SHIVAJIRAO KADAM INSTITUTE OF

TECHNOLOGY AND MANAGEMENT

INDORE

FACULTY OF MANAGEMENT STUDIES

Major Research Project

On

“STUDY ON CONSUMER BEHAVIOUR TOWARDS RELIANCE JIO”

Submitted to
DEVI AHILYA VISHWAVIDYALAYA, INDORE
For the fulfillment of degree of
M.B.A (Full Time) III SEM
(Session 2023-2025)

Guided by: Submitted by:

Prof. Preeti Singh Sumit kumawat
 Declaration

I SUMIT KUMAWAT a student of SHIVAJIRAO KADAM INSTITUTE

OF TECHNOLOGY AND MANAGEMENT INDORE, Indore hereby
declare that the work done by me to do the Major Research Project
titled “STUDY ON CONSUMER BEHAVIOUR TOWARDS RELIANCE JIO” is
authenticate as per my knowledge and work outcome of my own
research. This report in any form has not been submitted to any
other institute or university for any degree or similar award.

Date: Name: Sumit Kumawat

Place: Indore MBA (FT) III Sem
(Finance and Marketing)

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 Acknowledgement

I sincerely devote this work to all the gem of persons who have
openly or silently left an ineradicable mark on this research so that
they may be brought into consideration and given their share of
credit, which they genuinely and outstandingly deserve.

I am essentially indebted to my guide PROF. PREETI SINGH for

this sweating learning experience. She overlooked my faults and
follies, constantly inspired and mentored via her proficient direction.
It was a privilege to work under her sincere guidance.

I express my thanks to Director, Dr. Sumeet Khurana, Coordinators

& faculty members for his considerate support whenever and
wherever needed. I express my indebtedness to the management of
SHIVAJIRAO KADAM INSTITUTE OF TECHNOLOGY AND
MANAGEMENT INDORE for inspiring me to grab and utilize this
opportunity.

With profound sense of gratitude, I would like to truthfully thank a

recognizable number of individuals who I have not mentioned here,
but who have visibly or invisibly facilitated in transforming this
research into a success saga.

Above all, I would like to conscientiously thank the god, his priceless
blessings!

Date: Name: Sumit Kumawat

Place: Indore MBA (FT) III Sem

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 Certificate

This is to certify that SUMIT KUMAWAT of MBA (Full Time) III

semester in SHIVAJIRAO KADAM INSTITUTE OF TECHNOLOGY AND
MANAGEMENT INDORE, Indore (M.P.) has carried out a Major
Research Project titled “STUDY ON CONSUMER BEHAVIOUR TOWARDS
RELIANCE JIO” The work done by him is genuine and authentic.

The work carried out by the student was found satisfactory. We wish
him all the success in career.

Dr. Sumeet Khurana Prof. Preeti Singh

Director Faculty Guide

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 TABLE OF CONTENTS

Chapter No. Contents Page No.

1 Introduction: 6

2 Literature Review 30

3 Rationale of the Study 33

4 Objectives of the study 35

5 Research Methodology 37

6 Data Analysis 40

7 Major Findings 50

8 Conclusion 51

9 References 53

10 Appendices 54

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 Chapter – 1
Introduction

1.1 History

Modest Beginnings, Mammoth Aspirations, Dhirubhai H. Ambani -

In, 1957 Dhirubhai Ambani returns to India and starts a yarn trading business in
Mumbai. He dreams of establishing India’s largest company, Wealth creation
for all Indians.
In, 1977, Reliance Textile Industries’ IPO creates history by ushering the equity
cult in India. The issue is oversubscribed seven times, strengthening Reliance’s
growth ambitions.
In, 1980-91 integrating backward, Racing Forward, Reliance sets up its first
petrochemicals and polyester filament yarn plant in patal ganga in record time.
In, 1992, Reliance commissions the Hazira plant, laying the foundation to
become one of the world's largest integrated producers of polyester.
In, 2000-02, India arrives on,The Global Energy and Refining Map. Reliance
commissions the world’s largest grassroots refinery in a record time of 36
months: The Jamnagar petrochemicals and integrated refinery complex.
Reliance unlocks new resources for India’s energy needs through a deep-sea
discovery of gas reserves in the Krishna Godavari basin the KG D6 Block.
In, 2002 triggering, A Telecom Revolution, Reliance enters the InfoComm
business and brings about a revolution in mobile telephony in India.
In, 2004 Mukesh D. Ambani Joining The Global Giants Club, Reliance emerges
as the first and only private Indian organisation to be listed in the Fortune
Global 500® list under the leadership of Mukesh D. Ambani as Chairman and
Managing Director of Reliance Industries Limited.
In, 2006 Fresh Ushering, The Retail Revolution Reliance enters the retail
business with Reliance Retail and quickly becomes the largest retailer by
revenue in just eight years.
In, 2009 Ensuring The Energy Security of India Reliance commences
production of hydrocarbons in its KG D6 block against all odds in just over two
years of its discovery, making it the world’s fastest greenfield deepwater
development project.
In, 2010 Fresh Transforming Lives With Care and Empathy
Reliance Foundation is established. A journey of transforming the lives of
millions of Indians begins under the leadership of Nita M. Ambani as Founder
and Chairperson of Reliance Foundation.
In, 2016-17 Triggering A Digital Revolution Reliance launches commercial
services of Jio, the largest greenfield digital development project in the world.
In less than a year since Jio’s launch, India catapults to ‘Number One’from
155th position in mobile data consumption in the world.
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In, 2020 Creating Exponential Value , Reliance becomes the first Indian
company to cross US$ 200 billion in market capitalisation.
Reliance announces global collaborations with tech giants, including Meta
(formerly Facebook), Google, Intel, and Qualcomm. This follows Jio and
Microsoft’s long-term alliance announced in 2019 to accelerate India’s digital
transformation.
2020-21 Strengthening India’s Fight against a Global Pandemic, Reliance
launches a multi-pronged approach to strengthen India’s fight against the
COVID-19 pandemic.
Reliance sets up India’s first COVID-19 hospital in Mumbai along with the
Brihanmumbai Municipal Corporation.
Reliance’s Jamnagar refinery re-engineers its process to produce over 1,000 MT
of medical-grade oxygen per day, meeting the critical needs of about 1 in 10
COVID-19 patients across India.
Reliance rolls out its free COVID-19 vaccination programme for employees,
families, household members, and communities.
Reliance Foundation provides over 85 million free meals to the needy.
Reliance extends medical, financial, and educational support to those severely
affected by COVID-19.
2020-21 A Journey of Prosperity -
for People and Planet continues…2020RIL Chairman and Managing Director
Mukesh D. Ambani announces target of making Reliance net-zero carbon by
2035.
2021, Reliance announces the US$ 10 billion New Energy business to bridge
the green energy divide in India and globally. Reliance begins work on
developing the Dhirubhai Ambani Green Energy Giga Complex on 5,000 acres
in Jamnagar, which will be amongst the largest such integrated renewable
energy manufacturing facilities in the world.
2022-23 Accelerating India’sDigital Transformation
Jio announces the launch of Jio True 5G—the world’s most advanced
standalone 5G service.
2023 Jio Financial Services forms JV with BlackRock to deliver digital
financial solutions for India.

Creating A Global Destination - For Art & Culture in India Jio World Centre
(JWC) opens in Mumbai, India, in 2022. It is the country's largest and most
prestigious multi-faceted destination, with spaces for business, commerce, and
culture. The Nita Mukesh Ambani Cultural Centre (NMACC) opens at the JWC
in 2023, bringing the best of arts and culture from India and the world.
2023 Bringing In The Next Generation of Leaders.
2023 Isha Ambani, Akash Ambani, and Anant Ambani join the Board of
Directors of RIL.

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Strengthening - The Olympics Movement in India IOC and Reliance
Foundation sign an agreement to advance Olympic Values Education across
India.
Bringing To India- A Global Shopping Experience Jio World Plaza opens in
Mumbai, setting the bar for top-end retail and entertainment experiences in
India.
The one common, unifying thread that runs through everything we have ever
done at Reliance is the spirit of Care & Empathy.
Mukesh D. Ambani ,Chairman & Managing Director
Reliance Industries Limited.

