1

A STUDY ON AWARENESS LEVEL OF TATA INDICOM WITH

SPECIAL REFERENCE TO TATA INDICOM WALKY IN CHENNAI
A MINI PROJECT REPORT
Submitted by
BABU M
(Reg.No:AC09MBF009)

In partial fulfillment of the requirement for the award of the degree

Of
MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

Dr. R CHANDRASEKHAR

DEPARTMENT OF MANAGEMENT STUDIES

ADHIYAMAAN COLLEGE OF ENGINEERING, HOSUR
ANNA UNIVERSITY – COIMBATORE
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CHAPTER 1

INTRODUCTION

1.1 INDUSTRY PROFILE

Tata Group is Serving the Indian population for about last 126 years,
with 91 diversified companies across seven business segments. Revenue of
Tata group is about Rs.67,000 crores. Tata group is pioneers in

 Hotel Industry
 Steel Industry
 Power plant.

About Tata Tele Services Limited

Tata Tele services is part of the INR 64,350 Crore (US$14.3 billion)
Tata Group, that has over 90 companies, over 210,000 employees and more
than 2.16 million shareholders. With an investment of over INR 9,000 Crore
(US$ 2 billion) in telecom, the Group has a formidable presence across the
telecom value chain. The Tate Group plans an additional investment of around
INR 9000/- Crore (US$ 2 billion) in this sector in the next two years.

Tata Tele services spearheads the Group’s presence in the telecom

sector. Incorporated in 1996, Tata Tele services was the first to launch CDMA
mobile services in India with the Andhra Pradesh Circle.
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Starting with the major acquisition of Hughes Tele.com (India) Limited

[now renamed Tata Tele services (Maharashtra) Limited] in December 2002, the
company has swung into expansion mode. Tata Tele services operates in 20
circles i.e. Andhra Prdesh, Chennai, Gujarai, Karnataka, Delhi, Maharashtra,
Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal
Pradesh, Uttar Pradesh (E), Uttar Pradesh W), Kerala, Kolkata, Madhya Pradesh
and West Bengal. The company has a customer base of over 3 million. The
investment in the company as of March 2004 totals INR 5995 Crore (US$ 1200
million).

Having pioneered the CDMA 3G1x technology platform in India, Tata

Tele services has established a robust and reliable telecom infrastructure that
ensures quality in its services. It has partnered with Motorola, Ericsson, Lucent
and ECI Telecom for the deployment of a reliable, technologically advanced
network.

The company, which heralded convergence technologies in the Indian

telecom sector, is today the market leader in the fixed wireless telephony market
with a customer base of 1.8 million.

Tata Tele services’ bouquet of telephony services includes Mobile

services, Fixed Wireless Phones, Public Booth Telephony, and Wireline services.
Other services include value added services like voice portal, roaming, post-paid
internet services, 3-way conferencing, group calling, Wi-Fi Internet services and
data services.
Tata Tele services has recently, marked its entry into the Prepaid
segment by launching 100% Sacchai True paid, across all its existing 20 circles.
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With the latest initiative, Tata Indicom has opened up new frontiers for the Indian
prepaid customers by offering 1-second pulse and 100% talktime on True Paid.

The company will be shortly launching a new service for Corporates

called Push – To – TalkTM (first across the world to partner with Qualcomm for
BREWChat). This service will be available for the masses across the country.
Tata indicom has also launched a collection of 1000 mobile games – one of the
largest collections of mobile games in the world.

The company has launched prepaid FWP and public phone booths,
new handsets, expand Wi-Fi across public hotspots, new voice & data services
such as BREW games, picture messaging, polyphonic ring tones, interactive
applications like news, cricket, astrology, etc.

Tata Tele services has a strong workforce of 5500. The company is in

the process of recruiting personnel for its new circles and will create more than
20,000 jobs by March 2005, which will include 10,000 indirect jobs through
outsourcing of its manpower needs.

Today, the company serves more than 3 million customers in over 824
towns. With an ambitious rollout plan both within existing circles and across new
circles. Tata Tele services will offer world-class technology and user-friendly
services to over 1000 cities in 20 circles by March 2005.

Tata tele services is currently functional in 414 towns in 8 circles. Tata

is first to launch.
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 Wireless services using CDMA

 PTT (Push-to-talk) services in India.

