Vodafone Data Card1]

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Marketing management project

Consumer buying behavior with a focus on perception towards internet data card with special

reference to Vodafone

Submitted by

564

VU/MBA-IIIS 103

2010-2012

Supervised by Guided by


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consumer buying behaviour with a focus on perception towords internet data card withspecial reference to Vodafone

2Name: Adyti Dhar, Reg. no: 564, Roll no: VU/MBA-IIIS 103, session-2010-2012

APPROVAL FORM

NAME OF THE STUDENT ADYTI DHAR

ADRESS(Permanent) No. 3, Golpukur Par, Mymensingh,Bangladesh

MOBILE NUMBER 9830290104

INSTITUTE Institute Of Engineering and Management

UNIVERSITY Vidyasagar University

REGISTRATION NUMBER 564

UNIVERSITY ROLL NUMBER VU/MBA- S NO- 103

PROJECT TITLE Consumer buying behavior with a focus onperception towards internet data card withspecial reference to Vodafone

DURATION 1 month

PROJECT GUIDE Prof. Ashok Kumar Banerjee

APPROVED BY

DESIGNATION PRINCIPAL ( Institute of Engineering andManagement)


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irst of all I would like to thank the Management at Vodafone for giving me the opportunity to do my

one month project training in their esteemed organization. I am highly obliged to the marketingmanager at Vodafone. I would like to express my gratitude to area SalesManager of Kolkata , who has provided me with guidance, inspiration,perspective and stimulating discussion, throughout the writing of this report. His constant review andexcellent suggestions throughout the project are highly commendable. A study like this cannot becompleted without help of other persons. And therefore I would like to express my gratitude to provideme crucial guidance in the analytical part of this Project. My heartfelt thanks go to

and to all the executives who helpedme gain knowledge about the actual working and the processes involved in variousdepartments of I would like to express my gratitude towards our principal

who had helped me lot in preparing this project report. I would like to forward my gratitude tomy internal guide & to all the marketing faculties. Finally, I would liketo convey my gratitude to my friends & family members & other faculty members who alwaysendured me and stood with me and without whom I could not have envisaged the completion of myproject.


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, Adyti Dhar, hereby declare that the Project Work titled Consumer Buying Behavior with a focus onperception towards internet data card is the original work done by me under the guidance of Prof.Ashok Kumar Banerjee , Faculty member, Institute of Engineering and Management and submitted tothe SIP of Institute of Engineering and Management, in the partial fulfillment of the requirements forthe award of the degree of Masters in Business Administration with major Subject as MarketingManagement and Minor subject as Human Resource Management, and any copy or informationregarding the project has not been submitted to any other University or Institute for the award of adegree.

Date: Date:

Signature of the student Signature of the Faculty


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rowth of the Data Cards especially happen when business travelers, academicians as well as other

professionals need to access emails and corporate applications as well as personal requirements duringurgent trips and travels. Now, what kind of a company enters an industry with competitors alreadyentrenched? Which ones actually succeed? The answer to both the questions is VODAFONE ESSAR,which is now known as VODAFONE. It is a confident and smart company that was able to entera saturated and highly competitive industry, and emerge at the top. The project aims to identify the

problems faced by Vodafone in the internet data card market. Customers often feel that serviceproviders do not deliver what they promise. They feel players should present the terms andconditions and tariff plans/schemes in clear terms. The research we conducted also supports this fact.We have suggested a marketing plan for Vodafone data card along with other suggestions forVODAFONE to face the competition in the near future and the long run.


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Pg. no.

About Vodafone

Introduction of project

3. Objective of the project

METHODOLOGY OF THE pROJECT

An overview of internet and wireless c onnectivity...19

Telecom Sector- An Outlook.20

Industry Analysis..20

About Internet Data Cards.....20

Vodafone.......................................................................................20

Bharat Sanchar Nigam Limited (B SNL)..22

Tata Indicom..

Reliance Communicatio n....26

Airtel.

Consumer behavior towards I nternet data Card...30

Research Meth odology...................................................................33

Data Analysis

Brand Recall...

Development of Hypothesis and Testing.35

Graphs and Charts...44

Recommendation and Conclusion...60

Limitations of the survey.6

Bibliography.

Annexure.66


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odafone Essar in India is a subsidiary of Vodafone Group Plc and commenced operations in 1994

when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Vodafone Essar nowhas operations in 22 circles with over 65.92 million customers. The company is a joint venture of EssarCommunication Holdings Ltd and the UK-based Vodafone Group. Vodafone has partnered with the

Essar Group as their principal joint venture partner for the Indian market. They are in the business of cellular telephony. Over the years, Vodafon e Essar, under the Hutch brand, has been named the MostRespected Telecom Company, the Best Mobile Service in the country and the Most Creative and MostEffective Advertiser of the Year. Vodafone is the worlds leading international mobile communicat ionscompany. It currently has equity interests in 27 countries across 5 continents and 40 partner networkswith over 303 million proportionate customers worldwide. Vodafone has partnered with the EssarGroup as its principal joint venture partner for the Indian market. Essar Global Limited (EGL) is adiversified business group spanning the manufacturing and services sectors of Steel, Energy, Power,Communications, Shipping & Logistics, and Projects. The group has operations and investments in India,Canada, USA, Africa, the Middle East, the Caribbean and South East Asia and employs 30,000 peopleworldwide. Vodafone Essar Ltd provides services like 3G, which are based on 1800 MHz and 900 MHz

GSM digital technology. They offers voice and data services. In addition, they offers postpaidconnections activation, prepaid SIM cards and recharge coupons sale, service activation/deactivation,postpaid tariff plan change, customer query resolution, prepaid/postpaid SIM card replacementand up gradation, mobile number change, and information on and subscription of value addedservices through stores. The Essar Group is Vodafones principle partner in India. The Essar Group is adiversified business corporation with a balanced portfolio of assets in manufacturing and service sectorsof Steel, Energy, Power, and Communications, Shipping ports & Logistics and Projects.

About Hutchison-Essar Vodafone Negotiations

The name Vodafone comes from Voice data fone HQ in Berkshire, England, is the worlds leadinginternational mobile communications group with 29Million revenues 27 countries, 303 millioncustomers, 40 partner networks. Advanced mobile telecommunications services provided byvodafone are 3G, data related services. The Joint venture - 67% stake by HTIL and 33% owned by Essar.HTIL Li Ka-Shing, Essar Ruia Family. HTIL is HK Based Telecom Company and Essar is India baseddiversified corporation 4th largest cellular operator in India 74.08 million customers.

V odafones Objective

To venture into the worlds most lucrative cellular market

Strengthen its operation worldwide

To obtain the majority stake of Hutchison


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nlike the '70s and '80s when business-related travel was not seen much, the '90s, particularly the

dawn of the twenty-first century, has witnessed intensive business travels, and this is gainingmomentum with time. India too is on the move and wants to stay connected anytime, anywhere-whether on a train or bus, in a hotel or conference hall, within India or abroad. Meeting this need of business travelers are data cards and USB modems that have become the preferred solution, evenbefore wireless mobile broadband is introduced in the country. At present, there are 10 mn data cards,USB modems, and Internet-enabled mobile phones in the Indian market.

According to the World Travel and Tourism Council, India has become one of the fastest growingcountries in terms of the number of travels made within the country and between countries, by roadand air. And here the communications industry found a profitable business opportunity.

Growing businesses in all segments, necessity to access emails and corporate applications during urgentbusiness trips and the urge for some entertainment while on the move are some drivers increasing thedemand for data card usage. Apart from these factors, as the name of Tata Indicom's data card, 'Plug 2Surf', suggests, ease of use with plug and play factor is also a driver for growth. SP Shukla, president,Personal Business, Reliance Communications, says that faster surfing and higher download speeds,convenience of surfing the Internet while on the move, simple to use, and affordable tariffs are amongthe key reasons for the data card growth, in both the laptop and desktop segments.