1.2 Market Sectors

A. Energy
Energizing India’s growth story Leading the path towards sustainability. We
care about helping India meet its ever-growing energy needs.Our quest to make
India energy sufficient led us on our backward integration journey from textiles
to setting up the world’s largest integrated refinery complex at a single site in
Jamnagar. It has transformed India from being a net importer of petroleum
products to a net exporter. We further went on to explore and discover Oil &
Gas fields in deep-sea waters. Reliance is now one of the largest Oil & Gas
Exploration and Production players in India with a balanced domestic
conventional and unconventional hydrocarbons portfolio. Today, Reliance is
among the first companies globally to adopt an Oil-to-Chemicals strategy to
produce the chemical building blocks of a circular economy and integrate it
with sustainable downstream derivatives, useful chemicals, and new materials.
With its commitment to a clean and sustainable future, Reliance is taking steps
to meet its net-zero carbon goals by 2035.

B. Petrochemicals
Our journey to help India meet its ever-growing needs began with textiles. Our
aim was to bring affordable fashionable clothing to every Indian. It was a
mission to go beyond just producing fabrics. And so, we launched the legendary
clothing and apparel brand “Only Vimal”.Then from textiles, we kickstarted our
backward integration journey by expanding to petrochemicals and then to

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refining and marketing.We became one of the first businesses to manage a fully
integrated Oil-to-Chemicals (O2C) portfolio.Our O2C business includes world-
class assets comprising refinery, crackers, and downstream assets that are
deeply and uniquely integrated, supported by best-in-class logistics and supply
chain infrastructure.We are one of the few companies globally with integration
from oil to transportation fuels, polymers and elastomers, intermediates, and
polyesters.Our world-class refining and petrochemicals manufacturing assets
are located at Jamnagar, Hazira, Dahej, Nagothane, Vadodara, Patalganga,
Silvassa, Barabanki and Hoshiarpur as well as in Malaysia at Nilai, Melaca, and
Kuantan.The O2C business also includes our fuel retailing partnership with bp,
called Reliance bp Mobility Limited (RBML) – operating under the Jio-bp
brand – and Butyl Rubber JV with Reliance Sibur Elastomers Private
Limited.The integrated O2C business structure enables an integrated decision-
making approach that helps optimise the entire value chain from crude to
refining and petrochemicals to the B2B/B2C model.Through our O2C business,
we have focused on building new capacities, strengthening our existing
positions, and making our refinery and petrochemical businesses among the
largest, most integrated, and most competitive in the world.

C Reliance Retail
At the heart of our Retail business is the relentless commitment to serve
customers at scale while working in close partnership with a broader ecosystem
of merchants and producers, small-scale manufacturers, vendors, kirana store
owners, and global companies, to create an inclusive growth platform for shared
prosperity.
We enrich the quality of lives of millions of Indians every day by offering them
the widest assortment of products at a compelling value proposition and with a
superior shopping experience.
We have made modern retail accessible to every Indian and have expanded the
bouquet of value and choices to millions of discerning consumers across the
country.
Reliance Retail will continue to revolutionise the retail business in India in such
a way that everyone in the retail ecosystem benefits especially the millions of
small consumers, small shopkeepers, small producers, and our employees.
Inclusive growth through shared prosperity is our commitment.

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D Digital Services
Reliance Jio was launched in 2016 to empower every Indian with affordable
access to a digital life - a gateway to the world enabled with the world’s best
digital technologies. Today, Jio has not only ushered in a digital revolution
across India, in how Indians connect to the world, but also in how India will go
on to shape the digital future.
India’s digital journey can be described in two eras: The era before Jio and the
era after Jio. Before Jio’s launch, India ranked 155th in mobile data
consumption. In less than a year after Jio’s launch, India catapulted to number
‘One’ in the world in mobile broadband data consumption. Led by Jio, India has
surpassed countries such as the USA and the UK in mobile data
consumption.Today, Jio is the largest operator in India and the 2nd largest
single-country operator in the world, offering services such as connectivity,
fiber, mobile devices, apps, and business solutions.

E New Energy
Reliance has committed to an ambitious target of achieving net-zero carbon
status by 2035. Our New Energy proposition is key to achieving this.Through
active investments and partnerships and by building a scalable and enabling
energy ecosystem, we aim to build one of the world's leading New Energy and
New Materials businesses that can bridge the green energy divide in India and
globally.The business will be based on the principle of Carbon Recycle and
Circular Economy with a portfolio of advanced and specialty materials. We aim
to create a fully integrated manufacturing ecosystem with secure and self-
sufficient supply chains. Our New Energy and New Materials business is
uniquely positioned to address India’s ‘Energy trilemma’—affordability,
sustainability, security—with the production of Green Energy.With our
indigenous technology ownership and manufacturing capabilities, we aim to
enable India to transform itself from a net energy importer to a net energy
exporter.

F Media & Entertainment

We are one of India’s largest media houses, with an omni-channel presence,
bringing authentic news and wholesome entertainment to diverse Indian
audiences. Network18 Media & Investments (Network18) is India’s only Media
& Entertainment conglomerate with presence across the full spectrum of content

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genres – news, entertainment, sports, movies, and live entertainment. With our
young and diverse bouquet of properties, we have been delivering authentic
news and wholesome entertainment that resonates with audiences across
demographics and socio-economic segments, building a unique connect through
the use of native languages.

Digital first, TV always - Network18 has been focused on creating digital

platforms that become the gateway for content consumption. With a ‘Digital
First, TV Always’ approach,we are investing in technology and content creation
for platforms like News18.com, Moneycontrol.com, and Voot, to provide
consumers a seamless experience on the medium of their choice.

Quality content, varied offerings The variety we offer across genres is set to
meet the massive demand for quality content across audiences. Network18 has
been at the vanguard of content evolution in the country, continuously
experimenting and innovating new concepts. Our teams keep abreast of
changing consumer preferences and continuously adapt. From bringing Bigg
Boss to OTT screens, to launching NFTs to engage with loyal fans, to creating
news campaigns that drive change at the ground level, the group content
repertoire has been evolving, both in breadth and depth.

1.3 Telecommunication ( Revolution of Telecommunication )

Reliance Jio Infocomm Limited is an Indian telecommunications company and
a subsidiary of Jio Platforms, headquartered in Navi Mumbai. It operates a
national LTE network with coverage across all 22 telecom circles. Jio offers 5G,
4G and 4G+ services all over India. Its 6G service is in the works.The company
was registered in Ambawadi, Ahmedabad, Gujarat on 15 February 2007 as
Infotel Broadband Services Limited (IBSL). In June 2010, Reliance Industries
(RIL) bought a 95% stake in IBSL for ₹4,800 crore (equivalent to ₹110 billion
or US$1.3 billion in 2023). Although unlisted, IBSL was the only company that
won broadband spectrum in all 22 circles in India in the 4G auction that took
place earlier that year. Later continuing as RIL's telecom subsidiary, Infotel
Broadband Services Limited was renamed as Reliance Jio Infocomm Limited
(RJIL) in January 2013.

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In June 2015, Jio announced that it would start its operations throughout the
country by the end of 2015. However, four months later in October, the
company postponed the launch to the first quarter of the financial year 2016–
2017.

Later, in July 2015, a PIL filed in the Supreme Court by an NGO called the
Centre for Public Interest Litigation, through Prashant Bhushan, challenged the
grant of a pan-India license to Jio by the Government of India. The PIL also
alleged that the firm was being allowed to provide voice telephony along with
its 4G data service, by paying an additional fee of just ₹165.8 crore (US$20
million) which was arbitrary and unreasonable, and contributed to a loss of
₹2,284.2 crore (US$270 million) to the exchequer. The Indian Department of
Telecommunications (DoT), however, explained that the rules for 3G and BWA
spectrum didn't restrict BWA winners from providing voice telephony. As a
result, the PIL was revoked, and the accusations were dismissed.

The 4G services were launched internally on 27 December 2015. The company

commercially launched its 4G services on 5 September 2016, offering free data
and voice services until 31 December, which was later extended until 31 March
2017. Within the first month, Jio announced that it had acquired 1.6 crore (16
million) subscribers and has crossed 5 crore (50 million) subscriber mark in 83
days since its launch, subsequently crossing 100 million subscribers on 22
February 2017. By October 2017, it had about 13 crore (130 million)
subscribers.

