ANALYSIS OF CONSUMER BUYING BEHAVIOUR OF TATA DOCOMOINTRODUCTIONAn Overview Of Consumer Satisfaction & Buying BehaviorConsumer Satisfaction & Buying behavior refers to the mental and emotional process and the observable behavior of consumers during searching, purchasing and post consumption of a product or service.Consumer Satisfaction & Buying behavior involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.Buyer behavior has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.Factors Affecting Consumer Satisfaction & Buying Behaviour: Consumer buying behaviour is influenced by the major three factors:1. Social Factors2. Psychological Factors3. Personal Factors.Social Factors Social factors refer to forces that other people exert and which affect consumers purchase behaviour. These social factors can include culture and subculture, roles and family, social class and reference groups.Psychological Factors These are internal to an individual and generate forces within that influence her/his purchase behaviour. The major forces include motives, perception, learning, attitude and personality.Personal Factors These include those aspects that are unique to a person and influence purchase behavior. These factors include demographic factors, lifestyle, and situational factors.Definition: Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.Consumer decision making process generally involves five stages: NeedRecognition

Post Purchase

AlternativeEvaluation

SearchInformation

Purchase Action

Need Recognition Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service.There are several situations that can cause problem recognition, these include: Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated Activities

Example: When a person recognizes that he/she is having a difficulty that he/she is not able to travel with his/her family member. Then recognizes that his/her must have car and needs to buy a new car.Information Search After the consumer has recognized the need, he / she will trying to find the means to solve that need. First he will recall how he used to solve such kind of a problem in the past, this is called nominal decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes to the market to seek advice for which product will best serve his need, this is called limited decision making.Sources of information include: Personal sources Commercial Sources Public sources Personal experienceExample: (continuing from previous) The person after recognizing that his/her need, he/she will eventually try to find out how he/she can purchase the car. If he/she cannot make a decision his/herself then he/she will ask a friend to help out, if the friend do not have sufficient knowledge, he/she would go to automobile showroom of a different different company and try to get adequate information regarding price, feature, performance and after sale service.

OBJECTIVES OF THE STUDY To know the satisfactory level of the customers about Tata Docomo services. To find out the percentage of respondents connected to Tata Docomo and usage of schemes. To know the easy availability of recharge coupons. To find out the priority the reason for using Tata Docomo Cell Service. To find out that how staff behavior is?

NEED FOR THE STUDY Tata Docomo has good market standing and companys tariff plans and services level are good, which are largely responsible for its position. Tata Docomo has to sustain its position against the expected stiff competition. The company has to know its customer perception, the satisfaction level and also its competitors customer satisfaction level and problems, which are facing their customers in order to take appropriate action. Hence, the study titled A STUDY ON CUSTOMER SATISFACTION & BUYING TOWARDS TATA DOCOMO CELLULAR SERVICES IN PATNA has been undertaken.

SCOPE OF THE STUDYIn todays context both markets and marketing is complex. Cellular Phones and mobiles have stormed the market in its fast growing world of technology. This survey under taken for Cell Phone services will enable it to Phone. The users awareness and satisfaction level towards Tata Docomo services.This survey gathers information from Cell Phone users. It brings out the customer feedback on the product.Mainly this survey looks into the users profile and check for any relevant relation of dependence with the variable like occupation age group of respondents.This study restricts itself to PATNA Division. It helps to understand users preference for the main competing brands of Cell Phone services like TATA DOCOMO SERVICES,IDEA CELLULAR,UNINOR, VODAFONE, MTS and RELIANCE in. Sri Kalahasti. This will benefit company in making their future marketing decisions.

RESEARCH METHODOLOGYMEANING OF RESEARCH:According to D. Stephenson in the Encyclopedia of social sciences defines research as the manipulation of thing, concepts are symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in practice of an art.RESEARCH DESIGN:Research Methodology include seven stages that to be followed sequentially. Those are listed below. 1. First the problem has to be defined and determined. Knowing the need of the study can do this.2. The information that is required for solving the problem has to be specifically defined.3. In this stage source from which the information can be obtained is identified 4. The next step is to obtain information through data collection techniques.5. The obtained information is processed to get the required output6. The findings from the processed information are then interpreted.7. Lastly the findings are presented.

This can be symbolically represented as shown below

The research design is the basic framework that provides guidelines for the rest of the research process. The research design specifies the method of data collection and analysis.Research was undertaken in Patna during March 2014 to April 2014.2) DATA SOURCES:Data sources are the sources from which we get the information.Data collected through company approved questionnaires have been used as the primary source of data and also usage of secondary data wherever applicable.PRIMARY DATATo understand the customer of newspaper in terms of brand choice and brand perceptions, primary data is necessary. By using primary data, collection method, consumers were collected. (COLLECT or Gather consumer responses).This was done with the help of fully prepared structured questionnaires with a prescribed sequence of open ended, and closed ended questions, multiple choices, discriminate, rating and ranking to capture the appropriate responses from the respondents.SECONDARY DATAThis was collected through oral communication. Secondary data about the company profile and other details were collected from the company brochures through personal discussions with the company managers .Data pertaining to newspaper industry has been obtained through the book The Mass Media and You by Desmond A.D. Abcro.SAMPLING PROCEDUREA sample of 120 respondents belonging to different areas in PATNA was drawn. The sample was divided into different groups in such a way that it will represent different categories of the people.Sampling TECHNIQUE The location was chosen on a random basis. Even this sample was chosen by simple random sampling. A sampling technique in which every element of the population of interest has an equal probability of being included in this sample.POPULATION:All the Customers of TATA DOCOMO have been deemed as the population of the study. SAMPLE SIZE The sample size is 120, and the respondents are from PATNA.PERIOD OF STUDY The period of study is 2 months duration (JUNE to AUGUST 2012).