Tata Subscribers

 Worlds No.1, 3G 1 X7WP service provider with over 1 million

subscribes.
 Total subscriber base of over 23 lacs as of September, 2004.

Tata Indicom Technology Advantage

* Capacity

 High speed data access.

 Carries more traffic signal.

* Clarity

 Continuity in speech.
 Cost
 Compatibility
 Coverage
The CDMA advantage
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 Superior voice clarity

 High speed internet access.
 Enhanced privacy

The research entitled ‘A study on satisfaction level of Service

provided by Tata Indicom Vis-a-vis its competitors’ envisages the following broad
objectives.

 To study the factors which are considered as important by the

customers for feeling satisfied.
 To suggest improvements needed in Tata Indicom service.
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1.2 COMPANY PROFILE

Talking Point Pvt. Ltd. is a leading franchisee of Tata Tele Services

Ltd. which commenced its operations on October 2002. They employ around 35
staffs, have 120 sub dealers, and 2 show rooms. It is a sister concern of cold
point Pvt. Ltd. a reputed dealer of all major airconditioners and the only company
which is ISO 9000:2001 certified in this category. Cold Point Pvt. Ltd. & Talking
Point Pvt. LTD have the same MD Mr. P. M. Shaji. The other directors involved in
the successful running of Talking Point Pvt. Ltd are Mr. A.V. Gopalakrishnan,
Capt.S.Seshadri, Mr. Noman H. Millwala, and Mr. Ramesh Babu. Talking Point
Pvt Ltd is responsible for acquiring new connection, installation of the same and
servicing the existing customer apart from collection of dues.
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1.3 PRODUCT PROFILE

Products and Services

Tata Indicom offers a complete range of affordable telecom solutions

for every home and business needs. Be it Tata Indicom mobile, Smart Wireless
Service, Public Phone booths, Broadband services or Centrex, they are present
in every sphere of the telecommunications market, endeavoring to make the
peoples life comfortable and hassle free.

They have a wide-range of products and services offerings to meet

every need of the people:

Voice

Tata Indicom Mobile

Tata Indicom Push-To-Talk Service
Tata Indicom Walky
Tata Indicom Fixed Wire Phone Connection
Tata Indicom ISDN Services
Tata Indicom Centrex
Tata Indicom E1 Links
Tata Indicom Basic/Primary Rate ISDN
Tata Indicom Managed Leased Lines
Tata Indicom Direct Inward Dialling (DID)
Tata Indicom Public Phone Booth
Tata Indicom Voice Reminder Services
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Data

Tata Indicom Shared and Dedicated Internet Bandwidth

Tata Indicom Virtual Private Networks (VPN)
Tata Indicom Hosting Services
Tata Indicom Internet Access Solutions
Tata Indicom ADSL & DSL

Internet

Tata Indicom Post-Paid Internet connection

Tata Indicom Broadband Internet Services
Tata Indicom Corporate Dial Up
Tata Indicom Corporate Internet ISDN
Tata Indicom Internet Private Leased Circuits(IPLC)
Tata Indicom Internet leased lines (ILL)
Tata Indicom Managed Data Network Services (MDNS)
Tata Indicom INMARSAT
Tata Indicom TV Uplink
Tata Indicom Internet Data Centers
Tata Indicom NLD leased line

Tata Indicom Conference Services

Tata Indicom Conference Call Service

Tata Indicom Videoconference Service
Tata Indicom Web Conference Service
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CHAPTER 2

OBJECTIVES, SCOPE AND LIMITATIONS OF THE STUDY

2.1 OBJECTIVES

Primary Objective

To identify the awareness level of TATA Indicom with special reference

to TATA Indicom Walky.

Secondary Objective

1) To study the satisfactory level of current service products

2) To study the satisfactory level of respondents with respect to wireless
connections.
3) To identify the awareness level of features provided by TATA Indicom.
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2.2 SCOPE OF THE STUDY

The study on awareness level of TATA Indicom provides knowledge to

improve upon the marketing strategies and to overcome the various problem
areas identified during the study.

The survey throws light upon satisfactory level of various features

provided by various service providers.

The data collected could be enhanced to develop syndicate services.

