds Upto 153.6kbps Upto 153.6kbps Upto 153.6kbps
Antenna External Internal Internal
retractable
SMS Capacity 1000 msgs in 1000 msgs in 10 msgs in
Capacity
Type T-SIM Based T-SIM Based T-SIM Based
Interface PCMCIA USB USB
Supported OS Windows 2000/ Windows 2000/ Windows 2000/
Enterprise
Linux 3 & 4/
Fedora Core 5
& 6/
SUSE Desktop
Debian Linux 5
& 6/
Ubuntu Linux 5
&6
38
Price Rs 2499/- Rs 2499/- Rs 2249/-
ME Rs.650/mt
Jumbo h
Unlimite Unlimite Rs Unlimited
Plan 799
Tata Photon Plus is a new Mobile Broadband Service. Tata Photon+ - the next
Tata Photon Plus we now have access to the internet at never before speeds .
39
Never before speeds:
With Tata Photon+ - Mobile Broadband Service you now have access to
With the new USB Modem we also now have the convenience of being able to
are.
All we now need to do is just plug the USB Modem into your Laptop/Desktop
PC and we are ready to access a whole new world of High speed internet
connectivity.
Style statement:
With Tata Photon+'s new sleek and stylish USB Modem , you are now
USB interface:
With the USB port interface one can now simply plug the USB Modem device
into either a Laptop or your Desktop PC & get ready to access high speed
internet connectivity.
40
Feature Specifications
Antenna External
Now we don’t need to frantically search for a cyber café while on tour. Reliance
Netconnect gives us the freedom of mobile surfing anywhere in the country. Slip
41
the Reliance Netconnect Data & Voice Card into your laptop and you're ready to
go. This pocket-size wonder packs quite a punch — it works both as a modem and
a mobile phone, so you can surf at high speeds as well as make and receive calls
giving you wireless Internet access even from the remotest part of the country.
Working while travel has never been this simple. Reliance Netconnect offers you
benefits that make it easy to connect to work or catch up with friends, no matter
where we go.
Coverage
Surf seamlessly across India in over 20,000 towns and 4.5 lakh villages and
counting.
Speed
Emails
Calls
42
Make and receive calls to any number in the world from our laptop.
SMS
Send and receive SMS messages from our laptop. Even multiple SMS is possible.
Address Book
Convenience
Say goodbye to bothersome copper wires and the problem of dial-up connections
Easy to Install
Follow simple instructions after installing the software from the CD provided .
Stay online always at just Rs 650 per month (up to 1 GB data transfer) without
43
A revolutionary product from Reliance Netconnect that lets one access the Internet
anytime anywhere. This product is an unique sleek modem which can be attached
to the USB port directly and helps one to do the Internet, talk and send SMS.
Features: Connectivity
Wireless Internet access across 20000 towns and 4.5 lakh villages and
counting
technology
44
First time in India a revolutionary product from Reliance Netconnect that lets one
to access the internet anytime anywhere. This product is a unique modem which
can be attached to the USB port directly and helps to do the internet, talk and send
SMS.
Features: Connectivity
Inner Antenna.
Auto Installation.
Voice Supported.
Laptop/PC Speaker & Mic / Head Jack can be used for voice calls.
OS
45
Price: Rs 2500/- for the device
Association)
A revolutionary product from Reliance Netconnect that lets us access the Internet
anytime anywhere.
