MARKETING RESEARCH PROJECT

To determine the effectiveness of the current advertising campaign by Uninor

PRESENTED BY:

(Group 5) AVINASH TALARI

BISHWAJEET MANDAL

RAKESH KUMAR

Primary objectives of the study To analyze the effectiveness of current advertisement

campaigning strategy by Uninor

Secondary objectives of the study To study how the customer choose their respective telecom

servicesTo find the awareness among the customers about Uninor and

its new plansTo find out the problems faced by the users of any telecom

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To analyze the position of Uninor against its competitors

To analyze the loyalty status of the consumers

To find out the strength and weakness of Uninor and its competitors

EXPECTATIONS

RESEARCH QUESTIONS AND HYPOTHESIS

RQ1:What is the choice of the customer with respect to telecom services?

H1a:Students prefer offers than services.H1b:Adults prefer services than offers.

RQ2:What is the awareness of customers about uninor and its new plans?

H2: Customers are aware of the services offered by uninor.

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EXPECTATIONS(contd…)

RQ3:What are the problems faced by Customers?H3: Customers are facing mainly the network problem.

RQ4:What is the position of uninor against its competitors?H4: uninor is the fastest growing telecom company among the

recently launched telecom service providers.

RQ5:What is the loyalty status of the consumers?H5a: People of age group 15-35 are not loyal.H5b:People of age above 30 are very much loyal.

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EXPECTATIONS(contd.)

RQ6:What is the strength and weakness of uninor ?H6a: The strength of uninor is its good network.H6b:The weakness of uninor is lack of expertise in Indian market.

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PROPOSED METHODOLOGY

Research DesignField WorkQuestionnaireSamplingAnalysis

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Research Design

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• Exploratory research design-This will help to find out more insight about mobile consumer behavior.

• Focus Group Interviews(10-12 members)• Likert scale

• Descriptive research design- This will help to find out best course of action among relevant actions.

• E-mail interviews

Field Work

Data Source: Primary

Residents of IIT Kanpur Non students

Faculty Staff

Students Under Graduate Post-Graduate

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Field Work (Contd.)

Secondary data

Web sites

www.netratings.com www.nielsenmedia.com www.voicendata.coil.com Magazines/Journals My Mobile

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QUESTIONNAIRE

• A structured questionnaire will be designed in order to get the needful information, which will be utilized to do the data analysis.

• Initially a qualitative research is conducted on a few members of population to identify the attributes related to customer satisfaction .

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SAMPLING

• Target Populationo Residents of IIT Kanpur using mobile telecom service.

• Sampling Technique:o Stratified Sampling

Strata I: Non students-Faculty Strata II: Non students-Staff Strata III: Under Graduate S Strata IV: Post-Graduate S

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SAMPLING (contd).

Sampling Design: The sampling design mainly consists of the sample taken for the

study along with the sample size, sample frame and sampling method.

Sample Universe: All customers using any telecom network will be taken as the

sample universe. Sample Size: From the universe, sample sizes of 100 customers would be

selected for the purpose of the study.

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SAMPLING (contd).

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Sample Frame: The customers were selected on a random basis from which the respondents were selected based on convenience.

ANALYSIS

Analysis of Data will be done using SPSS.

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