On 5 October 2022, it has launched 5G services to Delhi, Mumbai, Kolkata and

Chennai. As of March 2023, Jio 5G service was available in 365 cities across
India. As of April 2023, 5G service was available across 2,500+ cities in India.
In August 2023, it was announced that Jio had completed its rollout of 5G
services nationwide, ahead of schedule.

On 17 October 2024 India to allocate satellite broadband spectrum

administratively, not via auction, hours after Musk criticism. On 29 October
2024, Jio Financial Services launched SmartGold for digital gold purchase
facilities with a minimum amount of Rs.10.

Jio owns spectrum in 850 MHz and 1,800 MHz bands in India's 22 circles, and
also owns pan-India licensed 2,300 MHz spectrum. The spectrum is valid until
2035. Jio also picked up pan-India licenses in the 700 MHz, 3,500 MHz and 26
GHz spectrum bands in the DoT's 2022 5G auction.
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How did Jio manage this?

Till 2016, phone calls and internet usage were separate, and so were treated -
and charged - separately. Jio married the two, offering Voice-over LTE
(VoLTE) service, which allowed users to place phone calls using mobile data.
That's how it offered unlimited calls. Of course, the underlying technology is a
lot more complex, but from a layperson's perspective, this is how it worked.As a
result, Jio saw its subscriber count surge, especially in the prepaid segment,
with the daily 1/1.5/2 GB data offering being the most popular.

Furthermore, Jio also introduced JioFi, a mobile dongle where users can insert a
data-only SIM into and carry it around like a mobile router. It may be a
common concept now, but back in 2016, it was quite novel.

Reliance Jio was launched in 2016 to empower every Indian with affordable
access to a digital life—a gateway to the world—enabled with the world’s best
digital technologies. Today, Jio has not only ushered in a digital revolution
across India, in how Indians connect to the world, but also in how India will go
on to shape the digital future.

1.4 Products and services

Mobile broadband

The company launched its 4G broadband services throughout India in

September 2016. It was slated to be released in December 2015 after some
reports said that the company was waiting to receive final permits from the
government. Jio offers fourth-generation (4G) data and voice services, along
with peripheral services like instant messaging and streaming movies and
music. On 5 October 2022, it launched 5G services to Delhi, Mumbai, Kolkata,
Chennai, Varanasi, Siliguri, Bangalore, Hyderabad and Nagpur.

Jio Fiber

In August 2018, Jio began to test a new triple play fiber

to the home service known tentatively as Jio GigaFiber,
including broadband internet with speeds ranging from
100 to 1000 Mbit/s, as well as television and landline
telephone services.

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In August 2019, it was announced that the service would officially launch on 5
September 2019 as JioFiber, in honour of the company's third anniversary. Jio
also announced plans to offer streaming of films still in theatres ("First Day
First Show") to eligible JioFiber subscribers.In the year 2015, the company has
a network of more than 250,000 km (160,000 mi) of fiber optic cables in the
country, over which it will be partnering with local cable operators to get
broader connectivity for its broadband services.

JioBusiness

In March 2021, the company launched connectivity solutions for businesses

bundled with services provided by Jio Platforms, Reliance Retail, and Office
365.

JioAirFiber

In August 2023, in the Reliance AGM, the chairman of Reliance

announced that the JioAirFiber eliminates the need for the last mile
fiber cable connectivity by making use of the Jio 5G wireless
network, and the product was made available for purchase from 19
September 2023. The company has started installing JioAirFiber
devices from 1 October 2023.

Jio SpaceFiber

On 27 October 2023, Jio launched its satellite-based GigaFiber internet service

in India.

Jio Branded Devices

LYF smartphones

An image of LYF Water 2 phone with IPS display.

In June 2015, Jio entered into an agreement with
domestic handset maker Intex to supply 4G
handsets capable of voice over LTE (VoLTE).
However, in October 2015, Jio announced that it
would be launching its own mobile handset brand
named LYF. On 25 January 2016, the company
launched its LYF smartphone series starting with
Water 1, through its chain of electronic retail

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outlets, Reliance Retail. Three more handset models have been released so far,
namely Water 2, Earth 1, and Flame 1.

Jio Phone

JioPhone and JioPhone 2 is a line of feature phones marketed by

Jio. The first model, released in August 2017 (with public pre-
orders beginning 24 August 2017), was positioned as an
"affordable" LTE-compatible feature phone. It runs on the KaiOS
platform (derived from the defunct Firefox OS), and includes a 2.4-
inch display, a dual-core processor, 4 GB of internal storage, near-
field communication support, a suite of Jio-branded apps (including
the voice assistant Hello Jio), and a Jio-branded application store. It
also supports a "TV cable" accessory for output to an external
display. In July 2018, the
company unveiled the JioPhone 2, an updated model in a keyboard bar form
factor with a QWERTY keyboard and horizontal display. Jio also announced
that Facebook, WhatsApp, and YouTube apps would become available for the
two phones.

JioPhone Next

The JioPhone Next is a fully-featured Android

smartphone co-developed with Google as part of Jio's
long-term partnership. It was announced on 24 June 2021,
by Mukesh Ambani. The budget smartphone was
launched in India on 4 November 2021. The JioPhone
Next will be run by the indigenously built Pragati OS
based on the Android Go operating system. This phone is
classified as an entry-level phone and is aimed at
replacing feature phones and providing basic smartphone
services efficiently at low specifications.

Jio Bharat

Reliance Jio has introduced a budget-friendly 4G phone called Jio

Bharat at an affordable price of ₹999. The phone's sales
commenced on 7 July 2023, and Reliance Jio aims to eliminate 2G
technology from India through the widespread adoption of this
device. The Jio Bharat Phone is specifically targeted towards

15
individuals who are unable to afford expensive smartphones but still rely on
basic features.

JioFi

JioFi is a portable broadband device brought by Reliance Digital. The

JioFi device allows multiple users and mobile devices to access Jio's
4G high-speed internet connectivity and create a personal Wi-Fi
hotspot.

JioDive

Reliance Jio has unveiled its JioDive virtual reality (VR)

headset in India, to help IPL fans watch a match in 360-
degree stadium view while sitting in front of a 100-inch
screen. A smartphone-based virtual reality headset for
entertainment, learning, gaming, and wellness.

JioTag

JioTag, an affordable object tracker, was introduced by Reliance Jio in India.

By utilizing Bluetooth 5.1 technology and the JioThings app, JioTag assists in
locating lost items and alerts you when you in advertently leave
your connected device behind.

JioTag Air - This tracking device was launched in July 2024 by

Reliance Jio, as a successor to JioTag. It features Bluetooth 5.3
technology. It supports both iOS (iOS 14 and above) and
Android (version 9 and above) platforms.

Jionet Wi-Fi

Prior to its pan-India launch of 4G data and telephony services, the firm has
started providing free Wi-Fi hotspot services in cities throughout India
including Surat, Ahmedabad in Gujarat, and Visakhapatnam in Andhra Pradesh,
Indore, Jabalpur, Dewas and Ujjain in Madhya Pradesh, select locations of
Mumbai in Maharashtra, Kolkata in West Bengal, Lucknow in Uttar Pradesh,
Bhubaneswar in Odisha, Mussoorie in Uttarakhand, Collectorate's Office in
Meerut, and at MG Road in Vijayawada among others.

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In March 2016, Jio started providing free Wi-Fi internet to spectators at six
cricket stadiums hosting the 2016 ICC World Twenty 20 matches.

Jio apps

Jio sim card pouch as distributed by Reliance Jio Infocomm , 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 some of them. Notable apps include:

1.5 Brand Ambesseder

Shah Rukh Khan named brand ambassador of Reliance Jio , New Delhi
Bollywood superstar Shah Rukh Khan will be the brand ambassador of
billionaire Mukesh Ambani's telecom venture Reliance Jio, which will launch
the 4G services on December 27.

The company will, however, begin the commercial rollout of the service from
March-April and the Sunday's soft launch will be only for Reliance Industries'
employees."I am their brand ambassador. Mukesh Bhai explained it to me.
Actually its his children who are doing it. All the three are very close to me,"
Khan said in an interview to ETV. Khan and musician AR Rahman will host the
soft launch function of Reliance JioInfocomm. Ltd's (RJIL) 4G service on
December 27.

