Conclusions and Suggestions

CONCLUSION AND SUGGESTIONS

The growth of a company depends upon consumer perception, regarding product and

the consumer perceptions can be studied only through the consumer buying

behaviour. The consumer behaviou r is the study of those actions directly involved in

obtaining, consuming and disposing of product & services including the decision

process that proceeds and follows up the action. The buying behaviour of the

consumer is influenced by a number of variables. The social environment in which he

lives, his family, his society, his neighbours, his friends, his job, his colleagues

influence the behaviour of the consumer. The personality factors of the consumers

also effect his buying decision.

It requires marketers to review their marketing practices. Now companies have

to show their concern about consumer's interest. They have to take many steps to

satisfy the consumers. Now marketers have moved to consumer welfare from

consumer satisfaction. Most companies have accepted consumerism in principles.

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7.1 Objective Of The Study

1. The aim of study is to objectively understand the behaviour of consumer and

further capture their satisfaction level that is influenced by various technical

and non-technical factors.

2. To study the consumer's perception and preference about telecommunication

services of Reliance Communication Ltd. and on Tata Teleservices Ltd..

3. To research which company is more satisfactory and better either Reliance

Communication Ltd. or Tata Teleservices Ltd.

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7.2 Research Methodology

Research Design & Methodology

The present study is undertaken to examine make comparison of marketing of tele

services.

A research methodology and design is the arrangement of conditions for collection

and analysis of data in a manner that aims to combine relevance to the research with

economy in procedure. It constitutes the blue print for collection, measurement and

analysis of data. It is needed because it facilitates the smooth sailing of the various

research operations, thereby making research as efficient as possible yielding

maximum information with minimum expenditure of effort, time and money.

The Research design in such type of study must make enough provisions for

protection against bias and must maximize the reliability, with due concern for the

economical completion of research study.

7.3 Hypothesis

It is hypothesized that either reliance communication or tata teleservices is better in

providing marketing services of telecommunication India, either reliance

communication or tata teleservices is providing greater satisfaction to the customer.

7.4 Scope of the study

The general scope this study is to examine various new schemes and latest switching

technology providing for mobile phones and evaluate its performance in India.

Sample Size - In this process 500 questionnaires in selected states were distributed

randomly, out of which 200 respondents did not replied, 100 questionnaires were

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 Conclusions and Suggestions

incomplete and 100 were having contradictory responses which were not found fit for

analysis purpose, therefore these questionnaire were rejected for study purpose.

In this way only 100 questionnaires have been found valid for the analysis

purpose.

Out of which 56 respondents were using Reliance Telecommunication services while

44 were the users of Tata Telecommunication Services

7.5 Sampling Method

For collecting data, the users of the Reliance Communication and Tata Teleservices

have been contacted at random basis, thus the random sampling has been done. The

respondents have been contacted at their offices, residence and colleges.

7.6 Collection of Data

To achieve the noted objectives the study used both primary and secondary data.

Primary data have been collected by conducting a survey through well-designed

questionnaire, the researcher has made an attem pt to identify the various parameters,

which will help in making comparison of marketing of teleservices of Reliance and

Tata Teleservices Ltd. and also to find out which company is better.

In addition to that, personal interviews with company officials and other people also

conducted to collect first hand information regarding working marketing strategy, R

& D efforts of the selected company.

To fulfill the objectives of the study, the secondary data have been collected from the

following sources:

1. Various annual issues of both the companies.

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2. TRAI Annual Reports.

3. From the Internet.

4. By using website of both the companies;-

www.rcom.co.in

www.tataindicom.in

www.trai.gov.in

www.businessmonitoring.com

5. India Telecom News

6. India Cellular News

7. Total Telecom

8. Wall Street Journal

9. World Telecommunications

10. Development Report 2008.

11. World Telecommunication Indicators.

12. Philip Kotlar – Marketing Management

13. V.S. Ramaswami – Marketing Management

7.7 STATISTICAL TECHNIQUES USED

In order to get the noted objectives and test the hypothesis, the weighted average

method, rank Correlation and chi-square test have been used for analysis purpose. The

bar diagrams, pie charts etc. have also been used to show the results of the survey.

