MBA

Customer satisfaction of Bsnl products MBA II ntyear major project
MARKETING
According to marketing concept, an organization should try to provide
products that satisfy customers' needs through a coordinated set of activities that
also allows the organization to achieve its goals. Customers satisfaction is
the major focus of the Marketing concept .An organization should must
determine what customers want and use this information to create satisfying
products The organization must also continue to alter ,adapt, and develop
products to keep pace with customers- changing desires and
preferences. The marketing concept emphasis that marketing begins and
ends with customers.
The marketing concept is not a second definition of marketing .It is a

management philosophy guiding an organization overall activities .This
philosophy affects all organizational activities, not just Marketing
.Production finance, accounting, personnel, and marketing departments
must work together. Today, businesses want to satisfy customers and
build meaningful long term buyer-seller relationships. The term
relationship marketing refers to long term mutually beneficial arrangement in
which both
the buyer and seller focus on value enhancement through the creation of more
satisfying exchanges.
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To expedite exchanges and develop beneficial exchange relationships, firm

marketing managers must develop and manage marketing strategies. A marketing
strategy is a plan of action for developing, distributing, promoting, and pricing products
that meets the needs of specific customers. The marketing strategy articulates the best
use of the firms' resources and tactics to met its objectives. To develop and
manage marketing strategies, marketers focus on several tasks:
Selecting a target market, developing a marketing mix,
assessing environmental forces,
and managing marketing efforts effectively.
A target market is a specific group of buyers on whose needs

and wants a company focuses its marketing efforts. Marketing managers may
define a target market as a vast number of people or as a relatively small group.
A market opportunity exist when the right combination of

circumstances and timing permit an organization to take action to reach a
particular target market.
VALUE OF MARKETING
Every organization should follow/abide the values of Marketing. i.e.

Ethics and Social responsibility.
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ETHICS
Ethics may be one of the most misunderstood and controversial

concepts in marketing. Nevertheless, this concept and its application need to be
examined in order to support Marketing decisions that are acceptably and
beneficial to the society.
The term ethics relates to values and choices and focuses on standards,
rules, and codes of conduct that govern the behavior of individuals.
Marketing ethics refer to principles that define acceptable conduct in
marketing. The most basic ethical issues have been codified as laws and
regulations to encourage marketers to conform to society's
expectations of conduct. At a minimum, marketers are expected to obey theses

laws and regulations .however. It is important to realize that marketing
ethics goes beyond legal issues: ethical marketing decisions foster trust in
marketing relationship.
Some marketers engage in ethical behavior because of enlightened self

interest, or the expectation that ethics pays. These businesses believe that if
they do not act in the public interest, the public and customers will strike back
with restrictive regulations and legal action. Research has shown that the
values of and examples set by the organization often have more influence on
ethical decisions in marketing than a persons own value.
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Developing awareness of ethical issues is important in

understanding and improving marketing ethics. An ethical issue is an
identifiable problem. Situation or opportunity requiring an individual or
organization to choose from among several actions that must be evaluated as
right or wrong, ethical or unethical.
SOCIAL RESPONSIBILITY
Compared with ethics, social responsibility represents a

b r o a d e r conceptualization. Social responsibility in marketing refers to an
organization s obligation to maximize its positive impact and minimize its
negative impact on society. Where as ethics relates to doing the right thing in
making individual and group choices, social responsibility is achieved by
balancing the interest of stakeholders in an organization.
The four dimensions of social responsibility are generally considered to

be a) Economic b) legal c) ethical and d) philanthropic concerns.
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Economic: Be profitable
Legal: Obey the law - law is society's codification of right and wrong.
Ethical: Be ethical – Obligation to do what is right, just and fair.
Philanthropic: Be a good corporate citizen -- Contribute resources to the

community: improve the quality of life.
FRANCHISING
Franchising is an arrangement whereby a supplier, or franchiser

grants a dealer, or a franchisee, the right to sell products in exchange for some
type of consideration The franchiser may receive some percentage of
total sales in exchange of furnishing equipment, building, management
know-how and marketing assistance to the franchisee. The franchise supplies
labor and capital, operates the franchised business, and agrees to abide by the
provisions of the franchise agreement.
Franchising offers several advantages to both the franchisee and the

franchiser. It enables a franchisee to start a business with limited capital
and use the business experience of others. Moreover, nationally
advertised retailers are often assured of customers as soon as they open. If
business problems arise, the franchisee can obtain guidance and advice from
the franchiser at little or no cost. Franchised outlets are generally more
successful than independently owned businesses .Less than ten percent of
franchised retail businesses fail during the first two years of
operation, whereas approximately half of independent retail business fails
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during that period. The franchisee also receives materials to use in local
advertising and can take part in national promotional campaigns
sponsored by the franchiser.
The franchiser gains fast and selective product distribution through

franchise arrangements without incurring the high cost of constructing and
operating its own outlets. The franchiser therefore has more capital for
expanding production and advertising It can also ensure, through the
franchise agreement, that the outlets are maintained and operated by its own
standard. The franchiser benefit from the fact that the franchisee, being the
sole proprietor in most of the cases, is likely to be very highly motivated to
succeed. Success of the franchiser means more sales, which translates in to
higher royalties for the franchiser.
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TOOLS FOR TRACKING AND MEASURING
CUSTOMER SATISFACTION
Customer satisfaction we can measure by the various methods they are:
COMPLAINT AND SUGGESTION SYSTEM
A customer-centered organization makes it easy for its customer

to deliver suggestions and complaints. Many restaurants and hotel
provides forms for guests to report likes and dislikes. Some customer-
centered companies P&G General Electric, Whirlpool-establish not lines with
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too-free 800 telephone numbers. Companies are also adding web pages and e-
mail to facilitate two-way communication. These information's flows provide
companies' with many good ideas and enable them to act quickly to resolve
problem.
CUSTOMER SATISFACTION SURVEYS

