A study on consumer behaviour of hathway broadband services, bangalore

“A STUDY ON CONSUMER BEHAVIOUR OF HATHWAY BROADBAND SERVICES, BANGALORE”

Reg No.08YAC08165

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.

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.

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.