17
The film star added that Reliance Jio deferred the launch twice because it was
looking to improve the services."They deferred it twice, because they felt there
is work still left in end use. 27th will be soft launch and in March-April we will
do more. So I think Jio will be revolutionary, not just for India. It will change
things around world for India," Khan said.

When contacted, a Jio spokesperson said "Shah Rukh Khan is launching Jio on
27th December."RIL chairman and managing director Mukesh Ambani in June
had said that beta programme (trials) of Reliance Jio "will be upgraded into
commercial operations around December of this (2015) year" and "financial
year 2016-17 will be the first full year of commercial operations for Jio."

Later in October, RIL said financial year "2016-17 is projected to be the first
year of commercial operations for RJIL."Khan in the interview said the new
service will be a game changer as it will increase speed and with
speed,information and knowledge.

"We have only seen tip of the iceberg. It will lead to a lot of innovations. This
will increase speed. Speed will increase information, knowledge. It will be used
at various places, I think, from education to production to manufacturing. I am
talking very futuristic," Khan said.

Reliance Jio holds the highest amount of liberalized spectrum among telecom
operators that can be used for deploying any technology for mobile services. It
has a total of 751.1MHz spectrum across 800MHz, 1,800MHz and 2,300MHz
bands.

According to field trials by brokerage firm Credit Suisse, download speed on

4G network of Reliance Jio during beta-test peaked at 70Mbps but remained in
15-30Mbps range on most occasions.

Reliance Jio Infocomm could commercially launch its 4G services in March-

April of 2016, its brand ambassador Shah Rukh Khan has indicated in an
interview posted on YouTube. He said the company had twice delayed its
launch as it was trying to perfect the offerings. "I think the digital world,
especially with Jio, will change from what I have understood till now since I am
the brand ambassador. On 27th (December), when the soft launch happens, and
we will do more in March-April, it will be revolutionary, the Bollywood actor
said in the interview.

18
Jio will be a "game changer" and usher in innovation, speed and information, he
said in the interview with Jag dish Chandra of ETV, which is owned by Jio's
parent Reliance Industries.

Jio is scheduled to launch its much-delayed but eagerly awaited 4G services on

December 27, but only for group employees. The commercia launch has been
widely expected to be around April-May of 2016, by when the group would
have spent around. 100,000 crore in buying airwaves, setting up its telecom and
retail network and on human resources and marketing, among others.

The launch of the services for group employees is on the eve of Reliance
founder Dhirubhai Ambani's 83rd birth anniversary.

The launch will come more than five years after Reliance Industries bought a
company which had won pan-India 4G airwaves in India's first ever spectrum
auctions in 2010. But technical challenges over the 2300 Mhz (4G) airwaves
meant the company hasn't been able to meet the December 2015 timeline for the
commercial launch announced by Chairman Mukesh Ambani in June."I really
feel his (Ambani's) ideas and thoughts are modern, and the technology base is
very classic, solid, like what everything Reliance does. Twice they postponed it
because there was still work needed to be done in the end-use game," Khan said.
Jio is said to be positioning itself as a digital company rather than a telecom
services provider in a bid to differentiate itself. It is widely expected to function
as a pipeline of digital content along with data and voice offerings.

1.6 Public and Government Relations

In essence, Regulatory, Government and Public Affairs (together ‘Public
Affairs’) is about mediation between commercial and societal interests, and
bridging the perception gap between two quite different areas; business and
politics. This can play out directly between a private company and relevant
politicians, or it may happen through the more institutionalized channels often
found in the Nordic countries. It may also take place in a more informal set-up
via dialogue and meetings.

Equally, Public Affairs may be understood through a broader stakeholder

definition, in which NGOs, organizations, key opinion leaders and media are
approached in order to facilitate a dialogue, and where Public Affairs has very

19
clear common denominators with other communications disciplines, in
particular corporate communications.

At Reliance, we help clients navigate in the regulatory, government and public

affairs area. Our team, which includes former senior government advisers and
politicians with connections in both sides of the Danish Parliament, is well-
placed to advance the critical interests of our clients through policy positioning,
coalition building, media relations, thought leadership, stakeholder surveys,
focus groups, and targeted advertising. We have experience from a wide variety
of sectors and situations and have worked on numerous campaigns that have
positively impacted the bottom lines of our clients.

See how we integrate Public Affairs in our work with transactions and financial
PR/communications. Our areas of advice and expertise include:
Analysis of proposed legislation & regulation / Comparative analysis of
proposed policy alternatives / Government & regulatory advisory, approach &
relations / Government relations on amendments to bills, regulations & policy
commitments / Government approval & oversight reviews, e.g. M&A /
Integrated political, media and digital campaigns / Local authority &
government body advisory / Outreach and engagement with key opinion
formers / Policy & regulatory analysis and advisory / Political analysis &
strategies / Political engagement / Political insight, intelligence & information /
Political intelligence & insights / Political media engagement / Political media
relations / Political reputation management / Political risk advisory /
Stakeholder analysis & mapping

20
1.7 Jio Marketing
Reliance Jio is one of India's largest network providers whose marketing and
business strategy took the world by storm. It has played a significant impact in
revolutionizing India's digital ecosystem. Starting operating in the year 2016 as
a telecommunication provider, it gained more than 50 million subscribers in
exactly 83 days of launch. Focused on providing India with the ability of the
digital revolution - to attach everyone by providing the highest quality of
connectivity at the most affordable price. Compared to its competitor, Airtel, Jio
has created a strong brand value for itself.

21
Reliance Jio Infocomm Limited popularly known as Jio is India's largest
telecommunication company, founded by Mukesh Ambani. The company was
registered in the year 2007 as Infotel Broadband Services Limited (IBSL) and in
the year 2010 Reliance Industries Limited bought a 95% stake in IBSL. After
this IBSL was renamed to what we know as now Reliance Jio Infocomm
Limited.

The company rolled out for a commercial launch in September 2016 and now
has a full of a life subscriber base of 398.31 million as per the most recent
report issued by TRAI (Telecom Regulatory Authority of India).

It is considered to have brought about a revolution in the digital world by

providing the cheapest 4G data and free voice call plans. Jio has truly
transformed the lives of millions of Indians. Now that you know a thing or two
about Jio.

Jio Marketing Strategy: Reliance Jio's Competitors

22
Before the rollout of Jio, there existed more than 10 Telecom companies in the
industry but after its arrival, the whole scenario changed. Jio with its cut-throat
pricing and latest technology swept away most of the telecom industries.
Companies such as Aircel, MTS, Uninor(Telenor), etc, couldn't survive at the
pricing offered by Jio. The market was left with then stronger players such as
Bharti Airtel, Vodafone India, and Idea who are now Jio's competitors

As per a report by TRAI, in September 2020, Reliance Jio dominated with a

35% market share in terms of the total market share of subscribers, followed by

23
Airtel and Vodafone-Idea (Vi) with 29% and 26% respectively. BSNL being a
Public company was able to survive the competition and has a 10% market
share.

A new market player suddenly dominated all the existing players and the whole
scenario changed and this added to Jio's advantage. Now that we understood the
competition that Jio faces, let's understand its business strategy.

Jio Business Strategy of Reliance Jio –

The business strategy of Reliance Jio is one of the biggest reasons for its
success. The use of the AARRR strategy to penetrate the market adds huge
growth to the company. This strategy includes 5 key components to help a
business acquire and retain customers creatively and cost-effectively.

Acquisition - After the commercial rollout of Jio in September 2016, Jio

offered free services to its customers for 3 months. This plan worked as the
trump card for Jio to acquire customers. Within one month, Jio was able to
acquire 16 million subscribers

Activation - The users were provided with the best experience, which was
never provided by any telecom service provider.The unlimited high-speed, 4G
data with unlimited calling was unimaginable to the customers.

Retention - Jio didn't stop here. On the occasion of the new year in 2017, they
extended the free services to the users for another 3 months. Jio became the
first-ever telecom company to provide 6 months of free service to customers. In
just two and a half years into the business, Jio gained more than 300 million
active subscribers. It took more than 19 years for its competitor, Bharti Airtel to
reach

24
such a number. Such was the power of Jio.

Referral - The customers became its preacher. Jio got more and more business
through positive customer reviews and user experience. This added as a boon to
its tremendous growth.

Revenue - Slashing the prices to 1/10th the existing cost, Jio got ahead with
revenue, which was the major factor in getting such a leap in the market.