Studies show that although customers are dissatisfied with one out
of every four purchases, less than 5% of dissatisfied customer will complain.
Most customers will buy less or switch suppliers. Complaint levels are thus
not a good measure of customer satisfaction. Responsive companies measure
customer satisfaction directly by conducting periodic surveys. They send
questionnaires or make telephone calls to random sample of recent customer.
They also solicit buyers, views on their competitors' performances.
Whole collecting customer satisfaction data, it is also use fuel to ask

additional questions to measure re-purchase intention; this will normally be
high, if the customer satisfaction is high. It is also useful to measure the
likelihood or willingness to recommend the company and brand to
others. A high positive word-of mouth score indicates that the company is
producing high customer satisfaction.
LOST CUSTOMER ANALYSIS
Companies should contact customer who had stopped buying or who

have switched to another suppliers to learn why this happened. When IBM loses
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a customer, it mounts a through effort to learn where it failed. Not only is it

important to conduct exit interviews when customers first stop buying, but
is also necessary to monitor the customer loss rate. If it is increasing this is
clearly indicates that the company is falling to satisfy customers.
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D ES IGN O F S TUD Y
1. STATEMENT OF PROBLEM
The survey was conducted in Kannur District to analyses the customer

value and satisfaction of the BSNL productions.
Primary Objectives
Primary objective of the study is to analyses the customer value and

satisfaction of BSNL productions.
Secondary objective
a) To analyses the attitude of the customers towards the Sree Ram Agencies.
b) To asses the level of satisfaction of the customer with the company

and their opinion regarding the customer satisfaction.
c) To study if the customer service have been effective or not.
3. METHOD OF DATA COLLECTION

The data was collected from the customer by adopting the
method of Questionnaire and interview schedule.
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Data Collection
Primary Data:
The primary data has been collected by interview schedule and

questionnaire
Secondary Data
The data regarding the company's industry etc. have been

collected from the company records, booklets website and also conducting
discussion with companies' executives.
Statistical Method Used
Tabular representation Percentage Pie chart bar diagram
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4. PERIODIC STUDY
The time period allowed to the researches in carrying out the project
study entitled "A study on customer value and satisfaction of BSNL
productions in postpaid at Sree Ram Agencies was 30 days and what ever
information's so collected has been done so with in its stipulated time.
5. RESEARCH METHODOLOGY
The primary objective of my project is to study the customer satisfaction
activity in the firm. To achieve this objective a sample consist of 100 customers
were studied. The selected customers were interviewed schedule prepared on
the sublet.
The answer was tabulated and the results were presented in the form of
table and charts Questionnaires were given to management staffs and
technical staffs to know their opinion. Before preparing the questionnaires, I
discussed with Mr. Rakesh (Manager). Thus he questionnaires and the
interview schedule was confine to the subject.
a. PERSONAL INTERVIEW METHOD
Respondents being just 100 in numbers, personal interview method

was conducted to make the study more effective customer were net in
person and were asked questions and questionnaires were duty filled.
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b. QUESTIONNAIRE. METHOD
A detailed questionnaire was prepared on the basis of customer

value and satisfaction done in mind to come out with the effective
solutions, Data was collected from various other sources like journals,
libraries, reference book and also from various employees in the organization.
6. LIMITATION OF THE STUDY
The study is subjected to the following limitations:
a. The survey is based on the sample size of 100 employees.
b. Since customer value and satisfaction is a psychological concept the

answer may depend upon time, moods and mentality of the customer.
c. Presence of sampling errors.
d. The study could have been made more elaborate, but if was confided to
limited number of respondents due to constraints.
e. Customer value and satisfaction is a highly sensitive topic and
many of the respondents were not honest with their answer and
noticed to be reluctant to openly voice their problem, in spite of being
assured that the response would be highly confidential.
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REVIEW OF
LITERATURE
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REVIEW OF LITERATURE
The whole approach of marketing pivots around the tenet of meeting the
consumer wants, if is essential to understand what the customer wants, how
he/she perceives the products (Service), what exactly does he/she wants
to derive out of the products (Service), how does he/she make the brand
choice decision, what are the sources of information and influence
processes? Etc.
In order to take decision any marketer would constantly monitor such

information and obtain continues feed back of the trends in the market. As such,
marketing research, trade channel behavior, and competitive actions etc. It
provides a link age between the corporate environment and the marketing
organization. Marketing research thus may be viewed as an aid for tackling
problems in marketing.
MARKETING RESEARCH - DEFINITION
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Marketing research is definition as the objective as the

objective and formal process of systematically obtaining, analyzing and
interpreting data for actionable decision making in, marketing. This
definition lays stress on two aspects, namely, objectively and systematic
process in the collection and analysis of data. In fact, marketing research
should not be allowance to be influenced by personal view and considerations.
Before undertaking any research study it is essential to delimit the primary
objectives of the project and define the methodology, of undertaking the project
in as much details as possible- Also there is an implicit assumption that the
ultimate findings should have the actionable quality. That is, the user must be able
to utilize the
results for marketing decision making purpose. Other wise, its ability
considerably undermined. That is to say, any marketing research done on an
arbitrary basis (i.e. luck of objectivity) or applying one's personal
convenience in the data collection and interpretation (i.e., no systematic
search) will certainly be of no use.
COMMON USES OF RESEARCH IN MARKETING

