market analysis of tata photon plus
DESCRIPTION
TATA PHOTONTRANSCRIPT
Lal Bahadur Shashtri Institute Of Management Page 1
INTRODUCTION
Executive Summary
Wireless Data Card is a revolutionary device used to access high speed internet connectivity for
mail system or any other data transfer from your Laptop, Pocket PC or mobile phone through
wireless technology. It is very easy to install and use at any given place and time .There are
various wireless data card available in the market which varies from each other on the basis of
speed and tariff. The most widely used in the market Linksys wireless adapter, net gear, wireless
router, net gear wireless adapter, ball wireless adapter, Reliance USB modem, Airtel data Card,
Reliance USB Data Card and many more at variable price. It is well known to all that the Indian
telecom industry has been regularly beating target i.e. it has been growing complexly, dynamically
as well as competitively. In modern world, every business is growth & prospective oriented. And
now-a-days one of the major issue in Indian Telecom Industry is “how to expand their own
business through the latest technologies like wireless Data Card” to meet the various requirement
for various purpose of people .That’s why growth of data card especially happens when business,
travelers, academician and other professional needs to access email and other corporate
applications during urgent trips and travels.
A data card is an electronic card for data operations (storage, transfer, transformation, input, and
output).
Data card types
Data cards can be sorted by their purposes:
1. Expansion card – printed-circuit board: inserted in a special slot in the device and
used to add functions to this device.
2. Memory card or flash card: a card which is inserted into the corresponding device
socket and used for data storage and transmission;
3. Identification card: a card that works by a contact/contactless interface and contains
the data used for performance of various functions, for example access control in subway
or offices. It is also used for prepaid services like banking and telecom;
4. Data card or "electronic card": a card dealing with e.g. geographical, climatic, road
or topographical data to be displayed on the video screen of some device (computer
or GPS navigator), or represented otherwise to be more convenient to use in a certain
situation (for example, navigator’s vocal instructions)
Lal Bahadur Shashtri Institute Of Management Page 2
Introduction to Tata photon +:
Tata photon + is a member of Tata Teleservices limited spearheads the Tata groups presence in
the telecom sector .The Tata group includes over 100 companies ,over 450,000 employee
worldwide and more than 3.8 million shareholder.
Incorporated in 1996, Tata Teleservices limited was the pioneer of the CDMA1x technology
platform in India ,embarking on a growth path after the acquisition of hughesTele.com(India)ltd
renamed Tata Teleservices by the Tata group in 2002.over the last few years the company has
launched significant services CDMA mobile operations in January 2005 under the brand name
Tata Indicom market-defining wireless mobile broad band services under the brand name TATA
photon in 2008 and 2G GSM services under the brand name Tata DOCOMO in 2009.
Tata Teleservices Limited also has a significant presence in the 2G GSM space, through its joint
venture with NTT DOCOMO of Japan, and offers differentiated products and services. Tata
DOCOMO was born after Tata Group’s strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. Tata DOCOMO received a pan-India license to operate GSM
telecom services and rolled out GSM services in all the 18 telecom Circles where it received
spectrum from the Government of India in the quick span of just over a year.
The Study
As per the Modern Marketing Management Scenario, every business want i growth & prospective
customers. Likewise in this Modern society Indian Telecom Industries face lots of challenges among its
number of competitors in every phase with some latest technology just like Wireless Data Card.& it is a
major issue in each telecom industry in India even if this competition can’t leave the Tata Teleservices .
Because growth of data card especially happens when business, travelers, academician and other
professional needs to access email and other corporate applications during urgent trips and travels. As we
are all well aware of that now-a-days the telecom industry has been recognized world over as an important
tool for socio economic development medium for each & every nation. On the other hand Internet service
act as one of the prime support of services needed for the rapid growth of various sector of economy in the
modern society & it has become especially more important in recent year because of enormous growth of
information technology and for the smooth operation of the every business corporate goal .Today an
Internet Service is an essential aspect of every field like Entertainment, Education, Hospital , Science &
technology etc. So, every people probably mass youth age group people want to use internet in their daily
life. There are various ways for internet service accessing but today it has become more & more easier than
previously through data card. And it resulted in creating lots of competitor in Data Card / internet operator
in telecom sector. On the other hand there is a big question mark in internet users mind to use which data
card operator. However everyone knows that Tata Teleservices is a world famous cellular service in
telecom industry, but people even some of its customer might not listen / use its Data Card facility.
Lal Bahadur Shashtri Institute Of Management Page 3
Our group has undertaken to do a “ Market Survey on TATA photon+ data card.” For the basic purpose to
Analyze the Market Performance of TATA photon + Data Card as well as to enhance the Promotion of
TATA photon + Data Card.