LIMITATIONS OF THE STUDY Time duration for the study was limited to 2 months. The study was restricted to PATNA. A convenience sample was taken from PATNA and the sample was restricted to 120 customers.

COMPANY PROFILETATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM platform arising out of the Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate GSM telecom services, under the brand TATA DOCOMO and has also been allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services in various circles.The launch of the TATA DOCOMO brand marks a significant milestone Indian telecom landscape, as it stands to redefine the very face of telecoms in India. Tokyo based NTT DOCOMO is one of the worlds leading mobile operators-in the Japanese market, the company is clearly the preferred mobile phone service provider with a 50 percent market share.NTT DOCOMO has played a major role in the evolution of mobile telecommunications through its development of cutting-edge technologies and services. Over the years, technologists at DOCOMO have defined industry benchmarks like 3G technologies, as also products and services like the i-mode TM, mobile payment and a plethora of lifestyle-enhancing applications. Today, while most of the rest of the industry is only beginning to talk of LTE technology and its possible applications, DOCOMO has already started conducting LTE trials in physical geographies, not just inside laboratories.DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in terms of services and handset designs, particularly integrating services at the platform stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these being introduced in the Indian market under the TATA DOCOMO brand.TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee, comprising of senior personnel from both companies. The committee is responsible for identification of the key areas where the two companies will work together. DOCOMO, the worlds leading mobile operator will work closely with Tata Teleservices Limited management and provide know- how on helping the company develop its GSM business.Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already established its presence and is the fastest-growing pan-India operator. Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. Today Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37 million customers in more than 320,000 towns and villages across the country offering a wide range of telephony services including Mobile Services, Wireless Desktop Phones, Public Booth Telephony and Wire-line Services.

HISTORYNTT Docomo holds 26% share in the jointly formed company. It has also emerged as the first mobile operator in India to have re-introduced per second pulse, after Loop Mobile (formerly BPL Mobile) discontinued their 'pay per second' service which was introduced in 2004.From October 2009 TRAI announced that TATA Tele service is India's no.1 Tele service brand Tata Teleservices Limited spearheads the Tata Groups presence in the telecom sector. The Tata Group had revenues of around US $75 billion in financial year 2008-09, and includes over 90 companies, over 3,50,000 employees worldwide and more than3.5million shareholders.Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It launched mobile operations in January 2005 under the brand Tata.Indicom and today enjoys a pan-India presence through existing operations in all of Indias 22 telecom Circles. The company is also the market leader in the fixed wireless telephony market with its brand Walky. The company has recently introduced the brand Photon to provide a variety of options for wireless mobile broadband access. The companys network has been rated as the Least Congested in India for last five consecutive quarters by the Telecom Regulatory Authority of India through independent surveys.Tata Teleservices Limited now also has a presence in the GSM space, through its joint venture with NTT DOCOMO of Japan, and offers differentiated products and services under the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata Groups strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. TATA DOCOMO has received a pan-India license to operate GSM telecom servicesand has also been allotted spectrum in 18 telecom Circles. The company has rolled out GSM services in 14 of Indias 22 telecom Circles in a quick span of under six months. The company plans to launch pan-India operations by the end of FY 2009-10.TATA DOCOMO marks a significant milestone in the Indian telecom landscape, and has already redefined the very face of telecoms in India, being the first to pioneer the per- second tariff option-part of its Pay for What You Use pricing paradigm. Tokyo based NTT DOCOMO is one of the worlds leading mobile operators-in the Japanese market, the company is the clear market leader, used by over 50 per cent of the ountrys mobile phone users.Today, Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited, serves over 58 million customers in more than 410,000 towns and villages across the country, with a bouquet of telephony services encompassing mobile services, wireless desktop phones, public booth telephony, wire line services and enterprise solutions.In December 2008, Tata Teleservices Limited announced a unique reverse equity swap strategic agreement between its telecom tower subsidiary, Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure Limited-with the combined entity kicking off operations in early 2009 with 18,000 towers, thereby becoming the largest entity in this space-and with the highest tenancy ratios in the industry. The WTTILQuippo combine is targeting over 50,000 towers by the end of FY 2010-11.

BRAND INFORMATION

The brand Tata Docomo It is almost impossible to disintegrate brand Tata Docomo from the corporate Tata Docomo. Brand values are the company values and vise versa. Brand Vision: It goes without saying that the brand vision of Tata Docomo mirrors the companys vision. The brand mission statement is...... To be the most customer-focused mobile service brand, continuously innovating to help liberate our customers from the shackles of time & space.TATA DOCOMO - Brand Values Innovate. Stimulate. Liberate....It is these brand values, which have made us a formidable player in the telecom industry. Innovations that stimulate the customer and liberate him from the shackles of time and space are the core of our brand. This is what we strive for. Nothing more, nothing less, nothing else.

TATA DOCOMO - Brand MissionThe India footprint Tata DocomoAnywhere connectivity - bringing India closer.The Technology Advantage Tata DocomoTomorrow's technology to enrich today.The Customer Focus Tata DocomoMake a single interaction a lasting relationship. The Employee Focus Tata DocomoNurture the roots that nurture our Tata Docomos.

