CUSTOMER BUYING BEHAVIOUR

ABOUT THE AIRCEL PRODUCTS

IN DELHI CIRCLE

Presented By:- Presented To:-

Nitin singla Ms. Shaveta Gupta
(1393) (Lecturer in Management)
INTRODUCTION TO
THE COMPANY
 INTRODUCTION OF AIRCEL
Aircel is a mobile phone service provider in India. It offers both prepaid and postpaid GSM cellular phone
coverage throughout Tamil Nadu (including Chennai), Andhra Pradesh, Assam, West Bengal, Jammu and
Kashmir, Himachal Pradesh & Mumbai. Aircel was founded by NRI businessman C Sivasankaran. Aircel is
a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of
India. It is India’s seventh largest GSM mobile service provider with a subscriber base of over 21
million. It has a market share of 6.3% among the GSM operators in the country. As on date, Aircel is
present in 17 telecom circles and with licences secured for the remaining 10 of the 23 telecom circles,
the company plans to become a pan-India operator by 2009. Additionally, Aircel has also obtained
permission from Department of Telecommunications (DoT) to provide International Long Distance (ILD)

and National Long Distance (NLD) telephony services. It is also a category A ISP. Aircel got the highest
rating for overall customer satisfaction and network quality in 2006 by Voice and Data.
 AIRCEL LIMITED
Type Private
Founded 1999

Headquarters Chennai, India

Key People Gurdeep Singh, COO

Industry Telecom

Products Mobile Telecommunication

Operator
Website http://www.aircel.com/
 PRODUCTS OF AIRCEL
1.Prepaid
 Start-up Kit
 Fun-do Pack
 Business Card-Ratecutter
 Recharge Vouchers
 E Recharge
2.Postpaid
  Plan 50
 Double Benefit 100 Plan
 Double Plus 250 Plan
 Double Plus 450 Plan
 Plan 125
 Add on Packs
3.POCKET INTERNET
INTRODUCTION TO THE
PROJECT
 CONSUMER BUYING
BEHAVIOUR PROCESS

kk
 FACTORS EFFECTING CONSUMER
BUYING BEHAVIOUR

Personal

Psychological

Social
 REVIEW OF
LITERATURE
YEAR AUTHOR FINDINGS

(2002) Assael H. Demographics are all significant factors associated with consumer
market search.

(2004) R. Gordon Study regarding economic choice and establish the requirement of
an interprative approach to consumer behaviour.

(2006) AvantGo Study that purchasing decisions is followed by brand name.

(2006) Chirayath S. In this study new product development to introduce better,

innovative and customized products to the consumer.
 Need, Scope and
Objective of the study
• Need:-
This study mainly focuses on understanding the purchase
behavior of the buyers and potential buyers in the
particular segment. The research highlights the various
aspects of the customer demand for telecommunication
segment.. This research figures out the factors
influencing the purchase decision, place of purchase,
problems encountered by buyers, usage pattern, brand
perceptions etc. All these things are essential for the
effective marketing decision-making.

• Scope:-. To know the consumer buying behaviour about

the different products of Aircel, the scope is limited to
the Gurgaon and Delhi. The people of Gurgaon and Delhi
only has been consulted to know why consumer buying
behaviour about the different products of Aircel.
 Objectives of the Study
 To study the various factors influencing the
purchase decision of telecommunication brands.
 To find out the problems encountered by the
customers during purchase and post purchase of
brands
 To estimate the brand preferences of the
consumers.
 To understand the need and usage pattern of the
consumers with regards to brands
FINDINGS OF THE
STUDY
Consumer Awareness of Aircell and Aircel`s
products

Listen ed to th e Co mp letely aware Completely aware Aircel's and

n ame Aircel's an d Aircel's products
Un aware 10% Aircel's p ro ducts
22% Aware to some extent
4%

Unaware

Aware to so me
Listened to the name
exten t
64%
Customers satisfied by the products
purchased from the company

Completely

dissatisfied Completely satisfied

12% 14%

Completely satisfied

Somewhat satisfied

Completely dissatisfied

Somewhat satisfied
74%
Again purchased Aircel products or not according to
the past experience

D efinitely no D efinitely
10% 14%

P ro bably no t
D efinitely
26%
P ro bably
P ro bably no t
D efinitely no

P ro bably
50%
Consumers are using more these Aircel products

20% 10%

Pocket internet
22%
SMS packs

Aircel to Aircel free packs

STD plans
48%
Compare our products with our Rival

Excellent
Unsatisfactory 0%
6%

Excellent
Good Good
Average 50% Average
44%
Unsatisfactory
Distributors / sales officers / sales
managers are communicated with the
customers or not

Proper to some
extent
18%
Y es Y es
44%
No
Proper to some extent
No
38%
Prices are consistent with the product value

16% 18%

Consistent
Consistent to some extent
Inconsistent

66%
 Likert Scale
Statements Strongly Agree Neutral Disagree Strongly Summated
agree Disagree Score
Aircel provides more facilities 1 9 36 4 0 143
than others companies.

Frequency of contact to provide 1 27 10 12 0 133

information about new products
or services

Aircel is better than other 0 8 14 13 15 185

telecommunication companies

Aircel’s provides good network 1 33 12 4 0 119

coverage

Aircel provides high speed of 27 20 3 0 0 76

internet connectivity

Aircel provides good services to 3 20 25 2 0 126

the customers
Customer care service provided by the Aircel
gives the satisfaction to the customers or
not

18%

Yes
No

82%
 Preference of the respondents
Benefits Rank1 Rank2 Rank3 Rank4 Rank5 Weighted
average score

Good network 5 27 12 5 1 120

High internet speed 29 12 7 2 0 82

Fast dialing speed 5 7 14 16 8 165

Excellent recharge plans 11 3 17 11 8 152

Affordable call rates 0 1 0 16 33 231

Total 50 100 150 200 250 750

 Advertisement gives full detail to the
customers about the different products of
Aircel or not

No
26%

Y es
No

Y es
74%
CONCLUSION OF THE
STUDY……
 Conclusion……
Considering the potential for growth in the Telecom market and the
present market demand which is estimated to be in crores, companies
are juggling with strategies to offer brands at the right price points.
They say success will come to those brands, which offer the right price
at a value-for-money equation. Advertisement has become indispensable
part of marketing mix of any company. Developing a new product does
not suffice the purpose, unless the benefit of using the product is
communicated to the customer. Without advertising, marketing is just
like a boy standing in dark and wink an eye to a girl and feel happy that
he made a mischief but the girl never come to know about it.
 Suggestions:
• The company should focus on the intensive and advertisement if it want
more and more satisfied customer.

• The company should focus on the rural area because in those areas
telecommunication sector is still growing at faster rate than the urban
areas.

• The company should focus on the call rates factor because this factor is
mostly used by the population for the comparison of any two products.

• The company should provide more and more tariff plans to the customers
than the other companies.

• The company should focus on the latest technology of internet i.e. 3G.
Any Queries