Feature & Plans of Tata Photon + Data Card
Tata Teleservices has launched high speed internet USB Data Card as same as Broadband access
speed. Tata photon+ data Card connects with Laptop and Desktop, just plug in and connect to
internet server. Tata photon+ Data Card Provide you 3G Broadband Speeds while roaming
abroad. Tata photon+ Data Card Features: Gets you high-speed connectivity to the internet through
the Tata EDGE network. It is easy to install-just plug in and you are ready, no CDs require.
Support 3G, HSDPA 7.2 Mbps, and GSM quad-band: 850 900 / 1800 / 1900 and gives 3G
Broadband speeds when you travel abroad. It works with your preferred VPN software, to give
you secure access to your company server & internet and have many different tariff plans, so you
can choose the one that meets your requirement. It saves you from high internet charges on your
hotel bills. Also it gets you high-speed connectivity to the internet through the Vodafone EDGE
network along with support SMS, supports Micro SD card up to 2GB and can be used in any
Laptop or PC. Tata photon + Data Card Plans: Here are two types of Data Card Plans. 1. Postpaid
Plans 2. Prepaid Plans.
TARGET MARKETING
Tata Teleservices is adopting multi-segment approach .They are offering a series of differentiated
products to their respective markets.
POSITIONING
In marketing positioning has come to mean the process by which marketers try to create an image
or identity in the minds of their target market for its product brand or organization .Effective Brand
Positioning is contingent upon identifying and communicating brands uniqueness, differentiation
and verifiable value. “Positioning is not what you do to a product, it is what you do to the mind of
prospect.”Generally, the brand positioning process involves:
1. Identifying the business direct competition.
2. Understanding how each competitor is positioning their business today.
3.Comparing the companies positioning to its competitors to identify viable areas for
differentiation.
Lal Bahadur Shashtri Institute Of Management Page 4
4. Developing a distinctive, differentiating and value-based brand positioning statement, key
messages and customer value propositions.
Place: maximum outlets and service centers
Product: Verities available for various groups
Promotion: Various schemes for pre-paid and post-paid
MARKETING MIX:
A longer term marketing strategy is underpinned by careful planning and a successful marketing
mix. The marketing mix is a combination of many features that can be represented by the four Ps.
• Product - features and benefits of a good or service• Place - where the good or service can be
bought• Price - the cost of a good or service• Promotion - how customers are made aware of a
good or service.
PRODUCT
• A product with many different features provides customers with opportunities to chat, play
games, send and receive pictures, change ring tones, receive information about travel and sporting
events, obtain billing information - and soon view video clips and send video messages.
• Photon+ live ! provides on-the-move information services
PLACE
Tata photon+ operates over 1500 of its own stores
.• It also sells through independent retailers. e.g. Carphone Warehouse.
• Customers are able to see and handle products they are considering buying.
• People are on hand to ensure customers’ needs are matched with the right product and to explain
the different options available.
PRICE
Tata indicom wants to make its services accessible to as many people as possible: from the
young, through apprentices and high powered business executives, to the more mature users
Lal Bahadur Shashtri Institute Of Management Page 5
.• It offers various pricing structures to suit different customer groups.
• Monthly price plans are available as well as prepay options. Phone users can top up their phone
on line.
PROMOTION
Tata Photon works with icons to communicate its brand values.
Advertising on TV, on billboards, in magazines and in other media outlets reaches large
audiences and spreads the brand image and the message very effectively. This is known as
above the line promotion.
Stores have special offers, promotions and point of sale posters to attract those inside the
stores to buy.
Tata Photon stores, its products and its staff all project the brand image.
Tata Photon actively develops good public relations by sending press releases to national
newspapers and magazines to explain new products and ideas.
Lal Bahadur Shashtri Institute Of Management Page 6
OBJECTIVE OF THE STUDY
To find out customer loyalty for Tata photon+ as well as analyze the cause why customer
prefer other data card instead of Tata photon +.
To study important factors in purchasing of Data card.
To study preference for using Data card based upon people occupation.
To do comparative market analysis of the market conditions in the Data card Market.
To estimate potential buyer for Data card services.
Lal Bahadur Shashtri Institute Of Management Page 7
RESEARCH METHODOLOGY
Research is an organized and systematic way of finding answers to questions. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any conclusion. The
project was based on the survey plan. The main objective of survey was to collect appropriate data,
which works as a base for drawing conclusion and getting result
DATA COLLECTION METHOD
The data has been collected with the help of surveys carried out with the working professionals
of leading companies. Feedbacks were collected with the help of a questionnaire & it
contained various questions regarding their company. Participants were given this questionnaire
and asked to give their feedback on the basis of their experience with the company.
Sources of Data: Primary and Secondary Data
1. Primary Data: Information collected through structured questionnaire.
2. Secondary Data: Annual Reports, Internet Data, Social Sites
Sampling
Sampling method used is Stratified Sampling.
In stratified sampling the entire population is divided into number of strata like income, sex
education etc .A random sample is then drawn from each strata such that size of sample
drawn from each strata is proportional to size of strata.,
Sampling Population: - Consumer using internet services
Sample Size: 59
ANALYTICAL TOOLS:
The primary information collected through questionnaires is analysed with the help of output
table and graphs that is made on the basis of responses given by the customers by using
suitable statistical software. Microsoft excel has been used in the research. Also
analysis is done using SPSS.