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2.3 LIMITATIONS OF THE STUDY

1. Non response error due to refusals or inaccuracy in response.

Some respondents refused to respond or cooperate during the
survey. They feel that the survey is an invasion of their privacy.
2. Time pressure: The respondents who initially were reluctant to
participate because they were busy and anxious about the time that
seems to be required.
3. Interviewer and respondents bias decrease the accurate response
rate.
4. Survey cost depend on multitude of factors, the amount of
professional time required to design the questionnaire length,
availability and interest of the respondents increase the cost of the
survey.
5. The survey is limited to Chennai town alone and the study cannot
be generalized to other geographical locations.
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CHAPTER 3

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The study adopts Descriptive research design. Descriptive design is

one which givens a snapshot of the prevailing environment. It is used to provide
a summary of some aspects of the environment when certain aspects of the
problem are speculative in nature.

3.2 QUESTIONNAIRE DESIGN

Proper care has been taken to ensure that the information needs
match the objectives which in turn match the data collected through the
questionnaire. The basic cardinal rules of Questionnaire design like using simple
and clear words, the logical and sequential arrangement of questions has been
taken care of.

3.3 DATA SOURCE

There data was collected through both primary and secondary data
sources. Primary data was collected through a questionnaire. The research was
done in the form of direct personal interviews.
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PRIMARY DATA

A primary data is a data, which is collected for the first time for a
particular interest to have more information. The primary data with the help of
questionnaire was collected from end users in Chennai city.

SECONDARY DATA

Secondary data consist of information that already exist somewhere,

having been collected for some other purpose, Secondary data is collected from
company website, magazines and brochures.

3.4 SAMPLING TECHNIQUE

The sampling technique used was under non-probability convenience

sampling. The targeted respondents were the salaried executives in four
locations. The interview was conducted at shopping malls.

The statistical Tools used for data analysis were

 Percentage Analysis
 Cross tabulation
 Bar chart
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3.4.1 Percentage Analysis

This is a univariate analysis where the percentage of a particular factor

with different categories are calculated, in order to help one get their fair idea
regarding the sample and thereby that of population.

3.4.2 Bar chart

Bar diagrams are mostly used in practice. A simple bar diagram is used
to represent only one variable. They are widely used in the field of business
marketing and social science.
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CHAPTER 4

ANALYSIS AND INTERPRETATION

4.1 ANALYSIS OF DATA

TABLE NO. 4.1.1

PROFILE OF THE RESPONDENTS

A) AGE

No. of
S.No. Age Percentage
Respondents
1 Below 30 years 86 34.4
2 31-40 years 140 56.0
3 41-50 years 16 6.4
4 Above 50 years 8 3.2
Total 250 100.0

B) GENDER

No. of
S.No. Gender Percentage
Respondents
1. Male 225 90.0
2. Female 25 10.0
Total 250 100.0
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C) OCCUPATION

No. of
S.No. Occupation Percentage
Respondents
1 Salaried 91 36.4
2 Self-employed professional 85 34.0
3 Self employed business 57 22.8
4 Retired 8 3.2
5 Housewife 9 3.6
Total 250 100.0

D) INCOME

No. of
S.No. Income Percentage
Respondents

1 Upto 2 lakh 153 61.2

2 2 lakh – 4 lakh 78 31.2
3 Above 4 lakh 19 7.6
Total 250 100.0

The general profile of the respondents given above is self explanatory.

56.% of the respondents were the age level of 30-40 years, 90% interviewed
were males and 10% females, Most of the respondents were salaried basis and
self employed professionals. A large percentage of them were having their
income upto 2 lakh.

TABLE NO. 4.1.2

AWARE OF THE LANDLINE TELEPHONES

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No. of
S.No. Opinion Percentage
Respondents
1. Yes 250 100.0
2. No 0 0
Total 250 100.0

INFERENCE

From the above table it is cleared that 100.0% of the respondents are
aware of the landline telephone providers.
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TABLE NO. 4.1.3

AWARENESS ABOUT THE VARIOUS SERVICE PROVIDERS

No. of
S.No. Opinion Percentage
Respondents
1. Airtel 156 20.2
2. BSNL 233 30.1
3. Reliance 166 21.5
4. Tata Indicom 218 28.2
Total 773 100.0