Tariff Plans
Postpaid Plans
Usage
Pay as you go 174 Nil 60 p/min day
30 p/min night
Swift 30 300 40 hrs day 50 p/ min
40 hrs nigh
Swift 40 Plus 400 Night unlimited 50 p/ min
46
Freedom 650 1 GB/ month Rs. 2.00/ MB
Freedom plus 900 1.5 GB/ month Rs. 2.00/ MB
Platinum 1500 Unlimited
47
Features
Wireless Broadband for laptops & desktops
which they call the “Fastest” internet broadband service and that also
(Plus) service will offer up to 3.1 Mbps download and up to 1.8 Mbps upload
Charges : Rs 3500/-
Tariff Plans
beyond Free
Usage
Pay As you Go Rs. 299/- Nil Rs. 2/- per Nationwide*
48
MB
Broadband+ Rs. 499/- 10GB@ 50 paise per Nationwide*
during day
Broadband+ 1 GB Rs. 650/- 1 GB Rs. 2/- per Nationwide*
Plan MB
Broadband+ 2.5 Rs. 850/- 2.5 GB Rs. 2/- per Nationwide*
GB Plan MB
Broadband+ 5 GB Rs. 1099/- 5 GB Rs. 2/- per Nationwide*
Plan MB
Broadband+ Rs. 1099/- 10GB Rs. 2/- per Citywide
Citywide 10GB MB
Plan
Broadband+ Rs. 1750/- 10GB Rs. 2/- per
Pack**
Day Usage : 6 AM to 10 PM ; Night Usage : 10 PM to 6 AM
3.2.5 Airtel
49
Airtel USB Modem can be inserted along with a SIM card in your laptop/desktop
(in USB Slot). It works on GPRS/EDGE and gives you Anytime Anywhere
1 years warranty
Features
Quad band
EDGE
50
Data, SMS
EDGE/ GPRS/GSM(SMS)
SMS facilities
Fully Customized
International Roaming
Price: Rs 2,999/-
Tariff Plans
Plan Unlimited
Airtel Data Card Rental Rs.49 Rs. 350 Rs. 599 Rs. 999
Additional Data Usage (per MB) Re.0.10p/1 Rs. 5/- Rs. 3/- NA
0 KB
Free SMS per Month NA Nil 100 100
When consumer purchase internet data card they still perform a similar sequence
alternatives, and transacting the chosen alternative. However, the family and
Problem recognition:
The starting point is feeling the need or recognition of a problem. The need for
accessing internet at anywhere can trigger the recognition of a need or problem and
52
can have significant impact by encouraging customers to begin the information
Information Search:
Once customers identify the need they may seek information about retailers or
products to help them satisfy. Customer search regarding internet data card could
be limited because it’s a specialty product. Our analysis has shown that in terms of
internet data card customer mostly refer to family and friend as reference group.
These reference groups affect buying decision offering information like price, tariff
plan availability and so forth. Providing rewards for specific purchasing behaviors
for instance friends could appreciate that you could access internet at anywhere if
you are carrying a laptop. By identifying and affiliating with reference groups,
consumers create, enhance, and maintain their self-image. Customers who want to
seen as members of a higher social class might buy internet data card from
Product Evaluation:
During this stage, consumers process different product information and make a
final value judgment. The multi attribute model provides a useful way for
summarizing how customers use the information they have about alternative
brands of internet data card. From our consumer behaviour analysis we have found
53
out that on this stage customer evaluate data card on its several attributes like price,
net speed, tariff plan which come along with, looks etc and they also decide which
attributes are most important for them. The multiattribute model shows that how a
sample multiattribute model which is actually has been taken from one of our
1. Price
2. User friendly
3. Net Speed
4. Installation
5. Durability
6. Tariff plan
Total evaluation score for each attributes is 5.From the above sample table we can
see that consumer is giving more importance to net speed and signal strength. So
Purchase Activity:
54
Its not necessary that customer will always purchase a brand or data card with
evaluation. The data card offering benefits (having the highest evaluation) may not
be available in the store, or the customer may feel that the risks outweigh the
potential. During purchasing customer also may feel that their data card might not
be able to meet their expectations. Therefore retailer should ensure that their sales
persons are knowledgeable enough and they are also skilled presenter of their
From focus group interviews we have come to know that after making a purchase
of data card, customer evaluate their experience on the basis of net speed, signal
strength amount of money they have spent. Customers often feel that service
providers do not deliver what they promise. They feel players should present the
terms and conditions and tariff plans/schemes in clear terms. Mentioning every
small detail regarding the tariff plans must be included in the bill. For example, if a
company intends to collect an advanced monthly rental from customers, then it has
to mention that in its tariff plan, so that customers are not shocked when they see a
55
bill that includes monthly advance rentals as well. This kind of practice might keep
Among the process there are various factors that might influence consumers
purchase during their purchasing process. Many of these factors also reflect the
Convenience:
From our questionnaire survey and focus group discussion we have come to know
that when a customer thinks to purchase a data card for accessing internet they
mostly its convenient to access internet at any where at any time. Especially those
who have to extensively traveling its quite convenient for them to get connected
Time saving:
Some time data card also proves time saving from the customers especially for
business executives who have to travel extensively due to their job purpose. If they
are using a data card for accessing internet they don’t have to find out a cyber café
at an unknown place.
