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It is no wonder that in todays aggressive business environment, the challenges of


sustaining in these competitive surroundings, preoccupies the minds of many
Business leaders. Customers have many options to choose their telecom operator from
competitive market. Furthermore, they often perceive that what they are purchasing is,
for all practical purposes, a commodity that can be easily obtained from other
companies, if need be. So, how does a corporation distinguish itself in a highly
commoditized and competitive market? Todays business is more dependent, than
ever before, on their top performing product to be innovate and provide
services that differentiate a company from its fierce competitors. In other words,
corporations rely upon their product and human assets to survive and thrive.
Airtel is one of the leading telecom firms of the country. Airtel is providing intermediate
services to the people of India since 1995. The company is largest cellular service
provider in India and fifth largest in the world in the field of various telecom services
like Mobile network, wireless, landline, broadband, satellite television, etc.

The company is famous for world presence, vast network coverage, excellent service
and brand image managed by experts.
This project report contains various sections where Ive discussed about company
profile, its present strength, methodology used, sample size, sample unit, analysis and
discussion, questionnaire, and annexure. I have used various quantitative techniques to
find out the relation between various factors that contribute to awareness & perception
of retailer.
After market study it can be said there is very tough competition between various
telecom firms like Airtel, Vodafone, Aircel, BSNL, Stel, Smart, etc. But still Airtel is
leading the market of Jabalpur. Through this study Ive tried to find out the awareness
level of retailers for airtel Product and services at the same time Ive also focused on
perception of retailers for same. As achannel partner for sale of product it is essential to
know about present awareness of retailer. By this we are able to find the proficiency of

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FSEs in communicating various offers and schemes of Airtel. At the same time we are
getting information about the need for any further improvement in marketing and sale
of airtel product to grasp opportunity for new customer base and retaining old customer

base.

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The management thesis which I was done as a part of my studies
A study on the customer perception of mobile phone service
providers with special reference to AIRTEL. The study I
conducted provided me an excellent opportunity to implement all
that I have learnt in my class room sessions in the practical
outfield.
The Bharti AIRTEL landline and broadband services has there in
the market of Jabalpur couple of years and made there own
identity in the market as a landline and broadband service provider
with a good number of high pulsing customers. Among those good
pulsing customers the SME customers are also one of them.
AIRTEL mainly focus on the customers of SME customers who
pays the average monthly bill amount of above Rs.2500/-. I am
doing my thesis on this particular topic due to the reason that I
believe it will help me know more about the marketing strategy,
competitiveness and also about the customer behavior. My thesis
will help the company to know more about their strength,
customers and the area where they have to concentrate more and
also about their competitors strategy. This will also help the
company to build a good relationship with the customers.

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CUSTOMER
A customer is someone who makes use of the paid products of an
individual or organization. This is typically through purchasing or
renting goods or services.
The word historically derives from custom, meaning habit; a
customer was someone who frequented a particular shop, who
made it a habit to purchase goods of the sort the shop sold there
rather than elsewhere, and with whom the shopkeeper had to
maintain a relationship to keep his or her custom, meaning
expected purchases in the future. The shopkeeper remembered the
sizes and preferences of his or her customers, for example. The
word did not refer to those who purchased things at a fair or
bazaar, or from a street vendor.

Types of customers
Customers can be classified into two main groups: internal and
external. Internal customers work for the organization, possibly in
another department or another branch. External customers are
essentially the general public.

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Internal customers
People working in different departments of the vendors
organization.
People working in different branches of the vendors
organization.

External customers

Individuals
Businesses or business people, including suppliers,
bankers and competitors.
NGOs, Government bodies, Voluntary organizations.

Needs and Expectations

Customer needs may be defined as the facilities or services a


customer requires to achieve specific goals or objectives. Needs
are generally no-negotiable, but may be optional or of varying
importance to the customer. In any transaction, customers seek
value-for-money, and will often consider a range of vendors offers
before settling on a purchase.

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Customer expectations are based n perceived values of facilities or
services as applied to specific needs. Expectations are influenced
by cultural values, advertising, marketing, and other
communications, both with the supplier and with other sources.
Expectations are negotiable and modifiable.