INFERENCE

From the above table it is found that 20.2% of the respondents are
aware of Airtel service followed by 30.1% of the respondents are aware of BSNL
service, 21.5% of the respondents are aware of Reliance service and 28.2% of
the respondents are aware of Tata Indicom services. From the above analysis
we easily identify about the respondents that all the respondents are clearly
aware of the landline service providers.
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TABLE NO. 4.1.4

MOBILE PHONES AND LAND LINES CONNECTION

No. of
S.No. Opinion Percentage
Respondents
1. Yes 242 96.8
2. No 8 3.2
Total 250 100.0

INFERENCE

From the above table it is clear that 96.8% of the respondents have
mobile phones and land line connection and only 3.2% of the respondents are
having no mobile phones and land line connection.
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TABLE NO. 4.1.5

USAGE OF VARIOUS CONNECTIONS

No. of
S.No. Opinion Percentage
Respondents
1. Mobile 75 30.0
2. Landline 121 48.4
3. Both 46 18.4
4. No Connection 8 3.2
Total 250 100.0

INFERENCE

From the above table it is clear that 48.4% respondents are using
landline connections, 30.0% of them using mobile connections, 18.4% of them
using both landline and mobile and 3.2% of the respondents are no any
connection.
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TABLE NO. 4.1.6

SATISFACTION WITH THE SERVICE CONNECTION

No. of
S.No. Opinion Percentage
Respondents
1. Highly Satisfied 130 52.0
2. Some what satisfied 108 43.2
3. Neutral 4 1.6
4. Some what Dissatisfied 0 0.0
5. Strongly dissatisfied 0 0.0
6. No opinion 8 3.2
Total 250 100.0

INFERENCE

From the above table it is clear that 52.0% of the respondents are
highly satisfied with the service connection, 43.2% of them some what satisfied,
1.6% of them neutrally satisfied and 3.2% of the respondents are says no opinion
of service connection, because they are not having any phone connection.
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TABLE NO. 4.1.7

RANKING OF VARIOUS TELEPHONE CONNECTIONS BASED ON

RESPONDENTS PREFERENCE

Weightage
S.No. Factors Rank
Score
1. Mobile 799 II
2. Landline with cable 822 I
3. Wireless landline 626 III
4. PCO 253 IV

INFERENCE

From the above table it is clearly understood that important type of

telephone connections are mostly influenced by the respondents.

 ‘Landline with cable’ occupies Ist rank with the score of 822 points.
 ‘Mobile’ occupies IInd rank with the score of 799 points.
 ‘Wireless landline’ occupies IIIrd rank with the score of 626 points.
 ‘PCO’ occupies IVth rank with the score of 253 points.
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TABLE NO. 4.1.8

PERCEPTION ABOUT NECESSITY OF TELEPHONE LINES

No. of
S.No. Opinion Percentage
Respondents
1. It is necessary 226 90.4
2. It is not necessary 16 6.4
3. I have no idea about it 8 3.2
Total 250 100.0

INFERENCE

From the above table it is clear that 90.4% of the respondents says
telephone line is necessary, 6.4% of them it is not necessary and 5.6% of them
have no idea about it.
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TABLE NO. 4.1.9

NECESSITY OF TELEPHONE LINE

No. of
S.No. Opinion Percentage
Respondents
1. Communication is must 161 50.0
2. When moving out of residence it provides a
111 34.5
close relationship with my family and friends
3. It gives me peace of mind 19 5.9
4. It costs very little but offers more value 31 9.6
* Among 226, some respondents have stated one or more opinion about necessity of telephone line.

INFERENCE

From the above table it is clear that 50% of the respondents says
Communication is must necessary, 34.5% of them when moving out of residence
it provides a close relationship with my family and friends, 5.9% of them it gives
me peace of mind and 9.6% of them it costs very little but offers more value.
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TABLE NO. 4.1.10

AWARENESS ABOUT TATA INDICOM TELEPHONE LINE

No. of
S.No. Opinion Percentage
Respondents
1. Yes 218 87.2
2. No 32 12.8
Total 250 100.0

INFERENCE

From the above table it is clear that 87.2% of the respondents are
aware of the telephone lines and 12.8% of them no aware.
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TABLE NO. 4.1.11

SOURCE OF AWARENESS ABOUT TATA INDICOM

No. of
S.No. Opinion Percentage
Respondents
1. I am client of Tata Indicom 43 11.4
2. Through print advertisement 95 25.1
3. Through TV advertisement 118 31.2
4. Through advertisement hoarding 56 14.8
5. Sales people 66 17.5
* Among 218, some respondents have stated one or more media as source for awareness.