Economical:
56
From our secondary research we have found that for younger group of consumers
(age group of 18-28) who generally spend a lot of time for downloading different
kind of materials like music, picture, data, due to availability of some attractive
tariff plans offered by the different players along with their respective data cards,
its seems a must have utility device for all young laptop users.
DRAWBACKS.
Perceived risk can be defined as the uncertainty that consumers face when they
of risk varies depending on individuals, situation and product. The degree of risk
that consumers perceive and their own tolerance for risk taking,are factors that
reduce perceived risk to some acceptable level in any given purchase situation.
Internet connection speed refers to the data transfer rate from the Internet to our
computer. Basically that means the amount of time it takes our computer to
download a given amount of data. Internet connection speeds are usually measured
57
data card do not provide good internet connection speed, so during products
evaluations and purchasing activities they mostly think about product attributes
e.g. internet connection speed, signal strength. Therefore here implication for
purchase and most importantly reducing the cognitive dissonance during post
Research Methodology
58
• Discussions have been done with Vodafone representatives in the
investigated markets to apply information and further discussions after the
questionnaires.
• Questionnaires have been done on several respondents in the local area and
perception about the data card were collected. Several tele-callings were
done to gather information an about the data card after they had used it .
The questionnaires are used to get exactly and comparable answers in
questions.
Primary data has given answer in following questions in each of the studied
markets:
• Competitors name and position
• Customers
Secondary data
59
• Review of literatures are used to get relevant theories . Printed literatures are
articles and books in telecom sectors providing data card .
Secondary data has given answer in following questions in each of the studied
markets:
• Information about competitors
Data Analysis
Burdwan population, was surveyed and unaided recall of the brands by these
customers was recorded. It was observed that Reliance data cards had the highest
60
brand recall amongst all the brand of Internet data card. This can be attributed to
etc. The survey administered had questions which measured the importance of
various attributes like price, net speed, signal strength, offers & discounts of
Development of Hypothesis
1. Hypothesis
61
Null Hypothesis H0: Price plays an insignificant role in purchase of data
card.
Alternative Hypothesis H1 : Price plays a significant role in the purchase of
data card.
This hypothetical statement is drawn from question no. 12(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 10.55 but at the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96.
Therefore, the observed value of Z does not lie in the critical region so
therefore we reject the null hypothesis and conclude that price plays a
significant role in the purchase of data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.76 – 3/0.07 = 10.55
Since I Z I = 10.55 > 1.96, hence H0 = Rejected.
Price of the data card: In this research, it is discovered that price of the
Data card is playing an important role in the purchase decision of the
customer; Data cards with high prices are less preferred. BSNL is the only
company in the market, which is providing Data cards on rental basis, and it
is one of the main reasons behind BSNL’s success. Reliance
Communication and Tata Indicom is also providing data cards at cheaper
62
rates. Normal Data cards ranges from Rs 2000 to Rs 3000 and 3G,
Broadband Data cards range starts from Rs 3500 onwards.
2. Hypothesis:
Installation of the data card plays an important role in the purchase decision
of the data card.
This hypothetical statement is drawn from question no. 12(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 10.81 but at the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z does not lie in the critical region so therefore we
reject the null hypothesis and conclude that price plays a significant role in
the purchase of data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
63
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.8 – 3/0.074 = 10.81
Since I Z I = 10.81 > 1.96, hence H0 = Rejected.
Installation process: The installation process of data card should be simple
and can be easily understood by the user, because the user is the one who is
going to operate it with the machine, and if it is a complicated process then
user might think for other options. A user wants simplest process to get
connected with the internet, just plug in the data card and connect, if he/she
needs to install some special software’s in the PC or Laptop for using the
data card, it is not possible for everyone to handle this installation process,
so installation process plays an pivotal role in the purchase decision.
3. Hypothesis:
Durability of the Data card plays influential role in the purchase decision of
data card.
Null Hypothesis H0 = Durability of the data card plays an insignificant role
in the purchase of Data card.
Alternative Hypothesis H1 = Durability of the Data card plays a significance
role in the purchase of Data card.
This hypothetical statement is drawn from question no. 12(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 12.32 but at the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z does not lie in the critical region so therefore we
64
reject the null hypothesis and conclude that durability of the data card plays
a significant role in the purchase of data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.9 – 3/0.073 = 12.32
Since I Z I = 12.32 > 1.96, hence H0 = Rejected.