DECISION MAKING
The following paragraph highlights some of the marketing decision areas
whole marketing research is commonly used. These activities are divided in to
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seven categories for illustaltion purpose.
SALES MANAGEMENT
Marketing research is popularly used to determined market demand

and supply. As such, estimation of demand and supply include many more
detailed analyses For example, an analysis of demand side of the market
includes.
1. A delineation of market boundary and how they are changing.
2. Assessment of present and future, buyer concentration.
3. Projections of demand for the total market and for major market
segments.
Market Boundary;-
Theologically a market may be defined as being bounded by all the closely
substitutable. Offering that may satisfy a given consumer need. However the
problem of precise definition being. What is closely substitutable? How broadly
the consumer need be defined? How many consumers should be included in the
market definition when
different offerings are targeted at different groups of consumers? The question

becomes particularly pertinent when consumer needs are varied. The
issue becomes that of evolving market segments through suitable basis
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which may differentiate consumer's need. This problem is elaborated further

under segmentation research.
BUYER CONCENTRATION
Marketing research is made use of to measure how buyers exist in the

market and how sales are distributed among them is estimation of market share
by brand purchased, geographical position of the buyer, type of industry, user
industrial technology adopted etc.
DEMAND PROJECTIONS
Demand may be estimated in units of value terms and also, the

overall growth rates in key market. Segments are often estimated for better
sales management.
SUPPLY
An analysis of the supply side of the market is also similarly carried out by
marketing research studies. It included.
I. Assessments of present supply structure (In terms of concentration of

competition, product differentiation and entry barriers). Supply structure
refers to the study of how many companies operate in the market and
how are sales distributed among them?. Secondly study how
"differentiated" all the products offered? What barriers exist to enter
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in to the market by new firms?. Entry barriers may cause because their
particular item is in the exclusive domain of the small scale
sector,special manufacturing skills required as noticeable in case of high
technology products, specialized marketing network required to market a
product in the total Indian Market.
II. A deception of the character of competition, competitor's strategies is

most sought after topic of investigation of marketing research today. It
includes comparative evaluation of such issues.
a. Market share analysis of branches
b. Positioning of each brand
c. Distribution channels adopted and method of selling.
d. Prices charged and how they all changing with time.
e. Advertising campaigns and promotion programmer adopted

corporate image and capabilities.
I
In other words, It fever to ascertain how the competitors are
defining their business in terms of consumer groups, segments being
pursued as reflected by their marketing mix portfolios.
CONSUMER BEHAVIOR ANALYSIS
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Large number of marketing research studies are undertaken to understand

consumer behavior. Especially for each products service studies are widely
conducted to know issues like.
WHAT? /HOW? /WHERE? /WHO? /WHEN? /WHY?
Marketing research is undertaken specifically to answer such questions

about consumer motivation, perception which facilitate decision making. It is
not enough just, to "ask " how do consumers use the products" Instead the
question must as certain the significance of the answer so far as marketing
decision making is concerned. For example, "What close if mean for
product strategy, advertising message, physical distribution, pricing
strategy etc.?
Market Segmentation
Faced with heterogeneous composition of markets, every market tries to

utilize marketing research input to from market segments. Segmentation
research specifically helps in.
1. Designing the products that truly matcher the demand of the market.
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2. Directing the appropriate advertising appeals and promotional pack ages

to the potential profitable segments of is market.
CUSTOMER VALUE AND SATISFACTION

The pay to generating high customer loyalty is to deliver high customer value.
According to Michael Lanning, in his Delivering Profitable Value, a
company must develop a competitively superior value proposition and a superior
value - delivery system. A company's values proposition is much more than its
positioning on a single attribute, Its is a statement about the resulting experience
customer will have the offering and their relation. shop with the suppliers. The
brand must represent a promise about the total
resulting experience that customer can expect. Whether the promise is kept
depends upon the company's ability to manage its value-delivery system.
The value delivery system includes all communications and channel
experience the customer will have on the way to obtaining the offering. 9
A similar theme is emphasized by Simon Know and Stan

Macklan in their competing on value. Too many companies create a value
gap by falling to alight brand value with customer value. Brand marketers try
to distinguish their brand item other buy a slogan or with a unique selling
proposition or by augmenting the basic offering with added services. But
they are les successful in delivering customer value, primarily, because
their marketing people focus on brand development whether customer
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will actually receive the promised notice propositions will depend upon the
marketer's ability to influence various Cole processes. Know and Maklun wan
company's Cole processes as designing the brand profile.
In addition to tracking customer value expectations and satisfaction,

companies need to monitor their competitor's performance in these areas.
For example, a company was pleased to find that 80 percent of its
customers said they were satisfied. Then the CEO found out that its leading
competitions attained a 90 percent customer satisfaction score. He was further
dismayed when he learned that his competitions was aiming to reach a 95
percent satisfaction score.
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INDUSTRIAL PROFILE
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INDUSTRIAL PROFILE
Communications
Communication is the process of exchanging information, usually via

common system of symbols. It takes a wide variety of forms, from two
people having a face-to-face conversation, to hand signals, to messages
sent over global telecommunication is what allows us to interact with other
people, without it, we would be unable to shall knowledge or experiences
with anything outside of ourselves. Common forms of communication
include speaking, writing gestus amd broad casting.
The hand, a phenomenon exclusive to humans is perhaps the

'original communication tool where it can express caring, hatsed
construction, destruction, approval or condemnation. To the deaf it is
their way in to the artist, it is their way through, to the writer, it is the way
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with.
The Latin root word of communication is communicate, which has

three possible meanings,
a) " To make common", which is probably derived from either 2 or
3
b) Cum + munus, i.e. having gifts to share in a mutual donation.
c) Cum + munire; i.e. building together a defense, like the walls of a

city.
DEFINING COMMUNICATION
There is no single definition of communication that satisfies everyone.

In 1970, Franc Dance had identified 126 published definitions.
TYPE OF COMMUNICATION
To some people "Communication" implies two different and
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sometimes conflicting things. On the one hand, it means to have a thoughtful
exchange of views (dialogue) with a small numbers of people, perhaps, just
one. But it can also mean to disseminate broadly a simple message without
deep thought or appeals for feedback.
Interpersonal
The most basic forms of communication are primarily those which
involve communicating with people immediately present, such as one-
in-one and group conversations.
Tele Communication
Tele communication is communication over spatial distances. The term
is most often used in describing electronic means of communication, but
can also include methods such as smoke signals and semaphore.
Animal
Humans all not the only craters who communicate. Animals share
information with each other in variety of ways.
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Academic Study
The various aspects .of communication has long been the subject of
human study. In ancient Greece, the study of shetoric, the art of effective
speaking and persuasion, was a vital subject for students.
In the early 20th century, many specialists began to study
communication as a specific pace of their academic disciplines.
Communication studies began to emerge as a distinct academic field in the
mid-20th century. Marshall Meluhan was one of the early pioneers.
Communication Technology
As regards human communication these diverse fields can be
divided into the which cultivate a thoughtful exchange between a small
numbers of people on the hanmd; and those which disseminate broadly a
simple message.(Public relations; television, Hollywood films)
Our indebtedness to the Romans in the field of communication dose not
ends with the root "Communicare". They devised what might be described as
the first real main or postal system in order to control the expire from Rome
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by gathering knowledge about events in far off places.
As the Romans well knew, communication is as much about taking in

