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Consumer buying behavior on
the arrival of Reliance Jio
1. Objectives
- To identify change in consumer buying behavior in mobile network industry post Reliance Jio arrival
- To examine whether consumer switch to Reliance Jio network from their previous mobile network brand
- To analyze consumer perception, learning and attitude towards Reliance Jio
2. Introduction
2.1 Reliance
Reliance Industries Limited ( RIL ) is an Indian conglomerate holding company headquartered in
Mumbai, Maharashtra, India. Reliance owns businesses across India engaged in energy, petrochemicals, textiles, natural resources, retail, and telecommunications. Reliance is one of the
most profitable companies in India,[4]^ the largest publicly traded company in India by market
capitalization, [5]^ and the second largest company in India as measured by revenue after the
government-controlled Indian Oil Corporation. [6]^ On 18 October 2007, Reliance Industries became
the first Indian company to breach $100 billion market capitalization. [7][8]^ The company is ranked
203rd on the Fortune Global 500 list of the world's biggest corporations as of 2017. [9]^ It is ranked 8th
among the Top 250 Global Energy Companies by Platts as of 2016. Reliance continues to be India’s
largest exporter, accounting for 8% of India's total merchandise exports with a value of Rs 147, crore and access to markets in 108 countries. [10]^ Reliance is responsible for almost 5% of the
government of India's total revenues from customs and excise duty. It is also the highest income tax payer in the private sector in India.
2.2 Reliance in India
- Reliance Industries is India's largest private sector company on all major financial parameters. In 2004 Reliance Industries (RIL) became the first Indian private sector organisation to be listed in the Fortune Global 500 list.
- The company operates world-class manufacturing facilities across the country at Allahabad Barabanki Dahej Hazira Hoshiarpur Jamnagar Nagothane Nagpur Naroda Patalganga Silvassa and Vadodara. Reliance Industries' activities span hydrocarbon exploration and production petroleum refining and marketing petrochemicals retail and telecommunications.
- The petrochemicals segment includes production and marketing operations of petrochemical products:
- The refining segment includes production and marketing operations of the petroleum products.
- The oil and gas segment includes exploration development and production of crude oil and natural gas.
- The other segment of the company includes textile retail business and special economic zone (SEZ) development.
- In the year 1966 the RIL was founded by Shri Dhirubhai H.Ambani it was started as a small
textile manufacturer unit. In May 8 1973 RIL was incorporated and conformed their name as RIL in the year 1985. Over the years the company has transformed their business from manufacturing of textiles products into a petrochemical major.
- The company has set up a texturising / twisting facilities in 1979 RIL has also set up plants for Polyester Staple Fiber (PSF) in 1986 and for Linear Alkyl Benzene (LAB) & Purified Terephthalic Acid (PTA) in
- RIL has setup a petrochemical facility to produce HDPE and PVC at Hazira Gujarat in technical collaboration with DuPont and BF Goodich respectively.
- The Hazira petrochemical plant was commissioned in 1991-92.In the year 1995-96 the company
entered the telecom industry through a joint venture with NYNEX USA and promoted Reliance Telecom Private Limited in India.
2.6 Timeline
- On December 24, 2015, Bollywood actor Shah Rukh Khan was appointed as Jio's brand ambassador
- its journey which began on September 1, 2016 when chairman Mukesh Ambani announced its commercial roll out.
- (^) In May 2016, Jio launched a bundle of multimedia apps on Google Play as part of its upcoming 4G services. While the apps are available to download for everyone, a user will require a Jio SIM card to use them. Additionally, most of the apps are in the beta phase.[59] Notable apps include:
JioChat - instant messaging app [60]
2. JioCinema - online HD video library[61]
3. JioCloud - cloud-based backup tool[62]
4. JioMags - e-reader for magazines[63]
5. JioMoney Wallet - online payments/wallet
app[64]
6. JioSaavn (earlier, JioMusic) - for online and
offline music streaming in English and Indian languages
7. JioSecurity - security app[65]
8. Jio4GVoice (earlier, JioJoin) - VoLTE phone simulator [66]
9. MyJio - manage Jio account and digital services associated with it [67][68]
On 21 July 2017, Jio introduced its first affordable 4G feature phone, powered by KaiOS, named as JioPhone. The price announced for it is 2 0 B 9 0 with a security deposit of 2 0 B 9 1500 which can be withdrawn back by the user by returning the JioPhone at Jio stores only after three years. This phone was released for beta users on 15 August 2017 and pre-booking for regular users started on 24 August 2017
3. Research Methodology
3.1 Qualitative Approach
Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the problem. Qualitative data collection methods vary using unstructured or semi-structured techniques. Some common methods include focus groups (group discussions), individual interviews, and participation/observations. The sample size is typically small, and respondents are selected to fulfill a given quota.
