An Analysis into Consumer Behaviour towards Telecom Products and Services in India (2012)

Consumer behaviour is one of the most important areas that is given higher level of attention by companies all across the world. This is because, by understanding consumer behaviour, companies try to develop their products and services that best suits the consumers on the basis of their buying behaviour identified in their purchase process. The concept of consumer behaviour in the existing literature is defined as the behaviour shown by consumer while making their purchase decisions.

It basically involves decisions concerning the product that should be purchased in order to fulfil their needs and thereafter, making decisions concerning its dispose off. Understanding consumer behaviour is considered as a source of competitive advantage to firms because it helps them in creating products and services that are likely to achieve success in the market. Consumer behaviour is considered as the starting point in relation to strategy creation.

It is not only important to identify the customer knowledge about the products or services offerings, but it is also essential to make an understanding of the areas where consumer lacks knowledge about the company’s offerings, as this would allow the company to identify various channels of communication through which the knowledge base of consumers can be improved about the company’s products and services and better growth can finally be achieved.

In performing the research work, it is highly essential that the aim of the entire research should be identified so that it can be directed towards the right direction. In relation to this, the main aim of the given research is “to analyse the consumer behaviour with respect to all the telecom products as offered in Indian telecom industry”. This research on telecom sector will help to determine the consumer behaviour toward telecom industry and a reflection on the Indian telecom industry. It will also determine strategies the companies adopt and how it affects consumer behaviour.

• What are the factors that affect the behaviour of the consumers while pursuing to buy a telecom product or attain a telecom service?
• How does branding of telecom companies affect consumer behaviour?
• What are the strategies of telecom companies?

• 12,000 words – 54 pages in length
• Good use of literature
• Good analysis
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1: Introduction
Background Information about Consumer Behaviour
Background Information to Indian Telecom Industry
Research Questions, Aims and Objectives
Rationale for the Research
Structure of the Research

2: Literature Review
Concept of Consumer Behaviour
Need for Studying Consumer Behaviour
Factors Affecting Buying Decisions of Consumer
Brand Loyalty
Strategies Adopted by Companies in Understanding Consumer Behaviour
Importance of Understanding Consumer Behaviour in Indian Telecom Industry
Factors Affecting Consumer Behaviour in Telecom Industry
Research Framework
Summary of Literature

3: Research Methodology
Research Philosophy
Research Approach
Research Approach Methods
Type of Research
Justification of Methods Used
Research Design
Methods of Data Collection
Justification for the Selection of Questionnaire
Research Instruments
Sample under Study
Sample Size
Unit of Analysis Time Horizon Sampling Method
Credibility
Approach to Data Analysis
Statistical Methods

4: Data Analysis and Findings
Findings from Survey with 200 Consumers
Findings from the Focus Group Interviews with Managers

5: Conclusion and Recommendations
Recommendations

References

Appendix