This is how Reliance Jio's business strategy plays out and thus helps itself in
being ahead of its competitors. Understand its target audience.

Jio Marketing Strategy: Target Audience of Reliance Jio

Jio's ideology was simple. The company targets anyone and everyone who
wants an affordable data package. They also target the group of people who are
looking for cheap yet effective mobile devices.

The company divided its target audience in 2 sections, i.e., the price conscious
group and the product conscious group. In detail :

Price conscious group:

The price conscious group is the set of people who are looking for cheap
internet plans for their daily use. These people do not want to spend huge
amounts of money and are ready to switch networks if they get a good deal.

Network conscious group: This group is looking for good connectivity within
their budget. This group is different from the price conscious group as they are

25
willing to spend a little extra to avail good service. Reliance Jio paid interest in
providing the best and cheapest Internet data services, so their target audience
became the ones having SmartPhone, and looking for high-speed internet
connection. Apart from this, they also created a demand for 4 G- enabled
smartphones as their services could only be availed using that. Not only is Jio
targeting people using smartphones but also the industries which require the use
of digital technology. Bridging the gap between customer merchants and the
final consumer.

Jio Marketing Strategy: Digital Platforms

Reliance Jio has a fantastic digital marketing presence across most platforms, all
due to its brilliant strategy and trendy campaigns. It has garnered over 960k
followers on Instagram alone. Moreover, also has a dominating presence on

26
YouTube with 2.36 million subscribers which have advertisement campaigns
even in regional languages. It also has an active presence on Facebook with 2.5
million followers. On Twitter, they have about 666k followers which is way
lesser than its strongest competitor. Overall, Youtube and Facebook is their
strength but Twitter needs more improvement.

Reliance Jio has an impressive digital strategy in place. It is now time for us to
dig deep and understand Jio's digital marketing and social media strategy.

Social Media Campaigns of Reliance JioReliance has been the centre of

attention for the last few years due to its innovative ad campaigns. These
campaigns ran across all mass mediums and swayed our interest toward Jio's
meteoric rise and cut-throat prices. Let us take a look at some of the most
memorable campaigns.

Digital India, Home Delivered

Reliance Jio came up with an interesting campaign of providing SIM Cards

home-delivered to customers. Customers didn't have to take the pain to visit a
physical store to get their SIM cards.With this campaign, Jio reached more than
26 million prospective customers in just 20 weeks. The Click-Through Rate
(ratio of no. of clicks on a particular link to the total views on the particular
medium where the link is published) of 0.72% on this campaign was three times
that of the usual received by the industry. With almost 30,000 leads per day,
Jio's set a very high standard.Overall, the campaign was a big hit.

Jio Cheers Cricket

Reliance Jio never missed leaping when it comes to any active participation of
India in sports. The "Jio Cheers Cricket" campaign was rolled out to increase
the hype of the India-Pakistan Match. The campaign was integrated using the
Thunderclap tool which enabled it to reach a massive audience. For more
engagement, Jio pushed notification engagement to their subscribers soon
#Jioforindia started trending on Facebook and Twitter.

Jio Cricket Play-Along

In India, cricket is one of the most popular games. Jio understands the depth of
the fans invested in sponsoring teams in the Indian Premier League. Knowing

27
the interest and craze for cricket, Jio devises a way to engage all the cricket
lovers to answer the outcome of each ball played in the live cricket match and
win prizes every day.The Jio Cricket Play-Along was a blockbuster campaign
initiative by Jio which won the "Best Use of Mobile Marketing" award at the
prestigious Global Mobile (GLOMO) Awards 2019 at MWC19 Barcelona.

Moment Marketing by Jio

Rolling out relatable content and staying updated with the market trends has
always been something that Jio does. To hit the pain point and appear in front of
its target group, Jio has posted some really trendy and uplifting moment
marketing content for its audience.

Marketing the Brand's Vision

Jio is not just a regular service provider. Under the able leadership of Mr.
Mukesh Ambani, the brand focuses on marketing its vision rather than its
services. The company faced backslashes when it came up with the idea of
5G.To tackle this situation, the brand uses effective marketing communication
mediums and conveyed how this step will help in developing the country. The
brand mentioned how 5G will bring a digital revolution and how businesses will
get benefits out of it on its ads.

Delivering Jio Sims for Free

To tap into the market and turn everyone into its paying customers, Jio's
marketing strategy includes delivering Jio sims right to the consumer's doorstep
for free. By doing this, the company aims to provide hassle-free Jio experience
to its customers and give a hint that users don't have to go anywhere to avail of
Jio's services. This is something that no one did in the market before resulting in
a big hit for Jio.

Introducing Festival Offers

As a telecom brand, Jio's marketing strategy includes launching of festival

offers where the company slashes its service prices for a little time. This gives
customers a push to buy limited-time plans and save money with deals by Jio.

The company's social handles are super active on social media platforms and
they leave no chance for customer satisfaction. Reliance Jio's social media

28
channels actively reply and address to customer's grievances and try to resolve
them as quickly as possible to ensure customer satisfaction.

These are the strategies that Jio implements to create and establish a strong
presence in the minds of customers which results in consumers developing a
sense of trust element in the company.

Market entry:

The market entry "strategy" did not work out well, as expectations were high for
Reliance Jio due to its late entry on the other hand Breaking established and
strong opponents like Airtel and Vodafone with descriptive technology
grounded into the hearts of customers was not less than a "herculean task"

Consumer loss:

Withdrawal of free services brought a downfall in its users. The decline of the
customer base for Reliance Jio in 2019 was mainly due to the start of charging
customers for voice calls. According to TRAI, there were almost 87
millioninactive users. Anyhow now it has offered a free voice call around
domestic places.

Customer complaints:

In December 2019 Reliance Jio made a joint venture with JioMart.

JioMart is an Indian online grocery delivery service. A joint venture means two
individual firms join together to gain positive synergy. Hence both advantages
and disadvantages are supposed to be faced by both firms.

Customers expect different things from joint ventures and when the level of
expertise is not met with the investment it eventually brings downfall with an
increase in disappointments. The JioMart customer faced issues relating to a
dissatisfied customer base, quality of the product, and prepaid orders but not
delivered leaving a bad impression when addressed over a social platform like
Twitter.

Chapter – 2

29
 Literature Review

Literature Review on Consumer Behavior Towards Reliance Jio. The literature

on consumer behavior towards Reliance Jio explores various aspects such as
market disruption, consumer preferences, brand perception, technological
adoption, and pricing strategies. The rapid transformation of the Indian telecom
market following Jio's entry in 2016 has been the focus of much academic and
industry research. Below is a review of some key themes identified in the
literature.

Market Disruption and Consumer Response - The arrival of Reliance Jio in

2016 created a significant disruption in the Indian telecom industry, which had
been dominated by companies such as Airtel, Vodafone, and Idea. According to
several studies, Jio’s entry, with its affordable data and voice services, led to a
dramatic shift in consumer behavior.

Bikramjeet and Das (2017) argue that Jio’s disruptive pricing model, offering
free voice calls and data services, caused a price war among telecom providers.
This led to a shift in consumer preference towards Jio due to its high-value
proposition, which forced existing players to lower their prices or offer similar
promotional schemes.

Pavithra and Ranjitha (2018) observed that the consumer adoption rate of Jio
was exceptionally high, particularly in rural areas where internet penetration
was minimal. The lower cost of services and improved access to the internet
significantly influenced consumer decision-making.

Brand Perception and Trust - Brand perception plays a crucial role in shaping
consumer behavior. Reliance Jio, backed by the powerful Reliance Industries
Group, entered the market with a strong brand reputation, which helped build
consumer trust quickly.

Srinivasan (2018) explored how Jio’s brand image influenced consumer trust
and loyalty. The study found that the brand was perceived as innovative,
affordable, and customer-centric. This positive perception played a key role in
attracting new users, especially considering the long-standing competition in the
Indian telecom industry.

30
Sharma (2020) discussed how Jio’s association with the well-known Reliance
Group gave it an edge over competitors. Consumers, especially in urban areas,
were inclined to trust a brand that was already recognized for its success in
other sectors (e.g., retail, petrochemicals).

Technological Adoption and Consumer Engagement - The Indian consumer’s

willingness to adopt new technology is a key determinant of success in the
telecom industry. Jio’s introduction of 4G LTE services on a large scale was a
critical factor in consumer engagement and adoption.

