Amity Business School

DISSERTATION REPORT
On

“A STUDY ON BRAND AWARENESS, REACH AND EFFECTIVENESS OF

PROMOTIONAL CAMPAIGN OF TELECOM PLAYERS IN INDIA”

Under the guidance of

Dr. SUMEET SINGH JASIAL
(Sr. Lecturer)
(Department of decision sciences and operations)

Submitted By:-
Vikas Dubey
MBA(M&S) 2009-11
Sec – B44
A0102209092
 Amity Business School

• Advertising is, ultimately, for the marketer, a

powerful persuasive tool for creating a demand for
his product.
• Advertising is primarily a way for sellers to
communicate to potential buyers the value of their
goods and services.
• Advertising is a basic marketing tool for stimulating
demand and the level and nature of the question. It
has economic, social and psychological functions.
 Amity Business School

• 771 million connections (fifth largest in the

world )
• Mobile coverage of 90 per cent geographical
area.
• CDMA, GSM with 2G, 3G.
• Increasing affordability - low tariffs, easy
payment plans and low-cost handset .
• Mobile Number Portability (MNP)
• Major players :- Airtel, Reliance, Vodafone,
BSNL/ MTNL, TATA, Idea, Aircel
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• To know that which kind of media is more

effective among customer to communicate
telecom products and services.
• To study the impact of media on buying
behavior on different age group customers of
telecom.
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H0: Media do not play effective role on

purchasing behavior of telecom products and
services.
H1: Media plays effective role on purchasing
behavior of telecom products and services.
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• Research Design :- Descriptive research design

• Sample size :- 100
• Sample technique :- Convenience sampling method.

Data collection
• Primary data:- Questionnaire
• Secondary data :- Internet, journal, newspaper
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• There were 100 respondents. 77 % were male

and 23% were female.

• 89% were 15-25 years old, 7% were 26-35

years old, 3% were 36-45 years old, 1% were
above 45 years.
Amity Business School
 Frequenc Cumulative

AmityPercent
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Valid Percent Percent

Valid Airtel 37 37.0 37.0 37.0

Who is your current Vodafone 29 29.0 29.0 66.0

Reliance 7 7.0 7.0 73.0

service provider ? Aircel 5 5.0 5.0 78.0

Idea 12 12.0 12.0 90.0

Others 10 10.0 10.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 37%

were using Airtel, 28% were
using Vodafone, 7% were
using Reliance, 5% were
using Idea and 10% were
using others.
 •Out of 100 respondents, 11% were
using the current connection for less than
6 months, 10% were using it from 6-12
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months and 79% were using it from
more than 1 year.

•It is evident that 7.79% of Male and

21.73% of Female respondents are using
this mobile connection for less then 6
months, 11.68% of Male and 4.34% of
Female are using this mobile connection
for 6 to 12 months, 80.51% of Male and
73.91% of Female are using this mobile
connection for more then 12 months.

•It is evident that 11.23% of the

respondents falling in to the age 15 – 25
years are using this mobile connection
for less then 6 months, 11.23% of the
respondents falling in to the age 15 – 25
Cumulative years are using this mobile connection
Frequency Percent Valid Percent Percent for 6 -12 months, 77.52% of the
Valid less then 6 months 11 11.0 11.0 11.0 respondents falling in to the age 15 – 25
6 to 12 months 10 10.0 10.0 21.0 years are using this mobile connection
above 12 months 79 79.0 79.0 100.0
for more then 12 months.
Total 100 100.0 100.0
 Amity Business School
Out of 100 respondents 39%
were influenced by
recommendation by friends
and relatives, 7% were
influenced by
recommendation by retailers,
43% were influenced by
Brand image and 11% were
influenced by
Advertisements.

Cumulative
Frequency Percent Valid Percent Percent

Valid Recommendation by 39 39.0 39.0 39.0

friends and relatives

Recommendation by 7 7.0 7.0 46.0

retailers

Brand image 43 43.0 43.0 89.0

Advertisement 11 11.0 11.0 100.0

Total 100 100.0 100.0

 Amity Business School

Out of 100 respondents 78%

agreed that advertisements play a
role in making purchase decision
and 24% did not agree on that.

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 76 76.0 76.0 76.0

No 24 24.0 24.0 100.0

Total 100 100.0 100.0

 Amity Business School

Out of 100 respondents

82% replied Television, 2%
replied Radio, 6% replied
Newspapers, 2% replied
Magazines and 8% replied
Point Of Purchase.

Cumulative
Frequency Percent Valid Percent Percent

Valid television 82 82.0 82.0 82.0

radio 2 2.0 2.0 84.0

newspaper 6 6.0 6.0 90.0

magazine 2 2.0 2.0 92.0

POP 8 8.0 8.0 100.0

Total 100 100.0 100.0

 It is evident that 82.02% of the respondents falling in to
the age 15 – 25 watch the advertisement on Television,
AmityinBusiness
02.24% of the respondents falling to the ageSchool
15 – 25
years watch the advertisement on Radio,,
06.74% of the respondents falling in to the age 15 – 25
years watch the advertisement on Newspaper, 02.24% of
the respondents falling in to the age 15 – 25 years
respondents watch the advertisement on Magazine,
06.74% of the respondents falling in to the age 15 – 25
years respondents watch the advertisement on POP.