Both customer needs and expectations may be determined through


interviews, surveys, conversations or other methods of collecting
information. Customers at times do not have a clear understanding
of their needs. Assisting in determining needs is a valuable service
to the customer, the process, expectations may be set or adjusted to
correspond to known product capabilities or service levels.

A Customer can be defined on a businessmans or Sellerss point


of view as:-

A customer is the most important person in any business.


A customer is not dependent upon business. Business is
dependent upon him.
A customer is an essential part of the business- not an outsider
A customer is not just money in the cash register. He is a human
being with feelings and deserves t be treated with respect.

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A customer is a person who comes to sellers with his needs and
his wants. It is sellers job to fill them.
A customer deserves the most courteous attention the
businessmen can give him.
He is the lifeblood of every business. He pays the salary.
Without him business would have to closed the doors. As
marketers we must never forget int.
Thus customer is treated as the most important fundamental
aspect of marketing other than competitor and values.

CUSTOMER SATISFACTION
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Customer satisfaction is a business term which is used to capture
the idea of measuring how satisfied an enterprises customers are
with the organizations efforts in a market place.

Every organization has customers of some kind. The organization


provides products (goods and/or services) of some kind to its
customers through the mechanism of a marketplace. The products
that organization provides are subject to competition whether by
similar product6s or by substitution products.

The reason an organization is interested in the satisfaction of its


customers is because customers purchase the organizations
products. Te organization is interested in retaining its existing
customers and increasing the number of its customers.

Customer satisfaction is an ambiguous and abstract concept and


the actual manifestation of the state of satisfaction will vary from
person to person. The state of satisfaction depends on a number of
both psychological and physical variables.

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The level of satisfaction can also vary depending on other options
the customer may have and other products against which the
customer can compare the organizations products. Because
satisfaction is basically a psychological state, it is a difficult thing
to measure quantitatively. In other words, there are no units of
satisfaction that have been defined.
The usual measures of customer satisfaction involve a survey
instrument with a set of statements. The customer is asked to
evaluate each statement and then select from a scale how the
customer agrees or disagrees with statement.

General model
A general model of the buyer decision process consists of the
following steps:
Want recognition;
Search of information on products that could satisfy the
needs of the buyer;
Alternative selection:
Decision-making on buying the product;
Post-purchase behavior.

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There exists an interaction between the desired results and
customer satisfaction, customer loyalty and customer retention.
They may go by other names such as patients, clients, buyers, etc.
without the customer, it is impossible for any business to sustain
itself. Achieving the desired results is frequently a result of
customer action. Any business without a focus on customer
satisfaction is at the mercy of the market. Without loyal customers
eventually a competitor will satisfy those desires and your
customer retention rate will decrease.
There exists an interaction between the desired results and
customer satisfaction, customer loyalty and customer retention.
They may go by other names such as patients, clients, buyers, etc.
without the customer it is impossible for any business to sustain
itself.

Achieving the desired results is frequently a result of customer


actions. Any business without a focus on customer satisfaction is at
the mercy of the market. Without loyal customers eventually a
competitor will satisfy those desires and your customer retention
rate will decrease.

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There are several levels of Customers, they are:-

Dissatisfied customer Looking for someone else to


provide product or service
Satisfied customer Open to the newt better opportunity
Loyal customer Returns despite offers by the
competition

One of the ways to help obtain loyal customers is by having


products and services that there is very little chance that the
customer requirements will not be met and make them delightful.
Of course one of the difficult is, understanding the true customer
requirements. Even when you have the requirements in advance
the customer can and will change them without notice or excuse.
Having a good recovery process for a dissatisfied customer is a
necessity.

Customer satisfaction measurement program


Customer satisfaction research is not an end unto itself. The
purpose, of course, in measuring customer satisfaction is to see
where a company stands in this regard in the eyes of its customers,
thereby enabling service and product improvements which will

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lead to higher satisfaction levels. The research is just one
component in the quest to improve customer satisfaction.

Customer satisfaction and consumer behavior are very closely


related. Consumer behavior is lightly different from customer
satisfaction.