Lal Bahadur Shashtri Institute Of Management Page 8
MARKET ANALYSIS Monopolistic Market
As in the retail industry, firms have many competitors, but each one sells a slightly different
product or services. Many small and big businesses operate under conditions of monopolistic
competition, including small independently held shops and corporate houses. In the case of retail
industry, each one offers something different and possesses an element of uniqueness, but all are
essentially competing for the same customers.
Characteristics
Monopolistically competitive markets exhibit the following characteristics:
1. Each firm makes independent decisions about price and output, based on its product,
its market, and its costs of production.
2. Knowledge is widely spread between participants, but it is unlikely to be perfect.
3. The entrepreneur has a more significant role than in firms that are perfectly
competitive because of the increased risks associated with decision making.
4. There is freedom to enter or leave the market, as there are no major barriers to
entry or exit.
5. A central feature of monopolistic competition is that products are differentiated.
6. Firms are price makers and are faced with a downward sloping demand curve.
Because each firm makes a unique product, it can charge a higher or lower price than its
rivals. The firm can set its own price and does not have to „take' it from the industry as a
whole, though the industry price may be a guideline, or becomes a constraint. This also
means that the demand curve will slope downwards.
7. Firms operating under monopolistic competition usually have to engage in advertising.
Firms are often in fierce competition with other (local) firms offering a similar product or
service, and may need to advertise on a local basis, to let customers know their
differences.
8. Monopolistically competitive firms are assumed to be profit maximises because firms
tend to be small with entrepreneurs actively involved in managing the business.
9. There are usually a large numbers of independent firms competing in the market.
Lal Bahadur Shashtri Institute Of Management Page 9
Demand Analysis
The growth and expansion of any industry sector depends on its like-ness among the masses, and
its availability to its consumers.
In this section of the report, we present data analysis done on the basis of the survey we
conducted to study market share of Tata Photon. We surveyed 59 consumers through
questionnaire. The survey was conducted in Delhi, within the age group of 15-55 years,
keeping in mind that majority of cream consumers lie in this range.
A brief description of our sample is as follows:
DEMOGRAPHIC ANALYSIS:
AGE(years):
GENDER:
16-22—40%
23-29—38%
30-36—5%
37-43—6%
44-50—5%
>50—6%
Male—62%
Female—38%
Lal Bahadur Shashtri Institute Of Management Page 10
OCCUPATION:
EDUCATIONAL QUALIFICATION:
FAMILY MONTHLY INCOME(in thousands):s
Student-56%
Business-5%
Service-29%
Housewife-6%
Others-3%
Under graduate-11%
Graduate-58%
Post graduate-24%
Higher qualification-5%
Others-2%
<15000—5%
15000-25000—15%
25000-35000—15%
>35000—65%
Lal Bahadur Shashtri Institute Of Management Page 11
WORK EXPERIENCE(in years):
FACTORS AFFECTING THE PURCHASING DECISION OF DATACARD (%):
It can be inferred from the below charts that speed & connectivity are the two most important
influencing factors in selecting a data card for a customer. The other important factors are tariff
plans, price & billing policies of the company. So the company has to emphasize on the network
coverage as the most important factor.
TARIFF PLANS:
PRICE
0-1—61%
1-3—21%
3-5—8%
>5—10%
Not affected at all-2%
Least affected-2%
Neutral-16%
Affected-42%
Significantly affected-38%
Not affected at all-2%
Least affected-6%
Neutral-22%
Affected-45%
Significantly affected-24%
Lal Bahadur Shashtri Institute Of Management Page 12
SPEED
CONNECTIVITY
BRAND AMBASSADOR OF THE PRODUCT
Not affected at all-2%
Least affected-0%
Neutral-11%
Affected-28%
Significantly affected-59%
Not affected at all-43%
Least affected-34%
Neutral-19%
Affected-4%
Significantly affected-0%
Not affected at all-2%
Least affected-2%
Neutral-9%
Affected-29%
Significantly affected-58%
Lal Bahadur Shashtri Institute Of Management Page 13
ADVERTISEMENTS
CUSTOMER SERVICE
BILLING POLICIES
Not affected at all-2%
Least affected-12%
Neutral-24%
Affected-38%
Significantly affected-24%
Not affected at all-32%
Least affected-25%
Neutral-32%
Affected-8%
Significantly affected-4%
Not affected at all-2%
Least affected-6%
Neutral-17%
Affected-56%
Significantly affected-19%
Lal Bahadur Shashtri Institute Of Management Page 14
INFLUENCE OF ADVERTISING:
Q. How do you know about TATA PHOTON data card?
It can be inferred from the above chart that advertisement is an important factor for brand
recognition as 48% of the respondents knew about the product through advertisements.