3.2 Focus Group Discussions
A focus group discussion (FGD) is a good way to gather together people from similar backgrounds
or experiences to discuss a specific topic of interest. The group of participants is guided by a moderator (or group facilitator) who introduces topics for discussion and helps the group to
participate in a lively and natural discussion amongst them. The strength of FGD relies on allowing the participants to agree or disagree with each other so that it provides an insight into how a group
thinks about an issue, about the range of opinion and ideas, and the inconsistencies and variation that exists in a particular community in terms of beliefs and their experiences and practices.
FGDs can be used to explore the meanings of survey findings that cannot be explained statistically, the range of opinions/views on a topic of interest and to collect a wide variety of local terms. In bridging research and policy, FGD can be useful in providing an insight into different opinions among different parties involved in the change process, thus enabling the process to be managed more smoothly. It is also a good method to employ prior to designing questionnaires.
3.3 Why Qualitative Approach
In topic such as ‘’Consumer buying behavior on the arrival of Reliance Jio.” We are more concern
about the quality of the answers and the subconscious gestures that we are going to get form the respondents rather than interacting with large number of people and compromising our quality of
research.The open-ended structures of qualitative research make it possible to get underneath
superficial responses and rational thoughts to gather information from an individual’s emotional response. This is critically important to this form of researcher because it is an emotional response
which often drives a person’s decisions or influences their behavior.
3.4 Advantages of Qualitative Approach
a. Subject materials can be evaluated with greater detail.
b. Research frameworks can be fluid and based on incoming or available data.
c. Qualitative research data is based on human experiences and observations.
d. Gathered data has a predictive quality to it.
e. Qualitative research operates within structures that are fluid.
f. Creativity becomes a desirable quality within qualitative research.
g. Qualitative research can create industry-specific insights.
h. Smaller sample sizes are used in qualitative research, which can save on costs.
i. Qualitative research provides more content for creative’s and marketing teams.
4. Significance of the topic to Consumer Buying Behavior
As consumers, we are rational and as Indians, we are quite economical. Jio totally changed our lives by introducing plans which are consumer-friendly. Earlier, the telecommunication companies were just setting the prices keeping their profit motive in mind but Jio just
4.2 Questionnaire for Focused Group Discussion
Q.1 Which mobile connection do you use?
Q.2 Are you satisfied with your connection?
Q.3 What is your attitude towards Reliance Jio?
Q.4 How was Reliance Jio entry affected the quantity result of the top 3?
Q.5 What do you think has been the affect of reliance jio on the other
telecom operators?
Q.6 Will reliance jio result in the death of the other telecom service
providers in India?
Q.7 After the arrival of reliance jio, do you think it’s the beginning of another
telecom revolution?
Q.8 What according to you has been the impact of reliance jio on Indian
citizens since launch?
Q.9 Was the reliance jio all hype or did it actually worked as promised?
Q.10 How have the type changed after the arrival of reliance jio in India?
Q.11 does the future of Indian Telecom depend on what the Reliance Jio
did?
Q.12 What do you think does reliance jio still has a majority of users after
free services came to an end?
Q.13 According to you what can be the problems that reliance jio
needs to fix right away?
Q.14 Is reliance jio 4G changing the Indian Telecom Sector?
Q.15 Are you satisfied with the reliance jio services which are
provided to you?
Q.16 What difference do you find between Reliance Jio and other
4G networks?
