A study on consumer behaviour of hathway broadband services, bangalore

SATISFACTION LEVEL	PERCENTAGE OF RESPONDENTS
EXTREMELY SATISFIED	26%
SATISFIED	57%
NOT AT ALL SATISFIED	17%
TOTAL	100%

From the above table we can say that 26% of the respondents are extremely satisfied, 57% of them are satisfied and 17% are not at all satisfied with respect to after sales service of Hathway.

It is clear that majority of the respondents are very much satisfied with respect to after sales service of Hathway.

FREQUENCY OF BREAKDOWN	PERCENTAGE OF RESPONDENTS
VERY OFTEN	14%
RARELY	23%
NOT AT ALL	63%
TOTAL	100%

From the above table we can get to know that 14% of the respondents have the problem of breakdown very often, 23% of them very rarely and 63% of them do not have any breakdown problem at all.

It is very clear that frequency of the breakdown of the Hathway broadband service is very less. This shows Hathway provides un interrupted internet service.

barriers	Percentage of respondents
network deployment	36%
high cost	24%
technical issues	40%
total	100%

From the above table it shows that 36% of respondents believe that network deployment is a major barrier for purchasing the broadband service, 24% of them believe its high cost and 40% of them feel its technical issues.

It is clear that technical issues and pricing have a crucial influence in purchasing the broadband service.

YES/NO	PERCENTAGE OF RESPONDENTS
YES	29%
NO	71%
TOTAL	100%

From the above table it shows that 29% of the respondents are willing to pay more for high speed internet and 71% are unwilling.

It is clear majority of respondents are not willing to pay more for high speed internet since they have better broadband services which give them a better package.

USAGE BY	PERCENTAGE OF RESPONDENTS
WIRELESS	26%
DSL(Digital Subscriber line)	10%
CABLE MODEM	64%
TOTAL	100%

From the above table it shows that 26% of the respondents use wireless technology, 10% use DSL and 64% use cable modem.

Majority of the respondents use cable modem as it is efficient for its cost.

APPLICATION	PERCENTAGE OF RESPONDENTS
BUSINESS	34%
PERSONAL	26%
E-COMMERCE	28%
EDUCATION/RESEARCH	12%
TOTAL	100%

From the above table we can say that it is a mixed response from the respondents for the usage of broadband i.e. 34% for business, 26% for personal, 28% for E-commerce and 12% of them for education or research.

It is clear that Broadband service is used for every application.

YES/NO	PERCENTAGE OF RESPONDENTS
YES	32%
NO	68%
TOTAL	100%

From the above table is shows that 32% of the respondents have issues with Hathway broadband pricing and 68% of them don’t have any issues.

It clearly shows that majority of the respondents have no issues with the broadband pricing and this shows that Hathway broadband service is economical.

1. 
   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.
   
2. 
   It is clear that both males and females are interested in using Hathway broadband as they are interested in E-commerce and social networking.
   
3. 
   It is clear that users are mostly Professionals and Self employed people because without internet there is no business.
   
4. 
   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.
   
5. 
   It shows that majority of the respondents are aware of the service provided by Hathway and are using it.
   
6. 
   It shows that most of the respondents are attracted towards Hathway services through television.
   
7. 
   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.
   
8. 
   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.
   
9. 
   It shows that majority of the respondents use both limited download plans and special 24hrs unlimited download plans. This is because limited download options is far expensive by all internet service providers(even competitors)
   
10. 
    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.
    
11. 
    It clearly shows majority of respondents rely on Hathway for their downloading volume and high speed connection they provide.
    
12. 
    It clearly shows that Advertisements are rarely recalled and are highly ineffective amongst non Hathway users.
    
13. 
    It is clear that majority of the respondents are very much satisfied with respect to after sales service of Hathway.
    
14. 
    It is very clear that frequency of the breakdown of the Hathway broadband service is very less. This shows Hathway provides uninterrupted internet service.
    
15. 
    It is clear that most of the respondents agree that the company takes action towards the complaints lodged by the customers and also the satisfaction level of the customers is very high. This shows Hathway checks at the complaints registered by their customers on regular basis to maintain its brand value.
    
16. 
    It is clear that technical issues and pricing have a crucial influence in purchasing the broadband service.
    
17. 
    It is clear majority of respondents are not willing to pay more for high speed internet since they have better broadband services which give them a better package.
    
18. 
    Majority of the respondents use cable modem as it is efficient for its cost.
    
19. 
    It is clear that Broadband service is used for every application.
    
20. 
    It clearly shows that majority of the respondents have no issues with the broadband pricing and this shows that Hathway broadband service is economical.
    

The study has helped HATHWAY dealers to understand whether the customers are satisfied or not. If not what are main reasons for dissatisfaction of customer towards the dealer and what are the ways of improving the satisfaction level of customer towards dealer.

