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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.
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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.
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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.
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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.
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There are several levels of Customers, they are:-
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lead to higher satisfaction levels. The research is just one
component in the quest to improve customer satisfaction.
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:-
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2. Symbolic the ideas or images attached by the supplier
(for example by advertising)
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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,
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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
1995-1998
1999-2000
2001-2002
2003-2004
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Joins the us$ 1 bn revenue club
2005-2006
\2006-2007
2008-2009
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Voted Indias most innovative company - in a survey
conducted by The wall street Journal in 2008
2009-2010
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 makes Facebooks mobile site free for its 130
million plus customers.
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Loved by more customers
Targeted by top talent
Benchmarked by more businesses
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ORGANIZTATION STRUCHURE
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Management Profiles
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.
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Operational excellence
Reducing churns
Tightening cost
Utilizing capacity
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Process focus of Bharti Airtel broadband and Telephony
Services.
Corporates
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The primary 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.
g) To find out the strength and weakness of product and its competitors
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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.
Research Design:
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?
YES 92 92%
NO 8 8%
Respondents
4%
Yes
No
96%
Interpretation
The above graph shows that 92%people are using mobile and 8% people are
not using mobile.
YES 67 67%
NO 33 33%
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%
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.
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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.
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.
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.
NO.OF RESPONDENTS
70 60
60
50 40
40
30
20
10
0
Interpretation
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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?
NO.OF RESPONDENTS
50
44
45
40
36
35
30
25
20
20
15
10
0
Yes No Cant say
Interpretation
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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.
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Q14) Is AIRTEL prepaid voucher easily available at retailer outlet?
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
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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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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.
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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Suggestions
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CONCLUSION
The project titled A study on the customer perception of
Jabalpur Region. The overall objective of the study was to fine out
of Airtel Services.
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BIBLIOGRAPHY
Websites:
www. bhartiairtel.in
www. airtel.in
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Questionnaire
Personal details:
Name:
Address:
Occupation:
a) Yes ( ) b) No ( )
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
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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
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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
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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.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?
b) No
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