Discerning nuances in consumer behavior
Discerning Nuances in Consumer Behaviour: The case of ‘Airtel Broadband Internet Service’
Submitted to
Prof. Joffi Thomas
By
Neetha Azeez
Roll No: FPM 05/08
Section – B
July 14, 2011
Marketing Management – I
INDIAN INSTITUTE OF MANAGEMENT
KOZHIKODE
Objectives of the study
Consumer behavior on usage of a particular service is studied and the factors influencing usage and consumers experience on using the service are analyzed with the help of an interview with a consumer of particular service that’s costs over INR 500. The service selected is the ‘Airtel Broadband Internet Service’. Respondent is a software engineer who is a heavy user of Internet and Internet based services.
Respondent profile
Respondent (Dilip T P) Male, 27 years is a software engineer working with Siemens Information Systems Limited as Associate Consultant at Bangalore. The respondent was selected to get unbiased response for this exercise and who also has considerable knowledge about the chosen service. Interviewer has prior professional relationship with the respondent and knows the respondent as a ‘tech-savvy’, heavy internet user and as a user of high-tech gadgets. Respondent belongs to the category of individuals with high disposable income (above INR700000 per annum).
Service characteristics
Broadband services are now common and indispensable for almost everyone (especially for engineers, students and younger generation in common). Service speed, connectivity, ease of use and lower charges attract consumers. There are many competitors in this sector and different plans and data usages are available for users. Airtel service in the broadband (chosen for this study) comes in multiple speeds and data download options. Current consumer has chosen data speed of 2Mbps and unlimited usage. Charge for the same is INR1212 per month. The package comes with a free landline phone for which only usage charges have to be paid.
Submitted to
Prof. Joffi Thomas
By
Neetha Azeez
Roll No: FPM 05/08
Section – B
July 14, 2011
Marketing Management – I
INDIAN INSTITUTE OF MANAGEMENT
KOZHIKODE
Objectives of the study
Consumer behavior on usage of a particular service is studied and the factors influencing usage and consumers experience on using the service are analyzed with the help of an interview with a consumer of particular service that’s costs over INR 500. The service selected is the ‘Airtel Broadband Internet Service’. Respondent is a software engineer who is a heavy user of Internet and Internet based services.
Respondent profile
Respondent (Dilip T P) Male, 27 years is a software engineer working with Siemens Information Systems Limited as Associate Consultant at Bangalore. The respondent was selected to get unbiased response for this exercise and who also has considerable knowledge about the chosen service. Interviewer has prior professional relationship with the respondent and knows the respondent as a ‘tech-savvy’, heavy internet user and as a user of high-tech gadgets. Respondent belongs to the category of individuals with high disposable income (above INR700000 per annum).
Service characteristics
Broadband services are now common and indispensable for almost everyone (especially for engineers, students and younger generation in common). Service speed, connectivity, ease of use and lower charges attract consumers. There are many competitors in this sector and different plans and data usages are available for users. Airtel service in the broadband (chosen for this study) comes in multiple speeds and data download options. Current consumer has chosen data speed of 2Mbps and unlimited usage. Charge for the same is INR1212 per month. The package comes with a free landline phone for which only usage charges have to be paid.