towards the until as it is about putting out towards the esteems.
In virtual management an important issue is computer-medicated

communication.
The view people take to communication is changing, as new

technologies change the way they communicate and organize. This new trend
in communication, decentralized personal networking is termed smart mobiling.
Telecommunications
Etymology;
The term comes form a contraction of the Greek tele, meaning

'far', and communications, meaning "in: the discipline that studies the
principles of transmitting information and the methods by which it is delivered
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(as print or radio or television etc.)" The term is most used to refer to
communication using some type of signaling, such as the aldis lamp or the
transmission and reception of electromagnetic energy. This vocers many media
and technologies including radio, fiber optics, telegraphy, television,
telephone, data communication and computer networking, although
other types of signaling are also included.
The basic elements of a simple telecommunications system are:
a) A transmitter that operate upon the information to be communicated in such

a way that some type of signal suitable for transmission is produced (this
includes any in coding, compression, and error correcting operations,
modulation processes if some type of carrier is to be used, or virtually any
other operation that is to be performed upon the information in order to prepare
it for transmission in the form of a signal)
a) A signal that. is transmitted by the transmitter
b) A transmission medium, which constitutes a communications channel over

which the signal is transmitted.
c) A receiver (such as a radio receiver) that receives the signal and reverses any
and all of the operations that were performed upon the information by the
transmitter in order to convert it into the form of a signal and reverses any and
all of the operations that were performed upon the information by the transmitter
in order to convert it into the form of a signal (e.g. the receiver decodes,
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decompresses, compares error correction codes, demodulates the signal to

separate it from any carrier that was used, etc. and generally performs these
operations in the exact reverse order in which they were performed by the
transmitter )
Telecommunication can be point-to-point, point-to-multipoint or
broadcasting, which is a particular form of point-to multipoint that goes only
from the transmitter to the receivers.
One of the roles of the telecommunications engineer is to analyze the
physical properties of the line or transmission medium, and the statistical
properties of the message (see Information theory) in order to design the most
effective encoding and decoding mechanism.
When systems are designed to communicate through human

sensory organs (mainly those for vision and hearing), physiological and
psychological characteristics of human perception must be taken into account.
Certain types of defect, while objectively measurable, are not readily
apparent to human perception while others are disproportionately
apparent. The cost of a system can therefore be reduced cost and user demand
for higher quality, and this is an important economic consideration for those
who plan systems.
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The field of telecommunications is no doubt one of the most exciting

occupational fields that modern society has to offer. New technology is
constantly being developed and finds its applications in the technical
systems that make up a telecommunications network. This creates
opportunities for developing existing services further, and introducing
completely new ones.
Examples of telecommunication systems;
1. Semaphore
2. Telegraphy
3. Radio teletype
4. The global telephone network (also known as the Public Switched

Telephone Network of PSTN)
5. Radio
6. Television
7. Communications satellites
8. Ethernet
9. The Internet
Types of Telecommunication devices: Mobile Phone:
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In telecommunication, a wireless phone, cellular mobile or cell phone (in the United
States), also called a mobile phone in other English speaking countries, is a
mobile communications system that uses a combination of radio wave transmission and
conventional telephone switching to permit telephone communication to and from
mobile users within a specified area,The term does not comprise the so-called
portable phone or cordless phone, which is associated with a fixed telephone
landline and can only be operated close to (less than 100 meters of) its base station,
such as in and around the house (see telephone for more). The term cell phone
applies specifically to mobile phones which use a cellular network; satellite phones
are also mobile phones, but not cellular.
History
Mobile phones have existed at least since the 1950s; thought the distinction
becomes blurry when special systems are used to "patch" conversational
Radiotelephones (2-way radio) into a phone network with the assistance of human
operators. Modem mobile phones can make and receive calls automatically,
operating as would a normal phone (thought most have a super set of the ability of
fixed-line phones).
Mobile phones began to proliferate through the 1980s with the

introducing of "cellular" phones, with multiple base stations located relatively
close to each other, and protocols for the automated "hand-off' between two
cells when a phone moved from one cell to the other. In this era, mobile phones
were same what larger than current ones, and many were designed for
permanent installation in cars, or as "transportable" phone the size of a
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briefcase.
As technology improved through the 1990s, the larger "bricks" disappeared and
tiny hand-held phones became the norm.
base, as mobile network costs are mostly call volume related, while fixed-line
telephony has a much higher subscriber related cost component.
Cellular Telephony–
A cell phone is a portable telephone which receives or sends messages

through a Cell site, or transmitting tower. Radio waves are used to transfer
signals to and from the cell phone. Each cell site has a range of 3-5 miles and
overlaps other cell sites. All of the cell sites are connected to one or more
cellular switching exchanges which can detect the strength of the signal
received from the telephone. As the telephone user moves or roams from one
cell area to another, the exchange automatically switches the call to the cell site
with the strongest signal.
The term "cell phone" is uncommon outside of the US and Japan.

However, almost all mobile phones use cellular technology, including
GSM, CDMA and the old analog mobile phone systems. Hence, many people
use the term "cell phone" to mean any mobile telephone system. The
exceptions to mobile phones using cellular technology are satellite phones.
The Iridium phone system is very like a cell phones system except
the cell sites are in orbit. The marine radio telephone satellites administered by
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INMARSAT have a completely different system (see below).