Wireline broadband connections are yet to penetrate the vast semi-urban and rural parts of the countrywhere entrepreneurs, officials, students, etc have the need to surf the Internet for various purposes.Though the laptop penetration in these areas has not made a significant mark, desktop penetration iscomparatively more.

With data cards offering convenient access to the Internet, a number of companies have started to tieup with service providers to avail bulk network connections for their employees on the go and allowthem to utilize their time during business travels. Since data cards can be used with desktop also, it cutsdown the office infrastructure costs as well. With the data card segment witnessing steady growth,affordability will go up, which, in turn, will drive growth. As the data card growth increases, speedevolves and prices come down, affordability will go up and more users can begin to think of data card asan affordable solution, says an Airtel spokesperson. And growth of mobile telephony in India hascreated users with specific needs like m-commerce that require wireless Internet, driving the wirelessdata card growth. Once the concept of mobile wallet and its applications hit the market in India in thenear future, the wireless data card segment is also expected to witness an exponential growth.

Apart from this, Internet charges in costly hotels are very high. With the availability of data cards andUSB modems, frequent business travelers who stay in costly star hotels can access the Internet andcorporate applications on their laptops and avoid using the Internet facility at hotels, saving on highInternet charges.


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All players are competing with each other to give affordable tariff rates for their data cards. But still therates are very high when compared to countries like the UK. In the UK, wireless broadband connectionthrough 3G technology costs about 10 per month and that too with a data download speed faster than

256 Kbps. International travelers who have used data cards with faster speed are not satisfied with datacards and USB modems services offered in India. So, in India, data cards mean accessing a bareminimum net connectivity only for a sizable population. That is why it is said that data cards have notexactly taken off in India.

Customers often feel that service providers do not deliver what they promise. They feel players shouldpresent the terms and conditions and tariff plans/schemes in clear terms. Mentioning every small detailregarding the tariff plans must be included in the bill. For example, if a company intends to collect anadvanced monthly rental from customers, then it has to mention that in its tariff plan, so thatcustomers are not shocked when they see a bill that includes monthly advance rentals as well. This kindof practice might keep customers away from going for a particular brand.

All major service providers, including Reliance Communications, Bharti Airtel, Tata Indicom, BSNL, andVodafone, have launched data cards to tap the vast opportunity lying ahead. The players are offeringdata cards and USB modems at competing prices and different tariff plans to woo customers.

Reliance Communications introduced its data card as part of its R Connect Internet Service in Delhi,Mumbai, Chennai, Hyderabad, and Bangalore. Its data cards work on the CDMA technology with its pan-India CDMA2000 1x network. Reliance Netconnect, with a speed upto 144 Kbps, has presence in over15,000 towns and 4 lakh villages. Reliance Netconnect products include data cards that can be used inthe PCMCIA slot and USB modems for laptops and desktops, and data cables for mobile phones andfixed wireless phones. Its data cards and USB modems support SMSes and voice calls.

According to SP Shukla, president, Personal Business, Reliance Communications, the company'ssubscriber base and usage have been experiencing a steady and robust growth over the last two years.He says, Faster surfing and higher download speeds, and affordable tariffs are among the key reasonsfor laptop and desktop users preferring Reliance Netconnect over competing offerings includingconventional dial- up Internet connections. Reliance C ommunications claims that its leadership positionin the data card market is showing a steady increase quarter after quarter. The company also expectsthe huge growth trend to continue in the coming quarters as well. RCom has set a high target of penetrating 30% of the laptop market and 10% of the 25 mn plus desktop market in India. Recently, the

telco has slashed the data card price by 13%. PCMCIA Data Card came down to Rs 2,590 from Rs 2,990,and USB modem to Rs 2,490 from Rs 2,850. This move will help push its target aggressively in themarket.

The company in its latest move has tied up with laptop manufacturers HP, Lenovo and HCL to bundle itsdata card. The company has sold 12,000-14,000 units a month over the last four months.

Bharti Airtel data cards and USB modems, with their GPRS and EDGE technology, works on the Airtelnetwork within the country and on GSM networks globally. Its quad-band radio card is suitable for useon EGRPS/GPRS/GSM networks worldwide. While EGRPS Internet speed is 100 Kbps, GPRS/GSM dataperformance speed is 40 Kbps depending on the network. Products are compatible with mostnotebooks and PDAs that provide a type-II PC-card slot. Airtel data cards allow customers to send andreceive SMSes, and it is compatible with Windows 2000/XP/XP Tablet/XP Pro and Mac operatingsystems, enabling customers to stay in touch with their business partners and clients.


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Apart form supporting IP Sec client software for secure VPN, its USB modem supports an accountmanagement and technical call center, and service level agreements.

The Bharti Airtel spokesperson says, Growing disposable incomes and recognition of the multifarious

benefits of the Internet are driving the adoption of data access options like data cards. Like RelianceCommunication, this player also has the intention to pass on benefits of any duty cuts to the user. Thespokesperson says, As an industry leader, Airtel has always believed in passing on benefits of any dutycuts to the end customer. We believe that bringing down the cost of wireless data access like hi-speedInternet access through data cards will fuel growth in a category that is seeing rapid adoption ratesamong the growing mobile population in India.

Its USB modem and wireless data cards offer net services to surf the Internet, Intranet, and extranetwith speeds up to 153.6 Kbps. But the speed is inconstant and depends on the time, number of simultaneous users, Web page accessed, etc. Though it claims to be providing 153.6 Kbps, its average

speed, according to the user, is 63 Kbps, touching 115 Kbps sometime.

Tata Indicom's wireless network solutions, 'Plug 2 Surf' (USB modem) and VData Card (Wireless datacards) serve as a wireless network connection, a mobile phone, and a modem. Tata Indicom' VDataCard, which works on the CDMA technology, can be inserted into the standard type-II PCMCIA card slotof laptops. These two mobile solutions have features including group SMSes and Sales ForceAutomation integrated its services.

This player launched Mobile Connect EDGE Data Card, which is currently priced at Rs 4,999.Comparatively, its data card price is costlier than data cards of other players. It has only two monthly

rental plans priced at Rs 499 and Rs 699. It can work with customers' preferred VPN software to giveaccess to company server and Intranet. Vodafone's Mobile Connect EDGE Data Card supports SMSfacilities, but not voice calls unlike data cards of Reliance Communication and Tata Indicom.

It is the only brand that offers data card on a monthly rent basis, for Rs 150. Since BSNL has the earlymover advantage in the telecom arena, its infrastructure is also very strong giving customers goodspeed and coverage. If customers have WLL or FWT coverage in their area, the data card will work. Itsdata card is Huawei-EC 321 and is compatible with IS-95 A/B. BSNL data card also supports SMSes andvoice calls. Despite all the features it offers, BSNL will take a while to catch up with private players interms of business performance in the data card market.

There is a perception that when mobile broadband is introduced, data cards will take a beating.However, data card players have a different take on this issue. They believe that 3G's arrival will, in fact,be an opportunity for more growth in this segment. Shukla of Reliance Communications says, thelaunch of mobile broadband will give a major boost to data cards, as we will launch broadband datacards and give much higher speeds to our customers. He adds: While mobile broadband serviceswould offer significant advantages to certain customer segments, we believe that the huge potentialand latent demand for data cards would maintain the steady and robust growth of this service category,as experienced in the recent quarters. The Bharti Airtel spokesperson also echoes the same. He says,When 3G will arrive in India, data cards too will migrate to this higher platform, offering speeds that

would compete or match a broadband Internet experience.

In this year's budget, union finance minister P Chidambaram has reduced the excise duty on wirelessdata modem cards by 16%. It is a significant move as far as the data card players are concerned, as it


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will encourage service providers to slash prices of their wireless data cards drastically. Greateraffordability is a major driving factor for the growth of the data card, catering to the needs of a widermarket. Shukla of Reliance Communication says, The custom duty reduction in wireless data modemcards is a welcome move, as it would make the entry costs of these superior Internet connectivity

solutions even more affordable.

Airtel has a similar belief. The Airtel spokesperson says, We believe that bringing down the cost of wireless data access like high-speed Internet access through data cards will fuel growth in a categorythat is seeing rapid adoption rates among the growing mobile population in India.