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 Conclusions and Suggestions

SUGGESTIONS

On the basis of my observations data and information, I submit certain useful

recommendations to make Communication system of Tata Teleservices & Reliance

very effective and customer centric. Some of the worthy suggestions are given as

under:

► Reliance Communication doesn’t have its own network. Since it uses BSNL

networks. It should have it on network. It will give strength & wide coverage to

Reliance Communication services.

► Tata Teleservices network is not upto the mark at providing service to wide area

and improving quality of service.

► It is suggested that Tata Teleservices & Reliance Communication should develop

innovative Communication services with in depth research development and

continue improvement in the quality of services.

► They should resort to TQM philosophy with good corporate governance and

transparency in its policies, programmes and strategies.

► It is further suggested that Reliance Communication, which enjoys highest market

share, should diversify its services and further diversify the models and the

systems as suggested by the respondent.

► The researcher suggests that Reliance Communication & Tata Teleservices should

develop their competitive strength to meet the challenges and threats of global

corporations in the Communication business.

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► It is suggested that Reliance Communication & Tata Teleservices should develop

relationship marketing so as to know the real needs of the customers & should

incorporate customer's suggestions.

► It is further suggested that Reliance Communication and Tata Teleservices should

short analysis, which will help them to understand its real strengths and

shortcomings.

► The researcher further suggests that Reliance Communication should develop

bench-marks as standards for providing better customer services.

► It is further suggested there should be continuous revision in the pricing of

Communication services.

► It is again suggested that they should take into consideration environmental

factors in providing consumer services and determining prices.

► It is again recommended that Reliance Communication should develop quality

circles in different functional areas of the organisations so the quality may be

improved and suggestion should be obtained from the people.

► Finally, the researcher would like to suggest that Reliance Communication & Tata

Teleservices should develop product research, projduct planning, strategic

planning and Research & Development activities, so they would come up to the

global culture and should compete with its competitors internally.

► The researcher hopes that marketing people of Tata Teleservices & Reliance

Communication will follow the suggestion given above. They would go a long

way to improve the Communication services being provided by the organisation.

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► Both Tata Teleservices & Reliance should penetrate the market by entering to

rural areas & interiors of the country. They should do so by promoting through

local advertising areas like mails, hat bazaar, TV projectors etc. Regional proverbs

& languages should be used while promoting the service.

► The components & instruments provided by the Reliance are must for every

customer rather he likes or dislikes. It is suggested that the instrument may be

allowed of his choice & get activated from the company.

► All collection system of Tata Teleservices should be made customer-oriented.

There should be made there should be as many collection counters as possible

with close proximately of customers.

► There should be single window system to satisfy query of customer care systems.

► The customer care centers should be more effective. So the customers may have

the loyalty with the Tata Teleservices.

► In other to attract exiting customers, it is suggested that the ads given by Tata

Teleservices should be more attractive.

► The Tata Teleservices staff should be more corporative & friendly to the

customers’ do that the customers may feel satisfy of Tata Teleservices’s services.

► Strong R&D infrastructure is very vital for promoting a vibrant and strong

telecom hardware sector in the country Telecom R&D also needs to be

strengthened in order to have indigenous telecom technology and evolve national

standards. R&D efforts would have to be diversified besides technology

development. It should focus on services systems processes and markets this

would ensure a user relevant orientation to R & D activities. Applications research

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also needs to be encouraged so that the research projects become commercially

viable and products appropriate for deployment in local conditions are developed

R & D efforts in telecommunications are envisaged to be more effective if these

are multi disciplinary in character. The telecom sector involves some of the most

sophisticated concepts in economics social science & and management among

other disciplines.

► Tata Teleservices should give rewards to their franchises according to their

revenues. This will fetch more customers.

► Each franchise of Tata Teleservices should be given much power to handle

customer’s complains individually on the spot so that they need not come to main

office.

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