INFERENCE

From the above table it is clear that 31.2% of the respondents are
aware through TV advertisement, 11.4% of the respondents are aware because
they are clients of Tata Indicom, 25.1% of them through print advertisement,
14.8% of them through advertisement hoardings and 17.5% of them sales
people.
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TABLE NO. 4.1.12

GENERAL AWARENESS OF THE PRODUCT OFFERED BY TATA INDICOM

No. of
S.No. Opinion Percentage
Respondents
1. Yes 207 82.8
2. No 43 17.2
Total 250 100.0

INFERENCE

From the above table it is inferred that 82.8% of the respondents are
aware of products offered by Tata indicom and 17.2% of them are not aware of
the products offered by Tata Indicom.
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TABLE NO. 4.1.13

AWARENESS OF THE VARIOUS PRODUCTS OFFERED BY TATA INDICOM

No. of
S.No. Opinion Percentage
Respondents
1. Post paid Landline Walky 193 42.3
2. Prepaid Landline Walky 49 10.7
3. Postpaid mobile 81 17.8
4. Prepaid mobile 133 29.2
Total 456 100.0

INFERENCE

From the above table it is inferred that 42.3% of the respondents are
aware of post paid landline walky, 10.7% of them prepaid landline walky, 17.8%
o them postpaid mobile and 29.2% of them prepaid mobile.
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TABLE NO. 4.1.14

AWARENESS ABOUT TATA INDICOM WALKY

No. of
S.No. Opinion Percentage
Respondents
1. Yes 199 79.6
2. No 51 20.4
Total 250 100.0

INFERENCE

From the above table it is inferred that 79.6% of the respondents are
aware the features offered by Tata Indicom Walky and 20.4% of them are not
aware the features offered by Tata Indicom walky.
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TABLE NO. 4.1.15

AWARENESS ABOUT THE FEATURES OFFERED BY

TATA INDICOM WALKY

No. of
S.No. Opinion Percentage
Respondents
1. Wireless 185 23.0
2. Off the hook 62 7.7
3. Hot line 68 8.4
4. SMS 135 16.8
5. Caller Identification 136 16.9
6. Call Forwarding option 69 8.6
7. Call conference 80 9.9
8. Internet connectivity 70 8.7
Total 805 100.0

INFERENCE

From the above table it is inferred that 23.0% of the respondents are
aware of wireless, 7.7% of them off the hook, 8.4% of them Hot line, 16.8% of
them SMS, 16.9% of them caller identification, 8.6% of them call forwarding
option, 9.9% of them call conference, 8.7% of them internet connectivity.
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TABLE NO. 4.1.16

OPINION ABOUT THE SERVICE OFFERED TATA INDICOM WALKY

No. of
S.No. Opinion Percentage
Respondents
1. Good 71 28.4
2. Fair 92 36.8
3. Average 51 20.4
4. Poor 36 14.4
Total 250 100.0

INFERENCE

36.8% of the respondents opined that the popularity of walky is fair,

28.4% of them says good, 20.4% of them says average and 14.4% of the
respondents says poor.
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TABLE NO. 4.1.17

PERCEPTION ABOUT THE WIRELESS PHONES WITH REFERENCE TO

TATA INDICOM WALKY

Neither Some Disagree

Strongly Somewhat
S.No. Opinion agree nor what completely
agree agree
disagree disagree
1. Wireless Phones 112 46 17 5
70
are more
(44.8) (18.4) (6.8) (2.0)
convenient (28.0)
2. Wireless phones 72 115 45 11 7
have more
(28.8) (46.0) (18.0) (4.4) (2.8)
features
3. Wireless phones 38 109 73 25 5
are user friendly (15.2) (43.6) (29.2) (10.0) (2.0)
4. Walky does not 57 85 49 41 18
make any cost
(22.8) (34.0) (19.6) (16.4) (7.2)
difference with
ordinary cable
connections

INFERENCE

From the above table it is cleared that maximum (44.8%) of the

respondents somewhat agreed that wireless phones are more convenient, 46.0%
of the respondents agreed somewhat that wireless phones have more features,
43.6% of the respondents agreed somewhat that wireless phones are user
friendly and 34.0% of the respondents agreed somewhat that walky does not
make any cost difference with ordinary cable connections.
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TABLE NO. 4.1.18