Brand Initiatives -

Our aim, through media buying and planning, is to create year round impact. With the objective of Strengthening our brand, we work with strategic communication partners on campaigns like sponsorship of the Tata Docomo International Indian Film Academy awards and the television programs Tata Docomo Rocks India, Tata Docomo Star Singer and Tata Docomo Andhra Idol. We seek engagement with subscribers on a variety of levels, from major celebrity fashion shows to small local events timed to coincide with new product offerings. Since August 2003, we have commissioned a Brand Track Index Study to evaluate the health of our brand. The Brand Track Index Study is a monthly study conducted by TNS, a marketing consultant engaged by us to evaluate our brand using face-to-face interviews on a random sample of mobile users a well as those Intending to purchase mobiles within the next three months. According to the study our brand is perceived as reliable/trustworthy and one that offers cheaper and good promotional offers. We have improved our rating in the Brand Track Index calculated by the study in the past year reflecting, we believe, the growing strength of our brand. The main communication medium for the Tata Docomo brand is television, where we seek strategic Tata Docomo brand coverage in various formats. Billboards and hoardings are used as a secondary medium, customized for specific regional preferences to communicate effectively at the local level. We also use other mass communication media such as the press and radio to communicate price plans and other tactical and customer information. All our key initiatives are subjected to a rigorous testing and launch process to ensure accountability for all advertising spend and improve the chances of success of a new product. This process is followed up with extensive briefing of call center agents and sales personnel and real-time tracking of the impact of the communication and feedback from subscribers.OUR VALUESWe will leverage our strength in executing complex global- scale projects to make leading edge information and communication services affordable by all individual consumers and business in India. We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders while enabling millions of Indias knowledge workers to deliver their services globally.

SERVICES OF TATA DOCOMOTata Docomo offers a wide range of cellular services and products. Its post-paid and pre-paid services are supported by a variety of package plans to suit the needs of different customers:M-coupon These are electronic discount coupons that customers can get on their mobiles which they can use is places such as restaurants and pubs. Voice courier Tata Docomo subscribers can send messages in their own voice to select GSM subscribers all across the country and to any land line or cellular subscriber in the US and Canada at a fraction of STD and ISD rates. M-Chat An instant-messaging service that enables subscribers to chat with their friends in MSN, Yahoo and ICQ from Tata Docomo mobile (using the SMS feature). Tata Docomo's M-chat enables subscribers to chat with all the three chat rooms, MSN, Yahoo and ISQ, without having to tag along a laptop or computer with net connection. SMS in 9 Indian languages Apart from English Tata Docomo subscribers can send and receive SMS in 9 Indian languages - Hindi, Gujarati, Marathi, Bengali, Telugu, Tamil, Malayalam, Kannada and Punjabi. GPRS / MMS Tata Docomo Delhi was the first mobile phone operator to launch GPRS services in Delhi. It's 3G-compatible network supports General Packet Radio Service (GPRS), which allows subscribers to access Internet websites and information portals on Tata Docomo mobile. Tata Docomo was the first company in the country to launch GPRS in November 2002. It showcased EDGE (Enhanced Data Rates for GSM Evolution) in Delhi, in July 2004. With EDGE, subscribers can enjoy live television with a data download rate of over 160 kbps. Tata Docomo subscribers also have a richer experience while watching movie previews, multimedia messages with video attachments, web-infotainment, high-speed video downloads, java game downloads and other Internet-based multi-media experiences on their EDGE-enabled mobile phones. Customer Service and Innovation are the drivers of this Cellular Brand. With GPRS currently available on all its networks, for both pre and post paid customers, TATA DOCOMO Cellular is the first company to commercially launch next generation EDGE technology (a 3G technology) for its Delhi circle. Ring-Tone With this facility subscribers can download ringtones on their handsets. They just have to select the Ring-Tone out of the available ones and it will be sent to them. Tata Docomo also offers the facility of sending the Ring-Tone as a gift to a friend of yours.Cricket commentary Tata Docomo also provides the facility of cricket commentary to its customers. Now you dont require a TV set or a radio to listen to the commentary, you just need a handset and an Tata Docomo card and you listen to the cricket commentary.Caller-Tunes- Tata Docomo provides its customers the access of this facility and let the caller listen to the exciting songs instead of the boring tring-tring.Railway Reservation- The subscribers of Tata Docomo can make ticket reservation and other enquiries related to railways by just dialing 456.Star interview- By dialing 456 one can listen to the interviews of various movie stars on his/her mobile phone.News- Tata Docomo subscribers can keep themselves updated with the recent developments going around the world using this service.Jokes- Subscribers listen to funny jokes by just dialing 456. This service can also be used to send jokes to friends and relatives.Astrology- TATA DOCOMO also recently launched Ganesha Speaks by Bejan Daruwalla, a LIVE astrology service that can be accessed by dialing 181.Commodity market- Tata Docomo subscribers can keep themselves updated with the prices prevailing in the commodity market by just dialing 456.

MARKETING MIX4PS OF MARKETING MIX : Product Price Place Promotion.

PRODUCT :TATA DOCOMO having good range of services. Tata Docomo provides both postpaid and prepaid services. Tata Docomo having good quality network which provides clarity in voice.

PRICE:It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for both prepaid and postpaid.

PLACEIt having good range of channels of distribution: As Tata already exist in this field of telecommunications as Tata Indicom. It has wide range of channels of distribution to sell TATA DOCOMO services.