Old systems pre-dating the cellular principle may still be in use in places. The
most notable real hold-out is that many amateur radio operators maintain phone
patches in their clubs' VHF repeaters.
Early mobiles were analog; newer ones are digital.
There are a number of different digital cellular technologies; these
include: GSM, CDMA and DECT.
Mobile phone technology is often ctivided into generations: IG, 2G,
2.5G, 2.7G and 3G:
IG AMPS, TAGS
2G TDMA, CDMA, GSM, PCs, ISDN
2.5 GPRS
2.7 EDGE
3G UMTS
All of these technologies were based on cellular technology,
However, satellite based phones are called mobile phones too.
Major mobile phone manufacturers include Nokia, Sony Ericsson and

Motorola.
Many mobile phones support 'auto-roaming', which permits the same
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phone to be used in multiple countries. However, both countries must use the
same mobile system and the same frequencies, and there must be an
agreement between the two countries' telephone operators.
In the UK and Australia mobile phones are often called simply mobiles in
Germany, they are called Handy. In Sweden they are sometimes called nolle, or
"teddy bear", referring to the fact that many people always carry them around and
feel insecure if they misplace them.
Mobile phones must be distinguished from portable phones

(called cordless phones in the US); with a portable phone the user purchases
their own base station, which they connect to a landline, the range of the
phone is generally restricted to under 50 m, and the phones operate on a
different frequency and protocol (e.g. DCTS in North America; DECT in
Europe)
Mobile phones do not only support voice calls; they can also send and
receive data and faxes (if a computer is attached), sending short messages
(or "text messages"; see Short Message Service), access WAP services, and
provide full Internet access using technologies such a GPRS. Mobile phones
often have a clock and a calculator and often one play some games on them.
Newer models also for sending pictures and have a built-in digital
camera. This gives rise to some concern about privacy, in view of possible
voyeurism, for example in swimming pools. For this reason Saudi Arabia has
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banned camera phones entirely; South Korea has ordered manufacturers to

ensure that all new handsets emit a beep whenever a picture is taken. On the
other hand, cameras can be used by crime victims or witnesses to help identify
the criminals.
GPS receivers are starting to appear in cell phones, primarily to aid in

dispatching emergency responders.
Newer models have included many features aimed towards personalization, such
as user defined ring tones and operator logos, and interchangeable covers,
which have helped in the uptake by the teenage market.
Usually one can choose between a ring tone and a vibrating alert.
Satellite Telephony (INMARSAT):
Inmarsats use a completely different system. Basically, the

satellite simply retransmits whatever signals it receives. The mobile stations
actually log into a ground station. More information is available at INMARSAT.
In cellular mobile systems, large geographical areas are segmented into many
smaller areas, i.e. cells, each of which has its own radio transmitters and receivers
and a single controller interconnected with the public switched telephone network.
Synonyms cellular phone, mobile phone, cellular radio, cellular telephone.
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PRODUCTS
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PERSONAL INFORMATION
TABLE - I
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1. TABLE SHOWING CUSTOMER AGE

SL.NO Particular No. of Respondents Percentage
1 Less than 20 5 5
2 20-30 20 20
3 30-40 40 40
4 Above 40 35 35
Total 100 100
INFERENCE
From the above table shows that 5% of the total respondents belong to the age
group of Below 20, 20% of the total respondents belong to the age group of 20-
30, 40% of the total respondents belong to the age group of 30-40 and 35% of the
total respondents belong to the age group above 40.
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FIG NO-1
TABLE - 2
2. TABLE SHOWING CUSTOMER SEX
SL AO No- of Respondents Percentage
1 Male 65 65
College,Kannur
2 Female 35 35
Total 100 100
INFERENCE
From the above table shows that 65% of the total respondents
belong to male population and 35% of the respondent belongs to female
population.
FIG NO-2
College,Kannur
TABLE - 3
3. TABLE SHOWING CUSTOMER INCOME
SLAG Particular No. of Respondents Percentage
College,Kannur
1
Less than 5000 10 10
2 5000-10000 45 45
3 10000-15000 30 30
4 More than 15000 20 20
Total 100 100
INFERENCE
belong to the Income group less than Rs. 5000, 45% of the total
respondents belong to the Income group Rs. 5000 - Rs. 10000, 30% of the
total respondents belong to the Income group Rs. 10000 - Rs. 15000 and 20%
of the total respondents belong to the Income group More than Rs. 15000.
College,Kannur
FIG NO-3
Bar diagram showing customer income
TABLE - 4
College,Kannur
1. TABLE SHOWING CUSTOMER QUALIFICATION
1 H.S.0 30 30
2 U.G 20 20
3 P.G 20 20
4 Professional 10 10
5 Others 20 20
Total 100 100
INFERENCE
From the above table shows that 30% of the total respondents belong to
the qualification of H.S.C, 20% of the total respondents belong to the
qualification of U-G, 20% of the total respondents belong to the
qualification of P.Q, 10% of the total respondents belong to the
Professional qualification and 20% of the respondents belong to other
qualifications.
College,Kannur
Fig No-4
TABLE - 5
TABLE SHOWING CUSTOMER OCCUPATION
College,Kannur
1 Public 20 20
2 Private 35 35
3 Self Employment 30 30
4 Others 15 15
Total 100 100
INFERENCE
work in public sector, 35% of the total respondents work in private sector,
30% of the total respondents are self employed and 15% of the total
respondents work in other sectors.
College,Kannur
FIG NO-5
BAR DIAGRAM SHOWING CUSTOMERS OCCUPATION