OPINION ABOUT TO GO FOR TATA INDICOM WALKY

AFTER AWARE OF THE PRODUCT FEATURES

No. of
S.No. Opinion Percentage
Respondents
1. Yes 166 66.4
2. No 84 33.6
Total 250 100.0

INFERENCE

From the above table it is clear that 66.4% of the respondents are
wanting to go for Tata Indicom walky products after they were aware of the
product features and 33.6% of them do not prefer.
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TABLE NO. 4.1.19

INTERESTED IN BEING APPROACHED BY TATA INDICOM SALES PEOPLE

No. of
S.No. Opinion Percentage
Respondents
1. Definitely yes 84 33.6
2. Probably 54 21.6
3. Probably not 106 42.4
4. Definitely not 6 2.4
Total 250 100.0

INFERENCE

From the above table it is clear that 42.4% of the respondents are not
interested in being approached by Tata indicom people, 33.6% of the
respondents said that they are interested in being approached by sales people,
21.6% of them said probably yes and only 2.4% said definitely not.
 42

TABLE NO. 4.1.20

OCCUPATION AND SOURCE OF AWARENESS OF TATA INDICOM WALKY

(CROSS TABULATION)

Occupation Total
Sources of
Profes- House
Awareness Salaried Business Retired
sional Wife
I am client of Tata 14 19 10
0 0 43
Indicom (16.5) (22.9) (18.2)
Through print 34 31 24 3 3
95
advertisement (40.0) (37.3) (43.6) (37.5) (33.3)
Through TV 13 24 10 5 6
58
advertisement (15.3) (28.9) (18.2) (62.5) (66.7)
Through advertisement 2 7 1
0 0 10
hoarding (2.4) (8.4) (1.8)
22 2 10
Sales people 0 0 34
(25.9) (2.4) (18.2)
Total 85 83 55 8 9 240

INTERPRETATION

From the above table it is found that all the occupational category of
the respondents are aware the Tata Indicom service through print advertisement.
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TABLE NO. 4.1.21

OCCUPATION AND SOURCE OF AWARENESS OF

TATA INDICOM PRODUCTS (CROSS TABULATION)

Occupation Total
Tata Indicom
Profes- House
Products Salaried Business Retired
sional Wife
Post paid Landline 71 65 47 5 5
193
Walky (83.5) (78.3) (85.5) (62.5) (55.6)
Pre paid Landline 3
0 0 0 0 3
Walky (5.5)
6 10 3 2 4
Post paid Mobile 25
(7.1) (12.0) (5.5) (25.0) (44.4)
8 8 2 1
Pre paid Mobile 0 19
(9.4) (9.6) (3.6) (12.5)
Total 85 83 55 8 9 240

INTERPRETATION

From the above table it is found that all the occupational category of
the respondents are aware the Tata Indicom Post paid landline service.
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TABLE NO. 4.1.22

OCCUPATION AND SOURCE OF AWARENESS OF

TATA INDICOM PRODUCTS (CROSS TABULATION)

Occupation Total
Tata Indicom
Profes- House
Products features Salaried Business Retired
sional Wife
60 68 48 8 7
Wireless 191
(70.6) (81.9) (87.3) (100.0) (77.8)
3 2
Off the hook 0 0 0 5
(3.5) (2.4)
15 4 2 1
Hot line 0 22
(17.6) (4.8) (3.6) (11.1)
5 8 4 1
SMS 0 18
(5.9) (9.6) (7.3) (11.1)
2 1 1
Caller Identification 0 0 4
(2.4) (1.2) (1.8)
Total 85 83 55 8 9 240

INTERPRETATION

From the above table it is found that all the occupational category of
the respondents are aware the Tata Indicom Wireless features.
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TABLE NO. 4.1.23

AGE AND SOURCE OF AWARENESS OF TATA INDICOM WALKY

(CROSS TABULATION)

Sources of Age (in Years)