Reddy and Prasad (2019) highlighted how Jio’s 4G services played a major role
in driving technological adoption, especially among younger, tech-savvy
consumers. This group was more inclined to embrace high-speed internet for
streaming, social media, and entertainment, which further boosted Jio’s market
penetration.

Jadhav (2021) examined how Jio's technological infrastructure, including its

nationwide 4G network, attracted consumers who were seeking faster and more
reliable internet services compared to what competitors could offer at that time.

Pricing Strategy and Consumer Decision-Making - Jio’s pricing strategy has

been one of the most discussed aspects in literature. The company introduced
low-cost data plans that made high-speed internet accessible to a broader
section of the population.

Raghavan and Krishna (2017) noted that Jio’s aggressive pricing strategy led to
a significant increase in mobile data consumption, with consumers actively
switching from high-cost providers to Jio due to its attractive pricing. The study
concluded that pricing was the most influential factor for consumer choice in
the early phases of Jio's market penetration.

Patel (2020) explored how the low-cost services provided by Jio changed the
overall consumer perception of telecom services in India. Many consumers who
were previously skeptical about the internet shifted to Jio, as the cost-benefit
ratio was highly favorable. This resulted in higher customer acquisition rates for
Jio.

Choudhary and Sharma (2019) conducted a survey comparing consumer

behavior in urban and rural areas. They found that while urban consumers were
driven by pricing, quality of service, and brand reputation, rural consumers were

31
more motivated by accessibility and affordability. Jio’s ability to bring internet
services to rural areas was a key differentiator.

Singh and Kumar (2020) noted that the launch of Jio’s services played a
significant role in bridging the rural-urban digital divide. The affordability of
data plans allowed consumers in rural India to access information, education,
and entertainment services, altering their purchasing decisions and usage
patterns.

Consumer Loyalty and Retention - Despite Jio’s initial success in attracting

customers, maintaining customer loyalty has been a crucial challenge. Studies
suggest that while Jio successfully attracted millions of users with its
introductory offers, retaining these customers was more complex.

Bhatt and Mehta (2021) examined factors influencing customer retention and
found that while pricing and data offerings were initially compelling, customer
satisfaction was also influenced by network quality, customer service, and post-
purchase experiences. Jio’s customer retention strategies, such as loyalty
programs and bundled offers, played a role in fostering continued usage.

Kumar (2023) argued that Jio's ability to continuously innovate, improve

network quality, and offer additional services (such as JioFiber and JioMart)
was key to maintaining consumer loyalty.

Psychological and Social Influences - Consumer behavior towards Jio is also

influenced by psychological and social factors. Peer influence, media, and
word-of-mouth play significant roles in shaping perceptions and decisions.
Gupta and Verma (2019) explored how Jio’s advertising campaigns, featuring
celebrities and relatable messaging, helped build a sense of community and
brand loyalty. The social aspect of mobile communication, particularly through
Jio’s affordable services, further promoted its usage.

Conclusion - The literature on consumer behavior towards Reliance Jio reveals

the complexity and multifaceted nature of the telecom market. Jio’s market
success has been driven by a combination of innovative pricing strategies,
technological advancements, strong brand perception, and a deep understanding
of consumer preferences.

Chapter – 3

32
 Rationale of the Study

The rationale of studying consumer behavior toward Reliance Jio is important

for several reasons, Understanding Market Dynamics -Since Reliance Jio
entered the telecom market in 2016, it has significantly altered the landscape of
the Indian telecom industry by offering disruptive pricing and data services.
Studying consumer behavior helps to understand how Jio's strategies have
influenced consumer preferences, demand patterns, and overall market trends.

Competitive Advantage -With intense competition in the telecom sector,

companies need to understand what drives consumer choices and loyalty. By
studying consumer behavior, Reliance Jio and other telecom companies can
identify factors that contribute to customer satisfaction and retention, allowing
them to gain a competitive edge.

Consumer Preferences - Consumer behavior studies provide insights into the

factors that influence a customer's decision to switch providers, purchase data
packs, and adopt new technologies. Understanding these preferences helps
companies align their services with consumer needs, ensuring relevance in an
ever-evolving market.

Impact of Pricing and Promotions -One of Jio's key strategies has been its
aggressive pricing model. Understanding how consumers react to pricing,
promotions, and discounts is crucial for optimizing marketing efforts and
pricing strategies. A study can reveal whether these promotions lead to long-
term customer retention or if they only serve as short-term tactics.

Technological Adoption - Jio has pioneered several technological innovations,

including 4G services and the roll-out of fiber broadband. Studying consumer
behavior allows the company to understand how willing consumers are to
embrace new technology and whether these innovations meet their expectations.

Social and Psychological Influences - Consumer behavior studies also examine

the psychological, cultural, and social factors that influence decision-making. In
the case of Jio, factors such as brand perception, social influence, and peer
usage could play a critical role in shaping consumer behavior.

Strategic Planning and Policy Formulation - For businesses, understanding

consumer behavior is key to formulating effective marketing, operational, and
33
customer service strategies. This study would also be valuable for policymakers
to understand the impact of telecom services on social inclusion, digital access,
and economic development.

In summary, studying consumer behavior towards Reliance Jio provides

valuable insights into market preferences, purchasing patterns, brand loyalty,
and competitive strategies, all of which are crucial for improving service
offerings and maintaining customer satisfaction.

Chapter – 4

34
 Objective of the Study

The primary objective of this study is to understand the factors influencing

consumer behavior towards Reliance Jio, a leading telecommunications
company in India. The research aims to explore how Jio has affected the mobile
telecommunications market, customer perceptions, and the decision-making
process of its users. The study will also evaluate the various elements that
contribute to customer satisfaction and loyalty, and how these factors shape
consumer choices in the telecommunications sector.

1. To examine the factors influencing consumer adoption of Reliance Jio

services. This will focus on aspects like pricing, network coverage, digital
services, and marketing strategies that attract customers.

2. To analyze customer satisfaction with Reliance Jio’s service quality.This

objective will look at network reliability, internet speed, customer service, and
other elements that contribute to overall satisfaction.

3. To assess the role of promotional campaigns in influencing consumer

behavior. The study will explore the impact of Jio’s various advertising and
promotional strategies on consumer perception and purchase decisions.

4. To understand the impact of Jio’s pricing strategy on consumer

preferencesThis involves exploring how affordable data plans and free trials
influence consumer behavior and Jio's market penetration.

5. To identify customer loyalty patterns and factors leading to retention or

switching behavior. The research will investigate why customers remain loyal
to Jio or switch to competitors.

6. To analyze the demographic differences in consumer behavior towards

Reliance Jio. The study will segment consumers based on factors like age,
income, and region to identify variations in preferences.

7. To evaluate the impact of Jio's digital offerings (like JioTV, JioCinema, etc.)
on customer engagement. This will assess how Jio’s additional services affect
consumer retention and behavior in choosing the brand.

To study the total awareness of Reliance Jio in the market compared to other
telecom service providers.
35
To study customer satisfaction level of Reliance Jio products and services.

To find market potential and market penetration of Reliance Jio products and
services.

To identify the customer satisfaction level towards reliance 4G jio service.

By fulfilling these objectives, the study aims to provide valuable insights into
the factors driving the success of Reliance Jio and the preferences of Indian
mobile users. The findings will be useful for both marketers and businesses in
understanding the current trends in consumer behavior within the
telecommunications industry.

Chapter – 5

36
 Research Methodology
5.1 Sample Size
Sampling may be defined as the selection of some part of aggregate or totality
based on which a judgement or inference about the aggregate or totality is
made. The items so selected which constitute of what technically is called
sample is known as Sample Size. Since this research was confined to limited
area and limited size of people, the sample size for the project was of 50 people.

Since Jio is used by almost everyone today there were many people included
under the sample size. Group of people such as servicemen, Businessmen,
kirana store owners, housewives, students, support staff, and teachers.

To get a overall view of the entire project these varied group of people were
surveyed. Every person has their own different need for using internet hence
was surveyed amongst such people.

5.2 Sample Unit

A sampling unit can refer to any single person being researched. In context of
market research, a sampling unit is an individual person. The term sampling unit
refers to a singular value of database. For example, if you were conducting
research using a sample of university students, a single university student will
be a sample unit.Herein, the sample unit wasn‟t confined to a specific person
like kid, or teen but it was overall to almost every member of society who uses a
Jiosimcard.