Then, when asked about which kind of advertisement they like, the response was as such:
It shows that the most effective medium for advertising is the visual media though print & audio
have also some significance.
SOME OTHER PARAMETERS ABOUT DATA CARD USERS:
REASON BEHIND USING DATA CARD:
Connectivity on the move-53%
Easy to carry-30%
Better speed-16%
Other-1%
Visual-67%
Audio-13%
Print-20%
Lal Bahadur Shashtri Institute Of Management Page 15
The reason behind using the data card according to most of the respondents was
‘connectivity on the move’.
FREQUENCY OF USING INTERNET:
Most of the respondents are the daily internet users.
PLAN USED:
Most of the data card use the pre paid plans. When inquired about this they responded in
following manner:
The above chart depicts that the reason behind using prepaid plan for most users was cost
effectiveness & convenience in changing the tariff plan.
Everyday-93%
Twice a week-5%
Once a week-0%
Monthly-2%
Post paid-39%
Pre paid-61%
Cost effective-43%
Range of tariff plans-22%
Convenience-32%
Others-3%
Lal Bahadur Shashtri Institute Of Management Page 16
AVERAGE DATA USED (MONTHLY):
Most of the respondents are frequent users of internet. This also shows in the monthly uses as 41%
of the users have their usage in excess of 6GB.
<1GB—1%
1-2GB—20%
2-4GB—18%
4-6GB—20%
Above 6GB—41%
Lal Bahadur Shashtri Institute Of Management Page 17
SPSS ANALYSIS
T-test for gender
Group Statistics
Factors affecting in purchasing a datacard
Gender N Mean Std. Deviation Std. Error Mean
Tariff Male 36 4.17 1.000 .167
Female 23 4.09 .733 .153
Price Male 36 3.83 1.028 .171
Female 23 3.96 .825 .172
Speed Male 36 4.42 .906 .151
Female 23 4.35 .885 .184
Connectivity Male 36 4.31 .980 .163
Female 23 4.52 .730 .152
Brand Ambassador Male 36 1.67 .793 .132
Female 23 2.22 .902 .188
Advertisement Male 36 2.14 1.175 .196
Female 23 2.57 .896 .187
Customer Care Male 36 3.78 .989 .165
Female 23 3.91 .668 .139
Billing Policies Male 36 3.64 1.150 .192
Female 23 3.83 .984 .205
Factors affecting in purchasing a datacard
Levene's Test for Equality of
Variances
t-Test for Equality of Means
F Sig. t df Sig. (2-tailed)
Tariff Equal variances assumed 3.999 .050 .329 57 .743
Equal variances not
assumed
.352 55.814 .726
Price Equal variances assumed .608 .439 -.483 57 .631
Equal variances not
assumed
-.507 53.954 .614
Speed Equal variances assumed .031 .861 .287 57 .775
Lal Bahadur Shashtri Institute Of Management Page 18
Equal variances not
assumed
.289 47.868 .774
Connectivity Equal variances assumed 1.165 .285 -.908 57 .368
Equal variances not
assumed
-.968 55.538 .337
Brand
Ambassador
Equal variances assumed .017 .897 -2.465 57 .017
Equal variances not
assumed
-2.395 42.547 .021
Advertisement Equal variances assumed 1.793 .186 -1.485 57 .143
Equal variances not
assumed
-1.576 55.097 .121
Customer Care Equal variances assumed 3.327 .073 -.576 57 .567
Equal variances not
assumed
-.627 56.771 .533
Billing Policies Equal variances assumed 2.046 .158 -.644 57 .522
Equal variances not
assumed
-.667 52.179 .508
H0 (Null Hypothesis): There are no difference between the opinion of Male and
Female
H1 (Alternative Hypothesis): There are difference between the opinion of Male and
Female.
We can see from the analysis that there is no major difference in the opinion of male and
female except in the case of Brand Ambassador as a factor affecting the purchase decision.
From the T-test we can see that in the survey opinion of Male and Female the P value
(significance level) is less than .05 for Brand Ambassador as a factor affecting the
purchase decision. Hence in this case null hypothesis is rejected.