Table No. 5. 15:- from where do you watch ads. * Age Cross tabulation

Count

Age

15-25 26-35 36-45 above 45 Total

From where do you watch television 73 7 2 0 82

advertisements the most?
radio 2 0 0 0 2

newspaper 6 0 0 0 6

magazine 2 0 0 0 2

POP 6 0 1 1 8

Total 89 7 3 1 100
 Amity Business School

Out of 100 respondents 75% were

in favor of that advertisements
provides information about the
products and said Yes, 10% were
not in favor of that and said No and
15% were not able to say any thing
and said Undecided.

Cumulative
Frequency Percent Valid Percent Percent

Valid yes 75 75.0 75.0 75.0

no 10 10.0 10.0 85.0

Undecided 15 15.0 15.0 100.0

Total 100 100.0 100.0

 Amity Business School

It is evident that 81.08% of the Airtel user believes that Ads of Airtel informs their products,
75.86 % of the Vodafone user believes that Ads of Vodafone informs their products, 42.85
% of the Reliance user believes that Ads of Reliance informs their products, 60.00 % of the
Aircel user believes that Ads of Aircel informs their products, 83.33% of the Idea user
believes that Ads of Idea informs their products, 70.00 % of the Aircel user believes that
Ads of Aircel informs their products,
 Amity Business School

Table No. 5. 16:- Which telecommunication company has good advertising.

Cumulative
Frequency Percent Valid Percent Percent

Valid Airtel 21 21.0 21.0 21.0

Vodafone 54 54.0 54.0 75.0

Reliance 5 5.0 5.0 80.0

Idea 20 20.0 20.0 100.0

Total 100 100.0 100.0

Out of 100 respondents 21 liked the

advertisements of Airtel, 54 liked
advertisements of Vodafone, 5 liked the
advertisements of Reliance, 20 liked the
advertisements of Idea and none of them liked
the advertisements of Aircel.
 Out of 100 respondents, 58%
says that if they come to know
about any new telecom product
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through media then they
sometimes discuss with others,
30% says that if they come to
know about any new telecom
product through media then they
Always discuss with others, 7%
says that if they come to know
about any new telecom product
through media then they never
discuss with others, 5% cant say

Out of 100 respondents, there were

87% of the respondents who could
recall any advertisement of any
telecom product or service, 13% of the
respondents were unable recall any
advertisement of any telecom product
or service.
 Amity Business School
Based on advertisements
made by company, 51%
would like to go for more
connections for them or their
family in future, 15% would
not go for more connections
for them or their family in
future, 34% of the
respondents had no idea abut
the question.
 Amity Business School

It is evident that if a customer is

going to purchase a mobile
connection of certain features and
same time he finds an
advertisement of mobile
connection of same features, 15%
will certainly ignore it, 70% of
them will inquiry about the product
in the market that may be useful
for them, 15% replied that they
cant say.
Cumulative
Frequency Percent Valid Percent Percent

Valid i will certainly ignore 15 15.0 15.0 15.0

i can inquiry about the 70 70.0 70.0 85.0

other product in the
market that may be
useful for me

cant say 15 15.0 15.0 100.0

Total 100 100.0 100.0

 Chi-Square Test
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Observed N Expected N Residual
i will certainly ignore 15 33.3 -18.3
i can inquiry about the 70 33.3 36.7
other product in the Chi-square (χ2) with two
market that may be degrees of freedom (df = 2)
useful for me
= 60.500a
cant say 15 33.3 -18.3
P = 0.00
Total 100
α = 0.05
P<α
Test Statistics H0 is rejected.
you are going to purchase a mobile connection of H1 is accepted.
certain features and same time you find an
advertisement of a mobile of same feature, what will
you do?
Chi-Square 60.500a Therefore, media plays
df 2 effective role on purchasing
of any telecom products and
Asymp. Sig. .000
services
a. 0 cells (.0%) have expected frequencies less than 5. The
minimum expected cell frequency is 33.3.
 Amity Business School

• The Companies may focus more on Regional television ads &

newspapers ads to increase the effectiveness of the ads, because it is
very costly to give the advertisement on a national television compare
to regional.
• Advertisements made by companies are effective but the companies
should be more focused about the feedback of the customers. Because
telecom companies generally do not go for feedback.
• The companies should also focus on the advertisements at point of
purchase. Because the customers frequently visit to the retailers shop
or companies exclusive outlets.
• The companies may focus the rural areas by designing the ads with
the local renowned person like Mukhiya or Sirpunch of a particular
village.
 Amity Business School

• Advertisements on TV is always make an impact on

consumer’s mind.
• Effective ads Vodafone puppy/zozo, Aircel “save tiger
campaign”, idea sir jee.
• Suggestions of friends and relatives also plays major role in
purchasing.
• It is observed that advertisements are effective and make them
aware about the telecom products.
• Basis of the current advertisements, maximum of the
customers want to go for the next connections.
 Amity Business School

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 Amity Business School

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