Indore indira school of career studies

Consumer Buying Behavior and Penetration of Telecom Services

TATA DOCOMO Do ThE nEw

By Punit Sahu
PGP DUAL IIIrd sem

Consumer Market
Consists of all the individuals and households who buy or acquire goods and services for personal consumption.

Consumer Buying Decision Process

Problem Recognition Information Search Evaluation of Alternatives

Purchase Decision

Post-Purchase Evaluation

Factors Influencing Consumer Behavior

Personal Psychological Social Cultural

Functional Factors
Needs
Need over wants. Delivers to a real need to have something.

At 110.01 million connections ' Indian Telecom Industry' is the fifth largest and fastest growing in the world. The subscriber base has grown by 40% in 2005 and is expected to reach 250 million in 2007.
Indian Telecom Industry ' is currently expected to contribute nearly 1% to India's GDP which is heartening and estimated to grow further and brighten the ' Scenario of Indian Telecom Industry .

TATA DOCOMO
TATA DOCOMO is from TATA Tele service LTD
.TATA DOCOMO marks a significant milestone in Indian telecom landspace. First mobile service provider to have second pulse tariff.

Strategic alliance with Japanese telecom major NTT DOCOMO in November 2008.

Ntt DOCOMO
Worlds leading Japan based telecom company. Over the years technologies of DOCOMO has defined industry bench marks like 3G technology. It is the global leader in value added services

Objectives
To know the awareness about the brand. To check quality of brand(i.e., connectivity etc). To study the unique product feature of brand. To know the impact of promotional activities on the purchasing behavior of the buyer.

SWOT ANALYSIS

Strength Weakness Opportunities Threats

STRENGTHS First to introduce seconds tariff plan (Seconds pulse). Brand image of Tata services. Large variety of plans. Plans are affordable by any common persons

WEAKNESS
Signal strength. Post paid connections are not available easily . Customer service. Concentrating only on rural area.

OPPORTUNITIES

Have a great opportunity to expand its services. To introduce any new plans for internet users. Introduce 3G compatible services To introduce new combined plans like SMS, Internet, Calling integrated offers.

THREATS

If the signal strength is not increased it may lead to change in the network service by the customers. Tata has to clarify whether this 1ps/sec will continue till its life cycle.
Heavy competition from all other network providers

4ps is also called marketing mix.4ps consists of

4ps

product
TATA DOCOMO having good range of Services: Tata Docomo provides both postpaid and prepaid services. TATA DOCOMO Quality network: Tata DOCOMO having good quality network which provide clarity in voice.

Price
It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid.

Place

It having good range of channels of distribution:

As Tata already exist in this field of telecommunications as Tata Indicom. It has wide range of channels of distribution to sell TATA DOCOMO services Advertising: TATA DOCOMO following different style of advertising pattern in TVs and newspapers. Due to that reason it was reaching public very fast. Sales promotion: due to unique feature of TATA DOCOMO it helps the sales people to decrease burden.

promotion

what type of connection do most of your associates sell?

which telecom company you prefer the most and why?

FINDING

Strong emerging player in the industry & rapidly capture the market share. The company provides good customer service. The company to interact to customer so they provide some interesting plan to the customer. Like that role over plan, diets plan and discover.
RECOMMENDATIONS

Expansion of network,Documentation Proper installation, Std Sms plan Night pack

conclusion
As per the above statement, whatever i study about my work during the past 60 days. The telecom sector has registered tremendous growth over the years. As a result, India has become the third largest telecommunication network in the world. TATADOCOMO is the first company to introduce per second / per paisa in India. TATADOCOMO have provide good cost and service to his customer , in the year 2020 TATADOCOMO become a first position in Indian telecom industry because of his planning and customer satisfactions.

Do the new