The industry is of the firm belief that factors like affordable tariff plans and affordable prices of datacards, the convenience data cards offer in accessing the Internet, and the growing needs to use datacards by business and personal travelers, among other things, will drive the future growth of the datacard segment in India. The government has targeted to achieve a data card subscriber base of 40 mn by2010 from the current 10 mn subscribers. The launch of mobile broadband will play a vital role in deeply

penetrating the broadband Internet market in India.

It was also announced in the 2008-09 budget that one lakh broadband-enabled common service centersin villages will be established at a cost of Rs 5,400 crore. But since data card players have the first moveradvantage, in rural and semi urban areas, data cards might become synonymous to broadbandconnections unlike in cities where wireline broadband rules the roost.


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he scenario of web browsing has changed a lot with the advent of wireless datacards. The wireless

data cards from brands like Reliance, Airtel, Tata, Aircel, Vodafone, Idea, and BSNL have really changedthe lives of those who are dependent on internet. Now comes the fast age of internet browsing evenwhile you are on the go. And almost all these wireless data cards come at handy prices and superbconnectivity. Airtel, BSNL, and Reliance take the major share with their unlimited connectivity even tothe remotest areas of the country.

However if you take other cards like Idea, Tata, Vodafone, and Aircel, there wont be any difficul ty inconnectivity because all the service providers have sharing terms and conditions. So if you go to an areawhere there is no Idea services, you would perhaps be given the network connectivity either by Airtel,Reliance or BSNL or any such connection that is functional in that area.

The introduction of 3G by BSNL also called EVODO, has changed the face of BSNL. The BSNL 3G DataCard are meant for all sorts of internet activities and are highly useful to those who need internet tocheck emails anytime one wishes and from any place. Fastest uploads at a speed up to 1.8Mbps

The wireless Airtel data card for prepaid users in various cities across India that will facilitate one tohave network/connectivity even in some remotest places in the nation. Whether you use a laptop,notebook, or personal computer you can connect to internet round the clock with such a data cardwhile you are on the move. The card is compatible to all sorts of OS like Windows 2000/XP/XP Tablet/XPPro and Mac Operating Systems. You get high speed internet connectivity round the clock through AirtelEDGE network.

The wireless coverage speed is nearly 3.1 Mbps which is excellent. You can download large files in veryless time. There is no fluctuation of speed as in case of other USB modems of other network. You havevarious plans from the Reliance Broadband+ Evdo. There are night plans, night unlimited plans, citybased unlimited plans, national unlimited plans, pay as you go plan, fixed GB download plan and others.


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he objective of the study is to understand the consumers pre, post behavior, during perception of

data card and consumer buying behavior and attitude for Vodafone data card. To understand theformer part, the researcher created a Questionnaire and conducted a survey. The researcheranalyzed the questionnaire and the survey to create an extensive questionnaire understanding thebuying Behavior of consumers of Vodafone data card and other brands. The researcher had an analysisdone on the 300 respondents from Kolkata to identify how much of buying intension is due to attributes

and how much due to influence by referrals. The research analysis had revealed that the consumers aresatisfied with the brand Vodafone data card and its attributes. However, Vodafone has not performedwell with the customers who are considerably concerned about internet connection with its cost andtariff plans. This following detailed analysis is presented in the project report.


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his project is based on data. Data can be defined as the quantitative or qualitative values of a

variable. Data is plural of Datum which literally means to give or something given. Data is thought to bethe lowest unit of information from which other measurements and analysis can be done. Data can benumbers, images, words, figures, facts or ideas. Data in itself cannot be understood and to to getinformation from the data one must interpret it into meaningful information. There are variousmethods of interpreting data. Data sources are broadly classified into primary and secondary data.

Data is one of the most important and vital aspect of any research studies. Researchers conducted indifferent fields of study can be different in methodology but every research is based on data which isanalyzed and interpreted to get information.

Data is the basic unit in statistical studies. Statistical information like census, population variables,health statistics, and road accidents records are all developed from data.

Data is important in computer science. Numbers, images and figures in computer are all data.

Data that has been collected from first-hand-experience is known as primary data. Primary data has notbeen published yet and is more reliable, authentic and objective. Primary data has not been changed oraltered by human beings, therefore its validity is greater than secondary data.

Sources for primary data are limited and at times it becomes difficult to obtain data from primarysource because of either scarcity of population or lack of cooperation. Regardless of any difficulty onecan face in collecting primary data; it is the most authentic and reliable data source . Following are someof the sources of primary data.

Experiments require an artificial or natural setting in which to perform logical study to collect data.Experiments are more suitable for medicine, psychological studies, nutrition and for other scientificstudies. In experiments the experimenter has to keep control over the influence of any extraneousvariable on the results.

Survey is most commonly used method in social sciences, management, marketing and psychology to

some extent. Surveys can be conducted in different methods.

Questionnaire: is the most commonly used method in survey. Questionnaires are a list of questions either open-ended or close -ended for which the respondent give answers.
http://hafeezrm.hubpages.com/hub/Data-Collection-Methodshttp://gulnazahmad.hubpages.com/hub/Writing-References-in-Thesis-Dissertationshttp://gulnazahmad.hubpages.com/hub/Writing-References-in-Thesis-Dissertationshttp://gulnazahmad.hubpages.com/hub/Writing-References-in-Thesis-Dissertationshttp://gulnazahmad.hubpages.com/hub/Writing-References-in-Thesis-Dissertationshttp://hafeezrm.hubpages.com/hub/Data-Collection-Methods


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Questionnaire can be conducted via telephone, mail, live in a public area, or in an institute,through electronic mail or through fax and other methods.

Interview: Interview is a face-to-face conversation with the respondent. In interview the mainproblem arises when the respondent deliberately hides information otherwise it is an in depth

source of information. The interviewer can not only record the statements the intervieweespeaks but he can observe the body language, expressions and other reactions to the questionstoo. This enables the interviewer to draw conclusions easily.

Observations: Observation can be done while letting the observing person know that he is beingobserved or without letting him know. Observations can also be made in natural settings as wellas in artificially created environment.

Data collected from a source that has already been published in any form is called as secondary data.The review of literature in any research is based on secondary data. Mostly from books, journals andperiodicals.

Secondary data is often readily available. After the expense of electronic media and internet theavailability of secondary data has become much easier.

There are variety of published printed sources. Their credibility depends on many factors. For example,on the writer, publishing company and time and date when published. New sources are preferred andold sources should be avoided as new technology and researches bring new facts into light.

Books: Books are available today on any topic that you want to research. The use of books start

before even you have selected the topic. After selection of topics books provide insight on howmuch work has already been done on the same topic and you can prepare your literaturereview. Books are secondary source but most authentic one in secondary sources.

Journals/periodicals: Journals and periodicals are becoming more important as far as datacollection is concerned. The reason is that journals provide up-to-date information which attimes books cannot and secondly, journals can give information on the very specific topic onwhich you are researching rather talking about more general topics.

Magazines/Newspapers: Magazines are also effective but not very reliable. Newspaper on theother hand are more reliable and in some cases the information can only be obtainedfrom newspapers as in the case of some political studies.

As internet is becoming more advance, fast and reachable to the masses; it has been seen that muchinformation that is not available in printed form is available on internet. In the past the credibility of internet was questionable but today it is not. The reason is that in the past journals and books wereseldom published on internet but today almost every journal and book is available online. Some are freeand for others you have to pay the price.

e-journals: e-journals are more commonly available than printed journals. Latest journals aredifficult to retrieve without subscription but if your university has an e-library you can view any

journal, print it and those that are not available you can make an order for them. General websites; Generally websites do not contain very reliable information so their content

should be checked for the reliability before quoting from them. Weblogs: Weblogs are also becoming common. They are actually diaries written by different

people. These diaries are as reliable to use as personal written diaries.


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Some unpublished data may also be useful in some cases.