Durability: Purchasing a Data card is mostly a long-term investment, so a
Data must have to be durable enough to meet the requirements of the user. A
Data card should not get over heated while in use, should be made up of un-
breakable plastic are some features of durable Data card.
4. Hypothesis
User friendliness of the data card plays an important role in the purchasing
decision of data cards.
Null Hypothesis H0 = User friendliness of the data card plays an
insignificant role in the purchase of Data card.
Alternative Hypothesis H1 = User friendliness of the data card plays a
significance role in the purchase of Data card.
This hypothetical statement is drawn from question no. 12(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
65
INFERENCE: The observed value of the test statistic Z is 18 but at the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z does not lie in the critical region so therefore we
reject the null hypothesis and conclude that user friendliness of the data
card plays a significant role in the purchase of data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 4.8 – 3/0.6 = 18
Since I Z I = 18 > 1.96, hence H0 = Rejected.
User Friendly: A Data should be user friendly in operations. Apart from
connecting internet, Data cards comes with multiple features such as
receiving and sending SMS, making and receiving voice calls, etc, so all
these functions should be easy to operate, if it is little complicated it
becomes a hassle for the user and ultimately affects the purchasing decision.
5. Hypothesis
Tarrif plans offered by the service providers of the data card play an
influential role in the consumer buying behavior.
Null Hypothesis H0 = Tariff plans of the data card plays an insignificant role
in the purchase of Data card.
Alternative Hypothesis H1 = Tarrif plans of the data card plays a significance
role in the purchase of Data card.
This hypothetical statement is drawn from question no. 12(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
66
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 11.91 but at the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z does not lie in the critical region so therefore we
reject the null hypothesis and conclude that user friendliness of the data
card plays a significant role in the purchase of data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.81 – 3/0.068 = 11.91
Since I Z I = 11.91 > 1.96, hence H0 = Rejected.
Tariff Plans: Apart from the price of the Data, card how much the internet
service is costing to the pocket of the user is very important factor in the
purchase of any Data card. A internet user wants tariff plans which fits into
his/her budget and fulfills all the other requirements. Again BSNL is the
market leader in this segment with cheapest tariff plans and after that
Reliance and Tata Indicom comes.
6. Hypothesis
Speed of the data card plays a pivotal role in the purchase decision of data
card.
Null Hypothesis H0 = speed of the data card plays an insignificant role in
the purchase of Data card.
67
Alternative Hypothesis H1 = speed of the data card plays a significance role
in the purchase of Data card.
This hypothetical statement is drawn from question no. 12(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 18.66 but at the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z does not lie in the critical region so therefore we
reject the null hypothesis and conclude that speed of the data card plays a
significant role in the purchase of data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 4.12 – 3/0.06 = 18.66
Since I Z I = 18.66 > 1.96, hence H0 = Rejected.
Net Speed: The internet speed is very important for the users and slow
internet is not at all preferred in our fast moving lives. With the introduction
of Broadband and 3G in the market of Data cards, the competition has got
even tougher. Customers prefers internet with good downloading speed.
7. Hypothesis
After sales service provided by the service providers plays a significant role
in the purchase decision of data cards.
68
Null Hypothesis H0 = After sales service of the data card plays an
insignificant role in the purchase of Data card.
Alternative Hypothesis H1 = After sales service of the data card plays a
significance role in the purchase of Data card.
This hypothetical statement is drawn from question no. 12(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 6.25 but at the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z does not lie in the critical region so therefore we
reject the null hypothesis and conclude that after sales service of the data
card plays a significant role in the purchase of data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.50 – 3/0.08 = 6.25
Since I Z I = 6.25 > 1.96, hence H0 = Rejected.
After Sale Service: After sales service like sending bills on time, keep the
customers updated with the new developments in different areas etc
improves the chances of increasing the sale of data card, and plays an
important role in the purchase decision of the customer also.
8. Hypothesis
69
Image of the company in the minds of the customers plays a vital role in the
purchase decision of data card.
70
going to purchase the data card. If the brand is trusted in the market, it
makes a positive impact on the purchase decision.
71
company plays a vital REJECTED
role in the purchase of
data card.
9. Hypothesis:
High phone book memory in data cards is an essential feature of the Data
card for the consumers purchasing descision.
Null Hypothesis H0 = High phone book memory makes a heavy influence in
the buying behaviour of the data card.