Consumer Behavior is the study of how people buy, what they


buy, when the buy and why they buy. It is a sub category of
marketing that blends elements from psychology, sociology, socio
psychology, anthropology and economics. It attempts to
understand the buyer decision making process, both individually
and in groups, it studies characteristics of individual consumers
such as demographics, psychographics, and behavioral variables in
an attempt to understand peoples wants, it also tries to assess
influences on the consumer from groups such as family, friends,
reference groups, and society in general, today the customer
satisfaction is also termed as customer delight; rather than
satisfaction present day marketers try to make the customers
delight. Indian business is facing a variety of newer challenges.
The economy requires a different set of marketing responses, a
major business response is to sustain freshness in marketing and, to
locate business response is to sustain freshness in marketing and,
to locate better approaches for delighting customers, the name of
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the current marketing game is sharply focus on customer
satisfaction and retaining the satisfied customer for life.
The idea of delighting customers may sound simple. However, it
demands extreme concentration and creativity in making it happen,
it requires an organizational approach. Thus, the route to customer
delight is most enduring when the entire organization is structured
and geared for it under the challenge leadership of marketing. The
marketers need an array of marketing skills, concepts and frame
works for ensuring customer delight.

Models of consumer behavior:

One of the best known of the explanatory models that have been
developed to explain the interactions involved is that of Howard
and Sheth. This contains a deal of common sense, although, as is
often the case with such models, the rather obscure terminology
makes it appear more confusing than it really is. The inputs
(stimuli) that the consumer receives from his or her environments
are:-

1. Significative the real (physical) aspects of the product


or service (which the consumer will make use of)

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2. Symbolic the ideas or images attached by the supplier
(for example by advertising)

The outputs are what happens, the consumers actions, as


observable results of the input stimuli. Between the inputs and
outputs are the constructs, the processes which the consumer
goes through to decide upon his or her actions.
Howard and Sheth group these into two areas:-
1. Perceptual those concerned with obtaining and
handling information about the product or service,
2. Learning the processes of learning that lead to the
decision itself.
Such models can help theorists to explain consumer behavior
better, but it can be difficult to put them to practical use.

Brand Image and Brand Identity and Corporate Identity:

Brand image, in the other hand, is the totality of consumer


perceptions about the brand, or how they see it, which may not
coincide with brand identity; companies have to work hard on the
consumer experience to make sure that what customers see and
think is what they want then to.

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Brand identity is the total proposition that a company makes to
consumers the promise it makes. It may consist of features and
attributes, benefits, performances, quality, service support, and the
values that the brand possesses. The brand can be viewed as a
product, a personality, a set of values, and a position it occupies in
peoples minds. Brand identity is everything the company wants
the brand to be seen as,

Corporate identity is concerned with the visual aspects of a


companys presence, when companies undertake corporate identity
exercises; they are usually modernizing their visual image in terms
of logo, design, and collaterals.
Such efforts do not normally entail a change in brand values so that
the heart of the brand remains the same what it stands for, r its
personality.

Unfortunately, many companies do not realize this fallacy, as they


are sometimes led to believe by agencies and consultancy
companies that visual changes will change the brand image. But
changes to logos, signage, and even outlet design do not always
change consumer perceptions of quality, service, and the intangible
associations that come to the fore when the brand name is seen or
heard.

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In total Tse and Wilton (1988) has given some detail in their
definition for customer satisfaction as:-
The consumers response to the evaluation of the
perceived discrepancy between prior expectations (or some norm
of performance) and the actual performance of the product as
perceived after its consumption.

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COMPANY PROFILE

As soon as the telecom industry opened to private sector


investment beginning 1994,a large number of Indian companies
entered the segment with varying force, different strategies, and
assorted aspirations; Bharti Airtel was one of the first comers,
which in times to come was going to be the Numero Uno
storywriter of The Great IndianTelecom story. Bharti launched its
first cellular telephony service Airtel in Delhi in September
1995, which was Delhis first & Indias second after Modi Telestra.
Bharti Airtelsince its inception has been at the forefront of
technology and has steered the course of the telecom sector in the
country with its world class products and services.
The company has an eventful history. Each year its existence was
marked by a number of major events that have helped shape the
company as we know it today.
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1995-1996

Launches mobile service brand Airtel in Delhi and Himachal


Pradesh.

British telicom plc( BT ) acquire a stake in the company.