Lal Bahadur Shashtri Institute Of Management Page 19
ANOVA ANALYSIS
FOR AGE GROUP
Descriptives
Factors affecting in
purchasing a Data Card
N Mean Std. Deviation Std. Error
Tariff 16-22 24 4.04 .908 .185
23-29 24 4.21 .977 .199
30-36 2 4.50 .707 .500
37-43 4 4.25 .957 .479
44-50- 2 3.50 .707 .500
>50 3 4.33 .577 .333
Total 59 4.14 .899 .117
Price 16-22 24 3.96 1.042 .213
23-29 24 3.75 .944 .193
30-36 2 4.50 .707 .500
37-43 4 4.00 .816 .408
44-50- 2 3.50 .707 .500
>50 3 4.00 1.000 .577
Total 59 3.88 .948 .123
Speed 16-22 24 4.29 1.042 .213
23-29 24 4.38 .875 .179
30-36 2 4.00 .000 .000
37-43 4 4.75 .500 .250
44-50- 2 5.00 .000 .000
>50 3 4.67 .577 .333
Total 59 4.39 .891 .116
Connectivity 16-22 24 4.21 1.062 .217
23-29 24 4.33 .816 .167
30-36 2 5.00 .000 .000
37-43 4 4.75 .500 .250
44-50- 2 5.00 .000 .000
>50 3 5.00 .000 .000
Total 59 4.39 .891 .116
Brand Ambassador 16-22 24 1.92 .830 .169
23-29 24 1.92 .881 .180
30-36 2 2.50 2.121 1.500
37-43 4 1.50 .577 .289
44-50- 2 1.00 .000 .000
>50 3 2.00 1.000 .577
Total 59 1.88 .873 .114
Advertisement 16-22 24 2.46 1.285 .262
23-29 24 2.25 .897 .183
Lal Bahadur Shashtri Institute Of Management Page 20
ANOVA
Factors affecting in purchasing a datacard Sum of Squares df Mean Square F Sig.
Tariff
Between Groups 1.582 5 .316 .370 .867
Within Groups 45.333 53 .855
Total 46.915 58
Price
Between Groups 1.711 5 .342 .359 .874
Within Groups 50.458 53 .952
Total 52.169 58
Speed
Between Groups 2.034 5 .407 .490 .782
Within Groups 44.000 53 .830
Total 46.034 58
Connectivity
Between Groups 3.992 5 .798 1.007 .423
Within Groups 42.042 53 .793
Total 46.034 58
Brand Ambassador
Between Groups 3.003 5 .601 .773 .0573
Within Groups 41.167 53 .777
Total 44.169 58
Advertisement Between Groups 8.133 5 1.627 1.428 .229
Within Groups 60.375 53 1.139
30-36 2 3.50 .707 .500
37-43 4 2.25 .957 .479
44-50- 2 1.00 .000 .000
>50 3 1.67 .577 .333
Total 59 2.31 1.087 .141
Customer Care 16-22 24 3.67 1.007 .206
23-29 24 4.04 .806 .165
30-36 2 3.50 .707 .500
37-43 4 3.75 .957 .479
44-50- 2 4.00 .000 .000
>50 3 3.67 .577 .333
Total 59 3.83 .874 .114
Billing Policies 16-22 24 3.83 1.129 .231
23-29 24 3.63 .970 .198
30-36 2 5.00 .000 .000
37-43 4 3.50 1.732 .866
44-50- 2 4.00 .000 .000
>50 3 2.67 .577 .333
Total 59 3.71 1.084 .141
Lal Bahadur Shashtri Institute Of Management Page 21
Total 68.508 58
Customer Care
Between Groups 2.097 5 .419 .527 .755
Within Groups 42.208 53 .796
Total 44.305 58
Billing Policies
Between Groups 7.477 5 1.495 1.307 .275
Within Groups 60.625 53 1.144
Total 68.102 58
H0 (Null Hypothesis): There are no difference between the opinion of various age
groups
H1 (Alternative Hypothesis): There are difference between the opinion of various age
groups.
The significance value of all factors is greater than .05.
Hence for all the age groups there is not much of a difference in important given for
the various factors affecting the choice of data card.
For Income Group
Descriptive
Factors affecting in purchasing a datacard N Mean Std. Deviation Std. Error
Tariff
<15000 2 4.00 .000 .000
15000-25000 8 4.50 .756 .267
25000-35000 11 3.45 .934 .282
>35000 38 4.26 .860 .140
Total 59 4.14 .899 .117
Price
<15000 2 3.50 .707 .500
15000-25000 8 4.25 .707 .250
25000-35000 11 3.36 1.027 .310
>35000 38 3.97 .944 .153
Total 59 3.88 .948 .123
Speed
<15000 2 4.00 1.414 1.000
15000-25000 8 4.50 .756 .267
25000-35000 11 3.64 .924 .279
>35000 38 4.61 .790 .128
Total 59 4.39 .891 .116
Connectivity <15000 2 4.00 1.414 1.000
Lal Bahadur Shashtri Institute Of Management Page 22
15000-25000 8 4.63 .744 .263
25000-35000 11 3.73 .905 .273
>35000 38 4.55 .828 .134
Total 59 4.39 .891 .116
Brand Ambassador
<15000 2 3.00 .000 .000
15000-25000 8 1.88 .991 .350
25000-35000 11 2.36 .674 .203
>35000 38 1.68 .842 .137
Total 59 1.88 .873 .114
Advertisement
<15000 2 3.50 .707 .500
15000-25000 8 2.38 .916 .324
25000-35000 11 3.00 1.265 .381
>35000 38 2.03 .972 .158
Total 59 2.31 1.087 .141
Customer Care
<15000 2 3.50 .707 .500
15000-25000 8 4.00 .756 .267
25000-35000 11 3.18 .982 .296
>35000 38 4.00 .805 .131
Total 59 3.83 .874 .114
Billing Policies
<15000 2 3.50 .707 .500
15000-25000 8 4.25 .886 .313
25000-35000 11 2.91 1.136 .343
>35000 38 3.84 1.027 .167
Total 59 3.71 1.084 .141
ANOVA
Factors affecting in purchasing a datacard Sum of Squares df Mean Square F Sig.
