SUMMER INTERNSHIP PROGRAM-

2009

BUYING BEHAVIOUR AND

CUSTOMER PERCEPTIONS OF TATA
INDICOM CUSTOMERS

By-Ashish
Baharani
MBA,Class-
2010
 ABOUT TATA TELESERVICES

Build on Tata Brand Equity

Pan –India presence

Full range of services-Mobile,Wireline,Internet

Leader in Fixed wireless services

Providing Enterprise Business services

Awarded by TRAI as least congested network

Possessing Advanced Digital Network

Potential to become a market leader

 CURRENT SCENARIO :CHENNAI

8 operators namely:

Teledensity reaching 111%

Huge subscriber base

Considered one of the most congested cities

ARPU’s started going down

Huge Potential

Massive Churn
 ABOUT OUR PROJECT

Title: BUYING BEHAVIOUR AND CUSTOMER PERCEPTIONS OF

TATA INDICOM CUSTOMERS

Sample Size: 600

Sampling Method: Random Sampling with the technique as

Questionnaires

Areas Covered: All accessible areas covered

Techniques Implied: Analysis done and plotting Graphs,Charts by

using MS-Excel as well as SPSS whenever required

In between a Handset survey also to know the current scenario in

the handset market by getting data from Mobile Retailers
 ANALYSIS

Stength Threat Opportunity

Need for improvement
SATISFACTION LEVELS-

NETWORK
BRANDING
RECHARGES
TRUE VALUE HUBS
FAVOURITE TIME OF CALLING
SPENDING PATTERNS OF VARIOUS TELECOM
SUBSCRIBERS
USAGE OF VALUE ADDED SERVICES
PREFERENCES OVER OTHER
SUBSCRIBERS
 VALUE ADDED SERVICES- THE KEY

• Today, approx 60% of mobile

content downloaded in South
India is in local languages
 RECOMMENDATIONS

 Concentration on Youth
Effective Redressal System
Applying Eighty Twenty Rule
Forming Alliances
Customer Education
Launching special tariffs
Expanded Handset Range
Making way for Healthy Competition
Branding & Promotions
Leveraging benefit of wire line services
Increased Value Added Services
THANK YOU