PROMOTION:Advertising: TATA DOCOMO following different style of advertising pattern in TVs and newspapers. Due to that reason it was reaching public very fast.ADVERTISING MEDIA CHANNELS:India - Tata Docomo, the youngest among telecom players in India to offer GSM, is presently banking on its services to garner visibility and a share in the telecom pie. The launch of Tata Docomo also announced the intention of the brand to associate with the thought 'do'. Tata Docomo, for the first time in the country, offered pay-per-second billing; though other telecom providers have followed suit since. The company has carried out a few adverts that highlight the brand's unique features and some other topical advertising during Ganesh Chaturthi and Diwali. The latest from the GSM provider is the 'Friendship Express' TVC. The ad opens inside train, where everyone is doing their own thing. A couple of the travelers don't like the solemn mood and start humming the Docomo tune. Slowly and steadily, others pitch in and soon most of the train is singing along. The ad ends with the super, 'Why walk alone when we can dance together'.

THEORATICAL BACKGOUNDWhat is Customer Satisfaction?Everyone knows what satisfaction is, until asked to give a definition' Then, it seems nobody knows. This quote from Richard L. Oliver, respected expert and longtime writer and researcher on the topic of customer satisfaction, expresses the challenge of defining this most basic of customer concepts. Building from previous definitions' Oliver offers his own formal definition:Satisfaction is the consumer's fulfillment response. It is a judgment that a product or service feature, or the product or service itself, provides a pleasurable level of consumption-related fulfillment.In less technical terms, we translate this definition to mean that satisfactorily is the customers' evaluation of a product or service in terms of whether that product or service has met their needs and expectations. Failure to meet needs and expectations is assumed to result in dissatisfaction with the product or serviceIn addition to a sense of fulfillment in the knowledge that one's needs have been met, satisfaction can also be related to other types of feelings, depending on the particular context or type of service. For example, satisfaction can be viewed as contentment-more. of a passive response that consumers may associate with services they don't think a lot about or services that they receive routinely over time' Satisfaction may also be associated with feelings of pleasure for services that make the consumer feel good or are associated with a sense of happiness. For those services that really surprise the consumer in a positive way, satisfaction may mean delight. And in some situations, where the removal of a negative leads to satisfaction, the consumer may associate a sense of relief with satisfaction.It is also important to recognize that although we tend to measure consumer satisfaction at a particular point in time as if it were static, satisfaction is a dynamic, moving target that may evolve over time, influenced by a variety of factors. Particularly when product usage or the service experience takes place over time, satisfaction maybe rightly variable depending on which point in the usage or experience cycle one is focusing on. Similarly, in the case of very new services or a service not previously experienced, customer expectations may be barely forming at the point of initial purchase, these expectations will solidify as the process unfolds and the consumer begins to form his or her perceptions. Through the service cycle the consumer may have a variety of different experiences, some good, some not good-and each will ultimately impact satisfaction.What Determines Customer Satisfaction?Customer satisfaction is influenced by specific product or service features and by perceptions Of quality as suggested by Figure 4.1. Satisfaction is also influenced by customers' emotional responses, their attributions, and their perceptions of equity. Product and Service Features Customer satisfaction with a product or service is influenced significantly by the customer's evaluation of product and services features. For a service such as a resort hotel, important features might include the pool area, access to golf facilities, restaurants, room comfort and privacy, helpfulness, and courtesy of staff, room price, and so forth. In conducting satisfaction, studies, most firms will determine through some means (often focus groups) what the important features and attributes are for their service and then measure perceptions of those features as well as overall service satisfaction. Research has shown that customers of services will make trade-offs among different service features (for example, price level versus quality, versus friendliness of personnel versus level of customization), depending on the type of service being evaluated and the criticality of the service. Consumer Emotions Customers' emotions can also affect their perceptions of satisfaction -with products and services. These emotions can be stable, preexisting emotions-for example, mood state or life satisfaction. Think of times when you are a very happy stage in your life (such as when you are on vacation), and your good, happy mood and positive frame of mind have influenced how you feel about the services you experience. Alternatively, when you are in a bad mood your negative feelings may carry over into how you respond to services, causing you to overreact or respond negatively to any little problem.Specific emotions may also be induced by the consumption experience itself, influencing a consumer's satisfaction with the service. Research done in a river-rafting context showed that the river guides had a strong effect on their customers' emotional responses to the trip and that those feelings (both positive and negative) were linked to overall trip satisfaction. positive emotions such has, happiness pleasure, elation, and a sense of warm-heartedness enhanced customers' satisfaction with the rafting trip. In turn, negative emotions such as sadness, sorrow, regret, and anger led to diminished customer satisfaction. Overall, in the rafting context, positive emotions had a stronger effect than negative ones. Similar effects of emotions on satisfaction were found in a Finnish study that looked at consumers' satisfaction with a government labor bureau, service.l6 In that study, negative emotions including anger, depression, guilt, and humiliation had astrong effect on customers, dissatisfaction ratings.Attributions for Service Success or FailureAttributions-the perceived causes of events-influence perceptions of satisfaction as well. When they have been surprised by an outcome (the service is either much better or much worse-than expected), consumers tend to look for the reasons, and their assessments of the reasons can influence their satisfaction' For example, if a customer of a weight-loss organization fails to lose weight as hoped for, she will likely search for the for the causes was it something she did, was the diet plan ineffective, or did circumstances simply not allow her to follow the diet regimen-before determining her level of satisfaction or dissatisfaction with the weight-loss company. For many services customers take at least partial responsibility for how things turn out.Even when they don't take responsibility for the outcome, customer satisfaction may be influenced by other kinds of attributions. For example, in research done in a travel agency context it was found that customers were less dissatisfied with a pricing error made by the agent if they felt the reason was outside the agent's control or if they felt it was a rare mistake, unlikely to occur again. Perceptions of Equity or Fairness Customer satisfaction is also influenced by perceptions of equity and fairness.2o Customers ask them selves: Have I been treated fairly compared with other customers'? Did other customers get better treatment, better prices, or better quality service? Did I pay a fair price for the service? Was I treated well in exchange for what I paid and the effort I expended? Notions of fairness are central to customers' perceptions of satisfaction with products and services. The example of Sears Auto Centers division illustrates consumers' strong reactions to unfair treatment. Over a decade ago the division was charged with defrauding customers in 44 states by performing unnecessary repairs. Sears employees had been rewarded based on the quantity of repairs sold resulting in substantial unnecessary charges to customers. The $27-million Sears paid settling complaints and the additional loss of business all resulted from extreme dissatisfaction of its customers over the unfair treatment.Other Consumers, Family Members, and Coworkers In addition to product and service features and one's own individual feelings and beliefs, consumer satisfaction is often influenced by other people.22 For example, satisfaction with a family vacation trip is a dynamic phenomenon, influenced by the reactions and expressions of individual family members over the duration of the vacation. Later, what family members express in terms of satisfaction or dissatisfaction with the trip will be influenced by stories that are retold among the family and selective memories of the events. Similarly, the satisfaction of the rafters in Figure 4.2 is certainly influenced by individual perceptions, but it is also influenced greatly by the experiences, behavior, and view's of the other rafters. In a business setting, satisfaction with a new service or technology-for example, a new customer relationship management software service-will be influenced by individuals' personal experiences with the software itself, but also by what others say about it in the company, how others use it and feel about it, and how widely it is adopted in the organization. In Chapter 12 we will come back to this topic as we look at strategies for involving and managing other consumers to maximize satisfaction in the service experience.National Customer Satisfaction IndexesBecause of the importance of customer satisfaction to firms and overall quality of life, many countries how have a national index that measures and tracks customer satisfaction at a macro level.23 Many public policymakers believe that these measures could and should be used as tools for evaluating the health of the nation's economy, along with traditional measures of productivity and price. Customer satisfaction indexes begin to get at the quality of economic output, whereas more traditional economic indicators tend to focus only on quantity. The first such measure was the Swedish Customer Satisfaction Barometer introduced in 1989. Through out the 1990s similar indexes were introduced in Germany (Deutsche Kundenbarometer, or DK, in 1992), the United States (American Customer Satisfaction Index, ACSI, in 1994), and Switzerland (Swiss Index of Customer Satisfaction, SWICS, in 1998).