Tariff
Between Groups 6.820 3 2.273 3.118 .033
Within Groups 40.096 55 .729
Total 46.915 58
Price
Between Groups 4.650 3 1.550 1.794 .159
Within Groups 47.519 55 .864
Total 52.169 58
Speed
Between Groups 8.409 3 2.803 4.098 .011
Within Groups 37.624 55 .684
Total 46.034 58
Connectivity Between Groups 6.582 3 2.194 3.059 .036
Within Groups 39.452 55 .717
Lal Bahadur Shashtri Institute Of Management Page 23
Total 46.034 58
Brand Ambassador
Between Groups 6.539 3 2.180 3.185 .031
Within Groups 37.631 55 .684
Total 44.169 58
Advertisement
Between Groups 11.160 3 3.720 3.568 .020
Within Groups 57.349 55 1.043
Total 68.508 58
Customer Care
Between Groups 6.169 3 2.056 2.965 .040
Within Groups 38.136 55 .693
Total 44.305 58
Billing Policies
Between Groups 10.140 3 3.380 3.207 .030
Within Groups 57.962 55 1.054
Total 68.102 58
H0 (Null Hypothesis): There are difference between the opinion of various income
groups
H1 (Alternative Hypothesis): There are no difference between the opinion of various
income groups.
The significance value of all factors is less than .05 except Price as a factor affecting
the choice of a data card.
Hence for all the income groups there is not much of a difference in importance given
for the various factors affecting the choice of data card except in the case of price
where p value is greater than .05. There is some difference in the opinion of various
income groups in case of price of data card as people with higher income are not
much affected by price as compared to lower income groups.
For Occupation
Factors affecting in purchasing a datacard N Mean Std. Deviation Std. Error
Tariff
Service 18 4.17 .857 .202
Business 3 3.67 .577 .333
Student 34 4.09 .965 .166
House wife 3 4.67 .577 .333
Other 1 5.00 . .
Lal Bahadur Shashtri Institute Of Management Page 24
Total 59 4.14 .899 .117
Price
Service 18 3.94 .938 .221
Business 3 4.00 1.000 .577
Student 34 3.76 .987 .169
House wife 3 4.33 .577 .333
Other 1 5.00 . .
Total 59 3.88 .948 .123
Speed
Service 18 4.33 .840 .198
Business 3 5.00 .000 .000
Student 34 4.35 .981 .168
House wife 3 4.33 .577 .333
Other 1 5.00 . .
Total 59 4.39 .891 .116
Connectivity
Service 18 4.61 .608 .143
Business 3 5.00 .000 .000
Student 34 4.18 1.029 .176
House wife 3 4.67 .577 .333
Other 1 5.00 . .
Total 59 4.39 .891 .116
Brand Ambassador
Service 18 1.72 .669 .158
Business 3 1.33 .577 .333
Student 34 2.00 .921 .158
House wife 3 2.33 1.528 .882
Other 1 1.00 . .
Total 59 1.88 .873 .114
Advertisement
Service 18 1.94 .938 .221
Business 3 1.67 1.155 .667
Student 34 2.53 1.107 .190
House wife 3 3.00 1.000 .577
Other 1 1.00 . .
Total 59 2.31 1.087 .141
Customer Care
Service 18 4.00 .767 .181
Business 3 3.67 .577 .333
Student 34 3.76 .987 .169
House wife 3 3.67 .577 .333
Other 1 4.00 . .
Total 59 3.83 .874 .114
Billing Policies
Service 18 3.72 .958 .226
Business 3 3.00 1.732 1.000
Student 34 3.68 1.121 .192
Lal Bahadur Shashtri Institute Of Management Page 25
House wife 3 4.67 .577 .333
Other 1 4.00 . .
Total 59 3.71 1.084 .141
ANOVA
Factors affecting in purchasing a datacard Sum of Squares df Mean Square F Sig.
Tariff
Between Groups 2.347 4 .587 .711 .588
Within Groups 44.569 54 .825
Total 46.915 58
Price
Between Groups 2.441 4 .610 .663 .621
Within Groups 49.729 54 .921
Total 52.169 58
Speed
Between Groups 1.603 4 .401 .487 .745
Within Groups 44.431 54 .823
Total 46.034 58
Connectivity
Between Groups 4.148 4 1.037 1.337 .268
Within Groups 41.886 54 .776
Total 46.034 58
Brand Ambassador
Between Groups 3.225 4 .806 1.063 .384
Within Groups 40.944 54 .758
Total 44.169 58
Advertisement
Between Groups 8.427 4 2.107 1.893 .125
Within Groups 60.082 54 1.113
Total 68.508 58
Customer Care
Between Groups .854 4 .214 .265 .899
Within Groups 43.451 54 .805
Total 44.305 58
Billing Policies
Between Groups 4.383 4 1.096 .929 .454
Within Groups 63.719 54 1.180
Total 68.102 58
H0 (Null Hypothesis): There are no difference between the opinion of people of
various occupations.