Diaries: Diaries are personal records and are rarely available but if you are conducting a

descriptive research then they might be very useful. The Anne Franks diary is the most famousexample of this. That diary contained the most accurate records of Nazi wars.

Letters: Letters like diaries are also a rich source but should be checked for their reliabilitybefore using them.

Government records are very important for marketing, management, humanities and social scienceresearch.

Census Data/population statistics: Health records

Educational institutes records

NGO's survey data Other private companies records

This project was started with the survey among the customers. A set of Questionnaire was distributedto the different class of the people to collect the raw data. The raw data was then processed intoinformation.

The raw data gave an idea of what is the perspective of customers in a small pool. With graphical

representation of the data and analysis of each question gave a proper picture of the intended project.Followed by the recommendation of each graphs, completes the face of the project.

Some outside sources were also considered to give the project a complete structure. On the basis of theanalysis a conclusion is drawn summing up the whole project.


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efinition of internet

The Internet is a worldwide, publicly accessible series of interconnected computer networks thattransmit data by packet switching using the standard Internet Protocol (IP). It is a "network of networks" that consists of millions of smaller domestic, academic, business, and governmentnetworks, which together carry various information and services, such as electronic mail, online chat,file transfer, and the interlinked web pages and other resources of the World Wide Web

(WWW).

E-mail World Wide Web Remote Access Collaboration Streaming Media File Sharing Voice Telephony

Growing business in all segments, necessity to access emails and corporate applicationsduring urgent business trips and the urge for some entertainment while on the move are somedrivers increasing the demand for data card usage. Apart from these factors, as the name of TataIndicoms data card, Plug 2 surf, Suggests, ease of use with plug and play factor is also a driver forgrowth, S P Shukla, president, Personal Business, Reliance Commutations, says that faster surfingand higher download speeds, convenience of surfing the Internet while on the move, simple to use, andaffordable tariff are among the key reasons for the data card growth, in both the laptop anddesktop segments. While broadband connections are yet to penetrate the vast semi-urban and ruralparts of the country, where entrepreneurs, officials, students, etc. have the need to surf the internet

for various purposes. Though the laptop penetration in these areas has not made a significantmark, desktop penetration is comparatively more. With data cards offering convenient access tothe Internet, a number of companies have started to tie up with service providers to avail bulk networkconnections for their employees on the go and allow them to utilize their time during business travels.Since data cards can be used with desktop also, it cuts down the office infrastructure costs as well. Withthe data card segment witnessing steady growth, affordability will go up, which, in turn, will drivegrowth. As the data card growth increases, speed evolves and prices come down, affordability will goup and more users can begin to think of data card as an affordable solution, says an Airtelspokesperson. And growth of mobile telephony in India has created users with specific needs like m-commerce that require wireless Internet, driving the wireless data card growth. Once the conceptof mobile wallet and its applications hit the market in India in the near future, the wireless data

card segment is also expected to witness an exponential growth. Apart from this, Internetcharges in costly hotels are very high. With the availability of data cards and USB modems, frequentbusiness travelers who stay in costly star hotels can access the internet and corporate applications ontheir laptops and avoid using the Internet facility at hotels, savings on high Internet charges.


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Indian Telecom industry is one of the fastest growing telecom markets in the World. Intelecom industry, service providers are the main drivers; whereas Equipment manufacturers arewitnessing growth and decline in successive quarters As sales is dependent on order undertaken by thecompanies. Airtel, Reliance, Tata And Vodafone are some of the companies that are expected to spurthe growth in AMJ08, as compared to AMJ07. According to Cygnus estimates, telecom industry Isexpected to grow by 25% in AMJ 09 as compared to AMJ 08, in terms of sales. EBDITA and PAT areexpected to grow by 32% and 34% respectively in AMJ09 As cost expenses are being control by majorcompanies like Airtel and Reliance. The major booster is the wireless mobile subscriber base; crossingover 261m in March 2009. Other services like Internet subscriber base has also providedSignificant impetus with its subscriber base reaching over 11m in March 2009.

An Internet Data card is a modem which can be connected to the PCs or Laptops Any where any time toget connected with the internet. A data card comes with Different verities and models, some of themodels of data cards of different service Providers are mentioned below.

Vodafone has few models in the data card category, these are:

Connect to Internet, the wireless way with Vodafone Mobile Connect EDGE Data Card in India. Getquick, simple and secure access to the Internet & your Company server.

gives us high-speed connectivity through the Vodafone EDGE network in India and abroad. Easy VPN connectivity, to give us secure access to our company server and Intranet keeps us connected even while travelling in India or abroad Saves from high internet charges on your hotel bills is easy to install & simple to use no wires, phones lines or

cable Connections required comes with a choice of tariff plans, so one can pick the one that

suits you Best Supports SMS

For Mumbai and Maharashtra except Goa Rs 7799For rest circles including Goa Rs 6499

Monthly Rental (Rs) 499 699Free data 500MB 1GBUsage Charges 10p / 10KB 10p /10KB


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Gives wireless Internet anywhere, anytime. With the Vodafone Mobile Connect USB Modemyou get real-time access to information. Plus, the Vodafone Internet USB stick comes withoutany installation hassles. Just plug The Vodafone USB modem into our laptop and get connected to the

internet and Even your company server, at a spe ed thats three times faster than our wired Dial-upconnection. Thats not all this Vodafone USB Modem gives us 3G Broadband speeds while roamingabroad.

Easy to install & simple to use no wires, phones lines or cable Connections required High-speed connectivity through the Vodafone EDGE network Works with your preferred VPN software, to give us secure access to Our

company server and intranet keeps us connected even while travelling in India or abroad saves us from high internet charges on your hotel bills

comes with a choice of tariff plans, so we can pick the one that suits Best Supports SMS

Vodafone Mobile Connect USB Stick costs: Rs 2599

Monthly Rental (Rs) 499 699Free data 500MB 1GBUsageCharges 5p / 10KB 5p / 10KB

Now you can make the most of a mobile internet connection for our laptop or Desktop. With theVodafone Mobile Connect 3G USB Stick one can work from anywhere with real-time access toinformation. Without any installation hassles. Just plug it into your laptop and get connected to theinternet and even your Company server, at a speed that's faster than our traditional dial up connection.Thats not all the Vodafone Mobile Connect 3G USB Stick also gives us 3G Broadband speeds whileroaming abroad.

Gets us high-speed connectivity to the internet through the Vodafone EDGE Network. Works with your preferred VPN software, to give us secure access to your Company server and

intranet. have many different tariff plans, so we can choose the one that meets our Requirements. Saves from high internet charges on our hotel bills. Supports SMS Supports Micro SD card up to 2 GB. is easy to install just plug in and is ready, no CDs required. Gives 3G Broadband speeds when we travel abroad.

For Mumbai and Maharashtra except Goa Rs 6599

For rest circles including Goa Rs 5499


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While other service providers charge Rs.1500 + tax for the same service, BSNL Charge only Rs.400+taxthat also including voice rental!! And it is truly unlimited. No caps at all. No hidden charges, nostrings attached anything. Now isnt it a cool reason?

No other service provider allows you to take the data card on rental basis. Bharat SancharNigam, Limited - BSNL - has option to take the card on rental, that also just Rs.150 a month.

The user is never away from a BSNL CDMA tower. If the subscriber has WLL Coverage or FWT coveragein your area, the data card will work perfectly.

As only Bharat Sanchar Nigam, Limited - BSNL - has coverage in lot of places which are very remoteand rural areas, this service is best suited for people There. A very affordable internet facility for thepeople there.

All other service providers ask us to purchase the data card and we do not have any alternatives if youwish to discontinue. There is no way one can return the Data card to get your money. But for BSNL onecan give the data card back after the minimum rental period and will get the security deposit back.

No caps, no limits. We can go online 24x7. Need not worry on the bills and we know how much to payevery month as it is NOT based on the monthly traffic or hourly usage. No confusing tariff tables andnothing complicated. Simple and affordable.