Alternative Hypothesis H1 = High phone book memory does makes any
influence in the buying behaviour of Data card.
This hypothetical statement is drawn from question no. 14(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 0.09. At the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z lie in the critical region so therefore we accept the
null hypothesis and conclude that high phone book memory is an essential
feature in the buying behaviour of Data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.02 – 3/0.22 = 0.09
Since I Z I = 0.09 < 1.96, hence H0 = Accepted.
10. Hypothesis
72
Micro SD card slot in the data card is an essential feature of data card, which
makes an influence in purchase of Data card.
Null Hypothesis H0 = Miro SD card slot plays a significance role in the
purchase of the data card.
Alternative Hypothesis H1 = Micro SD card slot plays an insignificant role in
the purchase of Data card.
This hypothetical statement is drawn from question no. 14(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 1.06 .At the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z lies in the critical region so therefore we accept the
null hypothesis and conclude that Micro SD card slot plays a significance
role in the purchase of the data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.18 – 3/0.169 = 1.06
Since I Z I = 1.06 < 1.96, hence H0 = Accepted.
11. Hypothesis
High storage capacity & supporting SMS facility in a data card plays an
important role in the purchase of Data card.
73
Null Hypothesis H0 = High storage capacity & supporting SMS plays a
significance role in the purchase of the data card.
Alternative Hypothesis H1 = High storage capacity & supporting SMS plays
a insignificant role in the purchase of Data card.
This hypothetical statement is drawn from question no. 14(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 1.41. At the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z lie in the critical region so therefore we accept the
null hypothesis and conclude that High storage capacity & supporting SMS
facility is an essential feature which plays an essential role in the purchase of
Data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.24 – 3/0.17 = 1.41
Since I Z I = 1.41 < 1.96, hence H0 = Accepted.
12.Hypothesis
Making calls & receiving calls is an essential feature of the Data card and
plays an important role in the purchase of the Data card.
Null Hypothesis H0 = Making calls & receiving calls feature of the Data card
plays a significance role in the purchase of the data card.
74
Alternative Hypothesis H1 = Making calls & receiving calls feature of the
Data card plays an insignificant role in the purchase of Data card.
This hypothetical statement is drawn from question no. 14(in likert scale of
1-5) from the questionnaire of annexure 1. To test this hypothesis the
researcher has done z-test (two-tailed test) and the inference drawn from the
hypothesis is stated below.
INFERENCE: The observed value of the test statistic Z is 1.59. At the
critical region the value of Z at 5% level of significance is I Z I ≥ 1.96. So,
the observed value of Z lie in the critical region so therefore we accept the
null hypothesis and conclude that Making calls & receiving calls feature of
the Data card plays a significance role in the purchase of the data card.
Mathematically:
z = x̄ - µ/S.E of x̄, where S.E of x̄ = σ/√n
The Null Hypothesis is H0 : µ = 3 (where the respondents are giving no
response)
Then the Alternative Hypothesis H1 : µ ≠ 3
= 3.35 – 3/0.22 = 1.59
Since I Z I = 1.59 < 1.96, hence H0 = Accepted
Analysis of the factors affecting the buying behaviour of DATA CARD
SIGNIFICANT TEST [ASYMMETRY TWO TAILED]
Statement of Sample Standard Test statistic. Zcritical Hypothesis
Hypothesis mean (x̄) deviation Applied Z α=0.05 Status
Of the TEST( two
Sample (σ tailed)
x̄) (Zobserved)
75
H9= High phone book 3.02 0.22 0.09 1.9 H0
memory is an 6 ACCEPTED
essential feature of the
Data card in the
consumer buying
behaviour of Data
card
13. Hypothesis
76
Null Hypothesis H0 = Average monthly usage of internet are independent of
occupation category.
Alternative Hypothesis H1 = Average monthly usage of internet are
dependent of occupation.
This hypothetical statement is drawn from question no. 8 of the
questionnaire in annexure 1. To test this hypothesis the researcher has used
Chi-Square test for independence of attribute. The inference drawn from the
test is stated below.
INFERENCE: The observed value of the test statistic Х2 = 1.34 < 12.592 at
5% level of significance with 6 d.f., i.e., calculated value of Х2 is less then
the tabulated value.