We can conclude people of all ages are interested in using Hathway broadband services, both males and females are interested in using Hathway broadband as they are interested in E-commerce and social networking and users are mostly Professionals and Self employed people because without internet there is no business. majority of the respondents are aware of the service provided by Hathway and are using it by getting attracted towards Hathway services through television.

Majority of the respondents are willing to spend between 500 and 1000 per month as Hathway provides superior broadband connection with unmatched satisfaction and are using 2-3 connections and also use both limited download plans and special 24hrs unlimited download plans. Respondents rate Hathway service as good and rely on Hathway for their downloading volume and high speed connection they provide. Also advertisements are rarely recalled and are highly ineffective amongst non Hathway users.

Frequency of the breakdown of the Hathway broadband service is very less, most of the respondents agree that the company takes action towards the complaints lodged by the customers and also the satisfaction level of the customers is very high. Due technical issues and pricing have a crucial influence in purchasing the broadband service and Broadband service is used for every application.Finally respondents have no issues with the broadband pricing.

CHAPTER 6

SUGGESTIONS

SUGGESTIONS

On the basis of research and analysis of the study conducted in Bangalore, I would like to suggest the following key points to the company.

• 
  During the study the fact becomes clear that the customer is not well aware about all the products and services of Hathway. So through strong advertisement, company should try to increase the awareness of the Airtel services.
  
• 
  The company should organize contests through Newspapers, Magazines & announce suitable rewards accordingly.
  
• 
  The company should provide new promotional schemes on a regular basis to consumers to increase its market share.
  
• 
  The company should provide economic plans to consumers to increase its market share.
  
• 
  The company should provide proper motivational schemes to the sales executives.
  
• 
  The company should try to build some feed back mechanism from the customer to check the performance of the sales executives and to make them loyal.
  

• 
  The company should provide proper product knowledge to the sales executives.
  
• 
  The company should go ahead with aggressive marketing. They should light competition on Pricing strategy.
  

(b) The company should try its level best to keep the prices low as compared to the competitors.

(c) The schemes should be updated as per the needs and occasions.

ANNEXURE


QUESTIONNAIRE

I am Sandeep. B, a final year BBM student from Presidency College. This information is required for successful completion of my project ‘A Study on Consumer Behaviour of Hathway Broadband Services, Bangalore.’ I request you to kindly spare some of your time and fill the questionnaire below. Thank you.

Name:

1. 
   Age:
   

2. 
   Gender : Male Female
   

3. 
   Marital status:
   

Married Single

4. 
   Occupation:
   

Student Government service

5. 
   Annual Income:
   

3,60,001-7,20,000 Above 7,20,000

6. 
   Are you aware of the Hathway Broadband services?
   

7. 
   Can you suggest some sales promotional technique which attracts you?
   

Television Radio Newspapers

8. 
   How many Broadband connections are you using?
   

Only 1 2-3 More than 3

9. 
   What is your monthly expenditure over your internet requirement?
   

>750 >1000

11. Which plan/tariff you are using?

Limited Download Plans

Special 24 hrs Unlimited Download Plans

Night Unlimited Download Plans

12. 
    How will you rate the service of our service provider?
    

12. 
    When you buy broadband connection what do you look for in it?
    

VAS (Value added services) Economic call rates

Downloading Volume (Unlimited)

12. 
    If given an option to you which brand of broadband service would you buy now and why?
    

AIRTEL because _______________________________________

BSNL because ________________________________________

SIFY because ___________________________________________

RELIANCE ______________________________________________

OTHERS ___________________________________________

12. 
    Have you seen Hathway broadband newspaper or magazine advertisement?
    

12. 
    Do you take information from internet blogs?
    

No

12. 
    Please specify your source of awareness of Hathway?
    

TV Adds Website/blogs

Company Others

12. 
    What is your satisfaction level with respect to our after sales service?
    

Not at all satisfied

12. 
    Frequency of breakdown of your broadband?
    

12. 
    Do you agree that company takes action towards the complaints lodged by the customers?
    

Are you satisfied with their replies?

YES NO

12. 
    Would you be willing to pay more for high speed internet service?
    

12. 
    What are the major barriers for purchase of broadband by non-users?
    

Technical issues such as network loading

Others

12. 
    Which Broadband technology are you using?
    

Cable Modem

12. 
    For which application do you use your broadband service more?
    

Personal (web surfing, downloading music, Multimedia)

E-commerce Education/Research

12. 
    Finally do you have any issues with the Hathway Broadband pricing?
    

Any suggestions

• 
  Marketing Management, 13th edition - Philip Kotler.
  
• 
  Survey Research Method - Charles Babbie.
  

• 
  "Hathway broadband" in "Books - Magazines" in Kalyan Classifieds, India
  

• 
  www.google.com
  
• 
  www.hathway.com
  
• 
  www.wikipedia.org
  
• 
  www.indiabroadband.net