CONSUMER BUYING DECISION PROCESSThere are following five stages in consumer buying decision Process.1. Problem identification:-The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli.Marketers need to identify the circumstances that trigger a Particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest. 2. Information Search:-The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, trade fair etc. Marketers should find out the source of information and their relative degree importance to the consumers.3. Evaluation of alternative:-There is no single process used by all consumers by one consumer in all buying situations. There is several First, the consumer processes, some basic concepts are:First, the consumer is trying to satisfy need.Second, the consumer is looking for certain benefits from the product solutions. The marketer must know which criteria the consumer will use in the purchase decision.4. Choice of purchasing decision:-From among the purchase of alternatives the consumer makes the solution. It may be to buy or not to buy if the decision is to buy. The other additional decisions are:Which types of bike he must buy from whom to buy a bike? How the payment to be made? And so on.The marketer up to this stage has tried every means to influence the purchase behavior, but the choice is properly consumers. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand.5. Post Purchase Behavior:-After purchase the product, the consumer will experience the same level of product. The Marketers job not end when the product is buying must monitor post-purchase satisfaction, post-purchase action, post-purchase use and disposal.Post Purchase Satisfaction:-The buyer, S satisfaction is a function of closeness between the buyer, S expectation and the products Perceiver performance. The larger the gap between expectation and performance, the greater the consumer dissatisfaction.Post purchase Action:-The Consumer, S satisfaction or dissatisfaction with the product influence subsequent behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing the product again. Dissatisfaction consumer may abandon and return the product.Post-Purchase Use or Disposal:-The marketer should also monitor new buyers use and dispose of the product. If the consumer store the product in a close, the product is probably not very satisfying. If the consumer throws the product away, the marketer needs to know how they dispose of it; especially it can be hurt the environment.CHARACTERISTIC OF BUYER BEHAVIORSThe chief characteristics of the buyers behaviors are as Follow:-(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them.(2) It includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities-such as forming attitudes, perceiving advertising material, and learning to prefer particular brands.(3) Consumer behaviors are very complex and dynamic to constantly changing. And therefore, management need to adjust with the change otherwise market may be lot.(4) The individuals specific behaviors in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external of environment influences such as the family social groups, culture, economics and business influences.

AN OVERVIEW OF CONSUMER BUYING BEHAVIOURConsumer behaviour refers to the mental and emotional process and the observable behaviour of consumers during searching, purchasing and post consumption of a product or service.Consumer behaviour involves study of how people buy, what they buy, when they buy and why they buy. It blends the elements from psychology, sociology, sociopsychology, anthropology and economics. It also tries to assess the influence on the consumer from groups such as family, friends, reference groups and society in general.Buyer behaviour has two aspects: the final purchase activity visible to any observer and the detailed or short decision process that may involve the interplay of a number of complex variables not visible to anyone.