1995-1998

Becomes the first private telecom opretars to obtain a license


to provide basic telephone services in Madhya Pradesh.

Forms Bharti BT vast ltd., focused on providing vast solution


across India and bharti BT internet ltd.

1999-2000

Acquires jt mobile, cellular services operator in Punjab,


Karnataka and andra pradeh and becomes the largest private
sector telecom operator in India.

2001-2002

Launches India one, Indias first private sector nation and


international long distance service.

Become the largest cellular operator in the country by in the


east Kolkata through acquisition and obtaining licenses for 8
circles.

2003-2004

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Joins the us$ 1 bn revenue club

Enter into historic strategic partnership with IBM and


Ericsson for outsourcing the companys core it and network
activities.

2005-2006

Acquires an all-India footprint with the launch of mobile


services in Assam

Vodafone, the world largest mobile service provider, acquires


10% economic interest in the company.

Becomes Indias largest integrated private operator based on


the total consumer base

\2006-2007

Receive a latter of offer form telecommunication regulatory


commission of Sri Lanka to provide 2g and 3g mobile
services in Sri Lanka.

Makes a foray into the USA with the launch of airtel


callhome service for non resident Indians based there

2008-2009

It has become the first service provider to cross 10-carore


subscribe base across India.

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Voted Indias most innovative company - in a survey
conducted by The wall street Journal in 2008

2009-2010

Offers fastest wire line broadband on VDSL2 technology in


India

Registrations open for the 2nd edition of the Airtel Delhi Half
Marathon; in excess of 28,000 people will run together on
November 1, 2009.

2010-2011

Bharti Airtel Limited (Bharti), Asias leading


telecommunications service provider announced that it has
entered into a legally binding definitive agreement with Zain
Group (Zain) to acquire Zain Africa BV based on an
enterprise valuation of USD 10.7 billion.

Bharti Airtel makes Facebooks mobile site free for its 130
million plus customers.

Vision & promise


By 2010 Airtel will be the most admired brand in India:

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Loved by more customers
Targeted by top talent
Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about


the needs of our customers and how we want them to feel. We
deliver what we promise and go out of our way to delight the
customer with a little bit more.

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ORGANIZTATION STRUCHURE

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Management Profiles

Sunil Bharti Mittal:- Founder, Chairman and Group CEO of


Bharti Enterprises.
Manoj Kohli: - CEO (International) & Joint MD Bharti
Airtel Ltd.
Sanjay Kapoor:- Bharti Airtel Ltd. (India & South Asia).

Atul Bindal:- President Mobile Services.

K Srinivas: - President of telemedia services.

Jyoti Pawar: - Director Legal and Regulatory of Bharti


Airtel.

Shamini Ramalingam:- Director - Internal Assurance of


Bharti Airtel Limited.

Joachim Horn: - Executive Director Network Services


Group.

S.Asokan:- Executive Director - Supply Chain.

Krishnamurthy Shanka: - Director Human Resources.

Srikanth Balachande:- Chief Financial Officer

Amrita Gangotra:-Director IT (India & South Asia)

Business Sections

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Bharti Airtel offers GSM mobile services in all the 23-telecom
circles of India and is the largest mobile service provider in the
country, based on the number of customers.
The group offers high speed broadband internet with a best in class
network. With Landline services in 94 cities we help you stay in
touch with your friends & family and the world.
Bharti Airtel Limited, a part of Bharti Enterprises, is India's
leading provider of telecommunications services. The businesses at
Bharti Airtel have been structured into three individual strategic
business units (SBUs) mobile services, broadband & telephone
services (B&T) & enterprise services. The mobile services group
provides GSM mobile services across India in 23 telecom circles,
while the B&T business group provides broadband & telephone
services in 94 cities. The Enterprise services group has two sub-
units - carriers (long distance services) and services to corporate.
All these services are provided under the Airtel brand.

Business Divisions

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Mobile Services Bharti Airtel offers GSM mobile services in all
the 23-telecom circles of India and was the first private telecom
service provider to Connect all states of India.

Broadband & Telephone Services Our Broadband (DSL) &


telephone Services (fixed line) are present in the 92 cities across
India.