.
TABLE-6
1. DO YOU AWARE OF BSNL MOST OF THE

PRODUCTS?
SLAG. Particular No. of Respondents Percentage
College,Kannur
1 YES 90 90
2 NO 10 10
Total 100 100
INFERENCE
From the above table shows that 90% of the total respondents stated
that they are aware of BSNL products and 10% of the total respondent stated
that they are not at all aware of BSNL products.
College,Kannur
FIG.NO-6
TABLE-7
FROM WHICH MEDIA DID YOU HAVE THE
INFORMATION ABOUT BSNL PRODUCTS
SL. NO Particular No. of Respondents Percentage
1 Print Media 40 40
2 Broadcast Media 25 25
3 Internet 5 5
College,Kannur
4 Other 30 30
Total 100 100
INFERENCE
From the above table shows that 40% of the total respondents stated
information about BSNL products through Print Media, 25% of the total
respondents stated that they got the information about BSNL products through
Broadcast Media, 5% of the total respondents stated that they got the
information about BSNL products through Internet and 30% of the total
respondents stated that they got the information about products through
other ways.
FIG NO-7
BAR DIAGRAM SHOWING MEDIA OF PRODUCT INFORMATION
College,Kannur
TABLE-8
WHICH FACTOR LEADS YOU TO BUY BSNL PRODUCTS

1 Brand Name 40 40
2 Quality Name 5 5
3 Friend Persuasions 25 25
4 Life Style 30 30
Total 100 100
INFERENCE
From the above table shows that 40% of the total respondents stated that
College,Kannur
Brand name lead to buy BSNL products, 05% of the total respondents
stated that Quality of service lead to buy BSNL products, 25% of the total
respondents stated that friends persuasions lead to buy BSNL products and 30%
of the total respondent stated that Life style lead to buy BSNL products.
Fig No.8
TABLE-9
WHAT DO YOU THINK ABOUT THE PERFORMANCE
College,Kannur
BSNL PRODUCES?,
SL .NO Particular No. of Respondents Percentage
1 Excellent 30 30
2 Good 45 45
3 Medium 20 20
4 Poor 5 5
Total 100 100
INFERENCE
says that performance of BSNL products is Excellent, 45% of the total
respondents stated that performance of BSNL products is Good, 20% of
the total respondents stated that performance of products is Medium
and 05% of the total respondent stated that performance of BSNL
products is Poor.
College,Kannur
FIG-NO.9
BAR DIAGRAM SHOWING PERFORMANCE OF B
PRODUCTS
TABLE - 10
AS FAR AS YOUR CONCERN WHO WILL BE THE MAJOR

COMPETITOR OF BSNL
College,Kannur

1 Idea 27 27
2 Reliance GSM 25 25
& CDMA
3 Airtel 15 15
4 Vodafone 11 15
5 Tata Indicom
Docomo 15 15
Vergin
6 UniNor 3 3
7 Aircel 5 5
8 Univercell 0 0
Total 100 100
College,Kannur
INFERENCE
From the above table shows that 10% of the total respondents says Tata
Indicom, will be the major competitor of BSNL, 30% of the total respondents
says that Reliance will be the major competitor of BSNL, 25% of the total
respondents says that Airtel will be the major competitor of BSNL and 15% of
the total respondents says that Vadafone & Idea 25% will be the major
competitor BSNL.
FIG NO 10
DIAGRAM SHOWING MAJOR COMPETITOR FROM BSNL
College,Kannur
College,Kannur
TABLE - 11
What kinds of promotional material are there at the shop?
BSNL Airtel Vodafone Reliance Idea

glow sign 0% 70% 90% 90% 60%
board with
shop's name
glow sign 0% 30% 10% 10% 40%
board
without
shop's name
hanging sign 0% 100% 90% 90% 70%
board or
poster
others 0% 00% 10% 10% 30%
Interpretation-
all the other telecom services provider has distributed their promotional materials at
the shops; they themselves go there to install glow sign boards banner posters and any
other promotional material whereas I did not find any kind of BSNL’s promotional
material at any shop where I took the interview. If there is no promotional material at
the shops how the customers will come to know that what are the current plans and
what are the plan prices. So here BSNL is missing the very important P among the 4Ps
of marketing which is affecting BSNL’s sales and revenue.
College,Kannur
FIG NO 11
DIAGRAM SHOWING WHAT KINDS OF PROMOTIONAL

MATERIAL ARE THERE AT THE SHOP
College,Kannur
TABLE - 12
How much commission retailers get from the telecom companies?
Airtel BSNL Vodafone Reliance Idea
how much 3.50% 3.50% 2.75% 3% 2.75%

commission
retailers get
from the
telecom
companies
free gifts 2.5 4.4 2
Category 3 3.5 1.8 3
Category 4 4.5 2.8 5
Interpretation-
College,Kannur
BSNL gives good commission to the retailers but they are still not
satisfied because they feel that BSNL is making a huge profit
therefore it must increase the commission this will help retailers to
promote BSNL services among the customers.
FIG NO 12
DIAGRAM SHOWING HOW MUCH COMMISSION

RETAILERS GET FROM THE TELECOM COMPANIES
College,Kannur
TABLE - 13
Do the officials of telecom companies visit the shop?
BSNL Airtel Reliance Vodafone
Yes 10 80 50 60
No 90 20 50 40
Interpretation- The question was to know whether the officials of

telecom companies visit the market for better understanding about
the market scenario or not, it was found that only 10% retailers said
that BSNL officers visit the market once in a year or two, rest of the
90% retailers pointed that no one come from BSNL office to visit the
telecom market. Airtel held the first position in this area
College,Kannur
FIG NO 13
DIAGRAM SHOWING DO THE OFFICIALS OF TELECOM