Factors Affecting Consumer Buying Behaviour:Consumer buying behaviour is influenced by the major three factors:1. Social Factors2. Psychological Factors3. Personal Factors.Social Factors Social factors refer to forces that other people exert and which affect consumers purchase behaviour. These social factors can include culture and subculture, roles and family, social class and reference groups.Psychological Factors These are internal to an individual and generate forces within that influence her/his purchase behaviour. The major forces include motives, perception, learning, attitude and personality.Personal Factors These include those aspects that are unique to a person and influence purchase behaviour. These factors include demographic factors, lifestyle, and situational factors.Definition: Consumer buying decision process is the processes undertaken by consumer in regard to a potential market transaction before, during and after the purchase of a product or service.Need Recognition Purchase decision making process begins when a buyer becomes aware of an unsatisfied need or problem. This is the vital stage in buying decision process, because without recognizing the need or want, an individual would not seek to buy goods or service.There are several situations that can cause problem recognition, these include: Depletion of stock Dissatisfaction with goods in stock Environmental Changes Change in Financial Situation Marketer Initiated ActivitiesExample: When a person recognizes that he/she is having a difficulty that he/she is not able to travel with his/her family member. Then recognizes that his/her must have car and needs to buy a new car.Information Search After the consumer has recognized the need, he / she will trying to find the means to solve that need. First he will recall how he used to solve such kind of a problem in the past, this is called nominal decision making. Secondly, a consumer will try to solve the problem by asking a friend or goes to the market to seek advice for which product will best serve his need, this is called limited decision making.Sources of information include: Personal sources Commercial Sources Public sources Personal experienceExample: (continuing from previous) The person after recognizing that his/her need, he/she will eventually try to find out how he/she can purchase the car. If he/she cannot make a decision his/herself then he/she will ask a friend to help out, if the friend do not have sufficient knowledge, he/she would go to automobile showroom of a different company and try to get adequate information regarding price, feature, performance and after sale service.Alternatives evaluation Consumers evaluates criteria refer to various dimension; features, characteristics and benefits that a consumer desires to solve a certain problem. Product features and its benefit is what influence consumer to prefer that particular product. The consumer will decide which product to buy from a set of alternative products depending on each unique feature that the product offers and the benefit he / she can get out of that feature.Example: (continuing from previous) When that user got enough information concerning the different brands of cars available in the market, he/she will decide which kind of car and also which company or brand he/she is going to buy depending upon his/her need.Purchase Action This stage involves selection of brand and the retail outlet to purchase such a product. Retail outlet image and its location are important. Consumer usually prefers a nearby retail outlet for minor shopping and they can willingly go to a far away store when they purchase items which are of higher values and which involve higher sensitive purchase decision. After selecting where to buy and what to buy, the consumer completes the final step of transaction by either cash or credit.Example: (continuing from previous) After selecting company or brand of the car and model from different alternatives of cars, he/she will make a final decision of where to buying that car and make the final transaction procedures.Post-purchase Actions Consumer favourable post-purchase evaluation leads to satisfaction. Satisfaction with the purchase is basically a function of the initial performance level expectation and perceived performance relative to those expectations. Consumer tends to evaluate their wisdom on the purchase of that particular product. This can result to consumer experiencing post purchase dissatisfaction. If the consumers perceived performance level is below expectation and fail to meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the outlet will not be considered by the consumer in the future purchases. This might cause the consumer to initiate complaint behaviour and spread negative word-of-mouth concerning that particular product.Example: (continuing from previous) If he/she decided to buy a car he/she will try to compare the performance, speed, mileage and comfort of the particular car, whether they meet his/her expectations. If he/she would find that his/ her expectations are meet she will be satisfied, if she found that there are more additional features that he/she did not expect this car to have, she will be delighted, otherwise she will be dissatisfied.

DATA ANALYSIS AND INTERPRETATIONAGEAGENO OF RESPODENTSPERCENTAGE

15-20219.16

20-355041.6

35-504235.00

Above5075.30

Total120100

TABLE-1

INFERENCE: Most of the cell phone users age between 20-35years have taken within 41.60% we have observe the above table for 50 years persons having 5.4%.

MAJOR CUSTOMER FOR TATA DOCOMO SERVICES TABLE-2CUSTOMERSNO.OF RESPONDENTSPERCENTAGE

STUDENTS1815.00

EMPLOYEES3529.17

BUSINES PEOPLES5545.84

OTHERS1210.00

Total120100

INFERENCE: Most of the business people are using the Tata Docomo services 45.84% and 29.12% Employees, 15%of students and 10% of others are using Tata Docomo services.

FROM HOW MANY YEARS ARE YOU CUSTOMER FOR TATA DOCOMO SERVICE. TABLE-3 CUSTOMERSNO.OF RESPONDENTSPERCENTAGE

Below one year3010.83

1-2years5243.33

2-5years3428.33

Above 5years2117.51

Total120100

INFERENCE: Most of the cell phone users have taken Tata Docomo service 1-2 yrs is 47.5%, 2-5 yrs customers are 45%, above 5 yrs are 17.5% and fresh customers are 9.17%

WHICH TYPE OF SREVICES ARE YOU HAVING.TABLE - 4SERVICESNO. OF RESPONDENTSPERCENTAGE

Pre paid9780.83

Post paid2319.17

Total120100

INFERFERENCE: Most of the respondents are using Pre Paid service 80.83% and Post paid service respondents are 19.17%.

