MID TERM REVIEW ON AN ANALYSIS ON CONSUMER BUYING BEHAVIOR IN TELECOM SECTOR

By:

KANWAR AJEET SINGH (BBA 4508/09)

Department of Management Birla Institute Of Technology Noida Campus

BIRLA INSTITUTE OF TECHNOLOGY

(Deemed University U/S 3 of UGC Act 1956)

INTRODUCTION CONSUMER BUYING BEHAVIOR Consumer behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service. Consumer behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, socio psychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general. Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone. Consumer buying behavior is influenced by the major three factors: 1. Social Factors 2. Psychological Factors 3. Personal Factors. CONSUMER BUYING DECISION PROCESS Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service. Consumer decision making process generally involves five stages: Problem Recognition, Information Search, Alternatives evaluation, Purchase Action and Post-purchase Actions .

MOBILE TELEPHONES In 2011 the mobile phones subscriber base was 881.40 million, the mobile tele communications system in India is the second largest in the world and was opened for the private sector in 1990s. Government and several private players run local and long distance telephone services. Competition has caused prices to drop and calls across India are one of the cheapest in the world. India primarily follows the GSM mobile system, in the 900 MHz band. Recent operators also operate in the 1800 MHz band. The dominant players are Airtel, Reliance Infocomm, Vodafone, Idea cellular and BSNL/MTNL. There are many smaller players, with operations in only a few states. . The government allowed Mobile number portability (MNP) which enables mobile telephone users to retain their mobile telephone numbers when changing from one mobile network operator to another. India is divided into 22 telecom circles. These days mobile phones have become an essential necessity for people hence making the decision of choosing the network provider for the phone an common an important one for every person. As due to privitisation and other factors the competition and the facilities provided by the network providers are increasing day by day as to fulfill the expectations of the consumer.

OBJECTIVE
To study consumer buying behavior in telecom sector.

To evaluate and understand the consumer buying process.

To ascertain the customers decision process and post purchase satisfaction / dissatisfaction with a mobile communication service.

DATA ANALYSIS TOOLS

Data will be analysed using statistical tools like : Average and Mean and likert scale . Data will be presented with the help of :

Pie chart Line chart Likert scale

LITERATURE REVIEW

GOOD PACKAGING CAN CHANGE CONSUMER PERCEPTION

Article by ABHIJEET MUKHERJEE, THE

ECONOMIC TIMES

Good packaging can change consumer perception. Smaller manufacturing companies, that include private labels, have taken to innovative packaging to hit their target consumers.

Truth about customers and buying behaviour is revealed by numbers

Amit Bapna, ET Bureau Mar 9, 2011