5.3 Sampling Design

The item so selected constitute what is technically called sample, their selection
process or technique is called sample design and the survey conducted based on
sample is described as sample survey. Sample should be truly representative of
population characteristics without any bias so that it may result in valid and
reliable conclusions.

The method of sampling was -

37
Convenient Sampling - In this method, as per convenience, the research is
carried out by picking up the cases that fall to hand, continuing the process till
such time as the sample acquires a desired size. It is used to obtain data quickly
and easily. It may include informal pool of friends and neighbours, employees
at workplace etc. This sampling technique is often used for exploratory research
or presenting of questionnaire.

Cluster Sampling - In cluster sampling, the research is being carried out by

first sampling out from population, certain large group, that is a cluster. A
cluster is a set of heterogeneous subjects representing population. These clusters
maybe cityward, households, or even geographical or social units. The sampling
of clusters from the population is done by simple or stratified random sampling
methods. It is cheap to execute and population of survey is dispersed.

5.4 Collection of Data: -

Primary Data - Primary data refers to information that is generated to meet the
specific requirements of the investigation at hand. The researcher collects
primary data himself. In this research, surveying 50 people collected primary
data. Simple questions on the experience of Jiosimcard were asked to people
and thus a data was collected and maintained.

Secondary Data: - Secondary data is information that is collected for a purpose

other than to solve the specific problem under investigation. Someone collects
secondary data else for some other purpose (but being utilized by investigator
for another purpose). In this research, the secondary data was collected from
certain articles and links from the internet.

5.5 Scope of Study -

There is no doubt that Reliance Jio is making headlines before its formal launch
and ever since MukeshAmbani announced its new plans for 4G network, as
expected, the whole telecom industry has shaken in fact, the company has
forced all Telco‟s to change their tariff plans retain their users.To recall, on
September 1, 2016, Jio announced free data, voice, and video to users until
December 31, 2016,

under its 'Welcome Offer'. The Welcome Offer has been replaced by the Happy
New Year offer, which still provides free voice calls, video calling, messaging,
and data until March 31, 2017, and now the company has announced an

38
extension for the same in the form of 'Prime' membership. Under the Prime
offer, existing customers will get a one-year extension by paying one-time
enrollment fee of Rs. 99 and Rs. 303 per month and get the same free Jio
services that they are getting. This means unlimited data (subjected to 1GB limit
per day) which you will get for 12 months. Users get access to all Jio
application services which will cost over Rs. 10,000 per year.

Meanwhile, at the MWC 2017, Jio also announced its tie-up with Samsung to
bring 5G to expand its current network capacity as well as network coverage.
Similarly, the company has also joined hands with Cisco to enhance its existing
multi-terabit capacity further.

A Jio's achievements so far: -

Jio has also crossed 100 million customers mark in just 170 days after its
launch on September 5, 2016.Jio has added on an average 7 customers every
single second of every single day.Jio users make more than 200 crore
minutes of voice and video calls have been made.Users consumed more than
100 crore GB of data on the Jio network and this makes India, the No.1
internet usage country.Nearly 5.5 Crore hours of video have been watched
daily on its network. Over 10 Lakhs retail partnership was introduced all
across India.

Jio’s Impressive 5G Journey. With a rollout powered by its in-house

developed 5G tech stack consisting of standalone 5G architecture, network
slicing, carrier aggregation, and advanced Artificial Intelligence/Machine
Learning (AI/ML) capabilities.

B Jio's Future Plans -

AI Innovations - He revealed plans for Jio to introduce cutting-edge AI

systems for the Indian populace, hinting at innovations similar to ChatGPT.

A Bright Horizon for Jio As Jio strides confidently towards its 6G goals, the
future looks incredibly promising.

Chapter – 6
Data Analysis
39
6.1 Analysis And Data Interpretation

(1) Which operator service do you use ?

According the survey and data collected, 40% of the population prefers Jio,

Operator Service Use

Others
1%

Bsnl
7%

Vi
18% Jio
40%

Airtel
33%

34% of the population prefers Airtel, 18% of the population prefers Vi , 7% of

the population prefer Bsnl and remaining others for their usage.This question
was asked to know about what percentage of people use Reliance Jio sim cards.
This was done to get an idea of what is the actual share of Reliance Jio in the
market compared to other telecom operators in the market. Since this question
was confined to a limited area of 50 people so the answers were according to
that sample size. The reason is so simple Jioprovides best services across India
with reasonable price than others.

(2) Are you aware of Reliance Jio ?

40
 Awareness of Jio
Somewhat Aware
15%

Aware Extremely aware

25% 60%

According to the data surveyed and collected, 60% of the population says that
they are Extremely aware of Reliance Jio and its services, 25% believe they are
aware of the services and plans of Reliance Jio company and 15% somewhat
aware or may not.

Since this data is confined to a limited number of people, the survey results are
confined to them and to the survey of the entire country. This question was
asked to know about the awareness of Reliance Jio company and its scheme of
what the company provides to its people.When it comes to Jio it is not only
about the free data and call services but also about other Jio products such as
JioFi devices and other products of Jio such as their Dish-TV products and their
updates and related schemes.

(3) From which source did you come to know about Reliance Jio ?

41
 Sources of Informati on of jio

5%

Digital Advertising
40% Newspaper
35% Mouth Publicity
Campaign

20%

According to the data surveyed and collected, 40% of the population says that
they came to know about Reliance Jio from Digital Advertising, 35 %, of the
population says that they came to know about Reliance Jio from Mouth
Publicity, 20% from Newspaper, and Remaining from jio campaign.

Some people say that came to know about Reliance Jio via Quirk. And some
people state that came to know about the services and offerings of Reliance Jio
via Jio employees. Since this data is confined to a limited number of people, the
survey results are confined to them and to the survey of the entire country.

This question was asked to know which form of media contributed to major
share of market in the telecom industry. As per the findings it was concluded
that that the advertising done by Reliance Company contributed the most for
that major share. And since the scheme was profitable to everyone many people
did mouth publicity to others. And since it is evident that people rely on viewers
comment more than other medium mouth publicity also held a good share in
adding to share of market of Reliance Jio.

(4) What is your average monthly expenditure on mobile (Rupee)?

42
 Average Monthly Expenditure on Mobile

10%

30%

25% 75-199 209-299

329-399 448 -Above

35%

Here, in this question, in survey question asked that the average expenditure
customer spend on their mobile recharge. whereas, 30% of people spend 75-199
in their recharge which is generally keypad mobile user, whereas, 35% of
people spend 209-299 in their recharge, whereas, 25% of people spend 329-399
in their recharge. Others spend above 448 in their monthly recharge. This
question is to know the monthly expenditure consumer spend on their mobile
phones.

(5) Which service did you like the most in Reliance Jio services ?

43
 Jio Services
8%

12%
4G Service
Connectivity
Recharge Plans
Less Expensive
10% 50%
Customer Services

20%

This question was one of the most important questions of the survey. According
to the data surveyed and collected, 50% of the population states that data
services which Reliance Jio provides is one of the most important thing that
they liked while using Reliance Jio services ,

20% of the population says that they like Reliance Jio‟s connectivity at every
locations, 10% people use because Jio provides much attractive offers ,

12% use for the less expensive plan like jio bharat and jio phone recharges and
the last customer service of jio is excellent they treat the customer very polite
and humble and resolve the issue as early as possible.

(6) Since how long you are using reliance jio services ?

44
 Duration of Use Jio Services

20%

Less than Months

1-2 Year
45% 2-3 Year
10% More Than 3 Year

25%

From the data surveyed and collected, 45% of the population states that
Reliance Jio is pretty good and they uses the service till the lauch date. And
25% population states that they have been using Reliance Jio services for 2 to 3
year. Where, 10% of population states that they have been using reliance jio for
1-2 year. 20% of population states that they have been using reliance jio for
some month. Since this data is confined to a limited number of people, the
survey results are confined to them and to the survey of the entire country.

This question was asked to know about the satisfaction of customers regarding
how long they were using services of Reliance Jio. And since we all know that
Jio provides many services to its customers majority of people were satisfied
with its services and since connectivity has a major issue people sometimes find
its services are average and could be updated to something better in terms of
connectivity.