The BSNL data card is Huawei - EC 321 which is the latest one and support ROMSIM/R-UIM card. It isCDMA2000 1X RTT, compatible with IS-95 A/B. It support Voice and SMS, Incoming Calling Display,ring prompt, call receiving while data service online (for this function Call Waiting service must beactivated) and it has a large-capacity phone book.

Security deposit Rs. 1000

Activation charges Rs. 250Security deposit (voice-no STD) Rs.500Advance rental for 3 months Rs. 450Service tax Rs. 87.00Total initial charge Rs. 2287.00Monthly charges of BSNL data card Rs.400

If you buy the card and Rs.550 if you take the card on rental basis. Rate of BSNL data card for purchaseRs.2800 if you purchase it form BSNL.

Minimum hire period: Three months

The speed is mainly depending on the distance from the BSNL CDMA tower. If we are near the tower wemay get speed of 120 kbps, if we are away from the Tower it will go down to 80 or 60 kbps.


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It offers Internet at 2.4 Mbps data rate. EVDO (Evolution Data Optimize, 3G Service in CDMA) is atechnology for providing high Speed Internet on CDMA Network (Latest version of EVDO provides up to7.2 Mbps Internet, but its not Available with BSNL now). As 3G is officially launched, BSNL is providing

this service on testing and unofficial basis like Reliances and Tatas WIMAX. BSNL EVDO comes as bothUSB Modem (Pen Drive like) and PCMCIA Card Form factor. BSNL started this service from small townsand some rural places In South India and gradually expanding to all major cities in India. As BSNL iscurrently in upgrading phase of its CDMA towers to EVDO enabled. The Availability of 2.4 EVDOconnections depend on the city and the area in the City where EVDO tower is present. Depending onthe availability of the tower in your area or your wish, you could choose between two speeds. EitherEVDO (2.4 Mbps) or CDMA 1x (144Kbps). Please note whatever you choose, the card or modem willrequire being pre configured at BSNL exchange for that. The Service totally depends on the area of availability and the signal you are getting. The maximum practical speed is 1.5 Mbps (which Iconsider is very good).However if the tower (in your area or the area you move) is not EVDO Enabled, the connection

automatically switches to the CDMA 1x and provides Speed of 144 Kbps. BSNL EVDO provides roamingalso however its available In the state only, nationwide will be soon launched.

EV-DO Device cost Rs 7,500, Either USB Modem or PCMCIA card cost Rs. 3500 onoutright purchase. For rental basis, you will have to give Rs. 1500 Deposit (Rs.1000 refundable) and the monthly modem rent will be Rs. 200. Minimumcommitment is 3 months. 250 Rs / Month (only if u buys the device For 7,500 Rsat the Beginning) 600 Rs / Month (On rental for device) Tariff for EVDO (2.4Mbps) is Rs. 550 + Tax/month unlimited download Tariff for CDMA 1x (144Kbps) is Rs. 250(reduced from 350) + Tax/month unlimited Download. Only

above two tariff plans are available and Yes its too cheap than Internet offeredby other companies. So at starting, for Outright Purchase we will have to pay3500 + 550 or 250 plus tax. For Rental Basis we will have to Pay 1500 + 550 or250 plus tax.

STAY CONNECTED WHEREVER YOU ARE Now, stay connected to the internet from the comfort of your homes, offices, or wherever you are withTata Indicom. Presenting Vdata Card & Plug 2 Surf (USB Modem), 2 innovative solutions thatfunction as a wireless network Connection, a mobile phone and a modem. All in one and that too,with Attractive tariff plans.

Easy Installation & maintenance. Now Surf the internet, intranet or the extranet with consistent & high speeds. Send/Receive SMS or use voice capabilities. (Plug2Surf Whiz does not Support Voice calls) Stay connected across the Tata indicom network 20 circles & 3500 cities. Actual internet speed

will be dependent on multiple factors like time of the day, Number of simultaneous users, webpage accessed etc.

The Plug 2 Surf / Vdata card offers data transfer and access at high speeds. Just switch on yourPC / laptop and get connected, so don't miss out on any critical information even while we areon the move.


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Connects directly to the Tata Indicom network with the minimal user steps and fastest networkregistration.

Now you can make and receive voice calls without any hassles. All you need To do is connectthe earphone jack provided with the Plug 2 Surf / Vdata Card. (Plug2Surf Whiz does not supportVoice calls)

Provision of caller Id. Voice calls at attractive call rates.

Two way messaging facility available on both devices. Send messages while we are connected on our voice call or internet mode. Useful for being online, and being able to send and receive message. Plug 2 Surf - Unparalleled Features

Features Data-for Laptops Photon for PCs &Laptops

Photon Whiz for PCs & Laptops

Speeds Up to 153.6kbps Up to 153.6kbps Up to 153.6kbps Antenna External

Retractable Internal Internal

SMS Capacity 1000 msgs inInbox & Outbox

1000 msgs in Inbox &Outbox

10 msgs in Inbox & Outbox

Phonebook Capacity

1000 entries 1000 entries 250 entire

Type T-SIM Based T-SIM Based T-SIM Based

Interface PCMCIA USB USBSupported OS Windows 2000/

Windows XP/Windows Vista

Windows 2000/ WindowsXP/ Windows Vista

Windows 2000/ Windows XP/Red hat Enterprise Linux 3 &4/Fedora Core 5 & 6/SUSEDesktop Linux 9 & 10/DebianLinux 5 & 6/Ubuntu Linux 5 & 6

Price Rs 2499/- Rs 2499/- Rs 2249/-

Plan Name Fixed Charges Free Usage Additional usage charge

Time Based Budget 150Value325Value525

Rs.150/mthRs.325/mthRs.525/mth

300 Mins (5 Hrs)1800Mins (30 Hrs)3600Mins (60 Hrs)

50p/min50p/25p50p/25p

Data Based ME EconomyME Jumbo

Rs.500/mthRs.650/mth

1Gb1.5GB

Rs 2/MbRs.2/MB

Unlimited d Plan Unlimited Data Plan 799 Rs 799/mth Unlimited data usage

Tata Photon Plus is a new Mobile Broadband Service. Tata Photon+ - the next Generation technologyoffers a great mobile internet connectivity solution. With Tata Photon Plus we now have access to theinternet at never before speeds.

With Tata Photon+ - Mobile Broadband Service you now have access to Internet at super fast speedsusing the new USB modem.


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With the new USB Modem we also now have the convenience of being able to Access Tata Photon+service (Mobile Broadband Service) from wherever we are.

All we now need to do is just plug the USB Modem into your Laptop/Desktop PC and we are ready toaccess a whole new world of High speed internet Connectivity.

With Tata Photons new sleek and stylish USB Modem , you are now completely free from wires.

With the USB port interface one can now simply plug the USB Modem device into either a Laptop oryour Desktop PC & get ready to access high speed Internet connectivity.

Feature SpecificationsSpeed Up to 3.1 Mbps Downlink speed. Actual internet speed will depend on multiple

factors like time of the day, number of simultaneous users, web page accessed,etc.

NON-RUIM Non-RUIM based programmed device is provided to customers.OS Win 2000, Win XP, Win VistaAntenna External

Price: Rs 3500/- for the device.

Reliance Net connects Data and Voice Card Now we dont need to frantically search for a cyber cafwhile on tour. Reliance Net connects gives us the freedom of mobile surfing anywhere in the country.Slip The Reliance Net connect Data & Voice Card into your laptop and you're ready to go. This pocket-size wonder packs quite a punch it works both as a modem and a mobile phone, so you can surf athigh speeds as well as make and receive calls And SMSes from our laptop. Reliances cutting edgeCDMA2000 1X technology offers pan-India coverage, Giving you wireless Internet access even from theremotest part of the country. Experience it all at a cost that's incredibly affordable.

Working while travel has never been this simple. Reliance Net connects offers you Benefits that make iteasy to connect to work or catch up with friends, no matter where we go.

Surf seamlessly across India in over 20,000 towns and 4.5 lac villages and Counting.

Access files and download information at speeds up to 144kbps

Stay in touch by accessing mail while we're on the move.

Make and receive calls to any number in the world from our laptop.