H1 (Alternative Hypothesis): There are difference between the opinion of people of
various occupations.
Lal Bahadur Shashtri Institute Of Management Page 26
The significance value of all factors is greater than .05.
Hence for all the occupation groups there is not much of a difference in importance
given for the various factors affecting the choice of data card.
Lal Bahadur Shashtri Institute Of Management Page 27
COMPETITOR ANALYSIS
Preference of different companies according to the given parameters
Price
Tata Photon 33%
Airtel 13%
MTS MBlaze 23%
Reliance Net-Connect 13%
Vodafone 6%
BSNL 3G-Card 13%
We observed that from the given sample 33% of the consumer preferred Tata photon + as
extremely competitive in the price segment followed by Mts blaze.
Speed
Lal Bahadur Shashtri Institute Of Management Page 28
Tata Photon 17
%
Airtel 50
%
MTS MBlaze 10
%
Reliance Net-Connect 8%
Vodafone 13
%
BSNL 3G-Card 2%
50% of the people taking the survey rated airtel datacard best in terms of speed
followed by Tata Photon+.
Connectivity
Tata Photon 21%
Airtel 54%
MTS MBlaze 6%
Reliance Net-Connect 2%
Vodafone 17%
BSNL 3G-Card 0%
Considering connectivity Airtel again emerged as the winner with 54% of respondent voting for it
followed by Tata photon+.
Lal Bahadur Shashtri Institute Of Management Page 29
Network
Tata Photon 19%
Airtel 47%
MTS MBlaze 4%
Reliance Net-Connect 6%
Vodafone 21%
BSNL 3G-Card 2%
Airtel network emerged best in terms of network coverage
Customer Services
Tata Photon 25%
Airtel 38%
MTS MBlaze 17%
Reliance Net-Connect 4%
Lal Bahadur Shashtri Institute Of Management Page 30
Vodafone 15%
BSNL 3G-Card 2%
From the data we observed that 39% of the respondent considered airtel to provide best
customer services with 38% voting for it followed by Tata Photon+
Billing Policies
Tata Photon 21%
Airtel 26%
MTS MBlaze 17%
Reliance Net-Connect 9%
Vodafone 11%
BSNL 3G-Card 17%
Policies of airtel in terms of billing the client was considered the best followed by Tata Photon
+
Tariff Plans Available
Lal Bahadur Shashtri Institute Of Management Page 31
Tata Photon 33%
Airtel 21%
MTS MBlaze 17%
Reliance Net-Connect 10%
Vodafone 17%
BSNL 3G-Card 2%
Tariff plans offered by Tata photon + were considered best with 33% of the respondent voting
for it followed by airtel.
Brand of Data Card customer use
Tata Photon 38%
MTS Blaze 10%
Reliance Net-Connect 12%
Airtel 18%
Vodafone 10%
BSNL 3G Card 12%
Maximum of the customer surveyed preferred using Tata photon+ with 38% of the respondent voting for it followed by Airtel Data Card.
Lal Bahadur Shashtri Institute Of Management Page 32
CONCLUSION
A major sample of surveyed customers comprised of Students and Service class.
Data collected showed that connectivity and speed were the most important
parameter according to consumer to go for a Data Card followed by price and
tariff plans
Data collected showed that Brand Ambassador did not play a major role in
influencing the choice of the data card.
61% of the respondent who use data card prefer prepaid plans compared to
postpaid reason being convenience in changing tariff plans and cost
effectiveness.
Brand ambassador of the product does not affect the sale of data card.
Data collected showed that majority of the respondents have data usage in excess of
6 GB a month. Opinion of the respondent for price as a factor affecting the choice of the data card varies
in accordance to the income group.For high income group price was not such an important
factor but for lower income group it was.
There was no major difference in opinion of male and female but this was not to be
seen in the case of brand ambassador.
The competition in the data card sector is very high with major telecom giants entering
the market segment providing consumer with cheaper prices and better services.
In the competitive analysis, we can see that respondent preferred Tata photon Data card
when it comes to price and tariff plan and maximum of the respondent prefer Tata Photon +
Data card.
Lal Bahadur Shashtri Institute Of Management Page 33
RECOMMENDATIONS
Their tariff plans are one of the best in the market so they can continue with them.
The Tata Photon+ provides one of the best price range in the competitive market as per
the survey which is a very redeeming factor.
There is no need to heavily invest on brand ambassadors for promotions as simple
advertising can also help to improve the sales.