Hence, we accept the Null Hypothesis and conclude that average monthly
usage of internet is independent of occupation.
n = 220
Observed Degrees of Level of Tabulated Hypothesis
value freedom significance value status
1.34 6 5% 12.59 H0
ACCEPTED
14. Hypothesis
77
This hypothetical statement is drawn from question no. 18 from the
questionnaire of annexure 1. To test this hypothesis Chi-Square test for
goodness of fit is done. The inference drawn from the test is show below.
INFERENCE: The observed value of the test statistic Х2 = 81.4 > 9.49 at
5% level of significance with 4 d.f., i.e., calculated value of Х2 is more then
the tabulated value. Hence we reject the null hypothesis and conclude that
the awareness of all the brands available in the market are not equal.
n = 250
Observed Degrees of Level of Tabulated Hypothesis
value freedom significance value status
81.4 4 5% 9.49 H0 Rejected
total = 600
The awareness about the data card is also low in the market, only 39% of
respondents out of 600 were aware of data cards, inspite of random advertisment
there is a lot more to be done, we need to educate our potential customers more
about the product.
3. Awareness of Vodafone’s Data card.
79
total = 600
The awareness of Vodafones data card is very low in the market, its only 9.5% of
the total sample, the main reason behind this was because Vodafone doesnot
promote its products actively like others. Vodafone is having world class poducts,
but due to lack of promotion the awareness is very low.
80
Recommendation And Conclusion
81
because of its convenience and source credibility. Everybody whom we surveyed
believed in consulting their “circle” for opinions while buying connections
Recommendations 4 P’s
1. Product:
The products launched should focus on improving service response i.e. better
customer service and greater network connectivity.
2. Price:
It should keep focus on reducing usage rates and be a price leader for price
sensitive heavy usage segments.
3. Promotions:
One important finding of our Consumer Survey was that very low number of
consumer were aware of the fact that Vodafone has Data cards and different tariff
plans. This can be attributed to one or more of the following reasons:
The consumers have low involvement and do not search for information. This
implies that wireless data card is becoming a commodity. Reliance has spent
mostly on advertisements for the mobile business, not on internet data cards.
Hence the information available to public is limited. To discommodities the
category, to increase customer loyalty and repeat purchase, promotions have to be
done on a bigger scale. The promotions should have more of a pull effect in the
advertisements that communicate not just the price and offers/discounts but also
the values, attributes which the consumer can relate to. In short, more information
has to be communicated to the consumer through ads, To lift the sales of internet
data card Vodafone can think to adopt of innovative give away strategy, for
instance design laptops with manufactures in such a way that there will be a built
in Vodafone internet data card. It should focus on Television advertising and
Internet ads primarily. Print ads do not seem to have that effective influence in
82
purchase decisions of the sample. Our analysis has shown that word of mouth
(WOM) marketing has a excellent effect on the consumer purchasing decision of
internet data card. So promotional strategies could be given focus on viral
marketing campaign like on SMS, e-letters or blogs and so forth.
4. Place:
Vodafone should strengthen its distribution network and also focus on creating
more Vodafone stores with easy accessibility outside cities as they are perceived to
be authentic by consumers.
Note: The recommendations have limitations of a small sample size and a simple
sampling.
Future challenges
83
Introduce a product which would be designed specifically for Indian consumer and
satisfy aspiration of youths. To match the increased demand patterns in the
country. Launching of innovative products in regular and short intervals Vodafone
products are descending the customer value hierarchy from that of a potential
product towards an expected product. Competitors like Tata-Indicom, Reliance
communication, are moving up the hierarchy. So, Vodafone will find it tough to
charge the moderately high price it has tilled now charge. It is also highly likely
that Vodafone may not fully absorb the consumers who upgrade from slow speed
internet connection device USB modem to broadband. Hence, Vodafone’s market
share might not grow as good as their competitor Tata-Indicom, Reliance
Communication or BSNL. Vodafone’s major challenge lies in entering the
premium market through an upgraded version of wireless data card the way it did
in mobile business.
Store Centric Recommendations
In order to increase the Vodafone wireless data card sales in exclusive Vodafone
stores and other franchisees across the country management has to take some
aggressive steps to ensure that customers who are evaluating alternatives are
coming in store for purchasing a Vodafone data card. According to our research
outcomes some following measures can be taken:
• Management has to ensure that Customer service executives especially those
who are dealing with internet connections and data cards and also other
telecom products, have exhaustive knowledge about their own products.
84
• Management has to ensure that their sales persons are updated with new
schemes regarding product.
