A study on consumer behaviour of hathway broadband services, bangalore
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HATHWAY’S MARKETING ORIENTATION
Product Offer a basic product/ service. Offer value added services Increase in number of value added services. Price Charge cost- plus Price to penetrate market Price to match or best competitors Distribution Build selective distribution Build Intensive distribution. Build more intensive distribution. Advertising Build product awareness among early adopters. Build awareness and interest in the mass market Stress brand differences and benefits. Sales Promotion Use heavy sales promotion to entice people to subscribe. Increase to build and maintain relationships with customers. Increase to encourage brand-switching. SWOT ANALYSIS OF HATHWAY
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION TABLE No.1 TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE
Analysis From the above table it is clear that 24% of the respondents aged between 20 to 29, 36% between 30 to 39, 26% between 40 to 49 and only 14% aged above 50 years. Interpretation Age is not the criteria for the people who use Hathway. From this we can conclude people of all ages are interested in using Hathway broadband services. GRAPH No.1 GRAPH SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON AGE TABLE No.2 TABLE SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON GENDER
Analysis From the above table it is clear that 64% of respondents were male and female respondents constituted just 36% of total responses. Interpretation It is clear that both males and females are interested in using Hathway broadband as they are interested in E-commerce and social networking. GRAPH No.2 GRAPH SHOWING-THE PROFILE OF THE RESPONDENTS BASED ON GENDER TABLE No.3 TABLE SHOWING- THE OCCUPATION OF RESPONDENTS
Analysis From the above table it is clear that 12% of the respondents were students pursuing their graduation or post graduation studies and 40% were professionals. 24% of the respondents were self employed, 8% were ex-serviceman and 16% belonged to government services. Interpretation It is clear that users are mostly Professionals and Self employed people because without internet there is no business. GRAPH No.3 GRAPH SHOWING-THE OCCUPATION OF RESPONDENTS TABLE No.4 TABLE SHOWING- THE ANNUAL INCOME GROUP OF RESPONDENTS
Analysis From the above table it is clear that 20% of the respondents had an annual income of lesser than 1,20,000, 26% had income between 3,60,001 and 7,20,000, 16% earned more than 7,20,000 per annum and 38% had income between 120001 to 3,60,000. Interpretation It shows that Hathway is placing their service in the appropriate price range. As the people of income bracket between 1,20,001 and 3,60,000 can easily afford this Broadband service. GRAPH No.4 GRAPH SHOWING- THE ANNUAL INCOME GROUP OF RESPONDENTS TABLE No.5 TABLE SHOWING- THE RESPONDENTS AWARENESS OF HATHWAY BROADBAND SERVICE
Analysis From the above table it is clear that 84% of the respondents are aware of the Hathway broadband service and 16% of the respondents are not aware of the same. Interpretation It shows that majority of the respondents are aware of the service provided by Hathway and are using it. GRAPH No.5 GRAPH SHOWING- THE RESPONDENTS AWARENESS OF HATHWAY BROADBAND SERVICE TABLE No.6 TABLE SHOWING- THE SALES PROMOTIONAL TECHNIQUES WHICH ATTRACTS CUSTOMERS
Analysis From the above table it is clear that 44% of the respondents are attracted towards Hathway services through television, 6% through radio, 24% through newspapers, 12% through banners and 14% through sales persons. Interpretation It shows that most of the respondents are attracted towards Hathway services through television. GRAPH No.6 GRAPH SHOWING- THE SALES PROMOTIONAL TECHNIQUES WHICH ATTRACTS CUSTOMERS TABLE No.7 TABLE SHOWING- THE NUMBER OF BROADAND CONNECTIONS RESPONDENTS USING
Analysis From the above table it is clear that 46% of the respondents are using only one connection, 36% of them are using 2-3 connections and 18% of them are using more than 3 connections. Interpretation It clearly shows that majority of the respondents use atleast 2-3 connections as it has financial edge over the rest and a superior edge placed substancially. GRAPH No.7 GRAPH SHOWING- THE NUMBER OF BROADAND CONNECTIONS RESPONDENTS USING TABLE No.8 TABLE SHOWING- THE RESPONDENTS MONTHLY EXPENDITURE ON BROADBAND
Analysis From the above table it is clear that 12% of the respondents spend more than 250 per month, 32% of them spend more than 500 per month, 46% of them spend more than 750 per month and 10% of them spend more than 1000 per month. Interpretation It shows that majority of the respondents are willing to spend between 500 and 1000 per month as Hathway provides superior broadband connection with unmatched satisfaction. GRAPH No.8 GRAPH SHOWING- THE RESPONDENTS MONTHLY EXPENDITURE ON BROADBAND TABLE No.9 TABLE SHOWING- THE BROADBAND PLAN OF THE RESPONDENTS
Analysis From the above table it is clear that 40% of the respondents use limited download plans, 32% of them use special 24hrs unlimited download plans and 18% of them use night unlimited download plans. Interpretation It shows that majority of the respondents use both limited download plans and special 24hrs unlimited downloadplans. This is because limited download options is far expensive by all internet service providers(even competitors) GRAPH No.9 GRAPH SHOWING- THE BROADBAND PLAN OF THE RESPONDENTS TABLE No.10 TABLE SHOWING- THERESPONDENTS RATING THE HATHWAY SERVICE PROVIDER
Analysis From the above table it is clear that 8% of respondents rate Hathway service poor, 16% of them rate it average, 52% rate it good, 24% rate it excellent. Interpretation It clearly shows that majority of the respondents rate Hathway service as good. Hathway is internationally acclaimed and known to provide quality service during sales and after sales of the net connection. GRAPH No.10 GRAPH SHOWING- THE RESPONDENTS RATING THE HATHWAY SERVICE PROVIDER TABLE No.11 TABLE SHOWING- THE FACTORS RESPONSIBLE FOR BUYING HATHWAY BROADBAND CONNECTION
Analysis From the above table it is clear that 34% of respondents are attracted towards high speed connection Hathway provides, 8% on the availability of services, 4% on value added services, 8% on economic call rates and 46% on the downloading volume. Interpretation It clearly shows majority of respondents rely on Hathway for their downloading volume and high speed connection they provide. GRAPH No.11 GRAPH SHOWING- THE FACTORS RESPONSIBLE FOR BUYING BROADBAND CONNECTION TABLE No.12 TABLE SHOWING- THE SOURCE OF AWARENESS OF HATHWAY
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