COMPANIES VISIT THE SHOP
TABLE - 14
Would you like to provide me some information regarding the

selling of new mobile connections which you made in last month?
Airtel 20%
BSNL 25%
Vodafone In 30%
College,Kannur
Idea 10%
Reliance 15%
Interpretation-
When the research was completed we took the sample of the selling of SIM cards
and divided it into parts as per retailer’s information. I found that customer shown their
interest in Vodafone services more than any other company, BSNL also got good
percentage but not satisfactory, as per the company’s potential. This can be increased by
improving marketing strategy and implementing that in a proper way.
FIG NO 14
PIE DIAGRAM ABOUT THE
College,Kannur
TABLE - I 5
WHICH BSNL PRODUCT IS HIGHLY MOVABLE MARKET
ACCORDING TO YOU
College,Kannur
SLAG Particular No. of Respondents Percentag

e
I Broadband 15 15
2 Mobile phone 25 25.
3 Land phone 60 60
4 Data V-card 0 0
Total 100 100
INFERENCE
From the above table shows that 15% of the total respondents says
that Broad band will be the highly movable product from BSNL, 25% of the
total respondents says that Mobile phone will be the highly movable product
from BSNL and 60% of the total respondents says that Walky land phones will
be the highly movable product from BSNL.
College,Kannur
FIG NO 15
PIE DIAGRAM ABOUT
TABLE -16
AS FAR AS YOUR CONCERN WHICH BSNL SCHEME IS
HIGHLY ATTRACTIVE
College,Kannur
1 Post-paid 40 10
2 Pre-paid 60 60
Total 100 100
INFERENCE
From the above table shows that 40% of the total respondents say that
Post-paid scheme is highly attractive from 60% of the total respondents says
that Pre-paid scheme is highly attractive from BSNL.
College,Kannur
FIG NO-16
BAR DIAGRAM SHOWING WHICH BSNL SCHEME IS
HIGHLY ATTRACTIVE
TABLE - 17
AS FAR AS YOUR CONCERN WHICH BSNL POST
PAIDPPLN DO YOU PREFER
College,Kannur
1 Do More 99 30 30
2 Do More 100 20 20
3 Do More 140 5 5
4 Do More 225 2 2
5 Do More 325 18 18
6 Do More 525 5 5
7 Do More 725 20 20
Total 100 100
INFERENCE
From the above table shows that 30% of the total respondents preferred Do
More 99 plan, 20% of the total respondents preferred Do More 100 plan and
Do More 725, 5% of the total respondents preferred Do More 199 plan and Do
More 525, 0.2% of the total respondents preferred Do More 225 (Zero rental
Plan) and 18% of the total respondents preferred Do more 325.
College,Kannur
FIG NO 17
PIE DIAGRAM ABOUT WHICH
TABLE - 18
AS PER YOUR CONCERN WHO ARE THE MAJOR
COMPETITOR FROM BSNL
1 Broadband 15 15
College,Kannur
2 Mobile Phone 30 30
3 Land hone 55 55
4 Data V-card 0 0
Total 100 100
INFERENCE
From the above table shows that 15% of the total respondents says
that Broad band will be the major competitor from BSNL, 30% of the total
respondents says that Mobile Phone will be the major competitor from BSNL
and 55% of the total respondents says that Walky land phones will be the major
competitor from BSNL.
FIG NO-18
College,Kannur
BAR DIAGRAM SHOWING M A J O R COMPETITOR FROM BSNL
TABLE - 19
WHICH OFFER DOES YOU GOT AT THE TIME OF
PURCHASING OF BSNL PRODUCT
College,Kannur
1 Launching offer 20 20
2 Festival Offer 20 20
3 Seasonal offer 20 20
4 None 40 40
Total 100 100
INFERENCE
From the above table shows that 20% of the total respondents says that
they got Launching offer at the time of purchasing of BSNL product, 20% of the
total respondents says that they got Festival offer at the time of purchasing of
BSNL products, 20% of the total respondents says that they got Seasonal offer
at the time of purchasing of product and 40% of the total respondents says that
they got no offers at the time of purchasing of BSNL product.
College,Kannur
FIG NO 19
PIE DIAGRAM ABOUT WHICH OFFER DOES YOU GOT AT

THE TIME OF PURCHASING OF BSNL PRODUCT
TABLE – 20
College,Kannur
WHAT IS YOUR OPINION ABOUT THE BSNL PRODUCTS
1 Excellent 20 20
2 Good 45 45
3 Medium 30 30
4 Poor 5 5
Total 100 100
INFERENCE
From the above table shows that 20% of the total respondents says that
BSNL products is Excellent, 45% of the total respondents says that BSNL
products is Good, 30% of the total respondents says that BSNL products is
Medium and 20% of the total respondent says that BSNL products is Poor.
College,Kannur
FIG NO 21
PIE DIAGRAM YOUR OPINION ABOUT THE BSNL

PRODUCTS
TABLE - 22
ARE YOU SATISFIED WITH THE FUNCTION BSNL
College,Kannur
1 YES 90 90
2 NO 10 10
Total 100 100
INFERENCE
From the above table shows that 90% of the total respondents stated that
they are fully satisfied with the function of BSNL and 10% of the total
respondents stated that they are not satisfied with the function of BSNL.
College,Kannur
FIG NO-22
BAR DIAGRAM SHOWING CUSTOMER SATISFACTION ABOUT

BSNL PRODUCTS
TABLE - 23
WHAT IS THE DRAW BACK OF BSNL
College,Kannur
1 Range 5 5
2. Connectivity 20 20
3 Quality of phones 40 40
4 Rules & Regulations 35 35
Total 100 100
INFERENCE
From the above table shows that 50% of the total respondents says that Range
is the main drawback of BSNL 20% of the total respondents says that Connectivity
is the main drawback of BSNL, 40% of the total respondents says that Quality of
phones the main drawback of BSNL and 35% of the total respondents stated
that Rules & Regulations is the main drawback of BSNL.
College,Kannur
FIG NO-23
BAR DIAGRAM DRAW BACK OF BSNL
College,Kannur
SUMMARY OF FINDINGS
College,Kannur
FINDINGS
v 90% of the respondents are highly satisfied with functions of BSNL
v 40% of the customer responded that the drawback of BSNL is Quality of
phones and Rules and Regulation of the company.
v 35% of the customer responded that major competitor for BSNL is Idea
v .55 % of the customer responded that major competitor among BSNL is
Mobile phones. When compared to other BSNL product 65% of the
customers responded that Mobile phone is highly movable in the market.
v 95% of the customer responded that the performance of the agencies is good.
College,Kannur
SUGGESTION
College,Kannur
SUGGESTION
1. It is suggested to the company for appointment of more marketing
executives in order to fetch, up more sales by giving Road shows,
Exhibitions etc.
2. It is suggested to Company gives offers during the seasons.
3. It is recommended to improve the quality of instruments soles.
4. It is recommended to collect feedback from customer for smoothening
customer satisfaction.
5. It is suggested to have a routine market study once in every six month.
6. It is recommended to keep the customer happy.
College,Kannur
CONCLUSION
College,Kannur
CONCLUSION
At his current scenario, it is necessary that the Road shows, exhibitions are
the only way to tackle the customer mind before any other tackler. Quality and
good service have started playing a vital role in selection (or) deciding (or)
preferring any product and it shows the importance in Telecom also. It is wise
to follow the current marketing ways to win the current customer.
College,Kannur
BIBLIOGRAPHY
College,Kannur
BIBLIOGRAPHY
College,Kannur
1. Marketing in India Cases and readings –S. Neelamegham
2. Sales Management- -Decisions strategies and Cases- Richard R.
Still ,Edward W.Cundiff ,Norman A.P.Govoni
3. Marketing —concept and Strategies :Pride Ferrell
College,Kannur
QUESTIONNAIRES
College,Kannur
QUESTIONNAIRES
PERSONAL IN FORMATIONS
Name:
Age:
Sex:
Income:
Qualification:
Occupation:
'CUSTOMER VALUE AND SATISFACTION'

