CONSUMER BUYING BEHAVIOUR AND MARKETING MIX WITH SPECIAL REFERENCE TO JIO MOBILE TELEPHONY

ABSTRACT

The Indian telecom industry had a drasticchange when the Reliance Jio was introduced by the Reliance group ofIndustries. The vision of Reliance for the Indian economy was that thebroadband should not be a luxury commodity henceforth. This wasachieved by Jio as while entering the market itself they had a announcedfree services for 3 months which included the free of sim card and alsothey had no separate charges over the voice calls and also there were manyother free services provided by the Reliance Industry while introducing theReliance Jio into the market. There aim was to be affordable by all class andsection people living in the society from the rich to poor as it is necessaryand very important for every individual to connect to their people. Thetariff plans of the Reliance Jio was very effective and the 4G servicesprovided with no tariffs attracted many customers as the other telecomindustry provided these 4G services at a very high cost .Due to this strategyof the Reliance Jio of providing services at free of cost they faced initiallosses but later they compensated them. The Reliance Jio reached masspopularity and a very good impression in a very short span of time. Thiscreated a very strong brand image and created great loyalty towards them.This was greatly achieved due to the special marketing strategy used by theReliance Jio. The Reliance Jio knocked down all the other telecom industrywhich created greater loss for the other telecom industry. Reliance Jio gave very tough competition to all the service providers. The other aspect for thesuccess of Reliance Jio was the capitalism strategy. Though there weremany advantages for the Reliance Jio they had certain drawbacks such asless fide optic capacity and congestion during calls and etc which createdcontroversial issues also. But later the Reliance Jio issues were rectified andhad certain improvements which created and attracted more loyalcustomers. This study has stated the marketing strategy of Reliance withspecial reference to Jio and their impact in the society.

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