Enterprise Services (Carriers) With 35,016 kilometers of optic


fiber network we are a leading national long distance service
provider. For international connectivity to east, we have a
submarine cable landing station at Chennai.

Products of Bharti Airtel Broadband and Telephony Services.


DEL Direct Exchange Line Land line Phone (Voice)
DSL Digital Subscriber Line for data
Telephone Instrument
Touchnet Dial-up-service

Business focus of Bharti Airtel Broadband and Telephony


Services.

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Operational excellence
Reducing churns
Tightening cost
Utilizing capacity

Quality Policy of Bharti Airtel broadband and Telephony


Services.

Reduction of error level.


Reduction of operating cost.
Reduction of cycle time.

Organizational Culture of Bharti.

Cut hierarchy to where knowledge resides.


Act transparently and couragebly.

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Process focus of Bharti Airtel broadband and Telephony
Services.

Process standisation and customization


Best practice replication
Speed of urgency

Strategy of Bharti Airtel Broadband and Telephony Services.

Centralized reporting system

Customers of Bharti Airtel Broadband and Telephony Services.


Residents

Small and middle enterprises

PCOs(public call office)

Corporates

Competitors of Bharti in Broadband and Telephony Services.


Bsnl
Relience
Tata indicom

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The primary objectives of the study was,

To Analyzing the satisfaction level of customers towards Airtel Broadband


service.

The secondary objectives of the study was,

a) To study how the customer choose their respective landline and broadband
services.

b) To find the awareness among the customers about Airtel Broadband and its new
products.

c) To find out the problems faced by the broadband users

d) To analyze the position of Airtel Broadband against its competitors.

e) To analyze the loyalty status of the consumers.

f) To identify the customer preferences.

g) To find out the strength and weakness of product and its competitors

h) To make suggestion, if any to improve existing condition.

i) To know if there are relationships between customer satisfaction and customer


loyalty.

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RESEARCH METHEDOLOGY

The success of the analysis mostly depends on the methodology on which it is carried
out. The appropriate methodology will improve the validity of the findings.

Area of the study:

The study was mainly concentrated on Jabalpur region.

Research Design:

Descriptive Research: Descriptive research includes survey and fact-findings enquire of


different kinds. The major purpose of descriptive research is description of the state
affairs, as it exists at present.

Data Collection:

The study is based on the data collected through primary and secondary sources.

Primary Data:

PRIMARY DATA is data that has not been previously published, i.e. the data is
derived from a new or original research study and collected at the source, e.g., in
marketing, it is information that is obtained directly from first-hand sources by means
of surveys, observation or experimentation.

In this project an interview schedule was designed to collect primary data from
various airtel users.

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Secondary Data:
Secondary data refers to data that was collected by someone other than the user.
Common sources of secondary data for social science include censuses, information
collected by government departments, organisational records and data that was
originally collected for other research purposes.

In this project Secondary data was collected from journals, magazines, web sites and
from other relevant publications.

Sampling Design:
The sampling design mainly consists of the sample taken for the study along with the
sample size, sample frame and sampling method.

Sample Size:
From the universe, sample sizes of 100 customers were selected for the purpose of the
study.

Sample Frame:
The customers were selected on a random basis from which the respondents were
selected based on convenience.

Sampling Method:
Convenience sampling was used, based on the willingness and availability of the
respondents. The study was conducted on consumers with different type of business.

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Q.1) Are you using mobile?

ANSWERS NO.OF PERCENTAGE%


RESPONDENTS

YES 92 92%

NO 8 8%

Total 100 100%

Respondents

4%
Yes
No

96%

Interpretation

The above graph shows that 92%people are using mobile and 8% people are
not using mobile.

Q.2) Does it really matter whether you go for GSM or CDMA?


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ANSWER NO.OF PERCENTAGE
RESPONDENT %
S

YES 67 67%

NO 33 33%

Total 100 100%

NO.OF RESPONDENTS
80

70 67

60

50

40
33
30

20

10

0
YES NO

Interpretation

The above graph shows that people are more concerned about the
technology they are using.67% users are concerned about technology. And
33% users have no concern from that.

Q.3) how would you rate the voice clarity of your AIRTEL
mobile connection?