Total
Awareness Below 30 31-40 41-50 Above 50
I am client of Tata 16 22 5 43
0
Indicom (20.0) (15.9) (35.7)
Through print 35 56 1 3 95
advertisement (43.8) (40.6) (7.1) (37.5)
Through TV 18 33 2 5 58
advertisement (22.5) (23.9) (14.3) (62.5)
Through advertisement 6 2 2 10
0
hoarding (7.5) (1.4) (14.3)
5 25 4 34
Sales people 0
(6.3) (18.1) (28.6)
Total 80 138 14 8 240

INTERPRETATION

From the above table it is found that all the occupational category of
the respondents are aware the Tata Indicom service through print advertisement.
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TABLE NO. 4.1.24

AGE AND SOURCE OF AWARENESS OF

TATA INDICOM PRODUCTS (CROSS TABULATION)

Age (in Years)

Tata Indicom
Below Above Total
Products 31-40 41-50
30 50
Post paid Landline 60 114 14 5 193
Walky (75.0) (82.6) (100.0) (62.5)
Pre paid Landline 3 3
0 0 0
Walky (3.8)
9 14 2 25
Post paid Mobile 0
(11.3) (10.1) (25.0)
8 10 1 19
Pre paid Mobile 0
(10.0) (7.2) (12.5)
Total 80 138 14 8 240

INTERPRETATION

From the above table it is found that all the age group of the
respondents are aware the Tata Indicom Post paid landline service.
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TABLE NO. 4.1.25

AGE AND SOURCE OF AWARENESS OF

TATA INDICOM WALKY FEATURES (CROSS TABULATION)

Age (in Years)

Tata Indicom
Below Above Total
Products features 31-40 41-50
30 50
57 114 12 8 191
Wireless
(71.3) (82.6) (85.7) (100.0)
3 2 5
Off the hook 0 0
(3.8) (1.4)
9 13 22
Hot line 0 0
(11.3) (9.4)
9 7 2 18
SMS 0
(11.3) (5.1) (14.3)
2 2 4
Caller Identification 0 0
(2.5) (1.4)
Total 80 138 14 8 240

INTERPRETATION

From the above table it is found that all the age group of the
respondents are aware the Tata Indicom Wireless features.
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CHAPTER 5

RESULTS AND DISCUSSIONS

5.1 FINDINGS

 36.4% of the respondents belong to the class salaried.

 90.0% of the respondents belong male category.
 56.7% of the respondents were belonged to 31-40 age level
category.
 61.2% of the respondents are having their income level up to 2
lakh.
 100.0% of the respondents are aware of the landline telephone
providers.
 30.1% of the respondents are aware of BSNL service and
28.2% are aware of Tata Indicom and 22% are aware of Reliance.
 96.8% of the respondents have mobile phones and land line
connection.
 48.4% respondents are using landline type of phone
connections and 52.0% of the respondents are highly satisfied with
the service connection.
 Landline with cable is the most preferred and very necessary
one followed by mobile connection.
 90.4% of the respondents are sure that telephone are
necessary and 50% of the respondents stated communication is a
must.
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 87.2% of the respondents are aware of Tata indicom

connection.
 31.2% of the respondents claimed their source of awareness to
be TV advertisements.
 82.8% of the respondents are accept the products offered by
telephone
 42.3% of the respondents are aware of the product offered by
post paid landline walky.
 79.6% of the respondents say they are aware of Tata Indicom
Walky and 23.0% of the respondents are aware of wireless
telephone features.
 36.8% of the respondents opined that the popularity of tata
indicom walky is fair.
 44.8% of the respondents somewhat agree or disagree with the
statement wireless phones are more convenient.
 66.4% of the respondents prefer to go for Tata Indicom walky
after they were aware of product features.
 42.4% of the respondents say that they need not be approached
by Tata indicom sales people.
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5.2 SUGGESTIONS

 Since the awareness level of Tata indicom was very high, they
have to focus on positioning in the minds of consumers.
 Tata indicom instruments are being technically upgraded with
additional features these must be communicated to the customers
promptly.
 By this more customer loyalty can be obtained.

 Awareness level of Tata indicom with respect to walky’s main

features such as Lcd, SMS stood high and hence the advertising
campaign may focus on the products other features and facilities.
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5.3 CONCLUSION

This research study reveals that Tata Indicom walky enjoys better
position in the market. This is due to brand image it holds. The present position
is at a satisfactory level but to survive the competition, the franchisee may extend
its promotion tools and service facilities.
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1-18,20,21,23-28,30-31,33,34,36,38-50