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NAVRACHANA UNIVERSITY

SCHOOL OF BUSINESS AND LAW

SYNOPSISON:FACTORS BEHIND BRAND SWITCHING IN A


TELECOM INDUSTRY.
IN PARTIAL FULFILLMENT OF BBA
2014-2015

SUBMITTED TO:-SUBMITTED BY:Dr. PRAMOD KUMAR

ARBAZ SHAIKH

ASSISTANT PROFESSOR

12131024

INRODUCTION
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This research will try to find out the underlying factors that is making the customer to
switchover to another service provider in telecom industry. The telecommunication
industry is one of the most important industries of the world. In order to gain
competitive advantage as competition is getting more and more intense, the
companies are compelled to innovate and do their best for the customer satisfaction.
As in the telecom industry the customers have multiple choices to select among
service providers and actively seek their rights of switching from one telecom service
provider to another. In this ferocious competition customer requires better services at
reasonable prices, while service providers concentrating on retention of the most
profitable customers instead of acquisition. The technology in telecommunication
industry is booming with fast pace thus bringing the changes in the sizes and types
of network services. Multiple tariffs plans are usually offered by the network service
providers to compete in their menu plans and to provide the quality of service. In the
telecom industry the service providers try to attract the large number of customers to
exploit the consumers preference heterogeneity. The need to understand that why
customers switch to another service providers have usually become a key area of
study. The switching behavior has to be analyzed to identify the possible drivers
leading to customer switching behavior Its entirely apparent that when a customer
decides to switch over to another network they try to figure out that which service
provider offers them best. The switching costs also affect the customer switching
behavior. The customers switch when they find that their potential savings relatively
exceeds switching cost. The deep understanding of the customers switching
behavior in the telecom industry has an important proposition for the service
providers.

DESCRIPTION OF THE PROBLEM

The fundamental problem in predicting the customer choices exist in the fact that
brand switching decisions of the customers are solely made on the bases of several
different criteria simultaneously which includes factors like brand image, features,
network quality, prices, etc. Thus the frequent switching behavior of customers has
compelled to review such factors that affect the telecom industry. Thus the problem
has been more confounded in telecom industry where customers get attracted
towards the competitors offers & features and analyzes the expectations of the
customers regarding the telecom industry services.

JUSTIFICATION FOR THE PROPOSED STUDY


In telecom industry it has been observed that the customers when remained
connected with the particular network or the service provider then the long tenure of
their relationship is particularly very important for the success of a company in this
competitive era. This study will help us to analyze the factors that industry has been
growing rapidly and the rate of penetration also increased, the number of new
customers subscribing that cause the switching behaviors. Where as in the mature
market with a base of shrinking potential subscribers, stealing the customers of
competitors and retaining its own customers has become the most important
strategy for the service firms. Therefore the service firms have got more interested in
knowing and understanding the underlying factors leading to switching behavior of
customers, as customers are totally heterogeneous in nature and can repeat
switching from time to time.

OBJECTIVES OF THE STUDY


1. To study the different telecom players in Vadodara city.
2. To study product and services product by different telecom companies in
Vadodara city.
3. To study factors responsible for satisfactory and unsatisfactory performance of

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the telecom service provider.


To study the underlying factors that led the customer switching behaviour for the
different telecom companies.

SCOPE OF THE STUDY


The scope of this study is limited to several major players of the Telecom industry.
This study will be carried out in the Vadodara city of Gujarat,India. The purpose of
this study is to know the customer satisfaction and unsatisfaction performance of all
these telecom service providers. The leading switching behavior of customers in
telecom industry is a question of study to analyze the factors influencing their
switching behavior and how important they perceive these various factors.

LIMITATION OF THE STUDY


The research is time consuming.
Cost and manpower is required to conduct the study.

DATABASE
Primary data: The data will be collected through the market survey of brand switching in telecom
industry of existing customers and also questionnaire will be filled to collect the data.

Secondary data:Reference books


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Articles
Websites
Magazines
Newspapers
Journals
Data analysis tools
Questionnaire
Pie chart
Graphs
Diagrams
Percentage
Tables

METHODOLOGY
RESEARCH METHODOLOGY
Universe: The population of Baroda who are using mobile phones and the
customers who are brand switchers will be considered as a universe for the study.
The study will be based on Descriptive Research. Population on users and existing
brand users of different telecom companies in Vadodara.
Sample: The information and data survey will be conducted by the method of
Sample Survey. The targeted elements will be selected on basis of suitable
methodology and the sample size will focus on the brand switchers of different
telecom companies and it will be around 150.

Research Instrument
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The research instruments which will be used for collecting the primary data will be
the questionnaire and for collecting the secondary data, statistical analysis will be
used.
Questionnaire
The questionnaire will be carefully developed tested and recheck before they are
administered on a large scale. The questionnaire has a every type of open ended,
closed ended and multiple choice questions.
Analysis Tools
Data Analysis tool-percentage, use of excel for collection of data.
For showing the data collection: Tabulations, Graphical representations and
statistical methods will be used.

PROJECT SCHEDULED: -Our research starts from 29th January to 1st may
2015.

REFERENCES:1.http://www.ukessays.com/essays/marketing/factors-behindthe-brand-switching-in-telecom-industry-marketingessay.php#ixzz3R9lPHcF3
2. http://www.euroasiapub.org/IJRFM/July2011/11.pdf
3. http://www.vodafone.com/content/index.html
4. http://www.ideacellular.com/

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