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ANSWER NO.OF RESPONDENTS PERCENTAGE %
Excellent 32 32%
Good 36 36%
Average 20 20%
Bad 8 8%
Worst 4 4%

Total 100 100%

NO.OF RESPONDENTS
40
36
35
32

30

25

20
20

15

10 8

5 4

0
Excellent Good Average Bad Worst

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Interpretation

The above graph shows the rating given by AIRTEL mobile users to the
voice quality.32% GSM users are delighted with quality and 36% users
are satisfied with that.20% sasys its average and 12% were not satisfied.

Q.4) How would you rate network coverage strength on


AIRTEL mobile connection
ANSWE NO.OF PERCENTAG
R RESPONDENTS E%
Excellent 46 46
Good 31 31
Average 17 17
Bad 6 6
Worst 0 0

Total 100 100%

40
50%
46%
45%
40%
35%
31%
30%
25%
20% 17%
15%
10%
6%
5%
0%
1 2 3 4 0%5

Interpretation
The above graph depicts the coverage strength experienced by the
GSM users. GSM users are getting better coverage strengths. 46% GSM
users are highly satisfied with network coverage. 31% users are satisfied,
17% say its average and 6% are not satisfied with that.

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Q.5) How would you rate supplementary facilities like call
wait, call hold, call forward, call divert, call conference on
AIRTEL mobile connection?
ANSWER NO.OF RESPONDENTS PERCENTAGE %

Excellent 24 24%
Good 32 32%
Average 28 28%
Bad 8 8%
Worst 8 8%
Total 100 100%

NO.OF RESPONDENTS
35
32

30 28

25 24

20

15

10 8 8

0
Excellent Good Average Bad Worst

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Interpretation
Q.6) How would you rate the Internet connectivity and data transfer
The above graphs shows the satisfaction level of GSM mobile users
service on AIRTEL Connection ?
.24% users are highly satisfied, 32% are satisfied, 28% are find it average
ANSWER NO.OF RESPONDENTS PERCENTAGE %
and 16% are dissatisfied
Excellentwith supplementary
30 services
30% offered to them.
Good 33 33%
Average 21 21%
Bad 6 6%
Worst 10 10%
Total 100 100%

NO.OF RESPONDENTS
35 33
30
30

25
21
20

15

10
10
6
5

0
Excellent Good Average Bad Worst

Interpretation

Still many people are not aware of internet services offered to them by their services
provider .AIRTEL 30% users are more satisfied with the internet and data services offered to

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them then other competitors. 33% users are highly satisfied, 21% are found it average, and
16% are not satisfied with that.

Q7.) How would you rate international roaming facility on AIRTEL


mobile connection?
ANSWER NO.OF RESPONDENTS PERCENTAGE %
Excellent 7 7%
Good 22 22%
Average 25 25%
Bad 25 25%
Worst 21 21%
Total 100 100%

NO.OF RESPONDENTS
30

25 25
25
22
21
20

15

10
7

0
Excellent Good Average Bad Worst

Interpretation

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Majority of people find international roaming facility is not
satisfactoryaccroding to 7% respondents, 22% find its good. 25% find its
not average and 46% were dissatisfied with the roaming services.

Q.8) How would you rate dual personal and business number
facility on AIRTEL mobile connection?
ANSWER NO.OF RESPONDENTS PERCENTAGE %
Excellent 10 10%
Good 42 42%
Average 35 35%
Bad 10 10%
Worst 3 3%
Total 100 100%

NO.OF RESPONDENTS
45
42

40
35
35

30

25

20

15
10 10
10

5 3

0
Excellent Good Average Bad Worst

Interpretation
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Although 10% find it excellent but 42% users find it good, 35% users
find it average, 10% find it bad and 3% find it not satisfactory.

Q.9) How would you rate tariff rate of your AIRTEL prepaid
connection?
ANSWER NO.OF RESPONDENTS PERCENTAGE

Excellent 7 7%
Good 32 32%
Average 43 43%
Bad 13 13%
Worst 5 5%
Total 100 100%

NO.OF RESPONDENTS
50

45 43

40

35 32
30

25

20

15 13

10 7
5
5

0
Excellent Good Average Bad Worst

Interpretation

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7.5% AIRTEL mobile users find it excellent, majority of users
42.5%find it average, 12.5% are not satisfied with it.