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Send and receive SMS messages from our laptop. Even multiple SMS is possible.

Synchronies your address book with Outlook Express.

Say goodbye to bothersome copper wires and the problem of dial-up connections like timeouts,blackouts and frequent disconnections.

Follow simple instructions after installing the software from the CD provided.

Stay online always at just Rs 650 per month (up to 1 GB data transfer) without Bothering about runningup huge phone bills.

A revolutionary product from Reliance Net connects that lets one access the Internet Anytimeanywhere. This product is a unique sleek modem which can be attached To the USB port directly andhelps one to do the Internet, talk and send SMS.

Wireless Internet access across 20000 towns and 4.5lac villages and Counting

Enhanced download & surfing speed with cutting-edge CDMA 1X Technology

Internet browsing and download speed up to 153.6kbps

Compatible with Windows 2000, Windows XP & Vista High-speed wireless data access for laptop or tablet PC.

Make and receive voice calls Send and receive SMS.

Rs 2490/- for the device

First time in India a revolutionary product from Reliance Net connects that lets one To access theinternet anytime anywhere. This product is a unique modem which can be attached to the USB portdirectly and helps to do the internet, talk and send SMS.


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CDMA 1x RTT 800Mhz. Inner Antenna. Auto Installation.

Voice Supported. Packet Data Service supported. Supports Incoming and Outgoing SMS. Laptop/PC Speaker & Mic / Head Jack can be used for voice

calls. Windows 2000 (SP4), Windows XP (SP2), Windows

Vista32/64bits, MAC OS

Rs 2500/- for the device

A revolutionary product from Reliance Net connects thatlets us access the Internet Anytime anywhere.

Rs. 2500/- for the card.

Tariff Plan Monthly Rental Rs. Free Usage Usage Charges Beyond Free Usage Pay as you go 174 Nil 60 p/min days 30 p/min nightSwift 30 300 40 hrs day 50 p/ min

40 hrs nigh Swift 40 Plus 400 Night unlimited 50 p/ min Freedom 650 1 GB/ month Rs. 2.00 / MB Freedom plus 900 1.5 GB/ month Rs. 2.00/ MB Platinum 1500 Unlimited

5 Hour Pack 10 Hour Pack 25 Hour Pack Unlimited Pack

Prepaid DataRCV (in Rs.)

Rs. 111/- Rs. 202/- Rs. 404/- Rs. 1099/-

Validity (in Days) 0 0 30 30Free SMS 50 100 300 300Minutes of usage (If entireusage is In Peak Hours)

300 600 1500 unlimited

Minutes of usage (If entire usageis in Off Peak Hours)

600 1200 3000 unlimited

Wireless Broadband for laptops & desktops 20 times faster with speed up to 3.1 Mbps simply plug & play


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Fastest uploads at a speeds of up to 1.8 Mbps Seamless network across 20,000 towns and 4.5 lac villages

Reliance Communications has launched the Net connect Broadband+ (Plus)

service Which they call the Fastest internet broadband service andthat also Wireless. According to Reliance Communications, the Netconnect Broadband+ (Plus) service will offer up to 3.1 Mbps download andup to 1.8 Mbps upload Speed. Net connect Broadband Plus service will beavailable in 35 cities with seamless handover to high speed 1x (CDMA Datacard) service covering 20,000 Towns and 4.5 lac villages.

Rs 3500/-

Plan Name Monthly

rental

Bundled

Usage

Usage Roaming Charges Beyond

Free UsagePay As you Go Rs. 299/- Nil Rs. 2/- per MB Nationwide*Broadband+ 10GB@Night

Rs. 499/- 10GB @ Night 50 paisa/minuteDuring day

Nationwide*

Broadband+ 1 GBPlan

Rs. 650/- 1 GB Rs. 2/- per MB Nationwide*

Broadband+ 2.5GB Plan

Rs. 850/- 2.5 GB Rs. 2/- per MB Nationwide*

Broadband+ 5 GBPlan

Rs. 1099/- 5 GB Rs. 2/- per MB Nationwide*

Broadband+

Citywide 10GBPlan

Rs. 1099/- 10GB Rs. 2/- per MB Citywide*

Broadband+ 10GBPlan

Rs. 1750/- 10GB Rs. 2/- per MB Nationwide*

Broadband+10GBNight Add-onPack**

Rs. 199/- 10GB Rs. 2/- per MB as per Planchosen

6 AM to 10 PM; Night Usage: 10 PM to 6 AM

Airtel USB Modem can be inserted along with a SIM card in yourlaptop/desktop (In USB Slot). It works on GPRS/EDGE and gives you AnytimeAnywhere Connectivity through internet WIRELESSLY.Airtel USB Modem advantages are:

Large International Roaming GPRS coverage Technical Call Centre Support Customized for Airtel GPRS/EDGE usage (APN is customized to Airtel) Pan India Presence of Airtel Network Attractive plans to choose from 1 years warranty

Quad band EDGE


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Plug & Play Data, SMS FOR USB PORT EDGE/ GPRS/GSM (SMS)

SMS facilities For Notebooks and PCs Fully Customized International Roaming

Rs 2,999 /-

Standard Plan I Plan II Plan III Airtel Data Card Rental Rs.49 Rs. 350 Rs. 599 Rs.999Free Bundled Usage NIL 500 MB 1 GB unlimited

Additional Data Usage(per MB)

Rs.0.10p/ 10KB

Rs. 5/- Rs. 3/- N/A

Free SMS per Month NA NA 100 100Voice Plan Additional

Any Plan Voice RentalInclusive*

Voice RentalInclusive*

Voice RentalInclusive*


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hen consumer purchase internet data card they still perform a similar sequence of tasks:

searching for information about different products, evaluating these Alternatives and transactingthe chosen alternative. However, the family and Friends have great impact on these activities.

The starting point is feeling the need or recognition of a problem. The need for accessing internet atanywhere can trigger the recognition of a need or problem and can have significant impact byencouraging customers to begin the information Search process (Breitenbach and van Doren, 1998).

Once customers identify the need they may seek information about retailers or Products to helpthem satisfy. Customer search regarding internet data card could Be limited because its a specialtyproduct. Our analysis has shown that in terms of Internet data card customer mostly refers to familyand friend as reference group. These reference groups affect buying decision offering information likeprice, tariff Plan availability and so forth. Providing rewards for specific purchasing behaviors For instance friendscould appreciate that you could access internet at anywhere if You are carrying a laptop. Byidentifying and affiliating with reference groups, Consumers create, enhance, and maintain their self-image. Customers who want to Create an image of mobile, technologically updated person as well aswant to be seen as members of a higher social class might buy internet data card from Relianceor other competitors products.

During this stage, consumers process different product information and make a final value judgment. The multi attribute model provides a useful way for Summarizing how customers usethe information they have about alternative Brands of internet data card. From our consumerbehavior analysis we have found out that on this stage customer evaluate data card on its severalattributes like price, Net speed, tariff plan which come along with, looks etc and they also decide whichAttributes are most important for them. The multi attribute model shows that how a Consumer givesweights of importance to the various attributes of a data card. A Sample multi attribute model which isactually has been taken from one of our Questionnaire shown that how a consumer gives importanceto different product attributes of data card.

1. Price2. User friendly3. Net Speed4. Installation5. Durability

6. Tariff plan7. after sales serviceTotal evaluation score for each attributes is 5.From the above sample table we can See that consumer isgiving more importance to net speed and signal strength. So marketer should put more focus of highlighting these two attributes


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Its not necessary that customer will always purchase a brand or data card with Evaluation. Thedata card offering benefits (having the highest evaluation) may not be available in the store, or thecustomer may feel that the risks outweigh the Potential. During purchasing customer also may feel

that their data card might not Be able to meet their expectations. Therefore retailer should ensure thattheir sales persons are knowledgeable enough and they are also skilled presenter of theirProduct , otherwise it could raise confusion in customers mind during purchasing Of data card. Reducingthe actual and perceived time of purchasing.

