A study on consumer behaviour of hathway broadband services, bangalore



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PROJECT REPORT

ON

A STUDY ON CONSUMER BEHAVIOUR OF HATHWAY BROADBAND SERVICES, BANGALORE



SUBMITTED IN PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS MANAGEMENT DEGREE COURSE OF BANGALORE UNIVERSITY
2010-2011

BY

SANDEEP.B

Reg No.08YAC08165


UNDER GUIDANCE OF

MS. RAJANI KORAH
c:\users\karthik\desktop\karthi project\final report\logo_final.png

GAIN MORE KNOWLEDGE

REACH GREATER HEIGHTS

PRESIDENCY COLLEGE, KEMPAPURA, HEBBAL,

BANGALORE-560024

DECLARATI0N

I hereby declare that this titled as “A STUDY ON CONSUMER BEHAVIOUR OF HATHWAY BROADBAND SERVICES, BANGALORE” is my original work under the guidance of Ms.Rajani Korah, towards the partial fulfilment of the requirements for BBM course of Bangalore University. This has not been submitted earlier for award of any other degree by Bangalore University or any other University.



NAME:_SANDEEP.B__PLACE:_BANGALORE_REG_NO:_08YAC08165'>DATE: NAME: SANDEEP.B

PLACE: BANGALORE REG NO: 08YAC08165


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ACKNOWLEDGEMENT
It gives me tremendous pleasure in bringing out this project ENTITLED “A STUDY ON CONSUMER BEHAVIOUR OF HATHWAY BROADBAND SERVICES, BANGALORE” taken up during my final year BBM degree course.

I am thankful to Mr. MUDDU VINAY Principal and Mr. PRADEEP SHINDEY Head of Dept of Presidency College for granting me permission for this work and the help extended to me during the course of this project.

I express my deep gratitude and indebtedness towards my guide MS. Rajani Korah for her valuable guidance and assistance through stimulating discussion during the course of this project work.

I am deeply indebted to Mr.Ashoka Reddy, Sales Manager of Hathway Cable and Datacom Ltd.,for giving me the opportunity to undertake this project work in their esteemed company. Their valuable guidance has been at most useful.

Last but not the least I would like to thank my parents, friends and all other respondents for co-operating with me in this work during my study and making this a successful one.
NAME: SANDEEP.B

REG NO: 08YAC08165


1.

CHAPTER 1- INTRODUCTION

This chapter contains introduction to Marketing, Meaning, Definition, Importance and other relevant aspects of Consumer Behaviour , the theoretical background to Telecom Industry till date.



1-38

2.

CHAPTER 2- RESEARCH DESIGN

  • Statement of problem

  • Objectives of study

  • Scope of study

  • Operational Definitions

  • Research Methodology

  • Tools of Data collection

  • Sample Design

  • Plan of Analysis

  • Limitations of the study

  • Overview of Chapter scheme

39-51

3.

CHAPTER 3- COMPANY PROFILE

This chapter contains the historical background of the company, company vision, objectives, and SWOT analysis.



52-81

4.

CHAPTER 4- DATA ANALYSIS AND INTERPRETATION

Analysis and interpretation from the data collected through questionnaires, Tables and graphs representing it.



82-121

5.

CHAPTER 5- SUMMARY OF FINDINGS, CONCLUSIONS AND SUGGESTIONS

This chapter contains the findings drawn from the study.



122-127

6.

CHAPTER – SUGGESTIONS

This chapter consists some suggestions to the company.



128

7.


ANNEXURE

This chapter contains Questionnaire.






8. BIBLIOGRAPHY

Name of the books, author, magazines, websites.





INDEX OF THE TABLES


TABLE NO

TABLE NAMES

PAGE NO

1.

Table showing the profile of the respondents based on age


82

2.

Table showing the profile of the respondents based on gender


84

3.

Table showing the occupation of respondents


86

4.

Table showing the annual income group of respondents


88

5.

Table showing the respondents awareness of Hathway broadband service


90

6.

Table showing the sales promotional techniques which attracts customers


92

7.

Table showing the number of broadand connections respondents using


94

8.

Table showing the respondents monthly expenditure on broadband


96

9.

Table showing the broadband plan of the respondents


98

10.

Table showing the respondents rating the Hathway service provider


100

11.

Table showing the factors responsible for buying Hathway broadband connection


102

12.

Table showing the source of awareness of Hathway


104

13

Table showing the satisfaction level of respondents with respect to after sales service


106

14.

Table showing the frequency of breakdown of the broadband


108

15.

Table showing the respondents opinion and level of satisfaction about the company taking action towards complaints lodged by the customers


110

16.

Table showing the respondents opinion about the major barriers for purchase of broadband service


112

17.

Table showing the respondents willingness to pay more for high speed internet


114

18.

Table showing the respondents usage of broadband technology


116

19.

Table showing primary usage of broadband application


118

20.

Table showing any respondents issues with Hathway broadband pricing


120

INDEX OF THE GRAPHS

GRAPH NO

GRAPH NAMES

PAGE NO

1.

Graph showing the profile of the respondents based on age


83

2.

Graph showing the profile of the respondents based on gender


85

3.

Graph showing the occupation of respondents


87

4.

Graph showing the annual income group of respondents


89

5.

Graph showing the respondents awareness of Hathway broadband service


91

6.

Graph showing the sales promotional techniques which attracts customers


93

7.

Graph showing the number of broadand connections respondents using


95

8.

Graph showing the respondents monthly expenditure on broadband


97

9.

Graph showing the broadband plan of the respondents


99

10.

Graph showing the respondents rating the Hathway service provider


101

11.

Graph showing the factors responsible for buying Hathway broadband connection


103

12.

Graph showing the source of awareness of Hathway


105

13

Graph showing the satisfaction level of respondents with respect to after sales service



107

14.

Graph showing the frequency of breakdown of the broadband


109

15.

Graph showing the respondents opinion and level of satisfaction about the company taking action towards complaints lodged by the customers


111

16.

Graph showing the respondents opinion about the major barriers for purchase of broadband service


113

17.

Graph showing the respondents willingness to pay more for high speed internet


115

18.

Graph showing the respondents usage of broadband technology


117

19.

Graph showing primary usage of broadband application


119

20.

Graph showing any respondents issues with Hathway broadband pricing


121


CHAPTER 1

INTRODUCTION

INTRODUCTION TO MARKETING

Marketing is the process of performing market research, selling products and/or services to customers and promoting them via advertising to further enhance sales. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.

An orientation, in the marketing context, related to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and end-users. Throughout history, marketing has changed considerably in time with consumer tastes.



Contemporary approaches

Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society. New forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.




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