Q10.) How would you rate STD tariff plans of AIRTEL


communication?
ANSWE NO.OF RESPONDENTS PERCENTAGE
R %
Excellent 37 37%
Good 42 42%
Average 18 18%
Bad 3 3%
Worst 0 0%
Total 100 100%

NO.OF RESPONDENTS
45 42
40 37
35

30

25

20 18

15

10

5 3

0
Excellent Good Average Bad 0
Worst

Interpretation

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The above graph shows that 37% respondents are delighted with
the STD tariff plans. 42%are satisfied with that.18% find it average and
3% are not satisfied with it.

Q.11) How would you rate the customer care service of AIRTEL mobile
connection?
ANSWER NO.OF RESPONDENTS PERCENTAGE %
Excellent 8 8%
Good 17 17%
Average 37 37%
Bad 23 23%
Worst 15 15%
Total 100 100%

NO.OF RESPONDENTS
40
37

35

30

25 23

20
17
15
15

10 8

0
Excellent Good Average Bad Worst

Interpretation

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When I asked the customers of Tata Docomo about the services of Tata Docomo
customer care 8% said that it is excellent. And 17% customers find it average. 37% of
them said they are not satisfied with their services,23% says its bad and 15% believes
its worst.

Q12) According to you what is the biggest weakness of AIRTEL


mobile?
ANSWER NO.OF RESPONDENTS PERCENTAGE %
Less flexibility of changing 40 40%
service provider
International roaming very 60 60%
limited
Total 100 100%

NO.OF RESPONDENTS
70 60
60
50 40
40
30
20
10
0

Interpretation

49
The 60% of respondents said that the biggest weakness of airtel is the
limited international roaming facility whereas 40 % believes that less
flexibility of changing service provider is the biggest weakness of the
company. Q13) Based on your experience with AIRTEL GSM
technology are you likely to recommend GSM technology to your
friends and relatives who may be planning to purchase a new mobile?

ANSWER NO.OF RESPONDENTS PERCENTAGE


Yes 44 44%
No 20 20%
Cant say 36 36%
Total 100 100%

NO.OF RESPONDENTS
50
44
45

40
36
35

30

25
20
20

15

10

0
Yes No Cant say

Interpretation

50
44% users will like to recommend the AIRTEL GSM technology to their
friends and relatives.20% users would not recommend it to their friends,
and 36% are not sure for that.

51
Q14) Is AIRTEL prepaid voucher easily available at retailer outlet?

ANSWER NO.OF RESPONDENTS PERCENTAGE

Yes 51 51%
No 23 23%
Sometimes not available 26 26%
Total 100 100%

NO.OF RESPONDENTS
60

51
50

40

30
26
23

20

10

0
Yes No Sometimes not available

Interpretation

Majority of respondents 51% found prepaid voucher easily available


at retail outlet, 23% say that it is not easily available, and 26% found it
not available at sometimes.

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Findings

1) Quality of the service provided plays an important role in keeping the existing
customers and to bring new customers.
2) In most of the organization, Internet plays an important role in the day to day
activities.
3) Most of the organizations prefer broadband connection over other type of
connection because of speed and other compatibility of service.
4) A number of the organization preferred Airtel because of the quality of service
provided and also for the speed of data transmission.
5) Many customers have rated the speed of data transmission is very good. Some
customers had complaints regarding the speed. This is mostly due to number of
systems connected by single broadband connection.
6) The safety and security of Airtel network is rated very well by most of its
customers. Safety of data is very important in any type of organization. Airtel
with its own PC security suite helps organizations protect its data from theft and
prevents it from harmful attacks.
7) After sales service plays essential part of customer satisfaction. More than 10%
customers have complaints regarding the after sales service of Airtel broadband.
But a number of customers have reported it excellent and very good.
8) Customers feel Airtel broadband was much better than other competitive products
of the same category. This shows the place Airtel has achieved in the minds of the
customer in Indore region.
9) The overall satisfaction level is very high among customers.

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55
LIMITATIONS
Preparation of a project report and concluding a research is a whole process which is
carried out in a number of steps. Therefore throughout the whole process of research
there are a number of difficulties encountered by researcher, at every step. In the present
study we may assume following limitation.