Segmentation
In the wireless data card market there exist different categories of customers who
have different needs and are willing to pay different amount for the product that
meets their demand. Introduction of upgraded version of wireless data card for
instance Vodafone recently launched wireless data card specially meant for those
who frequently travel abroad would help Vodafone identify the needs of the
customers and take advantage of the segment which has not yet been targeted by
the company. Price sensitivity, importance of attributes, point of purchase decision
makers and customers influenced by additional features are the factors on which
we will segment the upgraded internet data card market.
Segment one- is most prices sensitive and values additional feature the least. As
Vodafone is not an economic brand which focuses on differentiating its products
from the competitors and upgrading the customers in the value chain, targeting this
segment will be a strategically appropriate decision.
Segment two- is more influenced by attributes of the products and is not a price
sensitive segment. Vodafone through its wireless data card is currently catering to
this segment.
85
Segment three- is concerned about the attributes, additional features as well as
price.
86
Annexure 1
QUESTIONNAIRE
2. Your occupation?
a. Student
b. Service holder
c. Business men
a. Yes
b. No
a. Yes
b. No
a. Yes
b. No
5. If you have an internet connection, then what kind of connection do you have?
a. Data card
6. If you have an internet connection, then which service provider is providing you this service?
a. BSNL
b. Reliance Communication
c. Tata indicom
d. Vodafone
e. Airtel
87
f. Others
8. If you use internet regularly, then what is your average monthly expenditure?
9. If you are using internet, then what is your purpose behind using it?
b. For entertainment
c. For business
d. To collect information
a. Below Rs 1500
11. Suppose you want to purchase an internet data card, please rate the importance of the following
factors in selecting a data card.
88
Price of Data card 1 2 3 4 5
Installation process 1 2 3 4 5
Durability 1 2 3 4 5
User friendly 1 2 3 4 5
Tariff plans 1 2 3 4 5
Speed 1 2 3 4 5
After sale service 1 2 3 4 5
Image of the company 1 2 3 4 5
a. Yes
b. No
14. Which of the following features do you rate as important at the time of making purchase of data card?
Please rate the following 1- as least important and 5- as more important.
a . BSNL
c. Tata Indicom
d. Airtel
89
e. Reliance
f. Vodafone
17. At the time of purchasing a data card of Vodafone which factors do you consider is
more important and less important? Please rate the following as 1 to 5.
Factor Not Less No important Very
Importan Importan respons Important
t t e
Cost of Data card 1 2 3 4 5
Installation process 1 2 3 4 5
Durability 1 2 3 4 5
User friendly 1 2 3 4 5
Tariff plans 1 2 3 4 5
Speed 1 2 3 4 5
After sale service 1 2 3 4 5
Image of the company 1 2 3 4 5
Q.18 . From where did you get the information about datacard?
a. Friends
b. Family
c. Advertisement(television)
d. Advertisement(other sources)
Bibliography
Information has been sourced from namely, books, newspapers, journals, industry portals,
government agencies, industry news and developments and through access to database.
http://www.capitaline.com/
90
http://www.wikipedia.org/
http://www.oecd.org/
http://www.legalserviceindia.com/
http://www.dot.gov.in/
http://www.economictimes.indiatimes.com/
http://www.ibef.org/
http://www.domain-b.com/
http://www.trai.gov.in/
http://www.perry4law.wordpress.com/
http://www.financialexpress.com
http://www.pib.nic.in/
http://www.emeraldinsight.com/
http://www.search.epnet.com/
http://www.rcom.co.in
http://www.airtelworld.com
http://www.vodafone.in
http://www.airtel.in
http://www.tataindicom.com
http://bsnl.co.in
http://www.ibef.org/industry/telecommunications.aspx
http://economictimes.indiatimes.com/News/News-By-Industry/Telecom/GSM-CDMA-
players-maintain-subscriber-growth-momentum/articleshow/4281903.cms
http://in.news.yahoo.com/139/20090404/868/ttc-dot-directs-ban-on-usage-of-
chinese.html
91
http://www.netweavermagazine.com/archive/Volume_02_(2006)/Issue_02_(Spring)/v2i2
a09.cfm
Banka Sanjoy (2006), “Mergers and Acquisitions in Indian Telecom Industry-A Study”
Sharma Seema and Lokesh Singla (2009), “Telecom equipment Industry: Challenges and
Prospects”
92