advertising effectiveness of prepaid scheme at bsnl

7/27/2019 Advertising Effectiveness of Prepaid Scheme at BSNL

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Advertising Effectiveness of Prepaid Scheme at BSNL

ADVERTISING EFFECTIVENESS OF PREPAID SCHEME IN BHARAT SANCHAR

NIGAM LIMITED AT KARAIKUDI TELECOM DISTRICT

The telecom revolution typically represents the countrys post 1991 economic transformation-from a hesitant beginning to explosive growth. Today there are over 270 million telecom

subscribers. This mobile telephony led revolution is spreading to every corner of the country and

over eight million mobile subscribers signup for every month. Over the last decade, not only hasIndia emerged as the fastest growing mobile market but also as one of the largest in terms of

customers

STATEMENT OF OBJECTIVES

1. To find out the socio-economic background of mobile users in Karaikudi TelecomDistrict.

2. To measure the effectiveness of BSNLs Mega Super Plan print advertisement.

STATEMENT OF HYPOTHESES

1) H1: More than 50% of the respondents remember both the company and the advertisement.

2) H2: More than 50% of the respondents feel that the advertisement is motivating them to buy

the prepaid scheme.

3) H3: More than 50% of the respondents feel that the advertisement is closely associated withmaking smart choices.

4) H4: More than 25% of the respondents feel that the advertisement is informative.

5) H5: More than 50% of the respondents strongly consider purchasing the prepaid scheme after

viewing the advertisement.


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CONCLUSION

SOCIO-ECONOMIC BACKGROUND OF MOBILE PHONE USERS IN KARAIKUDI

Majority of the prepaid mobile phone users are in the age group of 20-40 years. The average age

of prepaid customers in Karaikudi is 34 years. Most of the prepaid users have completed undergraduation and are business people. Greater parts of them are married and have no children and

are found to be following Nuclear Family System. The prepaid mobile users are earning

Rs.15000-30000 per month The Average house hold monthly income of prepaid mobile users is

Rs.24643.

EFFECTIVENESS OF BSNLS MEGA SUPER PLAN PRINT ADVERTISEMENT

It is found that majority of respondents remember the company BSNL. The weighted average

value for the motivating effectiveness of BSNL advertisement for prepaid scheme is somewhatnearer to the Motivating is not exactly motivating the customers to buy the prepaid scheme.

Majority respondents have said that low call cost is the main message of the advertisement andare attracted towards lowest call rate. Most of them have felt that buying this scheme is a smart

choice. Moreover, respondents feel that advertisement is Informative Weighted average

measure for The Advertisement Message Understandablity is 4.9 which means respondentsstrongly agree that message the advertisement is clearly understandable.

Based on the above findings it is concluded that BSNLs Mega Super Plan print advertisementis effective.

SUGGESTIONS:

Following suggestions are put forward to the marketing department of BSNL, Karaikudi for the

betterment of the print advertisement of the prepaid mobile scheme:

1. The print advertisement can be made more colourful and attractive.2.

The print advertisement can be published repeatedly at least one week before the launchof a prepaid scheme.

3. Advertisement to be made in regular interval to remind the customers about the schemeand its benefits.

4. Regular feedback can be obtained from the already existing customers and prospectivecustomers to measure the success of the print advertising.


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TABLE OF CONTENTS

CONTENT

CHAPTER PAGE NO

I INTRODUCTION

1.1 Fundamentals of Marketing and Advertising 12

II LITERATURE REVIEW

2.1 Industrial Profile 42

2.2 Company Profile 59

III OBJECTIVES AND HYPOTHESES

3.1 Statement of Objectives and Hypotheses 64

IV METHODLOGY

4.1 Research Design 66

4.2 Sample Design 66

4.3 Sample Frame 66

4.4 Sample Unit 66

4.5 Sample Size and Technique 67

4.6 Data Collection 68


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4.7 Data Processing 69

4.8 Frame Work for Data Analysis 69

4.9 Scope of the Study 69

V DATA ANALYSIS & INTERPRETATION 70

VI FINDINGS AND

CONCLUSIONS

6.1 summary of findings 108

6.2 Conclusion 110

6.3 Suggestions 111

APPENDIX

Copy of the print advertisement

Copy of Questionnaire

Bibliography

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advertising effectiveness of prepaid scheme at bsnl

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