ARE YOU SATISFIED WITH THE TATA DOCOMO NETWORK TABLE-5CUSTOMERSNO. OF RESPONDENTSPERCENTGE

Highly satisfied3025.00

Satisfied5344.17

Neutral3630.00

Dis satisfied10.83

Total120100

INFERENCE: Majority of the respondents 44.17% are satisfied with the Tata Docomo network and 0.83% respondents are dissatisfied.

ARE YOU SATISFIED WITH THE SALES AFTER SERVICES PROVDE BY TATA DOCOMOTABLE-6CustomerNO.OF RESPONDENTSPERCENTAGE

Highly satisfied2016.67

Satisfied5344.16

Neutral4739.17

Totol120100

INFERENCE: Majority of the respondents are satisfy with sales after services 44.17%,highly satisfied respondents are 16.16% and no respondents are dissatisfied.

ARE YOU SATISFIED WITH THE OFFERS PROVIDE BY TATA DOCOMOTABLE 7 CUSTOMERSNO.OF RESPONDENTSPERCENTAGE

Highly satisfied2319.17

Satisfied4739.16

Neutral4638.33

Dis satisfied43.40

Total120100

INFERENCE: Majority of the respondents 39.17% are satisfied with the Tata Docomo services,38.14% respondents are neutral,19.16% respondents are highly satisfied and3.33% respondents are dissatisfied with the Tata Docomo services.

ARE YOU SATISFIED WITH THE TATA DOCOMO CALL RATESTABLE-8CUSTOMERSNO.OF RESPONDENTSPERCENTAGE

Highly satisfied1310.83

Satisfied5848.33

Neutral4739.17

Dis satisfied21.60

Total120100

INFERENCE: Majority of the respondents 48.33%satified with Tata Docomo call rates,10.83% are highly satisfied and 1.67% respondents are dis satisfied.

ARE YOU SATISFIED WITH THE CALLER TUNES PROVIDED BY TATA DOCOMO TABLE-9ROAMING FACILITY NO. OF RESPONDENTSPERCENTAGE

Highly satisfied108.34

Satisfied3428.33

Neutral5646.67

Dis satisfied2016.66

Total120100

INFERENCE:Majority of the respondents 46.67% are neutral with the caller tune provided by Tata Docomo cellular service and 16.67% respondents are dis satisfied.

ARE YOU FEELING AN TATA DOCOMO SCHOOL ADVRETISEMENTTABLE-10CUSTOMERS

NO. OF RESPONDENTSPERCENTAGE

Highly satisfied6150.83

Satisfied4134.17

Neutral1815.00

Dis satisfied00

Total120100

INFERENCE:Half of the respondents 50.83% are highly satisfied with Tata Docomo school advertisement and no respondents are dis satisfied with the Tata Docomo school advetisment.

WHO RECOMMENDED TATA DOCOMO SRERVICE TO YOUTABLE-11CUSTOMERSNO.OF RESPONDENTSPERCENTAGE

Friends2722.5

Dealers3831.67

Your self 4940.83

Others 65.00

TOTAL120100

INFERENCE: Majority of the respondents 40.83% arte self recommended and 22.5% friends,31.67% dealers and others are5%.

WOULD YOU LIKE TO CONTINUE WITH IEDA SERVICES TABLE-12CUSTOMERSNO.OF RESPONDENTSPERCENTGE

Yes8570.83

No 3529.17

Total120100

INFERENCE:Majority of the respondents 70.83% are continuing with Tata Docomo services and 29.17% are dis continuing the Tata Docomo services.

IN YOUR POINT OF YOU VIEW MAIN COMPETITORS FOR TATA DOCOMO SERVICES TABLE-13CUSTOMERSNO.OF RESPONDENTSPERCENTAGE

TATA DOCOMO 2420.00

AIR TEL5142.50

VODAFONE 3831.60

TATA DOCOMO75.83

TOTAL120100

INFERENCE: Majority of the respondents 42.5% TATA DOCOMO CELLULAR SERVICES services are competitors, 31.67% Vodafone are competitors and 20% of TATA DOCOMO and reliance and tata indicom are no competition with the Tata Docomo services .

RANKS OF TATA DOCOMO SERVICES COMPARED WITH COMPITETORS TABLE-14RANKS NO.OF RESPONDENTSPERCENTAGE

1st 1613.33

2nd 2420.00

3rd 3025.00

Cant say5041.67

Total120100

INFERENCE: Majority of the respondents 41.67% cant say their opinion,25% of respondents are giving 3rd rank and 13.33% of respondents giving 1st ran k with the Tata Docomo services compared with competitors.

ARE YOU ENJONG WITH TATA DOCOMO ADVERTISMENTTABLE-15CUSTOMERS NO.OF RESPONDENTSPERCENTAGE

Yes9881.67

No2218.33

Total120100

INFERENCE:Majority of the respondents 81.67% are enjoying with Tata Docomo advertisement and 18.33% are dis satisfied with Tata Docomo advertisement.

ARE SATISFIED WITH CUSTOMER CARE SUPPORT PROVIDED BY TATA DOCOMO SERVICES TABLE-16CUSTOMERS NO.OF RESPONDENTSPERCENTAGE

Highly satisfied 2117.5

Satisfied5142.5

Neutral4335.83

Dis satisfied54.17

Total120100

INFERENCE:Majority of the respondents 35.83% are satisfied with customer care support provided by Tata Docomo services, 4.17% of dis satisfied by customer care support provided by Tata Docomo services.

YOU FEELING ABOUT TATA DOCOMO POWER SERVICESTABLE-17CustomerNO.OF RESPONDENTSPERCENTAGE

Highly satisfied1915.83

Satisfied4335.83

Nuetral4739.17

Dissatisfied119.17

Total120100

INFERENCE:Majority of the respondents 39.17%are neutral in their feeling about Tata Docomo power services and 9.16% are dissatisfied with Tata Docomo power services.