1. Do you aware of BSNL products
Yes No
From which media did you have the information about BSNL
Products?
College,Kannur
Print Media Broadcast Media Internet Other

1. Which factor leads you to buy BSNL Products?
Brand Name Quality of Service Friends Persuasion
Life style
2. What do you think about the Performance of BSNL?
Excellent Good Medium Poor
3. As far as your concern who will be the major competitor of BSNL?

Tata Reliance Idea BPL
4. As far as your concern who are the major competitor from BSNL?
Tata Broadband Reliance idea
Airtel Aircel
5. As far as your concern who are the major competitor from BSNL?
Broadband Land phone Mobile Data V-card
7. As far as your concern BSNL scheme do you prefer?
Post Paid Pre Paid
8. As far as your concern which Post Paid plan do you prefer?
Do more 99 Do more 100 Do more 225 Do more 325
Do more 525 Do more 725 (Advance Rental plan)

1. Movement of Tata Post Paid product with the same BSNL product?
Above Average Average Medium Poor
1. What is your opinion about the colour of BSNL phones?
Above Average Good Medium Poor
College,Kannur
2. Are you satisfied with the function of BSNL?
Yes No
3. What are the draw backs of BSNL?
Color Connectivity Range Quality of phone
4. Which offer does you got at the time of Purchasing of BSNL products? Launching
Offer Festival Offer Seasonal Offer
5. Are you satisfied with the performance of BSNL?
Yes No
College,Kannur
College,Kannur
College,Kannur
College,Kannur
College,Kannur

College,Kannur

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Customer satisfaction of Bsnl products MBA II ntyear major project

The marketing concept is not a second definition of marketing .It is a

To expedite exchanges and develop beneficial exchange relationships, firm

Selecting a target market, developing a marketing mix,

assessing environmental forces,

and managing marketing efforts effectively.

A target market is a specific group of buyers on whose needs

A market opportunity exist when the right combination of

Every organization should follow/abide the values of Marketing. i.e.

Ethics may be one of the most misunderstood and controversial

expectations of conduct. At a minimum, marketers are expected to obey theses

Some marketers engage in ethical behavior because of enlightened self

Developing awareness of ethical issues is important in

Compared with ethics, social responsibility represents a

The four dimensions of social responsibility are generally considered to

Ethical: Be ethical – Obligation to do what is right, just and fair.

Philanthropic: Be a good corporate citizen -- Contribute resources to the

Franchising is an arrangement whereby a supplier, or franchiser

Franchising offers several advantages to both the franchisee and the

The franchiser gains fast and selective product distribution through

TOOLS FOR TRACKING AND MEASURING

Customer satisfaction we can measure by the various methods they are:

COMPLAINT AND SUGGESTION SYSTEM

A customer-centered organization makes it easy for its customer

CUSTOMER SATISFACTION SURVEYS

Whole collecting customer satisfaction data, it is also use fuel to ask

LOST CUSTOMER ANALYSIS

Companies should contact customer who had stopped buying or who

a customer, it mounts a through effort to learn where it failed. Not only is it

The survey was conducted in Kannur District to analyses the customer

Primary objective of the study is to analyses the customer value and

b) To asses the level of satisfaction of the customer with the company

3. METHOD OF DATA COLLECTION

The primary data has been collected by interview schedule and

The data regarding the company's industry etc. have been

Statistical Method Used

Tabular representation Percentage Pie chart bar diagram

a. PERSONAL INTERVIEW METHOD

Respondents being just 100 in numbers, personal interview method

A detailed questionnaire was prepared on the basis of customer

6. LIMITATION OF THE STUDY

The study is subjected to the following limitations:

a. The survey is based on the sample size of 100 employees.

b. Since customer value and satisfaction is a psychological concept the

In order to take decision any marketer would constantly monitor such

MARKETING RESEARCH - DEFINITION

Marketing research is definition as the objective as the

COMMON USES OF RESEARCH IN MARKETING

seven categories for illustaltion purpose.

Marketing research is popularly used to determined market demand

1. A delineation of market boundary and how they are changing.

2. Assessment of present and future, buyer concentration.

different offerings are targeted at different groups of consumers? The question

which may differentiate consumer's need. This problem is elaborated further

Marketing research is made use of to measure how buyers exist in the

Demand may be estimated in units of value terms and also, the

I. Assessments of present supply structure (In terms of concentration of

II. A deception of the character of competition, competitor's strategies is

b. Positioning of each brand

c. Distribution channels adopted and method of selling.

d. Prices charged and how they all changing with time.

e. Advertising campaigns and promotion programmer adopted

CONSUMER BEHAVIOR ANALYSIS

Large number of marketing research studies are undertaken to understand