As we know buying process doesnt end when a customer purchase a product. From focus groupinterviews we have come to know that after making a purchase Of data card, customer evaluates theirexperience on the basis of net speed, signal Strength amount of money they have spent. Customersoften feel that service Providers do not deliver what they promise. They feel players should presentthe Terms and conditions and tariff plans/schemes in clear terms. Mentioning every Small detail

regarding the tariff plans must be included in the bill. For example, if a company intends to collect anadvanced monthly rental from customers, then it has To mention that in its tariff plan, so thatcustomers are not shocked when they see a bill that includes monthly advance rentals as well. This kindof practice might keep Customers away from going for a particular brand.

Among the process there are various factors that might influence consumers Purchase duringtheir purchasing process. Many of these factors also reflect the Advantages and disadvantages of Internet as a shopping medium. The advantages Or benefits currently conceived by people aredescribed as the followings.

From our questionnaire survey and focus group discussion we have come to know That when acustomer thinks to purchase a data card for accessing internet they Mostly its convenient to accessinternet at anywhere at any time. Especially those Who have to extensively traveling its quiteconvenient for them to get connected?With World Wide Web!

Some time data card also proves time saving from the customers especially for Business executives whohave to travel extensively due to their job purpose. If they are using a data card for accessing internetthey dont have to find out a cyber caf At an unknown place.

From our secondary research we have found that for younger group of consumers (Age group of 18-28)who generally spend a lot of time for downloading different Kind of materials like music, picture, data,due to availability of some attractive Tariff plans offered by the different players along with theirrespective data cards, Its seems a must have utility device for all young laptop users.

Perceived risk can be defined as the uncertainty that consumers face when they Cannot foresee theconsequences of their purchase decision. Customer perception Of risk varies depending on individuals,situation and product. The degree of risk that consumers perceive and their own tolerance for risktaking, are factors that Influence their purchase strategy (Schiffman and Kanuk, 2000).Individuals tendto reduce perceived risk to some acceptable level in any given purchase situation.


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Internet connection speed refers to the data transfer rate from the Internet to our computer. Basicallythat means the amount of time it takes our computer to download a given amount of data.Internet connection speeds are usually measured In Kbps (kilobits per second, or thousands of bits per

second) or KBps (kilobytes Per second).According to our study, consumers already have a predispositionthat data card do not provide good internet connection speed, so during products Evaluations andpurchasing activities they mostly think about product attributes e.g. Internet connection speed,signal strength. Therefore here implication for Management is during product evaluation; purchaseactivities, retailers must take Some necessary measures to reduce the uncertainty in the customermind by Aggressive promotional strategies, especially focusing on innovating below the line (BTL)marketing activities, giving excellent product demonstrations during Purchase and mostimportantly reducing the cognitive dissonance during post Purchase behavior by giving enoughassurance about product qualities, warranty As well as excellent after sale service.


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here are two types of data; primary and secondary data.

In this project work primary data has been collected by: Interviews with employees working at Vodafone people e for collecting of background informationsuch as products explanation; market situation in Kolkata and contact information for distributors. Discussions have been done with Vodafone representatives in the investigated markets to

apply information and further discussions after the questionnaires. Questionnaires have been done on several respondents in the local area and perception about thedata card was collected. Several tale-callings were done to gather information an about the datacard after they had used it. The questionnaires are used to get exactly and comparable answersin questions.

Primary data has given answer in following questions in each of the studied markets: Competitors name and position Customers Marketing methods used by different data card providers Number of people having laptop or PC

Number of people using internet. Average monthly usage of internet Monthly expenditure of internet of the people. Number of different occupation & age category using internet Number of people aware about the data card Number of data card users Number of people favoring different categories of data card. Number of people aware about the vodafone data card. Purpose of using internet.

Review of literatures is used to get relevant theories. Printed literatures are articles and books intelecom sectors providing data card.

Homepages are used for information about competitors. The information about the differentproduct launched by different players along with their tariff plans; cost, etc. were collected fromdifferent websites.

Secondary data has given answer in following questions in each of the studied markets: Information about competitors Information about marketing methods

Z TESTCHI-SQUARE.


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sample of customers, which is representative of the kolkata population, was surveyed and

unaided recall of the brands by these Customers were recorded. It was observed that Reliance datacards had the highest brand recall amongst all the brand of Internet data card. This can be attributed toVarious reasons like brand perception, usage pattern, advertisement expenditure Etc. The surveyadministered had questions which measured the importance of various attributes like price, netspeed, signal strength, offers & discounts of Various data cards and specifically for Vodafone datacard.

The sample size taken into consideration for the study is 100 covering the city of Kolkata as well assuburbs. The target segment being well defined among youngsters, middle-aged and old as well.

Sample Customers in the age bracket of 14-60 and above

Sample region KolkataSample size 100Sampling Technique Stratified Selective SamplingData Collection tool Questionnaire & In-depth interviewsData Analysis tool Statistical and graphical analysis


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Price is an important factor that governs the buying behavior of the customers while making purchaseof data card.Null Hypothesis H0 : Price plays an insignificant role in purchase of data card.

Alternative Hypothesis H1: Price plays a significant role in the purchase of data card.This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test)and the inference drawn from the hypothesis is stated below.

The observed value of the test statistic Z is 10.55 but at the critical region the value of Z at 5% level of significance is I Z I 1.96. Therefore, the observed value of Z does not lie in the critical regionso therefore we reject the null hypothesis and conclude that price plays a significant role in thepurchase of data card.

Mathematically :

- , where S.E of x =/n

The Null Hypothesis is H 0 : = 3 (where the respondents are giving no response)Then the Alternative Hypothesis H1 : 3= 3.76 3/0.07 = 10.55Since I Z I = 10.55 > 1.96, hence H0 =Rejected.

:In this research, it is discovered that price of the Data card is playing an important role in thepurchase decision of the customer; Data cards with high prices are less preferred. BSNL is the only

company in the market, which is providing Data cards on rental basis, and it is one of the mainreasons behind BSNLs success. Reliance Communication and Tata Indicom is also providing datacards at cheaper rates. Normal Data cards ranges from Rs 2000 to Rs 3000 and 3G, BroadbandData cards range starts from Rs 3500 onwards.

Installation of the data card plays an important role in the purchase decision of the data card.Null Hypothesis H0 = Installation of the data card plays an insignificant role in the purchase decision of data card.Alternative Hypothesis H1 = Installation of the data card plays a significant role in the purchase decisionof data card.

This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test)and the inference drawn from the hypothesis is stated below.


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The observed value of the test statistic Z is 10.81 but at the critical region the value of Z at 5% level of significance is I Z I 1.96. So, the observed value of Z does not lie in th e critical region so therefore wereject the null hypothesis and conclude that price plays a significant role in the purchase of data card.

Mathematically:

- , where S.E of x =/n

The Null Hypothesis is H0: = 3 (where the respondents are giving no response)Then the Alternative Hypothesis H1: 3= 3.8 3/0.074 = 10.81Since I Z I = 10.81 > 1.96, hence H0 =Rejected.

The installation process of data card should be simple and can be easily understood by the user,because the user is the one who is going to operate it with the machine, and if it is a complicatedprocess then user might think for other options. A user wants simplest process to get connectedwith the internet, just plug in the data card and connect, if he/she needs to install some specialsoftwares in the PC or Laptop for using the data scard, it is not possible for everyone to handle thisinstallation process, so installation process plays an pivotal role in the purchase decision.

:Durability of the Data card plays influential role in the purchase decision of data card.

Null Hypothesis H0 = Durability of the data card plays an insignificant role in the purchase of Data card. Alternative Hypothesis H1 = Durability of the Data card plays a significance role in the purchase of Datacard. This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test) andthe inference drawn from the hypothesis is stated below.

The observed value of the test statistic Z is 12.32 but at the critical region the value of Z at 5% level of significance is I Z I 1.96. So, the observ ed value of Z does not lie in the critical region so therefore wereject the null hypothesis and conclude that durability of the data card plays a significant role in thepurchase of data card.