ARE YOU SATISFY THE NIGHT BALANCE TIMING FOR TATA DOCOMO SERVICES COMPARE WITH OTHER COMPITETORSTABLE-18CUSTOMERS NO.OF RESPONDENTSPERCENTAGE

Yes3932.5

No8167.5

Total120100

INFERENCE:Majority of the respondents 67.5% are satisfied with the night balance timings and 32.5% are dissatisfied with night balance timings of Tata Docomo net work compared with other services. FINDINGS Based on age, most of the cell phone users age between20-35years have taken within 41.0%. Major customers 45.83% business people, students 15%, employees 29.17% and others are 10% Tata Docomo customers. Half of the users of Tata Docomo services have been in usage for 1 years. Prepaid is the most prioritized by users compared to post paid services. Coverage, tariff of Tata Docomo is the main reason to divert many users from other services followed by coverage area. All top up coupons available in the market. Every users is satisfied with overall issues of monthly bills. The main competitions are, TATA DOCOMO CELLULAR SERVICES, docomo, TATA DOCOMO and reliance, among them TATA DOCOMO CELLULAR SERVICES and Vodafone gives more computations in PATNA. Half of users of cell phone are engaged with voice communication of instead SMS, GPRS, MMS, and internet. Coverage is the main reason for using in rural areas TATA DOCOMO cell services . Most of the customers mainly 87.5% want to YOUR SELF go for TATA DOCOMO services. Majority of the respondents are not satisfied with night timings offers

SUGGESTIONS AND RECOMMENDATIONS To reduce the coverage problem extension of tower capacity, location of new towers at problematic areas is necessary. If we advice to develop the packages, which engages more customers in SMS and internet along with voice communication. It also helps reducing competition from the other services. Customer care should be answerable to customers at any time with out delay. Take steps to solve the customers request as early as possible. TATA DOCOMO should think about to concentrate on student segment with attractive offers.

CONCLUSIONAt last I conclude that the project report undertaken by me is satisfactory and the work has got very good response from the respondents. The coverage and tariff provided by the company are very much beneficial to respondents. In the process, majority of the respondents are very positive towards the TATA DOCOMO SERVICES. According to my research, all the respondents are provided with better service by the company.

QUESTIONNAIRE1.Name : 2.Gender Male Female3.Age? [ ] (A) 15-20B) 20-35 C) 35-50D) Above 504. Major Customer For Tata Docomo Services? [ ]A) StudentsB) EmployeesC) Business People D) Others5. From How Many Years Are You Customer For Tata Docomo Services? [ ]A)Below 1 Year B)1-2 Years C) 2-5 Years D) Above 5 Years6.Which Type Of Services Are You Having ? [ ] A) Post PaidB) Prepaid7. Are You Satisfied With The Tata Docomo Network? [ ]A) Highly Satisfied B) SatisfiedC) NeutralD) Dissatisfied8. Are You Satisfied With The Sales After Services Provided By Tata Docomo ? [ ]A) Highly Satisfied B) SatisfiedC) NeutralD) Dissatisfied9. Are You Satisfied With The Offers Provided By Tata Docomo?[ ]A) Highly Satisfied B) SatisfiedC) Neutral D) Dissatisfied10.Are You Satisfied With The Call Rates Provided By Tata Docomo? [ ] A) Highly Satisfied B) SatisfiedC) Neutral D) Dissatisfied11.Are You Satisfied With The Caller Tunes Provided By Tata Docomo ? [ ]A) Highly Satisfied B) SatisfiedC) Neutral D) Dissatisfied12. You Are Feeling An Tata Docomo School Advertisement? [ ]A)Highly Satisfied B)SatisfiedC)NeutralD)Dissatisfied13.Who Recommended Tata Docomo Services To You? [ ]A)FriendsB)DealersC)YourselfD)Others14.Would You Like To Continue With Tata Docomo Services? [ ]A)YesB)No15. In Your Point Of View Main Competitors For Tata Docomo Services? [ ]A) AirtelB) MTSC) VodafoneE) RelianceE) Tata DocomoF) Tata Indicom16. Rank of Tata Docomo sevices compared with competators? [ ] A)1 B)2 C)3 D)cant say17.Are you satisfied with customer care support provded by Tata Docomo services? [ ] A)Highly Satisfied B)Satisfied C)Neutral D)Dissatisfied18.Your feeling about Tata Docomo power services? [ ] A)Highly Satisfied B)Satisfied C)Neutral D)Dissatisfied19.Are you enjoying Tata Docomo advertisements? [ ] A)Yes B)No20.Are you satisfy the night balance timings for Tata Docomo services compare With other compotators? [ ] A)Yes B)NoAny suggestions to Tata Docomo Company?

Place:Date : Signature

BIBLIOGRAPHY1. PHILIP KOTLER MARKETING MANAGEMENT the millennium edition, New Delhi, Prentice-Hall India, Tenth Edition.2. C.R KOTHARI QUANTITATIVE TECHNIQUES New Delhi, Vikas publishing House Pvt.Ltd., 1978, Third Edition.3. C.R KOTHARI RESEARCH METHODOLOGY New Delhi Wishwa prakashan, 2000, Second Edition.4. S.P GUPTHA STATISTICAL METHODS Sultan chand & Co., New Delhi.Web sites: www.google.com www.ask.com

58 | Page