Data dont represent entire population behavior.

It is very difficult to measure perception by means of mathematical calculation.

This research was done in Jabalpur city only hence this Conclusion is valid only
for Jabalpur.

It was assumed that respondent have the knowledge about Cadila Health Care Ltd
but if he do not have proper knowledge then result may come wrong.

The respondent view point on the study questionnaire purely judgment and may
be induced by other reasons also.

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57
Suggestions

On completion of the project work Customer perception towards Airtel broadband


service among Small and medium scale industries (SME) customers of Indore, I would
like to give my suggestions which the company can make use of:-
1) The customer rate quality of the service as the most relevant one and hence Airtel
Broadband services should maintain the quality in services and should make
improvements in this feature.
2) Some customers are planned to discontinue because of high billing and after sales
service is not good. Though it is a small percentage the company should focus on
these to keep the brand image in the minds of people.
3) If any complaint is observed from the customers, it should be dealt quickly. This
will reduce the chance for dissatisfaction.
4) Many dissatisfied customers asked for more information about other plans or
change of plans. So the dissatisfaction may be due to providing wrong plans by
the sales persons. So the company can make use of this opportunity to retain its
customers by providing the right plans.
5) SME segment is a high potential market (especially in Indore) and the company
should take care of more promotional activities in which advertisement plays and
effective role and hence to have a competitive edge over other brands.
6) Lack of awareness about the plans is high among customers. So the company must
provide an awareness program about the specialized plans for them.
7) The detailed billing is provided as a value added service in Airtel broadband. It is
free of cost in its competitors like BSNL. So the company could provide the
service as free of cost. It will help customers clear their doubts about billing and
hence to improve their satisfaction level.

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59
CONCLUSION
The project titled A study on the customer perception of

mobile phone service providers with special reference to

AIRTEL was carried out among the customers/consumers in

Jabalpur Region. The overall objective of the study was to fine out

how the customer perceives Airtel Mobile Phone services and to

find out their satisfaction towards the service against its

competitors. The study revealed the picture of customers

perception and satisfaction which help Airtel Mobile Phone

services to encourage more people to be the customers/consumers

of Airtel Services.

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61
BIBLIOGRAPHY

Philip Kotler and Gery Armstrong ,Principles of Marketing


Management
Ramaswamy V.S, Namakumari S; Marketing management
D.D. Sharma, Marketing Research
Green & Tull, Marketing Research
Kothari C.R, Research Methodology- Methods and
Techniques;
Second Edition; 2004

Websites:

www. bhartiairtel.in

www. airtel.in

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Questionnaire

Personal details:

Name:

Address:

Occupation:

Gender: Male ( ) Female ( )

Q.1) Are you using mobile?

a) Yes ( ) b) No ( )

Q.2) Does it really matter whether you go for GSM or CDMA?

a) Yes ( ) b) No ( )

Q.3) How would you rate the voice quality of your AIRTEL mobile
connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

64
Q.4) How would you rate network coverage strength on AIRTEL mobile
connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.5) How would you rate supplementary facilities like call wait, call
hold, call forward, call divert, call conference on AIRTEL mobile
connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.6) How would you rate internet connectivity and data transfer service
on AIRTEL?

a) Excellent b) Good

c) Average d) Bad

e) Worst

65
Q.7) How would you rate security and confidentiality regarding call
theft on AIRTEL mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.8) How would you rate dual personal and business number facility
on AIRTEL mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.9) How would you rate tariff rate of your AIRTEL prepaid
connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.10) How would you rate STD tariff plans of AIRTEL communication?

a) Excellent b) Good

c) Average d) Bad e) Worst

66
Q.11) How would you rate the customer care service of AIRTEL
mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.12) According to you what is the biggest weakness of AIRTEL mobile


Connection ?

a)Less flexibility of changing service provider.

b)International roaming very limited.

Q.13) Based on your experience with airtel GSM technology are you
likely to recommend GSM technology to your friends and relatives who
may be planning to purchase a new mobile?

a) Yes b) No c) Cant say

Q.14) Is AIRTEL prepaid voucher easily available at retailer outlet?


a) Yes

b) No

c) Sometimes not available

67

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