Mathematically: - , where S.E of x = /n

The Null Hypothesis is H 0 : = 3 (where the respondents are giving no response)Then the Alternative Hypothesis H 1: 3= 3.9 3/0.073 = 12.32. Since I Z I = 12.32 > 1.96, hence H0 =Rejected.

Purchasing a Data card is mostly a long-term investment, so a Data must have to be durable enough to

meet the requirements of the user. A Data card should not get over heated while in use should be madeup of un-breakable plastic are some features of durable Data card.

User friendliness of the data card plays an important role in the purchasing decision of data cards.


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Null Hypothesis H 0 = User friendliness of the data card plays an insignificant role in the purchaseof Data card.

Alternative Hypothesis H 1 = User friendliness of the data card plays a significance role in the purchaseof Data card.

This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test)and the inference drawn from the hypothesis is stated below.

The observed value of the test statistic Z is 18 but at the critical region the value of Z at 5%level of signifi cance is I Z I 1.96. So, the observed value of Z does not lie in the critical region sotherefore we reject the null hypothesis and conclude that user friendliness of the data card plays asignificant role in the purchase of data card.

Mathematically:

- , where S.E of x = /n

The Null Hypothesis is H 0 : = 3 (where the respondents are giving no response)Then the Alternative Hypothesis H 1 : 3= 4.8 3/0.6 = 18Since I Z I = 18 > 1.96, hence H0 = Rejected.

A Data should be user friendly in operations. Apart from connecting internet, Data cards comeswith multiple features such as receiving and sending SMS, making and receiving voice calls, etc,so all these functions should be easy to operate, if it is little complicated it becomes a

hassle for the user and ultimately affects the purchasing decision.

Tariff plans offered by the service providers of the data card play an influential role in theconsumer buying behavior.Null Hypothesis H0 = Tariff plans of the data card plays an insignificant role in the purchase of Data card.Alternative Hypothesis H1 = Tariff plans of the data card plays a significance role in the purchase of Datacard. This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test)and the inference drawn from the hypothesis is stated below.

The observed value of the test statistic Z is 11.91 but at the critical region the value of Z at 5% level of significance is I Z I 1.96. So, the observed value of Z does not lie in the critical region so therefore we reject the null hypothesis and conclude that user friendliness of the data card plays a significant rolein the purchase of data card.

Mathematically:


The Null Hypothesis is H0 : = 3 (where the respondents are giving no response)Then the Alternative Hypothesis H1 : 3= 3.81 3/0.068 = 11.91Since I Z I = 11.91 > 1.96, hence H0 =Rejected.


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Apart from the price of the Data, card how much the internet service is costing to the pocket of the useris very important factor in the purchase of any Data card. An internet user wants tariff plans which fitsinto his/her budget and fulfills all the other requirements. Again BSNL is the market leader in this

segment with cheapest tariff plans and after that Reliance and Tata Indicom comes.

Speed of the data card plays a pivotal role in the purchase decision of data card.Null Hypothesis H0 = speed of the data card plays an insignificant role in the purchase of Data card.Alternative Hypothesis H1 = speed of the data card plays a significance role in the purchase of Datacard.This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test)and the inference drawn from the hypothesis is stated below.

The observed value of the test statistic Z is 18.66 but at the critical region the value of Z at 5% level of significance is I Z I 1.96. So, the observed value of Z does not lie in the critical region so therefore wereject the null hypothesis and conclude that speed of the data card plays a significant role in thepurchase of data card.

Mathematically:


The Null Hypothesis is H 0 : = 3 (where the respondents are giving no response)Then the Alternative Hypothesis H 1 : 3= 4.12 3/0.06 = 18.66Since I Z I = 18.66 > 1.96, hence H0 =Rejected.

The internet speed is very important for the users and slow internet is not at all preferred in ourfast moving lives. With the introduction of Broadband and 3G in the market of Data cards, thecompetition has got even tougher. Customers prefers internet with good downloading speed.

After sales service provided by the service providers plays a significant role in the purchase decision of data cards.Null Hypothesis H0 = after sales service of the data card plays an insignificant role in thepurchase of Data card.Alternative Hypothesis H1 = After sales service of the data card plays a significance role in thepurchase of Data card.This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test)and the inference drawn from the hypothesis is stated below. INFERENCE: The observed value of thetest statistic Z is 6.25 but at the critical region the value of Z at 5% level of significance is I Z I 1.96.So, the observed value of Z does not lie in the critical region so therefore we reject the null hypothesisand conclude that after sales service of the data card plays a significant role in the purchase of datacard.


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Mathematically:



After sales service like sending bills on time, keep the customers updated with the newdevelopments in different areas etc improves the chances of increasing the sale of data card,and plays an important role in the purchase decision of the customer also.

Image of the company in the minds of the customers plays a vital role in the purchase decision of datacard.Null Hypothesis H0 = mage of the company of the data card plays an insignificant role in thepurchase of Data card.Alternative Hypothesis H1 = Image of the company of the data card plays a significance role in thepurchase of Data card.This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test)and the inference drawn from the hypothesis is stated below.

The observed value of the test statistic Z is but 3.87 at the critical region the value of Z at 5% level of significance is I Z I 1.96. So, the observed value of Z does not lie in the critical region so therefore wereject the null hypothesis and conclude that image of the company of the data card plays a significantrole in the purchase of data card.

Mathematically:



The goodwill created in the market through years of providing superior service quality helps thecompany to sale its products, because its the image of the company in the minds of the customer whois going to purchase the data card. If the brand is trusted in the market, it makes a positiveimpact on the purchase decision.


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Analysis of the factors affecting the buying behavior of DATA CARD SIGNIFICANT TEST [ASYMMETRYTWO TAILED]

Statement of Hypothesis

Sample

Test statistic

Applied Z TEST (two tailed)(Observed)

Z

critical =0.05

Hypothesis

Status

H1=Price Plays a pivotal role in the purchase of datacard

3.76 0.07 10.55 1.96 H 0 REJECTED

H2=Installation of the datacard is an Important factor in the purchasing of datacard

3.8 0.074 10.81 1.96 H 0 REJECTED

H3=durability of the data

card plays an influential role in the buying of datacard

3.9 0.073 12.32 1.96 H 0

REJECTED

H4 =user friendliness of thedata card plays animportant role in the

purchasing of data card

4.08 0.06 18 1.96 H 0 REJECTED

H5 =tariff plans of the datacard plays an influential role in the consumer buyingBehavior

3.81 0.068 11.91 1.96 H 0 REJECTED

H6=speed of the data card plays an important role inthe purchase of data card

4.12 0.06 18.66 1.96 H 0 REJECTED

H7=after sales service playsan significant role in the

purchase of data card

3.50 0.08 6.25 1.96 H 0 REJECTED

H8 =image of the company plays a vital role in the purchase of data card.

3.31 0.08 3.87 1.96 H 0 REJECTED

High phone book memory in data cards is an essential feature of the Data card for the consumerspurchasing decision.Null Hypothesis H0 = High phone book memory makes a heavy influence in the buying behavior of thedata card.Alternative Hypothesis H1 = High phone book memory does makes any influence in the buyingbehavior of Data card.This hypothetical statement is drawn from question no. 14(in likert scale of 1-5) from thequestionnaire of annexure 1. To test this hypothesis the researcher has done z-test (two-tailed test) andthe inference drawn from the hypothesis is stated below.

The observed value of the test statistic Z is 0.09. At the critical region the value of Z at 5% level of significance is I Z I 1.96. So, the observed value of Z lie in the critical region so therefore we acceptthe null hypothesis and conclude that high phone book memory is an essential feature in the buyingbehavior of Data card.


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Mathematically:


The Null Hypothesis is H0: = 3 (where the respondents are giving no response)Then the Alternative Hypothesis H1: 3= 3.02 3/0.22 = 0.09Since I Z I = 0.09 < 1.96, hence H0 =Accepted.

Micro SD card slot in the data card is an essential feature of data card, which makes an influence inpurchase of Data card.Null Hypothesis H0 = Micro SD card slot

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