Only 17% of the respondents felt that Tata photon + provided high speed .As speed of
internet is very important factor they have to work on this domain.
Again connectivity is a very important factor and only 21% of the respondents felt that
Tata Photon+ provided better connectivity. So they have to focus on providing better
connectivity for the customers.
Billing policies and Customer services are two another important domains that Tata
Photon+ need to work on.
The most important features of a data card are connectivity, speed and tariff plan as per
the respondents. Hence Tata Photon+ should continue to work keeping in mind these
features.
Lal Bahadur Shashtri Institute Of Management Page 34
Appendix
Questionnaire for Comparative Analysis of
TATA Photon Data card
Part A: Personal information (Demographic Profile)
(Just tick the required boxes)
1)Age
16-22 23-30 31-40 41-50 More than 50
2) Gender
Male Female
3) Educational Qualification:
Under-Graduate Graduate Post-Graduate Higher Qualification
If any other, please mention: …………………………………………………………………..
4) Occupation:
Services Business Student
Housewives Others
If any other, please mention: …………………………………………………………..………
5) Family Monthly Income:
Under 15000 15000-25000 25000-35000 Above 35000
6) Work Experience:
0-1 years 1-3 years 3-5 years > 5 years
Lal Bahadur Shashtri Institute Of Management Page 35
Part B:
S. No. Particulars Yes No
7 Do you own PC/Laptop?
8 Do you use internet?
9 Do you presently own data card?
10 If yes, are you satisfied with it?
11 Is data card a necessity for you?
12 Do you change your Data card frequently?
13 Is income a major factor in selecting a particular brand?
14 Is price of the product/plan the most important factor in selecting a
particular brand?
15 Does the brand ambassador of a product influence you in going
for a particular brand?
16 Are you influenced by the different advertisements in buying the
product that a brand goes for?
17 Have you experienced any discomfort due to the poor connectivity
of your data card?
18 Have you ever introduced our product to anyone?
19 Are you happy with the functioning of your data card?
20 Have you seen Tata Photon Advertisement?
Part C: TATA Photon Data card
(Just tick the required boxes)
21) How satisfied are you with your present data card?
Highly dissatisfied Dissatisfied Neutral
Satisfied Highly satisfied Don’t own a data card
22) How much the following factors affect you in purchasing a data card?
Lal Bahadur Shashtri Institute Of Management Page 36
S.No. Particulars Not
affected at
all
Least
affected
Neutral Affected Significan-
tly
affected
a) Price
b) Speed
c) Connectivity
d) Brand Ambassador of the
product
e) Advertisements by the
brand
f) Customer Service
g) Billing Policies
h) Tariff Plans
23) How you know about Tata Photon data card?
Advertisements Internet Friends Others
If any other, please mention: …………………………………………………………………
24) Which type of advertisement you like the most for Data plans/Tata Photon?
Visual Audio Print
24a) Tell any particular tune/symbol/colour/TV or print advertisement that you can recall
for TATA Photon.
…………………………………………………………………………………………………..
…………………………………………………………………………………………………..
25) Which are the main reasons behind your decision to buy dongle?
Connectivity on the move Easy to carry Better Speed Others
If any other, please mention: …………………………………………………………………..
26) What is the frequency of your net use?
Lal Bahadur Shashtri Institute Of Management Page 37
Everyday Twice a week Once a week Once a month
27) According to you how much data you use by doing surfing or downloading?
<1GB 1-2GB 2-4GB 4-6GB Above 6GB
28) Which plan do you use?
Prepaid Post-paid
29) Why do you use the above mentioned plan?
Cost Effective Range of Tariff plan Convenience Others
If any other, please mention: …………………………………………………………………..
Part D: Competitor Analysis
30) Rate the different companies according to the parameters on the following scale:
1: Highly Satisfactory 2: Satisfactory 3: Neutral
4: Dissatisfactory 5: Highly Dissatisfactory
S.No. Parameters Tata
Photon
Airtel MTS
MBlaze
Reliance
Net-
Connect
Vodafone BSNL
3G-
Card
a) Price
b) Speed
c) Connectivity
d) Network
e) Customer Services
f) Billing Policies
g) Tariff Plans
Available
31)Which brand of data card do you presently use?
Tata Photon MTS Blaze Reliance Net-Connect
Airtel Vodafone BSNL 3G Card
Lal Bahadur Shashtri Institute Of Management Page 38
32) Which feature of your data card is better than other data cards?
Connectivity Tariff Plans Customer Service Speed
33) Any ideas that you would like to suggest which would help Tata Photon in
serving you better.
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
……………………………………………………………………………
Lal Bahadur Shashtri Institute Of Management Page 39
REFERENCES
Dominick Salvatore, Managerial Economics
Anderson, Sweeney, Williams, 11th Edition, Statistics for Business and Economics.
Bajpai Naval, Business Statistics.
www.tataphoton.net.in/index.html www.tataphotonplus.co.in