The document summarizes a study on customer preferences for Wi-Fi among youth and professionals in Cochin City, India. The study found that while internet usage is common, awareness of Wi-Fi was still low. Most respondents owned Wi-Fi-enabled devices and valued quality and speed over price. The document recommends the Wi-Fi provider advertise to increase awareness and offer demonstrations and initial discounts to attract customers in Cochin City.

1. A study on the customer preference of Wi-Fi
among the youth and professionals in Cochin city
A PROJECT DONE BY
JITHIN BENEDICT
AT
OZONE TECHNOLOGIES LTD

2. INTRODUCTION
• The rate of growth of the internet in India is very fast.
• A very nascent segment of wireless internet provider industry
is the Wireless Fidelity (Wi-Fi).
• In the wireless internet providing segment Ozone and its
service is receiving great acceptance.
• Many popular names like Reliance Telecom and Tata Indicom
rule the roost in this segment.
• The study aims to focus on preference of youth and
professionals towards Wi-Fi in Cochin city.

3. ABOUT THE COMPANY
• Ozone Technologies Ltd is a wireless internet provider
company.
• HEAD QUARTERS – Delhi
• FOUNDER - Mr. Sanjeev 'Bobby' Sarin in Delhi in 2007
• Specialises in providing Wi-Fi solutions in major cities in India.
• Now into the process of establishing itself in tier 2 cities
including Cochin.
• Company is nurturing a long term goal of rolling out more
than 10,000 locations within the next four years

4. PROBLEM STATEMENT
• Wi-Fi entered Indian market in 2004.
• But product couldn‘t make much of an impact in the initial stages
due to various reasons like lack of awareness, lack of bandwidth,
low penetration of laptops and PDA’s, regulation by law and so on.
• But today, inspite of all the barriers, it is one of the fast growing
segment. .
• Company is now planning to expand its services to tier 2 cities like
Cochin.
• Company needs to find out various possibilities by which it can
market
Wi-Fi in Cochin by understanding the market better so that it will
help the company to make its launch a big success.

5. SIGNIFICANCE OF THE STUDY
• The company is planning to expand its services to Cochin.
• The study is an attempt to focus on the Wi-Fi market
prevalent in Cochin city.
• The main users of Wi-Fi are youth and professionals of the age
20 to 35.
• Their preference to Wi-Fi is to be analysed to understand the
pulse of the market.
• The study is focused on the youth and professionals in Cochin
city and their preference towards Wi-Fi.

6. TITLE AND OBJECTIVES
TITLE
“A study on the customer preference of Wi-Fi among the youth and professionals in
Cochin city”
Primary objective
“To find the customer preference of Wi-Fi among the youth and professionals in
Cochin City”
Secondary objectives are
• To understand the perception about internet among the users
• Understand the usage level of internet and for what customers use internet
• To understand the average amount of money spent on internet per month.
• To find customer’s awareness about the concept of Wi-Fi
• To find customer’s usage of internet outside home.
• To find the customer’s experience with Wi-Fi.
• Wi-Fi enabled devises possessed by customers.
• To find how much people are willing to pay for Wi-Fi.
• To understand what customers look for in a good Wi-Fi service.

7. RESEARCH DESIGN
• The study is basically a descriptive study.
SCOPE OF THE STUDY
• TIME – 2nd May to 10th June
• PLACE - Cochin
• POPULATION- Youth and professionals in Cochin city
• DATA SOURCE - Primary Data.
• DATA COLLECTION TOOL – Questionnaire

8. SAMPLE DESIGN
• SAMPLE SIZE – 150
• SAMPLING TYPE – CONVENIENCE SAMPLING
• SAMPLING UNIT – Youth and professionals

9. DATA ANALYSIS
• Percentage analysis was done to study the usage of
Internet and Wi-Fi and about the preferred quantity,
price range and preferred place of purchase.

10. DATA ANALYSIS AND FINDINGS
• Usage pattern of internet
Internet has become very common at least among the educated
people but most of the people are not using it quite often. 37% of the
people are using internet between 30 min to 1 hr in a single usage.
This throws light to the fact that most of the internet users use it for
specific purpose only.
• Spending habit for internet.
Analysis shows that 24% of the respondents are ready to spend
more than Rs. 400 a month while only 15% voted to spend less than
Rs.100 , thus it is clear that money is not a very big constraint for
quality service.

11. DATA ANALYSIS AND FINDINGS
Plan to get connected
• Analysis shows that 45% of the respondents has internet
connectivity at home; this throws light to the fact that there
are a huge number of potential customers who are aware of
internet and using it at home on a regular basis. These are our
potential customers as they can be easily influenced by the
idea of Wi-Fi and usage of internet outside the home also.
Awareness about Wi-Fi:
• The results show that 53% of the respondents are not aware of
Wi-Fi; this is a serious issue to be handled when it comes to
starting up new business here.

12. DATA ANALYSIS AND FINDINGS
Possession of Wi-Fi enabled devices.
• The survey shows that 67% of the people possess Wi-Fi
enabled devices, this shows Cochin has a good tech savvy
crowd moving in pace with dynamic market.
Satisfaction Level.
• The study reveals that 40% of people opine that the existing
Wi-Fi providers provide connectivity with service quality that is
only adjustable and majority is unsatisfied. This gives room for
O-Zone to enter into Cochin market.

13. DATA ANALYSIS AND FINDINGS
Frequency of Internet Usage outside home
• It can be observed that although the usage of internet
outside home is still in its infancy there is an increasing trend
of internet usage outside home (especially for working
professionals).
Carrying Wi-Fi enabled devices on an outing or an official tour
• On further study to analyse if the customers who has Wi-Fi
enabled devices carry it with them, the result was
commendable. 76% of the customers who have Wi-Fi
enabled devices they carry it with them when they are on a
business tour or outing. This reveals the fact that Cochin
market is definitely a destination for Wi-Fi operations and
internet business.

14. DATA ANALYSIS AND FINDINGS
Usage of Wi-Fi devices by the respondents
• Predominantly most of the people carry laptops as their Wi-Fi
enabled device. Smart phones and tablet PC’s are increasingly
popular. So for O-Zone a strategic alliance with devices like Laptops
and smart phones is very important. This would help make people
aware of the Wi-Fi facility and educate them on its usage.
What is important in a Wifi.
• IT is very important to figure out what are the important factors that
people look in for a good Wi-Fi service. The respondents opine that
quality and speed is uncompromisable where as price can be
negotiated. Thus it is clear that money is not a very big constraint for
quality service.

15. SUGGESTIONS AND RECOMMENDATIONS
• It is seen that majority of the respondents are unaware of Wi-
Fi and its uses.
• Public has to be made aware of the concept of Wi-Fi and all
the advantages of this technology has to be showcased.
• The company should thus engage in advertising so that people
become aware of the facility . A good advertisement strategy
has to be implemented.

16. • There should be free demo offers to give a Wi-Fi experience
to the public and offers to attract them.
• The company should also increase its workforce in the
technical team so that there are no glitches in deployment
and after sales service is good.
• Respondents value quality and speed as predominant
attributes, so once on launch company should focus on these
attributes to deliver better customer acceptance.
SUGGESTIONS AND RECOMMENDATIONS

17. THANK YOU