(7) Would you switch jio from other brand ?

45
 45%
No
Yes
55%

In this question, it was asked that whether the customer is satisfy with the
reliance jio or not or would they switch jio from other brands.55% of population
said No they don‟t want to switch jio with any other brand. Whereas, 45% of
population states that they are willing to switch jio from other brands.since this
data is confined to a limited number of people, the survey results are confined to
them and to the survey of the entire country.

This question was asked to know about the satisfaction of customers regarding
whether the customer is satisfied with the service of reliance jio. And since we
all know that Jio provides many services to its customers majority of people
were satisfied with its services and since connectivity has a major issue people
sometimes find its services are average and could be updated to something
better in terms of connectivity.

(8) Which features of reliance jio conviced you to use this ?

46
High-speed internet: Jio offers fast and reliable internet connectivity for
browsing, streaming, and downloading.
Voice quality: Jio's pan-India 4G network provides better voice quality.
Unlimited voice calls: Jio offers unlimited voice calls to anywhere in India and
across any network.
Prepaid plans: Jio's prepaid plans offer maximum value for money.
Data-centric plans: Jio's long-term prepaid plans offer large amounts of data at a
lower price point than competitors.
Complimentary access to apps: Jio offers complimentary access to a bouquet of
apps, including JioTV, JioCinema, JioNews, and JioGames.
JioFiber: JioFiber offers unlimited internet with symmetrical speed, landline
calls on mobile, and HD voice calls.

This was one of the most important questions asked in the survey. The main
reason for asking this question was to know what are the features of reliance jio
conviced the customer so much to use jio. Above given are some of the
examples of what people think they are conviced with the services. provided
with them then the company can succeed more and can have more loyal and
happy customers.

(9) Why did you choose this service provider ?

In this question, it was asked that why did customer choose the reliance jio
rather than others services of the other brand. In which 18% of population states
that the service of unlimited calling services is good. 33% of population states
that the service of unlimited data service is satisfied. Only 7% of population
states that service of unlimited sms services is better. And majority of the
population states that all the services of reliance jio is excellent which covers
the 42% of population. since this data is confined to a limited number of people,
the survey results are confined to them and to the survey of the entire country.

(10) What would you like to recommend Reliance Jio to others ?

47
 Sales

Don't
22%

Recommend
78%

According to the data surveyed and collected, 78% of the population would
recommend Jio to others which comprises of 39 people and 22% people
wouldn’t recommend Jio to others which comprises of 11 people.

(11) What should be improved in reliance jio ?

Sales
10%

Network Coverage

30% Internet and sms

60%
other

According to the survey, the question was asked that what services should be
improved by the reliance jio. 60% of the population states that network
coverage should be improved which include 30 of the people. 30% of the
population have mix review about the service, only 10% people are want to
improved other service.

(12) what about Reliance jio makes you loyal customers?

48
In this question,it was asked that what about reliance jio make you feel a loyal
customers.in which 39% of population states that services of the reliance jio is
makes you feel a loyal customer it is the majority of the people. 21% of
population states that the price makes them feel loyal.While, 27% of population
states that offer of the reliance jio make them a loyal customer. Whereas, the
13% of population states that the brand name itself make them a loyal customer.
since this data is confined to a limited number of people, the survey results are
confined to them and to the survey of the entire country.

Chapter - 7.
Major Findings

49
* We find that majortiy of people use jio sim near by 40%.

* Many People Extremely Aware of jio about 60%.

* People find Information of Jio through many sources like Digital Advertising.

* Average Montly Expenditure on Mobile Recharge is 299-349.

* Mostly People like the Jio Services.

* Through lauch of jio telecom services People are connect to jio.

* Maximum customer are new user of Jio .

* Jio provides a lot of features to customer.

* Recommendation of Jio is 78%.

* Service should be Improved by Jio.

* Loyality of Jio Customers.

* Future Vision of Jio .

Chapter – 8
Conclusion
50
Reliance Jio, launched in 2016 by Mukesh Ambani's Reliance Industries, has
revolutionized the Indian telecommunications market. By offering affordable
data plans, free voice calls, and widespread 4G coverage, Jio quickly became
the largest mobile network operator in India. Its disruptive pricing strategy
forced competitors to lower their rates, leading to a significant transformation of
the telecom industry.

Jio's impact goes beyond telecom, as it spurred the digitalization of India,

bringing millions of new users online and fostering the growth of digital
services such as e-commerce, education, and entertainment. The company has
continuously expanded its services, including Jio Fiber for broadband and a
growing suite of digital apps.

In conclusion, Reliance Jio has not only reshaped the telecom landscape but
also played a key role in India's digital evolution, cementing its position as a
dominant force in the industry. Despite facing challenges like network
congestion and regulatory pressures, Jio's innovations and market strategy make
it a cornerstone of India's digital future.

The growth of a company depends upon consumer perception, regarding

product and the consumer perceptions can be studied only through the
consumer buying behaviour. The consumer behavior is the study of those
actions directly involved in obtaining, consuming, and disposing of product &
services including the decision process that proceeds and follows up the action.

The social environment in which he lives, his family, his society, his
neighbours, his friends, his job, his colleagues influence the behaviour of the
consumer. The personality factors of the consumers also effect his buying
decision. It requires marketers to review their marketing practices. Now
companies have to show their concern about consumer's interest. They must
take many steps to satisfy the consumers.

Now marketers have moved to consumer welfare from consumer satisfaction.

Most companies have accepted consumerism in principles. Based on my
observations data and information, I submit certain useful recommendations to
make Communication system of Reliance.

51
 The researcher suggests that Reliance Communication & should develop their
competitive strength to meet the challenges and threats of global corporations in
the Communication business.

The researcher further suggests that Reliance Communication should develop

bench-marks as standards for providing better customer services.

It is further suggested there should be continuous revision in the pricing of

Communication services.

It is again recommended that Reliance Communication should develop quality

circles in different functional areas of the organisations so the quality may be
improved and suggestion should be obtained from the people.

BIBLIOGRAPHY
Articles :-

https://www.jio.com/

https://www.ril.com/

https://www.wikipedia.org/

https://economictimes.indiatimes.com/reliance-jio

https://iide.co/case-studies/reliance-jio-marketing-strategy/

https://economictimes.indiatimes.com/Industry/Telecom/Reliance-Jio-
Infocomm-Launches-4g-Services-Foremployees/Articleshow/50344999.Cms

Chapter – 9
References
52
Referred Books :-
Kothari, C.R, (2004): “Research Methodology And Techniques” New Age

International Publishers, New Delhi, 2 Editions

Principles Of Marketing- Philip Kotler And Kevin Keller, Edition 12

Market Research – Dd Sharma

Book And Magazing On Mobile Communication- Kamil Sh. Zigangirov

Chapter - 10
Appendices

53
Questionnaire: -
(1) Which operator service do you use ?
a. Airtel b. Vodafone
c. Reliance Jio d. Bsnl e. Other

(2) Are you aware of Reliance Jio ?

a. Extremely Aware b. Aware

c. Somewhat Aware

(3) From which source did you come to know about Reliance Jio ?

a. Newspaper b. Digital Advertising

c. Mouth publicity d. Others

(4) What is your average monthly expenditure on mobile (in Rs) ?

a. 75-199 b. 209-299

c. 329-399 d. 448-Above

(5) Which service do you like the most in reliance jio services ?

a. 4G services b. Connectivity

c. Recharge Plans d. Less Expensive e. Customer Services

(6) Since how long you are using reliance jo services ?

a. Less than months b. 1-2 Year c. 2-3 Year

d. More than 3 Year

54
(7) Would you switch jio from other brand ?

a. Yes b. No

(8) Which features of reliance jio conviced you to use this ?

a. High-speed internet b. Voice quality

c. Prepaid plans d. Complimentary access to apps

(9). Why did you choose this service provider ?

a. Unlimited calling services b. Unlimited data services

c. Unlimited sms services d. All services

(10) Would you like to recommend Jio to other ?

a. Yes b. No

(11) What should be improved in reliance jio ?

a. Improve network coverage b. Internet And Sms Service

c. others

(12) What about reliance jio makes you loyal customer ?

a. Services b. Price

c. Offer d. Brand name

e. Brand ambassador

55