Customer Preference for Telecom Brands at Point of Purchase: a Comparative Analysis
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
Certificate 2
Acknowledgement 3
List of Figures 5
List of Tables 6
Abstract 7
Chapter 1 9
Introduction 9
Chapter 2 13
Literature Review 13
Chapter 3 16
Research Methodology 16
3.1 Introduction 16
3.2 Research Methodology 16
3.3 Research Gap 16
3.4 Problem Definition 16
3.5 Research Objectives 17
3.6 Methodology for Research Objective 1 17
3.7 Designing the Questionnaire 17
3.8 Major reasons identified for a customer to choose a brand 18
3.9 Methodology for Research Objective 2 26
3.10 Cluster Analysis 27
Chapter 4 29
Collection of Data 29
4.1 Techniques used for the collection of Data 29
4.2 Collection Of Data 30
4.3 Sample Size 32
Chapter 5
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
Certificate 2
Acknowledgement 3
List of Figures 5
List of Tables 6
Abstract 7
Chapter 1 9
Introduction 9
Chapter 2 13
Literature Review 13
Chapter 3 16
Research Methodology 16
3.1 Introduction 16
3.2 Research Methodology 16
3.3 Research Gap 16
3.4 Problem Definition 16
3.5 Research Objectives 17
3.6 Methodology for Research Objective 1 17
3.7 Designing the Questionnaire 17
3.8 Major reasons identified for a customer to choose a brand 18
3.9 Methodology for Research Objective 2 26
3.10 Cluster Analysis 27
Chapter 4 29
Collection of Data 29
4.1 Techniques used for the collection of Data 29
4.2 Collection Of Data 30
4.3 Sample Size 32
Chapter 5
References: 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 [pic] Fig 1:Classification of telecom regions in India (AIRTEL Annual Report 2008)