Consumer Behaviour :Tata photon

1. TATA PHOTON
Ruhi priyadarshini
Pragyan priyadarshini jena
Kaustav chakraborty
Muhammad abdulla
Venkat jayendra
Deepak narendran

2. OVERVIEW
• Introduction
• STP analysis
• SWOT analysis
• Consumer perception
• Reason to buy TATA
photon
• Evaluation of product
• Decision making
• Overall satisfaction
• Conclusion

3. INTRODUCTION
• Meeting needs of
business travellers
• Driving growth
• Players in the fray

4. TATA PHOTON
Product of Tata Teleservices Limited

5. SEGMENTATION

6. TARGETING

7. POSITIONING

8. SWOT ANALYSIS
Strengths:
• Brand Name – Tata
Teleservices
• Speed
• Product Availability
Weakness:
• Slow Speed in Remote Areas -
Only 2G Available

9. SWOT ANALYSIS (Contd.)
Opportunities:
• Enhancing Network in Rural
Areas
• Attractive Prices
• Creating more Influencers
Threats:
• Growing Competition –
Airtel, Reliance
• Require Better Customer
Service to Handle growing
customer population.

10. CONSUMER’S PERCETION
%  Tata photon is in top of mind in
Data card segment of the
people.
 TOMA is the most important
5% 5%
key factor that plays role while
deciding about a brand.
Tata photon
10%  TOMA of Tata Photon among
Airtel the people is extraordinary
50% Reliance because:
MTS
30% • Brand name
Others
• Speed
• Market leader (50%)
• Plans
• Availability

11. Elements of Perception
– Sensation : Brand, Promotions
– Absolute threshold : Varies,
– J N D : Tariff plan and schemes
– Subliminal Perception : Packaging, Design

12. REASON TO BUY TATA PHOTON
%
6%
20%
47%
brand
influence
speed
27%
price

13. EVALUATION OF PRODUCT
FEATURES THAT CUSTOMERS FEATURES THAT CUSTOMER
LIKE THE MOST LIKE THE LEAST
% %
10%
10% Browsing
speed 10% Speed in
10% 10% 35%
30% remote
Roaming
areas
Subscripti
Prepaid
20% ons
15% 25% plans 25%
Customer Movies
service download
Online
recharge Tarif plans
Others

14. DECISION MAKING PROCESS
Define problem
Fact collection
Solution finding
Select solution
Implement Solution
Monitor solution

15. FACTORS PLAYING THE ROLE
IN DECISION MAKING
 TOMA(Top Of Mind Awareness)of
Brand “Tata Teleservices ltd”
 Influencer
 Price
 Initial plans
 The annual income (affordable or not
affordable)
 Variety(Tata photon+, Tata photon
max, etc)
 Dark black colour with a good shape
 Portable

16. OVERALL SATISFACTION
%
7% 6%
13%
Highly satisfied
satisfied
40% moderately satisfied
dissatisfied
Highly dissatisfied
34%

17. CONCLUSION
• People look for
speed, plan, price,brand
• Overall satisfaction level
is- moderately satisfied
• Brand plays a major
factor
• Needs to focus more on
price and network
connectivity