Customer Preference for Telecom Brands at Point of Purchase: a Comparative Analysis

Only available on StudyMode
  • Download(s) : 75
  • Published : December 21, 2011
Open Document
Text Preview
Customer Preference for Telecom Brands at Point of Purchase: A Comparative Analysis

Submitted in partial fulfilment for the degree of
Master of Business Administration

Under the guidance

of

(May, 2009)

[pic]

Submitted by

MBA (2nd Year)

DEPARTMENT OF MANAGEMENT STUDIES

INDIAN INSTITUTE OF TECHNOLOGY - DELHI

NEW DELHI

Certificate

This is to certify that the major project titled ‘Customer Preference for Telecom Brands at Point of Purchase: A Comparative Analysis is a bonafide record of work carried out by under my guidance and supervision in partial fulfilment for the degree of Masters of Business Administration at Department of management studies, IIT-Delhi.

Acknowledgement

I wish to extend my deepest gratitude to my project guide, Dr. Mahim Sagar, Department of Management Studies, IIT-Delhi who not only gave me the idea of conducting this research, but also motivated me throughout the course of this research. I am highly indebted to him for his valuable guidance and constructive inputs given throughout the course of this project. Despite his exceptionally busy schedule he spared his invaluable time and efforts. The present shape of the project would not have been possible without his guidance and patience.

Table of Contents
Certificate2
Acknowledgement3
List of Figures5
List of Tables6
Abstract7
Chapter 19
Introduction9
Chapter 213
Literature Review13
Chapter 316
Research Methodology16
3.1 Introduction16
3.2 Research Methodology16
3.3 Research Gap16
3.4 Problem Definition16
3.5 Research Objectives17
3.6 Methodology for Research Objective 117
3.7 Designing the Questionnaire17
3.8 Major reasons identified for a customer to choose a brand18 3.9 Methodology for Research Objective 226
3.10 Cluster Analysis27
Chapter 429
Collection of Data29
4.1 Techniques used for the collection of Data29
4.2 Collection Of Data30
4.3 Sample Size32
Chapter 533
Data Analysis33
5.1 Survey Rating33
5.2 Survey Results33
5.3 Survey Findings34
5.4 Top 5 parameters for customer preferences40
5.5 The Rating for each telecom subscriber41
5.6 Dendrogram46
Chapter 649
Conclusion49
Annexure 152
Questionnaire52
Annexure 254
Differentiators among the top telecom service providers in India54 References56

List of Figures

Fig 1:Classification of telecom regions in India (AIRTEL Annual Report 2008)

Fig 2: Subscriber Trends in India (AIRTEL Annual Report 2008)

Fig 3: Customer Market Share distribution (AIRTEL Annual Report 2008)

Fig 4: Methodology followed for identification of factors of customer preference

Fig 5: Methodology for cluster analysis

Fig 6 : Declining Mobile Tariff

Fig 7: Ratio of mobile phones with internet access across the world

Fig 8 : Low tariff as a reason of customer preference

Fig 9 : Quality of Customer Service as a reason of customer preference

Fig 10 : Network Quality as a reason of customer preference

Fig 11 : Realiablity of Billing Services as a reason of customer preference

Fig 12 : Sales Representative as a reason of customer preference

Fig 13 : Point of Sale nearby as a reason of customer preference

Fig 14 : Brand Loyalty as a reason of customer preference

Fig 15 : Celebrity Endorsements as a reason of customer preference

Fig 16 : Addvertisement as a reason of customer preference

Fig 17 : Peer Influence as a reason of customer preference

Fig 18 : VAS as a reason of customer preference

Fig 19 : Cluster Analysis Dendograph

List of Tables

Table 1: Differentiators between top telecom providers

Table 2: Reserve price for spectrum allocation

Table 3: Rollout obligation after spectrum allocation.

Table 4: Average Rating for Customer Preferences

Table 5 : Final Rating for reasons of customer preferences

Table 6: Top five factors of customer preference

Table 7: Rating of factors of customer...
tracking img